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www.loc.gov/avconservation
Motion Picture and Television Reading Room
www.loc.gov/rr/mopic
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VOL. XXIU. NO. 7
PER YEAR, TWO DOLLARS
dealers ^
'wlfolesalers'
pnmnufachum
No Static on
WICK
RECORD
See jpage 7
Published Each Month by Edward Lyman Bill, Inc., at 420 Lexington Avenue, New York, July, 1927
Entered as second-class matter May 2, 1903, at the post office at New York, N, Y., under tie act of Congresi of March 3, 1879.
THE TALKING MACHINE WORLD
The NEW
Toman Reproducer No.
A Beautiful and Original Design
Improves Wonderfully, Old Phonographs as Noted Below
2
Heavy metal diaphragm — practically
indestructible.
Constructed on an entirely new prin-
ciple.
Cannot get out of order — will stand
severest shocks.
Needle holder is only partly exposed
— all other parts are enclosed and
protected.
Enunciation of every kind of voice
or instrument is clear and full.
Reproduces perfectly, extreme high-
est, or lowest tones.
The Toman non-friction stylus sus-
pension (no springs) gives instant
response to the most delicate
tones — this method also increases
considerably the life of each rec-
ord played.
No. 2-V. —to fit old style Victor—
also fits Toman helical
tone arm.
No. 2-0. — To fit Orthophonic Vic-
tor.
No. 2-C. — to fit Columbia old style
machines.
No. 2-VG. — to fit very old style Vic-
tor horn type machines
— also fits German-
made tone arms, meas-
uring 19 mm. at hub
connection.
Produces a very fine Deep, Rich, Mellow and Powerful Tone
The Toman ''Helicar' Tone Arm Set
Does not infringe any U. S. Patent Not a copy or imitation
Constantly curves and tapers — Airtight in construction
No vibration or jingling on loudest tones
This illustration shows Toman
Reproducer No. 1. The Helical
tonearm can be supplied with
either reproducer, as desired.
The walls of the Helical
tonearm progressively in-
crease in thickness from
3/32 inch at the repro-
ducer, to 3/16 inch at the
base — this construction
prevents any losses or
modification of sound
waves as this tonearm
does not vibrate even on
loudest tones — whereas
tonearms made with thin-
ner walls will vibrate and
frequently lose and also
modify some of the sovmd
waves. The "Helical"
tonearm has a constantly
tapered air column meas-
uring 15 inches from re-
producer to amplifying
horn connection, and the
inside walls being perfect-
ly smooth offer absolutely
no resistance to the sound
waves — and, due to the perfect helical curves throughout, there is
absolutely no alteration of the natural characteristics of either high
or low tones, which are perfectly transmitted to the amplifying horn.
Manufactured by
E. Toman & Co,
2621 West 21st Plsce
CHICAGO, ILL.
Sales Distributor
Wondertone Phonograph Co.
216 No. Michigan Ave., Chicago, 111.
Cable Address — "Wondertone Chicago"
Cable Codes — Western Tnion A.B.C. (5th Edition).
/
The Talking Machine World
Vol. 23. No. 7
New York, July, J 927
Price Twenty-five Cents
Survey of Profits and
Overhead in Talking Machine Stores
Investigation Showed That Many Retail Talking Machine and Radio
Dealers Are Operating Without Cost Finding Systems and Have
Little Knowledge of Condition of Their Businesses — Costs Analyzed
WHAT is the cost of doing a retail
business in the talking machine and
radio fields — in other words, how much
is the overhead? It is a question the importance
of which is not apparently fully realized by a
great many dealers, some of whom seem to
know nothing at all about it, while those who
have an appreciation of overhead as a factor
do not take it as seriously as they might.
Fortunately there are a substantial number
of dealers who handle their business systemati-
cally and as a result are able to tell just how
much it costs to handle each department. By
this means they know what products are bringing
a profit, what are being sold at a loss, and just
what net income or profit they can expect at
the end of a given period.
Survey Brings to Light Interesting Facts
As a result of a recent survey conducted
among several hundred representative talking
machine and radio retailers throughout the
country by The Talking Machine World, it was
found that a surprising number were not in a
position to give accurate information regarding
overhead costs, either as they affected the gen-
eral business or as they applied to different de-
partments, although there were a sufficient
number familiar with the subject to provide
some accurate and valuable information regard-
ing an average cost of doing business.
The fact that when accurate figures were
available those offered by one dealer were com-
parable in a general way with those offered by
another gives the assurance that business costs
can be kept within reasonable limits when they
are fully understood. Of course tliere are some
differences in items. For instance, in some sec-
tions rents are higher than in others, although
the maximum under this heading was given as
13 per cent. Salesmen's salaries also vary, al-
though the highest percentage was given as 20
per cent and the next highest as 17.5 per cent
with the average much lower. There was some
slight difference in the amounts allowed for ad-
vertising, although the maximum was only 6
per cent, the minimum 1 per cent, and the
average 3.2 per cent.
There were also variations in allowances for
depreciation of fixtures, but this is of course
governed by the character of the fixtures and
their newness. That only 4.6 per cent of the
overhead on an average was charged off for
miscellaneous indicates how thoroughly those
who understand the subject are able to check
up on their business items.
These averages are naturally based upon fig-
ures that are frankly unfavorable as well as on
those that show a healthy business condition,
for a number of dealers in submitting informa-
tion emphasized the point that they were not
doing business profitably. Other investigations
have shown, for instance, that, properly handled,
the general overhead in the talking machine or
radio store under normal conditions can be
kept down to about 27 per cent, or even to a
slightly lower point.
Information was sought regarding overhead
in the talking machine, record, radio and musi-
cal merchandise departments, and in practically
all reports the overhead in the musical mer-
chandise department proved the lowest. In
some cases the overhead in the talking machine
department was lower than that in the radio
section, but in the majority of instances radio
costs were the lower of the two, probably be-
cause of increased turnover. The low radio
overhead incidentally may be accepted as indi-
cating a more general solution of the service
problem and the elimination of that cost factor
Average Overhead of Talking
Machine and Radio Retail
Stores
Rent, light, etc 7.3 per cent
Salaries 13.6 per cent
Advertising 3.2 per cent
Depreciation 2.6 per cent
Miscellaneous — including
repairs, financing, de-
livery charges, etc 4.6 per cent
Average overhead for all
departments 31.3 per cent
These figures were compiled from
answers to questionnaires sent to repre-
sentative dealers throughout the country
by The Talking Machine World.
from many stores. Some two years ago the
overhead story in this department was consider-
ably different.
Relation of Turnover to Profit
Regarding turnover, too, some interesting
figures were obtained, and it is noteworthy that
those companies enjoying the most rapid turn-
over in various departments also reported the
lowest percentage of overhead and, consequent-
ly, the largest percentage of net profits. While
it is true that in the talking machine, record,
and radio departments the average turnover of
stock was three times annually and in the musi-
cal merchandise department two and a half
times, it must be remembered that this is the
general average and does not detract from the
credit due the substantial number of dealers
who enjoy a much more rapid turnover in vari-
ous departments. There are those who turn
over talking machine stock four times in the
year and radio stock five times within the
period, but run behind on record and musical
merchandise sales. Others turn over talking
machine and radio stocks less than twice a year,
as compared with three times in the musical
merchandise and radio departments. One
dealer with a small stock of talking machines
turns it over ten times annually, and following
the same limited stock policy in radio enjoys
seven turnovers a year in that department, al-
though his record stock turns over only twice.
Then there is the dealer who specializes in
records and turns over his record stock eighteen
times a year, as compared to a four-time turn-
over for talking machines.
In a store featuring several, departments the
question of turnover rests largely with the in-
dividual efforts of department managers, or the
greater interest that the dealer himself shows
in one line of products as compared with an-
other. In the case of turnover, therefore, the
average of three times annually might well be
considered as minimum for successful business.
Understanding of Costs Necessary
A thorough understanding of overhead costs,
that is, the expense of doing business, is one
of the fundamentals that may be described
properly as the fundamental in modern mer-
chandising success. It is only through the abil-
ity to understand what overhead means and to
figure the items under that head systematically
and accurately that the merchant to-day can be
really sure whether or not he is actually making
money. The cost of the goods can be easily
gauged, as can the business volume, but in be-
tween the two lie the vital business factors,
overhead and net profit, and if there is not
margin enough for the two, then profit gives
way to loss.
It has been charged on frequent occasions
that many members of the talking machine and
radio trades, in the retail divisions at least,
have no proper conception of what it actually
costs them to do business, and as a result fre-
quently go through the year with a loss, or
with one profitable department carrying the bur-
den of an unprofitable one, while fondly be-
lieving that they are making substantial prog-
ress.
It is not sufficient to compare the inventory,
the list of bills receivable and payable and the
bank balance at the end of one year with the
corresponding figures at the end of the next,
for those figures give no indication of what has
happened in between, or what may happen un-
less certain wastes are checked or eliminated.
An understanding of what overhead means will
keep the dealer informed constantly as to just
how his business stands, whether his payroll,
his rent, his advertising or any other item are
out of proportion to his business volume. The
overhead figures are what guard the business
treasury.
Lack of Knowledge Evident
It is surprising and, in a sense, highly regret-
table that so many members of the retail branch
of the industry are apparently not interested
in overhead or, being interested, are lacking in
fundamental knowledge regarding the meaning
of the term and how accurate figures may be
arrived at. That such indifference to this basic
factor in merchandising exists has been made
particularly evident as a result of The Talking
Machine World survey. Some there were who
displayed a thorough understanding of the sub-
ject, but a surprisingly large percentage were
unable, as indicated by their answers, to tell
just how much it was costing them to do busi-
{Contimied on page 11)
See second last page for Index of Articles of Interest in this issue of The World
4
THE TALKING MACHINE WORLD
July, 1927
Stabilization of Radio
Is Result of Co-operative Efforts
Start of Summer Season This Year Finds Talking Machine Deal-
ers in Better Position Than Ever Before to Secure Sales Volume
UNQUESTIONABLY the opening of the
Summer season this year finds the
talking machine dealers who handle
radio in a better position than at any time
since these products have become an in-
tegral part of the merchandise. Radio has
made rapid strides toward stabilization; many
of the profit-killing practices of the past have
been eliminated; the Federal Radio Commis-
sion is rapidly clearing up the broadcasting
situation; clarifying of the patent situation, and
there is a better feeling throughout the industry.
But the most important factor in placing radio
on a sounder and more substantial footing is
the growing solidity of the industry as a whole,
as manifested concretely last month by the com-
bined conventions of the Radio Manufacturers'
Association and the Federated Radio Trades
Association, as well as the First Annual Trade
Show of the R. M. A., in Chicago.
A Progressive Move
The value of the simultaneous and early
showing of the new models cannot be over-
estimated. The dealers, especially, stand to
profit by this move, for the reason that the re-
tail trade will have ample time to get rid of the
old models, and reorders enable the manufac-
turers to get rid of any surplus stock they may
have on hand. Thus, when the latest radio re-
ceiving set lines are finally ready for delivery
to the trade the manufacturer, wholesaler and
retailer will be starting on a clean and satis-
factory basis that should do much to make the
year as a whole a profitable one.
That large delegations of dealers from all
parts of the country spent the money and time
to journey to Chicago is proof of the wide in-
terest aroused by the combined conventions and
the trade show. The exhibits gave the trade
the opportunity of deciding upon the lines they
desire to handle during the next year. The
show also enabled the dealers to make compari-
sons between the various products, from the
standpoint of design and quality of reception,
making it easy to select the lines that should
be most suited for the various localities repre-
sented by those present and the merchandising
problems involved.
Co-operation in Business
The time is past when retailers eye their com-
petitors with suspicion and shun them as they
would the plague. Here and there one still
finds a merchant of this type, but the many
problems of modern merchandising, the con-
stant evolution of methods and products, and
the uneconomic aspect of "going it alone'" make
progressive business men realize the necessity
of getting together for mutual consideration of
their common problems.
Many minds concentrated on clearing up a
particular phase of business are better than one.
Thus the discussions at the various sessions of
the Federated Radio Trades Association during
the recent convention could not help but be of
value to those who were fortunate enough to
be present. Those who were unable to get to
Chicago can turn to The Talking Machine
World, June issue, where a special section is
devoted to a complete report of the conven-
tions.
In other sections of the country, too, the
work of associations is rapidly placing retail
business on a better plane. On the West Coast
the associations have mapped out particularly
worth-while programs, coping vigorously with
the problems with which the trade is confronted
in that section of the country. In Denver re-
cently the local radio dealers' group of the
Chamber of Commerce established a Code of
Standard Practices dealing with demonstrations,
terms, interest, service and exchanges that, if
carried out, is certain to have a marked efifect
on the stability and prosperity of the radio
trade in that district. This code is reproduced
on another page of this issue of The Talking
Machine World. Other associations have done
excellent work in reducing the high cost of
service by planning service agreements that
permit the dealer to get at least an even break
from this branch of his business.
Reasons for Optimism
In spite of the fact that there undoubtedly is
a slowing down of business during the Sum-
mer months there are many sound reasons for
optimism on the part of the trade. One thing
is certain, the days of easy selling are gone,
and this is true whether it be Summer or Win-
ter. Competition has reached the point where
retailers must take advantage of every means
of bringing up sales volume. Swivel-chair mer-
chandising is not the way to do it. Sales organ-
izations composed of men and women who
thoroughly know their business must be built
up and trained.
Given an efficient sales staff, backed by the
right kind of advertising and other sales promo-
tion methods, the individual dealer has no
reason to fear competition, and a satisfactory
sales volume should result. This sounds like a
platitude, but it is based on the experiences of
many successful merchants throughout the
country who have realized their shortcomings
and who have drastically revised their methods
to meet modern conditions.
Opens New Music Store
The Quackenbush Co., of Paterson, N. J.,
opened its new quarters at 160 Market street,
last month. The new store, which is devoted
entirely to musical instruments, is an outgrowth
of the music department which has been main-
tained for years in the Quackenbush department
store.
Gape Fear Go. Ghartered
The Cape Fear Furniture Mfg. Co., Sunn,
N. C., was recently incorporated with a capital
stock of $100,000 to manufacture, buy and sell
P'honographs and other musical instruments.
"NYACCO" Manufactured Products
NYACCO Record Albums
NYACCO Radio Sets
NYACCO Portable Phonographs
NYACCO Photograph Albums
NYACCO Autograph Albums
Twenty years' manufacturing experience enables us to offer the trade a line that is tried and proven.
Jobbers and Dealers: Write us for full information.
NEW YORK ALBUM & CARD CO., Inc.
Estdblisked 1907
Note New Address - - " ' 64'68 Wooster Street, New York
ruLY, 1927
THE TALKING MACHINE WORLD
THE RANGE
of the
Brunswick Panatrope Line
I
Model 8-7, Brunswick Panatrope
(Exponential Type)
$85
Model 148'C, Brunswick Panatrope
(Electrical Type)
with 8 'Tube Radiola
$1200
HERE are the two instruments that mark
the length of the Brunswick Panatrope line
. . . the finest line of musical merchandise put
out by The Brunswick- Balke-Collender Com-
pany in its entire history.
At the beginning (excepting the Brunswick
Portable, of course) is the Brunswick Panatrope
(exponential type), an instrument which em-
bodies new and exclusive discoveries. Model 8-7
sells for $85.
At the top is the incomparable Brunswick Pan-
atrope (electrical type) with Radiola Model 148-C,
Ten Models
$85 to $1200
unquestionably the finest combination instrument
known to the world today. Its price is Si, 200.
Between these two prices are a great variety of
instruments to suit every need and every pocket-
book . . . five Panatropes of the exponential type,
priced between ^85 and $300 . . . five electrical-
type Panatropes and Panatrope with Radiola
combinations, priced between I525 and $1,200.
This merchandise is being presented to the
public each month in color pages in leading
magazines and through newspaper advertising.
When have you had instruments that compared
with these or a public more receptive to them ?
^JonmMdck^
THE BRUNSWICK-BALKE-COLLENDER CO. • CHICAGO • NEW YORK • IN CANADA: TORONTO
6
THE TALKING MACHINE WORLD
July, 1927
R. W. Jackson Appointed General Sales
Manager, Musical Division, Brunswick Co.
Former General Sales Manager of Billiard and Bowling Division of Company Succeeds A. J. Ken-
drick, Resigned— Eminently Suited to New Post Through Wide Experience With the Company
R. W. Jackson, who for three and one-hali
years has been general sales manager of the
billiard and bowling division of the Brunswick-
Balke-Collender Co., Chicago, was appointed
general sales manager of the musical division
of that company several weeks ago, succeeding
A. J. Kendrick, who resigned.
Mr. Jackson is one of the most aggressive
executives in the Brunswick ranks and is ex-
tremely well known in the trade, for when he
was branch manager of the St. Louis division
of the firm, from 1915 to 1923, he introduced
the Brunswick phonograph in that territory,
and his successful activities and aggressive
sales policies developed the Brunswick instru-
ment in that section to the point where the
St. Louis office was one of the most successful
of the Brunswick branches.
Although he has not been actively associated
with the music industry for the last few years,
Mr. Jackson has kept in close touch with all
new developments in the music field, in the in-
struments themselves, and in the merchandising
policies, so that he is eminently capable of
taking over the reins of the musical division.
The actual story of Mr. Jackson's life with
the Brunswick Co. is of unusual interest, for
his career is not spotted with anything like a
meteoric rise to success, but is the story of
hard work and slow but sure climbing from the
time he was office boy at the Minneapolis
branch in 1903 to his present position. For
five years he was associated with the Minne-
apolis branch, working up to the position of
cashier when he went on the road in 1908.
The next year he was transferred in the same
capacity to Butte, Mont., branch and later to
Sioux City, where he stayed until he was made
branch manager of the Kansas City branch
in 1913, and his success there led to his ap-
pointment as branch manager in St. Louis in
1915, where he introduced the then new Bruns-
wick phonograph to the trade in that territory,
R. W. Jackson
with remarkable success. In October, 1923, he
was made general sales manager of the billiard
and bowling division in Chicago and the same
success that marked his other activities with
the company was evidenced again in that posi-
tion. He was made a director of the company
in April of this year, and the officials of the
Brunswick company are sure that he will be
equally as successful at the helm of the mu-
sical division.
Mr. Jackson has always been deeply inter-
ested in the music industry and his actual
contact with that division of the Brunswick
Co. from its very beginning will stand him in
good stead in his new work. He has personally
covered practically the entire United States and
Canada in his different positions, and in addition
to developing a host of friends in the trade,
he is aware, from first-hand knowledge, of
dealer problems and his appointment is a popu-
lar one with the trade.
W. C. Hutchings, who has been acting as
assistant general sales manager of the musical
division for the past five years, will continue
in that capacity. Mr. Hutchings is another
e-xecutive who has made a study of the dealer
problems and his long experience fits him ideal-
ly for the. important position he holds. Between
him and Mr. Jackson the musical division of
the Brunswick-Balke-Collender Co. is in capable
hands.
C. D. MacKinnon, general record sales man-
ager, who has had remarkable success with the
record department since he took charge, will
also continue as chief of that department. Mr.
MacKinnon has been in the music industry
for years and is one of the best-informed record
sales executives in the country. He has shown
.some remarkable increases in record sales since
he took charge of the department and he plans
to continue at the same rate of speed. The
rest of the personnel of the musical division of
the Brunswick Co. remains as heretofore.
National Co. Moves to
More Central Location
Manufacturer of National Vernier Dials and
Other Radio Parts Greatly Increases Floor
Space — Opens Salesrooms in Boston
Malden, Mass., July 1.— The National Co., Inc.,
manufacturer of National velvet vernier dials
and other radio parts and also National duo-
range charger, has taken possession of its new
plant at Sherman, Abbott and Jackson streets,
this city. Its situation, near Maiden Square,
brings it within easy access of the central part
of Boston.
The National Co., Inc., also announced the
establishment of a Boston sales office for the
convenience of its customers, situated in the
Boston Chamber of Commerce Building, 80
Federal street.
The new factory gives three times the floor
area of the former factory in Cambridge.
Nat E. Golden Returns
From Mid- Western Trip
Nat E. Golden, sales manager of the Superior
Phono Parts Co., New York, returned to his
desk recently after spending several weeks in the
Middle West, during the course of which he
attended the music conventions in Chicago.
While in the Windy City Mr. Golden was ac-
companied by Paul I. Burks, of Louisville, Ky.,
well known in the phonograph trade and the
sponsor of a new sound box called the "Tri-
Phonic." Both Mr. Golden and Mr. Burks
were kept busy demonstrating this new repro-
ducer, and the keen interest manifested by many
dealers in this product was reflected in the
placing of good-sized orders for immediate de-
livery.
Allen McQuhae Broadcasts
Allen McQuhae, popular tenor soloist of the
Atwater Kent hour, was the leading artist in a
big national broadcast by the Canadian Gov-
ernment on the evening of July 1. McQuhae's
songs blanketed the Dominion through a hook-
up from station CNRO, at Ottawa.
Note: Look £or the Complete Line o£ Peerless
Portable Phonographs on Page SS
PEERLESS
the Album
Peerless Artkraft Album
Beautful Gold-embossed Cover — Heavy Brown Kraft Pockets
Peerless Loose Leaf Album
Removable Pockets for Records
Peerless Record Carrying Case
This new way of carrying records to
the camp, seashore and outing appeals
to every portable owner. It is a source
of added record sales, as well, for the
retailer.
Its low price makes selling easy. Now
is the Portable and the Peerless carry-
ing case season.
PEERLESS ALBUM COMPANY
PHIL RAVIS, Pres.
636-638 Broadway New York City
July, 1927
THE TALKING MACHINE WORLD
7
Vituent Lope: and liis oic/ies-
Ira play Ihe same hew tiiitsical
n u mbersfor /iru nsivick Records
lhalmake Uiem poptdar wher-
ever they appear.
Hal Ke7np and his Orcheslra
are University vf North Caro-
lina boys whose New }'ork
theatre popularity has led to
the m a k ing o f Tit unswick
Records.
NO STATIC
On "Brunswick %ecords
Amazing Musical Quality . . . Famous Artists . . . and Timely Releases
Explain the Growing Demand for "Light-Ray" Electrical Recordings
A jew OuUtandiing Records
of the Month
"My Idea of Heaven" . . . "It's You C'est Vous
(Say Voo)" — sung by Harry Richman, Comedian.
3538
"Hallelujah" . . . "Sometimes I'm Happy" (from
"Hit The Deck") — fox trots with vocal chorus.
Piano duet with orchestra. Phil Ohman and Vic-
tor Arden with Their Orchestra. 3527
"Just Like a Butterfly (That's Caught in the
Rain)" . . . "Baby Mine" — fox trots with vocal
chorus. \'incent Lopez and His Casa Lopez Or-
chestra. 3573
"Rosy Cheeks" . . . "Underneath the Stars With
You" — sung by Nick Lucas, "The Crooning Trou-
badour." 3518
"Falling in Love With You" . . . "Song of the
Wanderer" — piano solos by Lee Sims. 3551
OUMMER static will lead many people
to hear the newest musical numbers on
Brunswick Records. Thus they will dis-
cover that Brunswick's marvelous "Light-
Ray" electrical recording method (musical
photography) does wonders for even their
old phonograph.
To tell the public the newest musical
delights on Brunswick "Light-Ray" Elec-
trical Records is the task of Brunswick
advertising. In The Saturday Rveni?ig Post,
August 6th issue, and in Liberty Magaxi?ie,
July 31st, there'll be a full page in color on
"Light-Ray" recording and Brunswick
Record artists. Watch for these big ads.
Tie up with them. Mats listing current
releases will be mailed you free if 5'ou write
our Dealer Service Department.
THE BRUNSWICK-BALKE-COLLENDER CO., CHICAGO NEW YORK IN CANADA: TORONTO
8
THE TALKING MACHINE WORLD
July, 1927
Canvassing Wins Sales
for Dealers Who Plan Campaigns
Outline of Various Methods Used by Aggressive Retailers in
Promoting Sales by Combing Their Territories for Business
A FALLING off in the use of canvassers
as a means of selling musical instru-
ments has been noted in the past few
years, due largely to the difficulty of securing
entrance into the apartment houses in the larger
cities. Yet many dealers throughout the country
are using canvassers with profitable results. The
methods of a few dealers and the results they
have secured from "door-bell ringing" should
prove interesting and instructive to readers of
The Talking Machine World.
Five Men Cover Specified Territory
A great majority of the sales made by the
Brunswick Music Shoppe, Main and West Utica
streets, Buffalo, N. Y., which also operates a
branch store on West Ferry street, result from
the efforts of canvassers or visits made to old
customers, according to Albert Poppenberg,
head of the business. The house employs five
canvassers, each of whom has a specified terri-
tory to cover. Live prospects are followed up
immediately after the name has been turned
in by the canvasser. W'hether the sale is made
or not, the name of the prospect is kept on file,
and the salesman calls periodically to learn
whether or not circumstances have adjusted
themselves so that the family can take the re-
sponsibility of the purchase.
The prospect index is followed closely, each
salesman taking at least half a dozen names
with him each day, following up former calls,
awaiting every opportunity to place an instru-
ment in the home. The salesman is held re-
sponsible for the prospects given him and he is
required to make a definite report on each.
Customers who turn in names of prospects who
eventually become customers are rewarded with
gifts of silver^ or dishes.
"Canvassing paj'S in any locality only when
local conditions are studied and methods are
then adapted to fit these conditions," states J. J.
Hildner in charge of outside sales for the
Southern California Music Co., who continues,
saying that success in selling any commodity
is in direct ratio to the total number of con-
tacts or interviews secured.
Morning Canvassing Best
It was discovered hy this concern that the
afternoon was the time when people are not at
home and therefore canvassers are instructed to
work in the mornings only. Mr. Hildner also
states that it is possible to secure more reliable
women canvassers for half the salary demanded
by unreliable men canvassers. By working
during the mornings only, twice the number of
interviews can be obtained and at a less cost.
Recognizing a prospect is not a matter of sex
but training and it is important that prospects
be followed up by salesmen who work in dis-
tricts best suited to their ability and training.
A salesman gradually learns the trade in a cer-
tain district, he is acquainted with sales that
have been made there and is in a better posi-
tion to quote these in order to put over new
business.
Henry C. Wildermuth, treasurer of the
Whitney-Blaine-Wildermuth Co., Toledo, O.,
finds that the average person solicited is far
more charitable to the music store canvasser
than was the case only a few years ago. On
the whole, he states, the average person to-day
is more intelligent and eager for information
regarding musical instruments than was the
case in the past, and as a result there is little
of the slamming of the door in the face of the
canvasser. All this operates, of course, to de-
crease the overhead in this type of selling.
With the Whitney-Blaine-Wildermuth house
canvassing salesmen are assigned to territory
with which they are fully familiar, and, if in a
foreign-speaking section, they can speak the
language of the majority of the inhabitants.
Those who work outside the city proper use
automobiles. Here prospects are more scat-
tered and it is a difficult task to get them to
come to the store, so the firm only works them
for a period of six months and then ceases to
consider them possible buyers.
Uses Women Canvassers Only
Ned Douglas, proprietor of the University
Music Store, Seattle, Wash., believes in nothing
but woman canvassers and for the past year and
a half has kept four of them busy continuously
in the Seattle territory. Mr. Douglas also care-
fulh' studies the personalities and education of
his canvassers before taking them on. Being
adjacent to the University of Washington
places him in a position to obtain university
students who have majored in music and musi-
cal appreciation. Such a person reaches a pros-
pect much more readily by being master of her
subject. The canvassers are given a territory
of about five square blocks at a time for a three-
day period. The territory is allotted by work-
ing on a large city map, the canvasser making
every house in her district.
Five Salesmen Follow Up Canvassers
Findings and experiences are passed on each
day to the corps of five salesmen who immedi-
ately follow up all prospects. When traces of
ill will to the store.are brought to light with
someone who has either a real or fancied
grievance, a call is made by Mr. Douglas, who
adjusts the difficulty. Canvassing has played a
major share in the phenomenal growth which
this store has experienced in the seven years of
its existence. In the Fall Mr. Douglas plans to
have a football man on the campus, continually
canvassing the sorority and fraternity houses.
The Hopper-Kelly Co., of Seattle, Wash.,
keeps two canvassers out all year around for
the benefit of its' phonograph department, using
men who select their own territory at will and
who must be salesmen enough to close their
own sales. No salesman direct from the store
follows up on the canvassers. Mr. Murdoch,
manager of the phonograph department, states
that canvassing is a large part of the success
of any phonograph department and states that
a good percentage of the volume of business is
brought in through this medium.
Mr. Murdoch has not found it necessary to
employ canvassers with a musical knowledge.
With the modern line of reproducers as an
opening wedge, it is usually a simple matter to
find an entrance, either by asking to demon-
strate the immense difference to be found by
putting one of them on an old phonograph, or
by giving a good sales talk on the new ma-
chines, if no instrument is found. Many repro-
ducer sales turn out to be prospects for the
new machines later on. It is always the earnest
endeavor of the canvasser to arrange for a
home demonstration as these nearly always re-
sult in sales.
Adds "Talker" Department
The T. P. Robbins Music Co. has opened a
talking machine and record department at the
Cape Radio & Electric Shop on Main street,
Falmouth, Mass., carrying a complete line of
Colum.bia, Brunswick and "Waltham products.
Octacone Qross Profit is Net Proiitl
Slightly higher
west of the Roekies
Licensed under Frank E. Miller.
Patent Numbers 1.190.787, 1.220,669.
1,294,137. 1,426,211 other patents
pending.
No servicing expense or loss to dealers in handling
this superior type of loud speaker. Protected, free
edge, full floating cone makes it practically inde-
structible. Two models. Table Model (illustrated)
$19.50. Pedestal Model, $29.50. Both models
slightly higher west of the Rockies.
/
AX-J SIM
PAUSIN ENGINEERING CO., 727 Frelinghuysen Ave., Newark, N. J.
July, 1927
THE TALKING MACHINE WORLD
9
^ Build your
adio
Firm Foundation
usmess on a
npHE Stromberg - Carlson franchise is a stable foundation upon
which an authorized dealer may build a permanent and successful
radio business. It represents —
STABILITY AS TO PRODUCTS —
Stromberg-Carlson Radio products are
characterized by the same dependability
and durability which have made its tele-
phone apparatus standard throughout
. the worlcl. Dealers and users are protected
by a guarantee which is valid only when
countersigned by an authorized dealer.
STABILITY AS TO PATENTS —
Stromberg-Carlson aims to give patent pro-
tection to dealers and users of its apparatus.
The Company is licensed under the pat-
ents of the Radio Corporation of America,
Hazeltine Corporation, Latour Corpora-
tion and Radio Frequency Laboratories,
Inc.
STABILITY AS TO PRICES —
Stromberg-Carlson guarantees not to re-
duce factory prices on its Receivers. This
is an assurance of permanent value in a
dealer's inventorv.
STABILITY AS TO PROFITS —
Stromberg-Carlson dealers enjoy maximum
freedom from "service" costs due to the
care with which its Receivers are con-
structed. The original profit is preserved.
tThe Stromberg-Carlson line includes 5-tube and 1»
6- tube Receivers in both Console and Table Models, P
and a 7-tube Radio and Phonograph Combination. J
STROMBERG-CARLSON TELEPHONE MFG. CO., ROCHESTER, N. Y.
takers of voice transmission and voice reception apparatus for more than 30 years
10
THE TALKING MACHINE WORLD
July, 1927
Unusual Merchandising
Methods Bring Trade to McNeaFs
J. L. Simpson Tells How Ben McNeal Located His Store Away
From the Beaten Path and Succeeded in Spite of Obstacles
BEN McNEAL, of Kansas City, with a
business location at Sixty-third and
Brookside streets, is rated as one of
the younger radio dealers of the city, but in
reality, insofar as experience and initiative go,
he has been in the radio game since there was,
in reality, a radio business as such in this coun-
try, and perhaps few dealers have planned and
put into operation as many new methods of
increasing volume of sales and service as has
this enterprising young merchant.
An Unusual Location
"Why did I go into business away out here,
in the Country Club district, several miles from
the business center of town?" repeated Mr. Mc-
Neal, in answer to
that inquiry by the
correspondent. "Well,
there were several
practical reasons. For
the young fellow
launching into the re-
tail radio business for
himself, the matter of
capital is a big one to
consider.
"To jump into the
radio game in a down-
town location, in the
right way, would have taken at least thirty
or forty thousand dollars of capital, and, well,
I didn't have that much. However, I was able
to get together a portion of that amount, and
found that I could get into business in pretty
good shape, out here, away from the high-rent
district, for less. Then, there are certain ad-
vantages in this location which I am capitalizing,
and which I shall disclose later.
An Artistic Establishment
"In this part of town, several miles away from
the hustle and bustle of Twelfth and Main
street, there are opportunities and, well, differ-
ences in methods. Here in the Country Club
district it is the rule to add an artistic touch
even to business places, which would seem out
of place down town. I have decorated my
store interior, as many of the drug store and
restaurant interiors are decorated here, with a
rough paint finish which appeals to the artistic
in people's natures, and it seems perfectly in
place out here, where beautiful residences sur-
round our business district in every direction,
instead of busy streets and miles of tenement
houses.
"I have stated that here there are certain
advantages. One of them concerns the matter
of too much competition. It is better to be a
big fish in a small pool than a little fish in a
big pool. Also, I find that it's better to be the
radio store in the Country Club district, which
is the fashionable residence district of K. C,
rather than to be simply a radio store in the
downtown district, where there are radio stores
and departments galore.
"Thus, I am attempting to make my radio
store harmonize in appearance and spirit with
the character of my environment, hence the in-
terior decoration, unusual in most business
places.
Prospect List of Home Owners
"From the leading real estate dealer of the
^city I secured the names and addresses of 4,000
persons living within a mile or so of my store,
heads of families, and each not merely a resi-
dent of the community, but a home owner.
"With these names and addresses, I pro-
ceeded to capitalize their value to me by means
of circular publicity, directing attention to my
store, my radio sets, and particularly to my
service, which I shall outline later.
"I had prepared circular matter and letters
which I mailed to each of the four thousand,
addressing them as friends and neighbors,
rather than as unknown individuals. I tried to
make them feel that here was to be their own
particular, private and personal radio store,
easily accessible, friendly, efficient and part of
their community.
Makes Friends With Children
"Then, I proceeded to get into intimate
Ben McNeal Making a Sale in His Attractive Showroom
personal touch with the children of these four
thousand families. This was possible since the
public and high schools which serve the Coun-
try Club district are situated within a block or
two of here. During the noon hour it is cus-
tomary for the youngsters, many of them, to
come down here to the business section of the
Club district, to kill time, and make small pur-
chases, and to get away from the school
grounds for a few minutes.
"Many of them come to my store, to purchase
phonograph records, which I sell here, or for
other small purchases. I cultivate their ac-
quaintance with courtesy, efficient service and
genuine friendship. Trust a child to tell whether
you are genuinely friendly to him or her, or not.
I surely try to be, and my efforts do not seem
in vain.
"From each child making a purchase, I in-
quire the name of the parents and the street
address. If this name is not on my list, I
send printed matter to these new customers, as
I have done to the other 4,000. I induce the
child to bring the parents to my store, and
many have done this.
"Thus, and in similar ways, I am developing
a real personal touch with my principal busi-
ness district, developing friendships which
mean eventual business, and getting some busi-
ness as I go along.
Free Entertainment Helps Business
"Many of my customers living in this district
drive over here nights, and during the warm
months I offer them a real form of entertain-
ment. I set one of my receivers out in front
of'the store, at the edge of the sidewalk, and
keep it in operation until closing time at night,
say ten o'clock, and even later. The people
feem to enjoy sitting out in their cars, in the
neighborhood of my store, and listening to my
free entertainments_ These advertise my store,
give it prestige, and cost practically nothing.
"All of this concerns, primarily, the selling
fif sets, accessories, phonograph records, etc.
Now I am coming to the matter of service,
which I have made an outstanding feature of
my store, as it has been a big feature of stores
for which I have formerly worked.
"I have worked out a system of service which
really works, which brings me the money in
advance, and which helps keep the pot boiling
while I work out the development of the regu-
lar sales end of my business. My system is
to service radio sets for so much a year, col-
lect the money in advance, and use this in my
business. It takes plenty of money, believe me.
"I have a contract drawn up, whereby I
agree to service the set of the man signing the
same for the sum of $12 a year, no more and
no less. Once a month is the normal service
given for this amount, but I will service more
frequently in emergencies, without additional
charge. And, this is important, the $12 is paid
in advance. This prevents customers from
switching their service work to some one else
after a month or two, gives them good service
at reasonable cost, and the money goes right
mto the business, paying for sets and acces-
sories, rent, printing, etc.
"The customer agrees, in the contract, to
purchase all of the necessary accessories and
parts from my store, and this gives me the
needed outlet for accessories, and keeps that
end of my business up to normal. Already I
have secured hundreds of customers on my an-
nual service plan, many of whom knew the
nature of my service work before I had a store
of my own, hence, were easily persuaded to
sign the yearly contract. As a beginner in
the retail radio business these are some of the
things I have already put into practice in my
own store."
Plans for Pacific Radio
Show Nearing Completion
Fourth Annual Pacific Radio Exposition to Be
Held in San Francisco From August 20 to 27
— Many Exhibits Are Already Scheduled
San Francisco, Cal., July 5. — Plans for the
fourth annual Pacific Radio Exposition to be
held in the exposition auditorium August 20 to
27 under the auspices of the Pacific Radio Trade
Association are rapidly being formulated, ac-
cording to Leo J. Meyberg, chairman of the
Association's exposition committee.
As an indication of the growing popularity
of radio, Mr. Mayberg declares that more than
80 per cent of the exhibit space has already been
taken notwithstanding the fact that the opening
of the show is still two months off. He declares
that the interest of the exhibitors is only a re-
flection of that of the public.
W. J. Aschenbrenner, secretary-manager of
the Pacific Radio Trade Association, is now in
the East in the interest of the exposition.
A novel program of entertainment and spe-
cial features is being worked up under the
direction of a special committee headed by A.
B. C. Scull, chairman. Something different will
be offered for each day of the show and every
effort is being made to provide a program that
in itself will be a big attendance card.
The exposition is to be advertised through-
out Northern and Central California and a large
out-of-town attendance is expected. Last year
the final attendance figures showed that more
than 110,000 visitors passed through the exposi-
tion, which was a new Pacific Coast record.
The Talking Machine World, New York, July, 1927
A Radiotron
for every purpose
RADIOTRON UX-201-A
Detector Amplifier
RADIOTRON UV-199
Detector Amplifier
RADIOTRON UX-199
Detector Amplifier
RADIOTRON WD-lt
Detector AinpUtirr
RADIOTRON WX-12
Detector Amplifiet'
RADIOTRON UX-20a
Detector Chily
RADIOTRON UX-200-A
Detector Only
RADIOTRON UX-120
Poicer Amplifier Last
Audio Stage Chtl?f
RADIOTRON UX-n2
Power Ampli/ier
RADIOTRON UX-171
Power Amplifier Lost
Audio Stage Only
RADIOTRON UX-210
power Amplifier OsviUafur
RADIOTRON UX-240
D( lector Amplifier For
Ren inta nce-cott p U d
amplificat iorc
RADIOTRON UX-213
Full-Wa've Rectifier
RADIOTRON UX-216-B
Half-Wave Rectifier
RADIOTRON UX-874
Voltage Regulator Tvbe
RADIOTRON UV-876
Bailout Tulte
RADIOTRON UV-886
Ballaxt TutK
RADIOTRON UV-877
Protective Tttbe
The standard by
which other vacuuvi
tubes are rated
Look for this mark on every
Radiotron
A Radiotron
for every purpose
lUOIOTIKm UX-IM
AUHOTRON W&-II
RADtOTRQN Wl-U
RAIHOTftON UX-»0
RADIOTRON UX-IIZ
HAOIOTHON UX-m
RADIOTRON UX-IIO
RAOIOTROK UX-m
RAOIOTROM UX-tlfr-t
RAraO-ntOH UX-874
RAOiornoN uv-fs
UUXOTROM uv-at
tuDioTRON uv-m
The sranJard h
u'fucJi other vacuum
luba ate rala.'
You know what a missing
cylinder means in your car.
A "missing" tube in your
set is even worse. Look in-
side your set and see whose
tubes you are depending on.
Radiotrons throughout are
the best insurance against
tube troubles.
RjJioirons j(e enpineeied fiom start to fincsh by the etigin
RCA. Westinghouse and General ElcCTric Ever)' Radiotion 15
and inspected tn -ll different ways before jt leaves ihc fattor>'
KCA Kadiotron
M^llE SV THfi MAKERS OF THE KADIOLA
RADIO CORPORATION OF AMERICA
NEW YORK
CH I CACO
Why be an experimental station for
substitutes when you can make more
money selling the original real ar-
ticle? Remember that your customer
is the final judge of tube quality.
He registers his judgment by co
ing back to you for more tubes
or by going elsewhere. You cannot
afford to experiment with hm.
RADIO CORPORATION OF AMERICA
SAN FRANCISCO
New York
Chicago
San Francisco
Radiotron
THE MAKERS OE
P. A D I 0 L A
Tlie Talking Machine World, Neiv York, July, 1927
PERFECTED
-^uihofixed!
!' DedleM
This iign marks the
ieadtng dealer tn
ommnnity.
J^diolas
RCA announces two new cabinet models — Radiola 30-A and Radiola
32 — which, in addition to the combination of Radiola 28 and the
104 Loudspeaker, constitute the most complete line of high-quality
broadcast receivers yet offered to the trade and to the public.
The new models make use of the highly perfeaed method of socket
power operation pioneered by RCA and first introduced in the Radiola
28-Loudspeaker 104 combination.
Dealers, take note
High-quality reproducers, such as the 104 Loudspeaker, operate success-
fully only in conjunaion with socket power sets that are free from A.C.
ripple; otherwise excessive hum will be produced.
Exhaustive research and investigation of the various methods of obtain-
ing batteryless operation indicate that only the system of power drive
employed in Radiola 30-A, Radiola 32 and in the 28-104 combination
is sufficiently hum-free for high-quality tone reproduaion. Hence, RCA
has standardized and adopted this system of A.C. drive for the new
cabinet DeLuxe models.
This is an "A.C." year. With 16,000,000 homes wired for elearicit)',
the market for all of the RCA socket power models is unquestionably
large and will be quickly responsive to these new developments.
Limited quantities of Radiola 30-A and Radiola 32 may also be obtained
for 110 volt, D.C. operation.
Remember that RCA pioneered the socket power sets requiring no
batteries.
RADIO
NEW YORK
CORPORATION
CHICAGO
OF AMERICA
SAN FRANCISCO
FkCA^Radiola
The Talking Machine World, New York, July, 1927
Lighting Socket Operatic
Radiola 28
with RCA Loudspeaker lO/f
This combination of eight-
cube super-heterodyne and
power speaker is the answer to
public demand for a one-dial,
electrically operated receiver,
capable of reproducing all
the notes of the musical
scale with impartial fidelity.
RCA Loudspeaker 104, complete for A.C.
operation , S275 list
RCA Louds[>eaker 104, complete for D.C.
operation $310 list
RCA Distributors will furnish an A C. Drive Radiola
28, ready for connection to the RCA Loudspeaker
104. which reduces cost and time in installation
Radiola 32, complete with Radiotrons
S895 list
An eight-tube super-heterodyne and RCA Loudspeaker
104 enclosed in one cabinet, together with a loop. It
operates from the light socket. A splendid example of
fine cabinet work in handsomely grained walnut
Radiola 30-A, complete with Radiotrons for A C.
operation ... S495 list
Radiola 30-A, complete with Radiotrons for D.C.
operation. Price on application.
An eight-tube super-heterodyne with a new -type loud-
speaker enclosed. This beautiful walnut cabinet contains
the same electrical unit employed in Radiola 28, with
RCA Loudspeaker 100-A. Ir operates from the light
socket. The ideal set for the small home or apartment,
conip^cr .ind attractive in appearance
The Talkinq Machine World, Nnu York, July, 1927
RCA LOUDSPEAKER 100-A
The latest distinguished achievement
of the RCA Research Laboratories
An even better loudspeaker than RCA Loudspeaker 100
which, as every dealer in radio is aware, has been for several
years the best selling reproducer of its kind on the market.
The new and exclusive principles used in this Loudspeaker
100-A are also employed in the new Radiola 30-A. which
lists at $495.
RCA Loudspeaker 100-A is destined for large sales. It was
born out of the desire of the laboratories to make a very
fineand satisfaaory product — Loudspeaker 100 — still better.
It was definitely established that a popular priced produa
which would give clearer and better tone reproduction would
make any good receiving set better.
Loudspeaker 100 was a vast improvement over others of the
same type and price. There has usually been a shortage of
these speakers. Now Loudspeaker 100-A comes forward —
still better.
Thts iign marki ihr
leading dealer ttj
every (flmmunrfy
RADIO CORPORATION
New York Chicago
O F
AMERICA
San Francisco
July, 1927
THE TALKING MACHINE WORLD
11
Plan of Home Demonstration of Records
Doubles Sales Volume of Seattle Store
H. M. Hassellj of Seattle, Wash., Describes the Method of Interesting Customers in New Records
That Has Been Instrumental in Building Profits in This Department
The sale of records is a cash business. Per-
haps it is the only business in which the cus-
tomer is persuaded to buy more than he origi-
nally intended, and like it. The music store
with which the writer is connected has for the
past two months used a method of record mer-
chandising that has produced such startling re-
sults that it is thought well to pass the idea
on for the benefit of the industry. We have
almost doubled record sales in this time, and,
incidentally, by virtue of the plan, increased
machine sales to a marked degree.
First, we keep our customers well supplied
with record catalogs. With each occasion for
sending out mail we enclose a list of the latest
releases and popular "hits," offering to bring
any number of records, selected by the cus-
tomer, to his home, and there demonstrate
them.
In this way we find that people buy twice as
many records as they do when we wait for
them to come into the store to select them.
We use a form which reads:
"The Academy Music Co.
You may bring the records marked to my house for
demonstrating. It is understood that this does not
obligate me to buy.
Name
Address "
.We find that the general public does not fully
realize the great improvement made in records
in the last year or two. This plan offers an
opportunity of explaining the numbers, and
revealing their beauty, and any interesting his-
tory attached to the composition. Thus en-
thusiasm is aroused, and we are able to leave
our customers in a pleasantly expectant frame
of mind for future releases.
Last, but very important, indeed, is the fact
that in demonstrating the records we are en-
abled to gather a valuable list of prospects for
new machines. Taken at its height, the en-
thusiasm over good records forms an exceed-
ingly good opportunity to arrange for the
demonstration of the latest phonograph model.
The sale of a machine is then two-thirds ac-
complished. So vastly improved is the repro-
duction of a given record on a new type ma-
chine over the older models that to close the
sale under these conditions we find is a matter
of mere mechanics.
So by pursuing these methods assiduously,
going to our customers, we have doubled our
record sales in a very short time. By using
records as our "broadcasters," and by employ-
ing the marvelous reproducing capabilities of
the new instruments (especially the electric
pick-up models) as the vehicle for the hidden
beauties in the new process records, we have
placed our business on a thriving and money-
making basis.
Survey of Overhead and Profits in Re-
tail Talking Machine Establishments
(Continued from ['age 3)
ness, or how that cost was divided. In a large
measure, the completeness of the dealer's
answers was in almost direct ratio to his suc-
cess as a merchant.
The dealers approached by The World were
asked to give the percentage of overhead for
their entire businesses, and the overhead and
percentages as divided among the talking
machine, record, radio and musical merchandise
departments. They were also questioned re-
garding the manner in which overhead costs
were divided as between rent, salaries, advertis-
ing, etc., and then to set forth the net profit
that remained to the credit of the various de-
partments after the cost of doing business had
been taken care of.
Errors That Cause Loss
Replies indicated an all too frequent tendency
to confuse gross profit with discount and
mark-up, and there were a surprising number
who gave the percentage of discount as the
percentage of profit and let overhead take care
of itself. It indicated once again that the term
"gross profit" is a misnomer, and might well be
eliminated from the business vocabulary for
the protection of those who seem inclined to
accept it as a final measure of what they have
learned through a combination of capital and
effort.
It is a serious matter, as more than one dealer
has come a cropper because he regarded his
discount as profit of sufficiently impressive size
to permit of careless handling, and when he
finally learned that the discount simply repre-
sented a margin to cover the cost of doing busi-
ness it was too late.
Another difficulty appears to be that a sub-
stantial proportion of dealers are content with
overhead figures that cover the business as a
whole and where several different departments
are operated do not take the trouble to divide
the overhead in accordance with those depart-
ments. The talking machine record department
may be paying handsomely, the radio department
breaking better than even, and the musical mer-
chandise department operating at a loss, or
change about, without the dealer being able to
tell which is which and, as a result, being unable
to correct situations that may develop into real
business problems. When the overhead of
each department is taken separately, then that
department must stand on its own. When there
is a let-down the dealer knows where it is and
can get at the root of the situation quickly and
effectively. It is simply justice to those in
charge of different departments that they get
full credit for the results of their efforts and are
not saddled with carrying another losing depart-
ment in general overhead figures.
All this comes when the subject of overhead
is properly understood, but this is a far ad-
vanced stage, apparently, for those dealers who
have not yet learned to figure their businesses
properly even in a general way. One dealer
with a general discount on his several lines
averaging between 35 per cent and 40 per cent
reported an overhead of 34 per cent, yet calmly
stated that he showed a net profit of IS per
cent, thus making a neat 49 per cent out of a
maximum 40 per cent gross. Another enjoy-
ing similar discounts reported an overhead of
25 per cent and a net profit of 40 per cent, the
40 per cent in this case undoubtedly referring
to what he might have called gross profit or
discount. Still another dealer reported a gen-
eral overhead of 40 per cent, and a net profit of
42 per cent, which in itself proves that he had
little knowledge of the vital subject.
One retailer was able to give detailed per-
centages regarding various overhead items, but
casually included 33 per cent of the total over-
head under the heading miscellaneous. Prob-
ably included in that 33 per cent were many
items that might well be dispensed with. It
might be well for many members of the retail
trade to read carefully, absorb and profit by
the following declaration adopted at the recent
annual convention of the National Association
of Credit Men, which declaration emphasizes
the need for closer attention to overhead con-
trol:
"The difficult problem of our business to-day
is making reasonable profits. Profits do not re-
sult alone from prices. Cost control is of
ranking importance with prices in profit-making,
and costs frequjfntly arise from unexpected but
inevitable causes. In controlling shrinkage in
gross margin of sales, no protection is of
greater value than the conversion of merchan-
dise into sound receivables.
"This Convention points out the mistake so
common these days of building volume produc-
tion at the expense of safe credits. It urges in
the very strongest- terms upon the executives of
our business enterprises closer attention to
overhead control and to the preservation of mar-
gins in sales by avoiding merely gamblers'
chances in credit transactions and by giving
to the intelligent and progressive management
of their credit departments the needed respect
and control."
National Record Albums
Made oS the best materials and finished by experienced
workmen
PORTABLE ALBUMS
ALBUMS FOR CABINETS
ALBUMS BOUND IN CLOTH or ART MISSION
Albums for Export Our Specialty
Write Cor list ot 1927 styles and prices
National Publishing Co., 239-245 South American St., Philadelphia, Pa.
12
THE TALKING MACHINE WORLD
July, 1927
Collecting Money Due
Without a Sacrifice of Good Will
A Collection System That Takes the Sting Out of Dunning and
That Brings in the Money Without Causing the Loss of Patrons
[Richard Walter, manager of the Locus Stationery &
Dftice Supply Store, Los Angeles, tie writer o£ the ac-
companying article, has made an exhaustive study of
collection methods and their effect on business. — Editor.]
THERE are many ways of collecting over-
due accounts. One way is to use a club,
diplomatically camouflaged. The trouble
is that the club is usually obvious, no matter
how carefully it may be concealed in a bouquet
of verbal persiflage. Yet the wise business man
knows that the old adage about molasses
catching more flies than vinegar applies to this
end of the business as well as to the sales de-
partment, and that fundamentally the problem
of collecting is the same as the problem of
selling.
A business is made up of customers and a
customer lost can never be replaced. If you
do get another one, it simply means that you
should have had the additional customer in the
first place. In the light of losses of the good-
will and business profits the firm that feels that
its collection losses are few and the overhead
in this department low might be surprised by
an honest analysis of the fact. True you may
collect 95 per cent of all accounts receivable but
what did it cost to do it? What did it cost in
lost business? Are you paying for the upkeep
of a "collection" graveyard? A different kind
of appeal, a different approach, a more helpful
attitude might have produced a diflerent result.
So the wise business man is the one who gets
out of the rut in the conduct of his business,
who clothes old, familiar appeals in new gar-
ments that give them attention-getting value.
That's the secret. Get the attention of the
debtor but be sure it's favorable attention.
Let us analyze the situation as between the
customer and his creditor. Obviously the cus-
tomer has the advantage. The goods are in
his possession or he may have disposed of
them to others. He knows that to force collec-
tion by legal means is both tedious and expen-
sive. Therefore it is necessary in dealing with
him to exercise the greatest amount of tact and
persuasion without arousing too much "paying-
resistance." We have heard a great deal in
times past about "selling-resistance" but how
about its "twin," "paying" resistance? It is
just as real. A man dislikes buying goods and
he dislikes having to pay for them just as
strongly. Therefore let us face the situation as
it is and find out what the logical procedure is
to overcome this "paying" resistance. We must
turn ,it into paying desire. Capital tied up in
slow accounts must be made available for use
in our own business. What is needed is a little
lubricant, tactfully applied at the right time to
induce the customer to pay promptly. The cus-
tomer must think that he is paying the bill vol-
untarily and not that you are collecting it. Get
the point? Therefore we must do something
•more than merely mail the debtor a statement
on the first of every month. He doesn't like
statements and on the first he's getting a lot
of others besides yours. So we must remind
him oftener than once each month. He mustn't
be conscious of our insistence but he must be
TJJeVe^ Still Looking
/Qfor Your Check
obvious. Color is used to give life and interest
and the debtor is always in the picture, so to
speak. Thus by being human and getting away
from the conventional phrases such as "please
remit at once" or "your account is long past
due" and other hokum which antagonizes the
customer, the method brings unusual results.
The first of these stickers is number 20 be-
cause it goes out on
the twentieth of the
month. By waiting till
the twentieth custom-
ers have ample time to
mail their checks. (Then
a duplicate statement
is sent to slow-pay cus-
tomers and the notice
/ attached reads as fol-
5^
"his
I
IF THERE IS SOME
REASON
Why our slaiement i% noi in line for
payment. Or — send us a check lo
cover ihis amount now days
overdue.
Series of Collection Stickers Numbered in Sequence
made aware of the importance of paying that
particular bill in preference to others he owes.
This is where most collection "systems," as
-^uch, fail. They are too obvious and just the
minute that a debtor is conscious that he is be-
ing made the subject of collection experiments
or systems he is likely to become more stub-
born than ever. Again collection "systems"
fail because they begin to operate too late.
A consistent follow-up started immediately
after the account is due expressing goodwill
while tactfully suggesting that bill be taken
tare of will act as a lubricant and induce
prompter payment. This is the idea behind the
method now being used by the writer. It con-
sists of a series of appeals which unlock the
purse. They are in the form of stickers at-
tached to outgoing statements.
Yes, I know the idea isn't new. The appli-
cation of it is new, however. They embody
ideas tested by experienced men all over the
country and exercise the greatest amount of
pressure and do so without the fact being too
lows:
"Haven't you forgot-
ten something?
"A check for $ to
cover our last state-
ment. Thanks."
The illustration ac-
companying the mes-
sage gives it force and
assures attention. It is
more effective because
it arrives in the middle
of the month when the
debtor isn't receiving
many other statements.
The next sticker, num-
ber 30 is attached to
the regular statement sent out on the first of
the following month and goes to the customer
who is thirty days in arrears. It reads:
"We will appreciate a check to cover our last
statement. Won't you please respond to this
friendly reminder? Thanks."
Sticker number 40 goes out on the tenth of
the month following due date. It reads:
"We are still looking for your check to
cover our statement of for $
We feel sure that we can count on you for a
remittance by return mail."
If this pictured appeal seems too humorous
try typing it on your letterheads minus the pic-
ture and you will admit that it is a strong bid
for payment. The illustration draws the sting
from the appeal and provides an added touch
that builds goodwill.
The limited space allotted to this article pre-
cludes a detailed description of each sticker.
Each of them is designed, however, to do one
particular thing at some one time. Each suc-
ceeding sticker is in logical sequence.
STARR PIANOS STARR PHONOGRAPHS;
GENNETT RECORDS i
Represent the ffiqkest cJttainment in oMusical OVorth \
^ STARR PIANO COMPANY \
Established l872
Richmond. Indiana
July, 1927
THE TALKING MACHINE WORLD
13
THE ONLY
REG. U.S.PAT.OFF.
RAD I O
ISfew and improved designs
with full Ught socket operation
Federal Retailers can now add socket-
operated Ortho-sonic radio reception to
the long list of desirable selling fea-
tures already offered by the widely
known Federal line.
Not only are new models now of-
fered, models more beautiful than ever
before and with outstanding refinements in physical
appearance and chassis construction —
Not only does this line insure you the greater sales
opportunity arising from wide variety, an all-satisfy-
ing price-range, and a performance that no radio in
the world has ever surpassed —
But now — in Federal construction — still further
enhancing Federal's prestige and desirability, comes
full operation from light socket.
Federal radio engineers have been working for
years on the various types of light-socket operation.
This epoch-making new Federal development is the
fruit of their efforts.
And the brilliant performance of the new Federal
Ortho-sonic sets, functioning with all A, B and C bat-
teries eliminated, proves how successful they were.
Federal
mfkmwih)ik
Radio
Standard Radio
Products
Retailer
The Sign of the Designated
Federal Retailer
This new Federal development more-
over incorporates tremendous strides in
the elimination of the familiar short-
comings of light-socket operation.
By ingenious design the maximum
of regulation to offset current fluctua-
tions is obtained. A C hum and other
objectionable noises are reduced to a negligible de-
gree. No electrolyte, liquid or other material re-
quiring replacement is used. And the current supply
feature requires but a single tube, and this carries
a six months' guaranty with replacement made on a
pro-rata "mileage basis."
You should know about these sets. The Federal
line is backed by an organization of pioneers in the
electrical communication field. It is a line that will
never be "orphaned." It is broadly advertised nation-
ally. An unusual line-up of newspaper advertising
and selling helps go behind it. It holds the respect
and confidence of the most reliable class of retailers
in the field. No radio designation you can secure
will ever bring you more sincere co-operation or pay
you more handsomely for your efforts.
Get in touch with your wholesaler; or write us — at
once.
14
THE TALKING MACHINE WORLD
July, 1927
FEDERAL
RADIO
A DESIGN FOR EVERY SETTING •
OHarchiri^ under the
Ortho'sonic banner
assures retailers of quick, steady turnovers, handsome profits, satisfied custom-
ers and bigger sales. Why carry many lines when there is a Federal for every
need? If you are not a designated Federal Retailer see the nearest Federal
Wholesaler at once or write us.
D-5 Console
D-10 -^'^^ tubes. Bal-
anced tuned radio
frequency. Centralized con-
trol. Very selective. Genu-
ine mahogany cabinet.
Finished in rich brown.
Without tubes or ^-.r^r^oO
accessories L\J\J —
D-10-60 D-IO. receiving
set with circuit
adapted for light-socket
operation. Has current sup-
ply equipment, eliminating
all batteries. Built-in cou-
pler, giving finest tone
quality.
Without tubes or si<acoO
accessories 1.0D —
D-5 Console
Specially designed and fin-
ished to match D-10 and
D-10-60. Ample space for
all batteries or current
equipment *302£
E-5 Console
E-10 tubes. Balanced
tuned radio frequen-
cy. Extremely selective.
Smgle control. Maximum
receiving ranse. Rugged,
all-metal construction. Il-
luminated scale. Perfect
control of volume. Rich
brown mahogany cabinet.
Beautiful inlay. Without
tubes or Si/;cOO
accessories iuj —
E-10-60 ^-10 receiving
set with circuit
adapted for light-socket
operation. Has current
supply equipment, elimi-
nating all batteries. Built-
in coupler, giving finest
tone quahty. Without
tubes or $2 7:; 00
accessories ^ (
E-5 Console
Specially designed and fin-
ished to match E-10 and
E-10-60. Ample space for
all batteries or current
H0££
p,10 Seven tubes. Bal-
anced tuned radio
frequency. Designed for
use wnth loop only. Single
control. Maximum selec-
tivity— long range recep-
tion. Rugged, all-metal
construction. Illuminated
scale. Perfect volume con-
trol. Mahogany cabinet —
vermilion inlay. Finished
in rich brown — satin tex-
ture. Without tubes or ac-
c"uXtio?P?.'" ^25000
F-10-60^"^° receiving
set with circuit
adapted for light-socket
operation. Has current
supply equipment, elimi-
nating all batteries. Built-
in coupler, giving finest
tone quality. Without
tubes or accessories (but
^36022
F-5 Console
Specially designed and fin-
ished to match F-10. Am-
ple space for all batteries
or current supply equip-
ment. Equipped with spe-
tired casters . . . . . *500o
D-40 -^^^^ tubes. Bal-
anced tuned radio
frequency. Centralized con-
trol. Built-in speaker —
latest acoustical design.
Deep rich tone quality. Re-
ceiver compartment slides
out to install tubes. Genu-
ine walnut cabinet. Ample
space for all batteries.
Without tubes org
accessories ^UU —
D-40-60 receiving
set with circuit
adapted for light-socket
operation. Has current
supply equipment, elimi-
nating all batteries. Built-
in coupler, giving finest
tone quality. Without
tubes or S7QC0O
accessories ^oD)dZ.
F-5 Console
July, 1927
THE TALKING MACHINE WORLD
15
■
: THE ONLY 4
A PRICE FOR EVERY PURSE • •
f ORTHO-SONIC S
— ———————————— ——
; RADIO i
E40
Six tubes. Balanced tuned radio
frequency. Single control. Ex-
tremely selective — maximum receiving
range. Rugged, all-metal construction.
Illuminated scale. Built-in speaker — lat-
est acoustical design. Receiver compart-
ment slides out to install tubes. Genu-
ine walnut cabinet, artistically antiqued
and inlaid with fiddle-back mahogany.
Ample space for all batteries or current
supply devices. Without
tubes or accessories
.$35000
TjAr) Seven tubes. Balanced tuned
IT'^tV/ radio frequency. Designed for
use with loop only. Single control. Max-
imum selectivity — long range reception.
Rugged, all-metal construction. Illu-
minated scale. Exceptionally large built-
in speaker — latest acoustical design. Gen-
uine walnut cabinet. Artistically an-
tiqued. Inlaid with vermilion. Ample
space for all batteries or current supply
equipment. Without tubes or 4/1 f-OOO
accessories (but incl. loop) . . . ''^T'
"P 4,C,An Six tubes. Balanced tuned
L^'^ZJ'SJKJ radio frequency. Full op-
eration from light socket. Has current
supply equipment, eliminating all bat-
teries. Single control. Very selective.
Built-in speaker, latest design. Set is
completely shielded. Splendid original
cabinet design of figured walnut, with
rich overlay of fiddle-back mahogany.
Built-in coupler provides utmost in tonal
rendition. Without tubes <ft/l/;nOO
or accessories ^'rOU —
Tp^A^^fyO Seven tubes. Full operation
L "^D'yjyj from light socket. Has cur-
rent supply equipment eliminating all
batteries. Built-in coupler gives finest
tone quality. Balanced tuned radio fre-
quency. Single control. Loop concealed
in door. Built-in speaker. Newest acous-
tical design. Set is completely shielded
Cabinet of new and unique design. Splen-
did appearance accomplished by artis>tic
use of diamond matched walnut with
maple and burl overlays. Without tubes
or accessories (but including ^^QQOO
16
THE TALKING MACHINE WORLD
July, 1927
FEDERAL
Ortho-sonic
Custom-'Built Models
For those seeking the ukimate in radio cabinet work and design,
we offer these four splendid examples of
furniture craftsmanship
The Oxford
O-vforrl Seven tubes. Single control. Illumi-
wxioru. nate^j scale. Custom-built cabinet of
genuine walnut and maple finished in deep
brown, carefully antiqued. Loop concealed in
door. Contains famous Federal seven-foot
horn. The cabinet is characteristic of the work-
manship of the early English artisan. Without
tubes or accessories it/r cr\r>r\
(but including loop) $65000
CSv(r\^A Ar\ Oxford receiving set with cir-
wxioru OU ^yj^ adapted for Hght-socket
operation. Has current supply equipment
eliminating all batteries. Built-in coupler gives
finest tone quality. Without tubes * — —
or accessories (but including loop) . . 5p77500
Vf„nJ„-:„ Seven tubes. Single control. II-
iVianaann luminated scale. Contains fa-
mous Federal seven-foot horn. Loop concealed
in door. Cabinet decorated in an authentic
Chinese Chippendale, the upper section being
beautifully finished with hand-applied Chinese
decorating of the raised type. Lower section is
of selected walnut finished in a dark brown
tone with a tracery of maple. Without tubes
or accessories (but including tttryr^r^nn
loop) !t>lUUUOO
\A^r,A-^fir, Ar\ Mandarin receiving set with
Mandarin 60 ^j^cuit adapted for fight-
socket operation. Has current supply equip-
ment, eliminating all batteries. Built-in coupler
gives finest tone quality. Without tubes or
accessories (but including ct, -, r- ^ ^
loop) $1125C0
I^ouvain ^^^^^ tubes. Single control. Illu-
minated scale. Custom-built cabinet
of walnut and cherry burl. Semi-arched top,
characteristic of later English design, finished
in a dull wash. Loop concealed in door. Con-
tains famous Federal seven-foot horn. With-
out tubes or accessories (but (tnncr\rt
including loop) $77500
T nii-i/ain ^^O Louvain receiving set with cir-
i^OUVain OU ^.^j^ adapted for light-socket
operation. Has current supply equipment, elim-
inating all batteries. Built-in coupler gives
finest tone quality. Without tubes or 4.rir\r\r\rt
accessories (but including loop) $y0000
A/ftlan S^^^" tubes. Single control. Illumi-
iVLlian j^atg(j scale. Custom-built cabinet of
genuine walnut and maple finished in deep
brown. Loop concealed in door. Contains fa-
mous Federal seven-foot horn. Splendid ex-
ample of cabinetmaker's art in Italian Renais-
sance. Wood of selected walnut with all deco-
rations hand-carved and raised. Without tubes
or accessories (but including a>-,-,r\nr,r>
loop) $110000
Mil
The Louvain
-in fitO Milan receiving set, with circuit
tin OU adapted for light-socket opera-
tion. Has current supply equipment, eliminat-
ing all batteries. Built-in coupler, giving finest
tone quality. Without tubes or ^'^^f -yy cr\r,
cessories (but including loop) $12250U
The Mandarin
The Milan
FEDERAL RADIO CORPORATION, Buffalo, N. Y.
(Division of The Federal Telephone Manufacturing Corp.)
Operating Broadcast Station W'GR at Buffalo
July, 1927
THE TALKING MACHINE WORLD
17
Knowledge of Music as Record Sales Aid
There Are Tremendous Possibilities for Profit in Record Sales
to Lovers of the Best in Music — Need for Publicity Is Vital
ONE of the strangest facts of contemporary
music merchandising, although in reaHty
also one of the easiest to understand, is
that unfamiliarity with the larger part of the mu-
sical riches preserved in phonograph records, to
which merchants and salesmen, even those who
consider themselves intelligent men, are not
ashamed to confess. It is strange because the
catalogs lie open, and the manufacturers of
records spend much money to get out pamphlets
and posters and folders and booklets, all in-
tended to create public desire for every kind
of musical reproduction, and not only for one
or two kinds. It is easy to understand, on the
other hand, because music is such a mystery
(though quite unnecessarily so) to the average
man, that he instinctively balks the moment
he comes in front of a name or an idea ex-
pressed in the technical terms of music.
This is all a great pity, because the public
taste for music is deepening and broadening
and public curiosity is becoming greater all the
time in all that pertains to the tone-art. The
economic position of music is constantly im-
proving, even though fashions may change in
instruments or styles. The phonograph, su-
perior to all such changes, for it includes them
all, is, therefore, the one medium of music
which may be expected to profit by the present
state of affairs.
But it cannot so prosper unless those who
sell it directly to the public have a fair ac-
quaintance with the musical riches it has to
offer. And when one comes to look into the
facts one often finds that a few operatic arias,
one or two violin pieces by some star, and a
couple of orchestral records by some well-ad-
vertised symphony orchestra, comprise all the
knowledge of the record catalogs possessed by
many merchants who imagine themselves clever
and up-to-date. Of course, indeed, there are the
dance records, but no ef?ort is required to re-
member them. The buyers of dance records
walk in, give the titles, put down their money,
lake the package and walk out.
• All this is not very creditable to the good sense
of the merchants. A man who will not take the
trouble to learn any details of the makeup and
virtues of what he sells ought not to try to sell
goods at all. If he sells hardware, he is sup-
posed to know something about knives, chisels,
.screws, door-plates and a thousand other things.
And he does make a point of knowing all this
if he be a hardware merchant. If he be, then,
a music merchant, and specifically if he sells
phonographs and records, what right has he to
admit, almost boast, that he neither knows nor
cares about the "high-brow stuff" in the cata-
logs? Of course, he cannot sell what he neither
cares about nor will attempt to understand.
What he has never heard he will never be able
lo talk about, never be able to sell.
The People Don't Know
The fact of the matter is that there exists
a public all over the country ready and willing
lo be inducted into the newest and best of the
new recordings — and of the good old ones, too.
But this public as yet is grossly ignorant on
the subject. Talking to all the musicians one
knows in one's community, one finds quickly
enough that most of them do not even know
that the phonograph does to-day reproduce per-
fectly the more subtle forms of musical per-
formance. To take a simple illustration, every
piano teacher in the country is interested in
fine recordings and fine reproductions of in-
terpretations by great pianists. With the phono-
graph, such reproduction can be had much less
By W. Braid White
expensively than by means of a reproducing
piano. The number of fine piano records is
already great and is constantly becoming
greater. Already the new electrical system of
recording has been applied to the task of ren-
dering permanent the interpretations of a larg«
number of the best modern piano works, so that
a piano teacher might have right now the be-
ginnings of a very fine library of such inter-
pretations. But how many music teachers in
the average community know anything about all
this? Again, even allowing that only one music
teacher in five is a practical prospect in this
sense, does even that small number know about
these things?
Cater to Public Taste
Take again the string quartet, or the other
works of the same genre for three, five and six-
stringed and wind instruments, or combinations
of these. It is true that the American catalogs
are not yet as strong in music of this kind as
are some of the Europeans, but at least one
American catalog has a really splendid showing
of chamber music, done by the very best organ-
izations, beautifully recorded and beautifully
played. Considering how much money is being-
spent on music lessons, on supporting musical
organizations, in dues to music clubs and in
fees to soloists, one cannot ignore the practical
evidence of a public musical taste large enough
to be taken seriously, a public musical taste
which is all ready to take a practical and buy-
ing interest in the best of the new recordings,
and of the old ones too in the same genre . . .
but which cannot possibly be expected to do
anything of the kind if no one takes the trouble
to tell the facts.
Tell the Story!
And to be perfectly candid about it, the peo-
ple who will buy the best of chamber music,
the best of piano, violin, cello, small orchestra,
quartet, trio and quintet music, are not being
told the story. To put it bluntly these people
know nothing, or next to nothing, of what the
phonograph has to offer in these respects. Most
of the supporters of good music are entirely
ignorant of the fact that they can have at
home a collection of fine interpretations of fine
music (which they will pay high prices to go
and hear once or twice a year) available all
the time, sounding so near to perfect in both
volume and quality as to be almost beyond any
criticism; and at a price which is absurdly
small. If merchants will not take the trouble
to tell the story to these people, who will? The
manufacturers, of course, do their best, but
national advertising won't carry all the mes-
sage. Here is a big field of wholly untouched,
virgin, profitable selling.
Ben Selvin Returns
Ben Selvin, Brunswick recording artist and
orchestra leader, returned recently from a six
weeks' European trip, visiting London, Paris,
Berlin and the Riviera. Mr. Selvin paid a visit
to the recording studios of the Brunswick Co.
while in London.
A Big Hit at the R. M. A. Trade Show
UDELL
Radio Cabinets and Tables
35 Patterns in Popular Periods and Finishes
For All Leading Receiving Sets
Write for Catalog Today
THE UDELL WORKS
Established 1873 Indianapolis, Ind.
18
THE TALKING MACHINE WORLD
July, 1927
Hazeltine Corp. Wins in
Patent Infringement Case
Federal Court Upholds Rights of Hazeltine
Corp. and Independent Radio Mfrs. — Orders
A. H. Grebe Co. to Account for Profits
Claims to exclusive patent rights relating to
radio devices by the Hazeltine Corp. and the
Independent Radio Manufacturers, Inc., of 15
Exchange place, Jersey City, were upheld re-
cently by Federal Judge Grover M. Moscowitz
in Brooklyn in an action started some months
ago against the A. H. Grebe Co., radio manu-
facturer, Richmond Hill, Queens, for alleged in-
fringement.
The opinion of the Court accompanying the
decision finds that the Hazeltine Corp. owns the
patents in question and holds they had been in-
fringed since 1924 by the defendant company,
which is prohibited from further manufacture of
the accessories covered by these patents. An
accounting of the profits by the defendant re-
ceived during the period of the alleged infringe-
ment of the patents was ordered.
It was contended by the Hazeltine Corp. that
it owned the patents originally taken out in
the name of Professor Louis A. Hazeltine,
which were original with him and valid, and
that they had been infringed by the manufac-
ture of similar sets by the Grebe Co.
The defense was upon two grounds: That
prior inventions displaced those of Professor
Hazeltine, and that, in his original patent, filed
shortly after he had left the employ of the
United States Navy, where he had been en-
gaged as a laboratory engineer working over
radio communications at Washington, there was
a clause permitting the use of his invention.
A. Atwater Kent Honored
Philadfxphia, Pa., July 5. — At the annual com-
mencement at Tufts College, Medford, Boston,
Mass., the degree of Doctor of Science was
conferred upon A. Atwater Kent, president of
the Atwater Kent Mfg. Co., of this city.
Are You Fishing for Business
With the Right Kind of Bait ?
"We believe that the most important factor in manu-
facture is — not selling, or distribution, or advertising.
It is the product itself."
And that applies to distributor, dealer and agent, as
well as to the manufacturer.
To have the right product to sell — right from the cus-
tomer's point of view — is of greater importance than
clever salesmanship, advertising, or personal influence.
Buescher instruments are not only "right" with the
buying public, they are in "demand." And the mer-
chant who has Buescher instruments to sell, is selling.
Write for the Buescher Proposition for the fall of 1927.
It will pay you to investigate.
Buescher Band Instrument Co*
Wholesale Department
Elkhart, Indiana
Band and Orchestra
INSTRUMENTS
Texas Dealer Gashes in
by Broadcasting Records
Harlingen Music Store Has Built Up a Sub-
stantial Business in Columbia Products by the
Use of Progressive Methods
Harlingen, Tex., July 5.— One of the most en-
terprising phonograph dealers in this "section
of the State is the Harlingen Music Store here.
Harlingen Music Store and Staff
The concern, which is under the management
of M. S. Niles, handles the Columbia line of
phonographs and New Process records. An ex-
cellent business has been built up by the use of
various forms of publicity. Mr. Niles operates
his own broadcasting station, from which he
broadcasts all the latest releases of Columbia
records. From this source a considerable vol-
ume of business has resulted.
Deca Disc Automatic Is
Described in New Folder
Deca Disc Automatic Phonograph Plays Ten
Records in Order—New Model Is Equipped
With Electrical Amplification
The Deca Disc Phonograph Co., of Waynes-
boro, Pa., has issued an attractive folder on
its automatic phonograph, which is known as
the new Deca Disc No. 25. It is attractively
cabineted with a permanent top and operates
from the front. It is equipped with the Deca
Disc automatic device, which plays any pre-
determined number continuously or plays a pro-
gram of ten records. Another feature of the
No. 25 is that it is equipped with electric
amplification. The Deca Disc Phonograph Co.
is now awarding protected franchises to dealers.
Northwest Brunswick Go.
Branch Adds New Dealers
Some of the Largest and Best Music Stores in
Northwest Now Handle the Line
Portland, Ore., July 7.— The Brunswick Co.
branch in this city has since the first of the
year added some of the largest and best music
stores in the Northwest to its dealer organiza-
tion. Among them are the J. K. Gill Co.,
Portland, one of the oldest stationery and book
stores in the Northwest, which recently became
interested in phonographs and radio. The de-
partment was formally opened on June 10 with
a reception to Ben Bernie's Brunswick record-
ing orchestra; the Montelius Campbell Music
Co., Seattle; University Music Co.; Hogg Bros.'
Furniture Co., Oregon City, Ore., and the Tull
& Gibbs Co., Spokane, Wash.
Broadcast Wedding Geremony
Syracuse, N. Y., July 6. — The Clark Music
Co., which broadcasts an hour of music every
Tuesday evening from station WSYR, this city,
gave a very novel program recently, when the
ceremonies of a wedding were heard by the
thousands of listeners-in. Melville Clark, presi-
dent of the company, arranged the musical
program and Glenn L. Chesbro, vice-president,
acted as announcer.
The Talkifui Macliinc World, New York, July, 1927
Customers
who
want the most
for their money
get it in
Columbia
Yiva-tonal
Records
Columbia Phonograph Company, 1819 Broadway, New York City
Canada: Columbia Phonograph Company, Ltd., Toronto
Columbia
The Talking Machine World, Nczv York, July, 1927
Can there be any doubt that the
Columbia organization is more strongly
intrenched in this market than ever
before?
Can there be any doubt that with Col-
umbia Viva-tonal Records and the Viva-
tonal Columbia, the dealer has the
opportunity of a lifetime to tie to a
genuine success?
Ask the Salesman
to talk it over with you
The Talkinc] Machine World, New York, July, 1927
of the great composers for the ever grow-
ing music loving public.
— Popular dance and vocal hits for home
entertainment.
— Records in other languages.
— Race Records.
— Southern Series Records.
Better choice of selections offered, better interpre-
tations, better artists, better recordings better adver-
The Talking Machine World, Nctv York, July, 1927
Striking national advertising . . .
regularly issued window displays,
posters, catalog-supplements and
other printed matter for display and
consumer distribution . . . rep-
resentatives in every important
Columbia
@
July, 1927
THE TALKING MACHINE WORLD
19
Denver Radio Retailers Draw Up a Code
to Govern Sales and Service of Radio
Agreement Includes Definite Rules of Merchandising— Demonstration, Terms on Instalment Sales,
Interest Charges, Trade-ins, Service and Liability of Dealer Considered — A Progressive Move
Competition between radio dealers, which re-
sults in offering prospective customers free
service beyond that which they should expect,
and selling merchandise for small down pay-
ments and on long terms, is one of the chief
causes of losses among the dealers. In many
localities the dealers are avoiding this condition
by formulating sets of rules.
The radio dealers' section of the Denver
Chamber of Commerce met recently and agreed
to a committee's recommendation of certain
phases of radio selling. This agreement reads:
"Demonstrations — The making of demonstra-
tions shall be optional with the seller. However,
in all cases where a set has been sent out on
demonstration and a sale not made, the store
shall report to the secretary of the Retail Mer-
chants' Bureau the name and address of the
person at whose home thte demonstration has
been made. Sets shall be left in the homes
of prospective purchasers not to exceed three
nights for purposes of demonstrations.
"Terms — The down payment shall be not less
than 25 per cent of the purchase price, which
term is intended to include the combined pur-
chase price of the radio set proper and all
accessories thereto; provided, however, that
parties to this agreement who regularly conduct
an instalment business may make radio sales
without requiring a down payment from cus-
tomers who already are paying on instalment
accounts, with the specific understanding that
the seller so doing shall neither emphasize nor
publish such fact.
"On sales up to and including $100 the bal-
ance, after the down payment has been made,
shall be paid within a period not exceeding six
months, while the balance on sales in excess of
$100 shall be paid within a period not exceeding
ten months. If terms are advertised they shall
be stated in terms of percentages and not in dol-
lars and cents. It is understood that the terms
herein set forth are not intended to apply to
the sale of radio combinations.
"Interest — Interest charges on deferred pay-
ments shall be on a basis of not less than one-
half of one per cent per month or its equiva-
lent. After the down payment has been made,
the interest on the unpaid principal shall be
added to such principal and the sum thus de-
rived divided by the number of months over
which payments are to be made.
"Exchanges — Radio sets accepted for ex-
change shall be limited to current models only.
"Erecting Aerial — A minimum charge of $10
shall be made for the erection of a permanent
aerial.
"Free Service — Free service shall be rendered
for a period of thirty days after purchase of a
radio set."
The service and conditions of sale agreement
adopied at the meeting read:
"In order to avoid misunderstanding sales-
men are required to call attention of radio pur-
chasers to the following conditions under
which radio receivers and radio equipment are
sold and guaranteed:
■'1. — Blank company will set up the receiver,
attach set to owner's aerial and ground and test
set at time of installation as to quality of re-
ception. An additional charge will be made for
basement installation of power supply. Addi-
tional charges also will be made for the erec-
tion of an aerial and for installation outside the
city limits.
"2. — Equipment such as tubes, batteries, etc.,
furnished with any radio receiver we sell is &f
standard make and tested before delivery and
cannot be returned or exchanged. Owing to
the fact that the life of the very best of such
equipment is uncertain, and because we have no
means of determining the amount or kind of
usage such equipment receives in the hands of
the purchaser, we do not guarantee the life of
either vacuum tubes or batteries. Loud speak-
ers are not exchangeable, after seven days.
"3.— A storage battery should be recharged
every week or two, depending on the amount
of current drained from it. A new battery may
need a charge after three or four days of use.
Purchasers may charge storage batteries in their
own homes or send them to charging stations
for such service. Never allow cells of storage
battery to become dry — add distilled water oc-
casionally, but be careful not to spill any of the
fluid as it contains acid which destroys any
material with which it comes into contact.
"4. — We hold ourselves responsible for any
defects in the mechanism of the receiver itself
for a period of thirty days, provided it has not
been tampered with.
"5. — We do not guarantee the reception of dis-
tant stations on any radio receiver, regardless
of make or price. The securing of distant sta-
tions depends upon elements entirely beyond
our control: such as weather conditions, loca-
tion of the radio, plus skill and patience on the
part of the operator.
"6. — When your set fails to function efficiently,
test your batteries at once. If the trouble is
not found there, examine your tubes; you may
have one or more tubes that have become worn
out.
"7. — We stand ready and willing to instruct
purchasers as to correct methods of operating
their radio receivers, but when our service de-
partment is called upon to hook up a new set
of batteries or equipment or to test the set
a minimum service charge of $1.50 is made for
this service on day calls and $2 on night calls.
Railroad fare and traveling time are added.
PATHEX
means
PROFITS for DEALERS
I
I '
AUTOMATIC
CAMERA
$
47
.50
IN VESTIQATE I
COMPARE//
ACT TODAY///
AUTOMATIC
MOTION PICTURE
CAMERA
AND PROJECTOR
This is the greatest dealer proposition,
in the amateur motion picture field!
MADE BY THE MAKERS OF PATHE NEWS!
Lowest priced outfit in the market — automatic cam-
era with f 3.5 lens — daylight loadmg in 5 seconds —
films retail at $1.75 — free development — all film non-
inflammable — projector motor driven — works from
any light socket — exclusive smooth operating features
— shows Pathex films or any from wonderful Pathex
Film Library of over 500 assorted reels — library reels
sold outright at $1.00 and $1.75.
Pathex means prompt and plentiful profit for dealers
because users come back time and time again to buy
films.
Distributors Everywhere Insure Prompt Service
Widely Advertised In Over 25 Leading National Magazines
MOTOR DRIVEN
PROJECTOR
$65
,00
PATHEX. Inc.
A Subsidiary of Pathe Exchange
35 West 45th Street, New York City
20 THE TALKING MACHINE WORLD July. 1927
There's
no closed season
for music
Good music is always in
demand . . . and for the best,
there is but one source of
supply.
As a retailer of the new
Orthophonic Victrola and
Orthophonic Victor Record
—you are that source!
VICTOR TALKING MACHINE COMPANY
July, 1927
THE TALKING MACHINE WORLD
21
business . , ,
"Trofits . . . can he had now!
Immediately. Today!
Go after that business.
Keep your sales level steady
while preparing for the peak
that will come soon! The fall
season is but two calendar
pages away . . . and the sales
organization, the morale, the
appetite for sales and profits
which you build up now will
put you ahead, faster and
farther, in the busy months
to come.
CAMDEN, NEW JERSEY, U. S. A.
22
THE TALKING MACHINE WORLD
July, 1927
The Store Interior
Arrangement as Sales Aid
L. C. Lincoln, Ad. Manager, F. A. D. Andrea,
Inc., Explains Importance of Store Setting
THE interior of the dealer's store and
how it is arranged is a mighty factor
in the sale of radio apparatus. The
right sort of an interior will aid the re-
tailer in more waj-s than he probably realizes.
After an interior is once properly designed
and laid out, it keeps on working for you
every minute that your store is open. It
is a well known fact that the eye plays a
tremendous part, some sajr even that it is the
one big determining sense as to purchases, in
connection with selections of what we buy. My
own opinion is that, in radio, performance
comes first but it cannot be denied that the
organ of sight acts in a role not to be neglected.
For the purpose of this article, I have selected
two interior displays that are in actual use in
Chicago, namely, those of Hyde Park Alusic
Co., right, and Illinois Radio Appliance Co.,
above. Both are excellent examples of properly
designed radio showrooms. It you will examine
the photos reproduced herewith you will note
that the interiors shown reveal a sense of both
spaciousness and comfort that is exceedingly
attractive.
Here are the points of effectiveness of these
two interiors:
There is comfortable furniture so that cu.-;-
lomers may be seated while listening to demon-
strations. (In one of the photos it so happens
that only a little of the furniture for this pur-
pose is shown but in the complete display the
furniture is there.) The good business of pro-
viding the right sort of restful furniture for
visitors to your store to utilize while making
selections need not be dwelt on. This angle
of selling aid has been forcefully demonstrated
in allied lines and, in radio itself, as be-
ing an outstanding element toward suc-
cessful retailing.
There is a suggestion of homelike atmosphere
in the draped windows, the candlesticks and the
woodwork. If anything in the world will help
lo sell an article it is putting it in the surround-
ings in which it will
later appear, or setting
it off to advantage in
this fashion.
Accessories and bat-
teries do not appear.
This is wise. They are
on display in another
part of the store. It
is proper that they
should not be stacked
around the floor or on
shelves in the same
space allotted to re-
ceivers. One of the
great criticisms against
radio windows in the
past, of course, more
than now, was that
they jumbled up everj'-
thing. It is far better
to separate sets and
accessories, except, of
course, it is o. k. to
show radio loud speakers in conjunction with
the receiving sets, and both as to the windows
and the interiors this separation generally ap-
plies. (Of course a certain window display
may call for showing how a power unit works,
or the like, but I am referring to average cases
of interiors and windows.)
Plenty of space and no signs of confusion or
crowding mark the two interiors shown and
this is good practice to follow.
Complete showing of line. This, of course,
is desirable. In the photos are revealed Fada
6's and 8's and three types of speakers of the
Fada make. It is obvious that it is best to
show the complete line of a manufacturer so as
ALL BRACH LIGHTNING ARRESTERS
Cany $100 FREE INSURANCE
Against Damage to Your Radio
by Lightning Induction.
NEWARK, N.J. L#. S. BnACI-I "MFO. CO. TORONTO.CAN.
'.0 appeal to as many prospects as possible.
The dealer's franchise certificate is promi-
nently displayed in one of these displays. That
is a good point since it is evidence of the manu-
facturer's confidence in the dealer and, with or
without an explanation to a prospect, adds to
his feeling that he is going to get a square deal.
In both these displays there is a dignified
handling of the manufacturer's sign. It is
necessary to identify a line of radio merchan-
dise to-day and maybe it will always be neces-
sary to do so.
Sets are hooked up and ready for immediate
demonstration.
The interior display should be in keeping
with the merchandise. By this I mean that
qualitjr calls for dignity.
Some authorities say that a store should be
arranged with the least expensive articles in
the front and the most expensive in the rear.
There are differences of opinion in such matters
and different circumstances, locations and size
create their own specific limitations which of
course demand individual attention and no gen-
tral law applies to all of them.
Here are some of the things that apply to al-
most any store properly equipped for the dis-
play and sale of sets and speakers:
Plenty of light, lots of light! In fact, for
sales purposes it hardly seems that there can
be too much of it, provided, of course, that it
does not glare. Homelike, comfortable atmos-
phere with plenty of space and carpeted floors
or linoleum inlays either of which help soften
extraneous sounds which might interfere with
the demonstration for the prospect.
There are three things that will always ac-
complish home-like atmosphere, if properly
used in good taste. One is candles and candle-
sticks, another is mirrors, that is, small framed
mirrors hanging on the wall as they would in
a home and, third, vases and flowers.
July, 1927
THE TALKING MACHINE WORLD
23
/or a better tone
The No. 24 Chieftain Re-
producer back plate is of
heavy, one-piece construc-
tion, accurately designed and
finely finished.
The H-1 Tone Arm
and Chieftain Reproducer
A New Profit'Producing
OrO'Tone Comhinationl
THIS is the sensational combination that has won instant acclaim
from manufacturers, jobbers, and dealers throughout the nation .
The H-1 Tone Arm is a beautifully designed and finished product.
It is scientifically constructed of brass and copper to produce rich,
rare acoustical effects. It is extremely sensitive in arc or swing.
The throw-back arrangement is compensating. It will neither bind
nor become loose and noisy. Its high-quality appearance will har-
monize with the finest cabinet machines— its low cost permits adapta-
tion to high-grade portables!
The No. 24 Chieftain Reproducer is a reproducer that has remark-
able sales assets. It is fitted with a special duro-alloy diaphragm
and deUvers loud, clear, deep-toned music without vibration, ^it
can be matched against any reproducer of much higher cost, tor
fideUty of tone and range of scale. It will perform beyond your
greatest expectations.
Get behind this superior combination and develop the profitable op-
portunities it presents. Manufacturers, jobbers, and dealers are in-
vited to send for samples on approval. Let these new Oro-Tone units
prove themselves! Mail your order today and get the H-1 and
Chieftain combination by return mail.
QUftLITY FIRST
1010 George Street
CHICAGO. ILL.
The No. 24 Chieftain Reproducer has
excellent eye-appeal, h compares with
that of the most expensive reproducer
made. This feature is an unusual
sales and profit-producer.
No. 24 Chieftain Reproducer
Nickel List $3.50
Stat. Bronze " 4.00
Gold or Oxidized " 5.00
No. H-1 Full-Curved Brass Arm
Nickel List S5.00
Stat. Bronze " 6.00
Gold or Oxidized " 7.50
Announcement
A New Sound Reproducer
by Oro-Tone for Radio
and Phonograph
Another Oro-Tone achievement! After
eight years of experiment and develop-
ment Oro-Tone has perfected a sound
reproducer for radio and phonograph
electric pick-up that will astound you
in naturalness of results.
This new sound reproducer hy Oro-
Tone has qualities never before at-
tained. It is not a horn, a paper cone,
or a cone type construction. It is a
true tone reproducing musical instru-
ment, new in principle, new in design
and new in performance.
A demonstration will prove a revela-
tion, and convince you that this new
sound reproducing instrument by Oro-
Tone is truly in a class by itself.
Write today for literature and full
particulars.
24
July, 1927
Profit Wrmli^ Sates^'nklcs
Dealer Found Store Concerts to Be Sales Stimulants— "Studio" Rather Than Store Radio
Demonstrations — How Landay Uses Customers' Recommendations — Following Up
New Prospects — Illustrating Small Store Arrangement — Summer Selling
A Pennsylvania dealer recently went to con-
siderable expense to add an auditorium to his
establishment. Since the completion of this
important addition to his store he has been
staging concerts regularly, drawing on the mu-
sic lovers of the city for his patronage. Con-
certs are held twice a month. One evening
may be given over to piano selections, another
to a well-planned program on one of the new
talking machines, using, of course, the elec-
trically recorded records, and occasionally the
concert consists of stringed instrument music.
The result already is evident in an increase in
sales. The programs announce the name and
style of the instrument or instruments featured
at each concert, and in this way the interest
in music manifested by those who attend often
is crystallized to the point where a sale is made.
After the concerts during which the talking
machine and records provided the music sales
of the records played increased to a very sat-
isfactory degree. Such an auditorium is a profit-
able investment provided the dealer has the
space for it, and where facilities are lacking,
very often it is possible to utilize part of the
display room itself for an occasional concert
to which the public or selected patrons and
prospects are invited. Where this is done it is
a good idea to secure the names and addresses
of those who attend to be used as the nucleus
of a mailing list for similar affairs.
A "Studio" Helped Sales
A dealer in Portland, Ore., rented a "studio"
for radio demonstrations, believing that the best
results could not be obtained in the store. That
his reasoning was sound is indicated by the
greatly increased volume of business he is now
enjoying. The "studio" is located near a good
residential section, where reception conditions
are similar to those of most of this firm's cus-
tomers. Salesmen are not permitted to bring
customers to the store for demonstrations. Each
salesman has a certain night during the week
when he has the use of the room. The result
is that the men make their appointment with
customers so that the demonstrations will not
conflict with those arranged by the other mem-
bers of the organization. The room has been
arranged with an eye to comfort for the con-
venience of prospective patrons. There is a
thought in this for radio dealers who have
trouble in securing satisfactory reception in
their stores.
Use Recommendations
The recommendations of customers regarding
a product, service, etc., always provide the
means for some mighty effective advertising.
Landay Bros., who have adopted the plan of
using a column in the daily newspapers for
some very unique advertising are making good
use of recommendations received from custom-
ers. The Landay stores recently staged a drive
on Kellogg radio sets, and in the advertising
tie-up with the campaign an entire column was
devoted to the letters received from satisfied
customers. The column was headed: "What
happens after you buy a Kellogg at Landays'?
Don't take our word for it . . . read what our
customers say." Then followed a facsimile of
a letter, together with the suggestion that many
more similar letters were on file at the various
Landay stores, and could be seen by patrons.
Letters of recommendation have been used in
various ways, but there is nothing quite so
effective in instilling confidence in the readers
of ads as such a letter occasionally used. This
applies to talking machines also. Publicity ideas
that are original enough to stand out from the
mass of advertising in the newspapers are
worth money to the dealer. They stimulate
sales and that is the purpose of all sales pro-
motional effort.
Securing Prospects
A Des Moines retailer has evolved an un-
usually effective method securing live prospects
for the line of radio sets he handles. Briefly,
whenever he learns that a local social affair
is to be held, he offers to supply a radio set
for the occasion, the only stipulation being that
he be given the names and addresses of those
present. The following morning each individual
receives a polite note from the dealer calling
attention to the kind of radio set that made the
affair of the previous day so pleasant. This
is far-sighted merchandising, and the same
method will be found equally effective in build-
ing up a prospect list for talking machines. In
passing it might be pointed out that if such a
plan is tried follow-up is of the utmost im-
portance.
Stock Arrangement
The accompanying illustration shows the in-
terior of the Nassau street store of the Nas-
sau Post Card Co., George Canelos, manager,
which is devoted exclusively to the sale of talk-
Have You Seen the New 1927 Radios?
ing machine records, sheet music and portable
talking machines and musical merchandise, such
as ukuleles, banjos, etc. The arrangement of
this small establishment is particularly note-
worthy. The store is located in the heart of
the business district in downtown New York,
and speed is essential in serving the hundreds
of customers who pour from the office buildings
in the vicinity around the noon-hour and in
the evening and who visit the shop for their
small musical wants. The arrangement of stock
makes use of every available inch of office
space. Usually the store is crowded, many rec-
ords and much sheet music being sold without
demonstration. Dealers who are cramped for
space may get a suggestion or two from this
illustration.
Summer Selling
A live retailer who featured radio, in order
to attract special attention to his line during
the Summer months, distributed thousands of
circulars with the aid of Boy Scouts. The mer-
chant, B. F. Carr & Son, of Chicago, by this
means secured a number of prospects. The
circular read as follows:
Have You Seen the New 1927 Radios?
B. F. Carr & Son, the well-known Woodlawn radio
and music dealers, are anxious to have as many people
as possible hear the new models before the Winter
season opens.
Why wait for the Winter rush? Hear these wonder-
ful Crosleys, Freshman Masterpieces and Radiolas
now in the seclusion and quiet of your home. Make an
unhurried decision. Play the radio in your own living
room under the identical conditions it will always en-
counter. Then you will know what you are getting.
Perhaps you are not yet ready to buy! Perhaps you
think the old set will do for a while. No matter, we
would be more than pleased to let you use one of the
new models for a few days — without any charges or
obligations whatsoever, so that whenever you are ready
to buy you will know what to get.
If your present set is satisfactory, have you tried on«
of the new Raytheon Majestic eliminators on it? This
unconditionally guaranteed eliminator abolishes your
"B" batteries at a great saving.
Or perhaps you would like to hear one of the new
R. C. A. super-power tubes on your old set.
No matter if it is a new radio or a battery elimi-
nator, or merely a new tube you are interested in,
just sign your name to the bottom of the slip the boy
will hand you, and one of our men will call you on
the phone to talk it over.
There Will Be Absolutely No Obligations.
r A new radio set.
I am interested in^ Talking over a matter pertaining to
[ my present set.
Signed
Address •■
Phone
I can be reached around o'clock.
Signing this puts you under no obligations whatsoever.
You may telephone me — Hyde Park 3990.
The Specialty Service Corp., 575 Atlantic
avenue, Brooklyn, N. Y., radio jobber, recently
added Cunningham tubes and Majestic "A" and
"B" eliminators to the products carried.
Look for this trade-mark
It is your protection against
patent infringement liability
July, 1927
THE TALKING MACHINE WORLD
25
the
test
of
time
The Standard by
Which All Others
Are Judged and
Valued
Practically All High Qrade Makers Use
AUDAK Because It Has Passed That Test
MATCHED UNIT
ULTRA
(Phonic)
Reproducer
J^T is significant that practi-
cally every manufacturer of
high grade talking machines is
now using AUDAK Repro-
ducers as standard equipment,
AUDAK has become the
standard by which all others
are judged and valued.
This tag Is attached to every
genuine ULTRA—
ALWAYS LOOK FOR IT
You may experiment as much as you like
— but sooner or later the smashing testi-
mony of satisfied users of AUDAK will
influence you to investigate this, the one-
and-only perfect Reproducer,
Mr. Dealer: The manufacturer who sup-
plies you with AUDAK equipped machines
is offering you the very best in reproducers.
By the way, he sure to see insert between pages 58 and 59
of this issue. More interesting news!
The AUDAK COMPANY,
New York City
Makers of Acoustical and Electrical Apparatus for More Than 10 Years
26
THE TALKING MACHINE WORLD
July, 1927
Money-Making Suggestions
for Ambitions Mercliants
A Few Canvassing Suggestions — Many Resort Dealers Are Overlooking Sales — Can You Break
Down Summer Radio Sales Resistance — New Reproducers Are Still Enjoying
a Strong Demand — Summertime Store Arrangement
The topic of canyassing as a means of in-
creasing sales is one that calls forth discussion
at all times, during the year but particularly
during the .Summer months when floor sales
drop oS for. a number of reasons. A great
many dealers inaugurate systems of canvassing
during the Summer months in order to hold
their sales staffs together, so it is fitting that
a section of this department be given over to
a few suggestions regarding canvassing meth-
ods that have been tried and proved worthy.
First, the emplo^-ment of women who work
during the mornings' only, when the chances of
finding people at home are much bfetter than
during the afternoons. These Women canvass-
ers secure the necessary information regarding
prospects and turn it over immediately to the
.sales force for further action. It will be found
quite easy to secure a stafi' of intelligent
women who wish to add to their weekly earn-
ings in this fashion, and a small salary plus a
small percentage of every sale made through
their information proves sufficiently alluring.
It has been found that women seem to have
access to people in cases where men would
fail to get a hearing.
Second, instead of the usual house-to-house
canvass many dealers have found it more profit-
able to make connections with people in the
neighborhood who will give them leads to fol-
low. This method is followed by soliciting such
sources as music teachers, real estate com-
panies, contractors, decorators, officers of
lodges, ministers, tailors, proprietors of drug
stores and other dealers. As one dealer puts it:
"These people know a certain number of pros-
pects for talking machines and radio receivers.
If approached in the right manner, especially
on the basis of mutual co-operation, they will,
in many cases, provide good prospects and, as
an important point in this connection, the name
of the informant can be used when interviewing
them."
Third, another method of. outside selling
which comes ; under the general head of can-
vassing is that of the dealer who confines his
outside work largely to those districts where
new homes are being erected. It has been
found that these sections offer an exceptionally
good field for securing likely prospects and
making sales to the best type of customers.
For Resort Dealers Only
It is surprising the opportunities that many
dealers located in or near Summer resorts al-
low to go by without making any effort to se-
cure the golden harvest which is awaiting
when the Summer residents come to take up
their temporary homes. One has only to visit
shops in the vicinity of the railroad terminals
in the city to realize that a great percentage of
the sales of records, small musical instruments
and similar merchandise which they make dur-
ing June, July and August, could be secured by
the dealer at the country or beach town if a
strong effort was made by him. No man or
woman is overjoyed ,af the prospect of carrying
an armful of records or other packages for an
hour's trip in a crowded train if it can be
avoided, yet that is what is happening in hun-
dreds of cases. Again, how about developing
and printing of snapshots taken during holi-
days and vacation times. Wake up, resort
dealers, you may be making a lot of money but
there may be a lot more getting away from you.
Can You Break the Barrier?
If a prospective buyer of a radio receiver ad-
vances the old, hackneyed reason for hesitation
in buying, namely that, "I understand that radio
sets are not so good in the Summertime," can
you break down this resistance by a logical
truthful explanation of the facts and remove
this barrier to a sale? It is too bad, that the
opinion which grew so prevalent through ex-
periences in the early days of broadcasting has
not been overcome by educational articles in
the newspapers, yet some dealers are at fault in
not being prepared to overcome the fallacy. It
is true that several years ago. Summertime re-
ception was "not so good." But broadcasting
efficiency has made tremendous advances and
so has the efficiency of receivers, with the re-
sult, that the radio season at the present time
is "whatever the dealer makes it." With bat-
teries in good condition and with the set
functioning, there is scarely a time during the
Summer months when a variety of good pro-
grams cannot be tuned in clearly and distinctly.
Erase the term "Summer static" from your
mind and help eradicate it from the minds of
everyone with whom you come in contact.
Re: Reproducer
A visit to the office of a wholesale house
which distributes a new reproducer for old type
phonographs elicited the information that these
accessories are selling in a highly satisfactory
fashion, exceeding all expectations, and that
many inquiries have also been received for
winding cranks and other accessories. The only
surmise to be taken from this is that people
who had not played their instruments for a
long time p'urchased a new reproducer and are
now buying other equipment for their instru-
ments when they discovered the added pleasure
to be derived from the talking machine through
this means of providing better reproduction.
There are two ways of looking at this trend.
The pessimist will say: "That eliminates' the
prospect for a new instrument," but the opti-
mist will view the acce.ssory customer as a new
buyer of records, realizing that in time the
owner of a re-equipped old-type instrument
will, when circumstances allow, buy a new
type phonograph. Be an optimist and go after
accessory business. Many people have their
Summer cottages equipped with an old type
instrument; selling them a new reproducer, a
quantity of records, and having collected cash,
put the names down as prospects for a new in-
strument at some 'date in the near future.
Summertime Arrangement
Authorities on store arrangement all agree
that the departments of a store nearest the en-
trance should be given over to that merchan-
dise which is new or seasonable. At this time
of the year it is necessary therefore that items
such as portable talking machines and radio
receivers, small stringed instruments, harmon-
icas, etc., should be so placed in the interior
display that customers who enter the store to
make a purchase should see the seasonable
merchandise upon entering and before leaving.
It goes without saying that a portion of the
window display should also be given over to a
presentation of this merchandise, so that the
tie-up will be as complete as possible. The
power of silent suggestion is strong and it is
surprising what results the silent salesmen, in
the guises of attractive window and interior
displays, will achieve.
Col. Charles A. Lindbergh in his achievement
in flying to Paris provided material for a num-
ber of song hits which have been selling well
in record form. All the leading companies pro-
vided timely display hook-up material.
STYLE 21
Genuine Mahog-
any
only.
Walnut
STYLE 21-B
Same with both
top panels hinged
to accommodate
Radio Panel.
Phonographs and
Radio Cabinets
These illustrations show several
of the many late models of
our line, which have been re-
designed, right up to the min-
ute, with especial reference to
the Radio-Phonograph Combina-
tion, destined to be the standard
household unit.
STYLE 17
Genuine Mahog-
any or Walnut
PhonoKfaph only
STYLE S5— RADIO CONSOLE
Accepts Panels Up to 8x26 Inches.
These instruments are produced
in all the popular finishes and
styles, including Uprights, Con-
soles and Wall Cabinets, and
our facilities-gnable us to make
prompt deliveries and most at-
tractive trade prices. Catalog
and price list mailed on request.
STYLE 1
Gum Mahogany
Golden or Fumed
Oak.
Excel Phonograph Manufacturing Company
402-414 West Erie St., Chicago, Illinois
STYLE 2
Gum Mahogany.
Golden or Fumed
Oak.
The Talking Machine World, Nczv York, July, 1927
The
Improved
VAL
> ..v.. -Jy
reproducer^
'p with a well earned repu-
quality
and ability to sell it;
you and the customer*
Every VAL^PHONIC is subject
to rigid test before it is released for
market. Nothing is left to chance.
Each and every part entering into
makeup is gauged from a set
master^^ and must tally with it.
Since the introduction of the im-
proved VAL-PHONIC, we have
received less than one return in
a thousand /or any cause.
There must be a reason for this.
VAL-PHONIC i
to remember
trademark
trustworthy
NCIN-JUMP
.Main Spring .
RM I L A DE L PH I A , U.S.A^
The Talking Machine Jl'orld, Xczi.- ]'ork, July, 1927
NEW-
and entirely different!
The chassis, shielded
with A.C. tubes and
special circuit (pat-
ents pending) shows
why the McMillan
Electric is the last
word in radio receiv-
ers.
The Orleans
Doors of figured walnut. Heavy plywood con-
struction. Equipped with built-in speaker —
Utah Unit. Four-foot air column. Size of
top 265'2"xl9" — 43!/<" high. Shipping weight
135 pounds.
The Ivanhoe
Exclusive McAIillan design. Sides
and top Striped Walnut. Doors of
Butt \\'alnut, Mahogany overlay.
Veneered moldings. Built-in speaker.
Four- foot tone chamber. Utah Unit.
Size of top ZS^-^'xl?!^"— 50" high.
Shipping weight 117 pounds.
The McMillan
Electric
Now for the first time in radio his-
tory McMillan announces a new type
of Radio Receiver completely self-
contained, operating direct from a
light socket. No batteries or elimi-
nators, no automatic switches. Tone
qualities heretofore unheard of. Cuts
servicing more than half. Increases
profits. VWite now for catalog.
Prices range
from
$170 to $325
The Verdi
An exclusive McMillan Model. Figured wal-
nut— curly maple overlay. Heavy plywood
construction. Built-in speaker — Utah Unit.
Fourrfoot tone chamber. Size of top 26^"x
19%" — 43" high. Shippmg weight 135 pounds.
THE McMillan radio corporation
1421 Michigan Ave. Chicago, III.
The Oxford
A cabinet of distinctive beauty housing the
Standard ^McMillan 6 Receiver. Top and ends
are five-ply. Face veneers selected figured
stump American Black Walnut. Artistically
embossed. Heavy molded base. Panel size
7"xl8"xlO^" depth behind panel. Shipping
weight 25 pounds.
25 distributors closed at the Chicago Show
The Famous
McMillan six
(Battery Models)
Prices range from $80 to $150
Console recci\er with built-in long air col-
umn speaker. Utah Unit. Doors in front of
set and speaker. Top raises. Selected woods
throughout. Outside dimensions 2654"xl6^"x
44" high. Shipping weight 125 lbs.
The Northfield
The Tulkiiifj Machine World, Nezv York, July, 1927
The most complete line— the
fastest selling line— the new-
est ideas— your customers'
satisfaction guaranteed —
Utah sets the pace*
Utah Radio Products Co.
1615 S. Michigan Ave.
Chicago
UTAH
Screen Speaker ^100*'*'
An entirely new and really decorative speaker
idea. A screen adaptable to many uses. Made
of five ply walnut. The finest cabinet construc-
tion with bowed front. 10 foot air column. 40"
high by 28" wide by 12" deep.
Makes a radio re-
producer out of
any piano.
UTAH
$30
oo
No. 30 Cone
Carved with peacock grill design.
Natural finish Walnut. Size — height
18". Weight 15 lbs.
ri
UTAH
"No. lOl"
Cabinet
Speaker
S7500
designed especially
to accommodate the
Standard Philco
Power Unit, is 2;1"
deeper than the "No.
100" Speaker
UTAH
**No. 100" Cabinet
Speaker
00
Dimensions — 36" high, ZllA" wide, 17" deep.
Finished in Walnut. Equipped with 9 ft. air
column and UtaJi Unit. Weight 100 lbs.
Packed 1 to a crate.
The Talking Machine Jl'orld, Xtn.' York, July, 1927
A bote —
Apex Troubadour — 9-
cube Technidyne,High-
boy Model — Loop
operated. Complete,
with Cone Speaker and
Loop, . Price, $295.00
At the Right-
Apex Corsair — 7-tube
Technidyne Table
Model— Antenna oper-
ated. Price. . $170.00
Beloiv —
-A-pex Minstrel — 7-tube
Technidyne, Low - Boy
Model— Antenna oper-
ated. Complete, with
Cone Speaker,
Price . . $225.00
There^s No Other f
Radio Like It I
"D A T^TO 1927-28 is a distinct victory
Lx^ri^LJly^J — scientifically — artistically. In
appearance and in performance it is super-
latively fire.
The APEX Radio Receivers comprising the 1927-28 line
are decidedly a step ahead in sales appeal.
The Apex Technidyne Circuit is unhke any other Radio circuit
of today. Those who heard Apex Reproduction at the R. M. A.
Show will tell you it's the circuit of the future. Couple that with
the finest cabinet craftsmanship — !
Uniformity
is one of the most talked
of — the most highly com-
mended— records in the
Radio Industry today.
Uniformity of production standards have
given APEX a selling record better than
99 44/100% pure.
Of all the APEX sets sold in 1926less than
^3 of 1 % were returned — and the majority
of these were mechanically faultless!
Uniformity' in personnel and policy, and in
adherence to ideals, have earned this com-
pany a trade relationship which is a chal-
lenge to every other manufacturer i n the field .
Records show that 91% of all business
relationships established during our radio
life are active today!
The uniform increase of business, and of net
profit, which APEX can show is the sort of
sound, healthy growth the jobber and dealer
likes to tic up to.
^ A T "FT^ Pot ir^Vfor 1927-28 is built
O/^l^riO ± Wl^±\^ 1 upon this uniform
Apex Radio Record.
We will not deviate from the policy of selling
through tht legitimate jobber-dealer trade
channels.
Uniformity in Apex adver-
tising and selling cooperation ^ ^
will continue to be a secret
of Apex Success. Ask us about
our zone consumer advertis-
ing for the coming season.
Write today for complete
descriptive literature and
price information on this
unusually profitable line.
'4
Are you re-
ceiving the
Apex Bul-
letins regu-
larly?
— Clad to
put you on
our mail-
ing list —
Just drop a
line.
Apex Electric Mfg* Company
1422 West 59th Street :: :: Chicago, U. S. A.
□ Send Complete Information on 1927-28 Ape.x Radio. □ Send Apex Bulletins
Xame Firm
Address '. Citv State
July. 1927
THE TALKING MACHINE WORLD
27
How a Live Dealer Uses
Window Display Helps
Buxton & Skinner Store, of St. Louis, Mo.,
Uses Window Display Material of Manufac-
turer to Advantage in Featuring Radio
makes use of a special supporting plate for the
elements to prevent short circuiting and to re-
duce microphonic efifect. It is used as an am-
plifier in the last low frequency stage, and is
said to give good volume without distortion.
The window display illustrated herewith is
that of the Buxton & Skinner store of St. Louis,
Mo. It is a most efTective showing of Strom-
Federal Radio Corp. Has
Secured RCA License
L. E. Noble, President of the Federal Corp.,
States That It Is the Custom of His Company
to Recognize Existing Patent Rights
Fine Display of Buxton & Skinner Store
berg-Carlson radios, and demonstrates how the
window display helps prepared b}' experts em-
ployed by leading manufacturers may be used
to advantage. The Art Guild window back-
grounds which form the setting for the radio
sets in this window have been prepared by the
Stromberg-Carlson Co., and are being circulated
throughout the country among its dealers.
The Federal Radio Corp., Bufifalo, N. Y.,
manufacturer of Federal Ortho-sonic receivers
and speakers, has been licensed by the Radio
Corp. of America under all of its patents and
rights pertaining to tuned radio frequency re-
ceivers, regenerative receivers and power supply
vmits. In making this announcement L. E.
Noble, president of the Federal Radio Corp.,
stated that it has always been the policy of the
Federal Corp. to recognize existing patent
rights of others, as well as to demand recog-
nition of its own patents, and the new RCA
license affords complete protection to whole-
salers and retailers selling the comprehensive
Federal line of sets and cabinet speakers.
Announces Power Tube
A new non-microphonic power tube, TC-112,
has been announced to the trade by Televocal
Corp., manufacturer of Televocal tubes. This
new tube has the same appearance as the stand-
ard UX-112 with similar characteristics, and
Eveready Batteries on
Baffin Island Expedition
Eveready radio batteries, manufactured by the
National Carbon Co., New York, were an im-
portant part of the equipment of the Putnam-
Baffin Island Expedition which sailed on the
schooner "Morrissey" recently for Polar re-
gions. Through its extensive radio equipment
the expedition expects to be in constant touch
with civilization throughout its travels.
M. A. Shipman Appointed
Pathex Sales Manager
Announcement Made at Convention of District
Managers and Special Sales Representatives
in New York — Sales Plans Discussed
The appointment of M. A. Shipman as gen-
eral sales manager of Pathex, Inc., was an-
nounced by J. A. Berst, vice-president and gen-
eral manager of the organization, at the con-
vention of district managers and special repre-
sentatives held recently in New York City. The
visiting managers and representatives made an
intensive study of the latest Fathex appliances
and accessories and the many new subjects re-
cently added to the Pathex library. Sales and
advertising plans for the new year were thor-
oughly discussed.
The convention came to a close with a ban-
quet at the Hotel Brevoort with J. A. Berst as
toastmaster. Among those present were John
Humm, treasurer of Pathe Exchange; M. A.
Shipman, Gaston Chanier, general superin-
tendent of Laboratories; J. T. Richards, New
Jersey Pathex factory manager; Arthur Miller,
superintendent of the Bound Brook factory;
Bob Richards, George Moreland, Rutgers Neil-
son, C. C. Kleber, F. R. Clarke, and the follow-
ing district managers: R. L. Parchman, W. E.
Bute, M. H. Schoenbaum, R. Meyerson, G. S.
Keith, J. J. Kuscher, C. W. Reaume and R. R.
McCauley.
Fada radio receivers have been installed on
Hudson River Night Line boats.
Improved A-K Panels
The Atwater Kent Mfg. Co., Philadelphia,
Pa., has announced new part numbers for the
model 30 panel and model 32 panel. The
original models had long cables, while the new
ones have shorter cables, more suitable to the
console cabinets made by the Pooley. Red Lion
and Conner Furniture companies, makers of
Atwater Kent cabinets.
Helycon Tone Arm No* 509
THE continuous taper of Helycon Tone Arm
No. 509 is acoustically correct. It is particu-
larly adapted to phonographs equipped with new
type reproducers and new long air column ampli-
fiers with enlarged bell-opening.
Made of heavy seamless drawn brass, nickel
plated; black enamelled bracket, that ensures
free sensitive swing and prevents tipping or
binding; all joints air-tight, felt-bushed to pre-
vent metallic vibration.
Helycon Tone Arm No. 509 is the outcome of
unceasing research, plus precision manufactur-
ing, a worthy representative of the Pollock-
Welker line of Helycon precision-built phono-
graph equipment.
Pollock -Welker, Limited
Established 1907 — Pioneers in the Phonograph Industry
KITCHENER — CAN AD A
Cable Address — Polwel, Kitchener Code — A. B.C. 5th Edition, Bentley's
28
THE TALKING MACHINE WORLD
July, 1927
gu",1S.JALKINg-MACI1INI
[Editor's Note — This is the sixty-ninth of a series of
articles by William Braid White devoted to the various
interesting opportunities which prevail in the domain of
education for the retailer of talking machines. The subject
is one of great interest and we commend these articles to
the consideration of all who are devoting attention to the
featuring and developing of the musical possibilities of
the talking machine.]
The Language of Music
I cannot help noticing that the phonograph
trade, generally speaking, seems to be very
much at a loss when trying to sell the better
types of records, largely through unfamiliarity
with the technical language of music. The
labels on "classic" records often appear to mean
nothing to salesmen, and in consequence they
very often display an entire lack of enthusiasm
for selling them.
Anyway, let me here give a few definitions
and some words of general explanation, which
may serve to elucidate some of these "mys-
teries" and show that, in fact, they are not
mysterious at all.
And in the first place, note that on almost
all works of serious import played by large
orchestras, or by ensembles of piano and violin,
piano, violin and cello, two violins, viola and
cello, or other similar combinations of five, six
and seven-stringed and wind instruments, with
or without piano, one always finds the word
"movement" appearing somewhere in the title.
The work may be described as a "sonata" (if
it is for a solo instrument, like piano or violin.
Or for two instruments, as piano and violin to-
gether). It will be called a "trio" if for piano,
violin and cello, a "quartet" if for two violins,
viola and cello, or for two violins, viola and
piano, a "quintet" as for string quartet and
piano, a "sextet" if for six stringed instruments,
or six wind instruments, or for some combination
of both. If for orchestra on the grand scale the
work will be called a "Symphony" or Tone
Poem. Less usually it may be called an Over-
ture, in which case it will be a piece in a single
movement. And there are other variants.
"Sonata Form"
Now the one simple point to be understood
about all these technical terms is that most of
them really mean the same thing. A "sym-
phony," a "sonata," a "trio," a "quartet," a
"quintet," a "symphonic tone poem" or what
not, in each case is a work built along the same
lines, and according to the same general plan.
In fact, all large musical works for more than
one hundred years have been built along the
same general lines and on the same general
plan. "Symphony" is the basic word, and re-
fers always to a work in the general form men-
tioned, written for orchestra on the large scale,
in fact, for what is called the symphony orches-
tra, a battery of first violins, second violins,
violas, cellos, contra-basses, flutes, oboes, clari-
nets, bassoons, horns, trumpets, trombones, per-
cussions and accessory instruments. Not all
these are written for in every work called a
symphony, the choice being a matter of date
partly, and partly of the composer's inclinations.
Now a "Symphony" may be written for a
single instrument or for two instruments, in
which case it is called a sonata, and, although
it follows the symphonic plan, does so in a less
flamboyant manner, more simply and less
brilliantly. Thus we have "sonatas" for piano,
or piano and violin, or piano and cello, even
for piano and French horn, or piano and clari-
net. Note how indispensable the piano seems
to be in these cases. Anyhow, or for whatever
solo instrument or pair of instruments it is
written, a sonata is simply a symphony in little.
If on the other hand a symphony is written
for three instruments it is called a "trio." If
it is written for four instruments it is called a
"quartet." If it is written for five it is called
a "quintet," if for six a "sextet," if for seven
a "septet" and so on.
"Form"
The general form of all these instrumental
works is the same. It is usually called the
"sonata form," and always retains the same out-
lines. The first big point about this form is
that all works written according to it are di-
vided into sections called "movements," each
of which is separate and individual (although
occasionally in a very modern work no inter-
val or pause is left between one and the next).
The whole of them together form a single and
unitary conception, for there is usually some
connecting link in the shape of one dominating
melody which comes to the front at some point
in each of them. Nevertheless the separate
movements are truly individual pieces and can
be played as isolated pieces with good effect.
The most important movement in the sonata
form is the first movement. There are four
movements usually, although the number is
sometimes reduced to three.
"Themes"
The first movement of the sonata form is
always the one most carefully worked out, ac-
cording to the rules which have been in proc-
ess of development for two centuries, but which
Haydn settled in all their principles about a
hundred and fifty years ago. The basis of the
first movement form is to be found alway;s in
two "themes" or leading tunes. The first is
usually sounded at the very beginning or after
a short introduction, and is nearly always posi-
tive, masculine, often martial in character. It
•s given out, perhaps repeated, then "developed"
more or less and led into the second theme.
This is always less masculine, gentler and more
appealing in character. In turn this second
theme is more or less "developed." Then
there follows a section of the music during
which one of the themes, usually the first is
"worked out," as the musicians say, that is,
varied by changing its rhythm, the. key in which
it appears, the groups of instruments by which
it is played and so on. After this development
comes a repetition of both themes in their
original form or something very much like it,
and lastly, there is a coda or tail-piece to wind
up the movement and bring it to an artistic
end.
The second movement is usually the senti-
mental one. It is treated as an elaborate and
extended song or nocturne, and can best be
described by saying that it usually consists of
two contrasted melodies treated simply and as
if they were being sung to words. The first
melody is followed by the second one and then
the first returns to close the movement.
Scherzo and Rondo
The third movement is the scherzo. The
word is Italian for "jest" or "joke," and the
movement is commonly like a light-tripping
dance with a short rather serious song section
in the middle. Older symphonies and sonatas
have a simple minuet in three-quarter time, and
indeed the scherzo is simply a more modern
development out of the minuet. It is always
written also in three-quarter time.
The finale (fourth) movement is nearly al-
ways powerful, and march-like and triumphant.
It is often in rondo form, that is to say, it has
a certain tune repeated at definite intervals like
the fourth line of a verse in the type of poem
called "rondo."
This is the sonata form in which symphonies
are written, and in which also trios, quartets,
quintets, sextets and other works are composed.
The details are various and there are many
peculiarities common to individual composers,
but the general outline is always the same. It
may be added that the "concertos," of which
one hears so much are simply symphonies for
orchestra, with a special part for a solo instru-
ment written in. The instrument is usually
piano or violin, although there are concertos
in which the solo instrument is cello, harp,
clarinet and French horn. Always, however, a
concerto is a symphony for orchestra, large or
small, with a part for a solo instrument written
in. The form is sonata form, but very often
the scherzo movement is omitted.
Henry Straus & Sons Co., Inc., Fourth and
Market streets, Louisville, Ky., have added the
Columbia line of New Process records and are
featuring them in advertisements.
Now I !
The KENT Attachment
with, the
KENTONE
SENSITIZED REPRODUCER
The KENTONE Attachment has been a
successful and standard product for over
twelve years. With the new KENTONE
SENSITIZED REPRpDUCER these two
products in combination now are avail-
able at reasonable prices.
Write for catalog of complete line
of tone arms and sound boxes
F. C. KENT CO.
Irvlngton, N. J.
July, 1927
THE TALKING MACHINE WORLD
29
RADIO IS BETTER WITH BATTERY POWER
The Layerbilt patented con-
struction revealed. Each
layer is an electrical cell,
making automatic contact
with its neighbors, and fill-
ing all available space inside
the battery case.
For the best in radio, sell the
Fjveready hayerbilt
Laboratories use batteries in deli-
cate electrical tests. A radio set is
one of the most sensitive electrical
instruments ever devised. It does
its best only on pure DC, Direct
Current. Only batteries produce
pure DC, steady, noiseless, unvary-
ing, always the same.
The electricity supplied by the
power line in the average home
generally is AC, Alternating Cur-
rent, which cannot be used for "B"
power. It can be changed into a
wavy Direct Current which may be
used in radio. But this does not
give the entirely quiet, steady flow
of pure DC which batteries provide
and which is necessary for best radio
reception. You do not have to be a
scientist to realize these things; your
ear reveals them to you.
There are other advantages to
batteries, also. They are reliable,
under the user's control. No out-
side occurrences can stop reception.
They are economical, provided the
user buys the right size.
Choosing the right size is easy —
recommend the Heavy-Duty type
on all loud-speaker sets. To give
your trade maximum economy, sell
the Eveready Layerbilt No. 486, for
every test and trial has proved it to
be the longest-lasting Eveready "B"
Battery ever built. Its internal con-
struction makes it last longest of all.
Radio is better with Battery
Power, and the Eveready Layerbilt
offers battery power in its most
satisfactory, convenient, reliable
and economical form. Order from
your jobber.
NATIONAL CARBON CO., Inc.
New York San Francisco
Atlanta Chicago Kansas City
Unit of Union Carbide and Carbon Corporation
Tuesday night is Eveready Hour Night —
8 P. M., Eastern Standard Time
WEAF-New York
WJAR-Providence
VIEEI-Boston
VfFi-Philadelphia
WGS-Buffalo
viCAE-Pittsburgk
WSM-Cincinnati
WTAU-Clevelanl
vrwj-Detroit
v/ON-Chicago
woe-Davenport
(St. Paul
KSD— St. Louis
\vv.c-\V ashington
\XGY~Schenectady
W'HAS-LouisviUe
W'SB-Atlanta
ws^-Nashville
vrnc-ilemphis
30
THE TALKING MACHINE WORLD
JuLV. 1927
D. S. Spector, Kolster Mana-
ger, Sails for Trip Abroad
To Spend Six Weeks in Europe Studying Radio
. Conditions — Kolster Receiver and Two-Power
Cone Installed on "Majestic"
D. S. Spector, general manager of Federal-
Brandes, Inc., manufacturer of Kolster radio re-
ceivers and Brandes speakers, sailed recently
for Europe, where he plans to spend six weeks
studying radio conditions. A Kolster receiver
and two-power cones were installed in the main
salon of the White Star Liner "Majestic," on
which Mr. Spector sailed, to test the popularity
of the Kolster-Brandes product as a source of
entertainment for passengers.
the Neutrodyne principle. Each chair in both
the "club car and observation car is equipped
with a pair of headphones, which are on the
same circuit as a master set of headphones used
by the operators of the receiver. The loud
speaker is at all times under lock and key, and
is never used by the passengers unless permis-
sion is first obtained from the pullman conductor
or porter, thus eliminating any disturbance to
passengers not desiring to listen to radio.
The Fada 8 is used with a loop exclusively.
The Fada 6, however, operates on an antenna
attached to the ventilators of the car.
Freed-Eisemann Demand
Speeds Up Production
The enthusiasm with which distributors and
dealers regard the new Freed-Eisemann line has
resulted in speeding up production to a point
where it is now equal to the latter part of last
September, according to Arthur Freed, vice-
president of the Freed-Eisemann Radio Corp.
Interest is especially keen in the new all-electric
model which derives its power and operates
direct from the light socket.
Novel Publicity Stunt in
Interest of Thermiodyne
A novel publicity stunt was executed by Leo
Potter, president of Algonquin Electric Co.,
manufacturer of Algonquin speakers and the
new Remote Control Thermiodyne receiver, at
the recent Chicago Trade Show. A cleverly de-
vised form of a legal summons was served on all
visiting jobbers and dealers at the Hotel Stev-
ens, hailing each to appear in the Algonquin
court for a demonstration of the Thermiodyne
set and Algonquin speaker.
Fada Radios Installed on
Pan-American, Crack Train
The installation of several Fada eight-tube and
six-tube radio receivers on board the Pan-
American, crack train of the Louisville and
Nashville railroad, is affording passengers a
great deal of entertainment, according to reports
which have been received at the headquarters of
F. A. D. Andrea, Inc., New York. They are
totally shielded, multi-stage receivers built under
Confines Activities Solely
to Talking Machine Repairs
South Bend, Ind., July 6. — An interesting estab-
lishment is that of Reeder Bros., located in this
city, which devotes itself exclusively to repair
work and sells nothing but its services. There
are, of course, a number of repair stores but it
is usual for such stores to sell as a side-line
and a stock of used instruments is usually car-
ried. William V. Reeder, proprietor of Reeder
Bros,, believes in limiting his activities to re-
pairs and this policy has proved successful for
him, as evidenced by the steadily growing vol-
ume of business being enjoyed.
BUILT LIKE
A VIOLIN
List Price
TIP TABLE MODEL
$
40
Only when you hear the
amazing expression Teletone
speaker gives radio reception,
will you realize the quick
sales possibilities it offers.
TELETONE
announces a
TIP TABLE
CONE SPEAKER
This novel speaker not only achieves the famous acoustic excellence of Teletone
Speakers, btit actually can he used as a table as well!
Skilled musical instrument makers have given their long experience to each detail
of its manufacture. Only spruce wood is used on the interior— wood comparable
in quality to that used in the finest violins. A full floating annature unit operates
equally well on voltages from 90 up.
The stand and frame which acts as a sounding board are made of genuine ma-
hogany.
Only the increased manufacturing facilities of our large new plant enable us to
offer this unique speaker at such an attractive price.
Teletone Corporation o/ America
Third and Van Alst Aves. Long Island City, N. Y.
Commonwealth Edison Shops
Feature Kellogg Radios
Artistic Window Displays Show Kellogg Radio
Line to Such Advantage That Considerable
Interest Was Created Among the Public
Considerable interest and attention was cre-
ated recently by the very efTective window dis-
play of Kellogg radio sets made by the Com-
monwealth Edison Shops, Chicago.
This display was unique and difTerent bccau^p
Artistic Kellogg Radio Display
of the very artistic arrangement of the sets —
each one being prominently displayed under an
elaborate arch. This enabled the passing pub-
lic to see the merits of each particular set at a
glance.
We are being told that Kellogg dealers
throughout the country find these window dis-
plays of great assistance in stirring up new radio
interest and in boosting sales.
Trade in Saranac Lake, N. Y.
Helped by Early Vacationers
Bosworth Occupying Newly Arranged Quarters
— E. L. Gray & Co. Find Radio Helps Record
Sales — Adirondack Piano Co. in New Home
Sar.\n.\c L.mce, N. Y., July 8. — Big business is
already reported in this Adirondack town by
the several dealers in talking machines, although
the intensive trade of Summer is actually not
due so early.
A. G. Bosworth, of Bosworth's Music Store,
who suffered a total loss of stock by fire re-
cently, has remodeled the interior of 47 Broad-
way and with modern booths and complete
stock of Red Seal records has no difficulty in
moving Victor machines that sell for $625 to
$1,000.
He has an Orthophonic playing inside the
door mostly all the time and he mentions that
it is surprising the amount of trade this brings
in; in fact only on Saturday last a camper, from
Lake Placid, made a purchase of $95 solely
due to the fact, the customer asserted, of hear-
ing the music as he passed.
E. L. Gray, of E. L. Gray & Co., who first
sold talking machines in 1901, in this town,
enjoys a steady output throughout the year. He
states that he has never bothered with the in-
stalment feature. He carries sales not paid for
in cash as open accounts, simply obtaining chat-
tel notes which his bankers take care of for
him. This store was also rebuilt a year ago and
is nicely equipped with modern booths. Mr.
Gray finds in the last two years the record busi-
ness greatly increased through demand for
selections heard over the radio.
The Hotel Saranac, the new handsome 100-
room hotel which opens its doors to guests
this month, shows a fine array of stores in its
frontage. One of these will be occupied by A,
C. Erkander under the title of the "Adiron-
dack Piano Co.." to contain an assortment of
pianos and a full line of talking machines.
One of the most unusual comedy records of
recent rele-ise is the Columbia offering of
Moran & Mnck in "Two Black Crows." Of-
ficials of the Columbia Co. report a nation-wide
demand that is steadily, increasing.
Ju'LY, 1927
THE TALKING MACHINE WORLD
31
PHONOGRAPH
ELECTRIC
RADIO
Combination
Meets the insistent popular demand for
an instrument that gets the most out of
phonograph records and the best out of
the air.
The new Freshman electric pick-up
amplifies music and speech on the rec-
ords through the amplifier tubes of the
radio receiver — and pours it forth
through the loud speaker with natural,
true-to-life tones. Volume can be con-
trolled to meet any requirement.
The radio receiver embodies the new
Freshman Equaphase circuit, operating
entirely on light socket power — unques-
tionably the sensation of the year.
Sold complete with 5 RCA AG tubes
and 1 UX 112 Power tube. No trouble
or expense to install. Just plug in any
110 volt 60 cycle AG lighting socket.
COMPLETE,
READY
TO OPERATE.
Everything self-contained in a striking
genuine burl walnut cabinet — a master-
piece of the cabinet maker's art. Par-
ticular care has been paid to the grain-
ing of the wood so that every section is
perfectly matched and blended to the
other.
Sold to Authorized Freshman Dealers Only I
CHAS. FRESHMAN CO., Inc.
CHICAGO
Freshman Building
NEW YORK
LOS ANGELES
32
THE TALKING MACHINE WORLD
July, 1927
Grosley Corp. Announces Mohawk Corp. Anticipates Radio Now a Year-Round
New Set and Musicone Biggest Year in History Medium of Entertainment
"Bandbox" Is Name of Six-Tube Receiving Set Production Schedule Increased 100 Per Cent —
— Tilt-Table Musicone Also Has Been Added 4,000 Retail Dealers Now Handling the Line
to Line — Artistic Radio Products
Throughout Country — Growing Demand
The Crosley "Bandbox" is the name of a new
six-tube receiving set announced by the Crosley
Radio Corp. at the distributors' convention re-
New Crosley Bandbox Radio Set
cently held in Cincinnati, O. This is a new six-
tube receiving set made in two types for bat-
tery or lamp-soclcet operation.
Another new Crosley product, which will be
an important part of the line for the forth-
Crosley Tilt-Table Musicone
coming year, is the Tilt-Table Musicone, a loud
speaker of unique design which stands three
feet high, is finished in a brown mahogany, and
has the appearance of an old Colonial tilt-table.
In anticipation of the biggest year in its his-
tory, the Mohawk Corp. of Illinois, Chicago,
manufacturer of Mohawk radio receivers, in-
creased its production schedule 100 per cent
on June 1. Production of the new improved
Mohawk one-dial radio receivers for the 1927-
28 season started some time ago, according to
Douglas De Mare, vice-president in charge of
engineering and production, the widespread ac-
ceptance of the improved Mohawk sets by the
distributors, dealers and the public in turn hav-
ing at this early date put the demand far ahead
of production.
There are nearly seventy Mohawk distributors
throughout the United States and Canada serv-
ing about 4,000 retail dealers, giving the com-
pany national distribution. This fact, coupled
with widespread public acceptance, is responsible
for the new demands made upon the factory
facilities of the Mohawk Corp.
The improved Mohawk embodies many
mechanical refinements, but no radical changes
or departures have been made in the receiving
unit itself. The furniture of the Mohawk line
this year is the result of many months' research
by one of the foremost designers in the United
States in conjunction with Mohawk officials.
The consoles are of genuine hand-rubbed wal-
nut, representing the finest procurable in period
design.
A. Atwater Kent to Entertain
at Pacific Coast Convention
San Francisco, Cal., July 7. — One of the high
lights of the Western Music Trades Convention
will be the evening of July 13 when A. Atwater
Kent will entertain all the delegates. Those at-
tending will meet first in the Italian ballroom of
the St. Francis Hotel, here, where a varied en-
tertainment will be given. The delegates will
then go to the Colonial ballroom where a supper
by candlelight has been planned. P. T. Clay,
president of the Music Trades Association, will
introduce Ernest Ingold, distributor of Atwater
Kent products in northern California, who will
act as toastmaster.
R. E. Smiley, assistant general sales manager
of the Atwater Kent Co., will extend the official
welcome to the guests on behalf of Mr. Kent.
He will be followed by Dr. Edward James Cat-
tell and several other speakers. Among the en-
tertainment features are included: the Atwater
Kent Radio Orchestra, Allan McQuhae, tenor,
and Carolyn Cone-Baldwin, pianist. A dancing
party will follow the entertainment, which is ex-
pected to be one of the most enjoyable ever
held here in connection with such an event.
Dr. Alfred M. Goldsmith, Chief Broadcast En-
gineer of the Radio Corp. of America, Dis-
cusses Summer Radio Sales
Higher power broadcasting more than any
other factor has converted radio from a seasonal
entertainment to an all-year-round service, ac-
cording to Dr. Alfred M. Goldsmith, chief broad-
cast engineer of the Radio Corp. of America.
"Especially is this felt in rural districts, far
removed from the centers of population," Dr.
Radio Entertainment at the Beach
Goldsmith states. "These districts could be
reached in the past only during a few months
of the year with the low power employed. To-
day these districts are assured of ample signal
strength to ride through Summertime static.
"The whole picture has changed in the sixth
Summer of radio broadcasting. The high stand-
ard of entertainment is not lowered with the ad-
vent of Spring. Programs continue in full force.
Outdoor life, while beckoning with its many new
pastimes after the long Winter, need not inter-
fere with radio enjoyment. There is every in-
dication that radio will occupy its just place in
Summertime activity in the form of the small
and compact superheterodyne portable set."
Two Kolster Jobbers
Appointed for New York
Two New York City jobbers have been ap-
pointed by Federal-Brandes, Inc., to distribute
Kolster radio sets, speakers and socket power
units, according to an announcement recently
made by D. S. Spector, general manager of the
merchandising division. They are McPhilben-
Keetor, Inc., and Alpha Electric Co.
The McPhilben-Keetor organization is han-
dling the Kolster line for the third year. Alpha
Electric Co. joined the ranks this year.
The Newark Electrical Supply Co. is enter-
ing its second year as distributor of the Kol-
ster line for northern New Jersey.
Seeing Is Believing
There is a classic beauty in Shamrock
cabinets to which no photograph can do
justice . . .
There is a mechanical perfection inher-
ent in every Shamrock set which no
picture can express . . .
We invite you to check these statements
yourself. Shamrock invites comparison.
Models from $55 to $250
Shamrock Manufacturing Co», 195 Waverly Ave*, Newark, N» J,
July, 1927
THE TALKING MACHINE WORLD
33
THE NEAREST APPROACH
TO PERFECTION
SYMPHONIC
The standard of
phonograph re-
producers.
Price ^8^0
Gold Plated
$10.00
Beautiful instruments, built to the most exact-
ing limits of mechanical precision. Masterpieces
of acoustical design.
THE Low-Loss Symphonic Reproducer transmits every
note, every tone, every overtone on new type phono-
graph records with minimum loss in transmission. By
special construction of diaphragm, sound waves, which
tend to dissipate on other types, are collected in center
without impedance and transmitted unimpaired through
tone arm. Every genuine Low-Loss Symphonic is packed
like a piece of jewelry in a beautiful container, and has
across its face a purple silk ribbon stamped in gold, as
illustrated. Price $10.00.
The "Symphonic" Reproducer at $8.00 and "Overture"
Reproducer at $5.00 are also built on the same scientific
lines, to transmit carefully matched vibrations with amaz-
ing fidelity to the least variation in the record groove.
Their price range from S5 to $12 covers all classes
of customers from those who want the VERY BEST
to those who demand real quality at moderate cost.
( All prices slightly higher weft of the Rockies)
A TREMENDOUS HIT
AT THE CHICAGO SHOW
OVERTURE
The finest low-
priced repro-
ducer on the
market.
Price «5°°
Gold Plated
$7.00
LOW (I LOSS
,iiimipE0mc:
^PHONOGRrPH REPRODUCER
So startlingly unique is the double sales appeal of this
library Globe Loudspeaker, with its exclusive feature
of sound modulation, that the conservative NEW YORK
TIMES gave it special mention in their report of the
Chicago Show.
The present trend of house furnishing demands Globes
and the Symphonic is not only a genuine, full-size, scientifi-
cally accurate Globe, beautifully finished in colors, but it
is also a Radio Loudspeaker of such high efficiency as to
outperform any other speaker in its price class. And, in
addition, it possesses the exclusive feature of sound modu-
lation by tilting back on a center hinge.
Illustration
below shows
Globe Speaker
opened for
full volume.
Price
^35
00
with 20 feet of cord.
Distributed only through recognized whole-
sale channels. Inquiries from good distrib-
utors will receive prompt and full response.
SYMPHONIC SALES CORPORATION, Dept. W-j, 370 Seventh Avenue, NEW YORK
34
THE TALKING MACHINE WORLD
JtTLY. 192/
Freshman Equaphase Circuit
Embodied in New Models
Chas. Freshman Co. Announces New Circuit,
Which Is a Feature of Several New Freshman
Models Operating From Light Socket
The Freshman Equaphase, a new circuit which
is said to control the oscillations of a radio re-
ceiver and still retain its sensitivity, has been
announced by the Chas. Freshman Co., Inc.,
Freshman Model F4
New York, manufacturer of Freshman Master-
piece receivers and accessories. The Equaphase
circuit has been embodied in a new line of table
and console models ranging in list price from
$70 to $250. These sets operate either with bat-
teries or direct from the electric light socket.
An electric phonograph and radio combina-
tion listing at $350 has also been added to the
Freshman line, embodying the Equaphase cir-
cuit.
Several models of six-tube Freshman Master-
piece receivers, battery-operated, ranging in list
price from $54.50 to $120, round out the Fresh-
man line.
The Freshman ABC power supply and the
Freshman power amplifier, as well as a "BC"
eliminator, will be featured as accessories dur-
ing the 1927 season.
In announcing the new products the Chas.
Freshman Co. calls attention to the Friedrich
patent covering the method of producing a
vacuum in a tube, said to be controlled by the
Freshman Co. This method, according to the
Freshman statement, is being used in the pro-
duction of practically all radio tubes at the
present time and one of the specific methods
shown in this patent will, it is said, have to be
Freshman Electric Phonograph-Radio
used in the manufacture of the AC heater type
of tube. The Freshman Co. states that it will
be its policy to issue a limited number of licenses
to tube makers under the Friedrich patent.
Issues Resistor Handbook
The "Amsco ResisJ;or Handbook," covering the
characteristics of -resistors in general and the
Metaloid type in. particular, is an interesting
booklet prepared for radio manufacturers and
amateurs by Amsco Products, Inc., New York
City. The author is Zeh Bouck, well-known
radio engineer and amateur operator. It con-
tains a wealth of information on the subject
treated.
Work on Atwater Kent Radio
Audition Is Progressing
George H. Kennedy, Jr., Appointed Field Man-
ager of Atwater Kent Foundation — Chair-
women Appointed in Illinois, Michigan, Texas
Philadelphia, Pa., July 1. — The preliminary
work of organizing the United States for the
National Radio Audition to be conducted by
the Atwater Kent Foundation is reported to be
progressing rapidly. The details of the altruistic
work of this foundation, established by A. At-
water Kent, president of the Atwater Kent
Mfg. Co., were reported in detail in the last
issue of The Talking Machine World. George
H. Kennedy, Jr., has been appointed field man-
ager for the foundation and three nationally
known women have accepted the chairmanships
of State committees which will direct the sing-
ing contest in Illinois, Michigan and Tennessee.
In Illinois the State Audition will be spon-
sored by Mrs. Medill McCormick, daughter of
Mark Hanna and widow of the late United
States Senator McCormick. Mrs. Henry B. Joy,
of Detroit, has accepted the chairmanship of
Michigan. Mrs. Austin Peay, wife of the Gov-
ernor of Tennessee, will serve at the head of
the Tennessee committee.
The United States has been divided into five
districts for the purpose of the "National Radio
Audition." The final singing contest will be
held in New York in December, when ten con-
testants, five youths and five young women, who
will have been chosen in elimination contests,
will compete for cash prizes aggregating $17,500
and liberal scholarships for free musical educa-
tion in a leading American conservatory.
Fada Plant and Offices
Moving to Long Island City
New Plant Will Occupy More Than Double the
Floor Space in Use at Present Factory
The manufacturing plant and executive offices
of F. A. D. Andrea, Inc., will be moved to Long
Island City about July 25, according to an an-
nouncement recently made by Frank A. D.
Andrea, president of the company. The new
Fada factory, which will provide more than
double the floor space of the present plant in
the Bronx, is located at Jackson avenue. Or-
chard and Queens streets.
In announcing this new move, Mr. Andrea
stated that all signs point to the biggest season
his com.pany has ever enjoyed.
New Distributors Appointed
by the Freed-Eisemann Corp.
Appointment of the following distributors has
been announced by the Freed-Eisemann Radio
Corp., Brooklyn, N. Y.; North American Auto
Supply Co., Cleveland, O.; The Green-Joyce Co.,
Columbus, O.; Grinnell Bros., Detroit, Mich.,
and Boeticher & Kellogg Co., Evansville, Ind.
In announcing these appointments, Arthur R.
Freed, vice-president of the Freed-Eisemann
Radio Corp., stated that all indications point to
a splendid year for the new Freed-Eisemann
line.
Court Decision Favors
Radio Corp. of America
A decision in favor of the Radio Corp. of
America was recently rendered by the United
States Circuit Court of Appeals in Philadelphia
against the De Forest Radio Telephone & Tele-
graph Co. in litigation over alleged infringement
in the sale of vacuum tubes. The De Forest Co.
claimed damages from the Radio Corp. on the
ground it had infringed a patent by Dr. Lee De
Forest in selling vacuum tubes manufactured by
the Westinghouse Lamp Co.
Dealers, too,
Get Radio
Assurance
SELL a Weston "Pin-Jack" Voltmeter with each
Radiola, Victor, Brunswick-Balke, Bosch and
Standardyne set.
It enables your customer to operate the set as its
manufacturer intended. It will save him annoyance
and expense and give him a better standard of radio
operation — and gives you a satisfied customer.
Weston Electrical Instrument Corporation
190 Weston Avenue, Newark, N. J.
STANbARb-THE.WARLb.AYEIt.
WESTON
Tumeers since I8S%
TJic Talking Machine World, New York, July, 1927
\;ev/Ba Phonopact\
IIVa in. wide, 12 in. long, 31/4 in. deep, carHes 6 records
The last word in a
modern phonograph !
It is so small you can
carry it under your
arm; it will actually
fit into a small travel-
ing bag. But, not-
withstanding this
compactness, its tone
quality and volume is
equal, if not greater,
to that of the stand-
ard size portable
phonographs.
Ultra smart in de-
new Pl
sign and finish — built
for a lifetime of use
— and finished in a
manner which makes
it plain that it is a
quality instrument.
Supplied in blue, red,
gray, black and
brown Fabrikoid.
If you want hundreds
of interested customers to
come into your store to
see this remarkable in-
strument, order a sample
immediately and display
it in your windows.
lietail
PLAZA MUSIC COMPANY, 10 W. 20TH STREET, NEW YORK
The Talking Machine World, New York, July, 1927
effective now
The greatest portable phonograph Une
in the industry adds the finest
reproducer in the field !
• It is an achievement of great importance to be able to add
the Ultra (phonic) reproducer to our PAL phonograph.
It establishes a new standard in the portable phonograph
field, for Ultra (phonics) have heretofore been available
■ only for cabinet style instruments.
P/JL Portable
TJie Talking Machine M'orld, New York, July, 1927
er/lL family
greatest portable phonograph line in the industry
will be equipped with
ULTRA phonic ^producers
JN line with our recognized policy of con-
tinually improving our products in every
possible way, we are glad to announce that
we have concluded arrangements with the
Audak Company, whereby their famous
Ultra reproducers will now be used on the
Standard PAL, PAL DeLuxe, and the
FINE-ARTS Microphonic Table Phono-
graph.
The unusual efficiency and high quality of
our portables plus the superb quality of this
famous reproducer makes the PAL line
more than ever outstandingly supreme in
the portable phonograph field.
The complete PAL line is illustrated and
described on the next page. Full details
and prices will be furnished by your nearest
distributor.
Plaza Music Co.
10 West 20th Street
New York
The Ultra (phonic) is the
standard by which all
other reproducers are
judged and valued. You
will find the Audak
Company's guarantee tag
on each Ultra equipped
PAL.
PHONOGRAPHS
The Talking Machine World, Nezv York, July, 1927
Clhc PAL Family
Tne Greatest Portable Phonograph Line
in the Industry/
r3«
Distinctly a different type of portable phonograph — with that new tone
and volume which are found in only the latest type of console phono-
graphs. Equipped with a forty-inch amplification chamber, and a highly
efficient tone-arm and metal-shielded reproducer. Covered in Rich
DuPont Fabrikoid with embossed border, finished in antique gold.
Includes large built-in album for records. Its two-spring motor plays
three records with one winding. Weight 17 pounds. Supplied in blue,
black, red. brown finishes. Size 151/2 inches long, 12 inches wide, 7%
inches high.
Standard
PAL
$15 List
Equipped with a new type metal-shielded re-
producer and a large built-in record album.
Plays two records with one winding. Covered
in genuine DuPont Fabrikoid. Weight 11%
pounds. Supplied in red, black, blue, green,
brown finishes. Size I314 inches long, I2V2
inches wide, 7 inches high.
List
The smallest real phonograph made. Plays
standard make ten-inch records. Weight 4V,
pounds. Size 8 inches long, .S'/i inches wide
and 6 inches high. Supplied in black Fabrikoid
onlv.
Fine-Arts Table
St
A remarkable instrument designed on the new
improved sound reproduction principles. Its
special tone-arm, reproducer and four-fool
sound chamber offer
volume and tone qual-
ity which are truly amaz-
ing. Genuine mahog-
any— smartly duo - tone
finished. Over-all di-
mensions, when closed,
16^4 inches long, 12
inches high, and 14
inches deep, net weight.
25V2 pounds. Packed
for shipment in wood
veneer cases.
$25 List
An instrument of remarkable tone quality and volume.
Smartly designed and constructed for a lifetime of use.
Equipped with a heavy duty, double spring motor
which plays three records with one winding. Carries
latest type of tone-arm and metal-shielded reproducer.
Equipped with large built-in record album. Covered
with genuine DuPont Fabrikoid with embossed border.
Weight 16 pounds. Supplied in red, black, blue, brown
finishes. Size 15V4 inches long, 12 inches wide, 7%
inches high.
FINE ARTS
Phonograph
Plaza Music Co*
10 WEST 20TH ST.,- NEW YORK
JuLv. .1927
THE TALKING MACHINE WORLD
34a
Last-Minute News of the Trade
Columbia Phonograph Co. and Federal-
Brandes, Inc. Announce Combination Units
Columbia-Kolster Electric Viva-tonal and Columbia-Kolster Combination Instrument to Be Placed
on Market Within Next Few Months — Officials Comment on Successful Negotiations
Two of the most prominent manufacturers
in the phonograph field and in the radio indus-
try, the Columbia Phonograph Co.. New York,
and Federal-Brandes, Inc., Newark, N. J., have
formed an agreement whereby the Columbia or-
ganization will enter the field of electric phono-
graphs and radio combinations, using the Kol-
H. C. Cox
ster radio receivtr, power cones and electrical
phonograph equipment manufactured by Fed-
eral-Brandes, Inc., in the Viva-tonal model
phonographs made by the Columbia organiza-
tion.
The announcement was made in a joint state-
ment this week by H. C. Cox, president of the
Columbia Phonograph Co., and Ellery W.
Stone, president of Federal-Brandes, Inc., fol-
lowing the completion of negotiations between
officers of the two companies.
Other officers of the two companies who took
part in the negotiations were Louis Sterling,
chairman of the board uf direct'jrs of the Co-
D. S. Spector
lumbia Co.; Rudolph Spreckels, chairman of
the board of Federal-Brandes, Inc., and D. S.
Spector, general manager of the Federal-
Brandes merchandising division.
Under the terms of the agreement the Co-
lumbia Co. will secure all of its electrical
phonograph equipment and radio sets from the
Kolster plants. The power speaker recently
designed by Dr. F. A. Kolster, chief research
engineer of Federal-Brandes, Inc., will be used
in both the electrical phonograph and the radio
combination. Two types of instruments are in-
cluded in the first joint announcement, the
electric phonograph to be known as the Co-
lumbia-Kolster Electric Viva-tonal and the Co-
lumbia-Kolster radio combination. It is ex-
pected that both types will be in dealers' stores
within the next few months. Beautiful cabinet
designs and wood combinations are now bein.g
worked out.
Similar agreements are expected to link the
foreign affiliated organizations of both corn-
Lieut. Commander Ellery W. Stone
panies in the near future, so that the effects of
the arrangement just completed will be felt both
here and abroad. The Columbia Phonograph
Co. now has factories in sixteen countries and
Kolster radio sets are being made in Canada
and England as well as in this country, and its
products are well known.
The outstanding personalities behind the new
Columbia-Kolster line are: Louis Sterling, who,
in addition to being chairman of the board of
the Columbia Phonograph Co., is managing di-
rector of the Columbia Graphophone Co., Ltd.,
London, and an outstanding figure in the phono-
graph industry in all quarters of the globe ; H. C.
Co.x, president of the Columbia Phonograph
Co., who has been associated with this concern
for the past eleven years and who. with j\I -.
Sterling, has been responsible for the remark-
able progress of the company; Rudolph
Spreckels, chairman of the board of directors
of Federal-Brandes, Inc., and the Federal Tele-
g aph Co. of California, well known in bank-
ing and financial circles; Lieutenant-Com-
mander Ellery W. Stone, U. S. Naval Reserve,
who is president of both corporations named
above, and is a recognized authority on radio.
He has directed manufacturing and commercial
activities in the radio industry for years and
has written numerous radio text books. D. S.
Spector, general manager of the Federal-
Brandes merchandising division, who is largely
responsible for the position which the Kolster
radio set has won in retail circles; and Dr.
Frederick A. Kolster, chief research engineer
of Federal-Brandes, Inc., radio engineer and
inventor of international reputation. He
founded the radio laboratory of the U. S.
Bureau of Standards and was its chief for eight
years.
Within the past year the Columbia Phono-
graph Co., the Columbia Graphophone Co.,
Ltd., and associated companies have enlarged
their scope of activities in every part of the
world. In this country the Okeh-Odeon divi-
sion of the General Phonograph Corp. was
taken over and a new factory was opened at
Oakland, Cal. In Australia a new factory was
recently completed; while in Japan the Nip-
ponophone Co., largest manufacturer of phono-
graphs and records in the Orient, was recently
purchased. In March of this year the Columbia
organization sponsored the Beethoven Centen-
nial Week, which attracted international atten-
tion, and in another section of this issue of
The Talking Machine World announcement is
made of the Columbia Phonograph Co.'s offer
i-.f $20.(100 in prizes for the completion of
Schubert's L'nfinished Symphony as the feature
of the Schubert Centennial Commemoration
Observance in 1928.
In commenting on the successful completion
of the negotiations Commander Stone said:
"We are naturally pleased with the result of
the negotiations. We consider it an honor to
be affiliated with the Columbia Phonograph
Co. and the expansion which will follow this
arrangement is another step in the growth of
our company, which was a pioneer in radio in
1908 and has been advancing steadily with the
industry."
Mr. Cox also made comment, saying, in part:
"The research work of Dr. Kolster and his
laboratory staff has resulted in electrical
Louis A. Sterling
phonograph equipment loud speakers and radio
receivers, which we shall be proud to include
in the Columbia line. Our plans for the future
form an ambitious program, including the new
electrical instruments and an increased number
of recording artists. We consider this another
step in Columbia's history."
Adolf Heinemann, credit manager of the
Distributing Division of the Okeh Phonograph
Corp., New York, is retiring from active busi-
ness, following a long career in the phonograph
circles, on July 15.
4b
THE TALKING MACHINE WORLD
July, 1927
^ ^3^or dealers ^
M'Jjolesalers-
pmanufacbirers
qfphono^raply'
pradiojaoducts^
(Registered in the U. S. Patent Office)
PUBLISHED BY EDWARD LYMAN BILL, Inc.
President, C. L. Bill; Chairman of the Board, J. B. Spillane; Vice-Presidents, Edward
Lyman Bill, Randolph Brown; Treasurer, Raymond Bill; Secretary, E. L. Bill; Assistant
Secretary, L. E. Bowers; Assistant Treasurer, Wm. A. Low.
RAYMOND BILL, Editor
B. B. WILSON, BRAID WHITE, Associate Editors
C. R. TIGHE, Managing Editor
LEE ROBINSON, Business Manager
FRAWK L. AVERY, Circulation Manager
Trade Representstlves : Vincent D. Walsh. E. B. Munch, Victor C. Gahdher,
V. E. MOYNAHAN, ROYCE CoDY, A. J. NiCKLIN
Western Division: Republic Building, 209 So. State Street, Chicago, 111. Telephone.
Wabash 5242. Leonard P. Canty, Manager.
Boston: John H. Wilson, 324 Washington Street.
London, Eng., Office: 68 Milton St. (Fore St.) EC. 2. Oerkenwell 1448.
The Talking Machine World has regular correspondents located in all of the principal
cities throughout Atnerica.
Published the 15th of every month at 420 Lexington Ave., New York
SUBSCRIPTION (including postage): United States. Mexico, $2.00 per year;
Canada, $3.00; all other countries, $4.00. Single copies, 25 cents.
ADVERTISEMENTS: $6.50 per inch, single column, per insertion. Advertising
pages, $172.00. On yearly contracts for display space a special discount is allowed.
REMITTANCES should be made payable to The Talking Machine World by check
or Post Office Money Order.
0^ NOTICE TO ADVERTISERS — Advertising copy should reach
this office before the first of each month. By following this rule
clients will greatly facilitate work at the publication headquarters.
Long Distance Telephone — Number 1760 Lexington
Cable Address: "ElbiU," New York
NEW YORK, JULY, 1927
Important Publishers^ Announcement
Eduard Lyman Bill, Inc., ouners of The Talking
Machine ff arid, have recently formed a new company,
namely: Federated Business Publications. Inc., to ichich
The Talking Machine W orld has been transferred.
This transfer does not represent any change in the
onning control, or management, or staff of The Talking
Machine W orld.
The officers of Federated Business Publications, Inc.,
are as follous:
President, Raymond Bill
J ice-Pres., J. B. Spillane
Vice-Pres., Randolph Broun
Sec'y-Treas., Edicard Lyman Bill
The executive staff of The Talking Machine W orld
continues as set forth in the masthead above.
Coincident with the formation of this company, an
issue of Cumulative First Preferred Stock of Federated
Business Publications, Inc., has been offered to the
public through banking channels, and the company has
agreed to make application to list this Preferred Stock
on the New York Curb Market.
This financing has been undertaken for the purpose
of expansion, in order to make possible the acquisition
of additional publications of a well-established charac-
ter. Our experience of the past ten years has definitely
proved that the group plan of publishing makes pos-
sible the production of more influential business papers;
in other words, that by publishing magazines covering
diverse industries we can produce a more effective trade
paper in each particular field.
This latest move represents a further step forward in
the progress of our organization, and one which will
enable us to increase the service rendered to the music-
radio industry by The Talking Machine World.
Overhead and Its Real Importance
WHAT price business? This is a highly important question — ■
in fact, the most important one in many retail establishments
— and yet an extensive survey conducted by The Talking Machine
World recently among some hundreds of talking machine and radio
dealers brought to light the fact that a surprisingly large propor-
tion of them either did not let the question of business costs bother
them, or, if they, did give it thought, apparently had little concep-
tion of proper methods to be adopted in determining those costs.
Accurate figures regarding business overhead may be ac-
cepted as the barometer that provides trustworthy information for
industry. It shows where losses are occurring and where profits
are being made. It acts as a guide in planning expansion and con-
traction, and altogether is a most necessary factor. It is not enough
to figure inventory at the end of the year, check the bank balance
and then determine whether or not a profit has been made. What
is necessary is that the dealer must know where every dollar of
selling expense goes, and whether it is wasted or is producing
results.
Elsewhere in The Talking Machine World this month appear
the results of the survey referred to above, and the dealer who is
running his business without some sort of overhead figures might
well study those results with exceeding care, for it will mean dol-
lars in his pocket in the future if he profits from the lesson.
There are retailers, for instance, who quite frankly accept the dis-
count given by the manufacturers on the product they sell as
profit, and charge ofif against that discount such general items as
come to mind without any definite idea as to the accuracy of
those items. Some there are, with a discount averaging less than
40 per cent, who list their overhead as 40 per cent or more, and
then calmly state that they enjoy a net profit of 25 per cent or so.'
The figure is ridiculous on the face of it. and the fact that it
is really believed by those who oflrer it accounts for the num-
ber of retailers in the talking machine and radio fields who de-
clare that the business as a whole is unprofitable.
Unless a dealer knows just how much it costs him to run
his business, and how much of the entire cost must be charged off
for each department, he has no means for determining whether
talking machines, records, radio, musical merchandise, or what-
not are being handled properly. One or two dead departments
will make an otherwise healthy business appear very ill and cast
a reflection on those divisions that are workinor smoothlv. When
the overhead figures regarding any one division of the business
are unfavorable it does not mean any particular division of the
store must be discontinued, but it does mean that thought must
be given to ways and means for curtailing or readjusting costs
in a manner that will change the records from red ink to black.
It is significant that those retailers in the field who are able
to supply proper overhead figures are, without exception, success-
ful in the conduct of their enterprises, and they are successful
because they are in position to check up on every item and cor-
rect unfavorable conditions before they become serious. In contrast
is the individual who explained that to furnish overhead figures
would mean that he would have to have his books audited. One
wonders just how long that condition will exist before the ac-
countants for the receiver will do the auditing- for him.
It is not far amiss to say that a man's ability as a merchant
may be judged in no small measure b}" his understanding of what
it costs him to do business.
Where Associations Have Made Good
NO better proof of the value of- trade associations, properly
conducted, can be found than in the experiences of the vari-
ous organizations of radio dealers throughout the country. Al-
though practically all these bodies are local in their scope they
have become so numerous and have worked so actively that the
effects of their efforts are being reflected on the trade as a whole
and to its direct advantage.
It is due largely to the associations, for instance, that the great
majority of radio retailers have been able to check the free serv-
ice evil and to put their service departments on a basis that enables
them to carry themselves or to show some slight profit. In this
connection the Associations not only showed the proper manner
July, 1927
THE TALKING MACHINE WORLD
34c
of servicing and being paid for it, but through their support gave
rc the individual dealer the courage to put the new regulations into
effect locally.
It is due to the Associations, too, in a great measure, that dealers
have been able to check the free demonstrating evil and bring it
within the bounds of good business. Whereas, not so long ago
it was possible for a shrewd and unscrupulous prospect to keep
his home supplied with demonstration radio sets for the greater
part of the year, he now finds that unless he means business the
only radio set he gets is the one he pays for, and that when
demonstrations are given they are presented in a way that fore-
stalls any possibility of abuse.
Then, too, the Associations have done much to assist the
dealer in handling his trade-in, collection and financing problems,
and altogether have had a great influence in taking that phase of
the music business out of the hit-or-miss class and putting it on
a sound basis. The organization of a national federation of dealers
in Chicago last month is to be accepted as a move in the right
direction, for national unity in the industry is much to be desired.
But it is the local body that gives the dealer advice and support
in his own territory that ' has played an important part in the
stabilization of the industrv.
Another Phonograph-Radio Affiliation
ANOTHER striking evidence of the close affiliation between
> the talking machine and radio industries is found in the an-
nouncement of the organization of the Columbia Broadcasting
System under the direct control of the Columbia Phonograph Co.,
which will start with a chain of sixteen important broadcasting
stations covering practically the entire territory east of the Rockies,
and which plans to offer programs of exceptional merit.
It has been generally recognized since radio broadcasting be-
came a factor that its principal appeal was music that was made
available to the home through that medium. Every attempt made
to catalog public taste in the matter of radio entertainment has
brought forth the information that from 80 to 90 per cent of
listeners-in . frankly favored musical entertainment above all other
types.
The phonograph, too, has as its principal — and in fact onl\- —
appeal, its ability to bring into the homes of the nation the repro-
ductions of the music as produced by the great artists either in
vocal or instrumental form, and with a naturalness approximating
the performance of the original. How natural, therefore, that
these two great interests should, willy-nilly, gravitate more or less
one to another even though admittedly competitors.
In the first place the broadcasting interests and those who
have made use of broadcasting facilities have made liberal use
of the services of artists who have already won favor with the
public through the medium of their records, for it was found
that familiar names over the radio had a stronger appeal than
did the unknowns. Then came a natural development, and the
broadcasters were able through their programs to build up wide
reputations for heretofore unknown artists through the medium
of radio. The talking - machine men in their turn saw the com-
mercial value of these reputations, and it was not long before
the.-.e radio artists also had found ]ilacc.i in the record catalog.-.
The announcement of the Columbia Broadcasting System,
therefore, can be accepted as another important step in the closer
tie-up of phonograph and radio interests through program chan-
nels. It means that through the co-operation of the Columbia
Co. and noted concert" managers there will be made available to
the radio audience programs featuring a host of artists of na-
tional and international reputation ; programs that will oft'er music
of a high calibre and play an important part in developing music
appreciation throughout the country.
Under the direction of Louis Sterling and his able corps of
executives the Columbia Co. has within the past few years launched
a number of movements that might properly be described as revo-
lutionary, and the company's entrance into the broadcasting field
on the broad scale outlined represents another step that will be
watched with great interest and with best wishes for its complete
success.
Why Not Members in Fact?
A T the annual convention of the National Association of Music
* »• Merchants held in Chicago in June there was passed a reso-
lution to the effect that radio receivers be recognized as musical
products, and that retail dealers in radio be eligible for member-
ship in the Association. The action was a logical one, and its
effect in bringing members into the National Association of Music
Merchants will be watched with considerable interest.
The thing to be regretted, however, is that although a four-
day program had been laid out and was carried through at the
Chicago convention there was included in it, officially, only one
discussion that had to do directly with the phonograph or the
radio, this being a short talk on phonograph promotion given at
the first luncheon meeting by A. J. Kendrick. It is true that there
were talks on the training of salesmen, on the carrying charge,
and on other subjects that would probably interest the progressive
music-radio man quite as much as they would the dealer in other
types of musical instruments, but on the program as a whole
there was no provision made for the discussion of such problems
as might be considered of particular concern to the radio and the
phonograph man. This is a matter that should be remedied at
the next annual meeting if radio and phonograph men are to be
considered actually a part of the Association and not simply mem-
bers by sufferance.
Quite in contrast to the attitude of the national body is that
of the Western Music Trades Association. In the program for its an-
nual convention in session in San Francisco as this issue of The
World goes to press, the sessions on Wednesday, July 13, are given
over entirely to discussions of direct interest to the phonograph and
radio divisions of the industry; the subjects including "Increased
Record Sales"; "Handling the Phonograph Trade-in Problem";
"Electricity in Music"; "Importance to Radio Dealers of Good
Broadcasting" ; "Radio and Talking Machine Service — What It
Could Be and How It May Be Made to Pay," and "How to Sell
Radio in a Music Store." It may be summed up as the sort of
program designed to make the interest and support of the dealer
worth while.
In Every Respect
the Euphonic a Quality Product
A BRILLIANT specimen of mechanical
achievement — of clear, wondrous tone
— of design that is outstanding in cabinet
work — of finish in beautiful hand-rubbed
and waxed two-tone effects.
All of this makes the Euphonic the great
value that dealers have recognized and made
profits v/ith.
WIRE OR WRITE FOR FULL DETAILS
ON OUR SALES PLAN
Model 9
List Price $95.00
WASMUTH-GOODRICH
Peru, Indiana
COMPANY
cer'
34d
THE TALKING MACHINE WORLD
July, 1927
Last-Minute News of the Trade
Appointed a Distributor
of Stewart-Warner Line
Progressive Musical Instrument Corp. Becomes
a Distributor of Well-known Radio Products
in the New York Territory
Chicago. III., July 8. — R. H. Woodford, man-
ager of the radio sales division of the Stewart-
\Varner Speedometer Corp. of this city, an-
nounced this week that the Progressive Musical
Instrument Corp., New York City, had been
appointed a distributor of Stewart-Warner radio
products. This news will undoubtedly be re-
ceived with considerable interest by music-
radio dealers in New York territory, for the
sales organization of the Progressive Musical
Instrument Corp. is one of the most aggressive
and competent in the New York territory. A.
\\ . Landay, head of the company, has been
identified with wholesale music activities for
many years, and is personally directing the ac-
tivities of the Progressive sales force. ^Ir. Lan-
day is very enthusiastic regarding the new
Stewart- Warner products for the coming year
and plans have already been made for an inten-
sive sales campaign.
A. M. Kennard Now Okeh
Phonograph Co. Ad. Manager
Succeeds Paul W. SutclifTe to Important Post —
Long Associated With Organization — Experi-
enced in Advertising Work
Allan \V. Fritzsche, vice-president of the
Okeh Phonograph Corp., New York, announced
this week the appointment of Miss .\. AI. Ken-
nard as advertising manager of the company,
succeeding Paul W. SutclifTe. Miss Kennard
is well known to Okeh jobbers throughout the
country, for she has been associated with the
Okeh organization for a number of years, and
is responsible in a considerable measure for
the distinctive and effective advertising helps
which have been furnished to Okeh jobbers
and dealers in recent years. She has a thorough
knowledge of all phases of advertising, par-
ticularly as applied to the phonograph record
field, and she brings to her new post a keen
knowledge of the type of publicity which can
be used to advantage by distributors and re-
tailers of Okeh records.
Peirce-Phelps Celebrate
Opening of New Building
Just as this issue of The Talking Alachine
World goes to press, Peirce-Phelps, Inc., one
of the leading radio distributors in the East,
is holding a house-warming in conjunction with
the opening of its new building at 222 North
Thirteenth street, Philadelphia, Pa. The house-
warming is being attended by several hundred
dealers in the Philadelphia territory, as well as
representatives of the manufacturers whose
products Peirce-Phelps distributes. Full details
regarding the company's new home and its
sales plans for the coming season will be an-
nounced in the August issue of The ^Vorld.
Arrange for Annual Radio In-
dustries Banquet on Sept. 21
The program committee of the Fourth .An-
nual Radio Industries Banquet Committee held
a luncheon and meeting at the Hotel Astor
on July 7, at which important details relative
to the program for this banquet were discussed.
Larry Nixon, executive secretary of the ban-
quet committee, stated that rapid progress had
been made in developing the plans for this annual
event, and judging from all indications the 1927
banquet will be a record-breaker in both at-
tendance and broadcasting tie-up. The general
banquet committee will hold another meeting
on July 21, at which time it is expected that
the program committee will be ready to an-
nounce several surprises. This annual Radio
Industries banquet is one of the outstanding
features of the radio industry and is held dur-
ing the week of the radio show in New York.
The 1927 banquet will take place on September
21 and it is safe to predict that the attendance
will be limited solely by the capacity of the
banquet hall.
C. C. Colby President R.M A.
Names Standing Committees
Chairmen of the Various Committees Are
Leaders in the Radio Industry and Undoubt-
edly Will Do Good Work for the Association
C. C. Colby, recently elected president of the
Radio Manufacturers' Association, has an-
nounced the following standing committees for
the coming year: Advertising and Publications,
chairman, Pierre Boucheron, Radio Corp, of
America; Broadcasting, chairman, Paul Klugh,
Zenith Radio Corp.; Contact, chairman, A. T.
Haugh, United Radio Corp.; Credit, chairman,
Theodore Sheldon, Carter Radio Co.; En-
gineering Division, chairman, H. B. Richmond,
General Radio Corp.; (a) Standards Commit-
tee; (b) Power Equipment; (c) Interference;
(d) Installation and House Wiring; (e) Cab-
inet Committee; Fair Trades Practice, chair-
man, G. C. Furness, National Carbon Co.;
Foreign Trades, chairman, Arthur Freed,
Freed-Eisemann Radio Corp.; Legislative,
chairman, Morris Metcalf, American Bosch
Magneto Corp.; Merchandising, chairman, L.
E. Noble, Federal Radio Corp.; (a) Catalog
Committee; Patents, Information, chairman,
B. H. Price, Amsco Products Corp.; Committee
Convention Program, chairman, L. E. Parker,
Stewart-Warner Speedometer Corp.; Publicity,
chairman, Ronald Webster, Fansteel Products
Co., Inc.; Show, chairman, Herbert H. Frost,
E. T. Cunningham, Inc.; Statistics, chairman,
R. A. Klock, Gould Storage Battery Co.;
Traffic, chairman, Capt. Wm. Sparks, Sparks-
Withington Co.; Distribution of Publications,
chainnan, P. C. Lenz, Jr., Runzel-Lenz Electric
Mfg. Co.; ^Membership, chairman, H. H. Eby,
H. H. Eby Mfg. Co.
The chairmen of the various committees are
all leaders in the radio industry and the mar-
velous results accomplished by the R. Jil. A.
during the past year may be attributed in a
considerable measure to the activities of the
various committees under the direction of their
chairmen. H. H. Eby, as chairman of the
Membership Committee, was responsible last
year for a campaign which produced phe-
nomenal results, and H. H. Frost, as chairman
of the Show Committee, worked indefatigably
in the interests of the radio trade show, con-
tributing invaluable effort to its success.
Gennett Recording Expedi-
tion in Birmingham, Ala.
BiR.MiNGH.^M, Ala.. July 7. — A recording ex-
pedition from the Starr Piano Co., Richmond,
Ind., is busily engaged here making Electro-
beam Gennett records of local artists, both vo-
calists and instrumentalists. A. J. Lyons is in
charge of the technical end of the expedition
and G. -A.. Soule is supervising the musical ar-
rangements.
Nick Patti and Lee Conover
. With Julian M. White Co.
Former Appointed Director of Sales and Latter
Is Now Eastern Representative for Manufac-
turer of Socket Power Units
Sjoux City, Ia., July 7. — The Julian M. White
Mfg. Co., of this city, manufacturer of White
^ocket power units, announced this week that
Nick Patti and Lee Conover had joined the
company's organization. Mr. Patti, who was
associated for a number of years with the Freed-
Eisemann Radio Corp., is director of sales for
the Julian AI. White Mfg. Co., and Lee Con-
over, who was formerly sales promotion man-
ager for the Garod Corp., is now Eastern repre-
sentative for the White organization.
The White socket power units, which were
displayed offically for the first time at the radio
trade show, received a very cordial welcome
from jobbers and dealers, and the many years
of experience of Messrs. Patti and Conover in
the radio industry- insure a practical and worth-
while service to jobbers and dealers merchan-
dising the White power units. During the past
rew weeks these popular trade executives have
been visiting wholesalers and retailers in connec-
tion w-ith Julian M. White plans for the coming
year, and judging from, orders already received
the plant will be working to capacity this year
to give the trade efficient service.
Blackman Distrib. Co., Inc.,
Becomes Mohawk Distributor
Prominent New York House Becomes Exclu-
sive Distributor in Metropolitan Territory for
Mohawk Receivers and Lond Speakers
J. Newcomb Blackman, president of the
Pdackman Distributing Co., Inc., New Y'ork
City, announced this week the consummation
of arrangements whereby the company is now
exclusive distributor in metropolitan territory
for Alohawk radio receivers and loud speakers,
manufactured by the Mohawk Corporation of
Illinois. This important deal was closed in
Chicago during the radio show, when Mr.
Blackman, accompanied by C. L. Johnston, vice-
president and general manager of the Black-
man Distributing Co., conferred with the
executives of the Mohawk Corporation, includ-
ing Gustav Frankel, Louis Frankel and Otto
Frankfort, and made arrangements whereby
!Mohawk products would be featured in an in-
tensive and far-reaching sales campaign in the
metropolitan territory.
Both ]Mr. Blackman and Air. Johnston had
previously attended the ilohawk Jobbers' Con-
vention held in Chicago in May and were
keenly enthusiastic regarding the sales possi-
bilities for the Mohawk line in New York
territory. This enthusiasm was substantiated
by the reports presented by Mohawk dis-
tributors throughout the country, referring not
iinly to their sales volume during the preceding,
twelve months, but commenting particularly
upon the satisfaction which Mohawk sets had
given to their dealers and to the public.
The Blackman Distributing Co., Inc., is one
of the foremost distributors in the country,
being a pioneer in the merchandising of Victor
products and having attained phenomenal suc-
cess in the distributing of radio products. Full
details regarding the company's plans for the
-'le of Mohawk receivers and loud speake—
will be announced in the near future.
The Woolley Radio Co.. Seattle, Wash., has
been taken over by the University Music Store,
-i.^n L'niversitv Way.
July, 1927
THE TALKING MACHINE WORLD
Two New Gone Speakers
Included in Fada Line
Seventeen and Twenty-two-inch Cone Speakers
Among 1927-1928 Offerings — Follow Appear-
ance of Old Model, but Contain Improvements
Two new cone type speakers of improved de-
sign have been announced at the Fada labora-
tories and comprise part of the offerings of F,
A. D. Andrea, Inc., for the 1927-1928 season.
One is a seventeen-inch and the other a twenty-
two-inch cone. Both follow in general outward
appearance the Fada speaker already on the
market, but it is said that improvements have
been incorporated into the mechanisms so they
now yield an improved fidelity of reproduction.
The general color scheme of both speakers is
a chocolate brown and the cones are litho-
graphed in attractive design. The small type has
its diaphragm supported at three points, while
the larger speaker's diaphragm is supported at
five points. There is an improvement in the
magnetic circuit, according to Fada engineers,
with special reference to high frequencies.
Otto Frankfort Receives
Congratulations on Marriage
During the Radio Show week Otto Frank-
fort, vice-president and general sales manager
of the Mohawk Corp. of Illinois, not only re-
ceived hearty congratulations from his many
friends upon the splendid Mohawk sales pro-
gram prepared for the coming year, but also
received personal felicitations upon his recent
marriage. On June 9 Mr. Frankfort was mar-
ried to Miss Elsie B. Johns at the Little Church
Around the Corner, New York, with the Rev.
Dr. Ray officiating. Miss Johns is well known
in the publishing and newspaper worlds, having
previously been assistant editor of Harper's
Bazaar and having an exceptional knowledge of
retail merchandising. Immediately after the
ceremony Mr. and Mrs. Frankfort left for Chi-
cago on the Century, arriving in the "Windy
City" in time for the opening of the radio trade
show and the R. M. A. Convention. They are
making their home at the Surf Apartments in
Chicago and have received telegrams and letters
of congratulation from coast to coast in addi-
tion to the visits of many friends in the radio
industry.
Radio Links Philippines
With the United States
A direct radio service between the United
States and the Philippine Islands was officially
inaugurated on Sunday, June 26, when General
J. G. Harbord, president of the Radio Corp. of
America, filed a radiogram in New York ad-
dressed to Honorable Manuel Quezon, president
of the Philippine Senate, and to Colonel C. H.
Nance, vice-president of the Radio Corp. of the
Philippines.
The messages were carried by wire from New
York to San Francisco and then flashed over
the direct radio circuit to Manila, reaching the
Philippine capital a few minutes later, after
traversing almost halfway round the globe.
Messages for regular transmission from San
Francisco are charged for at the rate of sixty
cents per word with a deferred rate of thirty
cents per word.
New Eby Socket on Market
The H. H. Eby Mfg. Co., manufacturer of
Eby sockets and Eby patented binding posts,
has placed a new Eby socket upon the market.
The new socket is described as departing from
previously set forms of construction and ap-
pearance. Many individual refinements have
been introduced. It has a universal mounting
for either wood, bakelite, panel or sub-panel use.
Registered Trade
Mark, symbolic of
the sturdy depend-
ability of Gold
Seal Radio Tubes
The Trade Mark of
POWER
— the profit-power of these superior quaHty
tubes — the quick selling power of aggressive
national advertising and merchandising — the
business-building power of uniform reliability
backed by a worth-while guarantee. Gold
Seal Radio Tubes are made in our own plant,
the largest American factory devoted exclu-
sively to radio tube manufacture. You can
bank on their reputation — it means permanent
profits for you.
GOLD SEAL ELECTRICAL CO.
INCORPORATED
250 PARK AVE. NEW YORK
JOBBERS — Some valuable territory still open.
Write for details of our attractive proposition.
Type GSX-213
Rectifier tube, de-
signed to accomplish
full wave rectification
of alternating current
(a. c.) to direct cur-
rent (d. c.)
List price $5.00
Type GSX-201a
The popular general
purpose type, for am-
plifier or detector.
Long life and high
efficiency.
List price $1.75
Type GSX-171
High power tubes for
use in last stage of
audio amplification
give increased vol-
ume. List price $4.50.
All Standard Types
Type GSX-216B
For use in battery
eliminators to rectify
alternating current —
advantageous in sup-
plying the higher cur-
rent required by pow-
er tube equipped sets.
List price $7.50
36
THE TALKING MACHINE WORLD
July, 1927
Tht first successful
A. C. tube, developed
by Kellogg and used
in this new Kellogg
A. C. set.
Batteiy-less
Ab A Batteries
A^o B ' Batteries
No C Batteries
Splitdorf Radio Corp. In-
troduces New Gone Speaker
"Splitdorf Cone Tone" Speaker Is Elliptical in
Shape and Contains a Number of New Fea-
tures— Tension Unit Is Employed
The Splitdorf Radio Corp., Newark, N. J., an-
nounces a new loud speaker of particularly at-
tractive design, with certain features dififerenti-
termed a tension unit. Through this new device
the tension is adjusted individually on each unit
for maximum efficiency of that particular unit.
Another feature is that every unit is governed
by the load of the diaphragm in conjunction
with the magnetic circuit in the tension
unit. This compensates for the pull of the
magnetic circuit on the armature and in addi-
tion compensates or puts in balance the motor
by drawing upon the tension for the load that
is to be put upon it.
In simple terms there is produced what may
be termed a tuned unit governed on the same
principles as musical instruments.
Lyon & Healy Feature
Pal Portables in Window
Large Chicago Music House Attracts Attention
to Small Instruments Through the Medium of
Eye-Arresting Window Displays
Lyon & Healy, well-known Chicago music
institution, has long been noted for its attrac-
tive window displays. During the recent music
conventions held in that city it showed a par-
ticularly attractive window of portable talking
machines. The models shown were the Pal
Deluxe and Pal and Kompact camiera-size port-
Splitdorf Cone Tone Speaker
ating it from current apparatus. It is known as
the "Splitdorf Cone Tone."
This new cone type speaker is elliptical in
shape, designed purposely in this manner for
scientific reasons. It is said to "bring out the
beauty of high notes on the short diameter of
the ellipse and the sustained resonance of the
deep tones on its long diameter."
The unit, which, of course, is- of primary im-
portance, is also new in character, using what is
Talking Machine and Radio
Men Stage Annual Outing
Just as this issue of The World is going to
press, members of Th.e Talking Machine &
Radio Men, Inc., have cast aside business cares
for the annual outing, which this year is being
held at Briarclifif Lodge, Briarclif? Manor, N.
Y., on July 14. Present indications point to
this as being one of the most successful out-
ings ever held by the New York Association.
Plans include a luncheon, with dancing between
courses to music furnished by Ben Selvin's
Orchestra. After luncheon, games, swimming,
baseball and golf will be participated in by the
trade athletes. This will be followed by supper
and more dancing, with the return home made
by several motor buses that have been chartered
for the occasion.
Victor Line With Ludwig Go.
T. F. Power, district sales manager of the
Ludwig Piano Co., Burlington, N. J., announces
that he has arranged to have the full line of
Victor Orthophonies and records placed in the
Ludwig establishment, High and Broad streets,
that city.
Lyon & Healy's Portable Display
able, all -manufactured by the Plaza Music Co,
of New York.
This attractive Lyon & Healy window, show-
ing portable talking machines, is illustrated
herewith. A placard in the center carries the
caption, "Traveling Music." Underneath ap-
pear the words "Pal Portable Phonographs."
One of the features of the window is the fact
that only three of the larger-size portables are
shown, two of these are open and one is closed,
and off to the left side are two of the camera-
size portables, Kompacts, one on the floor and
one on a pedestal.
July, 1927
THE TALKING MACHINE WORLD
37
liiiiiiililliliiiiiilllMMilltil
Kellogg laid the foundation for Battery-less Radio
by developing the wonderful Kellogg A. C. Tube.
Kellogg built this marvelous A. C. set — the only
one that is completely an A. C. job; R. F., Detec-
tor, Audio and Power Tube.
This Kellogg set took the recent Radio Trade
Show by storm.
Forward looking dealers realize that they must be
prepared — for the era of Battery-less radio is
here! Many of the most prominent music dealers
in the country have lined up with Kellogg. There
is still room for a few more who measure up to
the Kellogg standard. Wires or letters from deal-
ers in open territory will receive immediate con-
sideration.
Kellogg Switchboard &. Supply Co»
Dept. B259, Chicago
One of the attractive
models in which the
new Kellogg A. C.
Radio ig shown.
Licensed under ap-
plication for letters
patent by Radio Fre-
quency Laboratories
(RFL)
Vesta Battery Corp. Brings Live Distributor of Mohawk Borkman and Acoustical
Out Dry Type Charger Radio Sets in Pittsburgh Corps. Move to Racine
New Product Manufactured Under the Vertrex
Patents by Prominent Chicago Concern
A new dry trickle charger, manufactured
under the Vertrex patents, was announced a few
weeks ago by the Vesta Battery Corp., Chicago,
as its latest product. The operation of this
charger rectifies through the medium of two
dissimilar metals, the elements being aluminum
and copper sulphite discs. In the dry type of
charger it is necessary to maintain absolute con-
tact between the metal discs, and in the Vesta
trickle charger this is assured by a tripod con-
struction of the aluminum discs, which gives
actual contact at three points. This even con-
tact is maintained by a central spring which
carries a pressure of approximately 800 pounds
against the discs at all times.
The Vesta dry charger, it is said, even after
being in operation for several hours, will not
increase in temperature more than five to ten
degrees Centigrade. The unit has been sub-
jected to tests equivalent to 25,000 hours of use,
the equivalent being brought about by over-
loading. The charger has a low charging rate
of .5 and a high rate of V/i amperes. Equipped
with an automatic relay, the new Vesta trickle
charger retails for $17.50 and without the auto-
matic relay for $15.00.
Stages Radio Ball
A radio ball sponsored by the Seattle, Wash.,
Radio and Music Trades Association was given
on June 28 and was attended by a large gather-
ing. Part of the dance music was provided by
radio sets installed in the ballroom; an interest-
ing demonstration of radio entertainment.
Superior Auto Accessories Co. Has Handsome
Establishment on Baum Boulevard — Covers
Needs of Dealers in Western Pennsylvania
Allied Firms Move From Kalamazoo, Mich. —
To Maintain Completely Equipped Research
Laboratory at the Racine Plant
Pittsburgh, Pa., July 8. — Prominent among the
growing and prosperous list of distributors of
Mohawk one-dial radio throughout the coun-
The White Music Co., Berkeley, Cal., was
recently closed through bankruptcy proceed-
ings.
Handsome Establishment of Superior Auto Accessories Co.
try is the Superior Auto Accessories Co., lo-
cated at 5117-5121 Baum boulevard, this city.
As wholesaler exclusively of the Mohawk this
company has built up a splendid line of dealers
throughout its territory and it is absolutely up-
to-date in its progressive business policies. The
success of the Superior Co. has been so outstand-
ing that it was compelled recently to enlarge its
quarters to take care of its greatly increased vol-
ume of business. The establishment, as may be
seen from the illustration, is most attractive
structurally and admirably arranged to take care
nf the needs of growing business throughout
western Pennsylvania. The managers of this
company and its staff are especially delighted
with the latest Mohawk radio creations.
Racine, Wis., July 7. — The Borkman Radio
Corp. and the Acoustical Development Corp.,
allied companies which have been operating at
Kalamazoo, Mich.,
have moved to this
city. The Borkman
Corp. specializes on
tone chambers for
radio and phono-
graphs manufactured
under the trade name
'Velvet," manufac-
tured in quantities,
and sold direct to
radio and phonograph
manufacturers. It has
been in the business
for three j'^ars.
The companies will
maintain a completely
equipped research
laboratory at the Ra-
cine plant, in charge of H. T. Kelly, vice-presi-
dent of the companies, who is a prominent
scientist and engineer. Mr. Kelly will devote his
time to the study of better sound reproduction
in electrical units.
The company is occupying the entire third
floor of the Sattley Building here. The general
sales offices will be located at 230 East Ohio
street, Chicago. Officers of the company are:
H. F. Hopkins, president; Mr. Kelly, first
vice-president; L. G. Rasmussen, general man-
ager, and Ruth K. Hopkins, secretary-treasurer.
J. W. Marsh, of Seattle, recently joined the
sales staff of the Scott Prowell Music Co.,
Wenatchee, Wash.
38
THE TALKING MACHINE WORLD
July, 1927
A Portable
for the Home as well
as for Out o^Doors
Completely Coveredy Outside
and Inside^ with
Genuine Suede Leather
Including Leather Covered Turntable
Original and Exclusive in Character —
Rich and Attractive in Appearance —
Immediately suggests a De Luxe Instrument —
and YET made to sell at a Popular Price
The Motor, Tone Arm and Sound Box are also of the same high
standard. Motor plays over 12 minutes. The Sound Box has latest
metal diaphragm.
Another Leader in
Peerless Popularity
An instrument of exceptional value
— new and different, sturdy equip-
ment throughout, loud, clear tone.
Has A Real Album-
Not a Box.
PEERLESS ALBUM CO.
PHIL RAVIS, President
6S6-63S Broadway
New York
I lAl !A!f Al rAllAllAl!At>Ai tAt^tAtiiArrTS^ywyffWWfftiWW T/'M rAt'TAi'rAHAurinAtrAl'lAl fAnm tAi'tAtItAi rAigWTfe-
Federal-Brandes Appoints
Two Chicago Distributors
Wakem & McLaughlin, Inc., and Triangle Elec-
tric Co., Well-known Jobbing Firms, Will
Distribute Kolster-Brandes Products
Wakem & McLaughlin, Inc., and Triangle
Electric Co., both well-known Chicago distribut-
ing houses, have been appointed franchised dis-
tributors of Kolster-Brandes radio receivers,
speakers and socket power units for the 1927-
1928 season. Both concerns are concentrating
on the Kolster-Brandes line exclusively.
The Triangle Electric Co. is entering its sec-
ond year as a distributor for Federal-Brandes,
Inc., while Wakem & McLaughlin are enrolling
under the Federal-Brandes banner for the first
time this season, dropping all competitive lines.
The Triangle Co. is moving into a new five-
story building because of the rapid growth of
its business, which, it is announced, amounted to
more than four million dollars last year.
New Supertron Tubes
Ready for the Market
"A complete line of New Departure Supertron
tubes are ready for the market, according to an
announcement of the Supertron
Mfg. Co., Hoboken, N. J. While the
general construction and the prin-
ciple of the Supertron tubes remain
unchanged, it is stated that the
chemical process mside the tube has
a tendency to insulate the elements
from each other so that the various
characteristics will function properly
and without interfering with each
other. The line includes a gas-
filled rectifier tube which, H. Bob-
ker, sales manager, states, has un-
dergone rigid laboratory tests for
over one year, and is guaranteed in
every particular.
A new antenna unit called the
Cage Antenna has been added to the
Supertron radio line this year. It
is illustrated herewith. It comprises
100 feet of enamel-covered wire con-
centrated into a compact cage, is
insulated throughout and is equipped
with a universal bracket for mount-
ing. This product, which, as may
be seen, is original in design, is ex-
pected to have a wide sale through- Antenna
out the country during the present season.
Cage
Orange Packing Champ
Wins Atwater Kent Radio
Anaheim, Cal., July 6. — Considerable interest
was aroused in Atwater Kent radio when Ray
Thomas, Inc., Southern California distributor
for this line, donated one of the late model
receiving sets in the orange-packing contest
held here recently. The world championship
for packing oranges went to Miss Marjorie
Richard, who won several cash prizes, a silver
loving cup, and an Atwater Kent radio set.
Death of P. H. Towell
Old-timers in the talking machine business
will regret to learn of the death recently of P.
H. Towell, vice-president of the Towell Cadillac
Co., which occurred at his late home in Cleve-
land, O., following a long illness. Mr. Towell,
who was born in County Waterford, Ireland,
went to Cleveland in 1908 and became associa-
ted with his brother, T. H. Towell, now presi-
dent of the Towell Cadillac Co., in the Eclipse
Musical Co., at that time one of the largest Vic-
tor distributors in that section of the State. He
is survived by his widow, five sons and his
mother.
July, 1927
THE TALKING MACHINE WORLD
39
Now batteryless,
electric radio power
A sensational announcement by
The new Balkite line
for 1927-28 contains
the most remarkable
developments ever
announced by a radio power unit
manufacturer. It includes:
Balld
ite
1. BALKITE "AC'
A complete, batteryless, electric radio power
unit replacing "A" batteries entirely, and
supplying filament or "A" current directly
from the light socket. Consisting of a rec-
tifier and a new electrolytic filter-condenser
in one cell, it contains no hatt&ry in any
form. It operates only while the set is in
use. Its constant uniform output is at all
times equal to that of a fully charged storage
battery. It has no tubes to burn out or re-
place. It is no larger than a medium sized
"A" storage battery. It costs no more than
ordinary battery equipment.
2. BALKITE "AB"
A complete, batteryless, electric radio power
unit replacing both "A" and "B" batteries,
and supplying both plate and filament cur-
rent directly from the light socket. A com-
bination of Balkite "A" and "B" in one
housing, it contains no hatt^ry in any \orm.
It operates only while the set is in use.
It is small and compact. Price— 135 volt "B"
current model $59-50,
180 volt model $67.50.
3. BALKITE^'W'
Prices of Balkite "B" have
been drastically reduced. The popular
"B- W"f or sets of up to 90 volts is now $22.50.
Balkite "B"-135, a new improved model,
output 40 milliamperes at 135 volts, lists at
$32.50; "B"-180, output ''5 milliamperes
at 180 volts, at $39^50. Balkite now costs
no more than the ordinary "B" eliminator.
4. BALKITE CHARGERS
Prices of Balkite Chargers have also been
radically reduced. Model "J," the standard
high-rate charger, is now $17.50. Model
"N," a new trickle charger with rates of .5
and .8 amperes, lists at $9.50. Model "K,"
the most popular of all chargers, now lists
at $7.50.
Balkite has long been the leader in the ra-
dio power field. That leadership has been
built on quality. Now to quality have been
added developments making Balkite sensa-
tional. To both have been added low price.
The new Balkite line enables you to turn
the greatest demand in radio today — the
demand for electric radio power — into
profit. It is one of the most desirable lines
in the entire radio field. Fansteel Products
Company, Inc., North Chicago, III.
Balki
ite
"Ridio Thwer Units
40
THE TALKING MACHINE WORLD
July, 1927
Kolster Gains
at the^ R.M.A.
Kolster 6-D
Now $80 list, formerly $98.50
At the Kolster exhibit at the R.M.A. Trade Show
there was an enthusiastic group of dealers constantly.
"The season's greatest line" seems to condense the
many expressions. Also "Kolster prices are right."
Also "Kolster gives most for the money."
This is bound to be a greater Kolster year than ever
before — all agreed.
But the greatest evidence of dealer enthusiasm came
in the booking of large orders. And the desire to handle
the Kolster line by a large number of new dealers.
The R.M.A. Show proved again the great interest
of dealers in Kolster — their faith in this line — their
belief in its welcome by the public.
Above is shown the standard Kolster 6-D,
a proved success, but now only $80, instead
of $98.50 — a remarkable value. No reduc-
tion in quality, in fact finer than ever. Bound
to stimulate public acceptance.
At the right is pictured the Kolster 6-G,
also a proved leader. Now priced at $165,
reduced from $185. In appearance and in
performance, prospective customers agree
that this set is a remarkable ofiering.
Kolster 6-G
Now $165 list, formerly $185
Kolster
fl
July, 1927
THE TALKING MACHINE WORLD
41
Gtmt'LAcdalm
TRADE SHOW
Chief interest in Kolster lay in the price reduction of
the 6-D to $80 hst, in the new 6-H and in the new
Power Cone reproducer, all described on this page.
These round out the Kolster line, giving the public
finer instruments than ever before at new low prices.
Dealers all agree that the Kolster line Plus these re-
finements gives them an outstanding opportunity to
win the public.
This season, all assert, will give Kolster a new rank
with the public, bringing radio at its best at prices
which appeal.
To see and hear the difierent Kolster sets is to really
appreciate their supremacy.
Kolster 6-H— $265 list
Includes new Kolster Power Cone
Reproducer and inbuilt "B" supply.
Radio
Kolster Power Cone Reproducer — $150 list
Inbuilt "B" Supply unit. This power cone reproducer and
"A" supply unit will operate any commercial set directly
from A. C. lighting lines. Equipped with 20-ioot cable.
In 1926 Kolster dealers found Kolster radio
a profitable line to handle. In 1927 Kolster
radio will be even more profitable.
If a popular, fast moving and unusually
profitable line appeals to you — if you insist
upon complete protection in territorial and
other policy matters — Kolster radio is what
you need. While a large number of dealers
now handle Kolsters, there are still profit-
able franchises open. Get all the facts. Mail
the coupon now!
Federal-Brandes, Inc.,
200 Mt. Pleasant Ave.,
Newark, N. J.
Please send me information regarding the 1927-1928
Kolster proposition.
Name
Street
City . .
.State .
42
THE TALKING MACHINE WORLD
July, 1927
Great New Radio Broadcasting Chain to
Be Under Control of the Columbia Co.
Columbia Broadcasting System, Made Up of Sixteen Stations, to Serve Listeners East of Rock-
ies— Major J. Andrew White Technical Head — Columbia Artists to Broadcast
Announcement was made recently from the
offices of the Columbia Broadcasting System,
New York, telling of the formation of a new
radio broadcasting chain which will serve the
millions that make up the great radio audience
in the territory East of the Rocky Mountains.
As new links are added to the chain, it will
eventually include a larger area.
The new chain will be known as the Colum-
bia Broadcasting System and will be directly
under the control of the Columbia Phonograph
Co., of which Louis Sterling is chairman of
the board and H. C. Cox president.
"We feel that there is a large field for a
strong, independent, new radio chain," said Mr.
Cox in making the official announcement. "We
have made a thorough survey of the broad-
casting field and studied the listening habits
of radio audiences and the audience appeal and
territory covered by most of America's great
radio stations before selecting the stations
which are links in this new chain.
"In addition, we are bringing into the chain
broadcasting field some ideas which we believe
are new and logical. It is our aim to furnish
the many millions of radio listeners with a
type of genuine entertainment, to be furnished
by the pick of the world's entertainers and
programs selected by those most competent,
and with equipment which will be the last
word in modern radio broadcasting equipment."
Headquarters have been established in the
Paramount Building at Forty-third street and
Broadway, New York City.
Major J. Andrew White, pioneer in broad-
casting and famous announcer, is at the head
of the technical affairs of the newly formed
system.
This is the second radio system to be formed
in America. It includes sixteen stations, located
at strategic points and carefully selected as
most desirable because of their perfect technical
equipment, the large area in which they are
heard and their excellent standing in the com-
munities in which they have built up their
following and good-will.
The new system, in addition to furnishing
a network over which programs from America's
great musical and entertainment centers can
be made available to listeners throughout the
f
H
ermann
Th
orens
Ste. Croix, Switzerland
Manufacturer of Europe's Most
Celebrated Phonograph Motors
Great selection,
playing up to ten
records.
Superior quality
at moderate prices
Sole Distributors for the U. S. A.
THORENS, Inc.
450 Fourth Ave., New York
1
network area, is introducing several new ideas
heretofore unconnected with chain broadcast-
ing, although so naturally allied to network
programs that their inclusion was inevitable,
in the radio industry's march of progress.
Chief among the innovations is the policy
which will furnish not only the chain over
which the programs can be perfectly broadcast,
but to furnish the programs as well, drawing
from a list of internationally celebrated mu-
sicians now under contract for a long term
of years and available through the American
and European affiliations which the Columbia
system has established.
That the program material will be of the
highest order, and that the programs themselves
will be put together by the most competent
of program builders, is insured by the fact
that Arthur Judson, one of the outstanding
figures in concert world music, is to be directly
responsible for the programs, with the assist-
ance of program builders, musicians and en-
tertainers of his selection.
Mr. Tudson is peculiarly adapted to play a
large part in the development of radio music,
not only because of his wide experience as
the world's foremost concert artists' manager
and his efficient handling of America's out-
standing symphony orchestras, but also because
of his accurate knowledge of what really con-
stitutes musical entertainment that the great
mass of American audiences most relish and
appreciate.
Through the distinguished personalities in
the new broadcasting system, the executives
point out that the system will furnish to the
listeners within hearing distance of its network
as nearly perfect radio entertainment as has
ever been broadcast, with world-famous singers,
entertainers and musical organizations of
America, Europe and the Orient available
through its local and foreign connections, and
with the most modern technical knowledge and
equipment with which to put their programs
on the air through a network so carefully
selected, the entrance into the broadcasting
field by the Columbia Broadcasting System is
to be regarded as one of the most significant
events in America's radio history.
Through the Columbia Broadcasting System's
association with Mr. Judson, it is directly in
touch with the world's talent through its offices
in Berlin, London, Paris and Vienna.
The Columbia Broadcasting System ocrupies
the thirtieth floor of the Paramount Building,
in the heart of the busiest section of Manhat-
tan. Every necessary contract has been signed,
providing wire facilities linking the stations
of the chain and making possible clear and
technically perfect broadcasting. Broadcasting
over the Columbia chain is scheduled to start
Sunday, September 4.
The new chain is the result of a two years'
survey and study of how best to reach the
greatest number of people, and the allocation
of its stations has been done with that in
view, so that each station has its own definite
area of listeners regardless of its physical loca-
tion, and covers the entire United States to
tiie Rocky Mountains and all of populated
Canada to the Canadian Rockies, through sta-
MICA
DIAPHRAGMS
Immediate delivery — all sizes
Send for free samples and prices
All Mica Products
INTERNATIONAL MICA CO.
Barlnf'uS PHILADELPHIA, PA. FIIkmI Vwit.
tions located in New York, Boston, Providence,
Buffalo, Syracuse, Philadelphia, Baltimore, Cin-
cinnati, Columbus, Akron, Chicago, St. Louis,
Des Moines and Council Bluffs.
The key station in the new chain will be
Station WOR, L. Bamberger & Co., Newark,
N. J. Other stations joined as part of the
new chain are: WEAM, Providence; WNAC,
Boston; WFBL, Syracuse; WMAK, Lockport
(Buffalo); WCAU, Philadelphia; WJAS, Pitts-
burgh; WADC, Akron; WAIU, Columbus;
WKRC, Cincinnati; WGHP, Detroit; WMAQ,
Chicago; KMOX, St. Louis, and WHO, Des
Moines.
Atwater Kent Radios on
Westarn Auto Stages
That radio increa-e^ stage travel is evidenced
by reports from tlie Pickwick Stage Co., op-
erators of thousaiid- of niileB" of stage lines in
California, Wa-sh;ngton, Hregon, Arizona, New
Mexico and Texas. Tl is company recently
Atwater Kent Set on Western Stage
equipped some of its new model combination
parlor, buffet and observation cars with At-
water Kent receivers and speakers, supplied by
Ray Thomas, Inc., southern California dis-
tributor, and as soon as this fact was adver-
tised the stages so equipped carried capacity
loads on all trips, officers of the company
declare. The new stages have speakers in-
stalled in the ceilings of the passenger com-
partments, while the radio receiver is located in
the observation compartment in the rear of the
stage.
Apco Charger Announced
Providence, R. L, July 6. — The Apco Mfg. Co.,
of this city, has just placed on the market a new
automatic charger. The new product is for use
with regular six-volt, three-cell storage bat-
teries of anywhere from 60 to 120 ampere hour
capacity.
CONSTANTLY INCREASING SALES
are testitylne to the superior qaality of oar
COTTON FLOCKS FOR PHONOGRAPH RECORDS
STEP INTO LINE WITH THE BCYER8 OF "QCAI.ITT"
CLA.REMONX WASTE MFG. CO., Claremont, n. H.
Tlie Talkvig Mdchinc'W arid, New York, July, 1927
EMPIRE SHOWS THE WAY
Better Tone Arms
Mean Bigger Sales
And Bigger Sales
Mean More Profits
Empire shows the quickest and easiest way to those
profits.
Empire Tone Arms are the last word in design and
quality. Their quality of tone in reproducing the new
electrically recorded records sets a new standard of
excellence. Empire Reproducers make a perfect team
with Empire Tone Arms.
In addition to the No. 75 Tone Arm, illustrated
above, we make No. 50 Tone Arm for large machines
and No. 2 and No. 25 Tone Arms for Portables.
Samples of any of these Tone Arms will be for-
warded to reliable concerns.
Empire quantity production enables us to quote prices
that are sure to meet with your approval. Let us
quote on your requirements.
Thai's why ice say "Empire Shows
the Way to Bigger Profits"!
The Empire Phono Parts Co,
(Established in 1914)
WM. J. McNAMARA, President
10316 MADISON AVE. CLEVELAND, OHIO
Empironic Sound Box
Every sale of the Empironic Reproducer means renewed
interest in the phonograph and more sales of records.
Figure it out for yourself! A good profit on a sale of
Empire units and a continuous business in records.
The Talking lilachiuc World. Nerv York, July, 1927
The MASTER is modern.
Has all the new features — full
curved throw-back tone-arm —
an exclusive reproducer — self-
contained record album. Case
built to last a lifetime — decor-
ated embossed genuine DuPont
Fabrikoid cover in five attrac-
tive colors.
The MASTER is the stand-
ard of portable values.
The FLAPPER is a novelty
instrument of unusual appeal.
The CUB is the one high
quality portable priced low.
For full profit sell E'lSaSii
products — the one line in pub-
lic demand.
ARRLIDLA MaSTER
BEYOND THIS YOU BUY FURNITURE
The Talking Machine World, New York, July, 1927
Now
Your Full Profit
DEALERS are selling (arrmola portables like
wildfire these days. Their summer selling
season is in full swing, and much of this
business is clean cash.
Be sure now to get your share of these sales,
and enjoy your full legitimate profit by selling
^RRi^DLA portables — the only nationally advertised
line on the ynar\et.
All [arr^d^ products are built right, priced
right, and sold to the trade on the same fair basis.
This insures full profits for the Dealer, and holds
his active interest in gaining the many quick sales
which come by showing the merchandise.
Big summer sales and profits are now before
you. Check over your [ARRi^a^ stock today. Be
sure that you have all colors of each model, and
you won't miss a sale. There's a live, up-to-the-
minute [ARRi^a^ Distributor right near you, who
will be glad to serve and help you gain this ready
business.
Just telephone him today, or write us direct
for beautiful free illustrated catalog.
The jARRija^ Company of America
647 Clinton Street, Milwaukee, Wisconsin
PORTABLE FHQNtlgRM'^J^^^
The Talking Machine JVorld, A^ew York, July, 1927
Retails at
$goo
The only reproducer
finished in three colors
and
Harmony
Patent Pending
The Organ-Tone
King of Reproducers
DO YOU KNOW THAT
the 283,000th APPsicTOjl reproducer is
now serving the owner of a
CARRYOLA MASTER portable?
There is wisdom in numbers. "283,000" reveals that
our success is deserved, appreciated and acknowl-
edged. Then again it indicates that we have a repu-
tation which we must uphold, and one upon which
we are willing to stand.
Junior
Pat'd 1925
Carryola
Superphonic
WE HAVE A LINE WHICH IS
DISTINCTIVE. When we intro-
duce a new reproducer it is neither
a copy of something else, nor one
of our other reproducers "dressed
up in Sunday clothes."
To prove our claims consider our
Organ-Tone reproducer. The most
partial observer will admit that the
beauty of this instrument puts it
in a class by itself, and the most
partial listener will admit that its
tonal qualities make it stand apart
from all other reproducers.
SEND FOR SAMPLES OF OUR
ORGAN.TONE SO THAT YOU
CAN UNDERSTAND ITS POSSI-
BILITIES TO THE FULLEST
EXTENT.
MR. JOBBER:
THERE ARE STILL MANY
JOBBING TERRITORIES THRU-
OUT THE ENTIRE COUNTRY.
WRITE TODAY FOR YOUR
SHARE OF THE TREMENDOUS
PROFITS IN THE ORGAN-TONE.
Add-A-Phonic
We Have Built the Better Reproducer
UNIQUE REPRODUCTION COMPANY
Makers of APP'A^
32 Union Square
New York, N. Y.
July, 1927
THE TALKING MACHINE WORLD
43
Grosley Plant Installs
Much New Equipment
Designed to Speed Production of New Models
for Fall Trade— The Entire Floor Is Devoted
to the Finishing of Cabinets
New equipment has been installed in the fac-
tories of the Crosley Radio Corp. in Cincinnati
to speed up production of new models for the
Fall trade. Several novel features incorporated
in the new sets recently announced by the cor-
poration will require special machinery for their
manufacture.
One floor of the recently completed addi-
tion to the main Crosley plant will be devoted
to the finishing of metal cabinets, cases and
other parts used in the sets and accessories. A
large washing and drying machine has been in-
stalled, together with nine booths for applying
the finish with air brushes, and an immense
automatic bakeoven for hardening the finish
after it has been applied. An elaborate con-
veyor system will transport sets and parts
from department to department and floor to
floor. Automatic conveyors will be used in the
assembly department, where the sets are built
on long tables by the unit assembly system.
To insure thorough testing of sets, the test-
ing department has been segregated in a spe-
cial part of the plant. Several new departments
have been added, including a shop for making
models, a machine shop for making dies and
jigs, a die-casting department, and an enlarged
drafting division.
Latest Talking Machine
and Radio Patents Granted
Phonograph Repeater. Herman House, Vancouver,
British Columbia, Canada. Patent No. 1,632,477.
Gramophone Record. Harold Alfred Rogers, Cardiff,
Wales. Patent No. 1,632,313.
Phonograph Tone Arm and Resonator. William T.
Games, Kansas City, Mo. Patent No. 1,633,624.
Sounding Board for Radio Receiving Sets and Phono-
graphs. George C. Lindsay, Los Angeles, Cal. Patent
No. 1,633,944.
Sound-Reproducing Instrument. Harry B. Rook,
Newark, N. J. Patent No. 1,629,971.
Repeating Mechanism for Talking Machines. Sum-
ter B. Battey and Bryan M. Battey, New York, N. Y.
Patent No. 1,629,986.
Electric Phonograph Reproducer. Adolph A. Thomas,
New York, N. Y. Patent No. 1,630,640.
Radio Apparatus. John J. W. Kenan and Wm. M.
Cady, Newark, N. J. Patent No. 1,629,825.
Radio Apparatus. John J. W. Kenan and Wm. M.
Cady, Newark, N. J. Patent No. 1,629,826.
Radiodial. Louis E. Shaw, East Orange, N. J. Patent
No. 1,629,891.
Loud Speaker. Clair L. Farrand, Forest Hills, N. Y.,
and Ernest Ross, East Orange, N. J., assignors to Farrand
Mfg. Co., Inc., Long Island City. Patent No. 1,630,734.
Loud Speaker Unit. Clinton R. Hanna, Wilkinsburg,
Pa., assignor to Westinghouse Electric & Mfg. Co., a
corporation of Pennsylvania. Patent No. 1,630,380.
Logging Device for Radio Tuning Instruments. Eric
H. Larson, Chicago, 111. Patent No. 1,630,302.
Radio Receiving Apparatus. George W. Wacker, North
Bergen, N. J. Patent No. 1,631,993.
Radio Signaling System. Alfred Crossley, Washing-
ton, D. C, assignor to the Wired Radio, Inc., New York.
Patent No. 1,632,369.
Radio Tube Holding Device. Arthur E. Schuffenhauer,
Chicago, 111. Patent No. 1,633,041.
Radio Condenser Coupling. Harry A. Bremer, Chicago,
111. Patent No. 1,632,878.
Browning-Drake Gorp.
Now in Larger Quarters
Cambridge, Mass., July 6.— The Browning-Drake
Corp., formerly located at Brighton, Mass., has
moved across the river to larger quarters in
this city. This location will allow increased
production during the coming season. Profes-
sor Browning, formerly connected with the Na-
tional Co., is giving all of his time to research
work in the Browning-Drake Corp.
ave you tKe rigtit
B POWER n
for each of thiese ment
RT-41 "B" Power
for Radiolas and sets using up to 5 large
tubes. Output at 25 mils, is 130 volts.
Detector, Medium and High Voltages ad-
justable within wide limits. List price,
including UX 213 tube $27.00
RT-81
Power
for 3 to 6 tube sets, including power tube.
Output at 35 mils, is 135 volts. All three
voltages. Detector, Medium and High, are
adjustable within wide limits. On and
Off switch. List price, including Ray-
theon B Tube $28.50
R-98 "B-C" Power
A "Universal" "B-C" model for high class
sets. Output at 35 mils, is 180 volts. Has
four "B" terminals, two of which are inde-
pendently variable. All four voltages are
variable through primary control. Variable
High "C" voltage. On and Off switch. List
price, including BH Raytheon Tube $39.50
The Remington Music Co., EUensburg, Wash.,
reports June as the busiest month ever enjoyed
by the company.
R-97 "B-C" Power
Heavy duty model for exceptionally high
powered sets and power tube combinations.
Output at 50 mils, is 180 volts and 50 volts
of "C". Low, High and Off switch. List
price, with BH Raytheon Tube $55.00
Sell every customer the
right power unit at the
right price without an
elaborate assortment of stock
'TP HE Sterling range of quality power Units con-
sists of four units priced from $27.00 to
$55.00. Each unit is designed to operate a suffi-
ciently wide range of sets to make it unnecessary
to carry the entire four units. More than likely,
two models will meet the power requirements and
the pocket books of 90% of your trade.
You know your customers. You know the sets
they own or are likely to buy. You know how
much they will pay for a quality socket power.
With these facts in mind choose the Sterling
models that will meet your customers' needs.
Sterling Power Units have proved themselves in
service. Three models are Raytheon-equipped
and have satisfied the Raytheon's rigid require-
ments.
Dealers: Here is your opportunity to carry the
"B" Power Units, which, perhaps for the first
time, will assure you of a clean satisfactory profit,
free from comebacks, free from profit-cutting
after sales servicing. Write your jobber or direct
to us.
The Sterling Mfg. Company
2831 Prospect Ave. Cleveland, Ohio
''B'' Power Units
44 THE TALKING MACHINE WORLD July. 1927
$135.00 and $145.00
July, 1927
THE TALKING MACHINE WORLD
45
uilt dxclusivzly for
Atwater Kent Radio
The Ideal Combination— America* s Most Widely Used Radio
— In a Cabinet of Exclusive Design— At Reasonable Prices
M
OST pcopfis ' want a ra:idio, and
most people need a desk. So why
^A.:not give them a good reason for buying
the luxury of a radio set by offering it
combined with the usefulness of a pei- v"^^
;Sonal desk at a price well witliin thc^^ ^
ea!E:h..ff b^iest incojif'*""^"" ^ " ■"
ct year's sales proved tliat this . id^^/f
H^-liighly practical. This year you can>^
expect still greater popularity by rea-
_ son of an extensive national advertising
program which features Red Lion's?;
-copyrighted Writing Desk model and
the handsome eonsoles^
Copyright Desk model finished in hand-
MFblied walnut veneer. With Atwater
^^t Model 30 and Atwater Kent Model
"""^ Speaker, this design retails for
$140.00
We suggest that you get in touch with
your distributor as early as possible and
learn just why the Atwater Kent^
Mfg. Co. selected Red Lion Cabin€;ts as
standard for its famous ,Radig»sets and
speakers.
I
This model differs from the one above,
in that it is equipped with Atwater Kent
Model 35 and it has a built-in Atwater
Kent unit and horn. Retails, less tubes
and batteries, for
$110.00
Prices slightly higher west of Rockies and in Canada
RED LION CABINET COMPANY • RED LION • PA.
46
THE TALKING MACHINE WORLD
July, 1927
A
Complete List
of
Distributors
JAMES K. POLK, INC.
217 Whitehall St., S.W., Atlanta, Ga.
CONSOLIDATED TALKING MA-
CHINE COMPANY
227 W. Washington St., Chicago, 111.
JUNIUS HART PIANO HOUSE, LTD.
123 Carondelet St., New Orleans, La.
CONSOLIDATED TALKING MA-
CHINE COMPANY
2957 Gratiot Ave., Detroit, Mich.
CONSOLIDATED TALKING MA-
CHINE COMPANY
1424 Washington Ave. So.,
Minneapolis, Minn.
THE ARTOPHONE CORPORATION
1624 Pine St., St. Louis, Mo.
IROQUOIS SALES CORPORATION
210 Franklin St., Buffalo, N. Y.
OKEH PHONOGRAPH CORP.,
(New York Distributing Division)
15 W. 18th St., New York City
STERLING ROLL AND RECORD
COMPANY
137 W. 4th St., Cincinnati, Ohio
OHIO SALES & SUPPLY CO.
1231 Superior Ave., Cleveland, Ohio
L. D. HEATER
4691/4 Washington St., Portland, Ore.
JAMES K. POLK, INC.
1315 Young St., Dallas, Texas
JAMES K. POLK, INC.
811 West Broad St., Richmond, Va.
Columbia Co. Sponsors Contest to Com-
plete Schubert's Unfinished Symphony
Competition Is Tie-up With International Commemoration of Hundredth Anniversary of the
Death of Famous Composer — Countries Divided Into Zones — Liberal Prizes to Be Awarded
The year 1928 marks the hundredth anni-
versary of the death of Franz Schubert. Radio-
gram advices from Vienna, the city of
Schubert's birth, announce that plans are al-
ready well under way to make the com-
memoration tribute to the world's most beloved
composer the greatest in the annals of music.
The Columbia Phonograph Co., sponsor of
the recent internationally observed Beethoven
Week, has offered prizes totaling $20,000, in-
cluding a grand prize of $10,000, for the
completion of Schubert's immortal Symphony
No. 8, in B Minor, popularly known as
"Schubert's Unfinished Symphony."
Unfinished as it is, this symphony towers
above at least a majority of its completed
brethren in the beauty of its themes and the
stateliness of its form. Sadness and tender-
ness, hope and grief, all mingle in its seductive
measures.
Eligible for Competition
The invitation to compete in the completion
of Schubert's Unfinished Symphony is extended
to composers, teachers and students in twenty-
six countries. The countries are divided into
ten zones: United States; Austria, Czecho-
slovakia, Hungary, Jugo-Slavia and Roumania;
Denmark, Sweden and Norway; France, Bel-
gium and Switzerland; Germany and Holland;
Great Britain; Italy; Poland, Esthonia, Latvia,
Lithuania and Finland; Spain and Portugal;
Russia and Ukrainia.
In every zone there will be three awards
made: First, $750; second, $250; third, honor-
able mention. To the best composition of the
thirty receiving awards the grand prize of
$10,000 will be presented. Each zone will have
a zone jury, consisting of five competent mu-
cians, who will declare the awards to be made
in their particular zones. An international
jury, comprising one member from each zone
jury and an eleventh member named in Vienna,
will award the grand prize. The contest opens
in September, 1927, and closes in July, 1928.
The terms are to be published in twenty-six
languages early this Autumn.
To the Advisory Body of Beethoven Week,
which will function in a similar manner for the
Schubert Centennial, will be added international
chapters.
The radiogram to the Columbia Phonograph
Co. announces the formation of the Vienna
organization, to be known as the Austrian
Advisory Body. A glance at the following
list of the names, making up this organization,
reveals the importance which Austria attaches
to the Schubert commemoration program:
Albert Washburn, American minister; Dr. Karl
Kobald, ministry education; Karl Seitz, mayor of Vienna;
Prof. Franz Schalk, conductor state opera; Franz
Schneider-San, director-general state theatres; Prof.
Alexander Munderer, president Vienna Philharmonic;
Ferdinand Soesel, president Schubert Society; Prince
A'lexander of Thurntaxis, president Society Friends of
Music; Dr. Ernest Kraus, vice-president Society Friends
of Music; Dr. Heinrich Krueki, president Vienna Men's
Choir; Prof. Max Springer, director State Academy of
Music; Prof. Joseph Marx, director State School of Music;
Dr. Theodor Koechert, president Vienna Concert Asso-
ciation; Prof. Guide Adier, University of Vienna.
Directors of Contest
The artistic direction of the contest to com-
plete Schubert's Unfinished Symphony will be
under the supervision of the Society of the
Friends of Music and the other organizations
mentioned above. The Society of the Friends
of Music was organized in 1812. Schubert, as
has been every great composer, was a member
of this Society, and the Society has the original
manuscript of his Unfinished Symphony. Thus
the affiliation with the guardians of the Schu-
bert tradition insures that every phase of this
remarkable international contest will be on a
plane befitting the memory of Schubert. It will
be the greatest tribute ever paid a composer.
Unless the work to which is awarded the
grand prize is declared worthy of such honor,
it will not be accepted as the adequate com-
pletion of the Unfinished Symphony, although
the money will be paid to the winners of each
event as announced. These winning works
will be played at concerts, recorded on phono-
graph records and broadcast over the radio.
The public will be given every opportunity of
hearing these compositions. In this connec-
tion it is interesting to note that Schubert's
Unfinished Symphony is already recorded in
album form on three twelve-inch, double-disc
records, by Sir Henry J. Wood and the New
Queen's Hall Orchestra, as Set No. 41 of the
Columbia Fine Art Series of Musical Master-
works.
Purpose of Contest
It is hoped that, in addition to the tribute
which this international contest will pay the
name of Schubert, it will arouse deeper interest
in Schubert and the compositions of the other
musical immortals, will unearth latent musical
talent, perhaps genius, and will mark the first
organized international exchange of musical
expression in the one language which makes
all the world akin.
Americans on Advisory Board
Among the prominent Americans who were
members of the Advisory Body of the Bee-
thoven Centennial and will act in a similar
capacity for the Schubert Centennial are:
George Eastman, chairman; John G. Agar, Jules S.
Bache, William D. Baldwin, Bernard M. Baruch, James
M. Beck, Stillraan H. Bingham, Cornelius N. Bliss,
John G. Bowman, Arthur Brisbane, Edwin C. Broome,
Kev. S. Parkes Cadman, Samuel Harden Church, Frederic
R. Coudert, John W. Davis, Robert W. De Forest,
William T. Dewart, John Dewey, Lady Duveen, T. S.
Eliot, Robert Erskine Ely, Livingston Farrand, Mrs.
Samuel S. Fels, W. P. Few, John H. Finley, Harry
Harkness Flagler, Daniel Frohman, Hamlin Garland,
Miss Virginia C. Gildersleeve, August Heckscher, Hamil-
ton Holt, Richard Hooker, Ernest M. Hopkins, Charles
E. Hughes. Frederic A. Juilliard, Vernon Kellogg, Mrs.
J. F. D. Lanier, Mrs. Howard Linn, Clarence C. Little,
Henry N. MacCracken, Rt. Rev. William T. Manning,
Max Mason, Harold McCormick, Mrs. Rockefeller Mc-
Cormick, A. C. Miller, Robert A. Millikan, William
Fellowes Morgan, E. W. Newton, Cardinal O'Connell,
William J. O'Shea, Miss Ellen F. Pendleton, Josiah
H. Penniman, Ralph Pulitzer, E. Lansing Ray, Samuel
W. Reyburn, Mrs. Arthur Sachs, Frederick T. Steinway,
Henry W. Taft, Augustus Thomas, Paul M. Warburg,
William Allen White, Rabbi Stephen S. Wise, Guido
Adler, Leopold Aiier, Georges Barrere, Adolfo Betti,
John Alden Carpenter, Mrs. Elizabeth S. Coolidge, Frank
Damrosch, Walter Damrosch, Carl Engel, Carl Flesch,
Daniel Chester French, Ossip Gabrilowitsch, Rudolph
Ganz, Alfred Hertz, Josef Hofmann, Willem van Hoog-
straten. Robert Underwood Johnson, Serge Koussevitsky,
Josef Lhevinne, Daniel Gregory Mason, Mme. Elly Ney,
Felix Salmond, Carlos Salzedo, Ernest Schelling,
Vladimir Shavitch, Nikolai Sokoloff, Walter R. Spalding,
Frederick A. Stock, Gustav Strube and Thomas Whitney
Surette. r
Opportunity for Dealers
The announcement of this contest is certain
to be received with interest by Columbia dealers
all over the world with the results of the
Beethoven Centennial Week still fresh in their
memories. As will be remembered, the Colum-
bia Phonograph Co., in addition to supplying
the retail trade with display material and con-
sumer literature, issued a special edition of
Beethoven compositions in Masterworks al-
bums. During the six weeks' period following
the observance of Beethoven Week, sales of
these recordings increased approximately 500
per cent. While no announcement has yet
been made regarding trade tie-up with the
Schubert memorial, steps undoubtedly will be
taken so that the Columbia retail organization
w-ill benefit from the exploitation work done.
The Chisholm Music Co., University avenue,
Berkeley, Cal., has added the Columbia line of
phonographs and records.
July, 1927
THE TALKING MACHINE WORLD
47
They may redd before
buf fhey lish
en aTTeriuaras
Before they buy Radio Tubes Mr. and Mrs. Consumer read
about them. They read about the remarkable qualities of
all radio tubes and get sufficiently excited about one brand
to buy it. Then they stop reading and listen.
If it were as easy to make a good radio tube as it is to write
beautiful copy about it every man would 'roll his own' so to
speak. But radio tubes are perhaps the most difficult and
delicate item to manufacture in the whole radio calender.
The only way you can be certain that the tubes you carry
will listen as well as they read is to test them thoroughly
under all conditions of operation. Ferryman Radio Tubes
have behind them a tube engineering experience second to
none. We ask you to compare them, too, hy listening to
them and not hy reading about them.
FERRYMAN ELECTRIC COMFANY, Inc.
33 West 60th Street, New York, N. Y.
LABORATORIES AND PLANT: NORTH BERGEN, N. J.
t mm
FERRYMAN RADIO TUBES
A Com^l^te- Line of Standard Equipment for every Radix) Purpose
48
THE TALKING MACHINE WORLD
July, 1927
JOHN HAVILSON.Manag
324 WASHINGTON ST.,BOSTDN,MASS.
ON MASS \J\^J I 11
ENGLAND
New England Business Holds Up Well,
According to Reports of Trade Factors
Feature of Sales Is the Strong Demand for Portable Instruments — Hundreds of People Hear
Daily Concerts at Brunswick Headquarters — Other Important Trade Activities
BosTOX, Mass., Julj' 7. — A stimulated record
business, was the good report of "Bill'' Parks,
Columbia manager for the New England terri-
tory. This stimulation comes with the produc-
tion of the record "Lucky Lindy," the reverse
side of which carries the equally popular song
"The Eagle of the U. S. A." The sales on this
record alone have been colossal and the de-
mand is being found difficult, to fill. Another
record sensation is "Two Black Crows," by
Moran and Mack.
The Happy Home Furniture Co., of New
Bedford, installed a special window display in
connection with the "Lucky Lindy" record.
Two airships were suspended from a bicycle
wheel in the window of the store. The ships
were in motion and the propellers revolving,
so that an action windov/ was the result. A
large number of sales were directly traceable to
this window.
Strong Portable Demand
Manager Parks states that it has been im-
possible to keep ahead of the demand for
portable models. Thus far this season the sale
of portables has been the one bright star in an
otherwise misty horizon.
W. R. Fleming, assistant manager of the
company, begins his vacation this week at
Eastham on Cape Cod. Mr. Fleming recently
returned from a successful business trip through
New Hampshire and Vermont, where he visited
all the stores of the Bailey chain. A most
profitable business was closed with this house.
Thomas Judd has been made manager of
Campron's Smoke Shop, Andover, N. H., Co-
lumbia dealer.
A recent visitor to the local Columbia offices
was Joseph Raymond, of Tewksbury & Ray-
mond, Randolph, A't.
Bright Outlook for Victor
All models of Victor machines are selling
with greater frequency this June than last,
according to manager Allan Steinert, of the
Eastern Talking Machine Co., 85 Essex street,
Victor jobber for the New England territory.
Orthophonic Victrolas are still gaining in popu-
larity, as are the Electrola models. 'Records also
are better in volume than last year.
The company recently completed a nice sale
of several Electrolas to the Eastern Steamship
Co., of this city, which operates a fleet of steam-
ers between this city and ports of Maine.
The Chas. S. Norris wareroom, 181 Tremont
street, latest Victor agency to be assigned in
this city, will receive its first shipment of mer-
chandise this week.
Large Atwater Kent Shipments
Joseph Burke, president and treasurer of the
J. H. Burke Co., 221 Columbus avenue, recently
rushed home from the Chicago Radio Show to
find that the shipments of Atwater Kent mer-
chandise have been arriving in carload lots.
Speaking of business, Mr. Burke was able to
say of June that it has been better than for
many years.
The addition of John T. Pringle as office
manager has been a most successful move for
the company. Mr. Pringle was formerly ofifice
manager of the Sonora Phonograph Co., and
also for the Magnavox interests.
Brunswick Concerts Provide Publicity
From the display rooms of the Brunswick-
Balke-Collender Co., on Stuart street of this
city, a concert is given daily for the benefit of
the hundreds who park their cars in the vast
space in the Park Square district. Manager
Harry L. Spencer has taken this means of pub-
licity due to the fact that there are so many
people in that district at all times of the day.
It has been figured that at times 200 people are
enjoying the program, which is selected to
please the fastidious as well as the every-day
person.
According to Mr. Spencer the record situa-
tion has improved measurably in the past
month, while the sale of portables has ex-
ceeded most sanguine expectations. The small
portable has been going great guns, and it is
impossible to keep enough of these machines
in stock.
The new Brunswick department established
in the piano wareroom of Chas. M. Stieff,
Inc., 114 Boylston street, has been doing an ex-
cellent business. Piatt Spencer was on hand
for the first few days of the introduction of the
Brunswick line and helped out considerably
with the salesmen and the prospects. Manager
M. N. Levy, of the Stieff wareroom, has
secured Vincent F. Dunphy as manager of the
Brunswick department. Mr. Dunphy knows the
game from many angles, and has had a wealth
of experience in the music trade. Audition
booths and record counters are both function-
ing nicelv in the Stief? store.
Gustav Frankel, Mohawk
President, Visits Gotham
Gustav Frankel, president of the Mohawk
Corp. of Illinois, was a visitor to New York
the early part of the month, calling upon some
of his many friends in the trade and visiting
the new Mohawk jobber, the Blackman Dis-
tributing Co.
Otto N. Frankfort, vice-president and general
sales manager of the Mohawk Corp. of Illinois,
was another New York visitor this month,
spending several days here after calling on the
Mohawk jobbers in Buffalo, Syracuse and
Rochester. Mr. Frankfort brought with him
very enthusiastic reports from the Mohawk job-
bers, which were substantiated by large orders
for immediate deliverv.
Excellent Radio Publicity
The Radio and Music Trades Association of
Seattle, Wash., placed several radio receiving
sets in public gathering places during the period
when Col. Charles Lindbergh was officially re-
ceived by President Coolidge at Washington.
Denver Firm Moves
The T. P. Pattison Music Co., Denver, Col.,
is now located in its new quarters at 414 Six-
teenth street, featuring the Victor line.
lllllllllllllllllllllllllllllllllillllllllUIIIIIIIIIIIIIIIIIIIIIIIIIIIIUiHIIIIIIIiy
Months of Opportunity
Oliver Ditson Go.
BOSTON
After a busy summer with portables for the vacationists,
and the larger models, of course, for the stay-at-homes,
what then?
Here comes August with the need for preparation, then
September to open a new season of heavy selling with
a balanced line of instruments — plain and in combina-
tion— that is the most complete in Victor history.
How are you prepared? Ditson Service
can help you.
Chas. H. Ditson & Co.
NEW YORK
July, 1927
THE TALKING MACHINE WORLD
49
,irii .'."'II",';
FRAGILE
HANDLE WITH CARE
M'SfflEJTESTIiiDIO
on a packing case means
to Radio and Phonograph
Manufacturers
When you use plywood cases distinguished hy an "Atlas"
trademark you can he dead sure you are shipping your
radios or phonographs in the most practical packing boxes
made for the purpose.
The name Atlas is symbolic of strength and Atlas Ply-
wood Packing Cases are positive'ly the strongest, most rigid
and yet the lightest plywood packing cases in the world.
Built of cross-banded birch and maple veneer — hardwoods
of the greatest tensile strength — each panel fortified and
bordered by clear Vermont spruce cleats, Atlas Cases will
stand more grief in transit than cases three times as heavy.
"Atlas" on your plywood cases means lower assembling
costs, lower freight bills and better and surer protection
to your beautifully finished cabinets. And it means you
are using the cases that have been the standard shipping
containers of the largest and best known phonograph and
radio manufacturers for years.
"Atlas" is also significant of service. The Atlas Plywood
Corporation, the world's largest manufacturers of plywood
box shocks, maintain five factories and four assembling
plants which guarantee unexcelled service to all parts of
the country. The largest packing case requirements can
be handled with unusual promptness and efficiency.
We can show you definitely how much "Atlas" will mean
to you. Send us your case sizes.
CylJRjRy^ THE WEIGHT - S/I JF'JREIGH
ATLAS PUVWOOD CORPORATION
New York Office:
Park Square Building, Boston, Mass
90 West Broadway Chicago Office: 619 McCormick Building
i
50
THE TALKING MACHINE WORLD
July, 1927
High Priced Instruments Have the Call
Throughout the Milwaukee Territory
Satisfactory Business in All Lines Marks the Opening of the Summer Season — Fifth Wisconsin
Radio-Music Exposition Promises to Be Record-Breaking Event
AliLWAUKEE, Wis., July 7.— Phonograph busi-
ness keeps on the up grade, according to
statements from Milwaukee retail dealers and
jobbers, who report that high-priced instru-
ments are particularly active and that business
in general is moving along on a high plane.
H. A. Goldsmith, secretary of the Badger Talk-
ing Machine Co., Victor jobber, says that
portables are in good demand and that record
business has been exceptionally good.
"Local dealers and Victor retailers through-
out the State report that they are doing a
good business," Mr. Goldsmith said, "and, of
course. Summer weather has increased the de-
mand for portables considerably. The Auto-
matic Orthophonic is fully justifying its
introduction, and music merchants everywhere
report that its reception is all that could be
asked.
"In connection with the Automatic Victrola
we have been very successful with a new idea
in which we developed a slot attachment for
the machine so that it will play when a nickel
is put in. Dealers are making good use of
this in selling proprietors of ice cream parlors
and restaurants and it is plain that it is bound
to get more of this type of business than
heretofore. In selling the machine with this
attachment the music dealers point out that
the purchaser may make the machine pay for
itself, and in addition to furnishing music of
the finest quality, he may attract more people
hy keeping up on late records. This idea is
sure to help record sales, if the proprietor of
the restaurant wishes to operate it most suc-
cessfully."
Sonora business is keeping up well, accord-
ing to Fred Yahr, of Yahr-Lange, Inc., and
the Sonora displays which retail dealers have
been making have been successful.
Brunswick business has been showing sat-
isfactory activity, particularly in the more ex-
pensive lin^s of merchandise, according to Carl
Lovejoy, Milwaukee representative. For some
time the tendency of the consumer to buy
high-priced instruments has been remarked.
William Armstrong, manager of the phono-
graph and record department of the Boston
store, also reports that high-priced Victrolas
are selling best at the present time. "It is
likely that the bulk of Summer sales will de-
pend upon this source," declared Mr. Arm-
strong. "Cold and rainy weather, which has
made pleasure trips, picnics and outdoor vaca-
tions almost impossible, has kept back portable
business and ukulele sales, but the high-priced
Victrolas have been selling steadily. Record
business is about breaking even with last year."
Edwin Tillman, well known among the music
trades as a successful song writer and com-
poser of "Lonesome and Blue" and "You Only
Want Me When You're Lonesome," has opened
Edwin Tillman, Inc., Song Shop, at 416 Wis-
consin avenue, dealing exclusively in Victor
records and sheet music.
Increasing interest in the Fifth Wisconsin
Radio-Music Exposition is evident among the
manufacturers, wholesalers and retail dealers
as plans for the event progress. Space for ex-
hibits in the Milwaukee Auditorium, where the
show will be held, is being taken up rapidly,
and all distributors are urged to take advantage
of showing their lines. Each year has seen a
more intense and widespread interest in the
Radio Exposition, and it is confidently expect-
ed, in view of present interest and past attend-
ance records, that there will be more than
fifty thousand persons at the Radio-Music
Exposition this year. In order that manufac-
turers and distributors may receive full benefit
of their exhibits the Exposition will be open
from 11 a. m. to 2 p. m., except on the open-
ing day and during the Radio Trade Conven-
tion, to those only who hold special trade
tickets, which will be furnished free to those
engaged in the radio or music business when
properly identified and registered.
Only radio receivers, accessories and parts
and musical instruments will be permitted in
the display of any exhibitor. No merchandise
may be sold from exhibitors' spaces at the
show, but orders may be taken for future de-
livery. The Wisconsin Radio Trade Associa-
tion is sponsoring the event.
During the months of July, August and Sep-
tember, considerable free publicity will be given
exhibitors who have contracted for space in
the show in order to build a foundation of
distributor and consumer interest for them to
work on during the exposition, which will
take place October 4 to 9, inclusive.
Again this year the Wisconsin Radio Trade
Convention will be a big feature and will bring
about eight hundred of the most progressive
dealers and jobbers in Wisconsin and upper
Michigan to discuss subjects of interest to the
trade and to hear nationally recognized author-
ities address the meetings.
The radio season will be opened with the
Fourth Annual Radio Industries Banquet on
September 21, and according to recent an-
nouncements this will be broadcast over
WTMJ, the new Milwaukee Journal radio
broadcasting station. Arrangements for the
dinner were announced at a monthly meeting
of the Wisconsin Radio Trade Association.
At the luncheon meeting C. K. Burton, of
Klau-Van Pietersom-Dunlap-Younggreen, spoke
on merchandising plans which may be used to
tie up the local distributor and his retail dealer
with the advertising and merchandising cam-
paigns of the manufacturer.
a Radio Speaker
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from all other aerials.
The Yar True-Tone Speaker is not
just another "horn" — nor is it a "copy"
of any existing speaker. It is basic in
conception and operation — in a class by
itself, from its cast aluminum construc-
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individualizes tones, reproducing with
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Here is a radio speaker that is a home
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MILWAUKEE
INCORPORATED
WISCONSIN
Tl:C Talking Machine World, New York, July, 1927
The Motor With a National Name !
OKEH PHONOGRAPH CORPORATION
Otto Heineman, President and General Manager
Exclusive Sales Agents for
HEINEMAN MOTORS-OKEH-TRUETONE NEEDLES
25 West 45th Street New York, N. Y.
The Talking Machine World, Nezv York, July, 1927
Exclusive CALl Artist
No. 40837
10 in.
75C
SOPHIE TUCKER
Queen of the Blues y Sings
I Ain^t Got Nobody (And Nobody Cares For Me
AMD
After YouVe Gone
Accomp. by Mi^f Mole's Moiers, Ted Shapiro at piano
ELECmiC
Okeh Phonograph Corporation
OTTO HEINEMAN, President and Qeneral Manager
25 West 45th Street New York, N. Y.
The Talking Machine World, Nezv York, July, 1927
Richard Wagner^s
Classics
European recordings
of the great composer's
masterpieces ♦ ♦ ♦
ODEON
ELECmiC RECORDS
5115
12 in. \
$1.50
LOHENGRIN— Bridal Chamber Scene— Duet,
"Das siisse Lied verhallt" ( "The tender strain
is o'er" )
LOHENGRIN— Bridal Chamber Scene— Duet,
"Wie hehr erkenn ich unserer Liebe Wesen"
("Of wondrous growth is our affection ten-
der")
Both, sung by Emmy Bettendorf, Soprano —
Lauritz Melchior. Tenor — Sung in German
LOHENGRIN— Duet "Atmest du nicht mit mir
die siissen Diifte" (Dost thou not breathe, as
5116 1. the scent of flowers?")
]^ i'^- ^ LOHENGRIN— Duet "Hochstes Vertrauen"
U.M "Trust I have shown thee")
Both sung by Emmy Bettendorf, Soprano —
Lauritz Melchior, Tenor — Sung in German
LOHENGRIN— Duet "Hortest du nicht, ver-
nahmst du kein kommen?" ("Dost thou not
hear? No sound thine ears are noting")
Emmy Bettendorf, Soprano — Lauritz Melchior,
Tenor — Sung in German
DIE MEISTERSINGER— Quintet III. Act-
Vocal Quintet — Sung in German:
Emmy Bettendorf (Eva), Michael Bohnen
(Sachs), C. M. Oehmann (Walther), W.
Gombert (David), M. Liiders (Magdalena)
5117
12 in.
•SI. 50
5118
12 in.
$1.50
5119
12 in.
$1.50
3199
12 in.
$1.25
3200
12 in.
$1.25
3201
12 in.
$1.25
THE BARTERED BRIDE— Overture Part I
THE BARTERED BRIDE— Overture Part II
Both played by Eduard Moerike and the Or-
chestra of the State Opera House, Berlin
CHANT HINDOU— Tenor
AY- AY-AY! — Schlaf ein, mein Blond-Engelein
Both sung by Richard C. Tauber, Tenor, with
Violin and Piano Accomp. — Sung in German
[DEAR EYES THAT HAUNT YOU, from "The
I Circus Princess"
■iLIKE YOU (Dark Eyes I Dream Of), from "The
I Circus Princess"
[ Both played by Edith Lorand and Her Orchestra
f WEDDING SERENADE- Hochzeitsstandchen
J THE PEASANT GIRL'S DREAM— Traum der
I Sennerin
[ Both played by Dajos Bela and His Orchestra
MERRY VIENNA— Wiener Biirger— Waltz
DEAR OLD MUNICH— Munchener Kindl—
Wahz
Both played by Edith Lorand and Her Orchestra
Okeh Phonograph Corporation
OTTO HEINEMAN, President and Qeneral Manager
25 West 45th Street New York, N. Y.
The Talking Machine World, K! civ York, hily, 1927
So durable and so perfect
All the advantages . . . and
no sales disappointments . ♦ .
when your needle stock is
protected by our desired
OKEH and TRUETONE
needles . . ♦
Exclusive Sales Agents
for
OKEH-TRUETONE NEEDLES— HEINEMAN MOTORS
Okeh Phonograph Corporation
OTTO HEINEMAN, President and Qeneral Manager
25 West 45th Street - New York, N, Y.
July, 1927
THE TALKING MACHINE WORLD
SI
Trade in Salt Lake City
Territory Continues Good
Records Are Increasing in Demand — Columbia
Sales Show Increase Over Last Year — Jay
S. Glen Is Dead — Other News
Salt Lake City, Utah, July 7. — The talking
machine business here is in fine shape at this
time. Records have been selling in larger
quantities than ever during the past month and
sales show no signs oT falling off.
Manager Delzell, of the Columbia Stores Co.,
distributor of the Columbia line, reports busi-
ness as much better than that of a year ago. He
.'laid that May's volume was double that of May,
1926, and that June was ahead of May. Mr.
Delzell said the really wonderful record busi-
ness was largely responsible for this state of
affairs. They have been doing a sensational
business with the Lindbergh record and "Two
Black Crows."
G. C. Spratt, local manager of the Brunswick
Co., said they were enjoying a good business
this Summer. More expensive models are in
especial demand.
John Elliot Clark, president of the John Elliot
Clark Co., Victor distributor, said that business
was good. He reported it as being better than
last year.
Jay S. Glen, vice-president of the Glen Bros.-
Roberts Piano Co., a company doing a good
talking machine business, died in a local hos-
pital this week. Deceased, an amiable and
courteous gentleman, with his brother, George
S. Glen, president of the company, and man-'
ager-of the Ogden store, founded the firm in
Ogden many years ago. Mr. Glen was born in
Michigan in 1874, and had been in Utah twenty
years. Until illness compelled him to retire
from active participation in the business two
or three years ago, Mr. Glen was manager of
the Salt Lake City store. Besides the two large
stores in Utah, the firm now operates stores in
Idaho. •;.rTic\. ^^ii>:.
A. T. Christefisen, formerly with the Daynes-
Beebe Music Co., and for the pist- five -yeirs
in the music business on the Pacific Coast, has
opened the Economy Music Store on Richards
street, where he will handle phonographs and
pianos.
The John Elliot Clark Co. reports that the
Mormon Tabernacle records will be released at
an early date in August or before. He said he
thought some very good ones had been ob-
tained.
C. Oscar Olson, well known in local phono-
graph and music trade circles of this city for
several years past, is now identified with the
Fisher Music Co., on East Third South street.
The Sugar House branch of the Schramm-
Johnson Drug Co. has opened a record depart-
ment. Some portable phonographs are also
being handled.
Borkman Radio Corp. Makes
an Important Announcement
Effective June 15, all sales of Borkman prod-
ucts are handjed through the general sales office
of the Borkman Radio Corp., located at 230
East Ohio street, Chicago, according to an an-
nouncement made by H. F. Hopkins, sales man-
ager, of -the— &rganization. The new arrange-
ments applies to sales of Borkman Velvet
speakers, units and tone chambers, and up to
June: 15. the Zinke Co., Chicago, functioned as
the sales department of the Borkman Co. The
jjfirm, which maintains its plant in Salt Lake
: City, Utaii, now distributes its products through
its own sales department, with direct factory
representatives' stations in the important trade
centers throughout the country.
Walter Woolf, tenor, star of the operetta
"Countess Maritza," recently signed a contract
to record exclusively for Gennett records. Mr.
.Woolf is a popular artist.
List Price
$39.50
F.O.B. St. Louis
Valley
"A" Power Unit
No Batteries No Charging
HERE is the unit which now .makes it possible to completely electrify any set.
The Valley "A" Power Unit eliminates the 6-volf storage battery by replacing
both the "A" battery and a charger. This unit contains no batteries, tubes or moving
parts; it makes no hum or noise. To install, simply connect up the Valley "A" Power
Unit in place of the storage battery. If a "B" Power Unit is used, plug it into
the back of the "A" Power Unit and you have a completely electrified set without
disturbing your set or making any changes in it. Use your present tubes and you
vvill get excellent results.
The Valley "A" Power Unit consumes current from the light socket only when the
set is in use. One switch on the Valley "A" Power Unit turns on both "A" and
"B" Power, so it is not necessary to use the switch on your set.
The results obtained with the Valley "A" Power Unit are much more satisfactory
than when a storage battery is used. There is always an even flow of full strength
current which gives clear, powerful reception at all times.
The Valley "A" Power Unit comes in a handsome black enamel, satin finish case,
complete with cord and plug.
Valley B Power
Unit
Model 40. De-
signed for use
with radio
receivers of
5 and 6 tubes
or less. Sup-
plies all B
current nec-
essary, in-
cluding extra-
B voltage and
C voltage re-
quired when
a UX - 171
power tube
is used.
The tube
supplied with this unit is the
standard Raytheon type BH
tube which is ideal for this
service. Built compactly in
black enamel case with C tap,
detector and intermediate con-
trols, and binding post on front
panel.
List Price $37.50
(including Raytheon Tube)
f. 0. b. St. Louis
List Price $16.50
Valley Automatic Charger
Combines the desirable features ot all
other types of chargers. Thanks to the
Raytheon Element and Valley engineer-
ing ingenuity, this automatic charger
has in its favor every factor for mak-
ing it one of the biggest and most
popular selling items on the radio mar-
ket in 1927.
Charges at either 1^2 or 2"^ amperes.
Equipped with automatic B power relay
switch and battery charger control. We
recommend it as far superior to trickle
chargers.
Small, compact, black enamel case,
satin finish. Comes complete wltn c5rd,
plug, leads and clips.
Valley B Power
Unit
Model 60. The
bigValley B
Power Unit..
Designed for]
all radio re-
ceivers up to
12-tube sets,
Also supplies |
plate voltage 1
necessary for j
a power unit
or power!
tubes. The
Raytheon
Tube is used
with this
unit also, because of its long
life and satisfactory perform-
ance.
Toggle switch on the panel
controls current from lighting
circuit. Mounted in handsome
black metal case.
List Price $50.00
(Including Raytheon Tube)
I. 0. b. St. Louis
Model 71
Made on the exclusive Valley
principle of potential balance,
the Valleytone' Radio Re-
ceiver has built among thou
sands of satisfied users a j
reputation for selectivity, i
tone quality, volume ami |, ;
range. Here is the latest
achievement of the Valley V
Electric Company — The
Valleytone Radio Receiver
Valleytone No. 71, an ad-
vanced one-dial 7-tube re-
ceiving set.
List Price, $95.00
without accessories
VALLEY ELECTRIC COMPANY
Write the factory or the nearest office for further details,
discounts, dealer helps, etc. VALLEY ELECTRIC CO.,
Radio Division, 4515 Shaw Avenue, St. Louis, Mo.
DISTRICT OFFICES: Boston, Chicago, Cleveland, Detroit, Indianapolis, Kansas City, Minneapolis,
New York, Philadelphia, Pittsburgh, San Francisco
Valley Electric
52
THE TALKING MACHINE WORLD
July, 1927
Columbia St. Louis Territory Sales
Show 77.7 Per Cent Increase Over 1926
Tax Report Figures Show Large Increase — Many Dealers Add Columbia Line — New Brunswick
Accounts Opened — H. A. Pope in New Post — Fada and Crosley Dealers Hold Meetings
St. Louis, AIc, July 5. — A continuation of the
splendid demand for talking machines and
records that had characterized the previous
month's activity was experienced in this ter-
ritory during the month of June. Nearly all
lines reported substantial increases over the
volume of business transacted last year.
Many New Accounts
A feature of last month's activity of the trade,
however, was the number of new accounts that
had been opened" by the various companies in
the city, virtually all of them reporting at least
one or more dealers who had added their lines.
Foremost in this respect was the Columbia
Phonograph Co. and the local branch of the
Brunswick-Balke-Collender Co., both of whom
announced the opening of four new accounts in
St. Louis alone and numerous others through-
out the territory served by these branches.
Among the dealers in St. Louis who have added
the line of the Columbia Co. products are:
Kieselhorst's Piano Co.; Scruggs-Vandervoort
& Barney's department store, Kammerer's
Music Shop and Dreste-Adams & Ford Co., all
of whom have installed the new Viva-tonal
phonograph and records. The company also re-
ported that J. Bart Johnson, of Jacksonville,
111.; J. S. Lamb, of Cairo, 111.; J. W. Strain, of
Carrollton, 111., and H. L. Hoover Music Co.,
of Springfield, 111., also had added their lines of
products.
The Raigor Music Shop, Southwest Music
Co. and Sam Wolff Co., of St. Louis, and the
Horten Music Co. were among the new ac-
counts opened by the Brunswick Co. All of
these are record accounts.
Indication of Growing Demand
"They indicate that Columbia products are
experiencing a growing demand," said N. B.
Smith, manager of the St. Louis branch of the
Columbia Phonograph Co. "They are also evi-
dence of the continued expansion of our busi-
ness, which during the past six months has
risen to new heights.
"Our tax reports for the city of St. Louis,
which we have just made out, disclose that dur-
ing the past six months the volume of business
transacted by us was 77.7 per cent greater than
that of the same period last year. This in-
crease, however, was not confined to the City
of St. Louis alone, but existed almost all down
the line in the territory served by the St. Louis-
Kansas City branches of our company, Atlanta
reporting that during the first five months of
this year its business had shown a 71 per cent
increase over the same period of last year."
"Our record business is developing fast," de-
clared R. N. McCormick, of the Brunswick Co.,
in commenting on the opening of the new
record accounts. "Our record sales are about
25 per cent greater this year than for the same
period last year. Our instrument business, too,
is going better and we are extremely optimistic
over the outlook for the future."
Similar statements were issued by representa-
tives of the other large dealers of talking
machines in the city — Koerber-Brenner Co., dis-
tributor of the Victor products, the Artophone
Corp. and the Edison Co.
Columbia Co. Honored Lindbergh
The Columbia Co. recently presented Col.
Lindbergh with the first press of the records
dedicated to his famous flight: "Lindbergh, the
Eagle of the U. S. A." and "Lucky Lindy." The
presentation was made in St. Louis by E. B.
Shiddell, of the executive offices of the com-
pany, who recently made' a hurried trip to St.
Louis for the purpose. The records had been
placed in a very fine leather-bound volume with
gold lettering, and contained a personal letter
from President Cox, in which he stated that the
records were being presented on behalf of the
10,000 Columbia dealers and employes through-
out the world. Lindbergh, in a short speech
thanked the Columbia Co. for the presentation
and then shook hands with Mr. Shiddell and
Mr. Smith, who accompanied him.
The Columbia Co. also recently distributed
hundreds of Lindbergh air mail stamps, which
were featured in window displays throughout
the trade territory.
H. A. Pope in New Post
Announcement also was made that H. A.
Pope, formerly with the Music Master Corp., of
Philadelphia, and prior to that with the Colum-
bia Co., had been named assistant manager of
the local branch, of the Columbia Co. to succeed
A. G. Bolts, who has been'named to take charge
of the Kansas City office of the company. At
the same time it was announced that William
Schlesenger, of Chicago, has joined the local
staff of the Columbia Co. and would act as
foreign representative in the St. Louis-Kansas
City branch.
Unique Brunswick Demonstration Stunt
The Brunswick Co. has resorted to the use of
moving picture films to demonstrate the
Panatrope Brunswick. The films depict the
development of music and the phonograph,
with particular reference to the Panatrope. The
films are being used by the company to demon-
strate to the retail trade, and by the retailer to
demonstrate to the public. The film was re-
cently shown by the local branch of the Bruns-
wick at the Scottish Rite Cathedral and be-
fore the Y. M. H. A.
The radio also is being utilized to stimulate
sales of Brunswick records, the Baldwin Piano
Co. broadcasting Brunswick records over
KFVE and the Decatur Music Shop broadcast-
ing over WJBL every week.
Activities in Radio Field
In the field of radio interest in St. Louis
was centered around the visit to the city of C.
J. Mathews, of the Atwater Kent Foundation,
who is attempting to create a State committee
for Missouri as part of the National Radio
-Audition, sponsored by the Foundation.
Numerous trades meetings have been held in
the city during the month, including a confer-
ence sponsored by F. A. D. Andrea, Inc.,
manufacturer of the Fada line, and the Cros-
ley Corp., which gave an extensive exhibit of
sets and speakers.
Attend Important Conferences
Louis Marks, sales manager of the Radio
Sales Co., of Memphis, who recently was named
wholesale distributor for the Columbia Co. in
Arkansas, Mississippi and Tennessee, and W. B.
Ockenden, manager of the Kansas City office
of the company, attended conferences here dur-
ing the past month. Columbia officials said that
as a result of the opening of the distributing
office at Memphis they had obtained approxi-
mately fifty-eight new accounts.
A Timely Circular
The Phonograph Repair & Accessory Co., of
ihis city, distributor of the Valley Forge line of
talking machine repair materials and Valphonic
tone arms and reproducers, made by the J. A.
Fischer Co., of Philadelphia, Pa., has issued a
timely circular entitled "The Spirit of St.
Louis," in which it mentions four aces, Lind-
bergh, Real Tone portables, Brilliantone needles
and Valley Forge products. This progressive
music house has made great strides in its" field
and it is booking a large business on the new
line of portables.
Northern Mfg. Go. Intro-
duces New Vacuum Tube
Marathon A C-608 Tube Operates on Six Volts,
and May Be Used on Any Storage Battery-
Operated Set Without Changes of Any Kind
The Marathon A C-608 vacuum tube has been
announced to the trade by the Northern Mfg.
Co., Newark, N. J. This tube operates on six
volts, and may be used in any circuit now in use
for storage battery tubes without changes of
any kind in the wiring of the set, according to
John Beers, chief engineer of the Northern
organization. It is said to be completely free
of any hum produced by the alternating current,
and gives increased volume.
Mr. Beers states that the Marathon A C-608
tube is guaranteed for an average life in excess
of 1,000 hours, and that its rigid construction
makes it non-microphonic. Although 200 volts
is the recommended maximum voltage, it is
possible to use over 300 volts on the plate, ac-
cording to Mr. Beers, without shortening the
life of the tube or damaging it in any way.
Quality Packing Material Used by
Quality Manufacturers from A to Z
A Free Test Offered
Kimpak is a soft, white, cotton-
like material of great bulk and
resiliency. It protects the finish
of the finest instruments. No
press marks, no mars. Send
TODAY for test roll to try in
your own way.
REG. U.S. PAT. OFF. JKkm REG. IN CANADA
CREPE WADDING
Such as:
All-American
American Bosch
King
Pfanstiehl
Sparki-Withington
Stromberg
Zenith
KIMBERLY-CLARK CO. (Established 1872) NEENAH, WISCONSIN
Sales Offices: 208 S. LaSalle St., Chicago - - 51 Chambers St., New York
In writing please mention Talking Machine Warld
JCLY, 1927
THE TALKING MACHINE WORLD
53
■tatton selector, Bosch Line
tuning, wired for battery or
power operation, armored and
' spacioaa power unit compart-
id walnut cabinet beautifully
>vith and without built-in re-
— with built-in reproducer
1' built-in reproducer, $1/
BOSCH RADIO
Complete
Dealer Line
hbotone Reproducer — Cone Type,
Table Reproducer, with years of
irecognition tor its perfect tortal re-
I production $27.50
^Jobattry — ' A" — An ideal socket
power device, supplying "A" cur-
Tent for all sets up to teti tubes —
no acids, no moving parts, no hum,
no trouble, no beating delay . $58.00
iNobattry—"B"— Famous Bosch No-
batfry for supplying "B" Power for
all sets up to ten tubes — no acids,
no hum, long liveii ■*^2.00
Powertrol — Prevent.- liirect current
passing from radio receiver into re-
producer with consequent damage.
Prevents distortion and destruction
in speaker. Should be sold to every
power tube user $8.00
[Model 66— Six tube*. Boach Si
«infle station selector, elewtrually
IliaJited dial, Bosch Line OLite tun-
'ing, annored and shielded, wired for
liatterjr or socket power operation, solid
yalnat cabinet— beautifully finished
Ideal table type receiver, price. .$W.,tO
Bosch Radio has outstarrding features which are
commanding the attention of dealers all over the
country.
1. The new Bosch Models are built for cus-
tomer satisfaction.
2. The Bosch Line is a complete dealer line.
3. Bosch Dealer Policy is liberal and strongly
supported.
The new Bosch Radio Models are "transporta-
tion proof" — so strongly constructed they may
be delivered to your customers without adjust-
ment— with the original factory settings.
Bosch steel chassis, the condenser unit assembly
with its three-point mounting — the short, solid
connections and elimination of solder operations,
are distinct Bosch improvements.
Bosch RFL circuits, armored and shielded —
operated by an electrically lighted, single station
selector — Bosch Radio is advance radio — the
new models are wired for battery or socket power
operation.
Another sales persuading feature of the line is
its beauty of cabinets — new designs, harmonious
in every respect, dignified, attractive, striking in
tine woods.
Nationally advertised — the new Bosch line is
priced right for volume sale.
The dealer policy is right and reliable, offering
unusual opportunities to dealers who are in busi-
ness to stay. Tell us in confidence about yourself,
business standing, financial strength and plans, re-
gardless of the lines you now carry. We will tell
you of our plans for your locality.
AMERICAN BOSCH MAGNETO CORP.
SPRINGFIELD, MASS.
branches : New York Chicago Detroit San Franciscg
Bosch Radio Receivers are licensed only for Radio
Amateur, Experimental and Broadcast Reception.
They are manufactured under patent applications
of American Bosch Magneto Corp. and are
licensed under patent applications and
patents of Radio Corp. of America and
under applications of Radio Fre-
quency Laboratories, Inc.
circuit, efficient bulSt-in loop, boilt-in
1? in. reproducer, walnut cabinet with
selected pattern woods, spacious power
unit eooipartment. Single station se-
lector, electrically lighted dial, Bosch
Line O'Lite tuning, armored and shield
ed, wired tor battery or socket powi
operation and operates on ioop or wlr€
antenna from two to two hundred feet
Price with huilt-in reproducer. $340,00
BOSCH RADIO
Complete
Dealer Line
I
Recreator — A truly successful three-
unit device tor providing electric
reproduction of phonograph records
— utilizes any style phonograph and
reproduces through a radio receiver
and loud speaker ..... $30.00
Model 57 — Seven-tube Receiver,
Single Dial, cabinet type, loop op-
erated— built-in reproducer — wired
for battery or socket power opera-
tion ..,.....= ,,. $140.00
Mode! 76 — Six-tube Receiver, Single
Dial, cabinet type, wired for battery
or socket power. With built-i
speaker ....... $19S.i
Without the built-in speaker $175
Model 66 — Six-tube Receiver, Single
Dial, table type, wired for battery
or socket power . . . . $99.50
1
Al! tii«
for «ockei p-jwci f . liitioii uith the la
mous Bosch Socket Power Units which
successfully nii:et the demand for tfee
etittiination of batteries. Total selling
price for Bosch Nobait'
Nobatsrv "B" is.......
I
THE
^ BEST J
IN
I RADIO I
BOSCH
1 RADIO i
THE BOSCH NOBATTRY
"A" POWER UNIT
— for converting house current
into "A" power for radio re-
ceiver operation. Typically
Bosch, its construction, both
mechanical and electrical is of
highest grade and its per-
formance is a revelation.
The outstanding features of
the Bosch Nobattry "A" are:
Constant voltage
Unvarying power— Quiet
Instantaneous — no heating delay
No harm if left, "On"
Nothing to boil over
No chemicals to add
Economical in current draw
No power dissipated in heat— uses
power efficiently as power
Receiver does not need to be rewired
Small in si2e — can be put in radio
cabinet like a battery
The Bosch Nobattry "A" is a per-
fect companion to the famous
Bosch Nobattry "B". These two
units form an ideal combination
for supplying "A" and "B" cur-
rent and retail for . . $100.00
54
THE TALKING MACHINE WORLD
July, 1927
Distributors of
SONORA
Sonora Selective Six Radio
Sonora Electric Seven Radio
and the
Tonalic Sonora Phonograph
Karker Wh6Ie,sale Company,
^^.7 Bark er .Building,
aj^' iMs Arsg&es, Calif.
W ' - :K
3. H. Burke: Company,
221- Columbus Avenue,
' Boston, Mass.
Doerr, Andrews & Doerr,
Minneapolis, Minn.
Gibson-Snow eo., lnci, -■
Syracuse, N. Y.
Greater City Phono. Co., Inc.,
76 Fifth Avenue,
New York. N. Y.
Hassler Texas Co.,
2216 Commerce Street, . .
Dallas, Texas.
Kohler Distributing Co.,
63 Minna Street,
San Francisco, Calif.
Mayer & Co.,
2820 Locust Street,
St. Louis, Mo.
Moore-Bird & Company
1720 Wazee Street,
Denver, Colo.
Musical Products Distributing Co.,
22 West 19th Street, New York, N. Y.
Brooklyn & Long Island Distributors.
Peirce-Phelps, Inc.,
222 N. Thirteenth Street.
Philadelphia, Pa.
James K. Polk, Inc.,
217 Whitehall Street,
Atlanta, Ga.
Sll W. Broad Street,
Richmond, Va.
Reliance Battery Products Co.,
2211 So. Eighth Street.
Council Bluffs, Iowa.
C. A. Richards, Inc.,
100 E. 45th Street, New York, N. Y.
Canadian & Export Distributors.
H. C. Schultz, Inc.,
442 Lafayette Avenue,
Detroit, Mich,
C. D. Smith Drue Co.,
St. Joseph, Mo.
Sterling BoU and Record Co.,
137 W. Fourth Street, Cincinnati, O.
Strevell-Paterson Hardware Co.,
Salt Lake City, Utah
■ The Tay Biles Company,
231 N. Wells Street,
Chicago, 111.
Yahr-Ijange, Inc.,
Milwaukee, Wis.
Central Pennsylvania Atwater Kent
Dealers Hold Third Annual Convention
More Than 125 Dealers Attend Meeting Sponsored by Fromar Co. — Pittsburgh Dealers Report
June Radio Sales Show Increase Over May — Other News of the Trade
Pittsburgh, Pa., July 9. — While the past month,
from a business standpoint, was rather un-
settled, June will not only record a fair volume
of sales of talking machines as well as of rec-
ords, but in the radio line sales showed an
improvement over May. The trend of general
business, as viewed from an unbiased stand-
point, is toward the radio, and it is safe to pre-
dict that the Summer sales of radio receiving
sets, especially the nationally advertised lines,
will be exceptionally brisk.
One of the features of record sales during
the past few weeks was the demand for Lind-
bergh records, due to the intense interest that
the public is maintaining in Captain Lindbergh
and his noted feat of flying to France.
Sales of Orthophonic Victrolas and the Bruns-
wick Panatropes are being fairly well kept up.
The downtown dealers and department stores
who handle the two lines report more than a
passing interest in the two types of instruments,
and many sales are being made on a cash basis,
which makes up for the lack of volume busi-
ness. Columbia dealers report the demand for
the Viva-tonal Columbia as fair, while sales of
Columbia records, especially the popular num-
bers, are said to be very brisk.
The Ideal Phono Parts Co., one of the lead-
ing distributors in the Pittsburgh district, re-
ports business as exceptionally brisk. Mr. Sus-
selman, the executive head, stated that the
growing business has made it necessary to in-
crease the capacity of the company, and that
all indications point to a move to larger quar-
ters should business continue to increase in the
next few months as it has done in the past
quarter. The firm, while a young one, is pro-
gressive, and had for its slogan the motto
"Service Always." The Carryola line of phono-
graphs, distributed by the firm, is meeting with
popular favor among the retail dealers.
I. Goldsmith, the well-known president of
the Player Tone Talking Machine Co., who is
specializing in the Saxophonic instrument in
connection with the Ultra (phonic) reproducer,
made by the Audak Co., stated that "business
is brisk." The models 175, 200, 110 and 125, he
stated, were good sellers. As to the outlook
for Fall business, Mr. Goldsmith stated that
every indication was to the effect that the season
would be better from a sales standpoint than
the same season a year ago.
Joseph C. Roush, president of the Standard
Talking Machine Co., Victor distributor, ac-
companied by Mrs. Roush and their daughter,
Josephine Roush, sailed on th« Cunard liner
"Aquitania" on June 20 for a trip abroad.
Mr. and Mrs. Charles S. Troup and John H.
Troup, III, of the Troup Music House, Victor
dealer, Harrisburg, sailed on July 2 on the
steamer "Lancastria" for a cruise to Norway and
the western Mediterranean. They will return
in September.
More than 125 Atwater Kent dealers of cen-
tral Pennsylvania attended the third annual At-
water Kent dealers' assernbly of the Fromar
Co. of Harrisburg, local distributor, at the
Colonial Country Club, near that city, on June
21. Luncheon and dinner were served. Motion
pictures depicting the different phases of the
Atwater Kent radio business were shown.
Speakers included Troy B. Wildermuth, presi-
dent of the Fromar Co.; Richard Smiley, as-
sistant general sales manager of the Atwater
Kent Co.; B. A. Batchelor, financial manager of
the Atwater Kent Co., and P. A. Ware, of the
sales department of the company. R. A. Graver
gave an interesting talk on Pooley cabinets.
The session opened at 9 a.m. and continued un-
til 12.30, when lunch was served. The afternoon
session began at 2 o'clock, when Mr. Moyer
spoke. In the afternoon there was a display of
combination sets, speakers and cabinets. Din-
ner was served at 6 o'clock and proved a most
enjoyable event.
Summer closing hours in the Pittsburgh de-
partment stores and music houses went into
effect on July 1 and will be effective until La-
bor Day. The closing hours every business
day except Saturday will be 5 p. m. On Satur-
days the closing hour will be 1 p. m.
Henry Buhl, Jr., president of Boggs & Buhl,
one of the leading department stores in the
State, who also operate a large talking machine
and record and radio department, died on June
11. He was born in 1848 and in 1869 with R. H.
Boggs started the store that is to-day one of
the leaders of its kind. Mr. Buhl left over
$15,000,000 to charity as a memorial to his wife.
Distributor Adopts New
Plan in Showing Lines
New Jersey Radio, Inc., Newark, N. J., Dis-
penses With Annual Conclave and Shows
Lines at Strategic Points
New Jersey Radio, Inc., of Newatk, N. J.,
distributor of Atwater Kent sets and Pooley
and Red Lion cabinets for northern New Jer-
sey, made a radical departure this season in pre-
senting to its dealers the new lines. In former
years a convention was held to which all deal-
ers in the territory were invited. This year it
was decided to display the merchandise at
strategic points, and quarters were engaged at
the Robert Treat Hotel, Newark, where the
line was shown on June 21 and 22; at the Alex-
ander Hamilton Hotel, Paterson, June 24 and
25; at the Somerset Hotel, Somerville, on June
27, and at the Berkeley Carteret, Asbury Park,
on June 29 and 30.
In the attractive surroundings of these hotels
the new lines had an appropriate setting and
the plan proved a decided benefit to the dealer,
for in holding the display in his own locality
there was a decided saving in both traveling
expense and time. The innovation met with
much favorable comment from the visiting
merchants and a large volume of business was
reported to have been placed. New Jersey
Radio, Inc., has adopted it as one of its yearly
features in dealer help and co-operation.
Issue Valuable Condenser
Data in Its Varied Phases
With the increased power used in modern
radio sets, the subject of condensers from the
standpoint of proper rating and performance is
attracting considerable attention. The Dubilier
Condenser Corp., New York City, through
Harry F. Houck, chief engineer, is issuing a
series of valuable treatises on the condenser
and the various phases affecting it. In one of
these papers on the subject of condensers and
heat, Mr. Houck warns that condensers when
placed in radio power units should not be ex-
posed to high temperature, due to the radiated
heat of tubes or resistors in the immediate
vicinity, and suggests .that the condensers be
protected from heat by partitions if possible,
and the tubes and resistors {)rovided with
proper ventilation. Mr. Houck gives the maxi-
mum heat to which cbndensers should be sub-
jected as 110 degrees Fahrenheit. Another paper
treats upon the subject of "Why Paper and
Why Mica in Radio Condensers?" and inter-
estingly tells the why of the subject in language
understandable to the layman. Still another
paper treats on the leakage factor in paper con-
densers. The information contained in these
interesting papers is of practical value to retail
talking machine dealers handling radio.
July, 1927
THE TALKING MACHINE WORLD
55
JFLa d i o
. Tk© Fada Special
^/ to^Harmonated Reception
to sell at an amazing popular price
for two great markets
The Skeptics who think radio still reeks of tin pan alley. You
can sell them the Fada Special on first demonstration
The Frugal Ones who want only the best but do not want to
stand a total outlay of over $150. They'll come across when they
hear the Fada Special with the Fada Speaker — once.
Gentlemen — there is a great market — ripe — waiting to be shown
— and — in every community some dealer will cash in BIG —
write or wire — now.
F. A. D. ANDREA, Inc., New York, N. Y.
The Fada Special
6 tube — 3 radio frequency stages
—detector— 2 audio amplification
stages. Individual stage shielding.
Equalized amplification.
The Fada 22 Cone
56
THE TALKING MACHINE WORLD
July, 1927
Sales of Records and Portables Lead
Demand in the Cincinnati Territory
Dealers Report That Sales for Past Month Show Increase Over Same Period of Last Year
Columbia Record, 'Two Black Crows," in Great Demand— Other Trade News
Cincinnati, O., July 9.— Talking machine dealers
report that up to the present time the demand
for talking machines has been better than fair
and state that records have been moving
rapidly. Taking the trade as a whole, business
has been better than fair, and the majority of
the dealers have had a larger volume of sales
than in the corresponding period of last year.
The feature during the past four weeks has
been the increasing demand for motor-driven
models of medium-priced instruments, many
dealers state. While this does not seem to ap-
peal to buyers who are not in position to make
more than a small expenditure, it is explained,
it appeals to the well-to-do class, and many of
the purchasers have not had a talking machine
before.
One of the features during the Summer
months is expected to be the portable machines.
Due to the fact that the small instruments have
been greatly improved, they are interesting a
class of persons who would not consider them
before. Records are selling wonderfully well.
At the Baldwin Victrola Shop it was reported
by Miss Nan Tighe, manager, that the volume
of sales was quite good in June, showing an
increase over the previous month. "There was
an especially good demand for electric con-
soles," she stated, "and records sold excep-
tionally well. There has also been a very good
demand for portables, and we expect them to
move more rapidly as the Summer advances."
"The demand for the record, 'Two Black
Crows,' is enormous," stated Miss Rose Hel-
berg, manager of the local branch of the Co-
lumbia Phonograph Co., "and this shows
plainly that owners of talking machines are
not permitting them to lay idle and unused.
Our sales are holding up to a good level."
"We always have had a very good Summer
trade, and we do not expect this season to be
an exception," stated Howard Chubb, of the
Chubb-Steinberg Music Shop. "At this time we
are selling a great many portables, and we are
having a fine demand for records."
"Our talking machine sales are holding up
well and records are in good demand," said
George P. Gross, of the George P. Gross Co.
The Consolidated Music Stores, an incor-
porated company that established a business
for the sale of talking machines about a month
ago at 119 East Fifth street, on the third floor,
has discontinued its store at that address.
At the Brunswick Shop, operated by Louis
H. Ahaus, it was reported that while no great
amount of business is coming in voluntarily,
the sales of instruments are being kept to a
good level by hard outside work. Records, it
was stated, are in splendid demand.
B. B. Conheim, representative of the Carry-
ola Co., of Milwaukee, was in the city the latter
part of June, calling on the local trade.
The Starr Piano Co. is now showing a new
Gennett portable, larger than usual in size,
with a wooden throat. "The unusual tone of
this instrument is attracting a great amount
of attention, and we expect it to become very
popular," explained G. E. Hunt, of the retail
sales department. W. M. Purnell, wholesale
sales manager in this district, who has just re-
turned from a trip through Ohio, reports that
business is on the up-grade in all cities he
visited.
"We are doing very well for this time of the
year and we regard the outlook as bright,"
stated Morris Fantle, head of the M. W. Fantle
Co. "We cannot make any comparison with the
same season of last year, because we then had
just started in business."
"We find that business is very good in sur-
rounding territory," stated C. H. North, vice-
president of the Ohio Talking Machine Co.
"Portables are selling exceptionally well and
records are in fine demand, as is shown by the
fact that our sales are fully 30 per cent larger
than they were at this time last year."
Howard E. Wurlitzer has been made chair-
man of the board of directors of the Rudolph
Wurlitzer Co., retiring from the presidency.
His successor is Rudolph H. Wurlitzer, the
former vice-president of the corporation. Farny
L. Wurlitzer was made vice-president and
treasurer, he having served in the past as treas-
urer, and Thomas P. Clancey continues as sec-
retary.
Buffalo Trade Reports Satisfactory
Demand for Radio, Phonographs, Etc.
Victor Dealers Are Doing Excellent Volume of Portable Business — Both Columbia and Okeh
Records Enjoy Good Demand — C. S. Bettinger, Inc., Sponsors Radio Dealers Meeting
Buffalo, N. Y., July 9. — Sales volume in rec-
ords, phonographs and radio equipment was
greater during the month of June than in the
preceding month, and the early part of July in-
dicates the BufYalo trade will enjoy a profitable
mid-Summer season.
Victor dealers are doing an excellent volume
of business in the new $25 portable, which was
placed at consumer disposal the first of July.
The Buffalo Talking Machine Co. is still moving
quite a number of the Automatics, their dealers
finding an excellent trade among those operat-
ing tea rooms for tourists, and also for many
Summer hotels in the territory.
Columbia record sales had never before
reached the Summer peak equal to that of June,
according to E. L. Wallace, manager of the
Buffalo distributing office. June disc sales in
Ted Lewis numbers broke all former records
in this territory. The appearance of Mr. Lewis
at Shea's Buffalo Theatre stimulated sales in
not only his own recordings, but other Colum-
bia records as well. Three full-page newspaper
advertisements, conducted as a part of the co-
operative campaign here featuring Lewis' ap-
pearance, were a big boom to Columbia business
in general.
Okeh records, of both domestic and foreign
make, are selling briskly, according to F. D.
Clare, manager of the Iroquois Sales Corp.,
distributor.
Approximately 350 dealers in radio sets and
equipment in western New York and northern
Pennsylvania were guests of C. S. Bettinger,
Inc., at a meeting in the Hotel Statler, Mon-
day, July 11. Clifford Bettinger, head of the
radio accessory distributing concern bearing
his name, presided at the meeting, which
brought together dealers in the territory served
by his house. The outlook for business in bat-
teries, speakers and equipment for the coming
season is very bright, according to the speak-
ers, who based their optimism on inquiries of
consumers and the strong interest already
shown in these lines. Mr. Bettinger announced
iwo new lines to be handled by his concern
this year. They are Temple speakers and Yale
batteries.
The Buffalo Radio Trades Association, Inc.,
will be host at a card party and dance to be
lield in the Broadway Auditorium, November
lOi Proceeds of the occasion will go toward
financing radio programs of the Association
during the Winter season.
J. Fagan has opened the Primo Sales Co., a
music store, at 1337 Hertle avenue, in which he
is offering a community service that is attract-
ing many buyers. He is giving primary in-
structions in small instrument playing, which
is building up a good business for his store
generally. The Gunther Music Store at Dans-
ville, N. Y., is being remodeled and will shortly
reopen as a completely modernized music es-
tablishment.
J. A. Blumenthal, of the foreign record de-
partment of the Columbia Phonograph Co.,
traveled over the Buffalo territory recently with
E. L. Wallace, manager of the local branch, and
was pleased with the manner in which dealers
are displaying and disposing of their records.
Will L. Brush, member of the sales staff of
the Buffalo Talking Machine Co., Victor job-
ber, was married this month to Miss Helen
Robertson, of Buffalo
July, 1927
THE TALKING MACHINE WORLD
57
Tie MlS«MWIiE FramcMs®
Is Aim llaail Yon Cam Ever ©(Esnre^
De Luxe Console Model 710. Exquisite
cabinet of solid walnut, and specially se-
lected burled walnut veneer. Six tubes.
Single dial vernier control. Fully
shielde'd chassis. Price, $255.00.
De Luxe Table Cabinet Model 705. Fully
shielded chassis. Solid walnut and se-
lected walnut veneer cabinet. Six tubes.
Single dial vernier control. Price, $12 5.00.
Stewart-Warner Re-
producer Model 425.
Newly perfected unit
insures wonderful re-
production of all tones,
from bass to highest
treble. Finished in gold
bronze. Price, $25.00.
Stewart - Warner
Reproducer Model
420. Extremely com-
pact. Has new per-
fected unit. Finished
handsomely in gold
bronze. Price, $17.50.
Stewart-Warner Re-
producer Model 415.
Beautifully finished in
bronzed green. Price,
$20.00.
Stewart-Warner Repro-
ducer Model 400. For
those who prefer a horn
type reproducer. Fin-
ished in brown walnut,
with bronzed green base.
Price, $12.50.
It Brings to You
STEWART-WARNER'S
1. Financial Soundness.
2. Tremendous Resources.
3. Good Win.
4. Complete lAnQ — Receivers, Tubes,
Reproducers, Accessories— all made by one
big, reliable, manufacturer.
5. Matched-Units — the greatest of all
selling features in the Radio field today.
6. Wonderful line of new models.
7. Factory-controlled Distributors.
8. Generous Bonus Plan.
9. Nation-wide Advertising and
Display Campaign.
It Protects You Against
1. Irresponsible Distributors.
2. "Next-door" Competition.
3. Price Cutting.
Safeguard your future with this
"Business Insurance Policy." Let
us tell you more about it.
MAIL THE
COUPON
NOW
Compact Console Model 520. Six tubes.
Single dial vernier control. Selected wal-
nut veneer cabinet with lustrous finish.
Price, $125.00.
Table Cabinet Model 525. Six tubes.
Single dial vernier control. Cabinet of
selected walnut veneer, richly finished.
Price, $80.00.
Stewart-Warner
Tube Model 501-
A,and Model 501-
AX. The same re-
liable and eflicient tube
that has been the stand-
ard during past seasons.
Price, $1.75.
Stewart -Warner
Antenna Kit
Model 510. Com-
plete in every
detail. Materials
of best quality.
In great demand.
Price, $2.25.
STEWART
WARNER
Matched-Unit
RADIO
Stewart-Warner Speedometer Corporation
Radio Sales Department
Gentlemen : Send along more complete details of your Radio
Dealer's proposition at once. We are interested in any plan
that affords an opportunity to make more money. We under-
stand this does not obligate us in the least.
1927
1826 Diversey Parkway, Chicago, U. S. A.
Name
Street.
City. State
58
THE TALKING MACHINE WORLD
July, 1927
Toledo Radio Trade Association Plans
to Hold Radio Exposition in Early Fall
Cleveland Talking Machine Co. to Open Branch Office in Toledo — Dealers Are Stressing Port-
ables in Displays and in Advertising — Oliier Trade Brieflets , '
Toledo, O., July 7. — Phonograph, radio and
record dealers here are displaying activity in
spite of the overworked theory that this is the
season when things pertaining to business are
in a state of coma. Machine sales for the first
half of the year are above the same period of
last year. Further, radio merchants, both
wholesale and retail, are putting under way
plans for sales promotion drives.
The Lion Store Music Rooms, are obtaining
excellent results from- the Victor prospect let-
ters which are being mailed by salesmen to
their most likely buyers. A strict system of
mailing, telephone call of prospects, personal
call and placement is followed here. A sched-
ule is mapped out for each salesman to fol-
low so that the plan of action will not be dis-
turbed. Then, in the hunt for prospects, sales-
men are operating upon a time-saving system.
That is — when the call on a certain prospect is
completed salesmen canvass in the vicinity for
two or three blocks before going to another
part of the city. In this way salesmen are not
spending so much time driving about, Lawson
S. Talbert, manager, stated.
An intensive portable sales and advertising
campaign in connection with the July 4 holiday
produced excellent returns. An elaborate small
machine window with a sports background and
cards suggesting the portable for cottage, lake,
camp, auto trip and outing is producing sales.
The radio section is being enlarged, refitted and
redecorated in preparation for the Fall season.
At the J. W. Greene Co., sales, including the
Electrola Panatrope and the Orthophonic, are
keeping the total above the first half of last
year, according to Robert C. Elwell, manager.
The P 138 C Panatrope is' leading the proces-
sion of big machines. In the record section the
plan of sending to patrons a weekly assortment
of records on approval is producing a good per-
centage of the total record volume. Miss Helen
Baumgardner stated.
The Whitney-Blaine-Wildermuth Co., ac-
cording to Henry C. Wildermuth, treasurer, is
experiencing an improved demand for Victor
products. Melody, Pal and Victor portables
too are moving faster. Erma Rosendau! has
succeeded Miss M. Plotkin as manager of the
record section.
Chas H. Womeldorff, president of the
Toledo Radio Co.; Arthur Leybourn, secretary-
treasurer, and Stanley Ball, director, attended
the Sparton jobbers' meeting at the Sparks-
Withington Co. radio plant in Jackson, Mich.
The new Sparton sets were shown.
The Toledo Radio Trades Association called
a meeting of members at the Chamber of Com-
merce this week for the purpose of formulating
plans for a radio show to be held early in the
Fall. The exhibit will be conducted along more
elaborate lines than that of last year. A larger
number of exhibitors will have a part in the
show and entertainment features will irrclude
artists of national note.
The Cleveland Talking Machine Co., whole-
saler of Victor and Atwater Kent products, has
announced to the Toledo trade that a branch
house will be established here this Fall. In
the meantime all orders for Toledo will be pre-
paid. Warren L. Kellogg, representative in this
territory, stated the enterprise has started its
campaign to line up Atwater Kent dealers — con-~
tracts for the coming season are now being
signed.
The Toledo branch of the Cleveland Ignition
Co., presided over by Chas. Smith and Sam
Crawford, has already inaugurated the Fall
Atwater Kent campaign. Plans are going for-
ward and a considerable number of dealers have
signed contracts.
The Peoples Outfitting Co., Victor dealer, ac-
cording to Miss Eloise Ziegler, now in charge
of the department, is experiencing a nominal
warm-weather volume. Orthophonies of the
popular-priced type are in demand.
At Grinnell Bros., the Fourth of July holiday
and the height of the Summer season presented
the opportunity to stress portables in news-
papers and through direct mail advertising. The
\ ictot 260 small machine was featured. Then
Orthophonic Victrolas, Victor Radiolas and
Electrolas as well as the Automatic are given
prominence in another campaign.
Pooley Go. Announces
Double Horn Speaker
Improved Speaker to Become Standard Equip-
ment Built Into Radio Cabinets Made by
This Progressive Company
Since the new improved type phonographs
have been placed on the market, almost every-
one has become aware that the larger the horn
both in length and area at the mouth, the bet-
ttr the tone range provided that the taper of
the horn, or its exponential expansion, as it is
technically called, is properly matched with a
speaker unit and the size of a horn. The
Pooley Co., Philadelphia, Pa., maker of the
Pooley cabinet, has carefully borne these fun-
damental facts in mind in the production of
the new Pooley double horn speaker this
season. The Pooley double horn is approxi-
mately five feet in length and with it the new
special Atwater Kent low impedance unit is
used. The alternating current resistance of this
unit is lower in order that it will match up with
the output of the new power tubes and the
larger horn.
The principle of this new double horn is that
the tones from the reproducing unit enter into
a vertical metal tone conductor extending from
the bottom of the cabinet to the laminated wood
separator, which is one of the outstanding and
exclusive features of this speaker as well as one
of the most important members. This tone
separator is made up in two laminated sections,
each of which is carved out accurately to in-
sure an exact continuance of the exponential
expansion of both air columns when assembled.
These air columns then lead into two tone
chambers which are so constructed as to blend
into'one large resonator and this continuance
of the air columns is so designed as to com-
plete the true exponential expansion throughout
the entire speaker.
The assembly and installation of the entire
double horn and Atwater Kent special repro-
ducing unit in the cabinet is the same suspended
floating arrangement that Pooley has used so
successfully in the past. Being a floating horn,
any resonant features which the cabinet itself
may contain cannot in any way affect nor tend
to distort the natural reproduction of this am-
plifier.
■ ' It may be interesting to note that in the new
Pool6y double born one side is considerably
larger than the other, as it has been found
through experiments that in a horn of these
proportions a more complete tone range is ob-
tained in this manner, the principle of this be-
ing that the larger opening will develop the
lower frequencies better and, in the same man-
ner, the smaller opening will develop the higher
irequencies to greater advantage; the combina-
tion in unison resulting in a wider and more
accurate tone range.
In this development Pooley has, it is be-
lieved, achieved the long-desired true character
and tone color of all instruments and voices
when reproduced.
The new Pooley double horn speaker is
standard equipment built into Pooley cabinet
models No. 2800, .No. 2500, and the Pooley cabi-
net speaker No. 2300. Patents have been ap-
plied for.
New Kellogg Batteryless
Receiver MucH in Favor
New Model A. C. Completely Built in Kellogg
Plant Has Many Interesting Features
The receiving set shown below is the new
Model 510 A. C. batteryless receiver manufac-
tured by the Kellogg Switchboard & Supply
Co., Chicago, which was described in the June
Kellogg Model 510
issue of this publication. The new receiver,
which was shown for the first time at the Allied
Music Trades Convention in Chicago last
month, is built completely in the Kellogg plant.
It uses seven Kellogg alternating current tubes,
and employs four stages of tuned jradio fre-
quency, a detector and two audio stages. The
chassis is completely shielded, the "A" battery
is eliminated by the A. C. tubes, and the "B"
and "C*^ batteries are replaced by the Kellogg
"B" power unit. The horn-type reproducing
unit is of Kellogg manufacture with a sixty-
inch air column designed especially for use
with the receiver. The cabinet is a massive
•walnut console of Italian Renaissance design,
and other models of similar attractiveness are
to be announced by the company later.
VAN VEEN SOUNDPROOF BOOTHS
ar6 more necessary than ever before. You cannot demonstrate the wonderful volume and
beauty of tone of the improved talking machine and records without booths. The new in-
strument has unlimited possibilities. Meet it half way by adequate demonstration.
Complete
dealers.
equi
Wri
uipment for musical merchandise
rite for details and catalogue.
VAN VEEN & COMPANY, Inc.,
313-315 East Slst Street, New York City
PHONE LEXINGTON 9956-2163
The Talking Machine World, New York, July, 1927
Interesting Events of
the Trade in Pictures
Abuie — Till' Audilontiiti Orlhofjhonic Viclrolu enter-
taining a vast assemblage and furnishing the music for a
street dance, held the final night of Portland's 1927 Rose
Festival in June. This instrument was one of the features
of the festival.
Above — An important feature of the Radio Shou was the Kellogg luncheon. Seieral hundred dealers,
distributors and salesmen were the guests of the Kellogg Sivitchboard & Supply Co. at a luncheon given
in the ballroom of the Blackstone Hotel. Mr. Abbott, sales manager of the company, acted as chairman.
W. L. Jacoby, president of the company, was the first and principal speaker. Other speakers were Mr.
Oliver, of Boley & Oliver, New York, distributors for Kellogg; John C. Zeman, president. Standard
Radio Co., Milwaukee ; J. S. Shield, general manager, Landy Bros., Kellogg dealer, New York City.
Above — Allen McQuahe as he was met by the reception committee. If ednesday,
June 16, upon his arrival to sing for the R.M.A. at the third annual banquet at the
Stevens Hotel. The party was escorted by special motorcycle policemen. The recep-
tion committee, reading from left to right; R. E. Smiley, L. A. Pratt, V. W\ Colla-
more, Allen McQuahe, Peter Sampson, J. H. McKee, H. T. Stockholm. T. I? ayne
MacDowell, Atwater Kent Convention Manager, took care of the preparations
and headed the reception committee.
Above — Pauline Stockton, physical culture in-
structor at the new 12,500,000 Los Angeles Elks
Temple, making excellent use of an Ativater
Kent radio set in her class work. The set was
supplied by Ray Thomas, Inc., Southern Califor-
nia distributor of Atwater Kent Radio.
Left — Group at
the Cunningham
Sales Conven-
tion. Seated,
left to right:
Arthur Alter, L.
Hass, 1. Gold-
hammer , W .
Barghoff, R. A.
\f hippie. Stand-
i n g, left to
right: H. Theu-
man. H. Smith,
C. Buechel, J.
L. W'illinbrink,
H. J. Wrape, H.
E. Richardson,
Sol S. Mandel.
Above — Sales convention of the Apex Electric Mfg. Co. held in Chicago last
month was marked by the greatest enthusiasm on the part of those present. Pre-
sentation of interesting and informative data to those present was the outstanding
feature of the event.
Captain Hawthorne C. Gray, of the I . S. Army Air
Corps, at the height of 25.000 feet, threw overboard
Eveready B batteries and dry cells in a specially made
parachute. They were recovered uninjured and returned
by parcel post to Captain Gray in the condition shoivn
in the accompanying photograph.
Left — Those present at con-
vention of Sparks-W ithington
Co., at the plant in Jackson,
Mich. The gathering was most
enthusiastic and many impor-
tant problems were considered.
The Talking Machine World, New York, July, 1927
BRILLIANCY
Accept No Imitations
For your own protection look for
"The Audak Company" (stamped
on every genuine instrument)
^Y^ES, they are both orchestras,
to be sure. But the small
one is sadly handicapped by the
limited range of its few instru-
ments. By no means can it
produce the well rounded out
rendition of the larger, more
complete orchestra.
The Same With
Reproducers—
The new electrically cut records
are so remarkably true to the
original
performance, that
almost any reproducer is bound
to give fair results, but —
It requires an ULTRA-sensitive
— an ULTRA-perfect — in other
words an ULTRA (phonic)
Reproducer to bring out the
tremendous detail and beauty —
everything — recorded on these
records.
This tag is always attached to every
Genuine ULTRA
The AUDAK COi
Makers of Acoustical and Electrical A
The Talking Machine World, New York, July, 1927
:
,1 . - ^
i-J
New York Philharmonic Orchestra
^ORITY
POWER
with the
ULTRA
(Phonic)
Reproducer
(PANY,
565 Fifth Ave.
New York
The standard by
which all others
are judged and
valued
Retail Prices
Polyphase Ultra $12.50
Singlephase Ultra $8.50
Revelation Ultra $5.50
baratus for More Than 10 Years
The Talking Machine World, New York, July, 1927
i
11
11
ll
i
a d i o
for
BLACKMAN DEALERS will be a most
profitable line for the coining season.
If you are not now a BLACKMAN-FADA
DEALER, investigate our unusual facilities
for dependable service.
Twenty-five years experience as a Distributor
of reliable products makes a business con-
nection with us, we believe, a business asset
for any dealer.
WHOLESALE DISTRIBUTORS
VICTROLAS - RADIO - ACCESSORIES
DISTRIBUTING CO.
2S West 23rd St. New York, N. Y.
mi
I
1
m
m
mm
ii
II
i
Pi
i|
m
$$
m
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m
ii
July. 1927
THE TALKING MACHINE WORLD
59
Richmond Dealers Report
Big Demand for Portables
Howell Bros. State That Higher Priced Pana-
tropes Are Receiving Inquiries — Paul-Gale-
Greenwood's New Store Opened — Other News
Richmond, Va., July 9. — Portables are going
well at this season. Some dealers report sales
of these instruments to be running ahead of
Ihe same period of last year. While they are
sold as low as $15, principal demand is for
those with a price range of from $25 to $40.
Record business continues well up to par.
Robin A. Frayser, manager of the radio and
phonograph department of Howell Bros., re-
ports a number of inquiries in regard to the
Brunswick Panatrope, especially the higher-
priced rnodels, electrically operated. One of
these instruments is now being tried out at the
Blue Bird Theatre with two loud speakers, al-
ternating with the orchestra in dispensing
music during the motion picture shows. The
demonstration is said to have proved highly
satisfactory. It was only recently that Howell
Bros, took on the Brunswick line when it
opened a phonograph department. The firm
was a pioneer in radio here, opening a depart-
ment in this line some six or seven years ago.
Fred Kessnich, wholesale manager for the
Corley Co., has just returned from a trip to
Norfolk, where he attended the formal opening
cf Paul-Gale-Greenwood's new store at 1200
Church street. This firm is now operating three
stores in Norfolk, all handling the Victor line.
Frank W. Corley, vice-president and general
manager of the Corley Co., is back from a trip
to the factory at Camden. A. C. Cavedo, man-
ager of the Corley retail stores at Durham and
Greensboro, N. C, reported, while in Richmond
recently, that he was experiencing an exception-
ally big business in the record line and had no
particular complaint to make of trading in
other lines. Victor Taylor, Corley road sales-
man, known as the pinch hitter of the staff,
spent July 4 at his old home in Elkton, Md.
Horace Lukhard, secretary of the Corley Co.,
is the proud father of a baby boy who is to bear
the name of William Lee Lukhard.
James Cowan, president of James Cowan Co.,
Columbia dealer, is on a trip to Scotland, his
native country.
Goldberg Bros., Lyric and Artone distributors,
are now producing their new models for the
Fall trade. Particular attention is being given
to having the new ideas embodied in all the
models. The firm planned to have a big dis-
play of its lines at the High Point show this
month, with LeRoy Goldberg, Adolphus Hutz-
ler and C. G. Newman on hand as its representa-
tives. W. H. Pond, an experienced salesman, is
a new addition to its sales staflf. He has been
assigned to western Virginia and eastern
Tennessee territory.
Stieff's, Brunswick dealer, reports good re-
sults from its policy of having an instrument
dispense music most of the day in the front
entrance of its store at 420 East Grace street.
Louis Gruner, formerly with the Biggs Music
Co., who recently went with Stieff's, has re-
signed his new position so as to take a long
rest. His health has not been good.
The Kaufman department store has added a
radio department in charge of George H. Ware,
formerly with Hoffman & Goodman. Atwater
Kent and Freshman Masterpieces are being
handled.
ment with the Radio Corp, of America, which
gives the manufacturers of Murdock radio full
right to manufacture under one hundred and
forty or more radio patents held and controlled
by the Radio Corp. of America, the General
Electric Co., the Westinghouse Electric & Mfg.
Co. and the American Telephone & Telegraph
Co.
The issuance of this license by the Radio
Corp. of America places the Murdock Co. in
that group of radio-set manufacturers whose
products are now licensed not only under these
patents held by the Radio Corp. of America
and associated companies, but likewise under
the patents controlled by the Hazeltine Corp.
and the Latoiir Corp.
W. J. Murdock Go. Secures
License From Radio Corp.
Agreement Permits Firm Use of More Than
140 Radio Patents in the Manufacture of
Radio Receiving Sets
The following statement was issued by Mr.
Murdock: "For more than, thirty years our com-
pany has been a respecter of patents. Since the
early days of the telephone and radio industry
our policy has always been to give our cus-
tomers full and complete protection against
any_ possibility of patent litigation. In keeping
with this policy we have secured licenses under
the radio patents held by the Radio Corp. of
America, the Hazeltine and the Latour corpora-
tions. The protection given us and our dis-
tributors under these many patents places us in
a position to proceed in our radio activities
with a confidence that has been somewhat lark-
ing pending the adjustment of the entire patent
situation."
Chassis of
WorkRite 37
$100 More Couldn't Improve
this WorkRite Chassis!
You should .see how this set is built. Then
you'll understand why we can make this
claim. Examine the reinforced all-metal chas-
sis, electrically welded. Try the smooth posi-
tive action of the single-dial tuning control,
with its double friction ball-bearing drive.
Hear the true-to-lite reproduction of the voice
at the microphone, made possible by Work-
Rite's specially designed system of sound am-
plification.
Easier Store Demonstration
Try out this WorkRite 37 in your store, even
if it be located in the heart of the down-
town district. You can do this only because
WorkRite is shielded with copper, the most
costly, but the only metal that keeps out
"strays" and sharpens up the tuning to a de-
gree that you can easily ferret your way among
the mass of locals through to the distance be-
)'ond.
Think what all this means to you! Easier
Sales, continuously reliable reception. Elimina-
tion of set noises. No breakage in shipment.
Satisfaction to your customers and a huge re-
duction in servicing costs.
The popular price of this WorkRite 37 makes
it a wonderful buy and offers yoa an oppor-
tunity to establish yourself as the leading radio
dealer of your community.
WorkRite discounts are liberal and, coupled
with low servicing costs, assure you a hand-
some profit on your year's sales.
Write to our Sales Department for further
information
Announcement is made by D. R. W. Mur-
dock, treasurer of the Wm. J. Murdock Co.,
that the Murdock Co. has signed a license agree-
WOR
Manufactured by
THE WO'RKRITE
MFG. CO.
1812 E. 30th St.
Cleveland, Ohio
Sales Debartment
THE ZINKE
COMPANY
•1323 So. Michigan Blvd.
Chicago, III.
WorkRite Features
Class It With Radio's
Finest Sets
Chassis: 8-tube circuit, including
one Power Tube. Single drum dial
illuminated from inside calibrated
in K. C's. Special audio amplifica-
tion producing perfect tone quality
yet retaining great volume. Low
current consumption.
Cabinet: Latest Style in Furniture
Design — walnut with burl maple
panels.
Prices
WorkRite 37 $160.00
With table as illustrated . . . 205.00
60
THE TALKING MACHINE WORLD
July, 1927
Talking Machine and Radio Demand
Continues in Indianapolis Territory
Victor Dealers Report Good Demand for Orthophonic Line — Record Sales Remain Consistently
Good — Lucille Tyner, of Baldwin Piano Co., Making European Trip — Other News
Indianapolis, Ind., July 7. — The Summer
months of July and August are unusually slack
ones in the talking machine trade in the local
territory, but despite the pessimistic prophecies
concerning all business, dealers are expecting
at last an even break with business of last year.
All Victor dealers report the Orthophonic in
good demand. Trade-ins and used instruments
have been having a good sale, although no
special effort has been put forth by any of the
dealers to push these lines. The usual Summer
sale of portables is under way. Record sales
have been unusual and in some cases unprece-
dented. Unprecedented in the case of the "Two
Black Crows,"' which has enjoyed a sale that
far outdistances the popularity of any previous
record. This Columbia record, which was
thought to have little appeal, has offered a
clean-up to the dealer. Lately there has been
a widespread revival of the songs that were
popular years ago, a good part of which can be
traced to the radio broadcasting stations.
Miss Blanche Mitchell, in charge of the
phonograph and record sales of the Pearson
Piano Co., states "Sales are above average for
June. Popular numbers are moving best in
the records at present." The Summer season
has little or no effect on record sales, accord-
ing to Miss Mitchell. There has been a revival
of old numbers at this store, a medlej- of these
old numbers selling especially well. Portable
Victrolas are selling well, now that canoeing
and camping are in season.
Ira Williams, in charge of the radio, phono-
graph and record sales at the New York Store,
reports a revival of the old numbers and a
steady sale in the newer records. Phonographs
are moving slowly, with portables leading sales
at present.
W. J. Baker, manager of the local Bruns-
wick Shop, has a 100 A RCA Speaker hooked
up with a Brunswick Panatrope in front of his
store, through which all the late numbers are
plaj'ed. This stunt has increased sales ma-
terially, especially in the case of the "Two
Black Crows," and the crowds in front of his
store attest the merchandising value of such
efforts.
C. P. Herdman, manager of the talking ma-
chine department of the Baldwin Piano Co., re-
ports that June sales of phonographs and rec-
ords were especially good. Sales are ahead of
the corresponding period of last year. Popular
numbers are leading the field, with no let-up
anticipated. The Baldwin Co. is next door to
the Circle Theatre, and it ties up each week
with the programs featured by this theatre.
Record sales have increased as a result.
Miss Lucille Tvner, who is in charge of the
record department of the Baldwin Piano Co.,
ieft on the fourth of June for an extended six-
weeks' tour of France, Germany and Switzer-
land. Miss Josephine Likely is taking her place
during her absence.
George Stewart, of the Wilson-Stewart Music
Co., reports that record sales, especially the
popular numbers, have been very active.
A Tribute to the Ability
of G. Clayton Irwin, Jr.
Success of First R. M. A. Trade Show Largely
Due to G. C. Irwin, Show Manager, Under
Association Committee
The tremendous success of the First Radio
Trade Show held in Chicago in June, under
the auspices of the Radio Manufacturers' Asso-
ciation, was not only a tribute to the R. M. A.
G. Clayton Irwin, Jr.
its directors and members, but also a personal
tribute to the achievements and accomplish-
ments of G. Clayton Irwin, Jr., who functioned
as show manager, under the direction of the
R. M. A. Show Committee. An attendance of
15,000 for the week brought with it innumerable
problems and details, many of which were
totally unexpected, and the majority' of which
called for careful thought and consideration.
When at the close of the show every mem-
ber of the industry voiced the opinion that the
exposition had been an outstanding success,
the unceasing efforts and activities sponsored
b}' Mr. Irwin and his staff received due recog-
nition. Each and every detail incidental to
the Trade Show's physical layout, preparation
and consummation were in Mr. Irwin's hands,
and the congratulations which he received from
manufacturers, jobbers and dealers at the close
of the show were well earned and thoroughly
deserved.
G. Clayton Irwin, Jr., is one of the most
popular members of the radio industry, having
for the past several years been general man-
ager of the Radio Manufacturers' Show Asso-
ciation, sponsoring the gigantic New York and
Chicago public shows. When the first Trade
Show was launched by the R. M. A., arrange-
ments were made by the directors of the Asso-
ciation to secure Mr. Irwin's services as man-
ager of the show, and the wisdom of this selec-
tion by the R. M. A. was apparent from the
moment the show opened.
A capable and highly eificient show executive,
!Mr. Irwin is, in addition, conversant with every
phase of the radio industry, and is working in
close co-operation with manufacturers through-
out the countr}'. The phenomenal success
achieved by the Chicago and New York shows
in recent years may be attributed in a large
measure to Mr. Irwin's exceptional knowledge
of show presentation, and it is predicted that
the 1927 expositions in New York and Chicago
will far outdistance in success and prestige any
similar shows held in the historv of radio.
Shielded Knight Radio
Set Wins the Trade's Favor
T. S. Witherbee Co. Introduces New Receiver
Which Contains Many Outstanding Features
The Shielded Knight radio receiver, manufac-
tured by T. S. Witherbee Co., Inc., New York,
with many improvements built in, has met with
a very satisfactory reception since its introduc-
tion to the trade. It is a six-tube, single-con-
trol, totally shielded set, with three stages of
tuned radio frequency, detector and two stages
of audio frequency. The circuit is designed to
accommodate a power tube in the last audio-
frequency stage if so desired. The chassis is
housed in an exclusive cabinet design, made of
aluminum and finished in oxidized bronze.
T. S. Witherbee, executive head of the com-
pany and an engineer of national prominence,
spent many months in perfecting and testing
the Shielded Knight from standpoints of per-
formance and tone quality before consenting to
its being placed in production. .\ national sales
organization is ready to handle distribution.
The Shielded Knight receiver, complete with
cabinet, is adaptable to all types of consoles,
and arrangements may be made with the T. S.
Witherbee Co. along these lines if desired.
The Gennett record recording laboratories of
the Starr Piano Co., New York, have made
several records bv Tohnnv Ringer's Orchestra.
VITA-PHONIC PRODUCTS
Improve With the Industry
IM-PHOMC
PRODUCTS CORP.
83 Greene St., New York.
Canadian Distributors : Standard Phono. Supply Co.. Montreal
July, 1927
THE TALKING MACHINE WORLD
04
Built to excel, not undersell
Socket
Sell readily
Units
Stay sold!
That's the big thing if you're going to show
a real profit. Will what you sell stay sold
or will it need servicing, explanations, alibis?
If you sell Universal Socket Power Units
you won't have to worry. They are built
right in every detail, and thoroughly tested
for perfect performance.
The "A" unit is an absolutely dependable
source of "A" power, equipped with West-
inghouse Rectox Dry Plate Rectifier con-
trolled by set switch. Has "B" plug-in.
The "B-C" unit delivers 40 mils at 180
volts. Ideal for 171 power tube operation.
Guaranteed delivery of proper voltages to
each tube, as specified by set manufacturer.
Seven taps — two for "C" voltages and all
variable, due to the use of wire wound resist-
ances throughout. Improved filter circuit.
Designed for use with BH-85 mil. long-life
rectifying tube, Raytheon approved. Oper-
ates perfectly on every set manufactured.
The "A-B-C" unit is a combination of the
"A" and "B-C" units, all contained in one
case. Set switch controls it.
The cases of all units are unusually attrac-
tive and are finished in brown crackled
lacquer.
Send coupon for full information, prices,
and discounts.
UNIVERSAL BATTERY COMPANY
3455 South La Salle Street, Chicago, IlL
Batteries for Every Purse and Purpose
RADIO AUTOMOTIVE FARM LIGHT
Parts for All Makes of Batteries - Shop Equipment
UNIVERSAL
BATTERIES
UNIVERSAL BATTERY CO.
3455 South La Salle Street
Chicago, Illinois
Please send full particulars of your Radio Socket Power Units.
Name . .
Address
City ...
State .
62
THE TALKING MACHINE WORLD
July, 1927
Metropolitan Bosch Dealers Had "Big
Time" at Outing at Briarcliff Lodge
More Than 700 Dealers With Their Families Entertained by American Bosch Magneto Corp. and
Progressive M. I. Co. and Wholesale Radio Equipment Co., Distributors
More than seven hundred radio dealers of the
metropolitan district of New York, with their
families, were delightfully entertained at Briar-
clif? Lodge in the Westchester hills on June 29
by the American Bosch Magneto Corp., manu-
facturer of Bosch radio receivers and acces-
sories, in co-operation with its local distributors,
Progressive Musical Instrument Co. and Whole-
sale Radio Equipment Co. The guests met at
the New York offices of the American Bosch
Magneto Corp., and the majority were taken
to Briarcliff in a fleet of thirteen de luxe buses,
while many drove their own automobiles.
Following luncheon at the lodge, the after-
noon was devoted to golf, tennis, novelty races,
baseball, swimming and other sports, with danc-
ing in the casino from 4 p. m. to 6 p. m. A
banquet was served in the Mirror dining room,
followed by brief talks by Arthur T. Murray,
president, and Roy Davey, advertising manager
of the Bosch organization. Mr. Murray out-
lined the various intricate problems which are
peculiarly a part of the radio manufacturing
business, and pointed out the fact that the
Bosch organization, with many years of experi-
ence in building precision instruments and ac-
cessories for automobiles, was particularly well
equipped to deal with and solve the radio manu-
facturing problem. He likened the development
and growth of radio to the automobile in-
dustry from both manufacturing and distribu-
tion angl'es, and stated that in his opinion the
radio business was well on its way to complete
stabilization many years before the automobile
trade reached the same point.
Emphasizing that in the past a great deal of
trouble had been caused by the fact that a
receiver did not reach the dealer in the same
perfect condition in which it left the factory,
due to transportation accidents, Mr. Murray
stated that the new Bosch line had been thor-
oughly tested from a shipping angle, and that
each set was so trouble-proof that it could be
handled with as much care as a "package of
oatmeal." He also stressed the point that with
the radio patent situation a settled matter, so
far as Bosch is concerned, the dealer and job-
ber organization could face the future and con-
centrate on sales with no fear of legal entangle-
ments.
Mr. Davey told of the extensive program of
advertising and sales promotion activities
planned by Bosch for 1927-1928, and promised
a large measure of whole-hearted co-operation
with dealers and jobbers.
At the speakers' table were Arthur T. Mur-
ray, president; Roy Davey, advertising man-
ager; Harry G. Russell, Eastern district man-
ager; Harry, Sam and Mortimer Salzman, of
Wholesale Radio Equipment Co.; A. W. Lan-
day, president, and Edward Biel, treasurer of
Progressive Musical Instrument Co., and John
G. Coughlin, sales representative and chairman
of the entertainment committee in charge of
•the outing, to whose untiring efforts the success
of the party was due.
The evening was devoted to dancing to mu-
sic furnished by the WEAF Vagabond Orches-
tra, and the buses left for home at 10.30 p. m.
The event was one long to be remembered.
E. D. Coots Joins the
Grigsby-Grunow-Hinds Go.
Made Sales Manager in West Central District
for Distribution of Majestic "A" and "B"
Power Units — WeU Known to Trade
E. D. Coots, who has been actively engaged
in phonograph and radio merchandising for the
past fifteen years, recently joined Grigsby-
Grunow-Hinds Co., Chicago, in a sales capacity.
Mr. Coots has been made sales manager for
the west central district, and will have charge
of the distribution of Majestic "A" and "B"
power units in the territory mentioned. Mr.
Coots' merchandising experience has been
broad, and because of his knowledge of both
wholesale and retail distribution factors in the
phonograph and radio trades he is especially
well equipped to give service to the Majestic
distributors and retailers in his territory.
Mr. Coots' initial experience in the phono-
graph industry was with Thomas A. Edison,
Inc., where, as factory representative, he gained
intimate knowledge of merchandising methods
of this great industry. Later, Mr. Coots be-
came associated with a large Southern dis-
tributor of musical merchandise, in which con-
nection he was active until the World War.
After his discharge from the service he was
for a short time connected with a retail organ-
ization, but soon joined the Sonora Phono-
graph Co., Inc., in national merchandising work.
Mr. Coots was with the Sonora organization
for seven years as factory representative, as
manager of the Canadian branch office and
later as assistant sales manager.
pointed out in a recent service bulletin of
F. A. D. Andrea, Inc., manufacturer of Fada
Radio.
This service bulletin reminds the dealer that
the customer ' should be warned against tinker-
ing with his set, and the importance of proper
attention to accessories should be stressed.
"Batteries or power supply must deliver
proper voltages, tubes must be O. K. and con-
nections must be correct," the bulletin states.
"It is usually advisable for the dealer to main-
tain a free testing service for tubes, and urge
customers to bring in their tubes for testing
the minute there is any difficulty with the re-
ception. The uses of a voltmeter and hydrom-
eter should also be clearly explained."
Grosley Gorp. Marketing
New "A" Eliminator
Latest Product of Radio Manufacturer Converts
Ordinary Storage Battery Into an "A" Power
Unit — Current Drawn From Light Socket.
Necessity of Education of
Public Pointed Out by Fada
The necessity from the dealer standpoint that
the public be educated to the fact that the
proper operation of a radio receiver depends
on more factors than turning the switch is
A new "A" eliminator unit which converts
any ordinary storage battery into an "A" power
unit, drawing current direct from the 110-volt
A. C. lighting circuit, is being marketed by the
Crosley Radio Corp. The new device is priced
at $45.00.
In contrast to the average battery eliminator,
the new unit is not a trickle charger or battery
charger, but is a device which modifies the
light-socket current in such a manner that it
will operate the filaments of the radio tubes
directly. No appreciable current is drawn
from the battery at any time, it being used
merely as a "floater" in the line, to stabilize
the supply of current to the set. Current is
drawn from the light socket only when the
radio set is in operation, making for maximum
economy.
Because the battery is subjected to no load,
any six-volt storage battery may be used with
the set, even if of quite small ampere-hour
capacity^
l(.;o -
(A
July, 1927
THE TALKING MACHINE WORLD
63
Backed by
77Guarantees2
CVo
OU'RE as safe as the Bank of England when you
C/ sell a portable phonograph equipped with a Flyer
Motor. Every part and every operation. — 77 in all. — in the
making of the Flyer is inspected and guaranteed perfect by
the inspector. — .every Flyer must be 100% perfect before
it can come to you in any portable at any price.
Cast iron frame, sinewy, athletic spring, bronze bearings,
specially cut precision governors and gears. — every part of
the Flyer is designed and made by experts to stand years
of hard use and deliver years of satisfaction.
The Flyer plays two 10 inch selections, is absolutely
noiseless, and weighs but 4^/4 pounds. It improves the
value and helps the sale of any portable, and portables
equipped with the Flyer are the safe, profitable portables
for you to sell.
INDUSTME
ELYRIA, OHIO
^'Fwmeriy named The Qeneral Phonograph Mfg. Co.
Makers of Precision Products for a Quarter of a Century
64
THE TALKING MACHINE WORLD
July, 1927
Piatt Music Co., Los Angeles, Adds
Columbia Line in Its Seven Stores
Columbia Branch Manager, W. H. Lawton, Secures S'plendid Outlets for Viva-tonal Phono-
graphs and New Process Records — Phonograph Salesmen Attend Lectures
Los Angeles, Cal., July 6. — For the first time
in the history of the music trades of Los An-
geles the salesmen from the various music
houses have gathered together and sat side by
side for an hour or two for several nights, for-
getting for the time that they are competitors,
listening to a sales engineer — the famous Paul
W. Ivey — lecture on salesmanship. Phonograph
salesmen have rubbed shoulders with piano
men, and band and orchestra exponents have
taken notes on selling the prospect with the
radio expert; all of them from different and
various music houses. From the Association
point of view these meetings and lectures are
regarded as especially valuable as a demonstra-
tion of the fact that the members of the sales
forces can gather together on common ground
and associate still more in the future to the
great improvement of all.
Sales Talk Inspires Student
Bubbling over with enthusiasm and ambition
to put into practical ef¥ect some of the sales
ideas which he had absorbed during three of
the five evenings of sales talks held here, Mil-
ton Leve, member of the phonograph sales de-
partment of the Fitzgerald Music Co., sold
$2,240 worth of phonographs through intelligent
contact with the elevator boy who operated the
elevator which carried all of those attending the
lecture courses. The operator could not buy
one of the new electric pickup instruments him-
self, but his sister could and did from Milton.
Then a friend of the sister also wanted one, so
each bought a $1,000 Borgia II and then a
friend of the friend of the sister also bought an
instrument for $240. Net sales $2,240, and then
perhaps there will be more; the end of the chain
has not yet been reached.
Piatt Music Co. Secures Columbia
The increasing demand for Columbia New
Process records and Viva-tonal phonographs
has made it necessary for the Piatt Music Co.
to install complete stocks and all of the seven
stores situated on Broadway, Western avenue,
Hollywood, Huntington Park, Long Beach,
Brooklyn avenue and Temple street are being
supplied. W. H. Lawton, Los Angeles Colum-
bia manager, is to be congratulated upon his
success in obtaining this fine outlet for his com-
pany's excellent product.
Convention Reports Given at Meeting
Interesting and comprehensive reports of the
two great national conventions, music and
radio, held last month in Chicago, were given at
the June meeting of the Music Trades Associa-
tion of Southern California. E. R. Jacobson,
president of the Straube Piano Co., past-presi-
dent of the Music Industries Chamber of
r
I
1
I
i
!
I
1
i
Commerce, who was fortunately in Los Angeles
on June 29 when the meeting took place, gave
an extremelj' interesting talk in regard to the
activities, past and present, of the Chamber and
touched on the accomplishments of the recent
convention in Chicago. John W. Boothe, gen-
eral manager of the music department of
Barker Bros., past secretary of the National
Association of Music Merchants, addressed the
members and reviewed the high spots of both
conventions. H. E. Sherman, Jr., vice-presi-
dent of the Leo J. Meyberg Co., Radiola dis-
tributor, reviewed the radio convention in a
\'ery masterly fashion. The meeting took place
in the Masonic Club, which is centrally located,
and there was an excellent attendance.
Howard Brown Loses Only Son
Deepest sympathy was felt by all members
of the trade as well as by hosts of other
friends of Howard L. Brown, Los Angeles,
manager of the Brunswick phonograph, for Mr.
and Mrs. Brown on the loss of their only son,
which occurred last month.
R. C. A. Policy Pleases
A number of heads of radio jobbing houses,
many of whom distribute different makes of
sets, have expressed their satisfaction at the
new licensing policy of the Radio Corp. of
America. They are of the opinion that it will
have the effect of stabilizing the industry to a
very large degree.
Los Angeles Registered in Chicago
There could not be any doubt in the minds
of those attending the R. M. A. Convention in
Chicago that delegates from Los Artgeles were
also present. Arriving on Saturday, June 11,
in a special train, the Los Angeles delegation
was met at the depot by a group of R. M. A.
and Federated Radio Trades Association offi-
cials and by numerous members of the press.
The latter photographed and snapshot the
Californians, all of whom were arrayed in huge
sombrero hats and provided with banners ad-
vertising their "Radio Show Beautiful," which
will take place September 4 to 11 inclusive.
Rudolph H. Wurlitzer Now
President of Wurlitzer Go.
Succeeds in. That Post Howard E. Wurlitzer,
Who Becomes Chairman of the Board — Other
Officers Elected at Annual Meeting
Cincinnati, O., July 6. — Rudolph H. Wur-
litzer, who has been connected with the Rudolph
Wurlitzer Co. since 1894, and since 1912 has
been its vice-president, was elected president of
the company at the annual meeting of the com-
pany this week, succeeding Howard E. Wurlitzer,
who becomes chairman of the board of direc-
tors. The latter had been president since 1912
and joined the company in 1892.
At the meeting the following directors were
elected: Howard E. Wurlitzer, chairman; Ru-
dolph H. Wurlitzer, Farny R. Wurlitzer, Thos.
P. Clancy, James L. Ryan, Raimund B.
Wurlitzer and I. H. Lyons. The new officers
of the company are Rudolph H. Wurlitzer,
president; Farny R. Wurlitzer, vice-president
and treasurer; Thos. P. Clancy, vice-president
and assistant treasurer; James L. Ryan, vice-
president; John P. Weis, secretary; Walter
Wolf, assistant treasurer, and Ruth Selby, assist-
ant secretary.
Carl Laemmle Addresses
Convention Via Panatrope
Movie Magnate, Unable to Appear in Chicago,
Delivers Message on Special Records
When Carl Laemmle, movie magnate, was
prevented by the rush of business from attend-
ing a convention of the Universal Pictures
Panatropes Used to Reproduce Message
Corp. in Chicago recently, the Brunswick Pana-
trope solved the problem. By means of two
Panatropes, and especially recorded records of
the message he had to deliver to his organiza-
tion, he addressed the convention. A mammoth
picture of Mr. Laemmle standing between the
two instruments lent a personal touch that
made a real hit. This story and illustration is
one of the features of the current issue of
"Brunswick Topics."
Warner Music Go. Moves
YouNGSTOWN, O., July 6. — The Warner Music
Co., one of the oldest retail music firms in the
Youngstown district, has moved to more
spacious quarters in the Terminal Building, 116
Commerce street. In the new location the con-
cern plans to carry a more complete stock of all
kinds of musical merchandise and will add sev-
eral new lines.
L No Travel Marks!
Jifliycased merchandise always reaches its destination undamaged. It
never needs refinishing. The safest pack for cabinet work of all kinds —
it is also the most economical and efficient.
Jififycases come to the manufacturer made to size and knocked down.
The work of assembling is easy and quick, cutting shipping room costs
to the bone.
Of light, tough plywood they travel safely on the lowest possible
freight cost and are unpacked quickly, giving the dealer a box he can use
again. The ideal pack of phonographs and radio cabinets.
Write for details.
The Northwestern Cooperage & Lumber Company
Gladstone, Mich.
Jiffycase
TH£ SPEEDY SAFE ECONOMICAL PACK FOK. FURNITURE. PHONOGRAPHS AND RADIO CABINETS
I
July, 1927
THE TALKING MACHINE WORLD
65
VESTA 30i!i ANNIVEI\SAI\y
IN CLEAR GLASS CASE
EVERYTHING VISIBLE
Radio A Socket Power Unit
Now has both HIGH and LOW charging
rates making it adaptable for sets of any
number of tubes. Also has relay which
automatically disconnects charger when re-
ceiving set is in use. This eliminates all pos-
sibiUty of hum. THE CLEAR GLASS
CASE, with everything in plain view, is a
very valuable feature to both dealerand user.
Has built-in hydrometer and trickle charger.
VESTA Type A- 101
TYPE A-IOO THE SAME AS A-lOl
WITHOUT RELAY
{Licensed Balkite Rectifier Patent
No. REI6438)
The line
of substantial profits
THERE is no need to be "at sea" as to just
what Socket Power Units in which to
place your confidence — for present profits —
and future good-will.
Just as a million or more car owners say "Vesta
is the best battery" — radio owners ask "Is it as
good as Vesta?" — when they are confronted
with a Socket Power Unit they know noth-
ing about.
The trend of the industry to SocKet Power Units finds the
Vesta Units firmly entrenched in pubHc acceptance. The
record success of Vesta "A" Units and Trickle Charger in
the past season is valuable to the dealer. Now — with the
Improved "A" Units— with the HIGH and LOW charg-
ing rates — the relay — and the Balkite Rectifier — the ulti-
mate appears to be reached in radio power supply.
Further — the New Vesta "B" Socket Power Units — as
pictured — completes the radio accessory line. Here is de-
pendable quality. The name is your guide, as it has been the
guide, to more than a million automobile and radio owners.
There are 65 Vesta Central Distributors who can
supply you promptly. Send the coupon for complete
details of the products in which you are interested.
VESTA
VESTA BATTERY CORPORATION
2100 Indiana Avenue, Chicago, U, S. A.
VESTA
B Socket Power Unit
With AUTOMATIC RELAY
Thelatest perfected Vesta product, complete with
relay which automatically disconnects when set
is turned ofi. Likewise serves the same purpose
for the "A" Unit when connected with same.
No tubes to burn out. No water to be added.
VESTA Improved
Trickle Charger
Now has the HIGH and
LOW charging rate and
improved type electrodes
that will give uninter-
rupted service for several
years.
(Licensed Balkite Rectifier
Patent No. RE 16438)
NOW
Complete Line
of Vesta
Quality Tubes
The Vesta Line of
Quality tubes now
includes tubes for
every radio require-
ment. POWER and
DETECTOR tubes
have been added.
Tubes with adapter
bases. Now you can
specialize on this one
line of Quality tubes
—with the non-mic-
rophonic feature.
1 VESTA BATTERY CORPORATION T.M.W. 7 27 =
2 2100 Indiana Ave., Chicago, III. ;
2 We are interested in your ;
E □ Radio "A" Units □ Trickle Charger =
: □ Radio ''B" Units □ Quahty Tubes =
= D Radio "A" Batteries =
2 Name. . ■
I Address.
I City....
. State
MAKERS OF VESTA QUALITY BATTERIES — AUTO AND RADIO — FOR 30 YEARS
66
THE TALKING MACHINE WORLD
July, 1927
Edison and Walsh Attend
Pacific Coast Convention
President and Vice-President of Thos. A. Edi-
son, Inc., Display Latest Edison Products
to Far Western Music Dealers
Charles Edison, president of Thos. A. Edison,
Inc., and son of Thos. A. Edison, noted in-
ventor and founder of the great business insti-
Charles Edison
tution, together with Arthur L. Walsh, vice-
president and general manager of the phono-
graph division of Edison, Inc., left Orange on
July 5 for the Pacific Coast, where they will
attend the Third Annual Convention of the
Western Music Trades Association in San
Francisco during the week of July 11.
During the convention the Pacific Coast
dealers will have an opportunity of seeing and
hearing at the St. Francis Hotel the latest Edi-
son products, including the Consolette Model
that provides a wider range of tone, combined
with excellent qualities, than is found in Edison
products of the past. The new instrument, to-
gether with the forty-minute record and the
new dance reproducer, are expected to prove as
interesting to the Far Western dealers as they
were to those who had a chance to see the
latest Edison products at the recent Chicago
convention.
Following the San Francisco convention,
Arthur L. Walsh
Messrs. Edison and Walsh will return at once
to Orange for the purpose of completing ar-
rangements for the proper observance of the
fiftieth anniversary of the invention of the
phonograph by Thos. A. Edison, which will
naturally assume nation-wide proportions.
The Lynbrook Temple of Music, Lynbrook,
L, I., N. Y., will open shortly.
Fada Radio Line Displayed
to Dealers at Hotel Astor
Exhibition of Fada Receivers and Cone Speak-
ers Held From June 20 to 25 — New York
Distributors Sponsor the Display
An exhibition of Fada radio receivers and
Fada cone speakers was held June 20 to 25
at the Hotel Astor, New York City, for the
benefit of authorized dealers in the metropolitan
district. The display was in charge of C. M.
Sherwood, Eastern sales manager of F. A. D.
Andrea, Inc., and was conducted under the
auspices of the Blackman Distributing Co.,
Steelman, Inc., and the Triangle Radio Supply
Co., Fada distributors in the metropolitan zone.
The entire line of Fada receivers and cone
speakers was exhibited, including several furni-
ture art models and two new cone type speak-
ers. "Fada Harmonated Reception," the term
used to describe the results obtained with a
Fada receiver and Fada speaker working in
combination, was stressed in the display.
Form New Jobbing Firm
The radio distributing firm of Sohon & Schier
has been dissolved and a new concern, the
Radio Schier Co., has been established in its
stead, with offices at 135 Liberty street. New
York City.
Opens New Store
T. S. LaForte, proprietor of the LaForte
Music Co., Monessen, Pa., has held the formal
opening of his new store at 470 Donner avenue,
having moved his establishment from Third
street, this city.
C. A. Meiser & Son, talking machine and
radio dealers, will open a branch at Mififlinburg,
Pa., in the near future.
Warning of Infringement!
Patents covering the principles of gaseous rectification have been issued by
the United States Patent Office to the Raytheon Manufacturing Company
under the following numbers :
1,545,207
1,617,171
1,617,172
1,617,173
1,617,174
1,617475
1,617,176
1,617,177
1,617,178
1,617,179
1,617.180
1,617,181
Notice of infringement of these patents has been issued by the Raytheon
Manufacturing Company to eleven infringing manufacturers.
Manufacturers of radio power units employing infringing products are in--
fringers and have been so notified.
Jobbers or dealers handling tubes that infringe upon Raytheon patents also
are infringers and have been so notified.
The Raytheon Manufacturing Company will take every step necessary to
protect its patents against future infringement and will seek suitable redress
for past infringement.
RAYTHEON MANUFACTURING CO.
Cambridge, Massachusetts
Completely Automatic.
ArB C Power
Units
Most Outstandingly
Different
Universally Salable
Radio Development
of 'The Year
Supplying Every Power
Requirement of Radio
The Sentinel A-B-C Completely Auto-
matic Unit, shown at the right, is the
complete and modern answer to the radio
power problem. In this unit Sentinel
engineers have scientifically combined the
Sentinel Automatic "A" battery and the
Sentinel Automatic B-C Power Unit into
one compad:, efficient master unit answer-
ing completely the power requirements
of any set. The price, as shown, is $79.50
complete (Note the Beverly Model below).
^Completely Automatic RqcHO SoCkct POWCr
The First and Only Completely Automatic Power 'Unit Line
The Sentinel B-C
Power Unit furnishes
both B and C voltage
for any set, regardless
of the numberof tubes,
—80 mil. at 180 volts
— approximately 50%
reserve current for the
average receiver. A
never failing power
supply. Price com-
plete—$44.50. (See
Beverly Model below. )
The Sentinel Com-
pletely Automatic" A"
Power Unit, at the
right, provides con-
trol, charger and a 4
or 6-volt battery all in
one handsome corn-
pad; case. This is not
a Trickle Charger,
but a completely Auto-
matic Socket Power
Unit. Price $40.00.
For those already
equipped with "A"
Battery and Charger
(other than theTrickle
type), the Sentinel
Control Unit, illus-
trated at the right,
makes the A power
supply completely
automatic without the
purchase of additional
power unit equip-
ment. Price $15.00.
The Sentinel Auto-
matic Control and
Charger is designed
for those already own-
ing a good "A" bat-
tery, but not possessed
of a charger. This
unit also makes the A
power supply perma-
nent and completely
automatic. Price
$29.50.
Sentinel Beverly Models^ Units DeLuxe
The Sentinel Beverly
models, pictured at
the right, combine
completely automatic
units with meters
which give absolute
and accurate control
of all plate voltages.
The price of the
Beverly A-B-C- Unit,
shown at the extreme
right, is $98.50. The
price of the Beverly
B-C Unit, adjacent, is
$65.00.
Write for Literature —
Complete Facts
SENTINEL MFG. CO- - 9705 Cottage Grove Ave. - Chicago, III
July, 1927
THE TALKING MACHINE WORLD
67
DEALERS
"NONSPILL" Needle Cups are now
available for retail sale! Get this dis-
play box of 24 at once, put it on your
counter and the cups will sell themselves.
YOU PROFIT GENEROUSLY
fforentzen^
MFR. PHONOGRAPH HARDWARE
155 Leonard St. New York, N. Y.
Now EVERYBODY Knows
that a staple and highly competitive product, such as a portable phonograph,
gains sales-momentum and user-utility by adding as original installation a
new, unique and dependable fitting like the
rNONSPILLn
' NEEDLE CUP— J
Patent Pending
It's sturdy, strong and handsome, and the double-action, flat
spring-hinged
Cover STAYS Open or Closed
— instantly ready for travel or use. That's why
you already see it in so many portable
PHONOGRAPHS
// your jobber cannot supply you promptly, we can.
Harold J. Power, Inc.,
Formed in Massachusetts
the general scheme. The subject of power units
has engrossed his attention for quite some time,
and the early presentation of his new products
is looked forward to.
New Firm Organized in Medford Hillside by
Pioneer in Radio to Manufacture and Sell
Electric Light Socket Power Units
AIedford Hillside, Mass., July 5. — Harold J.
Power, pioneer in radio, and well known
throughout radio circles, has announced the
formation of Harold J. Power, Inc., with head-
Public's Knowledge of
Radio Necessitates Quality
L. S. Brach, President of Company Bearing
His Name, States That Laymen Know Radio
Better Than Old-time Electrician Years Ago
"A" Eliminator Announced
by General Instrument Corp.
Product to Be Known as the "Permanent A"
Is Result of Years of Research and Experi-
ments in Laboratories of the Company
Harold J. Power
quarters in this city, a company for the develop-
ment and sales of electric light socket power
units.
Mr. Power, it will be remembered, was for-
merly president and general manager of the
Amrad Corp. and its predecessor, the American
Radio & Research Corp. Following his resig-
nation from that company, and • realizing that
the trend in radio seems to be decidedly to-
wards power sets operated from the house-
lighting current, Mr. Power decided to organ-
ize a company to engage extensively in this
field. The new company will have the benefit
not only of Mr. Power's executive ability but
his many years of extensive research in the
radio field.
During the many years of Mr. Power's asso-
ciation with the advancement of the radio in-
dustry he has contributed many ideas which
were at one time considered revolutionary, but
which since have taken their rightful place in
L. S. Brach, president of the L. S. Brach Mfg.
Co., manufacturer of a number of important
radio products, including the Brach Controlit,
lightning arresters and antenna kits, in speak-
ing of the 1927 season recently said:
"1927 opens the sixth year in the practical
application of radio in the home. We find dur-
ing this comparatively short period that the
average layman knows more about radio to-day
than was known by many of our skilled elec-
tricians ten years ago. It is not uncommon to-
day to hear laymen discuss some of the tech-
nical advantages of this or that radio product.
"This knowledge of radio merchandise
makes it necessary for the manufacturer who is
desirous of maintaining a permanent position
in the field of radio to exert every effort that
his product will be uniformly the highest that
can be made, and if he is unable to deliver in
each item which he manufactures the maximum
in radio it will not be long before the radio
user will become familiar with the weakness of
his product and the manufacturer will be forced
to drop out of the field.
"Since 1921 radio has seen thousands of
schemes and thousands of innovations, all tend-
ing toward increasing the convenience and
efficiency of the radio. There is scarcely any-
thing new that can be thought of but what
has been brought out during these last few
years.
"Most of these schemes have come up over
night and have died in the same brief space of
time.
"We are now falling back to the elementary
requirements of the average radio purchaser and
the accessories, sets and equipments are of the
simplest types but are being constructed with
every thought toward quality.
"In conclusion: 1927 may be classed as the
'Quality year' of radio, while many previous
years were distinctly known as the 'Price year'
of radio."
The General Instrument Corp., 477 Broadway,
New York City, has placed on the market for
the coming season an "A" eliminator to be
known as the "Permanent 'A'." This product
has only just been marketed after four years of
scientific research and experimentation in the
laboratories of the company.
In a statement issued by the company it is
declared that the instrument delivers power up
to ten tubes and operates on 110 volts AC,
60 cycles, and that it consumes only between
50 and 60 watts at maximum load. It also
states that the "Permanent 'A' " does not use
"Permanent A" Eliminator
a storage battery and trickle charger, nor has
it any tubes, and there is no acid to spill and
il has no AC hum on any set, nor is any rewir-
ing whatever required. It is provided with taps
that are marked low, medium and high, and in
this way the unit can be adjusted to operate
any receiving set with any number of tubes
up to ten. , The transformer is connected to
a Zyi ampere Raytheon cartridge rectifier. The
entire eliminator is mounted in unit construc-
tion on a base.
The East Boston Music Store, Boston, Mass.,
was recently damaged by fire.
In addition to proving its value as a means
of communication the radio apparatus installed
on the plane "America" in which Commander
Byrd and his companions crossed the Atlantic
also set new records by flashing call letters by
means of an automatic device when the operator
was not sending messages. This enabled ships
within a radius of several hundred miles to es-
tablish the plane's position.
68
THE TALKING MACHINE WORLD
July, 1927
July, 1927
THE TALKING MACHINE WORLD
69
It
the^m^W Bandbox "
and other new radio reception eQuipment
for the complete enjoyment of the 1937-28 radio season
f~~I CZ3 C=3
Ever since
Crosley en'
tered the ra'
dio field their
methods and
Recent comt decisions -now deVel Op'
''""''I'lafa'n'n m e n ts have
created a leading place for
Crosley radio receivers.
And now — completely avail-
able to Crosley — and amplify-
ing Crosley supremacy in full-
ed measure, are the enormous
resources, discoveries and ideas,
embodied in patents of the
Radio Corporation of America,
The We^inghouse Co., The
General Eledlric Co., and The
American Telephone and Tele-
graph Co., The Hazeltine Cor-
poration and the Latour Corpo-
ration— under which Crosley
is now licensed to manufadlure.
No wonder the new Crosley
receivers are in the forefront,
their amazing efficiency ac
knowledged and demanded by
that section of the radio trade
which insiSs on the late^ and
be^ at all times.
THE "BANDBOX"
It is a new 6 tube set of a^on'
ishing sensitiveness.
Many exceptional features
commend the "Bandbox."
The metal outside case, 'tho
keeping out ^rong local signals
effedlually enough, did not fully
satisfy Crosley ideals of fine
radio reception. Signals mu^
3e kept in order m&x&c the set
TILT-TABLE MUSICONE
$27.50
Although Musicones improve the recep-
tion of any radio set they are perfert
affinities in 6nish, beauty and repro-
ductive effectiveness for Crosley Radios.
A new model built in the form of
a Colonial Tilt-table and finished in
brown mahogany Stands 3 feet high.
12-inch Ultra
Musicone
$9.75
16-inch Super
Musicone
$1271"
Coils and condensers are like
families living in a row of
houses with no fences between.
The children run around the
yards; they meet, mix it up,
quarrel and squabble. No
harmony.
Magnetic and electric fields are
the offspring of coils and con-
densers. With no fence be-
tween, they, too, run around
the house, mix it up, quarrel
and squabble. Howls and
squeals result. '
SHSf
So, to keep each "family" or
field of individual coils and
condensers separated, metal
fences are eredted (copper
fences for the coils) and the indi-
vidual parts of the Bandbox
are shielded as only found in
the higher priced sets.
For fans who love to go^cruis-
ing for faint, far-away signals
the "Acuminators" intensify
weak signals like powerful lens
revealing distant scenes.
The "Bandbox" employs com-
pletely balanced or neutralized
radio frequency ^ages, in^ead
of the common form of losser
method of preventing oscilla-
tion. In presenting this im-
portant feature Crosley is ex-
clusive in the field of moderate
price radio.
Volume control is
another big "Band-
box" feature. Sig-
nals from powerful
local Nations can
Volume/or dancing bc CUt from rOOm
filling volume to a whisper.
Each "Bandbox" is fitted with
a brown cable containing col-
ored rubber covered leads for
power and other connedtions.
The fro^ed brown
crystaline finish 4'
harmonizes with the ^^tst^A
fine^ furniture and 4-)"^
matches the frames \
of Musicones and the casing of
the power unit. The bronze
escutcheon creates an arti^ic
control panel.
Withal, in the beautiful appear-
ance and mode^ size of the
"Bandbox" is the utmo^ in a-
daptability to requirements of
interior arrange-
ment or decora-
tion. The outside
case is easily and
quickly removed
for in^allation in
cabinets.
So/l and low thru .
volume control COnSOle
AC AND BATTERY
OPERATION
The "Bandbox"
is built both for
battery and AC
operation. The
new R.C.A.—
AC tubes make
the operation
of the set di-
rectly from
house current
both pradtical
and efficient.
In the AC set
the radio ^ages
and the fir^ audio ^age use the
new R.C.A.— AC— UX-226
tubes. Filaments in these tubes
are heated with raw AC cur-
rent at proper voltage.
Write Dept. 26 for
run
A Master Station Selector, with illu-
minated dirt! for shadowy corners, en-
ables tuning for ordinary reception with
a single tuning }{noh.
The UY-227, with
indirectly heated
emitter, is used with
the detedtor. Power
tube UX-171 at 180
volts plate.
There is no AC
hum. The new R.C.A. Ra-
diotrons do the work.
The power supply convertor is
a marvel of radio engineering
ingenuity. Half the size of an
ordinary "A" borage battery,
it supplies A, B and C current
diredl: from lamp socket to tubes.
Price of Power Convertor $60.
Models for 25
and 60 cycles.
Snap switch
shuts down
set and
power con-
vertor com-
pletely.
Descriptive Literature.
RADIO
Crosley Radio is licensed only for Radio Amateur,
Experimental and Broadcast Reception.
Five UX201A and one UXl?! power output R.C.A. Radiotrons recommended
and supplied at standard prices with each Crosley Receiver.
Prices slightly higher weift of Rocky Mountains.
THE CROSLEY RADIO CORPORATION
Cincinnati,
Ohio
□
Powel Crosley,
Jr., Pres.
70
THE TALKING MACHINE WORLD
July, 1927
Atwater Kent Dealers in Cleveland and
Northern Ohio to Meet During July
Annual Meeting Will Be Held at Hotel Statler on July 27— Annual Cleveland Radio Show to Be
Staged in November — Industrial Exposition to Take Place in August
Cleveland, O., July 7. — Summer business is
opening in good shape in Cleveland and the
prospects for a continuation of it look good.
The city has large conventions booked right
through until Fall and as a result there are
thousands of visitors constantly in town. The
biggest seller is the portable phonograph, which
is much in demand for camping and Summer
cottages. There has also been a demand for
the old models of phonographs for cottages and
this has enabled dealers to dispose of this type
of stock that has been a drug on their hands.
Records have been good sellers, the increase
in portable sales helping them along. Quite a
number of the larger type of machines have
been sold since the reduction in price went into
effect. There has been a lot of activity in the
way of radio salesmen's and dealers' meetings
preparatory to the coming season.
Cleveland Radio Show in November
The Cleveland Radio Show is to be staged at
the Public Auditorium the 8th to the 13th of
November. This was decided at the general
meeting of the Radio Trade Association of
Northern Ohio held at the Chamber of Com-
merce. Herbert Buckman, who was appointed
secretary and manager of the association, will
manage the show. He will be assisted by the
following committee of well-known radio men:
President A. H. Baier, of the Cedar Lee Radio
Co.; vice-president, H. W. Seabury, Lake States
General Electric Supply Co.; treasurer, Louis N.
Talkes, Cleveland Storage Battery Co.; Warren
R. Cox, Radio Apparatus Co., and William
Bowie, Dreher Piano Co. Headquarters for the
show have been established at 5005 Euclid
avenue.
Big Atwater Kent Dealer Meeting
Announcement has been made by the distribu-
tors of Atwater Kent in Cleveland and northern
Ohio, the Cleveland Talking Machine Co., and
the Cleveland Ignition Co., that the big dealer
meeting will be held at the Hotel Statler, July
27. The ballroom of the hotel has been re-
served for the occasion. Executive officers of
the distributing companies .will preside and
there will be speakers, including John McGui-
gan, Jr., Atwater Kent district manager; Frank
J. Foley, field representative, and Percy Ware.
The Pooley Co. will be represented by Harry
Humphries. All the new models will be on dis-
play and the advertising and merchandising
plans for the coming season will be fully out-
lined.
Euclid Co. Seeking New Quarters
Arrangements have been made by the Euclid
Music Co. so that it can retain the first floor
of the store on East Ninth street, the lease of
which expired on June 15. The company
was unable to get a desirable location on Euclid
avenue and therefore decided to stay in its
present location for a short time. The gen-
eral offices are being moved into the Ains-
field Building at East Ninth street and Huron
Road. The wholesale department is located at
the Heights store on Coventry Road and Euclid
Heights Boulevard.
Death of Fred Muehlhauser
Fred Muehlhauser, treasurer of the Muehl-
hauser Bros. Piano Co., died at his home, June
18, after an intermittent illness lasting a year.
He was highly respected in the trade and had
been active in the affairs of the Cleveland Music
Trades Association as well as the Ohio Music
Merchants Association.
Brisk Columbia Business
R. J. Mueller, district manager of the Colum-
bia Co., is back from a very enjoyable vacation
and is finding business brisk enough to keep
him busy from early until late. He reports that
the record, "Two Black Crows," is proving
such a sensation that he is unable to get stock
fast enough to fill orders. The dealers are ty-
ing up with the publicity on it in fine shape.
Interest in New Sonora Products
H. C. Schultz, Inc., distributor of the Sonora
line, is receiving many inquiries from the trade
regarding the new models of phonographs and
receiving sets. The new models have made a
strong appeal and samples are expected from
the factory early this month. C. C. Price, gen-
eral manager of the Cleveland branch, is very
enthusiastic over the possibilities for a big busi-
ness this season.
Industrial Exposition Planned
The Cleveland Industrial Exposition that
opens August 6 and continues until August 23
bids fair to draw close to a million people,
and it will be the biggest thing ever attempted
m Ohio and outside the centennials will be un-
surpassed in size by any other like affair. The
Brunswick Panatrope is to play an important
part. Six super Panatropes are to be installed
as part of the Tower of Jewels and they will
be hidden behind a cascade of falling water
which is to be illuminated by searchlights of
eight million candlepower each. The music
from the instruments will be clearly audible for
a half mile. Sousa and his band are to play
daily concerts for two weeks and there will be
exhibits of those engaged in radio and other
musical lines.
Another Wurlitzer Unit
The Wurlitzer Co. is continuing to add to
its chain of stores in Cleveland and opened
two more this month, one at 10419 St. Clair
avenue and another at 4170 Pearl road. It
will carry pianos, phonographs, radio, small
goods and sheet music.
Krasco Phonograph Motor Go.
Issues Catalog of Products
Contains Complete Description and Illustration
of Each Phonograph Motor Made by the
Company — New Products Are Included
Elkhart, Ind., July 9.— The Krasco Phono-
graph Motor Co. recently mailed to the trade a
catalog containing a complete description and il-
lustration of each phonograph motor manufac-
tured by the company. The first page of the cata-
log carries an illustration of the modern, well-
equipped plant in Elkhart, where Krasco motors
are designed and built.
Among the six Krasco motors described in
the catalog is No. 44, a new portable phono-
graph motor which plays three average ten-
inch records with one winding. It employs one
powerful driving spring enclosed in a stamped
steel housing and weighs 65/2 pounds complete
with all accessories. It is unusually compact
with a height of only 2^ inches, and it is sup-
plied complete with a felt or velvet-covered,
ten-inch turntable, winding crank, crank bear-
ings, bearing plate, regulator pointer arm, indi-
cator plate, turntable stop, mounting screws and
washers.
Other Krasco motors described in the booklet
are No. 33, which plays ten ten-inch records
with one winding, and employs four sixteen-
foot springs. This motor will run thirty-five
to forty minutes without winding. No. 22 em-
ploys four twelve-foot springs, plays eight ten-
inch records, and No. 4, with three sixteen-foot
springs plays seven ten-inch records. Krasco
motor No. 2, designated by the company as the
"Old Reliable," employs two twelve-foot springs
and plays four average ten-inch records with
one winding. No.. 3 motor, with a slightly
larger playing capacity of five records, employs
two sixteen-foot springs. A complete list of
motor parts and accessories is also given.
July, 1927
THE TALKING MACHINE WORLD
71
CONOIDAL
"Continuously Curved"
The scientific curve of perfect
sound reproduction.
6
EXCLUSIVE
Scientific Superiorities
J Burtex — woven fabric material — the only ma-
terial from which diaphragms can be formed
without breaking fibres of the material. Not affect-
ed by water, humidity, heat or cold. Strong, resili-
ent, does not require careful handling.
J Conoidal curve — the scientific curve of sound
reproduction. The entire fabric of diaphragm,
is under tension — responsive to the full range of
tones and over-tones.
^ Permanence of tension — the ideal tension of
the diaphragm is permanent regardless of its age
and conditions of atmosphere and temperature.
A The Stevens T. T Unit with armature an-:^
chored at both ends is proof against'Treezing^i^
at even the highest voltages, as when power tubes
are used. This unit is highly sensitive and rugged —
no distortion even under extreme conditions.
^ Mahogany sounding board giving the fullest
resonance.
^ Full line of speakers — each carefully developed
— to meet the full range of requirements.
It^s the kind of tension
that makes the clear tones
in all weathers
Licensed and manufactured under Pat. No. 1,414,801
Model A.27
141/2 in.
Seamless Burtex conoidal
diaphragm — substantial
sounding board — Jasper
brown mahogany and
bronze finish with
"Golden Chime."
Pnce. . . . $18.50
Every musical instrument depends on the tenr-
sion of its material.
The method of making Stevens diaphragms puts
the correct "independent tension" for all time to
come. The Burtex material makes this possible
— once the material is shaped into a diaphragm
under heavy pressure, the tension will remain
forever independent of heat and cold and in-
dependent of damp or dry air. The Stevens ten-
sion stays regardless of all conditions.
Furthermore this material and method of shap-
ing it makes possible the continuous conoidal
curve — the correct curve for true sound repro-
duction giving all the rich overtones.
Many other exclusive scientific superiorities are
back of the convincing manner in which Stevens
Speakers prove their satisfying quality to all
who hear them.
Made hy the pioneers in cone speakers
STEVENS & COMPANY, Inc.
46 E. Houston St. New York
The Advantages of One Complete Line
Every prospective purchaser has the chance to own
a speaker with the famous Stevens name for quality
— to own it in a model that fits his buying needs.
With one complete line your total number of units
in stock is reduced and your carrying charges less.
Model B-27 — 17 in.
Equipped with Stevens 2-point
suspension armature unit
seamless Burtex conoidal dia-
phragm— hand rubbed frame —
Jasper brown mahogany and
bronze finish with Golden
Chime." Price . $25.00
Model CT.27
17 in.
Colonial model — hand
rubbed frame in Jasper
brown mahogany — seam-
less Burtex conoidal dia-
phragm in bronze with
"Golden Chime. "Stevens
Armature unit and special
output transformer.
Price .... $35.00
Model WT.27— 19in.
Smooth beaded frame in hand
rubbed Jasper brown mahog-
any finish— Stevens Armature
Unit and special output trans-
former—seamless Burtex con-
oidal diaphragm in bronze with
"Golden Chime"— silk hang-
ing cord with rosette.
Price $45.00
Model PT.27— 19 in.
Height ft. , on Spanish Ren-
aissance metal standard — gracing
the most elaborate interior — every
decorative and electrical feature of
the Stevens line — 20-ft. extension
cord — peerless in the speakerfield.
Pnce $65.00
72
THE TALKING MACHINE WORLD
July, 1927
Wait Until
You See It
Now comes America's
most beautiful portable
phonograph. A real
achievement in the in-
dustry. Watch for it.
A startling achievement in volume
and clear, rich tone, combined with
this new beauty, makes the Caswell
Portable line undeniably the finest in
the phonograph fields
Tortable Thono^raphs of t)isfindion
Milwaukee. U.S.A.
Portable Phonograph and Record Busi-
ness Is Brisk in Kansas City Territory
J. W. Jenkins Sons Music Co. Improves Record Demonstration Facilities — Wurlitzer Is Selling
Victor Automatics With Coin Box Addition — Brunswick Panatropes in Demand
Kansas City, Mo., July 8.— Business is normal
for the first month of the Summer. Demand
for records is brisk, and sales of portables are
livening up the trade to a considerable extent.
The prospects for Fall business both in Kansas
City and in the surrounding trade territory are
promising, and dealers and wholesalers are pre-
dicting a fine year for the phonograph business.
June has been a very good month with the
phonograph department of the J. W. Jenkins
Sons Music Co., according to Burton J. Pierce,
sales manager of the department. Mr. Pierce
says that the Victor Automatic Orthophonic is
a very great success here, and that demand for
the new machines continues in the face of the
hot weather. In the window of Jenkins' new
store, at 1217 Walnut, an Automatic is on dis-
play playing constantly, and it is never without
an audience. Sales of combinations have been
good during the past month as well, the volume
of business being very satisfactory for June. A
surprising feature of the June business in Jen-
kins' phonograph and radio department is that
radio demand has increased to some extent.
Some portable radios have been sold for vaca-
tion trips.
Jenkins has added two Audak tables, each
v>fith accommodations for six people, to the rec-
ord department. The change was occasioned
by the rearrangement of the department due to
the installation of a small musical merchandise
department on the first floor.
The Kansas City store of Wurlitzer's is find-
ing Victor Automatics the big thing with their
phonograph department. A special feature
which Wurlitzer's has developed has been the
addition of a coin box to the new Automatic
machines, for use in cafes and restaurants. An
extra charge of $25 is added for the coin box.
This business has worked to advantage in two
ways, furnishing a substantial volume in itself,
and serving to introduce the machine to count-
less numbers of prospective customers. Wur-
litzer's report that May was the biggest month
in their phonograph department since Decem-
ber. Movement of used machines has been
good with Wurlitzer's also during the last few
weeks. A contest in which double credit was
given on used machine sales helped to stimu-
late this phase of the business.
J. C. Clinkenbeard, of the Brunswick Shop,
says that machines are moving in satisfactory
volume at this time, although activity is not
brisk. Both types of Panatrope machines con-
tinue in demand. Mr. Clinkenbeard says that
portables are . also moving well.
Portables have been the big thing with the
Jones Store talking machine department dur-
ing June. According to Miss J. M. Poynter
they have sold from twenty-five to thirty a day
during the month. "The Two Black Crows" is
the biggest record hit at this time with Jones,
with "Sundown" following close behind.
Paul's Record Shop reports a fine business in
records during the month just ended. Activity
in portables is increasing, and larger machines
are enjoying a satisfactory demand for June.
The phonograph department of the North-
Mehornay Furniture Store is planning a special
selling campaign during July in connection with
a store-wide advertising program during that
month. H. L. Todd, manager of the depart-
ment, says that business during June has suf-
fered something of a slump, although activity
is equal to the usual volume at this season.
The Edison distributing office in Kansas City
has been consolidated with the Chicago office,
and the company now maintains only a whole-
sale establishment here. W. R. MacDonald,
formerly manager at the Kansas City office, is
traveling out of this city for the Edison Co.
Yahr-Lange, Inc., Introduces
the Yar True-Tone Speaker
Feature of New Product Is a Divisional Tone
Chamber Through Which High and Low
Tones of Sound Waves Are Individualized
Yahr-Lange, Lie, Milwaukee, Wis., national
distributor of Super-Ball Antenna, is introduc-
ing a new product to the music radio trade,
the Yar True-Tone speaker. A feature of the
Yar speaker is its divisional
tone chamber through
which high and low tones
of amplified sound waves
are individualized. A scien-
tific baffle plate arrange-
ment and tapered throat
distribute high and low
tones into the proper tone
deflectors of the divisional
tone chamber, the distrib-
uting chamber creating the
forced crossing of sound
waves. The pedestal of the
speaker is a hollow air
column, tapering from
three-fourths of an inch at
the reproducing unit' in the base to three and
three-fourths inches at the distributing chamber
opening.
A standard reproducing unit of high quality,
designed especially for the Yar speaker, is
Yar True-Tone
Speaker
employed, and it is enclosed in a dust-tight,
moisture-proof, aluminum shell. The unit will
handle 200 volts without distortion, and is
adapted to use with any radio set of three or
more tubes.
The new speaker is furnished in three dif-
ferent color combinations, in crackled lacquer
finish, in harmony with practically all interior
decorative schemes. Twenty feet of silk in-
sulated power cord is furnished with each
speaker as standard equipment. The new Yar
True-Tone speaker, which made its debut at
the R. M. A. Trade Show, is a product of the
Super-Ball Antenna factory, and was designed
by the same engineers who perfected the well-
known antenna. The speaker lists at $35.
Striking Window Display by
Progressive Texas Dealer
M. Riskind Co., Brunswick Dealer, of Eagle
Pass, Utilizes Window Space to Good Ad-
vantage in Featuring Panatrope
A Brunswick Panatrope, portable and record
window display by the M. Riskind Furniture
Riskind's Brunswick Display
Co., Eagle Pass, Texas, illustrated above is an
excellent example of the proper application of
good judgment in window decoration. This
particular display shows a well-arranged win-
dow, which completely overcomes the possible
handicap of no permanent background.
Three Brunswick instruments occupied the
prominent space in the window, and open and
closed models of the Brunswick portable and
a good quantity of records were judiciously
placed in front of and around these instruments.
A giant record under an arch of flowers formed
an excellent background.
Buys Gullen & Myers Go.
Marietta, O., July 9. — The Wainwright Alusic
Co. has purchased the stock of musical instru-
ments of the Cullen & Myers Co., at 125 Put-
nam street. D. M. Cullen will be associated
with the purchasing company as salesman and
field representative.
July, 1927
THE TALKING MACHINE WORLD
that Excels inPerfomance
- - and Sells in Volume
BASCO Radio Power Units are the highly successful
climax of eighteen years' precision-manufactur-
ing experience by the Briggs &. Stratton Corporation,
Our ample resources, and complete engineering and
production facilities have been concentrated on this
job of producing a line of super-quality radio power
units that would excel in performance. And we have
accomplished what we set out to do!
Basco Power Units provide absolutely smooth, uni-
form, humless, full-voltage power to the filament and
plate circuits of any 6 -volt radio set having 1 to 10
tubes — and assure a new measure of convenience and
upkeep economy. Radio reception is made as perfect
as power can make it; the set owner is relieved of almost
all personal responsibility! That makes saleability!
Complete Program of Re-Sale
Co-Operation
But we don't expect the radio public to come clam-
oring to our doors demanding Basco Power, regard-
less of how good it may be. We're going out to the
public with it — to your customers! A carefully plan-
ned national newspaper campaign, window display
material, booklets, folders, local ads for your use,
dealer signs, direct mail advertising, several new
sales and merchandising ideas — in fact, practically
every modern advertising help will be provided to
help Basco dealers sell Basco Radio Power Units in
profitxible volume. You can cash in on this advertising!
Write for details of our merchandising plan, name of
nearest distributor and complete information about
Basco . Radio Power Units. No obligation, of course.
BRIGGS & STRATTON CORPORATION
MILWAUKEE, WISCONSIN
RADIO
POWER
UNITS
Put up one of these at-
tractive signs in your
store. It will identify
your store with the
Basco merchandising
campaign. This sign is
shown in all our news-
paper advertising.
"A*' Power — Automatic
operation. Glass-jar Exide
*'A'* battery; Basco automa-
tic charger — full rate, 2V2
ampere. Raytheon tube. No
line noises. Low power con-
sumption.
"B" Pou-er — Exclusive
hook-up bringsoutdeep,
low notes and highest-
pitched tones. Easily ad-
justable to all power
tubes. Output of 60 mil*
liamperes at 180 volts*
Tube rectification.^
RADIO P^MER^UNITS
74
THE TALKING MACHINE WORLD
July, 1927
New Stores and Changes Among Talking
Machine Dealers During the Past Month
New Stores Opened Recently Throughout Country and Changes of Management Compiled for
Benefit of Talking Machine and Radio Manufacturers and Distributors
If 6f FV'^ GRAPHITE PHONO
t JLi J *-i IZj M. J SPRING LUBRICANT
Ilflcr'i Lubricant makei the Motor make good.
I( prepared in the proper coosigtcnc^. will not run
out. dry up or become itickr or rancid. Remaina in
ita ori^nal form indefinitely.
Put np in 1, 5, 10, 25 and 50-pound cana for dealers.
Thia lubricant is also put up in 4-ounct cana to
retail at 25 cents each under the trade name of
FTTmrKA NOISELESS TALKING
lIiUJLlIiJI^M. MACHINE LUBRICANT
Write for iptcial prcpontion to itbbtrt
ILSLEY-DOUBLEDAY & CO., 229-231 Front St., NtwTork
Arizona
Tucson — The Fisher Music Co. has taken new
quarters in the former store of the Drachman
Shoe Co.
Arkansas
Searcy — The J. D. Pope Music Co. suffered a
severe fire loss when its one-story building was
completely destroj'ed.
California
San Francisco — The Union Music Co. has taken
over the store at 2460 Mission street, formerly oc-
cupied by Kohler & Chase.
San Luis Obispo — Earl Merrlfleld has closed out
the Porterville branch of the Merrifleld Music Co.
and will assist his father here.
Glendale — The store of the Glendale Music Co.,
at 118 South Brand boulevard, has been completely
remodeled and several demonstration booths have
been added.
Merced— McNeil & Co., of Stockton, have opened
a branch store on Seventeenth street near K, with
Charles W. Kale as manager.
Colorado
Bessemer— The quarters of the Public Music Co..
this city, have been enlarged to provide additional
space for the talking machine and small goods de-
partment.
Connecticut
Derby — Michael P. Dargon, music dealer of 302
Main street, has filed a petition in bankruptcy.
Florida
Arcadia — Miss Ella Mae Hewitt, formerly identi-
fied with the Arcadia Music Store, has opened her
own music business in the Morgan Building, this city.
Kissimee — Wilder's Music House has been exten-
sively remodeled and additional display space has
been made available.
Idaho
Idaho Falls — The Chesbro Music Co. has com-
pleted alterations, affording larger display space in
the phonograph department.
Illinois
Chicago — The Chicago Musical Instrument Co., for
many years located at 214 South Wabash avenue,
has moved to 311 South Wabash avenue, where it
has leased the entire building.
Aurora — Troupe's Music Store has removed to
larger quarters on the ground floor of the Conserva-
tory Building, featuring King band instruments,
Ludwig & Ludwig drums and banjos.
Chicago— The A. L. Owen Music Co., 4736 North
Racine avenue, has been incorporated with a capi-
tal stock of $100,000 and will deal in pianos, phono-
graphs and other musical institiments.
EfBngham — The Suddarth Music Store has been
opened in the Loy Building. South Banker street.
Chicago — The Bent Music Shop, of which George
P. Bent Is proprietor, has moved from 214 South
Wabash avenue to new quarters at 218 South Wa-
bash avenue.
Chicago — Rudolph H. Schoeppe, proprietor of the
music store bearing his name at 6319 South Ashland
avenue, has regained control of the branch store at
3148 West Sixty-third street.
Kentucky
Louisville — Max Durlauf and Thomas Berry have
opened a new music store on Fifth street, this city,
handling small goods and featuring the King line of
band instruments.
Maryland
Princess Anne — Thomas R. Young, who conducts
general music stores in Salisbury and Parksley, Md.,
has opened a new branch in Goodman's department
store, this city.
Baltimore — Louis T. Haebler, Anthony J. Haebler
and B. Lee Anderson have opened a general music
.store at 752 Gay street, the corporation bearing their
names being capitalized at $10,000.
Massachusetts
Boston — The Chas. S. Norris warerooms, formerly
handling pianos exclusively, have been fitted with
audition booths and have taken the Victor agency.
North Adams — The Wood Bros, music store, lo-
cated for the past twenty years on Main street, has
moved to new quarters in the Robinson Block on
Bank street.
Michigan
Detroit — Frank Holton & Co., manufacturers of
band instruments, Elkhorn, Wis., have opened a
retail store at 1425 Broadway, with Homer B. Spicer
as manager.
Missouri
Kansas City— The J. W. Jenkins Sons Music Co.
has moved its entire musical merchandise depart-
ment to its new store at 1217 Walnut avenue.
Nevada
Beno — The new store of the Nevada Music Co.,
located in the Arcade of the Medico-Dental Building,
has been formally opened with a reception and
music program.
New Jersey
Paterson — After extensive alterations, the Quacken-
bush Co. has opened its music department with
John Bannigan as manager.
New York
New York — C. Cooper & Son have been incorpo-
rated to deal In musical instruments, with a capital
stock of .$5,000.
Brooklyn — Samuel E. Markovitz, trading as the S.
E. Markovitz Radio & Music Shop, 225 Roebling
street, has filed a voluntary petition in bankruptcy
with assets of ?5,825 and liabilities of $11,834.
Fulton — William F. Woodward has purchased con-
trol of the music store of William J. Bogue, 61
South First street^ and will conduct it in the futtlre
with Mr. Bogue supervising sales for the present.
New York — Hardman, Peck & Co. have opened a
temporary branch store at 307^4 East Kingsbridge
road, with Francis A. Young as manager; in Octo-
ber the branch will move to a permanent store on
East Fordham road.
New Y'ork — The King-Slater Co., of which Wil-
liam W. Fort is manager, has taken over the busi-
ness of Winterroth & Co., 12 Union Square.
OloversvUle — The George A. Cassidy Co., operat-
ing a chain of music stores in New York State,
with headquarters in Schenectady, has opened a
new branch at 65 South Main street, with Leo A.
Schopp as manager.
Ohio
Hamilton — The music department of the Robin-
son-Schwenn Co., this city, has suffered a severe
fire loss.
Cleveland — The Goldsmith Musical Instrument Co.
has opened a musical merchandise department in the
warerooms of the Starr Piano Co., 1220 Huron road.
Columbus — The Quality Music House, formerly lo-
cated at 25 East State street, has taken new quar-
ters at 22 North High street.
Cleveland — The H. C. Schultz Co. has opened its
new warerooms at 1743 Chester avenue, with C. C.
Price as manager, handling Sonora phonographs and
band instruments.
Oklahoma
Sulphur — The Sulphur Music Shop has been opened
as a branch of Mayes Music Shop on South Second
street, with Mrs. Tom Ayres as manager.
Oregon
Portland — Extensive alterations have been com-
pleted in the store of the Seiberling-Lucas Music
Co., this city.
Pennsylvania
Pittsburgh— Charles M. Stieff, Inc., 819 Liberty
avenue, has opened a new phonograph department.
Philadelphia — Leo Kilgariff has been appointed
manager of the Northeast stores of the F. A. North
Piano Co., with direct supervision over the Kensing-
ton avenue and Front street stores.
Altoona — Arthur E. Winter has purchased the in-
terest of his brothers and sisters in the Winter
Music House, established here forty-eight years ago
by the late Frederick A. Winter.
Philadelphia — The music store of Joseph Capici,
1231 South Passyunk avenue, this city, has suffered
a heavy fire loss.
Shenandoah — J. Zakarevicz has remodeled his
music store here and has added Walter Birchess to
the sales staff.
Texas
Greenville — Miss Dorothy Dinkle has been ap-
pointed manager of the sheet music and musical
instrument departments of the Collins-Decker Co.
Dallas — The Dallas Music Co., this city, has been
incorporated by John L. Leyhe, W. B. Leyhe and
M. S. Mills and will conduct a general music busi-
ness here.
Utah
Salt Lake City — A. T. Christensen has opened the
Economy Music Store at 27 Richards street, han-
dling a full line of musical instruments.
Ogden — A. H. Ashton has been appointed man-
ager of the phonograph department of the Beesley
MICA DIAPHRAGMS
For Loud Speaker* and Talking Macdiinea
RADIO MICA
American Mica Works
47 West StVMt N«w Yoric
Music Co. branch in t'he Wright Department Store,
this city.
Salt Lake City — The Granite Furniture Co. has
opened a phonograph department, featuring th(^
Brunswick line, with R. J. Thomas as manager.
Salt Lake City — R. D. Harriger has succeeded
Marcellus Smith as manager of the Glen Bros.-
Roberts Piano Co., with the latter's resignation.
Virginia
Lexington — The Cline Music Co., formerly located
in the Root-Smith Building, has removed to tha
Rockbridge Building at Jefferson and Nelson streets.
Washington
Seattle — H. M. Huemann, formerly engaged in the
music business in Wallace, Idaho, has opened a new
music store at 1519 Fifth avenue, to be known as
the Knabe Studios.
West Virginia
Waynesboro — C. A. House & Co., of Wheeling,
have opened a branch music store here, handling
pianos and phonographs.
Cameron — C. A. House & Co. have opened a branch
music store in the McDermott Building on Main
street.
Two New Atwater Kent
Products Prove Popular
Production Facilities of Plant Taxed to Meet
the Demand for the "E" Speaker and "B"
Power Unit — Big Sales Expected
Philadelphia, Pa., July 7. — The two new
models in receiving sets, the new model "E"
speaker and "B" power unit, introduced by the
Atwater Kent Mfg. Co. at its annual convention
of distributors in Atlantic City in May, have
proved immediately popular. The initial pre-
season orders have already taxed the facilities
of the huge plant in this city.
The new type of speaker known as the model
"E" was eagerly received by Atwater Kent
dealers throughout the entire country, and from
present indications it would seem that this
model will enjoy tremendous sales during the
year.
Equally popular with the dealers is the new
"B" power unit. Despite the heavy demand
for a product of this character by radio users
and the wide sale of this accessory during the
last two seasons, the Atwater Kent Co. re-
frained up to a month or so ago from offering
a "B" power unit to the trade. It now de-
velops that the company's laboratories have
been working steadily for three years to per-
fect an instrument to supply "B" power and
have produced a unit with a number of new fea-
tures, the most important of which is a gas
lube with a life in excess of 2,000 hours. It
is also asserted that the new product is entirely
free from "hum." Another feature of the "B"
unit is that its operation is automatic, due to a
built-in relay which is actuated by the power
supply switch on the receiving set. Provision
is also made for connecting the "A" battery
and charger to the "B" unit, in which case the
relay also automatically starts and stops the
charger. The new instrument is designed for
alternating current, 60-cycle circuits with 110 to
115 volts.
The Melody Shoppe, Elm street. Oil City,
Pa., of which Raymond Shaffer is proprietor,
recently suffered a fire loss estimated at from
$4,500 to $6,000.
COTTOINi FLOCKS
Air Boated, all injariena foreicB matter aHmlnaUd
for
Record and Radio ManafachiriBf
THE PECKHAM MFG. CO. "N'.trr£N.T'
Recording WAX
ALL TYPES
"G" Wax Specially for
Electrical Recording
F. W. MATTHEWS ro^^lTolM
The Talking Machine World, New York, July, 1927
^ use ' '
3 f^^''''^
We will be glad to submit samples to
wholesalers for direct comparative test^
Write us today and convince yourself
about Melofonic superiority*
^^Best by Comparative Test^^
DEALERS:
Ask your Jobber — If he's a
Live Wire He Sells Melofonic
Speakers. Write for Booklet
R today !
PROGRESSIVE MUSICAL INSTRUMENT CORP.
319 Sixth Avenue, New York City, N. Y.
Export Agents: C. A. Richards & Co., Inc., 100 E. 45th St., New York City
HI
The Talking Machine World, New York, July, 1927
MAJESTIC'S
LINE-UP
For 1927-28 Season
Greater Radio Power
Highest Quality
Nationed Reputation
Lower Prices
MAJESTIC SUPER-B
Recognized as the leader
in popularity, sales and effi-
ciency. For sets 1 to 1 2
tubes. List price of unit
complete with the Majestic
super power tube - - $29.50
MAJESTIC MASTER-B
The precision B-Power Unit offering complete
control of all output voltage taps. List price,
complete with Majestic super power tube,
$32.50
MAJESTIC SPECIAL MASTER-B
Similar in appearance and design to Master-B
but equipped with four B-f- taps for sets requir-
ing same. List price complete with Majestic
super power tube ------- $32.50
MAJESTIC ACE Models for sets operating with A. C. tubes.
Model "R," for use on sets operating with McCullough A.C. Tubes. Retail price, com-
plete with Majestic Super Power B rectifier - -- -- -- - $35.00
Model "S" is especially designed for sets which operate with R-C-,A or Cunningham AC
tubes. Retail price, complete with Majestic Super Power B Rectifier - - $35.00
Majestic ^^A*^ Current Supply
Majestic '"A" is absolutely "dry" in construction, using no acids or liquids whatever.
It has no hum when in operation.
.A receptacle is provided on the front panel for plugging in Majestic "B" supply, so
that both "A" and "B" units are operated with one light socket connection. There is
a convenient switch on cord of "A" Unit, which controls both sources of power supply
as icell as the set.
Retail price, complete with Elkon Rectifier
$39.50
Majestic "A" and "B"
current supply work to-
gether from one elec-
tric light socket
Each Majestic "B"
current supply unit
is furnished with a
Majestic Super Pow-
er B Rectifier Tube
Grigsby-Grunow' Hinds Co^
4558 Armitage Avenue, Chicago, Illinois
The Talking Machine World, New York, July, 1927
Dominate the Market
Rugged — dependable — attractive — full of per-
formance — moderate in cost, Victor Portables offer
Victor Dealers unlimited sales opportunity.
Victor Portables are "Standard Equipment" any-
where and everywhere.
a BRUNO & SON, Inc.
Victor Distributors to the Dealer Only
351 FOURTH AVENUE NEW YORK, N. Y.
1834 — Almost a Century of Dependable Service to the Music Trade — 1927
July, 1927
THE TALKING MACHINE WORLD
75
Arrival of Hot Weather Stimulates
Music Trade in St. Paul-Minneapolis
Wholesalers and Dealers Report Increasing Popularity of Portable Instruments — Victor Auto-
matic Moving Well — Beckwith Co. Appointed Radiotron Distributor — Other News
St. Paul and Minneapolis, July 7. — The long-
delayed hot weather has arrived in Minnesota
to stimulate the crops, encourage the farmer
and inspire the prophets in all lines of business
to predict a good Fall buying season.
Mrs. Helen D. Beggs, manager of the Colum-
bia branch, is on an extensive motor trip
through Illinois and Michigan. Lawrence
Gunyo, in charge in Mrs. Beggs' absence, re-
ports that the record business for June has by
far exceeded that of any month for a long time.
The popularity of "The Two Black Crows" con-
tinues and is comparable to that of "Darda-
nella" in the post-war days. "Lucky Lindy" is
proving even more of a hit than was antici-
pated. The Columbia portable business is good,
with the Harmony No. 2 at $25 the best seller.
W. J. Hager, of the music company of that
name, was here from Hector, Minn. He re-
ports conditions very favorable in that section
of the country.
The phonograph and record business is es-
pecially good in northern Minnesota, where a
large number of Finnish records are sold. A.
J. Heath, of the Chicago Columbia office, ar-
rived in Minneapolis with Mrs. Heath on June
29 to spend a week here.
The sales campaign being put on in seven
States and sixty-five towns by the Victor Co.
is bringing in excellent returns. C. C- Hicks,
manager of the George C. Beckwith Co., says
that June sales figures exceed any month since
February. The Automatic Orthophonic is mov-
ing splendidly and a number of 9-40 $1,000 ma-
chines have been sold. The 4-40 is still leading
the field to such an extent that the supply is
continually exhausted. There just aren't
enough Victor portables to take care of the
demand, says Mr. Hicks.
R. C. Coleman, manager of the radio division
of the Geo. C. Beckwith Co., and who has re-
cently opened a branch in Milwaukee, has just
returned from an extended trip. He visited
the Federal factory at Buffalo and stopped in
Chicago for the R. M. A. show.
The Beckwith Co. has announced its ap-
pointment by the R. C. A. as Northwest dis-
tributor of R. C. A. Radiotrons.
John E. Date, formerly phonograph and radio
manager of the Minneapolis Drug Co., has
opened offices at 820 Nicollet avenue, as manu-
facturers' agent for a number of standard lines
of radio and accessories. Mr. Date is ex-
clusive representative in the Northwest for the
Magnavox Co., of Oakland, Cal. There has al-
ready been a big demand for territory on the
Magnavox high-power cone speaker. Among
the districts already appointed is that of the
Radio Apparatus Co., of Yankton, So. Dakota.
Edward R. Dyer, president of the Metropoli-
tan Co., returned from a trip East and ex-
pressed enthusiastic recollections of the open-
ing of Aeolian Hall. Mr. Dyer left for a
vacation in the northern Minnesota woods on
July 5, to be gone two or three weeks.
Indian Chief Runs Marathon
in Novel Promotion Stunt
A new long non-stop marathon record be-
tween Chicago and Milwaukee was established
by Chief Tall Feather, an Oneida Indian long
distance runner, during the R. M. A. Trade
Show last month. The chief, in the event
sponsored by Fred E. Yahr, president of Yahr-
Lange, Inc., Milwaukee, finished his run at the
Hotel Stevens on the second day of the Trade
Show, and won $1,000 and a gold medal offered
by Mr. Yahr. The marathon was a feature of
the Super-Ball Antenna and Yar loud speaker
sales promotional campaign and won consider-
able attention all along the route, as people re-
siding in the towns along the North Shore be-
tween Chicago and Milwaukee lined the way.
An automobile escort followed the fleet-footed
Indian along the lake shore through Racine and
Kenosha to Chicago.
Oro-Tone Go. Will Market
New Type Sound Reproducer
The Oro-Tone Co., Chicago, manufacturer of
tone arms, reproducers and other phonograph
equipment, is placing upon the market at this
time a new sound reproducer, which is said to
contain neither a cone nor a horn. A special
unit is employed in its construction which is
new in design and employs the "quivering reed"
principle. The new Oro-Tone sound reproducer,
which is said to produce both the deep low
notes and high treble notes with equal fidelity,
is made in a table-type cabinet reproducer and
also in a console style, the list prices being
$25.00 and $60.00, respectively.
The new reproducer is said to be compact
and solid, and is not subject to changes in cli-
matic conditions. It is expected that more
detailed information regarding this latest Oro-
Tone product will be released in the near future.
Louis E. Cook, formerly with Sherman, Clay
& Co., has opened a music and radio store at
451 San Benito street, HoUester, Cal. He has
the complete Victor Orthophonic line, Bosch
and Freed-Eisemann radios as well as pianos
and sheet music.
Youll Want These Popular Speakers
in Your Fall Line!
BORKMAN Velvet Radio Speakers
have become solidly established fa-
vorites with dealers and public alike. The
consumer likes them because of their ar-
tistic design and their ability to give true
reproduction of whatever their sets may
pick up. The dealer finds them easy sell-
ers, and approves accordingly.
You will want to feature this well-
known line in your fall catalog. It will
prove a fruitful one for your salesmen, en-
abling them to increase their volume and
your profits.
Through a change in distribution policy,
your business will noiv be handled direct by
our General Sales Office in Chicago. Get in
touch with this office today, to arrange for
territorial rights.
Manufactured by
BORKMAN RADIO CORP.
Salt Lake City
Utah
The Jewel Case
No. 21
List Price, $40.00
4
Other Models
from
$7.50 up
Reg. U. S. Pat. Off.
GENERAL
SALES OFFICE
230 East Ohio St.
Chicago
76
THE TALKING MACHINE WORLD
July, 1927
George P. Hough, of Carry- Paul B. Klugh Tells Zenith's Chicago Dealers Combined
ola Co., Makes Trade Trip Stand on Federal Radio Law in Featuring Radio Windows
Sales Manager of Prominent Milwaukee Manu-
facturer Visited Eastern Territory — Outlined
Merchandising Plans to the Trade
George P. Hough, sales manager of the Car-
ryola Co. of America, Milwaukee, Wis., made
an extended tour in the interests of his com-
pany and its product, the Carryola portable
phonograph, in the Eastern trade the latter
part of June. He visited all of the important
cities in that section of the country, outlining
to distributors and dealers the extensive Car-
ryola advertising and merchandising plans.
Clarence Gennett, of the Starr Piano Co.,
Richmond, Ind., was a visitor to the offices of
the company in Boston recently, en route to
Nantucket, Mass.
5 ^ f
1 ® j)
J^ockford
Hardware
HARDWARE
is visible to
the eye, in con-
stant use and plays
an important part
in giving satisfac-
tion to a customer.
Rockford Hard-
ware merits closer
attention by you.
It stands the stiff est
test of all — side by
side comparison.
Ask for catalog
18 and samples,
Rational J^ock Co.,
Hockford, III.
U. S.A.
Cable Address: NatJock
Branch Sales Offices:
Chicago, 111. St. Louis, Mo.
Cincinnati, Ohio Indianapolis, Ind.
Detroit, Mich, Jamestown, N. Y.
Evansville, Ind. Los Angeles, Cal.
Grand Rapids, Mich. Milwaukee, Wis.
High Point, N. C. Seattle, Wash.
Sheboygan, Wis.
Seeks to Correct Erroneous Reports That Zenith
Radio Corp. Will Attempt to Deny the
Constitutionality of the Present Law
Chicago, III., July 8. — In a recent announcement
to the trade, Paul B. Klugh, vice-president and
general manager of the Zenith Radio Corp.,
stated that so many erroneous reports have
been circulated as to the attitude of the Zenith
Corp. and its officials in the matter of the Fed-
eral Radio Law that the executives of the
Zenith organization welcomed an opportunity t(j
state their position without equivocation. The
Zenith Radio Corp. has no intention of attempt-
ing to deny the constitutionality of the act un-
der which the Federal Radio Commission
operates and radio in the LTnited States is gov-
erned, it was stated by Mr. Klugh.
Mr. Klugh's statement in part follows: "It
has taken a great deal of time and the expendi-
ture of considerable energy to get the present
radio law through. I feel sure that Mr. Mc-
Donald and I did our share of the work. While
the law is not all that could be desired and
undoubtedly will be amended, it is considered a
remarkable piece of legislation by those who
are familiar with the barriers to its passage.
This corporation and its officers stand for the
law and its preservation, first, last and all the
lime, and we will devote ourselves, insofar as
necessary, to strengthening this law through
amendments at the next session.
"I touched upon this matter during the course
of my remarks at the Radio Manufacturers'
banquet in Chicago on June 16, 1927. The
statements I made there had the whole-hearted
and enthusiastic support of Mr. McDonald.
"It has become a matter of common knowl-
edge that we went to Washington several weeks
ago and argued the case of our station before
the Federal Radio Commission for the purpose
of securing a better assignment than 263 meters.
We did not then and do not now consider that
this assignment is a proper recognition of the
status of our station. We feel that as one of
the pioneer broadcasters and the first to build
a powerful station and place it more than twenty
miles outside of the city and especially in view
of this corporation's contributions to the radio
art, we are entitled to be placed upon a
par with others. We, therefore, presented our
case as well as we could, but the Commission
decided against us. As far as we are concerned,
this ended the matter.
"While our attorney was arguing our case
before the Commission he paused and stated
that he would like to record his own personal and
private opinion and that he had not consulted
with his clients (Zenith) on the matter, but only
wanted to record his own views, which were
that the Radio Law of 1927 is unconstitutional.
As far as this corporation is concerned we are
not interested in the constitutionality of the
law. Quite on the contrary, we will use our
best efTorts and influence to see that the law
is maintained and discourage anyone who has
in mind breaking down the law through raising
the question of its constitutionality. If and
when lawyers are able to show wherein the
present law is unconstitutional, than we believe
that this should be corrected through amend-
ment at the next session of Congress, or, if this
cannot be done through amendment, that a new
ground work should be laid which will place
the American Radio Law beyond attack from
anyone.
"The Federal Radio Commission is doing an
admirable work and should receive the support
of the entire radio industry as well as the listen-
ing public. The almost impossible task of plac-
ing 690 stations on eighty-nine wave lengths is
bQund to make some feel that they have been
treated unfairly. We feel sure, however, that
as time goes on these matters will settle them-
selves to the satisfaction of all concerned."
One Hundred Dealers Showed Atwater Kent
Radio Sets in Eye-Arresting Displays During
the Two Weeks of Conventions
One of the most successful co-operative ef-
forts of dealers who feature a single line of
radio was consummated in Chicago during the
two weeks following June 7, the period of the
Music Industries Convention, the R. M. A.
Hartman's Artistic Window
Convention and Trade Show and the Federated
Radio Trades Association Convention, when
one hundred Chicago dealers featured the At-
water Kent radio line in their windows.
This 'concerted window display campaign was
not only in the interest of stimulating business
for the products shown, but was also in the
nature of a welcome to the delegates to the
various conventions. The sales-promotion
department of the Atwater Kent sales division
worked with the dealers in making this cam-
paign the success it was. Signs welcoming
dealers, as well as window display material
of an exceptionally fine character, were prepared
by this branch of the Atwater Kent Co. and
the dealers did their share by making excellent
use of the material available. The result was
A Lyon & Healy Display
that thousands of dealers of the city and sur-
rounding districts visited Chicago during the
period of these activities and Atwater Kent
radio was emphatically called to their attention
time and time again through the medium of
the window displays.
As a news item this is very interesting, but
it is of far greater importance, due to the fact
that it demonstrates how manufacturers, whole-
salers and retailers can co-operate to mutual
advantage in securing publicity for the lines
they handle. The retail trade is beginning to
realize much can be accomplished by working
with and not against local competition. There-
fore, the fine showing made by the Atwater
Kent dealers was most commendable and there
can be no doubt but that many people who
have not before considered radio now realize
that many Chicago dealers handle the Atwater
Kent line. After all, the purpose of publicity
is to call to the attention of the public a prod-
uct with the intention of creating a demand,
and there is no better method of accomplishing
this than by preparing real selling window
displays.
July, 1927
THE TALKING MACHINE WORLD
77
r
Atwater Bent
RADIO
Out
Model 35, six-tube, One Dial Receiver.
Crystalline-finished shielding cabinet;
gold ship-model name plate, decorative
rosettes and battery switch. 365.
Model 30, six-tube. One Dial Receiver.
Solid mahogany cabinet; gold name plate,
battery switch and vernier knob. 380.
Model E Radio Speaker. The result
of nearly three years' laboratory work.
Faithfully covers the entire range of
musical tones, from the lowest to the
highest register. With 9 feet of flexible
cord. 330.
in front a
1927-28
A
COMPLETE LINE of receiv-
ing sets diflFering in special abili-
ties, uniform in Atwater Kent
reliability.
A complete line of speakers, in-
cluding the Model E with a new
and unusually sensitive type of
operating unit and a new method
of cone suspension which allows
response to the faintest vibration
over the entire surface.
Phonograph attachments of
proved desirability.
And a merchandising and ad-
vertising policy which will help
Atwater Kent merchants to place
Atwater Kent Radio in another
million homes.*
Phonograph Attachment. Type 5V
With 9 feet of flexible cord. 36.50.
EVERY SUNDAY EVENING :— The Atwater Kent Radio
Artists bring you their summer program at 9:15 Eastern
Daylight Time, 8:15 Central Daylight Time, through:
WEAF New York
WEEI Boston
WRC .... Washington
WSAI Cincinnati
WON Chicago
WCAE Pittsburgh
WGR Buffalo
woe Davenport
KSD St. Louis
wwj Detroit
wcco . . Mpls.-St. Paul
WGY .... Schenectady
am
M(JD1 L 33, si.\-tul>i. <)\F Dial Rtceivi i.
Antenna adjustment device assures un-
usual selectivity. Solid mahogany cab-
inet; gold name plate, battery switch
and vernier knob. 390.
Model 50, seven-tube, super-selective
One Dial Receiver, with antenna adjust-
ment. Tuning condenser, detector and
radio amplification tubes enclosed in
special metal boxes and these shielded
parts, with the rest of the electrical
assembly, completely encased in a metal
container. Solid mahogany cabinet. 3150.
Model H Radio Speak'
ER. Entirely of meta
Crystalline finished in
two shades of brown.
With 9 feet of flexible
cord. 321.
*Now in more than a million homes.
Prices slightly higher from the Rockies West, and in Canada
ATWATER KENT MANUFACTURING COMPANY
4725 Wissahickon Avenue A. Atwater Kent, President Philadelphia, Pa.
78
THE TALKING MACHINE WORLD
July, 1927
Model 6-26
Battery Operated
AC '7 Consoi^.
hlcctttc Receiter
AO hattoi ,es tif any kttxd
Model 6'15
Battery Operated
This also illustrates the
AC 6-15 Electric Model
unctng
New sparton
0DELS
The Cfmsoi^ue
u:rdi or f.mihitut built-in
cone, can he t<st:d for ttH-
.lC-6 Cahint^t, QfLei^.'- ^
6'26 or "^IrjdeJ fi-lS^'^^Zc
AC-^ Cabinet ^^?|
tlectric Receiver
nn ConsoJettc
TTtis iUustrates botfi Model
<--2r, and AC-6 Cabinet
^nth jront closed
July, 1927
THE TALKING MACHINE WORLD
79
m
Truly remarkable advancement in selectivity over the entire
range, particularly thrG?|gh the lower wave lengths, features
the new Sparton AC Electric Receiver (without batteries of
any kind). Seven tubes — increased volume — absolute elimi-
nation of distortion; — these, we believe, develop Sparton
reproduction to %;point that has never been equaled in the
Radio industry,^^'
Another superb Sparton instrument — the AC -6 Cabinet
Electric Recei^'^f (no batteries of any kind) listing at only
$215, and the^Iodel AC 6-15 Electric at only $188, give
Sparton dea:lers a great price advantage in the fine quality
fieldt with irfeeased sales possibilities.
The Sparton battery-operated sets have been tremendously
improved in seleetiy-iiiyrand volume b^ the addition of a sixth
tube, and by refinements throughoutr Superb cabinet work —
the art of Sparton craftsmen — characteri2es the entire line.
A new and remarkably complete merchandising plan, backed by
26 years of manufacturing stability, has been developed to 'S
dealers. You business men who are interested in becoming
firmly established in the great radio business are invited to
mail the coupon which will bring complete information, and
the name of the nearest Sparton distributor.
The Sparks -Withington CoMPAbry
of Lit'hi-i..
t baturiet I'F any kin J
80
THE TALKING MACHINE WORLD
July, 1927
Columbia Records Presented
to GoL Charles Lindbergh
Complete Description of the Official Welcome
to Trans-Atlantic Flier by President Coolidge
Contained in Six Recordings
A special presentation of six Columbia rec-
ords, containing what are probably the most
colorful word pictures and historic speeches
ever recorded, describing in detail the reception
of Colonel Charles A. Lindbergh by President
Coolidge in Washington, was recently made to
Colonel Lindbergh in St. Louis by representa-
tives of the Columbia Phonograph Co.
These six records carrj' the descriptions of
the crowds, word by word as sent over the air
by the radio announcers from their vantage
points, the welcoming address by President
Coolidge, and Colonel Lindbergh's reply.
Frank Capps and H. A, Summers, of the Colum-
bia research staf?, made the recordings in the
company's research laboratories at 1819 Broad-
way, New York City, as they w_ere broadcast.
These six records, together with the first
record pressed of Columbia Record No. 1000-D,
coupling "Lucky Lindy" and "Lindbergh (The
Eagle of U. S. A.)," were contained in an es-
pecially designed leather holder, beautifully
stamped with gold letters and borders, executed
by Mark Cross.
The presentation was made in the office of
H. F. Knight, one of Colonel Lindbergh's prin-
cipal backers and a member of the Interna-
tional Press Assn. E. D. Shiddell represented
the Columbia Phonograph Co., and was accom-
panied by N. B. Smith, manager of the Colum-
bia St. Louis branch, and C. R. Salmon,
also of the St. Louis branch.
In addition to Record 1000-D Columbia has
made Record No. 1027-D, "When Lindy Comes
Home," Geo. M. Cohan's hit, coupled with
"Like an Angel You Flew into Everyone's
Heart (Lindbergh)," tenor solos by Franklyn
Bauer; and Record No. 1025-D "Chamberlin and
Lindy (Our Hats Are Ofif to You)," and
"Charlie Boy (We Love You)," sung by Vernon
Dalhart.
Superior Cabinet Co. Issues
New Radio Cabinet Catalog
Four Models of Superior Radio Cabinet Are
Illustrated and Described in Booklet — Table
of Freight Rates an Interesting Feature
Muskegon, Mich., July 8. — The Superior Cabi-
net Co., of this city, recently mailed to the
trade its catalog, describing and illustrating the
complete line of Superior cabinets, comprised
of four models. All of the Superior Cabinets
are furnished either with or without built-in
cone speaker or horn, and No. 801 radio cabinet
is designed especially for an electric set, al-
though ample space is provided for batteries
or power units. The radio receivers rest on a
sliding table which is easily removed or pulled
forward to install or adjust the set. All of
the Superior cabinets are finished in walnut
with a hand-rubbed lacquer finish.
The cabinets are built to accommodate the
standard sets, or are furnished with a plain
panel, which may be cut to fit any seven by
eighteen-inch set. An interesting feature of
the Superior Cabinet catalog is a table of
freight rates on the inside back cover, listing
the shipping cost of the cabinets from Mus-
kegon to every important trade center of the
United States. Studner-Cumming Co., Inc.,
New York City, is the sole selling agent of the
Superior Cabinet Co.
Radel Music Shop Opens
Branch in New York City
Van Veen & Co. Awarded Contract for Interior
Decoration of Fine Establishment
The Radel Music Shop, of 991 Columbus ave-
nue, New York City, has opened a branch store
at 182 Dyckman street, which will represent one
of the most modern and best equipped music
vvarerooms in New York City.
The contract for the interior decoration has
been awarded to Van Veen & Co., New York
City, manufacturers of Van Veen equipment.
Van Veen & Co. had previously fitted out the
main store of the company. The entire interior
in the Dyckman street store has been con-
structed of quartered oak. The installation con-
sists of five soundproof demonstrating rooms
for either talking machine or radio, wall cases
for the display of musical instruments, racks
for music rolls and records, a record counter
and modern equipment for the display of radio
parts and accessories. The store will handle
everything in music with the exception of
pianos.
Plaza Music Co. Jobbing
Ultra Reproducer Line
Polyphase Ultra, Singlephase Ultra and Reve-
lation Ultra Reproducers Now Being Dis-
tributed by Well-known New York Firm
The Plaza Music Co., 10 West Twentieth
street, New York City, besides using as stand-
ard equipment Audak reproducers on its Pal
portables and higher-priced model talking ma-
chines, is also distributing a full line of Ultra
(phonic) reproducers. These include the Poly-
phase Ultra, Singlephase Ultra and the Revela-
tion Ultra, all manufactured by the Audak Co.
Letters and circular announcements of the ac-
quisition of this line have been sent to the trade
by the Plaza Music Co. Its previous announce-
ment covering the adoption of Audak reproduc-
ers for its higher-priced portables and talking
machines resulted in the company receiving
numerous letters of congratulations.
Victor for Charles S. Norris
Boston, Mass., June 28. — The first instruments
of the Victor line have made their appearances
on the floors of the Charles S. Norris ware-
rooms here. This firm, which recently took on
the line, is devoting large space to most effec-
tive display.
Radio Power
EQUIPMENT
Member
Radio
Manufacturers'
Association
because of its extreme efficiency and its
universal popularity will help you sell
more Receiving Sets this Fall than
ever before.
Ask your Jobber or write
us for details
Unique Publicity Stunt
in Interest of Panatrope
Jones-O'Neal Co. Staff, of Beaumont, Tex.,
Utilizes Aeroplane to Distribute Information
of Interest to the Public
Thousands of circulars, good for merchandise
credit, were distributed by the Jones-O'Neal
Furniture Co., Beaumont, Tex., in a unique
manner. The circulars were dropped from an
aeroplane in Beaumont, Port Arthur, Port
Jones-O'Neal Co. Gets Publicity Via Plane
Neches, Nederland and Orange, Texas. The
circulars were distributed in connection with
an essay contest, and the campaign was a great
success in the development of interest in the
Panatrope.
The accompanying photo shows members of
the Jones-O'Neal staff and the pilots who as-
sisted in the distribution of the circulars.
Those shown in the picture, left to right, are
Charles E. Quick and George Carroll, pilots;
George Otis Allen, assistant manager of the
Jones-O'Neal Furniture Co.; Miss Mary Wesh,
manager of the record department; J. B. Hen-
derson, Charles W. Pyle, representative of the
Brunswick-Balke-Collender Co.; Fred L. Hirom,
manager of the phonograph department, and E.
C. O'Neal, president and general manager of
the Jones-O'Neal Furniture Co.
Charles W. Pyle, the Brunswick representa-
tive shown in the accompanying photograph,
and the pilot of the airplane, were together in
the American Expeditionary Forces in France
for sixteen months during the World War. Mr.
Pyle wrote the circular, ten thousand of which
were dropped from the airplane. Fifty red
cards, bearing the following inscription, "Good
for $10 credit on any cabinet model Brunswick,"
were also dropped over the towns mentioned
above. Nine red cards were brought in to the
Port Neches Brunswick dealer alone.
On the Sunday before the flight the news-
papers in the various cities carried a display
advertisement advising the public to watch for
the Jones-O'Neal airplane on the following day.
On the left wing of the plane the word "Bruns-
wick" was painted in red and on the right wing
the name "Jones-O'Neal" appeared, both names
printed in letters five feet high which could
easily be read at 2,000 feet altitude. The sales
promotion scheme was very successful, and
seventy-five of the various Brunswick machines.
John P. Rainbault Co. Is
Vincennes Representative
The John P. Rainbault Co., 50 Church street.
New York, was recently appointed Eastern rep-
resentative for the Vincennes Phonograph Co.,
covering the territory from Maine to Virginia,
and from Buffalo to Harrisburg. This company
now represents the makers of Walbert and Mc-
Millan radio receivers, Magnavox tubes and
speakers and the Balkite units. In order to
take care of the rapidly increasing business the
Rainbault organization has moved to larger
quarters on the main floor of the Hudson Ter-
minal building and a demonstration room has
been outfitted and a service department has
been formed. The sales department has also
been increased and six outside men are now
traveling in the Rainbault interests.
THE ACME ELECTRIC and MANUFACTURING COMPANY^
1438 Hamilton Avenue Cleveland, Ohio
July, 1927
THE TALKING MACHINE WORLD
81
Cone
Speaker
15 in. high
13 in. wide
Price in Canada
$25
Fl^ing^ Start
por
An*'Odds-on
Favorite
PERHAPS even more amazing than the high degree of mechanical and reproductive
excellence it offers for $20.00 is the manner in which extensive stocks of the
Wirt Cone Speaker melt from the merchant's shelves. Immediate sales, in so
great a quantity — at the "tag-end " of the season — were not expected by experienced
radio dealers.
This warm welcome for the
Speaker of the Day is no mere
flash in the pan. The spark that
was struck this Spring by pres-
entation of a high-grade speaker
at a popular price will, in the
Fall, be fanned to a flame of
public demand that will sweep
the country.
National advertising for the
Wirt Cone Speaker will greet the
first returning vacationist in his
favorite magazines and news-
papers. He and thousands
of his kind will be told con-
vincingly, persuasively, and over
and over again that here at last
is a speaker whose performance
is equal to the best, at a price
that asks no favors from the
worst.
\
And there is no question but that this national advertising will be amplified and
given the authority of truth by word-of-mouth reports from delighted owners.
In the Fall, when radio buying begins in earnest, the busiest
dealers will be those who prepare now for frequent and in-
sistent orders for the Speaker of the Day,
5245 Greene Street
Philadelphia, Pa.
IsAanuiacturers of Diiwa'Lite and other Electrical Specialties for Twenty Years
82
THE TALKING MACHINE WORLD
July, 1927
News From the Akron-
Canton Trade Territory
Talking Machine Dealers Are Optimistic as
Satisfactory Business Continues — News of
the Trade Throughout the Territory
Akron-Canton, O., July 7. — ^While unseasonable
weather has had a decided effect on retail busi-
ness in most every line, it has caused music
dealers in the Akron-Canton district little con-
cern. For the first six months of the year,
dealers declare, talking machine demand was
better than last year and from all indications
the second six months of 1927 will see a more
substantial gain.
The new Orthophonic machines are meeting
with continued good reception, according to
George C. Wille, head of the music company
bearing his name. The $300 machine seems to
be the most popular for home use, while in
clubs, hotels and other places where dances are
held, the electric types have the call. Mr.
Wille also reports many orders are being re-
ceived for the new 40-inch Edison records.
W. E. Pyle, manager of the talking machine
department of the William R. Zollinger Co. de-
partment store, says talking machines and
radios are moving well for this time of the year.
Earle Poling, Akron Victor dealer, has been
largely instrumental in the contracting for the
appearance in Akron next February 14 and 15,
at the Keith-Albee Palace, of the Chicago Civic
Opera Company. The company will give three
performances.
E. J. Eberman, music dealer, Tuscarawas
street, East Canton, will move within a few
days to a new and larger location just across
the street from his present store. Alterations
to the building have been completed.
The Canton Music Co., for the past three
years located on Cleveland avenue, NW., has re-
linquished its location and is now maintaining
only a collection office. This concern, succes-
sors to the Strassner-Custer Music House, some
months ago made an assignment, and the stock
of pianos and talking machines and other in-
struments was disposed of.
Clyde Opiinger, proprietor of the North End
Music Co., Wadsworth, O., who has been seri-
ously ill of pleurisy, is much improved.
Expansion of the Van Horn Music Co., Mas-
sillon, will result with the removal recently
from its original location, East Main street, to
a new building on the opposite side of the
street, officials have announced. The talking
machine department is to be enlarged and a
larger stock of machines and records carried.
James W. Duff Makes Inter-
esting Comment on Tubes
"Tube Business," Says President of Gold Seal
Electrical Co., "Means Repeat Orders With
Reasonably Quick Turnover"
The radio tube industry has all the elements
of a- sound, substantial and profitable future,
permanent and increasing, according to James
W. Duff, president of the Gold Seal Electrical
Co., Inc., manufacturer of Gold Seal tubes, in
commenting recently on the tube business.
"As far as science and engineering can fore-
see, the radio tube is here to stay," said Mr.
Duff. "Success in radio tube manufacturing
now is a matter of quality production and ag-
gressive merchandising. The latest radio sets
use six or more tubes as compared with an aver-
age of five tubes last year, and this alone would
indicate a 20 per cent increase in consumption.
There have been vast improvements in tubes
and more are forthcoming. Various special
purpose tubes are now being made and market-
ed and more are in course of development, in-
cluding a type which will operate direct from
the house lighting current and which will un-
doubtedly be perfected by engineers sooner or
later.
"From the dealer's standpoint, tube business
means repeat orders and that counts heavily on
the profit side of the ledger. The average life
of a tube is from three months to one year, de-
pending upon the number of hours the set is in
operation. This makes for reasonably quick
turnover."
Florida Zenith Dealer
Uses Novel Promotion Idea
Time: Every afternoon and evening, June
19 to 22.
Place: Stage of the Tampa Theatre, Tampa,
Fla.
Act: A Zenith model 28 with an Acme re-
producer was on the stage together with John
Ingram and His New Idea Orchestra. The
spotlight is put on the Zenith and the theatre
organist walks to the Zenith and tunes in and
hears the announcer say "Good afternoon, every-
body, this is WMBR at Tampa, Fla., broad-
casting John Ingram and His New Idea Or-
chestra, direct from the stage of the Tampa
Theatre, and Mr. Ingram presents his orches-
tra in their novelty number." As each number
finished the spotlight was turned on the Zenith,
and each time the announcer would give the
call letters and next number to be heard.
The closing of the act came with the signing-
off of the station, and this proved to be a real
novel idea and met with the approval of the
audience, and this has created some new inter-
est in radio in Tampa.
The hook-up was perfect and not a second
lost between numbers, and the audience were
given plenty of time for encores. The an-
nouncer was located six blocks away from the
theatre in the studio of WMBR at the Olive
Hotel, Tampa, Fla.
Enjoys Business Gain
The Seattle, \Vash., branch of the Columbia
Phonograph Co. showed a 45 per cent increase
in June over the month of May, a very satis-
factory gain.
Radio Set
Analyzer
The Jewell Pattern No. 133 Radio Set Analyzer was designed to assist radio
service men in reducing time on service calls, giving them an instant check on
set conditions. It will be found particularly adaptable to service calls of a con-
tract nature, requiring monthly inspection of sets.
In operation it is very simple. With the plug of the analyzer in place in the
socket of a radio set and the tube in the socket of the analyzer, complete char-
acteristics of that stage can be obtained. "A," "B" and "C" voltages, plate cur-
rent and grid bias are instantly obtained by pressing the proper push button. In
addition, a grid shift push button is furnished and gives a direct indication of
tube conditions. There are no complicated switches to get out of order. Press-
ing the wrong push button does no damage. In fact, they can all be pressed at
one time without injury. ^
The instrument is a high grade voltammeter having a voltmeter resistance
of 1000 ohms per volt and ranges of 0-8, 80 and 200 volts and 0-20 milliamperes.
Separate binding posts allow for external connection to the instrument for in-
dividual circuit tests.
The case is covered with genuine Morocco leather and is 4^ x 6}i x 8j5^
inches.
Write for descriptive circular No. 1115
Jewell Electrical Instrument Co.
1650 Walnut St. - Chicago
"27 Years Making Qood Instruments"
SUPREME SEEECTIVITY
WITH THE TONE THAT MADE SONORA FAMOUS
mm
SELECTIVE SIX
SELECTIVE SIX
DE LUXE HIGHBOY
$250
Cabinet of burled wal-
nut with built-in
Sonora Speaker. All
electrification acces-
sories to facilitate in-
stallation of power
equipment. Switch
built into side of cabi-
net can turn on and
off any type power
plant. Dial light. E 870.
SONORA STANDARD HIGHBOY
$195
Attractive highboy burled wahiiit cabinet with built-in
Sonora speaker. This model, while somewhat smaller
and less ornate than the S250 model illustrated at the
left, M ill unquestionably be one of the greatest values
in radio. It is especially designed to meet that great
demand of those who want a Sonora set with built-in
speaker in an attractive cabinet, but whose purchasing
power is limited to a set under 8200. Dial light. E 865.
RADIO-L
OFFERS THE GREATEST SALES OPPORTUNITIES IN QUALITY RADIO
A MODEL TO MEET EVERY IMPORTANT PRICE DEMAND
A RADIO with the rich, deep mellowness that made Sonora famous — a set that is
supremely selective and tunes with a single control to hair line accuracy. It
makes use of the famous R.F.L. balanced-bridge circuit in three efficient amplifying
stages. A new and remarkable distance range, freedom from interference of this
highly refined system will astound the entire radio world. Sonora is fully licensed
under every important patent, including the R. C. A., group. Only in the Sonora
are all these qualities found. The Sonora franchise is valuable! Inquire now!
SELECTIVE SIX
JUNIOR HIGHBOY
$165
An attractive walnut
design, doors in dis-
tinctive two tone ef-
fect. This model will
meet the demand of
those who want their
speaker outside the
cabinet, but who at
the same time want
anattractivefurniture
model. Dial Ught. E860.
SELECTIVE SIX
TABLE
MODEL
$99.50
A set that is perfectly
free from oscillation
squeals and noises,
reaches the pinnacle in
all performance char-
acteristics, supreme
tone quality, remark-
able distance range
and sharp selectivity.
Walnut burl cabinet.
Dial light. E 850.
DE LUXE SEVEN
^ONOR A De Luxe Seven, the world's fm-
^ est radio, housed in a hixurious cabinet
A> ith built-in speaker. Four stages of newly
perfected R.F.L. balanced-bridge radio
amplification makes possible the recep-
tion of distances. The electric equipment,
Sonora A power and B power is installed
by the dealer separately but Mhere A. C.
power is not available, batteries may be
employed without any change in ^\"iring.
The loop is hidden within the hinged
door, having full 180 degrees rotation.
Bronze inlay walnut burl control panel.
Licensed only for radio amateur, experi-
mental and broadcast reception. Price
"\\athout electric equipment, S375.
SONORA PHONOGRAPH CO^ SAGINAW. MICHIGAN
^1
July, 1927
THE TALKING MACHINE WORLD
83
Five Utah Loud Speakers
Are Placed on the Market
Utah Screen, No. 30 Cone Speaker, Utah Drum
and Two Cabinet Speakers Are Among the
New Products of Well-Known Concern
Chicago, III., July 7. — Five new loud speakers,
representing the latest additions to the line of
loud speaker units and reproducers, manufac-
tured by the Utah Radio Products Co., this city,
Utah Screen Speaker
were recently placed upon the market. With
these additions, the Utah line now consists of
nine different products, and it is said to be one
of the most complete presented by any loud
speaker manufacturer in the field.
Featured among the new products is the Utah
Screen, finished in Walnut, with the interior
patterned after a cello. The Screen contains a
ten-foot air column, and retails for $100. An-
other new Utah speaker which has attracted
considerable attention since it was first intro-
duced is the No. 30, walnut cone-type speaker.
Utah No. 30 Cone Speaker
surrounded by five-ply baffle board to give the
effect of a violin. The Utah Drum speaker,
which adds further interest and variety to the
broad Utah line, is a cone speaker concealed
within a drum. The Utah Radio Products Co.
also introduced a few weeks ago two types of
cabinet speakers, the No. 100 and No. 101. Cabi-
net Speaker No. 100 is of the horn type, with
an air column nine feet in length and a tone
chamber of more than seventy inches, which
produces the finest of tone qualities. The horn
is enclosed in a walnut cabinet twenty-seven
and one-half inches wide, thirty-six inches high
and seventeen inches deep. The front grill is
removable and all batteries and accessories may
be stored in the cabinet. Utah No. 101 cabinet
speaker is similar to No. 100, except that it is
two and one-half inches deeper, and was de-
signed especially to accommodate the Phiico
unit.
The other products in the Utah speaker and
unit are well known to the radio trade through-
cut the country. The Utah Cone speaker, em-
bodying the free edge principle, which retails
at $10, has thousands of staunch supporters. For
those who wish to utilize the sounding board
of either a piano or phonograph, provision has
also been made by the Utah engineers. The
Utah Piano speaker, which has met with tre-
mendous sales since its introduction a few
months ago, is attached to the sounding board
of a piano, and the Utah Phonospeaker may be
attached to, or detached from, a phonograph in
five seconds.
The Utah Radio Products Co. manufactures
two-horn-type speakers, the Utah Standard and
the Utah Junior, and in addition the Utah Su-
perflex, small in size and appealing to home-
makers who must conserve space. The excel-
lent reproduction of sound of the Superflex is
due to a special interior design by which the
tone reverberations are directed through a cen-
tral tone chamber and then redirected through
an outer tone chamber, resulting in a round
natural tone.
Valley "A" Socket Power
Eliminator Introduced
Requires No Charging and Connects Direct
With House Lighting Circuit — Operates From
One Switch and Is Used With Any Set
Splitdorf-Bethlehem Go.
Employes Are Insured
Splitdorf-Bethlehem Electrical Co., of
Newark, N. J., has insured each of its employes
in the sum of $1,000. Announcement of this
group insurance contract was made by Walter
Rautenstrauch, president of the company.
The plan includes a total permanent dis-
ability benefit as well as the coverage on the
life of the employe. Provisions are also made
for converting the policy to an individual policy
in event of the termination of any employe's
services. The protection is afforded without
cost to the workers in the Splitdorf plant.
R. W. Lawrence Goes Abroad
The Valley "A" Socket Power, an eliminator
of the wet "A" storage battery, which was re-
cently introduced to the trade, requires no
charging and connects directly to the house
lighting circuit. It will operate the radio set
and all other ac-
cessories from one
switch, providing
power for any
radio receiver re-
gardless of size.
This socket
power unit con-
tains no "A" bat-
tery, bulbs or
moving parts, but
employs ' a stout
metal Raytheon
cartridge free
from delicate fila-
ments. It is said
to be a new prin-
Valley "A" Power Unit ciple of "A" socket
power and to deliver permanent, steady, uni-
form current.
Provision has been made in the Valley "A"
power unit for use of an additional Raytheon
cartridge when operating sets of seven tubes
or more. The product is made by the Valley
Electric Co., St. Louis.
Richard W. Lawrence, president of the
Bankers' Commercial Security Co., New York,
which specializes in instalment banking for
Victor talking machine and Stromberg-Carlson
and Atwater Kent radio dealers, sailed for
Europe recently with his family to make a tour
of European countries.
Extra Davega Dividend
Davega, Inc., recently declared an extra divi-
dend of twenty-five cents a share in addition to
the regular quarterly dividend of twenty-five
cents a share on the common stock. The divi-
dends were paid July 1 to holders of record
as of June 23.
James A. Kennedy Elected
James A. Kennedy, who for some time past
has been special sales representative for Arthur
H. Lynch, Inc., 1775 Broadway, New York,
radio manufacturer and sales agent, was recent-
ly elected vice-president of the concern. A. C.
Massias was also appointed comptroller of the
Lynch organization.
Makes Assignment
Sol Horowitz, radio dealer, at 490 Tompkins
avenue, Brooklyn, has made an assignment to
Louis Markowitz, 135 Broadway, New York
City.
THeyoMQMUTY TUBES
Dependable and a Technical Triumph
A RADIO TUBE that is non-
microphonic — won't short.
Balanced and tested. Televocal
tubes are made in all standard
types.
DEALERS AND JOBBERS
Ask for particulars on this new and
better radio tube that costs no more.
TELEVOCAL CORP'N.
Televocal Bldg.
588 12th St. West New York, N. J.
Dealer's Name
City State.
Jobber's Name
City State.
84
THE TALKING MACHINE WORLD
July, 1927
United Cabinet Mfrs. Line
Includes Thirteen Models
Is Said to Include Practically All of the Modern
Types of Radio Cabinets, Consoles and Tables
—Equipped With Utah Units
The new 1927-1928 line of radio cabinets pro-
duced by the United Cabinet Manufacturers'
Corp., Chicago, recently placed upon the market,
contains thirteen models in all, and this com-
prehensive line is said to include practically all
of the modern types of radio cabinets, consoles
United Cabinet Model 17
and tables. All of the United Cabinets arc
equipped with long expanding air column horns
and Utah loud speaker units, the smallest horn
measuring 54 inches and the longest ten feet in
length. The United Cabinet line was shown to
the trade for the first time at the R. M. A.
Trade Show at Chicago.
Featured among the United cabinets is model
17, illustrated herewith, a beautifully designed
console cabinet with doors which conceal from
United Cabinet Model 5
view the loud speaker and radio set. A power
unit space is provided in the rear and the cabinet
itself is made with a genuine stump walnut
front, figured maple overlays on posts, and
zebra overlays on the corners.
Another cabinet style which has met with
success since its introduction is Model 5, which
accommodates 7xl8-inch sets, Atwater Kent
models, and the majority of the most popular
receivers on the market. Model 5 is said to
embody the latest design in a cabinet with its
long air-column, deep-toned horn and drop arm
rest in front of the radio receiver. The cabinet
is made of genuine plywood with high-lighted
and two-tone effects. Model 20, a console cabi-
net, is built of real imported vvoods, with a
decorative overlaj' of imported Bubinga and
Coca Bola laid into marquetry, with a panel of
English burl walnut in the center overlaid with
figured curly maple. The radio receiver may
be installed in a space above the long air cham-
ber and a removable grille allows access from
ihe front to the battery compartment.
Other models in the United Cabinet line are
Model 4, a console cabinet in walnut plywood,
Model 18, of walnut plywood with herringbone
mahogany overlays on the doors, Model 12, of
walnut with striped mahogany overlay on the
front. Model 2, a semi-highboy console in wal-
nut, and Model 50, a large radio console cabinet
standing 42 inches high and 32 inches wide,
which will accommodate receivers 29 inches
long, 10 inches high and 16 inches deep, or
smaller.
The United Cabinet Manufacturers' Corp.
also manufactures four console table models, in-
cluding Model 14, a table with power unit or
hattery space which has a slidmg shelf upon
which is placed the loud speaker. Model 16 is
a console radio table with a built-in horn, Utah
loud speaker unit and battery case combined,
made of walnut plywood with bird's-eye maple
overlay.
The United Cabinet Manufacturers' Corp.
controls the production of nine different cabi-
net factories, located in Illinois, Indiana and
Michigan, and under the guidance of W. C.
i-'erkins, president of the company, the firm has
made rapid progress in the cabinet division of
the radio industry for the past several years,
the products of the company being widely used
and popular throughout the country.
W. H. Lynas Sails
W. H. Lynas, managing director of Gra-
ham Amplion, Ltd., London, England, con-
trolling the various Amplion organizations
throughout the world, sailed on the "Maure-
tania," July 6, after spending three weeks in
this country. While here Mr. Lynas was one
of the featured speakers' at the annual banquet
of the R. M. A., held at the Hotel Stevens, Chi-
cago, on June 16, and he also visited the
Amplion ofifices in New York and Canada. Mr.
Lynas was very enthusiastic regarding the
manufacturing and merchandising plans com-
pleted by the Amplion organizations for the
coming season, and judging from the comments
of jobbers and dealers, the new Amplion loud
speaker products will undoubtedly receive a
cordial welcome from the trade.
Uphold Hopkins Patent
The United States Circuit Court of Appeals
in the Philadelphia district recently rendered a
decision affirming the validity of the Hopkins
patent No. 1,271,529 covering cone speaker
operation for radio use. The decision was ren-
dered against the Brandes Products Corp. in
appeal on a suit brought by Lektophone Corp.
and was written by Federal Judge Buffington,
Judges Wooley and Davis concurring in the
decision.
After reviewing the various actions leading
up to this final decision, the opinion stated:
"After full consideration we have reached the
conclusion that Hopkins patent No. 1,271,529
was not anticipated by Lumiere or others and
that his patent is valid and infringed."
Mrs. Mason Loses Father
J. B. Stewart, father of Mrs. Charles B.
Mason, wife of the president of the New York
Talking Machine Co., died recently from a
heart attack.
Portland Dance Orchestra
Makes First Victor Records
Hermin Kenin and His Multnomah Orchestra
Have the Honor of Making First 'Victor Rec-
ords in Portland — Records Sell Well
Portland, Ore., July 2. — Hermin Kenin and his
Multnomah Hotel Orchestra was the first local
organization to have the honor of making "Vic-
tor records in Portland. Eleven instrumental-
ists, each an individual star, composes this ag-
gregation, and at least twenty-five different in-
struments are played by the eleven members,
with Buescher instruments their choice. "All I
Want Is You" and "Pretty Little Thing" was
the first record made. It was released June 17,
and reports from local "Victor dealers are to
Hermin Kenin's Orchestra
the effect that no Victor record ever had the
local sale this number had upon its release.
Dealers tied up with the release and got behind
their home orchestra, featuring the event with
window displays, etc. The orchestra was an
added attraction at the Columbia Theatre the
week following its Victor release, and presented
a clever act, featuring the recorded numbers.
Elko Repairing & Music
Go. in Fine New Quarters
Nevada Dealer Carries a Most Complete Line
of Talking Machines and Other Musical In-
struments— Serves a Wide Territory
Elko, Nev. July 7. — The Elko Repairing &
Music Co., of which Adolph Biancani is pro-
prietor, recently moved into its new building
which is devoted entirely to the sale of musical
instruments. The store carries a most com-
plete line, including Brunswick, Victor, Colum-
New Home of Elko Co.
bia, Sonora and Edison talking machines and
phonographs, pianos and other musical instru-
ments.
Despite the fact that there is a population
of only 2,500 in this town Mr. Biancani has
widened the store trading area, and serves peo-
ple within a radius of 300 miles. The accom-
panying photograph gives an idea of the attrac-
tive interior of the store.
Outing Go. in Trouble
A petition in bankruptcy was filed against the
Outing Talking Machine Co., Inc., Kisco ave-
nue. Mount Kisco, N. Y'., by D. F. Dakin Co.,
The Builders Millwork Co. and Clyde Blaylock,
on July 6.
MANUFACTURERS OF RADIO and PHONOGRAPH HARDWARE
Write — -Star Machine & Novelty Co., 9-1 1 Watsessing Ave., Bloomfield, N. J.
July, 1927
THE TALKING MACHINE WORLD
85
strikes a new NOTE in
SPLITDORF
DEALER
CO-OPERATION
1. Twelve models, ranging in price from $45 to
$1000.
2. Table, floor and period furniture models, includ-
ing authentic designs.
3. Gone and horn speakers meeting today's musical
requirements.
4. Splitdorf Radio Receivers — scientifically correct
— yield the maximum of desired amplification,
tune selectively and render a surpassing musical
quality of tone. Built by a personnel who have
demonstrated to radio dealers "Splitdorf Sets
Stay Sold."
5. Splitdorf Radio Receivers manufactured under
license association with Radio Corporation of
America, General Electric Company, Westing-
house Electric & Manufacturing Company, and
the American Telephone and Telegraph Company.
National Advertising, Dealer Helps
— of course. But the main point is
that the Splitdorf line offers the dealer
a 100% market coverage on a
less investment/
Less investment, faster turnover, quicker
profits form the foundation of Splitdorf
Dealer Co-operation
SPLITDORF RADIO CORPORATION
Subsidiary of Splitdorf -Bethlehem Electrical Company
NEWARK, NEW JERSEY
86
THE TALKING MACHINE WORLD
July, 1927
Announcing
BURT BUILT
CABINETS
for
19274928
Model No. 264
Model No. 268
Model No. 260
Model No. 273
Model No. 266
Model No. 258 Model No. 262 ' Model No. 219 Model No. 256
BURT BROS., Inc.
Radio Division
Sales Offices: 24 East 21st St., New York Factories: Philadelphia, Pa.
July, 1927
THE TALKING MACHINE WORLD
87
Burt
Built
Cahinets
T takes a cabinet maker to make a real
cabinet.
J
Burt Bros., Inc., have a reputation as makers
of fine furniture. This reputation has ex-
tended over a period of fifty years. It gives
a real meaning to the slogan.
Our line for the new season with its many
attractive styles is shown on the opposite
page. In addition to the appeal to the eye,
Burt Built Cabinets are distinguished through
quality construction and a —
7 Foot Air Column Horn
Burt Built Cabinets through this modern
type of amplifier have that depth and quality
of tone that is so popular throughout the
entire country. This is another distinguishing
feature.
. You will be surprised at the low price of these
quality cabinets.
Burt Built Cahinets
Send today for full details
BURT BROS., Inc.
Radio Division
Sales Offices: 24 East 21st St., New York
Factories: Philadelphia, Pa.
88
THE TALKING MACHINE WORLD
July, 1927
W. L. Jacoby, Kellogg President, Tells of
Company's Processes of Manufacture
Kellogg Switchboard & Supply Co. Makes a Radio Set That Is Completely "Kellogg"— Smallest
Wires and Largest Units Are All Products of Kellogg Shop
Chicago, III., July 9. — In a recent interview
with The Talking Machine World, W. L. Ja-
coby, the recently elected president of the Kel-
logg Switchboard & Supply Co., manufacturer
of Kellogg radio products, touched on some of
W. L. Jacoby
the processes of manufacture of the company
which have made a deep impression on him. In
part he said: "I did not realize how deeply
the Kellogg Co. is interested in the production
of a radio set that is completely Kellogg. The
Kellogg radio from the smallest of its wires to
the largest of its individual units is a product
of the Kellogg shop. We supervise every single
step in the process of manufacture with the full
knowledge that we are entirely responsible for
every such step. We realize that every unit in
the Kellogg radio must combine perfectly with
every other unit to make a complete whole and,
since no chain is stronger than its weakest link,
all parts of the Kellogg radio must be equally
perfect. Kellogg, of course, is especially fitted
for this perfection in detail because it has for
so many years produced telephone apparatus
that must give perfect operation, under all con-
ditions, day in and day out."
In speaking of the operations in radio manu-
facturing which necessitate precise and delicate
handling, Mr. Jacoby said: "In the manufac-
ture of tubes there are elements so delicate that
they may be handled only in rooms free from
air drafts, free from the shadows that would
come from window light — elements that may
be regularly seen by an operator only by con-
centrated light with the proper background,
that may be handled only by the most delicate,
deft fingers of girls trained to that end.
"Then, again, we have to give very careful
thought to the particular quality of silk that en-
ters into the winding of the wires used in the
manufacture of relays; we exercise great care
in the choice of linen used to cover heavier
wires; we are extremely exacting as to the
quality of the wire itself. In fact, we not only
inspect superficially, but we test physically and
chemically all the parts that go to make up
complete units."
Stating that the many years of experience
which the Kellogg organization has had in mak-
ing telephone equipment has proved a valuable
asset in manufacturing radio apparatus, Mr.
Jacoby continued: "In the first place, such an
organization as Kellogg naturally thinks along
such lines of delicate machinery. Second, its
The Receiver With the
"Steering Wheel and
Throttle:'
Profit from set sales depends on
the performance and stability of the
set chassis. Correct design and sup-
er-sturdy mechanical construction of
Audiola Chasses insure long and
satisfactory service.
The Complete Line
Audiola sets, both six and eight tube models, are of
the single control type, with all tuned circuits individ-
ually shielded. Two knobs on the front pane comprise
all the controls — a Steering Wheel and a Throttle — the
Steering Wheel to select the station you want and the
Throttle to control the volume. Thordarson trans-
former audio amplification is used in all models.
The popular price Audiola Stage Shielded Six, com-
bined with the ultra-quality Audiola Stage Shielded
Eight, afford any distributor or dealer handling
the Audiola line a complete range in type and price to
meet every purse.
The Stage Shielded Six in the table model at $75.00
will be readily recognized as an unusual value, and the
Stage Shielded Eight containing a licensed balanced
circuit and Thordarson model 200 transformers will
be instantly recognized as being ultra-quality in every
detail and essential.
Distributors can more readily interest dealers in a
line that is complete in every essential, such as the
Audiola, both in the matter of chassis and furniture.
The Baby Grand proved a very good seller during its
initial introduction last season and is sure to prove
increasingly popular during the coming season.
In addition to giving our distributors and dealers a
complete line to sell, we will afford them complete co-
operation in sales through our advertising program.
Stage Shielded Six Baby
Grand $225.00
stage Shielded Eight Baby
Grand $275.00 '
OTHER MODELS
Price
75.00
125.00
110.00
17.100
8 C Stage Shielded. Eight Standard Cwisolle 225.00
G T Stage Shielded. Sii Table Model
8 T Stage Shielded, Eight Table Model
6 Spl. C Stage SliWded, Sii Special Con-
sole (Not illustrated)
6 C Stage Shielded. Sii Standard Console,
Distributors are still being appointed. Write todav for territorial arrangements.
AUDIOLA RADIO CO. 'cmcfco '"^
organization is trained to work along such lines.
The fact is that the very delicacy of the parts
that go to make the complete units of a high-
grade radio set demands a high standard of per-
fection in workmanship."
In conclusion Mr. Jacoby said: "Since I have
been connected with this organization I have
been strongly impressed by the fact that in the
building of a radio set Kellogg thinks in terms
of 'reproduction'."
Sovereign A. C. Tube
Eliminates "A" Batteries
Can Also Be Used as Amplifier, Detector or
Oscillator, Operating on Either 25 or 60
Cycles — Applicable to All Sets
The Sovereign A. C. tube, manufactured by
the Sovereign Electric & Mfg. Co., Chicago,
is designed to eliminate the "A" battery for
radio receiver operation, and with
the addition of a standard "B"
eliminator instead of "B" batter-
ies, to make a set batteryless. The
A. C. tube operates directly from
the alternating current source
through a small step-down trans-
former for heating the cathode
which emits the electrons. The
electron emission is claimed by
the manufacturer to be practically
constant during the life of the
tube, for it utilizes a large emit-
ting surface.
The two prongs on the cap of
the tube lead to the cathode •
heater, and the tube base is made
to fit the standard socket. The
tubes are said to have a rated life
of between 1500 and 1800 hours, and accord-
ing to the makers, there is practically no hum.
The Sovereign A. C. tube can be used as an
amplifier, detector or oscillator, and operates
on either 25 or 60 cycles. It retails at five dol-
lars, and is applicable to any type of receiver
with but slight modifications in the circuit.
Sovereign
A. C. Tube
Stromberg-Garlson Combi-
nation in New York Display
Gross- Brennan, Inc., Give Display and Demon-
stration of New Combination Instrument
Gross-Brennan, Inc., sales representative of
the Stromberg-Carlson Tel. Mfg. Co., of which
Benjamin Gross and Herbert Brennan are the
heads, demonstrated and displayed the new
Stromberg-Carlson combination radio-phono-
graph to several hundred metropolitan dealers
at the Hotel Pennsylvania, June 29 and 30.
This instrument, styled Model 744, repro-
duces recorded music and broadcast music. For
radio reproduction it employs seven 5-volt Ra-
diotron tubes, including the UX-210 tube in the
output stage. It has double shielding, and each
coil is enclosed in a cylindrical copper shield,
while each radio stage is in a rectangular copper
shield, doubly safeguarding stability, selectivity
and efficiency. Two knobs are on the receiver
panel, one for tuning control, the other for
volume control. The entire instrument operates
from the A. C. house-lighting circuit.
For phonographic reproduction an electro-
magnetic pick-up device is utilized, doing away
with the need of a sound box or tone chamber.
.\n external cone speaker is used. A full de-
scription of the instrument appeared in the
June issue of The Talking Machine World.
The announcement of the Atwater Kent
Foundation last month was received with much
interest by prominent personages throughout
the country. The headquarters of the Founda-
tion have been flooded with letters of com-
mendation and congratulation, showing the
efTect of the plan.
JiTiY, 1927
THE TALKING MACHINE WORLD
88
In popular
colors
to match the
Bathing Suit
The sensation of 1927!
A "Nifty" portable to
match the beach cos-
tume !
The "Nifty" is equal
to the standard $25
portable in everything
but price. Full sized case, in all popular
colors, is specially braced for hard
outdoor use. The special motor will
never wear out. The reproducer and
tone-arm produce full, rich tone and
plenty of volume. Equipped with tilt-
ing, expanding record pocket — an ex-
clusive feature.
"Nifty" portable
phonograph
15
List
The most popular portable on the market*
No beach or auto party this Summer
will be complete without a "Ni/ty/*
Name your
color !
The "Nifty" has it
— blue, green,
red, tan, maroon,
— or whatever
you wish.
CONSOLIDATED
TALKING MACHINE CO.
Consolidated Bldg.
227-229 W. Washington St.
Minneapolis: 1424 Washington Ave., South
Detroit: 2949 Gratiot Ave.
90
THE TALKING MACHINE WORLD
July, 1927
Columbia Wholesalers, Inc., Appointed
Crosley Distributor for Baltimore Trade
New Distributor Holds Demonstration and Display of Crosley Line at Hotel Emerson for Two
Days — Droop Reports Big Record Business for June — Brunswick Demand Continues
Baltimore, Md., July 9. — Talking machine and
record business held up remarkably well last
month, especially record sales, which were re-
ported to be generally larger than in any pre-
vious month for several years. The radio busi-
ness also enjoyed a very prosperous month and
sales for the period set a record with many
dealers.
Enjoys Record Business
"Qur June record business was the greatest
of ail'y" one month in the history of our busi-
ness," declared W. F. Roberts, manager of E.
F. Droop & Sons, Inc., Victor jobbers. "It was
absolutely impossible to keep up with the de-
mand, especially on the more popular numbers
on which we have been oversold practicall}' all
month. The talking machine business has also
held up remarkably well for June, which is
usually one of the dull months, and the demand
for high-priced Victrolas has been unusually
good. Pbrtable machines have also been mov-
ing in very good volume the past month with
the $40 instrument outselling the $25 portable,
and our first shipment of this style machine
was disposed of in record time, shipments be-
ing made without unloading at our warehouse.
"July has also started off very good and bids
fair to equal if not surpass June. This is due
to a large extent to the fact that many dealers
in this territory are now having their Fall
orders shipped instead of waiting until Septem-
ber, which has been the case heretofore.
Excellent Brunswick Demand Continues
Machine and record sales of the Bruns-
wick-Balke-Collender Co. during June were
ahead of the corresponding month of 1926, ac-
cording to J. G. Mullen, assistant to I. J.
Bowell, Brunswick branch manager, who has
taken over the management of the Panatrope
division since Charles F. Shaw was promoted
to assistant branch manager. Both Brunswick
and Vocalion record sales have been large,
especially on the new Brunswick race series
and Southern tunes from Dixie, both of which
have made records in sales in the Southern ter-
ritory. Sales through Virginia have been un-
usually large where Al Hopkins, of the Hill
Billies, has been traveling with the State rep-
resentative, W. D. Lord.
New accounts opened by the Brunswick
branch during the past month include stores of
Charles M. StiefT, Inc., Washington, D. C,
Roanoke, Va., and Lynchburg, Va.; Reedsville
Jewelry Co., Reedsville, N. C, and Lanz & Wal-
ter, of South Boston, Va.
Sidney Schwartz, special representative of
the Brunswick sales promotion department,
spent a week last month at the, Charles M.
StiefT, Inc., branch store at Washington, D. C.
Mr. Schwartz inaugurated an intensive sales
campaign in this territory while here.
M. M. Kuhn, who formerly represented
Brunswick in the eastern section of Virginia
and North Carolina, is now the representative
for the District of Columbia.
Local Men at Convention
Dealers here are still talking over the recent
Chicago radio show at which Baltimore was
well represented. The local contingent traveled
to Chicago in a special car over the Baltimore
and Ohio railroad and the party included L. L.
Andrews, Claman J. Zamoiski, Nathan Ulman,
H. Reinberg, H. A. Nicholson, Herman Smith,
E. Y. Johnson, L. W. Passano, J. G. Chappell,
As this issue of The Talking Machine World
goes to press the fourth annual Western Music
Trades Convention is being held at the St.
Francis Hotel, San Francisco. The sessions
last for five days, starting on Monday, July 11,
and continuing until Friday, July 15. The ses-
sions on Wednesday are being given over to
topics of particular interest to the talking ma-
chine and radio dealer, including the following:
"Increasing Record Sales," talk by C, E. Mar-
tin, Martin's Music Shop, Palo Alto, Cal.;
L. P. Walker, S. W. Porter, E. Frank Thomas,
R. D. Borden, H. C. Moynello, Emanuel Rosen-
swag, L. B. Sanborn and R. E. Campbell. The
Baltimore contingent were also delegates to the
R. M. A. convention, which was held in con-
junction with the show.
"The conventions were unquestionably the
biggest things ever done by the radio trade and
presented a wonderful opportunity to get a
composite picture of the whole industry, as well
as to weigh one line of merchandise against
another," declared L. L. Andrews, president of
the Columbia Wholesalers, Inc., in commenting
on the convention and show.
Becomes Crosley Distributor
The Columbia Wholesalers, Inc., announces
it has taken over the distribution in this ter-
ritory for the Crosley Radio Corp. It opened
the line with an extensive display at the Hotel
Emerson, on July 5 and 6, which attracted great
attention from the trade. In its announcement
Columbia Wholesalers, Inc., said of the Crosley
radios: "Briefly, the idea is to build only one
chassis, a six-tube, fully balanced, shielded
receiver to sell in a table model at $55.00 list
for direct current operation and $65.00 wired
for the new A. C. tubes. This chassis can be
quickly and easily put into a variety of cabinets
which will be supplied by several cabinet manu-
facturers such as the Showers Mfg. Co., Wolfe
Industries, Burt Bros., etc. Tremendous news-
paper advertising, publicity of all sorts, field
promotion men and other effective helps
especially for retail trade bring Crosley busi-
ness into the dealer's store.
"Handling the Phonograph Trade-in Problem,"
talk by William H. Cross, manager of the talk-
ing machine and radio department of the Jack-
son Furniture Co., Oakland, Cal.; "Electricity
in Music," talk by R. J. Heffner, Pacific Tel. &
Tel. Co., San Francisco, Cal.; "Importance to
Radio Dealer of Good Broadcasting," talk by
J. W. Laughlin, Hale Bros., San Francisco, radio
dealers and operators of station KPO; "Radio
2nd Talking Machine Service — What It Should
Be and How It Can Be Made to Pay," talk by
Loren L. Ryder, superintendent of radio and
talking machine service, Sherman, Clay & Co.,
San Francisco, Cal, and "How to Sell Radio in
a Music Store," talk by R. E. Smiley, assistant
sales manager of the Atwater Kent Mfg. Co.
After each of the above-mentioned addresses
discussions will be held with all the attending
dealers participating.
In addition to the addresses and discussions
scheduled for Wednesday a number of other
subjects of interest to the music and radio deal-
er are scheduled. Among them are "Instalment
Selling To-day," "Paper Financing," "Benefits
of Budgeting," "Training Salesmen," "High
School Band Contests," and "Instrumental Mu-
sic in the Public Schools and School Credits
for the Same." Each of these subjects will be
treated by a man who is well qualified to ad-
dress the dealers on the subjects, and in each
case those attending are invited to ask questions
of the speaker to make clear any point in which
they are interested.
The Victor Talking Machine Co. is giving a ■
dinner and dance to its dealers and to all con-
ventioners who are registered on Monday even-
ing at the Colonial Ballroom of the hotel. On
Wednesday evening the Atwater Kent Mfg. Co.
will be the host at a similar affair. The regular
convention banquet and ball will take pace on
Thursday evening. The golf and tennis tourna-
ments will take place on Friday, July 15, fol-
lowed by a dinner at the Lake Merced Golf
and Country Club. Interesting sight-seeing
trips are planned for the women-folk who attend
the convention with their husbands on each day.
There^s Money for You
in
Columbia Masterworks
MORE and more deal-
ers are learning
that there is real money
in stocking the Columbia
Fine Art Series of Musi-
cal Masterworks, which
consist of the great com-
positions of music's im-
mortals, from Bach to
Strauss, complete in al-
bum sets.
Columbia Masterworks
will bring the finest class
of patronage to your store.
Each set sold means the
profit on a number of
records.
Write us to-day for de-
tails and descriptive liter-
ature.
ColumtiaWliolei
L.L.Andrews Wm.H. Swart z
Excl as ively Wholes ale
205 W Camden St., Baltimore, Md.
Day Devoted to Phonograph and Radio
Topics at Western Trades Convention
Number of Subjects of Great Interest to Phonograph and Radio Dealers Will Be Discussed at
Wednesday Sessions of Music Convention Now Taking Place on Coast
July, 1927
THE TALKING MACHINE WORLD
91
MFW
^Farrand
Another startling development by the
Farrand Lahoratories — revolutionary in
design^ revolutionary in performance —
SOON available from your Distributor
Four models -The
Oval SENIOR (Model 24), at
$32.50— The Oval JUNIOR
(Model 20), at $16-50-
The Oval WALL (Model
30), at $45.00— The Oval
PEDESTAL (Model 30 -P),
at $60.00. Slightly higher
in Far West and Canada.
—also two New models of the
Farrand "B" ELIMINATOR.
Model 180 — for sets up to
six tubes — $37.50, without
tube. Model 220 — for sets of
seven tubes or more— $48.50,
without tube.
FARRAND MFG. CO., Inc.
Long Island City, New York
92
THE TALKING MACHINE WORLD
July, 1927
^fePNILADELPHIA'ScAu^
^37
Campaign of Philadelphia Victor Distrib-
utors Results in Increased Record Sales
Dealers Report Normal Early Summertime Business — Demand for Portable Talking Machines
Shows Steady Increase — Stieff Adds Brunswick Line — Frank Fingrutd Weds
Philadelphia, Pa., July 8. — Quite in keeping
with the general drifting industrial situation
that marks the passing of the Springtime ac-
tivity, the talking machine industry is marking
time. There has been a customary lagging mid-
year trend of trading due to semi-annual in-
ventory-taking in the closing days of June and
while orders now are being withheld it is an-
ticipated that preparation for the coming Fall
season will bring about a livelier tone to the
talking machine market, as present stocks on
hand are disposed of in the clearing of space for
the incoming new goods.
Throughout the month of June demand for
the popular makes of talking machines held
fairly well in view of the generally reported
quieter business life of the city. Records of
the popular numbers were equalh' well bought
by the retailers now engaged in Summer cam-
paigning for the vacation needs of the public
seeking recreation in the mountain, country or
seashore resorts.
Sales Campaign Increases Volume
As a result of the intensive record sales cam-
paign which has been conducted by Manager
Raymond J. Boldt, of the record department, at
the Philadelphia Victor Distributors, Inc., 835
Arch street, the sales of these Victor discs have
soared in June. The campaign will be continued
throughout the Summer. ^1;uia;4'er Roldt has
instituted a broadly distributed sales drive
through direct mail contact with dealers. C. W.
Kohl, of the sales staflf, has been assigned to in-
door work, handling phone sales, after having
been outdoor salesman for several years. He
is succeeded by Frank Hovey, formerly man-
ager of the machine order department, who will
now be assigned to outside work as one of the
city salesmert.
Portables in Steady Demand
Most of the June orders for talking machines
were for the portable styles readily transported
to resorts, and manufacturers of these types of
trade supplies have been working full speed
getting out belated orders that came in with the
turn of the weather.
Weymanns Enjoy Record Demand
Wholesalers report a waiting attitude on the
part of the retailers in so far as machines are
concerned with the advent of the Summer sea-
son. H. A. Weymann & Son, 1108 Chestnut
street, enjoyed a very prosperous month in
their record department, with heavy order list
awaiting Summer shipments.
Stieff Adds Brunswick Line
For the first time in the history of its organ-
ization dating back fourscore years, the piano
manufacturing house of Charles Stieff, Inc., has
made a departure from its former policy of
dealing strictly in its own pianos, for the re-
tailing of talking machines with selection of
the Brunswick as the first of this musical
merchandise to be installed. There has been
opened in conjunction with the Philadelphia
branch at 1717 Chestnut street a Brunswick de-
partment under the local district manager,
James A. Spencer. The Harrisburg, Pa., branch
of the Stieflf Co. also will feature the
Brunswick, having installed the first supply of
the phonographs this week. There will be car-
ried in both branch stores of the Baltimore
piano manufacturers a complete stock of the
Brunswick.
Frank Fingrutd a Benedict
Frank Fingrutd, secretary of Everybody's
Talking Machine Co., of this city, was married
on Tuesday, June 14, to Miss Fannie Stern.
Mr. Fingrutd is receiving the congratulations of
his many friends in the trade.
O. P. Harris Doing Special Work
O. P. Harris, factory traveling representative
of the Brunswick Co., was a caller on the Phila-
delphia trade during the month, having been
assigned to special sales instruction work
among the dealers in the department stores and
large music stores handling the Brunswick line.
He is connected with the Chicago headquarters.
Witlin Musical Instrument Co. Closing
Philadelphia dealers were informed during
the month of the plans of the Starr Piano Co.
to close the Quaker City distribution ofifices
and to handle all orders for the Starr phono-
graphs through the New York headquarters at
9 East Thirty-seventh street. The Philadelphia
branch was known as the Witlin Musical In-
strument Co. with offices at 904 Walnut street.
{CoiifiitKcd on page 94)
Plans Made Now
For your Fall selling campaign will show you profit
a hundred-fold. You can only reap the full reward
which VICTOR ORTHOPHONIC INSTRU-
MENTS offer you in sales opportunity by being
prepared and having the merchandise when needed.
We are ready to serve every Victor Dealer who
should logically buy in Philadelphia.
Philadelphia Victor Distributors, Inc^
835 Arch Street, Philadelphia
July, 1927
THE TALKING MACHINE WORLD
93
ARTONE GRAND PORTABLE
IFif/i 53-in. Tone Column and
Artone De Luxe Reproducer
»35
—AND WORTH IT
EIGHT OTHER
PORTABLE MODELS
$15 to $30
No. 85— Nickel finish
No. 95— Gilt finish -
$85
$95
No. 125 — Brown finish -
$125
SIX MODELS
of
CONSOLES and CONSOLETTES
$65 to $125
Write Today
for Catalog
No. 65— Nickel finish, $65
No. 75— Gilt finish - $75
No. 79— Brown finish, $85
r
No. 76 — Brown finish, $75
No. 80— Brown finish, $95
No. 81— Gilt finish ■ $110
BERG A. T« & S. CO., Inc., Long Island City, N. Y.
Designers and Makers of Cases for Over Twenty Years
94
THE TALKING MACHINE WORLD
July, 1927
THE TRADE IN PHILADELPHIA AND LOCALITY— (Continued from page 92)
President Ben Witlin, of the Witlin Co., has
been promoted to Eastern district sales man-
ager, taking in all the territory from the New
England States down to the Southern field in
Baltimore, Richmond and Washington, D. C.,
the latter having been previously covered by
him from the Philadelphia branch.
With the closing of the Philadelphia branch
of the Witlin Co. Mr. Witlin will remove his
headquarters to the New York offices and sales
rooms on East Thirty-seventh street. He also
will cover all the New England trade, having
begun his itinerary with the mid-June days bj'
a tour of Connecticut trade houses. The Phila-
delphia branch was closed on July 1, according
to an announcement sent out in the past month.
While his duties have been extended, Mr. Wit-
lin still will continue to look after the Phila-
delphia territory as in former years where he
has a large circle of friends and associates.
Val Phonic Reproducer in Demand
\\'hile the Usually dull Summer days bring
supplies the J. A. Fischer Co., 730 Market
street, has been experiencing a broader dis-
tribution for its Val Phonic reproducers and
accessories in the Valley Forge line. From all
parts of the nation there have been goodly
orders for the Val Phonic in the newer and im-
proved types. Irvin Epstan, who travels the
nation for the Fischer Co., is now making the
round of the Middle West and is sending to
headquarters here pleasing orders for the latest
of Val Phonics. Julius A. Fischer, of the com-
pany, is vacationing at Atlantic City with his
family.
Guarantee Portables Enjoy Wide Distribution
To all parts of the world the Guarantee port-
able talking machines are being shipped by the
Philadelphia manufacturers of the Guarantee
Talking Machine Supply Co., 35 North Ninth
street. The China requirements have been
greatly increased since the introduction of the
Guarantee portable to the Oriental republic sev-
eral months ago and the June record of ship-
who is road representative for the firm, has
been making the rounds of the trade in the
Southern field and has been adding many new
friends in trade circles there to the list of the
company's retail distributors en route. Balti-
more and Washington dealers have been order-
ing many portables for the coming Summer
needs.
M. F. Jacobs Making Trade Trip
A tour of the Eastern section of New York
State is being made by M. F. Jacobs, of the
Central Music Supply Co., 964 North Franklin
street. Mr. Jacobs, who is head of the firm, is
featuring the Valley Forge accessories and sup-
plies as a wholesaler in that section, the Phila-
delphia firm being a jobber of the line.
Columbia Manager Pleased With Business
In making the tour of the Pennsylvania State
dealers throughout the mid-June days. General
Manager J. J. Doherty, of the Columbia Phono-
graph Co., Philadelphia branch, 40 North Sixth
street, was much gratified at the reports of
ciemands for the Columbia Viva-tonal machines
and records.
Everybody's Plans Formal Opening
Now that the building operations to the struc-
ture occupied by Everybody's Talking Machine
Co., 810 Arch street, are nearing completion,
the plans for opening the new display- rooms
are perfected. The first floor, with modern
facilities in furnishing and display, will be ready
for occupancy in mid-July and here will be
shown a complete and attractive assortment of
the Honest Quaker types of talking machine,
including the Honest Quaker, Quakertone and
Quakertone Special styles as well as other
products.
G. C. Ramsdell Visiting in West
G. C. Ramsdell, president of the Philadelphia
Piano Dealers Association, and head of G. C.
Ramsdell & Son, 124 South Twelfth street, left
last week for the West, where he will spend
several weeks with relatives in Denver, Col.
Samuel Chadwick in England
Following fifteen years on the sales staff of
the Cunningham Piano Co. and head of the
talking machine department, Samuel Chadwick
has taken the Summer holidays for a return
visit to his native land in England. He is now
at his home in Nelson, Lancashire.
Florence J. Heppe Vacationing
President Florence J. Heppe, head of C.
J. Heppe & Son, 1115 Chestnut street, dealers in
all the well-known makes of talking machines
and leading piano merchants, who for several
months suffered from a nervous collapse, left
last week on a Summer vacation in Poland
Springs, Me. He will remain in the Maine re-
sort until after Labor Day.
H. B. Dunlevey Loses Son
Trade sympathies were extended to H. B.
Dunlevey, head of the firm bearing his name
and retail distributor of the Victor, on the
tragic death of his son, John T. Dunlevey. The
young man, a student at Van Renssalaer, Poly-
technic Institute, Poughkeepsie, N. Y., was
killed in an automobile accident near Troy,
N. Y-, in the early days of Tune. He was an
only son.
Place Automatic Victrolas on Steamers
An entirely new departure in the sales field
and usefulness for the Auditorium Orthophonic
Victrola was developed recently when the Wil-
son Line Pleasure Steamers that ply the Dela-
ware River between the port of Philadelphia
and those in resorts along the coast to Dela-
ware installed this model on its steamers to
augment the dance orchestra. The sales of two
Auditorium models were made to the Wilson
Line by W. H. Honnold, of the W. H. Honnold
& Son Co., Swedesboro, N. T.
Russell Weldey With Estey Piano Co.
Russell Weldey, who has been manager of
the Seventeenth and Walnut streets store of H.
Rover Smith, talking machine dealer, has been
made manager of sales in the Philadelphia
branch of the Estey Piano Co., succeeding the
former manager, Herbert L. Skidmore. Until
(Cojitinued on page 96)
about a slackened demand for talking machine ments wa« the highest ever attained. E. Bauer,
REMOVAL NOTICE I
Trilling & Montague
Announce their Removal to larger and better quarters at
N. W. Cor. 7th and Arch Streets
Philadelphia, Pa.
The same principles of doing business which have guided us
on the road to success and growth since the founding of
our business four years ago will be strictly adhered to in our
future dealings with our friends in the trade, and aided by
our improved facilities we shall be enabled to strengthen
every branch of our service, which is our constant aim.
1927'2S LINES ON DISPLAY
With the cooperation of our manufacturers we are enabled
to show in our new quarters an attractive display of the
principal radio hues for the new season. You are cordially
invited to visit our display when in Philadelphia and see the
new items of interest, many of which will not be publicly
displayed before the New York Radio Show in September.
FRILLING & MONTAGUE
Wholesale Distributors
and also nationally recognized radio accessories
N. W. Corner 7th and Arch Sts. Philadelphia, Pa.
July, 1927
THE TALKING MACHINE WORLD
95
Fulfillment
of a Prophecy
The White "A" Socket Power Unit is more than half sold
when you stock it. Radio owners are ready to buy. They've
been expecting a thoroughly efficient "A" battery eliminator.
The presentation of the White "A" is merely the fulfillment
of a prophecy.
A demonstration completes the sale.
The White "A" Socket Power Unit
meets the most exacting requirements.
Abolishes "A" batteries entirely. Stores
no current. Never charged. Never dis-
charged. Incessant current supply.
Smooth — even — noiseless. Promotes
full clear reception. An independent
unit depending only upon 110 volt,
A. C. 60 cycle current. Operates any
standard 6 volt set up to 9 tubes. Auto-
matic control. Not affected by constant
employment or long idleness. Simple.
Nothing complicated. Durable. Al-
ways dependable. Scientifically accu-
rate. Extremely economical. Unusually
attractive in appearance. Housed in
compact 20 gauge metal case, hand-
somely finished in sage-green Duco.
Moderate price within reach of all.
Desirable dealer franchises now available. Complete particulars upon request.
Our coint>lece line
of "A" — "B" and
"A-B" poiver units
give a tvide active
range of profitable
sales.
Julian M, White Mfg, Co.
Sioux City, lowa^
White "A" Socket
Poicer is licensed
by Andreivs ' hiam'
mond Corporation
under Andrews
Condenser and
other And re lus-
tiammond patent
applications.
"A'SOCKET POWER UNIT
r
7
96
THE TALKING MACHINE WORLD
July, 1927
THE TRADE IN PHILADELPHIA AND LOCALITY— (Continued from page 94)
the sale of the talking machine department of
the Estey Co. to the Smith Co. he was asso-
ciated with the piano concern's phonograph
division and upon the sale of the business to
H. Rover Smith became manager of the Wal-
nut street branch. The Estey Co. has discon-
tinued the talking machine department.
P. J. Cunningham on Vacation
P. J. Cunningham, head of the firm bearing
his name, large central city dealer in pianos,
talking machines and radio, 1366 Chestnut
street, left recently on a trip to the Adirondacks
to accompany .his daughter. Miss Helen T. Cun-
ningham, to the Joan of Arc Girls Camp. He
will remain in the mountains for the week.
Visitors to Guarantee Offices
Among the trade visitors who were callers at
the headquarters of the Guarantee Talking
Machine Supply Co. during the month and who
have been featuring its line of portables were
the head of the H. A. Buff Co., of Nazareth,
Pa., N. A. Buff; Paul Yerger, of the Yerger
Music House, Soudertom, Pa., and Harry Fox,
who represents the Okeh Distributing Co., New
York, manufacturer of Okeh records, who paid
a friendly visit to William Posner, head of the
Guarantee Co.
A tour of the upper part of Pennsylvania is
anticipated with early July days by E. Bauer,
traveling representative of the Guarantee Co.,
now working northward from the South.
P. S. Crocker Enters Ad. Field
P. S. Crooker, who has held the post of
assistant manager of the local branch of the
Brunswick-Balke-Collender Co. for some time,
recently resigned to enter the advertising busi-
ness in New York. Howard E. Morseburg,
formerly district representative, has been
selected to succeed Mr. Crooker.
The members of the Philadelphia Brunswick
office joined in wishing Mr. Crooker the utmost
success in his new venture.
Weymann Urges Dealers to Order Now
In an attempt to have the dealers look for-
ward to the Fall and holiday buying seasons
and to stock a reserve supply of instruments
and guard against disappointments and short-
ages during the coming season, the distributing
firm of H. A. Weymann & Son, Inc., recently
sent the following circular letter to its trade:
"To our Victor dealers: We refer you to
the Victor Talking Machine Co.'s letter dated
June 10 announcing the Orthophonic Victrola
line as established for the vear 1927. With
3^ Inohes di»iaet«r
Patented 1922
Velvaloid Record Brush
Ideal for advertising purposes or resale. Write us for full information.
PHILADELPHIA BADGE CO.
Manujacturers
942 Market Street Philadelphia, Pa.
the line now stabilized, we urge all Victor
dealers to carefully consider their requirements
for the balance of th^ year by building up a
normal reserve stock now. You will recall
from past experience the great shortage of
Victrola instruments when the Fall season be-
gins, which we readily believe will be no
exception to this rule this coming Fall and
holiday season."
Columbia Records Selling Well
J. J. Doherty, manager of the local branch
of the Columbia Phonograph Co., reports that
the success which is being won by the operetta
"My Maryland," which gives promise of con-
tinuing at the Lyric Theatre for an all-Summer
run, is being reflected in the sale of Columbia
records of the hits numbers from the show.
Another recording which is destined to reach
a record-breaking sales total is "Two Black
Crows," by Moran and Mack, the blackfaced
comedians, who are big favorites with Phila-
delphia theatregoers, having appeared here a
number of times with musical shows and on
the vaudeville stage. The Columbia recording
of these comedians' drollery sold well from the
day of its release and its popularity is con-
stantly on the increase. Manager Doherty
contends that this record will make trade his-
tory and its gross sales will make it one of
the three outstanding records of the past
twenty-five years.
Retail Store Changes Name
The establishment which was formerly known
as Allan's Radio Sales Service has had its name
changed to Alexander Allan's Sons. It is
located at 8515 Germantown avenue and within
the past few weeks has added the complete line
of Orthophonic Victrolas and records.
Big Demand for Phonovox
The Penn Phonograph Co., which recently
sent out to its trade sample orders of the
Phonovox, the electric pick-up for amplifying
talking machine recordings, states that dealers
accorded a most gratifying reception to the
device and repeat orders are beginning to ar-
rive in a most satisfactorv fashion. This
A PORTABLE
VICTROLA
at $2500
The portable season is now here.
This popular-priced portable has a
wide sales appeal. Everyone is a
prospect.
It ivill pay you
to feature
this Victrola for the
next few months
H. A.WEYMANN & SONjNC.
1108 Chestnut Street -PhiladelpMa, Pa.
Victor Wholesalers
company recently sent a reminder of the
scheduled bout between Jack Dempsey and
Jack Sharkey, which is to take place on July
21, impressing upon the dealers the fact that
this event is certain to prove of great interest
to sport lovers all over and stressing upon the
dealers the information that with a little extra
sales effort the trade should profit greatly from
the sale of sets and accessories.
Louis Buehn Co. Doubles Business
Sales Manager Sheppard, of the Louis Buehn
Co., reports that business for the month of
June was double that of the same month last
year. The Atwater Kent line of receivers and
the Pooley and Red Lion cabinets seem to
especially commend themselves to dealers, who
are making frequent visits to the company's
showrooms.
New Sonora Line on Display
Announcement has been made to the trade
that the new line of Sonora phonographs and
radio receivers is now on display at the show-
rooms of the Pennsylvania Distributing Co.
The new complete Sonora line has won en-
thusiastic praise from dealers who have ex-
amined it and they predict a wonderful season.
Officials of the distributing concern state that
the $25 portables, which were placed on the
market some few months ago, have b^en selling,
in a most satisfactory fashion, with the demand
increasing as the Summer season gets under
way.
Appointed Atwater Kent
Distributor in Salt Lake
Salt Lake City, Utah, July 6. — The Strevell-
Patterson Hardware Co., of this city, has been
appointed an Atwater Kent radio distributor.
The Strevell-Patterson Hardware Co. is a well-
equipped distributing organization and is widely
known as distributor of Sonora phonographs.
Chester Anderson Heads
Anderson-Soward Go.
Dayton, O., July 5. — Consolidation of the An-
derson Piano Co. with the Soward Piano Co.
has been effected recently and Chester Ander-
son has been elected president. Other officers
elected at the first meeting of the board of
directors of the new company, called the
Anderson-Soward Music Co., are: Herbert
Soward, vice-president; Carl Bangerter, sec-
retary, and J. G. Bucher, treasurer.
Gus' Music Shop Opens
Chicago, III., July 5. — Gus' Music Shop opened
for business last week at 1410 West Sixty-
third street. It carries a complete line of musi-
cal merchandise, sheet music and accessories,
including such standard lines as Hohner har-
inonicas, Bell Brand strings, and several well-
known makes of instruments.
"Gus," the proprietor, is an accomplished
mandolin and guitar teacher and also has a
staff of instructors to teach violin, tenor banjo,
Hawaiian guitar and ukulele.
Nate Goldfinger Dead
Nate Goldfinger, who removed to California
some few months ago after disposing of the
Liberty Music Shop in New York, which he
founded and operated for many years, died on
July 1. Mr. Goldfinger had been in ill health
for a lengthy period.
July, 1927
THE TALKING MACHINE WORLD
97
The SHIELDED KNIGHT
RADIO RECEIVER
MODEL
6-65
Complete with Cable
Less Accessories
Note These
Important Sales
Features :
Six Tubes
Totally Shielded
Single Control
Utmost Selectivity
Exceptional Tone Quality
Exclusive Design and Finish
All Aluminum Cabinet and Front
Oxidized Bronze Finish
8" X 15" X 7" High
Weight: 13 Lbs.
Three Stages Tuned Radio Fre-
quency Detector and Two Stages
of Audio Frequency.
The circuit is designed to accom-
modate a power tube in the last
Audio Frequency Stage if so de-
sired^
Adaptable
to any
Console
There's over 20 years' experience in making and
selling quality electrical apparatus behind the
l^abio 3&eceiber
Only when certain of its exceptional efficiency was the SHIELDED KNIGEIT announced. We
started with vast experience and a thorough understanding of high class electrical apparatus. We
began by working out the engineering problems and production methods. We next attained a
new standard in appearance. The result is a receiver of new and astoundingly different perform-
ance. If you want to share in the future of this exceptional product, do not delay.
T. S. WITHERBEE CO., Inc.
'Manufacturers
Woolvvorth Bldg. New York
96
THE TALKING MACHINE WORLD
July, 1927
THE TRADE IN PHILADELPHIA AND LOCALITY— (Continued from page 96)
PATHEX Cameras and
Projector
Radio Accessories
Venn Phonograph Co.
913 Arch St.
Philadelphia
Radio Caravan to Exhibit
New Atwater Kent Line
Tours Southwest Under Direction of H. T.
Stockholm, District Sales Manager — Series of
Dealer Meetings Planned
Philadelphia, Pa., July 7. — A radio caravan
will cover the Southwestern territory under the
direction of H. T. Stockholm, district sales
manager of the Atwater Kent Mfg. Co.
The first meeting will open in Sl Louis on
August 2 to be followed by successive meet-
ings in Denver, Col.; Wichita'; Kan.; Oklahoma
City, Okla; Dallas, San Antonio and Houston,
Tex.; Little Rock, Ark., and Kansas City, Mo.
The complete new Atwater Kent line for the
1927-28 season will be shown and demon-
strated at each gathering, including the two
new models of receiving sets, model "E"
speaker and "B" power supply.
The active co-operation of each distributor
in the various centers named has been assured
and a heavy attendance of Atwater Kent deal-
ers is expected. At each meeting H. T. Stock-
holm will address the dealers on the organiza-
tion and policy behind Atwater Kent products,
and Percy A. Ware will talk upon the subject
of merchandising. Mr. Ware's talk will be
illustrated by pictures thrown upon a screen.
A new arrangement of pictures and subjects has
been planned for Mr. Ware's addresses during
the new season.
It is also hoped that V. W. Collamore, sales
manager, T. Wayne MacDowell, convention
manager, and L. A. Charbonnier will be pres-
ent at one or more of these meetings.
At the Kansas City, Wichita and St. Louis
gatherings the services of E. J. Cattell, formerly
city statistician of the City of Philadelphia and
now widely known as an after-dinner orator,
have also been secured. It is also planned to
have various entertainment features at each
gathering.
The retail music store of H. R. Eisenbrandt
& Sons, 417 North Howard street, Baltimore,
Md., will move to new and larger quarters at
216 West Franklin street, upon completion of
extensive alterations. This store carries a com-
plete line of all musical instruments and has
grown steadily.
Visitor to A-K Plant
Outlines Sales Methods
Personal Calls Produce Results for Aggressive
Merchandiser — Per Capita Sales of $3 in Com-
munity of 400 in One Month
Philadelphia, Pa., July 7 — Among recent visi-
tors to the Atwater Kent factory in this city
was the proprietor of the Foster Repair Shop,
Mt. Blanchard, O. The occasion was Mr. Fos-
ter's attendance at a two weeks' course in the
radio service department conducted by the At-
water Kent Co. for its dealers. While here Mr.
Foster outlined to H. R. Carlisle, of the At-
water Kent organization, his remarkable ac-
complishments during the three years that he
has handled the Atwater Kent line.
Mr. Foster stated in part: "We have a popu-
lation in Mt. Blanchard of only 400 and dur-
ing the month of December, 1926, my per capita
sales were over $3. My experience has been
that . personal calls bring the best results. The
car in which I made these calls has an illumi-
nated sign so that even at night the last thing
the customer or prospect sees when the car is
leaving is the name 'Foster Repair Shop' on the
rear panel. These service calls have also
brought me some nice accessory business. I
have refused to recognize Summer dullness and
keep calling both Summer and Winter.
"Another stunt that I have found valuable
has been the use of picture post-cards. I had a
recent large shipment photographed and placed
on post-cards which I have used to circularize
my prospects. This card not only shows the
store front but gives an excellent idea of the
volume of business which I do, advertising that
I believe is impressive."
Mr. Foster is also a firm believer in the value
of his window and changes his displays every
three weeks. Approximately 95 per cent of his
business is done on a cash basis, and he reports
that he is successful in most cases in closing
the sale the same day or night he makes the
installation.
In spite of the small population of Mt.
Blanchard Mr. Foster expects to do a much
greater business this year than ever before and
plans to discontinue his automotive business
and to devote his entire efforts to radio sales
and service.
Popular Polish Record
The March Pilsudski, the Polish record of
the music which has been acclaimed as the
favorite of the famous Polish general and
statesman, is proving to be a popular number
of the Polish catalog. The Philadelphia
branch office of the Columbia Phonograph Co.
has supplied dealers with window displays and
counter literature on this record and dealers in
Polish sections are putting all their sales efforts
behind the record and are succeeding admirably
in raising the volume of record sales.
Make Drive on Record
Regal Bros., of York, Pa., took advantage of
the public interest in Col. Charles A. Lind-
bergh to make a special drive on the records
which described the feat of the young aviator,
and sent customers a post-card three times
regular size, telling of the selection of Lind-
bergh records which were available. Hundreds
of records were sold through this clever pub-
licity stunt.
R. E. Smiley Goes West
Philadelphia, Pa., July 6. — Richard E. Smiley,
assistant sales manager of the Atwater Kent
Mfg. Co., left during the last week of June for
an extended trip to the Pacific Coast. Mr.
Smiley was scheduled to stop at Indianapolis,
Chicago and other points and expected to arrive
in California in time for the Western Music
Trades Banquet, at which he was to be a speak-
er. While on the Coast he will also be present
at and address the annual convention of At-
water Kent dealers held under the auspices of
Ernest Ingold, Inc., Atwater Kent distributor.
Fisher Co. Moves
Tucson, Ariz., July 2. — The Fisher Music Co.
has taken new quarters at 118 East Congress
street, this city, where an attractive, modern
store has been leased for a period of years.
Pianos and phonographs are displayed on the
ground floor and five soundproof demonstration
booths have been installed for records.
The Rev. John J. Connagham, son of Neal
Connagham, Columbia dealer of Mt. Carmel,
was recently ordained a priest and said his
first Mass at the Church of Our Lady before
a congregation of his relatives and friends.
Guarantee
Special
Furnished in
COBRA GRAIN BLACK
CROCODILE BROWN
SPANISH BLUE
SPANISH GREEN
SPANISH RED
Made to meet the
popular demand
COSTS YOU $8.50— RETAILS FOR $15.00
GUARANTEE TALKING MACHINE SUPPLY CO.
35 N. NINTH STREET PHILADELPHIA, PA.
B^^MH^^MHB^HMH Write foY our latest Main Spring Cheu-tS^Ma^HBMa^^B
July, 1927
THE TALKING MACHINE WORLD
99
AMBASSADOR
PRODUCT OF
"^HE LIFTON MFG-(^°
NEW YOR>*
thaoe mao"
RETAIL
Not iust another phonograph, but—
The Most Amazing Advance in
a Portable Phonograph Value
OUTSTANDING FEATURES:
1. The remarkable new BELL-
PHONIC reproducer, with a
metallic diaphragm.
2. An S-shape tonearm, with the
throwback feature.
3. A fully guaranteed General In-
dustries Flyer Motor.
4. A fully closed record compart-
ment holding fifteen records.
5. Furnished in smart alligator-
finish genuine leatherette.
6. Measures 15^4 inches wide, 12
in. deep, 9^4 in. long.
7. Weighs only 1454 pounds.
Amazjnq in tone quality — amazing in appearance — truly
a value so far ahead of any other portable phonograph that
it eliminates competition.
Larger in size — more imposing in design — richer in finish —
more rugged in construction, permitting you to offer your
customers the most remarkable portable that has yet been
perfected.
Bellphonic Standard Portable
1.
2.
3.
4.
5.
BELLPHONIC Reproducer. 6.
Nickel polished solid brass
tone arm. 7.
Spring tone arm holder. g
GENERAL - INDUSTRIES
FLYER MOTOR Junior. ^
Fully closed, solid record al- 10.
bum, holding 15 records.
Seamless heavy leather han-
dle, metal reinforced, in
colors to match.
Nickel polished, double side
catches. „
COLORS: BLACK, BLUE,
MAROON.
Size 1434" wide; m/^" deep;
634" high. .
Weight, 111/4 lbs. net; indi-
vidually cartoned 1454 lbs.
$
15
.00
RETAIL
Order Your Samples Today — At Our Risk
Litton MCg. Com 40 West 20th St., New York
100
THE TALKING MACHINE WORLD
July, 1927
THE NEW
KrasGO Catalog
of
PHONOGRAPH
MOTORS
THE new KRASCO catalog explains in detail the im-
portant characteristics a phonograph motor must have
in order to be an efficient mechanism.
It shows by illustration and description how perfection
of design, high quality of materials and expert workman-
ship make KRASCO Motors the outstanding value of
the age.
It contains valuable information for every phonograph
manufacturer, jobber and dealer.
Ask for your copy. Here's the coupon — tear it off,
pin to your letterhead and mail.
Krasco Phonograph Motor Co.
1100 W. Beardsley Ave., Elkhart, Ind., U.S.A.
Gentlemen: Send us, without obligation, a copy of the new KRASCO catalog
Firm Name
Individual
Address
City
State.
Helpful Treatises on Power
Units From Raytheon Go.
Literature Designed to Help Retailers in Solv-
ing Any Difficulties That May Arise
The growing use of the power unit has cen-
tered'much interest on this product. The Ray-
theon Mfg. Co., of Cambridge, Mass., maker
of Raytheon tubes which are used in a large pro-
portion of these units, is issuing from its tech-
nical service department a series of helpful
treatises. A recent article has been "Trouble-
shooting the Raytheon Power Unit." The in-
troductory paragraph to this treatise states:
"There are few elements to cause trouble in
the Raytheon approved radio power unit using
the B or BH type of tube. More often the
trouble is to be found in the associated receiver
;md wiring. However, when genuine trouble
does develop, it may be readily located and
remedied; and the following suggestions are
of?ered by the Raytheon engineers as an aid
10 radio enthusiasts and radio service men alike
in facilitating such work." Thereafter follows
detailed advice as to locating the trouble should
any occur.
Another interesting piece of literature has
been written by Charles Golenpaul of the
American Mechanical Laboratories, Brooklyn,
N. Y., upon the subject- of "A compact and
lefined A-B-C radio power unit — five to six
standard one-quarter ampere tubes may be
operated by simple unit from the conven-
t'onal electric light socket." Mr. Golenpaul
states that with the advent of the Raytheon
BA rectifier tube capable of delivering 350 mil--
liamperes at 200 volts, there is now available
the foundation for a practical A-B-C radio
power unit, and describes in detail through word
and diagram the building of this unit.
For the edification of the consumer the Ray-
theon Co. is including a booklet with the Ray-
theon "B" power tubes, written specifically for
the layman. In this booklet entitled "A Few
Things You Will Want to Know About Re-
liable B Power for Your Radio," the story of
the B eliminator or B power unit is told in
almost single syllable words.
Walter G. Haenschen Resigns
Walter G. Haenschen, musical director of
the Brunswick Recording Laboratories, New
York, since 1920, resigned from the Brunswick
organization July 1. Mr. Haenschen is one
of the most popular members of the recording
and musical fraternities, and is also well known
in the radio broadcasting field, having in-
augurated in 1925 the "Brunswick House of
Music." He is planning to take a complete
rest during the Summer and will announce his
future plans in September.
Federal-Sparton Radio Week
Federal -Sparton Radio Week was celebrated
commencing July 11 by the Silas E. Pearsall
Co., New York, metropolitan district dis-
tributor for the Federal Radio Corp. of Buf-
falo, N. Y., and the Sparks-Withington Co.,
Jackson, Mich. The Pearsall showrooms were
thronged with visiting dealers throughout the
week, being entertained by Mrs. L. M. Green,
president, and Oscar Willard Ray, vice-presi-
dent and general manager.
Will Fyffe Returns Home
Will Fyffe, the Scotch comedian, whose clever
songs were so vigorously applauded by audi-
ences in New York and Chicago and who rec-
cords exclusively for Columbia, has returned
to Scotland.
The sensational success scored by this
artist, while on his short visit to America, has
resulted in the completion of arrangements for
his return to America in the Autumn.
July, 1927 '
THE TALKING MACHINE WORLD
101
A Portable wm the richness
and volume of a Reproducing
PHONOGBAPH
"The No. 2 Sonora Portable with new reproducing
amplification system, carries thirty selections . . $35
HE new Sonora Portable offers dealers a rare
opportunity to do a great volume of business on
a quality product . . . Everywhere vacationists are
looking for the dealer who is selling the new
Portable that sounds like a cabinet reproducing phonograph.
Wire now for complete line: No. 1 at $25— No. 2 at $35 and
deluxe cowhide at $50 — and you will receive free the new
Sonora humanized window display — the greatest music mer-
chandising window ever designed.
ONORA
ORTABLE
102
THE TALKING MACHINE WORLD
July, 1927
How Mohawk Corp. Aids Its Dealers to
Sell More Radio Sets During the Summer
Prominent Chicago Manufacturer of Mohawk One-dial Receivers Employs Puzzle Contest in
Newspapers Throughout Country Enabling Dealers to Tie-up and Profit
That a closer d ale:-m;uiufacture.- alliance is
imperative to the success of both factors is
well recognized by the far-sighted radio manu-
facturer. The electrical rapidity with which
competition is forcing business to move has
awakened the manufacturer to the fact that he
has a real obligation toward the dealer he
serves. In days past many manufacturers failed
to recognize that an obligation existed, or, as in
some cases, a "dealer-be-hanged" attitude was
adhered to.
Time was when the retailer purchased a
product, and the manufacturer felt his obliga-
tion at an end with the delivery of the mer-
chandise. If the merchandise was all it was
represented to be and the merchant was an en-
terprising one, everything turned out more or
less satisfactorily for all concerned. The manu-
facturer depended upon the ingenuity, per-
suasiveness and personality of his salesmen for
repeat orders.
Today, however, the successful manufacturer
realizes his responsibility toward the dealer
whose patronage he enjoys. He not only
realizes that this obligation exists but he takes
steps toward fulfilling it. It is imperative to
his success as well as that of the dealer to help
the retailer become a better merchant, and to
stimulate an ardent dealer as well as consumer
interest. Advertising, as the term applies, of
course, plays a big part, and hundreds of con-
cerns have devised many additional means of
providing this stimulation.
The Mohawk Corporation oi Illinois, maker
of Mohawk radio receivers, has been unusually
successful in its field, which has been and is to-
day a highly competitive one. From the start
it was apparent that success in the field of radio
manufacturing and marketing was, in a large
measure, dependent upon a close dealer-manu-
facturer relationship. Therefore, realizing its
duty to the dealer, it was obvious that ways
and means must be devised to help the dealer.
Among these other means of attaining the de-
sired end a method recently employed by the
Mohawk Corp. of Illinois is worthy of com-
ment. A set of picture puzzles, each depicting
a well-known radio broadcasting station, were
designed, and newspapers throughout the coun-
try were interested in running these puzzles,
one each day for 30 consecutive days. The pub-
lic was invited to test its knowledge of the
broadcasting stations, and the person submit-
ting the most accurate and neatly compiled so-
lution was presented with one of the one-dial,
six-tube, shielded Mohawk radio receivers.
This contest to date has been run in over
!25 newspapers throughout the United States
and Canada, and in almost every instance deal-
ers tied up with the contest. As a result these
dealers have noted an increased interest in their
individual places of business and also in the
Mohawk products which they stock. The ac-
companying photograph shows one phase of the
dealer tie-up with the contest appearing in the
Effective Tie-up With Mohawk Dealer Aid
Houston Post Dispatch at Houston, Texas. A
few of the puzzle pictures are displayed atop
I he "Giant" Mohawk radio set showing also the
actual set itself.
The effect, as this dealer saw it, is significant.
He stated: "As a whole, our radio business in
Houston is all that could be wished for, but it
must be admitted that this same radio business
in this same town of Houston was in need of a
Spring tonic. This contest, if I may say so,
surely 'turned the trick' for Mohawk dealers.
The sales thus far this Spring are ahead of
the same period last year."
A. M. Cohen, advertising manager of the
Houston Post Dispatch, commented shortly but
to the point: "The interest shown in the Mo-
hawk radio contest was tremendous and a large
number of replies were received. We believe
i; was of mutual benefit."
The results of this phase of dealer aid pro-
gram were not a matter of conjecture. Figures
and testimony from dealers have made it pos-
'■ible to forecast the results in no uncertain wav
in almost any locality before the contest was
actually run. Both the dealers and newspapers
have lauded this contest quite freely wherever it
has been used. Needless to say the Mohawk
executives feel well repaid for their eflorts, time
and money spent when faced with such gratify-
ing results.
Still another effect of this particular type of
dealer-aid has been, so the Mohawk dealers say,
that this stimulation of interest has not been
temporary, but permanent.
It is more than likely that this, or, at least, a
very similar method as the Mohawk Corp. of
Illinois used could be adapted to a great many
hues other than radio. Quite naturally the
puzzles in the Mohawk arrangement were de-
signed in such a way as to make them fit into
the general theme in a practical manner.
Regardless of the industry the manufacturer
m any line who devotes some time and goes to
some expense in the interest of the dealers he
serves, cannot help, other things being equal, to
build his business upon a very sound founda-
tion. The development of a sound trade alli-
ance between the dealer and manufacturer is a
slow, tedious process, calling for no small
amount of time and eflfort, but anything worth
having is not easily procurable. For the manu-
facturer to establish himself as a factor in any
market to-day he must cultivate that market in
m.uch the same way as the farmer cultivates his
fields. He cannot help but find some angle of
dealer-aid a very fertile field and if cultivated
It will yield a rich harvest to the dealer, who,
after all, is the life blood of the manufacturer.
Victor Dealers in Albany
Hold Great Publicity Drive
Victor dealers in Albany, N. Y., had a great
combined publicity drive late last week during
which the Auditorium Orthophonic was demon-
strated in one of the well-known parks adjacent
to the city. The chief purpose of the gathering
was to emphasize the remarkable merits not
only of the Auditorium model, but of the new
Victor products generally. This style of com-
bined effort is to be heartily commended for the
results it produces.
G. H. Jaud Promoted
G. H. Jaud, who has been associated with the
Atwater Kent Mfg. Co. for a number of years,
has been advanced to the post of district man-
ager for northern Illinois and northern Indiana.
Mr. Jaud has a wide acquaintanceship through-
out the radio trade in the Middle West and is
particularly well equipped to assume his im-
portant new duties.
The Super -Six Console (wiih itue single dial control) ^285.00
Five Tube Models ^9.50 to ^146.50
Six Tube Models ^210.00 to ?285.00
receivers licensed under application for letters
patent of Radio Frequency Laboratories, Inc. (RFL)
nhdiojCim for 4927 -IJmts ahmd
in n^^fimuum and Style ~
<zi^ fmnchisjt will protect Jjm
%'rAte jof JMl infimnatimi ~
ELECTRICAL RESEARCH LABORATORIES
2500 Cottage Grove Avenue Chicago, Illinois
T^-^v- 1927 THE TALKING MACHINE WORLD 103
Here^s Why the Junior
Makes Any Portable Better
THE new improved Junior Motor is the smaller edition ot
the famous Flyer Motor. It is the ideal motor for
smaller, lighter portable phonographs because —
Made Like a Watch
Every part is made of the finest materials, as precisely made and as
carefully inspected as though it were for a fine watch. Gears are cut on
special gear-hobbing machines. These machines make gears so much
better, so much more true than has ever before been possible that large
concerns in many lines are asking us to cut gears for them. This is cited
only as an example. — 'every part of the Junior is made with the same
unusual care and precision.
Noiseless
Before it can come to you in a portable, a Junior must pass the Listen-
ing Test. It is run without a record, on a special sound box which
magnifies any sound many times. If either of two experts can notice the
slightest sound, the entire motor is rejected.
Exclusive Design
The Junior is the result of 12 years' experience in motor design and
manufacture. Only the Junior (and its bigger brother, the Flyer) can
offer the sturdy construction, the freedom from vibration and noise, the
long life which these motors assure.
No wonder the great majority of all portables sold are equipped with
Junior or Flyer Motors. Dealers know that these motors mean easier
sales, more satisfied customers and no returns.
EHERAL INDUSTMES 00
ELYRIA, OHIO
Formerly named The Qeneral Phonograph Mfg. Co.
Makers of Precision Products for a Quarter of a Century 1
104
THE TALKING MACHINE WORLD
July, 1927
Mohawk Corp. 1927-28 Line Consists of
Five Console and One Table Model Sets
Mohawk Six-tube, One-dial, Shielded Set Is Built in Form of an Interchangeable Drawer Set
Which May Be Installed in Any One of the Various Cabinet Models
The Mohawk Corp. of lUinois, Chicago, intro-
duced its new 1927-28 line of i adio receivers a
few weeks ago, the first trade showing taking
place at the R. M. A. Trade Show, at the Hotel
Stevens, in Chicago. This j'ear's Mohawk six-
tube one-dial receiver, which was received so
enthusiastically by the Mohawk distributor;;
when they assembled in convention early in
May, has numerous refinements over that of last
\ear, embodying in all 24 improvements.
The Mohawk receiver is built in the form of
an interchangeable drawer set, which may be in-
stalled in anv one of the various Mohawk cabi-
which has met with an enthusiastic reception
from the trade. This model is a Pier creation,
of walnut with hand-carved Chippendale legs,
trimmed in curly maple. The battery compart-
ment is below the set drawer, and the loud
speaker above is covered with a Burgundy red
silk grille.
The other models are known as the Iroquois
Console, in walnut, with apron maple spindle
carved legs, the Cortes Console, a Castilian
strut-legged creation, trimmed in curly maple,
the Pawnee Consolette, in walnut, and the
Cherokee table cabinet, in walnut with maple
operation are equipped with Kellogg A. C.
tubes, and a dry type 110 volt, 60 cycle electric
power unit, operating directly from the light
socket.
For the first time in its history the Mohawk
Corp. is introducing a loud speaker, in addition
to its line of receivers. This product, which
was also shown to the distributors at the time
of the Mohawk convention in Chicago in May,
created a tremendous amount of favorable com-
ment from those who heard it. The speaker is
known as the patented Pyramid loud speaker,
and produces a surprising volume with a mini-
mum input. Its range in frequency is from 40
lo 8000, including all audible frequencies.
The Mohawk Pyramid speaker is furnished as
standard equipment in four of the Mohawk
console receivers, and it is also built separately
in a Tudor design of five-ply walnut with a silk-
backed grille of old bronze. The "pyramid" or
The Complete Mohawk Radio Line
net models. The receiver is a six-tube, one-
dial, shielded set, furnished in either A. C. elec-
tric at $100 additional or battery operated units,
and all Mohawk sets are wired for the use of
power tubes.
Among the improvements in the receiver,
mentioned above, are the following: a combina-
tion volume control and filament switch on the
front panel; a long and short aerial switch,
also on the front panel, 1^^ to 1 low pitch audio
transformers, output transformers, illuminated
indicating dial, howl arresters, and a new face
plate of Tudor brass finish, with Indian war
club pulls by means of which the set drawer
may be removed from the cabinet.
In the cabinets which house the Mohawk re-
ceiver, many changes and improvements may
also be found. The new 1927-28 line consists of
five console models and one table-tj'pe receiver.
The Seminole Spanish Vargueno console, con-
sidered by many as the most beautiful model in
the Mohawk line, is a furniture creation which
would enhance the surroundings of any home.
It is finished in rich walnut, hand-rubbed piano
finish, with six hand-carved turned legs. A
Spanish grilled center stretcher with Burgundy
silk-backed grille below the cabinet conceals the
speaker from view, and on both sides of the
set drawer are compartments for batteries or
power units. Specially designed hardware,
hand-tinted ornaments, and filigree hardware
backed with Castilian red velvet add a finishing
and tasteful touch to the artistic cabinetry-.
The Hiawatha Console is another model
(1) Seminole. (2) Hiawatha. (3) Iroquois. (4)Cherokee. (5) Pawnee. (6) Cortez.
overlay. All of the models described above, ex-
cept the Pawnee and the Cherokee, have, as
standard equipment, the new Mohawk "pyra-
mid" speaker, described in the following para-
graphs.
.A.n Mohawk models furnished for electric
vibrating element is manufactured by a patented
process using a manila hemp paper base. The
Mohawk Pyramid speaker, said to be weather
proof and not affected by changes in climatic
conditions, retails for $25. The line is com-
plete and most attractive.
Ted Lewis, Columbia Artist,
Making Vaudeville Tour
Ted Lewis and His Band, Exclusive Columbia
Artists, Are Now on an Extensive Tour
Through the East and Middle West
lac for shipment in August are reduced because
of the present high price requested, the cable
stated. Shipments of shellac up to May 28, 1927,
totaled 26,364 packages of 164 pounds each com-
pared with 29,472 packages for the same period
last vear.
In towns where Ted is scheduled to appear
Columbia dealers are greeting the "High-Hatted
Tragedian of Song" with full-page newspaper
advertisements featuring him and his Columbia
New Process records.
.Attractive window streamers, depicting Ted
in action with his high hat, in dealers' windows,
announce to the passers-by that Ted Lewis and
His Band are in town.
Baltimore Firm Chartered
Haebler-Anderson-Haebler, 752 North Gay
street, Baltimore, Md., were recently incor-
porated to deal in musical instruments with a
capital stock of 1,500 shares with a par value of
$10 per share.
I. G. Bover to Move
Shellac Prices Stiffen
In Market at Calcutta
Irving G. Bover, music dealer of 424 Main
street, Winsted, Conn., will move to larger
quarters in the Odd Fellows Block, Main street,
during this month.
The Calcutta shellac market was reported
stronger on June 30, says a dispatch to the
Department of Commerce from its representa-
tive in Calcutta, India.
Former estimations of 825,000 pounds of shel-
A full-page newspaper advertisement wel-
coming Colonel Lindbergh home was run as a
combined greeting by Columbia Phonograph
Co. dealers of St. Louis, Mo., to the air hero.
TEST IT.
OUR VICTOR
Record Service
has a reputation for efficiency.
Suppose you try it.
E. F. DRCW>P & SONS CO.
13M G. STREET. WASHINGTON. D. C.
204^8-10 CLAY STi^T. BALTIMORE, MD.
PHONOGRAPH
RADIO CASES
Reinforced 3-ply Veneer
The Standard Case for Talking
Machines and Radio Sets
Lmt U8 figur» on your requirummntt
MADE BY
PLYWOOD CORPORATION, Goldsboro, N. C
MiU> in Va., N. C. and S. C.
July, 1927
THE TALKING MACHINE WORLD
105
STEADY AS A RIVER'S CURRENT
SILENT AS A SUNSET
The New [Complete]
GREENE "B^^ 5^6-7
For light-socket "B" current. Scientifically
designed for all sets of 7 tubes or less —
more than 85% of sets in use — including
sets tvith power tube. Capacity. 35 mills., at
135 lolts. !\o variable adjustments All
voltages are fixed. Nothing to break down
or get out of order. No filaments. Uses new,
improved, gas-conduction tube. Cannot burn
out even from dead short-circuit across out-
put terminals. Easy to connect. Simplified
controls make it fool-proof. Guaranteed per-
formance and long, satisfactory service.
PRICE, Ea.st of the Rockies
Complete with Tube
ONCE SOLD—
STAYS SOLD
An R.M.A, Trade Show Sensation
Now! A Super -Performing
GREENE Simplified
"A" Current
Practical, unfailing, noiseless "A" light
socket current at last. Entirely Auto-
matic! A 2V2 Ampere, 6-volt unit, for all
sets of 10 tubes or less. Requires no ad-
justments. Controlled by receiving set
switch. Not a trickle charger combina-
tion. Decidedly superior. Compact in
size — a companion unit for GREENE
"B" Hi-Power Model, shown on right.
Note the convenient socket for "B" Elim-
inator— makes both "A" and "B" power
operation automatic. This new Greene
Simplified "J" is si>ld with an ib.^oiute
Guarantee. Nothing to break doiim.
Never runs down. Unequalled at twice
this price.
PRICE, East of the Rockies
Complete: Nothing Else to Buy
$30-00
fading
from lack of
POWER
NOW — for your trade — provide all ad-
vantages of super-battery power,
everlasting and unfailing, with all
disadvantages eliminated. End future bat-
tery trouble and replacement expense.
Save yourself from further costly servicing-
after-sale experiences.
There is a Greene-Brown "A" or "B" Unit
(also the new Greene Simplified "AB" com-
bination at $60.00 list) suitable for receiv-
ing sets of every type and size. Jobbers and
dealers can concentrate on this line — and
never lose a sale. Supreme Quality Prod-
ucts, Honest Prices and a Square Deal Pol-
icy insure your success.
SOLD WITH AN ABSOLUTE
QUARANTEE
YOU'D EXPECT TO PAY MORE
Also the
BROWN "B" Super-Power
Now $33*^^
Complete
with Tube
For Extra-Sensitive Sets of Any Size
POWERVMX^UNITS
Better wan Batteries
Tune in Distant
Stations Clearer
The vastly improved, un-
varying quality of local or
distant program reception
constantly available with any
radio set powered by these
new Greene-Brown current
supply devices, is indescrib-
able in words — almost be-
yond belief — until your own
ears prove it!
The New [Complete!
GREENE ^^B^^
Hi-Power
For heavy-duty service. Big brother
to 5-6-7 Model shown above. Larger
capacity, 55 mills., at 180 volts. W orks
perfectly with the GREENE Simplified
"A" 6-volt Unit. For all sets of 10
tubes or less, or for heavy draw sets
using power tube. Any novice can
connect it. Has fixed voltages — 6 out-
put terminals ranging from 45 to 180
volts. Insures total elimination of
service problem for jobbers and deal-
ers. Nothing to break (town or get out
of order. Simple control provided
for all line voltage changes. Un-
failing "B" current, from the light
socket for clearer, improved reception.
Uses new, improved gas-conduction, 85
milliampere tube.
PRICE, East of the Rockies
Complete with Tubes
$30-00
MADE GOOD TO MAKE GOOD
Jobbers and Dealers
Each Greene-Brown Unit represents a
surpassing triumph of engineering —
scientific, highly perfected — approved
principles, backed by years of re-
search. Don't hesitate. Act at ONCE.
Grasp this big chance to roll up added
sales. Send for full information now.
Simply tear out this coupon — pin to
your letterhead and mail — TODAY I
Greene-Brown Mfg. Co.
Desk F
5100 Ravenswood Ave.
Chicago, 111., U.S.A.
106
THE TALKING MACHINE WORLD
July, 1927
The DAVIS "B" Power Unit
A carefully tested and fulh' guaranteed "B" Power Unit that is
offered to the trade with the endorsement of one of the largest
manufacturing organizations in the music-radio industry.
List Price $40
We have some valuable territory open for responsible jobbers on
an exclusive territorial basis. Our jobber and dealer discounts are
liberal, and our product is guaranteed to give satisfactory service.
Write TODAY for details.
Send Davis your specifications for estimates on Radio or
Phonograph Cabinets
The Davis Cabinet Factories are equipped with the latest type machinery. The Kokomo
unit has over 300,000 square feet of reinforced concrete, daylight, manufacturing space,
located near the main line of the Pennsylvania R. R. Well-rated concerns will find
Davis Industries, Inc., a dependable source of supply for their special cabinets or other
wood-working requirements, great or small. Your inquiry addressed to Chicago office
will be given prompt attention.
General Offices
314-324 W. 43rd St.
Chicago
DAVIS INDUSTRIES, Inc.
Capital, Surplus and Reserves over $2,000,000.00
Plants:
Chicago, 111.
Kokomo, Ind.
Michigan Music Merchants Association
to Hold Convention in Detroit in August
Second Annual Meeting of State Dealers to Be Held — Appearance of Recording Artists Stimulates
Record Sales — Higher Priced Instruments in Greatest Demand
Detroit, Mich., July 7. — Business was fairly
good, but nothing that anyone would care to
brag about, in June. Record sales continue to
have their normal demand, while the only ma-
chines that are selling are those of the highest
grade. In fact, some dealers are still waiting
for jobbers to supply them with certain high-
grade styles. We have had any number of
retailers tell us the past few weeks that it is
almost out of the question to sell a low-priced
machine — people simply are not interested.
There is one thing that the new machines
have done — they have given backbone to the
retailers so far as allowances are concerned
on old machines. To-day the retailer doesn't
hesitate to make a very small offer for the
used machine as first payment on a new, im-
proved talking machine — and the customer
seems to realize that he cannot expect more,
knowing that the retailer will have difficulty
in making anybody else take it. Never before
did retailers make such small allowances as
they are doing to-day, and this in itself is a
good thing for the industry.
Collections have improved somewhat the past
month, although they are not up to expecta-
tions. Many people are still employed only
spasmodically, as many of the large motor
plants have been in the midst of bringing out
new models and have had no use for all of
their employes. But we look for an improve-
ment in the employment situation within the
next six weeks, especially as the Ford Motor
Co. is shortly bringing out a brand new car,
which will probably keep the entire plant work-
ing night and day for some time to come.
Many talking machine dealers are expected
in Detroit next month, when the Michigan
Music Merchants' Association comes here for
its second annual convention. Frank Bayley,
president of the Detroit Music Trades Asso-
ciation, who is also president of the State
organization, has an elaborate program, both
business and entertainment. He expects at
least 500 retailers, many manufacturers and job-
bers in all branches of the trade.
The record end of the industry has been
stimulated the past few weeks by the presence
in the city of two nationally known artists —
Ted Lewis, who records for the Columbia, and
Vincent Lopez and His Orchestra. Retailers
handling their records certainly took advantage
of their visits here by advertising and window
displays.
Grinnell Bros, are closing their store during
the months of July and August at 1 p. m.
Jay Grinnell, general sales manager of Grin-
nell Bros., has been elected to the directorate
of the Board of Commerce, in recognition of
his ability on big civic matters and his work
as president of the Detroit Retail Merchants'
Bureau.
The Detroit branch of the Columbia Phono-
graph Co., 439 East Beaubien street, is having
a good year. The first six months certainly
show a nice increase over the same period last
year — both machines and records selling in
greater volume than a year ago.
Brunswick dealers report that they have en-
joyed good business this year and they look
for a busy Fall, as so many people have been
in looking at the expensive models, expressing
the belief that they will make purchases some-
time in the Fall.
"Salescrafter" Makes Some
Summer Sales Suggestions
Monthly Organ Issued by the Stromberg-Carl-
son Tel. Mfg. Co. Contains Ideas for Dealers
to Use During Summer Months
Rochester, N. Y., July 7. — In the current issue
of the Salescrafter, issued each month by the
Stromberg-Carlson Tel. Mfg. Co., of this city,
maker of Stromberg-Carlson radio apparatus,
an interesting and instructive article on "Sum-
mer Sales Suggestions" is featured. This article
first describes different types of Stromberg-
Carlson models, which are especially adapted
for Summer selling because of different factors,
principally that of portability. It also gives
general suggestions which can be followed by
all dealers, saying, in part: "The Summer
months are especially favorable for endeavor-
ing to get owners of older types of receivers
to change their sets over to the newer types.
Owners of these receivers are much more
liable to have this work done during the Sum-,
mer, when reception is not at its best, than to
wait until Fall, when the receiver will be con-
stantly in use.
"Another field for endeavor during the Sum-
mer months consists of hotels, hospitals and
public institutions of various sorts. These in-
stallations when they are made not only are
a fine source of profit for the dealer, but are
a fine advertisement for future sales. A Strom-
berg-Carlson installation in a hotel or a
hospital produces much publicity in local
newspapers and a still greater amount of pub-
licity among the patrons who visit these places.
Stromberg-Carlson tone speaks for itself and
in such an installation a Stromberg-Carlson
receiver continuously demonstrates itself to the
ever-changing group of people who hear it."
The Bellphonic Ambassador
Portable Just Released
Lifton Mfg. Co. Announces Latest Addition to
Its Line of Portable Phonographs — A Second
Portable, the "Royal," Announced
The Bellphonic Ambassador is the latest
addition to the line of portable phonographs
manufactured by the Lifton Mfg. Co., New-
York. The Ambassador is finished in alligator
leatherette and among its features are a fully
closed record compartment holding fifteen
records. General Industries Flyer Motor, S-
shaped tone arm with throw-back and the Bell-
phonic reproducer with metallic diaphragm.
The Bellphonic Royal, listing at $20, will
shortly be introduced to the trade. It has a
two-tone Spanish finish with gold combination
lining. Introduction of these two models follows
the splendid reception which was accorded to
the Bellphonic Standard portable listing at $15,
with which the Lifton Mfg. Co. entered the
portable manufacturing field.
Columbia Dealers Display
Lindbergh Airmail Stamp
St. Louis. Mo., July 8. — When the Lindbergh
Airmail Stamp went on sale here N. B. Smith,
manager of the Columbia Phonograph Co.
branch, conceived the idea of sending out let-
ters to dealers bearing this stamp. In many
cases the Lindbergh stamp, received in this
way, was the first that had arrived in a town.
Dealers immediately displayed the letter and
stamp in their windows, drawing considerable
attention.
In Tulsa, Okla., the Allen & Thede Music
Co. displayed the stamp and not only attracted
a crowd but also received press comment in
the evening paper.
The annual Electrical and Radio Show is to
be held in Erie, Pa., during the week of Sep-
tember 12.
Tn.Y, 1927
THE TALKING MACHINE WORLD
107
Great Mohawk Features
that mean
Quicker
Sales i
f
PAWNEE
CONSOLETTE-
With front removable
panel battery com-
partment. Designed
without built-in loud
speaker.
List $85
Mohawk, the Originator and the Pioneer in One
Dial Radio, again this year has amazed the Radio
world with values and features so far surpassing
expectations, that the Mohawk line literally
knows no competition.
Mohawk dealers, appreciating this fact, make
greater profits because they make quicker sales!
The masterful Mohawk line is easier to sell. In
it is embodied every element of sound value.
Listed below are the great features which are
the Mohawk challenge to the industry.
[l] Radio's most practical innovation —
the exclusive Mohawk Interchangeable
Drawer Unit outstrips competition as it cuts
cost and lowers prices — yet allowing greater
profits. Look at the Mohawk prices!
[2] Performance of Mohawk's 6 Tube
Shielded One Dial set constitutes leader-
ship in one dial achievement, because
Mohawk is the Originator and the Pioneer
in the one dial field.
[3] Amazingly low price range oSers
complete fine of fine values, ranging from
$65 to $245. Mohawk reaches every sales
channel eSectively-
[4] Consoles of incomparable beauty,
charming, smart, befitting the smartest ap-
pointments. Note the deft cabinet work and
the subde grace of the consoles pictured.
Mohawk combines luxuriously built furni-
ture with the best mechanically and elec-
trically constructed Radio.
[5] And, too — A. C. Electric operated
sets available this year. Complete with acces-
sories and here, too, amazingly low in price.
[6] Unqualified factory support backs
Mohawk sales with complete co-operation.
The Mohawk Dealer Franchise stands a stal-
wart guardian — your sound substructure, on
which to build a profitable business.
With patented Mohawk
pyramid Loud Speaker.
List $245
Other Mohawk models at
$65. $120, $150 and $185.
For A. C. Electric Opera-
tion all Mohawk sets are
$100 above battery oper-
ated list prices.
Building Them Better
Pricing Them Lower
Selling Them Faster
Write, today for complete details of Moiiawk's invincible
1927-28 line. Mohawk values 'mean quick sales. Act now
- to profit on your new season's husiness.
MOHAWK CORPORATION
OF ILLINOIS
Established 1920— Independently Organized 1924
2213 Diversey at Logan Blvd.
CHICAGO
6 TUBES-SHIELDED
108
THE TALKING MACHINE WORLD
July, 1927
Standard Home Utilities
Holds Its Formal Opening
Metropolitan Dealers Visit Company's Quarters
and Inspect Lines Carried — Officials of Com-
pany Meet the Crosley "Stork" on Arrival
The Standard Home Utilities, Inc., 1 Park
avenue, New York City, the new music-radio
distributing organization, presenting a specially
selected list of products for the purpose of as-
suring "all-year-round business" for the music
dealer, held its official opening on June 27, 28
and 29.
This organization is sponsored by important
music men, including Arthur D. Geissler, who
for twenty years was associated in Victor dis-
tribution, and Hugh C. Ernst, who is also well
known both in the wholesale and retail chan-
nels.
Hundreds of dealers from the metropolitan
area were visitors to the offices and warerooms
of the Standard Co. A musical program was one
of the features each afternoon and these pro-
grams were broadcast for the three-da}-
period over radio station WMCA. Visitors were
treated to a buffet luncheon served on the rool
garden which is part of the Standard Home
Utilities, Inc., quarters. At one end of the
garden was a specially constructed stage on
which was given the entertainment features and
the broadcasting programs.
On Wednesday, following the monthly lunch-
eon of the Talking Machine and Radio Men,
Inc., the officers and members of that asso-
ciation visited the new Standard quarter.s in a
body.'
The Standard Home Utilities, Inc., represents
in the metropolitan area Crosley and Amrad
radio, Radiotron tubes, Polly portable phono-
graphs, De Vry motion picture cameras, Ray-O-
Vac batteries and Standard electric sewing
machines. This latter division of the company
is under the direction of P. A. Wilkinson.
Besides the hundreds of dealers who attended
the official opening, many executives and rep-
resentatives of manufacturing organizations also
attended, including P. S. Kantner, domestic
machine sales manager for the Standard Sewing
Machine Co., also Frederick and E. W. Osann,
directors of that company; J. C. Calhoun, sales
manager of the French Battery Co.; Meade
Brunet, manager of the Radiotron division of
the Radio Corp. of America; A. B. Ayers, sales
manager of the Amrad Corp., and W. L. King,
the New York representative of that firm; W. A.
Kellogg, sales promotion manager of the Cros-
ley Radio Corp.
Another feature during the three-day open
house of the Standard Home Utilities, Inc., was
the arrival of "The Stork," a new speed- plane,
recently purchased by the Crosley Radio Corp.,
which will be used in a tour of some of the
leading trade centers of the country. Harry E.
Sherwin, general sales manager of the Crosley
Co., arrived in New York by plane from Bos-
ton.
A. D. Geissler, president of the Standard Co.,
met Powel Crosley, Jr., president of the Cros-
ley Co., on his arrival in New York from Buf-
falo. Hugh C. Ernst, vice-president of the
Standard Co., took the party to Curtis Field,
to meet Mr. Sherwin on his arrival by plane.
Mr. Ernst's party made the trip to Curtis Field
in a motor bus carrying his guests, who in-
cluded Mrs. Arthur D. Geissler, Mrs. Ernst,
Arthur Geissler, II, the Foster Girls, ballet per-
formers from the musical success, "The Circus
Princess," and a number of newspaper men.
Organ-tone Reproducer Is
Ready for Distribution
Samples of the Organ-tone reproducer, manu-
factured by the Unique Reproduction Co., New
York, are now ready for distribution, accord-
ing to Martin W. Segal, of the Unique Com-
pany. This new reproducer is finished in three
colors, a novel feature, and the stylus suspen-
sion is built on an entirely new principle which
insures steadiness and permanence of tone, ac-
cording to Mr. Segal. The slogan adopted for
the Organ-tone is "Built like an Organ, Sounds
like an Organ, Looks like an Organ, Finished
like an Organ."
Mayolian Corp. Announces
Line of Socket Power Units
The Mayolian line of socket power supply de-
vices, including units for both alternating and
direct current of every commercial type, has
been announced to the trade by the Mayolian
Corp., New York. It also contains units for
the ordinary type of receiver and for receivers
which employ power amplification, with a com-
plete assortment of transformers, chokes, con-
densers and battery charger parts. A combina-
tion A and B eliminator and a heavy duty B
eliminator are leaders of the Mayolian line.
Columbia Display Praised
The Columbia Phonograph Co. has received
many enthusiastic comments on its June win-
dow display. From all over the country deal-
ers have written in praising this effective, sales
promoting display set, which typifies in an effec-
tive manner the dance age.
When one of these displays reached London
the Columbia Graphophone Co., Ltd., of Eng-
land, immediately cabled an order for fifteen
hundred of these displays for distribution to
countries as widely separated as Sweden, Tur-
key, Egypt and far-ofi Java. Requests have
also come from the Schuberts for some of these
displays to be used in some of their New York
theatres.
The Orth Music Store, Milwaukee, Wis., re-
cently added the Stromberg-Carlson line of
ladio receivers and is planning to feature the
next few months. The Orth Music Store is one
of the leading firms of that city.
' ^ Controlling J
.indicator Sho«» ^
Inavlgatmg «rom ^ectdeat pHn- j
f based upo-i " ^ "^^y appear compU-
^ c\ple, although It may <,ompa»B I
' caU to the lav-- the^
measures the "^"^le
brushes o£ the ^-'jf °;,gnet>c JieW
'Lass »nd the earth
Ind enables the pilot t
Lt any angle ^^^^ uo north ,
Lhlch point to tjhe n^^B^^^^^ Maui
The compass was j^^^
1 ,.T.ttertn^ono^^»/^^,,,J^
TuiA for longdlsuny^
again — —
Doehler Die-Castings
are part of trans-Atlantic
aircraft equipment.
Doehler Die-
Cast Aluminum
Housing, Bezel,
Frame & Brack-
et for Turn and
Bank Indicator.
Again the world resounds with another feat
of American daring.
Without the magnificent courage and skill
of the now famous pilots these flights would
have failed —
— yet mechanical excellence played a great
part in their triumphs. Planes, motors, in-
struments were noteworthy for design, ma-
terials and construction. How very signifi-
cant that Doehler Die -Castings should form
a part of the actual instruments installed in
both trans-Atlantic aircraft.
We will be pleased to tell you of the Doehler
Die-Castings used in these flights — and con-
sult with you on your die-casting require-
ments. A copy of our new booklet will be
mailed on request.
Turn and Bank-
Indicator used
in conjunct ion
with Earth In-
ductor Compass.
DOEHLER DIE-CASTING CO, Brooklyn, n.y. -i^ Toledo, O. Batavia, N. Y. Poltstown, Pa.
July, 1927
THE TALKING MACHINE WORLD
109
Warwick Magnetic Cone, $27.50
in cabinets and as separate units
These speakers represent the Magnavox Company's greatest
achievement in the radio field.
Warwick model, above, is permanent magnet type cone speaker,
embodying the "opposed pole piece" exclusive patented feature.
It has greater power with fewer parts and a coil that takes full
"B" current of a power tube without overheating. Specifically
designed to pass frequencies from 100 to 5000 cycles and carry,
without distortion, power nearly equal to the dynamic power
speaker. List $27.50.
Loboy model is a dynamic cone speaker rectifier, power amplifier
and B supply unit for 110 volt AC operation. Impedance con-
stant ovei entire audio range, giving full volume 50 to 12,000
cycles. List $160 without tubes. Write for full information.
The Magnavox Co», Oakland, Calif*
Chicago Sales Office — 1315 So. Michigan Ave.
110
THE TALKING MACHINE WORLD
July, 192;
Metropolitan Trade Activities
Columbia Artists Appear
in Brooklyn Store Concert
Abraham & Straus Announce Addition of
Columbia Line With Concert of Artists In-
cluding Franklyn Baur, De Leath and Others
Coincident with the announcement that the
music department of Abraham & Straus, Brook-
lyn, N. Y., had added the Columbia line to its
phonograph merchandise, there was given a
concert in the auditorium of the department
store on Tuesday, June 28. Among the artists
who appeared through the courtesy of the
Columbia Phonograph Co. were: the Columbia
Orchestra, consisting of twenty-two pieces; the
Columbians, dance orchestra; Franklyn Baur,
tenor; Vaughn De Leath, singing comedienne;
Seamus O'Doherty, Irish tenor; George
O'Brien, tenor; the Flanagan Brothers, in banjo
and accordion duets; "Whispering" Billy Day,
baritone of radio fame, and John Oakley, bass.
The program, which lasted for almost ^wo
hours, was a varied one and consisted of popu-
lar and semi-classical selections, all of which
have been recorded on Columbia records or are
scheduled for Fall release. The program dis-
tributed to the hundreds who attended gave the
numbers of the records so that they could se-
cure them from the phonograph department
which was situated near the hall. R. M. Rich-
ter, manager of the department, expressed
himself as being greatly pleased with the result
of the concert. Advertisements announcing the
personal appearance of the artists appeared in
the leading Brooklyn newspapers for three days
prior to the event.
Chambers Music Shop Is
Undergoing Alterations
The Chambers Music Shop, 77 Chambers
street, is making alterations during the Sum-
mer months. M. Goldberg, the proprietor, is
greatly increasing the amount of window and
interior display space to afford a better presen-
tation of the Victor Orthophonic and Columbia
Viva-tonal instruments in addition to the many
leading lines of radio receivers which are car-
ried in this establishment. Mr. Goldberg re-
ports talking machine sales on the increase with
radio sales rather spotty.
E. W. Guttenberger and
Charles Stinson on Trip
E. W. Guttenberger and Charles Stinson,
manager and salesman of the wholesale depart-
ment of the Columbia Phonograph Co., New
York, returned the latter part of the month
from a two-week motor trip, accompanied by
their wives and a party of friends.
The tour, which covered almost 2,000 miles,
took the party through New York State, the
Thousand Islands, both the American and Can-
adian divisions, Montreal, Ottawa and a num-
ber of other interesting and historical spots.
Both Mr. Guttenberger and Mr. Stinson re-
turned in fine shape and anxious to get back to
their tasks of putting the Viva-tonal phono-
graph and the New Process records in every
home in the metropolis.
Satisfactory Victrola Sales
A. J. Beers, 81 Chambers street, reports that
Victrola sales are most satisfactory, showing a
larger total than last year. He also reports
that portable talking machines, small stringed
instruments and records are encountering a
brisk demand.
Knickerbocker Opens New
Offices and Showrooms
Many dealers in the metropolitan territory at-
tended the formal opening of the new offices
and show rooms of the radio and sporting
goods firm of Knickerbocker, Schoverling, Daly
& Gales which took place on Monday, June 27,
at 116 East Twenty-third street.
The new quarters occupy the entire seventh
floor, consisting of 17,500 square feet. The
model window display and the handsomely
decorated and fitted ofhces and showrooms
caused much favorable comment, as did a con-
ference room seating about 75. A bufTet lunch-
eon and refreshments were served to visiting
dealers and open house was maintained for the
entire day.
Among the executives who acted as hosts
were: A. Davega, president; Joseph Schwetz,
vice-president; Henry Benjamin, treasurer and
merchandise manager; Byron R. Forster, radio
department head; Archie Altman, purchasing
manager, and M. Silverstone, secretary. The
opening marks to the day the twenty-fifth an-
niversary of the Knickerbocker Co. with the
talking machine distributing field and the 103rd
\ear in the sporting goods business.
Sam Semels Leaves Blout
Sam Semels recently resigned his connection
with the Emanuel Blout chain of music stores
in the metropolitan territory and after a vaca-
tion is planning to resume his activities in the
phonograph and radio trade. Mr. Semels was
formerly manager of the phonograph depart-
ment of Bamberger's, Newark, and later was in
business for himself.
Ditson Suffers Fire Loss
A fire loss estimated at approximately $40,000
was suffered recently by the metropolitan Vic-
tor distributing firm of Chas. H. Ditson & Co.
when the warerooms in which the stock was
stored were swept by fire. Paul Carlson, man-
ager of the Victor department, stated that al-
though the instruments destroyed were covered
by insurance, their loss would be felt because
of the demand for many of the models. Re-
placement orders were immediately sent to the
Victor factory at Camden.
Radio Furniture Exposition
The Eastern Radio Sales Co., radio furniture
manufacturers' representative, displayed the
lines carried in a special exhibition to metro-
politan jobbers during the last week of June,
at its office, 100 Fifth avenue. Among the
manufacturers represented by this company
are: Wolf Manufacturing Industries, Kokomo,
Ind.; Hastings Table Co., Hastings, Mich.; St.
John's Table Co., Cadillac, Mich.; Henry C.
Steul & Sons, Inc., Buffalo, N. Y., and others.
Essex Holds Fada Exhibit
The Essex Distributing Corp., 40 William
street, Newark, N. J., distributor of Fada radio
products in Northern New Jersey, sponsored a
pre-showing of all the new Fada models at the
Robert Treat Hotel, Newark, during the week
of June 27. The display attracted a great num-
ber of dealers and a very satisfactory amount
of business was written as a result.
The Brooklyn music store of Bloomingdale's
recently featured the Victor portable and table
model together with the Victor Masterpiece
album sets in an attractive window display.
Talking Machine Men Visit
Standard Home Utilities
Members Attend the Opening Week Ceremonies
at Offices of New Distributor at End of June
Meeting of Association
The regular monthly meeting of the Talking
Machine & Radio Men, Inc., of New York, New
Jersey and Connecticut was held on Wednes-
day, June 29, at the Cafe Boulevard, New York.
Due to the fact that two other trade events of
importance took place on the same day, the
attendance was rather slim and the meeting re-
solved itself into the handling of routine details.
The most important happening of the meet-
ing was the adoption of a resolution made by
Joseph H. Mayers that a committee composed
of three dealers and three jobbers meet with
three manufacturers to be appointed by the
R. M. A. to consider ways and means of bene-
fiting the relations between the trade, the job-
bers and manufacturers, particularly to discuss
the problem of the discount which dealers
should receive.
Irwin Kurtz, president of the association, re-
ported briefly on the R. M. A. and Federated
Trade Associations' conventions which he and
the other officers attended, saying that he had
brought up the subject of the dealer's discount
before the directors of the R. M. A., and that a
committee had been appointed called the Trade
Relations Committee to treat of the subject.
Mr. Kurtz also announced that Mark Max was
appointed jobber's representative to represent
the Talking Machine & Radio Men, and L. J.
Rooney was appointed dealer's representative.
At future meetings when manufacturers or
jobbers wish to demonstrate instruments or ac-
cessories they must confer with and secure the
approval of a committee composed of Chester
Abelowitz, chairman; L. J. Rooney and Al.
Galuchie, who will set the date.
Harry Fox, manager of the Distributing Di-
vision of the Okeh Phonograph Corp., was ap-
pointed chairman of the membership committee
with power to select the members of his com-
mittee. Following the meeting the members
were taken in busses to the offices of the Stand-
ard Home Utilities, Inc., 1 Park avenue. New
York, where open house was kept during the
week. Details of the program at the offices of
this distributing concern are given in another
section of this issue.
Superior Cabinet Corp.
Moves to Larger Quarters
New and larger quarters are now occupied
by the factory of the Superior Cabinet Corp.,
New York, manufacturer of the "Superior" line
of radio cabinets. Formerly located at 556
West Fifty-second street. New York, the fac-
tory is now at 3611 Fourteenth avenue, Brook-
lyn, N. Y., affording 25,000 square feet of manu-
facturing space. New machinery has been in-
stalled throughout, according to B. J. Green-
baum and G. Seiffert, executive officer of the
company. The "Superior" cabinet equipment
includes an amplifying chamber and efficient
radio unit.
Congratulations !
Gordon Sleeper, president of the Sleeper
Radio Corp., Long Island City, N. Y., is re-
ceiving the congratulations of his many friends
in the trade upon the arrival of Miss Phyllis
Sleeper, who made her debut at the Sleeper
home in Scarsdale, N. Y., on Independence
Day. Mr. Sleeper is now the proud father of
a "Millionaire's Couple."
July, 1927
THE TALKING MACHINE WORLD
111
ehiiid the Beautiful
19X7 ^yaloSerieA^
THE BERWICK
6-tube Console, dark
selected walnut, built-
in cone speakier. Pure
tone quality, ven- se-
lective, loop o; an-
tenna operated: sin-
gle dial control: full
shielded $195.00
NEUTR.ODYNE
A powerful advertising campaign in the Saturday Evening
Post, and other magazines, in daily newspapers and direct-by-
mail, will introduce the Royal Series AMRAD Neutrodyne to
twenty million consumers. This intensifies the value of the
AMRAD franchise to every jobber and dealer, for in addition
to unquestionable quality in construction, and in performance,
the power of Amrad's consumer advertising will render assist-
ance to every dealer that handles the Amrad line.
All Amrad sets are
Battery or "AC" oper-
ated.
THE WARWICK
6 - tube Compact, com -
pletely shielded, sin-
gle dial control, in
flntj walnut cabinet,
DI3?rated on loop or
antenna. Aniazingl..-
selective and has ex-
cellent tone ciualiiv.
$138.00
one dial control, ex-
tremely selective, op-
erated on loop or
antenna, all parts
completely shielded,
handsome hand-
rubbed walnut cabi-
net $195.00
THE HASTINGS
"-tube Console, sinsle dial control, loop or an-
tenna: fuUy copper shielded: richly beautilul
cabinet. Built-in speaker mmmted on special
baffle board $295.00
B^Eliminator
This dependable Compact "B" Battery Eliminator
employs the famous Mershon Condenser with tremen-
dous capacity, for instantly supplying the energy re-
quired. The Mershon Condenser eliminates voltage
surges and will not get noisy. There are no variable
adjustments to get out of order, and all parts are read-
ily accessible. Mounted on metal base and encased in
steel box with black enamel finish. List . . . $45.00
Amrad "B" Power Unit, containing the
famous Mershon Condenser.
All Amrad sets manu-
factured under full li-
cense protection of
R.C.A., Hazelton and
LaTour patents. (For
the Crosley Radio
Corp.)
For full information regarding open Amrad territory and complete
Amrad sales policies, address Sales Department
The Amrad Corporation
Medford Hillside, Mass.
112
THE TALKING MACHINE WORLD
July, 1927
Stewart- Warner Catalog
Describes Display Service
Display Division of Stewart-Warner Speedom-
eter Corp. Has Perfected a Service Which
Has Proved of Great Help to the Trade
The display division of the Stewart- Warner
Speedometer Corp., Chicago, manufacturer of
radio receiving equipment, is offering to Stew-
art-Warner dealers a complete display service
which has been proved by actual experience to
be a practical aid in increasing sales. This dis-
play service is threefold in scope and answers
practically every display problem the dealer
may encounter.
Under the "rental plan" it is possible for
Stewart-Warner dealers to obtain displays at a
small rental charge, thus enabling the retailer
to have displays of a type which would be far
too expensive for one dealer to build. Under
this plan twenty displays are supplied for the
cost of one. The displays are constructed so
that they may be shipped knocked-down, thus
keeping the transportation cost at a minimum.
They are packed in special shipping cases which
assure arrival at the dealer's store in perfect
condition and can be very easily set up. Special
material is also furnished on a rental plan for
exhibition, radio shows and similar events.
In addition, display accessories for use both
in windows and store interiors are supplied.
One important feature is the poster service,
consisting of four series of posters, one of
which is furnished every two months. Each
set consists of three cards, one large and two
small, developed in eight oil colors.
An advisory service is furnished free of
charge by the Stewart-Warner display division
to all Stewart- Warner dealers. Frequently the
dealer desires to change his store layout, feel-
ing the necessity of new windows or booths.
At such times the assistance of the advisory
department of the display division is especially
valuable, as its personnel is well equipped to
suggest plans, furnish estimates, etc. The
display division also assists Stewart-Warner
dealers in proper store arrangement, lighting
effects, fixtures and general store planning.
Stewart- Warner salesmen carry a sixty-page
album, which contains photographs, complete
descriptions and prices of the more important
items which are supplied by the display divi-
sion. This album is loaned to interested
dealers, who can thoroughly examine it to be-
come more familiar with the service which the
Stewart-Warner Speedometer Corp. offers and
to find just which items are best adapted to
their needs.
In the new dealer radio catalog recently is-
sued by Stewart-Warner Speedometer Corp.
the display service outlined above is completely
described and illustrated in one section. A
number of the window displays are pictured in
the catalog, as well as posters, display signs,
transfers and other sales helps. In addition,
such equipment as window lights, ferneries,
floor block, tube stands and pedestals are also
illustrated.
Rev. Weems With Columbia
Rev. T. E. Weems, Noted Race Preacher, Has
Joined the Columbia Phonograph Co. as an
Exclusive Recording Artist
Among his people, this prominent preacher,
whose sermons are marked by their eloquent
and forceful delivery, is respected and loved
for his good works. Rev. T. E. Weems' mes-
sages may now be heard on Columbia records
by the many whom he could not reach in any
other way.
The Franklin Electric Co., Philadelphia, Fa.,
was recently appointed a distributor of Sleeper
radio products.
Seattle Phonograph Men
Meet the Summer Problem
Stage an "Open House" Month in Order That
Public May Become Acquainted With New-
est Products — What Co-operation Did
Se.^lTtle, Wash., July 2. — Due largely to the
fact that a new idea has been launched by
local phonograph dealers in the past month,
they all report in Seattle that business is re-
maining steady, with a good, healthy volume
coming in.
Their latest scheme to hold up business was
to get in closer and friendlier touch with the
Seattle public, such intimacy carrying with it
no obligation to buy. They accomplished this
by staging what they call an "Open House"
month. Through a series of advertisements in
the papers, which were all issued on the same
day, they announced that the stores were in-
viting Seattle people to visit their stores, to
ask for and receive demonstrations of any of
the new phonographs therein, and even to make
use of home demonstrations. They were ac-
corded the privilege of having a machine
delivered to their homes for parties and dances,
or for straight demonstrations, and could keep
it there for two days, during which time they
could get fully acquainted with all of its beauty
and performance. When it was returned they
were of course looked upon as prospects.
The second angle of the campaign was
featuring electricity in music. They adopted
as one of their slogans, "Modern Music — the
Electric Way." This and similar slogans ap-
peared in all of the phonograph dealers' adver-
tisements, and copy was run in the paper, in
addition, written on the wonders and the merits
of the many electrical improvements that have
been made on reproducing machines, including
pianos, with the electrically recorded records,
player rolls, etc.
Retails
at
I
\
CUV
be
-No tube
-No liquid
-automatic
-requires no
attention
-permanent
-cannot be
burned out
\
state-
.C>"-
\
1
The Sensation
of the Season
Here's an "A" Power Charger
that is absolutely "fool-proof"
— nothing to wear out — noth-
ing to burn out — cannot be
harmed by incorrect hook up
— requires no attention.
Charg-a-matic is wholly auto-
matic. It charges the "A" bat-
tery up to 6.9 volts and auto-
matically shuts off. When volt-
age drops to 5.9 it automati-
cally starts charging again. It
has a charging rate of from 1
to 114 amps, on standard line
voltages and it works perfect-
ly, regardless of the size and
amperage of battery.
Charg-a-matic offers a genuine
opportunity to the aggressive
dealer. Mail the coupon today
for complete information.
bhn
MOTOfK. PIKOD UCTS
308 NORJH SHELDON sr. CHICAGO
JOHNSON
Neutral Solution
Trickle Charger
Improved again — the B-2
model with improved elec-
trodes and new clear solu-
tion. Nothing to wear out
— electrodes can't corrode
— "short" proof — absolutely
silent. A permanent source
of "A" power supply with
a .6 Amp. minimum charg-
ing rate on any battery con-
dition. Can't overcharge.
It dominates the
low price ;harger ^ '
field at ^ .,
retail.
July, 1927
THE TALKING MACHINE WORLD
113
reezing
WHILE the air is still full of enthusiastic
praise of the Senior Sandar speaker at
^27.50 we introduce a smaller model at ^16.50,
and confidently predict that, like its older
brother, it will go breezing along on the way
to sensational success.
A 15 -inch cone with an attractive edging
in a scroll design — a handsome pedestal and
a metal back — uncanny receptive ability and
a moderate price — this Junior model has all
the qualities, except size, which has caused
such a widespread demand for the Senior
Sandar. It is bound to rival the latter as a
swift and steady seller.
Dealers who have considered applying for
a Sandar franchise now have an added incen-
tive in the coming of this Junior model.
There is still some territory available, so write
today for terms and full information.
SANDAR
Licensed
under
Lektophone Patents
Jyow comes the
Junior
MODEL (No. 21)
SO
West of the Rocky Mountains, ^17,75
SENIOR MODEL (No.25), ^27.50
West of the Rocky Mountains, ^30.00
S Pl^AKER
SANDAR CORPORATION, Crescent Plaza Building, Long Island City, New York
114
THE TALKING MACHINE WORLD
July, 1927
Attention ! —
PHONOGRAPH and RADIO MANUFACTURERS
The author of this advertisement controls patents issued and pending on an all-wood phonograph tone
chamber and amplifying system, which is indescribably superior in tone quality, clarity and volume to
any and all novv on the market. We desire to interest responsible firms or corporations of sufficient
financial and physical proportions to provide not only volume production but national distribution as
well.
The tone chamber and amplifying system is equally well adapted to radio broadcast reproduction
either in the form of a built-in loud speaker or as a separate reproducer.
Exclusive rights are available under a mutually satisfactory arrangement. An exceptional oppor-
tunity awaits the company or individual who acts promptly on this matter.
1207 N. Dearborn St.
Bosch Radio Window Display
Is Awarded First Prize
Springfield Chamber of Commerce Selects Win-
dow Display Showing Bosch Radio Products
as the Best of Many Contestants
G. G. Jell on Trip South
George C. Jell, of the Columbia Phonograph
Co., widely known in musical circles for his
splendid work in developing the Masterworks
Series of Columbia records, left recently for
a trip to Tennessee.
A demonstration may be secured by addressing
The Lindbergh Reception
Recorded by Victor Go.
Record "Actual Moments in the Reception to
Colonel Charles A. Lindbergh" Will Be Re-
leased by Victor Co. on August 5
Hatch Store to Move
The Hatch Music Store, 122 West Commer-
cial street, East Rochester, N. Y., of which
Leon C. Hatch is proprietor, will move the lat-
ter part of this month to the building now be-
ing completed at 144 West Commercial street.
Chicago, 111.
Stromberg Dealers Told
of Value of Mailing List
"Salescrafter" Contains Article Telling of the
Value of an Active Mailing List and Tells
How Dealers Can Build One Up
An interesting article on the value of an ac-
tive mailing list appears in the July issue of
The Salescrafter, the official organ of the
Stromberg-Carlson Tel. & Mfg. Co., Rochester,
N. Y. The article tells of the many aids which
are given S.tromberg-Carlson dealers in the
form of direct mail material and then continues,
saying:
"There are four factors which determine the
results from the use of direct mail: An accurate
and live mailing list; salesmen of training and
ability to follow up the leads revealed in the
mailing list; the possession of facilities for
simple and effective demonstration; and lastly,
a product of merit to substantiate all claims
made by the dealer and to convincingly back
up his efforts.
"Of these factors the first is the one which
the dealer often finds hardest to solve. Trained
salesmen, while not always easy to find, can at
least be trained by the dealer himself. The
problem of effective demonstration is a mechani-
cal one which every dealer can solve with a
little thought. The merit of the product which
a dealer handles is in the hands of the manu-
facturer and the fact that a dealer handles
such a product shows that he has faith in it.
"Thus the compilation of a live mailing list
is the dealer's greatest problem if direct mail
matter is not to be wasted, but is to go where
it will do the most good and consequently pro-
duce the best results. A skeleton list can be
drawn up from a list of taxpayers. This list,
however, must be gone over carefully in order
that the unproductive names may be checked
off the list.
"One dealer possesses a list in which is com-
piled, in different columns, the name of the
prospect, his address, whether he is owner of a
receiver and what kind, whether he is satisfied,
what factors he would look for in another re-
ceiver if he were in the market, and the state
of his credit. In this way this dealer possesses
all the information necessary for the produc-
tion of sound future business. Each of his let-
ters goes to a. prospect that is definitely a po-
tential purchaser, and consequently the great
loss usually experienced from the improper use
of direct mail is greatly diminished.
"Go over your mailing list this Summer in
preparation for your intensive effort this Fall,
so that each letter that is sent out may pay for
itself in increased business."
Lee Morse, Columbia artist, who recently re-
turned to this country after a most successful
tour of Europe, is now appearing at the Holly-
wood Night Club, of Galveston, Tex.
CHAS. C. COPELAND
Superior 3056
The window display of Bosch radio products,
illustrated herewith, was awarded first prize by
the Springfield Chamber of Commerce in a con-
test held during the elaborate program of coni-
How Forbes & Wallace Featured Bosch Radio
inemoration of the seventy-fifth birthday of the
city of Springfield, Mass., where the factory and
executive offices of the American Bosch Mag-
neto Corp. are located. Local merchants opened
their windows to Springfield manufacturers to
display their products.
Forbes & Wallace, Springfield's leading de-
partment store, devoted a window to the new-
Bosch models which not only won first prize but
aroused unusual buying interest, proving that
radio business in Summer months can be sub-
btantially increased through the proper display
of radio merchandise. Exceptional interest was
shown in the chassis of the six- and seven-tube
Bosch models, which had descriptive cards with
silk ribbons directed to the points of mechani-
cal superiority they described.
A new record, "Actual Moments in the Re-
ception to Colonel Charles A. Lindbergh, at
Washington, D. C," will be released by the
Victor Talking Machine Co. on August 5. It is
a ten-inch record, both
sides being devoted to
the Lindbergh celebra-
tion. The sounds of the
landiny and reception
were reproduced from
the radio installed in
the Victor recording
laboratories at Camden
and include Graham
McNamee's comments.
.\ccording to Victor
officials, by the time
Colonel Lindbergh and
his escort were flying on
their way to New York,
work on the first steps of the record-making
had begun. It covers the docking of the U. S. S.
"Memphis" at the Navy yard in Washington,
official salute to Secretary Wilbur, the start of
the parade, the march along Pennsylvania
avenue and the reception at the Washington
Monument. The record was made through the
courtesv of the National Broadcasting Co.
Automatic Talking Machine
Plays Discs on Both Sides
Dealer Installs Kolster
Radio in Newspaper Office
Hooking up its merchandise activities with
the news of the day, the Port Jervis Music
House, Port Jervis, N. Y., installed a Kolster
six-tube set in the editorial rooms of the Union-
Gazette on the occasion of Commander Byrd's
flight to Europe and Lieutenant Maitland's
flight to Hawaii. Bulletins on the progress of
'.he flyers were posted in the windows.
An automatic talking machine has been per-
fected by Edward Albrecht, of Perkasie, Pa., on
which he holds U. S. Patent No. 1,358,185. The
novel feature is that it plays not only thirty
selections but transfers each individual record
from a horizontal position on turntable to a
vertical position in magazine, at the same time
reversing record so that the opposite side can
be played. It is further claimed that any selec-
tion being played can be repeated. The entire
plan and scope of this mechanism is most in-
genious and it does remarkable things without
human hands touching the records. The
mechanism fits into a cabinet thirty-six inches
wide, forty-six inches long and forty inches
high with legs.
July, 1927
THE TALKING MACHINE WORLD
115
A Better
Radio Speaker
By the builders of the
famous Operadio
The Operadio Bloc-type Speaker is entirely new from start
to finish. New in principle. New in design. There is noth-
ing with which we can compare its re-creation except the
singing or playing of the artists themselves. This new
Speaker brings music which is a perfect likeness of the origi-
nal. The mellow bass of the organ or the high treble of
the violin is recreated with such flawless realism that it seems
the artists themselves are very near.
The full line of Operadio Speakers brings you one of the
greatest values in the progress of true re-creation and acous-
tic perfection. And you can be one of the first to offer it
and reap the sales. The price is reasonable; the cjuality the
highest, and dealer, jobber cooperation unusual.
Wire or write for details.
BLOC-TYPE SPEAKERS
Manufactured by
OPERADIO MFG. CO
700 East 40th Street
Chicago, Illinois
Sales Department
THE ZINKE COMPANY
1323 S. Michigan Avenue
Chicago, Illinois
Why it is better
operadio Bloc-type Speakers
are the result of five years' ex-
perience. Many experiments were
required to develop ihis new de-
gree of purity and volume in
tone reproduction.
''STOmTE''—an
inert material
The Operadio tone chamber is
fashioned in a solid block of
"Stonite," an inert material
that absolutely prohibits vibra-
tion and wave absorption. In
this oval block of "Stonite" is
an exceptionally long exponen-
tial air column. In the Junior
model this tone chamber is 24
inches long. The Senior Model,
shown here, has a 54-inch air
column — nearly a five-foot horn.
But decidedly better than a
horn, because "Stonite," due to its
monolithic construction, abso-
lutely eliminates vibration and
distortion.
A new tone
principle —
The exceptionally long air col-
umn of "Stonite" captures every
note, amplifies and reflects it
perfectly. "Stonite" makes ah
wave absorption absolutely im-
possible, thereby eliminating vi-
liration and distortion.
Weighs 25 pounds
The Senior Model Operadio
Speaker weighs 25 pounds. Its
weight and solidity is its great-
est asset because it eliminates
all vibration and distortion. The
swelling throb of the organ, the
treble note of the violin or the
clear voice of the tenor is
brought in with all its original
charm.
DEALERS
hear it first I
1
The Operadio Speaker is living
radio re-creation itself. It brings
in the full round tones of the
whole orchestration. But you
must hear it — see it — to fully
appreciate the long step which
Operadio brings to radio.
116
THE TALKING MACHINE WORLD
July, 192:
7
You can^t dim their
sales appeal
V\/'HAT makes an artist a fetish with the
public? The artist who has a corner on
individualizing his entertainment . . . others
imitate . . . but the singer who originates the
style holds king pin position,
Sophie Tucker is the finest Blues singer in the
country . . . wherever she appears she carries
the show . , , Europeans, Americans . . . they
all hail Sophie Tucker. "Sing us a song,
Sophie," and Sophie is singing and acting her
song like mad. Sometimes it's the Blues with
true sobbing tones carrying her audience to a
wild burst of applause . . . hands clamor for
more . . . then she does a bit of comedy and
her listeners greet it with chuckling laughter.
Is she a success? One of the greatest on the
American stage, j^nd does her public want
her records? Sales tell the story. We'll say
they do with an accent on generous.
FRANKIE TRUMBAUER ... he conceives
a modernistic jazz and when judged by purity
of technic is accorded high praise by musicians
... to interpret this music his orchestra includes
three star musicians. Frankie Trumbauer is
master of the saxophone . . . Bix is one of the
best cornet players in the country . . . and Ed
Lang is accepted as the most modern guitar
player to be heard.
The fashion of dance music is constantly
changing, dancing people are piffling the mo-
notony of gentle, languorous music . . . and
they are bored with the high, unmelodic bla-
tancy of old-fashioned jazz . . . but they are
happy and are taking a new joy in dancing
when they can get pure melody, and the most
compelling rhythm as fashioned in Frankie
Trumbauer's modernistic technic.
Frankie Trumbauer and His Orchestra
40S22— OSTRICH WALK— Fox Trot
RIVERBOAT SHUFFLE— Fox Trot
SOPHIE TUCKER
Exclusive Okeh Artist
Sophie Xucker'^s Latest
408^7—1 AIH'T GOT NOBODY
(And Nobody Cares For Me)
AFTER YOU'VE GONE
Accompanied by MiiT Mole's Meiers, Ted Shapiro at Piano
FRANKIE TRUMBAUER
Exclusive Okeh Artisi
ELECimC
RECORDS
Consolidated Talking Machine Company
227 West Washington St.
2959 Gratiot Ave., Detroit, Mich.
Branches :
Chicago, IlUnois
1424 Washington Ave., MinneapoHs, Minn.
July, 1927
THE TALKING MACHINE WORLD
117
Oo
Rei>iiBuc e!U)t., 205 SOUTH swe n telephone wibash sm
LEONARD P. CANTY
Music Trades and R. M. A. Conventions
and Trade Show Aid Mid- West Business
Radio Trade Show Had Effect of Bringing the Season Forward by Several Months-
Talking Machine Sales Increase With Coming of Summer Weather
-Portable
Chicago, III., July 9.— The two conventions
which were held in Chicago in June, the Allied
Music Trades Convention and the Radio Manu-
facturers' Association Convention and Trade
Show, apparently had a very beneficial effect on
the Middle Western trade, and, in fact, on re-
tailers in general. Held during a time when
the phonograph-radio business is generally con-
sidered to be at its lowest ebb, the conventions
and Trade Show seemed to instil renewed
spirit in the retail merchants, who saw and
realized that the manufacturers were attempt-
ing, with success, to make business in the allied
industries a twelve months' affair.
In 1926 the dealer waited until September,
and in some cases October, until he decided
upon the lines he would handle, and, as a result,
the merchandise did not arrive upon his floor
until the heavy buying season was well under
way. This year he had an opportunity to view,
inspect and compare merchandise at one central
point, manufacturers had their merchandise in
readiness at a much earlier date, and with
retailers vying with one another to secure quality
lines, orders were placed at the time of the
show or a short time afterward. Thus, manufac-
turers and distributors will be in a position to
enter production at an earlier date, and to make
shipments long before the Summer elapses.
The Middle West received its first real taste
of Summer weather during the last few days in
June, and the sale of portable phonographs
boomed. Many dealers, realizing that a neat
profit awaited them by adding a line of the
popular small machines, have placed portables
in their stocks and display windows, and are
profiting by the move. Several of the record
distributors in this territory have reported that
the sales totals for the month of June exceed
those of one year ago by 100 per cent, and are
far better than the May total. This is due, in
part, to the releasing of a number of popular
record hits at a psychological time, such as
the Lindbergh releases, and popular dance num-
bers. The demand for large talking machines
is slow, but the interest in records and the im-
proved phonographs and electrical pick-up ma-
chines, which were first exhibited a few weeks
ago, and which will be in the hands of the
dealers in the near future, are encouraging in-
dications for Fall and Winter.
Utah Co. Installs Radio Laboratory
One of the finest radio laboratories in the
United States is being installed at the general
sales offices of the Utah Radio Products Co. in
Chicago, and will soon be in operation. W. D.
Pack, of Salt Lake City, secretary and one of
the original organizers of the Utah company,
will be in charge of the laboratory, and arrange-
ments have also been made to secure the serv-
ices of Professor Nash, of Armour Institute,
Chicago, one of the most prominent authorities
on acoustical and electrical problems in the
country. Another well-known acoustical engi-
neer will also be added to the laboratory staff
in the near future. The Utah Radio Products
Co. now maintains two laboratories, one in Salt
Lake City and the other in Chicago, where test-
ing, experimenting and development work take
place.
Henry Forster, treasurer and general sales
manager of the Utah organization, during the
course of an interview with The Talking Ma-
chine World representative, stated that the loud
speaker division of the radio industry is moving
forward at a fast pace, and that the Utah
organization, realizing the tremendous future in
the speaker and unit business, intends to put
forth every effort to keep well abreast of de-
velopments in that field. Mr. Forster stated that
the executives of the company will be glad to
have trade friends, distributors and dealers visit
and inspect the laboratory at the Utah general
sales offices in Chicago.
Announce New Jewel Reproducer
A new phonograph reproducer, manufactured
by the Jewel Phonoparts Co., Chicago, is re-
ceiving its introduction to the trade at the
present time, the first announcement appearing
in this issue of The Talking Machine World.
The new reproducer is known as Jewel No. 33
and the product is the result of a year's develop-
(Contimicd on page 118)
Values that T>ominate
New KIMBALL
PHONOGRAPHS
Ne^u Construction
'New Designs
True Tone
Two of popular models
recently added
Style 150 (Closed)
Seventy years of continuous
service to the music buying
public enables us to know
and offer the most for the
money.
Ask about styles and prices
and dealer's terms
Style 110 (Closed)
— Consolette —
W, W, KIMBALL CO.
1857 1927
306 S. Wabash Ave. Chicago
Makers Kimball Phonographs, Distributors Columbia Records
118
THE TALKING MACHINE WORLD
July, 1927
FROM OUR CHICAGO HEADQUARTERS— (Continued from page 117)
ment work by William Tures, president of the
Jewel Phonoparts Co. Number 33 reproducer
is furnished in four finishes, nickel at $7.50,
statuarj' bronze, oxidized and gold, at $8.50 re-
tail.
Features of the reproducer are its new proc-
ess aluminum diaphragm and the mounting of
the stylus, which makes the stylus itself more
rigid and furnishes protection for that delicate
part of the reproducer. The stylus is perfectly
balanced, producing a solidity of tone, and the
ribbed back of the reproducer tends to add even
more strength and solidity, yet retaining the
proper weight.
Introducing Apex Super "B" Power Unit
The Apex Electric Mfg. Co., Chicago, is in-
troducing to the music-radio trade at the
present time a new product, in addition to its
Apex Super "B" Power Unit
regular line of Apex radio receivers, namely,
the Apex Super "B" power unit. This unit
provides "B" current in easily controlled, exact
voltages, to the tubes as needed. The Apex
Super "B" will meet all "B" current require-
ments of any receiver drawing up to sixty
milliamperes, with six to ten or more tubes,
with a power tube in the last audio stage.
The "B" current supply may be adjusted to
the exact needs for best reception, counter-
balancing any variation in the electric light
line voltage. The detector supply may be
varied from five to seventy-five volts, the in-
termediate amplifier supply from twenty to 125
volts and the power tube supply from 125 to
150 volts. By using the BH Raytheon tube
this current may be increased to 180 volts.
The Apex Super "B," which is licensed under
Raytheon and Webster patents, retails for $33
without the tube, the Raytheon "B" tube at
$4.50 and the Raytheon BH tube for $6.
B. A. Schwarz With Howard Radio Co.
B. A. Schwarz, formerly connected with the
Garod Radio Corp. and other Eastern radio
manufacturers, recently joined the engineering
division of the Howard Radio Co., Chicago,
maker of the Howard radio receiver. Mr.
Schwarz has been placed in charge of develop-
ment work in the Howard laboratory by A. A.
Howard, president of the company.
New Bremer-Tully Distributors Named
Several new distributors have been appointed
recently by the Bremer-Tully Mfg. Co., Chicago,
maker of Bremer-Tully Counterphase receivers
and power units. Among the new appointees
are the Doubleday-Hill Electric Co., Washing-
ton, D. C; Dakota Iron Store, Sioux Falls, S.
D.; Morley-Murphy Co., Green Bay and Milwau-
kee, Wis., and the Oklahoma Standard Radio
Co., Oklahoma City, Okla.
Larry Nixdorf With Vincennes Co.
Larry Nixdorf, at one time connected with the
General Phonograph Co., New York City, later
with the Columbia Phonograph Co. of Pitts-
burgh, and still more recently with the Ideal
Phono Parts Co. of Pittsburgh and Cleveland,
recently joined the Vincennes Phonograph Co.,
Vincennes, Ind., in the capacity of district sales
manager. He became associated with the
Vincennes organization the middle of June and
will center his activities in Virginia, West Vir-
ginia and adjacent territory.
William A. Bannon in New Post
William A. Bannon, formerly connected with
the Brunswick-Balke-Collender Co., recently re-
signed his position with that firm and joined
the stafif of the Illinois Musical Supply Co., Chi-
cago. Mr. Bannon was connected with the
Brunswick Co. for six years, as head of the
accessory and parts division during four years
of that time. He then left that department to
become assistant to Harry B. Bibb, sales man-
ager of the Chicago territory. For the past
eighteen months Mr. ' Bannon has managed
Vocalion record sales in the Chicago territory
and during that period he came in contact with
hundreds of Brunswick dealers in this section
of the country.
In his new position with the Illinois Musical
Supply Co., Mr. Bannon will sell band and or-
chestra instruments, phonographs, portable
phonographs and musical merchandise, in the
BieOKPORAtED UNDER THS
LA WS OF ILLINOIS
Repair Parts
For All and Every Motor
That Was Ever Manufactured
We can supply any part. The largest and most
complete assortment of repair parts — in the
United States — on hand, for old, obsolete and
present-day motors. If your order cannot be
filled from stock, we will make it up special.
Special prices on main springs, governor
springs, micas, repair parts, motors, tone arms,
steel needles, etc., in quantity lots.
Expert repairing on all makes of phonographs
and motors.
SUCCESSORS
StwJarJ TaUbiM UacUn* Co.
t'^*J Tatkuig Maehbim C*.
Harmany TalhUtg UacUo* Co.
O'NHIl^amf Cm.
AjwliaoCm.
Branches: 2957 Oratlot Ave., Detroit, Mich.
igK Grade TcilSm4 MacJunes,
lalkiiio Maduiif Supplies, Etc
227-229 W. WASHINGTON ST.. CHICAGO ILL.
TRAOe MARK
•CONSOLA.'
1424 Waihlnrton Ata., Strath, Hlnneapelli, Minn.
City of Chicago and surrounding territory. He
has made many friends in the music trade, espe-
cially among dealers, who are wishing him suc-
cess in his new position.
Advertises Seventieth Anniversary
The accompanying illustrations show an ad-
vertisement prepared for national publication
by the W. W. Kimball Co., Chicago, last
month, in commemoration of the seventieth
anniversary of the firm. The copy, which
typifies the quality appeal characteristic of all
^3 »SF^'
en music came
to the west
rhc K-tmball Piano Bccomti Amurica's Favorite
W.W. KIMBALL COMPANY • CHICAGO
Kimball Anniversary Ad
Kimball publicity, was seen and read by thou-
sands of consumers, as it appeared in the
Saturday Evening Post of June 25 and Literary
Digest of June 11.
A "Seventieth Anniversary" series of newspaper
advertisements has been prepared for dealer
use by the advertising department of the Kim-
ball Co. and copies have been mailed to all
Kimball dealers. The long period of time dur-
ing which the Kimball Co. has been prominent
in the music field is stressed throughout the
copy, and the illustrations for the advertise-
ments are furnished to dealers in matrix or
electrotype form.
Kellogg Slogan Contest at Trade Show
One of the interesting events of the R. M. A.
Trade Show held last month at the Hotel Stev-
ens, Chicago, was the slogan contest conducted
by the Kellogg Switchboard & Supply Co., Chi-
cago. A prize of one hundred dollars was
offered for the best slogan submitted each day
describing the quality of Kellogg radio receiv-
ers. The contest was held during the four prin-
cipal days of the Show, namely, Monday, Tues-
day, Wednesday and Thursday, June 13, 14, 15
and 16, respectively. Four hundred-dollar cash
prizes in all were distributed.
The names of the winners and their slogans
are as follows: Winner of Monday's $100 prize,
Alfred R. Nathan, Landay Bros., New York,
slogan: "Kellogg — Radio-Music's Perfect Mir-
ror"; winner of Tuesday's $100 prize, K. A.
Duerk, V. W. Bond Co., Lima, O., slogan:
"Kellogg Soothes the Critical Ear"; winner of
Wednesday's $100 prize, D. S. McPheeters, man-
ager of the Ashland Branch of Commonwealth
Edison Co., Chicago, slogan: "When Tone is
Sought, Kellogg's Bought"; winner of Thurs-
day's $100 prize, S. H. Rogovin, Jersey City,
N. J., slogan: "Kellogg Radio— For Discrimi-
nating People."
New Phonograph on Exhibit
Music critics and members of the Chicago
talking machine trade have evinced a keen
interest in a phonograph which has been de-
{Continued on page 120)
July, 1927
THE TALKING MACHINE WORLD
119
A walk or drive around any town
presents many possible summer markets
for the Hyatt Portable 6. It is a real
portable with proven performance for
your customers — wherever they are —
wherever they go.
Harmoniously beautiful, it meets the
modern broadcasting conditions, and
satisfies the demand for tone . quality
and selectivity. Weighs but 28 lbs.
completely equipped, and can easily
be taken anywhere — in the auto, on
the train, aboard the canoe, etc. Ideal
for the family that goes away for the
summer — just the thing to keep
father (who has to stay behind) from
getting lonesome.
Model A
without Accessories ^95.00
6 tubes — Single Dial Control — Loop
Aerial — Built'in Loud Speaker —
Brown leatherette covered cabinet,
15 in. wide, ii| in. high, 9 J in. deep.
The Loop Panel is embossed in relief,
making it very attractive and very
striking.
Cash in on these summer possibilities
with the Hyatt. Demonstrations
result in sales. If your jobber can-
not supply you with details, get in
touch with us.
Practically Eliminates Static.
836 N.WELLS STREET
ClilCAGO, ILLINOIS
120
THE TALKING MACHINE WORLD
July, 1927
FROM OUR CHICAGO HEADQUARTERS— (Continued from page 118)
Dependability = Seecess
AY in and day out dependability of serv-
ice, plus quality products at fair prices is
the really vital factor in the success of any
enterprise.
IITANOLA Service is dependable and
quality is paramount in Vitanola products.
Try us for your wants, and be really
satisfied.
eivice Bui'eau
11 East Austin Ave.
Chicago, 111.
Supplies and replacement materials for all types of phonographs
veloped by Carl Hjalmar Larsson and which
is on display in this city at the Belden-Stratford
Hotel. Mr. Larsson, who has devoted the
greater part of his career to the study of sound
and its reproduction, designed the Larsson
phonograph, as it is known, several years ago,
and with Charles C. Copeland, also of Chicago,
controls patents issued and pending on an
all-wood phonograph tone chamber and ampli-
fying system used in the phonograph. This
tone chamber, which contains 9491 cubic inches
of resonating space, is equally well adapted to
radio broadcast reproduction, either as a built-
in speaker or in the form of a separate repro-
ducer.
According to the inventor, interferences with
tone quality are eliminated through radical
changes in and enlargement of the tone cham-
ber, the result being a musical tone in which
fundamental and overtones are fused in
complete accordance with the laws of acoustics.
Mr. Copeland has announced that exclusive
manufacturing and distribution rights for the
phonograph are now available.
C. S. Tay Visits Detroit Jobber
C. S. Tay, president of the Tay Sales Co.,
Sonora distributor of Chicago and surrounding
territory, spent a few days late in June visiting
H. C. Schultz, of H. C. Schultz, Inc., Sonora
distributor of Detroit.
F. J. Kolb Elected Secretary-Treasurer
The Buckingham Radio Corp., Chicago, re-
cently announced the election of F. J. Kolb,
Monroe, Wis., to the office of secretary and
treasurer. Mr. Kolb, a former radio dealer and
manufacturer, will take an active part in the
administration and operation of the company's
affairs.
Tay Sales Co. Is New Cunningham Jobber
The Tay Sales Co., prominent phonograph
and radio distributor of Chicago, was recently
appointed distributor of Cunningham radio
tubes, manufactured by E. T. Cunningham, Inc.,
New York City. The appointment, which be-
came effective on July 1, was made by R. C.
King, formerly Chicago district manager for
the Cunningham Co., who left for the East
a few weeks ago to accept the position of gen-
eral sales manager of the organization.
WilliajTi G. Link a Benedict
William G. Link, for the past twelve years a
member of the Chicago Columbia branch office
staff, was united in matrimony on June 25 to
Miss Myrtle Hofert, also of this city. The
r
couple departed after the ceremony for a honey-
moon in the East, returning to Chicago July 11.
Mr. Link has as his territory for the Columbia
Co. the South Side of the City of Chicago.
A. J. Heath Makes Trade Trip
A. J. Heath, manager of the Chicago branch
office of the Columbia Phonograph Co., Inc.,
recently made a ten-day trip to Duluth, Min-
neapolis and surrounding territory in the in-
terest of his firm. Mr. Heath reported that the
Northwestern section of the country is fast
recuperating from the slump with which it has
been affiicted for the past several years, and
that business is showing a healthy increase over
that of 1926.
New Kimball Instruments Selling Well
In the face of statements from various divi-
sions of the talking machine trade to the effect
that business is at a low ebb during the Sum-
mer months, reports arrive from different sec-
tions of the country which indicate that dealers
who are not waiting for customers to come to
their stores, but are canvassing and exploiting
their prospect lists, are selling phonographs.
The W. W. Kimball Co., of Chicago, announced
early in July that one Kimball dealer in New
York State had sold two carloads of new Kim-
ball phonographs in sixty days. The shipments
included all Kimball models, and the entire
number was sold by one store, through can-
vassing and outside selling.
The Kimball Co. has received many letters
of praise and congratulation from dealers
throughout the country, who are enthusiastic
regarding the sales possibilities of the two new
Kimball phonographs which were introduced in
the June issue of The Talking Machine World,
Style 150 and Style 110, a consolette.
A Novel Dealer Letter
The W. W. Kimball Co., Chicago, maker of
phonographs, pianos and pipe organs, early in
July mailed to several thousand dealers a let-
ter four times the original size of ordinary
correspondence stationery. The letter carried
large-size illustrations of the Kimball building
situated on Wabash avenue and Jackson boule-
vard, in the heart of Chicago's Music Row, and
described the two new phonographs. Styles 110
and 150, which the firm placed on the market
last month. The features of the new instru-
ments were outlined, such as the new tone
chamber, reproducer and finish, and the instru-
ments were illustrated at the bottom of the
page. The company stated in the letter that
the new instruments are the result of thirty-
five years' experience in building pipe organs,
employing the same principles of manufactur-
ing which give full round tone without vibra-
tion or blasting. According to reports from
Kimball headquarters, the letter, which was
unique in both size and general layout, brought
e.xceedingly fine results.
The supplement of dealers' helps published
by the Stromberg-Carlson Tel. Mfg. Co., Roch-
ester, N. Y., maker of Stromberg-Carlson
radio apparatus, contains pictures of a wealth
of material available to authorized dealers, in-
cluding four-page folders picturing the delights
of Summer radio; window banners and other
displays, motion picture slides and cuts for use
in newspaper advertisements.
Phonographs
MASTERCRAFT Phonographs are
distinguished by the rich depth of their
tones and unusual volume. They are
built around the* famous Masterphonic
principle. Tone chambers are new and
scientifically designed and all machines
are equipped with our special repro-
ducer. Priced to sell quickly and
profitably.
Radio Consoles
A MASTERCRAFT Radio Console
transforms an old and unsightly receiv-
ing set into a beautiful piece of furni-
ture. Every table set owner is a pros-
pect and there is a MASTERCRAFT
Console for every set and for every
purse. Let us explain our campaign
of sales helps and other details of this
proposition. WRITEl
More than
just luck !
Thirty-seven years of successful manufacturing and
merchandising form the background of MASTER-
CR.'^FT Products. Thirty-seven years of progress!
Surelv this is not a "happen so" record.
You will find the answer in MASTERCRAFT
Products— soundness of design, excellent workman-
ship and exceptional merit throughout. That's the
foundation on which MASTERCRAFT success has
been built.
Never has "luck" entered into the matter— except
the good fortune that comes to the man who builds
carefully and well. And, furthermore, the merchant
who handles MASTERCRAFT Products knows that
he is not gambling on quality.
THE WOLF INDUSTRIES
KOKOMO INDIANA
250 W. 57th St.
EXPORT OFFICE
44 Whitehall St.
.SAJJ FRAXCISCO
1054 llission St.
BOSTON
21 West St.
CHICAGO
Phonographs
20 East Jackson Blvd.
Radio Consoles
1500 Republic Bldg.
NEW OIILE.A.NS
1046 Camp St.
THE TALKING MACHINE WORLD
Patents
Pending
after nine years* research
)'M Pro/. P. Andres
^ ' ' produced this long
compensated exponential
aircolumn —
TEMPLE
DRUM SPEAKER.
UNEQUALED TONE QUALITY
Have you ever listened to the playing of a
large organ in a beautiful cathedral? If you
have, your greatest impression has been the
purity of tone, the soft murmur of the bass
notes, and the mellow beauty up the scale.
When listening to a classical piece trans'
mitted through theTemple Drum Speaker,no
matter howfineormeageryour surroundings,
you vv'ouldimagineyourself in such anatmos-
phere — for nothing is lost in this fine instru-
ment throughout the entire musical scale.
The Temple is not just "another speaker," it
is not a cone, but rather a unique musical in-
strument of the long compensated exponen-
tial aircolumn design, coordinated with a re-
cently developed unit and built to precision
with acoustical qualities of an unusual char-
acter. Write for special dealer proposition.
13 in. priced at $29.00. West of the Rockies, $32.50.
18 in. priced at $48.50. IVest of the Rockies, $55.00.
TEMPLE, Inc., 213 S. Peoria Street, Chicago
Sales Offices in All Leading Cities
LEADERS IN SPEAKER DESIGN
122
THE TALKING MACHINE WORLD
July, 1927
New Frangipane Plant
Producing to Capacity
Three Weeks Since Plant Was Opened — New
Models Have Aroused Interest and Bid Fair
to Be Very Popular With the Trade
The new factory of Andrew P. Frangipane &
Co., Inc., at Lyndhurst, N. J., achieved the ac-
complishment of entering into full production
on Monday, July 11, a little over three weeks
after it opened. "Andy" Frangipane had his
new models with him at the music convention
in Chicago in June and booked orders that well
warranted the stepping up of production to full
capacity. Mr. Frangipane reports that future
prospects would indicate that this full produc-
tion condition would continue for at least the
balance of the year. The new Lyrephonic line,
which is the trade name of the Frangipane
products, will consist of a variety of three re-
producers, all of the new type of metal dia-
Hj^e Oiit§tanding
SENSATION
of the R. M. A. Show*
*t A ri i> Stewart
r\-D Electric
"A-B." a complete
. . . permanent . . .
constant..." A"and
"B" power plant . .
for those who want
to absolutely forget
about radio power
supply. No battery,
liquids, acids, mov-
ing: parts nor hum.
The ultimatein light
socket power. Mod-
els for all sets. 50 to
60 cycle model. .S6.3.
without tube for
"B."lSlic;htly high-
er west ot Rockies.)
Hrj»i Stewart "B"
^ ... possesses
many new features
. . . compact and at-
tractive. Perfectly
adjustable to any
and all radio sets . . .
once regulated . . .
forget it. The power
is there . . . full . . .
constant . . . perma-
nent. No liquids,
acids, moving parts
nor hum. Models to
meet all require-
ments. 50 -60 cycle
model S29, without
tube. (Slightly high-
er west of Rockies.)
Undoubtedly, the Stewart Electric
"A" was the sensation of the show.
Everywhere, this remarkable "A"
battery eliminator was the main
subject of discussion.
From the reception given the
Electric "A" by the trade, we be-
lieve it will be the most spectacular
volume builder of the year for dis-
tributor and dealer alike.
Its performance is amazing. Turn
on the radio set switch . . . the "A"
power is full and dependable as
long as the radio set is used. And
it has no battery, acids, liquids,
moving parts nor hum ... it is not
a trickle charger combination.
With the Electric "A". . . you can
control both "A" and "B" power
. . . automatically . . . from the radio
set switch. Small . . . compact . . ,
fits all console set compartments.
Unusually attracuve in appear-
ance. It's the "Best in all creation
for 'A' elimination." Four models
. . . 6 volt, 50-60 cycle model priced
at $37.50. [Slightly higher west of
Rockies.]
Backed by national advertising of
outstanding power, the Stewart
line will prove a real profit-maker.
Mail coupon for further informa-
tion on the Electric "A". . . and oth-
er Stewart light socket power units.
Made by Stewart Battery Com-
pany, Chicago, Illinois. Manu-
facturers of Radio "A" and "B"
power units and Radio and Auto-
mobile Storage Batteries,
•Stewart
tJMail This Coupons
STEWART BATTERY COMPANY.
125 N. Peoria St., Chicago, 111.
Please send complete information on Stewart
line and franchise. I am [}distributor [Jdealer
Name
Street
City
_State_
phragm and each one manufactured for its
specific purpose. The tone arm line will con-
sist of four models, all drawn brass and in the
modern "S" shape. These tone arms have been
produced for the portable, medium and high-
priced instruments.
Mr. Frangipane has equipped his new factory
with entirely new and modern machinery and is
enthusiastic over his facilities to carry out
prompt shipments.
Zinke Go. Publishes Book
Analyzing Buying Markets
"Sales at What Cost" Analyzes Rural, Urban
and Metropolitan Markets and Tells of the
Potentialities of Each Division
Chicago, III., July 9. — Of peculiar interest to
manufacturers and jobbers, with sales prob-
lems, is a book published by The Zinke Co.,
under the title of "Sales — at What Cost?" It
intelligently analyzes the markets and market
conditions — rural, urban and metropolitan, and
indicates the potentialities of each.
Pointing the way to lower sales cost, it out-
lines a practicable plan of national distribution
used successfully in the upbuilding of business,
by institutions whose trade-mark is to-day
synonymous of leadership in their respective
lines.
A request by an executive of an enterprise
with sales probletns will bring a copy of this
book, with the compliments of The Zinke Co.,
1323 South Michigan boulevard, Chicago, 111.
Interesting Talk Features
Midwest Ass'n Meeting
Sixty Members of Chicago Radio Trade Present
At Open Meeting — Hear Address by Robert
Tuttle on Radio Outlook
An open meeting of the Midwest Radio
Trades Association was held on Friday evening,
July 8, at the Electric Club, Chicago, at which
sixty members of the Chicago radio trade, in-
cluding manufacturers, distributors and dealers
were present. The meeting was opened by
group finging, led by the Ray-O-Vac twins,
radio stars, followed by Howard Dodge, of the
Chicago Herald and Examiner, who performed
several tricks of magic and slight of hand, and
Elder and Cumnting, who sang several popular
iiumbci s.
H. E. Richardson, president of Young, Lor-
ish &; Richardson, distributors, president of the
association, then introduced Robert Tuttle, of
Bailey, Walker & Tuttle, who in his address
,^'tated that radio is only as good as the service
il offers. He stated that 40 per cent of the deal-
ers selling radio receiving apparatus have no
credit rating and that a tremendous shrinkage
was gradually taking place within the dealers'
ranks.
Mr. Tuttle quoted figures to show that the
radio market was still far from the point of
saturation, and how in specific instances can-
vassing and demonstration in the home by ag-
gressive dealers had secured high sales totals.
Mr. Tuttle was followed by Homer Buckley,
president of Buckley-Dement Co., Chicago, who
urged the manufacturers to devise more appro-
priate sales helps for dealers and to devote
more attention to the education of the retail
merchant, who is the principal point of contact
with the public.
Fanny and Eddie Cavanaugh, the Gaelic Twins
of broadcasting station KYW, and the Ray-0-
Vac twins offered several popular numbers,
concluding the evening's progam.
The United States Civil Service Commission
recently announced a vacancy in the position
of chief of radio service of the Department of
Agriculture. The entrance salary is $3,800 a
year. Applications will be received until
August 9.
Plan Sales Campaign for
Melofonic Cone Speaker
Progressive Musical Instrument Corp., Maker
of Speaker, Arranges Advertising, Hooking
Up Product With New Electric Sets
The Progressive Musical Instrument Corp.,
319 Si-xth avenue. New York City, manufac-
turer of Melofonic cone type loud speakers and
distributor of musical merchandise, has just
arranged a special trade and consumer adver-
tising campaign hooking up this season's Melo-
fonic speaker with the presentation and demon-
stration of new electric radio sets.
The Melofonic cone speaker is particularly
adapted for socket power radio instruments.
The company has given this product a series
of tests with some leading new electrically
operated radios and in every instance the Melo-
fonic cone speaker produces the highest quality
of tone.
In addition to its standard type cone speaker
the Progressive Co. also manufactures a cabinet
speaker. This is a high-powered instrument
with unusual amplification without the use of
tubes. It is an attractive piece of furniture as
well and is delivered with a twenty-foot cord,
thus allowing the speaker to be placed in any
part of the room.
New Sonatron Display
for Use of Retailers
The accompanying illustration pictures a new
display recently designed by the Sonatron Tube
Co., Chicago, which was used for the first time
New Sonatron Display
at the R. M. A. Trade Show at the Hotel Stev-
ens in this city. Thirty-four models of Sona-
tron tubes were displayed on the large cut-out
and drew the attention of numerous visitors.
The thirty-four tubes were each adapted to a
special radio receiving purpose and are the re-
sult of research and development by the Sona-
tron laboratories.
New School Victrola Ready
The Victor Co. recently announced the
CJrthophonic- School Victrola, designed es-
pecially for use in educational institutions. It is
equipped with two solid disc rubber-tired wheels
;ind can be moved from place to place. The
new instrument is known as model 8-7.
July, 1927
THE TALKING MACHINE WORLD
123
BELL & HOWELL
Automatic
MOTION PICTURE
CAMERA
and
PROJECTOR
Easy
to Sell
RIGHT
NOW
and looking ahead-
a World'heater
for
Christmas Gift
Sales
The appeal of every activity in
human life is packed into the Filmo
amateur motion picture idea. The
children, sports,games, travels — are
perpetuated as in actual life simply
by pressing a button on the Filmo
Camera (to take the pictures) and
on Filmo Projector (to show them).
Mail the coupon at once for our
proposition to dealers.
PROFITS ^nd REPEATS
that match anything in music
[INVESTIGATE AT ONCE]
MR. MUSIC DEALER, this is an appeal to the business
sense that reaches for READY PROFITS. It asks you
to appreciate that this is the out-o\-door season. Buying is
largely for out-of-door pleasures, and taking movies with a
Bell ^ Howell movie camera hmts them all. If you doubt
it, count the FiLMO cameras at any beach or resort where
better-class people congregate.
Powerful National Advertising in leading publications
like Saturday Evening Post, American Magazine, National
Geographic and twRnty-Right others is working every month
to make Bell & Howell sales for YOU.
The Bell ^ Howell line ofiers irresistible sales points.
Nearly all movies shown at best theatres are made with Bell
6^ Howell cameras. No motion picture camera -building ex-
perience in the world matches that of Bell ^ Howell. The
actual evidence of this is found in the superiority of FiLMO
equipment itself.
The FiLMO line offers unusual opportunities for rejjeat
husimss on film, lenses, title writers, screens and the many
other accessories the amateur movie maker requires. It is by
BELL & HOWELL CO,
far the most complete line manufactured today. The
FiLMO Library alone — special films for home movie
entertainment purchased outright by the customer — is
a mounting source of repeat profit for FiLMO dealers.
Think ahead, also, to Christmas trade. Last December,
in a practically new camera department, Lyon © Healy
did a business of around $10,000 for the month. Here are
ready profits for you, with little increase of overhead. This
coupon will bring you all the interesting facts. Get them.
MAIL THIS
I
I BELL & HOWELL CO.
I 1810 Larchmont Avenue, Chicago, III.
Please mail mi your dealer proposition on complete line of Filmo
camesas and equipment.
1810 Larchmont Avenue
Netu York, Hollywood, hondon
Chicago, Illinois
ESTABLISHED 1907
Name---
Address -
124
THE TALKING MACHINE WORLD
July, 1927
Metropolitan Dealers View
New Atvvater Kent Models
E. B. Latham & Co., E. J. Edmond Co. and E.
A. Wildermuth, Inc., Sponsor Showing of
1927-28 Line at Hotel Commodore This Week
manager, was on hand at the end of the week.
J. B. Sechrist, president of the Red Lion
Cabinet Co., was present representing his organ-
ization.
The exhibit was well attended throughout
the entire week, and proved an admirable means
for .quickly displajnng the Atwater Kent line
10 the Metropolitan dealers.
Show Electric Radio
Line at Pearsall Offices
The new Atwater Kent line for the 1927-28
season was displayed to metropolitan dealers at
an exhibit at the Commodore Hotel, Ncav York
City, during the week beginning July 11. This
display was under the combined auspices of the
three New York distributors of the Atwater
Kent Mfg. Co., E. B. Latham & Co., E. J. Ed-
mond Co. and E. A. Wildermuth, Inc. Much
interest was manifested in the two new models
of the line, the Nos. 33 and SO, as well as the
new model "E" speaker and the Atwater Kent
"B" power unit.
In conjunction with the exhibit of the At-
water Kent line the Pooley Co. of Philadelphia,
Pa., and the Red Lion Cabinet Co. of Red Lion,
Pa., exhibited their lines of cabinets for At-
water Kent sets. The Pooley Co. showed its
complete new line, including the four new
popular-priced models and the larger models
equipped with the new, large, Pooley double-
ione chamber. The armchair model with its new
lacquer finish also created considerable interest.
The Red Lion Cabinet Co. displayed its neAv
consolette model as well as the improved desk
model equipped not only with the set, but the
model "E" speaker as well.
In addition to the staff of the New York
distributing organizations, John Delp, district
manager of the Atwater Kent Mfg. Co., and
his staff, consisting of Joseph Graham, W^arren
Milne and Hayes Clark were present. Other
members and officials of the Atwater Kent
organization were expected to arrive during
the week.
The Pooley Co. was represented by Russell
E. Hunting, district manager for that organiza-
tion, and B. R. StaufTer, treasurer and general
Sleeper Electric Radio Sets
Meet With Good Reception
Dealers and Distributors Throughout the Coun-
try'Express Approval of New Line Consisting
of Two Table and Two Console Models
Four models of the Sleeper Electric radio
line, the Scout, the Consolette, the Scout Con-
sole and the Sleeper Electric Monotrol, manu-
factured by the Sleeper Radio & Mfg. Corp.,
Long Island City, were on display at the show-
rooms of the Silas E. Pearsall Co., distributor,
during Pearsall Radio Show Week, July 11 to
16. Technical men from the Sleeper factory
were on hand to demonstrate the sets in detail
to the visiting dealers.
Members of the engineering staff of the Fed-
eral Radio Corp. and the Sparks-Withington
Co. were also on hand.
The Sleeper Electric radio, recently an-
nounced by the Sleeper Radio & Mfg. Co., Long
Island City, has met with a splendid reception
among distributors and dealers throughout the
countrj', according to Gordon C. Sleeper, presi-
dent. Two table models, the Scout and the Con-
solette, and two console models, the Scout
Console and the Sleeper Electric Monotrol, are
now ready. Other models are in process of
development. The line ranges in list price from
S160 to $350.
. All models work direct from 110-volt A-C
house current, free from hum, and are equipped
with an adjustment to compensate for line-
voltage changes, Mr. Sleeper states, developing
180 volts for power-tube operation. Other fea-
tures include simple two-control tuning, cali-
brated, wave-length scales, non-microphonic
cushioned detector socket and a guarantee of
satisfactory performance under all operating
conditions.
Raytheon Mfg. Go. Issues
Important Letter to Trade
Cambridge, Mass., July 6. — The Raytheon Mfg.
Co. of this city, pioneer and specialist in the
gaseous rectifier field, sent out a letter to the
trade recently stating that it had undertaken to
enforce its patent rights in order to protect, its
products, as well as the interests of its licensees
and the public. The letter stated that a notice
of patent infringement had been served on
eleven manufacturers of gaseous rectifier tubes,
and called attention to the fact that Raytheon
products are covered by L". S. Patents Nos. 1,-
545,207 and 1,617,171 to 1,617,181, inclusive.
Purchases Store Building
.\rthur W. Loser, proprietor of the music
store on Cumberland street, near Sixth, Leba-
non, Pa., has purchased the building in
which the store has been located.
Many Stations to Broad-
cast Dempsey-Sharkey Bout
The Dempsey-Sharkey heavyweight bout,
which is to take place on Thursday, July 21,
will be broadcast over a network of at least
thirty stations of the National Broadcasting
Co. The Atwater Kent Mfg. Co. has issued a
bulletin to its dealers urging them to tune in.
The Peer o£ All Reproducers
THE JEWEL No. 33
Because of its scientific construc-
tion and because all of the most
advanced principles of sound re-
production are embodied in its
construction, the Jewel No. 33
will reproduce the selection near-
est to the way it was originally
recorded by the artists.
No jangling — no distortion — no
tin-canny noise — nothing but per-
fect harmony from the rumble of
the kettle drums to the high
tremulous silver tones of the vio-
lin and flute. Each instrument
distinctly heard, yet all combined
in one glorious harmonious whole.
The combination of the Jewel No.
33 Reproducer and the Jewel In-
strument taper brass tone arm is
the "last word" in equipment for
tone reproduction.
Price, Nickel $7.50 — Qold $8.50 Jobbers and Dealers write for discounts
JEWEL PHONOPARTS CO.
510 N. DEARBORN ST.
CHICAGO, ILL.
July, 1927
THE TALKING MACHINE WORLD
125
Again-UNITED
Enables Manufacturers
and Dealers to
MEET and BEAT
COMPETITION
with a Superior Type of
ELECTRIC
PICK-UP
and Amplifier
PICKS UP
MORE
Matchless in
Quality and
Volume of Tone
DELIVERS
MORE
The United Electric Pick-Up
The United Tone AmpUfier
Designed by United Engineers — not an imitation, but a distinct
improvement. Small — compact — dust-proof — trouble-proof. Least
wear on the records. Will last a lifetime. Richly finished in either
gold, silver or bronze. Furnished separately or complete with
United Spring or Electric Motors.
The phonograph of today and the future is the electrically-
amplified machine. Again United leads. Wonderful op-
portunity to put new life into your phonograph business.
Write for Prices
Amazing tone volume of natural quality — as loud or as low as
operator wishes. Enough volume for large theatre or dance hall,
or as soft as desired for the home. All tones and necessary over-
tones of all instruments and voices faithfully reproduced. Fool-
proof in construction. Simply snap current on and off to operate.
PHONOGRAPH DIVISION
UNITED AIR CLEANER CO.
9702 Cottage Grove Ave.
Chicago, Illinois
126
THE TALKING MACHINE WORLD
July, 1927
Chicago Firm Developed
Complete Power Unit Line
Each Unit Is Completely Automatic and May
Be Used Singly, in Series or in Built-Up
Combinations to Meet Conditions
The Sentinel Mfg. Co., Chicago, in whose
executive and engineering personnel are some
of the country's foremost experts on electrical
problems, has developed a complete line of
radio power units, each completely automatic.
Each unit may be used singly, in series, or in
compact built-up combinations, providing every
type of electric energy necessary for radio re-
ceiver operation. The "A-B-C" completely auto-
matic unit, Beverly model, illustrated herewith, is
a scientific combination of the Sentinel Auto-
matic Control, charger, "A" battery and "B-C"
unit. Connected to the radio receiver and
plugged in on any 110-volt A. C. socket, this
combination supplies every electrical need for
any radio receiver regardless of size, according
to the manufacturer. In addition, the amount
of current may be accurately controlled to se-
cure maximum results from any type of re-
ceiver.
Should the radio set owner possess an "A"
battery and a charger, the Sentinel Automatic
Control Unit will make the "A" power com-
pletely automatic. The unit, which is controlled
entirely by the radio set switch when the receiver
is turned on, automatically cuts of? the "A" bat-
tery from the charger, so that the receiver is
operated on pure, direct current. Switching
Sentinel A-B-C Unit
oft the receiver immediately places the "A"
battery on charge and the instant that the
"A" battery is completely charged the auto-
matic relay disconnects the charger, avoiding
the possibility of an overcharge and consequent
battery deterioration. This automatic control
also provides similar control of both "B" and
"C" current when the "B-C" power unit is
used.
The Sentinel "B-C" power unit is constructed
to provide, through easily manipulated control
knobs, the exact plate voltages necessary for
perfect broadcast reception. It delivers voltage
for any set with ample reserve power, 80 mil-
liamperes of current at 180 volts. Both the
"A-B-C" automatic unit and the "B-C" unit
are built in two models, with or without the
Sentinel B-C Power Unit
three-meter dial. These meters are particularly
valuable in setting the controls for all plate
voltages. The demand for Sentinel units has
increased so rapidly that it was necessary to
quadruple manufacturing facilities in May of
this year.
Victor Service Bulletins
The Victor Talking Machine Co. recently
sent a supplement to Service Bulletin No. 1 to
its dealers. This booklet is devoted to general
information on power-amplifier units, and is
illustrated with charts. Two service bulletins
were also sent out recently — one pertaining to
radio panel tests for the Alhambra II and the
Florenza, and the other to spring balance lid
supports.
Henger-Fairchild Co. Moves
The Henger-Fairchild Co., Cleveland, O.,
representatives in Ohio, Pittsburgh and Detroit,
Mich., for radio and electrical manufacturers,
will move this week to new and larger quarters
at 2,000 West Twenty-fifth street, this city.
Radio Division of Burt
Bros. Has Been Organized
Well-known Philadelphia Concern Specializing
in Radio Cabinets to Greater Degree — F. H.
Amann in Charge of Radio Division
Burt Bros., Inc., Philadelphia, Pa., are special-
izing in radio cabinets this year to a greater de-
gree than ever before. A radio division of the
company has been organized with headquarters
at 24 East Twenty-first street, under the di-
rection of F. H. Amann.
Burt Bros., Inc., are an old-established furni-
ture manufacturing house with a large factory
in the southern section of Philadelphia. For
over fifty years Burt Bros, have manufactured
bedroom suites and other furniture that has
been distinguished for its cabinet work. Several
years ago Burt Bros, entered the field of radio
cabinet manufacturing. Burt-built cabinets have
proved so popular throughout the past season
that specialization was decided upon.
The Burt line for the 1927-28 season consists
of nine models. In addition to the distinguishing
feature of cabinet work there has been added
this year a seven-foot air column horn. This
horn is in accordance with the newest develop-
ment in natural sound reproduction and pro-
vides a tone that gives Burt cabinets a distin-
guishing ear value as well as eye value.
Burt Bros, own a large fleet of motor vans
which leave each evening for New York City
and other points out of Philadelphia, from
which deliveries are made the next morning.
This feature is one, it is pointed out, that guar-
antees prompt delivery of merchandise.
C. A. Richards, Inc. to
Export Melofonic Cones
C. A. Richards, Inc., of New York City, has
just been appointed exclusive exporter for the
Melofonic cone and cabinet speakers, manufac-
tured by the Progressive Musical Instrument
Corp., 319 Sixth avenue, New York City.
The Richards Co. is one of the most impor-
tant export houses and has had unusual success
in distribution of musical instruments, having
for many years been associated with the expor-
tation of Sonora phonographs.
Mutual Reproducer Is
a Popular Product
One of the most popular numbers in the line
of the Mutual Phono Parts Mfg. Corp., New
York City, is the No. 7 reproducer, according
to N. Garfinkel, president of the company. The
No. 7, more familiarly known as the Mutual
"Baby," is in black with nickel trim, the com-
pactness and light weight of which makes it
particularly attractive to the portable manufac-
turer. The Mutual Corp. has specialized on the
production of this reproducer on a quantity
basis and finds a decided demand from all sec-
tions of the country.
Radio Amateur Has Commu-
nicated With All Continents
A record for long distance radio communica-
tion with low power is believed to have been
set by Colonel Clair Foster, radio amateur
of Carmel, Calif., who has "worked all conti-
nents" with a standard broadcast listener's re-
ceiving tube, 201A type, as a transmitter, and
Eveready B battery power. Colonel Foster re-
ports that on June 10 he communicated with an
amateur station in South Africa and on the
same day successfully worked with Shanghai,
China, completing his record of radio commu-
nication with all continents.
THE latest ideas in sound,
proved principles of radio
engineering are given practical
application in the current mod-
els offered by Slagle,
Reserve final choice until you
have seen what we can give you*
SLAGLE RADIO COMPANY, Fort Wayne, Indiana
Slagl^^adio
The People's Music Co., 4814 South Ashland
avenue, Chicago, has been incorporated.
THE TALKING MACHINE WORLD
127
CROWN
Made "by the MaKer^ of*
CROWN
PL\NOS
LISTEN to Them
Phonograph has
every desirable fea-
ture of recent de-
velopment in the
new type of repro-
duction.
A fidelity, a range
and quality of tone
and volume not ex-
celled in any pho-
nograph. Cabinets
created by a na-
tionally famous de-
signer.
Write or
wire today
That's the way you seii phonographs — that's
the way you should buy them.
The New Crown Phonograph is pronounced
an achievement worthy in every way to rep-
resent the best effort of the industry on this
5 0th birthday anniversary of the talking ma-
chine.
Our plan carries no excessive selling costs —
the Crown is priced to give you a big advan-
tage. With it you can rule your trade zone.
Do yourself the justice to investigate. Write
or wire today and arrange to hear it.
Geq. R Bent Cqmi^mt
Establishyed I67O
LC7UISV/ILLE
CROWN PIANOS
PMONOCRAPMS
128
THE TALKING MACHINE WORLD
July, 1927
For Talking Machines
It's only first-quality felt, properly and particularly made, that
keeps on the job longer . . . that always proves most economical
in the final test. You can look to American Felt Company's
Felts for these "built-in" qualities — and get them!
For American Felt Company's Felts are made by a organiza-
tion as particular as its most exacting customers — an organiza-
tion backed by many years of sound experience in advising
talking machine manufacturers ... in recommending the grade
of felt best suited to each requirement. Our customers profit
by all this. Write us for quotations.
AMERICAN FELT COMPANY
211 Congress St., Boston 114 E. 13th St., New York City
325 So. Market Street, Chicago
Distribution of Souvenirs Proves
Successful Method of Securing Prospects
Canvassers Employed by the G. M. Ott Piano Co. Find Access to Prospects an Easy Matter
When Telephone Device Is Offered Free of Charge — Method Has Proved Successful
A clever and successful method of building
up an active prospect list is being used by the
G. M. Ott Piano Co., of Cleveland, O. G. M. Ott,
head of this concern, found that the old-fashioned
methods of canvassing were not highly profit-
able, and in the long run proved unsatisfactory.
The following system was then evolved and has
proved successful. A contrivance known as the
Perfectophone, consisting of a telephone memo-
randum pad, with calendar and other fixtures,
such as a spike for holding messages, a pencil
holder and a box for holding clips and pins
and which can be clamped on the telephone, is
offered prospects without cost. The only ob-
ligation is that the parties call at the store for
the device.
Canvassers are supplied with a supply of
slips describing the device. Instead of asking
the person who answers the door-bell ring
whether or not they have a musical instrument,
they are asked if the famih- has a telephone.
If the reply is in the affirmative, the canvasser
states that the Perfectophone is being given away
as an advertisement, and shows the part}' one of the
slips. This naturally opens the way for further
conversation, and gives the canvasser an oppor-
tunity of finding out what musical instruments
are used in the family, or whether the family
is interested in any particular instrument. What-
ever information is secured is marked in code
on the slip. The necessity of the prospect call-
ing in person to secure the Perfectophone is im-
pressed by the canvasser, and if the prospect
seems a likely one, a note of the name and
address is made so that a regular member
of the salesforce can make a follow-up call after
a certain period.
Mr. Ott is very favorably inclined to this
plan since it gives the canvasser every possi-
bility of obtaining a satisfactory interview and
brings a very good percentage of the people
called upon to the store in person. Further
than this, the Perfectophone has the name of
the house upon it, together with the names of
the leading makes handled, and the advertise-
ment is constantly before the household. The
average person is happy to obtain something of
this type for nothing, as it is a real convenience.
So successful has the plan been that at the
present time the company has had 20,000 of
these slips printed for distribution and is pre-
paring to enlarge its canvassing organization.
Women, says Mr. Ott, have been found to
make the best canvassers for this type of work,
since they are likely to be more conscientious
than the male canvasser. They are paid a
salary and commission, and while they are
usually free to pick the territory in which they
like to work, they are expected to keep within
its limits until it is entirely worked out. He
has ho manager for the canvassing section.
In - territories where the population is too
sparse to warrant house-to-house work because
of the small number of calls which a canvasser
can make, postcards describing the Perfecto-
phone are mailed, with instructions to the effect
that if the card is brought to the store the
device can be obtained, and a very fair return is
had from this.
To Garry Columbia Line
Exclusively in New Store
Establishment to Be Opened on West Forty-
second Street, New York City, by the Asso-
ciated Music Publishers
A new music store featuring full catalogs
of the leading music publishers and a complete
line of Columbia Viva-tonal phonographs,
Columbia New Process records, and Okeh and
Harmony records will be opened on West
Forty-second street. New York, a few steps
from Broadwaj', on or about the first of August,
by the Associated Music Publishers. This
building was formerly occupied by the Coral
Gables real estate concern, and is located in one
of the most central sections of the city. The
record stock will include selections in all lan-
guages in addition to the popular and classical
numbers.
Radio Equipment Exports
Show Gain in May Over 1926
A recent compilation of the Department of
Commerce, Washington, D. C, shows that ex-
ports of radio apparatus registered a $262,252
increase during May of this year as compared
with the same month a year ago, but decreased
$58,361 as compared with April of this year.
There was a gain in receiving sets and receiving
set components and accessories, but a decline
in tubes and transmitting sets and parts.
P. Frankhuizen Moves
p. Frankhuizen, who conducts a music store
in conjunction with a piano tuning and repair
business at 1136 Chula Vista street, Burlin-
game, Cal., is moving to new and larger quar-
ters at 1204 Broadway.
Watch tor Next Month^s Announcement
of
The Complete New Line of
Four — N Four
Brand New \\EJ ) m^SM\ \ Brand New
Tone Arms P — ^ '*\ Reproducers
SYMBOL. OF QUALITY
LYREPHQNIC PRODUCTS
ANDREW P. FRANGIPANE &. COMPANY, Inc.
New York Office: 32 Union Sq., New York City Factory: 261 Warren St., Lyndhurst, N. J.
July, 1927
THE TALKING MACHINE WORLD
129
Why Is the Trend Toward
the AU-Electric Radio Set
Decisive and Country Wide ?
Because all-electric operation from house current supplies and main-
tains uniformly and economically 180 volts for power tubes, making
possible supreme quality otherwise impossible.
Sleeper electric sets give this fundamental advantage requiring no ex-
ternal power devices, no complicated assembly of parts and no tech-
nical experience to install or operate.
Installation requires only an aerial and ground,
the insertion of standard tubes universally avail-
able, the connecting of loud speaker and plug-
ging in to the nearest lighting socket.
No electric set is simpler, more dependable, bet-
ter priced, or more sound in engineering features.
Consider Carefully These Advantages:
THE SCOUT Type 64. Lowest priced proven
dependable full-electric set available. Table
model, attractive mottled walnut-finished panel,
two-tone-d polished cabinet and knobs, Adam
brown finish. Die-cast construction, 5 tube
chassis (including power tube). Superb, nat-
ural tone quality, powerful. Sells on demon-
stration. Size 35x11x11. List Price $160.
Complete line of three table
models, one with built-in
speaker, and two Consoles
without speaker
Cabinets by Adler-Royal and
Stout.
All models operate from 110-
volt, 60-cycle A. C. house cur-
rent. Also furnished for direct
current use at same prices.
Big reserve factors. Two 216-B
rectifier tubes or one 281 give
50% excess capacity, insuring
long life.
Output choke protecting loud
speakers.
Adjustment for line voltage
variation between 90-130 volts.
Six years' manufacturing ex-
perience building radio sets ex-
clusively.
National distribution backed by
cleancut sales policy of restrict-
ed wholesale distribution and
protected retail outlet.
SCOUT CONSOLE Type 67. Combining all
the features of the Consolette but in a Heppel-
white design. Adds charm and distinctiveness
to any room. Beautiful butt-walnut finished
console of fine craftsmanship. Will satisfy the
most exacting as to appearance and beauty of
tone. Size 42x16x40. List Price $235.
THE CONSOLETTE Type 66 makes a bril-
liant appeal to the womeix who want finii fur-
niture. Designed by America's foremost in-
terior decorator. Polychrome, highlight finish.
Butt-walnut top, mottled walnut finished
panel. A gem in appearance, performance
and tone quality. Same superior chassis as in
Scout model. Size 26x12x15. List price $175.
Mighty few Proven Guaranteed Electric sets are
on the market, yet every distributor and dealer must
have them. Write today {or the full story on Sleeper
Electric sets.
From its electric self-winding clock to its
hand hammered, gold-rimmed panel, the
SLEEPER ELECTRIC MONOTROL Type 70
is the ultimate in radio. Single control, six
tube chassis — a set that will make a decided
impression on anyone who sees or hears it.
To show it is to sell it. Size 42x16x40. List
Price $350.
Sleeper ^/Ufru Radio
Sleeper Radio & Mfg* Corporation
GORDON C. SLEEPER, President
462 Washington Ave. Long Island City, N. Y.
130
THE TALKING MACHINE WORLD
July, 1927
Relation of Broadcasting to Radio Sales
J. W. Laughlin in Address Before Western Music Trades Convention
States Need for Co-operation Between Broadcasters and Retailers
The following highly intcTesting paper designed to show
the need for closer co-operation between the . broadcasters
and those engaged in the merchandising of radio receivers,
in view of the actual dependance of one upon the other,
was read before the members of the Western Music Trades'
Association in convention in San Francisco on July 13 by
J. \V. Laughlin. It presents the need for a closer affilia-
tion from a somewhat new angle. — Editor's Note.
The progress of radio broadcasting since the
days when the phonograph record was almost,
the sole dependence for program material to the
present era of grand opera and symphony con-
certs, I think gives the right to the broadcaster
to claim a not inconsiderable part of the credit
for the tremendous and unparalleled growth of
the radio business during the short period of
the last five years. When this is expressed in
the number of sets estimated in use in 1922 as
60,000 and estimated in 1927 as 6,500,000, we
can begin to have some comprehension of the
tremendous rapidity of this growth. These fig-
ures translated into dollars for the year 1922
total, for sets and parts, $60,000,000 and esti-
mated for 1927 $535,000,000. I have purposely
placed this brief statistical statement before you
at the start of my talk as an aid in sustaining
my claim that broadcasting has done its part
and is equipped to continue to do its part in
the development of the radio industry.
Relation of Broadcasting to Selling
Broadcasting in its relation to the sale of re-
ceiving sets, presents a unique situation in in-
dustry. Very few of the broadcasting stations
in early days were brought into being for the
express purpose of developing the sale of radio
receivers and today 78 per cent of the broad-
casters have no connection whatsoever with
ladio merchandising, and yet broadcasting is in-
complete and ineflfective without the receiver.
The audience is only made possible by the re-
ceiver. So there we have presented the mutual-
ity of interests which we broadcasters at times
have felt was not fully understood or appreci-
ated by those engaged in the sale of radio mer-
chandise. The average dealer in radio equip-
ment has no more conception of the trials or
problems of the broadcaster than the average
listener, and yet his business is dependent
wholly upon the broadcaster. How few have
given thought to the tremendous problem of the
fourteen hours a day program maintained by
a station of the first standard! As compared
with the booking department of a theatre,
which books an attraction for a week, a month,
or longer, the program department of a broad-
casting station is presented with the necessity
for hourly changes throughout the day, the
week, the month, and the year. Then, again,
that problem of filling time with such matter
as may engage the approval and hold the atten-
tion of the greatest number of people; the prob-
lem of letting nothing go out that may offend
a single individual of that vast audience; the
problem of maintaining a nice balance between
music, drama, education, religion and all the
different classifications under each caption so as
to render a balanced program; the problem of
avoiding all the pitfalls of dangerous propa-
ganda, controversial questions of religion and
politics, libelous utterances and seditious state-
ments. Tremendous influences are constantly
brought to bear on the broadcaster to permit
time to individuals simply to further the pur-
pose of some particular small and ofttimes dan-
gerous group. A great deal of the progress in
broadcasting has been due to the constructive
criticism of the listeners-in. Some of that criti-
cism, however, has been simple condemnation.
It has always been felt, however, that the con-
demnation which comes without constructive
suggestions is simply reflective of ignorance of
the real situation and the difficulties which con-
front the broadcaster.
Wide Support Needed
With the exception of a few interests, broad-
casters have had to work out their problems
alone. We have always felt that the great radio
industry, particularly the distribution group,
should become better informed and therefore
actively interested in the thing upon which their
business and development depends. If we could
only establish an acceptance of this mutuality
of interests it would work to a tremendous ad-
vantage to all concerned. By this I do not
mean financial support but simply moral sup-
port, and help which would result from ac-
quaintance with problems and protection of
self interests. The broadcasters, outside of a
very small proportion of stations operated by
educational and religious institutions, in order
to meet the tremendous increase in operating
expenses, in the past few years have found it
necessary to accept advertiser sponsors for fea-
ture programs. We believe that on the whole
this has worked out satisfactorily. There have
been some flagrant abuses, but after all the
broadcaster of vision who realizes that his only
excuse for being is his established audience is
not going to purposely jeopardize that asset by
going too far with advertising activities. He
realizes that by a mere touch the dial may be
turned and his built-up audience of half a mil-
lion people immediately disappears!
The security afforded the broadcasters by the
recent Federal enactment enables those who
have ideals, courage and the necessary re-
sources to keep on expanding their sphere of
service. We look forward to tremendous ad-
vancement in the next few years. We have a
deep sense of responsibility when we realize that
radio has come into the lives of a greater num-
ber of people in the same period of time than
any other development since civilization began.
Must Understand Public Demands
The broadcaster must have a full understand-
ing of the demands of the public for increasing-
ly better standards. The novelty of hearing
mere sounds over the air has passed. A few
years ago when one mentioned the names of
great master composers, the average person
immediately took fright and fled from what he
thought would be dull, heavy and highly tech-
nical. It is not so to-day, for radio has
changed all this; listeners far and wide are no
longer afraid of hearing the compositions of the
so-called "highbrow" type. While radio has not
yet educated the listeners as a mass to the point
where they are able to appreciate the heavier
classics, they thoroughly enjoy orchestrations
of the lighter classics which have lived for gen-
erations because of their melody and tuneful-
ness.
I have tried to stress the importance of a con-
ception of mutuality of interests between the
broadcasters and those engaged in the manu-
facture or sale of radio receivers. If radio is
to realize its possibilities, there must be a dual
effort on the part of both looking to the con-
summation of an ideal. There are still nearly
20,000,000 homes in the United States that have
no radio receivers. Less than 25 per cent of
the homes of this nation are to-day equipped to
receive radio programs. The saturation point,
as compared with passenger automobiles,
phonographs and telephones, is far from
reached, and the radio merchant has only
scratched the surface of the tremendous mine
of business available to him.
Misrepresentation Slows Progress
A condition that must be overcome before
real advance of the radio industry can be
realized is the irresponsible methods and, many
times, rank misrepresentation on the part of
dealers in radio receivers. Much of the receiv-
ing apparatus foisted upon the public to-day is of
such quality as to make impossible proper re-
ception. We must see to it that the public has
better receiving sets.
The Quality Music Shop, Columbus, O., of
which H. H. Lieverman is president, will move
about August 1 to new and larger quarters at
22 North High street.
Our Greatest Achievement in
"Phonic^' Type
Tone Arms
and
Reproducers
Send for samples. Test them
yourself! One demonstration
will prove their superiority.
"Everything is manufactured in
our own plant"
DISTRIBUTORS:
Canadian Acme Screw & Gear, Ltd.
1209 King St., W., Toronto, Can.
Indtistries Unidas, S.A. Balderas 110,
Mexico City, Mex.
The Mutual De Luxe
Combination
Tone Arm and Reproducer
610 Broadway, New York
MAX TARG, Western Factory Representative
229 W. Randolph St., Chicago
July, 1927
THE TALKING MACHINE WORLD
Greene-Brown Mfg. Go.
Introduces New Unit Line
New 1927-1928 Line of Radio "A" and "B"
Power Units Guarantees Constant Current,
Freedom From Noise and Fluctuation Control
Featuring a guarantee of constant current,
total freedom from noise, hum or "motor-boat-
ing," and providing positive control of line-
voltage fluctuations, the new 1927-1928 line of
ladio "A" and "B" power units, manufactured
by the Greene-Brown Mfg. Co., Chicago, was
introduced to the trade a few weeks ago.
The Greene-Brown Mfg. Co. introduced the
New A-B Power Unit
Brown "B" power unit in the Fall of 1926,
and, encouraged by the wide acceptance for
this product, the new Greene "B" units and the
Brown "B" Super-Power, likewise, employs an
activated gaseous conduction-type of rectifying
tube which has no filament. The new units, it
is said, will operate successfully with any make
of gas-conduction type of tube such as Ray-
theon, Q R S and others.
Among the new Greene-Brown power units is
the Greene "B" 5-6-7, retailing at $27.50, which
is adapted for operation to any receiving set
of seven tubes or less, and the new Greene
"B" Hi-Power model listing at $30, which
operates receivers of from one to ten tubes.
The Greene-Brown Hi-Power has a capacity of
180 volts with six output voltage terminals. It
is said that a dead short-circuit from negative
to amplifier or across the output terminals will
not destroy or
damage these
units since the
overload capacity
is so great. Both
of the units men-
tioned above are
equipped with
simple control for
a 1 1 line - voltage
fluctuations and
both are contained
in handsome
green enameled
metal cases, making an attractive appearance.
The Brown "B"' Super-Power, which is now-
manufactured in the new and modern plant of
the firm, has been reduced in price from $39.50
to $33.50. The power unit, designed for receiv-
ing sets of one to twelve tubes, is, according to
the manufacturer, particularly efficient for heavy
duty work on extremely sensitive sets. This
model is furnished in an attractive brown and
green crystal lacquered metal case.
The firm also manufactures what is known a^
the Greene Simplified "A," 25^-ampere six-volt
unit, which works in combination with either
the Greene "B" Hi-Power or Brown "B" units.
Its compact size makes it suitable for the
smallest type of set and a convenient socket
connection is provided for the "B" eliminator.
Another new product will soon be in readiness,
the Greene Simplified "A-B" unit, a combination
of the Greene Simplified "A" and the Greene
"B" Hi-Power, for sets of ten tubes or less.
Each unit in the Greene-Brown line is priced
and sold complete with the tube, and the units
are subjected to rigid tests before they are
shipped from the plant. An intensified program
'B" Hi-Power Unit
of nation-wide market development and adver-
tising in newspapers and magazines of large
circulation is under the personal direction of
John D. Pollard, of the Sehl Advertising
Agency, Chicago, one of the leading merchan-
dising-plan organizations in the United States.
The details of this sales and advertising pro-
gram will be announced to the trade in the near
future, according to present plans.
Wisconsin Radio Association
Plans Annual Banquet
Over Two Thousand People Have Already
Jr-lanned to Attend Fourtn Annual Affair to
Be Held in Milwaukee in September
Milwaukee, Wis., July 5. — Announcement has
been made by the Wisconsin Radio Trade Asso-
ciation officials that the Fourth Annual Radio
Industries banquet will be held on the night of
September 21, formally opening the 1927 radio
season.
More than 2,000 people have already sig-
nified their intention of attending the banquet
and plans for the affair are well under way. A
number of well-known radio artists will be in
attendance to entertain the guests at the ban-
quet as well as the radio audience. The en-
tertainment and address will be broadcast.
Members of the Wisconsin Radio Trade
Association plan to hold open house for all who
are interested in radio and on that night they
will have sets in operation in their stores tuned
10 the New York program of WTMJ.
Peirce-Phelps, Inc., Becomes
Sonora Jobber in Phila.
Frank V. Goodman, general sales manager
of the Sonora Phonograph Co., Inc., announced
this week the appointment of Peirce-Phelps,
Inc., 222 North Thirteenth street, Philadelphia,
Pa., as exclusive distributor of Sonora phono-
graphs and radio products for eastern Penn-
sylvania, southern New Jersey, Delaware,
Maryland and the District of Columbia. Peirce-
Phelps, Inc., will distribute the complete line
of Sonora radio receivers and loud speakers,
as well as Sonora phonographs, and the splen-
did sales organization sponsored by this dis-
tributor insures increased popularity and
prestige for Sonora products throughout
Peirce-Phelps territory.
Superior Gabinet Gorp.
Appointed Stevens Jobber
The Superior Cabinet Corp., New York, has
been appointed metropolitan district distributor
for Stevens speakers, manufactured by Stevens
& Co., Inc., New York, according to a recent
announcement. Commenting on the business
outlook on the new line of Stevens speakers,
which is so arranged as to suit all consumer
requirements from the standpoint of pocket-
book and performance, J. B. Price, sales man-
ager, stated that all indications point to a very
satisfactory year.
Trivolt Gorp. Announces
Multi-series Power Unit
A new multi-series unit for supplying A, B
and C radio power has been announced by the
Trivolt Electric Corp.,- New Y'ork. It is made
in two models, and was designed by S. P. Lev-
cnberg. It is compact in size, light in weight
and has many exclusive features, according to
the manufacturers.
The Auditorium Orthophonic Victrola was
heard in a series of programs at the National
Education Association convention held in
Seattle, Wash., the early part of this month,
arousing considerable interest.
H. B. Payne, General Sales
Manager, Bell & Howell Go.
Wide Experience in Previous Positions Quali-
fies Him to Make Success of the Important
Post He Now Occupies
The Bell & Howell Co., Chicago, manufac-
turer of Filmo automatic motion picture
equipment for the amateur, recently announced
the appointment of H. B. Payne to the position
H. B. Payne
of general sales manager. Filmo dealers will
find in Mr. Payne an able counselor, with a
wealth of helpful merchandising ideas to aid
them toward achieving greater sales volumes.
His past experience as sales executive of the
George Batten Co., a prominent advertising
agency, as well as his previous connections
with the Curtis Publishing Co., Standard Oil
Co. and the Bettendorf Co., equip Mr. Payne
ideally for his new position.
Annual Aeolian Outing
The employes' association of the Aeolian Co.,
New Y'ork, held its annual outing on Sat-
urday, July 9, at Indian Point, N. Y., situated
forty miles up the Hudson. Those participating
were transported to the picnic grounds by an
excursion steamer, leaving Desbrosses street
at 9:45 a. m., daylight saving time. Stops
were made at West Forty-second street. West
129th street and Yonkers. The program in-
cluded sports of all kinds, features being base-
ball, swimming and field events.
New Golumbia Race Gatalog
The Columbia Phonograph Co. Race supple-
ment, in new form, recently made its appear-
ance and has been enthusiastically welcomed
by dealers.
The supplement, while retaining the features
that have made it so popular with the trade,
now includes a number of additional illustra-
tions of artists whose records are listed.
The educational department of the Victor
Talking Machine Co. is taking its annual
census of the Victrolas and Victor records sold
to schools and similar institutions during the
year from June, 1926, to June, 1927. Dealers
are urged to return the information as soon as
possible.
132
THE TALKING MACHINE WORLD
July, 1927
Store Rental Measured by Yearly Volume
The Average Successful Retail Music Store Operates on a Rental
of From 2^ to 5 Per Cent of , the Total Year's Gross Business
Economy in store location, much as economy
In other things, depends primarily not so much
on the low first cost as upon the results that
may be expected from the investment. In other
words, a cheap rental is not always to be de-
sired just because it is cheap, but its value is
to be gauged rather by the relation of that
rental to the valuations placed on similar busi-
ness locations and the business producing quali-
ties of the store itself.
This is not to be taken to indicate that a
heavy rental means, automatically, a heavy vol-
ume of business. Often it is quite the contrary.
The fact remains, however, that a difference of
a few thousand dollars annually in rent may
mean the difference of three or four times that
amount in business.
Fear Kills Progress
There have been cases, many of them, where
a merchant starting in a small way in quarters
a bit away from the business district has through
aggressive methods built up a business that taxes
the facilities of his quarters. Fear of expanding
or getting a larger place in a more promising
location has resulted in that merchant keeping
within the maximum limit of business that can
be transacted in that particular store.
On the other hand, there are other dealers
who have started likewise in a small way, but
when business grew to a substantial volume
took the bull by the horns, moved from the
side street on to the main thoroughfare and by
continuing to exhibit business acumen have en-
joyed a sales increase many times greater than
the extra rental expenditure.
There are also those who have been ambi-
tious beyond the limitations of their capital, who
have seen competitors succeed in small stores
and have figured that by renting a store two
or three times the size of that used by the com-
petitor they could almost automatically develop
a volume of business two or three times greater
than his. The sheriff's notice on the door has
proved more than once that this is not the
answer.
It is naturally to be assumed that a talking
machine dealer, or for that matter a dealer in
any other line of goods, when contemplating
opening a new store gives due thought to the
business possibilities of the location under con-
sideration, he will study its situation in relation
to competing stores, the volume of traffic pass-
ing the site each day, and particularly that por-
tion of the traffic which is made up of poten-
tial shoppers and then give thought to the ques-
tion of whether the rental is in proper propor-
tion to the volume of business that may be
expected.
Veilue of Corner Locations
A well-known chain of cigar stores almost
invariably leases corner locations in recognized
business centers, generally paying a price that
the average talking machine dealer could not
think of paying and still remain in business.
The answer is that, these stores cater to ap-
proximately 90 per cent of male passersby and,
in these days, a very fair percentage of women
in supplying smokers' articles, and the turn-
over is sure, continuous and rapid. Likewise
these corner locations have a distinct advertising
value which is realized through the medium of
trade directed to other chain stores in less prom-
inent localities.
Were the talking machine dealer handling a
stock ranging in price from five cents to a
dollar or so, the average sale being twenty
cents and made on the spot without demon-
stration, he perhaps could afford to have one
of these expensive corner locations and justify
his rent with rapid turnover. However, the
talking machine dealer is called upon to sell
records averagmg in price seventy-five cents or
better, with a demonstration thrown in, and
likewise to sell machines retailing at an average
ol $100 each. The value of, and profit in, the
individual sales unit is correspondingly larger,
but the turnover isn't there and it is turnover
tliat makes for big business.
Happy Medium in Store Sites
A real estate man who has had many years'
experience in the field, and particularly in the
handling of business properties, declares that
the average small merchant in starting out
shows wisdom in selecting a site at a point
where the rental price shows a noticeable break,
but not far enough away from the business
center to get a really cheap store. The thought
is that where stores on the main street may
bring an average of $5 per foot, he will do well
to keep in the limelight but get just far enough
away to enjoy a rental of $2 or $3 a foot, and
at the same time keep away from the cheap 50
cents a foot side street stationery store.
Type of Trade Important
The retailer, of course, must take into con-
sideration the sort of trade he expects to cater
to. If it is the ordinary run of neighborhood
trade he will probably get a suitable store at
a very moderate rental and his demands for
equipment will be reasonable because he is going
to make his appeal through service rather than
through the elaborate character of his estab-
lishment. On the other hand, if he plans to
cater to the ultra-ultra, so to speak, with a shop
on the main business street such as Fifth avenue.
New York; Boylston street, Boston, or Mich-
igan avenue, Chicago, he must expect to pay
not only a high rental, but to make a substan-
tial investment in fixtures.
In the former case he is simply depending
upon the volume of general trade to produce the
income from his business. In the latter in-
stance he seeks to combine quantity with quality
of sales and expects the quality to bring in the
income that will take care of the increased
rent and other overhead.
Percentage of Rent to Sales
The main thing to be considered is that the
rent should be kept within a certain percentage
of the gross volume of business. With a new
store this percentage must, of course, be esti-
mated, but a survey of the trade made some
time ago by The World in connection with a
compilation of figures on business overhead in-
dicated that the average successful store was
operating on a rental of from ZYj to 5 per cent,
with a ver3' satisfactory average of 3 per cent
of the total year's business.
On this basis, a dealer with an annual gross
business of $100,000 can logically pay $3,000 or
$3,500 a year for rent. If he enlarges his quar-
ters he may double the rent, but he should
make that enlargement only to provide the fa-
cilities for handling a growing business, and
if he doubles his rent he should double his
business to keep the proportion right.
It does not follow that the man with a $3,000
store need limit himself to $100,000 business,
nor the first year need the percentage be kept
absolutely accurate. It is better to pay 6 per
cent for rent and develop business for the fu-
ture than to pay 2^/2 per cent and have the
business confined permanently within the limi-
tations set by the premises or the location.
The talking machine dealer cannot gauge the
percentage of rent by percentages observed in
other lines of business, these percentages
ranging from 254 per cent as a limit for the
department store to 25 per cent for other lines
where main street show is a sales requirement
and the turnover and profits are large and
certain.
It sometimes happens, as has often been men-
tioned in these columns, that some factor or
other will make the location of a store on a
side street particularly valuable, and the dealer
will enjoy a volume of business that will be
denied his neighbor-dealer who is occupying a
much more pretentious establishment and pay-
ing, perhaps, a much larger rental. Chief among
such factors are proximity to a railroad station
or a theatre, or in the midst of a business sec-
tion on a street that is traversed by many
thousands during the course of a week on their
way to and from business. Studying these con-
tions and taking advantage of them has brought
big profits to many small dealers.
The Williams Music House, 1818 Third ave-
nue, Birmingham, Ala., has added 600 square
feet to its establishment to accommodate the
increasing business.
A NEW IMPROVED UNIPOWER
The same reliable
tested design
. . plus Kathanode
A new submarine type battery
element gives Gould Unipower
still longer life — and practically
ends all service expense.
Ask to see the finest Unipcrwer Gould ever
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The GOULD STORAGE BATTERY CO., Inc.
250 Park Avenue New York City
The new IMPROVED
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July, 1927
THE TALKING MACHINE WORLD
133
Fifth New York Harmonica Contest
Attracts Record Entry and Audience
Widespread Advertising in Metropolitan Newspapers by M. Hohner, Inc., Big Factor in Making
the Event the Most Successful Ever Held — Dealers Feature Poster Displays in Windows
The fifth annual New York City harmonica
championship contest was held in the Central
listeners. Both the audience and entry list
were augmented by the advertising campaign
appeared in the Times, News, Mirror, Graphic,
Sun, Telegram, Journal and World, setting forth
the facts concerning the contest and inviting
every reader to attend. In addition giant re-
productions of the advertisements were used
by 5000 retail stores as window displays.
The contest was held under the auspices of
the Department of Parks, elimination contests
at the various playgrounds throughout the city
The Judges, the Audience and a Contestant at the Annual New York Harmonica Contest
Park Mall last month and attracted a record put on by M. Hohner, Inc., for several days pre- having been held during the month preceding,
entry of participants and many thousands of ceding the contest. Full-page advertisements {Continued on page 134)
Protectin
Your Profit
SELLING musical merchandise demands time
and energy. The dealer must go out and create
business. He invests many dollars in developing
prospects.
Are you getting a full and fair return on your
selling effort?
The King Exclusive Franchise dealer receives
absolute protection. Every inquiry is referred to
him. He knows that he will get full profit on every
sale in his territory. complete protection of the King plan and the high
quality of King instruments make a good combination. Sales
are easier and profits more certain.
Full information is yours for the asking. There are enough
rich territories still open to make your immediate inquiry
well worth while.
Write /or our hooklet on "The Advantages of Becoming a 'King' Dealer"
Manufacturers
of
THE H. N. WHITE CO.
5215-89 Superior Avenue, Cleveland, Ohio
BAND
INSTRUMENTS
134
THE TALKING MACHINE WORLD
July, 1927
IN THE MUSICAL MERCHANDISE FIELD— (Continued from page 133)
nOtlNER,
f THE WORLD'S BESJ^^^^S^
The Hohner harmonica is also an outdoor
musical instrument. This means good
summer sales £orHohner dealers.
Write us for our '^'Big Business Builders." They will help you.
M. HOHNER. Inc. '""t^Xk^r"
HOHNEtl PRODUCTS AWARDED FIRST PRIZE AT THE PANAMA
PAC/F/C INTER^NATIONAL EXPOSITION SAN FRANCISCO l9lS'
Edward Sherwood Wins Harmonica Contest-
Hebrew Asylum Band Also Wins Prize
{C ontinued from page 133)
Acting for the Department of Parks, Mr.
Haussler made a personal presentation of the
prizes to the winners.
First prize, a gold medal and a violin outfit
valued at $70, was awarded to Edward Sher-
wood, a sixteen-year-old Manhattan boy. Sec-
ond prize, a silver medal and a cornet valued at
$50, went to Frank Chlanda, fourteen, who tied
with Sherwood on the first ballot of the judges
and lost the decision after a play-off.
Young Sherwood played an original composi-
tion of his own, which he called an operatic
medley.
Third prize, which was a bronze medal and
a tenor banjo, was awarded to Sidney Baron,
and fourth and fifth prizes went to Herbert
Ryricher and Harold Gleeman, both of 1560
Amsterdam avenue. These prizes were banjo-
ukuleles.
The medals were donated by M. Hohner, Inc.,
and the musical instrument prizes were donated
by C. Bruno & Son, Inc., wholesalers of musi-
cal merchandise. New York.
The Hohner silver trophy cup for the best
harmonica band was won by the Hebrew
Orphan Asylum Band of New York, directed by
Sam Perry, a teacher in that institution and
well known for the radio concerts given by his
organizations. After this competition was over
there was a combined ensemble by this band
and the other band entrants. Duke's Harmonica
Syncopators and Keil's Harmonica Boys. Their
offerings were enthusiastically received by the
crowd.
Although there are still a large number of
persons who associate harmonica playing with
jazz and simple melodies, it is interesting to
note that more serious music predominated in
the programs. Most of the contestants played
selections from Beethoven, Grieg, Massenet and
other classical composers. A number played
their own compositions and improvisations, or
original variations of popular numbers.
The judges included Nathaniel Shilkret, mu-
sical director of the Victor Talking Machine
Co.; Oscar Thompson, executive editor of
Musical America; Charles C. Green, former
president of the New York Advertising Club,
and Philip Gordon, director of music in the
South Side High School, Newark, N. J. John
Philip Sousa was scheduled to act as a judge,
but was unable to reach New York in time for
the program.
Following the close of the contest all the
winners broadcast a special program from sta-
tion WEAF.
Contest officials expressed their gratification
over the full co-operation extended by the New
York City Department of Parks.
There were sixty-two individual contestants
and four harmonica bands entered in the finals
of the contest and the playing lasted from 3
o'clock until 7, almost the entire crowd remain-
ing to the very end. Among the selections in-
cluded in the programs were:
"Arioso" from "Pagliacci," Gossek's "Ga-
votte," "Melody in F," "Harlequin Serenade,"
Beethoven's "Minuet in G," "Gypsy Love Song,"
"Sweet and Low," Massenet's "Elegie,"
Brahms' "Hungarian Dance No. 5," Moszkow-
ski's "Spanish Dance," Mendelssohn's "Spring
Song," "La Paloma," "Song of India" and
Schubert's "Serenade."
The contestants were marked by the judges
on the following basis: intonation and musical
accuracy, 40 per cent, expression, 25 per cent;
selection, 20 per cent; rhythm, 15 per cent.
William J. Haussler, acknowledged the lead-
ing authority in the United States on the har-
monica and harmonica music, made a short ad-
dress to the audience, pointing out the fact that
the winner of the contest five years ago has now
become one of the country's leading musicians
and has a long-time contract with Publix the-
atres calling for several hundred dollars a week
salary, and that many of the youngsters who
have received musical instruments as prizes
have elected to follow a musical career.
Mr. Haussler also called attention to the fact
that the bands in their offerings were achieving
wonderful four-part harmony effects, while a
few years ago anything of that sort was con-
sidered out of the question for the harmonica.
James V. Mulholland, director of playgrounds,
also addressed the audience.
Ann Arbor Chamber of
Commerce Organizes Band
H. G. Pulfrey, of University Music House,
Prime Mover in Securing Municipal Band to
Supply Music for City's Citizens
Ann Arbor, Mich., July 2. — A Chamber of
Commerce band of twenty-two pieces is being
organized to provide Summer evening concerts
for the citizens of Ann Arbor and vicinity.
Announcement of the project was made by
H. G. Pulfrey, manager of the University Music
House and chairman of the band committee of
the Chamber. Rehearsals are now in progress.
The band will be equipped by the University
Music House.
For some time the Chamber has been mak-
ing plans for the band and according to Mr.
Pulfrey there is such a wealth of instrumental
talent in the Ann Arbor Chamber that forma-
tion of a suitable aggregation was accomplished
without difficulty. Nicholas D. Falcone, who
has established a reputation as an orchestra
leader and instrumentalist, has been selected as
director.
H. G. Pulfrey has had considerable experi-
ence in band work and is an enthusiastic ad-
vocate of municipal bands.
Endorses King Instruments
San Jose, Cal., July 5.— Bill Woodbery, trum-
pet soloist of Max Bradfield's Orchestra at the
California Theatre, entertained the Exchange
Club last week in a program arranged by A.
Caro Miller, manager of the small goods de-
partment of the local Sherman, Clay & Co.
store. Mr. Woodbery recently purchased a
new King trumpet from Mr. Miller and used
It in his performance. He uses and endorses
King instruments in all his work. They are
made by the H. N. White Co., Cleveland, O.,
and Sherman, Clay & Co. have the local agency.
Larger Small Goods Section
Alliance, O., July 7.— The Vernon Piano Co.
here has enlarged its small goods department
and now carries one of the largest and most
complete stocks of musical merchandise to be
found in this district. The store, in recent
weeks, has been stressing small goods in win-
dow displays and also has been making a prac-
tice of featuring this merchandise in its adver-
tising.
Illinois Co. Moves
Chic-'KGO, III., July 6. — The Illinois Musical
Supply Co., wholesaler of musical merchandise,
will soon move its offices and warerooms to
new quarters at 615 South Wabash avenue. The
present quarters of the company at 316 South
Wabash avenue will be used as a warehouse.
The changes have been made necessary by the
steady growth of the business.
Big Ludwig & Ludwig Sale
San Francisco, Cal., July 5. — William Ringen,
of the H. C. Hanson Music House, recently
put over a good sale of Ludwig & Ludwig
drums when he sold twenty of those instru-
ments to the Pittsburgh Young Men's Institute.
Mr. Ringen recently returned from a vacation
spent in the Yosemite Valley with side trips
to the Mariposa Grove of Big Trees.
JULY, 1927
THE TALKING MACHINE WORLD
135
IN THE MUSICAL MERCHANDISE FIELD — (Continued from page 134)
Musical Merchandise Poster
for Window Display Mailed
National Association of Musical Instrument and
Accessories Manufacturers' Campaign Circular
Mailed to 5,000 Dealers
The new circular for use in the "direct-by-
mail" campaign of the National Association of
Musical Instrument & Accessories Manufactur-
ers was mailed recently from the offices of the
Music Industries Chamber of Commerce to over
5,000 dealers.
This latest piece of advertising, cleverly
created in the form of a poster for window
display, is a call to dealers to cash in on vaca-
tion season business by featuring Standard Ap-
proved fretted instruments. It calls the dealers'
attention to the need for musical entertainment
during the Summer, "the playtime of the year"
— and then drives home the argument that Sum-
mer is the time to sell the "easy to learn, easy
to play banjos, ukuleles and guitars."
Three new matrices for local newspaper in-
sertion are offered free to the dealer for the
asking, and already hundreds of requests have
been received from dealers all over the country
who are very enthusiastic in their praise of this
service.
It is said that the Committee has desired to
make each new circular better than the last.
More than ordinary interest has been displayed
by the jobbers who have requested large lots
for distribution to their customers.
New Edition of Famous
Hohner Instruction Book
M. Hohner, Inc., New York City, maker of
Hohner harmonicas, has issued a new edition
of the familiar Hohner instruction booklet, en-
titled "How to Play the Harmonica." The new
edition is a marked improvement over previous
efforts, and will probably be in equally large
demand. The playing of the harmonica is de-
scribed in detail and illustrated by many ex-
amples, and the following subjects are treated
on "Holding the Harmonica," "Knack of
Tonguing," "Position of Tongue," "Playing the
Scale," "Higher and Lower Notes," "Perfecting
Technique," "How to Play a Melody," "Playing
From the Music" and thereafter follows a num-
ber of standard selections with the printed mu-
sic not only for the harmonica, but for the piano
accompaniment as well. As the student pro-
gresses, such subjects are treated on as "Secur-
ing vibrato and artistic effects on the harmoni-
ca," "Playing with piano accompaniment,"
"Single and double-hole harmonicas," the
"Tremolo harmonica," "How to produce chord
effects" and the new "Chromonica." Also in-
cluded in the booklet are messages regarding
the harmonica from Irving Berlin, Nathaniel
Shilkret, Lieut-Com. John Philip Sousa, Dr.
Hugo Riesenfeld, Capt. William J. Stannard and
Capt. William H. Santelmann and others. Two
pages are devoted to another way to learn to
play the harmonica, and that is through the
special Victor record, No. 20377, entitled "How
to Play the Harmonica."
Buescher Silver Saxophone
Scores at the Convention
Instrument Displayed for First Time at Meet-
ing Immediately Attracted the Dealers
Elkhart, Ind., July 6. — Many orders have
already been booked for the new silver saxo-
ohone of the Buescher Band Instiument Co.,
displayed for the first time at this company's
exhibit at the recent annual convention of the
music industry in Chicago.
According to officials of the Buescher Co.
who were going to Elkhart from Chicago, the
iicw silver saxophone promises to become a
best seller in a very short time. It is believed
to be the first silver saxophone made in the
United States and it is not only more attractive
than the ordinary silver-plated instrument, but
the solid silver design makes the tone more
mellow and richer.
"Dealers who attended the Buescher exhibit
were enthusiastic in their praise of the new
instrument as well as our complete line which
was shown," stated A. J. Scanlan, of the
Buescher sales department. "The instruments
were examined and tested by a great number
of dealers from every part of the country. We
consider the convention to have been a success."
Bacon Banjo Go. Issues
Attractive New Catalog
Groton, Conn., July 7. — The Bacon Banjo Co.,
Inc., has issued its new catalog, entitled "The
B & D 'Silver Bell' Banjo Family." Forty-eight
pages in size, this latest piece of literature from
the Bacon Co. is one of the most attractive
and comprehensive catalogs it has ever issued.
The men behind the guns, Frederick J. Bacon
and David L. Day, are depicted on the
frontispiece.
The Bacon products, as described in the new
catalog, consist of Style No. 1 B & D Silver
Bell banjo, made in mandolin, tenor, plectrum
and regular styles; Style Nos. 2 and 3 Tenor
Silver Bell banjo, both plectrum and regular;
Style No. 4 Silver Bell plectrum banjo, also
made in tenor and regular style; Style No. 6,
otherwise known as Ne Plus Ultra B & D
Silver Bell banjo; Style No. 1 Montana B &
D Silver Bell banjo. The center spread is en-
tirely devoted to the presentation of the new
No. 9 Ne Plus Ultra B & D Silver Bell banjo.
There are also shown Style C Super tenor
banjo. Peerless X special tenor banjo, guitar
banjo. Style A Super tenor and plectrum ban-
jos, Style No. 2A ukulele banjo and B & D
Silver Bell mandolin banjo. A page is also
devoted to B & D equipment, including man-
dolin or mandolin banjo strings; plectrum and
tenor banjo strings, gut strings for banjos,
ukuleles and guitars, and B & D webfoot tenor
and plectrum banjo bridges.
Interspersed among the pages devoted to
style descriptions are several endorsements.
Interesting New Catalog by
the Smithsonian Institution
Musical Instruments of All Ages Featured in
Comprehensive Volume Just Issued by the
United States National Museum
WASHiNtiTON, D. C, July 5. — A cataloy of
musical instruments, ranging from the stone
gong of the primitive savage to violins of the
finest type, is contained in Bulletin No. 136, a
Handbook on the Collection of Musical Instru-
ments in the United States National Museum,
just published by the Smithsonian Institution.
Varied and highly developed as our musical
instruments are to-day, it is declared, they can
all be reduced to four simple classifications,
dependent upon the manner in which the sound
is produced. These include solid, sonorous
instruments, such as gongs, bells and rattles;
wind instruments, such as flutes, bagpipes and
horns; vibrating membranes, including drums,
tambourines and throat horns; and stringed
instruments, such as the guitar and piano. Most
primitive races have made use of ' all of these
methods of sound emission.
The bell, experts of the institution declare,
is probably the instrument most closely asso-
ciated with mankind, it being used in times
of great antiquity and made in practically every
resonant material. However, probably no in-
strument has wider distribution than the
musical bow, which is the simplest stringed
instrument.
The rattle appears to be the only musical
instrument of uncivilized people which has no
counterpart in the music of civilization.
The collection which the handbook describes
began to be gathered before the establishment
of the Smithsonian Institution in 1846. It in-
cludes several thousand specimens coming from
every section of the world, and rare and valu-
able instruments have been received as gifts
from the King of Siam, Rajah Tagore of India
and other foreign countries.
W. Reed in New Post
William Reed has joined the outside sales
staff of the J. Schwartz Music Co., 10 West
Nineteenth street, New York.
The Oldest and
Largest Musical
Merchandise House
IN America
Exclusively Wholesale
ESTABLISHED 1834
C.Brvao§-Son,Inc.
351-53F0URTH Ave. NewYorkCity
136
THE TALKING MACHINE WORLD
July, 1927
IN THE MUSICAL MERCHANDISE FIELD— (Continued from page 135)
Milwaukee Band Instrument Merchants
Forecast Still Greater Sales Progress
Field Which Band Instrument Exploitation Possesses Capable of Much Wider Expansion, They
Believe— "They Like to Play" Makes Sales
Milwaukee, Wis., July 5.— Band instruments
are being used more than ever, judging from the
amount of sectional and lay group band tourna-
ments which are being held throughout the State,
and music merchants in the city are confident
lhat the band instrument business within the
next few years will develop to heretofore un-
thought of possibilities provided more inten-
sive exploitation is undertaken.
A number of band instrument men of the
city have attended the various band tournaments
held in different sections of the State during the
past few weeks. Vesey Walker, manager of the
band instrument department of the Kesselman-
O'Driscoll Co.'s store, attended the tournament
which the Wisconsin Volunteer Firemen staged
in connection with their convention at Baraboo,
Wis., in which twenty bands from various cities
in the State participated.
The Northwestern band tournament to be
held at Waterloo, Wis., July 31, is expected to
draw a large crowd of representatives from the
northwestern section of Wisconsin. A. J.
Niemiec, manager of the Flanner-Hafsoos Music
House instrument department, and a most suc-
cessful merchandiser of Conn band instruments,
has announced that in all probability he will at-
• tend that concert.
Mr. Niemiec is extremely optimistic with re-
gard to the future of the band instrument busi-
ness. He states that in his opinion people who
now listen to band musicians with envy and
admiration will own and play instruments of
their own. "A few years ago," said Mr. Niemiec,
"we would have had visions of overselling and
a tight consuming market if we did the volume
of business which is being done to-day. It seems
that the farther we get into the development of
the band instrument field the more we see to
develop. I believe that there is an unlimited
opportunity to improve upon what has been
done, in spite of the fact that there has been
great progress in the sale and distribution of
band instruments. I hope that some day we
merchants will have built up business so that it
will be the exception not to be able to play an
instrument."
Mr. Niemiec further stated that in his opinion
the musical training which is given by the or-
ganization of school bands is doing much to
further music interests. "It is only necessary
now for music dealers to make use of these
efforts and to show people that music as an
accomplishment need not be a rare occurrence."
Vesey Walker, of the Kesselman-O'Driscoll
organization, also was of the opinion that the
extremely active interest in band instruments is
caused, in part, by the musical education fos-
tered among school children. He said that there
is more active interest in band instruments in
Wisconsin at present than in any other State.
"The only difficulty in the situation is that we
may be overselling ourselves," said Mr. Walker.
"In view of the fact, however, that the field
which the band instrument business offers for
exploitation is large, this seems hardly prob-
able."
Holtonphones have been in exceptionally good
demand at the Frank Holton band instrument
store in Milwaukee, according to A. E. Borge-
son, who reports that the business is keep-
ing up quite well in all lines at the present time.
In the music department of the Boston Store
there is little demand for portable Victrolas or
for ukuleles because of the poor weather, ac-
cording to William F. Armstrong, manager. Mr.
Armstrong states, however, that the higher-
priced machines are selling quite well now.
Well-known Artist Buys
Gold-Finished Vegaphone
Boston, Mass., July 6. — The Vega Co., of this
city, announces the addition to its many boost-
ers in professional circles of Charles Navarro,
banjoist with Yerkes Musical Bell Hops. This
orchestra, outfitted in the familiar bell hop uni-
form, is playing a very successful season at the
Castillian Gardens, Valley Stream, L. I. Mr.
Yom'H enjoy looking it over —
THE NEW J^^^!^ CATALOG **0"
NOW READY
84 Pages
285 Illustrations
The most complete Drummers'
Instrument Catalog ever pub-
lished.
Twelve Pages Natural Color
Photographs.
SEND FOR YOURS TODAY
Instruments That Sell"
: Co.
Indianapolis, Indiana
"Silver Bell"
Banjos
Send for illustrated book of Prominent
Orchestra and Professional Players
The Bacon Ban joCo.Jnc.
GROTON - - CONN.
Navarro plays a gold-finished Vegaphone banjo
which attracts much attention not only in en-
semble playing, but also under the spotlight in
solo work.
King Line Made Many
Sales at Convention
R. M. White Reports More Business at Chicago
Meetings Than All Previous Gatherings Held
Cleveland, July 6.— Officials of the H. N.
White Co., manufacturer of King band instru-
ments, returned last week from the Chicago
convention of the music industries with the
report that the firm did more business at the
convention than at any previous one. In fact,
according to R. M. White, secretary of the
company, more business viras done than at all
of the previous conventions put together.
"A large number of new accounts were
opened," stated Mr. White, "and it was ex-
cellent selling from start to finish, dealers
reporting that business was picking up ma-
terially."
The King display had a number of unusual
features, including four new trumpets: Tiny
Tim, less than a foot long; Liberty and Long
Ton, regular models, and the Gargantua, a huge
eight-foot trumpet. Tiny Tim is claimed to be
the smallest trumpet made and the Gargantua
the largest, but each is a perfect musical in-
strument.
Another addition to the King line is the
Cadet Sousaphone, which is designed for high
school work, having a small body, is light
weight, finished in brass, silver, silver and gold,
and is low priced.
New French horn models recently added to
the line were also a part of the display.
The advertising department of the company
showed among its dealer helps a display board
for use in the window or on the counter. It
is five feet high and contains the 448 parts
that go into a saxophone, and in the center is
a King de luxe saxophone, the beauty of which
is brought out by a rich plush red background.
After the convention this display was sent to
the Harry Brook Music Co., Chicago, King
distributor.
An interesting entertainment feature of the
King exhibit at the convention was supplied
by the Weurl Sisters, a saxophone quartet from
Milwaukee.
The Mayes Music Shop, Durant, Okla., has
opened a branch store at Sulphur, Okla., under
the name of the Sulphur Music Shop.
July, 1927
THE TALKING MACHINE WORLD
137
LE\HIHffi^QPLiyMIKI
Publishers Continuing Exploitation Work
Right Through the Summer Months
Distributors and Dealers Co-operating in Developing Sales— Condition in Industry Establishes
New Precedent Which Will Have Wide Results
The combined activities of popular publish-
ers concentrated on a series of specially
selected Summer songs have already gained re-
sponse from popular music purchasers. Dis-
tributors and dealers are co-operating in the
plans to boost Summer sales through special
campaigns.
While there has been an entire absence of
the usual Summer hot vi^aves, this undoubtedly
has served to keep the quota of sales up to
somewhat of a normal figure. However, with a
continuance of the current Summer exploita-
tion plans, sales will undoubtedly continue along
healthy lines.
The fact that, aside from songs that have al-
ready been accepted as successes, the newer
offerings are all carefully selected with an eye
to Summer appeal should assure attracting cus-
tomers to music counters and moving a fair
volume of goods.
The various talking machine record and music
roll manufacturers, their distributors and deal-
ers, have also taken kindly to the move of in-
creasing Summer interest in popular music.
With all these factors working in unison to-
ward the same objective — sales — it is quite pos-
sible that a new Summer volume will be estab-
lished.
The publishers and all other interested par-
ties realize that the production of several out-
standing hits from the series of Summer songs
presented will enable the industry to attain the
ends planned.
In past years, with few exceptions, most
popular publishers endeavored to economize
during the months of June and July, opening
up with active Fall programs in August. As
far as Fall issues are concerned, that probably
will still be the program. In the meantime, the
appropriation of special funds for Summer ac-
tivities, in which practically all the leaders are
taking part, establishes a new precedent and
one that should make an ordinarily dull period
active.
ing these popular numbers available over a wide
range for amateur or professional use.
The Feist Saxophone Folio No. 4 contains
fifteen of the latest Feist tunes, including such
numbers as "At Sundown," "Sam, the Old Ac-
cordion Man," "Honolulu Moon," "Sunday,"
"If You See Sally" and other issues that are
very active.
Berlin Releases New
Violin and Piano Series
Ditson's Go-operation
With Music Dealers
New Venture Includes Many of Firms Out-
standing Successes All Arranged in First
Position — Should Appeal to Students
Irving Berlin, Inc. has just released a new
series for violin and piano. This includes some
of the outstanding successes written by Irving
Berlin, such important numbers as "Russian
Lullaby," "What Does It Matter," "Because I
Love You," "Always," "Remember," "What'll
I Do" and "All Alone."
The Berlin organization feels that thou-
sands of violin students, many of whom are de-
sirous of playing Irving Berlin favorites, will
take advantage of the opportunity of acquiring
these numbers in their new form. Each num-
ber is separate and arranged in first position.
'Try Your Music Store First," Basis of Firm's
Merchandising — New Releases in Firm's
Catalog Promise to Be Popular
The Oliver Ditson Co. has won widespread
approval through the inauguration of intensive
plans for co-operating with music merchants.
Among the outstanding features of this pro-
gram is one encouraging music purchasers to
deal with local merchants. This include? pupils,
teachers and conservatories as well. A par-
ticularly constructive feature of this campaign
is the distribution to music merchants of a
sticker that can be appropriately used on all
mail matter. This carries the slogan "Try your
music store first."
The Ditson Co. has issued, in solo form,
Charles Wakefield Cadman's "The Banshee
Song," taken from the opera "A Witch of
Salem," a recital concert and advance teaching
song called "If So Be It Your Wish," by Myron
Jacobson, and "A Baby's Hair Is Built of Sun,"
by William Wentzell, the poem of which is by
Mary Carolyn Davies. For the piano there has
been added to the list of Ditson's "Irish Folk-
song," a favorite folk tune called "Irish Air
From County Derry," particularly available for
third and fourth grades. Some very important
octavo numbers, both sacred and secular, for
men, women and mixed voices, also appear in
the late list. Among these is important work
for schools, arranged for unison singing,
namely George B. Nevin "The Cheery Lights
of Home."
Bibo, Bloedon & Lang
in Attractive New Offices
Leo Feist, Inc., Issues
Saxophone Folio No. 4
I-atest Issue in Series Contains Fifteen of the
Latest Feist Publications
Leo Feist, Inc., 235 West Fortieth street. New
York City, has announced the release of the
"Feist Saxophone Folio No. 4." This folio, as
do the earlier numbers, contains separate parts
for E flat alto, C melody and B flat tenor saxo-
phone, with piano accompaniment, playable in
solo, duets or any combination.
The C melody part is adaptable for the C
soprano saxophone, the violin, the oboe or the
mandolin, or any other C instrument. The B
flat tenor part is adaptable for the B flat so-
prano saxophone and B flat clarinet, thus mak-
Bibo, Bloedon & Lang, the young and suc-
cessful popular music publishing company, have
moved into new quarters occupying almost the
entire third floor of the Hilton Building, 1595
Broadway. The necessity for enlarged space
has been felt by the company for some time and
the opportunity of housing its various depart-
ments in one section of the building was im-
mediately accepted.
The B,, B. & L. catalog has reached its great-
est height of activity in recent weeks. Among
its outstanding songs are, "I Walked Back
from the Buggy Ride"; a new ballad "Old
Names of Old Flames"; a Viennese waltz called
"Cheritza"; a novelty dance tune called "Zula
Wail"; an unusually appealing fox-trot carry-
ing the title "Underneath the Weeping Wil-
low," and a song that has achieved widespread
recognition entitled, "When the Moon Comes
Peeping Through." Bibo, Bloedon & Lang have
also accepted for immediate publication a fox-
trot called "Marvelous," written by May Singhi
Breen and Peter DeRose, two well-known radio
artists.
FIVE RECORD RECORD BREAKERS
IS IT
POSSIBLE ?
m m m M m m m M\ m b mm m m m m m
ARE YOU ft /m \44
LONESOME
TONIGHT?
HAVANA
LOVE
AND
KISSES
Vm m m m m a m m m
i
SWEET
YVETTE
Mm Mm m mm m j
mm 0 a mm m m _
mmmmmmmm.
Above Songs fEAiuRED By Orchestra And Vaudeville Acts From Coast To Coast
IRVING BERLIN INC., I G07 Broadway, New York
138 {World of Music) THE TALKING MACHINE WORLD
July, 1927
Cajfht Co Wi'on£
With Any FEIST Sonf
Salute The New Hit)v
Gus Kahns Clever Lyric
and Walter Donaldson's
uniaae Italian % Fox Trot
Melody made this a
speedy and spontaneous
Wide-AvaiKe
JPOK TROT SONG
SIN6 ME A
BABY SONG
GUSKAHNavd
^ WALTER^
If DONALDSON-
'Alluring
Waltz.
Melody
HONOLULU
MOON
FRED LAWRENCE
An Idle, Indolent.
'Indigo Fox Trot Son^
'LAZY .
WEATHER
De Rose A
1
.A
. SHE?
! GOT /r
And it's got everything a far
Novelty diould have/
hy Benny Davis, Harry Aks
and L. Wolfe Gilbert-
Linking the Store and the Song With
the Outstanding Topics of the Day
An Example of the Way Many Retail Sheet Music Stores Have Used the Feist Number
"Lucky Lindy" for a Direct Tie-up With the Flight
Linking up music with all important events
is now part of the program of every wide-
awake merchant. To be able to hook up
music so fittingly as has been recently done
through the return of Col. Lindbergh, the New
York to Paris flyer, with songs dedicated to him
and commemorating
the event was what
could be considered
a master stroke.
That the trade not
only saw the oppor-
tunity in this re-
gard, but realized on
it, is now history,
although in some
sections of the
country the possi-
bilities of the Lindy
songs have not
finally spent them-
selves. Hundreds of
dealers throughout
the country took ad-
vantage of the furor
that Lindbergh cre-
ated and extended
themselves m mak-
ing window displays
and otherwise mak-
ing the music store a Mecca for furthering in-
terest and, of course, sales.
While numerous photographs have arrived in
this office covering these Lindy hook-ups, one,
recently received from Chicago, is a par-
ticularly good example of how the merchant can
take advantage of current events in building in-
terest, good-will and sales. The window in
question is that of Shalek's Music Shop, 3206
Lawrence avenue, Chicago.
In the Shalek's music store display, which is
often referred to as the Brunswick Shop, shown
here, the window is unusually elaborate and at-
tractive. The color scheme was particularly
lively with its multi-colored American eagles
soaring over a replica of Lindbergh's airplane.
On either sides are reproductions of the Eiffel
Tower in Paris and Statue of Liberty in New
York. Underneath these window magnets are
Brunswick records, Q R S rolls and a number
Window of Shalek's Music Shop, Chicago, 111.
of title pages of the Feist song "Lucky Lindy."
Not always will it be possible for the music
merchant to find songs so appropriate for topical
situations, but in the realm of printed composi-
tions there is so much material that some par-
ticular number can always be found as a
timely tie-up. Probably no other store can take
advantage of the various holiday and other im-
portant events as can the music store. None
have such appropriate material available, and
that the music merchant invariably realizes this
is shown by the record he has established in co-
operating with publishers in exploiting the
timely offerings.
Forster Launches Adver-
tising and Sales Drive
Forster Music Publisher, Inc., Chicago, is
starting an aggressive advertising and sales drive
in the interest of the Shefte Rapid Course in
popular music and syncopation, which starts
the pupil at the very beginning of the study
of music and teaches him to play fundamentally
correct. The Shefte method has been examined
and tested by many leading musicians, who
have endorsed it, including such authorities
as Edward Moore, music critic of the Chicago
Tribune, and Henry P. Fames, president of the
American Society of Musicians.
The Shefte Course is prepared in three vol-
umes, the beginners starting with Volume 1,
those with a fair knowledge of music begin-
ning with Volume 2 and the advanced student
and professional pianist with Volume 3. For
those who wish to develop correct fingering,
tricks and frills, and develop the fiery style
of popular music now in vogue, several special
courses are offered, such as scales and Arpeg-
gios, Keyboard Harmony, Jazz ' Breaks, Jazz
Bass, Hot Breaks and Blue Breaks. Arthur
Shefte, author of the Rapid Course, is a master
pianist and teacher, and in his various books
he has eliminated all of the unnecessary exer-
cises which are seldom, if ever, used in playing
popular music.
New Berlin Numbers
Irving Berlin, Inc., has just released six new
songs to be exploited during the Summer sea-
son. The numbers are "Is It Possible," "What
Do We Do on a Dew Dew Dewy Day?"
"Pretty Little Bom Bom From Bom Bay," "It's
a Million to One You're in Love," "Sweet
Yvette" and "Havana."
The campaign on the above numbers will be
most intensive in character and national in
scope and will continue until the opening of
the Fall season. The exploitation of these
numbers will be waged simultaneously with the
continuance of the Berlin songs, "Russian Lul-
laby," "What Does It Matter?" "Me and My
Shadow" and other big sellers in the catalog.
The Warner Music Co., 14 South Phelps
street, Youngstown, O., of which Harry War-
ner is proprietor, has secured a new location at
116 West Commerce street.
Stoughton-Twohig Ballad
Daniel S. Twohig is, with R. Spaulding
Stoughton, responsible for the new Oliver Dit-
son Co. ballad "Can This Be Love?" The
number has been used by some well-known
concert artists in recent programs, with the
result that the publishers see unusual possi-
bilities in this new ballad offering. Mr. Twohig
is the writer of the words for the Haydn Wood
song, "The Hallowed Hour," Avhich has been
brought out in an American edition by Chap-
pell-Harms, Inc. The number had been
previously issued by the London house of that
concern, Chappell & Co., Ltd. Other son.gs
written by Twohig are "Little Bluebird of My
Heart," published by the Sam Fox Publishing
Co.; the Marie Jeritza number, "I Hear a Lark
at Dawning," published by Harms, Inc.
LEO. FEIST. Inc.,
FEIST BLDG
231-235 W.AO^J^ ST,
July. 1927
THE TALKING MACHINE WORLD {World of Music) 139
DeSylva, Brown & Henderson Number
"So Blue" Receiving Wide Exploitation
Colony Music Shop, of New York, Features Number in Striking Window Display Which Attracted
Wide Attention — Featured at Roxy Theatre
The song "So Blue," which has achieved
wide success for the new pubHshing firm
of DeSylva, Brown & Henderson, Inc., together
with several other numbers from the same
catalog which have had an active sale, indi-
cates that this enterprising firm, composed of
song writers with experienced directing heads
and sales executives, is a winning combination.
"So Blue" in a few short weeks after its release
made its position felt on the sales counters
throughout the country, becoming one of the
most important of the Spring offerings.
Presenting meritorious songs widely ex-
ploited, the young firm of DeSylva, Brown &
Henderson seemingly received unusual co-
operation from distributors and dealers. An
example of this is shown by the large number
of photographs of window displays of "So
Blue" which have come to hand. Some of these
are indeed very attractive and undoubtedly
proved sales magnets for music merchants.
Among the displays of "So Blue" is the one of
the Colony Music Shop, 1671 Broadway, New
York City, situated adjacent to the Colony
Theatre. Paul Gewirtz took a special fancy to
this number and arranged a particularly attrac-
tive exhibit in his window. In addition to this
display, which included a large double window
with a sign running across the center, supple-
mented by exterior displays of similar charac-
ter, record demonstrations of "So Blue" were
given repeatedly. All of this activity proved
unusually fortunate for "So Blue," as the
Colony Shop is situated on a part of Broadway
among the theatres that is always crowded
A display of this character, however, was able
to stop the crowds and many gathered to look
and not a few to buy, thus showing the im-
portance of hook-ups with timely numbers.
"So Blue," by the way, was fcaluied by
the Roxy Theatre, New Yo.k, recently, and,
of course, featured numbers in the Roxy The-
atre are also broadcast by Roxy and His Gang.
This is another indication of the. wide accept-
ance of "So Blue" and the recognition that is
being accorded it.
New Book on Organ
Interpretation by Charles
The latest publication to be issued by Rob-
bins Music Corp. is Milton Charles' "Organ In-
terpretation of Popular Songs."
The popular song forms an important part
of every motion picture program, and the
cantatas, oratorios and masses, it includes, since
January, 1925, much material from the M. Wit-
mark & Sons library. It is widely known
tliroughout the country.
= = = Milton Charles
method of interpreting such numbers is fully
explained in this work of Milton Charles.
Milton Charles is one of the foremost or-
ganists in the country practicing his art in the
motion picture thtatre and no more thoroughly
competent artist could be found to write a book
of this description. He has for years been solo
organist in the famous Balaban & Katz Thea-
tres in Chicago, and he is also at the head of
the department of theatre organ at the Gunn
School of Music and Dramatic Art in the same
city.
Robbins Corp. Publishes
Wiedoeft Saxophone Method
The announcement of the publication of
"Rudy Wiedoeft's Modern Saxophone Method"
will be welcome news to all players of this
popular instrument. For years Rlidy Wiedoeft
has been importuned to write a method for the
saxophone, and when he did decide to com-
mit his to paper, he spent four years in the
preparation of it. Prominent saxophone play-
ers who have been privileged to see advance
copies of this work state that it is the finest
exposition of modern saxophone playing extant,
and all predict a very wide use of it by teach-
ers and students.
The "Rudy Wiedoeft Modern Saxophone
Method" is a thorough school for the student
and contains finishing studies for the advanced
saxophone player, together with four original
saxophone solos. In addition, each copy of the
method includes Rudy Wiedoeft's Photographic
Saxophone Chart, the most practical device ever
invented for teaching the fingering of the saxo-
phone. This important work is published by
the Robbins Music Corp.
Arthur W. Tarns Dies
at Age of Seventy-eight
Arthur W. Tams, founder of the Tams Music
Library, said to be the largest collection of its
kind, died last week at the age of seventy-
eight. He leaves a widow, Catherine N. Tams.
Funeral services took place at his home on
Monday evening of this week in Palisade, N
J. He was buried in Philadelphia, his birth
place. Mr. Tams was a musical director, stage
manager and producer. He made his debut as
an opera singer in Philadelphia sixty-three
years ago in "Faust." The Tams Library was
started in a little back room in 1887, at a time
when he was stage manager and comedian of
the Casino Theatre, New York City. The
library grew rapidly until it occupied an acre
of floor space. Besides the Tams collection of
New Forster Method of
Popular Music Teaching
F. J. A. Forster, of Forster, Music Publisher,
Inc., 218 South Wabash avenue, Chicago, III.,
has been responsible in past years for a number
of constructive innovations in the music pub-
lishing business. It has been his contention
that the speed of modern life has been the
outstanding reason why early piano pupils were
discouraged. In other words, the modern youth
when contemplating taking up the piano first
thinks "how long will it take." If told that
the usual course of piano study is three or
four years a prospective pupil is often lost.
Mr. Forster discovered that Art Shefte, a
piano pupil of wide experience, had evolved a
system whereby the student could learn to play
popular music in a few months. Through Mr.
Shefte's plans and studies all unnecessary exer-
cises are eliminated.
'Tou Cant Go Wron,
With Any ^EEISTi Son,
FAT
Donaldson's Distinctive
and Charmng Ballad/
■ ^'<?i,r ^^^^^
5^.
f VAGABOND!
I ^ Fox <l'rot Ballad
fi Thats Just A Little j
\§. \ Different/ il
jjUl^iy KAHN DONALDSON ^
LEOFEISTInc.
PEIST BLDG.
231-^5 W. 40 ST.,
WEW YOnJi. CITY
The Kroh Music Co., Muskogee, Okla., will
open a branch store in Holdenville, Okla.
140
THE TALKING MACHINE WORLD
July, 1927
Latest Summary of Exports
and Imports of "Talkers"
Figures on Exports and Imports of Talking
Machines and Records for May — General In-
crease Over Year Previous
Washington, D. C, July 7, — In the summary
of exports and imports of the commerce of the
United States for the month of May, 1927, the
following are the figures bearing on talking
machines and records:
The dutiable imports of-talking machines and
parts during May, 1927, amount in value to
$50,786, as compared with $26,112 worth which
were imported during the same period of 1926.
The five months' total ended May, 1927, showed
miportations valued at $144,676; in the same
period of 1926, $257,973.
Talking machines to the number of 9,812
valued at $415,865 were exported in May, 1927,
as compared with 9,062 talking machines, valued
at $285,572, sent abroad in the same period of
1926. The five months' total showed that we
exported 52,831 talking machines, valued at $1,-
•'33,470, as against 37,474 talking machines, val-
ued at $1,129,742 in 1926.
The total exports of records and supplies for
May 1927, were valued at $240,181, as com-
pared with $187,170 in May, 1926. The five
months ending May, 1927, show records and ac-
cessories exported valued at $1,136,828, as com-
pared with $880,392 in 1926.
The countries to which these machines were
sent during May and their values were as fol-
lows: Europe, $15,222; Canada, $20,819; Cen-
tral America, $18,230; Mexico, $26,168; Cuba,
$62,366; Argentina, $67,838; Chile, $31,403; Col-
ombia, $51,695; Peru, $10,898; Other South
America, $40,616; China, Hong Kong and
Kwantung $7,727; Philippine Islands, $18,633;
Australia, $12,296; New Zealand, $4,455; other
countries, $27,499.
Indianapolis Association
Holds Last Summer Session
Improved Contract Forms for Radio Sales and
Plans for Group Piano Instruction Discussed
at Well Attended June Meeting
Indianapolis, Ind., July 5.— The Indianapolis
Music Dealers' Association held its regular
meeting on June 27 and has adjourned until
September 1. Harry Wirt, president of the
iocal association, presided. The local dealers'
association has been very aggressive the past
year and has been instrumental in bringing
about some needed changes in local conditions.
Chief among the topics under discussion was
a standard form for radio dealers, supplement-
ing the contract already used, but setting out
more particularly the obligations of the buyer
and the seller. It is the opinion of the dealers
whom the writer has interviewed that the lease
contract is vitally important, and any steps
taken toward its standardization are worth
considering. Of like importance was the ap-
pointment of a committee to function with a
local newspaper in co-operating toward the
establishment of class instruction in the
piano; in short, the Melody Way of playing
the piano with its instruction through the me-
dium of the local press. The local association,
impressed with the results gained in other
cities, is quite sure that such efforts are worth
while to the Indianapolis Dealers' Association.
The Rapp & Lennox Piano Co., which re-
cently moved from the piano row of Indian-
apolis to a new location on North Meridan
street, is well pleased with its new location.
The move affords it a more advantageous dis-
play room. It is likewise removed from the
congestion of downtown Indianapolis.
Death of W. W. Montelius,
Veteran Music Dealer
Pioneer in Music Business in Northwest Passes
Away at Age of Seventy-six, After Long and
Successful Business Career
Seattle, Wash., July 2. — W. W. Montelius,
who pioneered the music business in the North-
west, passed away recently in his home in Van-
couver, B. C. Mr. Montelius was seventy-six
when he died and had had a life full of activity
and success. Born in Illinois, he migrated to
Denver, where he entered the music business
and remained for many years. He then re-
moved to the Pacific Coast and established a
business in Seattle, Wash., and in Vancouver,
where he also established his home. The Mon-
telius business, purchased from the old Eilers
Music Co., was then on Third and University
streets, in the Montelius Building. It has in
the last three years moved twice to other loca-
tions and is now permanently located on Pine
street, below Third avenue, with a fine big
store. Howard Montelius, son of Montelius,
Sr., has been managing this store for some
time, with his father in charge of the store in
Vancouver. Hugh Campbell, formerly of the
Bush & Lane Piano Co., in Seattle, joined
forces with Howard Montelius recently and the
firm name was changed to the Montelius-
Campbell Co.
W. W. Montelius is survived by a daughter,
in addition to his son. She resides in Van-
couver also.
Ditson Employes Hold
Their Annual Outing
One Hundred and Sixty Members of the Get-
Together Club Enjoyed the Picnic
Boston, Mass., July 1. — One hundred and
sixty members and guests of the Get-Together
Club of the Oliver Ditson Co. held another of
their outstanding picnics at Mayflower Grove,
Bryantville, Mass., Saturday, June 25. A two-
hour run brought the party to the pine grove,
which is situated on the shores of Little Sandy
Pond, in that section of Hanson called Bryant-
ville.
The Committee of Arrangements departed
this year from a set program. There were no
competitive sports, and, once the party arrived
each made its own good time. The plan was
a successful one, judging from the zest in the
quest for fun. There were countless attrac-
tions. Bathing claimed many, some sought
canoeing, others danced and a motor boat trip
around the miniature lake had its followers.
An excellent course dinner was served in the
pavilion.
A. O. Smith Dies
A. O. Smith, who has been conducting a
music store at 409 Forest street, Jacksonville,
Fla., died recently at his home as a result of
an attack of acute indigestion.
World's Classified Advertising
_ Any member of the trade may forward to this o65ce a
"Situation" advertisement intended for this Department to
occupy a space of four lines, agate measure, and it will
be inserted free. Replies will also be forwarded without
cost. Additional space will be at the rate of 25c per line.
If bold-faced type is desired the cost of same will be 25c
per line. Rates for all other classes of advertisinc on
application.
WANTED — A live young salesman to take
charge of our phonograph department Address
Will A. Watkin Co., Dallas, Texas.
WANTED — Salesman calling on musical
trade. State territory you cover, present line,
etc. We have an interesting proposition for
live wires. Address "Box 1608," care of The
Talking Machine World, Graybar Bldg., 420
Lexington Avenue, New York City.
WANTED — Merchandise Manager for home
office operating chain of record departments in
music stores.. Address "Box 1609," c/o The
Talking Machine World, Graybar Building, 420
Lexington avenue. New York City.
WANTED for Canada salesman thoroughly
acquainted with Canadian music trade from
Coast to Coast, desires phonograph, radio or
allied lines. 15 years' experience. Best of ref-
erences. Address "Box 1612," c/o The Talking
Machine World, Graybar Building, 420 Lexing-
ton avenue. New York City.
TERRITORIAL SALES MANAGER
Prominent radio manufacturer has opening for
territorial sales manager, with thorough experi-
ence in the radio industry. Excellent proposition
for the right man. Give full particulars regarding
qualifications, experience, etc. Address "Box 1613,"
care of The Talking Machine Woi-ld, Graybar Bldg.,
420 Lexington Ave., New York City.
FOR SALE
DISC RECORDING APPARATUS
Two disc recording machines. Two shaving ma-
chines. 100 wax blanks. Prices reasonable. Ad-
dress "Box 1611," care of The Talking Machine
World, Graybar Bldg., 420 Lexington Ave., New
York City.
EXPORT TO THE
BALKAN STATES
Importing house for gramophones and radio articles
seeks close connection (agency exclusive selling
rights) for portable apparatus and dancing records,
also trade novelties. Payment in cash. Offers with
catalogs to be addressed to A. Mellinger, Stirbey
Voda 75/79, Bucharest (Roumania).
SALEMAN WANTED
Salesman wanted calling on musical and furniture trade
to sell our line' of phonographs. State territory you covei ,
past experience. Commission basis, with drawing account,
.^n interesting proposition for a live wire. Address
Charmaphone Co., Pulaski, New York.
POSITION WANTED— Married man, 35 years of age,
with 12 years' experience in the phonograph business,
wishes position. Expert repair man, can manage store
and promote sales. At present employed but is desirous
of making a change that will offer wider opportunity.
(New York City or nearby.) Address "Box 1610," care
of The Talking Machine World, Graybar Bldg., 420 Lex-
ington Ave., New York City.
SITUATION WANTED— Two years' experience sales
promotion, traveling, sales corresponoence, copy writing
and dealer education for large manufacturer. Thorough
knowledge both instruments and records. Desires position
affording contact witn recording laboratory or assistant
sales manager. Age 25 years; single. Live Mid- West.
Move anywhere. Address "Box 1614," care of The Talk-
ing Machine World, Graybar Bldg., 420 Lexington Ave.,
New York City.
G. N. Andrews Holds two
Meetings of Fada Dealers
Buffalo, N. Y., July 11. — ^A display and demon-
stration of the Fada 1927-28 line of radio appar-
atus will be held in this city on Wednesday,
July 13, under the auspices of Curtis N. An-
drews, Fada distributor, before the dealers of
Western New York and Pennsylvania. During
the week "Shipwreck Kelly," the steeplejack
who stayed on top of a flagpole at Newark for
a week recently, will perch on the flagpole of
the Andrews Building. A similar meeting of
Fada dealers will take place in Rochester on
Friday, July 15.
SALESMEN—
Double Your Income !
No conflict with your regular lines. Piano,
musical instrument, tallcing machine and radio
salesmen will find our lines of
Piano Benches — Music Roll Cabinets
—Radio Cabinets and Furniture
NoTelties the quickest sellers!
We will consider your representing us exclusively
or In addition to lines you now sell in certain
territories now open.
Excellent opportunity for real hustlers to make
permanent connection with large organization.
Reply immediately by mail only to
DAVIU E. KAHN
Director of Sales
RacKFORD Sales Corporation
Division of
Irving & Federal Furniture Factories
206 Lexington Avenue, New York
July, 1927
THE TALKING MACHINE WORLD
141
1927
Victor Talking Machine Go.
LIST FOR JULY 8
20678 I'm in Love Again The Revelers
I'm Looking Over a Four Leaf Clover,
The Revelers
20674 Lindbergh (The Eagle of the U. S. A.),
Vernon Dalhart
Like an Angel You Flew Into Everyone's Heart,
Vaughn De Leath
20679 Magnolia — Fox-trot,
Paul Whiteman and His Orch.
Love and Kisses — Fox-trot,
Paul Whiteman and His Orch.
20676 Positively — Absolutely (Does She Love Me?) —
Fox-trot Jan Garber and His Orch.
You Don't Like It — Not Much — Fox-trot,
Jan Garber and His Orch.
20675 Me and My Shadow — Fox-trot,
Nat Shilkret and the Victor Orch.
I'm Gonna Meet My Sweetie Now — --Fox-trot,
Jean Goldkette and His Orch.
LIST FOR JULY 15
20716 C'est Vous (It's You)— Waltz,
Jacques Renard and His Orch.
My Sweetheart — Waltz,
Cliarles Dornberger and His Orch.
20681 Lucky Lindy! — Fox-trot,
Nat Shilkret and the Victor Orch.
America Did It Again — Fox-trot,
Nat Shilkret and the Victor Orch.
20717 Where the Wild, Wild Flowers Grow — Fox-trot,
Roger Wolfe Kahn and His Orch.
Calling — Fox-trot,
Roger Wolfe Kahn and His Orch.
20715 Frankie and Johnnie Frank Crumit
Abdul Abulbul Amir Frank Crumit
20714 Red Lips, Kiss My Blues Away .. Stanley-Marvin
Side by Side Aileen Stanley- Johnny Marvin
LIST FOR JULY 22
20732 Ain't That a Grand and Glorious Fe-eling? — Fox-
trot The Troubadours
Just Like a Butterfly (That's Caught in the
Rain) — Fox-trot The Troubadours
20727 Sa-lu-ta! — Fox-trot ....Waring's Pennsylvanians
Who-oo? You-oo! — That's WTio! — Fox-trot,
Nat Shilkret and the Victor Orch.
20724 Just Another Day Wasted Away (Waiting for
You — Fox-trot Waring*s Pennsylvanians
Sing Me a Baby Song — Fox-trot,
Waring's Pennsylvanians
20731 Magnolia (Mix the Lot — What Have You Got?),
Johnny Marvin
Ain't That a Grand and Glorious Feeling?,
Johnny Marvin
20719 Honolulu Moon The Revelers
When Day Is Done Franklyn Baur
LIST FOR JULY 29
VOCAL AND INSTRUMENTAL
35823 Down South (American Sketch),
Eveready Hour Group
Goin' Home (Adapted to Dvorak's Largo from
the "New World Symphony"),
Eveready Hour Group
20663 Oh, Promise Me Jesse Crawford
Because (Teschemacher-d'Hardelot),
Jesse Crawford
20733 Russian Lullaby Victor Salon Orch.
Just Like a Butterfly Victor Salon Orch.
20284 Barnum and Bailey's Favorite (King) — March,
American Legion Official Band
March Salutation (Seitz),
American Legion Official Band
20628 French Kisses (Baisers Francais),
Marek Weber and His Orch.
A Gem from "Paganini,"
Marek Weber and His Orch.
20669 In the Sweet Bye-and-Bye Peerless Quartet
The Home Over There Peerless Quartet
20667 An Operatic Nightmare — Fox-trot. .Frank Banta
Nola — Fox-trot Frank Banta
20741 When Lindy Comes Home. The Happiness Boys
In a Shady Nook by a Babbling Brook,
Johnny Marvin
20730 One Sweet Letter From You Gene Austin
Yesterday Gene Austin
DANCE RECORDS
20684 Like You — Fox-trot,
Paul Whiteman and His Orch.
Dear Eyes That Haunt Me — .Fox-trot,
Nat Shilkret and the Victor Orch.
20683 Shanghai Dream Man — Fox-trot,
Paul Whiteman and His Orch.
Fallen Leaf — Fox-trot,
Paul Whiteman and His Orch.
20728 Just Call on Me— Fox-trot,
Jacques Renard and His Orch.
Close to Your Heart — Fox-trot,
Jacques Renard and His Orch.
20729 I May Learn to Forget Some Day — Waltz,
Charles Domberger and His Orch.
I Could Waltz On Forever — Waltz,
The Troubadours
RED SEAL
6641 Rigoletto — Paraphrase de Concert — Part 1
(Verdi-Liszt) Alfred Cortot
Rigoletto — Paraphrase de Concert — Part 2
(Verdi-Liszt) Alfred Cortot
1243 Rondini al Nido (Homing Swallows),
Beniamino GigU
Torna Amore (Love's Return) .. Beniamino (iigli
6639 Marche Militaire (Schubert),
A. Hertz and San Francisco Symphony Orch.
Funeral March of a Marionette (Gounod),
A. Hertz and San Francisco Symphony Orch.
1244 Malaguena (Albeniz-Kreisler) Fritz Kreisler
Cancion Populare Fritz Kreisler
4013 Song of Love (From "Blossom Time"),
Lucy Marsh-Royal Dadmun
Serenade (From "Blossom Time"),
Lambert Murphy
1247 Marcheta John McCormack
Somewhere a Voice Is Calling. John McCormack
1183 Pagliacci — Serenata d'Arlecchino (Harlequin's
Serenade) Tito Schipa
Manon-Il sogno (The Dream) Tito Schipa
6643 Invitation to the Waltz, Part 1 (Weber, Op. 65),
L. Stokowski and Philadelphia Symphony Orch.
Invitation to the Waltz, Part 2 (Weber, Op. 65),
L. Stokowski and Philadelphia Symphony Orch.
1248 Beautiful Isle of Somewhere Marion Talley
God Will Take Care of You Marion Talley
A GREAT WORK OF MUSIC IN A SPECIAL ALBUM
Quintette in F Minor (Brahms, Op. 34),
Harold Bauer (Piano) and Flonzaley Quartet
Complete on 5 Double'-faced Victor Records, 6571-6575,
in Album with explanatory folder.
FOR THE AUTOMATIC ORTHOPHONIC VICTROLA
Quartet No. 2, in G Major (Beethoven, Op. 18, No. 2),
Flonaaley Quartet
Quartet No. 16, in F Major (Beethoven, Op. 135),
Flonzaley Quartet
Complete on 8 Double-faced Victor Records, 1251-1258,
in Unit-Program carrier with explanatory folders.
Symphony No. 9 in D Minor ("Choral") (Beethoven,
Op. 125) (Recorded in Europe)
Coates — Smyphony Orchestra
Kreutzer Sonata (Sonata No. 9 in A Major) (Beethoven,
Op. 47) (Recorded in Europe) Violin and Piano,
Menges — De Greef
Complete on 12 Double-faced Victor Records, 9087-9098,
in Unit-Program carrier with explanatory folders.
Columbia Phono. Co., Inc.
CELEBRITY SERIES
132- M From the Land of the Sky-Blue Water (Cad-
man) — Contralto Solo..Cyrena Van Gordon
Homing (Del Rie'go) — Contralto Solo,
Cyrena Van Gordon
133- M Russian Lullaby (Berlin) — Violin Solo,
Sascha Jacobsen
The Far-Away Bells (Gordon-Furber) — Violin
Solo Sascha Jacobsen
DANCE MUSIC
1017-D Wah! Wah! (From "Rufus Le Maire's
Affairs ") — Fox-trot, with Vocal Chorus by
Ted Lewis Ted Lewis and His Band
Frankie and Johnny (You'll Miss Me in the
Days to Come) — Fox-trot, with Vocal (Chorus
by Ted Lewis Ted Lewis and His Band
1026- D Me and My Shadow — Fox-trot, with Vocal
Chorus by Franklyn Baur. The Columbians
Honolulu Moon — Waltz, with Vocal Chorus by
Vaugnn de Leath and Tom Stacks,
Clicquot Club Eskimos (Dir. H. Reser)
1018 Just Like a Butterfly (That's Caught in the
Rain) — Fox-trot, with Vocal Chorus by
Vaughn de Leath,
Ipana Troubadours (Dir. S. C. Lanin)
(Oh, the Whippoorwill Sings in the Syca-
more) Just the Same — Fox-trot, with
Vocal Chorus by Frank Harris,
Fred Rich and His Hotel Astor Orch.
1012-D Rosy Cheeks — Fox-trot, with Vocal Chorus by
Frank Harris The Knickerbockers
One Summer Night — Fox-trot, with Vocal
Chorus by Frank Harris. The Knickerbockers
1009-D Side by Side — Fox-trot, with Vocal Chorus by
Charles Kaley,
Ipana Troubadours (Dir. S. C. Lanin)
Wherever Vou Go — Whatever You Do I Want
You to Know I Love You — Fox-trot, with
Vocal Chorus by Charles Kaley,
Ipana Troubadours (Dir. S. C. Lanin)
1001- D There's Everything Nice About You — Fox-
trot, with Vocal Chorus by Peabody Trio,
The Seven Aces
I Can't Believe That You're in Love With Me
— Fox-trot, with Vocal Chorus by Ralph
Bennett The Seven Aces
997-D I'll Always Remember You — Fox-trot, with
Vocal Chorus by Johnny . 'orris,
Paul Specht and His Orch.
She Looks Like Helen Brown — Fox-trot, with
Vocal Chorus by Johnny Morris,
Paul Specht and His Orch.
1029- D Gorgeous — Fox-trot, with Vocal Chorus by
Scrappy Lambert,
Howard Lanin and His Orch.
I'm Just Drifting Along — Fox-trot, with Vocal
Chorus by Scrappy Lambert,
Howard Lanin and His Orch.
1008-D Oh! Ya! Ya! (Intro.: Ay, Ay, Ay)— Medley
Fox-trot,
Max FisheT and His California Orch.
You Know I Love You — Fox-trot, with Vocal
Chorus by John Murray,
Max FishcT and His California Orch.
1019- D The Sweetheart of Sigma Chi — Waltz, with
v^ocal Chorus by Franklyn Baur,
Eddie Thomas" Collegians
Dream Girl of Pi K. A. — Waltz, with Vocal
Chorus by Lewis James,
Eddie Thomas' Collegians
1002- D Livery Stable Blues — Fox-trot,
Fletcher Henderson and His Orch.
P. D. Q. Blues— Fox-trot,
Fletcher Henderson and His Orch.
996-D Ya Gonna Be Home To-night? (Oh, Yeh?
Then I'll Be Over) — Fox-trot, with Vocal
Chorus by Toots Mondello,
Mai Hallett and His Orch.
Underneath the Weeping Willow — Fox-trot,
with Vocal Chorus by Arthur Thomas,
Mai Hallett and His Orch.
1030- D Transportation Blues, Part 1 — Fox-trot, with
Singing by Orchestra,
Charlie Troutt's Melody Artists
Transportation Blues, Part 2 — Fox-trot, with
Singing by Orchestra,
Charlie Troutt's Melody Artists
101 5-D Rosa Lee — Fox-trot, with Vocal Chorus by
Johnny Marvin The Columbians
Twilight Rose — Waltz, with Vocal Chorus by
Johnny Marvin The Columbians
1021-D Hanalei Bay — Fox-trot, with Vocal Chorus.
South Sea Islanders
All Because of You — Fox-trot, with Vocal
Chorus South Sea Islanders
VOCAL NUMBERS
1000-D Lucky Lindy — Vocal Vernon Dalhart
Lindbergh (The Eagle of the U. S. A.) —
Vocal Vernon Dalhart
1027- D When Lindy Comes Home — Tenor Solo,
Franklyn Baur
Like An Angel You Flew Into Everyone's
Heart (Lindbergh) — Tenor Solo,
Franklyn Baur
1025-D Chamberlin and Lindy (Our Hats Are Off to
You) — Vocal Vernon Dalhart
Charlie I3oy (I Love You) — Vocal,
Vernon Dalhart
1020- D Me and My Shadow,
Johnny Marvin (The Ukulele Ace)
My Sunday Girl — Vocal Charles Kaley
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I007iD To-night You Belong to Me,
The Whispering Pianist (Art Gillham)
I Crave You,
Art Gilham and His Southland Syncopators
1010- D Ask Me Another — Vocal Duet,
Billy Jones-Ernest Hare (The Happiness Boys)
You Never Get Nowhere Holding Hand.s —
Vocal Duet,
Billy Jones-Ernest Hare (The Happiness Boys)
101 1- D Where the Wild, Wild Flowers Grow— Vocal,
Lee Morse
I'd Love to Be in Love — Vocal.... Lee Morse
1016-D Down Alongside of the Docks — Vocal Duet,
Vaughn de Leath-Frank Harris
Oh, How I Love My Boatman — Vocal,
Vaughn de Leath
995-D My Man (Mon Homme) — Vocal. Ruth Etting
After You've Gone — Vocal Ruth Etting
993-D Sandy's Holiday,
Will Fyffe (Scottish Comedian)
The Engineer. .Will Fyffe (Scottish Comedian)
1028-D There's a Trick in Pickin' a Chick-Chick-
Chicken— Vocal Wendell Hall
Headin' Home — Vocal Wendell Hall
1006-D Rosy Cheeks— Vocal Trio,
The Three Giersdorf Sisters
Swanee River Trail — Vocal Trio,
The Three Giersdorf Sisters
1005-D The Mississippi Flood Song (On the Old Mis-
sissippi Shore) — Vocal Duet,
George Wilson-Arthur Baker
Close the Shutters Willie's Dead— Vocal Duet.
George Wilson-Arthur Baker
1003- D When Irish Eyes Are Smiling — Tenor Solo,
William A. Kennedy
I Love the Name of Mary — Tenor Solo,
William A. Kennedy
INSTRUMENTAL MUSIC
50043- D American Fantasie, Part 1 (Herbert),
Columbia Band
American Fantasie, Part 2 (Herbert),
Columbia Band
50044- D Pique Dame: Overture (Suppe),
Band of H. M. GIrenadier Guards
Barber of Seville: Overture (Rossini),
Band of H. M. Grenadier Guards
1004- D The Doll Dance — Fox-trot; Piano Duet,
Constance Mering-Muriel Pollock
Spring Fever — Fox-trot; Piano Duet,
Constance Mering-Muriel Pollock
1024-D The Glow Worm. .. .Columbia Concert Orch.
The Broken Melody .. Columbia Concert Orch.
1013- D Echoes of the South, Part 1,
Paul Specht and His Orch.
Echoes of the South, Part 2 — Vocal Chorus,
Paul Specht and His Orch.
1014- D Old Black Joe— Organ Solo. Harold L. Rieder
My Old Kentucky Home — Organ Solo,
Harold L. Rieder
1022- D Hula Blues Sol Hoopii's Novelty Trio
Tin Roof Blues.... Sol Hoopii's Novelty Trio
SACRED MUSIC
1023- D Take Up Thy Cross— Vocal Duet,
Homer A. Rodeheaver-Doris Doe
Have You Counted the Cost? — Vocal Duet,
Homer A. Rodeheaver-Doris Doe
FAMILIAR TUNES— OLD AND NEW
15149- D Johnson Gal Leake County Revelers
Leather Breeches . . . .ILeake County Revelers
15153- D Saviour More Than Life to Me — Vocal Trio,
The Wisdom Sisters
Hide Thou Me — ^Vocal Trio,
The Wisdom Sisters
15150- D She's Only a Bird in a Gilded Oge — Vocal
Duet Elzie Floyd-Leo Boswell
Nellie Dare — Vocal ... Elzie Floyd- Leo Boswell
15152-D Death's Shadow Song— Vocal Duet,
Vernon Dalhart-Charlie Wells
My Blue Ridge Mountain Home — Vocal Duet,
Vernon Dalhart-Charlie Wells
15151- D Born in Hard Luck — Vocal.. Chris Bouchillon
The Medicine Showl — Vocal.. Chris Bouchillon
15154- D Rabbit Chase— Vocal Charlie Parker
Give That Nigger Ham — Vocal Duet,
Charlie Parker-Mack Woolbright
15155- D When the Bees Are in the Hive— Vocal,
^ Roy Harvey-Posey Rorer
Daisies Won't Tell— Vocal,
Roy Harvey-Posey Rorer
IRISH RECORDS
33167- F When Irish Eyes Are Smiling^ — Tenor Solo,
William A. Kennedy
I Love the Name of Mary — Tenor Solo,
William A. Kennedy
33168- F Little Mickey Flanagan— Vocal,
Shaun O'Nolan
Donovan's Jubilee— Vocal Shaun O'Nolan
33169- F I'll Take You Home Again, Kathleen— Tenor
Solo Seamus O'Doherty
Molly Brannigan — Tenor Solo,
„ Seamus O'Doherty
33170- F Phil the Fluter— Vocal, with Violin,
Frank Quinn
Kate Muldoon — Vocal, with Violin.
Frank Quinn
the Malt — Jig,
Sullivan's Shamrock Band
Ribbon— Reel,
Sullivan's Shamrock Band
the Cottage — ^Vhistle Solo; Jig,
Daniel P. Moroney
That Ate the Candle— Reel,
Sullivan's Shamrock Band
33173-F Pesgy Malone— Flute Solo, with Singing,
John Griffin (The Fifth Avenue Bus Man)
The Widow McGee — Flute Solo, with Singing,
John Griffin (The Fifth Avenue Bus Man)
Father O'Flynn — Basso; Song. . .John Oakley
O'Donnell Aboo — Basso; Song. . .John Oakley
Love Thee, Dearest — Baritone; Song,
Walter McNally
The West Awake^ — Baritone; Song,
Walter McNally
33171- F Top of
Tie the
33172- F Trip to
The Cat
33174
33175
Brunswick Records
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LIST FOR JULY 7
3538 My Idea of Heaven (Is to Be in Love With
You) (Johnson-Tobias-Sherman) — Comedian,
with Orch Harry Richman
It's You (Cest Vous) (Say Voo) (Green-Sil-
ver-Richman) — Comedian, with Orch.,
Harry Richmtn
(Continued on page 142)
142
THE TALKING MACHINE WORLD
July, 1927
LATEST RECORD BULLETINS— (Continued from page 141)
3550 Alabama Stomp (Creamer-Johnson) — Fox-trot,
for Dancing ..Red Nichols and His Five Pennies
Hurricane (Mertz-Nichols) — Fox-trot, for Dancing,
Red Nichols and His Five Pennies
3528 Rosj' Cheeks (Simons- WTiiting) — Fox-trot, for
Dancing; with Vocal Duet,
Ben Bernie and His Hotel Roosevelt Orch.
That Little Something (Kalmar-Ruby-Kern) —
Fox-trot, for Dancing; with Vocal Duet,
Ben Bernie and His Hotel Roosevelt Orch.
3472 Rio Rita (From "Rio Rita") (McCarthy-Tier-
ne>') — Fox-trot, for Dancing; with Humming
Chorus Carl Fenton's Orch.
Following the Sun Around (From "Rio Rita")
(McCarthy-Tierney) — Fox-trot, for Dancing:
with Vocal Chorus Carl Fenton's Orch.
3524 The More We Are Together (King) — Fox-trot,
for Dancing; with Vocal Effects,
Six Jumping Jacks
You Never Get Nowhere Holding Hands (John-
son-Sturm-Ness) — Fox-trot, for Dancing; with
Vocal Effects Six Jumping Jacks
121 House at the End of the Lane (Robison) —
Tenor and Whistler, with Fiddle and Guitar.
Vernon Dalhart and Carson Robison
My Blue Ridge Mountain Home (Robison) —
Tenor and Whistler, with Harmonica, Jew's-
Harp. Fiddle and (juitar,
Vernon Dalhart-Carson Robison
15127 Waltz in A Major (Brahms) — Violin Solo, with
Pianoforte by Andre Benoist Albert Spaldins
Minuet (Mozart) — Violin Solo, with Pianoforte
by Andre Benoist Albert Spalding
LIST FOR JULY 14
3557 You Don't Like It — Not Much (Kahn-Cohn) —
Fox-trot, for Dancing; with Vocal Chorus by
Frank Sylvano,
Jules Herbuveaux's Palmer House Victorians
Where the Wild, Wild Flowers Grow (Dixon-
Woods) — Fox-trot, for Dancing; with Vocal
Chorus bv Frank Sylvano.
Jules Herbuveaux's Palmer House Victorians
3532 Variety 'Stomp (Henderson-Green-Trent) — Fox-
trot, for Dancing, „ , ^ ,
Fess Williams' Royal Flush Orch.
Phantom Blues (Handler-Riley-Mills)— Fox-trot,
for Dancing. ... Fess Williams' Royal Flush Orch.
3537 Silver Moon 'Tntro. : "Mother" from "My Mary-
land") (Donnelly-Romberg) — Fox-trot, for
Dancing; with Vocal Chorus.. Carl Fenton's Orcti.
Your Land and My Land (From "Jly Mary-
land") (Donnelly-Romberg) — Fox-trot, with
Vocal Quartet Carl Fenton's Orch.
3548 South Wind (DeSylva - Brown - Henderson) —
Vocal, with Ukulele and Guitars,
Yale Hawaiian Trio
One Summer Night (Coslow-Spier) — Vocal, with
Ukulele and Guitars Yale Hawaiian Trio
3520 I'm in Love Again (Porter) — Comedienne, with
Orch Vaughn de Leath
Just Wotid'ring (Kahn) — Comedienne, with
Orch Vaughn de Leath
145 Rock Island— Voice and Banjo Buell Kazee
Old Whisker Bill, the Moonshiner — Voice and
Banjo ^"S""!,' I^^f"
147 Muscle Shoal Blues — Harmonica De Ford Bailey
Up Country Blues — Harmonica De Ford Bailey
10227 Fra Diavolo: On Yonder Rock Reclining (Act I)
( \uber) — Tenor, with Orch Mario Chamlee
Bohemian Girl: Then You'll Remember Me (Act
III) (Balfe) — Tenor, with Orch. ... Mario Chamlee
LIST FOR JULY 21
3527 Hallelujah! (From "Hit the Deck") (Robin-
Gray-Youmans) — Fox-trot, for Dancing; Piano
Duet, with Orch.; with Vocal Chorus,
Ohman-Arden, with Their OrcH.
Sometimes I'm Happy (From "Hit the Deck")
(Caesar-Youmans) — Fox-trot, for Dancing;
Piano Duet, with Orch.; with Vocal Chorus.
Ohman-Arden, with Their Orch.
3518 Rosy Cheeks (Simons- WTiiting) — Voice and
Guitar, with Piano Nick Lucas
Underneath the Stars With You (Lucas-Stept) —
Voice and Guitar Nick Lucas
3484 What Do I Care What Somebody Said (Clare-
Wood) — Fox-trot, for Dancing; with Vocal
Chorus Mound City Blue Blowers
Nervous Puppies (McKenzie) — Fox-trot. for
Dancing Mound City Blue Blowers
3534 The Winding Trail (Hayden-Howard)- Fox trot.
for Dancing; with Vocal Chorus. Park Lane Orch.
I'm Learning Now (Little-Meyn) — Fox-trot, for
Dancing; with Vocal Chorus. .. .Park Lane Orch.
3563 Red Lips. Kiss My Blues Away (Bryan-Monaco-
Wendling) — Fox -trot, for Dancing; with Vocal
(Chorus The Clevelanders
Magnolia (DeSylva-Brown-Henderson) — Fox-
trot, for Dancing; with Vocal Chorus.
The Clevelanders
158 West Virginia Hills (King-Engle) — Male Voices.
with Piano Kanawah Smgera
Hail West Virginia (Deem-Miller-McWhorter) —
Male Voices, with Piano Kanawah Singers
50083 Faust; Avant de quitter ces lieux (Dio possente)
(Even Bravest Heart) Act II (Gounod) — Bari-
tone, with Orch.; in French Giuseppe Danise
Traviata: Di Provenza il mar (Thy Home in
Fair Provence) Act II (Verdi) — Baritone.
with Orch.; in Italian Giuseppe Danise
20054 (a) Manhattan Beach March; (b) High School
Cadets March — Concert Band.
Walter B. Rogers and His Band
(a) Baltimore Centennial March (Herbert);
(b) Boston Commanderv March (Carter) —
Concert Band Walter B. Rogers and His Band
3551 Falling in Love With You (Davis-Meyer) —
Piano Solo .-.Lee Sima
Song of the Wanderer (Moret) — Piano Solo,
Lee Sims
LIST FOR JULY 28
3503 Hello. Cutie! (Friend) — Fox-trot, with Vocal
Chorus "Kenn" Sisson and His Orch.
La Lo La (Schertzinger) — Fox-trot, with Vocal
Chorus "Kenn" Sisson and His Orch.
3526 Soliloquy (Bloom) — Fox-trot. .. .The Washingtonians
Black and Tan Fantasy (EIlington-Miley)— Fox-
trot The Washingtonians
3573 Just Like a Butterfly,
Vincent Lopez and His Casa Lopez Orch.
Baby Mine. Vincent Lopez and His Casa Lopez Orch.
3508 When the Bo-Tree Blossoms Again (From
"Lucky"; Intro.: "Cingalese Girls") (Kalmar-
Ruby-Kern) — Fox-trot, with Vocal Chorus.
Carl Fenton's Orch.
The Same Old Moon (Intro.: "Dancing the
Devil Away", from "Lucky") (Harbach-Kal-
mar-Ruby) — Fox-trot, with Vocal Chorus,
Carl Fenton's Orch.
3525 Oriental Moonlight (Sraolev-Seaman) — Male
Quartet, with Oboe. Lute and Piano.. Ritz Quartet
Shanghai Dream Man (Davis-Akst> — Male Quar-
tet, with Oboe. Lute and Piano Ritz Quartet
3514 The Love Waltz (Inspired by Gloria Swanson)
(Brennan-Jacquet) — Violin Solo, with Orch.,*
Frederic Fradkin
I'm Falling in Love With Someone (From
"Naughty Marietta") (Young-Herbert) — Vio-
lin ^vLo, with Orch Frederic l-radkin
127 Poor Little Ellen — Fiddle, Guitar and Auto-
Harp; with Vocal Effects by Hub Mahaffey,
Dykes' Magic City Trio
Frankie (Leighton Bros.) — Fiddle, Guitar and
Auto-Harp; with Vocal Effects by Hub Mahat-
fey Dykes' Magic City Trio
144 John Hardy — Voice and Banjo Buell Kazee
Koll On, John — Voice and Banjo Buell Kazee
Vocalion Records
15518
15545
15548
1092
1104
5147
5142
8108
15563
15564
15562
5144
1098
8099
15570
15565
15567
5145
1112
1109
SlU
15566
15569
15568
1102
nil
5150
LIST FOR JULY 7
Rosy Cheeks (Simons-Whiting) — Fox-trot, for
Dancing; with Vocal Duet,
Al Goering's Collegians
The Sphinx (King-Warren) — Fox-trot, for Danc-
ing The Ambassadors
La Lo La (Schertzinger) — Fox-trot, for Dancing;
with Vocal Chorus New England Ramblers
Hello, Cutie! (Friend) — Fox-trot, for Dancing;
with Vocal Chorus i\ew England Ramblers
One Sweet Letter From You (Clare-Brown-War-
ren)— Comedienne, with P.ano, Clarinet and
Cornet Evelyn Thompson
Looking for the Sunshine Walking in the Ram
(GaskiU-McHugh) — Comedienne, with Piano,
Clarinet and Cornet Evelyn Thompson
Fidgety Feet (La Rocco-Shields) — Fox-trot, for
Dancing Fletcher Henderson and His Orch.
Sensation (Edwards) — Fox-trot, for Dancing.
Fletcher Henderson and His Orch.
Through and Through Blues (Miller) — Coine-
dienne, with Piano, Banjo and Cornet Ac-
cump Luella Miller
Smiling Rose Blues (Miller) — Comedienne, with
Piano and Banjo Accomp Luella Miller
AicohoiiC Blues (uaska-Von Tilzer) — Harmonica,
De Ford Bailey
Evening Prayer Blues — Harmonica. .De Ford Bailey
\vest Virginia Hills (King-Engle) — Male Voices,
with Piano Kanawah Singers
Hail West Virginia (Deem-iMiller-McWhorter) —
^lale Voices, with Piano Kanawah Singers
Celosa (Jealous) (\^als Cancion) — Soprano, con
Orquesta Pilar Arcos con The Castilians
Mocosita ( L'nsophist.cated Little Girl) — Tango —
Soprano con (i)rquesta.
Pilar Arcos con The Castilians
LIST FOR TULY 14
Where the Wild, Wild Flowers Grow (Dixon-
Woods) — Fox-trot, for Dancing; with Vocal
Chorus by Frank Sylvano Club Royal Orch.
You Never Get Nowhere Holding Hands (John-
Eon-Sturm-Ness) — Fox-trot, for Dancing; with
V ocal ttfects Six Hayseeds
The More We Are Together (King) — Fox-trot,
for Dancing; with Vocal Effects Six Hayseeds
You Don't Like -It — Not Much (Miller-Kahn-
Cohn) — Fox-trot, for Dancing. .. Club Royal Orch.
Idolizing (Messenheimer-Abrahamson-West) —
Fox-trot, for Dancing; with Vocal Trio,
Night Club Orch.
Hush-a-Bye (Calvin-Spencer) — Fox-trot, for
Dancing; with Vocal Duet.
The Ambassadors (Dir. L. Katzman)
New Prisoner's Song — Voice and Banjo, with
Guitar by Hub Mahaffey Dock Boggs
Hard Luck Blues — Voice and Banjo, with Guitar
by Hub Mahaffey Dock Boggs
Black Diamond Express to Hell — Part I,
Rev. A. W. Nix and Congregation
Black Dia mond Express to Hell — Part II,
Re\'. A. W. Nix and Congregation
Las Mananitas Alegres (In the Small Hours) —
Vocal Duet, with Guitar and JIandolin.
Noloesca y Ramirez
El Adolorido (The Sad One) — Vocal Duet, with
Guitar and Mandolin Noloesca v Ramirez
LIST FOR JULY 21
Just a Little Cuter (Than the Rest) (Seidenman-
Alexander) — Fox-trot, with Vocal Chorus.
^ Kensington Serenaders
Marianette (A Spanish Love Song) (Hays-Nay-
lor-Alexander-Herscher) — Waltz, with Vocal
Chorus Kensington Serenaders
One Summer Night (Coslow-Spier) — Vocal, with
Ukulele and Guitars Royal Hawaiian Trio
South Wind (DeSylva-Brown-Henderson) —
Vocal, with Ukulele and Guitars,
Royal Hawaiian Trio
Shanghai Dream Man (Davis-Akst) — Male Quar-
tet, with Oboe, Lute and Piano,
Blue Ribbon Quartet
Oriental Moonlight (Smolev-Seaman) — Male
Quartet, with c3boe, Lute and Piano.
Blue Ribbon Quartet
Just a Melody (Robison) — Tenor and Baritone,
with Violin. 'Cello and Guitar.
Vernon Dalhart-Carson Robison
My Blue Ridge Mountain Home — Tenor and
Whistler, with Harmonica. Jew's-Harp. Fiddle
and Guitar Vernon Dalhart-Carson Robison
Willie, the Weeper ( Rymal-ilelrose-Bloom),
King Oliver and His Dixie Syncopators
Black Snake Blues (Johnson-Spivey),
King Oliver and His Dixie Syncopators
The Royal Telephone (Nelson),
Rev. Sister Mary Nelson
Judgment (Nelson) Rev. Sister Mary Nelson
Los Cuatros Milpas (Four Corn Plants) (Robles)
— Vals Band Sinfonica Vocalion
El Novillo Despuntado (The Bull with the
Blunted Horns) (Rubio).Band Sinfonica Vocalion
LIST FOR JULY 28
Hurricane (Mertz-Nichols) — Fox- trot.
Red Nichols and His Five Pennies
Alabama Stomp (Creamer-Johnson) — Fox-trot,
Red Nichols and His Five Pennies
Silver Sands of Love (Intro.: "Sad Hawaiian
Sea") (Sanders-Carlo-lJreau-Roberts) — Waltz.
Miami ^larimba Band
Monastery Bells (Leslie- Wendling) — Waltz,
Miami Marimba Band
Just Like a Butterfly (That's Caught in the
Rain) (Dixon- Woods) — Comedienne, with
Piano Peggy English
Sixty Seconds Every Minute (I'm in Love With
You) (Davis-Santly) — Comedienne, with Piano,
Pegg}' English
Carrier Pigeon Blues (Miller) — Comedienne,
with Piano Luella Miller
Peeping at the Rising Sun Blues (Miller) —
Comedienne, with Piano and Banjo. Luella Miller
Rock Island Blues (Lewis) — Voice and Guitar,
Furry Lewis
Everybod-'s Blues (Johnson-Lewis) — Voice and
Guitar, with Mandolin Furry Lewis
Salty Dog Blues — Singing, with Fiddle and
Guitar McGee Brothers (Sam-Kirk;
C-h-i-c-k-e-n Spells Chicken — Singing, with Fiddle
and Guitar McGee Brothers (Sam-Kirk)
5148 Bake That Chicken Pie— Singing, with Old-Time
Orchestra,
Uncle Dave Macon and His Fruit-Jar Drinkers
I'm a-Goin' Away in the Morn' — Singing, with
Old-Time Orchestra,
Uncle Dave Macon and His Fruit-Jar Drinkers
5149 I'll Never Go There Any More (The Bowery)
— Singing and Banjo Uncle Dave Macon
In the Shade of the Old Apple Tree (Parody)
— Singing and Banjo Uncle Dave Macon
8084 Deja Morena Mia (Stop, My Brunette) — Can-
cion Mexicana: Solo de Tenor. ... Roberto Guzman
Tango de la Muerte (Death Tango) — Solo de
Tenor Roberto Guzman
Edison Disc Records
SPECIALS
52003 Bells of Hawaii (Heagney) .. Aloha-Land Serenaders
Silver Stars of Hawaii (Parish-Neilson),
Aloha-Land Serenaders
520 IS I'm in Love Again (Porter),
Vaughn de Leath (The Radio Girl)
(When the Pussywillow Whispers to the Catnip)
' Pst! Pst! Pst! (Friend)— Whisper Song,
Vaughn de Leath (The Radio G'rl)
52020 The Crepe on the Old Cabin Door (Thompson- .
Guernsey) — Singing, with Harmonica and
Guitar Vernon Da hart
Kennie Wagner's Surrender (Jenkins) — Sing-
ing, with Fiddle, Harmonica and Guitar,
Vernon Dalhart
52027 Me and ily Shadow (Rose-Jolson-Dreyer) —
ciing.ng anu Instrumental .... t he Four Aristocrats
That's the Reason Why I Wish I Was m Dixie
(Tracey-Dougherty) — Singing and Instru-
mental The Four Aristocrats
52025 A Day in Venice (Suite Romantique) (Nevin). —
Dawn and Gondoliers,
B. A. Rolfe and His Concert Orch.
A Day in Venice (Suite Romantique) (Venetian
Love Song and (jood Night) (Nevin),
B. A. Ro fe and His Concert Orch.
52026 The Fatal Wedding — Singing, with Harmonica
and Guitar,
Jl. V . otoneman (The Blue Ridge Mountaineer)
The Fate of Talmadge Osborne — Singing, with
Fiddle, Harmonica and Gu.tar,
E- V. Stoneman (The Blue Ridge Mountaineer)
52028 Fifty Million Frenchmen Can't Be \\ rong (Rose-
Kaskm-Fisher) Jack Kaufman
You Never Get Nowhere Holding Hands (John-
son-Sturm-Ness) — Dave Kaplan at the Piano,
The Happiness Boys (Billy Tones-Ernest Hare;
52029 Lindbergh (The Eagle of the U. S. A.) (John-
son-Sherman^ Vernon Dalhart
Lucky Lindy (Gilbert-Baer) Vernon Da-i.ait
52023 i-'dwn ox lo-morrdw (Gravelle-Green),
Joe Green and His Novelty Marimba Band
Charmaine! (Leazer-Rapee),
Joe Green and His Novelty Marimba Band
52033 Stepping on the Ivories (McLaughlin) — Piano
Solo Duke Yellman
Dainty Miss Novelette (Barnes) — Piano Solo,
Duke Yellman
52035 Love Everlasting (L'Amour-Toujours-L'Amor)
(Friml) Peerless Concert Orch.
Estrellita (Little Star) (Ponce),
Peerless Concert Orch.
52036 Sweet Genevieve (Cooper-Tucker) — Trumpet
Solo Edna White
Then You'll Remember Me (From "The Bohe-
mian Girl ') (Balfe) — Trumpet Solo. . .Edna White
52022 Guilderoy's Reel,
John Baltzell (Champion Old-Time Fiddler)
The Clinton Quadrille,
John Baltzell (Champion Old-Time Fiddler)
52031 Bells ("Bens, Glorious Bedls ') — A Descriptive
Novelty; Instrumental and Vocal,
Crystal Entertainers
Happy ^Moments — A Descriptive Novelty; Instru-
mental and Vocal Crystal Entertainers
52019 Chanson Bohemienne (Boldi),
Herbert Soman's Salon Orch.
By the Fireside (Reverie) (Helfand),
Herbert Soman's Salon Orch.
52030 Face to Face (Johnson).
Frederick Kinsley on the Midmer-Losh Pipe Organ
Let the Lower Lights Be Burning (Bliss); God
Be With You (Tomer),
Frederick Kinsley on the Midmer-Losh Pipe Organ
FLASHES
52015 The ilore We Are Together (King) — Fox-trot.
B. A. Rolfe (Trumpet Virtuoso) and Palais d'Or (!)rch.
Oh! Isabella (Gilbert-Schuster-Piotti) — Fox-trot,
B. A. Rolfe (Trumpet Virtuoso) and Palais d'Or Orch.
52011 Silver Moon (Intro.: "Won't You Marry Me?"
from "My Maryland") (Donnelly-Romberg) —
Waltz Jack Stillman s Orch.
Yesterday (Harrison-Wilhite) — Waltz,
Jack Stillman's Orch.
52017 Rosy Cheeks (Simons-Whiting) — Fox-trot, with
Vocal Chorus by J. Donald Parker.
O'reste and His Queensland Orch.
High Hat Harry (Lesoir-Do'.l-Casey) — Fox-trot,
with Vocal Chorus by Jack Kaufman,
Oreste and His Queensland Orch.
52021 Clarinet Marmalade (Shields-Ragas) — Fox-trot.
Phil Napoleon and His Orch.
Rubber Heels (A Bouncing Rhythm) (Smolev-
Seaman) — Fox-trot,
Phil Napoleon and His Orch.
52024 With Someone Like You (Gollnick-Tillman) —
Fox-trot,
D- Voorhees and Earl Carroll's "Vanities" Orch.
Room for Two (From "A Night in Spain")
(Bryan-Schwartz) — Fox-trot, with Singing by
Harold Yates.
D. Voorhees and Earl Carroll's "Vanities" Orch.
52032 Down in the Old Neighborhood (McKenna) —
Waltz,
B. A. Rolfe (Trumpet Virtuoso) and Palais d'Or Orch.
My Regular Gal ((jreen-Warren) — Fox-trot, with
Vocal Chorus by Gerald Macy and Johnny
Ryan Duke Yellman and His Orch.
52034 Hel'o. Cutie! (Friend) — Fox-trot, with Vocal
Chorus Harry Reser's Rounders
Marianette (A Spanish Love Song) (Hays-Nay-
lor-Alexander-Herscher) — Fox-trot,
Harry Reser's Rounders
Edison Blue Amberol Records
5337
-The Crepe on the Old Cabin Door — Singing.
with Harmonica and Guitar Vernon Dalhart
'5343 Ain't She Sweet? — With Clarinet by Andy San-
July, 1927
THE TALKING MACHINE WORLD
143
LATEST RECORD BULLETINS — (Continued from page 142)
5352
5353
5354
5355
5356
5357
5358
5359
5360
5362
5363
5364
5365
40827
40828
40829
40830
40831
45111
45112
45113
8470
8471
8472
40833
40834
40835
40832
40836
45115
43116
43117
8473
8474
nella Johnny Marvin (The Ukulele Ace)
The Mocking Bird,
John Baltzell (Champion Old-Titne Fiddler)
The More \\'e Are To§;ether — Fox-trot,
B. A. Rolfe (Trumpet Virtuoso) and Palais d'Or Orch.
Rosy (Theeks — Fox-trot, with Vocal Chorus by
J. Donald Parker,
Oreste and His Queensland Orcn.
The Fatal Wedding — Singing, with Harmonica
and Guitar,
E. V. Stoneman (The Blue Ridge Mountaineer)
Lucky Lindy V'ernon Dalhart
Once I Had a Fortune — Singing, with Fiddle,
Banjo and Guitar,
E. V. Stoneman and the Dixie Mountaineers
Bells of Hawaii Aloha-Land Serenaders
The Doil Dance — Fox-trot,
B. A. Rolfe (Trumpet Virtuoso) and Palais d'Or Orch.
Hallelujah! (From "Hit the Deck")— Fox-trot,
with Vocal Chorus by Arthur Fields,
Golden Gate Orch.
Lindbergh (The Eagle of the U. S. A.),
Vernon Dalhart
Slavonic Rhapsody Sousa's Band
Jean McNeil Harry Lauder
Saved by Grace Edison Mixed Quartet
Okeh Records
8475
3199
JUNE 25 RELEASE
DANCE MUSIC
I'm in Love Again (Porter) — Fox-trot, with
Vocal Refrain by Russell Douglas,
Sol S. Wagner and His Orch.
South Wind (DeSylva-Brown-Henderson) — Fox-
trot, with Vocal Refrain by Russell Douglas,
Sol S. Wagner and His Orch.
If I Could Look Into Your Eyes (Goodman) —
Waltz, with Vocal Refrain,
Will Perry and His Orch.
Honolulu Moon (Lawrence) — .Waltz, with Vocal
Refrain Will Perry and His Orch.
Hallelujah! (From "Hit the Deck") (Robin-
Grey-Youmans) — Fo-x-trot, with Vocal Refrain,
Harry Raderman's Dance Orch.
Sweet Marie (Rose-FrankI) — Fox-trot, with
Vocal Refrain . Harry Raderman's Dance Orch.
VOCAL RECORDS
Ya Gonna Be Home To-night? (Oh, Yeh? Then
I'll Be Over) (Dixon-Dubin-Stept) — Tenor,
with Piano Les Reis
Sixty Seconds Every Minute (I'm in Love With
You) (Davis-Santly) — Tenor, with Piano,
Les Reis
Like An Angel You Flew Into Everyone's Heart
(Lindbergh) (Stone - McLaughlin - McHugh-
Mills) — Tenor, with Piano,
Joe Davis (The Melody Man)
What Would You Say? (Davis-Kortlander) —
■fenor, with Piano,
Joe Davis (The Melody Man)
OLD-TIME TUNES
Riley, the Furniture Man — Singing, with Instru-
mental Accomp The Georgia Crackers
The Georgia Black Bottom — Singing, with Instru-
mental Accomp The Georgia Crackers
Shortenin' Bread — Instrumental, with Vocal
Refrain.
Earl Johnson and His Dixie Entertainers
Boil Dem Cabbage Down — Instrumental, with
Vocal Refrain,
Earl Johnson and His Dixie Entertainers
The Church in the Wildwood — Singing, with
Organ The Jenkins Sacred Singers
If I Could Hear My Mother Pray Again— Sing-
ing with Organ.. The Jenkins Sacred Singers
RACE MUSIC
Lazy Man Blues (Wallace-Granger)— Contralto,
with Orch. Accomp Sippie Wallace
The Flood Blues (Wallace-Granger) — Contralto,
with Orch. Accomp Sippie Wallace
Starvation Blues (Stone) — Dance,
Jesse Stone and His Blue Serenaders
Boot to Boot (Stone) — Dance,
Jesse Stone and His Blue Serenaders
Study War No More — Sacred, with Sermon by
Rev. P. J. Minefield,
Missouri Pacific Diamond Jubilee Quartet
Where Shall I Be When the First Trumpet
Sounds? — Sacred,
Missouri Pacific Diamond Jubilee Quartet
JULY 5 RELEASE
DANCE MUSIC
She's Got "It!" (Davis-Akst-Gilbert)— Fox-trot,
with Vocal Refrain.
Sam Lanin and His Famous PlayeTS
Sa-Lu-Ta! (Kahn-Donaldson) — Fox-trot, with
Vocal Refrain,
Sam Lanin and His Famous Players
Me and My Shadow (Rose-Jolson-Dreyer) —
Fox-trot, with Vocal Refrain by Les Reis,
The Gotham Troubadours
One O'clock Baby (DeSylva-Brown-Jolson)— ■
Fox-trot, with Vocal Refrain by Les Reis,
The Gotham Troubadours
Just Like a Butterfly (That's Caught in the
Rain) (Dixon- Woods) — Fox-trot, with Vocal
Refrain by Les Reis Mike Markels' Orch.
Under the Moon (Lyn-Wheeler-Snyder)— Fox-
trot, with Vocal Refrain by Les Reis.
Mike Markels' Orch.
VOCAL RECORD
Charlie Boy (We Love You) (MacDonald-Earl)
—Tenor, with Orch Noel Taylor
Chamberlin and Lindy (Our Hats Are OiT to
You) (MacBoyle^King) — Tenor, with Orch..
Noel Taylor
INSTRUMENTAL RECORD
Btale Street Blues (Handy) — Clarinet, with
Piano; Guitar by Ed Lang Boyd Senter
Not Maybe (Russell) — Clarinet, with Piano;
Guitar by Ed Lang Boyd Senter
OLD-TIME TUNES
Hopeful Walter Booth (Jenkins)— Singing, with
Instrumental Accomp "Gooby" Jenkins
Gruvtr Meadows (Jenkins)— Singing, with In-
strumental Accomp .."Gooby" Jenkins
Susie Ann — Singing, with Guitar.
Charlie Newman
The Fellow That's Just Like Me— Singing, with
Quitar Charlie Newman
Going Slow (Christopher-Van Vink) — Accordion
and Guitar, „
Homer Christopher-Raney VanVmk
Spartanburg Blues (Christopher - Van Vink) —
Accordion and Guitar,
Homer Christopher-Raney VanVink
RACE RECORDS
Sport Model Mama (Spivey)— Contralto, with
Richard M. Jones' Jazz Wizards,
Bertha "Chippie" Hill
Do Dirty Blues (Jones) — Contralto, with Richard
M. Jones' Jazz Wizards. Bertha "Chippie" Hill
Wild Man Blues (Armstrong-Morton) — Dance,
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
5116
5117
40838
40839
40841
40837
40840
40842
45118
45119
8476
8477
8478
Louis Armstrong and His Hot Seven
Gully Low Blues (Armstrong) — Dance,
Louis Armstrong and His Hot Seven
Ain't She Sweet? ( Yellen-Ager) — Contralto,
with Richard M. Jones' Jazz Wizards,
Lillie Delk Christian
It All Depends on You (DeSylva-Brown-Hender-
son) — Contralto, with Richard M. Jones' Jazz
Wizards Lillie Delk Christian
EUROPEAN RECORDINGS
(Odeon Label)
Dear Eyes That Haunt You (From "The Circus
Princess") (Kalman) — Orchestra,
Edith Lorand and Her Orch.
Like You (Dark Eyes I Dream of) (From "The
Circus Princess") (Kalman) — Orchestra,
Edith Lorand and Her Orch.
Lohengrin: Bridal Chamber Scene; Duet, "Das
susse Lied verhallt") ("The tender strain is
o'er") (Wagner) — Soprano and Tenor; Sung
in German. Emmy Bettendorf-Lauritz Melchior
Lohengrin: Bridal Chamber Scene — Duet, "Wie
hehr erkenn ich unserer Liebe Wesen" ("Of
Wondrous Growth is our affection tender")
(Wagner) — Soprano and Tenor; Sung in Ger-
man Emmy Bettendorf-Lauritz Melchior
Lohengrin — Duet, "Atmest du nicht mit mir die
sussen Dufte" ("Dost thou not breathe, as I,
the scent of flowers?") (Wagner) — Soprano
and Tenor; Sung in German,
Emmy Bettendorf-Lauritz-Melchior
Lohengrin — Duet, "Hochstes Vertrauen" ("Trust
I have shown thee") (Wagner) — Soprano and
Tenor; Sung in German,
Emmy Bettendorf-Lauritz Melchior
Lohengrin — Duet, "Hortest du nicht, vernahmst
du kein Kommen" ("Dost thou not hear? no
sound thine ears are noting") (Wagner) —
Soprano and Tenor; Sung in German,
Emmy Bettendorf-Lauritz Melchior
Die Minstersinger — Quintet. Ill Act (Wagner)
Vocal Quintet; Sung in German.
Emmy Bettendorf (Eva), Michael Bohnen
(Sachs). C. M. Oehmann (Walther), W. Gom-
bert (David), M. Luders (Magdalena).
JULY 15 RELEASE
DANCE MUSIC
You Don't Like It — Not Much (Miller-Kahn-
Cohn) — Fox-trot, with Vocal Refrain,
Sol S. Wagner and His Orch.
Sixty Seconds Every Minute (I'm in Love With
You) (Davis-Santly) — Fox-trot, with Vocal
Refrain by Les Reis. The Gotham Troubadours
Gorgeous (Davis-Akst) — Fox-trot, with Vocal
Refrain The Okeh Melodians
Just Another Day Wasted Away (Waiting for
You) (Tobias-Turk) — Fo.\-trot, with Vocal
Refrain The Okeh Melodians
Vo-Do-Do-De-O Blues (Ager) — Fo.x-trot,
The Goofus Five
Lazy Weather (DeRose) — Fox trot,
The Goofus Five
VOCAL RECORDS
I Ain't Got Nobody (And Nobody Cares for
Me) (Graham- Williams) — Contralto, with Miff
Mole's Molers; Ted Shapiro at Piano,
Sophie Tucker
After You've Gone (Creamer-Layton) — Con-
tralto, with Miff Mole's Molers; Ted Shapiro
at the Piano Sophie Tucker
Wal, I Swan! (Ebenezer Frye) (Burt) — Baritone,
with Piano Al Bernard
No, No, Positively No! (Smith-Brown) — Bari-
tone, with Piano Al Bernard
INSTRUMENTAL MUSIC
The Doll Dance (Brown) — Piano Solo,
Rube Bloom
March of the Dolls (Bloom) — Piano Solo,
Rube Bloom
OLD-TIME TUNES
Stone Slountain Wobble — Instrumental,
Scottdale String Band
Carbolic Rag — Instrumental,
Scottdale String Band
The Four Sons-of-a-Gun — Banjo, with Singing.
Uncle Tom Collins
Every Day Will Be Sunday Bye-and-Bye —
Banjo, with Singing Uncle Tom Collins
RACE RECORDS
Lonesome Valley Blues (Scruggs) — Contralto,
with Piano and Guitar Irene Scruggs
Sorrow Valley Blues (Scruggs) — Contralto, with
Piano and Guitar Irene Scruggs
Crazy Quilt (VanLoan) — Dance,
Chas. Creath's Jazz-O-Maniacs
Butter Finger Blues (Creath) — Dance.
Chas. Creath's Jazz-O-Maniacs
Jonah and the Whale — Sermon, with Singing;
Assisted by Deacon Leon Davis and Sisters
Jordan and Norman Rev. J. M. Gates
Rich Man and the Needle's Eye — Sermon, with
Singing; Assisted by Deacon Leon Davis and
Sisters Jordan and Norman. Rev. J. M. Gates
Banner Records
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
DANCE RECORDS
1999 Magnolia — Fox-trot Golden Gate Dance Orch.
How 1 Hate That Desert Song — Fox-trot,
Missouri Jazz Band
6001 When Day Is Done — Fox-trot.
Sam Lanin's Dance Orch.
I Know Why — Fox-trot. ... Hollywood Dance Orch.
6002 Gonna Get a Girl — Fox-trot,
Sam Lanin's Dance Orch.
I Don't Mind — You Don't Mind — Fox-trot,
Hollywood Dance Orch.
6003 Gorgeous — Fox-trot Imperial Dance Orch.
Moonlight and You — Fox-trot . . . Missouri Jazz Band
6004 Dawn of To-morrow — Waltz,
Nathan Glantz and His Orch.
Loveland Rose — Waltz. Nathan Glantz and His Orch.
6005 Under the Moon — Fox-trot. . .Imperial Dance Orch.
Dixie Daisy — Fox-trot Hollywood Dance Orch.
6006 Who-oo? You-oo! That's Who! — Fox-trot.
Sam Lanin's Dance Orch.
Some of These Days — Fox-trot Indiana Five
6007 Just Another Day Wasted Away — Fox-trot.
Golden Gate Dance Orch.
Zulu Wail — Fox-trot Golden Gate Dance (Drch.
6008 Sometimes I'm Happy (From "Hit the Deck")
— Fox-trot The Six Hottentots
Sugar — Fox-trot Indiana Five
6009 Melancholy Charlie — Fox-trot .... The Six Hottentots
Hurricane — Fo.x-trot The Six Hottentots
VOCAL
6210 Hallelujah (From "Hit the Deck") — Mixed Trio.
with Piano Accomp Keller Sisters and Lynch
Come Back to Romany — Male Duet, with Piano
Accomp The Radio Imps
6011 Saluta — Male Duet, with Piano Accomp.,
The Radio Imps
Oh! Ya! Ya! — Male Duet, with Piano Accomp.,
Billy Jones-Ernest Hare
6012
6013
6014
6J)15
6016
6017
2136
2137
2158
2139
601S
6019
Me and My Shadow — Mixed Trio, with Piano
Accomp Keller Sisters and Lynch
Just a Little Old School House — -Male Duet,
with Piano Accomp Billy Jones-Ernest Hare
Just Like a Butterfly — Tenor Solo, with Orch.
Accomp Irving Kaufman
Under the Old Apple Tree — Tenor Solo, with
Orch. Accomp, •••••• Irving Kaufman
There's a Trick in Pickin' a Chicken — Baritone
Solo, with Guitar Accomp Radio Red
Headin' Home (Bound for Birmingham) — Bari-
tone Solo, with Guitar Accomp Radio Red
Vo-Do-Do-De-0 Blues — Tenor Solo, with Orch.
Accomp Irving Kaufman
Oh, Constantine! — Tenor Solo, with Orch. Ac-
comp Irving Kaufman
One Sweet Letter From You — Contralto Solo,
with Piano Accomp Evelyn Freer
What a Fool I Was Loving You — Baritone Solo,
with Piano Accomp Harold Lambert
NOVELTY RECORDS
Hallelujah (From "Hit the Deck") — Banjo Solo,
with Vocal Chorus Eddie Peabody
Ida. Sweet as Apple Cider — Banjo Solo, with
Vocal Chorus Eddie Peabody
Honolulu, Home, Sweet, Home — Guitar Duet,
with Vocal Refrain Frank Ferera's Hawaiians
Dreamy Hawaii — Guitar Duet, with Vocal Re-
frain Frank Ferera's Hawaiians
Pass Around the Bottle — Tenor Solo, with Nov-
elty Accomp Ernest Stoneman
Bully of the Town — Tenor Solo, with Novelty
Accomp Ernest Stoneman
The Fatal Wedding — Tenor Solo, with Novelty
Accomp Ernest Stoneman
Sinful to Flirt — Tenor Solo, with Novelty Ac-
comp Ernest Stoneman
Sailor's Hornpipe — Old-Time Fiddle Solo,
John Baltzell
Arkansas Traveler— Old-Time Fiddle Solo,
John Baltzell
ORGAN RECORD
Russian Lullaby — Pipe Organ. Edmund Cromwell
Love's Old Sweet Song — Pipe Organ,
Edmund Cromwell
RACE RECORD
My Old Daddy's Got a Brand New Way to
Love — Comedienne, with Piano Accomp.,
Maude Mills
Anything That Happens Just Pleases Ma —
Comedienne, with Piano Accomp Maude Mills
Regal Records
DANCE RECORDS
8331 Under the Moon — Fo.x-trot .... Imperial Dance Orch.
When Day Is Done. — Fox-trot,
Sam Lanin's Dance Orch.
8332 Georgeous — Fox-trot Hollywood Dance Orch
Who-oo? You-oo! That's Who! — Fox-trot.
Sam Lanin's Dance Orch.
8333 Sometimes I'm Happy (From "Hit the Deck")
—Fox-trot The Six Hottentots
Melancholy Charlie — Fox-trot ..The Six Hottentots
8334 Magnolia — Fox-trot Golden Gate Dance Orch.
Zula Wail — Fox trot Golden Gate Dance Orch.
8333 Gonna Get a Girl — Fox-trot,
Sam Lanin's Dance Orch.
Hurricane — Fox-trot The SLx Hottentots
8336 Dawn of To-morrow — Waltz,
Nathan Glantz and His Orch.
Let Jle Take You Home To-night — Waltz,
Nathan Glantz and His Orch.
8337 Just Another Day WastecJ — Fo.x-trot,
Golden Gate Dance Orch.
Some of These Days — Fox-trot Indiana Five
VOCAL RECORDS
8338 Hallelujah (From "Hit the Deck") — Mixed Trio,
with Piano Accomp Keller Sisters and Lynch
Me and My Shadow — Mixed Trio, with Piano
Accomp Keller Sisters and Lynch
8339 Just Like a Butterfly — Tenor Solo, with Orch.
Accomp Irving Kaufman
Just a Little Old Schoolhouse — Male Duet,
with Piano Accomp Billy Jones-Ernest Hare
8340 There's a Trick in Pickin' a Chicken — Baritone
Solo, with Guitar Accomp Radio Red
Oh! Ya! Ya! — Male Duet, with Piano Accomp.,
Billy Jones-Ernest Hare
8341 Vo-Do-Do-De-0 Blues — Tenor Solo, with Orch
Accomp Irving Kaufman
Sa-lu-ta! — Male Duet, with Piano Accomp..
„, . ,. ^ The Radio Imps
8342 Magnolia — Contralto Solo, with Piano Accomp.,
„ „ ^ „ Evelyn Freer
One Swe«t Letter From You — Contralto Solo,
with Piano Accomp Evelyn Freer
PIPE ORGAN RECORD
8343 Russian Lullaby — Pipe Organ Edmund Cromwell
Love's Old Sweet Song — Pipe Organ,
„ Edmund Cromwell
NOVELTY RECORDS
8344 Hallelujah (From "Hit the Deck")— Banjo Solo
with Vocal Refrain Eddie Peabody
Some of These Days — Banjo Solo, with Vocal
. „^«=f,'"^'" -v; Eddie Peabody
8343 Honolulu, Home. Sweet, Home — Guitar Duet
with Vocal Refrain Frank Ferera's Hawaiians
On the South Sea Isle — Guitar Duet, with Vocal
Refrain Frank Ferera's Hawaiians
8346 Pass Around the Bottle — Tenor Solo, with Nov-
elty Accomp Ernest Stoneman
Sinful to Flirt — Tenor Solo, with Novelty Ac-
^comp Ernest Stoneman
8347 The Fatal Wedding — Tenor Solo, with Novelty
Acconip. Ernest Stoneman
Bully of the Town, — Tenor Solo, with Novelty
Accomp Ernest Stoneman
RACE RECORD
8348 Anything That Happens Just Pleases Me
Comedienne, with Piano Accomp Maude Mills
Mv Old Daddy's Got a Brand New Way to
Love — Comedienne, with Piano Accomp.,
: Maude Mills
Harmony Records
DANCE SELECTIONS
441- H Meet Me in the Moonlight — Fox-trot, with
Vocal Chorus by Jimmy Kern,
Lou Gold and His "Orch.
Sweet Someone — Fox-trot, with Vocal Chorus
by Jimmy Kern.... Lou Gold and His Orch.
442- H Just Once Again — Fox-trot, with Vocal Chorus
by Irving Kaufman ... WMCA Broadcasters
It's a Million to One You're in Love — Fox-
trot, with Vocal Chorus by Irving Kaufman,
WMCA Broadcasters
434-H Gorgeous — Fox-trot, with Vocal Chorus by
Arthur Fields,
F. Farrell and His Greenwich Village Inn Orch.
Just Another Day Wasted Away — Fox-trot,
with Vocal Chorus by Arthur Fields,
(.Continued on page 144)
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10
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144
THE TALKING MACHINE WORLD
July, 1927
ROM
ouli
EUROPEAN HEADQUARTER
kWI^^^^^ I mm ml « 68 Milton St. (Fore St.) E.C.2.ClerkenwelI 1448 ^
Sixteenth Annual Convention of British
Music Industries Held Last Month
Address by Louis Ste.ling of Columbia Co. on "What Are You Doing for Music" One of the
Features of Gathering — Columbia Co. Holds Annual General Meeting — Other News
London, England, July 5. — The great event of
the month was the holding of the sixteenth an-
nual convention of the British Music Indus-
tries at the Hotel Aletropole, Folkestone, from
June 7 to June 11, and at which a record num-
ber of the trade attended. In his presidential
address, Paul M. Booth gave welcome to the
associations of the music publishers and music
engravers and printers, who attended as mem-
bers of the Federation for the first time. Rep-
resentatives of the Gramophone Co. (His
Master's Voice) were also specially .welcomed,
the company again being members of the
Gramophone Manufacturers' Association (affili-
ated to the Federation) after having stood aloof
for some years. The presidential address dealt
mainly with the pianoforte industry and its
problems, but Mr. Booth took the opportunity
of congratulating those engaged in the gramo-
phone industry "upon the adoption of a trade
which is capable, even during a general strike,
of finding a market for its goods."
James Francis Cooke, of Theodore Presser
Co., Philadelphia, and editor of The Etude,
a welcome visitor at the Convention, passed on
the American slogan to the British Music
Traders, "Music study exalts life," and expressed
the view that mechanical reproduction of music
was most helpful in promoting music.
The presidents of the Gramophone Dealers'
and the Manufacturers' Associations both ad-
dressed the members in conference. Sydney
Moon, of the Dealers' Association, stressed the
difficulties of that association in that it had to
interest so many who handled gramophones,
not in the music trade, from the big stores to
the village shop. E. C. Paskell, for the Manu-
facturers' Association, referred to an old-stand-
ing grievance in regard to the disposal of ob-
solete records. The manufacturers had been
helpful, he said, but there was no system.
One of the most important papers delivered
at the convention was that read by Louis
Sterling, of the Columbia Co., whose title was,
"What Are You Doing For Music?" In prais-
ing the propaganda efforts of the Federation, he
referred to the fact that the gramophone com-
panies have also spent huge sums in offering
the public good music — making it easy for
everyone to get good music, and indulging in
plenty of publicity in regard to it. You may,
he said, have heard of a composer named Bee-
thoven. The gramophone has made the Bee-
thoven Centenary a thing that thousands of
school children will remember when they grow
up. The Suggestion that the Gramophone com-
panies, and, indeed, other mechanical instru-
ment makers also, were actively engaged in
doing something for music was his plea of jus-
tification for venturing to address the com-
pany on the question of "What Are You Do-
ing For Music?" He went on to urge that manu-
facturers, be they gramophone makers, piano-
makers, or small goods manufacturers, should
be taking an interest in musical affairs as well
as advertising their wares. Wholesalers, fac-
tors and dealers should be doing their part and
taking interest in music as such instead of be-
ing merely distributors.
A. T. Lack, English manager of the Gramo-
phone Co., followed Mr. Sterling and said that
he considered it was missionary work rather
than propaganda which was necessary to pro-
mote the interests of the industry. So far as
the Gramophone section was concerned, if only
dealers were to hold demonstrations month by
month and secure the attention and interest of
the public he was sure they would find not
only an increase of business but a genuine de-
sire amongst the public to be kept in touch
with the latest records. The whole industry
must get together to educate the public on the
real necessity of music in the home. He would
just say that his own company since 1919 had
been the means of permitting 400,000 people to
listen to 12,000 lectures. In addition eighty-
five lectures had been delivered in clubs, and
they had direct evidence that the interest
aroused thereby was of tangible advantage to
the trade. A pleasant feature of the social pro-
ceedings at the convention this year was the
concert arranged by the Gramophone at which
the famous Russian singer, Chaliapin, sang a
number of the more popular songs from his
repertoire.
Death of Charles Willis Regretted
Much sympathy has been expressed in talk-
ing machine circles here with Robert Willis, of
the British Polyphon Co., at the death of his
second son, Charles R. Willis, who died as the
result of a motor accident on the evening of
June 7.
Annual Meeting of Columbia Co.
Sir George Croydon Marks presided at the
annual general meeting of the Columbia
Graphophone Co., Ltd., on June 14. He an-
nounced that the company's sales and net
profits were the largest in its history. The new
Columbia "Grafonolas" were so popular that,
in spite of a large increase in production and in
manufacturing resources, they had not been
able to execute all the world-wide orders re-
ceived. Their increase of production had en-
abled them to maintain a quality standard sec-
ond to none. The company now owns 99 per
cent of the issued ordinary shares of the Co-
lumbia (International), Ltd., and 90 per cent of
the shares of the American company.
The following is quoted from the annual bal-
ance sheet and accounts for the year ended
March 31, 1927:
The profit for the year, subject- to
taxation, amounts to the sum of.. £180,442 Us. Id.
To which must be added the balance
brought forward from last year's
accounts 74,924 18 7
Making a total of £255,367 9s. 8d.
From this must be deducted:
Interim dividend of 7J^%
already paid, less tax.... £18,750
Dividend of 7% preference
shares, paid November 1,
1926, and May 1, 1927,
(Continued on page 145)
LATEST RECORD BULLETINS— (Continued from page 143)
F. Farrell and His Greenwich Village Inn Orch. 10
429-H Sa-Lu-Ta! — One-step, with Vocal Chorus by
Irving Kaufman Broadway Bell Hops 10
Under the Moon — Fox-trot, with Vocal Chorus
by Irving Kaufman. .. .Broadway Bell Hops 10
435- H One O'Clock Baby— Fox-trot, with Vocal
Chorus by Charles Hart The Astorites 10
Magnolia — Fox-trot, with Vocal Chorus by
Bill Zimmer,
Tulie Wintz and His Hofbrau Orch. 10
426- H Silver Moon (From "My Maryland") —
Waltz, with Vocal Chorus by Arthur Hall,
Royal Troubadours 10
Consolation — Waltz The Westerners 10
436- H Vo-Do-Do-De-O Blues — Fox-trot, with Vocal
Chorus by Bill ZimmeT,
Julie Wintz and His Hofbrau Orch. 10
She Don't Wanna — Fox-trot, with Vocal
Chorus by Bill Zimmer,
Julie Wintz and His Hofbrau Orch. 10
427- H Phantom Blues — Fox-trot,
Ross Gorman and His Virginians 10
Swamp Blues — Fox-trot,
Tommy Christian and His Orch. 10
433-H Lazy Weather — Fox-trot, with Vocal Chorus.
University Six 10
Slow River — Fox-trot, with Vocal Chorus,
University Six 10
432-H One Sweet Letter From You — Fox-trot, with
Vocal Chorus by Tom Morton,
Original Indiana Five 10
Play It Red — Fox-trot. .Original Indiana Five 10
425-H She's Got "It!"— Fox-trot, with Vocal Chorus
by Arthur Fields University Six 10
Yes She Do — Fox-trot, with Vocal Chorus by
Hal White University Six 10
4J9-H Lindbergh Hop— Fox-trot,
LeRoy Williams and His Orch. 10
Oh. Malinda!— Fox-trot,
LeRoy Williams and His Orch. 10
437- H Drowsy Waters Hawaiian Guitar Duet 10
Hawaiian Dreams Hawaiian Guitar Duet 10
VOCAL SELECTIONS
440-H Who-oo? You-oo! That's Who! — Vocal,
Irving Kaufman 10
What Can I Do? (To Forget a Girl Like You)
— Vocal Irving Kaufman 10
431-H Sweet Marie— Vocal Charles Hart 10
Are You Lonesome To-nisht? — Vocal,
Charles Hart
424-H There's a Trick in Pickin' a Chick-Oiick-
Chicken — Vocal Irving Kaufman
Vo-Do Do-De-O Blues — Vocal. Irving Kaufman
443-H Me and My Shadow — Vocal,
Joe Davis (The Melody Man)
Bless Her Little Heart — Vocal.
Joe Davis (The Melody Man)
428-H Chamberlin and Lindy — Vocal,
Irving Kaufman
Like an Angel You Flew Into Everyone's
Heart — Vocal Duet Harmony Brothers
430-H When Lindy Comes Home — Vocal,
Irving Kaufman
Ain't That a Grand and Glorious Feeling? —
Vocal Jane Gray
435-H There's Everything Nice About You — Vocal,
Jane Gray
Gorgeous — Vocal Duet ....Harmony Brothers
423 H Hallelujah! (From "Hit the Deck"),
Lyric Male Quartet
Down in the Old Neighborhood,
Lyric Male Quartet
10
10
10
10
10
10
10
10
10
10
10
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10
Domino Records
3970
3971
3972
3973
3974
3975
3976
DANCE RECORDS
Gorgeous — Fox-trot Hollywood Dance Orch.
Who-oo? You-oo! That's Who!— Fox-trot,
Sam Lanin's Dance Orch.
Just Another Day Wasted Away— Fox-trot,
Golden Gate Dance Orch.
Some of These Days — Fox-trot Indiana Five
Dawn of To-morrow — Waltz,
Nathan Glantz and His Orch.
Let Me Take You Home To-night — Waltz,
Nathan Glantz and His Orch.
Magnolia — Fox-trot Golden Gate Dance Orch.
Zulu Wail — Fox-trot Golden Gate Dance Orch.
Under the Moon — Fox-trot .... Imperial Dance Orch.
When Day Is Done — Fox-trot,
Sam Lanin's Dance Orch.
Sometimes I'm Happy (From "Hit the Deck")
— Fox-trot '. The Six Hottentots
Melancholy Charlie — Fox-trot ...The Six Hottentots
Gonna Get a Girl — Fox-trot,
Sam Lanin's Dance Orch.
Hurricane — Fox-trot The Six Hottentots
VOCAL RECORDS
3977 Just a Little Butterfly — Tenor Solo, with Orch.
Accomp Irving Kaufman
Just a Little Old Schoolhouse — Male Duet,
with Piano Accomp Billy Jones-Ernest Hare
3978 Vo-Do-Do-De-0 Blues — Tenor Solo, with Orch.
Accomp Irving Kaufman
Sa-Iu-ta! — iMale Duet, with Piano Accomp.,
The Radio Imps
3979 Hallelujah (From "Hit the Deck")— Mixed Trio,
with Piano Accomp Keller Sisters and Lynch
Me and My Shadow — Mixed Trio, with Piano
Accomp Keller Sisters and Lynch
3980 Magnolia — Contralto Solo, with Piano Accomp.,
Evelyn Preer
One Sweet Letter From You — Contralto Solo,
with Piano Accomp Evelyn Preer
3981 There's a Trick in Pickin' a Chicken— Baritone
Solo, with Guitar Accomp Radio Red
Oh! Ya! Ya! — Male Duet, with Piano Accomp.,
Billy Jones-Ernest Hare
NOVELTY RECORDS
3982 Honolulu, Home, Sweet Home — Guitar Duet,
with Vocal Refrain Frank Ferera's Hawaiians
On the South Sea Isle — Guitar Duet, with Vocal
Refrain Frank Ferera's Hawaiians
3983 Hallelujah (From "Hit the Deck") — Banjo Solo,
with Vocal Refrain Eddie Peabody
Some of These Days — Banjo Solo, 'with Vocal
Refrain Eddie Peabody
3984 The Fatal Wedding — Tenor Solo, with Novelty
Accomp Ernest Stoneman
Bully of the Town — Tenor Solo, with Novelty
Accomp Ernest Stoneman
3985 Pa'ss Around the Bottle — Tenor Solo, with Nov-
elty Accomp Ernest Stoneman
Sinful to Flirt — Tenor Solo, with Novely Ac-
comp Ernest Stoneman
PIPE ORGAN RECORD
3986 Russian Lullaby — Pipe Organ Edmund Cromwell
Love's Old Sweet Song — Pipe Organ,
Edmund Cromwell
R.\CE RECORD
3987 Anything That Happens Just Pleases Me —
Comedienne, with Piano Accomp Maude Mills
My Old Daddy's Got a Brand New Way to
Love — Comedienne', with Piano Accomp.,
Maude Mills
JULY, 1927
THE TALKING MACHINE WORLD
145
less tax.
21,000
39,750
Leaving a balance of £215,617 9s.
Which the directors recommend should
be appropriated as follows;
Reserve for tax-
ation and con-
tingencies ...£10,000 Os.
Reserve (making
total £600,000) 14,181 11
Final dividend
of 32%, pay-
able less tax;
making a total
of 40% for the
year 81,250 0
8d.
Od.
7
0
105,431 11
Leaving to be carried forward to next
account £110,185 18s.
Id.
Note.
Matrices, patents, trade-marks, copyright, good-
will, etc., stand in the balance sheet at £1. Office furni-
ture and fixtures, recording studios' equipment, tools, dies,
jigs, motor cars, etc., also stand at £1.
In his report Sir George Croydon Marks said
that for two successive years in the month of
December' they had broken all previous output
records, and in December, 1926, was effected not
only a manufacture, but a sale of over 2,000,000
records, from the London factory alone.
Manufacturers and Co-operative Trading
The Gramophone Manufacturers' Association,
which styles itself the "one hundred per cent
association in trade representation, efficiency,
optimism and value," held a special meet-
ing at the Folkestone Convention which was
attended by leading manufacturers and whole-
salers. In view of the proximity of the annual
general meeting opportunity was taken to nomi-
nate the principal officers for the ensuing year.
Under the rules of the association the presir
dents alternate annually from the gramophone
and musical instrument sections, and Walter
Beare (Beare & Son), one of the founders and
honorary treasurer, proved a popular president-
elect, with H. M.- Lemoine (Edison Bell) as
vice-president. The committee will be further
strengthened by the election of A. T. Lack
(The Gramophone Co., Ltd.). For some con-
siderable time past close attention has been paid
to co-operative stores' trading in relation to
the products of the Gramophone industry, as it
is recognized that their system of dividend or
bonus on purchases is tantamount to price-
cutting. An existing agreement to prevent the
supply of branded records to co-operative stores
has now been rendered completely effective.
Nevertheless, in view of the growth and im-
portance of the co-operative movement, it was
deemed advisable to institute inquiries as to
the conditions operating in regard to other
similar proprietary lines which are freely mar-
keted by these stores and to give further con-
sideration to the subject. That the co-operative
societies are gravely concerned in the matter
is proved by their urgent representations to the
association and their anxiety to reopen negotia-
tions. The question of the disposal of obsolete
and unsalable records also gave rise to an in-
teresting discussion.
Auditorium Orthophonic
Installed in Willow Grove
C. J. Heppe & Son Arranging Special Musical
Event in Conjunction With the Installation
of the Auditorium Model Victrola
Philadelphia, Pa., July 11.— C. J. Heppe &
Son, 1117 Chestnut street, music dealers, are to
have a specially arranged musical event at Wil-
low Grove Park, on July 14, when a concert
and other entertainment with noted artists ap-
pearing will be given in conjunction with the
installation of an Orthophonic Victrola of the
Auditorium type in the band stand of the Park
for daily concerts to augment the other musi-
cal attractions which are scheduled for the
Summer.
More than 10,000 invitations have been sent
out by the Heppe Co. to its patrons and friends
to attend the coming event.
The House of Heppe has already installed
an Auditorium Orthophonic in the Park and
concerts have been played daily throughout the
past week beginning on July 4 when the in-
strument supplemented the concerts of the In-
CONSTRUCTIVE ARTICLES IN THIS
ISSUE OF THE WORLD
Ready Reference for Salesmen, Dealers and Department Heads
Survey of Overhead and Profits in
Talking Machine Stores
Canvassing Wins Sales for Dealers
Who Plan Campaigns
Unusual Merchandising Methods
Bring Trade to McNeal's
Plans for Pacific Radio Show Near-
ing Completion
Plan of Home Demonstration of Rec-
ords Doubles Sales Volume of
Seattle Store
Collecting Money Due Without Sac-
rificing Good Will
Knowledge of Music as Record Sales
Aid
Texas Dealer Cashes in by Broad-
casting Records
Denver Radio Dealers Draw Up a
Code to Govern Sales and Serv-
ice of Radio
The Store Interior Arrangement as
an Aid to Sales
Profit Winning Sales Wrinkles
Money-making Suggestions for Am-
bitious Merchcuits
Featuring the Musical Possibilities of
the Talking Machine
Last Minute News of the Trade. . . 34a
Columbia Phonograph Co. and Fed-
eral-Brandes, Inc., Get Market
Combination Unit 34a
Overhead and Its Real Importance. . 34b
Where Associations Have Made
Good 34b
Aiiother Phonograph Radio Affilia-
tion 34c
Why Not Members in Fact? 34c
Great New Radio Broadcasting
Chain to Be Under Control of the
Columbia Co
Latest Talking Machine and Radio
Patents Granted
Columbia Co. Sponsors Contest to
Complete Schubert's Unfinished
Symphony
Metropolitan Bosch Dealers Had Big
Time at Outing at Briarcliff Lodge
8
10
10
I I
12
17
18
19
22
24
26
28
-34d
42
43
Paul B. Klugh Tells of Zenith Stand
on Federal Radio Law 67
Chicago Dealers Combine in Featur-
ing Radio Windows 67
New Stores and Changes Among
Talking Machine Dealers During
the Past Month 74
Unique Publicity Stunt in Interest of
Panatrope 80
Florida Zenith Dealer Uses Individ-
ual Promotion Ideas 82
W. T. Jacoby, Kellogg President, De-
scribes Company's Process of
Manufacture 88
Day Devoted to Phonograph and
Radio Topics at Western Trade
Convention 90
Radio Caravan to Exploit New At-
water Kent Line 98
How Mohawk Corp. Aids Its Dealers
to Sell More Radio Sets During
the Summer 102
"Salescrafter" Makes Some Summer
Sales Suggestions 106
Seattle Phonograph Men Take Steps
to Solve the Summer Sales Prob-
lems 112
Store Rentals Depend on "Yearly
Volume 132
In the Musical Merchandise Field 133-136
Fifth New York Harmonica Contest
Attracts Record Entry and Audi-
ence 1 33-1 34
Milwaukee Band Instrument Mer-
chant Forecast Still Greater Busi-
ness Advance 136
Gleanings From the World of Music,
137-139
Publishers Continue Exploitation
Work Through the Summer
Months 137
Linking the Store and the Song With
the Outstanding Topics of the
Day 138
Latest Summary of Exports and Im-
ports of Talkers
46
62 Latest Record Release Bulletins . .141-144
40
CORRESPONDENCE FROM LEADING CITIES
Boston, 48 — Milwaukee, 50 — Salt Lake City, 51 — St. Louis, 52 — Pittsburgh, 54 —
Cincinnati, 56 — Buffalo, 56 — Toledo, 58 — Richmond, 59 — Indianapolis, 60 — Los An-
geles, 64 — Cleveland, 70 — Kansas City, 72 — Minneapolis and St. Paul, 75 — Akron-
Canton, 82 — Baltimore, 90 — Philadelphia, 92-96 — Detroit, 106 — New York, 110 —
Chicago, 117-1 22 — News From the World's European Office, 1 44.
ternatlonal Philharmonic Band under the direc-
tion of S. A. Sanso, winner of the International
Gold Medal Award for Band leadership at the
Sesquicentennial Exposition.
balance of Long Island, New York State east
of the Hudson River and part of Connecticut
and Mr. Clark Northern New Jersey.
Three Men Added to New
York A.-K. Sales Staff
John Delp, district manager of the territory
out of New York for the Atwater Kent Mfg.
Co., of Philadelphia, Pa., has announced the
appointment of three men to the New York
sales staff.
All three are experienced Atwater Kent
salesmen. Joseph Graham has come to New
York from Chicago territory. Warren Milne
from Nebraska territory and Hayes Clark from
the Kansas territory. Mr. Graham will cover
New York City and Brooklyn; Mr. Milne the
San Francisco Votes for
Municipal Opera House
San Francisco, Cal., July 8. — This city is to
have its own opera house as the result of the
bond election, held last month, when the peo-
ple voted in favor of building the War
Memorial. This will be one of the units of
the Civic Center and the Memorial will consist
of two buildings, a Veterans' building and a
Temple of Music with a connecting court. The
bond issue is for $4,000,000, but previous dona-
tions and land given by the city will bring
the total to $7,000,000. Plans are ready for the
structures.
146
THE TALKING MACHINE WORLD
July, 1927
rv.g^P.- F G;- /.-vyL.-.N.-.PQ S.- UV. •■X^Zy.-.C -.fe FTiJilAKJLH
INDEX -lO ADVERTISERS
A
Acme Elec. & Mfg. Co 80
American Bosch Magneto Co 53
American Felt Co 128
American Mica Works 74
Amrad Corp Ill
Andrea, Inc., F. A. D 55
Apex Elec. Mfg. Co Insert facing page' 27
Atlas Plywood Corp 49
Atwater Kent Mfg. Co 77
Audak Co 25, Insert between pages 58, 59
Audiola Radio Co 88
Bacon Banjo Co , 136
Barker Wholesale Co 54
Bell & Howell Co 123
Bent Co., Geo. P ; 127
Berg Auto Trunk & Specialty Co 93
Berlin, Inc., Irving 137
Blackman Distributing Co Insert facing page 59
Borkman Radio Corp. 75
Brach Mfg. Co., L. S 22
Briggs &L Stratton Corp 73
Bruno & Son, In(S, C....135, Insert between pages 74, 75
Brunswick-Balke-CoUender Co Front cover, 5, 7
Buescher Band Instrument Co 18
Burt Bros 86, 87
Gold Seal Electrical Co 35
Gould Storage Battery Co 132
Greater City Phonograph Co 54
Greene-Brown Mfg. Co 105
Grigsby-Grunow-Hinds Co Insert between pages 74, 75
Guarantee T. M. Supply Co 98
H
Hassler Te:^3 Co 51
Hazeltine Corp 24
Hohner, Inc., M 134
Hyatt Electric Corp 119
I
Ilsley, Doubleday & Co 74
Independent Radio Mfrs. Corp 24
International Mica Co 42
Jewell Elec. Inst. Co 82
.Tewel Phonoparts Co 124
Johnson Motor Products Co 112
K
Kellogg Switchboard & Supply Co 36,37
Kent Co., F. C 28
Kimball Co., W. W 117
Kimberly Clark Co 52
Kohler Distributing Co 54
Krasco Phono. Motor Co 100
R
Radio Corp. of America Insert facing page 10
Raytheon Mfg. Co
Red Lion Cabinet Co 44, 45
Reliance Battery Products Co 54
Richards, Inc., C. A 54
Sandar Corp 113
Schultz, Inc., H. C 54
Sentinel Mfg. Co Insert facing page 66
Shamrock Mfg. Co 32
Slagle Radio Corp 126
Sleeper Radio & Mfg. Corp 129
Smith Co., C. D 54
Sonora Phono. Co., Inc 54, 101, Insert facing page 82
Sparks-Withington Co 78, 79
Splitdorf Radio Corp 85
Star Machine & Nov. Co 84
Starr Piano Co 12, Inside back cover
Sterling Mfg. Co 43
Sterling Roll & Record Co 54
Stevens & Co 71
Stewart Battery Co 122
Stewart-Warner Speedometer Corp 57
Strevell-Paterson Hdw. Co 54
Stromberg-Carlson Telephone Mfg. Co 9
Symphonic Sales Co 33
Carryola Co. of America Insert between pages 42, 43
Caswell Mfg. Co 72
Claremont Waste Mfg. Co 42
Classified Want Ads 140
Columbia Phonograph Co., Inc Insert facing page IS
Columbia Wholesalers, Inc 90
Commercial Associates 54
Consolidated Talking Machine Co 89, 116, 118
Copeland, Charles C 114
Crosley Radio Corp. 68, 69
D
Davis Industries, Inc. .
Ditson & Co., Chas. H.
Ditson & Co., Oliver ..
Doehler Die Casting Co.
Doerr-Andrews-Doerr ...
Droop & Sons Co., E. F.
106
48
48
108
54
104
E
Edison, Inc., Thos. A Back Cover
Electrical Research Labs 102
Empire Phono. Parts Co Insert facing page 42
Excel Phonograph Mfg. Co 26
Eansteel Products Co., Inc 39
Farrand Mfg. Co 91
Federal-Brandes Corp 40, 41
Federal Kadio Corp 13, 14, 15, 16
Feist, Leo, Inc 70, 138, 139
Fischer Co., J. A Insert facing page 26
Frangipane, Andrew 128
Freshman Co., Chas 31
General Industries Co 63,103
Gennett Records Inside back cover
Gibson-Snow Co., Inc 54
Leedy Mfg. Co. .,
Li f ton Mfg. Co. .
Lorentzen, H. K.
M
jMagnavox Co. . . .
Matthews, F. W.
•Mayer & Co. ....
136
99
67
109
74
54
McMillan Radio Corp Insert between pages 26, 27
Mohawk Corp. of Illinois 107
Moore-Bird Co 54
Musical Products Dist. Co 54
Mutual Phono Parts Mfg. Co 130
N
National Carbon Co 29
National Lock Co 76
National Publishing Co 11
New York Album & Card Co 4
Northwestern Cooperage & Lumber Co 64
o
Okeh Phonograph Corp 46 and Insert facing page 50
Operadio Corp 115
Oro-Tone Co 23
Pathex, Inc 19
Pausin Engg. Co 8
Peckham Mfg. Co 74
Peerless Album Co 6, 38
Penn Phono. Co 98
Pennsylvania Phono. Dist. Co 54
Ferryman Elec. Co 47
Philadelphia Badge Co 96
Philadelphia Victor Distributors 92
Plaza Music Co Insert between pages 34, 35
Plywood Corp 104
Polk Co., Inc., James K 54
PoUack-Welker, Ltd 27
Progressive Musical Inst. Co Insert facing page 74
Tay Sales Co
Teletone Corp. of America
Temple, Inc. .>
Televocal Corp
Thorens, Inc
54
30
121
83
42
Toman &l Co., E Inside front cover
Trilling & Montague 94
u
Udell Works 17
Unique Reproduction Co Insert facing page 43
United Air Cleaner Co 125
Universal Battery Co 61
Utah Radio Products Co Insert between pages 26, 27
Valley Elec. Co
Van Veen & Co., Inc.
Vesta Battery Corp. .
51
58
65
Victor Talking Machine Co 20, 21
Vita-Phonic Products Corp 60
Vitanola Service Bureau 120
w
Wall-Kane Needle Mfg. Co .' 56
Wasmuth Goodrich Co 34c
Weston Elec. Inst. Corp 34
Weymann & Son, H. A 96
White Co., H. N 133
White Mfg. Co., Julian M 95
Wirt Co 81
Witherbee Co., T. S 97
Wolf Mfg. Inds., The 120
Wondertone Phono. Co Inside front cover
Work-Rite Mfg. Co. 59
Y
Yahr-Lange, Inc 50
/inVe Co.. The
59
THE TALKING MACHINE WORLD
THE
RECORD
f
A
PROFIT
I
iBtmttt
I
I
Black Label — Seventy^five Cents
The improved Gennett Sales Plan eliminates all possibility
of dead stock. New quotations guarantee larger profits,
GENNETT RECORDS
RICHMOND, INDIANA
I
vou xxin. NO. 8
SINGLE COPIES, 25 CENTS
PER YEAR, TWO DOLLARS
Published Each Month by Federated Business Publications , Inc., at 420 Lexington Avenue, New York, August, 1927
musical
instrament
for the home
Entered as second-clasa matte^ May 2, 1903, at the poet office at New York, N. Y.. under the act of Congress of March S, 1879.
The Talking Machine World, New York, August, 1927
The NEW
Toman Reproducer No.
A Beautiful and Original Design
Improves Wonderfully, Old Phonographs as Noted Below
2
Heavy metal diaphragm — practically
indestructible.
Constructed on an entirely new prin-
ciple.
Cannot get out of order — will stand
severest shocks.
Needle holder is the only part ex-
posed— all other parts are enclosed
and protected.
Enunciation of every kind of voice
or instrument is clear and full.
Reproduces perfectly, extreme high-
est, or lowest tones.
The Toman non-friction stylus sus-
pension (no springs) gives instant
response to the most delicate
tones — this method also increases
considerably the life of each rec-
ord played.
No. 2-V. —to fit old style Victor—
also fits Toman helical
tone arm.
No. 2-0. —To fit Orthophonic Vic-
tor.
No. 2-C. — to fit Columbia old style
machines.
No. 2-VG. — to fit very old style Vic-
tor horn type machines
— also fits German-
made tone arms, meas-
uring 19 mm. at hub
connection.
Produces a very fine Deep, Rich, Mellow and Powerful Tone
The Toman ''Helicar' Tone Arm Set
Does not infringe any U. S. Patent Not a copy or imitation
Constantly curves and tapers — Airtight in construction
No vibration or jingling on loudest tones
This illustration shows Toman
Reproducer No. 1. The Helical
tonearm can be supplied tcith
either reproducer, as desired.
The walls of the Helical
tonearm progressively in-
crease in thickness from
3/32 inch at the repro-
ducer, to 3/16 inch at the
base — this construction
prevents any losses or
modification of sound
waves as this tonearm
does not vibrate even on
loudest tones — whereas
tonearms made with thin-
ner walls will vibrate and
frequently lose and also
modify some of the sound
waves. The "Helical"
tonearm has a constantly
tapered air column meas-
uring 15 inches from re-
producer to amplifying
horn connection, and the
inside walls being perfect-
ly smooth offer absolutely
no resistance to the sound
waves — and, due to the perfect helical curves throughout, there is
absolutely no alteration of the natural characteristics of either high
or low tones, which are perfectly transmitted to the amplifying horn.
Manufactured by
E« Toman 4k Co.
2621 West 21st Place
CHICAGO, ILL.
Sales Distributor
Wondertone Phonograph Co.
216 No. Michigan Ave., Chicago, 111.
Cable Address — "Wondertone Chicago"
Cable Codes — Western Tnion A.B.C. (5th Edition).
The Talking Machine World
Vol. 23. No. 8
New York, August, 1927
Price Twenty-five Cents
Know Your Sales Field
Market Analysis of an Average City
Survey of Homes in Ohio City of 30,000 Population Brings to Light
[nteresting Facts Regarding Number of People Who Own Talking
— Valuable Data for Retailers
Machines and Radio Receiving Sets
"K
NOW Thy Market." This is a motto
that the average retail merchant might
well have printed in large type and
affixed permanently on his office wall, for it is
only by possessing an accurate knowledge of
the market possibilities in his territory for the
product he handles that the merchant is able
to gauge his sales prospects and his selling
campaigns. It is not sufficient, for instance, for
the dealer in talking machines and radio re-
ceivers to know more or less definitely that
from 50 to 55 per cent of the homes in his terri-
tory remain unsupplied with one or the other of
these entertainment media, for the strength of
his market depends upon a number of other
factors, chiefly the amount of money in those
homes that is available for the purchase of his
goods, as represented by income, the character
of the people, as represented by the type of
home and manner in which the home is main-
tained, and the willingness to enjoy the good
things of life as indicated by the tendency to
.spend money for various comforts and conveni-
ences, ranging from telephone service to living
loom equipment.
In the matter of making market surveys the
talking machine and radio industry is at the
same time both fortunate and unfortunate. Un-
fortunate in that there are not available organ-
ized facilities for making general market
iurveys on its own account, except as they
may be conducted in limited districts by ind'-
viduals, and fortunate, on the other hand, that
the numerous and extended surveys of homes
and home equipment that have been and are
being made by strong national organizations,
practically without exception, include musical
instruments in such surveys.
On several occasions The Talking Machine
World has been privileged to present to its
readers in concise form the results of various
national, or at least widespread, surveys con-
ducted by outside interests, which have in-
cluded information as to the number or percen-
tage of homes of various types equipped with
different kinds of musical instruments. That
the information offered by these surveys is ap-
preciated by the live members of the trade has
been evidenced by the response.
In the April issue of The World the results
of a nationwide canvass of homes, cities and
towns with populations of less than 1,000 to
those of 100,000 or more were published. This
was conducted by the General Federation of
Women's Clubs in co-operation with the Crowell
Publishing Co. and offered more general infor-
mation on market possibilities than has hereto-
fore been gathered.
Survey of Homes in Average City
Within the last month or so the Literary Di-
gest, utilizing the services of R. O. Eastman,
Inc., specialists in the gathering of trade in-
formation, has collated and published the im-
posing results of a home survey made in Zanes-
ville, O., a city of some 30,000 population and
selected as typical of the average American city,
without seaport facilities to produce unusual ac-
tivities, or isolation to bring about stagnation.
The facts brought out as a result of the survey
carried on primarily to indicate the high value
from a marketing standpoint of homes equipped
with telephones, are of unusual interest to mer-
chants as a whole for the reason that they fit
in so well with the results of previous surveys
made by other interests and thereby substanti-
ating the figures in a large measure.
In connection with the canvass of Zanesville,
the investigators, as a means of check-up, also
made surveys in . thirty-six other cities with
Study the report of the survey
analyzed in the accompanying
article. There is much in the
figures and conclusions drawn
from them that is of interest
and practical value to retailers
who desire to plan their sales
promotion campaigns intelli-
gently and make drives for
business that will produce re-
sults. Zanesville, O., is an
average community and condi-
tions there are very similar to
those in your community. . .
populations averaging something in the neighbor-
hood of 25,000 each, and thereby developed
further interesting information regarding the
market situation in this important cross section
of American community life.
A Comparison of Survey Results
The tabulated results show that 54 per cent
of Zanesville families own phonographs, as
compared with the average of 58.9 per cent of
phonograph owning families in 36 other cities
where investigation was made. It is interest-
ing to compare these figures with the results
of the National Federation of Women's Clubs
more extensive survey which showed a national
percentage of 45.
In the matter of radio, only 16 per cent, or
one in six of the Zanesville homes investigated
were possessed of radio receivers, as compared
with 36 per cent of homes in 36 other cities
that were thus equipped. The national survey
made some time ago reported 26 per cent of
homes in cities of 25,000 population as radio
equipped. These figures are particularly sur-
prising in the case of Zanesville in view of the
location of the city in the central section of
Ohio within what may be considered a short
radio distance of the popular stations operating
in Cincinnati, Pittsburgh, Cleveland, Columbus,
and other large cities.
By way of comparison, it is interesting to
learn that 43 per cent of Zanesville homes, or
more than four out of every ten, have pianos,
which fact compares favorably with the 51 per
cent of homes in the 36 other cities that are
possessed of such instruments. This is much
better than the national average of pianos in
the homes as determined by the Women's Clubs
survey which gave the percentage as 45.4 for
cities of 25,000 population. For those who like
to make comparisons with the automobile, it
may be said that 50.5 of Zanesville families own
cars of various makes, while in the 36 other
cities, 59.4 per cent of families had automobiles.
This would not indicate the dominance of that
product in the appeal to the family purse.
What Is the Market?
The percentage of homes that are equipped
with radio receivers, phonographs and pianos,
subtracted from the total, gives some idea of
the many homes in the cities where the surveys
were made that are still without such instru-
ments and may be considered as legitimate
prospects. But from these homes without
musical equipment must be subtracted that very
substantial number wherein the financial budget
will not permit of the purchase of such instru-
ments. This brings us to the highly important
phase of the survey, namely, the standing of
citizens as community assets.
In considering these figures an important
fact is that 69.9 per cent of Zanesville families
own their own homes, as compared with 71.4
per cent in the 36 other cities surveyed. In
Zanesville, which may be accepted in this case
as typical of other cities, 13 per cent of the
homes were valued at $4,000 or less, 27 per cent
at $4,500 to $6,000, 24.6 per cent at $6,500 to
$8,000, and 22 per cent at $8,500 to $12,000 with
only about 8 per cent valued at above that figure
and only five per cent at $20,000 or more. It
is significant, too, that 95 per cent of the homes
kept were in a fair condition or better, with the
majority coming under the headings of good or
excellent. This high proportion of home own-
ers has a very important bearing on the market,
for it indicates that not only are the citizens
of a solid and substantial character, but that
they are the type who, owning a home, will
most likely desire to install therein every pos-
sible comfort and convenience. j
Another phase of the Literary Digest survey
that is valuable is the classification of heads of
families according to observation, which may in
a general way give some idea of financial stan3-
ing. In Zanesville, for instance, 2.8 per cent
of householders are executives as compared
with an average of 7.3 in the 36 other cities.
In Zanesville, 4.8 per cent are professional men
as compared with 10 per cent in the 36 other
cities, while in Zanesville there are 25 per cent
of unskilled laborers as compared to 36 cities
average of only 8.2 per cent. The groups re-
ported in the survey included, in addition to
executives and professional men, merchants,
public service men, salesmen and traveling ex-
ecutives, clerks, skilled craftsmen, skilled labor-
{Continued on page 11)
See second last page for Index of Articles of Interest in this issue of The World
Aggressive Merchandising
Makes Summer Season Profitable
Retailers Who Continue Sales Promotion Campaigns Throughout
the Summer Are on the Right Road to Bigger Annual Business
WITH the advent of Summer usually
there is a general let-down in the efforts
of the entire industry to promote busi-
ness. This has been the case for a number of
years. In fact, a feeling has existed in the
trade for years that the Summer months wit-
nessed a lull in buying that made sales promo-
tion campaigns futile. The fallacy of this line
of reasoning has become more evident with
the passing of each year, and this year for the
first time a well-organized effort (the R. M. A.
Convention and Trade Show) has been made
to maintain business volume at a level that will
insure profits during the Summer months.
A Merchandising Problem
That it is a more difficult problem to keep
business up to par during the hot weather
period, no one will deny who is at all familiar
with the conditions faced by the retail dealer.
There is no doubt about it; the fact that
thousands of people close up their home for the
entire Summer and many others go away for
the usual two weeks' period has an adverse
effect on the business of the talking machine
dealer. But while there is a general exodus,
this is spread over the entire season. Some
people go away early and others go away later.
Thus while there is a movement out of the
various communities there is also a movement
back home following the vacation that continues
right through the Summer. Then, too, there
are the people who do not leave town, and
this class represents the majority.
Timely Opportunities
Why suspend all sales activity simply because
conditions are not of the very best to consum-
mate sales? The Summer season presents to
the dealer opportunities peculiar to the time;
opportunities that the retail merchant has little
time for later in the year. For example, what
about those instruments taken in trade? What
better chance for sales than to resort keepers?
The machines can be sold at a price that should
make sales easy. The poorer class, people who
would not be considered first line prospects for
the newer and more expensive instruments,
provide an outlet for used machines that is
made to order for the dealer who is wise enough
to sense the opportunity.
"King of Summer Sellers"
Then, there is the portable, the "King of
Summer Sellers." The records of dealers who
make a serious effort to sell portable machines
during the Summer show the widespread de-
mand for these compact small instruments. And
there is money in portable sales. Cash! A
dealer remarked to the writer a week ago that
he could not pay his bills because he had gone
ahead with sales too rapidly and all his money
was tied up in outstanding accounts. This mer-
chant was holding off payment to his whole-
salers until later in the season when he would
be more plentifully supplied with cash. If this
merchant had concentrated to a greater extent
on the sale of instruments that have the strong-
est appeal right now and that can be sold on a
cash basis he could relieve a situation that is
extremely dangerous for his business. Portable
instruments, records, small goods, trade-in
machines and other items of a similar charac-
ter should bring -in cash enough to tide over an
unsatisfactory period.
More Cash Business Necessary
In this connection, during the outing of the
Talking Machine and Radio Men, Inc., the
metropolitan New York dealers' association, a
few weeks ago, one of the dealers remarked that
while he concentrated on those items that
brought in immediate cash in combination with
the instalment business he never had any
trouble. The first year his business grossed
$150,000, leaving him a fair margin of profit
on his investment, after deducting operating ex-
penses. The second year this dealer decided to
expand and he made a strong bid for instalment
sales, neglecting almost entirely the cash side
C'f merchandising. The result was that at the
end of the year he had $50,000 outstanding on
his books and no available cash with which to
buv new stock. He also discovered that the
dealer who is unable to take advantage of the
two per cent discount for cash is practically
eliminating profits. In other words the first
year this dealer averaged an eight time turnover
on stock and by taking the two per cent dis-
count added 16 per cent to his gross profits. At
the end of the second year, as has been inti-
mated, the situation was serious. The dealer
gave the matter much thought. He was wor-
ried. He could have disposed of his paper, but
the cost of doing this would have seriously
jeopardized profits. He finally decided that it
would be cheaper to refrain from making in-
stalment sales for three months. This he did,
with the result that he barely scraped through.
During that period he concentrated entirely on
cash business, making special inducements to
the public to stimulate sales. When a customer
asked for terms he made the initial down pay-
ment so high that he immediately secured a fair
proportion of the cost of the instrument. This
change in policy, combined with the fact that
the money from outstanding accounts came in
regularly, saved the day, and three months later
the dealer was again on safe ground.
"House Cleaning" Period
It is a mighty good practice to clean house,
figuratively of course, occasionally. Otherwise
the dealer finds that he has a great deal of
money tied up in slow-selling merchandise. The
Summer months provide" an excellent opportu-
nity for doing this. During the three months of
the vacation season the dealer should make a
strong effort to reduce his investment by dis-
posing of all the merchandise he possibly can,
getting as much cash in hand as possible, and
clearing the store of "stickers," so that in the
Fall he will be prepared to go after business
in a big way.
The Nye Jewelry, Music & Radio Shop, of
McHenry, 111., and its proprietor have won
quite a reputation as community leaders. Local
papers have been paying high tribute to A.
Nye and his accomplishments.
"NYACCO^^ Manufactured Products
NYACCO Record Albums
NYACCO Radio Sets
NYACCO Portable Phonographs
NYACCO Photograph Albums
NYACCO Autograph Albums
Twenty years* manufacturing experience enables us to offer the trade a line that is tried and proven.
Jobbers and Dealers: Write us for full information.
NEW YORK ALBUM & CARD CO., Inc.
Established 1907
Note New Address . ^ - - 64-68 Wooster Street, New York
4
The Talking Machine World, New York, August, 1927
5
pirst in Dance Music
5z-r Jumping: Jacks
Abe Lyman
Ben Selvin
Jack Denny
Is ham Jones
Frank Black
A nglo-Persians
Rrnie Golden and His Holel
McAlpin Orchestra
Vincent Lopez
Ohnian & Ai-den
Ben Bernie
Haj-ry A rcher
Hal Kemp
Ju.cs Herbuvea%tx and His Orchestra
Why the Public acclaims Brunswick
the leader in popular music
34
Good Reasons
Abe Lyman
Ben Bernie
Vincent Lopez
Ben Selvin
Isham Jones
Jack Denny
Ohman and Arden
Red Nichols
Six Jumping Jacks
Ernie Golden
Castlewood Marimba Band
Carl Fenton
Harry Archer
Frank Black
Fletcher Henderson
Charley Straight
The Clevelanders
Savannah Syncopators
Park Lane
Ray Miller
Jules Herbuveaux
Elgar's Creole Orchestra
Anglo-Persians
Bud Jackson's Swanee
Serenaders
Duke Ellington
Mound City Blue Blowers
Hal Kemp
"Kenn" Sisson
Johnny Dodds
Colonial Club
Regent Club
Carter's Orchestra
Washingtonians
Fess "Williams
THE BRUNSWICK- BALKE-COLLENDER CO., CHICAGO • NEW YORK • IN CANADA: TORONTO
BRANCHES IN ALL PRINCIPAL CITIES
6
The Talking Machine World, New York, August, 1927
Denver Music Concern Finds Broad-
casting Effective in Increasing Sales
John T. Bartlett Tells How the Reynolds Radio & Music Co., Through a Daily Broadcasting
Hour, Is Helping Its Dealers and Itself to Secure Larger Sales Volume
One of the first radio stations to be licensed
was KLZ, Denver, of the Reynolds Radio Co.
In the "early days," KLZ, like many other sta-
tions, used phonograph music a great deal — -
then didn't. Now a daily phonograph hour is
back again, under unique circumstances — and is
proving very successful in promoting good will
and increasing record sales.
For many years "Doc" Reynolds and Mrs.
Reynolds were professional musicians. After
several years of exclusive radio operation they
are branching out into the music field. The
name of the company has been changed to the
Reynolds Radio & Music Co. The first dis-
tributors' franchise taken on was for Vocalion
records. In coming months, according to Mr.
Reynolds, other high-grade lines in the music
field will be added, and both as a distributor
and retailer the Reynolds Radio & Music Co.
will be an important factor in Denver and the
Rocky Mountain region.
The Vocalion Hour is a daily event from 11
to 12 a. m. KLZ reaches the entire distributing
territory of the company — Colorado, Wyoming,
New Mexico, Texas Panhandle, parts of west-
ern Nebraska.
"In the old days of phonograph broadcasting,"
said Doc Reynolds, "we gave the name and
number of a record before we played it. Now
we give the name and number afterwards. If
the listener likes the piece, wants the special
information about it, she is all ready to get it,
and remember it when we have finished the
record.
"In connection with our broadcasting we give
the names of our Denver dealers. Here in Den-
ver we have not sought retail business. We
mention the Silver Music Co.. Bechtold's, Cas-
sell, Baldwin, Carl Schultz, Loop Market Music
Shop.
"For out of Denver points we suggest listen-
ers get the records they like of their dealers —
or direct from us. The letters which come in
we offer to turn over to a local dealer desiring
lo handle Vocalion records. Following a single
broadcasting, three letters came from Ft. Col-
lins. We appointed an excellent agent there on
the basis of the letters. The same thing has
occurred in many other places.
"We find, too, that we reach small commu-
nities we could not work with a salesman.
"Besides the daily morning Vocalion Hour
we have been using the phonograph records in
a combined phonograph and instrumental pro-
gram between 3 and 4 p. m. on Monday,
Wednesday and Friday. Our intention is to
continue this promotion of the records, proved
so efficient, so far by us, although the Summer
season is approaching. Our experience is that
we can get out over our entire distributing ter-
ritory through the Summer."
Opposite the Reynolds store on Glenarm
street a large new theatre is being erected at
present. The construction work has seriously
interfered with retail business in the block. This
is one condition which put the brakes somewhat
upon the Reynolds Co.'s music expansion pro-
gram, but the intention is to have by Fall a
considerably enlarged stock. The retailing as
well as the distributing end will be gone into
with characteristic Reynolds enterprise and de-
termination. The company's broadcasting sta-
tion KLZ is found to be an advertising asset
played to the limit, and the Colorado trade is
awaiting development with a great deal o% in-
terest.
Schubert Centennial Plans
Near Completion in Europe
Recent cablegrams received by the Columbia
Phonograph Co. report rapid progress toward
the completion of plans to make the Schubert
Centennial Celebrations world-wide.
As part of these celebrations the Columbia
Phonograph Co. has offered prizes totaling
$20,000 for the completion of the master's un-
finished symphony. The invitation to compete
in the completion of this masterpiece is ex-
tended to composers, teachers and students in
Iwenty-six countries.
The messages from Europe report that Ger-
many is most enthusiastic in its welcome of the
plans. The jury nominated for that country in-
cludes miany noted musicians, among them
Richard Strauss, Hans Pfitzner, Max Von Schil-
lings, Willulni Furtwaeiiuler, Max Lielicrniann,
Georg Schuneman, Siegfried Ochs, Otto Schna-
bel. Professor Von Hausegger, Georg Schu-
mann and Hugo Von Hoffmannstahl.
In the Austrian zone the following public men
have become members of the Schubert Com-
mittee: President Masaryk, Czechoslovakia,
and the Austrian Chancellor, Dr. Seipl.
Two New Distributors
for Bremer-Tully Mfg. Co.
The Bremer-Tully Mfg. Co., of Chicago, 111.,
announced the appointment recently of two
new distributors, one in the South and one in
the East. These are the Harbison-Gathright
Co., of Louisville, Ky., and Treeman, King &
Co., of Ithaca, N. Y. Both will distribute the
Bremer-Tully line of counterphase receivers,
B power units and speakers, featuring these
product'^ in their territories.
A CLEAN KNOCKOUT!
No Slow-yiotion Pictures Necessary
Tapered Brass Entire Length Ball Bearing Base
Write for Quotations
IM-PMOMC
PRODUCTS CORP.
83 Greene St., New York.
Canadian Distributors: Standard Phono. Supply Co., Montreal
7 he Talking Machine World, New York, August, 1927
7
A Big Name in Music Today
^ Brunswick Pan atrope
10 Models • . $90 to $1275
Brunswick Pana-
trope, exponential
type. Model 8-7.
List price $90.
Prices Guaranteed to December 31, 1927
THE amazing success of
the Brunswick Pana-
trope is due to the fact that
this musical instrument is
new in principle and in the
musical results which it pro-
duces.
The inimitable musical
quality of the Brunswick
Panatrope sells the instru-
ment. Dealers everywhere
report this to be a fact. To
hear the Brunswick Pana-
trope is to want it.
B runswic k Pana-
trope, electrical type,
combined ivith S-
tube Radiola Super-
heterodyne. Model
148-C. List price —
Eastern. $1250;
Coast, $1275.
Brttnsivick Pana-
trope, electrical type.
Model P-13. List
price.
IN the ten models of Brunswick Panatrope, five of
the exponential and five of the electrical type, are
instruments to meet every musical need and family
requirement.
Backed by superior merchandise and aided by care-
fully planned sales and advertising help, the Bruns-
wick dealer occupies an enviable position in the
industry. The opening of the fall season will demon-
strate more clearly than ever the growing value of the
Brunswick franchise.
THE BRUNSWICK-BALKE-COLLENDER CO., CHICAGO • NEW YORK • IN CANADA: TORONTO
BRANCHES IN ALL PRINCIPAL CITIES
Demonstrate
New Models to Prospects
Says Woodall
SOLICITATION of demonstrations of- the
new instruments is the basic principle of
a live phonograph dealer who has made a
success of the business in a town of only 800
population. The dealer is C. A. Woodall, who
handles the Columbia Viva-tonal line of
phonographs and New Process records in Kut-
tawa, Kj'. Because of the limited field of opera-
tions in the village Mr. Woodall has expanded
his territory to include the entire county, which
has a total population of on\y 8,000.
Demonstration Keynote of Selling
More than ever in the talking machine busi-
ness are demonstrations needed for the maxi-
mum promotion of sales of the new and radi-
callj"- improved phonographs and records. In
spite of the fact that most of the new models
have been on the market for many months
thousands of people throughout the country are
not aware how superior is the new to the old
and the result has been that the talking machine
dealers have failed to secure many thousands of
dollars of business that could have been theirs
had the}- pushed the wonderful products in
their stores in the most effective way. The
Talking Machine World has emphasized the
need for demonstration time and time again.
That some dealers realize and have taken ad-
vantage of the opportunity is indicated by the
reports that reach this publication from the
trade. Mr. Woodall knows that he has struck
the right note in his selling effort, because he
is getting better results in a very small com-
munitj' than manj- merchants whose locations
are more advantageou.s.
Method of Demonstration
"First," says Mr. Woodall, "I solicit a dem-
onstration, calling the attention of the prospect
to the new Viva-tonal phonographs, the succes-
sor to the phonograph. After I secure the con-
sent of the prospect to stage a demonstration,
I take a machine and a selection of records to
the home of the individual. I operate the
machine myself and I am- careful not to use a
needle that has become the least bit worn. I
also use all new records. I do not encourage
or give the prospect any chance to use the old
records they have on hand, if I possibly can
avoid it. I usuallj' succeed in this because I
remain close by the instrument and if I can
close the deal on the spot I take the machine
back to the store with me, for if I leave it, ex-
perience has taught me that the chances are
ten to one that the prospect will get to playing
old, scratchy records with old needles. The
result invariably is that they decide that the
new instrument is not much better than the old
one and a sale is lost. Whereas, if I make a
deal before I leave and they play the records
I brought with the machine they will purchase
more New Process records before using old,
worn records."
In spite of the fact that there are so few
people in the county Mr. Woodall utilizes ad-
vertising in the county paper to broadcast the
message that the new phonograph is entirely
different from the old type instrument and that
there is no possible comparison regarding the
quality of reproduction. This constant hammer-
ing home of the idea that the latest models
are designed along new principles has had the
effect of interesting many people in the county
to the point where it has been a comparatively
simple matter to arrange a demonstration. Once
Mr. Woodall secures the necessary permission
it is simply a matter of permitting the prospect
to hear the machine under favorable conditions
in order to consummate a sale.
20 Per Cent Record Business
!Mr. Woodall has made a close stud}- of the
possibilities for sales of records in his territory
and the result has been that he has built up
an excellent volume of business in recordings.
Analysis of the field convinced him that sacred
music should have a great appeal in that dis-
trict and, accordingly, he featured those records
with such success that to-day the bulk of his
record demand is for selections of this type.
This proves the value of knowing the field. It
is foolish for the dealer to carry a top-heavy
record inventory merely because it is his desire
to have a particular number in stock should he
b}' any chance get a call for it. That is one
way of slowing turnover to the point where
profits reach the vanishing point. The dealer
certainly can get a line on the record prefer-
ences of his customers and the public he de-
sires to serve by going to very little trouble.
This is absolutely in order for the dealer to
keep his shelves clear of slow-moving numbers.
Many a dealer has money tied up in records
that could be put to better use by investing it
in numbers that move from his shelves with
greater speed.
C. A. Woodall
ilr. Woodall a few years ago decided that the
talking machine business had reached the point
where profits were conspicuous by their ab-
sence. So he closed shop and went into an-
other line of business. When the new instru-
ments were introduced some time ago, however,
he saw the possibilities for business. He
realized that the trade had been revitalized and
that every individual, whether he had a talking
machine in the home or not, was a prospect
for the new instruments and records. The ex-
periences of this dealer prove the soundness of
his reasoning. If a merchant can make a go
of the talking machine business under the handi-
cap of an unusually small town location then
certainl}- dealers more favorably located should
not find it impossible to put their merchandising
sense to work effectively enough so that thej-
get a satisfactory profit on their investments.
Gennett Record Laboratory
Established in Birmingham
Birmingham, Ala., August 5. — A very com-
plete recording laboratory has been established
in this city by the Gennett Phonograph Re-
cording Laboratories of New York. It is lo-
cated on the third floor of the Starr Piano Co.
building at 1820 Third avenue, where the com-
pany expects to make a specialty of Alabama
negro folk songs. The laboratory is splendidly
equipped at an expense of $275,000 with a com-
plete staff of technicians. The first Birming-
ham organization to make a record was the
Eddie Miles Orchestra of Cascade Plunge.
Other notable musical organizations and singers
will be recorded at this point so that music
of the South and of its composers will be fit-
tingly represented.
Octacone Qross Profit is Net Profit I
Slightly higher
west of the Rockies
Licensed under Frank E. Miller,
Patent Numbers 1.190,787, 1,220,669,
1,294,137. 1,426,211 other patents
pending.
No servicing expense or loss to dealers in handling
this superior type of loud speaker. Protected, free
edge, full floating cone makes it practically inde-
structible. Two models. Table Model (illustrated)
$19.50. Pedestal Model, $29.50. Both models
slightly higher west of the Rockies.
AI-J SI NT
PAUSIN ENGINEERING CO., 727 Frelinghuysen Ave., Newark, N. J.
8
Tilt- Talking Machine World, Nczv York, August, 1927
All Direct
From A. C.
House Lightinj
Circuit ^ /
"A" "B" AND "C" CURRENTS ^
'~""'I_jr-^i'^^ . 1 :i
<:JM^eefs the demand for Simplified ^[Radio
No. 524 Stromberg-Carlson
A. C. Receiver — Console
Uses outside antenna, ex-
ternal cone speaker. Has
dual control; Weston volt-
meter;TotaIly shielded coils;
Phonograph jack which per-
mits using the Receiver for
reproducing from records in
connection with a standard
phonograph when the latter
is equipped with magnetic
pick-up device in place of
customary soundbox.
Includes Stromberg-Carlson
No. 403 Audio-Power Unit
with the following eight
R.C A. Tubes:
3 UX-201-A Amplifier Tubes
1 UX-200-A Detector Tube
1 UX-171 Power Tube (Last
Audio Stage)
1 UX-280 Rectifier Tube
2 Tungar 277465 Bulbs
(2 amp.)
Consumers' Phice, including
all tubes and No. 40} Audio-
Power Unit —
East of Rockies $425
(Cone Speaker extra)
THIS Receiver is entirely operated
from 60-cycle A. C house lighting
circuit, by means of an audio-power
unit concealed in the cabinet. This
unit furnishes "A", "B ' and "C" power
in unfailing supply and is not depen-
dent upon frequent operating attention.
Batteries and liquids are all done away
with.
Designed especially for use with the
Stromberg-Carlson No. lo Cone Speaker.
This speaker on account of its wide
musical range is recommended for only
the highest grade type of A. C. radio
apparatus — otherwise it will reveal the
incomplete filtration of the 6o-cycle
fundamental.
Mo. J 24 Receiver, Console •--Model, American Walnut Cabinet
Also furnished in table model, }Aahogany Cabinet.
Stromberg-Carlson Telephone Mfg. Co.
rochester, new york
Makers of tvice tranmission and "voice reception apparatus for more than thirty years.
Practical Cost Finding System
Control Plan That Helped
Glidden Baldwin to Win a Quick Success
EVERY retail
b u s i n e s s
should be
operated along
lines that insure
the greatest suc-
cess. In order that
losses due to in-
efficiency may be
discovered and
done away with,
and the various
details incidental
to operation be
separated in such
a manner that the
head of the firm
knows instantly
the state of af-
fairs in any branch
of the enterprise,
a cost finding sys-
tem is necessary.
A practical and
inexpensive cost
finding plan now
in use by a dealer
who has proved its
effectiveness is re-
produced on this
page. Note that
through the
various forms
shown the dealer
can tell instantly
his costs of opera-
tion as well as his
income, and final-
ly his exact finan-
cial status.
In addition to
the forms repro-
d u c e d on this
page Mr. Glidden
has a daily con-
trol sheet. This
is important be-
cause it enables
the dealer to get a
quick picture of
the day's activities.
This daily control
sheet contains the
following informa-
tion : Cash re-
ceived on account
from charge cus-
tomers, m i s c e 1-
laneous cash re-
ceipts, cash sales,
cash paid out for
merchandise, ex-
penses, other pay-
ments and bank
deposits ; checks
issued to pay cut-
standing accounts,
expenses, mer-
chandise, etc. ;
invoices received,
merchandise sold
and other pertinent
data bearing on
daily activities.
The Talking Machine World, Nezv York, August, 1927
RADiOTRON WO-11
Detector Amplifier
RADIOTRON WX-12
Detector AmplificT
RADIOTRON UX-200
Detector Only
RADIOTRON UX-200-A
DeteHoT Only
RADIOTRON UX-120
Power Amplijier LaM
A udio Staije Only
RADIOTRON UX-1!2
Power A mplijier
RADIOTRON UX-171
Pvtcer Amplifier J.ant
A udio Stage Only
RADIOTRON UX-210
Pover Amplifier Ostitlutor
RADIOTRON UX-240
Detector Amplifier /or
ilesistancn-coupied
Amplification
RADIOTRON UX-213
Full-Wape Ihclifier
RADIOTRON UX-216.B
UalJ'Wate Rectifier
RADIOTRON UX-226
A.C. Filament
RADIOTRON Uy-227
A.C. Healer
RADIOTRON UX-280
FiiU-lVace RtHifier
RADIOTRON UX-281
Half-Wane Rectifier
RADIOTRON UX-874
VoUoije Regulator 7'(/6c
RADIOTRON UV-876
Balltifl Tube
RADIOTRON UV-S86
Ballaiil Tube
RADIOTRON UV-877
r'r„U,-I.H Tube
The standard by
which other vacuum
tubes are rated
Look for this mark on every
Radiotron
MDIOTnON UX-Kt1-*
fiAOioTnoN uv-in
naotoTRON ux.m
tIAOIOTnON WD-II
fUDtOTRON WX-IZ
HUDIOTOON Ul-ftO
nwtOTRON UX-2W-JI
rUDlOTOON UX-120
lUDIOTHON MXAVt
fuoioTRON ux-no
MDIOTRON UK-Z40
RiWIOmON UX-2I&-D
RADIOTRON UX-22C
RADIOTRON Uy-t2T
(UDIOTRON UX-m
RADIOTRON UX-2SI
RADIOTRON UX-SJt
RADIOTRON UV-«TS
Intel urt laxed
The Radiotron
is the standard vacuum tube
for laboratory tests through-
out the radio industry.
Ii IS signilicini rhji in factiir)' jiid rcficarch bborjiiorics (hi; Ritliotiun
If, ilic iUnibiJ lube in luti of railio apparJiu^. AnJ ihji priiciiully
ill mjkcr>. of quality niliii svis uk' iIic Raiiiixran in icsnng ii'is under
n>Tisinii.iii.n jiiij in hnji (vsnnj; of rht finished produci, The Ridio-
rr..n is ilu- jd.ni proJun <if rhi- tnginvtrs of RCA, Wcslinshouse and
KCA Kadiotron
MADE 11 V THE M A k E I
IF THE. KADI
RAD I O COR ro HATTON OF AM f RICA N L\\' ^'OKK • CM 1 CAC O SAN FHANCI <CO
No other item of radio
can be compared with
RCA Radiotrons on these
high points of saiabiHty:
Low stock investment
Advanced engineering
High margin of profit
Steady rate of turnover
Assured consumer demand
Complete line for every purpose
Greatest national advertising campaign
RADIO CORPORATION OF AMERICA
NEW YORK CHICAGO SAN FRANCISCO
Eight years of national adver-
tising are behind the RCA
Radiotron — which you can fig-
ure in terms of compound public
interest payable to the Radiotron
dealer today and in the years to
come. This is a color page ap-
pearing in August magazines.
There is one every month.
m
KCA Fvadiotron
MADE BY
HE MAKEIVS OF THE KADI OLA
The Talking Machine World, New York, August, 1927
Here is the ne\^
-for all methods of operation \
The sets pictured on this page a
SOCKET POWER
OPERATED
RCA RADIOLA -il — Custom-kiult. The supreme
achievement of 2 5 years ot radio research. A special
custom-built combination of the famous RCA 8-tube
Super-Heterodyne with Loudspeaker 104 — the two
finest radio mstruments ever designed. Operated
directly from the electric light circuit — either AC
or DC, Concealed, adjustable locjp aerial; or may be
used with outdoor aerial. In a beautifully grained
walnut veneer cabinet — 52 in. high, 37 in. wide,
17i-4 in. deep.
Complete with Radiotrons . . . list §895
I in ^
!
" -.I
THE most complete line of perfected receiving sets
designed for all methods of operation and for ail
requirements of location is now available under one
manufacturer's trade-mark.
The complete RCA line of Radiolas, about to be
nationally announced through newspaper and maga-
zine advertising, enables the RCA Authorized Dealer to
meet every possible deinand of radio buyers with an RCA
product perfectly adapted to individual requirements.
RCA RADIOLA 2y— For the many who prefer
the receiver and loudspeaker in separate cabinets,
the 28-104 combinarion is the standard of com-
parison in radio art. With the supet-selective and
super-sensitive RCA 8-tube Super-Heterodyne cir-
cuit.
With Radiotrons . . . list $260.00
A. C. Package for adapting Radiola 28
for A.C. operation with RCA Loud-
speaker 104 list S35.0O
RCA RADIOLA IQ-K—Custom-Buih. A specially
built de luxe instrument, employing the same per-
fected RCA 8-tube Super-Heterodyne circuit as
Radiola 32, but using the new Loudspeaker 100-A.
Operated directly from the electric light circuit —
either AC or DC. Antenna coupler for indoor or
outdoor aerial and ground. In a handsome walnut
veneer cabinet — -42 's in. high, 29 in. wide, XIM in.
deep.
Complete with Radiotrons , . list S495
RCA LOUDSPEAKER 104, when used with
Radiola 28, provides a perfection and volume
of tone production that has been a sensation ever
since it was introduced. It gives a degree of musical
realism over the entire acoustical range unapproach-
ed by any other form of reproducing instrument.
Loudspeaker 104 (AC) . . . list S275
Loudspeaker 104 (DC) . . list $310
RCA RADIOLA 17— Operates directly trom the
electric light circuit. Thisyear'soutstanding achieve-
ment in the radio art. The culmination of years of
research to produce, for a moderate price, a receiver
completely A, C. operated. Employs the new RCA
alternating current tubes. Tuned with one knob.
The entire set and power unit self-contained in i
mahogany finished cabinet.
Less accessories . ... list $130.00
With Radiotrons . , , , list $157.50
idiola
^^^^ MADE
.„ X.H.£... , K..E .R. S .
The Talking Machine Worhi, New York, August, 1927
complete line of Radiolas
—for all requirements of location
Socket-power operation within the reach of everybody? The new,
moderate- priced Radiola 17 that plugs into the light socket.
Storage-battery operation? The new.low-priced, compact Radiola 16,
of amazing performance.
Dry-battery operation? The tried, tested and perfected 8-tube Super-
Heterodyne Radiola 28; and the wonderful antenna receiver,
Radiola 20.
The best there is in radio — in two cabinets? Th^ famous Radiola 28
with Loudspeaker 104.
Radio de luxe? The new Radiolas 30-A and 32, in limited quan-
tities.
The sets pictured on this page are
BATTERY
OPERATED
demanded in radio, is in the new RCA line.
RCA RADIOLA 16— The widest musical range ever
achieved with one-dial conttol. A storage battery
set of great compactness. For selectivity, sensitivity
and tone quality, it sets a new standard for receiv-
ers in its price class. It employs the well-known and
perfected tuned radio -frequency circuit, with 3
stages of radio-frequency amplification, detector
and 2 stages of audio-frequency amplification. By use
of socket power devices it can be adapted for A.C.
operation. The cabinet is finished in mahogany.
Less accessories .... list $69.50
With Radiotrons .... list $82.75
RCA RADIOLA 20— The biggest value in radio.
Many times as selective as the average antenna set,
A battery-operated set that may readily be adapted
to A.C. operation. Ideal to use with the new RCA
Loudspeaker 100-A, or can be adapted for use with
the finest of all loudspeakers, the famous 104.
Less accessories . . list $78.00
With Radiotrons .... list S89.50
RCA LOUDSPEAKER 100-A— A notable achieve-
ment in radio acoustics, this refinement of the pop-
ular model 100 embodies improvements in con-
struction which give greater sensitivity and ability
to handle greater volume. Faithful reproduction
over the entire acoustical range. This is the speaker
famous the country over for its deep, full tones.
Ask the RCA dealer to demonstrate it. list S3 5
RCA RADIOLA 28 — The famous receiving set that
brought a new meaning to radio in thousands of
American homes. Employs the tried, tested and
perfected RCA 8-tube Super-Heterodyne circuit,
universally recognized as the finest achievement
in radio. In selectivity, sensitivity and perfection
of tone over the entite acoustical range, it has
never been challenged.
With Radiotrons list $260
Every RCA
Authorized
Dealer
knows that these
will he the
biggest sellers in
1927-2S
RjCA^ Radiol a
MADE BY THE MAKERS OF THE RADIOTROX
The Talking Machine World, Nezv York, August, 1927
Another RCA achievement
in radio acoustics
LIST
We have made the popular Loudspeaker lOO
still better in this new model loo-A,
Nine points of superiority —
RADIO
CORPORATION
OF AMERICA
New York
Chicago
San Francisco
very RC.
Authorized
Dealer
knows that this
will be the
biggest seller in
ICf3J-28.
1 — More low frequency response — better handling of the lower
notes of the musical scale.
2 — Surprisingly smooth reproduction of words and music.
3 — Handles more power than any loudspeaker of its kind on the
market.
4 — Extra rugged construction. Large, powerful magnet unit
Large, heavy wire coils.
5 — A newly discovered principle applied in the small corrugated
paper cone prevents "rattle."
6 — Step-up lever increases cone motion and gets more bass re-
sponse than many cones two and three times as big.
7— Special felt application behind cone gives smoother reproduction.
8 — Cone and unit completely enclosed.
9 — Compact, attractive appearance.
RCA^ Loudspeaker
AHD E
T H
K E R
THE RADIOTRON
The Talking Machine World, New York, August, 1927
11
Milton Charles, Organist, Is
Exclusive Columbia Artist
Has Achieved Wide Fame as an Organist —
Prominent Musician for Many Years — At
Present Solo Organist With Theatre
Milton Charles, one of this country's best-
icnown solo organists, has joined the Columbia
Phonograph Co. as an exclusive recording
artist.
Mr. Charles, at present one of the directors
of the Gunn School of Music and Dramatic Art
Milton Charles
in Chicago, has been a prominent musician for
many years. At the age of fourteen he made
his debut as pianist in a joint recital with Mme.
Ernestine Schumann-Heink. When sixteen he
was a church organist and choirmaster. From
then on he was successively soloist at the Strand
Theatre in San Francisco and soloist at the
Rialto, Los Angeles.
At the present time Mr. Charles is the solo
organist of the Balaban and Katz organization
at the Tivoli and Uptown Theatre of Chicago.
In addition to his work in the theatres Milton
Charles is the theatre-organ instructor for the
Gunn School.
Louisville Music & Radio
Co. Enjoys Big Sales Gain
Reports 38 Per Cent Increase in Radio Business
and 96 Per Cent Boost in Accessories Sales
Volume — Aggressive Selling Responsible
The Louisville Music & Radio Co., of Louis-
ville, Ky., which handles a complete line of
talking machines, records, radio and small mu-
sical instruments, reports that radio business
during the early days of Summer showed an in-
crease of 38 per cent over a similar period a
year ago. Sales of accessories such as B bat-
teries, socket power tubes, etc., showed an in-
crease of 96 per cent. Gus Boldt, Jr., secretary
and treasurer of the company, in a statement to
The Talking Machine World declared that the
increase was largely due to continual advertis-
ing, and the fact that every effort is made to
close sales. The company has adopted a policy
of merchandising radio designed to give maxi-
mum results, and at the same time reduce over-
head. No sets are sold on approval, nor does
the company's policy permit demonstration in
the home.
Know Your Sales Field —
Analysis of Average City
(Continued from page 3)
ers, and miscellaneous, the latter representing
less than 10 per cent of the total.
Effect of Smaller Families on Trade
The Zanesville Book of the Literary Digest,
published under copyiight, presents much other
information covering a wide field but not par-
ticularly germane to this industry of ours, al-
though in a general way all various phases of
the survey should be of interest to the merchant
who seeks a more accurate knowledge of his
field. In the classification of families, for in-
stance, the survey serves to upset the general
impression that the American family averages,
five members each, namely, mother, father and
three children. In the 36 cities surveyed as a
matter of fact 69 per cent of the families con-
sisted of four members or less, and 45 per cent
(.>f three members or less. These facts are of
more or less importance, when it is desired to
make the appeal through the child.
It is to be admitted that every dealer cannot
make a thorough survey of his own city on a
basis that will prove profitable. Nor can the
average manufacturer carry on such a survey
throughout the wide territory in which his
products are sold. There is a mass of informa-
tion, however, regarding market possibilities
that can be obtained w'thout extravagant effort
or expense, and these broad investigations con-
ducted by organizations such as that repre-
sented by the Literary Digest provide excellent
guides for the dealer or the manufacturer who
is desirous of gathering information of his own.
Records of Historical
and Personal Interest
A special catalog of Victor records of his-
torical and personal interest has just been sent
to the trade by the Victor Talking Machine Co.
It is a compilation of records by artists now
dead, favorite selections by popular artists
which are no longer available through the regu-
lar channels and which have been withdrawn
from the current Victor Record Catalog and
made under the old recording process. There
are thousands of record purchasers who desire
the hundreds of favorite selections which are
listed in this volume.
Donald Ross Appointed to
Important Splitdorf Post
Made Vice-President in Charge of Finance of
Prominent Manufacturer — Has Splendid Rec-
ord of Achievement
Donald Ross, who recently was appointed
vice-president in charge of finance of the Split-
dorf-Bethlehem Electrical Co., as assistant sec-
retary of the war-time Red Cross, gained nation-
wide prominence in connection with his han-
Donald Ross
dling of the allocation of more than $300,000,000
appropriated for Red Cross activities.
After the war, when Walter Rautenstrauch,
who was recently made president of the Split-
dorf-Bethlehem group, undertook the rehabilita-
tion of the Liberty Yeast Co., a subsidiary of
the former U. S. . Product Co., Mr. Ross was
asked to become treasurer of the concern. It
was losing $30,000 monthly when they took
hold of it, and four years later, when it was
acquired by the Fleischman Yeast Co., its earn-
ings were on the basis of $350,000 yearly.
Mr. Rautenstrauch then entered the Fred T.
French Co. as president, and Mr. Ross became
secretary of the Federal Water Service Corp.,
whose assets run to $125,000,000. The renewed
association of the two men in the Splitdorf-
Bethlehem organization is regarded in New
York financial circles as another significant step
in the policy of energetic expansion in the radio,
electric and automotive fields, which was recent-
ly announced by Edward H. Schwab, chairman
cf the board.
The Barber Distributing Co. of New York
City, has been incorporated in Albany, N. Y.,
with a capital of $125,000 to handle phonographs
and other musical specialties.
National Record Albums
Made o£ the best materials and fiinished by experienced
workmen
PORTABLE ALBUMS
ALBUMS FOR CABINETS
ALBUMS BOUND IN CLOTH or ART MISSION
Albums for Export Our Specialty
Write tor list oC 19Z7 styles and prices
National Publishing Co., 239-245 South American St., Philadelphia, Pa.
Loren L. Ryder
(Accompanying addre&s, delivered before Western Music
Trades Association Convention in San Francisco last
month by superintendent of radio and talking machine
service of Sherman, Clay Co., is worthy of thoughtful
reading by retail dealers. — Editor.)
EVERY radio and talking machine dealer,
whether large or small, has been con-
fronted by the problem of giving service
to the purchasers of electrical reproducing in-
struments. Nearly every dealer has made some
provision for taking care of this work. Hov\'-
ever, most dealers look at service as a liability
and a service department as an expense which
they would like to avoid. Little thought has
been given to putting this department on a
sound business basis. The trouble in most
cases is that the service organizations are not
truly functioning. They are operating in the
manner that proved adequate only in the
pioneering days.
Every successful jeweler, every successful
garage and every successful washing machine
company has a technician who is capable of
meeting any difficulty that may arise in his
merchandise, but very few radio and talking
machine dealers have service men of this cali-
ber. Too many dealers employ the cheapest
class of help for this work and then condemn
the merchandise because of the troubles their
customers encounter and the reverts they have
on their hands.
Higher Type of Service Man Needed
The tremendous development that has taken
place in the radio and talking machine indus-
tries necessitates a higher type of service man.
Each organization should have at least one first-
class service man. Such a man should have
a good technical understanding and be able to
analyze any trouble, either eliminating it or in
the case of a factory defect giving a complete
and accurate report, so as to avoid any question
when a claim is made to the manufacturer.
Further, this man should be in a position to
render technical advice relative to the purchase
of new merchandise, thus avoiding merchandise
that is subject to service difficulties.
In the case of large organizations where sev-
eral service men are employed, the knowledge
of the trained man will be reflected in the
others — thus tending to win the confidence of
the customers. It must be remembered that
the customer regards the service man as the
authority after the instrument has been pur-
chased. A good service man, using tact, makes
Service Is the Key
to Goodwill and Sales
Higher Type Service Men Needed to Pro-
mote Good Will Among Store's Patrons
By Loren L. Ryder
a satisfied customer and incidentally has a won-
derful opportunity to sell accessories.
Naturally men of this type will be higher
paid than the average man of to-day, but this
is economy. All too frequently service men
are sent out five, ten and even more times, on
a single job that should have been completed
on the first trip. We must have men who think,
men to prepare for the particular job at hand.
They should carry all of the ordinary equipment
that is apt to be needed, such as tubes, batteries,
meters and tools, and completely finish each
job before going on to the next. They should
study every job where a repeat service call is
found necessary so as to avoid such repetition
in the future. Make your Service Department
pay by employing men for w'hose services your
customers are willing to pay.
Service and Selling
Reverts and dissatisfied customers give rise
to losses which are usually the result of weak
service organizations or improper sales. Any
service organization that is incapable of obtain-
ing reasonable operation from the instruments
handled is certainly a liability and can give rise
to a greater loss within a few months than the
additional cost of a good organization for a
year. This department, which is used as a last
resource in making sales and making sales
permanent, should certainly be among the most
efficient.
Improper sales especially by misrepresenta-
tion create in the mind of the customer a de-
mand for greater performance than the service
organization can possibly obtain from the in-
strument involved. The service man is always
called upon to make good the representations
of the salesman. When the goal set by the
salesman is not reached in the every-day use
of the instrument, the service man is called
upon. In most cases, in order to back up the
salesman, he finds it necessary to give some ex-
cuse for the supposedly improper performance
of the set. He exchanges tubes, "B" elimina-
tors, "A" batteries, loud speakers, takes the panel
to the store two or three times and ends up by
recommending a new aerial, following the same
procedure every month in order to obtain each
monthly payment. Nearly all of this useless
performance can be avoided if the salesman in
closing the deal will just make a frank state-
ment as to exactly what the instrument is ca-
pable of doing. He should also tell the customer
what he may expect in the way of interference
at his location and maintenance from the
dealer. Educate the customer as much as pos-
sible at the time of sale. It pays! Remember,
a sale resulting in a dissatisfied customer is al-
ways a liability to a business organization.
As a representative of a jobbing house, I have
been interested in watching the activities of
various retail organizations. The progressive
houses seldom call on the jobber except for
merchandise, w-hile the retailers with inefficient
service organizations continually call on the job-
ber with service complaints. These latter
organizations are the ones that complain of
poor business and the loss of sales. This is
true, as they lose sales — also time and money
in transporting sets to and from the jobber for
service. The way to hold the confidence of a
customer is to correct any difficulty with the
least possible fuss and loss of time.
Adequate Service Profitable
A jobber is only too glad to stand back of
the products which he represents, but the job-
ber cannot efficiently act as a service organiza-
tion for the retail stores. A few months ago th'e
service committee of the Pacific Radio Trade
Association gave a report on "Making Radio
Service Pay." This report may be obtained
from that organization. After making a care-
ful survey for several months the committee's
opinion is that the successful radio merchant of
the future will be the one who renders adequate
service to his customer at a profit to himself.
Already over half of the radio retail stores re-
port that their service organizations are working
at a profit. "Unlimited service" undoubtedly
causes the loss to nearly all of the rest of the
retail stores.
Limited Free Service
The committee has gone on record as recom-
mending a free service period of not to exceed
90 days. They are certainly to be commended
for taking this step and especially in the man-
ner in which it has been suggested. At the
present time our dealer organizations are not
complete enough and the public is not educated
to the point where they will accept a set policy.
However, by using this as a rule rather than a
set policy, a great deal can be done to cut down
this profit-eating "unlimited service." Six and
twelve months' service contracts have also been
suggested and can be sold to a customer quite
easily after the termination of the free service
period.
It is no more necessary to extend free service
to the owner of a radio set than for an automo-
bile dealer to grind valves or a jeweler to clean
a watch which has been in service for six
months. The jobbing organizations and the
manufacturers, as well as the dealers, are en-
deavoring to anticipate the demands of the pub-
lic and at the same time supply a product that
will stand up under the grueling test of con-
sumer operation. By co-operation both in the
selection and maintenance of this merchandise
a profitable and satisfactory business may be
enjoyed by all.
STARR PIANOS STARR PHONOGRAPHS
GENNETT RECORDS
Represent the Hiqheft oJttainmcnt in cMusical OVorth
STARR PIANO COMPANY
Established l872 • Richmond. Indiana
::::::::::=:;;::;z::::::::::i:=
12
The Talking Machine World, New York, August, 1927
13
SEMINOLE SPANISH VARGUENO CONSOLE —
A superbly unusual Mohawk Creation. Complete in every
detail of design, originality and construction. $ ^ '7 C
Dimensions: 45i?4 x 36 x 20 inches. List . ^ I ^
With A.C. Electrical Equipment, $110 extra
IROQUOIS CONSOLE — Rich walnut, hand-rubbed,
piano-finish, duo-tone, with apron maple spindle-carved,
four turned legs, battery compartment with front removable
panel, with built-in patented pyramid loudspeaker with
tastily designed Burgundy red silk-backed grill, with set
compartment accommodating Mohawk interchangeable
battery or electric Drawer Unit. Dimensions: S"! '^rN
AlH X 23j^ X I5J2 inches. List . . . l.J\J
With A.C. Electrical Equipment, $110 extra
Other Models at $67.50, $92.50, $165 and $195.
6
times
more certain of success
SIX amazing factors combine in Mohawk One
Dial Radio to make success 6 times more certain.
The truth of this is reflected in the tremendous
business already achieved in Mohawk with the start
of the season weeks away. No one can meet Mohawk
on level ground — no one can adequately match the
6 great Mohawk features — no one can succeed as
swiftly and as thoroughly as can the Mohawk dealer
with this utterly incomparable line. Check the
famous 6 — the Interchangeable Drawer Unit,
exclusive and devastating to competition; Mohawk
6- tube, shielded set with ONE DIAL — the Originator,
the Pioneer and the Leader of them all; without
question the lowest price range at which such a line
as Mohawk can be sold; consoles of matchless design
and finish; A. C. electrically operated sets; the
Mohawk Dealer Franchise, written for the dealer first.
Six times more certain of success! It's worth a letter
of inquiry today!
MOHAWK RADIO is now licensed under
Radio Corporation of America Patents,
Full Protection for MOHAWK Dealers,
Building Them Better
Pricing Them Lower
Selling Them Faster
MOHAWK CORPORATION OF ILLINOIS
Established 1920 — Independently Organized 1924
2213 Diversey at Logan Boulevard, Chicago
14
Tlie Talking Machine World, New York, August, 1927
Money-Making Suggestions
for Ambitions Merchants
How the Use of Spotlights in the Windows Leads to More Sales by Focusing the Attention of
the Public on Particular Objects — What the Schubert Celebration, Sponsored by the
Columbia Phonograph Co., Means to Dealers — Cashing in on Prizefights via Radio Sales
A few months ago in Milwaukee an associ-
ation was formed, consisting of women man-
agers of Victor record departments together
with their co-workers. These women meet
each month at the office of the local Victor dis-
tributor and discuss selling points, sales
methods and kindred topics pertaining to the
latest record releases. There can be no doubt .
but that each and every member of this organ-
ization gains from this monthly interchange of
ideas and telling of past experience and the co-
operation between competitors is one that can
be followed with profit by each and every com-
munity in the country, regardless of its size. Be-
fore considering the subject on the basis of a
city-wide proposition, first look at it from the
angle of the individual store. How many deal-
ers, employing anywhere from two to a half-
dozen or more record sales clerks, take a real
live interest in the department? How many
dealers hold regular meetings with the sales
staffs and test their knowledge of the new re-
leases and of the record catalog in general? Be-
fore any move for a city-wide association is
made, the proprietors or managers of each
store should inaugurate a system of having the
sales staff meet regularly and intelligently dis-
cuss the late record releases, select those rec-
ords that merit especial exploitation and "push-
ing," pick out the one or more that would
produce the best results if played at the store
door, if the store employs this method of stimu-
lating record sales, and in general make certain
that each member of the staff has a workable
knowledge of the products which he or she is
hoping to sell.
Spotlights in Windows
The music store window has many times been
referred to as the face of the store and the
"silent salesman" and rightly so, for it is a vital
factor in a store's progress and one that should
not be neglected. There is one element of win-
dow display that has an important function
and it is an element that is too rarely discussed.
This is the use of spotlights in music store win-
dows. There is no reason why dealers cannot
make their windows work for them at night
and secure equally as good results for them as
they do in the daytime, and there is nothing
that can bring out the full effect of a window
display at nighttime as can proper spot light.
The music dealer should take heed of this valu-
able illuminating feature, for the character of
the merchandise, the size and shape of the dis-
play windows and the arrangement of the store
are such that the spot light can and does have
the opportunity of demonstrating its effective-
ness to the utmost. For the windows that are
deep, wide and high, the illumination should be
placed far above the merchandise so that the
lights will reach all parts of the display with
equal intensity. Sometimes this is difficult to
do, so a spotlight is placed along the transom
bar to illuminate some item far in the back-
ground. When a dealer wishes to feature some
one instrument or group of instruments a color
shield over the spotlight serves the purpose ad
mirably. There are dozens of ways in which
spotlights can be used to increase the effective-
ness of a window display and the dealer who
wishes to get 100 per cent service from his dis-
play space will investigate the subject and shed
a little light on the "silent salesman."
The Schuhert Celehration
In last month's issue of The Talking Machine
World there appeared the story of the contest
to be sponsored by the Columbia Phonograph
Co., offering prizes totaling $20,000, to the mu-
sicians who offered the compositions to be se-
lected as the best completions of Schubert's
"Unfinished Symphony." Ten thousand dollars
of the prize money will be divided among the
musicians in ten different zones who enter the
selections, which are picked as being best from
those zones; the remaining $10,000 will be
awarded to the composer whose work is con-
sidered best of all submitted. Leaving aside all
consideration of what this contest will mean in
encouraging a love of good music among the
masses of the people, we approach the reaction
on the trade, the angle with which we are
primarily interested. Columbia dealers who
were active in pushing Beethoven records
during March, April and May of this year will
need no reminder of what the world-wide ex-
ploitation of the works of that great composer
meant to them in greater record profits. In
the six weeks' period following "the Beethoven
Week, these records increased in sales volume
more than 500 per cent. It is logical to sup-
pose that the exploitation work which the
Columbia Co. is doing with regard to Franz
Schubert and his compositions in conjunction
with the one hundredth anniversary of his
death will see similar activity from the trade
angle. The musical publications and the- musi-
cal sections of the newspapers througfiout the
world during the coming year will print thou-
sands of columns regarding Schubert, his life
and his works. Public interest is certain to
be stimulated and the music dealer who carries
a stock of records of this composer and who
can talk intelligently of the compositions will
profit, — not only for a short time but for many
years to come, because once a customer be-
comes interested in records of the better type,
the interest is not transitory but is a permanent
liking, growing with knowledge.
Prizefights and Radio
Last month the description of the Dempsey-
Sharkey heavyweight bout was heard over one
of the largest broadcasting networks ever uti-
lized and millions of radio listeners followed the
fight as it was detailed over the air. Hundreds,
perhaps thousands of radio dealers took advan-
tage of the opportunity to demonstrate the mer-
chandise they sell by placing loud speakers in
such a position that the crowds outside could
hear the graphic description of the bout. Some
of these dealers were foresighted enough to
profit by sending out advance notices of the
coming broadcasting event, urging customers to
see that all of their accessories were in order,
and that the batteries were fully charged so
that on the big night none of the details would
be missed. If the interest in that bout war-
ranted a network of some thirty odd stations,
it is assured that next month when the cham-
pion. Gene Tunney, fights, the interest will be
greater and the hook-up will include even more
stations. There are few events, especially at
this time of the year, which attract interest
comparable to a heavyweight championship
fight, so that the dealer who overlooks this
event is deliberately closing the door on profits.
With proper exploitation work sets can be sold,
accessories renewed and a great amount of bat-
tery charging business done. Drop a line to
your customers, telling them to make sure that
iheir sets are in perfect condition; to prospects,
inviting them to the store to hear the descrip-
tion of the fight. In short, take complete ad-
vantage of the opportunity and make it r^pay
your efforts in cold cash. |s
Clever Poster Ties Up ^
Radio With Prizefight
A striking poster was prepared by the North
American Radio Corp., well-known New York
distributing house, for distribution to dealers,
hooking up the entertainment value of radio
and radio products in connection with the re-
cent Dempsey-Sharkey boxing match at the
Yankee Stadium in New York. "Hear the fight
right," was the selling message directly asso-
ciated with the Farrand speaker. Zenith
receiver, Eveready batteries and Cunningham
tubes. David Goldman, executive head of the
company, stated that dealers in the metro-
politan district noticed a distinct reaction in
direct sales due to this piece of sales-promotion
matter.
The Eclipse Music Co., of Paterson, N. J.,
has opened a branch store at 22 Bloomfield
avenue. This concern is one of the most pro-
gressive music houses in that city.
ALL BRACH LIGHTNING ARRESTERS
Cany $100 FREE INSURANCE
Against Damage to Your Radio
by Lightning Induction.
NEWARK, N.J. Li. S. BFJ-A-CI^ >TF'0. C O. toronto.can.
The Talking Machine World, Nczv York, August, 1927
a New 9
development ♦
Freshman
EDUAPHASE
An entirely new principle of
stahilization and
these features :
I • Four tuned circuits ^ r t * f i
3» • Single drive ^ one control i r f y
3 • Full floating tube shelf ^ ^ >' / / /
4 • Drum type illuminated dial calibrated in
wavelengths ^ i ^ i * i i r
5 • Solid Mahogany cabinet — artistically high-
lighted ^ * i 1 r f f f t
*70
A Freshman development. — licensed under patents;
RCA — General Electric Co Westinghouse
Electric © Mfg. Co. and American Tel. © Tel. Co.
16
The Talking Machine World, New York, August, 1927
sensational units by Balkite—
the leader, including the new Balkite "A" and
Balkite "AB" both without batteries. The lowest
prices in Balkite history. A reputation for quality
built by 2,000,000 units in actual use. A record
of long life and freedom from trouble unequalled
in radio. A huge advertising campaign. Balkite,
is the 3t(1 largest advertiser , And a line so com-
plete it serves every requirement. You don't need
to gamble with your own or your customers'
money. You don't need to experiment with un-
tried lines. Balkite is enough. Get behind the line
now and share the profit.
FANSTEEL PRODUCTS COMPANY, Inc.
North Chicago^ Illinois
Balkite
l^dio Tower Units
The Talking Machine World, New York, August, 1927
17
Balkite "AB" Contains no \)atte.yy. A complete
unit, replacing both "A" and "B" batteries and supplying
"A" and "B" current directly from the light socket. Con-
tains no battery in any form. Operates only while the set is
in use. Turns o2 and on at the Hght switch. Two models :
"AB" 6-135,* 135 volts "B" current, $59.50; "AB" 6-180,
180 volts "B" current, $67.50.
Balkite "B" Has the longest life in radio. The ac«
cepted tried and proved light socket "B" power supply,
300,000 units in use show that it lasts longer than any
device in radio. The new "B"-135 and "B"-180 include
new improvements making their condenser capacity far
greater than usually found in any commercial "B" power
supply. Three models: "B"-W, 67-90 volts, $22.50; "B"-
135,* 135 vohs, $32.50; "B"-180, 180 volts, $39.50. Balkite
now costs no more than the ordinary "B" eliminator.
Balkite "A" Contains no hattery. The same as Bal-
kite "AB" above, but for the "A" circuit only. Will serve
wherever 6-volt "A" batteries are now im use. Not a battery
and charger but a perfected light socket "A" power supply.
One of the most remarkable developments in the entire
radio field. Price $32.50.
Balkite Chargers standard, /or "A" batteries. The
standard charger for radio "A" batteries. Noiseless. Can be
used during reception. Prices drastically reduced. Model
"J,"* rates Z5 and .5 amperes, for both rapid and trickle
charging, $17.50. Model "N"* Trickle Charger, rate .5 and
.8 amperes, $9-50. Model "K" Trickle Charger, the most
popular of all chargers, $7.50.
^Special models for 25-40 cycles.
Frices are. slightly higher West of the Rockies and in Canada.
FANSTEEL PRODUCTS COMPANY, Inc.
North Chicago, Illinois
Balki
ite
7{ac/to Thwer Units
18
The Talking Machine World, New York, August, 1927
Tax on Phonograph Sales
Introduced in Georgia
Bill Introduced in Assembly Puts One Per Cent
Tax on Gross Sales of Talking Machines,
Records, Etc. — Being Strongly Opposed
Atlanta, Ga., August 6. — Dealers in phono-
graphs, talking machines and records in Georgia
will have to pay an occupational tax of one per
cent of their gross sales if a measure recently
introduced in the General Assembly is passed
and signed by the Governor.
The measure provides that a tax of one cent
on each one-hundred cents of the sale price of
phonographs, talking machines and records
shall be levied by the State as an occupational
tax. On the first of October each year, the
phonograph dealer must register with the comp-
troller-general, giving his name and business
address and receiving therefor a certificate of
registration.
Then, on the first of each month, the dealer
is required to make a return to the State comp-
troller-general of all sales made and the amount
of the 1 per cent occupational tax, sending to
the State treasurer his remittance in payment of
the tax.
Included in the list of commodities to bear
this occupational tax are candies, soft drinks,
automobiles, tires, automobile accessories,
motorcycles, radios, radio parts, typewriters,
adding machines, perfumes, chewing gums, cos-
metics and electric refrigerating machines — a
truly conglomerate selection! It is estimated
that in this way between $2,000,000 and $2,500,-
000 in revenue can be raised to meet school
and other State requirements.
Needless to say, phonograph dealers are fight-
ing the measure, and it is hoped that it will not
secure enough votes to pass.
Incorporated in Delaware
The Universal Radio-Phonograph & Furni-
ture Co. has been incorporated at Wilmington,
Del., with a capital stock of $250,000 for the
purpose of doing business in radios, phono-
graphs and other specialties.
E. H. Schwab Discusses
Practical Radio- Vision
Chairman of Board of Splitdorf Radio Corp.
Points to Commercial Possibilities of Radio-
Vision of the Future
That radio-vision will be worked out as a
practical commercial proposition within the next
few years is the opinion of E. H. Schwab,
chairman of the board of directors of the Split-
dorf Radio Corp.
"Radio-audition has now reached the point,"
stated Mr. Schwab, "where it is possible to
reproduce with fidelity the spoken word and
music, and even that industry is yet in its in-
fancy. With firms of broad vision coming
strongly into the field at this time, backed by
unquestioned financial resources and placing
the merchandising of radio on a sounder basis,
it may be truthfully said that what we now
know as radio is hitting its stride. That we be-
lieve the auditory side of wireless is in itself
a gigantic undertaking well under way toward
unheard-of possibilities is revealed by the com-
prehensive plans made by such firms as Split-
dorf.
"And when the other phase of radio, that of
vision, enters the commercial phase, then will
be born another of the world's great industries
if one wishes to consider the two as separate
entities. As a matter of fact it is quite likely
that the outstanding firms engaged in the one
will take an active and leading part in the
other. Speaking for myself, I state here and
now that my interest will be as keen in the
newer development as it now is in the building
of broadcast receivers for present-day radio
reception."
New Record Process to
Reproduce Novels for Blind
Capt. Round, of Marconi Co., London, Makes
Announcement of Interest
A cable despatch from London to the New
York Times tells of a new process invented by
Captain Round, of the Marconi Co., whereby
phonograph libraries for the benefit of the blind
have been brought within practical reach. It
is claimed that the process enables a full-length
novel to be recorded on a half-dozen twelve-
inch records. These reading records are capa-
ble of running forty minutes and reproducing
intelligibly five thousand words on each side.
Captain Round is enthusiastic over develop-
ments and believes that with records produced
electrically on the same principle as his, it will
be possible to reproduce an entire symphony
on one side of the record without any break
whatsoever. This may seem fantastic, but this
is an age when it is well to receive everj thing
new with consideration.
Harold J. Power, Inc.,
Licensed by Radio Corp.
Medford Hillside, Mass., August 5. — Harold J.
Power, Inc., of this city, manufacturer of socket
power units, has announced that it has been
licensed by RCA. In a statement issued by
Harold J. Power, president of the company, he
states that he has always advocated legitimate
co-operation between competitors, and considers
the licensing policy by RCA of great value to
the radio industry and its stabilization.
New Firm Organized
The Watson-Riecker Music Co. has been
organized in Bellingham, Wash., with a capital
stock of $9,000. A. H. Kinney, of Everett, is
president; W. B. Watson, vice-president and
general manager, and H. N. Riecker, secretary
and treasurer.
The WORLD'S Largest Producers of Die-Castings
Doehler Die-Coft
Zinc Alloy Loud
Speaker Housing
for thf Radio
Corp. of Amfrica.
Selected after
comparative tests
with other rnale-
rialt and con-
ttruction , for
economy, appear,
ance and tonal
qualitieB.
0F course Die Castings are not sold as standard commodities
like soap and candy . . . yet Doehler, and Doehler only, has stand-
ardized certain qualities that permit the acceptance of nothing
less than perfected alloys for the specific die casting require-
ments in hand. Q These qualities are not secret; yet their at-
tainment in the four Doehler plants has saved countless thou-
sands of dollars to those leaders in American industry, availing
themselves of Doehler service. (][ If you are proud of your prod-
uct ! If you are alert for improvements, refinements, saving in
production costs, we will gladly confer with you without obli-
gation. Your letter head will bring a copy of our new booklet.
D01HI.1S
"'an
"rer.
-4SV
DOEHLER DIE-CASTING CO. Brooklyn, N.Y. •^Toledo,©. Batavia,N.Y. Pottstown, Pa.
Cdlumbia
t^nnounces
another of a series
2pa^es facing
in color
in
THE s/iruimAY
EVENING POST
The Talking Machine World, ] ork, .Utijuii. VJll
'TZ^i^ Advertisement Appears in THE
The Viva-tonal Columbia — "'like life itself
JModel 810, illuslt-ated, $300
Other models $275, $175, $160, $150, $115, $90
(Mahogany or walniil)
Two Black Crows Part 1
Two Black Crows Part 2
Moran and Mack
No. 935-D 10 in. 75c
"What Does It Matter?
Put Your Arms Where They Belong
Organ Solos, Harold L. Rieder
No, 037-D 10 in. 75c
Fifty Million Frenchmen Can't Be Wrong
One Sweet Letter from You
Fox Trots with Vocal Choruses by Ted
Lewis Ted Lewis and His Band
No. 988-D 10 in. 75c
Hallelujah! (from "Hit the Deck")
Vocal — Crescent Trio
Sometimes I'm Happy (from "Hit the Deck ")
Vocal Duet — Gladys Rice and Franklyn Baur
No. 998-D 10 in. 75c
Dear Eyes That Haunt Me (Vocal Chorus
by Lewis James)
Like You (Vocal Chorus by Franklyn Baur)
Fox Trots from "The Circus Princess"
The Columbians
No. 968-D 10 in. 75c
SATUHpAY EVENING POST Aug. 20
Columbia Musical Masterworks
Set / Q Beethoven Symphony No. 5,
No. in C Minor, Op. 67
/« £/gi/ P<7r/j (Four Records) with Album— $6.00
\
G
Sobre Las Olas (Over
the Waves)
Wiener Blue (Vienna Life)
Waltzes—
Jacques Jacobs'! Ensemble
No. 50042-D 12 in. $1.25
The Star-Spangled Banner
America (My Country
'Tis of Thee)
Vocals —
Columbia Male Chorus
No. 50041-D 12 in. $1.25
KI people to listen just once, that is literally all you have to do!" was the
emphatic remark of a well-known business man (*) who for many months
had listened quite unresponsively to glowing words of praise concerning the
Viva-tonal Columbia, and then, almost by chance, suddenly heard it played.
He sat there amazed by the authority and convincing wholeness of the
music, amazed by the overwhelming sense of a great orchestra in the very
room, and, as he said, even still more amazed that all the verbal descriptions
had failed to give him the glorious truth.
His former point of view may be yours. It surely is if you have not heard
the Viva-tonal Columbia Records played by the Viva-tonal Columbia! Talk-
ing, writing, even imagining, cannot tell you. You must hear!
One record will do it, one. Go to your dealer and ask to hear No. 50042-D
(listed in the margin of this page). For sheer pleasure follow it with some of
the others also listed. You will be thrilled and amazed!
You will find Columbia dealers everywhere — always displaying the music-
notes trademark. For example, here are some of the leading names:
BARKER BROTHERS,
Los Angeles, California
CABLE PIANO COMPANY,
Atlanta, Georgia
DENTON, COTTIER & DANIELS, INC.,
Buffalo, New York
L. S. DONALDSON COMPANY, INC.,
Minneapolis, Minnesota
JESSE FRENCH AND SONS PIANO CO.,
Montgomery, Alabama
S. HAMILTON COMPANY,
Pittsburgh, Pennsylvania
( Other Leading
LANDAY BROS., INC.,
New York City, New York
LYON & HEALY, INC.,
Chicago, Illinois
MARSHALL FIELD & COMPANY,
Chicago, Illinois
BEN PLATT MUSIC COMPANY,
Los Angeles, California
QUARG MUSIC COMPANY,
♦ San Francisco, California
JOHN WANAMAKER,
New York City, New York
Dealers Everywhere)
Men)
process
Viva-^tonal Hecords
^Mr. Edward C. Waldvogtl,
Vice-President
in Charge of Sales,
The Yale & Tcwne
Manufacturing Company
A PHONOGRAPH COMPANY • 1819 BROADWAY • NEW YORK
Canada : Columbia Phonograph Company, Ltd., Toronto
The Talking Machine World, New York, August, 1927
DANCE SELECTIONS
TedJCewis and His 'Band
The Memphis Blues an J Beale Street
Blues— Fox Trots
So. 1050-D 10 /■». 75'
*Paul iAsh and His Orchestra
You Don't Like It — Not Much and
SweetSomeone— FoxTrotswithVocal
Choruses. No. 1034-D 10 <». 75'
California gamblers
Vo-Do-Do-De-O Blues and Lazy
Weather— Fox Trots with Vocal Cho-
ruses. No. io)8-D JO in. 75c
c/f/ -Gf«'? '^"^ Orchestra
Who Was the Lady ?^»n</Every Night
I Bring Her Frankfurter Sandwiches
— Fox Trots with Vocal Choruses
No. 1037-D 10 in. 75<:
Howard J^anin and
His Orchestra
Gorgeousani/l'm Just Drifting Along
— Fox Trots with Vocal Choruses by
Scrappy Lambert
No. 1029-0 10 in. 75f
Ipana Troubadours ($. C JCanin.
director) and Fred "^ich and
His Hotel <ylstor Orchestra
MASTERWORKS SERIES
Set 20 Chopin: Sonata in B
No. J Z Minor, for Pianoforte,
Opus 58.
In Six Parts with Album $4-50
S^
No
et A-i Schubert: Symphony
lo. No. 8, in B Minor
(Unfinished)
In Six Parts with Album $4.50
Set
No
/^-j Debussy: Iherii (Images
■ O / pour orchestre No. 2}
In Five Parts with Album $4.50
ELECTRiCAL
Set
N
Fox Trot
. THE MEMPHIS BLUES
(Handy)
- TED LEWIS AND HIS BAND
h% ■ 1050-D
(143997). -^^^^.^
One O'clock Baby and She's Got
■■ It!"— Fox Trots with Vocal Choruses
by Frank Harris No. 10^6-0 loin.j^c
VOCAL SELECTIONS
The Whispering Tianist
(^rt Qillham)
I'm Waiting for Ships That Neve
"^-me In and Pretty Little Thing
No. 10^1-D 10 in. Tyc
T{uth etting
At Sundown (When Love Is Calling
Me Home) and Sing Me a Baby Song
No. 1052 £) 10 in. I'lC
J^ee tJMorse
Columbia Phonograph Company
1819 Broadway, New York City
"AllTrode Mork» Re^.ir.S Par
A^.t. 1110 y ^DOSa dc JSJcAfln'lo lllC M^.r.
IMWUI Rcg.«<dd.Bai. Nob. lUUO.^O-mv 20721
Where the Wild, Wild Flowers Grow
and I'd Love to Be in Love
No. lOii-D 10 in. 75'
Johnny Marvin, "The Uku
lele ^ce, " and Charles Kaley
Me and My Shadow and My Sunda
Girl- Vocal Solos No. 1020 D 10 in.
et /To Wagner: AlbumNo. 1.
o. DO Goetterdaemmerung:
Song of the Rhine
Daughters — Fly i ng
Dutchman Overture —
Tannhaeuser: Bacchanale
— Siegfried Idyll —
Parsifal: Transformation
Scene.
Eight Records with Album $12.00
YOU'LL WANT TO
HEAR THESE
,_Moran and ^JMack
Two Black Crows Part 1, and
Two Black Crows Part 2
No. ()}yD 10 in. T)C
Hilton Charles
Me and My Shadow and
Forgive Me— Pipe Organ
No. io'y6-D 10 in. 75<-
Vernon Dalhart
Lucky Lindy and
Lindbergh (The Eagle
of the U. S. A.)- Vocals
No. lOoo-D 10 in. 75*
V/l more dealers everywhere are recognizing that
^ Columbia's square-deal policy means profits and prestige
for them. Columbia Viva-tonal Records "made the new way —
electrically — no scratch" are building customer-preference wher-
ever they are displayed and sold. Ask for details.
Columbia Phonograph Company, 1819 Broadway, New York City
Canada: Columbia Phonograph Company, Ltd., Toronto
The Talking Machine World, Nezv York, August. 1927
19
Columbia Broadcasting
System Adds Iowa Station
Latest Acquisition to Broadcasting Chain Regu-
larly Heard Throughout a Large Section of
the Middle Western States .
A sixteenth radio station in its network cov-
ering the L^nited States east of the Rocky
Mountains — Station KOIL, of the Mona Motor
Oil Co., Council Bluffs, la., has been announced
by the Columbia Broadcasting System.
The station, with a daytime power of 4,000
watts and 2,000 watts at night, is regularly and
reliably heard throughout a large section of the
Middle West, where it ■ has a following built
by an intelligent policy of consistently worth-
while programs.
This additional link gives the Columbia net-
work stations to carry metropolitan programs
into practically every nook and corner of the
United States, with the exception of the ex-
treme Pacific Coast. Work is forging ahead
towards completion of the many details prelimi-
nary to the actual broadcasting of programs,
which will start Sunday, September 4.
Arthur Judson, who is America's outstanding
manager of musical artists and musical events,
is in direct charge of the Columbia Broadcast-
ing System's musical and program activities,
and Major J. Andrew White, veteran announcer
and pioneer radio station builder, is in charge
of the technical activities.
With the naming of the sixteenth station
Columbia announced also details of its affilia-
tions to insure stations in the new network
the pick of foreign as well as American musical
and entertainment talent.
The unusual combinations of affiliations, par-
ticularly those of Mr. Judson and his powerful
foreign and special representatives, will make
available to American radio audiences for the
first time a rich musical field.
Practically every old-world musical center is
represented in the countries included in the
field, which the Columbia Broadcasting System
is making available to the millions of radio
listeners on, this side of the Atlantic.
The machinery for direct negotiation with
artists and celebrities extends to the musical
centers of Germany, Italy, Great Britain, Rus-
sia, Holland, Belgium, France, Spain, Austria,
Hungary, Switzerland, Czechoslovakia, Bul-
garia, Roumania, Australia, New Zealand,
Africa, India and the principal British colonies.
Splitdorf Radio Corp.
Issues Radio Booklet
The Splitdorf Radio Corp., Newark, N. J., has
issued a booklet describing its new radio line.
"Splitdorf strikes a new note in radio" is the
theme. Twelve models of receivers are shown
and two types of speakers. There are four table
models, four floor consoles and four period ultra
designs, "meeting the taste and requirements of
all classes of buyers." Prices range from $45
to $800. It is interesting to note that one of
the merchandising points incorporated is with
reference to the Splitdorf license association
with RCA, General Electric, Westinghouse and
American Tel. & Tel. Co., assuring dealers of
bulwark protection against serious interruption
of business because of patent litigation. Re-
vealing the facilities back of Splitdorf are pic-
tured the five Splitdorf Bethlehem Electrical
Co. plants, including the new plant of the Split-
dorf Radio Corp.
Introduces New Tube Line
The Sunlight Lamp Co., Newton Falls, O.,
manufacturer of radio tubes, for the past several
years, is introducing a new line of radio tubes.
Sunlight Crusaders, which are of special rein-
forced construction.
Sunlight Crusaders carry an unconditional
guarantee for one year, made possible by the
solid reinforcement standard in all types. The
filament cannot be jarred out of position nor
can it come in contact with the grid and burn
out, it is claimed. Better reception is claimed
as the rigid construction tends to eliminate
microphonic noises.
Sunlight Crusader tubes are made in all types
so that the line is complete.
Freed-Eisemann Introduces
Phonograph Reproducer
A new phonograph reproducer, which is said
to contain a metallic diaphragm made of a
secret composition, is now being produced by
the industrial products divis on of the Freed-
Eisemann Radio Corp., Brooklyn N. Y. Keith
L. Saunders, manager of the Freed-Eisemann
industrial products division, states that the new
sound box has aroused conside.able interest
wherever demonstrated, and a successful busi-
ness throughout the country is anticipated on
the new product.
Albany Victor Dealers
Get Orthophonic Publicity
Combine Efforts to Bring the Merits of Instru-
ment to Attention of Pleasure Seekers in
Park — Auditorium Orthophonic Concerts
Albany, N. Y., August 7. — Considerable attention
was attracted to the Victor Orthophonic line
through the efforts of retail dealers in featuring
the product in a most effective manner at Mid-
City Park, the local recreation and amusement
center. A committee of seven Victor dealers,
of which W. J. Killea was chairman, was re-
sponsible for thousands of people who visited
the park hearing the Orthophonic. The Audi-
torium model supplied many programs for the
entertainment of the crowds. A special "Victor
Day" started the ball rolling, and the dealers
expect to cash in on the publicity received.
This is a form of co-operative effort and far-
sighted promotion which deserves the highest
praise and its value to the individual dealers
who participated is undeniable.
DEALERS
HERE ARE REASONS WHY
YOU SHOULD SELL
AUTOMATIC
MOTION PICTURE
CAMERA
AND PROJECTOR
1. MADE BY PATHE
2. SELLS ON SIGHT
3. NATIONALLY ADVERTISED
4. 500 REELS IN PATHEX FILM LIBRARY
5. FILMS SOLD OUTRIGHT— NOT RENTED
6. NEW FILMS RELEASED MONTHLY
7. REASONABLE IN PRICE
8. SIMPLE TO OPERATE
9. EXTREMELY LOW OPERATING COST
10. DISTRIBUTORS EVERYWHERE INSURE PROMPT
20
The Talking Machine World, New York, August, 1927
three
with many
Within a very short time, three new instruments will be
added to the Victor line — three instruments of such super-
lative performance, such beauty of design and workmanship,
that they are certain to be great favorites with the public.
At the top there will be an instrument "de luxe," com-
bining in one magnificent cabinet the Electrola, the Radiola,
and the Automatic Victrola. All of these features will be
provided in the most luxurious and advanced form. This
model will be complete in every detail — offering every phase
of reproduced music. It will be known as the 9-55-
Another combination instrument of equal quality, but
without the automatic feature, will be offered at a lower
list price. As in the 3-55, this instrument will have the
full six-inch cone Electrola, and the powerful eight-tube
Super-Heterodyne Radiola, with easy, positive controls. It
will be known as the 9-2.5.
The third instrument — designated as the 10-70 — will
combine the Electrola, as above, with the Automatic. The
cabinet job is one of unusual trimness and beauty/
The new, high-efficiency Speaker Unit now being used
in the latest 9-40 instruments (Orthophonic or Electrola
reproduction through the full Orthophonic tone-chamber,
combined with eight-tube Super-Heterodyne Radiola) will
be made available for instruments now in the hands of
the trade.
These new models stand at the very peak of technical
and cabinet design. They will be in heavy demand — right
from the start. Opportunity is knocking. Don't let it
pass you by!
VICTOR TALKING MACHINE COMPANY
Automatic Electrola
Number 10-70
Automatic Electrola — it changes its own records. An electrically
operated cone-tvpe instrument in its highest development. Semi-wall
type cabinet in classical Renaissance style. Cabinet, walnut veneered,
blended antique finish. Size, 51 in. high, 40X in- w'ide, i-^yi in.
deep. Fixed top, two doors opening in front. Concealed felt-lined
record discharge drawer in "center pilaster.
The Talking Machine World, New York, August, 1927
21
outstanding instruments
additional features
Electrola Radiola
'Number 9-15
Electrola combined with eight-tube Radiola Super-Heterodyne in
their highest development. Six-inch cone with special Victor
acoustic stabilizer. Cabinet in Italian Renaissance design,
walnut veneered, blended antique finish. Size, 47^ in. high,
40^ in. wide, in. deep.
The Automatic Electrola with ]Iadiola
Victor s neivest and most complete bistviiment gives you everything
in re-produced music cvul entertainment .
Automatic Electrola Radiola
Number 9-5 5
Automatic Electrola — it changes its own records. Electrola
combined with eight-tube Radiola Super-Heterodyne in their
highest development. Six-inch cone with special Victor acoustic
stabilizer. Cabinet in classical Italian Renaissance design,
walnut veneered, blended antique finish. Size, 49^ in. high,
51X in. wide, 17 in. deep.
CAMDEN, NEW JERSEY, U. S. A
Method of Selling Musical
Instruments Differs Little
By R. E. Smiley
From Radio Sales Promotion
[The following is an address delivered by the assistant
sales manager of the Atwater Kent Mfg. Co. before the
Western Music Trades Convention in San Francisco last
month. — Editor.]
While I have been asked to address you on
the subject of how to sell radio in a music
store, I must in turn ask your indulgence if I
seem to digress somewhat in order to arrive
at an answer to the seeming problem that has
been given me.
At first glance my acceptance of this subject
seemed to me presumptuous and it would be if
I were not connected with an organization large
enough to draw, from many sources, informa-
tion relative to any merchandising subject.
The history of radio selling is brief, but re-
plete with color and incident! Hectic, hurried
and unharnessed describe its early history.
Every man who hung out a radio sign five years
ago was considered a radio expert by the people '
of his locality.
Why? Because there were then no nationally
known trade names. Manufacturing conditions
were practically similar to selling conditions.
The manufacturers who forged to the front
were chiefly electrical or automotive manufac-
turers, or both. The race was to the swift.
An Easy Market
In the meantime, the legitimate established
manufacturers were not seeking nor promoting
but were filling a market. They sold to dealers
who, it appeared, could best sell radio. Those
dealers were automotive men, garages, electrical
stores, hardware men and young geniuses and
boy engineers, who opened radio stores. They
also sold to those who were interested in the
get-in and get-out method of operating business
and as one of the gentry aptly put it: "It is
quicker and better than the fake auction-
racket."
Then some nationally known companies be-
gan to merchandise their products. Markets
were analyzed, men with years of merchandis-
ing experience were acquired and plans were
made not for the next year's business but for
the business of the next decade.
That is why radio has come into its own, as
its proper place as a music producing instru-
ment and is to-day chiefly sold through musi-
cal channels. I need not here go into the tran-
sition from shoddy radio programs broadcast
bv those seeking to fill the air with the din of
R. E. Smiley
their music to the very wonderful programs
such as are broadcast to-day by the nationally
known companies.
Specialty Selling
That is one piece of history. May I now ask
your indulgence in tracing another commercial
development by means of an illustration?
Following the Civil War a certain group of
men in Missouri formed a company to sell sew-
ing machines. It gr.ew! It grew so large and
Makes £asq Sales fov Radio Sets
We are giving the Trade this Fall the most com-
plete Profit Making Proposition we have ever of-
fered.
Acme Sales tripled this year. — Why not cash in
on this popular line? Put in Acme Power Equip-
ment and grow with us.
Acme Power Units mean real Profits
for you. And they are easy to sell!
CONSIDER THESE FACTS:
1. There will be more Acme advertising in Maga-
zines and Newspapers than ever before.
2. You will be supported by Window Trims —
Folders — Direct Mail Literature and similar
helps, and an attractive trade discount.
Acme Power Equipment is designed by pioneer
engineers in the Radio Field. That they give
universal satisfaction is known by every dealer
now handling them.
Acme Radio Products are sold at popular prices
and are fully guaranteed.
Sold by Leading Jobbers Everyivhere
ORDER EARLY— Send for our new Sales Plan TODAY!
*'A'' and '^B'' Socket
POWER UNIT
Complete, ready to operate, lists at
$67.50
East of the
Rockies
FACTORY REPRESENTATIVES
y^^^V — In Boston. New York City.
§4^^^^% Philadelphia. Cleveland, Chicago,
iMs^--^-?!^^! Milwaukee. St Louis, Atlanta.
De.= Moines. San Francisco. Los
Angeles, Fort Worth, Toronto.
Canada.
rapidly that this company had its own factory
to build the sturdy carriages which its sales-
men drove about the countryside while selling
sewing machines.
This might be called the first group of house-
to-house men. They canvassed. Later that
company took on and sold Melodeons — parlor
organs, later pianos and later phonographs and
now radio. Do you see it? The development of
specialty selling that has been repeated the
country over in a minor way and in a major
way.
In that specialty selling there developed dis-
tinctive piano men, who opened piano stores;
who took on violins; who added harps and brass
instruments; who added phonographs; who de-
veloped stores which could better be called
shops; who progressed with the musical art and
established on the great thoroughfares of this
country music salons; establishments unrivaled
anywhere in the world for artistic appointments
and merchandise.
The credit for all of this is invested in you
gentlemen and your forerunners. I trust I have
not tired you with a history that you may be
familiar with.
Similarity in Methods of Selling
Now I am asked to tell you how to sell radio
in a music store. Gentlemen, you already know
how from the experience you have inherited
from your musical pioneers — those men who
canvassed the countryside and with the parlor
organ made every "best room" in the Victorian
Era a music room.
Twenty years ago, or more, you men knew
how to sell radio. Even more so now you
know how because you know how to promote
an art and make that promotion profitable. You
know how to do the world a real service and
yet prosper in doing that service. Don't sell
radio — that's how to sell it. Is that a paradox?
Sell Performance
Seemingly so, but I mean do not sell the set
and all that goes to make it up, such as con-
densers, transformers, sockets, tubes, etc., etc.,
but sell what the set will do. Sell broadcast-
mg! Sell music! That's what you have always
sold. Sell the programs and tell your custom-
ers of the wonderful things that are in the air
that they shouldn't miss — sell their benefits!
Sell culture and refinement in the home! Sell
what the radio will bring the buyer, music plus
: what? Plus lectures, political programs. Na-
tional events in outdoor and indoor sports and
the hundred and one other things that you all
know about.
Forget Technicalities
The very salesman who can tell you a won-
derful and interesting story regarding a cer-
tain phonograph record or piece of music fre-
quently seems devoid of any intelligence when
it comes to selling radio. Instead of knowing
of some of the things that are on the air and
painting a picture and creating a desire that
would be well nigh irresistible he usually
launches into a dissertation of how many tubes
it has and how far will it reach, and how great
the volume is, until the poor prospects (and
frankly I sympathize with most of them in the
hands of the salesmen) become so confused that
their desire to buy is greatly curtailed, if not
entirely lost. If you go to buy a watch, you
do not ask the jeweler to take that watch
apart, you buy it because you know the name
of the maker and you buy it for eye value and
performance. Likewise it is unnecessary to
take a radio apart to sell it any more than you
(Continued on page 27)
THE ACME ELECTRIC and MANUFACTURtNG COMPANY.
Hamilton Avenue Cleveland, Ohio
22
The Talking Machine World, New York, August, 1927
They mag redd before —
buf f hey lishn aff eriuards
Before they buy Radio Tubes Mr. and Mrs. Consumer read
about them. They read about the remarkable qualities of
all radio tubes and get sufficiently excited about one brand
to buy it. Then they stop reading and listen.
If it were as easy to make a good radio tube as it is to write
beautiful copy about it every man would VoU his own' so to
speak. But radio tubes are perhaps the most difficult and
delicate item to manufacture in the whole radio calender.
The only way you can be certain that the tubes you carry
will listen as well as they read is to test them thoroughly
under all conditions of operation. Ferryman Radio Tubes
have behind them a tube engineering experience second to
none. We ask you to compare them, too, by listening to
them and not by reading about them.
FERRYMAN ELECTRIC COMFANY, Inc.
33 West 60th Street, New York, N. Y.
LABORATORIES AND PLANT: NORTH BERGEN, N.J.
FERRYMAN RADIO TUBES i
A Co'm'i>let^ Line of Standard Y^qui^mmi for ei;ery Radio Purpose
24
The Talking Machine World, New York, August, 1927
A
tandard
UALITY
N every line of commercial endeavor
there is one leader — one product recog-
nized as standard, by which all others
are judged^ Tiffany for jewelry ♦ Kodak for
cameras* Uneeda for crackers. You know
what these brilliant names mean in their
respective spheres. And ♦ ♦ ♦ ♦ in the field of
reproducers ♦ ♦
'bAaking talking machines
is an industry. Making
them to sell and STAY
SOLD is an art and a
science, Manufacturers
who use AUDAK repro-
ducing equipment are
wisely making sure that
their machines will stand
the test of time — in other
words STAY SOLD. They
are taking no chances I
ULTRA
(Phonic)
Reproducer
Recognized as tKe
Standard in Its Field
Accept No Imitations
This tag is attached to every
genuine ULTRA—
ALWAYS LOOK FOR IT
IT HAS STOOD THE TEST OF TIME
Mr* Dealer: Build sales and prestige
on the firm foundation of standard merchandise.
Remember, the manufacturer who offers
AUDAK as standard equipment is giving you
the best — by test !
The AUDAK
565 Fifth Ave.,
Makers of Acoustical and Electrical
The Talking Machine World, New York, August, 1927
25
to
Have
and to
Hold
HEN a concern with real technical
talent, like the Audak Co», is con-
tinually spending large sums of
money in pioneering along new lines and
developing new products, it is but reason-
able that it should protect its lawful rights
by all fair means* In justice to ourselves,
the trade and the public, we are taking
every fair measure to protect our United
States Reproducer Patents against in-
fringements.
No. 1637322 is the first patent awarded us
ivith a series of additional patents pending
COMPANY
New York
Apparatus for More Than 10 Years
Th e Audak Company has been
making high grade acoustical and
electrical apparatus for over ten
years. Its output is standard, its
reputation intrenched. It is not
our desire to throttle competition
— if any one can make a better
reproducer without infringing
our rights, more power to him I
What we do insist upon is no
more than you, yourself, would,
were you in oiur position; that is,
that our rights be respected.
Makers of talking machines, dis-
tributors and dealers should
know that this company intends
to protect its interests — for the
good of the trade itself.
Only Audak Can Offer You
Reproducers Based Upon the
Patented Audak Principles
26
The Talking Machine World, Nen.' York, August, 1927
Profit Wnnli^ Sates^nklcs
How the Lion Store Music Rooms Maintain Sales Volume During Summer by Canvassing—
Twenty-five and Thirty Portable Sales a Day Is Record of Kansas City Firm— Utilizes Checks
to Get Radio Publicity- Business Ca-ds That Attract Attention— Other Sales Builders
The Lion Store Music Rooms, Toledo, O.,
are finding that canvassing is effective in keep-
ing busin ss up t3 par during the Summer
months. Salesmen are routed to various sec-
tions, i nd there is no overlapping of effort.
When a salesman has completed a call on a
rerta'n prospect he makes a thorough canvass
within a radius of several blocks before going
to another district. Thus the salesmen-can-
vassers are enabled to make a greater number
of calls daily. Prospects are followed up in a
most aggressive manner by means of direct
mail, telephone and personal calls. The re-
sult has been that sales from this method have
reached a very satisfactory volume. Hit or
miss methods of outside sales promotion do not
pay, as has been discovered by many retailers
who have tried it. Results are so slight com-
pared with overhead that profit is sacrificed.
Portable Drive Pays
The talking machine department of the Jones
Store, Kansas City, Mo., is disposing of a
tremendous number of portables. The sales
reached the surprising figure of between twenty-
five and thirty per day during the latter part
of June and early July. Featuring these small
instruments at this season is mighty good busi-
ness. It pays to stage a window display of
portables and to have them prominently placed
throughout the department. Advertise them to
the public by showing them, and the volume of
cash business thus secured will be very much
worth while. Portable sales also mean stimu-
lation of the demand for records.
Using Publicity Matter
The Steadman Music House, of Yonkers, N.
Y., one of the largest and most successful
concerns in the lower section of the State, has
arranged a series of boxes on a vertical rack.
Each box is lettered with the name of a manu-
facturer. The boxes contain the various cir-
culars and other publicity matter distributed by
the manufacturers whose products the firm han-
dles. In this way there is no confusion; no
hunting around the store for a particular folder
or circular when it is wanted in a hurry. Di.ect
mail is facilitated because the material is at
hand for immediate use. The habit many deal-
ers have of putting the circulars away in a hid-
ing place of their own "so that they can be
easily found" is a poor one, for the reason that
th; publicity matter is soon forgotten and
tlnally thrown away. At least every dealer owes
it to himself to make the best possible use of
this valuable and expensive material.
Advertising Stunt
An unusual method of bringing its products
to the favorable attention of the publ c ha; been
evolved by the Collingwood Radio ( o. >i
Toledo, O. This concern, which handles the
R. C. .\. fine, has printed on its checks the
figure of the little Radiotron man. The point is
that when an individual receives a check in
payment of a bill usually he feels pretty good,
especially if payment is made promptly. Thus
when he sees the R. C. A. publicity on the face
of the check he thinks of the Radiola at a time
when he is least antagonistic. These are the
little touches that round out the general pub-
licity plan of the most progressive types of re-
tail dealers and make their efforts in sales pro-
motion so successful. The little things count
in publicity. No business is being effectively
operated unless as much attention is given to
apparently small details as to the larger issues.
Profits From Renting
The Waveland Radio Co., of Chicago, 111., has
built up a profitable business in renting Radiolas
through a rather clever plan of suggestion.
Desk blotters have been placed in the rooms of
many of the North Side hotels. On this blotter
is an attractive advertisement, pointing out that
the firm rents radio sets as well as sells them.
The result has been that many of the people
who stop at the hotels have taken advantage
of the service to have a radio installed in their
rooms during their stay. Several sales have
resulted directly through this rental service,
people who rented the set liking it so well that
they decided to purchase. In effect these rental
deals are merely paid demonstrations. Try it.
Unique Business Card
Phillips Music Store, of Bethlehem. Pa., one
of the most successful dealers in talking ma-
chines and other musical products in this sec-
tion of the State, has a business card that is
cut of the ordinary. The face of the card con-
tains the name of the store, the name of the
representative as well as a list of the products
handled. On the back of the card, however, is
a photographic reproduction of the store front,
showing the window in which are attractive
displays, enabling the customer to visualize the
various musical products handled. A business
card, especially one passed out by a canvasser
or salesman, ii cast aside or forgotten unless
there is something unusual or impressive about
it. A metropolitan talking machine chain store
organization, which has a large force of can-
vassers in the field, realizing th s, had cards
printed in the form of a small folder. The face
contains the name of the representative as well
as the firm name and lines handled. On the
Inside of the card appear the addresses of the
various establishments operated by the organ-
ization.
Syste:ii in Retailing
This is the age of system in the retail talk-
ing machine store as well as in the factory or
wholesale house. Glidden Baldwin, a dealer of
Danville, 111., has so systematized his business
that he knows the exact state of affairs in all
departments instantly. He sets a quota for
sales for a determined period based on past
performances and the outlook. He keeps a
monthly record of sales, cost of merchandise
and itemized expenses, and he bases operating
and sales promotional expense according to the
sales estimate. He has a key sheet on which
each part of his plan is entered in its proper
place. Each month he compares sales and ex-
penses with the estimate. If there is a marked
difference he searches to determine the cause
and plans accordingly. "Once a month this
plan enables me to review the business in a
businesslike manner. It determines the actual
degree of profit or of loss. It leaves nothing to
the imagination," says Mr. Glidden.
Co-operative Record Drive
Talking machine dealer associations and
groups of dealers in those sections where a
trade association is lacking should be inter-
ested in the co-operative campaign which the
talking machine dealers of Seattle started last
month to bring electrically recorded records to
tlie public's attention. These dealers, realizing
that the great majority of the people are not
familiar with the improvements made in re-
cording and reproducing music, launched a
campaign of public and private demonstrations,
adopting as their slogan "Modern Music — the
Electric Way." All the music dealers are
keeping open house for a month and are offer-
ing to install any type of instrument desired in
a home for a two-day demonstration. Persons
planning parties or dances are being urged to
take advantage of the offer to provide entertain-
ment for their guests.
STYLE 21
Genuine Mahog-
any
only.
or Walnut
STYLE 21-B
Same with both
top panels hinged
te accommodate
Radio Panel.
Phonographs and
Radio Cabinets
These illustrations show several
of the many late models of
our line, which have been re-
designed, right up to the min-
ute, with especial reference to
the Radio-Phonograph Combina-
tion, destined to be the standard
household unit.
STYLE 17
Genuine Mahog-
any or Walnut
Phonograph only
These instruments are produced
in all the popular finishes and
styles, including Uprights, Con-
soles and Wall Cabinets, and
our facilities enable us to make
prompt deliveries and most at-
tractive trade prices. Catalog
and price list mailed on request.
STYLE 85— RADIO CONSOLE
Accepts Panels Up to 8x26 Inches.
STYLE 1
Gum Mahogany,
Golden or Fumed
Oak.
Excel Phonograph Manufacturing Company
402-414 West Erie St., Chicago, Illinois
STYLE 2
Gum Mahogany.
Golden or Fumed
Oak.
The Talking Machine World, Nc7V York, August, 1927
Tone Comes First
>HIS eewest VAL^PHONIC aloee does it sell easily — bet it
presents no sales resistance stays sold !
because of its pleasing ap^ Every VAL^PHONIC is sebject
pearance. It will sell itself to to rigid test before it is released
for market. Nothing is
left to chance. Each and
every part entering into
its makeup is gamged
from a set **master" and
must tally with it. Since
your customer, because
of its handsome finish —
tone quality, and in this
we have succeeded ad^
mirably.
That deep, full, phonic
tone is all embodied in
improved VAL-PHONIC,
im^ we have received less than one re^
proved VAL^PHONIC — and not turn in a thousand for any cause.
There must be a reason for this
R E G . u. s. PAT. o
730 [MARKET STREET
PM I L A DELL PHI A , U.S.A.
The Talking Machine World, New York, August, 1927
"the line with
Phonograph Unit
Model AR35
New List Price
$12.00
Bi-polar type unit — ad-
justable. Handsome bake-
lite case. Threaded rub-
ber connectoi for tone-
arm.
OU A N T I T Y
production
enables us to make
the list price so low
this season. At this
price dealers will
hnd this model to
be a real sales
sweetener.
The same quality,
material, workman-
s h i p and design
goes into this pho-
nograph unit as into
all Amplion models
— the qualities that
have made Am-
plion the standard
of the world in ra-
dio reproducers.
Amplion Dragon
AR19
List $42.50
Beautiful mahogany pan-
elled bell. 2OV2" high,
l-l-li" diameter. Crystal-
line enameled. Bi-polar
typt unit — adjustable.
TH E m o d e 1
that m a d e
Amplion famous.
Keen radio fans,
especially, buy and
use this model in
all parts of the
globe. it is also
widely used in ra-
dio laboratories for
testing a n d com-
parisons. Its unique
C(instruction design
and graceful lines
has made it fa-
nnliar and quickly
recognized by the
radio public every-
where.
Amph'on Patrician
AA18
List $50.00
Handsome, hand-earved maliog-
any cabinet, 18"xl2"x9", con-
taining long air-column ivii/i
jainous .Implion unit.
A SOFT mellow
diffusion o f
tone — non - direc-
tional— has m a d e
the Amplion Patri-
cian popular wnth
the music connois-
seur. The long air
column which is as-
sembled with an
Amplion unit in a
handsome h a n d -
car\'ed mahogany
cabinet gives a clear
cut reproduction,
covering all f r e -
quencies.
Ag
ber.
A good selling num-
Lion Model
AC21
List $25.00
14" Cone mounted on an 18"
sound board. Height, including
handsome bronze base, ZOYi" .
Neii: balanced armature unit,
straight bar magnets of the
finest grade hnglish Tungsten
steel.
This model can be supplied
ivith cord for hanging on ivall.
Amplion Mural Model AC24.
List $25.00
THIS handsome
open cone
model is the latest
addition to the Am-
plion line.
It meets the de-
mand for Amplion
quality at an ex-
tremely moderate
price. Sturdily
built, beautifully
designed and un-
usually natural in
tone. A quick seller
— arouses enthusi-
asm from every-
body who sees and
hears it.
Biggest value on
the market.
AMPLIONI
Four great weekly magazines with a combined circulation of 6,392,895. '
Full pages in monthly magazines and a high pressure newspaper advertisin'ji
This new series of Amplion advertisements will be the most strikingly?|
The artistic beauty of the entire Amplion line, its wide price range-
the highest power selling media — and personal sales assistance, make;
AMPLION
Order through
The Talking Machine World, Nezv York, August, 1927
least resistance^
Colonial Cone
AC12
List $35.00
Handsome t=^o-tone mahog-
any cabinet 14-" xlV x9" , ne^
balanced armature unit ziith
straight bar magnets of finest
English Tungsten steel.
Amplion Shield
AC27
List $67.50
AVw process embossed n^al-
nut panelling, attractively
curved, combining grille-
front and back. Height 22".
IbYz" Cone. Neiv balanced
armature unit '^■ith straight
bar magnets of finest Eng-
lish Tungsten steel.
Amplion Fireside
AC30
List $97.50
Height 36Y2". AVtc balanced
armature unit 'U'ith straight
bar magnets of finest Eng-
lish Tungsten steel. Ne=iv
process embossed ivalnut pan-
elling, attractively curved,
combining grille-front and
back. 16'A" Cone. 20 ft.
Cord.
Amplion Grand
AC15
List $145.00
Jl'alnut cabinet laith fine piano fin-
ish, 34"x33"xl8" . A'eic balanced
armature unit =u;iih straight bar
Cobalt steel magnets. This steel
has the highest magnetic flux den-
sity of any metai. Combination
cone and sound board. 20 ft. Cord.
THE world-
wide accep-
tance of this fine
cabinet cone has
justified us in in-
cluding it again in
our 1927-28 line.
Fine cabinet work,
graceful and sym-
metrical in design
and with Amplion
tone quality.
Its popularity both
with the trade and
the consumer will
help your sales vol-
ume.
THE Shield is an-
other new model
this V e a r. Has a
strong appeal to the
artistic mindeci c u s -
tomer. A handsome
ornaiTK-nc in any room
— with true AmpHon
quality of reproduc-
tion. Has fine display
and attention-attract-
ing values.
An excellent model
for sales demonstra-
tion.
nr H E Fireside
is the leader
of the trio of new
Amplion models.
A n all-year-round
seller. Has a dis-
tinct appeal to
people who use
their radio so much
in summer. Is eas-
ily portable — and
with its long cord
— c an be placed
anvwhere in the
room or on the
porch. Like the
Shield, it is a fine
display piece —
really beautiful.
THE Amplion Grand
is undoubtedly one
of the finest radio repro-
ducers in the world. This
magnificent instrument uti-
lizes the best principles of
sound reproduction. For a
demonstration number it
has no equal on the mar-
k e t. Set manufacturers
themselves use the Am-
plion Grand for demon-
stration purposes for they
know that it brings out the
very best that their set
produces
This tribute to the Grand
speaks volumes and is one
of the greatest selling
points of this model.
ADVERTISING
Lampaign to focus this national advertising effort on the local dealers.
jiDcautiful and artistic ad\-ertisements in the entire radio field,
'novelty of design — Amplion prestige and quality — national advertising in
; Amplion truly "the line with least resistance."
(
"jOur johher
AMPLION CORPORATION of AMERICA
531-535 West 37th Street, New York
The Talking Machine World, New York, August, 1927
I^L Phonopact
11^4 in. wide, 12 in. long
in* deep, weighs 7% lbs.
Carries 6 records!
Overnight it has
become a tremendous
seller !
An over-night sensation because it is the last
word in a modern phonograph I It is so small
you can carry it under your arm; it will actually
fit into a small traveling bag. But, notwith-
standing this compactness, its tone quality and
volvime is equal to that of the standard size
portable phonographs.
Ultra smart in design and finish — built for a
life-time of use — and finished in a manner
which makes it plain that it is a quality instru-
ment. Supplied in blue, red, gray, black and
brown Fabrikoid.
Repeat sales come quickly. Distributors and
dealers throughout the country have already
re-ordered many times their original anticipated
quantities since the introduction of this phe-
nomenal product. Order today!
PLAZA MUSIC COMPANY, 10 West 20th St., NEW YORK
The Talking Machine World, New York, August, 1927
27
Selling Musical Instru-
ments and Radio
(Continued from page 22)
need dissect a piano movement or a talking
machine motor.
Create desire by the same method you have
always used — -"The Lure of Music" — its value
in the home. You have always known how to
sell radios and your accepted methods sell it
best. If you music men will just look back
through your book of experience you will find
there the answers to all of the radio problems
that you believe to exist to-day. You found
that by concentrating on fewer lines or items
it became more profitable. Why not apply this
to your radio problem? You found that the
nationally known extensively advertised mer-
chandise was your safest investment in the
music field, why not therefore follow your ex-
perience along these lines in the radio field?
You found that certain lines gave you much
better and quicker turnover and this holds
true even more so in the radio field. You
found that if you handled everything the public
asked for your store soon became cluttered
with so many diflFerent items that profit was al-
most impossible. The same thing is happening
every day in the radio field, and so on down
through the entire radio industry we find the
successful radio dealer paralleling in almost
every instance the experience of the successful
music dealer.
It is all very simple because you men have
worked it out for yourselves. The key to radio
selling as it applies to you music men is
ADEPT, ADAPT and ADOPT. Follow these
three from what you already have in selling
knowledge and the radio business is yours for
the taking.
Summertime is the season when portable
phonographs should be featured.
Ethel Waters, Columbia
Artist, Opens New Show
Famous Race Artist, Whose Records Are Na-
tionally Popular, Appearing in "Africana,"
a New Colored Musical Revue
One of the foremost race artists of the day,
Ethel Waters, exclusive Columbia artist, opened
a new show, "Africana," at Daly's Sixty-third
Street Theatre, New York City, on Monday
evening, July 11. This show, billed as a colored
Ethel Waters
musical revue, is a worthy successor to the
great colored revues of the past few years, and
gives every promise of a long run.
The third annual Radio Show of the Roches-
ter Radio Trades, Inc., will be held in Conven-
tion Hall, Rochester, N. Y., from September
19 to 24, 1927, instead of from September 26
to October 1, 1927, as previously announced.
A very fine musical program has been arranged
in connection with the exhibits.
Electric Supply Go. to
Distribute Pathex Line
Firm Has Headquarters in San Francisco and
Oakland — To Cover Northern California and
Nevada Territory — Well Known Firm
The appointment of the Electric Supply Co.,
with oflices and salesrooms in Oakland and San
Francisco, as distributor in no:thern California
and Nevada has been announced by Pathex,
Inc., New York, manufacturer of the Pathex
motion picture camera and projector. The Elec-
tric Supply Co., of which E, N. Watkins is
president and general manager, has been identi-
fied with the radio and electric appliance busi-
ness on the Pacific Coast for many years, and
is regarded as one of the leading distributors
of radio products in the territory.
Radio Scientists of World
to Meet in Washington
Radio scientists from the leading countries of
the world will gather in Washingt6n, D. C, in
October upon the occasion of the regular meet-
ing of the International Union of Scientific
Radio Telegraphy.
This meeting is significant because the presi-
dents of the various working commissions will
render their reports, these relating to studies
of the big problems of radio. The four com-
missions will treat ol the following subjects re-
spectively: Instruments and standards, trans-
mission phenomena, static and radio coopera-
tion. Officers for the succeeding three years
will be selected at the Washington meeting.
Preliminary to this world-wide gathering of
eminent scientists the American section of the
Int. Union of Scientific Radio Telegraphers will
meet in Washington in April. Dr. L. W. Austin,
is chairman of the American section.
The Peer of All Reproducers
THE JEWEL No. 33
Because of its scientific construc-
tion and because all of the most
advanced principles of sound re-
production are embodied in its
construction, the Jewel No. 33
will reproduce the selection near-
est to the way it was originally
recorded by the artists.
No jangling — no distortion — no
tin-canny noise — nothing but per-
fect harmony from the rumble of
the kettle drums to the high
tremulous silver tones of the vio-
lin and flute. Each instrument
distinctly heard, yet all combined
in one glorious harmonious whole.
The combination of the Jewel No.
33 Reproducer and the Jewel In-
strument taper brass tone arm is
the "last word" in equipment for
tone reproduction.
Price, Nickel $7.50 — Qold $8.50 Jobbers and Dealers write for discounts
JEWEL PHONOPARTS CO.
510 N. DEARBORN ST. CHICAGO, ILL.
A Talking Machine Record
Buyer Discusses Salesmanship of Records
Lack of Adequate Non-Technical Information Regarding the New
Recordings Is a Serious Drawback to Efficient Sales Presentation
The problem of increasing the sales of phono-
graph records is paramount among the many
problems confronting the music dealer, as such
sales represent one of his principal sources of
income, and bring into the store a class of
trade from which prospective buyers of phono-
graphs and other musical instruments are
drawn. The phases of record sales governed
by the popularity of artists and songs of the
day have been given a great deal of thought,
in the past, and judging from my own personal
experience as one not connected with the music
trades in any way, and as a buyer of records for
my own use, most of the effort put forth by
the average record sales person is to sell a cer-
tain artist, or a particular song or instrumental
number on the basis of the popularity of the
artist or number; not on any other point. To
be sure, the phonograph salesman usually has
a good line of talking points based on the im-
provements in recording and manufacturing of
the records, and while demonstrating the
machine to the prospect, he shows his apprecia-
tion of the great change which has taken place
in the records themselves by the arguments
he presents in their favor; associating these
arguments, of course, with those relating to the
phonograph itself.
Lack of Understanding
In my opinion, however, there is a great lack
of understanding of the new order of things
among those selling records exclusively, or
among those who sell records from time to time
along with other duties. This is natural as the
amount of non-technical information which has
been available on the new system of recording
used by the principal group of manufacturers
is conspicuous by its absence, and such infor-
mation as has been published in the proceedings
of the various Engineering Societies has been
so technical as to be understood by only a lim-
ited class of readers, none of whom are phono-
graph record dealers, I am sure.
I was the proud possessor of a phonograph,
1920 model, and the history of this machine.
By Gerald M. Best
based on its use, shows a falling ofif in the
number of times it was played during the years
1922 to 1925, to such an extent that commencing
from the time when the first high quality radio
broadcasting station came on the air, the ma-
chine could be classed as out of commission
entirely. I ceased buying records of popular
numbers, since I could hear them over the radio,
with what I considered better tone quality or
reproduction, and my record buying was con-
fmed exclusively to grand opera, or symphony
orchestra music. Towards the end of 1925, I had
ceased to buy even these, since at that time 1
had acquired a new loud speaker which put my
phonograph at such a disadvantage that I could
no longer enjoy listening to it.
New Records Stimulate Interest
Then came the new records, and it was not
long before the newspaper advertising, and the
reports of friends caused me to visit my dealer,
to hear some of the new records played on
a new style machine. The improvement in the
records was so tremendous that I bought a
number of them on the spot, and rushed home
to try them on my old machine. Of course, it
is needless to say that I was disappointed at
the result, even though a considerable improve-
ment was noted, and it was not until I had ac-
quired a new machine, capable of reproducing
what was on the records, that I could say that
my phonograph was as good as my radio. So
much for the reason why a radio man is talking
to you about how to sell phonograph records.
To return to that subject, it is well to give the
scientist's definition of perfect phonograph re-
production. It may be stated as "perfect"
when the reproduced sound or groups of sounds,
reaching the ears of the listener have the same
relative volume and quality as the sound reach-
ing the ears of an imaginary listener to the
original sounds would have had. Since it is not
possible to accomplish this effect perfectly, we
have to content ourselves with as near perfect
This Radio Set Tester
LOCATES INCREASES
1 . Every trouble with any
D. C. operated radio set.
2. New customers for your
radio products.
3. Number of service calls
per day.
4. Your profits.
5. Customer confidence.
Model 519
For servicing battery
and battery eliminator
operated sets. Tiiree
voltage ranges — •
200/80/8
and a 20 milliampere
range. 1000 ohms per
volt resistance — re-
quiring only one mil-
liampere for full scale
deflection. A complete
check-up can be made
in a few minutes
while set is in actual
operation.
THIS Model 519 Radio Set Tester is much more than a
mere instrument. It is the most convincing sales and
prestige builder the radio dealer can employ. Sells tubes, bat-
teries and supplies by quickly and accurately indicating required
replacements. Inspires customer confidence and identifies your
store with dependable service and merchandise. Slow-working
and inaccurate testing "contraptions" only provoke impatience
and distrust. Ask for demonstration of the incomparable
Weston-Built Model 519 Radio Set Tester. It is a great trade
stimulator.
Weston Electrical Instrument Corporation
190 Weston Avenue Newark, N. J.
,STANbAI^b-THE.WAI^Lb.AYEft.
WESTON
TUmeers since 188%
reproduction as is possible with the equip-
ment now available. To obtain perfect repro-
duction, we would require what is termed
"two ears," which means that to get the true
sense of direction of the various instruments in
the orchestra, we would need two sources of
sound at the receiving end, and two phono-
graph records, recorded simultaneously. Not
having this method, the next best solution is to
take advantage of the acoustic properties of the
room in which the selection is recorded, and so
design the room that the selections as recorded
have a certain amount of reverberation or echo
to give the roundness or fullness of tone re-
quired at the receiving end, to make the illusion
that the instruments are in the same room with
the listener as perfect as possible.
Improvements All Along the Line
I have touched on only a very small part of
the improvement which has been obtained in
the new records. We have improved reproduc-
ers, improved horns, electric systems of repro-
ducing somewhat like the recording system only
with everything reversed, and improved basic
material from which the records are made. Of
the latter, the most noticeable result is the ab-
sence of needle scratch, some of which was
also due to deficiencies in the recording ap-
paratus, but mostly in the friction between the
needle and the record itself while it was being
played. All of these go to make the record
what it is today, and provide the greatest sell-
ing point which could possibly be wished for;
to sell the records for the fine musical quality
and perfection which they contain, and not the
reputation of the artist or orchestra rendering
the selection. It is no longer necessary to
rely on some famous orchestra, particularly for
the popular numbers, to sell records; it is not
absolutely necessary to stress the popularity of
some well advertised and catchy song; sell the
records on the basis of the fine reproduction
of each instrument in the orchestra, the perfect
balance of the whole, the number in which the
tuba or bass viol rounds out the rest of the in-
struments. I think I can safely say that the
music lover of today, who has come to realize
the great change that has taken place, does
not care in the slightest whether the piece is
played by the most famous orchestra in the
country, or one of whom he has never heard,
just so long as the piece he hears tickles his
bump of music appreciation to the right degree.
The same applies to the specialty records, such
as the pipe organ, which is coming into a popu-
larity never known before the advent of the new
records.
[Interesting talk made before the Western Music Trades
Convention in San Francisco last month by technical ex-
pert of the Radio Magazine. — Editor.]
Van Veen & Go. Installing
Amplion Executive Offices
Van Veen & Co., Inc., New York City, makers
of Van Veen sound-proof demonstration rooms
and talking machine wareroom equipment, have
been awarded the contract to install the execu-
tive offices in tlie new headquarters of the
Amplion Corp. of America, 531 West Thirty-
seventh street. Leon Tobias, secretary of Van
Veen & Co., reports that the work will consist
of three large ofifices and one large room. The
color scheme of the entire job is mahogany
and buff. Mr. Tobias predicts that the work
when completed will provide the Amplion Corp.
with one of the most attractive executive and
general offices in this city.
28
The Talking Machine World, New York, August, 1927
29
RADIO IS BETTER WITH BATTERY POWER
Here is battery power in its most economical form
Battery Power has many advan-
tages possessed by no other source
of electricity. Batteries give pure
DC, Direct Current, steady, quiet,
noiseless, uniform, taking nothing
from and adding nothing to radio
reception.
B-power supply from batteries is
reliable, for it is independent of
all outside occurrences. No line
troubles or blown-out fuses can stop
your customers' radio reception if
they use batteries. After months of
perfect service, batteries give warn-
ing in plenty of time when new ones
are needed. Your customers need
never miss a single concert from a
battery-run receiver.
The reason that the Eveready
Layerbilt has to be replaced so sel-
dom lies in its construction. No
other battery is like it. See the
illustration above. It is built in
layers of current-producing mate-
rials. This system packs more active
materials in a given space, and
makes those materials produce more
electricity.
In laboratory tests and in actual
home use during the last two years
the Eveready Layerbilt "B" Battery
No. 486 has proved itself to be
the longest-lasting and therefore
most economical Eveready "B" Bat-
tery ever built. Because it is the
longest-lasting it is also the most
convenient.
For greatest economy, satisfaction
and reliability in radio, sell the
Eveready Layerbilt No. 486. Order
from your jobber.
NATIONAL CARBON CO., Ixc.'
New York ITTWh San Francisco
Atlanta Chicago Kansas City
Unit of Union Carbide and Carbon Corporation
POSSIBILITIES Q
[Editor's Note — This is the seventieth of a series of
articles by William Braid \Miite devoted to the various
interesting opportunities which prevail in the domain of
education for the retailer of talking machines. The subject
is one of great interest and we commend these articles to
the consideration of all who are devoting attention to the
featuring and developing of the musical possibilities of
the talking machine.]
Franz Peter Schubert
Franz Peter Schubert, the hundredth anni--
versary of whose untimely death will be ob-
served next year, was one of those astonish-
ing personalities which come into the world at
long intervals, thinking, acting and living in
realms totally unknown to the generality of
men. This young man, who died at the age
of thirty-one, possessed that strange and mys-
terious ability to think in terms of music, to
use music as a kind of mental language, ac-
tually more familiar to him than words are to
the ordinary man, that ability which all great
composers have had in great quantity, of course,
but which no one has ever had just as he had it.
Schubert in fact exceeded all other men who
have lived before or since his time, of -whom
anything is known at least, in the ability to turn
out a steady stream of beautiful, original and
captivating melodies. Given the appropriate
mood, he could write one lovely song after an-
other, using any scrap of paper that came lo
hand. And all his work bears the unmistakable
stamp of this spontaneity, of which he
possessed a greater stock than any of his pred-
ecessors, contemporaries or successors.
Centennial
The phonograph world cannot help being in-
terested next year in the Schubert Centennial,
because records of his songs, string quartets,
trios, quintets and symphonies are among the
best sellers. Moreover the remarkable an-
nouncement made by the Columbia Phonograph
Co. of a prize contest, world-wide in its scope,
for the best third and fourth movements to
Schubert's Unfinished Symphony has stirred up
a great deal of discussion, which will now cer-
tainly continue until the issues shall have been
decided. Some words about the man and his
contributions to music are therefore very much
in order at this time, if only as a preliminary to
the events of 1928.
In point of fact very little indeed is known of
f
H
ermann
Th
orens
Ste. Croix, Switzerland
Manufacturer of Europe's Most
Celebrated Phonograph Motors
Great selection,
playing up to ten
records.
Superior quality
at moderate prices
Sole Distributors for the U. S. A.
THORENS, Inc.
450 Fourth Ave., New York
I
Schubert's private life. He was born in 1797
of poor -parents, was sent to a school main-
tained for choir boys of the cathedral of Vienna,
was turned out from it when his voice broke
and thereafter shifted for himself. He played
the piano, he composed and he taught. His
music gradually came more or less into de-
mand, especially among those who liked his
songs, so that before his death he was acquir-
ing a certain reputation among the musical con-
noisseurs of the most musical city of the world.
The .great Beethoven, however, overshadowed
his fame, as was natural enough, and he re-
mained to the end of his days poor and ob-
scure.
The Child Man
Schubert had some good friends, like the
Vogel family, and was favorably noticed by
Beethoven himself. His ways, however, like
those of most men who live in a dream world
of their own, were singularly simple and unbusi-
ness-like. Much legend has become attached to
his name and many stories are told, most of
them no doubt apocryphal, in illustration of
his utter simplicity and unworldliness. The
most famous was long later told by Robert
Franz and is perhaps true enough. It appears
that Schubert and his friend Franz were
anxious to go and spend a day in the country,
but when the time came both of them were
flat broke. So Schubert rummaged around for
some time and dug up some sheets of music
paper which he asked Franz to take around to
a certain publisher who had already taken some
of his songs. Schubert thought he could get a
little money for these sheets on which, in fact,
he had written in music some of his previous
thoughts. But he refused to go himself, saying
that he had been turned down so often that he
no longer had the nerve. So Franz went
around, showed the publisher, the mu.^ic and
was treated very gruffly. In effect the pub-
lisher said that "that fellow Schubert's" stuflf
was not selling and that he v\-ould not pay a
ducat for a hundred more of his songs. Franz,
however, stood his ground and the publisher,
to get rid of him, at last threw him a ducat
and said, "take it or leave it," picked up the
songs and disappsared into his sanctum. Franz
went back to Schubert half afraid to show him
how little good he had done by his morning's
work, but to his astonishment his friend was
delighted at the outcome. So the two started
off with a whole ducat between them, happy
as kings. When lunch time came they stopped
in a little wayside inn, had sausage and bread
with red wine and sat there talking for some
time. After a time Schubert called for some
paper and a pencil, ruled lines and began to
write down some more songs which had oc-
curred to him on the way. Among these,
says Franz, was the famous "Hark! Hark the
Lark." And it is said that the greedy publisher
did bring out his cheaply gotten prizes and
among them were some of the loveliest of
Schubert's songs.
This extraordinary little man, dark, near-
sighted, short, bespecfacled, insignificant, com-
TEST IT,
OUR VICTOR
Record Service
has a reputation for efficiency.
Suppose you try if.
E. F. DROOP & SONS CO.
13O0 G. STREET, WASHINGTON. D. C.
204-6-8-10 CLAY STREET, BALTIMORE. MD
posed altogether more than six hundred songs,
a whole set of string trios, quartets and quin-
tets, and nine symphonies of which three, at
any rate, are W'ell known and frequently per-
formed. One of them, the so-called Unfinished
Symphony, is probably the best known work
in its form ever composed by anybody. The
light opera "Blossom Time," dealing fancifully
with Schubert's life, contains many lovely bits
from his songs and other compositions, and its
best remembered excerpt is a modified (and
spoiled) version of the second theme from the
first movement of the Unfinished Symphony.
Hardly any of Schubert's work, however, was
known beyond a very limited audience during
his lifetime, nor did it obtain an introduction
to the music-loving public of the outside world
until some years after his death, when Men-
delssohn, then at the height of his fame and
in search of novelties for the famous Gewand-
haus Orchestra of Leipsic which he then con-
ducted, obtained permission to make a search
through the trunk in which were stored the
dead composer's remaining manuscripts. In
this way the famous Unfinished Symphony, the
)ast great Symphony in C major and other
works were brought to light.
Melody
Schubert's music, if it has any weaknesses,
sufifers from an embarrassment of riches. Mel-
ody flowed from his brain so spontaneously
that he often found himself unable to organize
and mould into compact form his materials. His,
larger works, like the Symphonies, show
plainly that often Schubert had more music
flowing from his spirit than he knew how to
handle effectively. These works are often
somewhat incoherent, with too much richness
of material and too little concentrated effort to
finish and turn it into a perfected piece of
workmanship. His songs on the other hand
are usually flawless gems. "Hark! Hark the
Lark," "Death and the Maiden," "The Wan-
derer," "The Erl-King," "Who is Sylvia," "The
Miller's Daughter," "The Serenade" and "Mar-
garet at the Spinning Wheel," one could length-
en the list almost indefinitely. All are lovely,
some gems of the first water. All have been
sung for a century and are as much beloved as
ever. Nearly all of them have been recorded
for the phonograph, some of them indeed many
times by many singers of all types and ranges
of voice.
Recordings
The string quartets, trios and quintets are
marvelous things too. The new Victor electric
recording of the Trio op 99 in B flat is prob-
ably the finest piece of recorded work done
yet. The violin is played by Jacques Thibaud,
the piano by Alfred Cortot and the 'cello by
Pablo Casals. What a trio of stars! Then the
Columbia recording of the so-called "Death and
the Maiden" quartet, done by the London String
Quartet, is another splendid example of elec-
trical recording. The famous "Forellen" quin-
tet is another fine Columbia recording too.
Of course the Unfinished Symphony has been
done over and over again. Some history and
analysis of it will no doubt be interesting, but
I think it would be best to leave that for a
later month. Meanwhile Schubert's centenary
draws near. Let us get ready for it.
Tell the merits of the line you handle by ar-
ranging eye-arresting window displays.
Recording WAX
ALL TYPES
"G" Wax SpeciaUy for
Electrical Recording
F. W. MATTHEWS^* oWGE,'H-t
30
The Talking Machine World, Nezv York, August, 1927
31
PIANO SPEAKER
EASILY INSTALLED WITHOUT DANGER TO ANY PIANO
Makes a Radio
Speaker out of
any piano
10
'T'HE most complete line —
the fastest selling line- — the
newest ideas— your customers*
satisfaction guaranteed — Utah
sets the pace^
UTAH
Screen Speaker
An entirely new and really decora-
tive speaker idea. A screen adap-
table to many uses. Made of five-
ply walnut. The finest cabinet
construction with bowed front. 10-
foot air column. 40" high by 28"
wide by 12" deep.
$100
UTAH
No. 30 Cone
Carved with peacock
grille design. Natural
finish walnut. Size — ■
Height, 18". Weight—
15 lbs.
30
UTAH RADIO PRODUCTS CO. I615 S. Michigan Ave., Chicago
32
The Talking Machine World, New York, August, 1927
Outdoor Sports and Other Entertainment
Featured Outing of Berg A. T. & S. Co.
Employes of the Manufacturer of Artone Talking Machines Spend Enjoyable Picnic in Pleas-
antdale, N. J. — Guests Included Many Prominent Men of the Trade — Dancing Ended Day
The Berg A. T. & S. Co., prominent in talk-
ing machine circles as the manufacturer of Ar-
tone talking machines and portables, held its an-
nual outing for its emplo^-es and their families
on Saturday, July 16.
Five palatial busses of the interstate trans-
sion in a remarkably efficient manner through-
out the mazes of New York City traffic so that
the trip from the factory in Long Island City
to the electric ferries at West Twenty-tTiird
street was made in about twenty minutes.
Noisemakinsr devices and banners on each car
admirable host and personally saw to it that
every member of his party felt at home and
enjoyed himself or herself. Shortly after the
arrival at Pleasantdale an elaborate course din-
ner was served in the dining room of the hotel,
after which outdoor pastimes were again en-
joyed until the return to Long Island City in
the early part of the evening. In the ballroom
of the hotel an Artone talking machine, which
very efficiently took the place of an orchestra
for dancing, was installed.
The day also marked the birthday of I. Gittel-
son, secretary of the company. Somebody
Employes of the Berg A. T
portation type were necessary to transport the
picnickers, as well as several private cars. The
arrangement committee, under the direction of
Ed. Manning, treasurer of the company, led the
procession in the cars of L. Baxter, of the Bax-
ter Mfg. Co., and Lawrence Ottinger, of the
U. S. Plywood Co., Inc. In the officials' car
was Joseph Berg, president of the company,
Z. M. Katz and other members of the official
family. A motorcycle escort led the proces-
& S. Co. and Their Families Enjoying Annual
told the throngs on the sidewalks en route what
it was all about.
A quick and pleasant trip through beautiful
residential sections in New Jersey brought the
procession to its destination at Goldman's
Hotel, Pleasantdale, N. J. The entire facilities
of the hotel were at the disposal of the guests
and they threw themselves whole-heartedly into
the enjoyment of shade trees or athletic events,
as they preferred. !Mr. Berg proved to be an
NOW AVAILABLE TO NON-MEMBERS
most comprehensive survey of radio patents, adjudica-
tions and pending suits ever published.
A classified and indexed list of U. S. patents pertaining to the
radio industry with a periodic supplementary service.
Write immediately for details
Radio Manufacturers Association, Inc.
32 West Randolph St. Chicago, 111.
Outing at Pleasantdale, N. J.
passed the news around and soon Mr. Gittelson
was kept busy accepting the congratulations of
his host of friends. ■ Although the affair was
primarily an outing for the employes of the
company, other members of the trade were
present as the guests of Mr. Berg. Among
these guests were Homer Stevens, of the Gen-
eral Industries Co., Elyria, O.; Harry Fox, of
the Okeh Phonograph Corp., New York City;
L. Baxter, of the Baxter Mfg. Co., Elmhurst,
N. Y.; Lawrence Ottinger, of the U. S. Ply-
wood Co., Inc., New York City, and others.
There were also two guests of honor from
overseas, S. Schmidt and D. Florea, of the
Anglo-American Co., Bucharest, Roumania.
These gentlemen had come to this country to
make arrangements for handling the Berg Ar-
tone line abroad as wholesale distributors for
Roumania and the Balkan States.
Shellac Shortage in India
Causes Prices to Go Up
The J shortage of shellac in India has grown
more acute from week to week, according to
reports from local authorities who point out
that shipments from the factories to Calcutta
for the first half of 1927 were 30,200 packages
less than for the same period last year while
exports from Calcutta to the world during the
same period were 28,740 packages less than last
year.
It is evident that the severe cut in the Bysaki
crop is reflected in the price situation. The
shipment price from Calcutta at the end of last
month was 57 cents and the New York spot
price was 58 cents a pound. A year ago the
prices were 24 and 27 cents respectively. This
marks a substantial difference in price.
Samuel J. Kelliher is now manager of the
piano and phonograph departments of the
United Music Co., Brockton, Mass.
The Talking Machine World, New York, August, 1927
33
THE NEAREST APPROACH
TO PERFECTION
SYMPHONIC
The standard of
phonograph re-
producers.
Price ^S^^
Gold Plated
$10.00
Beautiful instruments, built to the moU exact-
ing limits of mechanical precision. MaHerpieces
of acoustical design.
THE Low-Loss Symphonic Reproducer transmits every
note, every tone, every overtone on new type phono-
graph records with minimum loss in transmission. By
special construction of diaphragm, sound waves, which
tend ro dissipate on other types, are collected in center
without impedance and transmitted unimpaired through
tone arm. Every genuine Low-Loss Symphonic is packed
like a piece of jewelry in a beautiful container, and has
across its face a purple silk ribbon stamped in gold, as
illustrated. Price $10.00.
The ^'Symphonic" Reproducer at $8.00 and "Overture"
Reproducer at $5.00 are also built on the same scientific
lines, to transmit carefully matched vibrations with amaz-
ing fidelity to the least variation in the record groove.
Their price range from $5 to $12 covers all classes
of customers from those who want the VERY BEST
to those who demand real quality at moderate cost.
( AS prices slightly higher weH of the Rockies)
LOW (1 LOSS
^PMONOBRrPH REPRODUCER
OVERTURE
The 6nest low-
priced repro-
ducer on the
market.
Price 55°''
Gold Plated
$7.00
YOUR WINDOW WILL SELL THEM
MERELY showing the SYMPHONIC GLOBE
SPEAKER in your window elicits inquiries,
and creates tremendous interest. Children ask for
them — women are attracted by the idea.
The present widespread fad for buying globes; the
proven public interest in a globe and a fine loud
speaker combined; the present-day desire for
greater knowledge of the world and its affairs;—
all of these things make half your sale assured when
you exhibit the SYMPHONIC GLOBE SPEAKER.
And a demonstration does the rest.
$2, c 00
Price J J with 20 feet of cord.
Write us for the name of your nearest jobber.
A few more wholesale territories open to good
jobbers. Write us.
Illustration
below shows
Globe Speaker
opened for
full volume.
SYMPHONIC SALES CORPORATION, Dept. W-j, 3 70 Seventh Avenue, NEW YORK
34
The Talking Machine World, New York, August, 1927
HANDLE WTTHCARg
Radio Advertising
If you ship your radios in Atlas Plywood Packing Cases you can take
advantage of their clear veneer sides to get in your advertising licks with
some striking two-color printing on one or more parts. Besides the adver-
tising advantages that handsome lightweight Atlas Cases offer they effect
a labor saving in your packing room, a freight saving in shipment and give
superb protection to the radios or phonographs packed within.
Send us case sizes today. We'll gladly show you interesting figures on them.
C/IRRV THE WEIGHT " Sy^VE FREIGHT
ATLAS PUYWOOD CORPORATIOIV
PARK SQUARE BUILDING, BOSTON, MASS.
New York Office Chicago Office
90 West Broadway 649 McCormick Building
Talking Machine and Radio Men, Inc.,
Staged Annual Outing at Briarcliff
Dealers From All Sections of the Metropolitan Territory Indulged in Sports at Annual Gath-
ering of the Clan in Westchester Hills — Prizes for Winners of Contests
The annual outing of the Talking Machine
and Radio Men, Inc., this year was held at
Briarcliff Lodge, N. Y., Thursday, July 14, and
a pleasant day of water sports and other games
was enjoyed by close to two hundred members
of the trade in the metropolitan district and
their families. The crowd left New York in
two busses, arriving at the Lodge about noon.
A baseball game between the dealers and job-
bers was won by the former, the score being
8 to 0. The swimming meet for men was won
by E. D. Reynolds, and the relay swim and
diving events were won by Ollie Graffen and
his son, William. A duck race was won by
Martin Mayers, son of Joseph Mayers. S.
.Abend captured first place in the foot race and
in the race around the pool Sam Greenberg
won by a good margin. Mrs. E. G. Evans and
Mrs. Ira Greene took first and second places
respectively in the women's foot race. Mrs.
Ed. Biel won first prize in the ladies' diving
contest. A hotly contested golf match was
won by Morty Salzman. Mrs. H. A. Brennan
won the ladies' tournament.
During the luncheon and dinner excellent
musical entertainment was furnished by Jack
Kaufman, Ben Selvin's band and White and
Bessinger, the Radio Franks, the Columbia
Phonograph Co., co-operating with the associa-
tion to secure talent for the event.
Prizes were donated by the following con-
cerns for the winners of the various events:
Columbia Phonog.'aph Co., Gi igsby-Grunow
Hinds Co., E. B. Latham Co., Greater City
Phonograph Co., Triangle Radio Supply Co.,
Progressive Musical Instrument Co., Sonora
Phonograph Co., Okeh Phonograph Corp.,
North American Radio Corp., Charles H. Ditson
& Co., Gross-Brennan, Inc., Chas. B. Freshman
Co., E, J, Edmond & Co., New Jersey Radio,
Inc., Silas E. Pearsall Co., and the All-Ameri-
can Radio Corp.
Tour of Twenty-four Cities by Aeroplane
Introduces New Crosley Radio to Trade
Famous Plane, the "Stork," Entered in Third National Air Tour, Covered Distance of 4,110 Miles
in Sixteen Days — Delegations of Distributors and Dealers Welcomed Flyers
Reviving an ancient legend and at the same
time employing the most modern method of
transportation, the Crosley Radio Corp. has in-
troduced its new "Bandbox" six-tube receiving
set to jobbers and dealers in twenty-four
cities.
Samples of the set were conveyed to these
cities in a Waco airplane known as the "Stork."
This plane is the property of Powel Crosley,
Jr., president of The Crosley Radio Corp., who
entered it in the third annual National Air Tour.
Fourteen planes participated in this tour, leav-
ing Detroit on June 27 and stopping at twenty-
four airports, over a distance of 4,110 miles in
sixteen days. The purpose of the tour was to
demonstrate the efficiency and reliability of
modern aircraft.
Wishing to aid in the popularization of air
trayel and at the same time to have the new
set displayed rapidly over a large extent of ter-
ritory, Mr. Crosley entered his plane in the tour.
It is a biplane with one of the Wright Whirl-
wind motors similar to that used by Lindbergh,
and was piloted by Lieut. John Paul Riddle. It
flew as Number 12 in the tour and established
an excellent record for performance which was
due to the splendid airmanship of Lieut. Riddle,
as well as to the construction of the plane. On
each side of the fuselage was painted a likeness
of a "Stork" carrying a "Bandbox" radio set.
Large delegations of distributors and dealers
met the airplane at the various landing fields
and saw the sets displayed. City officials and
other distinguished citizens were included in
these groups in many instances.
The plane was christened the "Stork," of
course, because it was carrying a newcomer in
the family of radio products. This feature of
the affair was the source of much interest
throughout the trip. In some of the cities
the girls, dressed in nurse uniforms, were on
hand to greet the "baby" Bandbox. Harry E.
Sherwin, general sales manager of the Crosley
Corp., was a passenger over the entire route
and had charge of the demonstration of the
sets at the airports. In a telegram sent to the
distributors just before the "Stork" started
from Detroit, Mr. Sherwin, signing himself
"Nurse," stated that the plane was bringing a
healthy "baby," one that does not squeal, but
will keep people up at night, and which is ready
for adoption in each territory.
During the tour, Mr. Sherwin told the story
of the flight's progress from leading broad-
casting stations in the cities visited. Daily
bulletins concerning the tour were broadcast by
the Crosley station, WLW, in Cincinnati.
Among the stations to broadcast Mr. Sher-
win's talks were: WGR, Buffalo; WEAF, New
York; WIP, Philadelphia; KDKA, Pittsburgh;
WLW, Cincinnati; WHAS, Louisville; WFAA,
Dallas, and WOW, Omaha.
So favorably has this set been received by
the dealers at the airports and at the Trade
Show, that plans for a mass production schedule
of 4,000 a day are under way at the Crosley
plant in Cincinnati.
Cities visited by the planes were: Buffalo,
Powel Crosley, Pilot Riddle and Plane
Geneva, Schenectady, Boston, New York City,
Philadelphia, Baltimore, Pittsburgh, Cleveland,
Memphis, Pine Bluff, .^rk.; Dallas, Texas; Okla-
homa City, Tulsa, Okla.; Wichita, Kansas;
Omaha; MoHne, 111.; Lansing, Illinois, near
Chicago; Grand Rapids, Mich., and Detroit.
P. A. Ware, of Atwater
Kent Co., on Trade Tour
Percy A. Ware, merchandising manager of
the Atwater Kent Mfg. Co., is in the midst of
an e-xtensive speaking tour.
Mr. Ware left the Atwater Kent headquarters
in Philadelphia on July 16, and will talk on mer-
chandising at dealers' meetings in ten States,
West Virginia, Pennsylvania, Ohio, Michigan,
Missouri, Arkansas, Kansas, Oklahoma, Texas
and Colorado. His new slide films on the best
accepted methods of merchandising radio are
attracting much interest wherever shown.
A. A. Tremp Director
of Frisco Radio Show
San Francisco, Cal., August 3. — .A.nthony A.
Tremp, managing director of the Nevada Trans-
continental Highway Exposition, has been re-
lieved of his duties at the Reno Fair in order
that he might take up his active work here as
director of the Fourth Annual Radio Show to
be held in the Exposition Auditorium, Augtfst-
20 to 27.
Numbered among the exhibitors are all of
the leading manufacturers of receiving sets and
radio accessories. The show this year will evi-
dence the growth over the exhibits of preceding
years in many other ways than an increased
number of exhibitors.
The Talking Machine World, New York, August, 1927
Empire Tone Arm No. 50
A drawn brass "S" shaped arm for all large
machines. It's the latest Empire number.
EMPIRE
Empire No. 25
Similar to the No. 50, ex-
cept that it is one inch
shorter and is for port-
able machines. Sells at
a price that cannot be
equalled. ,
¥ive Qood Reasons for
Empire Tone Arms
I, PROPER DESIGN. Thirteen years of experi-
ence and research are back of these Empire Tone
Arms. Empire design Tone Arms are correct in
every detail.
2. CAREFUL MANUFACTURE AND INSPEC-
TION. It's one thing to design a Tone Arm and
another thing to make it. The Empire factory
has been specially equipped for this kind of
work. Careful inspection prevents shipment of
any defective parts.
, A RELIABLE COMPANY. Conservative man-
agement, together with adequate financing, per-
mits the Empire Phono Parts Co. to progress
steadily and increase production to meet de-
mand.
4, PROMPT DELIVERIES. This is an important
item. You must have parts delivered promptly
so as to maintain your production schedule.
Empire makes prompt shipments.
RIGHT PRICES. Because of perfected manu-
facturing processes and large production. Em-
pire prices are extremely low for high quaUty
parts.
EMPIRE
Sound Boxes
For Your Protection
Use these perfected Tone Arms. They will safeguard the
reputation of your products.
W rite or wire for quotation on your requirements.
Mo
beii
Boxes,
re and more Empire reproducers are
being recognized as leaders among Sound
Thirteen years in the manufacture of Phono
Parts, including reproducers, shows results
in the efficiency of these Empire products.
Write for information and prices.
The Empire Phono Parts Co.
WM. J. McNAMARA, Pres.
10S16 Madison Ave.
Established 191 4
Cleveland, Ohio
Empire Tone Arm No. 75
An all-brass, continuous taper, all curve
Tone Arm equipped with full ball-bearing
base.
The Talking Machine World, New York, August, 1927
Now Enjoy These Sales
DURING the next thirty days, five
million boys and girls will go
away to school. Thousands of
these students are located right near
you, and are now buying the things they
want to take along.
Ever last one of them should have a
E^asS MASTER, the world's most popular
portable, to provide wholesome fun and
entertainment. Be sure to take advan-
tage of this profit opportunity.
Enjoy the many sales that are yours by
showing the MASTER in your windows
and through your advertising. A good
window card with the above suggestions
will now bring you a lot of business.
And remember that our advertising in
the national magazines is working
right with you — the only nationally
advertised line on the market. Make
your plans today !
R RLIO LA
BEYOND TH I S YOU BUY FURN ITU RE
WORLD'S LARGEST MAKERS OF
The Talking Machine World, New York, August, 1927
on a nation-wide public de-
mand for this instrument.
^he Line
Qomplete
The IVLASTER is the stand-
ard of the portable values.
The FLAPPER is a novelty
instrument of unusual
appeal.
The CUB is the one high
quality portable priced low/.
Every Dealer is insured full
profits because Er^£^ pro-
ducts are sold everywhere
on the same fair basis.
They are priced right, built
right, and quick sales are
easily made by displaying
them.
Now enjoy your full profit by showing the
entire ESS line, the world's finest and most
complete line of portables. Just telephone
the Distributor near you, or write us
for illustrated catalog.
The fARRMOLA Company of America
647 Clinton Street, Milwaukee, Wisconsin
The Talking Machine World, New York, August, 1927
Let Not Another Day Go By-
without sending for a sample of The Organ-Tone
King of Reproducers
It is UNIQUE.
It stands in a class by itself.
It will make a sale where others will not.
Patent Pending
Do not sleep on your prosperity*
Be convinced that this is more
than ^'just another reproducer,"
The Organ-Tone
King of Reproducers
Mr. Dealer: If your jobber does not
carry The Organ-Tone, we shall be glad
to supply you directly from our factory.
The only reproducer
finished in three colors
We Have Built the Better Reproducer
^r^REPRODUCTION
^ COM PA NY
Makers of Tone-Arms
And Heprodacers
Makers of APD-A-TONE
32 7/mon Sq.
T^ewyorh.J^y.
Last-Minute News of the Trade
L. B. Gasagrande Elected
Caswell Mfg. Go. President
Other Officers Elected Are J. G. Casagrande,
Vice-President; J. R. Matthews, Secretary,
and J. G. Bach, Treasurer — Directors NEimed
Milwaukee, Wis., August 5. — At the annual
meeting of the stockholders of the Caswell Mfg.
Co., of this city, manufacturer of Caswell port-
able phonographs, held on July 29, the follow-
ing directors were elected for the coming year:
L. B. Casagrande, J- G. Casagrande, J. R. Mat-
thews, J. G. Bach and R. A. Bach. Immedi-
ately after the directors' meeting, the following
officers were elected: President, L. B. Casa-
L. B. Casagrande
grande; vice-president, J. G. Casagrande; sec-
retary, J. R. Matthews; treasurer, J. G. Bach.
In making this important announcement to
the trade, L. B. Casagrande stated that the com-
pany had a number of interesting and far-reach-
ing manufacturing and marketing plans to be
presented to the trade in the near future. The
control of the Caswell Manufacturing Co. is
now in the hands of L. B. and John Casagrande,
and plans are now being made to double the
Caswell manufacturing facilities with a view to
increasing the company's high standard of serv-
ice. Since announcing its new line of portable
phonographs, the Caswell Mfg. Co. has received
orders which have utilized every square foot
of manufacturing space, and the organization
has been adjusted to take care of the increased
demands upon its facilities.
The' Caswell Manufacturing Co. has been one
of the leaders in the portable manufacturing
field for several years, and in the past has been
operating in a certain degree as a subsidiary
of the Abel & Bach Co. of Milwaukee. With
the election of the new directors and officers,
L. B. Casagrande states that there is no con-
nection whatever between the two concerns, ex-
cept that J. G. Bach retains his interest in Cas-
well and his place as a director and officer of
the Caswell organization.
W. B. Gannon to Represent
Stromberg-Garlson Go.
Former Talking Machine Executive to Act as
Stromberg-Carlson Radio Representative in
the Detroit Territory — Wide Experience
Rochester, N. Y., August 4. — The Stromberg-
Carlson Tel. Mfg. Co., manufacturer of the
Stromberg-Carlson radio receiver and other
radio products, recently announced the appoint-
ment of W. B. Gannon as the company's radio
representative in the Detroit, Mich., territory.
Mr. Gannon has had seven years of experi-
ence in the talking machine business, having
been a Victor factory representative and a dis-
tributor's representative, and was at one time
in business for himself in the retail field. This
experience will stand him in good stead in
dealing with the music-radio trade in the De-
troit field.
The appointment of Mr. Gannon was neces-
sitated by the steadily growing volume of
business in the Detroit area.
Plans for Fourth Annual
Radio Industries Banquet
Twenty-two Prominent Radio Trade Associa-
tions Sponsor Event — Expect Nation-wide
Broadcasting Hook-Up — President Invited
Twenty-two prominent radio trade organiza-
tions, including trade associations throughout
the leading industrial centers of the country,
are listed as sponsors for the Fourth Annual
Industries' Banquet, which will be held on Sep-
tember 21, at the Hotel Astor, New York, dur-
ing the course of the Radio World's Fair at
the Madison Square Garden. The banquet gives
every indication of not only being the greatest
in the history of the radio industry, but one of
the most important trade gatherings in the com-
mercial history of the country.
Paul B. Klugh, chairman of the banquet com-
mittee, and L. A. Nixon, executive secretary,
have been working day and night since July 1
to provide a program that would make history
for the radio industry. Judging from present
indications their eft'orts will meet with unparal-
leled success, and they are being ably assisted
by the members of the various sub-committees
who have met frequently in the past few weeks
and reported as to the progress made in their
respective activities. It is safe to predict that
the capacity of the Hotel Astor ballroom and its
adjoining rooms will be far below the require-
ments of the banquet committee, and Mr. Nixon
is urging the manufacturers to send in their
ticket requirements at the earliest possible date.
It is expected that the broadcasting tie-up for
this banquet will be the greatest in history, with
every possibility of including a chain of stations
reaching from coast to coast. The various trade
associations sponsoring the banquet will hold sec-
tional banquets on September 21 for the benefit
of the radio audiences in their various localities.
The list of these joint meetings is growing rap-
idly and will be announced in detail on Septem-
ber 15.
The Speakers' Committee, of which Major
Herbert H. Frost is chairman, is planning one
of the outstanding features of the radio year,
having extended an invitation to President Cool-
idge to address the banquet on September 21.
Major Frost, accompanied by e.x-Congressman
Frank Scott, counsel for the R. M. A., visited
the Black Hills, S. D., recently and extended
this invitation to the President, who was keenly
interested in the importance of the event, and
whose definite answer in response to the invita-
tion will be ready very shortly.
Major J. Andrew White, veteran radio an-
nouncer, will, as heretofore, act as master of
ceremonies for the general program, and in-
cidentally this program gives promise of being
one of the most enjoyable entertainments that
have been ofifered by any organization in the
radio, theatrical or musical worlds. Major White
will also direct the activities of four or five as-
sistant masters of ceremonies representing the
broadcasting stations in different parts of the
country.
Listenwalter & Gough, radio wholesalers of
Los Angeles, Cal., have been appointed Sona-
tron radio tube distributors.
W. W. Garroll Appointed
Garryola General Manager
Formerly Sales Manager of the Radio Division
of Briggs & Stratton Corp. — Extensive Sales
Promotional Campaign Planned by Company
Milwaukee, Wis., August 3. — Effective July 15,
W. W. Carroll was appointed general manager
of the Carryola Co. of America, Milwaukee,
Wis., prominent manufacturer of Carryola port-
able phonographs. Mr. Carroll is in charge of
sales and manufacturing, and his broad experi-
ence in both the sales and manufacturing fields
admirably qualifies him for his new undertaking.
For the past two years he has been associated
with the Briggs & Stratton Corp., Milwaukee,
as sales manager of the radio division. During
the six years prior to his connection with the
Briggs & Stratton organization, Mr. Carroll was
vice-president of the Dure Co., Toledo, O.,
manufacturer of interior hardware.
An ambitious program of sales promotion and
merchandising in behalf of Carryola products
has been mapped out by Mr. Carroll for the
current season and extensive plans for the sales
organization are now being developed. The na-
tional advertising program of the Carryola Co.
of America will continue in full force.
The firm has enjoyed the largest volume of
business in its history during the first half of
W. W. Carroll
1927, and all indications point to a record-break-
ing year for the prominent Milwaukee institu-
tion, whose manufacturing program for 1927, it
is said, will undoubtedly exceed 300,000 portable
phonographs.
Victor Jobbers in Gamden
for Sales Gonference
Just as tills issue of The Talking Machine
World goes to press, Victor jobbers from all
parts of the country are assembling at Camden,
N. J., to attend an important sales conference
relative to products and marketing plans for
tlie coming year. The sales meeting will take
place August 15 and 16, and a very interesting
program has been prepared under the direction
of Roy A. Forbes, director of sales and mer-
chandise. The entertainment part of the pro-
gram will consist of a dinner to be given on
August 15 at Greenhills Farms.
The Federal Radio Commission recently
ruled that the broadcasting of mechanical re-
productions such as records or piano rolls must
be clearly announced as such. Violation of this
ruling may be punished by a fine and revoca-
tion of the license.
34a
34/;
2'lie 'l alktng Machine H'orld, New York, August, 1927
^ z3^or dealers ^
■wIfoJesalers-
^manufachum
cf phonographs
pradiopiodictf.
(Registered in the U. S. Patent Office)
FEDERATED BUSINESS PUBLICATIONS, Inc.
President, Raymond Bill; Vice-Presidents, J. B. Spillane, Randolph Brown; Secre-
tary and Treasurer, Edward Lyman Bill; Assistant Secretary, L. B. McDonald;
Assistant Treasurer, Wm. A. Low.
RAYMOND BILL, Editor
B. B. WILSON, BRAID WHITE, Associate Editors
C. R. TIGHE, Managing Editor
LEE ROBINSON, Business Manager
FRANK L. AVERY, Circulation Manager
Trade Representatives: E. B. Munch, Victor C. Gardner,
V. E. MOYNAHAN, ROYCE CODY, A. J. NiCKLIN
Western Division: Republic Building, 209 So. State Street, Chicago, 111. Telephone,
Wabash 5242. Leonard P. Canty, Manager.
Boston: John H. Wilson, 324 Washington Street.
London, Eng., Office: 68 Milton St. (Fore St.) EC. 2. Oerkenwell 1448.
The Talking Machine World has regular correspondents located in all of the principal
cities throughout America.
Published the 15th of every month at 420 Lexington Ave., New York
SUBSCRIPTION (including postage): United States, Mexico, $2.00 per year;
Canada, $3.00; all other countries, $4.00. Single copies, 25 cents.
ADVERTISEMENTS: $6.50 per inch, single column, per insertion. Advertising
pages, $172.00. On yearly contracts for display space a special discount is allowed.
REMITTANCES should be made payable to The Talking Machine World by check
or Post Office Money Order.
NOTICE TO ADVERTISERS — Advertising copy should reach
this office before the first of each month. By following this rule
clients will greatly facilitate work at the publication headquarters.
Long Distance Telephone — Number 1760 Lexington
Cable Address: "Elbill," New York
NEW YORK, AUGUST, 1927
Do You Know Your Market Possibilities?
THE TALKING MACHINE WORLD is again privileged to
present this month the results of a survey that will provide
talking machine dealers with some interesting figures regarding
the percentage of homes in an average of 30,000 inhabitants, and
the market possibilities that are to be found in a city of that type.
In this particular instance the Literary Digest made a careful
canvass of Zanesville, O., homes, selecting that city as typical of
ihe average because it did not enjoy the abnormal business stimu-
lation found in a seaport city, nor, yet, did not suffer from the
stagnation frequently found in communities that are more or less
isolated. In other words, Zanesville may be accepted as a city
enjoying natural business advantages.
The survey shows among other things that 54 per cent of
Zanesville homes are equipped with phonographs, as compared
with an average of 58.9 per cent in thirty-six other cities of
similar population that were included in the same investigation
Only 16 per cent of the homes were equipped with radios, as com-
pared with a 36 per cent average in the thirty-six other cities.
It is interesting to compare these figures with a national average
of 45 per cent of homes equipped with phonographs and 26 per
cent equipped with radio as determined in the extended survey
made by the General Federation of Women's Clubs and presented
in The Talking Machine World in April.
The percentages brought to light in these surveys may mean
little to the average dealer, but the purpose of the surveys should
mean much to the talking machine or radio retailer who seeks to
know his market and its possibilities. A farmer before he sets
out his crops determines the soil characteristics of the various sec-
tions of his farm. He plants his potatoes, his corn and his cotton
or his wheat in those sections where they are most likely to thrive.
It is just as essential that the dealer consider the ground upon
which he is to do business, to determine what sections may be
considered most likely markets for the high-priced instruments,
what may best be appealed to with medium-priced products, and
those sections which from the caliber of the inhabitants might
be expected to absorb normally only the lower priced goods. If
he does this, he is going to save much effort that might otherwise
be wasted.
From the general survey the dealer can secure many ideas
lor the survey that he should make in his own territory, or, at least,
regarding the information he should have on hand relative to
his prospects. It is important, for instance, to know whether the
prospect owns his own home, and if he does, what is the value
of that home, and whether it is kept in good condition. It is
important also to know the occupation of the head of the house,
for that, in a majority of cases, determines his current buying ability.
The number in the family and their ages also have a bearing on
the ability or the inclination of the prospect to buy. In short,
through the survey system, the dealer is enabled to go to those
places where sales are most likely to be. The time and trouble
expended on securing the information is more than offset by the
saving of time in going after sales.
The fact that only 16 per cent of Zanesville's homes have
radio, and 54 per cent phonographs does not mean that there re-
main 84 per cent of homes to be equipped with radio and 46 per
cent with phonographs, for from the remaining percentages must
be deducted a substantial number who for one reason or another
are not in a position to buy and probably never will be. To
separate the live possibilities from the dead ones is the object
of studying the field, whether through the survey or by other means.
Capital and time are too valuable to permit of wasted effort.
Fiftieth Anniversary of the Phonograph
IT IS just a half-century ago this month, on August 12, 1877, to
be exact, since Thomas A. Edison thrilled the entire country
with the announcement of his new machine that was capable of
recording, and m turn, reproducing the human voice. It was only
it crude device, with its tinfoil-covered cylinder, a threaded shaft
turned by a handle, and the simplest sort of diaphragm to trans-
form the voice into vibrations that could be recorded, yet it proved
one of the epoch-marking inventions in American history, and the
basis of an industry that stands among the leaders of the great
industries of the nation.
It is doubtful whether Mr. Edison, in first developing the
phonograph, had even the slightest conception of its future, for
it was hailed as simply a toy, and was not given really serious
consideration until ten years after the first model was introduced.
It, however, led to new inventions and constant improvements,
one after another, until there has developed an industry repre-
senting an investment of many millions of dollars, a distributing
organization that reaches into the far corners of the world, and
a medium of entertainment and education, the possibilities of which
are still, after fifty years, not yet exhausted nor, for that matter,
even fully realized.
As a result of Mr. Edison's genius in presenting the first phono-
graph to the public, scores of other men have been spurred on to
lend their brains and ability to the further development of this
remarkable new entertainment medium in its various forms. But
what is more remarkable is that Mr. Edison himself, after a half-
century, still maintains the keenest interest in his phonograph, and
even to-day is developing new improvements and refinements that
in a sense are as noteworthy as the first introduction of the instru-
ment itself.
Although the commercial developments of the instruments
that have followed the introduction of the original phonograph
in the recording and reproducing of the human voice and of music
have proved marvelous, there must still be considered seriously
ihe altruistic value of the phonograph in the musical development
of the nation.
Through the medium of Mr. Edison's phonograph and the
various instruments that followed, it has been possible to intro-
duce into the homes of the world the voices of the great artists
and the music produced by other noted artists and instrumental '
groups. It has meant that the individual citizen of most limited
means has been able to hear in his own home voices of the opera
and concert stars, has been able to enjo}' the great orchestral
works, and has thus been privileged to develop an appreciation
of good music to an extent that would have been impossible were
he compelled to visit the opera house and the concert hall regu-
larly. The educational value of recorded music has long been
TJie Talking Machine World, Nezv York, August, 1927
34c
lealized, with the result that a great percentage of the schools
of the country are now equipped with record libraries and the
instruments through which they may be heard.
In the United States, particularly, no single factor has con-
tributed so much to a broad and general understanding and appre-
ciation of music than has the phonograph. It is the one instrument
that has had the rare distinction of being, the basis of one of
the country's great industries, and at the same time an outstanding
factor in the education of the public in the art of music. Both
commercially and artistically it has proved an outstanding success,
and all within the brief span of fifty years, or, to be more accurate,
forty years of actual development.
It is eminently fitting that the great industry which grew out
of the invention of the phonograph, and outstanding figures in
every walk of life throughout the country, should join together
in paying tribute to Thomas A. Edison upon the golden jubilee of
his invention, and Mr. Edison as the pioneer is to be congratulated
not alone upon the success of the invention, but upon the fact that
he is privileged to look back upon a half-century of marvelous
accomplishment, and to take an active interest in developing that
marvelous mechanism of 1877 along still broader lines. What
will the next half century produce?
Price Maintenance Again to the Fore
THE proposal of the Federal Trade Commission to investigate
the whole question of resale price maintenance and resale price-
cutting from every angle is of outstanding importance to the talk-
ing machine and radio trade, and for that matter to manufac-
turers and distributors in every line of business, for the proposal
brings with it the hope that the investigation will sei"ve to clear
up a situation that has been for the past ten years becoming
steadily more complicated.
For the last decade or more, the courts have been called upon
to render decision after decision upon this or that phase of price
maintenance, or attempted price maintenance, and out of it all
has come no single decision that can be accepted as a sound prece-
dent by which to measure the legality or illegality of any move
made by the manufacturer to protect resale prices of his products.
The Federal Trade Commission in proposing to investigate the
economic, legal and business angles of the entire resale price-main-
tenance question is displaying a full measure of good sportsman-
ship, for the Commission has been the Federal agency charged
with enforcing the laws against the legal methods of price main-
tenance and from many angles has had closer contact with the
problem than anyone else.
The talking machine trade particularly has, on numerous oc-
casions, gone on record as strongly favoring proposed legislation
legalizing the maintenance of retail prices, for it has been recog-
nized that the growth and prosperity of the industry, in its early
years at least, was due in no small measure to a strict enforcement
of retail price schedules by the manufacturers. On the other hand
there are interests which are strongly opposed to any legislation
calculated to check the cutting of prices on patented and trade-
marked articles.
The Commission's investigation, while it cannot, of course,
result in a report that will please both factions, should, neverthe-
less, shed some real light on the question and give some definite
indication regarding what may be expected in the matter of retail
price protection in the^ future.
As it stands now, numerous manufacturers with perfectly
honest intent have gotten into serious and costly trouble through
their efi^orts to protect their products in the matter of prices
charged to the public. Yet, there has been no guide by which
might be determined the legality of any particular method, and
not so long since the Supreme Court of the United States in the
American Tobacco Case practically threw up its hands and de-
clared that it could throw no further light on the subject.
It is to be hoped that the Federal Trade Commission's findings
will offer some definite information for those who favor, or who
object to, price maintenance. If the report is favorable to the
cause then it is likely that legislation to make price maintenance
legal will have a much better chance than heretofore. If, on the
contrary, the report is unfavorable, then members of industry will
know just where they stand and can govern themselves accordingly.
Growing Confidence in the Radio Industry
WHATEVER may be the sales possibilities offered by the
new radio season, and they seem to be fairly bright, if the
consensus of opinion in the trade means anything, there is no
disputing the fact that the dealers are entering the season with a
feeling of confidence in the lines they are handling that did not
exist some few years ago. This has been brought about in some
measure by the natural readjustments in the industry, but to a
great extent must be credited to the good business vision of the
manufacturers and the success of their efl^orts in stabilizing the
market so far as it lies in their power and with proper regard
for the natural progress in the production field.
Within the past few years there has been a noteworthy change
in the methods of the leading radio manufacturers, with the result
that the new lines as introduced do not call for the complete
scrapping of last season's goods, but represent such improvements
in existing lines as are calculated to arouse interest and improve
results without making it necessary to throw older models in the
discard.
The new attitude is bound to react to the advantage of both
the manufacturer and the retailer, primarily because the latter can
feel free to place his orders and lay out his selling campaign on
a basis of what business the market can produce, with the confidence
that he is not to be caught in mid-season by the announcement
of a radical change in products that will automatically antiquate
the stock already on the shelves. As this feeling of confidence
grows it will mean that the manufacturer will receive advance
orders in a volume that will keep his factory operating on a satis-
factory l>asis without the peaks and valleys of production.
DO YOU KNOW THAT
the 283,000th APP^
Reproducer is now serving the
owner of a Carryola Master
Portable ?
Do You Know That
THE A&D'
M REPRODUCER
CHANGED THE STYLE IN SOUND-
BOXES FROM THE OPEN FACE TO
THE CLOSED FACE TYPE ?
Seni
lor
Pat VI 1925
and Harmony
Unique Reproduction Company
32 Union Square New York, N. Y
Last-Minute News of the Trade
Victor Co. Announces New 1927-8 Elec-
trola and Radio Combination Instruments
Roy A. Forbes. Director of Sales and Merchandise, Informs Trade in Letter of Proposed Portfolio
Describing Electrola and Radio Combination Lines
The Victor trade received this week a very
important communication from the Victor Talk-
ing Machine Co., over the signature of Roy A.
Forbes, director of sales and merchandise, stat-
ing that shortly after August 15 the company,
expected to send out an attractive portfolio
illustrating and fully describing each instrument
in the Electrola and Radio Combination line
for 1927. In the meantime, Mr. Forbes has
placed before the trade such information as is
available at the present writing. In his prelimi-
nary announcement Mr. Forbes said, "We now
Don T. Allen to Announce
New^ Plans Shortly
Former Carryola Executive Visits in East —
May Form New Portable Phonograph Cor-
poration— George P. Hough Also in East
It is announced that the exclusive sales con-
tract under which Don T. Allen has been hand-
ling the output 'if till Carryola Co. of America,
Don T. Allen
Milwaukee, Wis., was canceled on July 15 by
mutual consent. It is understood that George
P. Hough, former sales manager, and B. B.
ConJieim, special representative, are also no
longer identified with the Carryola Co.
Mr. Allen and Mr. Hough, accompanied by
their wives passed through New York recently
on an extended motor trip through the East,
calling on several of their friends in the in-
dustry.
It is probable that ^Ir. Allen will form
shortly a new corporation for the manufacture
and sale of portable phonographs, associating
with him Messrs. Hough, Conheim and several
other men formerly identified with the portable
phonograph industry. This news will undoubt-
edly be received with interest by the trade in
view of the large acquaintance which these men
enjoy and their knowledge of the portable in-
dustry gained through many years of trade
contact. It is stated that definite announce-
ments as to future plans and the purchase of a
suitable factory for the project will materialize
at an early date.
know definitely that we shall be able to offer
a most outstanding line — superlative per-
formance, extreme beauty of design, instruments
within the reach of the masses, instruments
which will have an irresistible appeal for
the most discriminating."
At the top of the new line there will be the
"De Luxe" consisting of the Automatic — Elec-
trola— six-inch cone — 8-tube Radiola Super-
Heterodyne, housed in a new and most con-
venient type of mounting with conveniently
(Continued on page 128)
Designate September 21
as National Radio Day
Radio Industries Banquet Committee, Realizing
Public Interest in the Broadcast Program,
Authorizes Designation — Seeks Tie-ups
The Radio Industries Banquet Committee,
realizing the public interest in the program
broadcast from the annual banquet in New York
City each j-ear, has authorized the designation
of Wednesday, September 21, as National Radio
Day. As in former years broadcasters all over
the country will carry the broadcasting of the
program of the banquet beginning at nine
o'clock New York time.
Last year, in five cities, local radio associa-
tions staged trade and industry banquets, broad-
casting their local programs up to the time the
New York program began to go over the local
station, thus linking up the two programs most
efifectively. This year the committee is urging
that more local associations arrange such tie-
up banquets and programs.
It is also the aim of the banquet committee
that broadcasters in general should endorse the
National Radio Day movement and designate
their programs on September 21 as National
Radio Day programs, endeavoring to give the
listeners a special treat that day, if possible.
Impressive Ceremonies
Mark Edison Jubilee
Fiftieth Anniversary of Invention of Phono-
graph Celebrated With Special Program at
Thos. A. Edison's Home on August 12
The fiftieth anniversary of the invention of
the phonograph by Thos. A. Edison was cele-
brated with much ceremony at Mr. Edison's
home in Llewellyn Park, N. J., on Friday,
August 12, and was participated in by Governor
Moore, of New Jersey, together with other
distinguished guests and executives of the great
Edison organization from all parts of the
country.
The party gathered at the Edison Labora-
tories at 11 o'clock, and proceeded to Mr. Edi-
son's home, where Mr. Edison was presented
with a bouquet of fifty yellow roses to com-
memorate the Golden Jubilee of his great in-
vention. Governor Moore then presented Mr.
Edison with a richly illuminated portfolio con-
taining messages of felicitation from Governors
of many States, prominent government officials
and representatives of foreign governments.
One of the interesting features of the cere-
mony was the speech by Charles Edison, now
president of Thos. A. Edison, Inc., who in the
Ud
course of his address turned to his father and
said: "Fifty years ago you spoke into the first
phonograph and it repeated your words to you;
now the newest Edison model wants to speak
to you in its own words." At this point an an-
niversary model, the latest development in Edi-
son phonographs, repeated a brief address out-
lining the early days of the phonograph and the
problems that have been overcome in its de-
velopment.
In his reply to the various speeches, Mr. Edi-
son talked briefly and consented to have his
words broadcast over the air through Station
WOR, in Newark.
Audak Co. President Is
Awarded Reproducer Patent
Maximilian Weil, President of the Audak Co.,
Receives First Patent of Series on New
Types of Phonic Reproducers
Maximilian Weil, president of the Audak Co.,
New York City, manufacturer of the ULTRA
phonic reproducers, announces that he has re-
ceived one of the first patents issued on the new
type of phonic reproducer. This patent. No.
1,637,322, was granted on July 26, 1927, and con-
sists of thirty-five claims. Mr. Weil points out
that this patent is the first of a series of ten
pending patents which he has filed.
The Audak Co. is one of the pioneers in the
production of the new type of reproducers and
has enjoyed exceptionally good business in this
field. It has made acoustical and electrical
apparatus for more than ten years, manufactures
the ULTRA phonic reproducer in three models,
the Polyphase Ultra, Singlephase Ultra and the
Revelation L'ltra. ^Maximilian ^\'eil, president of
Maximilian Weil
the company, who is an inventor and prominent
in the study of acoustics, is well known
throughout the phonograph industry. He has
spent many years in close application to this
work and, despite the success with which the
product has already met, he is engaged in still
further research, development and experimental
work.
Mr. Weil's formation of the Audak Engi-
neering Corp., a manufacturing subsidiary of
the Audak Co., as announced elsewhere in this
month's issue, is a still further step in the ad-
vancement of the Audak Co. and will assure
Mr. Weil's ideas being carried out to the
minutest detail in the finished product.
Levitan, Inc., 4536 West Warren avenue,
Detroit, Mich., has been incorporated to deal
in phonographs with a capital of $15,000.
The Talking Machine World, New York, August, 1927
35
Announces Oklahoma
Columbia Distributor
Harbor-Longmire Co. to Distribute Columbia
Products Throughout the State— Firm Well
Known to Trade in That Territory
W. C. Fuhri, vice-president and general man-
ager of the Columbia Phonograph Co., New
York City, announced recently the appointment
of the Harbor-Longmire Co., Oklahoma City,
Okla., as Columbia distributor in the State of
Oklahoma. This wholesaler has been identified
with music activities for many years and has
been serving dealers in Oklahoma territory to
excellent advantage. They will distribute the
complete line of Columbia products and their
sales staff is being augmented to take care of
the demands of the Columbia dealers.
Mr. Fuhri returned recently from a five-
weeks' trip to the Pacific Coast which included
a visit to the leading trade centers between
Chicago and the Coast. He found Columbia
business very satisfactory in all of the cities
he visited, with the Columbia branch managers
on the Coast keenly enthusiastic regarding their
activities the early part of the year and the out-
look for the future. The Piatt Music Co., of
Los Angeles, CaL, which has eight other stores
:n California recently became a Columbia dealer
and is developing a very fine clientele for
Columbia products.
Columbia sales in the month of June were 50
per cent ahead of last year and although the
July figures are not yet available officially, it is
expected that they will run considerably ahead
of June. Record business is increasing rapidly
and the demand for Viva-tonal phonographs is
also showing a steady growth. While on this
trip, Mr. Fuhri received many favorable com-
ments regarding the completion of plans for the
Columbia Broadcasting System and dealers
everywhere are very enthusiastic as to the bene-
fits which they believe will be derived from the
inauguration of this broadcasting system.
R.G.A. Makes Fine Show in
Earnings for June Quarter
Net profit of the Radio Corporation of Amer-
ica during the June quarter amounted to $425,-
587 after depreciation, patent amortization, in-
come taxes and accrued reserves for year-end
idjustments. This compares with net income
of $126,778 in the previous quarter and $82,020
during the same quarter in 1926. The June
quarter profit is equal to $1.08 a share on the
395,597 preferred shares of $50 par value,
against 32 cents a share in the preceding quarter
and 20 cents a share in the second quarter of
1926.
Handsome New Home for
Landau Bros, in Hazleton
The Standard-Sentinel, of Hazleton, Pa., has
published in a recent issue an illustration of
the handsome new four-story business block
now under course of construction at 17 West
Broad street, for Landau Bros., the well-known
talking machine, radio, furniture and jewelry
merchants in that city, which they expect to
occupy early in the Fall. This concern has also
acquired an equally attractive building in
Wilkes-Barre.
/
Amplion Directors Elected
At a recent meeting of the stockholders of
the Amplion Corp. of America, held at the New
.York offices of the company, the following di-
rectors were elected: Leslie Laurence, chair-
man of the board; S. B. Trainer, president; W.
H. Lynas, vice-president; J. N. Trainer, treas-
urer; A. W. Harris, chief engineer; L. L. Spen-
cer, general sales manager, and P. N. Gray.
A Sterling will provide exactly
the Right "B" Socket Power
R-81 "B" Power
for 3 to 8 tube sets includ-
ing power tube. All
three voltages Detector,
Medium" and High are ad-
justable within wide lim-
its. On and Off switch.
List Price: including Ray-
theon BH tube, - - - $28.50
RT-41 "B" Power
for Radiolas and sets using
up to 5 large tubes. Output
at 25 mils, is 130 volts. De-
tector, Medium and High
voltages adjustable within
wide limits. List Price:
including UX 213 tube,
$27.00
R-98 "B-C" Power
A Universal "B-C" model
for high-class sets. Will
not hum at 100 mils. Has
four "B-|-" voltages, two of
which are independently
variable. All four voltages
are variable through pri-
mary control. Variable High
"C" voltage. On and Off
switch. List Price: in-
cluding BH Raytheon
tube $38.00
R-97 "B-C" POWER— the
extra Heavy Duty Model,
$53.50 complete
PRACTICALLY every set has its
own particular "B" power require-
ments. Unless these are met exactly,
the radio owner will not get full benefit
of improved tone quality from Light-
Socket power.
No matter what set a Sterling Power
Unit is operating, positive adjustment
enables every tube to receive its correct
voltage. The low voltage of peanut tubes,
the heavy drain pulled by the 112 and
171 Power tubes — all are accommodated
to a nicety by Sterling Power Units.
Sterling Power Units employ the
Raytheon BH tube. These units are
priced from $28.50 to $53.50 — a model
for every class of trade. Model RT-41
is expressly designed for Radiolas. It
uses UX213 type tube and is priced at
$27.00.
Decide now to handle the Power Unit
line that really does fulfill its promise for
profitable sales without comeback, with-
out after-sales servicing. A post card to
us or your jobber will bring you trade
information.
The
Sterling Mfg. Co.
2831 Prospect Ave.
Cleveland, Ohio
461
Power Units
f-f WITH - \
(\Raytheon/}
36
The Talking Machine World, New York, August, 1927
Wichita A. K. Distributor
Planning for Big Business
First Carload of Atwater Kent Radio Sets for
1927 Season Reaches Goodin Radio Corp. —
Six More Carloads in Transit
Wichita, Kan., August 6. — The first carload of
radio sets for the 1927 season to reach Wichita
was unloaded Saturday by the Goodin Radio
Corp., distributor of Atwater Kent receivers
and Pooley cabinets in this territory.
In anticipation of a much heavier radio busi-
ness than was experienced last year, the Goodin
Co. now has in transit six carloads of radio
goods. The machines are being ordered much
earlier this year than in the pasi, and shipments
to dealers are being made as quickly as the
merchandise is being received.
During the Summer the company's place of
business at 333 South Lawrence avenue has been
completely remodeled to make it possible to
handle a great volume of business. The for-
mer automotive supply and repair business of
the company has been entirely sold out, and
the firm jvill operate henceforth onlj^ in the
radio field. The corporation was formerly
known as the Goodin Motor Service.
with a mahogany table . top on which the
speaker is mounted, 18 inches^ in diameter, thus
permitting its use as a decorative, end or lamp
table. The cone is so mounted as to use the
entire wooden casing and table top as a sound-
ing board. It is furnished with a 20-foot ex-
tension cord. Mr. Madden points out that this
Tip Table model is not only a new Teletone
speaker, but is a distinct advance in cone
Peerless Portable Sales
Continue in Good Volume
Demand for the Products of the Peerless Al-
bum Co. Exceeds Expectations, Says Phil
Ravis, President of the. Company
New Teletone Tip Table
Gone Speaker Is Introduced
This New Model Has Met With Favorable
Reception Throughout Trade
The new Teletone Tip Table cone speaker,
illustrated herewith, which was recently an-
nounced to the trade by the Teletone Corp. of
America, Long Island City, N. Y., has met with
a very favorable reception, according to E. J.
Madden, executive head of the Teletone organ-
ization. It is finished in two-tone mahogan3'
Teletone Tip Table Cone Speaker
speaker design and reproduction. As indicated
in the illustration, it is a speaker which can be
sold as a piece of furniture as well, being most
attractive in appearance.
Another Teletone speaker which is proving
very popular is Model 68, an advanced cone
type enclosed in a mahogany grill and sounding
board. The Teletone-made unit used in this
speaker will not rattle under strong volume and
operates with equal nicety on 90 volts or higher,
according to the manufacturers. It is 15 inches
high and 3j4 inches deep.
The demand for the Peerless portable phono-
graph, manufactured by the Peerless Album
Co., New York, has greatly exceeded expecta-
tions, according to Phil Ravis, president of the
company. Mr. Ravis states that the Peerless
manufacturing plant has been exceptionally
busy and all indications point to a very suc-
cessful jrear's business.
J. E. Halpern, of the Peerless Co., recently
returned from a trip through New York State,
introducing the new Peerless all-leather port-
able to jobbers and dealers in the various
trading centers. Mr. Halpern reports that he
succeeded in booking a splendid volume of
business and the Peerless product excited
favorable comment wherever demonstrated.
Among the features of the Peerless portable,
according to the manufacturer, are a built-in
record album with eight pockets, new type
phonic reproducer with metal alloy diaphragm,
one-piece brass-drawn tone arm and a Junior .
Flyer motor. One model is said to be covered
in genuine suede leather and the other in
fabrikoid. The product is finished in two-tone
combination color in maroon, blue and black.
Lynch Go. Features Golumbia
The J. D. Lynch Music Co., Riverside. Cal.,
has been conducting quite a drive on Columbia
V^iva-tonal phonographs and records. In this
connection Uncle Remus, KHJ broadcast en-
tertainer, recentlj^ greeted friends and admirers
of the Lynch store and helped to emphasize
Columbia qualities.
The Talking Machine World, New York, August, 1927
A.C. Straight Through f
Power Tube All
AS THE manufacturer o£ the first successful A. C. Tube, Kellogg has been expected to pro-
duce the finished, the ideal set for using that tube. We have done it. We have given you a
set v^^ith seven Kellogg A. C. tubes — power tube and all. Many of the leading dealers have
already placed their orders, knov^ring that this Kellogg A. C. set is sure to be the most talked-
of and the most profitable seller the market has to offer. But YOU know — and WE know —
that there will still be a big demand for D. C. sets. Some folks do not have A. C. current
Others want the kind of radio reception only a Kellogg can give — and demand it at a mini-
mum price.
Kellogg D.C. Sets io remit at ^7S up !
For that trade we offer Kellogg D. C. sets in 5 and 6 tube models to retail from $75.00 up.
ALL have Kellogg's exclusive system of Inductive Tuning. ALL are built to the same
quality standards that Kellogg has been building into its telephone equipment for the past
thirty years. The time is growing short. If you are not yet assured of a Kellogg Franchise,
NOW is the time to act. Write or wire !
Kellogg Switchboard tSc Supply Company
Dept. C— Z59 Member R. M. A. and N. E. M. A. Chicago, Illinois
Important Matters Taken Up Slogan for Gold Seal
at Amplion Corp. Sales Talk Tubes Has Been Registered
Lloyd Spencer, General Sales Manager, Presides
at Conference — Recent Additions to Sales
Staff Well Known to the Industry
Detailed discussion of Amplion Corp. sales
plans occupied the attention of the sales de-
partment of the Amplion Corp. of America, at
a recent sales conference held at the executive
offices of the company in New York. Lloyd
Spencer, general sales manager of the Amplion
organization, presided, and outlined the com-
pany's sales policies and merchandising plans.
It was announced that several new members
had joined the Amplion sales staff, which now
comprises the following well known men.
W. I^. Lown, for many years in the radio in-
dustry and recently associated with the Daven
Corp. and previously with the W-K Electric
Co.; Carl J. Main, who was associated with the
A. H. Grebe Co., and previous to that with the
Priess Radio Corp.; J. J. De Bona, who was
general sales manager of the Homer P. Snyder
Mfg. Co. for the last few years. H. G. Hille-
brand and F. W. Piper continue in their posts.
The Gold Seal Electrical Co., Inc., New
York, manufacturer of Gold Seal radio tubes,
has adopted the trade-mark illustrated herewith
and it has been registered for all advertising
and sales-promotion activities of the company.
The slogan, "There is power behind the Gold
Grosley Fully Protected
Under Important Patents
Secures Rights Under Hazeltine and Latour In-
ventions Following License Under Group
R. C. A. Patents — Complete Protection
Sleeper Announces Direct
Gurrent Operation for Sets
The Sleeper Radio & Mfg. Co., Long Island
City, has announced the addition of direct cur-
rent operation to its full line of electric sets
introduced a short time ago for alternating cur-
rent use. Gordon C. Sleeper, president of the
company, states that this announcement has
been received with particular interest by dealers
in certain sections of New York, Boston, Chi-
cago and other cities where only direct current
is available. Two consoles have recently been
added to the Sleeoer electric table models.
There's POWER behind
the Gold Seal Line
Gold Seal Trade-Mark
Seal line," has also been adopted in connection
with the illustration. This trade-mark is in-
tended to convey the strength and stability of
the firm and its product.
Brunswick Dividend
A dividend of 75 cents per share on the out-
flanding common stock to stockholders of rec-
ord at the close of business on August 5 and
payable August 15 has been authorized by the
directors of the Brunswick-Balke-Collender Co.
An agreement has been signed by the Hazel-
tine Corp. and the Crosley Radio Corp., whereby
the Crosley Co. obtains full rights under the
Hazeltine Neutrodyne and Latour Corp. patents
and inventions, according to a recent announce-
ment. The Crosley Co. has already secured a
license under the group patents of the Radio
Corp., General Electric, Westinghouse Electric
and American Tel. & Tel. companies. It is
stated that this license, together with the agree-
ment made with the Hazeltine Corp., gives the
Crosley Co. full protection.
Commenting upon this agreement, Powel
Crosley, Jr., president of the Crosley Radio
Corp., stated:
"Just as the Federal Radio Commission is
clearing up broadcasting, .so will the clearing
up of the patent situation help the engineering
and manufacturing side of the industry. The
rights obtained under the Hazeltine-Latour
patents, in conjunction with other patent rights
the Crosley Corp. enjoys, will enable us to
manufacture the best and most efficient type of
radio receiver engineering science knows. In
doing this we feel we are materially assisting
the Federal Radio Commission in its work of
removing interference from broadcasting, be-
cause we will be able to produce receivers with
a maximum amount of selectivity and free from
any possibility of interference or annoyance to
rieighboring radio sets."
The latest addition to the Columbia library
of Gilbert and Sullivan opera music. Selections
from "lolanthe," is recorded by the Court Sym-
phony Orchestra.
38
The Talking Machine World, New York, August, 1927
Another Leader
in Peerless
Popularity
An instrument of exceptional value — new and
different, sturdy equipment throughout, loud,
clear tone.
Has a Real Album-
Not a Box
Retail
Absolutely unlike any other Portable in appearance — bigger in
size — much deeper and richer in tone — with a real built-in
Record Album, with eight pockets — a guaranteed Heineman
Motor — smarter in design — and in three attractive colors,
blue, maroon and black.
JOBBERS:
The new PEERLESS $15 retail
Portable will enable you to
dominate the dealer ti"ade in
your territory. Write us for
full details of our profitable
proposition.
DEALERS:
Here is a Portable Phonograph
which offers your customers
the most remarkable value ever
presented. Order a sample to-
day through your jobber.
Why dealers now prefer the PEERLESS
1. — New Type Phonic Reproducer
with Metal Alloy Diaphragm,
giving wonderful reproduction.
2. — Real Peerless Record Album
with eight individual pockets.
3. — One-Piece Brass Drawn Tone-
arm matching the Reproducer
perfectly.
4. — Covered with genuine DuPont
Fabrikoid.
5. — Two-tone Combination covering
in Blue, Maroon and Black.
6. — Guaranteed Junior Flyer Motor.
PEERLESS
the Album
Peerless Artkraft Album
Beautiful Gold-embossed Cover — Heavy Brown Kraft Pockets
Peerless Loose Leaf Album
Removable Pockets for Records
Peerless Record Carrying Case
This new way of carrying records to
the camp, seashore and outing appeals
to every portable owner. It is a source
of added record sales, as well, for the
retailer.
Its low price makes selling easy. Now
is the Portable and the Peerless carry-
ing case season.
PEERLESS ALBUM CO.
PHIL RAVIS, Pesident
636-63S Bpoadway
New York
Boley-Oliver Go. Shows the
Kellogg Line at Open House
Metropolitan Retailers View Latest Radio
Products of Kellogg Switchboard & Supply
Co., at Warerooms of Sales Representative
The Boley-Oliver Co., 1440 Broadway, New
York, sales representative for the radio prod-
ucts of the Kellogg Switchboard & Supply Co.,
Chicago, III., held open house the week of July
18 for the purpose of showing the dealers in
metropolitan territory the new Kellogg A. C. re-
ceivers. David Boley, president of the company,
and Fred Oliver, vice-president and general
manager, were busy throughout the week dem-
onstrating the new products to the dealers and
giving in detail the distinctive characteristics
of the new Kellogg sets. The dealers were
keenly interested in the sales possibilities of the
new line, and manifested their approval by plac-
ing good-sized orders for immediate delivery.
The Boley-Oliver Co. was delighted with the
success of the presentation as the orders in
hand were far beyond anticipations.
The company recently completed its sales
organization with the exception of several ad-
ditional salesmen who will be added to the
staflE within the next fortnight. Albert Simons,
v,-ell-known in the New York wholesale field,
i": now sales manager of the company; L. M.
Lehr covers Bronx and the upper west-side in
Manhattan; H. W. Rustin covers lower Man-
hattan; W. F. Walker covers BrooTclyn and
Long Island; H. C. Husk covers New Jersey
and Leslie J. Hunt covers Westchester and
Connecticut. S. L. Capell, secretary of the com-
pany, is working in close co-operation with the
other executives.
WorkRite Mfg. Go. Will
Open Ganadian Factory
Announcement has just been made by Vernon
Meyer, president of WorkRite Manufacturing
Co., at Cleveland, that it has been granted a
license in Canada by the Canadian Radio
Patents, Ltd., which corresponds to the R.C.A.
license in the United States. As this company
is also a licensee under Hazeltine and Latour
patents, this means that it will manufacture a
line of neutrodyne radios in Canada under com-
plete patent protection.
In order to take care of their rapidly increas-
ing business in Canada, arrangements are being
made to open a branch factory in Brantford,
Ontario. This factory will be operated under
the name of WorkRite Radios, Ltd., and is
expected to be in active production by August
15. George H. Babcock, formerly general man-
ager of Higel Radios, Ltd., of Toronto, will be
in charge of sales.
Mr. Meyer states that several good contracts
have already been closed in Canada for the
coming season and a policy of exclusive dis-
tribution through jobbers will be maintained.
Splitdorf Production
Facilities Extensive
"Rarely has any product the facilities back
of it that Splitdorf Radio enjoys," stated Rob-
ert W. Porter, vice-president of the Splitdorf
Radio Corp., recently. "Splitdorf Radio Corp.
is a subsidiary of the Splitdorf Bethlehem Elec-
trical Co.," continued Mr. Porter. "The facili-
ties behind the Splitdorf Bethlehem Electrical
Co., include the Newark plant, the Bethlehem
plant, the cabinet plant, the Chicago plant and
now the new plant of the Splitdorf Radio Cor-
poration. With the experience and personnel
for development and the physical necessities for
production this company rests on a solid foun-
dation. Radio building is with us a separate
entity and yet a part of the closely-knitted
whole of a gigantic organization."
The Talking Machine World, New York, August, 1927
Quick sales to the whole range of prospects
if you have the Complete Line —
^tevms Speakers
Whether the man who comes through your door looks
like a big prospect or not — you've got what he really
wants when you have the Stevens complete line.
He'll recognize the supreme quality of a Stevens the
moment he hears it. And you can explain that the
quality will stay. Hot or cold weather, wet or dry
cannot disturb the "independent tension" of the dia-
phragm. No need to handle this rugged speaker as
though it were delicate. No danger of "freezing" the
armature of the vibrating unit when using power tubes.
The Stevens stays in perfect condition for perfect per-
formance.
With the Stevens complete line you have a name that
guarantees fullest value for every purchase — and you get
the maximum of business with the minimum of stocking-
up expense.
Made hy the Pioneers in Cone Speakers
STEVENS & COMPANY, Inc.
Every model with the
CONOIDAL
" Continuously Curved "
Diaphragm
the scientific curve of true
sound reoroduction
46-48 E. Houston St.
New York, N. Y.
6
EXCLUSIVE
Scientific Superiorities
J Burtex — woven fabric material — the only ma-
terial from which diaphragms can be formed
without breaking fibres of the material. Not affect-
ed by water, humidity, heat or cold. Strong, resili-
ent, does not require careful handling.
^ Conoidal curve — the scientific curve of sound
reproduction. The entire fabric of diaphragm
is under tension — responsive to the fijll range of
tones and over-tones.
^ Permanence of tension — the ideal tension of
the diaphragm is permanent regardless of its age
and conditions of atmosphere and temperature.
^ The Stevens T. T. Unit with armature an-
chored at both ends is proof against"freezing"
at even the highest voltages, as when power tubes
are used. This unit is highly sensitive and rugged —
no distortion even under extreme conditions.
^ Mahogany sounding board giving the fullest
resonance.
^ Full line of speakers — each carefully developed
— to meet the full range of requirements.
Model PT-27 — 19 in.
Height 5 M ft- , on Spanish Ren-
aissance metal standard — gracing
the most elaborate interior — every
decorative and electncal feature of
the Stevens line — 2o-ft. extension
cord — peerless in the speaker field.
Price $65.00
Model WT-27— 19in.
Smooth beaded frame in hand
rubbed Jasper brown mahog-
any finish— Stevens Armature
Unit and special output trans-
former—seamless Burtex con-
oidal diaphragm in bronze with
"Golden Chime"— silk hang-
ing cord with rosette.
Price $45.00
Model CT-27
17 in.
Colonial model — hand
rubbed frame in Jasper
brown mahogany — seam-
less Burtex conoidal dia-
phragm in bronze with
"Golden Chime. "Stevens
Armature unit and special
output transformer.
Price .... $35.00
Model B-27 — 17 in.
Equipped with Stevens 2-point
suspension armature unit —
seamless Burtex conoidal dia-
phragm— hand rubbed frame —
Jasper brown mahogany and
bronze finish with Golden
Chime." Price , . $25.00
Model A'27
141/2 in.
Seamless Burtex conoidal
diaphragm — substantial
sounding board — Jasper
brown mahogany and
bronze finish with
"Golden Chime."
Price $18.50
40
The Talking Machine World, New York, August, 1927
Dealers will welcome the new Kolster "A" and
"B" supply units. They are especially designed to
provide socket power for Kolster battery operated
Every Kolster owner will be a prospect. Thou-
sands of others who are learning what Kolster
standards of performance mean, will want to
electrify their sets with socket power units they
can depend on.
Kolster
*A" Supply Unit
Designed to operate any set using
up to six six-volt tubes. No water
or acids. Price $50 list.
Kolster
"B" Supply Unit
Built to supply constant "B" volt-
age to any standard radio set of "B"
current requirements similar to
Kolster 6-tube models. Price $35
list, without tube.
There are no adjustments to be made on Kolster "A" and "B" supply
units. The "B" unit is built to deliver the exact voltage marked on its
binding posts to any standard set with "B" current requirements similar to
Kolster 6-tube models. No water is required; there are no acids to spill.
Sound construction and advanced design — the elements that have enabled
Kolster Radio to break distance records, and are bringing fame to the
unequalled tone quality of the Kolster Power Cone — will keep these
units free of all service troubles.
Kolster
The Talking Machine World, New York, August, 1927
41
Kolster Radio
Model 6-G
Used with the "A" and "B" sup-
ply units illustrated on the oppo-
site page, this model meets the
demand for a completely elec-
trified a II- Kolster set. Now $ 1 65
list, formerly $185- ("A" and
"B" supply units extra.)
When you sell Kolster Radio, you ofier a complete
unit, every part of which is backed by one organi-
zation. Kolster quality begins with the speaker and
follows right down throu^ the set to the power
supply itself.
Model 6-G typifies this perfect coordination of
every element in Kolster Radio. The two-tone ma-
hogany cabinet, for example, was designed by Kolster
to act as a sounding-board, still further enhancing
the realistic beauty of tone from the specially de-
signed built-in Cone. The famous Kolster six-tube
model is the set employed, and there is ample room
in the compartment below for either the Kolster
"A" and "B" supply units, or batteries.
Radio
Kolster Radio moves fast because it
provides indisputable quality at a pop-
ular price. Kolster dealers benefit by
the complete protection the Kolster
franchise gives them on an unusually
profitable line. Mail the coupon to
find out if there are franchises still
open in your territory-
FEDERAL- Br ANDES, INC.
200 Mt. Pleasant Ave.
New York
Please let me know immediately how I may partici-
pate in the success of the Kolster Line for 1927-1928.
Name
Street-
City...
.State_
42
The Talking Machine World, New York, August, 1927
Dealers and Radio Executives Present
at Opening of New Peirce-Phelps Home
Philadelphia Distributing Organization Entertains Host of Well- Wishers at Formal Opening of
Handsome New Four-Story Building — Concern Is Featuring Standard Products
Philadelphia, Pa., August 4. — Peirce-Phelps,
Inc., wholesale radio distributor in this city,
recently held the formal opening of its new
four-story building at 222 N. Thirteenth street,
and throughout the day visiting dealers as well
as many prominent radio executives were royally
entertained by executives of the company and
members of the sales staff. Although, compara-
tively speaking, a newcomer in the the Phila-
to use it for personal or business purposes. On
the opening day the decorations included many
floral pieces from manufacturers who felicitated
Peirce-Phelps, Inc., upon the growth of their
business and their rapid expansion.
The feature of the day's activities was a
luncheon at the Elks Club at which the officers
of Peirce-Phelps, Inc., extended a very cordial
greeting to the dealers and the radio executives
1— The New Peirce-Phelps Building; 2— J. T.
delphia wholesale field, Peirce-Phelps, Inc., has
already gained an enviable reputation through-
out the wholesale radio industry as one of the
most aggressive and progressive organizations
in the field. The company has established an
exceptionally fine dealer clientele to which it is
giving efficient service based on a thorough
understanding of their merchandising problems.
The new Peirce-Phelps building in the heart
of the wholesale center comprises four floors
devoted exclusively to the wholesale distribu-
tion of standard products. The building is
ideally located from transit and freight angles
and the floors arc so arranged that they provide
for maximum efficiency for every department of
the organization. On the fourth floor is a very
attractively furnished room designed solely for
the use of out-of-town dealers who maj' desire
Peirce; 3— C. M. Phelps; 4— W. G. Peirce, Jr.
piesent. J. T. (Trev) Peirce officiated as toast-
master, calling upon the visitors for a brief talk
and personally contributing a fund of good hu-
mor and timely wit to the luncheon proceed-
ings. Among the guests of honor at the lunch-
eon were Otto N. Frankfort, vice-president in
charge of sales of the Mohawk Corp. of Illinois;
Herbert E. Young, eastern sales manager of
the Grigsby-Grunow-Hinds Co.; W. A. Kellogg,
sales promotion manager of the Crosley Radio
Corp.; C. L. Johnston, vice-president of the
Elackman Distributing Co., Inc.; Howard
Baker, district sales manager and F. W. Schnir-
ring, advertising manager of the Sonora
Phonograph Co., Inc.; A. F. Nelson, of the
O'Neil Mfg. Corp., and others. Practically all
of the guests of honor made brief addresses, re-
ferring particularly to the whole-hearted co-
MICA
DIAPHRAGMS
Immediate delivery — all sizes
Send for free samples and prices
All Mica Products
INTERNATIONAL MICA CO.
Baring S3S PHILADELPHIA, PA. Fllajte, Phil*.
operation existing between Peirce-Phelps, Inc.,
and their dealers as evinced by the fact that
over 160 dealers were present at the luncheon.
'I his attendance was particularly gratifying in
view of the fact that the opening was held on
the hottest day of the year.
Mr. Frankfort made the keynote speech of the
luncheon, telling the dealers present how and
why Peirce-Phelps had been selected as a Mo-
hawk distributor and emphasizing the fact that
through the combined efforts of this wholesale
organization and its dealers, Mohawk had be-
come a recognized leader in the Philadelphia
:adio industry. He gave the dealers present an
adequate idea of their responsibility as merchan-
disers of standard quality products, assuring the
retailers that the Mohawk executives as well
as the Peirce-Phelps organization would leave
nothing undone whereby the radio dealer would
become a prosperous and successful radio mer-
chant; drawing a timely distinction between the
terms "dealer" and "merchant." The officers of
Peirce-Phelps, Inc., are W. G. Peirce, Jr., presi-
dent; J. T. Peirce, vice-president (in charge of
sales); C. M. Phelps, secretary and treasurer,
and C. F. Limroth, credit manager. The lines
merchandised by the company comprise Mo-
hawk, Sonora, Crosley, Cunningham, Eveready,
Majestic, Farrand, Magnavox power speakers,
Newcombe-Hawley, O'Neil, Trito.x, Brach Har-
vard storage batteries, Bristophone, Phon-o-
vox, Elkon, Kodel Kuprox, Powerizer, King
Electron, Sterling, Jewell.
Otto Heineman Goes Abroad
Otto Heineman, president and founder of the
Okeh Phonograph Corp., New York, sailed on
Tuesday, July 19, on the Berengaria for a visit
to the leading trade centers in Europe. In
I'aris Mr. Heineman will meet Louis Sterling,
chairman of the board of the Columbia Phono-
.graph Co., New York, and in Switzerland he
will meet Mrs. Heineman, who has been abroad
the past few months. Mr. Heineman's itinerary
includes a visit to Berlin and London as well as
a sojourn in Leipzig during the course of the
famous fair held annually in that city. He ex-
pects to return to New York about the middle
of September.
Let the Maulers maul!
Despite rough handling in transit Jiflycased merchandise invari-
ably goes through undamaged. It never needs refinishing. The
Jiffyease is not only the safest pack for merchandise — it is also
the speediest and most economical.
Manufacturers receive Jiffycases made to size and knocked
down. Assembling is easy and quick, cutting shipping room costs
to the bone.
The Jiffyease relieves the dealer of all refinishing worries,
brings in his merchandise at the lowest possible freight cost and
gives him a box he can use over again. The ideal pack for
phonographs and radio cabinets.
Write for details
The Northwestern Cooperage & Lumber Company
Gladstone, Mich.
Jirfycase
THE SPEEDY SAFE ECONOMICAL PACK FOR FURNITURE. PHONOGRAPHS AND RADIO CABINETS
The Talking Machine World, New York, August, 1927
Interesting Events of
the Trade in Pictures
Lcfl — The Kolslcr Ra-
dios, a nine, organized
by Har/jer-Meggfc. Inc.,
Federal-Brandes r ci d i o
distrihutnr, Seattle, won
second place in local
league. Fine publicity.
Above — This attractive window display was arranged by
the Happy Home Furniture Co., oj New Bedford, Mass.,
which handles the Columbia line of Viva-tonal phono-
graphs and records. It is a Lindbergh display and the
airplanes were equipped with motors and revolved
constantly. Action windoivs attract attention.
Left — Stromberg-
Carlson radio ivindo.v
staged by the Joseph
Home Co.. of Pitts-
burgh, Pa., that al-
tracted considerable at-
tention from the pub-
lic in that city
Left — Radio Industries
Banquet Committee gath-
ered to discuss plans for
the Radio Banquet on
September 21. The meet-
ing was held in the Hotel
Astor, New York City.
Left — Representatives o f
the trade press inspecting
the laboratories of the
Dubilier Condenser Corp.
in New York.
Right — A corner of the
artistic warerooms of Er-
nest Ingold. Inc.. Ativater
Kent distributor, San
Francisco, Cal.
Left — From left to
right: Clifford Cairns,
head of record-
ing department, Victor
Co. ; Fred Oliver,
Boley-Oliver Co.: J. S.
Macdonald, head of
Columbia recording
department: John W\
Ivins. treasurer, Geo.
H . D o r an Co., at
Oliver Summer home.
Lake Mahopac, N. Y.
Right — Federal Or tho -
sonic dealers at a dinner
given by the American
Motor Equipment Co. re-
cently in the Hotel Stat-
ler. Boston. Note, at the
speakers' table, the "King
of Swat," Babe Ruth. The
meeting was marked by
'constructive addresses
and an outline of the
plans in the interest of
Federal Ortho-sonic radio
during the next year.
The Talking Machine World, New York, August, 1927
The ARISTOCRAT is encased in leather-
like coverings of blue or brown, embossed
in gold, and hand finished throughout. Tone
chamber opening has mahogany scroll
decoration backed with silk. Rigid inspec-
tion and testing maintain the Caswell tradi-
tion of uniform dependability in materieds,
workmanship and performance.
The
ARISTOCRAT
$35.00 Retail
[HE ARISTOCRAT is the most superb portable ever conceived or built. In
every way it is the aristocrat of portables. Its tone is equal to that of the
finest console. Its volume, too, gives exact reproduction of every note from
human voice or instrument. The final achievement is in perfecting a portable that
plays with the top down. In the ARISTOCRAT you have the most sensational port-
able ever built. Send for sample. Let the ARISTOCRAT sell itself to you.
*\lhe ?^ew Portables are a revelation
in ^one and Volume /
The Talking Machine World, New York, August, 1927
—NowHPresents
^^ntericas Finest Line of
Portable Phonographs
EVER before have there been such splendid portables as
the new Caswells! Their tone, their volume, and their
faithful reproduction will win the approval of the most
critical masters of music. Their colorful beauty instantly
appeals to all. Four models, retailing from $35.00 to
as low as $15.00, give you a price range to fit
every purse. By actual comparison with
all others, each of the new Caswells
is the greatest value and finest
musical instrument for its
price. Wire today
for samples!
The GianTone has tre-
mendous volume, clear tone,
with the natural beauty of every
note faithfully reproduced. Comes
in black only. Like all Caswell models,
only the finest fittings, motor, covering and
tone arms are used.
The Gypsy comes in covering of gray, blue, red, black
or brown. Positively the greatest value for its price on the
market.
The Melody is stocked in red, black or blue covering and is sturdily
built throughout. Slightly smaller than other Caswell models, yet big in
value when compared to other portables at the same price.
The
MELODY
$15.00 Retail
''Build with Casivell!" — Leading retailers everywhere know the liberal, fair and
square policy of Caswell. They know that with Caswell their efforts from year to
year build up increasing good will, growing sales volume and dependable profits. In the
Caswell sales plan jobbers and dealers get more than a fair deal. Let us tell you why
Prices slightly higher in Fur It est and South
Tort able "Phonographs of t)istindion
Milwaukee . U.S.A.
TJie Talking Machine World, New York, August, 1927
LUND RADIO CABINETS
Model 751
Takes any size panel up to
24 X SVz inches
Model 755
Takes any size panel up to
30 X SMi inches
Model 752
Takes any size panel up to
21 X inches
The market's best selling and most distinctive mod-
els in Radio Furniture. The LUND LINE consists
of twenty models ranging in price from $39.00 list
to $208.00 list. Our discounts to the trade are very
liberal. Write for our 1927 proposition and descrip-
tive catalogue of the complete LUND LINE, which
includes a suitable type of Radio Cabinet for every
set and every requirement.
Takes any size panel up to
30 X SV- inches
All LUND Radio Cabinets are equipped
with Sliding Pull-out Panels and Mounting
Boards. All compartments are accessible
from front.
Model 779
Takes any size panel up to 31 x 9 inches
Takes any size panel up to
21 X »V2 inches
Model 759
Takes any size panel up to
21 X 8>/i inches
Cabinets by a Cabinet Maker
1018-1024 South Wabash Ave.
CHICAGO
Model 754
Takes any size panel up to
21 X SV2 inches
The Talking Machine World, New York, August, 1927
mm
„^
11
m
I
mm
i
pi
ir
1
m
I
1
ii
ii
1
Now Presents
Another Dependable Radio Product
After carefully Investigating the performance,
tone quality, and reliability of the Mohawk One
Dial Radio, the Blackman Distributing Com-
pany announces their appointment as Exclusive
Metropolitan Wholesale Distributor.
All Mohawk One Dial Radio Receivers are six
tube sets — shielded ■ — wired for power tubes
— A. C. electric or battery operated. Inter-
changeable drawer units.
Licensed under Radio Corporation of
America Patents.
"The Long Dollar Value in Dependable Radio'^
Franchise applications are now being considered.
WHOLESALE DISTRIBUTORS
VICTBOLAS - BADIO - ACCESSORIES
DISTRIBUTING CO. me.
2S West 23rd St. New York, N. Y.
Blackman and Dependability — One suggests the other.
The Talking Machine World, New York, August, 1927
aii-ion^ Matched
TONE ARM
Quality Un^maleft
Brass
You will say so the very minute you see this wonderful Quali-Tone
"MATCHED COMBINATION". Why? — man-made precision-
built — individually tested — manufactured complete in our own plant
under the supervision of our long experienced engineers. Perfect to a
degree that is astonishing — "MATCHED" to reproduce the full scale of
harmonics — from the booming of deepest bass to the shrilling piccolo —
all this with rounded volume and absolutely no rattling or distortion.
This reproducer will equal or out-perform any you have ever heard, re-
gardless of price. The arm is a true exponential, scientifically correct,
gracefully curved and finished in rich, deep nickel — long bearing throw-
back type with free swinging — vibrationless base — leakproof thruout.
Comes to you fully guaranteed.
Matched for tone — built for service.
DURO METAL
2649 KILDARE AVE.
PRODUCTS CO.
CHICAGO , ILL.
The Talking Machine World, New York, August, 1927
Cbmbiiiatioii
REPRODUCEli
m ■
Heavily
Nickeled
Sensation of the Industry
THIS sensational $7.50 retailer solves the re-
placement problem. Why did every leading
phonograph manufacturer adopt a full curved
brass tone arm? Because the old style— leaky —
loose jointed and choked arms would not develop
the desired tone qualities and volume.
Now, for the first time, you can make a truly cor-
rect "MATCHED" replacement for your customer
or on your trade-in phonographs.
This great mass market is now yours — Quali-Tone
brings it to you. Packaged in an attractive carton-
all ready to hand out to your trade — anyone in
your store can now handle replacement business
DURO METAL
2649 KILDARE AVE.
intelligently — no more dead stock — no more tinker-
ing and fussing around trying to fit new reproducers '
on obsolete type arms — no more disappointed
customers.
Of course, full instructions and new screws pack-
ed in every car-
ton. Furnished
in four sizes to
meet every con-
dition as follows:
No.7 Length iH
8 " 83^
9 " 9H
10 " 10 I City State_
Duro Metal Products Co.
2649 Kildare Ave., Chicago, 111.
Please ship at once Quali-Tone Matched Combi-
nation in the following sizes (Price, any size, $4.25 each)
No, 7 No. 8 No. 9 No. 10
Firm Name.
Address
City
PRODUCTS
CHICAGO . ILL.
CO.
The Talking Machine World, New York, August, 1927
Apex Achievements
Create a Real Sensation
The marvelous performance of the
new Apex Technidyne circuit has
created a new standard of perfec-
tion in broadcast reception. That
in itself is sensational, but —
Apex has achieved more; Af>ex has
housed this incomparable circuit
in Plymouth cabinets, which for
beauty of design, quality of mate-
rials and craftsmanship are without
a peer in the radio field. The whole
world of radio is talking about the
extraordinary qualities of Apex.
There is no
other Radio
like it I
I
APEX
Receivers
19274928
Apex Troubadour
(Illustrated above) 9 -TubeTechni-
dyne, loop operated, console. Com-
plete with loop and Peerless cone
speaker. List Price . . $295.00
Apex Minstrel
7 -Tube Technidyne . antenna oper-
ated, console type. Complete with
Peerless cone speaker.
List Price .... $225.00
Apex Corsair
7-Tubc Technidyne, antenna oper-
ated, table model.
ListPnce .... $170.00
The Milan
Apex-6-Tube,iullyshiclded,singIe
dial control, console type, Peerless
cone speaker equipped. Antenna
operated. List Price . . $135.00
The Lyrie
Apex-6-Tube,fullyshielded.single
dial control, table model, antenna
operated. Liit Price . . $80 00
Technidyne Radio
()
Receivers
are exceptional sellers because they
give the buyer exceptional value in
both performance and appearance.
Ape.x quality never varies. Unswerv-
ing uniformity in manufacture and
distribution is a guarantee of satisfac-
tion to the Jobber, Dealer and ultimate
owner of an Apex Receiver. Apex Radio
is sold only through the legitimate Jobber-
Dealer trade channels.
Write today for complete descriptive
literature and price information on
this profitable line.
Are you re-
ceiving the
Apex Bui'
letins regu-
larly?
— Glad to
put you on
our mail-
ing list —
Just drop a
line.
Apex Electric Mfg. Company
1422 West 59th Street
Chicago, U. S. A.
The Talking Machine World, Nezv York, August, 1927
Recommend Legislation on
Resale Price Maintenance
Federal Trade Commission Plans Investigation
Covering Effect of Practice on Manufacturers,
Wholescders, Retailers and Consumers
Washington, D. C, August S. — The Federal
Trade Commission has issued an order to the
effect that a general investigation of resale price
maintenance be instituted with a view to recom-
mending legislation on the subject to Congress.
The resolution directing this inquiry points to
the fact that several bills providing for main-
tenance of resale prices have been introduced in
Congress, and that the United States Chamber
of Commerce twice has gone on record for such
legislation. The Commission itself once recom-
mended a law permitting -such maintenance un-
der certain conditions of governmental control.
The actual investigation will be under the
supervision of the chief economist of the Com-
mission, Dr. Francis Walker, of both whole-
sale and retail resale price control by manu-
facturers. Advantages and disadvantages to
competing manufacturers, to wholesalers and
retailers and to ultimate purchasers are to be
considered.
This inquiry will involve the costs, profits
and margins of manufacturers and distributors
and their prices to consumers on competing
price-maintained and non-price-maintained
goods, and particularly the relation of advertis-
ing expenses to such costs, profits, margins and
prices.
A study w-ill be made of the causes and mo-
tives for price-cutting by distributors and how
far it has eliminated manufacturers and distrib-
utors from business and the effect of price-
cutting on prices, profits and margins of manu-
facturers.
"Resale price fixing," a statement read, "pre-
sents probably the most perplexing questions
before the Federal Trade Commission and the
trade and industrial associations to-day. Con-
flicting decisions have been handed down by
the courts. Among commercial leaders there
is a sharp division of opinion as to the extent
to which prices can and should be regulated.
"It is expected by the Federal Trade Com-
mission that this investigation will go a long
way toward clearing up these difificulties, as this
will be the first really comprehensive investiga-
tion of the subject undertaken."
Auditorium Orthophonic
Victrola Wins Northwest
Repeats Its Great Success in Portland and
Seattle and Other Important Cities
The Auditorium Orthophonic Victrola has
been scoring a tremendous success throughout
the Northwest. Following its big success at
the Rose Festival in Portland, Ore., where it
was heard by two hundred thousand people, it
achieved an almost similar success in Seattle,
where several fine programs were given on
Times Square and elsewhere in that city. Thou-
sands of people enjoyed it and danced to the
music of its terpsichorean records. The day
following the Auditorium Orthophonic was
heard in Woodland Park, where it was so placed
that a quarter of a million people were able
to hear and enjoy its music, thanks to J. M.
Spain, Seattle representative of the Victor Co.
Later the instrument appeared in such promi-
nent cities as Bellingham, Everett, Yakima,
Wenatchee and Spokane.
William B. Attmore, engineer for the Victor
Talking Machine Co., was in charge of the
operation of the Auditorium Orthophonic dur-
ing its appearances in all these cities, and much
of the success achieved may be attributed to his
work in conjunction with the local dealers and
newspapers who collectively brought the mar-
velous musical merits of this great creation to
the attention of the people.
everytlriing to
assure profits
Gold Seal Tubes offer everything
the Public wants in tubes — and
everything the jobber and dealer
want in the business of selling
tubes.
The tubes themselves are of the
highest quality — they are made
in our own plant, America's
largest factory devoted exclu-
sively to radio tubes.
The size of the Gold Seal busi-
ness speaks volumes for the hold
which Gold Seals have on public
favor — the name is accepted as
assurance of quality and fulfilled
pledges.
With a real guarantee that sup-
ports the jobber and dealer in giv-
ing customers full satisfaction.
Your selling of Gold Seals is
backed by effective national ad-
vertising, displays and aids to
public attention.
GOLD SEAL ELECTRICAL CO.
Incorporated
Z50 Park Ave. New York
Type GSX-213
Rectifier tube, designed to ac-
complish full wave rectification
of alternating current (a. c.) to
direct current (d. c.)
List price $5.00
Type GSX-20la
The popular general purpose
type, for amplifier or detector.
Long life and high efficiency.
List price $1,75
Type GSX-171
High power tubes for use in
last stage of audio amplification
gire increased volume.
List price $4.50
Jobbers — Some
valuable territory
still open. Write
for details of our
attractive proposi- |
tion. I
Gold Seal
„ RadioTubes ^
44
The Talking Machine World, New York, August, 1927
This Qreat Plant
is hack of all
Completely Automatic/—
A:B-C Power Units;^^
FOUR factors contribute to the outstanding success of Sien'
tinel Radio Power Units. America's foremost electrical
engineers created and developed them. The highest skilled
craftsmen obtainable are employed in their manufacture.
Only first-grade materials are used, and the finest facilities of
an ultra-modern plant make possible products which are
peerless in their field.
Sentinel offers the first and only complete line of completely
automatic Radio Power Units. Progressive, money-ipaking
Jobbers and Dealers will find Sentinel units profit makers and
prestige builders.
'Write today for complete descriptive
prices and our cO'Operativen^chandisingplan.
SENTINEL MANUFACTURING COMPANY
9705 Cottage Grove Avenue
Chicago, U. S. A. ^ :
The Talking Machine World, Nezv York, August, 1927
45
The Complete Line of Sentinel Power Units
■j For those already equipped with "A"
■*• Battery and Charger (other than the
Trickle type), the Sentinel Automatic
Control Unit makes the "A" power sup-
ply completely automatic. Price $15.00
^ TheSentinel Automatic Control and
^ Charger is designed for those already
owning a good "A" battery but not a
charger. This unit makes the" A" power
supply permanently and completely
automatic. - - - - Price $29.50
"2 The Sentinel Completely Automatic "A"
^ Power Unit provides control, charger
and a 4 or 6-volt battery all in one hand-
some compact case. This is not a Trickle
Charger, but a completely Automatic
Socket Power Unit. - - Price $40.00
4 The Sentinel B-CPower Unit furnishes
both B and C voltage for any set,
regardless of t e number of cubes — 80
mil. at 180 volts — approximately 50%
reserve current for the average receiver.
Price Complete .... $44.50
C The Sentinel B-C Beverly model com-
~^ bines completely automatic power
with meter which gives control of all
plate voltages. The price of the Beverly
B-C Unit is - - - -$65.00
zr The Sentinel A-B-C Completely Auto-
" matic Unit is the complete and mod-
ern answer to the radio power problem.
It combines the Sentinel Automatic"A"
battery and the Sentinel Automatic B-C
Power Unit into one compact, efficient
master unit. The price is $79.50 com-
plete. (Metered Beverly Model $98.50)
A 'New and Bigger Plant
for Sentinel Manufacturing Company
Rapidly growing demands for Sentinel Radio Power Units made it nec-
essary to increase manufacturing facilities. This new three-quarter of a
million dollar factory with its modern equipment enables us to keep
pace with the ever increasing popularity of Sentinel Units.
46
The Talking Machine World, New York, August, 1927
Radio Manufacturers' Ass'n
Adopts a Code of Ethics
Designed to Aid in the Further Development
and Orderly Conduct of Business — Covers
Every Phase of Business Relations
The Radio Manufacturers' Association, Inc.,
composed of leading manufacturers of radio
products throughout the country, has adopted
a Code of Ethics that embodies the principles
of good business management. The Code pro-
vides for knowledge through gathering of
statistics, and also deals with the standardiza-
tion of parts, methods, terminology, rating and
types insofar as possible without retarding the
development of the industry, mutual relations,
duty to the public, piracy of design, piracy of
appearance of products, production costs, adver-
tising practices, subsidizing buyers' representa-
tives, jobbers' catalogs, cash discounts, returned
goods, guarantees.
Provision also is made for registering of com-
plaints regarding violations of any of the clauses
of the code, which will be referred to the Fair
Trade Practice Committee for review.
This is but another example of the progres-
sive steps being taken by the Association for
the elimination of evils that have existed in the
industry since the inception of radio as a factor
in the trade.
Trade Members Included in
Music Industries Committees
Many well-known members of the trade are
included in the standing committees of the Mu-
sic Industries Chamber of Commerce for the
coming year, it is announced by President Her-
mann Irion. Among them are C. J. Roberts, of
Chas. M. Stieff, Inc., Baltimore, Md.; William
T. Haussler, C. Bruno & Son, Inc., New York
City, and C. D. Greenleaf, of C. G. Conn, Ltd.,
Elkhart, Ind., who are on the finance committee.
Walter W. Clark, of the Victor Talking Ma-
chine Co.; M. V, DeForeest, of Sharon, Pa.; A.
L. Walsh, Thomas A. Edison, Inc.; Messrs.
Haussler and Greenleaf; Jerome M. Murphy,
M. Steinert & Sons; President Shirley Walker,
Sherman, Clay & Co., San Francisco, Cal.;
Robert N. Watkin, the Will A. Watkin Co.,
Dallas, Tex.; Parnham Werlein, Philip Werlein,
Ltd., New Orleans, La.; Edward Uhl, Southern
California Music Co., Los Angeles, Cal., and
others on the music advancement committee.
R. P. Alexander, of the Chicago Talking Ma-
chine Co., one of the leading Middle West dis-
tributing organizations, is a member of the
credit committee. Henry C. Cox, of the Colum-
bia Phonograph Co., and C. C. Baxter, of the
Victor Talking Machine Co., are members of
the legislative committee.
J. E. Rudeli Home From
Visit to European Centers
Joseph E. Rudell, executive head of the Vita-
Phonic Products Corp., manufacturer of tone
arms and sound boxes featuring the Vita-Phon c
trade-mark, recently returned to New York
from a seven weeks' European trip, during
which he visited France, Belgium and Germany.
Mr. Rudell announced shortly after his return
that the Vita-Phonic organization will soon
bring out a new line of reproducers and tone
arms embracing many distinctive features.
New Charles Hackett Record
Charles Hackett, celebrated opera and con-
cert artist and exclusive Columbia recording art-
ist, has released his interpretation of "Ah, Moon
of My Delight." This charming selection is
from "In a Persian Garden," Lehman's cele-
brated musical setting of "The Rubaiyat" of
Omar Khayyam.
F. A. Hinners Now Amrad
Assistant General Manager
Former President and Chief Engineer of King-
Hinners Co. Is a Popular Member of the
Industry and Capable Executive
Medford Hillside, Mass., August 1. — Frank A.
Hinners, well known throughout the radio trade,
and recently president and chief engineer of
the King-Hinners Co., has accepted an appoint-
Frank A. Hinners
meat as assistant general manager of the Am-
rad Corp. Amrad feels that it is to be con-
gratulated upon acquiring a man of Mr. Hin-
ners' accomplishments and ability. He has been
an outstanding figure in the industry for more
than ten years, going back to his early experi-
ences with the North American Wireless Corp.,
where he was employed as laboratory assistant
to Dr. DeForest. From that time on his rise
has been rapid. He was one of the first direc-
tors of the Independent" Radio Mfrs., and very
closely associated with the early development
of the Hazeltine inventions.
Duo-Craft Radio Cabinets
Introduced to the Trade
Eastern Radio Sales Co., New York, Is Ex-
clusive Sales Representative for Line in United
States — Dan Golenpaul on Road
A new line of Duo-Craft radio cabinets, manu-
factured by the Hastings Table Co., Hastings,
Mich., has been announced to the trade by the
Eastern Radio Sales Co., New York, which is
the exclusive s .les representative in the United
States. Dan Golenpaul, executive head of the
Eastern Co., is now on an extended trip to the
most important jobbing and distributing centers
of the country, arranging for adequate distri-
bution facilities. Mr. Golenpaul states that
among the prominent jobbers who have already
taken on the Duo-Craft line are the Blackman
Distributing Co., Triangle Radio Supply Co. and
the Emerson Radio & Phonograph Co. with
territories in the metropolitan district of New
York, and the Harry Alter Co., Chicago. The
Hastings Duo-Craft cabinets include several art
models and period styles in mahogany and wal-
nut. Each cabinet is equipped with a horn.
Arthur Bergh Returns Home
Arthur Bergh, of the recording studios of the
Columbia Phonograph Co., New York, and his
family, recently returned from a vacation in
Europe. Mr. Bergh spent most of his time
in Italy, visiting Naples, Rome, Florence and
the Italian lakes. After leaving Italy he went
to Paris, remaining there but a few days before
sailing for home.
TIP TABLE CONE SPEAKER
Model 70 is Furniture as well —
List Price, $40.00
Tip Table Cone Speaker, Model
70, packed in individwil corru-
gated containers, net weight
SYz pounds, shipping weight 20
pounds each. Equipped with a
twenty foot cord.
<^ /f ODEL 70 shown above is the
^'■L new Teletone Tip Table Cone
Speaker. It stands out not only as a
new Teletone, but as an astonishing
advance in cone speaker designing and
reproduction. As shown in the illus-
tration, it is a speaker which can be
sold as furniture as well.
Its highly finished two-tone mahog-
any case is especially rich. The mahog-
any table top on which the speaker is
mounted is 18 inches in diameter, thus
permitting its use as a decorative end
or lamp table. Bridge with music be-
neath the finger tips is one of the
many powerful selling features that
you can develop for this speaker. The
cone is so mounted as to use the en-
tire wooden casing and table top as a
sounding board.
TELETONE CORPORATION OF AMERICA
Third Street and Van Alst Avenue LONG ISLAND CITY, N. Y.
The Talking Machine World, New York, August, 1927
47
As Silent As a Fine Watch
^and As Well Made
JUNIOR Motors are small editions of the famous
Flyer, with the same long life, dependability and
freedom from noise that have made the Flyer the
most popular and most widely used motor for
portables.
The Junior has a frame of cast iron, spring of the
finest steel, bearings of everlasting bronze, and
specially-cut precision governors and gears. It is
rigidly inspected at every stage of manufacture, and
cannot come to you in a portable unless it is 100%
perfect and ready to stand up under long years of
hard use.
The greater part of all portables sold are equipped
with Junior or Flyer Motors. Dealers insist on these
better motors because they have found by experience
that portables equipped with them are easier to sell,
give greater satisfaction, and assure freedom from
48
The Talking Machine World, New York, August, 1927
Distributors of
STMt INST«U«CKT 0» QU4UTY
onor
CLCAa AS A •CLk.
Sonora Selective Six Radio
Sonora Electric Seven Radio
and the
Tonalic Sonora Phonograph
Barker Wholesale Company,
Barker Building,
Los Angeles, Calif.
J. H. Burke Company,
221 Columbus Avenue,
Boston, Mass.
Doerr, Andrews & Doerr,
Minneapolis, Minn.
Gibson-Snow Co., Inc., •
Syracuse, N. T.
Greater City Phono. Co., Inc.,
76 Fifth Avenue,
New York, N. T.
Uassler Texas Co.,
2216 Commerce Street,
Dallas, Texas.
Kohler Distributing Co.,
63 Minna Street,
San Francisco, Calif.
Mayer Ss Co.,
2820 Locust Street,
St. Louis, Mo.
SIoorc-Bird & Company
1720 Wazee Street,
Denver, Colo.
Pelrce-Phelps, Inc.,
222 N. Thirteenth Street,
Philadelphia, Pa.
James K. Polk, Inc.,
217 Whitehall Street,
Atlanta, Ga.
811 W. Broad Street,
Richmond, Va.
Reliance Battery Products Co.,
2211 So. Eighth Street.
Council Bluffs, Iowa.
C. A. Richards, Inc.,
100 E. 45th Street, New York, N. Y.
Canadian & Export Distributors.
H. C. Schultz, Inc.,
442 Lafayette Avenue,
Detroit, Mich.
1742 E. Chester Ave.
Cleveland, Ohio
C. D. Smith Drug Co.,
St. Joseph, Mo.
Sterling Roll and Record Co.,
137 W. Fourth Street, Cincinnati, O.
StreveU-Paterson Hardware Co.,
Salt Lake City, Utah
The Tay Sales Company,
231 N. Wells Street,
Chicago, 111.
Twentieth Century Radio Corp.,
102 Flatbush Ave.,
Brooklyn, N. T.
Proper Handling of Details G. F. Crane Sales Manager
Is Important in Business of Basco Radio Division
Work of Sales Department Is More Effective
If Details Pertaining to. This Branch of Busi-
ness Are Intelligently Handled
The following very interesting article dealing
with a growing.rnerchandising fault appeared in
Printers' Ink recently:
Why should the sales department of an
organization be hampered with the handling of
details which, strictly speaking, belong to other
departments? Thus inquires a manufacturer's
advertising manager in a letter to the School-
master. Why charge the sales department with
the expense and responsibility of clerical work
to correct lapses in making out orders, shipping
and manufacturing? Why not keep the sales
department free to concentrate on its one big
job of bringing in the sheaves?
Probably because it just doesn't work out that
way. The theory that a business is a thing of
departments all more or less independent, will,
if put into practice, result in btfuddlement and
failure, whereas the theory that a business is a
selling proposition, first, last and all the time,
leaves no time for debate as to whether this
or that departmental function is a sales depart-
ment responsibility or not.
A good illustration of what may happen
when the sales department is "relieved" of these
so-called details is set forth in another letter
which came recently to the Schoolmaster's
desk. The writer of the letters owns a phono-
graph. The manufacturer of this phonograph
has now put out a new instrument and records
made by a new proccess. Buying some inexpen-
sive dance records made by the new process
and using them on' his "old" machine, he no-
ticed they were scratchy where the volume was
loudest. He therefore wrote the company to
inquire whether this defect would be present in
new-process records of the more expensive
kind, those made by the great artists. Over a
month after writing to the company, he re-
ceived a reply captioned at top, "Re: 'Record
Complaint," and stating that if he would return
the records, the company would replace them
if the trouble proved due to faulty material or
workmanship. The letter was signed with a
rubber stamp.
Comment is hardly necessary, the moral is
so obvious. The Schoolmaster's correspondent
doesn't say the letter he received was signed
"Complaint Department," and it may not have
been. That it was handled by a "complaint"
department and not a "sales" department is as
evident as can be. As this correspondent says,
here is a large phonograph company, bringing
out new processes of recording and reproduc-
tion, and doing its best to make new sales in
the field, while the important task of transform-
ing a satisfied old customer into a satisfied new
customer is left to the handling of somebody
who regards it as a "complaint."
A. R. Klein Visiting South
American Trading Centers
A. R. Klein, son of Richard M. Klein, general
manager of F. A. D. Andrea, Inc., is now on a
tour of South American trading centers in the
interests of Fada radio. His visit will include
Buenos Aires, Rio de Janeiro and Montevideo,
as well as other South American points, and
upon his return to the United States he will
render a detailed report to Fada officials.
Radio Fair Advertising
All advertising for the Fourth Annual Radio
World's Fair — Madison Square Garden, New
York, September 19-24, will again be handled
hy Paul S. Weil of Albert Frank & Co., adver-
tising agency. Metropolitan newspapers, radio
and allied trade papers will be used.
Succeeds W. W. Carroll in Important Executive
Position With Briggs & Stratton Corp., of
Milwaukee, Wis. — Former Joins Carryola Co.
C. F. Crane, who has been identified with the
Briggs & Stratton Corp., of Milwaukee, Wis.,
manufacturer of Basco radio power units, for
some time past, has been appointed sales man-
C. F. Crane
ager of the radio division to succeed W. W.
Carroll.
The Briggs & Stratton Corp. only recently
introduced its new line of power units, which
are already known throughout the country,
because of the intensive promotion campaign
placed behind them. Mr. Crane, who has had
considerable experience in the sales field and
who has a thorough knowledge of the problems
of the industry, is planning to continue the pro-
gressive tactics that have won quick popularity
for the Basco line.
Mr. Carroll resigned his connection with the
Briggs & Stratton Corp. to become general
manager of the Carryola Co. of America.
Enjoined for Infringement
of the Hazeltine Patents
An injunction restraining the Electric Serv-
ice Engineering Corp. of New York from manu-
facturing apparatus infringing the Hazeltine
patents covering neutrodyne radio receivers has
been signed by Judge Thomas D. Thacher of
the United States Southern District Court of
New York. This is the second injunction issued
against the Electric Service Engineering Corp.
for such infringement.
Shortly after the first injunction the defendant
redesigned his receiver, making a number of
changes. In his decision Judge Thacher says:
"The net result of the slight changes in struc-
ture between the two sets has been to slightly
change the capacity values which are to be
neutralized. I have no doubt that Dynodyne
Exhibit 3 is an infringement of Claim 1, and
the validity of this claim having already been
adjudicated it follows that the plaintiflf is en-
titled to an injunction pendente lite."
Splitdorf Radio Products
Popular in Foreign Lands
American radio products continue to reach
out to the far corners of the earth. Splitdorf
Radio Corp. foreign distribution furnishes an
instance in point. This company, through its
connections abroad, has distribution on radio in
the following countries: India, England, Czecho-
slovakia, Egypt, Brazil, Argentina, Japan and
Cuba. In addition Splitdorf has radio distri-
bution in New Zealand and Australia through
the Arkell & Douglas Co., 73 Pearl street, New
York City.
The Talking Machine World, New York, August, 1927
49
PLATTER -BALr
•
SPEAKER
T/ie
Mystery Horn
Radio Hit of the Year
Any radio fan knows that he gets much better tone
quality but insufficient power and volume on the first
stage of his set, particularly on weak and distant sta-
tions, and so he plugs into higher stages. He admittedly
amplifies the tone, but unfortunately he also amplifies
the squeals, squawks, whistles and yowls.
The new Puropower enables the radio owner to get
practically the same volume on the first stage as the
best of the rest of loud speakers give on the second
stage of amplification.
Now for the first time it is possible to get the power
of the second stage in combination with the pure tone
quality of the first stage — all on the first stage.
Mail the coupon for complete details of the entire
Puropower line.
PLATTER CABINET COMPANY < North Vernon, Indiana
No. 400 HORN
To the left is the horn
which comes inside the
No. 7400 Puropower shown
to the right. Outside di-
mensions of this horn as
illustrated at the left —
Height over all . 12 inches
Length over all . 1932 inches
Depth over all . U inches
Weight . . . . e'A lbs.
70 inches of air column
No. 7400 PUROPOWER
Top 17X23 inches. Height 13?^
inches. Horn has 70 inches of
air column. Weight, crated, t6
lbs.; uncrated, 20 lbs.
No, 7300 PUROPOWER
Top 14x23 H inches . Heights inches.
Top and ends. Plywood in rich
Walnut Finish. Wood grille and
gold cloth in front. Horn has 57 in-
ches of air column. Weight, crated,
18 lbs.; uncrated, U lbs.
Hearing is Believing
We do not ask anyone to accept Puropower
on faith. The Platter representative carries
with him this Comparaphone, so that you
may hook up every radio horn and speaker
in your place and compare them all with
Puropower. If you don't say Puropower is
best, we don't want your business.
Puropower invariably is proved best
by test.
A PART OF THE PLATTER
FRANCHISE
Every retailer who sells Puropower is given
an opportunity to secure a Comparaphone
for demonstration purposes at our cost.
This Comparaphone is a part of the Platter
franchise. We make it EASY for you to sell
Puropower by enabling your prospects to
hear their old horns in comparison to this
new and revolutionary improvement over
all radio speakers of the past.
That's one reason why Puropower sells!
PLATTER CABINET CO.
NORTH VERNON, INT).
Please send the information checked below:
□" Puropower proposition for retail dealers.
□ Puropower proposition for radio manufacturers.
□ Puropower proposition for phonograph manu-
facturers.
□ Puropower theater installation.
Signed
Address-
City and State_
50
The Talking Machine World, New York, August, 1927
Two Weil-Known Firms
to Distribute Sonora
Twentieth Century Radio Corp., of Brooklyn,
N. Y., and Mayer & Co., Inc., of St. Louis,
Mo., to Feature These Well-known Products
been commented upon generally in Chicago
wholesale circles and the company is making
aggressive plans to give dealers in Milwaukee
territory efficient service afid co-operation.
Frank V. Goodman, general sales manager of
the Sonora Phonograph Co., Inc., announced
recently the appointment of the Twentieth
Century Radio Corp., Brooklyn, N. Y., and
Mayer & Co., Inc., St. Louis, Mo., as Sonora
jobbers. Both of these distributors are well
known in their respective territories and are
keenly enthusiastic regarding the sales possi-
bilities for Sonora products among the dealers
they are serving.
Mr. Goodman also announced that the
Tay Sales Co., of Chicago, 111., Sonora jobber,
and one of the foremost wholesalers in the
Middle West, had been appointed distributor
for Sonora products in Milwaukee territory.
The consistent growth of the Tav Sales Co. has
Larger Territory for Fada
Distributor in Atlanta
The Capital Electric Co., Atlanta, Ga., has
been appointed exclusive distributor for Fada
radio in Georgia and Western South Carolina,
according to an announcement by L. J. Chatten,
general sales manager of F. A. D. Andrea, Inc.
W. H. Brimberry, formerly of the Carter Elec-
tric Co., is in charge of the radio department
of the Capital Electric Co.
Columbia Artist in Follies
One of the stars who wiW be heard in Zieg-
feld's Follies, opening in August, is Ruth Et-
ting, exclusive Columbia recording artist.
The New Trimm
Cones Are Going
Over Big 1
No. 28
Concerto
14-in. Cone
A Speaker
Sensation at
$10
00
No. 38
Concerto Grande
17-in. Cone
A Big Value
at
A Medium Price
^6
00
Don't lose a minute in giving these new cones a trial. Wherever they
have been shown they are going over big. They bring to radio entertain-
ment a new standard of enjoyment. Built on the balanced armature
principle. Particularly well adapted for operation with semi-power and
power tubes. Will take the higher voltages and maximum amplification
without blasting or distortion and reproduce with utmost fidelity the high
notes as well as the low.
The edge of the cone is fully protected. The unit is ruggedly built, of
ample proportions, and all parts are rust-proofed before assembly. The
unit is equipped with handy handle, and the cone may be used upright
on the ornamental base, suspended from the wall, inserted in velvet or
tapestry picture frame or installed in console.
Trimm Quality Reproducers have always
brought customer satisfaction, quick turnover
and profits. Here is another Trimm money-
maker for you.
TRINN
RADI® MANUFACTURING
U.S.A.
Rear Vieiv Showing
Handy Handle
Cones, Horns, Headsets, Phonodapters, Units
National Broadcasters to
Meet in Annual Convention
Important Subjects Will Be Considered at Con-
vention at Hotel Astor on September 19
Plans have been perfected for the fifth an-
nual convention of the National Association
of Broadcasters to be held at the Hotel Astor
in New York City during the week of Septem-
ber 19. The opening session will be devoted to
a luncheon meeting of the board of directors
to be followed by committee meetings. The
second session, on September 20, will be ad-
dressed by authorities on radio legislation,
musical copyright, field of broadcasting and
sales promotion and merchandising. In the eve-
ning the convention will be given over to a
social meeting of all station owners and mem-
bers of their staffs. One of the novel features
will be an exhibition of a motion picture film,
depicting the history of radio legislation which
was taken by one of the members of the staff
stationed in Washington during the past- ses-
sion of Congress.
On Wednesday, September 21, will occur the
election of officers and business session to be
followed at mid-day by a luncheon and joint
business meeting of the boards of directors of
the N. A. B. and R. M. A. which will continue
in the afternoon.
Latest Talking Machine
and Radio Patents Granted
NEErLE Rest. Joseph Wolff, Brooklyn, N. Y., assignor
lu the Sonora Phonograph Co., Inc., New York, N. Y.
I'atent No. 1,634,702.
Needle Receptacle. Joseph Wolff, Brooklyn, N. Y., as-
signor to the Sonora Phonograph Co., Inc., New York,
N. Y. Patent No. 1,634,703.
Sound Reproducing Appabatus. Morris M. Gruber,
East Orange, N. J., assignor to the Sonora Phonograph
Co., Inc., New York, N. Y. Patent No. 1,634,662.
Combination Phonograph and Radio Cabinet. Alfred
H. Haag, Baltimore, Md. Patent No. 1,635,837.
Phonograph Record and Method of Producing the
Same. Robert Quait, Jr., Brooklyn, N. Y. Patent No.
I, 635,862.
Phonograph. Oberlin Smith, Bridgeton, N. J. Patent
No. 1,635,965.
Combined Phonograph and Radio Receiving Apparatus.
Joseph W. Bishop, Muskegon, Wis., assignor to the
Brunswick-Balke-Collender Co., Wilmington. Del. Patent
No. 1,636,210.
Sound Recording Method. Joseph P. Maxfield, Wy-
oming, N. J. Patent No. 1,637,082.
Sound Reproducer. Maximilian Weil, New York. Patent
No. 1,636,322.
Stylus Mounting for Sound Boxes. Carl Scrabic,
Urbana, O. Patent No. 1,636,715.
Station Selector Dial for Radio Receiving Sets. Mar-
tin Nystrom, Chicago, 111., assignor to the Brunswick-Balke-
Collender Co., Wilmington, Del. , Patent No. 1,634,625.
Radiocondenser. Paul A. Chamberlain, Chicago, as-
signor to the Mohawk Electric Corp., same place. Patent
No. 1,635,459.
Machine for Making Radio Tube and Lamp Parts.
Charles Eisler, Newark, N. J. Patent No. 1,635,316.
Radio Receiving Apparatus. Frederick A. Kolster, Palo
Alto, Cal., assignor to the Federal Telegraph Co., San
Francisco, Cal. Patent No. 1,636,570.
Radio Receiving System. Edward W. Kellogg, Schenec-
tady, N. Y. Patent No. 1,637,045.
Dial for Radio Apparatus. Frederick W. Renwick,
Camden, N. J. Patent No. 1,637,051.
Radio System. Paul F. Shuey, Pittsburgh, Pa. Patent
No. 1,637,058.
Reproducer for Radio Receiving Apparatus. Theodore
Lindenberg, Columbus, O. Patent No. 1,636,940.
Electromagnetic Sound Reproducer. Frederick A.
Kolster and Sigurd A. Sollie, Palo Alto, Cal., assignors
to the Federal Telegraph Co., San Francisco, Cal. Patent
No. 1,637,119.
Fine Splitdorf Showing
The condensed balance sheet as of May 31,
1927, of the Splitdorf Electrical Co., and subsid-
iaries and the Splitdorf Bethlehem Electrical
Co. shows current assets of $2,205,789, com-
pared with current liabilities of $223,626, or a
ratio of nearly 10 to 1. Fixed assets are valued
at $2,623,801,' consisting of $224,184 in land,
$953,544 in buildings (depreciated value), and
$1,446,073 in machinery and equipment. Total
assets are $4,892,042.
EXCLUSIVE SALES AQENTS for ....
HEINEMAN MOTORS— OKEH-TRUETONE NEEDLES
Okeh Phonograph Corporation
OTTO HEINEMAN, President and Qeneral Manager
25 West 45th Street New York, N, Y.
The Talking Machine ]Vorld, New York, August, 1927
OUR GREAT BLUES SINGER
Okeh Phonograph Corporation
OTTO HEINEMAN, President and Qeneral Manager
25 West 45th Street New York, N. Y.
The Talking Machine World, New York, August, 1927
Richard Wagner^s
Classics
European recordings
of the great composer's
masterpieces
♦ ♦ ♦
ODEON
ELECmiC RECORDS
5115
12 in. \
$1.50
5116
LOHENGRIN— Bridal Chamber Scene— Duet,
"Das siisse Lied verhallt" ( '"The tender strain
IS o er I
LOHENGRIN— Bridal Chamber Scene— Duet.
"Wie hehr erkenn ich unserer Liebe Wesen"'
("Of wondrous sjrowth is our affection ten-
der")
Both, sung by Emmy Bettendorf. Soprano —
Lauritz Melchior, Tenor — Sung in German
LOHENGRIN— Duet "Atmest du nicht mit niir
die siissen Diifte" (Dost thou not breathe, as
I, the scent of flowers?")
^LOHENGRIN— Duet "Hochstes Vert
$1.50
5117
12 in. i
$1.50
rauen
"Trust I have shown thee") .
Both sung by Emmy Bettendorf, Soprano —
Lauritz Melchior, Tenor — Sung in German
LOHENGRIN— Duet "Hortest du nicht, ver-
nahmst du kein kommen?" ("Dost thou not
hear? No sound thine ears are noting")
Emmy Bettendorf, Soprano — Lauritz Melchior.
Tenor — Sung in German
DIE MEISTERSINGER— Quintet HI. Act-
Vocal Quintet — Sung in German:
Emmy Bettendorf (Eva), Michael Bohnen
(Sachs), C. M. Oehmann (Walther). W.
Gombert (David), M. Liiders (Magdalena)
5118
12 in.
$1.50
5119
12 in.
$1.50
3199
12 in.
$1.25
3200
12 in.
$1.25
3201
12 in.
$1.25
THE BARTERED BRIDE— Overture Part I
THE BARTERED BRIDE— Overture Part II
Both played by Eduard Moerike and the Or-
chestra of the State Opera House. Berlin
CHANT HINDOU— Tenor
AY-AY-AY!— Schlaf ein, mein Blond-Engelein
Both sung by Richard C. Tauber, Tenor, with
Violin and Piano Accomp. — Sung in German
[DEAR EYES THAT HAUNT YOU, from "The
I Circus Princess"
\ LIKE YOU ( Dark Eyes I Dream Of ) , from "The
I Circus Princess"
[ Both played by Edith Lorand and Her Orchestra
f WEDDING SERENADE— Hochzeitsstandchen
THE PEASANT GIRL'S DREAM— Traum der
Sennerin
Both played by Dajos Bela and His Orchestra
MERRY VIENNA— Wiener Biirger— Waltz
DEAR OLD MUNICH— Munchener Kindl—
Waltz
Both played by Edith Lorand and Her Orchestri
Okeh Phonograph Corporation
OTTO HEINEMAN, President and Qeneral Manager
25 West 45th Street New York, N. Y.
The Talking Machine World, New York, August, 1927
The Talking Machine World, New York, August, 1927
51
Cincinnati Grosley Dealers
Tied Up With Prizefight
Approximately Thirty Dealers Took Advantage
of Opportunity to Interest Public in New
Six-Tube Bandbox Receiving Set
RED LION CABINET — ATWATER KENT RADIO
The Dempsey-Sharkey prizefight provided
for approximately thirty Crosley dealers in
Cincinnati and vicinity an opportunity to inter-
est the public in the new six-tube Bandbox
receiving set being manufactured by the Cros-
ley Radio Corp. Each of these dealers held
an open house in his store on the evening of
the big fight and invited the public to hear
the returns as received by the Bandbox from
the Crosley station, WLW, at Cincinnati.
The dealers' stores are located in various
sections of the city and gave a large public
an opportunity to hear the story of the fight
and inspect the Bandbox. In advertising the
open house the corporation's slogan was
brought into play. "When the gong sounds for
the big fight — you're there with a Crosley," the
advertisement said.
One of the merchants, Dirr Bros. Co., locat-
ed at Price Hill, a community within the cor-
porate limits of Cincinnati, took a Bandbox
to an amusement park near the cit}', where
merchants and their families from Price Hill
were holding their annual outing. The Band-
box was hooked up with four Musicones at
the shelter house of the park, giving everyone
there an opportunity to listen to the fight
broadcast.
The Bandbox set was prominently displayed
in different stores and its complete shielding,
acuminator, volume control, illuminated dial
and other distinctive features were explained
to those interested. Much enthusiasm was ex-
pressed over the clear and efficient reception
of the fight returns on the part of this set.
Orders for Mohawk Sets
Indicate Prosperous Year
E. C. Nickerson, president of the Interstate
Electric & Radio Corp., Mohawk radio distribu-
tor, Omaha, Neb., in a letter to The Talking
Machine World, states that since the R. M. A.
Trade Show in Chicago in June, when the new
Mohawk radio receivers were first shown to
the trade, orders for delivery by September 1
number well over 500 sets. "The general out-
look for business in our territory," writes Mr.
Nickerson, "is wonderful, as crop conditions
through the territory are actually the best that
Nebraska has ever known. Wheat and oats are
now being harvested with record crops. This
will certainly be a banner year for Mohawk.
"With the enlargement of our corporation to
$75,000 now being made v/e will be in a position
to represent Mohawk in a much better way this
season. During- the past season we used nearly
2,000 Mohawk receivers and expect to sell be-
tween 5,000 and 10,000 sets this season to our
authorized dealers."
R. M. A. Is Dispensing
Radio Patent Information
The patent committee of the Radio Manu-
facturers' Association has just distributed a
folder containing the introduction and index to
the compendium of patent information which
is being compiled for the patent committee. The
first section, which covers in detail the listing
of United States patents afifecting the radio in-
dustry, comprising over 300 pages, is ready for
printing. The second section, dealing with suits
lelating to these patents, is expected to be
ready within the next two or three months.
The patents committee is in possession of a
copy of the first section and desires members
to examine it with a view to obtaining sugges-
tions regarding the most useful form in which
to print it for distribution.
Copyrighted Models
Built Exclusively for
ATWATER Kent
Of all types of radio cabinets, the useful one will
be chosen first by the majority of your customers.
Red Lion Desks with their enclosed Atwater Kent
receivers and speakers give them the set they
want and the desk they need at prices they like.
No other cabinet combines these real selling
points — for Red Lion Desks are unique, copyrighted designs
made exclusively for Atwater Kent Radio.
Ask your Atwater Kent distributor to show you the
complete 1927 line of Red Lion Desks and Consoles
— with Atwater Kent Radios and Speakers— at these
nationally advertised retail prices —
$110, $120, $130, $140 and $150
Atwater Kent Radio
IN
RED LION CABINET COMPANY, RED LION, PA.
Makers of the famous Red Lion Furniture
52
The Talking Machine World, New York, August, 1927
Business in All Lines Continues Brisk in
St. Louis Field Despite Mid-Summer Heat
Retailers and Wholesalers Report Satisfactory Volumes of Sales — Preparations Under Way for
Anticipated Busy Fall Season — H. E. Brown in New Post — Other News of the Trade
St. Louis, AIo., August 7. — Despite the warm
weather business in the talking machine and
allied trades continues unabated. The demand
for virtually all of the popular types of phono-
graphs and records has been unusually brisk
for July.
"Business has been extremely good this
month," said H. A. Pope, assistant manager of
the St. Louis branch of the Columbia Co. "In
fact we will do a bigger business during the
month of July than we did in June. Dealers
throughout the territory served by us are en-
thused over conditions and are awaiting with
keen interest the new combination machines."
"Business has improved marvelously," de-
clared R. J. Dunn, of the local branch of
the Brunswick Co. "We have experienced a de-
h913A33
Fans Are
Learning of
Televocal
Quality Tubes
VERY month by
our advertising in the
big National radio pub-
lications. Take advan-
tage of this advertising
by ordering Televocal
Quality Tubes from
your jobber.
TELEVOCA
QUALITY
TUBES
Televocal Corp'n
Televocal Building
Dept. G, 588 12th Street
West New York, N. J.
cided spurt in activity, and look for continued
improvement with the coming of cooler
weather."
Similar enthusiastic comments were offered
by representatives of the other companies in
the city, most of whom are busy laying plans
for the Fall season.
One of the interesting announcements of the
local trade was that by the Artophone Corp.,
headquarters of which are here, that it would
place on the market about August 15 a new
table model phonograph. The new model will
have a Rayophonic reproducer, and other fea-
tures comparable to the larger cabinet models.
The machine will be finished in mahogany.
The local branch of the Columbia Co. has
inaugurated a similar campaign to further en-
hance the popularity of Ted Lewis, exclusive
Columbia record artist, who is appearing this
week at the Missouri Theatre. The week had
been designated "Ted Lewis Week," and spe-
cial newspaper advertising, window displays and
other similar features are being used to exploit
the appearance of the artist.
Continuing its policy of demonstrating the
new Automatic Orthophonic Victrola, the Koer-
ber-Brenner Co. here, Victor distributor, re-
cently exhibited the new machines at a Fashion
Show held at Weil's store. The machine fur-
nished the music for the show, and elicited much
favorable comment.
This company also is looking forward to
the appearance at the Missouri Theatre early
in August of Waring's Pennsylvanians, Victor
record artists, which it is contemplated will do
much to further stimulate Victor products in
this city.
Announcement also was made that M. C.
Shoenly had resigned as district manager of
the local branch of the Brunswick Co. H. E.
Brown, of the St. Louis branch, has been named
to succeed him.
W. C. Fuhri, general sales manager of the
Columbia Co., visited St. Louis on July 25,
and the following day was in Kansas City.
Harry G. Koerber, president and treasurer of
the Koerber-Brenner Co., left for an extensive
tour of Norway, Sweden and Holland. He will
likely be gone two or three months.
N. M. Smith, manager of the St. Louis-
Kansas City branches of the Columbia Co., also
has left for an extensive tour of the East by
automobile. He visited New York, Buffalo and
other places.
In the iield of radio interest is focused on
the gigantic boat ride, August 12, to be given
under the auspices of the St. Louis Radio
Trades Association for radio tradesmen of St.
Louis, their employes, families and friends.
Announcement has been made that radio
station KSD, the St. Louis Post-Dispatch, has
been chosen to broadcast the State audition for
Missouri Singers in the nation-wide contest for
young singers that is to be conducted by the
Atwater Kent Foundation. Appointment of the
station follows the announcement that United
States Senator Harry B. Hawes had been
chosen as chairman of the State Committee for
the competition.
T. Wayne MacDowell
of A. K. Go. a Benedict
T. Wayne MacDowell, convention manager of
the Atwater Kent Mfg. Co., Philadelphia, Pa.,
recently was married to Miss Radcliffe Ruth.
Immediately after the wedding Mr. and Mrs.
MacDowell left for the Pacific Coast, where
Mr. MacDowell was scheduled to direct and ad-
dress a number of Atwater Kent dealer conven-
tions. En route at Indianapolis the H. T. Elec-
tric Co., Atwater Kent distributor, gave a real
reception for the bride and groom. The newly
married couple were met at the Union Station
by a reception committee of dealers who pro-
vided an old-fashioned carriage drawn by
horses, and appropriately driven by a driver
with a ceremonial high top hat, to convey the
bride and groom to their hotel. After attend-
ing the final convention in Seattle Mr. and
Mrs. MacDowell will proceed to Alaska where
they will spend their honeymoon.
Encarnita Marzal Is Now
Exclusive Columbia Artist
Encarnita Marzal, exclusive Columbia artist,
one of Spain's sweetest singers, is in New York
recording for Columbia, under the direction of
Senor Jose M. Laralle, Audiences the world
Encarnita Marzal
over have been captivated by both the beauty
and vocal endowment of this noted Spanish
singer.
How a Live Retailer
Featured Radio in Window
Gilsenan Piano Co. Drew Attention to Strom-
berg-Carlson Line Through Excellent Win-
dow Displays of This Product
The Gilsenan Piano Co., of Union City, N. J.,
which handles a complete line of talking ma-
chines and radio, as well as pianos, has been
featuring the Stromberg-Carlson line of radio
Attractive Stromberg-Carlson Display
receiving sets in a most aggressive fashion. The
accompanying illustration shows how this radio
line was exhibited to the general public through
the medium of an attractive window display.
Note that the window display cut-outs and other
dealer helps distributed to its dealers by the
Stromberg-Carlson Co. are used to advantage
in making the exhibit eye-arresting. Displays
of this character, in which the manufacturer's
materials are used, are inexpensive and at the
same time worth while from the sales stand-
point.
The Arcade Record Shop, Indianapolis, Ind.,
is now located at 38 Virginia avenue.
The Talking Machine World, Nezv York, Auqnst, 1927
53
lodrl 'It — six till
The widespread dealer enthusiasm for the new
Bosch Radio is a strong endorsement of this
complete line.
Performance stands foremost in influencing this
great interest in the new Bosch models. They
are "transportation proof"— so strongly con-
structed you can make deliveries to customers
with the original factory settings (eliminating
adjustment) .
The steel chassis, the condenser unit assembly
with its three-point mounting, the short, solid
connections, the locked assembly eliminating nu-
merous solder operations, are developments
recognized by dealers as valuable sales helps.
All models have an electrically lighted Single
station Selector — all Bosch RFL circuits are
armored and shielded.
The new cabinets successfully meet the trend
of the day for beauty in designs combined with
tine woods, at moderate prices. Bosch Dealer
policy is fair and fully supported. We have
something for dealers who are in business to
stay. . _ V
Write us in confidence about yourself, business
standing, financial strength, your plans, and we
will explain our plans.
AMERICAN BOSCH MAGNETO CORP.
SPRINGFIELD, MASS.
branches : New York Chicago ^Detroit San Francisco^
Bosch Radio Receivers are licensed only for Radio
Amateur, Experimental and Broadcast Reception.
They are manufactured under patent appl icat ions
of American Bosch Magneto Corp. and are
licensed under patent applications and
patents of Radio Corp. of America and
under applications of Radio Fre-
quency Laboratories, Inc.
[McKiei !
jSingie Dial, caltuifi typ*', lioop ap-i
erated-— bditT ifj ipproducer — wired
[for l»a«u power opera-
. , $340,001
itiery or socket
Nobattry — "A" — An ideal socket
power device, supplying "A" cur-
rent for all sets up to ten tubes —
no acids, no moving parts, no hum,
no trouble, no heating delay. $58.00
Nobattry — "B" — Famous Bosch No-
battry for supplying "B" Power for
all sets up to ten tubes — no acids,
no hum, long lived .... $42.00
BOSCH RADIO
COMPLETE
DEALER LINE
All these Bosch Radio Models
are ready for socket power
operation with the famous
Bosch Socket Power Units
which successfully meet the
demand for the elimination of
batteries. Total selling: price
for Bosch Nobattry "A^" and
the Nobattry "B" is. .$100.00
Recreator — A truly successful three-
unit device for providing electric
reproduction of phonograph records
— utilizes any style phonograph and
reproduces through a radio receiver
and loud speaker $20.00
Ambotone Reproducer — Cone Type,
Table Reproducer, with years of
recognition for its perfect tonal re-
production $27.50
54
The Talking Machine World, Nezv York, August, 1927
Informative Business Sessions Feature
the Convention of Ernest Ingold, Inc.
San Francisco Distributor of Atwater Kent Line Shows Latest Models and Entertains Dealers —
Instructive Addresses Featured Event — Windov/ Trimming Winners Get Awards
With the third edition of the Atwater Kent
Follies running true to form before an audience
of nearly a thousand, the Atwater Kent Con-
vention of Ernest Ingold, Inc., San Francisco
distributor, closed a remarkable series of ses-
sions on July 22.
As usual, the event was carried out in typical
Western style. In the morning the delegates
registered at the offices of Ernest Ingold, Inc.,
although many registered at the hotel during
luncheon. Luncheon was served in buffet style
in the Borgia Ballroom of the St. Francis Hotel,
and after lunch the guests were at leisure for
fifteen or twenty minutes to inspect the Atwater
Kent Museum, which included Atwater Kent
sets dating back to the early days, Pooley
models, charts and surveys and advertising.
Ernest Ingold, president of the company, ex-
tended the official welcome, and presented to
the delegates the entire Atwater Kent line for
the year. He was followed by L. M. Willis,
who outlined the possibilities and the future of
the industry and whose talk was illustrated
by numerous complete charts. Atwater Kent
advertising was covered by T. Wayne Mac-
Dowell, of the company, whose assistant, J. H.
McKee, handled the advertising exhibit, and
immediately after the advertising was shown
the entire Pooley line was presented by T. W.
Warren, of the Pooley Co.
One of the interesting features of the after-
noon was the presentation to the Pooley win-
dow trimming winners of their awards.
R. E. Smiley, assistant sales manager of the
Atwater Kent Co., closed the meeting with a
forty-five-minute address on "Radio Merchan-
dising," which was forcibly and excellently pre-
sented.
When the visitors returned to the Italian
Ballroom at 6.30, they found a high jinks in full
swing with Neapolitan street singers; music
and other entertainment running continuously
until 7 o'clock, when the Colonial ballroom
doors were opened. Allan Wilson, tenor of the
Atwater Kent artists, was singing in the center
of the room with a small orchestra, and prompt-
ly at 7.05 the meeting started.
Ernest Ingold was introduced by Arthur
Rowe, who made a splendid introduction, touch-
ing particularly on the position of the evening's
toastmaster in the industry, and Ernest Ingold
then started off the third edition of the At-
water Kent Follies. At the conclusion of the
show R. E. Smiley again spoke, taking for his
subject, "Atwater Kent, the Man Himself," and
he was followed by Dr. Edward James Cattell,
Philadelphia's noted philosopher, humorist and
speaker.
The meeting then heard, as its two closing
numbers, Mildred Lenore Epsteen, coloratura
soprano, who sang two operatic numbers, and
Carolyn Cone-Baldwin, recording artist and
pianist.
Canada Big Buyer of Radio
Equipment From the U. S.
Ottawa, Ont., August 8. — Radio equipment to
the value of $3,000,000 annually is being pur-
chased from the United States by Canada, ac-
cording to a report issued by the department
of trade and commerce.
"Production of radio apparatus in the
Canadian factories, including receiving sets,
parts, and batteries, reached a value of $6,227,-
544 in the fiscal year ending March 31, 1927,"
says the report. "Of this about $2,500,000 rep-
resented complete receiving sets and the re-
mainder batteries and tubes.
"Families in Canada owning radio sets now
total 207,328, compared with 134,486 a year ago.
Ontario leads the provinces in radio ownership
with 97,851, followed by Quebec with 38,056.
The prairie provinces of Manitoba, Saskatche-
wan and Alberta combined have 49,334 radios.
"Statistics show that farmers in Western
Canada were the radio manufacturers' best cus-
tomers last year. Radio has become an im-
portant factor in land colonization. Radio has
banished the traditional isolation of the farm.
It keeps new settlers in constant communica-
tion with the outside world, gives them infor-
mation on the newest developments in agri-
culture and furnishes their families with music
and entertainment. Radios, automobiles, good
roads and other modern conveniences give the
prairie farmer practically all the comforts of
the urban dweller."
Two New Tubes Introdliced
by the DeForest Radio Go.
Two new tubes, a half-wave rectifier, type
D-416B, and a 500 volt power amplifier, type
D-410, have been announced to the trade by
C. A. Rice, general sales manager of the De-
Forest Radio Co., Jersey City, N. J. These new
types supersede the DR and DL-9 respectively,
according to the announcement.
Commenting upon these new tubes, Mr. Rice
stated that a unique development of an oxide
treated platinum filament, processed under the
exclusive DeForest formulae, is the basis of the
new product. This filament is said to possess a
greater emission life, is anchored in "triple V"
formation, and due to the low burning tempera-
ture of platinum, it is claimed that it retains its
mechanical strength under severe and continu-
ous service. The functional characteristics of
both tubes are standard and they are said to be
interchangeable with the 216B and 210 types
respectively.
Announcing
F. C. Kent's Latest Success
Attachment No. 2
For Playing Lateral Cut Records on the Edison Disc Phonograph
KENT
PRODUCTS
'Win their
way
By their
play"
It involves the same tried and true principles incorporated in The Kent Attachment No. 1, the
standard of comparison for over thirteen years. It is made with an improved and slightly
enlarged elbow which has long constituted a unique and exclusive feature in Kent Attachments.
A distinct change, however, may be noted in the arm proper. Instead of the familiar straight,
non-tapered tube with slightly curved ends, the new arm proper is made with a full curve,
continuously tapered. The result is a noticeable improvement in beauty, grace and tonal
qualities. The KENT ATTACHMENT No. 2 may be used with the Kent "S", "B" or
"Sensitized" soundbox or with any other make of reproducer having a standard hub.
Write for samples and prices
Reg. U. S. Pat. Off.
F. C. KENT CO.
Irvington, N. J.
The Talking Machine World, New York, August, 1927
55
CONE SPKAKER
NATIONAL
ADVERTISING
l3e^ins
August 13*"^
in the
Cone
Speaker
Saturday Evening Post
//ou II Need Stock As
Soon As You Can Get It.
IS in. high
13 in. wide
Price in Canada
$25
NATIONAL Advertising for the Wirt Cone
Speaker opens with a full page in the Satur-
day Evening Post of August 1 3th. Dealers
who are ready will get the cream of the rich busi-
ness that grows out of this campaign. And to be
ready you'll need plenty of stock on your shelves,
a Wirt Speaker in your window and another one,
hooked up for demonstration, in the store.
It is important to appreciate the sensational char-
acter of the Wirt Sp)eaker campaign. It announces
a great achievement in radio development — the
perfection of a really high grade sp)eaker to sell at a
popular price. Immediate interest and action from
set owners is certain.
You may expect a steady demand for Wirt Speakers
all through the fall and winter. Wirt advertising
will continue regularly in national publications and
it will be re-enforced by newspaper advertising in
important local centers.
We are furnishing sales assistance in the form of
striking price cards and streamers for counter and
window, finely printed informative leaflets for dis-
tribution to customers and tie-up material for your
local advertising. You may secure any or all of this
material by sending a request to us.
Many dealers whose fall orders were already in,
have requested additional stock from their jobbers
in anticipation of this national campaign. Those
whose first orders are sent now will do well to spec-
ify a quantity sufficient to prevent the embarrass-
ment of being "sold out" while the season is still
in full swing.
5245 Greene Street
Philadelphia, Pa.
Manufacturers of Dirwa-hite and other Electrical Specialties for Twenty Years
56
The Talking Machine World, New York, August, 1927
New Gilfillan Batteryless
Receivers on Market Soon
Prominent Concern Secures the Right to
Manufacture Radio Receiving Sets Incorpor-
ating Patents Controlled by the Radio Corp.
Purchasers of Gilfillan radio receivers, on
which production plans are now about com-
pleted, will have no need for either wet or dry
batteries of any kind, according to a report
emanating from the headquarters plant of Gil-
fillan Bros., Inc., at Los Angeles. The new
Gilfillan radio receivers, it is said, will be abso-
lutely batteryless and will operate direct from
the electric lighting circuit without the aid of
solutions, electrolytes or liquids of any kind.
Gilfillan Bros, operate plants in Los Angeles,
Kansas City and Long Island City, N. Y.
The Gilfillan concern, in addition to its license
to manufacture under the Neutrodyne pat-
ents, has also been licensed to incorporate in
its receivers basic features patented by the
Radio Corp. of America, and affiliated patent
owners. In lining up with this great com-
bination, Gilfillan Bros, Inc., is the only Pacific
Coast manufacturer so licensed and it is said
that this protection against legal interference
with the manufacture and sale of their product
means much to both the dealers selling Gilfillan
radio and the person buying it.
Importance of Cabinet-
Making Facilities in Radio
It is interesting to note that radio has re-
vamped the woodworking industry. Labor-
saving machinery has of necessity been in-
stalled in woodworking plants to meet the
heavy demands of radio cabinet-making. This
change has been brought about in the last few
years. "This great demand for radio cabinets
is now becoming a critical problem among radio
manufacturers," says Noel S. Dunbar, cabinet
designer of Splitdorf Radio Corp. "It is plain
that an entire radio manufacturing program can
be held up by lack of cabinets from an outside
source. The radio manufacturer who owns and
operates his own cabinet plant is indeed fortu-
nate. Quantity production was also practically
an unknown thing in the woodworking plants
of not so many years ago. It is not difficult
to trace the betterments in woodworking plants
directly to radio influences.
"Such examples of period furniture design as
the Abbey, patterned after the old world Jewel
Case, of Renaissance origin, and other Splitdorf
Radio Corp. art furniture models go a step
farther in creation and execution and are said
to be as fine reproductions of hand-made furni-
ture as can be found in the most exclusive in-
terior decorating shops."
Kolster Radio Production
Continues at Top Speed
Definite indication that radio has become an
all-year-round business instead of a seasonable
trade is shown by manufacturing activities at
the Thomas street plant of Federal-Brandes,
Inc., Newark, N. J., manufacturer of Kolster re-
ceivers, speakers and power units. According
to R. C. Enderwood, plant manager, as many
Kolster sets are being turned out daily during
the Summer months as were produced during
the height of the season last Winter, and ar-
rangements have been made to increase the pro-
duction this Fall. Mr. Enderwood states that
three carloads of receivers were recently
shipped to three Texas jobbers on the same
day, an unusual amount of Summer business
especially for the Southern States.
The Thomas street plant is one of the five
operated here and abroad by Federal-Brandes,
Inc. It is manufacturing the new Kolster six-
tube models and the Kolster power cone, which
have become widely popular.
Rudy Wiedoeft Records
Charles Dawes Composition
"Melody," a composition by Vice-President
Charles Dawes, has been recorded for Columbia
by Rudy Wiedoeft, the world's premier saxo-
phone player. Mr. Wiedoeft is an exclusive
Columbia recording artist.
Outing of Seedman Employes
Members of the Seedman Club, composed of
employes of the G. J. Seedman Automotive &
Radio Co., Inc., Brooklyn distributor, were de-
lightfully entertained at the recent annual out-
ing at a shore resort on Long Island. Motor
coaches and private automobiles were the means
of transportation, and a varied program of en-
tertainment was enjoyed.
To Study Conditions in
Radio and New Industries
Bureau of Labor Statistics Plans Survey of Help
Employed, Including Wages Received, etc.
Washington, D. C, August 5. — Ethelbert Stew-
art, commissioner of labor statistics, has an-
nounced the inauguration of a new survey which
will cover wages and conditions of labor in the
manufacture of radio receiving sets and parts,
storage and dry cell batteries, low power mo-
tors and heating units. Mr. Stewart said that
the rapid growth in the use of radio and elec-
trical household appliances has resulted in a
broadening of the scope of labor survey gen-
erally, hence the desire to get correct data on
the shifting of labor from the old-established
industries to the newer industries.
"The Bureau has realized for a long time,"
said Mr. Stewart, "that the decreasing percent-
age of employment in the old-established in-
dustries did not as a matter of fact mean un-
employment of all the workers let out as the
result of mass production or increased pro-
ductivity of labor. It has realized that a large
number of those who have been absorbed by
industries which it heretofore has not covered,
such as the manufacture and installation of
radios and electrical household appliances of
various kinds; hence the Bureau has inaugu-
rated this investigation of the wages and con-
ditions of labor in these newer industries to
secure inform.ation that is deemed of great im-
portance."
Announce Columbia Schubert
Scholarship in Germany
In connection with the Schubert Centennial
Observances, a feature of which is the ofTer of
prizes totaling $20,000 by the Columbia Phono-
graph Co. for the completion of Schubert's
Unfinished Symphony, a scholarship, to be
known as the Columbia Schubert Scholarship,
has been announced for the State Academy
Hochschule Fiir Musik, Berlin, Germany. This
academy is considered the world's leading insti-
tution in music.
Gain in Fada Sales
Following a careful analysis, R. M. Klein,
general manager of F. A. D. Andrea, Inc., has
announced that Fada radio did three and six-
tenths times as much business the first six
months of 1927 as it did the first six months of
the year preceding.
Commenting on this increase in volume of
360 per cent, Mr. Klein stated that this is be-
lieved to be a radio manufacturing record. It
was also announced that Fada sales up to June
30 of this year equal the sales to October 18
of last year.
Death of F. T. Steinway
Frederick T. Steinway, president of Steinway
& Sons, piano manufacturers, died recently
while sojourning at his Summer home at North-
v/est Harbor, Me. Mr. Steinway was a grand-
son of Henry E. Steinway who in 1819 founded
the business. The deceased, who was sixty-
seven years old at the time of death, was widely
known as a patron of the musical arts, as well
as a leading figure in the manufacturing field. A
widow and daughter survive.
An Opportunity for a Sale
Leslie H. Ely, of 709 North Kingsley Drive,
Los Angeles, Cal., who is making a collection
of vocal records of the world's greatest artists,
desires to obtain at least one Victor Maurel
record, as this particular recording is missing
from his collection.
The new Dubilier Light Socket Aerial eliminates unsightly outdoor aerials
or cumbersome indoor loops
Here is an item individually packed, attractively displayed, with a market
limited only by the number of radio sets. It is soundly sold with a money
back guarantee and like all Dubilier products, adequately advertised.
DUBILIER CONDENSER CORP., 4377 Bronx Boulevard, New York
Dubilier
LIGHT-SOCKET AERIAL
The Talking Machine World, New York, .August, 1927
57
TALKIC
Value sells it
all year
round I
Big in everything but
price — case full size of
standard portable, in all
popular bright colors,
splendid motor, very fine
reproducer and tone arm.
The Biggest Value in
the Trade at $15, list.
CASES IN
ALL COLORS
Write your nearest
jobber or direct to
Consolidated Talking Machine Co;
Consolidated Building
227-229 West Washington Street, Chicago
Minneapolis: 1424 Washington Ave., South Detroit: 2949 Gratiot Ave.
58
The Talking Machine World, New York, August, 1927
Federal Ortho-sonic Line of Radio Sets
Designed to Meet Every Demand of Public
Twenty Radio Receiving Sets, a New Cabinet Speaker and a Power Tube Coupler Included in a
Line That Is Designed to Give Dealers a Complete Range of Models of One Make
Twenty receivers, a new cabinet speaker, and
a power tube coupler, included in the compre-
hensive Federal Ortho-sonic radio line, indicate
Ortho-sonic Model E-40
that the Federal Radio Corp. will maintain its
policy of showing a complete range of models
and prices for the 1927-28 market. In accord-
ance with its early season announcement, the
Federal organization will make no obvious
Ortho-sonic Model F-45-60
changes in the ten models offered last year.
For each of these ten established designs there
is also a set for house current operation, identi-
cal in appearance with the battery-operated re-
ceiver, but containing a circuit arranged for al-
ternating current. Tested improvements will
be incorporated as they are developed, accord-
Ortho-sonic Model E-45-60
ing to Federal engineers, with no intention of
making regular or seasonal models.
The power equipment for the models oper-
ated from the house current is largely manufac-
tured in the Federal plant. No liquids are em-
ployed in the power unit. Prolonged tests have
shown that the Ortho-sonic A. C. receivers,
operating entirely from the light socket, meet
the highest standards of efficiency and tone
quality, and Federal engineers emphasize the
fact that the A. C. equipment cannot be used
with a receiver which normally operates on bat-
teries. It is for this reason that the Ortho-
sonic line embraces two distinct groups of sets
exactly alike in appearance and operation and
containing the Ortho-sonic circuit but differing
in their adaptation to power sources.
In order to accomplish the complete repro-
duction of Ortho-sonic tone, the Federal Radio
Corp. has also announced a power tube coupler
which may be connected between the set and
the reproducer, and a new cabinet speaker of
early American design. The latter contains the
reproducing unit and seven-foot sound chamber
incorporated in the four Ortho-sonic custom
built models.
The slogan "A design for every setting — a
price for every purse," together with the elimi-
nation of yearly models, has been announced
by the Federal organization as its guiding
principle for the future.
Splitdorf Policy Based
on Ten Important Points
Models Made by Splitdorf Radio Corp. De-
signed to Fill Every Demand Made Upon the
Retail Trade by the Public
The Splitdorf Radio Corp. has announced ten
points of radio merchandising policies, "based
on sound experience and long association with
distributors' problems."
The ten-point plank is as follows: Twelve
models — -Four table models, four floor consoles,
four period ultra designs — meeting the taste and
requirements of all classes of buyers. Wide
range of prices — $45 to $800 — now available.
Custom designs at higher prices on application.
Wide range of prices and designs lifts burden
from dealer of carrying four or five overlapping
lines.
Radio receivers designed and built by an insti-
tution whose personnel has had long and varied
experience in radio manufacture, and whose
reputation was built on the fact that "Split-
dorf sets stay sold."
Adequate national advertising supported by
larger city newspapers and dealer help ma-
terials.
Splitdorf radio receivers manufactured under
license association with Radio Corp. of Amer-
ica, General Electric Co., Westinghouse Electric
& Mfg. Co. and American Tel. & Tel. Co. as-
sure dealers of bulwark of protection against
serious interruption of business because of
patent litigation. Mammoth facilities and
organized personnel assure dependable, satisfac-
tory merchandise. Branches and sales agents
located in important cities.
Long experience in merchandising assures
jobbers and dealers of adequate and necessary
co-operation along such lines as territories, serv-
ice, sales assistance, etc.
In radio the Splitdorf outfit has stepped out
with the slogan: "Splitdorf strikes a new note
in Radio."
J. R. Gavin Promoted
Peoria, III., August 3. — Joseph R. Gavin, who
for eighteen years has been identified with the
Victor talking machine business in a retail
capacity, and who has established himself as
one of the foremost salesmen in this section of
the state, has been appointed manager of the
music department of Block & Kuhl, large de-
partment store, which features a completely
stocked music section. Mr. Gavin has been
connected with this firm for the last nine years
and is well known in the trade.
The Golden Echo Quartet have recently
joined the Columbia Co. as exclusive artists.
This Quartet is known throughout the South,
their voices having been broadcast through
radio station WSM.
37 YEARS
Still young — still growingl
'T'HERE has been striking progress in the field of wood-working and cabinet making since the found-
ing of the Wolf Industries in 1890, and the members of this company feel that their organization has
had a goodly share in these developments and successes.
And now, with a new plant, amply large, splendidly equipped and well arranged, and with new Incen-
tives to attain the fine ideals which have always been the goal of the Wolf Industries, we are setting
forth into what promises to be the most prosperous period of the company's existence.
We have much in our favor— years of rich experience, modern manufacturing facilities, new models of
extraordinary merit, expert workmen and an especially fine sales organization. With these advantages
at the start, the Wolf Industries have set out to make a record that IS a record!
THE WOLF INDUSTRIES
Kokomo Indiana
Detailed information on the
new Mastercraft models will
be sent promptly upon re-
quest
A RADIO with the rich, deep mellowaess that made Sonora famous — a set
that is supremely selective and tunes with a single control. The famous
R. F. L. balanced - bridge circuit in three efficient amplifying stages.
Remarkable distance range. Walnut Panel Cabinet — Dial light E. 850
$99.50
SUPREME SELECTIVITY
WITH THE TONE THAT MADE SONORA FAMOUS
SELECTIVE SI X
^250
DISTINCTIVE period design cabinet of burled walnut with built-in new de luxe Sonora
Cone Speaker. The power switch, built into the side of the cabinet, can turn on and off any
type of power plant including trickle charge systems, regardless of its nature. For the protection
of the chassis, a fuse is wired into the battery harness. Dial light equipment. Model E870.
S O
O R A
OFFERS THE GREATEST SALES OPPORTUNITIES IN QUALITY RADIO
LIKE THE PIPES OF PAN - —
WHAT greater opportunity for success can the radio dealer have
than by featuring a line in which every one has confidence. A
radio made by an institution which enjoys the priceless reputation of
makers of the finest musical instruments in the world — and yet offers
a model to meet every important price demand. The Sonora Selective
Six — combines supreme selectivity with the tone that made Sonora
famous. The chassis makes use of the famous r. f. 1. balanced bridge
circuit in three, now, more efficient amplifying stages. The new and
remarkable distance ability, freedom from interference of this highly
refined system will astound the entire radio world. The demand for even
more ease of operation has been fully met by the reduction of controls
to the absolute limit. One selector dial can accomplish the tuning. The
new dial light serves the triple function of indicating when the set is on,
illuminating the dial and casting the light shadow on the dial marker.
Sonora is fully protected under important patents, including U. S. Govern-
ment patents, the Alexanderson, Armstrong, Rice and Hartley and scores
of others when and as needed. Inquire now for possibilities of securing
Sonora franchise, and details of Sonora's cooperative advertising plan
which will make you neighborhood headquarters for the finest musical
instrument in the world.
SELECTIVE SIX
STANDARD HIGHBOY
$198
Illustrated at left — attractive highboy burled wal-
nut cabinet with built-in Sonora speaker. This
model, while somewhat smaller and less ornate
than the §250 model is unquestionably one of the
greatest values in radio. It is especially designed
to meet that great demand of those who want a
Sonora set with built-in speaker in an attractive
cabinet equipped with a Dial light. E865.
SELECTIVE SIX
JUNIOR HIGHBOY
Photographed at right — an attractive walnut de-
sign, doors in distinctive two -tone effect. This
model will meet the demand of those who want
their speaker outside the cabinet, but who at the
same time want an attractive furniture
model. Dial light for precision tuning. E860.
RADI O
N E
A MODEL TO MEET EVERY IMPORTANT PRICE DEMAND
THt MAJESTIC VOLUME OF
TH E ORGAN
^^/^ CLEAR AS A BELL
THERE is a thrill that everyone experiences
as the vibrant chords of the pipe organ peal
forth! This symphony of glorious sound, with all
its majestic volume, is now perfectly re-created
through the world's finest radio receiving set —
the new Sonora De Luxe Seven. This superb
Radio is housed in a luxurious cabinet with
built-in speakei*. Four stages of newly perfected
R. F. L. balanced-bridge radio amplification
makes possible the reception of great distances.
The electric equipment, Sonora A power and B
power is installed by the dealer separately but
where A.C. power is not available, batteries may
be employed without any change in wiring. The
loop is hidden within the hinged door, having
full 180 degrees rotation. Bronze inlay walnut
bui'l control panel. Licensed only for radio
amateur, experimental and broadcast reception.
Price without electric equipment, ^375.
SONORA DE LUXE SEVEN
THE WORLD'S FINEST RADIO
The Talking Machine World, New York, August, 1927
59
Ray Thomas, Inc., Holds
a Successful Convention
Southern California Distributor for Atwater
Kent Line of Radio Products Stages Annual
Conclave — Interesting Talks
Selecting: the Elks' Club, Los Angeles, for
headquarters, the Atwater Kent Mfg. Co.,
co-operating with its Southern California dis-
tributor, Ray Thomas, Inc., held its annual
convention, which was attended by Atwater
Kent dealers from all over Southern California
A luncheon took place at noon, at which Ray
Thomas announced in detail the arrangements
for the day, which consisted of a series of talks
and addresses in the great lodgeroom during
the afternoon, with a stag dinner and banquet
in the evening. Interesting and inspirational
addresses were made at the afternoon business
sessions by George Podeyn, Pacific Coast man-
ager of the National Broadcasting Co.; T. J.
Mercer, Pacific Coast manager of the Bankers'
Commercial Security Co., New York; Mark
Smith, vice-president and general manager of
Ray Thomas, Inc.; T. T. Warren, Pacific Coast
manager of the Pooley Cabinet Co., Philadel-
phia; C. F. Coleman, sales manager of the
Red Lion Cabinet Co., Red Lion, Pa.; L. M.
Willis, Pacific Coast manager of the Atwater
Kent Co., Philadelphia; T. Wayne MacDowell,
convention manager of the Atwater Kent Co.,
Philadelphia; R. E. Smiley, assistant general
manager of the Atwater Kent Co., Philadelphia.
The entire club was then thrown open for the
use of the delegates, including the swimming
pool, during the hour and a half which elapsed
between the business sessions and the banquet,
which was held in the grand ballroom at 6:30
p. m. The speaker of the evening was that
grand old man, Dr. Edward James Cattell,
who brought the evening's entertainment of
music and song to a close.
F. G. Kent Co. Announces
New Product to the Trade
The F. C. Kent Co., Newark, N. J., has placed
upon the market a new product known as the
Kentone Attachment No. 2 for playing lateral
cut records on the Edison disc phonograph.
The No. 2 attachment constitutes an addition
to the line, according to W. S. File, secretary-
treasurer of the company, and does not supplant
the Kentone attachment No. 1, which- has en-
joyed great popularity in the talking machine
trade for over thirteen years. It has the same
tested principles incorporated in the Kentone
Attachment No. 1, including the slightly en-
larged elbow, which is described as a unique
and exclusive feature in Kent attachments.
Before being placed upon the market the new
product had undergone many months of de-
velopment and test work in the laboratories of
the company. Its radical departure from the No.
1 attachment is found in the arm itself where, in-
stead of the familiar straight non-tapered tube
with slightly curved ends, the new arm is made
v.^th a full curve continuously tapered.
Kentone attachment No. 2 is produced in
three finishes, nickel-plated, gold-plated and an-
tique, and is sold either separately or as a unit
complete with the Kent "S," "B" or "Sensi-
tized" sound boxes.
In an announcement to the trade the F. C.
Kent Co. states that a vigorous campaign is
being placed behind the new product and that
the Kent attachment No. 2 will be extensively
advertised.
New Pathex Distributor
Hessel & Hoppen Co., New Haven, Conn.,
has been appointed exclusive distributor of the
Pathex motion picture camera and projector in
Connecticut, according to the announcement of
Pathex, Inc., New York.
Which franchise would
T/ou prefer?
10 Sales per
Season.
50 Sales per
Season.
As a price proposition
the answer is obvious
so let's talk quality I
QUALITY is self-evident in the WorkRite 37.
In fact people expect it to cost much more
than it does. And naturally so. Where can they
get a one dial 8-tube super-circuit with all copper-
shielding, ballbearing, positive-control tuning and
all-metal chassis for $160.00? Where can such a
magnificent craftsman-designed cabinet be ob-
tained, for anywhere near this price? And above
all where such truly fine radio reception?
Because of its copper-shielded feature Work-
Rite 37 is one of the few sets at any price that
you can sell with confidence even to those who
are troubled by interference from street cars, elec-
tric railways, oil burners, flashing signs, nearby
power houses and the like.
This very same quality enables you to demon-
strate your set in your downtown showroom.
From beginning to end WorkRite 37 is a set of
quality in design and construction. Its tone
quality will delight you.
The WorkRite franchise is available to enterprising
dealers in every locality. Our Sales Department
zdill be pleased to give you the necessary information.
WOR
WorkRite Model 17
A single illuminated dial con-
trol 6-tube radio receiver
housed in a beautiful walnut
cabinet.
Price $95.00
WorkRite Model 26
A 6-tube radio receiver housed
in a pleasing walnut console
having built-m cone speaker
and ample space for batteries
or power units.
Price $160.00
Manufactured by
The WorkRite
Mfg. Co.
1812 East 30th Street
Cleveland, Ohio
In Canada:
WorkRite Radios,
Ltd.,
Brantford, Ontario
Sales Department
The
ZiNKE Company
1323 So. Michigan
Blvd.. Chicago, 111.
WorkRite Cone
Speaker
Something New !
Send for Folder
60
The Talking Machine World, New York, August, 1927
Boudette Mfg. Co. Takes
Possession of Added Space
Manufacturer of Sonochorde Cone Speakers
Now Has 150 Per Cent Greater Facilities
Available for Production of Its Popular Line
Chelsea, Mass., August 6. — The Boudette
Mfg. Co., of this cit}', manufacturer of Sono-
chorde cone speakers, has taken possession of
the additional factory unit which was added
to its plant in this citj^ This new addition to
the factory increases floor space more than 150
per cent, and the combined facilities now avail-
able make possible a production of 2,500 speak-
ers per day.
The Boudette Mfg. Co. is one of the pioneers
in radio. The business started in 1922, although
the company was not formally organized until
January 1 of the succeeding year. A rather
unique feature of the Boudette organization is
that the company was founded by three brothers
and their father, and is to-day conducted en-
tirely by the same management with outstand-
ing success. An idea of the growth of this com-
pany may be obtained in a comparison with
the business of the first year of the company.
production. In outlining the Boudette policy
j\Ir. Boudette stated that concentration on one
product and the improving of that product
each season to meet new and changing condi-
tions in radio has guided the company in the
past and will continue to guide it in the future.
In the coming season the Boudette Co. will
produce four Sonochorde models, all cones, the
Senior Sonochorde, which is produced in three
models for table, wall and floor, and the new
product which has already become popular, the
Junior model. Each model incorporates the
distinguishing Sonochorde features.
Down Town Jubilee Planned
for New York, Sept. 6-10
Dealers Along Greenwich and Cortlandt Streets,
New York, to Herald Opening of Fall Sea-
son— Beauty Contest Included in Plans
HOME OF
Sonochorde
SPEAKERS^"*
Additioucil Plant for Production of Sonochorde Speakers
when at the height of the season a production
of 100 speakers a month was viewed with con-
siderable satisfaction, whereas it is reported
that last season ten times that quantity per day
was wholly inadequate to fill orders.
In commenting on the new plant, Milton R.
Boudette, one_of the executives of the company,
points out that while the increased facilities
will result in increased production, quality will
remain as the foremost consideration in the
To herald the opening of the Fall radio sea-
son, plans are being completed for a "Radio
Jubilee" from September 6 to 10 along Radio
Row, the name given by radio fans to that
portion of Cortlandt and Greenwich streets,
New York, where within two short blocks ap-
proximately $22,000,-
000 in retail sales was
done during the past
year, according to
Dudley Cohen, direc-
tor of the "Down
Town Radio Jubilee."
Enthusiastic commit-
tees are at work add-
ing features to make
the event well worth
while, one of which
includes a beauty con-
test for the purpose of
selecting "Miss Down
Town Radio," who
will represent that
section as candidate for the title of "Miss Radio
Queen" at the coming New York Radio Show
at Madison Square Garden.
Howard Barlow, American orchestra leader,
has been engaged to direct a 'twenty-two piece
radio symphony orchestra to play exclusively
for the newly-formed Columbia Broadcasting
System, which will go on the air for the first
time on September 4.
Success
Indttpttcate
H's yours too
I ne CBge
Antenna
by Supertron
is a BIG seller
with a qood profit
A compi
aerial l
without a
as to i
erform
prove
Do il n
Its ea.
SUPERTRON MFG. CO., Hoboken, N. J.
Member of the Radio Federation, Inc.
European Nations Appoint
Schubert Contest Judges
Official Recognition of Columbia Phonograph
Co.'s Contest to Complete "Unfinished Sym-
phony" Is Granted by Several Nations
The outstanding event in the plans for the
Schubert celebration is the offering, recently
announced, by the Columbia Phonograph Com.
pany, of international prizes, totaling $20,000,
for the best completion of Schubert's famous
Unfinished Symphony. Recent cables from
Europe report that the governments of France,
Italy, Germany, Austria and Czechoslovakia
have granted cordial official recognition to the
contest. Mussolini, Fine Arts Minister Herriot,
of France, and President Masaryk, of Czecho-
slovakia, unite in hailing the competition as "a
constructive educational leadership by the
United States for musical culture, and as a for-
ward step in understanding between the peoples
of the New and the Old World."
Simultaneously, announcement is made of the
contest juries for France and Italy, containing
the most celebrated musical names in both coun-
tries. France's chairman is Henri Rabaud,
noted composer and former conductor of the
Boston Symphony Orchestra. His colleagues
will be Charpentier, Ravel, D'Indy, Messager
and Dukas, the jury to meet at the National
Conservatory of Music.
Italy's chairmen are U. S. Ambassador
Fletcher and the Count di San Martino, indus-
trial magnate and lavish patron of music. Their
associates will be Pizzetti, Cassella and Moli-
nari, the jury to meet at the Academy Saint
Cecilia, founded by Palestrina in 1572.
The German jury, already announced, con-
tains Richard Strauss, by many held to be the
world's chief living composer, and the famous
conductors Furtwaengler, Busch, Klemperer and
Bruno Walter.
Austria's jury includes Guido Adler, the
world's greatest musical scholar.
Though other great compositions have been
completed after their composer's death — Mo.
zart's Requiem, Weber's Sketches, the operas
Boris Godounov and Turandot — the Columbia
Phonograph Company scarcely hopes to find a
new Schubert among the competitors for the
prize. Its immediate purpose is to encourage a
return to melody, and to introduce the Schu-
bert masterpiece, through popular interest, to
the millions who have never heard it. The
American Executive Committee will foster, dur-
ing Schubert Year, concerts, lectures, school and
church exercises, films, broadcasting, Schubert's
biography and a special edition of its Schubert
Masterworks records.
New Mutual Reproducers
and Tone Arms in Demand
Nathan Garfinkel, Treasurer of the Mutual
Phono Parts Corp., Issues an Invitation to
All Customers to Visit the Plant
In modern industry the factory behind the
product plays an important part, and most
manufacturers have adopted the policy- of gladly
throwing open their plants for inspection at all
times. In accordance with this condition, Na-
than Garfinkel, treasurer of the Mutual Phono
Parts Mfg. Corp., New York City, has issued
an invitation to its customers to inspect the
Mutual plant and the methods by which the
business is conducted. Mr. Garfinkel reports
that the Mutual plant is in full production, and
that the two new Mutual reproducers and the
three new-type "S" tone arms are in great de-
mand and have been adopted by some of the
leading manufacturers in the industry. Mr. Gar-
finkel has conducted an entire reorganization of
the plant and announces that it has resulted in
not only an improvement in the product itself,
but in the more speedy delivery of merchandise
to the trade as well.
The Talking Machine World, New York, August, 1927
61
STEWAEFWAEN
cKatched ^Unit ^adio
The Franchise That Supplies Every
Asset to the Building of a Sound,
Profitable Radio Business — Fidl
Particulars Sent on Request — Mail
the Coupon Today!
Compact Console Model 520. Six-
tubes. Single dial vernier control.
Selected walnut veneer cabinet
with lustrous finish. Price. S125.00.
West of Rockies, SI 30.00.
Dc Luxe Table Cabinet Model 705.
Fully shielded chassis. Solid walnut
and selected walnut ^■eneer cabinet.
Six tubes. Single dial vernier con-
trol. Price, S125.00. West of
Rockies, S128.00.
Table Cabinet Model 300. For those
who prefer three dials. Metal panel
and sides. Walnut top. Five tubes.
Price, S50.00. West of Rockies,
S52.50.
Table Cabinet Model 525. Six tubes.
Single dial vernier control. Cabinet
of selected walnut veneer, richly
finished. Price, S80.00. West of
Rockies, S82.00.
STEWART -WARNER'S
1 . Great Financial Strength
— is an assurance of permanency and
leadership in the radio field.
2. Tremendous Resources
— mean uniform, quality production on
a quantity basis. Reduces servicing.
3. Good Will and Reputation
— insure ready consumer acceptance,
easier sales and greater profits.
4. Complete Line
— satisfies all prospects, fills all demands
for models and prices.
5 . Matched-U nits
— give you the greatest of all radio sell-
ing features.
6. Factory-controlled Distributors
— protect your business against "next-
door" competition.
7. Generous Bonus Flan
— compensates you for vigorous sales
effort.
8. Nation-wide Advertising
— brings prospects into your store —
keeps business good, the year 'round.
DeLuxe Console Model 710. Ex-
quisite cabinet of solid walnut, and
specially selected burled walnut ve-
neer. Six tubes. Single dial control.
Fully shielded. Price, S255. West
of Rockies, $263.50.
Stewart-Warner Reproducer
Model 42 5. Newly perfect-
ed unit insures wonderful
reproduction of all tones.
Finished in gold bronze.
Price, S25.00. West of
Rockies, S26.00.
Stewart-Warner Tube
Models 701-AX, 501-
A,and30l-AX. Price,
S1.75.
Stewart -Warner Repro-
ducer Model 420. Ex-
tremely compact. Has
new perfected unit. Fin-
ished in gold bronze.
Price, S17.50. West of
Rockies, S18.25.
Stewart-Vi'arner Antenna Kit
Model 510. Price, S2.25.
Stewart -Warner Speedometer Corporation
Radio Sales Department
Gentlemen: Send along more complete details of your Radio
Dealer's proposition at once. We are interested in any plan
that affords an opportunity to make more money. We under-
stand this does not obligate us in the least.
_ 1927
1826'Diversey Parkway, Chicago, U. S. A.
Same
Street ^
City ! State ^
62
The Talking Machine World, New York, August, 1927
Edmund Gram, Inc., Adds Victor Line
and Greatly Stimulates Summer Business
Announcement of Columbia-Kolster Combinations Arouses Dealers' Interest — Yahr-Lange, Inc.,
Discontinue Distributing Sonora Line — Drive on Stromberg-Carlson Products
If d FV'^ GRAPHITE PHONO
a J *Jl-i > J SPRING LUBRICANT
lUler'i Labricant make* the Motor nuJce tooi.
It prejiared in the proper coasiitcnc^, will not run
out. dry np or become aticlcy or rancid. Remain! in
its original form indeftnitely.
Put np in 1, 5, 10. 25 and 50-ponod cans for dealera.
This lubricant is also put up in 4-ounce cam to
retail at 25 cents each under the trade name of
FTTRFKA noiseless talking
machine lubricant
Writt tor special proposition to jobbers
ILSLEY-DOUBLEDAY & CO.. 229-231 Front St.. NewYork
Milwaukee, Wis., August 8. — Continued ac-
tivity in phonographs is reported by Milwaukee
jobbers and retailers who note a good increase
in business for the Summer months and a splen-
did outlook for business for Fall. Conditions
are looking upward, dealers state, and they find
that the work of educating the public to the
tonal qualities of phonographs is helping mate-
rially in sales and in centering these sales in the
better instruments.
Excellent Columbia Business
W. E. Pugh, Columbia representative in
southern Wisconsin and northern Illinois, who
has returned from an intensive trip through his
territory, reports most satisfying business ac-
tivity at present.
"The smaller towns are taking strongly to
purchasing machines," he said, "and this has in-
creased record business, for people in the small
neighborhood localities are more dependent for
amusement upon their phonographs.
"The announcement of the Columbia-Kolster
combinations and magnetic pick-up phono-
graphs has been enthusiastically received by
the trade and inquiries about the marketing of
the combination are coming in fast from deal-
ers."
Reports Growing Demand
Victor sales have also been keeping up well,
according to Harry Goldsmith, of the Badger
Talking Machine Co., Victor jobber in Wiscon-
sin. There is a growing demand for Automatic
Orthophonies with the slot attachment as deal-
ers become better acquainted with this arrange-
ment and local Victor retailers and merchants
through the territory are evidently going in
heavily for this type of business."
Edmund Gram, Inc., Adds Victor Line
Edmund Gram, Inc., one of the leading music
houses in the northwest, has announced that it
has taken on the Victor agency which it will
feature with the Brunswick, the Steinway, and
the Atwater-Kent lines. Miss Helen I. Gunnis,
who is in charge of the phonograph department
at the Gram store, reported the sale of seven
large Automatic Orthophonic Victrolas during
the first week in which the agency was pro-
cured.
"The Orthophonic has done wonders for
Summer business," declared Miss Gunnis. Dur-
mg the mid-Summer period we also enjoyed a
50 per cent increase in record business through
our Victor records."
No Longer Sonora Wholesaler
Fred E. Yahr, of Yahr-Lange, Inc., Sonora
jobber in Wisconsin and Michigan, and dis-
tributor of the SuperBall antenna and the Yar
loudspeaker, has announced that the company
is discontinuing its jobbing business of the
Sonora and accessories in Detroit and Milwau-
kee and will devote its entire attention to the
distribution of the Super-Ball and the loud-
speaker.
"We have been jobbers of the Sonora line
for the past eleven years," Mr. Yahr stated,
"and we have built up a very successful busi-
ness which we are loath to give up. However,
in order not to be in competition with our own
jobbers, to whom we sell the Super-Ball and
the Yar speaker, we have decided to devote our
entire time to this part of our business. During
the comparatively brief period in which the
Super-Ball has been on the market, and also the
Yar speaker, we have found the growth of this
business so great as to make imperative our
entire attention."
Yahr-Lange has placed a commission with
the Klau-Van Pieterson-Dunlap-Youngreen ad-
vertising agency at Milwaukee to put on a large
advertising campaign to the trade for the Super-
Ball and the Yar loudspeaker. The campaign
will extend over a considerable period of time
and will emphasize important merchandising
points of the line.
Plans to Rate Service Men
Harry Weber, Inc., distributor of Stewart-
Warner radio, is putting on a plan to ex-
amine and rate service men according to their
ability, Harry E. Weber, president of the com-
pany announced, and an extensive course in
handling the new type Stewart-Warner sets is
planned. Dealers will be asked to send the
foremen of their service departments to the
Milwaukee of&ce where they will be instructed
in testing, repairing, checking and overhauling
the sets. After the training they will be given
a written examination as well as being examined
on their actual practice. Those falling below
a certain standard will be asked to resign or
take further training until they are proficient
Farrand Mfg. Go. Announces
Four New Gone Speakers
Laminated Driving Unit, New Feature of Far-
rand Speakers, Is Said to Produce Greater
Degree of Tonal Purity Regardless of Volume
Four models of oval-shaped cones have been
announced to the trade by the Farrand Mfg. Co.,
Long Island City, N. Y. Model 24 is the Oval
Senior, mounted on a bronze base. Model 30-P
is the Oval Pedestal mounted in a distinctive
tip-table effect setting, with pedestal and frame
of walnut. Model 20 is the Oval Junior, which
is a smaller edition of the Senior. Model 30 is
the Oval Wall, especially designed for hang-
ing on the wall of the room. It is mounted in a
walnut frame and is furnished with a heavy silk
hanging cord and tassel.
A new feature of the Farrand speaker prod-
ucts is the laminated driving unit which is said
to produce a new degree of tonal purity even
at maximum volume.
Two models of "B" battery eliminators have
been introduced by the Farrand organization.
Model 180 is for use with sets up to six tubes,
providing an output of 60 milliamperes. Neither
acid nor water is required. It employs one rec-
tifying tube, of the UX-280 or CX-380 type, and
gives up to 180 volts on the last audio stage.
Model 220 is a heavy duty eliminator for sets
in handling the sets. Announcement of the plan
came after a recent discussion held by the retail
section of the Wisconsin Radio Trades Associa-
tion.
Sidney Neu in New Post
The Great Lakes Radio Corp. has announced
that Sidney Neu, secretary of the Wisconsin
Radio Trades Association, who has been man-
ager of the radio department at Julius Andrae
& Sons Co., has become associated with it as
vice-president and general manager.
Drive on Stromberg-Carlson Line
An advertising campaign of Milwaukee
Stromberg-Carlson dealers was opened in con-
nection with the advertising for WTMJ, the
new Milwaukee Journal broadcasting station.
Edmund Gram, Inc.; the Orth Music Co., the
Noll Piano Co. and the McCoy-Robertson
Radio Co. were included among the firms who
featured the line.
Yahr-Lange Dealer Helps
A number of dealer helps issued by Yahr-
Lange, Inc., in connection with marketing the
Super-Ball antenna and other products, includes
a list of free advertising cuts especially designed
to work on different phases of the selling ap-
peal, envelop stuffers for counter use and mail-
ing, folders for counter use and mailing illus-
trating and describing the Super-Ball antenna
and the Super-Ground clamp.
up to ten tubes, providing an output of 75
milliamperes. It gives a range of 135 to 200
volts on the last audio stage, which is said to
Farrand Oval Senior
be equivalent to one stage of power amplifica-
tion and also employs a rectifying tube of the
UX-280 or CX-380 type. Both models are built
in a two-toned metal case.
The Columbia Phonograph Co. has recently
announced the release of record couplings by
The Happy Four and the Copperhill Quartet.
The Happy Four, from Mineral Bluff, Ga., are
famous in that region for their remarkable in-
terpretations of sacred music. The Copperhill
Quartet, named for their home town, Copper-
hill, Tenn., are noted for singing hymns.
MICA DIAPHRAGMS
For Loud Speaker* and Talking Machine*
RADIO MICA
American Mica Works
47 West Strest Mew Toric
^^^M PHONOGRAPH CASES
^^^^1 RADIO CASES
^^^^^H Reinforced 3-pIy Veneer
^^^^^^^^H The Standard Case for Talking
^^^^^^^^H Machines and Radio Sets
^^^^^^^^^^^^H Let as figure on yout reqairementt
^^^^^^^^^^H MADE
^^^^^F PLYWOOD CORPORATION, Goldsboro. N. C.
MiUa in Va., N. C. and S. C.
Talking Machine World, Nezv York, August, 1927
o!
AMBASSADOR
TRADE MABK
RETAIL
The Most Amazing Advance in
a Portable Plionograpli Value
1.
OUTSTANDING FEATURES:
The remarkable new BELL-
PHONIC reproducer, with a
metallic diaphragm.
An S-shape tonearm, with the
throwback feature.
A fully guaranteed General In-
dustries Flyer Motor.
A fully closed record compart-
ment holding fifteen records.
Furnished in smart alligator-
finish genuine leatherette.
Measures 1534 inches wide, 12
in. deep, 9^ in. long.
Weighs only 143^ pounds.
4.
5.
Amazjnq in tone quality — amazing in appearance — truly
a value so far ahead of any other portable phonograph that
it eliminates competition.
Larger in size — more imposing in design — richer in finish —
more rugged in construction, permitting you to offer your
customers the most remarkable portable that has yet been
perfected.
Bellphonic Standard Portable
1. BELLPHONIC
producer.
2. Nickel polished solid
brass tone arm.
3. Spring tone arm holder.
4. GENERAL - INDUS-
TRIES FLYER MO-
TOR Junior.
5. Fully closed, solid record
album, holding 15 rec-
ords.
Re- 6. Seamless heavy leather
handle, metal rein-
forced, in colors to
match.
7. Nickel polished, double
side catches.
8. COLORS: BLACK,
BLUE, MAROON.
9. Sizes 1434" wide; 113/^"
deep; 634" high.
10. Weight, lbs. net;
individually cartoned
141^ lbs.
RETAIL
Order Your Samples Today — At Our Risk
The Lifton Mfg. Co., 40-46 West 20th St., New York
64
The Talking Machine Jl'orld, New York, August, 1927
NICKEL
AN D
OTHER
FINISHES
orentzen
Skap Coyer
STAYS
OT>ElsL
OB.
CLOStD
SIZES
4- >4 I N.
AND
5'A- IN.
((lorStay-Arn
TRADE MARK
Manufacturer of
Phonograph and Radio Cabinet
Hardware and Metal Specialties
155 Leonard St. NEW YORK, N. Y.
Near the New Court House
Samples and Prices on Request
rNONSPILLn
' NEEDLE CUP '
PATENT PENDING
MEMBERS OF A BIG FAMILY — LEADERS IN THEIR LINE
Cincinnati Retailers and Wholesalers
Report Satisfactory Sales Volumes
E. M. Abbot Co. Store Expands to Handle Growing Business — Reports Indicate Optimism of
the Trade Over the Outlook During the Remainder of the Summer and Fall
Cincinnati, O., August 9.— Talking machine
dealers report that July sales were considerably
larger than they expected, the demand being
much better than in the corresponding period of
the previous year. August, it is stated, has
started off very well.
The store of the E. M. Abbot Co. has just
undergone changes which give it considerably
more space and greatly improve its appearance.
All of the booths on the first floor have been
removed, and the place they occupied has been
filled with merchandise.
"The large models had a fine demand in
July, and the indications are that they will
move well in August, even though it is normally
a very dull month," stated Mr. Abbot. "Go-
ing to the other extreme, there has been and
still is a fine demand for portables, as well as
for records."
"While business is not brisk enough to be
called lively, our sales in the talking machine
department are larger than they were at this
time last year, and we regard this condition as
satisfactory," stated George P. Gross, head of
the George P. Gross Piano Co.
At the downtown store of the Otto Grau
Piano Co. it was stated that up to the present
time they have been having a fine demand for
the more expensive models of talking machines.
At the store of Arthur Brand & Co., located
on upper Vine street, it was reported that while
business is rather quiet it is normal for the
season. "Besides doing general repair work on
talking machines, we sell parts to the trade,"
explained Mr. Brand. "A feature that I cannot
account for has just sprung up," he continued.
"This is the fact that we have been having an
unusually large demand for new springs, to re-
place broken ones. I do not suppose that the
makers of springs have let them fall below the
usual standard, and the only way I can reason
the matter out is that the owners are using
their instruments more than they did before,
and therefore a greater number of springs are
giving out. This fact also may account for the
increased demand there is for records."
At the store of the Starr Piano Co. it was
reported that they are having less lull in their
talking machine section than at this time last
year and the demand is regarded as satisfactory
for the season. "We are anxiously awaiting the
advent of the new Gennett machine, which is
to appear early in the Fall," said G. E. Hunt,
the genial "greeter" of all who drop in. "The
more expensive models are the leaders, but
portables and records are moving well. Jos.
C. Kilbs, Lebanon, O., dealer, was a recent vis-
itor to the Starr executive offices.
A. H. Bates, secretary of the Ohio Talking
Machine Co., left on July 28 for a vacation trip
to the East, during which he will attend a con-
ference at the Victor factory. C. H. North,
vice-president, together with Mrs. North and
their daughter, have returned from Lake Tima-
gima, Canada, which is about three hundred
miles north of Ontario.
"Business has held up splendidly with us,"
stated Miss Rose Helberg, manager of the local
branch of the Columbia Phonograph Co. "Com-
binations are in particularly good demand and
records are moving rapidly." Miss Helberg is
making plans to go somewhere this month to
take a short rest, but at this writing she has
not decided where she will go.
Accompanied by Mrs. Fantle, M. W. Fantle,
head of the company that bears his name,
motored up to Kokomo, Ind., the middle of
July, to visit the new factory of the Wolf In-
dustries, Inc. "This is a wonderful plant — the
finest of its kind in the country, I am sure,"
commented Mr. Fantle. After making arrange-
ments to become factory representative and dis-
tributor for the concern in this territory, Mr.
and Mrs. Fantle toured to Indian Lake, where
they spent several days.
New Loud Speaker of
Novel Design Announced
A new loud speaker of novel design will
shortly be intri)duced to the trade by the Ori-
ental Loud Speaker Co., of New York. It is
illustrated herewith. It will be manufactured in
The Oriental Co. is now getting settled in
manufacturing quarters which will permit tak-
ing care of a sizable demand for the n-ew speak-
er, according to Mr. Borris. He states that the
new product has aroused favorable comment
wherever it has been shown and demonstrated.
Radio Entertainers Open
Rochester Song Shop
Rochester, N. Y., August 6. — The Song Shop has
just been opened in Clinton avenue south by
Frank Nanna and Tommy Weir, widely known
radio entertainers here, and will handle sheet
music, instruments and the like. The shop is
located next door to the new Rochester The-
atre, to be opened this Fall.
Nanna, an able pianist, formerly had charge
of the sheet music department of the Neisner
Bros, store here. Weir, tenor singer, is a
former professional entertainer. Both have
been heard frequently over station WOKT
here and are favorites with radio audiences in
this section.
Death of John G. Houck
Memphis, Tenn., August 3. — John C. Houck,
father of the late O. K. Houck and of Jesse F.
Houck, president of the O. K. Houck Piano Co.,
passed away at his home here last week. Mr.
Houck celebrated his ninety-sixth birthday an-
niversary on March 7.
New Oriental Loud Speaker
several antique finishes. The Buddha base and
metal covering of this cone speaker are jewelled,
and colored lights shine through the jewels
when the speaker is in operation. In the center
of the antique frame is a small clock.
M. Borris, executive head of the Oriental
Loud Speaker Co., who is well known in the
music-radio industry, states that the speaker is
equipped with a radio wire nine feet in length
for connection to the set, as well as a nine-
foot lighting cord and socket.
Cook Opens Store
Louis E. Cook has opened a new music
store at 451 San Benito street, Hollister, Cal.,
handling pianos, phonographs, sheet music and
radio.
Charles Brawn, who has been a piano mer-
chant in Gardiner, Me., for several years, has
opened a new store in the Goodspeed Block,
that city.
The Talking Machine World, New York, August, 1927
65
August 20th-
The Public Will Know of the
New Vesta Power Units
The New Complete Line of
Vesta Socket Power Units —
both WET and DRY — will be
announced to the public in The
Saturday Evening Post, August
20th — to be followed throughout
the season by a series of interest-
ing ads in The Saturday Evening
Post,Liberty, Country Gentleman
and Successful Farming.
Get in touch with the Vesta dis-
tributor near you for these new
products and have them on dis-
play August 18th — the day The
Saturday Evening Post reaches
the public.
Don't fail to see this complete
line — it will pull the biggest
Volume of Business you have
ever had in Radio Power Units.
VESTA BATTERY CORPORATION
2100 Indiana Avenue
CHICAGO, ILL.
VE STA
QUALITY RADIO UNIT
VESTA
Dry
TRICKLE
CHARGER
No Tiibes-No Liquid
VESTA BATTERY CORPORATION
2100 Indiana Avenue, Chicago, III. T.M.W. 8-27
Please send me your folders on Vesta Radio Products,
particularly the one about_
Citu
The New Vesta Dry Trickle Charger
is the very latest development in Radio
power supply.
No acid or liquid in any form — no
tubes or moving parts to wear out.
Supplied with or without AUTO-
MATIC RELAY which turns on the
current when set is turned off and like-
wise turns oS the current when set is
turned on.
This relay automatically cuts oil aiid elimi-
nates any possibility of line noises and in-
sures full battery power.
Ask your dealer for the New Vesta Dry
Trickle Charger. Compact, in a handsome
metal case with high and low charging rate.
Without Relay, $15
With Relay, $17.50
and "/I" Poller Vnili
Bring Your Radio Up to Date
with VESTA POWER UNITS
Wich ihe experience o\ 30 yiars in building qualiiy
baiicnes — ior Auiomobile and Radio — Vesia naturally
has the abihiy to produce the highest type ol Socket
Power L/niis.
This should be your guide in the selection ol Power
Units and Tubes lor your radio.
There is so very little difference in the prices ol Power
Units and Tubes that ii will pay you to insist on
Vest a Products.
Vesta dealers are everywhere and any radio, electrical,
musical or automobile accessory dealer can gel Vesta
Products for you
VESTA BATTERY CORPORATION
2100 Indiana Avenue
CHICAGO. M K.
VESTA DRY "A"
Dcket power unit. Everything
isible— including batieties— dry
ickle charger and built-in hy
rometer With relay SJ? SO:
ichout relay. S32.50.
<;OMri LTl, "A-B" UNIT
Sockei power i dry lectiher) auto-
matic relay. 40 mils. 180 volts.
$72.C0;60 mils, ISO volis^^7-0a
Complete line of Vesta Not
Miuophonic Tubes lor every ra-
dio purpgseiiheheishi ol quality.
VESTA
QUALITY RADIO UNITS
MAKERS OP VBSTA AUTO-RADIO BATTERIES FOR SO YEARS
August 20th
The
Saturday
Evening
Post
—half page
To be followed by
half pages in Liberty,
more Saturday
Evening Post pages,
and half pages in
Country Gentleman
and Successful
Farming.
66
The Talking Machine World, New York, August, 1927
Bonus Payment Plan Stimulates Victor
Sales at Lion Store Music Rooms, Toledo
Payment for Largest Sale of Each Day and of Each Week Helps Keep Salesmen Busy — Record
Sales Girls Also Share in Extra Payment Plan — Dealers Report Increase Over Last Year
ToLEDOj O., August 8. — Talking machine sales
here, contrary to expectations, are above last
year. Retailers continue to sell a large number
of big jobs, which is swelling the volume. Rec-
ords have received impetus from the dealer tie-
ups with such recording orchestras as Vincent
Lopez, Zez Confrey, Roy Lombardy, Emerson
Gill, Coon Sanders and others. Radio mer-
chants are by no means loafing on the job.
Active preparations are under way for the Fall
radio show which, according to Secretary Cliff
Johnson, will eclipse any previous attempt along
that line.
At the Lion Store Music Rooms Victrola sales
have maintained a steady gain throughout the
Summer. One of the reasons for this splendid
showing is, according to Manager Lawson S.
Talbert, that the department has gone after
business with marked enthusiasm and has
backed up the Victor sales letter campaign
with hard work. Salesmen are paid a bonus
for volume business. The method is employed
this year instead of the usual sales contest and
results, it is said, have been very satisfactory.
The plan pays $5 for the largest sale of each
day; $10 for the highest sale of the week and
so on. In this way every salesman shares
each week in one or more events.
Record sales girls likewise are given oppor-
tunities to earn more. A standing payment of
2c on all sales of $2.25 is in force. Five cents
is paid for "want to push" records. Specials
of from 50c to $1.50 on album sales and other
opportunities make it decidedly worth while
for sales people to put extra effort into the
day's work. Mr. Talbert stated the system
keeps up the courage of the workers, puts
money into their pockets, increases the busi-
ness of the department and makes for a happy,
contented organization, which is willing to go
to great lengths to carry out plans of the house.
At the J. W. Greene Co. Summer sales are
above the corresponding period of last year.
Manager Robt. C. Elwell reported. The new
Victor 830 X electric is upon the floor and is
attracting interest. The large Panatrope is
making new friends here constantly. One of
the instruments has been placed upon the Lake
steamer "Greyhound," where it has replaced
the orchestra. A similar instrument was also
placed in the pavilion at Walbridge Park, where
it replaced the organ.
The United Music Store, in the theatrical dis-
trict, recently coupled the store with the Loyal
Order of Moose popularity contest. This
brought many young people into the store who
often bought records, Harry L. Wasserman
stated. Here every effort is made to squeeze
all possible Summer sales out of seasonable
merchandise. Portables and ukuleles are ar-
ranged in new window combinations each week.
Small descriptive signs offering suggestions for
the use of the instruments aid sales. Pal, Regal
and Victor small machines are featured. Then,
prospects are being reminded that how is the
time to purchase that radio. Mr. Wasserman
stated that unless frequently reminded possible
buyers soon forget a store.
Vincent DePrisco, small goods dealer, re-
cently added Gennett and Vocalion records and
Carryola portables. He reported a pleasing re-
sponse from customers and ready acceptance of
the new lines.
Thos. W. Reade, president of the Phonograph
Supply Co., wholesaler, has returned from a trip
to New York, Philadelphia and other cities
where he purchased new merchandise for Fall.
Walter Bryan & Son, London, O., Columbia
dealer, reported a pleasing Summer volume of
trade. The Autumn outlook is very bright. The
concern will shortly inaugurate a promotion
campaign to embrace their entire territory.
Don O. Flightner, Columbia district represen-
tative, with headquarters in Toledo, is motoring
in the East. Before returning home he will
visit New York, Atlantic City, Washington, the
Adirondacks and other points. His route West
will take him through lower Ontario.
The University Music House, Ann Arbor,
Mich., Victor dealer, is coupling its efforts in
every department of the business with the musi-
cal events to be held during the Washtenaw
(Jounty Fair late in August. H. G. Pulfrey,
manager, stated on account of the aggressive
promotion work carried on here Summer trade
is very active.
Mai Hallett Entertains
and Autographs Records
Mai Hallett and His Orchestra, exclusive
(!;olumbia recording artists, entertained recently
at special "Tea Time Luncheon" served in the
restaurant of C. T. Scherer Co.'s Department
Store in Worcester, Mass. The restaurant was
filled to capacity by those eager to hear this
very popular artist. Following the hour of en-
tertainment, Mai Hallett personally autographed
his latest Columbia New Process Records for '
the patrons of the Scherer Store.
Norman Smith Visits Gotham
Norman Smith, manager of the St. Louis
b -anch of the Columbia Phonograph Co., Inc.,
was a recent visitor to the company's execu-
tive offices in New York, making the trip East
by automobile. Mr. Smith, who is one of the
veterans of the Columbia organization, stated
that Columbia sales in St. Louis have been
very satisfactory throughout the year, June
business showing an increase of 140 per cent
over last year and July running ahead of June.
These Manufacturers Have
National Distribution on One
or More Raytheon Equipped
Radio Power Units:
Acme Apparatus Company
AU-American Radio Corp.
American Bosch Magneto Corp.
American Elec. Co., Inc.
Battery House, Ltd., of Canada
Benjamin Electric Mfg. Co., of
Canada, Ltd.
Bremer- Tully Mfg. Co.
Briggs & Stratton
Consolidated Battery Co.
Cornell Electric Mfg. Co.
Crosley Radio Corp.
Day-Fan Electric Co.
Electrical Research Labs., Inc.
Eagle Charger Corp.
Freed-Eiseman Radio Corp.
Federal Telephone Mfg. Corp.
General Radio Company
General Instrument Co.
A. H. Grebe & Co.
Indiana Manufacturing & Elec-
tric Co.
Interstate Electric Co.
King Electric Mfg. Company
Kokomo Electric Company
Martin- Copeland Co.
Mayolian Radio Corp.
The Modern Electric Mfg. Co.
National Company, Inc.
Prest-o-Lite
Sparks-Withington Co.
Standard Radio Corp. of
Worcester
Standard Radio Mfg. Corp. of
Canada.
The Sterling Mfg. Co.
Stewart Battery Co.
Thordarsbn Electric Mfg. Co.
U-S-L Radio, Inc.
Universal Battery Co.
Valley Electric Co.
The Webster Company
Wise-McClung Company, Ltd.
Yale Electric Co.
Zenith Radio Corp.
Only those manufactur-
ers whose power units
have been fully tested
and approved by the
Raytheon research lab-
oratories are entitled to
use the Raytheon long
life rectifying tube or
this seal in connection
with tneir products.
Type BH 125 m.a.
For heavy duty
applications of
light socket
power. Rating
125 m.a. output
at 300 volts.
New list price
$4.50
What Power Units Will
Sell — And Stay Sold?
No radio dealer has the time, equipment or
money to thoroughly test each battery elim-
inator he sells to determine its good or bad
qualities. Nor is any such test necessary,
for Raytheon has done it so thoroughly that
the Raytheon Green Seal of Approval on
any power unit is considered a positive guar-
antee of reliability.
If you would avoid the trouble and losses
that accompany apparatus of uncertain per-
formance, stock only those power units whose
reliability is vouched for by a nationally-
known institution — Raytheon. Makers of
the Long Life Rectifying Tube.
Type B
60 m.a.
150 volts
Type BH
125 m.a.
300 volts
Type A
254 Amps.
Type BA
A-B-C
350 m.a.
RAYTHEON MANUFACTURING CO.
Cambridge, Mass.
The Talking Machine World, Nczv York, Amjust, 1927
Type 2, for 110-120 Volt AC 50 or 60
Cycle Current, $35,00.
For receiving sets having not more
than eight tubes and not having type
UX171 power tube or equivalent.
Type 2A. for 110T20 Volt AC 50 or
60 Cycle Current, ^42.50.
For all sets using type UX171 power
tube or equivalent and for all large
sets having nine or more tubes.
Type 2C, for 110-120 Volt AC 25, 30
or 40 cycle current, ^47.50,
Pnces include type BH Raytheon tube.
Any of these models will be furnished
\icjtn an automatic control switch built in
the unit for $2.50 additional. With
this the B unit is automatically
s\vitchcd on or off when switch
on the radio set panel
is turned.
For Perfect Reception
THE KINGSTON B CURRENT
SUPPLY UNIT insures everything
Radio has to give — rich, full tone,
clearness, perfect reception always!
This unit last year met with un-
precedented success, and this year
it will attain a new high record in
sales and satisfaction. Make the
Kingston the leader of your fall
and winter business.
KoKOMO Electric Co.
KOKOMO, INDIANA
WHAT THE
KINGSTON IS
THE KINGSTON will maintain the
radio set always at its perfection peak.
It contains no acid or solution, operates
without vibration or noise and will not
heat. There are provided three differ-
ent voltage terminals, each adjustable
over a Avide range, making possible any
desired voltage from 5 to 200. A
fourth variable voltage may be easily
had, if desired, by connecting a separate
variable resistor to one of the terminals.
The primary or main current supply
is controlled by a rheostat, makins it
possible to reduce the current entering
the unit to the amount actually required
for any individual set, thus protectin
the set against overload.
Handsomely finished in satin black.
Size: 9 inches lona:, 5],i inches wide,
'74
inches high. The Ravtheon
milliampere type BH tube is used as
rectifier. Fully guaranteed.
The Talking Machine World, New York, August, 1927
Kolster
superiority proved once again
by exhaustive research
of
Columbia Phonograph Co.
The Columbia Phonograph Company, which is today the largest and
most active phonograph concern in the world, has, after long and
thorough examination of the field, selected Kolster Power Cone Reproducers
and Receiving Sets as the ideal equipment for Columbia Phonographs.
Columbia experts surveyed the entire field
before deciding on Kolster.
They demanded equipment not only elec-
trically and mechanically right for perfect
results in tone, selectivity, volume, range and
complete dependability, but evidence of manu-
facturing standards that would steadily hew
to this line year in and year out.
No more convincing proof of Kolster
superiority could be found. Both Columbia
and Kolster have had many opportunities
to make an alliance of this kind, but each
has refused anything short of the best.
Kolster is proud to make this announce-
ment and to give Kolster dealers one more
reason to be proud of their Kolster franchise.
Kolster Radio
\
The Talking Machine World, New York, August, 1927
0^
Viva-tonaL Columbia ^ f/^e ,
11— j[ I
The New
Columbia - Kolster
Viva-tonal
The Electric Reproducing Phonograph
TT is with no uncertain
^ pride that Columbia an-
nounces the introduction of
the new Columbia- Kolster
Viva-tonal Electric Repro-
ducing Phonograph.
In its field Kolster holds an
enviable position. Its devel-
opment of the Kolster Power
Cone Speaker is recognized
as an outstanding achieve-
ment. That long engineer-
ing research should have
found a way to equip the
Viva-tonal Columbia with
this marvelous new invention
is a matter of congratulation
to the entire industry.
Once more Columbia dem-
onstrates that it is a leader-
ship organization. It has
provided the phonograph in-
dustry with still another
means of attracting and hold-
ing the most discriminating
patronage.
"like life itself"
Columbia Phonograph Company
^Ul Trade Mark* Retf. U.S. Pat- Off -
1819 Broadw^ay, New York City
Canada: Columbia Phonograph Company, Ltd., Toronto
The Talking Machine World, New York, August, 1927
The No. 24 Chieftain Re-
producer back plate is of
heavy, one-piece construc-
tion, accurately designed
and finely finished.
A New ProfiPPYoducing
Or o -Tone Combination I
The H-1 Tone Arm and
Chieftain Reproducer
1"^HIS is the sensational combination that has
won instant acclaim from manufacturers,
jobbers, and dealers throughout the nation!
The H-1 Tone Arm is a beautifully designed and
finished product. It is scientifically constructed
of brass and copper to produce rich, rare acous-
tical effects. It is extremely sensitive in arc or
swing. The throw-back arrangement is compen-
sating. It will neither bind nor become loose and
noisy. Its high-ciuality appearance ivill harmo-
nize with the finest cabinet machines — its low
cost permits adaptation to high-gjade portables!
The ]No. 24 Chieftain Reproducer is a reproducer
that has remarkable sales assets. It is fitted with
a special duro-alloy diaphragm and delivers loud,
clear, deep-toned music without vibration. It
can be matched against any reproducer of much
higher cost, for fidelity of tone and range of scale.
It will perform be-
No. H-1 Full-Curved Brass Arm
Nickel List 15.00
Stat. Bronze " 6.00
Gold or Oxidized " 7.50
The No. 24 Chicltain Keproducer has
excellent eye-appeal. It compares with
that of the most expensive reproducer
made. This feature is an unusual
sales and profit-producer.
No. 24 Chieftain Reproducer
Nickel List 13.50
Stat. Bronze " 4-00
Gold or Oxidized " 5.00
greatest
yond your
expectations.
Get behind this su-
perior combination
and develop the
profitable opportuni-
ties it presents. Man-
ufacturers, jobbers,
and dealers are in-
vited to send for
samples on approval.
Let these new Oro-
Tone units prove
themselves ! Mail your
order today and get
the H-1 and Chieftain
combination by re-
turn mail.
Announcement
A New Sound Reproducer
by Oro-Tone for Radio
and Phonograph
Another Oro-Tone achievement!
After eight years of experiment
and development Oro-Tone has
perfected a sound reproducer
for radio and phonograph elec-
tric pick-up that will astound
you in naturalness of results.
This new sound reproducer
by Oro-Tone has qualities never
before attained. It is not a
horn, a paper cone, or a cone
type construction. It is a true
tone reproducing musical instru-
ment, new in principle, new in
design and new in performance.
A demonstration will prove
a revelation, and convince you
that this new sound reproduc-
ing instrument iiy Oro-Tone is
truly in a class by itself. Write
today for literature and full par-
ticulars.
The Oro-Tone Co.
1010 George Street - Chicago, 111.
Largest Exclusiie Manufacturers in the ff^'orld of
Tone Arms, Reproducers and Amplifying Devices
^ fi^ra better tone
The Talking Machine World, New York, August, 1927
67
Atwater Kent Merchandising Manager
Gives Some Pointers on Dealer Meetings
p. A. Ware, Merchandising and Sales Promotion Manager of the Atwater Kent Mfg. Co., Cites
Meeting of Columbus, O., Dealers as Model of How Businesslike Gathering Can Be Held
Just how much a dealers' meeting may mean
in the radio as in the phonograph business de-
pends very largely on the manner in which the
jobber himself looks upon the matter.
Should he refer to it as a "Get Together" the
result will probably be a few "we're glad you're
here, we want you to enjoy yourself" talks,
much refreshments, the revival of such old
classics as "Sweet Ad-a-a-a-line," "Hail, Hail,
the Gang's All Here," and a large assortment of
"Never Again" headaches together with nau-
seous memories of "Nellie Fewclothes" who fur-
nished the late evening entertainment for the
dealer-visitors.
Such dealer meetings are expensive inasmuch
as they result only in doubtful and intangible
"good will" and in reality produce no amount
of noticeable business.
The Columbus Ignition Co., of Columbus, O.,
distributor of Atwater Kent radio products,
held a dealers' meeting on July 22, whicii was to
the writer's mind perhaps the best co-ordinated
dealers' session and the most clockwise dealers'
meeting he has witnessed in many years of
radio and phonograph sales promotion work.
To W. W. Bennett, general manager of the
company, and John McGuigan, Jr., district man-
ager of the Atwater Kent Co., belongs the credit
for this model meeting; the former for conven-
tion arrangements, and the latter for program
arrangements.
Radio and phonograph distributors generally
can profit from a study of the manner in which
the meeting was put over. The convention took
place at the Neil House, which offered not only
a pleasant meeting room, but good service, and
provided both. Dealers were invited to bring
their wives, but with the knowledge that the
average man is either self-conscious or a "show-
off" when the gentler sex is about, the ladies
were entertained elsewhere while the business
session took place.
Two bright alert girls registered the dealer
visitors and distributed identification badges be-
fore the noon luncheon which opened the meet-
ing. The names of all dealers who had accepted
the invitation were typed on the badges in ad-
vance. The dealers were also given a really
handsome pigskin bound note book when they
registered and the books were freely used in
the meeting.
A word or two on the matter of the dealer
acceptances may be helpful. They were secured
through a series of letters and telegrams which
were designed to produce attendance — and they
did. There was a ninety-eight per cent atten-
dance of dealers who were brought to the meet-
mg, not on the "good time" appeal, but because
all the letters and telegrams were based on the
claim that the meeting was designed to show
the dealer how to increase his business.
In the meeting hall there was erected a model
window display, a model billboard display, and
a series of show cards inscribed with telling
facts regarding opportunities in the Atwater
Kent business, such as comparative demand for
the product on the part of non-owners of radio,
the rapidity of turnover by dealers, etc.
The luncheon was by special arrangement
served with a snap and precision that indicated
to the dealers that there was business ahead and
the effect of this was noticeable when the party
moved to the meeting room. The usual "shoot-
ing in" process was not necessary. It is not nec-
essary here to detail the speaking program
other than to state that the new products were
properly shown and described, the advertising
plans of the company outlined, policies of both
distributor and manufacturer related and op-
portunities outlined. However, it is interesting
to note that all this was done between 2 p. m.
and 4.30 p. m. and done thoroughly.
It was done thoroughly because the meeting
was completely rehearsed, not once but three
times. There is the answer to it all. Mr. Mc-
Guigan, in arranging a series of dealers' meet-
ings, of which the Columbus meeting was one,
took the stand that manufacturers and distribu-
tors should not take the valuable time of dealers
by stumbling and dragging through an unpre-
pared -meeting.
"Vaudeville audiences who pay to get in some-
times walk out of a poor show," said he, "and
John McGuigan, Jr.
I don't blame dealers for walking out on a
poor meeting."
The speakers were given a number of "don'ts"
which were adhered to such as: "Don't drag
in funny stories by the heels. If they have a
business point and bearing tell them but make
them short. Don't tell them what other people
are doing to increase sales. Tell them what
they can do. Don't boast about how big we
are. Tell them what we are doing to increase
business and they will appreciate our size.
Don't talk too long, better leave them hungry
than give them "mental indigestion." Every
speech was edited and repetitions omitted. Every
speaker but one talked less than twenty-five
minutes and that one who outlined policies and
a dealer advertising program talked less than
forty minutes.
Dealers were informed that no questions
would be answered from the platform, but the
speakers were available to take up individual
dealer's problems after the meeting. This pre-
vented the too often occurrence at such sessions
of a few garrulous dealers taking the floor
through questions fired at the speaker and then
monopolizing the meeting. A complete coverage
of a year's plans was accomplished in two and a
half hours. Its efifect on the dealers is illustrated
by a resolution offered at the evening banquet
by D. Varien Lawrence, dealer.
"It so happens that I was one of the first At-
water Kent dealers in the territory served by
the Columbus Ignition Co. I have attended all
of the conventions and dealer meetings ever
held by the Columbus Ignition Co. and have
always gotten a great deal oi good out of their
meetings. However, in my estimation, and I
believe I voice the sentiments of all the dealers
present, this has been the greatest meeting of
its kind that we have ever attended, and now,
Mr. Chairman, I move that in order that Mr.
Kent may know what a live-wire distributor he
has down here in Columbus and what a live-
wire bunch of dealers are back of this distribu-
tor, I move that the following telegram be sent
to the Atwater Kent Mfg. Co.
"Resolved, That the Atwater Kent dealers in
the Columbus territory as an expression of ap-
preciation to the Atwater Kent Mfg. Co. and
the Columbus Ignition Co., and in recognition
of the excellent policies outlined by the factory
representatives at this meeting, pledge their
efforts in promoting the sale of the Atwater
Kent products."
The evening session was a jollification, but the
kind which the dealers' wives could remember
with pleasure. Carnival hats, racket makers,
and a clean entertainment marked the evening
affair.
H. Emerson Yorke, who is connected with
the New York offices of the Brunswick Co. as
an executive in the recording studios, is spend-
ing an enjoyable vacation on the Pacific Coast.
While in Los Angeles Mr. Yorke had the pleas-
ure of visiting the studios of Warner Bros,
when the Brunswick star, Al Jolson, was mak-
ing a Vitaphone record. Mr. Yorke will return
some time this month.
High
Resistance
Voltmeter
Dealers desiring a quick accurate means of determin-
ing and adjusting B eliminator tap voltages have the
ideal instrument for that purpose in the Jevv^ell Pattern
No. 116 B eliminator voltmeter.
The voltmeter has an extremely high internal resistance,
and accordingly, requires but a small amount of current for
operation (I'/i milliamperes for full scale deflection on the
250 volt scale). It combines the characteristic Jewell qualities
of sturdiness and accuracy.
Write for descriptive circular No. 1018
Pattern No. 116 high resist-
ance B eliminator nioltmeter has
a double range of 0-50-250 'volts.
The internal resistance is 800
ohms per -volt. Scale is silver-
etched ujith black characters
and movement parts are all
silvered. It is equipped ivith
zero adjuster — standard ivith
all Jeivell instruments.
Jewell Electrical Instrument Co,
1650 Walnut St. Chicago
"27 Years Making Good Instruments"
Thomas A. Edison
THIS year is a momentous one in the liis-
tory of the music industry, for it repre-
sents the golden jubilee year of the inven-
tion of the phonograph by Thomas A. Edison,
which was announced to the American public
on August 12, 1877. This year also marks the
golden jubilee of the division of the industry
which has grown to such tremendous heights
since that first little iron and tinfoil machine re-
peated, with a faithfulness surprising at that
time, Mr. Edison's own statement that "Mary
had a little lamb."
Nation Celebrating Anniversary
As The Talking Machine World goes to press
this month the fiftieth anniversary of the Edi-
son phonograph is being celebrated wfth proper
ceremony, with prominent men in every walk
of life throughout the nation taking opportunity
in one way or another to express to Mr. Edi-
son their congratulations and their appreciation
of what his inventive genius made possible for
the American public. In addition to these mes-
sages of congratulation and good-will from dis-
tant points, there are being held at the Edison
Laboratories at Orange imposing ceremonies to
mark the notable event.
Various stories have been circulated regarding
the manner in which Mr. Edison first devised
his original phonograph, and a number of these
stories claim that it was really the result of an
accident. Mr. Edison strongly refutes such
statements, and declares that the original idea
of the phonograph came to him quite naturally
and logically while he was experimenting on an
automatic method of recording telegraph mes-
sages on a disc of paper laid on a revolving
platen, exactly the same in principle as the disc
talking machine of to-day. The platen had a
spiral groove on its surface, and over this was
placed a circular disc of paper; an electro mag-
net with the embossing point connected to an
arm traveled over the disc and any signals given
through the magnet were embossed on the
Golden Jubilee of
Edison Phonograph
Thomas A. Edison Tells Own Story of the Invention of the
Original Phonograph Fifty Years Ago — How the Edison Prod-
ucts Have Been Constantly Improved Up to the Present Day
paper disc. When the paper disc was removed
from the machine and placed on a similar ma.
chine provided with a contact point, the em-
bossed record would cause the signal to be re-
peated into another wire, thus raising the speed
of telegraphic communication from 35 to 40
words a minute to several hundred.
"From my experiments on the telephone I
knew of the power of a diaphragm to take up
sound vibration, as I had made a little toy
The First Edison Phonograph
which, when you recited loudly in the funnel,
would work a pawl connected to the diaphragm,
and this engaging a ratchet-wheel served to give
continuous rotation to a pulley," said Mr. Edi-
son. "This pulley was connected by a cord
to a little paper toy representing a man sawing
wood. Hence, if one shouted: 'Mary had a little
lamb,' etc., the paper man would start sawing
wood. I reached the conclusion that if I could
record the movements of the diaphragm prop-
erly I could cause such record to reproduce the
original movement imparted to the diaphragm
by the voice, and thus succeed in recording and
reproducing the human voice.
The First Phonograph
"Instead of using a disc, I designed a little
machine using a cylinder provided with grooves
around the surface. Over this was to be placed
tinfoil, which easily received and recorded the
movements of the diaphragm. A sketch was
made and the piecework price, $18.00, was
marked on the sketch. I was in the habit of
marking the price I would pay on each sketch.
If the workman lost, I would pay his regular
wages; if he made more than the wages, he
kept it. The workman who got the sketch was
John Kruesi. I didn't have much faith that it
would work, expecting that I might possibly
hear a word or so that would give hope of a
future for the idea. Kruesi, when he had nearly
finished it, asked what it was for. I told him
I was going to record talking, and then have
the machine talk back. He thought it absurd.
However, it was finished, the foil was put on;
I then shouted 'Mary had a little lamb,' etc. I
adjusted the reproducer, and the machine repro-
duced it perfectly. I was never so taken aback
in my life. Everybody was astonished. I was
always afraid of things that worked the first
time. Long experience proved that there were
great drawbacks found generally before they
could be made commercial; but here was some-
thing there was no doubt of."
Great Interest in Invention
This, in brief, is Edison's own story of the
invention of the first phonograph, which created
a furore throughout the country and made it
necessary that he make numerous duplicate
models of the original crude machine so that
the people in various sections might see and
hear for themselves this new device for record-
Jubilee Model Edison Phonograph
ing, and reproducing the human voice and mu-
sical sounds.
Shortly after the first phonograph was pro-
duced, Mr. Edison became deeply interested in
(Continued on page 70")
Have You Heard
The ^Thonic'^ Type
Tone Arms
and
Reproducers?
MUTUAL products
bring
MUTUAL satisfaction
Adding to distributors. Write for
particulars
DISTRIBUTORS:
Canadian Acme Screw & Gear, Ltd.
1209 King St., W., Toronto, Can.
Industries Unidas, S.A. Balderas 110,
Mexico City, Mex.
The Mutual De Luxe
Combination — Means
Bigger Sales — More Profits
610 Broadway, New York
MAX TARG, Western Factory Representative
229 W. Randolph St., Chicago
SHAPLEIGH HARDWARE CO.
4th St. & Washington Ave.
St. Louis, Mo.
68
The Talking Machine World, New York, August, 1927
69
is the new NOTE in
di
Your customers today demand beauty
in radio. Beauty — not only in tone,
but beauty in appearance.
Splitdorf has been the first to rec-
ognize this demand, and to strike this
new note in radio. The beautifully
designed models combine perfection
of performance with the decorative
value of fine furniture.
The sensation caused by the new
Splitdorf models at the recent Chicago
Trade Show proved that Splitdorf leads
in radio beauty today.
12. models — $45 to $8oo
Prices apply only east oj the Rockies
THE ABBEY
Patterned after an Old World jewel case. Devoid of metal trim-
mings. Done in antique walnut with carved ornament. Equipped
with the new Splitdorf single dial receiver, employing four tuned
circuits. List price, without accessories, $ioo. Splitdorf cone
tone speaker, $35.
THE LORENZO
A magnificent model in the style of the Italian Renaissance. Massive, yet its tapered sides
permit of its placement in a restricted space. Equipped with the new Splitdorf six-tube
receiver unit. Single knob control. Illuminated dial, enclosed loud-speaker and Splitdorf
socket power plant. List price, $350.
( oJ S p I i !
T F R S E Y
iCUXimCAUI CORMCT
70
The Talking Machine World, New York, August, 1927
Fiftieth Anniversary of the Invention
of the Edison Phonograph Being Observed
(Contmued
the electric light problem, and for a number of
years devoted practically his entire time to the
development of his electric light system, so
that it was somewhere around 1887, or forty years
ago, that he began his long line of experiments
looking toward the improvement of the phono,
graph, which resulted first in the production
of instruments with six cylinders, and then
developed through many and varied stages of
improvements, in the mechanism, the recording
methods, and the materials used. It is interest-
ing to learn that to-day, forty years after the
introduction of the wax cylinder record, and a
machine to play it, there are being sold an.
nually some thousands of Edison cylinder ma-
chines now known as Amberolas, and well over
a half million records to be played on them.
This constant desire for improvement re-
sulted in Mr. Edison devoting himself for a
period of over five years, beginning in 1905, to'
the development of the Edison disc phono-
graph, for the purpose of recreating most faith-
fully the music as performed by the living
artist. The new instrument was introduced in
1910, and the perfection of its reproduction was
impressed upon the public through the medium
of tone-tests comparing the living artist with his
recorded voice, conducted in all parts of the
country, and which are still a feature of the
Edison promotion work each season.
While it is true that many others have played
important parts in the development of the
phonograph and the talking machine, to the
point of perfection that they enjoy to-day, Edi-
son deserves the tribute of the industry because
of the fact that he was the pioneer who, by
first introducing the phonograph to the public,
crude though it was, developed a desire on the
part of that same public for recorded music
and thereby opened up the market that has be-
come world-wide in its scope, has reached into
the fields not dreamt of originally, and has
brought millions upon millions of dollars into
the pockets of those who have made, sold, and
performed for the phonograph and the talking
machine.
From the standpoint of the public the Edison
invention proved of incalculable benefit. Origi-
nally conceived as somewhat of a novelty, it has
proved the means for bringing to the American
home musical entertainment of the highest pr.
der, and for developing appreciation of music
in this country to heights never before attained.
These heights probably would be still unattain-
able were the average citizen compelled to go to
the opera or the concert hall to hear the voices
of the great artists and the music of symphony
orchestras and other organizations. In this
particular the phonograph and its counterparts
have proved an important and highly appreciat-
ed factor in education, and have done more
than their full share in making America musical.
As has already been said, upon the introduc-
tion of the original phonograph Mr. Edison did
not leave the work of development to others
but he, himself, for the past forty years has
given earnest thought to ways and means for im-
proving his own products and keeping step with
progress. Following the development of the old
cylinder phonograph came the introduction of
the Edison disc machine and records, and the
latter has already undergone numerous experi-
ments and improvements, promoting a wide
from page 68)
range of tone, greater volume, and longer play-
ing ability without getting away from the basic
principles upon which the Edison disc phono-
graph was built originally.
The culmination of these various improvements
in Edison products is found very fittingly in
the new line of Jubilee Models which have been
shown privately to a few members of the trade
much to their gratification and will be an-
nounced formally in the September issue of
The World. These models, displayed and dem-
onstrated during the Jubilee celebration at
Orange, aroused keen enthusiasm for their
greatly improved qualities, as well as for the
artistic and modern character of the case de-
signs. They are regarded as fitting memorials
of the passing of the half-century mark by the
Edison phonograph.
SCULLY
RECORDING
MACHINES
SHAVING
MACHINES
MASTER
WAX
SUPPLIES
JOHN J. SCULLY
3265 MAIN STREET
BRIDGEPORT. CONN.
TELEPHONE BARNUM 4998
Red Lion Cabinet Go.
Anticipates a Record Season
Desk Design Cabinet Which Proved so Popular
Last Year Is Retained and Companion Desk
Model Added — Console Cabinet Also in Line
Red Lion, Pa., August 8.— Although last year's
business surpassed all expectations, indications
are that the sales volume of the Red Lion
product. The Red Lion cabinet factory is not
subjected to the shifting of labor common in
larger centers. Practically all of the cabinet
makers in the Red Lion plant have their own
homes nearby and have been connected with
the organization for exceedingly long periods of
time, and thoroughly know their work.
The guiding hand in the success of the Red
Lion Cabinet Co. is J. B. Sechrist, vice-president.
As chief executive of this company Mr. Se-
christ has safely guided it in its steady growth,
and has still greater plans for it for the future.
Another popular member of the Red Lion
organization is C. S. Coleman, who might be
B
The Demand for Quality Never Ceases
To learn the difference between ordinary Cotton Flocks and
"QUALITY" Cotton Flocks, order a sample bale of our Stand-
. ard No. 920 for Phonograph Record Manufacturing.
CLAREMONT WASTE MFG. CO.
Large and Modern Factories of the
Cabinet Co. for the 1927-28 season will greatly
surpass last year's exceptional record.
Although only engaged in the manufacture of
radio cabinets for a comparatively few years
the Red Lion Cabinet Co. is an old-established
firm. It is universally recognized that cabinet
building is an art, and the many years' experi-
ence of this old-established house in the produc-
tion of cabinets enabled them to place upon the
market a year or so ago a radio cabinet in the
form of a desk that became immediately popu-
lar and just as quickly established the Red Lion
Cabinet Co. in this field.
Another contributing factor to the remarkable
achievement of the Red Lion Cabinet Co. in the
radio field is that it entered the radio industry
with a particularly well equipped manufacturing
plant.
Red Lion, Pa., a picturesque little town in the
toothills of southern Pennsylvania, is relatively
unknown outside of its own state, except for
its largest and busiest industry, the Red Lion
Cabinet Co. The Red Lion Cabinet Co. factory
with its four and one-quarter acres of floor,
space, and equipped with the most modern
woodworking machinery, electrically driven,
seems, almost out of place in its rural surround,
ings, but the advantage of this location is re-
flected in the quality and workmanship of the
Red Lion Cabinet Co. at Red Lion, Pa.
described as trade ambassador, and who is at
present presenting the merits of the Red Lion
line at the various gatherings of Atwater Kent
dealers throughout the country.
The useful as well as ornamental copyrighted
desk design which proved so popular last year
has been retained in the new line and has a
companion desk model constructed to contain
not only the Atwater Kent models 30 or 33,
but the new model "E" speaker as well. There
is also added to the line this year a console
cabinet.
Mr. Sechrist has announced an intensive na-
tional advertising campaign which opens this
Fall, and which, Mr. Sechrist points out, is
destined to provide Atwater Kent dealers and
distributors with a big increase over last year's
sales.
Bosch Radio Brings Fight
News to Fans in Theatre
A round-by-round description of the Demp-
sey-Sharkey fight was made available to the
patrons of Loew's Circle Theatre in New York
City through a Bosch radio receiver and
speaker, installed in the theatre by the New
York branch of the American Bosch Magneto
Corp. Many favorable expressions were heard
regarding the clear reception which the Bosch
products afforded.
Claremont, N. H.
COTTOIM 3FLOCKS
Air floated, all iajnrioiM f*r«ifB mMUr allmiaatad
for
Record and Radio ManifactinBg
THE PECKHAM MFG. CO. ^^.tr^lN.T'
The Talking Machine World, Nezv York, August, 1927
jpecial
FLa d i o
The
Fada Special
6 tube — 3 radio frequency
stages — detector — 2 audio
amplification stages. Indi-
vidual stage shielding.
Equalized amplification.
Fada 22 Cone
22 -inch free-floating cone
— permanent Parkerized
magnet. Cone of Grecian
design. Antique bronze
finished trifoot.
R,a d i o
jALES-SEByiCE
Fada advertises that its
equipment is guaranteed
only when purchased
from an authorized Fada
dealer. This free decal-
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definitely as our author-
ized representative.
m
urore;
ASK any live-wire dealer in New York where prac-
tically every radio is available for comparison —
Wliat is the outstanding seller in the market? What
is the public taking to with real enthusiasm?"
They'll tell you that the Fada Special and the
Fada Cone Speaker — the latest combination added
to the Fada Harmonated Reception family — is in a
class by itself. It satisfies — in performance and purse.
Dealers have found that the reliability and stability
of Fada offer a profitable franchise to work under.
Your town may still be open. Prompt action is
urged. Wire or write today for details.
F. A. D. ANDREA, Inc.
NEW YORK, N. Y.
Licensed under Hazeltine Corporation patents, Latour Corporation patents.
Radio Corporation of America patents —
Licensed only for Radio amateur, experimental and broadcast reception.
72
The Talking Machine World, New York, August, 1927
Wealth of Interesting Discussions Were
Feature of Western Trades Convention
Practically Every Angle of the Retail Music Trade Discussed in Addresses by Outstanding Deal-
ers— Edward H. Uhl Elected President of Association — Victor and Atwater Kent Entertain
San Francisco, Cal., July 29. — The recent con-
vention of the Western Music Trades Associa-
tion was one of the most successful ever held,
both from the point of attendance and from
the interest displaj^ed in the important and in-
teresting subjects discussed. In other sections
of this issue of The Talking Machine World
appear full reprints of three addresses of prime
importance to talking machine and radio dealers,
The3^ are: A talk by Gerald M. Best on meth-
ods for increasing record sales; "Radio and
Talking Machine Service — What It Should Be
and How It Can Be Made to Pay," by Loren
L. Ryder, and an address on selling radio in the
music store by R. E. Smiley.
Other talks of interest included: "The Ad-
vantages of State and Local Associations," by
Edward H. Uhl, past-president of the National
Association of Music Merchants; a talk by L.
E. Fentron, president of the Music Trades'
Association of Southern California, who de-
scribed a successful series of lectures for sales-
men staged by that Association in co-operation
with local dealers, each paying half the cost.
These talks were the principal features of the
first day's meeting.
On the second day, G. L. Taylor spoke on
"All Kinds of Music for All Kinds of People";
C. W. Banta, local banker, treated the subject
"Instalment Selling To-day." Other talks in-
cluded a detailed description of operating a
business on a budget system and one on the
training of salesmen.
In addition to the addresses which are men-
tioned in the opening paragraph and which ap-
pear in full, the following were also heard on
the third day of the convention: "The Phono-
graph Trade-in," discussed by William M.
Cross; "Electricity in Music," by R. J. Heffner,
and the relation of broadcasting to radio mer-
chandising, discussed by J. W. Laughlin of
Station KPO.
Edward H. Uhl, of Los Angeles, was elected
president; G. F. Johnson, of Portland, Ore.,
first vice-president; Loyal W. Daynes, of the
Consolidated Music Co., Salt Lake City, second
vice-president; Frank Grannis, Southern Cali-
fornia Music Co., Los Angeles, treasurer; D.
Palmer Tucker, Wiley B. Allen Co., Los An-
geles, secretary, and A. G. Farquharson, of Los
Angeles, executive secretary. The directors are:
For Arizona, Gene Redewill, of Phoenix. Brit-
ish Columbia, James Fletcher, of Victoria, and
Daryl Kent, of Vancouver. California, Frank
Anrys, San Francisco; Wm. Cross, Oakland;
Mrs. S. S. Hockett, Fresno; A. D. Lamotte,
San Diego; John Martin, Los Angeles; Norman
F. Maw, San Diego; Ellis Marx, Sacramento;
Don C. Preston, Bakersfield; Frank Salmacia,
Glendale; Morley T. Thompson, San Francisco,
and James T. Fitzgerald, Los Angeles. Idaho,
C. B. Sampson, Boise. Montana, W. C. Orton,
Butte. Oregon, E. B. Hyatt, Portland, and G. C.
Will, Salem. Utah, George S. Glen, Ogden.
Washington, Russell T. Bailey, Spokane; Hugh
Campbell, Seattle, and E. R. Mitchell, Seattle.
Los Angeles will be the next convention city.
A number of dinners and other entertain-
ments were arranged for delegates. On the
second night all those who had registered at
the convention were the guests of the Victor
Talking Machine Co. at an elaborate dinner
and dance held in the Colonial ballroom of the
St. Francis. A number of Victor artists enter-
tained, among them Morice Gunsky, popular
tenor: "The Rounders" Quintet, now appear-
(closed)
H-54, W-31, D-lQiA
Antique Walnut
Panel SYz x 25
With Newcombe-Hawley Horn
One of the many new
designs in the most
comprehensive line of
Radio Cabinets on the
market.
Thirty-five patterns to
select from in all the
leading finishes and
with panel sizes for all
receiving sets.
Write today for cata-
log and prices of Radio,
Record and Roll Cabi-
nets, i
THE UDELL WORKS
Established 1873
Indianapolis, Ind*
ing in "Topsy and Eva," and others. The Hor-
ace Heidt Orchestra from the Athens Club, and
Eddie Harkness, from the Mark Hopkins Hotel,
furnished music for the dancing. It was an
evening that will not soon be forgotten.
On the following evening registered dele-
gates were the guests of the Atwater Kent
Manufacturing Co. at a dinner and dance at
the St. Francis. The guests gathered in the
Italian ballroom, where a Bohemian atmos-
phere had been arranged with entertainment
and singing. They then adjourned to the Colo-
nial ballroom where supper was served, and a
number of unique features were introduced.
The dance music was by the Atwater Kent
Radio Orchestra, and during the evening a
number of artists were presented, including
Allan McQuahe, popular tenor and Brunswick
artist, and Carolyn Cone-Baldwin, pianist, and
Chickering-Ampico artist.
Tests Prove the Efficacy
of Star Antenna Outfit
Surface Area of Fifty-five Square Inches Is
Equal to 200 Feet of Stretched Wire— Works
on All Types of Radio Receivers
"Hitch your radio to a Star Antenna" is the
slogan of Star Antenna Sales of Elkhart, In-
diana, whose new product appeared on the mar.
Star Antenna
ket recently. The antenna is said to be espe-
cially well adapted, as it supplies a surface area
of fifty-five square inches, which is equal to 200
feet of stretched wire. The manufacturer states
that the receiver equipped with the Star an-
tenna will be more selective, signals will be
clarified, and static reduced. Tests have been
made which show that it will work efficiently
both Winter and Summer and on all receivers.
The Star antenna, made of cast aluminum,
which will not rust or corrode, is ten inches
across the tips, and 3-16 of an inch thick. It is
installed on the house-top on a ten-foot length
of electric conduit pipe. A binding post is
mounted in the center of the Star to which
fifty or more feet of insulated wire lead-in
should be attached. The new product, which is
said to utilize the principle of the lightning rod,
and applies it directly to the radio receiver,
retails for $5.00. The Star Antenna Kit, which
lists at $1.50 additional, supplies everything
needed for the installation except the ten feet
of pipe.
Appointed Distributor of
Cunningham Radio Tubes
The Progressive Musical Instrument Corp.,
New York, has been appointed a distributor of
Cunningham tubes in the metropolitan district,
according to announcement by Edward Biel,
secretary and sales manager of the Progressive
organization.
The Talking Machine World, Nezv York, August, 1927
73
A Super-Quality line backed
by an Intensive Sales and
Advertising Program - - -
FIRST of all, Basco Radio Power Units are quality mer'
chandise* They are built to material and precision
standards comparable with the manufacture of the fin-
est radio receivers the industry has to offer!
Basco Power Units convert 110 volt 50-60 cycle A. C. cur-
rent into ideal radio power for all 6-volt receivers of 1 to 10
tubes. New standards of radio reception are established —
in uniformity, constancy, musical range, clarity, volume.
New standards of convenience are provided — almost total
freedom from upkeep attention and servicing.
We^re telling the radio public about these super-quality
radio power units through a complete, intensive advertis-
ing and retail merchandising program — newspaper adver-
tising, local ads for dealers' use, window displays, direct
mail, booklets, folders, etc. All of this advertising will be
centered around Basco dealers to produce direct results —
immediate sales for these dealers!
Write for full details of our selling program and par*
ticulars about Basco Radio Power Units — descriptive
information, prices, discounts, names of distributors*
BRIGGS & STRATTON CORPORATION, Milwaukee, Wis.
BASCO
RAiDIO
POWER
UNITS
This attractive sign will guide
interested prospects to your
store — will identify you as the
Basco dealer in your com-
munity. Ask your jobber
for one of these signs.
"B" Power — Exclusive hook-up
brings out, deep, low notes and
highest-pitched tone?. Easily
adjustable to all power tubes.
Output oi 50 railliamperer. at
185 volts. Tube rectification.
"A'* and "B** Power — Entirely
automatic. Highest quality, glass-jar
Exide **A'* power with Basco self-
charger equipped with Raytheon rec-
tifying tube, (not a trickle charger).
"B" Power of exceptional efficiency.
RADIO PmMBR UNITS
74
The Talking Machine World, Neiv York, August, 1927
A
Complete List
of
Distribu tor s
JAMES K. POLK, INC.
217 Whitehall St., S.W., Atlanta, Ga.
CONSOLIDATED TALKING MA-
CHINE COMPANY
227 W. Washington St., Chicago, 111.
JUNIUS HART PIANO HOUSE, LTD.
123 Carondelet St., New Orleans, La.
CONSOLIDATED TALKING MA-
CHINE COMPANY
2957 Gratiot Ave., Detroit, Mich.
CONSOLIDATED TALKING MA-
CHINE COMPANY
1424 Washington Ave. So.,
Minneapolis, Minn.
THE ARTOPHONE CORPORATION
1624 Pine St., St. Louis, Mo.
IROQUOIS SALES CORPORATION
210 Franklin St., Buffalo, N. Y.
OKEH PHONOGRAPH CORP.,
(Newr York Distributing Division)
15 W. 18th St, New York City
STERLING ROLL AND RECORD
COMPANY
137 W. 4th St., Cincinnati, Ohio
OHIO SALES & SUPPLY CO.
1231 Superior Ave., Cleveland, Ohio
L. D. HEATER
4691/^ Washington St., Portland, Ore.
JAMES K. POLK, INC.
1315 Young St., Dallas, Texas
JAMES K. POLK, INC.
811 West Broad St., Richmond, Va.
Cleveland Victor Dealers Effect Tie-
up with Recent Visit of Col. Lindbergh
Window Displays and Newspaper Advertisements Used in Connection With Visit of Aviator —
B. W. Smith Co. Appointed Mohawk Distributor — Plans for Annual Convention
Cleveland, O., August 8. — The B. W. Smith
Co., distributor of Edison phonographs and
records, has on display the new type of machine
known as the Consolette, and a great deal of
interest has been shown by the trade in the
new model, Mr. Hershberger, manager of the
company, states that practically all Federal
dealers are continuing this line again, and that
they are busy getting ready for an early buy-
ing season. The company has also been ap-
pointed distributor for the Mohawk line of radio
receivers for northern Ohio, and samples of
these receivers are now on display in the show-
rooms. Territory is being assigned to dealers.
The outlook for business is very good, Mr.
Hershberger feels, judging from the way orders
are coming through.
H. C. Schultz, president of H. C. Schultz, Inc.,
of Detroit and Cleveland, was a visitor to the
Cleveland branch on Chester avenue and East
Seventeenth street, the latter part of the month.
The company, which is a Sonora distributor, has
received samples of the new six and seven-
tube sets that have created a very favorable im-
pression in the trade. A good indication of the
growing popularity of Sonora in Ohio is shown
by the record of C. H. Mauck, a salesman for
the company, who opened fifty-nine new ac-
counts from May 10 to June 30.
Cleveland Columbia dealers are highly en-
thused over Guy Lombardo and his Royal
Canadian's first record which has just been re-
leased. This band is very popular in Cleveland
and is a regular broadcaster over WTAM. The
firs.t record, "Under the Moon,'' is having a very
heavy sale and all deale'rs are tying up with the
event through window displays and advertising.
The Wright Music Co. in particular had a fine
tie-up, having large banners across the front of
the store, and a large photo of Guy Lombardo
in the window with a display of the records.
Another Columbia record that is proving a
knockout is "Two Black Crows." R. J. Mueller,
district manager, states that the branch is being
swamped with orders for it and it is impossible
to take care of all the orders received in the
customary prompt Columbia manner. Business
on records has been very heavy, and the move-
ment on machines, especially portables, has
been satisfactory.
Plans for the coming convention of the Music
Merchants Association of Ohio are practically
complete, Rexford C. Hyre, secretary, has an-
nounced. While the speakers have not yet been
announced it is understood that they will all be
prominent in the trade and well worth listening
to. A boat ride on Lake Erie, a golf tourna-
ment, a theatre party for the ladies, luncheons,
banquet, etc. The Hotel Winton, the head-
quarters, is right in the heart of the downtown
district and is modern in every respect. "The
largest and most successful convention ever
staged," is the slogan of the officers of the
Association.
Victor dealers throughout Cleveland made a
splendid tie-up with the visit of Colonel Lind-
bergh on August 1 in connection with his ad-
dress in New York recorded by Victor Co.
Many of the trade had special newspaper ads
as well as displays of the record and a large
number were sold. The Cleveland Talking
Machine Co., distributor of Victor products,
had all its trucks decorated with banners an-
nouncing the record.
Trade Activities in the
Salt Lake City Field
Retail and Wholesale Business Continues Good,
According to Reports of Trade Leaders, Who
Express Optimism Over the Outlook
.Salt Lake City, Utah, August 6. — The talk-
ing machine business, both retail and wholesale,
has been exceptionally good during the past
month. This applies to machines as well as to
records. Everyone in the business is delighted
with the situation and with the outlook for Fall.
There is not quite so much activity just now
from an industrial standpoint, but the crops are
in fine shape with a good outlook for satisfac-
tory prices, and no one doubts that the indus-
trial situation will improve in the Fall.
John Elliot Clark, head of the John Elliot
Clark Co., Victor distributor for this territory,
said today: "Business is fine with us. We can't
get enough merchandise to meet the demand
and are sold well in advance of shipments from
the factory."
At the Columbia Stores Co., distributor of
the Columbia line of phonographs and records,
it was announced that "Business has been ex-
ceptionally good this Summer."
The Brunswick Co. reported business as
ahead of last year. "There has been a particu-
larly good demand for smaller Panatropes,"
said G. C. Spratt, manager of the local branch.
Mr. Spratt said that their portable phonograph
business had been better than usual, and that
the machine retailing at $27.50 had been in
greatest demand. In the record department, he
said, they had had a good demand for their
organ and new waltz records.
Collections seem to be in excellent shape
when one takes into consideration the fact that
business men in many other lines are complain-
ing' We have not heard one phonograph
wholesaler or dealer complain about slow col-
lections for a long time.
C. H. Wilkes, an experienced phonograph
man well known in the Montana section, has
been secured by the John ElHot Clark Co.,
Victor distributor for the Mountain States, to
represent them in that section.
Algonquin Electric Go.
Perfects Remote Control
Manufacturer of Thermiodyne Receiver and
Algonquin Cone Speaker Announces Products
That Are Something New in Design
"Remote Control" by which a radio set may
be operated by one control only, and at a dis-
tance from the instrument, has been perfected
by the Algonquin Electric Co., Inc., New York,
manufacturer of the new Thermiodyne receiver
and the Algonquin cone type speaker.
"We have been busier in our laboratory per-
fecting 'Remote Control' Thermiodyne Algon-
quin speaker and other new radio devices than
in the dev°elopment of merchandising plans,"
states Leo Potter, president of the Algonquin
Electric Co. "However, we now have some-
thing as revolutionary in radio dial control as
the automatic changing of records in the phono-
graph field. There are two types of 'Remote
Control.' The mechanical type permits control
of the set from across the room, and the elec-
trical type permits the owner to install his set
anywhere he likes, place his loud speaker
wherever he chooses to do so, and operate the
instrument from wherever he finds it most con-
venient."
Mr. Potter stated that the "Remote Control"
device may be used in conjunction with any
single control radio receiver by simply remov-
ing the dial, attaching the new device and mak-
ing one hook-up to the rheostat terminal.
YVif Talking Machine World, New York, August, 1927
*
Making the Best
BETTER
Once again, from the laboratories that gave
radio its first cone speaker, comes another
startling advancement — the Farrand OVAL
Speaker — to further revolutionize tonal re-
production. Its advent will not only usher
in a countrywide wave of enthusiasm among
radio owners, but mark a greater 'tharx' ever
Farrand season among radio dealers.
0
0
0
Four models— the OVAL Jemor, at $32.50—
the OVAL 'junior, {illustrated), at $16. 50— the
OVAL IsOall, at $45— the OVAL Tedestal, at
$60 — shghtly higher in Far West and Canada.
FARRAND MFG. CO., INC.
LONG ISLAND CITY, N.Y.
The Talking Machine World, New York, August, 1927
l^ugust ' the month when you
establish your radio connection
^will decide how much profit
you make out of radio this season
and the seasons to come* In
making your plans, we suggest
you bear 6 facts in mind ^ ^ ^
Model 15
Model 11
f;
Model 17 'E
LONG DISTANCED-
TRAOE MARK REO. ^ '
RADIO
WORLD'S LARQEST MANUFACTURERS OF HIQH QRADE RADIO
e Talking Machine World, New York, August, 1927
T)ecide /
1
Who is the manufacturer that has
uniformly made money for his deal-
ers the last four successive seasons.
Who is the manufacturer that is the
largest producer in the world of high
quality radio.
Who is the manufacturer that has
never overproduced, never dumped,
never slashed prices.
Who is the manufacturer that makes
a complete line— 3 circuits— 6, 8 and
10 tubes— loop and loopless — battery
or electric — 16 models — meeting all
pocketbooks, $100 to $2500.
Who is the manufacturer that gives
you protection— makes it worthwhile
for you to sell.
Who is the manufacturer whose
franchise is acknowledged the most
valuable in radio.
Model 16
De Luxe English Model
LONG DISTANCE4-
TRAOe MARK f<eO* '
WORLD'S LARQEST MANUFACTURERS OF HIQH QRADE RADIO
The Talking Machine World, New York, August, 1927
Here is a — ■
''New and Better Voice''
for all Radios
Retails
for
$1750
The
GUAM
LOUD
SPEAKER
Embodying the New ^ ^ S tr etched ' Reed ^ ^ Principle
The Quam Loud Speaker introduces a new and startling improvement in Loud Speaker con-
struction. Instead of a floating reed secured at only one end, the Quam Speaker has a
Stretched Reed — like the human vocal chords. The result is amazingly superior to any you
have heard before.
— It gives a much wider range of accurate tone reproduction.
— It picks up and reproduces the highest tones of the violin as faithfully
and as fully as the deepest tones of the pipe organ.
— It has unmatched range — and giies you all.
— It is free from "blasting."
Matchless Quality — Striking Beauty and
Popularly Priced at $17.50
A product of a factory that has been supplying parts to America's greatest radio manufactur-
ers for a number of years. Exceptionally permanent construction requires no adjustment at
any time. It is a beautiful, lasting, marvelous "New Voice for Radio."
Write for descriptive circular and dealers' dis'
counts, or better still, order one for personal trial.
QUAM RADIO CORPORATION
9702 Cottage Grove Avenue Chicago, 111.
JOHN HAVILSON, Manager
324- WASHINGTON SI,BOSTON,MASS
^BOSTON
ENGLAND
New England Columbia Dealers Acclaim
Company's Tie-up with Kolster Radio
United Music Co. Opens Tenth Store at Providence, R. I. — Columbia Masterworks in Demand
— J. T. Pringle With J. H. Burke Co. — Burke Co. Increases Facilities — Other News
Boston, Mass., August 9. — W. S. Parks, man-
ager of the New England department of the
Columbia Co., has just returned from an auto-
mobile trip to most of the large centers and
was much impressed with the improved busi-
ness conditions throughout the territory. Deal-
ers, generally, he says, are most enthusiastic
over Columbia's tie-up with Kolster and the
formation of the Columbia broadcasting chain
which at present includes two New England
stations, WNAC and WEAN.
Columbia Masterworks in Demand
J. C. Hodge, special sales promotion repre-
sentative of the Columbia Co., has covered
most of the important places in New England
during the past few weeks and he reports un-
usual interest on the part of dealers in the Mas-
terworks Fine Art series. He predicts that the
Fall and Winter business will exceed any pre-
vious season in this class of recording.
United Opens Tenth Store
Charles Feldman and Charles Popkin, both
widely known in the music field of New Eng-
land, have just opened up their tenth store, this
latest one being located at 283 Weybosset
street, Providence, R. I. As proprietors of the
United Music Co. these energetic young men
have been rapidly expanding since 1901 when
they opened their first warerooms at Brockton,
soon opening stores in Plymouth and Wil-
limantic, Conn. Other places where they now
have stores are Rockland, Taunton, Webster,
Mass.; New London and Stafford Springs,
Conn., and Westerly, R. I. In their first store
at Brockton only talking machines were car-
ried, but as they began to expand they broad-
ened their field of activity until now they also
handle radio and accessories as well as pianos.
J. H. Burke Co. Settled in New Home
Now that the J. H. Burke Co., of 221 Co-
lumbus avenue, is completely settled in its en-
larged quarters, business, despite mid-Summer,
is coming along well, so well, in fact that Man-
iiiiiiiiiiiniiiiiiniiiiiiiiiiiiiiaiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^
ager Joe Burke has been able to get away only
once or twice and then for brief intervals. Joe
says the new stufif, especially the Atwater Kent
line, is coming along well and everything is
shaping up satisfactorily for a big Fall busi-
ness. A caller at the Burke company's offices
a few days ago was Frank Goodman, general
sales manager of the Sonora Co.
J. T. Pringle With J. H. Burke Co.
The J. H. Burke Co., this city, wholesale
radio and phonograph distributor in the New
England States, announces the recent appoint-
ment of John T. Pringle as <jffice manager.
Mr. Prine;le has had extensive executive and
Handsome Display Room of J. H.
sales experience, and is well known in the
phonograph and radio trade. For over eight
years he was connected with the Sonora Phono-
graph Co. in various capacities, starting as office
manager and later becoming assistant sales
manager, and branch agency manager. He re-
signed from the Sonora Co. to become office
manager of the Magnavox Co. in charge of the
Eastern branch office in New York, and from
there went to the home office of the company,
in Oakland, Cal., where he had charge of mer-
chandising distribution to the jobbing trade.
The steady and sturdy growth of the J. H.
Burke Co. in the past few years has necessitated
enlarged office and warehouse facilities, and a
general increase in the office and sales force.
The expansion has recently been provided for
by additional space leased in the same building,
immediately adjoining the former quarters.
With its enlarged facilities the company is
now equipped to properly handle the big volume
of business expected this Fall from the di-
versified line it now carries. This includes:
Atwater Kent radio, Pooley and Red Lion
cabinets, Sonora phonographs and radio, RCA
and Raytheon tubes. Majestic eliminators, Ev-
eready batteries, Elkon chargers and a general
line of leading radio accessories.
How Trade Figures Are Spending Holidays
Vacations are now in order at the Burke
headquarters. Tom Burke is at Hull though he
comes up to the office
often; Dick Keyes is
at North Woodstock,
N. H.; Daniel Lynch is
touring Canada and
Bob Stewart is spend-
ing his vacation with
his family at York, Pa.
Robert Steinert, of
M. Steinert & Sons,
with Mrs. Steinert, is
taking a short vacation
at Peterborough, N. H.,
where he and his wife
are the guests of the
latter's parents, Mr.
and Mrs. Guy Currier.
Francis T. White,
manager of the talking
Burke Co. machine department of
the C. C. Harvey Co., is away on his vacation.
Harry Spencer, of the Brunswick Co., who
hasn't been with the military organization for
several years, is planning to go to camp with
the First Corps of Cadets the middle of this
month, the camp as usual being at Fort Wright,
Fisher Island, in Long Island Sound. Piatt
Spencer, his brother, also of the same house,
has just returned from his vacation.
lillllllllllllllllllllllllllllllllllllllllll
Months of Opportunity
After a busy summer with portables for the vacationists,
and the larger models, of course, for the stay-at-homes,
what then?
Here comes August with the need for preparation, then
September to open a new season of heavy selling with
a balanced line of instruments — plain and in combina-
tion— that is the most complete in Victor history.
How are you prepared? Ditson Service
can help you.
Oliver Ditson Co.
BOSTON
Chas. H. Ditson & Co.
NEW YORK
■llllllllillllllilllllllllllllllllllllllllllllllllllllllilllllllllllllll^
75
The Talking Machine World, New York, August, 1927
FEDERAL Q RJ HQ -
REG. U.S- PAT. OFF.
: ' . ■ ■ ■■ "
£.45-60 tubes. Balanced tuned
radio frequency. Full opera-
tion from light socket. Has current supply
equipment eliminating all batteries. Sin-
gle control. Very selective. Built-in
speaker, latest design. Set is completely
shielded. Splendid original cabinet de-
sign of figured walnut, with rich overlay
of fiddle-back mahogany. Built-in coupler
provides utmost in tonal rendition.
Without tubes or accessories. • $^gQOO
Federal
Radio
Standard Radio
Products
iRetailer
l^lew and Improved
light socket
Federal Retailers can now add socket-
operated Ortho-sonic radio reception
to the long list o£ desirable selling
features already offered by the widely
known Federal line.
Not only are new models now of-
fered, models more beautiful than ever
and with greater refinements in physi-
cal appearance and chassis construc-
tion—
Not only does this line insure you the greater sales opportu-
nity arising from wide variety, an all-satisfying price-range,
and a performance that no radio in the world has ever sur-
passed—
But now — in Federal construction — still further enhancing
Federal's prestige and desirability, comes full operation from
light socket.
Federal radio engineers have been working for years on the
various types of light-socket operation. This epoch-making,
new Federal development is the fruit of their efforts. And
the brilliant performance of the new Federal Ortho-sonic sets,
functioning with all A, B and C batteries eliminated, proves
how successful they were.
The Sign of the Designated
Federal Retailer
£.40 Six tubes. Balanced tuned radio
frequency. Single control. Ex-
tremely selective — maximum receiving
range. Rugged, all-metal construction.
Illuminated scale. Built-in speaker— lat-
est acoustical design. Receiver compart-
ment slides out to install tubes. Genuine
walnut cabinet, artistically antiqued and
inlaid with fiddle-back mahogany. Am-
ple space for all batteries or current sup-
ply devices. Without tubes or $'llSf)00
accessories —
[The Federal line also includes 1
four Custom-built Art Models I
priced from $650.00 to $122.5.00 J
E-5 Console
E-IO tubes. Balanced tuned radio fre-
quency. Extremely selective. Single
control. Maximum receiving range. Rugged,
all-metal construction. Illuminated scale. Per-
fect control of volume. Rich brown mahogany
cabinet. Beautiful inlay. ■Ki/2enn
Without tubes or accessories *10D —
E- 1 0-60 ^'^^ receiving set with circuit adapt-
ed for light-socket operation. Has
current supply equipment, eliminating all bat-
teries. Built-in coupler giving finest tone qual-
ity.
Without tubes or accessories $275—
E-5 Console
Specially designed and finished to match E-10 and
E-10-60. Ample space for all batteries $^n00
or current supply equipment ^ ~"
F-5 Console
p. JO Seven tubes. Balanced tuned radio frequency.
Designed for use with loop only. Single con-
trol. Maximum selectivity— long range reception.
Rugged, all-metal construction. Illuminated scale,
Perfect volume control. Mahogany cabinet— ver-
milion inlay. Finished in rich brovm— satin texture.
Without tubes or accessories (but in- SpiSnOO
eluding loop) —
F- 10-60 ^"^^ '■fi'^^iving set with circuit adapted
for light-socket operation. Has current
supply equipment, eliminating all batteries. Built-in
coupler giving fin»st tone quality. With- $QCnOO
out tubes (but including loop) OOW
F-5 Console
Specially designed and finished to fit F-10. Ample
space for all batteries or current supply equipment.
Equipped with special rubber tired $CnOO
casters — '
The Talking Machine World, New York, August, 1927
77
SONIC '
designs with full
operationl
This new Federal development moreover incorporates tre-
mendous strides in the elimination of the familiar shortcomings
of light-socket operation. By ingenious design, the maximum
of regulation to offset current fluctuations is obtained. A C
hum and other objectionable noises are reduced to a negligible
degree. No electrolyte, liquid or other material requiring re-
placement is used. And the current supply feature requires
but a single tube, and this carries a six months' guaranty with
replacement made on a pro-rata "mileage basis."
You should know about these sets. The Federal line is
backed by an organization of pioneers in the electrical com-
munication field. It is a line that will never be "orphaned." It
is broadly advertised nationally. An unusual line-up of news-
paper advertising and selling helps goes behind it. It holds
the respect and confidence of the most reliable class of retail-
ers in the field. No radio designation you can secure will ever
bring you more sincere co-operation or pay you more hand-
somely for your efforts.
Get in touch with your wholesaler; or write us — at once.
FEDERAL RADIO CORPORATION, Buffalo, N. Y.
(Division of The Federal Telephone Manufacturing Corp.)
Operating Broadcast Station WGR at Buffalo
D-5 Console
j^_jQ Five tubes. Balanced tuned radio
frequency. Centralized control. Very
selective. Genuine mahogany cabinet. Fin-
ished in rich brown. Without $1 nQOO
tubes or accessories
D-10-60 receiving set with circuit
adapted for light-socket opera-
tion. Has current supply equipment, elimi-
nating all batteries. Built-in coupler giving
finest tone quality. Without $18522
tubes or accessories
D-5 Console
Specially designed and finished to watch D-10
and D-10-60. Ample space for all bat- $3000
teries or current supply equipment..
p.40 Seven tubes. Balanced tuned radio fre-
quency. Designed for use with loop only.
Single control. Maximum selectivity— long range
reception. Rugged, all-metal construction. Illu-
minated scale. Exceptionally large built-in-speak-
er—latest acoustical design. Genuine walnut cab-
inet. Artistically antiqued. Inlaid with vermil-
ion. Ample space for all batteries or current sup-
ply equipment. Without tubes or ac- $^gQOO
cessories (but including loop)
p.^g.gQ Seven tubes. Full operation from light
socket. Has current supply equip-
ment, eliminating all batteries. Built-in coupler
gives finest tone quality. Balanced tune radio
frequency. Single control. Loop concealed in
door. Built-in speaker. Newest acoustical design.
Set is completely shielded. Cabinet of new and
unique design. Splendid appearance accomplished
by artistic use of diamond matched walnut with
maple and burl overlays. $60000
Without tubes OUU —
D.40 tubes. Balanced tuned radio fre-
quency. Centralized control. Built-in
speaker— latest acoustical design. Deep, rich tone
quality. Receiver compartment slides out to in-
stall tubes. Genuine walnut cabinet. Ample
space for all batteries. Without $90000
tubes or accessories ^AUU —
D.40-60 receiving set with circuit adapt-
ed for light-socket operation. Has
current supply equipment, eliminating all batter-
ies. Built-in coupler giving finest tone $OQ COO
quality. Without tubes or accessories..
78
The Talking Machine World, New York, August, 1927
Plaza Music Go. Enters
Radio Distribution Field
Splitdorf Radio Products to Be Leader in Line
of Famous New York Concern Long Con-
nected With the Talking Machine Trade
The Plaza Music Co., New York City, has
announced its entrance into the radio field.
The company occupies the enviable position of
being- one of the oldest established and larg-
est distributors in the music field, as well as
the manufacturer of the Pal "family" of port-
ables, including the new Pal Phonopact, Ban-
ner records and other well-known merchandise.
In the many years of its business history the
Plaza Music Co. has established itself in the dis-
tribution of only products of high reputation
and, what is more important still, throughout
this span of years has rendered a service to its
dealers that has built up a large following and
strong friendship throughout the entire industry.
Men capable of doing
precision work are rare.
For a quarter of a century
the National Lock Co.
has been handpicking its
army of metal workers.
The result is hardware of
accuracy, durability and
uniformity of finish. Get
a catalog of Rockford
Hardware - it will pay you.
^iStional j£Ock Co,^
/lockford./n,
U. S. A.
Cable Address: NATLOCK
Pochford
Hardware
Branch Sales Offices:
Chicago, 111.
Cincinnati, O,
Detroit, Mich.
Evansville, Ind.
Grand Rapids. Mich.
High Point, N. C.
Sheboygan, Wis.
St. Louis, Mo.
Indianapolis, Ind.
Jamestown. N. Y.
Los Angeles, Cal.
Milwaukee, Wis.
Seattle, Wash.
The same successful policies which have
guided this company in its career in the music
field will be applied to the radio division of the
company. In keeping with its policy of distrib-
uting only quality products, the announcement
is made that the major item in the radio line
will consist of the products of the Splitdorf
Radio Corp., of Newark, N. J.
The Plaza Music Co. is already busily engaged
in the awarding of dealer franchises in the ter-
ritory which includes the metropolitan district,
Westchester and Rockland counties. A com-
prehensive display of the Splitdorf line has also
been arranged at Plaza headquarters. The
radio division of the Plaza Music Co. will also
distribute a comprehensive line of fine radio
console cabinets and will include other national-
ly known and advertised lines of tubes, speakers,
power plants, "B" eliminators, etc. This new de-
partment of the Plaza organization has been
placed under the efficient care of Emil S. Schen-
kel, who has been connected with the Plaza
organization for many years and is well known
throughout the entire talking machine industry.
Choose Columbia Records
for Educational Series
Splitdorf President Com-
ments on Advanced Season
Walter Rautenstrauch, President of Splitdorf
Radio Corp., Reports That Benefits of Early
Trade Show Are Already Apparent.
The Radio Show and R. M. A. convention oc-
curring considerably in advance of the con-
sumer buying season seems to have met with
the hearty approval of everybody connected
with the radio industry. Walter Rautenstrauch,
president of the Splitdorf Radio Corp., Newark,
N. J., reports that the stimulating effect of the
show has already been felt.
"I gave it as my opinion just after the show,"
said Mr. Rautenstrauch, "that the convention,
enabling jobbers, dealers and manufacturers for
the first time to get together considerably in
advance of the consumer buying season, would
have a highly beneficial effect. There was op-
portunity to look over new models, and for
the trade to get properly lined up. Another
thing that impressed me at the time was
standardization of sets and of the industry.
"Now, since contacts have been made in the
field the pushing forward of the season is very
much in evidence. It simply means that where
jobbers had dealers lined up in September, or
later, this season all the preliminary work is
to be soon concluded, leaving the Fall season
open for the attention of the consumer. An
interesting feature in going around among the
dealers, as reported by our field men, is the
significance placed by the dealers on proper
license associations and patent controls. Never
before have radio dealers been so interested in
where a manufacturer stands on patents."
Musical Products Dist.
Co. Adds Kolster Line
Federal-Brandes, Inc., Announces Placing of
Line With One of the Leading Wholesalers
in the Metropolitan Territory
The appointment of the Musical Products
Distributing Co., Inc., New York, as a jobber
of Kolster radio sets, speakers and power units,
has been announced by Federal-Brandes, Inc.
In making this announcement, Federal-Brandes
officials state that the appointment of the Musi-
cal Products Distributing Co., which is one of
the best-known jobbing houses in the East, is
in line with its policy of increasing the strength
of its distributing organization. The territory
includes New York City, the lower Hudson
Valley, Long Island and Northern New Jersey.
Other Kolster jobbers in the metropolitan
area of New York are McPhilben-Keator, Inc.,
and Alpha Electric Co., Inc., both of New York
City, and the Newark Electrical Supply Co., of
Newark, N. J.
Ginn & Co., Publishers of Text Books, Make
the "Music Education Series" on Sixty-three
Double-Faced Columbia Records
Ginn & Co., of Boston, the largest publishers
of text books in the United States, with branch
offices in New York, Chicago, San Francisco,
Columbus, Dallas and Atlanta, have announced
that after a careful examination of all similar
products on the market they have selected
Columbia New Process records upon which to
record selections which are issued in record
form as an integral part of the course of singing
books, known as the "Music Education Series."
The "Music Education Series," begun in 1923,
has just been completed, consisting of sixty-
three double-faced records, of which forty-four
are ten-inch and nineteen are twelve.inch. On
these records 229 pieces of music are recorded,
all by members of the Philharmonic Orchestra
of New York. The series includes a five-book
course for schools in smaller towns, and an
eight-book course for large cities. The records
are equally adapted to either of these courses.
One of the deciding factors in the selection
of Columbia New Process records by Ginn &
Co. is the "laminated" or "new process," the
patents of which are controlled by the Columbia
Phonograph Co. Records, such as Ginn's Music
Education Series, made for study and many re-
playings, whose every note must be reproduced
exactly as recorded, and with a maximum of
clarity, should have a playing surface of the
utmost smoothness and durability. This the'
laminated process insures.
Yahr-Lange, Inc., Withdraws
From Distributing Field
H. C. Schultz Takes Over Detroit Branch and
Milwaukee Branch Is Made a Division of Tay
Sales Co. — To Push Super Ball Antenna
Milwaukee, Wis., August 4.— Fred E. Yahr,
president of Yahr-Lange, Inc., announced late
in July that his firm had withdrawn from the
distributing division of the phonograph-radio
industry. The Detroit branch of Yahr-Lange,
Inc., has been taken over by H. C. Schultz, Inc.,
and the Milwaukee branch is now a division of
the Tay Sales Co., of Chicago, Sonora distrib-
utor. In making the announcement of the
change, Mr. Yahr stated that in the future his
firm would not be a direct competitor with
other distributors who handle Super Ball An.
tennas, Yahr Speakers and the Super Ground
Clamp, which are sold through authorized dis-
tributors appointed by Yahr-Lange, Inc.
Since the introduction of its popular radio
product, the Super Ball Antenna less than two
years ago, the Yahr-Lange organization, under
the leadership and direction of Mr. Yahr, has
made rapid strides in its distribution. This Sum-
mer the Yahr Speaker was added to the line,
and it is said that 278 distributors now handle
Yahr radio products which are making very sat-
isfactory strides in popularity both with the
trade and the public.
New Sleeper Distributors
The appointment of two new distributors
with territories in the eastern counties of Ohio
has been announced by Gordon C. Sleeper,
president of the Sleeper Radio & Mfg. Corp.,
manufacturer of the Sleeper all-electric sets.
They are the Willis Co., of Canton, and the
Akron Parts Co., of Akron. Mr. Sleeper stated
that both of these houses, which are well known
in Ohio, are enthusiastic over the prospects of
a big year with the Sleeper line following ex-
haustive performance tests in their territory.
Active dealer interest has already been noted in
the Sleeper line in Ohio, according to reports
which are reaching the Sleeper Corp.
The Talking Machine World, New York, August, 1927
WHITE "A" SOCKET
POWER is licensed by
Andreivs-HammondCor'
poration under Andrevvs
Condenser and other An-
dretvs-Hammond patent
applications.
Our complete line of "A,"
"B" and "A-B" Power
Units gives a ivide, active
range of sales.
Julian M.White Manufacturing Co
Sioux City, Iowa
r
80
The Talking Machine World, New York, August, 1927
Steinite Labs. Receive
the Radio Corp. License
Steinite Distributors Informed of Latest Step
Taken by the Company to Keep Steinite
Receiver Abreast of Radio Progress
Chicago, III., August 8. — The Steinite Labs.,
manufacturers of Steinite radio receivers,
through their general sales office here, recently
announced that the firm had been granted a
license by the Radio Corp. of America. The
announcement vi2ls made by Oscar Getz, general
sales manager, who stated in a bulletin to Stein-
ite distributors that the company, in addition
to the engineering talent already possessed by
the organization, now had available the com-
bined engineering facilities of the Radio Corp.
of America, General Electric Co., Westinghouse
Electric & Mfg. Co. and the American Tel. &
Tel. Co.
Mr. Getz's announcement in part follows:
"This array of talent becomes available to us
$160
—and the
Finest of Its Kind
JSfAGNAYOX
POWER SPEAKER
(Dynamic)
Built on the electro-dynamic principle,
under exclusive Magnavox patents. Qual-
ity to match the finest sets. Center of at-
traction at Chicago Show in June. Works
directly from liyht socket. Uses one 216B
and one 210 type tube. Speaker unit can
supply B current to set. A sure-fire sales
leader.
LOBOY Model (above) list $160 (without
tubes).
Magnavox electro dynamic speaker, unit
only, type R4, for 6 volts, Yi ampere
field winding . . - - $45.00
Type E5 unit only, for use in electric
phonograph 100 volt, 40 milliampere field
winding $45.00
Type R50, unit only, as used in LOBOY
Speaker complete with amplifier and elim-
inator - - $110.00
WARWICK
Model Cone
Permanent magnet type —
handles power tube volume
without distortion — $27.50
Type M7 Self-contained, com-
plete permanent magnet cone,
unit only, iyt," diameter —
$12.50
Write, at once for name of distributor.
THE MAGNAVOX CO.
Oakland, California
Chicago Sales Office 1315 South Michigan Ave.
Chicago
through a license arrangement with the Radio
Corp. of America and its associated companies,
which enables us to manufacture radio sets un-
der various patents owned and controlled by
them. It is a real pleasure to make this an-
nouncement because it insures the continuation
of our already well-known ability to keep Stein-
ite sets well abreast of radio progress. This
announcement will enable our jobbers to go
ahead and plan for the coming radio season,
fully confident that the Steinite is bound to prove
one of the most desirable and profitable connec-
tions available in the radio field."
The license arrangements were completed
recently when Fred W. Stein, president of the
Steinite Labs., visited New York City to confer
with RCA officials.
Edison and Walsh Attend
Pacific Coast Convention
Seattle Dealers Benefit
From Co-operative Drive
Seattle Music Trade Association Sponsors Co-
operative Campaign, Adopting Slogan "Elec-
tricity in Music" — Most Successful
Seattle, Wash., August 4. — The co-operative
campaign waged by the members of the Seattle
Music Trade Association during the month of
June strongly emphasized the new types of mu-
sical instruments which utilize electricity in re-
producing. June was selected because the Audi-
torium Model Orthophonic Victrola was sent to
the city for a week of concerts, and the trade
realized the benefit of effecting a tie-up with
the publicity which was given the instrument.
The slogan "Electricity in Music" was adopted
and appeared in all the publicity and advertise-
ments which were inserted in various news-
papers, and which appeared three times
weekly. These advertisements described in de-
tail just exactly what electricity has to do with
the modern musical instrument. The difference
between the old and new methods of recording
was also explained. The music dealers were
fortunate in securing the co-operation of the
Pacific Telephone & Telegraph Co. and the
Puget Sound Power & Light Co., both of which
companies advertised liberally, using descriptive
copy written by engineers, telling the story of
amplification from the side of the utility com-
panies.
Reports from dealers indicate that the benefits
from the campaign were immediately apparent,
and all agree that the campaign has built a great
amount of business for the future.
Herman Segal Home From
Extensive European Trip
Herman Segal, executive head of the Unique
Reproduction Co., New York City, manufac-
turer of phonograph reproducers, returned to
New York on August 5 on the S. S. "Beren-
garia" from a combined business and pleasure
trip to Europe. Mr. Segal was away for seven
weeks and visited England, France, Germany,
Switzerland, Hungary and Roumania.
Upon arrival at his desk, he found that
samples of the Organ-Tone reproducer, a new
product recently ann-ounced to the trade, were
being widely distributed under the direction of
his son, Martin W. Segal, who directed the
affairs of the Unique Reproduction Co. in his
absence. He announced the appointment of a
number of jobbers, including one in New Eng-
land, who will handle the Unique Company's
products exclusively in that section. Mr. Segal
stated that wherever no jobbers have yet been
appointed, sales will be made direct to dealers
until arrangements are made with distributors
in those sections.
The Universal Electro Chemical Corp. has
been incorporated at Albany, N. Y., and will
engage in the manufacture of radio receivers
and other products. The company is capitalized
at $150,000 preferred stock and 5,000 shares of
common.
Receive Enthusiastic Welcome From Dealers
Who Admire New Edison Phonograph Prod-
ucts Shown for the First Time
Charles Edison, president of Thos. A. Edison
Inc., and Arthur L. Walsh, vice-president and
general manager Of the phonograph division of
the company, returned to Orange, on July 25,
from a special trip to the Pacific Coast to at-
tend the annual convention of the Western
Music Trades' Association in San Francisco. It
"Three's a Crowd" Is the Title of Harry Lang-
don's Latest Picture, But With Charles Edison
at His Right and Arthur L. Walsh at His Left
Three Seems All Right
is the first time in a number of years that Edi-
son factory executives have visited the Coast
and Messrs. Edison and Walsh were received
enthusiastically by the dealers, who were like-
wise much impressed with the latest develop-
ment in Edison products displayed during the
meeting, these including the newest records,
and a sample of the new instrument to be in-
troduced as marking the golden jubilee of the
invention of the phonograph by Thos. A. Edi-
son.
Newspapers in San Francisco and other
cities where the Edison officials stopped were
fully alive to the importance of the visitors, and
interviews with Mr. Edison not only appeared
in San Francisco and Los Angeles papers, but
were sent all over the country by the news
agencies. In connection with these interviews
Mr. Walsh tells a story that is well worth re-
peating. It seems that a young lady reporter
of a San Francisco newspaper commented upon
the wonderful naturalness of the Edison repro-
duction. Mr. Walsh admitted this and said to
her: "Our records are so natural that we do
not dare use artists who suffer from Halitosis."
The young lady was properly impressed and
mentioned the fact in her story.
After leaving the San Francisco convention
Messrs. Edison and Walsh stopped for a few
days at Los Angeles, and while there took the
opportunity of visiting the motion picture in-
dustry of Hollywood, where, as the accom-
panying photograph proves, they mingled with
the elite of the movie lots. On the way back
to Orange the executives stopped at Ogden,
Utah, and one or two other centers to visit
Edison distributing branches.
Pal Phonopact Is Popular
The Plaza Music Co., New York City, re-
ports that whereas all models of the Pal family
of portable phonographs are moving well, the
newest number, the Pal Phonopact, is meeting
with phenomenal success. The Pal Phonopact,
which is a "thin" portable only Syi inches deep,
found a very ready market when it was intro-
duced a month or so ago and an indication of
its popularity is to be found in the repeat
orders which are being received at Plaza head-
quarters. Many distributors and dealers have
reordered many times their originally antici-
pated quantities of the Phonopact. A particu-
larly descriptive slogan has been adopted by
the Plaza Music Co. for this little portable, "A
portable phonograph that is really portable."
The Talking Machine World, New York, August, 1927
81
Ree.U.S.Pat.Off.
No. 85— Nickel finish
No. 95— Gilt finish ■
ARTONE GRAND PORTABLE
With 53-in. Tone Column and
Artone De Luxe Reproducer
35
—AND WORTH IT
EIGHT OTHER
PORTABLE MODELS
$15 to $30
Reg.D.S.Pat.Off.
$85 '
$95
No. 125 — Brown finish
$125
SIX MODELS
of
CONSOLES and CONSOLETTES
$65 to $125
Write Today
for Catalog
No. 65— Nickel finish, $65
No. 75— Gilt finish -' $75
No. 79— Brown finish, $85
No. 76— Brown finish, $75
No. 80— Brown finish, $95
No. 81— Gilt finish . $110
BERG A, T. & S, CO., Inc., Long Island City, ¥♦
Designers and Makers of Cases for Over Twenty Years
82
The Talking Machine World, New York, August, 1927
Pittsburgh Auto Equipment Co. Is
Host to Fada Dealers at Pre -Showing
Samples of 1928 Fada Models Shown at Annual Gathering of Dealers in Pittsburgti Territory —
Washington Storage Battery Co. to Handle Grebe Line — Atwater Kent Dealers Meet
Pittsburgh, Pa., August 8. — The demand for
talking machines, records and portable phono-
graphs, especially the latter, for the past month
has been rather satisfactory, according to some
of the leading talking machine dealers here, al-
though by no means as brisk as the trade would
liked to have seen it. The number of vacation-
ists this year who are using portable phono-
graphs and radios is materially increased over
last year.
The Pittsburgh Auto Equipment Co., Fada
distributor, entertained 150 Fada dealers in the
English room of the Fort Pitt Hotel on July
28. Samples of the 1928 Fada models were on
display. Thomas I. Jenks, manager of the
radio department of the company, presided. J.
A. Sherrod, of the New York ofifice of F. A. D.
Andrea, Inc., spoke on metropolitan sales in
the Summer season. He is said to have in-
creased the New York territory sales this year
by an intensified selling campaign over $100,000
per month for the last three months. He stated
that the 1927 sales volume at the present
time is 12^^ per cent over the entire sales of
1926. L. J. Lutz, factory representative of the
company for the Pittsburgh district, gave some
valuable figures on the potential radio market.
H. C. Reene, of the National Carbon Co., ex-
plained the Eveready broadcasting program
his company had planned for the coming sea-
son. Finley Weisberger, of the Philadelphia
Storage Battery Co., followed with an interest-
ing talk on the Philco socket power units.
The co-operative advertising plans of the
Fada Company for the Fada dealers for 1927
were explained by Harry Winston of the Wins-
ton & Sullivan Co., New York, advertising
counsellors.
H. R. Dague and R. T. Jones, of Washington,
Pa., have organized the Washington Storage
Battery Co., with warerooms and offices at 48-50
North Franklin street, that city. The firm will
handle the Grebe radio sets and the Prest-O-
Lite battery as well as a full line of radio parts.
Martin A. Sigler, senior member of the firm
of C. M. Sigler, Inc., Steinway and Victor dealer,
of Harrisburg, died at his home there on July
23, aged sixty-eight years. He had been ill for
the past three years. His window, one son and
two daughters survive.
The Atwater Kent radio dealers in western
Pennsylvania to the number of over 250, their
families and sales stafTs were guests of the
Esenbe Co. at the third annual meeting and
banquet held in the William Penn Hotel, Tues-
day afternoon and evening, July 19. A. A. Buehn,
president of the Esenbe Co., welcomed the deal-
ers. There was a fine display of the latest At-
water Kent receiving sets, which was visited by
every dealer, who was given first hand informa-
tion on the latest developments in the Atwater
Kent field. Interesting addresses by Atwater
Kent executives featured the event.
The W. F. Frederick Piano Co. has opened a
branch store at 21 East Eighth street, Erie, Pa.
A full line of Victrolas and Victor records have
been installed in the new store, which is ad-
mirably located in the business section of the
northwestern Pennsylvania metropolis.
M. V. DeForeest, head of the music house of-
W. C. DeForeest & Son, Sharon, Pa., Victor and
Atwater Kent dealers, has been appointed a-
member of the Music Advancement Committee
of the Music Industries Chamber of Commerce.
Mr. DeForeest, who was in Pittsburgh recently,
stated that work had been started on the in-
stallation of a handsome new front for the music
store in Sharon. The present display window
will be enlarged and in the center of the en-
trance there will be installed a large floating
showcase. Mr. DeForeest stated that some in-
terior improvements to the store will also be
made for the purpose of enlarging some of the
departments.
E. B. Heyser, general manager of the W. F.
Frederick Piano Co., Victor distributor and
dealer, has returned from a motor trip to Can-
ada. He was accompanied by Mrs. Heyser and
their daughter.
The Doubleday-Hill Electric Co., of this city,
distributor of radio, has conducted for several
years past a radio broadcasting station of its
own, the call letters of which are KQV. This
station through all-day broadcasting has been
rendering a valuable dealer service, enabling
the radio dealers to demonstrate, test or install
radio sets during the day when there is no local
station on the air. The programs hitherto have
been short and broadcast at the request of the
dealers and for their convenience. This station is
now going on the air with regular evening pro-
grams three nights each week. It is announced
the programs will be of a high-class nature,
which will further add to the popularity of this
station.
Moran and Mack Go West
Moran and Mack, exclusive Columbia record- -
ing artists, opened in Los Angeles, Augtist
1st, on the Pantages Circuit. The Columbia
record, "Two Black Crows," has swept the
country, winning for Moran and Mack the high-
est praise, and tremendous sales on Columbia
New Process records. Their unprecedented
popularity inspired the Pantages Circuit to en-
gage them for a tour of California and the
Northwest.
Incorporation
The Culver Radio Music Shop, Brooklyn,
N. Y., was recently jncorporated at Albany
with a capital stock of $10,000.
MfifesUc
BTTPRR ^ »*B" Current Supply
SUPER
Neif Low
Vxices
Qreater
Radio Power
National
Reputation
Sells Steadily-Profitablyl
Because of their consistently satisfactory performance, Majestic
units are asked for by name, showing public confidence, and as-
suring you that Majestic goods MOVE. And at a handsome margin
of profit. Note the new low prices!
Majestic Super "B"
Recognized as the leader in popularity, sales and efficiency. For sets 1
to 12 tubes. List price of unit complete with the Majestic $00 Kf\
Super Power Tube ^^».OtF
Majestic Master-B
The precision B Power Unit offering complete control of all output
voltage taps. List price complete with Majestic super power ^00 sn
tube ^ii^.OU
Majestic Special Master-B
i 4 Similar in appearance and design to Master-B but equipped with four
/I/f „ * ^-f-, ^ B -|- taps for sets requiring same. List price complete with a>10 en
f y f \/Tl0^i/l/O Majestic Super Power Tube ^i£,.0\}
Super-Power ACE Models for Sets using the new A-C Tubes
B-Rectifier The 1927-28 season will see a tremendous demand for Power Units —
Most powei-ful B-Rec- Majestic has established a solid reputation with the trade and the public,
tifler made, sturdily / », j 1.
built for long life and Manufactured by
heavy duty. 1000 hr.
!Fi*S€ GRIGSBY-GRUNOW-HINDS CO.
more of service.
Retail price $4.50 4558 Armitage Ave,, Chicago, III.
The Talking Machine World, Nezv York, August, 1927
83
Long Compensated
Exponential Air
Column Type
TEMPLE SPEAKER
improves the tone quality ofkH\ radio set
npHE Temple Speaker is not
just "another speaker" for you
to sell. To the contrary it is truly
a musical instrument that sells
itself.
Wherever the Temple is heard its
audience is more than enthusi-
astic— it marvels — for no one be-
lieved that such reproduction of
tone was possible.
Listen to the Temple once. That's
the way your customers buy
speakers and that's the way you
should buy them.
Here is a speaker that is worthy
in every way of your most enthu-
siastic support. It will add many
more dollars to your profit sheet
this fall.
Rigid sales policy backed by ex-
tensive advertising campaign.
13 inch priced at $29.00 West of the Rockies $32.00
18 inch priced at $48.50 West of the Rockies $55.00
Console Model priced at $65.00 West of the Rockies $75.00
TEMPLE, Inc*, 213 S. Peoria St., Chicago
Sales offices in all principal cities
LEADERS IN SPEAKER DESIGN
The Talking Machine World, New York, August, 1927
H. T. Electric Co., Indianapolis, Holds
Third Annual Atwater Kent Dealer Meeting
Approximately 200 Dealers From All Parts of Indiana Attend Annual Gathering — Atwater Kent,
Pooley and Red Lion Cabinet Officials Speak — New Models Displayed
Indianapolis, Ind., August 7. — The H. T. Elec-
tric Co. held its third annual Atwater Kent
radio dealer convention on the roof garden of
the Hotel Severin recently and about two hun-
dred dealers from various parts of the state at-
tended.
Prior to the serving of lunch the dealers in-
spected the new lines of receivers, speakers and
Pa.; H. P. Humphries, of the Pooley Co., Phila-
delphia, Pa.; G. R. Hock, of the Bankers Com-
mercial Security Co., New York City; George
Jaud, district manager of the Atwater Kent
Mfg. Co., who presented the new Atwater Kent
merchandise and spoke on "Merchandising
Right and Wrong"; T. Wayne MacDowell, who
presented the Atwater Kent advertising plans
Among Those Present at H. T. Electric Co. Convention
From left to right are: George Jaud, J. McGuigan, Frank Miller, J. McKee, R. E. Smiley and T. Wayne MacDowell,
Atwater Kent Mfg. Co.; Adolph Wagner, Frank Low, J. W. Laufer and D. McKay, H. T. Electric Co.; C. S. Coleman,
Red Lion Cabinet Co.; H. Humphries, Pooley Co.; J. T. Conner, Conner Furniture Co.
cabinets, and in the afternoon attended a busi-
ness session. The meeting was opened by
Adolph Wagner, president of the H. T. Electric
Co., who welcomed the dealers. The session
was subsequently addressed by the following
speakers: J. T. Conner, president of the Conner
Furniture Co., of New Albany, Ind.; C. S. Cole-
man, of the Red Lion Cabinet Co., of Red Lion,
for the coming year, and Richard E. Smiley,
who spoke on sales and merchandising of At-
water Kent radio.
During the afternoon a theatre party was
given for the ladies, followed by a drive around
the city and later all were present at a banquet
on the roof garden of the hotel, a most en-
joyable convention wind-up.
McMillan Radio Corp. Is
Featuring Electric Sets
In addition to the standard battery line of
radio receivers, the McMillan Radio Corp., Chi-
cago, is featuring for 1927 its new electric line
of sets which has met with popular trade ap-
proval since its introduction. The McMillan
electric receiver is in answer to the public de-
mand for a completely self-contained unit which
operates from the light socket, since the new
receiver uses no batteries of any type in its
operation. The manufacturer states that there
is nothing built into the set which requires any
attention from the owner, and the operation by
the user consists simply of turning on the light
circuit and tuning in the station desired. This
UNITED MOTOR No. 5
Improved
"6 -Record"
Motor
at a
LOWER PRICE
SPIRAL ■■^■^/AfO//^C OeARS
3EL0W TM/J- CASTJ^<^ .
PQSfTl V£ /^ATCMSr
'stop
7V/Q Fat-i.
JJZE sPftif^C
-Perfected and proven by more than 2 years'
successful operation
-Plays 6 records with one winding
-Very quiet and easy winding
-Runs evenly and noiselessly
-Very rugged in construction
— All parts standard United parts
— Built to give years of satisfactory service
■ — Carries our absolute guarantee
— The lower price makes this the outstanding
value in high-grade motors
Write for quotation and sample — Phonograph Motor Division
UNITED AIR CLEANER CO., 9702 Cottage Grove Ave., Chicago, IIL
Makers of
PHONOGRAPH MOTORS
result has been achieved by the use of A. C.
tubes and a special McMillan circuit on which
patents are pending. Its audio amplifier is the
successful result of extended experience and
effort by McMillan engineers to reproduce
voices and instrumental music with fidelity and
volume.
Each of the new McMillan cabinets has been
particularly designed for the McMillan electric
receiver and they are all equipped with a built-
in speaker, long air column and de luxe Utah
unit. The models range from the Baronet, a
dainty table cabinet, to the Seville, a de luxe
console type, with other models at various price
ranges.
The McMillan battery line for 1927 features
new beauty and performance at prices appealing
to the pocketbooks of every type of consumer
and the work done to perfect the McMillan
Electric receiver has produced many advances
in engineering which have also been incorporat-
ed in the McMillan battery line of sets, thus
improving their tone quality and sensitivity.
More Variety in Radio
Programs, Says G. H. Kiley
Vice-president of the Farrand Mfg. Co. Sees
Marked Improvement in Reception Condi-
tions and Facilities of Broadcasting Stations
More variety in radio programs than ever be-
fore will afiford the radio listener a greater de-
gree of satisfaction this season than ever, ac-
cording to George H. Kiley, vice-president of
the Farrand Mfg. Co., Long Island City, manu-
facturer of Farrand speakers.
"With three broadcasting chains covering the
Eastern States, and a chain on the West Coast
that will be linked with the Eastern program
on special occasions, many cities will find three
home stations serving them with programs
originating in New York studios," said Mr.
Kiley, who has recently completed a survey
of the radio situation.
The stabilization of the wave-length situa-
tion has also had a beneficial effect on broad-
casters, in Mr. Kiley's opinion, as increases in
bookings of commercial programs by the
smaller stations of the country seem to indi-
cate that the number of hours of commercial
programs offered by stations not affiliated with
any chain are almost four times what these
hours were a year ago.
Dr. F. A. Kolster Dis-
cusses New Type Speaker
Electro-Dynamic Principle Applied to Radio
Loud Speakers Represents a Marked Improve-
ment in These Products, Says Engineer
A radio receiver will be judged henceforth by
the speaker and reproducing mechanism in gen-
eral, rather than by the appearance of the set,
an unusual cabinet or its name, in the opinion
of Dr. F. A. Kolster, former head of the U. S.
Bureau of Standards radio laboratory, who is
now designing Kolster sets and speakers for
Federal-Brandes, Inc.
"A substantial improvement in loud speakers
has been effected recently through the success-
ful use of the electro-dynamic principle, which
has been responsible for the greatly improved
reproduction of the phonograph," Dr. Kolster
states. "Progress has been slow in the de-
velopment of radio reproduction, the problem
being to perfect a mechanism which would
make it possible to secure a degree of sensi-
tivity that would insure clear and faithful re-
cording of sound. After considerable labora-
tory research, a mechanical and electrical design
giving the desired results has been obtained,
and production is now under way on the new
reproducer, which will appear in two forms, as a
separate console unit and as a part of a com-
plete console receiver."
The Talking Machine World, New York, August, 1927
85
When the
Greatest
Show in
History thrills
the World
•mm
66
You re there with a Crosley
These approved cabinets have
been selected by Powel Cros-
ley, Jr., as ideal consoles, acous-
tically and mechanically, for
the installation of the Crosley
"BANDBOX". Genuine Mu-
sicones built in. Crosley deal-
ers secure them from their
jobbers through
H. T. ROBERTS CO.,
914 S. Michigan Ave.,
Chicago, III.
Sales Agents for Approved
Console Factories:
SHOWERS BROTHERS CO.
THE WOLF MFG.
INDUSTRIES
A tremendous Crosley radio achievement for 1927''28
Recent court decisions which clarified
the radio patent situation have paved
the way for still greater Crosley tri-
umphs.
Now completely available to Crosley
— and amplifying Crosley supremacy
in fullest measure — are the enormous
resources, great discoveries and ideas
embodied in patents of
1 — The Crosley Radio Corporation.
2 — The Radio Corp. of America.
3 — The Westinghouse Co.
4 — The General Electric Co.
5 — The American Telephone & Tele-
graph Co.
6 — The Hazeltine Corporation.
7 — The Latour Corporation.
under which Crosley is now licensed
to manufacture.
Here are the seven big things which
represent radio's greatest advancement,
brought together by Crosley and com-
bined with the experience, mass pro-
duction method and leadership of the
Crosley organization. No wonder a
waiting radio world pronounces the
"Bandbox" at the unprecedented price of
$55, Crosley's paramount achievement.
The Bandbox Is Shielded
Radio coils are surrounded by mag-
netic fields similar in every respect to
the magnetic field around the earth
that moves the needle of a compass
but around radio coils these fields
make nuisances of themselves- by feed-
ing back on each other. Heretofore
it has been customary to make inef-
ficient coils with inefficient fields to
prevent such feeding back. The Cros-
ley Bandbox incorporates copper
shields around each coil to prevent
such feeding back. The coils conse-
quently can be made and are very
much more efficient. The amplification
of the receiver is, therefore, much
higher — the sensitivity is greatly in-
creased. Condensers are also com-
pletely shielded from each other in
separate metal compartments. Hither-
to, only high priced sets have enjoyed
this super radio advantage.
There Is No Oscillation
The Bandbox employs completely bal-
anced or neutralized radio frequency
stages to prevent oscillation, instead
of the common form of losser method.
More costly, to be sure, but extremely
necessary in achieving such results as
are obtained by this marvel of radio
reception.
For Sharpness — The
Acuminators
"Bandbox" acuminators enable "fish-
ers" for distant stations to bring them
in loud and clear. As powerful tele-
scopes magnify distant scenes, acumi-
nators increase the volume of far-
away signals so they seem like local
programs.
Volume Control
This is another big "Bandbox" fea-
ture which permits full brass band
power for those who want their dance
notes strong and loud. For others it
cuts volume down to a soft and gentle
murmur, without distortion.
Illuminated Dial
A Master Station Selector has an illu-
minated dial for easy reading in shad-
owy corners. A single knob permits
full tuning for ordinary reception of
local, nearby and super powered sta-
tions.
Installation Sim plified
A woven cable, containing vari-
colored rubber covered leads makes
installation and hook-up easy for the
veriest novice. No waiting for the
radio service man, should the batteries
be changed.
Easily Adapted to Consoles
Simply remove screws in escutcheon
and in base of set. Lift off metal
case. Chassis now stands ready for
installation in console cabinet. Open-
ing in console cabinet permits control
shafts to protrude. Escutcheon screws
in place and — Presto! the console
radio is complete.
For AC Operation
a special Bandbox is available at $65,
wired specially for use with the Cros-
ley Power Converter at $60. This
special Bandbox utilizes the new
R.C.A. AC tubes which have made
the operation of radio receivers direct
form house current so simple, efficient
and dependable. The first three tubes
IMPROVED
MUSICONES
Although Musi-
cones improve the
reception of any
radio set, they are
perfect affinities
in finish, beauty
and reproductive effectiveness
for Crosley Radios. A new
model built in the form of a
Colonial Tilt-Table with brown
mahogany finish, stands 3 feet
high. Price $27.50.
16-inch Super Musicone
(As pictured with Bandbox)
$12.75
12-Inch Ultra Musicone
$9.75
Crosley Radiu
is licensed
only for
Radio Amateur,
experimental
and Broadcast
Reception
RADIO
Crosley recommends the use of
five 201-A Radiotrons and one
(JX171 power tube or Cunningham
equivalents, which are furnished
at standard tube prices, with each
Bandbox. While Radiotron UX171
is 180-voIt tube, it gives a superior
performance for 135-volt "B" bat-
teries.
The Crosley Radio Corporation
Powel Crosley, Jr., Pres. Cincinnati, Ohio
Prices slightly higher ivest of the Rocky Mountains
employed in the A C model are UX
226. These go into the radio fre-
quency sockets. The detector tube is
IJY 227, with indirectly heated emit-
ter. Another UX 226 is used in the
first audio stage. Raw A C current
heats the filament of all UX 226
tubes. Power tube UX 171 is in the
last audio socket. This makes the
"dog houses" rumble sonorously and
the bass drums deeply boom.
The Power Converter
The power converter which smooths
the alternating current is a marvel of
engineering ingenuity. Only half the
size of an ordinary "A" storage bat-
tery, it supplies the required A, B and
C currents, without hum. Finished in
brown frosted crystalline.
There are models for 25 and 60 cycle
current. A snap switch shuts down
the set and power converter com-
pletely.
Price of Power Converter — $60
You owe it to yourself to see the
"Bandbox" and listen to its remark-
able performance. If you cannot
easily locate the nearest Crosley deal-
er, his name and address will be sup-
plied on request. Write Dept. 26.
86
The Talking Machine World, New York, August, 1927
Trade Factors in Baltimore District Are
Optimistic as Brisk Demand Continues
Sales Volumes Exceed Those for the Same Period of a Year Ago, According to Reports of
Leading Wholesalers and Retailers Handling Talking Machines and Records.
Baltimore, Md., August 10. — Talking machine
and radio business held up remarkably well dur-
ing the month of July and total volume of sales
is reported as showing a very gratifying in-
crease over the corresponding month last year.
July and August are usually two of the dullest
months in the year in the music trade, but last
month proved one of the exceptions and prac-
tically the entire trade reports increases vary-
ing from 5 per cent to as high as 25 per cent
over July, 1926.
Record sales have been unusually good and
in a number of instances the trade has been
oversold practically all month on some of the
more popular records.
The radio business has held up remarkably
well all Summer, due to the unusually cool
weather prevailing, as well as to the fact that
dealers have been doing more advertising dur-
ing the past few months than in former years.
Another factor which is aiding the radio busi-
ness and has helped to greatly stabilize it is the
general knowledge that there are not going to
be any revolutionary changes in radio and that
the machines on the market to-day will not be
obsolete for a long time. In commenting on
this phase of the radio business a prominent
dealer said:
"It has been the practice of prospective radio
buyers for a long time to hold off buying with
the expectation of newer and more highly
developed or concentrated sets being placed on
the market. I have had dozens of prospective
purchasers tell me they wanted a radio but were
afraid to buy for fear some new model or radi-
cal change in present styles would come on the
market and reduce the value of the set they
wanted. Since the recent convention of the
Radio Manufacturers' Association in Chicago I
have heard but little of this talk and I attribute
it to the wide publicity which was given thi':
displays in the public press.
"The industry has now become as stabilized
as that of the automobile or any other, and
there are not going to be any revolutionary
changes. This has a great meaning from the
consumer's standpoint, as the owner of a radio
need not fear that the set purchased to-da\',
last week, or several months ago, will soon be-
come obsolete."
The local branch of the Brunswick-Balke-
Collender Co. reports the signing up of the
following firms in the territory: Arthur Jor-
dan Piano Co., Washington, D. C.; Carteret's
Piano Co., Beaufort, N. C, and the Parker Gard-
ner Piano Co., of Charlotte, N. C. The Arthur
Jordan Co. is one of the largest music stores
in Washington and is carrying a complete line
of the Brunswick machines and records. The
Brunswick department was opened on the first
of the month under the direction of Sidney
Schwartz, traveling promotional sales manager,
assisted by Miss Ellen Haggerty, of the local
branch, who spent a week installing the Bruns-
wick department.
W. F. Roberts, manager of E. F. Droop &
Sons, Victor jobbers, left on an automobile trip
to Canada on July 29. Mr. Roberts was ac-
Berg A. T. & S. Go. Adds
12,500 Feet to Its Plant
Manufacturer of Berg Artone Phonograph to
Devote All of New Space to Phonograph Line
— Big Demand Necessitated Addition
The Berg A. T. & S. Co. has taken possession
of the additional space which was added to its
already large plant in Long Island City, in-
creasing by 12,500 feet the manufacturing
facilities of the plant, to be devoted, it is an-
nounced, principally to the Artone line of talk-
ing machines.
Joseph Berg, president of the company, re-
ports that the popularity of the Artone talking
machines greatly taxed the facilities last sea-
son and that additional space was an absolute
necessity. Mr. Berg also states that his com-
pany is working on a number of new models
which will be announced soon.
E. R. Manning, treasurer and sales manager
of the company, has made an extensive trip
through the Middle West, meeting with his
usual great success. Orders in hand indicate a
big Fall season.
c.
companied by his wife and will return in time ,
to attend the Victor jobbers' meeting at the
factory this month.
The Jones Radio Service, Inc., has filed
articles of incorporation with the State Tax
Commission. The company, which is capitalized
at $25,000, is located in the Citizens' National
Bank Building and will deal generally in radio
sets and equipment. Winter Jones, Hugh H.
Jones, and H. Sinclair Miller are the incor-
porators.
Columbia Wholesalers, Inc., report that busi-
ness during the month of July was most sat-
isfactory and that comparisons with the past
month and with July of 1926 showed increases
in sales volume for both records and instru-
ments. The portable line is also in great de-
mand. The activity is not confined to talking
machine products alone, however, for dealers
are beginning to show interest in the coming
season which promises to be one of the most
successful ever experienced. The announce-
ment made last month of the appointment of
Columbia Wholesalers as Crosley distributors
aroused much interest and members of the
trade have visited the warerooms to inspect the
Ime. Many advance orders have been received.
Announce New Vesta "A"
Unit With Dry Rectifier
One of the Tatest developments to be an-
nounced in radio power application is the new
Vesta complete "A" unit, with dry rectifier.
This unit is built in glass for clear visibility
of all that is going on inside the unit and with
the dry rectifier included, provides a compact,
convenient, economical source of power.
The Vesta dry rectifier operates~through the
medium of a series of discs of two dissimilar
metals, the elements being aluminum and cop-
per sulphite. The aluminum discs, being of
tripod construction, known as the Vertrex type,
give actual contact at three points, maintained
by a central spring pressure of 800 pounds.
This insures such perfect contact that heat is
said to be largely eliminated.
A switch provides a high-charging rate of
one and one-fourth amperes and a low rate of
five, permitting a range that will take care of
practically any size set under variable operat-
mg conditions. The unit is supplied with and
without automatic relay. The automatic relay
disconnects the charging current from the
battery when the set is turned on and, if used
with a B socket power unit not equipped with
a relay, automatically connects the "B" when
set is turned on.
The complete unit, which includes a battery
of either four or six-volt sizes, has a built-in
hydrometer in plain view which gives the exact
state of charge at all times. The four-volt
fifty-ampere without relay retails at $28, and
the same with relay at $33. The six-volt with-
out relay lists at $32.50 and the same with
relay at $37.50.
Attractive Broadside De-
scribes Pooley Products
Entire Line of Pooley Radio Cabinets and Cabi-
net Speakers Illustrated and Described in
Broadside Sent to the Trade
Philadelphia, Pa., August 6.— The Pooley Co.,
maker of Pooley radio cabinets, has mailed a
broadside to the radio trade announcing the
Pooley line of cabinets and cabinet speakers
for the 1927-28 season. Each model in the
Pooley line is illustrated and described in the
broadside.
In an accompanying letter it is stated that
national advertising of Pooley cabinets will ap-
pear in a number of magazines, including Har-
pers, The Golden Book, The Atlantic Monthly,
The Review of Reviews, Scribners, World's
Work and the Saturday Evening Post.
Away to a Qood
Start
THIS is the season of
year to lay your plans
for big autumn business.
Columbia offers a line of
phonographs, records and
accessories that means in-
creased prestige and sales
for the alert dealer. Now
is the time to get away
to a good start.
Write us for details as
to Columbia products, ad-
vertising, and sales helps.
ColumtiaWliolei
L.L.Andrews ^ Wm.H. Swart z \
ExclasivelyWholesale ^
205 W Camden St.. Baltimore, Md.
The Talking Machine World, New York, August, 1927
87
Atwate r Kent
RADIO
Little town or big town
^/le story is the same
WITH no object except getting the FACTS, the American
Press Association made a survey this year among the
newspapers of 6,000 towns under 25,000 population.
The newspapers, in turn, had the radio dealers of their
towns answer the questions.
Result of the most important question:
Q ''What radio set is the best sellerP"
A Atwater Kent FIRST — by more than 2 to i.
In small towns as well as big towns, merchants who con-
centrate on Atwater Kent Radio concentrate on the radio
people really want and buy. Figures as well as common
knowledge prove it.
E\'ERY SUNDAY EVENING:— The Atwater Kent Radio Artists bring you their
summer program at 9: 15 Eastern Dayhght Time, 8:15 Central Daylight Time, through:
WEAF New York WGN Chicago ksd St. Louis
WEEI Boston WCAE Pittsburgh wwj Detroit
WRC Washington wgr Buffalo wcco Mpls.-St. Paul
WSAI Cincinnati woe Davenport wgy Schenectady
ATWATER KENT ,MANUFACTU RING COMPANY
4725WISSAHICKONAVE. A. Atwatcr Kent., President Philadelphia pa.
Model 35, six-tube. One Dial Receiver.
Crystalline-finished cabinet; gold-plat*
ed ship-model name piate. decorative
rosettes and power supply switch. 265.
Model E Radio
Speaker. The result of
nearly three years' labo-
ratory work. Faithfully
covers the entire range
of musical tones, from
the lowest to the high-
est register. With 9 feet
of flexible cord. 230.
Model 30. six-tube, One Dial Receiver.
Solid mahogany cabinet; gold-plated
name plate, power supply switch and
vernier knob. 280.
MoDtL 33. six-tube, One Dial Receiver,
Antenna adjustment device. Unusual selectiv-
ity. Solid mahogany cabinet; gold-plated name
plate, powersupply switch andvernier knob. $90.
Prices slightly higher from the Rockies West and in Canada
Write for illustrated booklet of Atwater Kent Radio
Model H Radio
Speaker. Entirely of
metal. Crystalline
finished in two shades
of brown. With 9 feet
of flexible cord. 221.
88
The Talking Machine World, New York, August, 1927
Richmond Dealers and Wholesalers
Anticipate Good Autumn Business
Crops, Particularly Cotton, Reported in Good Shape in All Sections— Comparison of Sales Volumes
With Past Months and Last Year Shows Upward Trend — Major Vivian Recovering
Richmond, Va., August 6. — Indications point to
a good Fall business in the phonograph line in
this territory, in the opinion of jobbers and
dealers. LeRoy Goldberg, of Goldberg Bros.,
Lyric and Artone distributor, who is just back
from the semi-annual furniture exhibition at
High Point, N. C., where he exhibited his lines,
says that dealers attending the show from vari-
ous parts of the South appeared to be optimistic
as to the Fall outlook. In practically all sec-
tions crops were reported in good shape, par-
ticularly cotton.
F. W. Corley Optimistic
Frank W. Corley, vice-president and general
manager of the Corley Co., likewise views the
outlook with optimism. Volume of business
achieved by this company during the first six
months of 1927 was somewhat better than that
for the corresponding half-year period of 1926.
July, 1927 also ran ahead of July, 1926. This, in
his opinion, indicates pretty clearly that busi-
ness is on the upward grade and justifies his
view that the Fall trade is going to be par-
ticularly good.
Mr. Corley is planning to visit the Victor fac-
tory about the middle of August, and he is
e.xpecting the company to make an important
announcement at that time of interest to the
trade.
Major Vivian Recovering
The many friends in the music trade of Major
Arthur Vivian, veteran salesman for the Cor-
ley Co., will be interested to know that he is
now rapidly recovering from injuries he sus-
stained recently in a motor bus accident near
Kingston, N. C.
A repetition of the fire which swept the Cor-
ley Co.'s store here several years ago was nar-
rowly averted recently when city firemen suc-
ceeded in choking out a blazing trash pile in the
basement of the establishment by the use of
chemicals. The blaze is believed to have origi-
nated from spontaneous combustion just as the
previous one was supposed to have started. The
damage was negligible.
Miss Inez Verser to Wed
Miss Inez Verser, secretary to Lee Fergus-
son, of the Lee Fergusson Piano Co., Victor
dealer, has resigned to get married. It is un-
derstood that she will make her new home
in Indiana.
Fred Kessnich, wholesale manager of the
Corley Co., just back from a business trip to
Norfolk, reports business picking up mate-
rially in that city and surrounding territory.
Kansas City, Mo., August 6.— Kansas City is
maintaining its interest in records and the
popular dance numbers, and dealers report that
they are enjoying one of the busiest Summer
seasons in years. The turnover in portables is
good, and the combination and plain Ortho-
phonic machines are selling as well as they did
throughout the Winter months. "Two Black
Crows" continues to be the popular favorite,
and the number sold here of the Moran and
Mack record runs into thousands. It is almost
Joseph H. Steinbrecher, Jr., manager of the
phonograph department of the Stieff Piano Co.,
is back on the job following a brief spell of ill-
ness. This firm took on the Brunswick line
several months ago and is pushing the line hard.
Nick Lucas' records are much in demand at
Howell Bros., Brunswick dealers. According
to Robin A. Frayser, manager of the phono-
graph department, July was the best record
month with the firm since it added that depart-
ment some months ago. He is also selling
many portables ranging in price from $15 to
$25.
Two $1000 Sales
Kenneth Lord, manager of the phonograph
department of the Columbia Furniture Co., re-
ports the recent sale of two $1,000 Victor
Orthophonies. These sales were made as a
direct result, he says, of demonstrations given
in two local theatres during performances. Both
instruments were of the Borgia II type. The
general run of the trade, according to Mr.
Lord, is now buying medium-priced consolettes.
The upright model retailing at $95 is also in
excellent demand at present.
impossible for dealers to meet the demand for
this number, and "Sundown." Gene Austin
is always a best seller here, and his new record
"Yesterday" is proving popular. "Forgive Me"
remains a favorite, as do all of Mr. Austin's
numbers.
V. K. Henry, manager of the radio and
phonograph department of the Wurlitzer Music
Co., says that there has been a satisfactory in-
crease of business over last year in the months
of June and July. The Orthophonies with coin-
box attachments have been especially popular
with proprietors of small restaurants and cafes.
With a loud speaker attachment, these provide
music for the diners and have proved to be
such an asset that they have increased business
and paid for themselves in a short while from
the coin-box receipts. Mr. Henry is pleased
with the results of his carefully planned ad-
vertising material, and says that he expects a
200 per cent increase in the business of his de-
partment for the month of July, 1927, as com-
pared to July, 1926.
M. M. Paul, of Paul's Music Shop, reports
that Victor Automatics remain the outstanding
feature of his sales records. There has been a
dropping oS of sales in portables during July,
Mr. Paul says, but adds that the sale of the
Automatics has made up for any such loss.
Records have sold as never before, and here as
elsewhere in Kansas City, the sale of Moran
and Mack's "Two Black Crows" leads all sales
records. Paul's has sold over eight thousand of
this number in the past few weeks.
The Chickering Studios, at 3712 Broadway,
which carry a complete Victor line, report a fine
sale of portables, automatics and records. This
shop has only been opened since May and the
managers, Arthur B. Nail and W. G. Robertson,
are enthusiastic about the business their attrac-
tive establishment has drawn.
An interesting feature in department store
trade was recently tried out at the Jones Dry
Goods Co. with great success. From an Ortho-
phonic Electrola on the fourth floor music de-
partment, is broadcast popular and classical
music to all parts of the house, by the means of
eight loud speakers. The music has proved, ac-
cording to Miss J. M. Poynter, manager of the
music department, the best hot weather tonic
they have yet discovered, both for tired shop-
pers and employes. It has also drawn atten-
tion to the department and the record business
has been unequaled as a result of this indirect
sales promotion.
AudiolA
Stage shielding is used — each
tuned circuit including the
tube is individually shielded.
Two knob control, the Steer-
ing Wheel to select the sta-
tion, the Throttle to control
the volume. Audiola has
made a distinct gain in selec-
tivity and distance obtain-
able.
SELL THE CHASSIS
Because it is the Chassis that determines popular approval
YOU can be positive of the Audiola chassis. We
were positive of its design, performance, and
super-sturdy mechanical construction before we an-
nounced this new single dial radio.
When you sell an Audiola Radio (cabinet, console,
or Baby Grand) you sell exterior beauty and interior
(chassis) perfection.
The new 1928 Audiolas, both 6 and 8 tubes, are very
attractive and the Audiola chassis will sell radio sets
for you in profitable numbers.
Our CO m p I e 1 e line is
distributed thru recog-
nized jobbers.
Complete sales co-opera-
tion thru our advertis-
ing program.
Gel details now.
GT— Sbt Table Model $7.'5.0fl
81 — Eight Table Model
$123.00
6 Spl. C. — Six Special Con-
sole $110.00
GC — Sbc Std. Console
§175.00
8C — Eight Std. Con-
sole ¥225.00
6B — Six Baby Grand
,$225.00
8B — Eight Baby
Grand $275.00
AUDIOLA RADIO CO. 430 S. Green Street CHICAGO
Popular Records and Portable Phono-
graphs Best Sellers in Kansas City Area
Wurlitzer Music Co. Continues to Do Well With Automatic Victrolas Equipped With Coin
Boxes — Jones Dry Goods Co. Reproduces Music From Electrola Through Eight Loud Speakers
The Talking Machine World, Nezv York, August, 1927
89
mm
If the Portable You Sell Has a Flyer Motor
It^s a Qood Portable
A PORT ABLE phonograph can be no better than
its motor. A pretty case won't pacify a cus-
tomer if the motor inside goes bad.
That's why it pays to handle Flyer-equipped port-
ables. The Flyer is the motor with the tough ath-
letic spring, cast iron frame, specially cut precision
governors, gears and bearings, and with fibre used
in the fibre gear seasoned for over a year. The Flyer
is the motor that must pass 77 inspections before
it can be used. The Flyer is the motor that is noise-
less, free from all vibration, and built to stand long
years of hard use and abuse.
That is why the majority of all portables sold are
equipped with Flyer Motors ^manufacturers and
dealers both know their business is safe and their
profits sure with the dependable Flyer.
ENEiAL mm.
ELYRIA, OHIO
Formerly named The Qeneral Phonograph M/g. Co.
Makers of Precision Products for a Quarter of a Century
90
The Talking Machine World, New York, August, 1927
Twin Cities Talking Machine Jobbers
Report Satisfactory Summer Business
New Brunswick Panatrope Models Selling Well — Victor Sales Campaign Results Encouraging —
Auditorium Model Victrola at Amusement Park — John Strom Makes Gennett Records
St. Paul and Minneapolis, August 8. — One or
two new models announced or issued have
added interest to the month of July in the talk-
ing machine trade. E. L. Kern, president of
the Brunswick Northwest headquarters, is very
enthusiastic over the new P14 $450 Panatrope
model. The machine is entirely electrical, re-
quiring 110 volts AC and no batteries. It has
a beautiful walnut cabinet and its easy adapta-
bility' to radio uses insures a large demand-
The $90 Panatrope mechanical model (Pris-
matone) is also a popular seller.
J. W. O'Neill, manager of the Brunswick
Co., was called to Boston because of the serious
illness of his mother.
John Strom, who is employed in the mechani-
cal division of the Brunswick offices, is an artist
on the accordion and has made his first group
of recordings for Gennett. Harry Bernstein,
St. Paul music man, who has eight music shops
in St. Paul and Minneapolis, is responsible for
Mr.* Strom's recognition. The records are
Swedish favorites and are "Swedish Love
Waltz," "Eampland Mazurka," "My Heart
Waltz" and "My Favorite Schottische." Mr.
Strom also heads a trio composed of himself
and accordion, Hugo Buch and John Langley,
violin and base viol. They broadcast over
WHDI on Thursdays and Saturdays.
Mrs. Helen D. Beggs, Northwest manager of
the Columbia Co., returned from her vacation
to find her desk swamped with back orders on
records and portables. July was an excellent
month, she asserts.
The Victor sales campaign under the leader-
ship of C. C. Hicks moves along with entirely
encouraging results. One line that started a
drop in February came up in June and bettered
that in July. Both North and South Dakota
have hit the best stride in five years and there
is every outlook for a splendid Fall business.
The 4-40 continues a leader and the 4-3 at $90
shows excellent reports on the books.
The newest Victor issue is an Orthophonic
machine for use in schools. It has the full
beauty of Credenza tone and the cabinet is
plain oak, appropriate for its use. It is fitted
with rubber tired wheels and a handle for mov-
ing it from one room to another. The dealers
have booked the entire allotment.
Goldberg Bros., proprietors of the Majestic
Music Shop, have had the Auditorium Ortho-
phonic at Excelsior Amusement Park at Lake
Minnetonka. . They have had a fine business in
the pavilion branch of their shop.
Judge Hershey, music dealer of Wilmar, Min-
nesota, was a visitor to Victor headquarters.
be among the first steps taken by the Columbia
Broadcasting System, H. C. Cox, president of
the Columbia Phonograph Co., which controls
the broadcasting system, said he has felt for
many years that the general amusement public
of America, as well as the comparatively small
part of the public which can afford opera and
the more exclusive concerts, has been entitled to
share in the privilege of drawing on the cen-
turies of continental musical heritage.
The new offices are located in the greatest
of the musical centers, including Vienna, Am-
sterdam, London, Madrid, Rome, Lisbon, Ber-
lin, Paris and Leningrad.
Columbia Network Opens
Nine European Offices
Columbia Broadcasting System Represented in
Nine Principal Continental Musical Centers —
Try-out Studios Attached
Akradyne Corp. to Bring
Out New Eight Tube Set
A new eight-tube tuned radio frequency re-
ceiver will shortly be announced to the trade by
the Akradyne Radio Corp., New York City.
The design of the circuit and its component
parts is such that the receiver can be converted
into a power-operated installation with little
inconvenience, according to the manufacturers.
The new set is equipped with an illuminated
dial and may be used with either an aerial or a
loop, a short aerial of approximately 15 feet
being recommended.
The Columbia Broadcasting System, New
York, operating a network of stations covering
the United States, east of the Rockies, has es-
tablished offices with radio broadcast enter-
tainment try-out studios attached in nine prin-
cipal European cities.
Explaining the significance of this move,
which was regarded as sufficiently important to
Amperite Adapter System
Proves Popular With Trade
The Amperite Adapter system, a self-adjust-
ing rheostat, manufactured by the Radiall Co.,
New York, is finding its market in the demand
for simplified operation of radio receivers. The
system consists of two Amperites arranged in
parallel and connected in the minus A lead of
the usual radio receiver, for the purpose of con-
trolling all filaments of the receiver for proper
operating temperature. The method may be
applied to any set.
Helycon Tone Arm No, 509
THE continuous taper of Helycon Tone Arm
No. 509 is acoustically correct. It is particu-
larly adapted to phonographs equipped with new
type reproducers and new long air column ampli-
fiers with enlarged bell-opening.
Made of heavy seamless drawn brass, nickel
plated; black enamelled bracket, that ensures
free sensitive swing and prevents tipping or
binding; all joints air-tight, felt-bushed to pre-
vent metallic vibration.
Helycon Tone Arm No. 509 is the outcome of
unceasing research, plus precision manufactur-
ing, a worthy representative of the Pollock-
Welker line of Helycon precision-built phono-
graph equipment.
Pollock -Welker, Limited
Established 1907 — Pioneers in the Phonograph Industry
KITCHENER — CANADA
Cable Address — Polwel, Kitchener
Code — A. B.C. 5th Edition, BenUey's
The Talking Machine World, New York, August, 1927
91
What's New in Radio ?
OUT of the host of new products there are ^
a few which stand head and shoulders above
the crowd. Either their design or construction command
attention and give them added sales features. And so it is
with the new S-H Products shown here which were designed first
of all from the standpoint of increasing the pleasure and conven-
ience of radio reception and then the profits of the dealers han-
dling them.
List Price
$12-50
The Switch on the Set
Does It All
The ingeniousness of these S-H Products will
satisfy the demand for something new and more
practical in radio. Their appearance, compactness and
inviting prices, along with the cjuality Swan-Haverstick is
noted for, make them profitable numbers for you to handle.
Swan-Haverstick national advertising will acquaint the radio-
buying public with the unusual merits of these products.
Automatic
"A"-DRY POWER UNIT
Unique in every way — no tubes to break or blow out — no acids
and liquids to spill or require attention — and absolutely no hums.
A special patented device guards against the chance of a reverse
current flowing back through the charge and causing the battery
to run down.
It's a full wave unit operating at % ampere rate. Economical to
use. Compact enough to fit inside average cabinet — neat and at-
tractive.
"AERO"
It Sells and Sells
List Price
$2-50 TO $4-00
.^>- Complete Outdoor Aerial Kit
"AERO" the Outdoor Aerial Kit needs no special introduc-
tion, but just a reminder to prepare your stock for the heavy
selling season.
"AERO" is known to the public through Saturday Evening
Post advertising. Selling a whole kitful instead of a few
insignificant odds and ends is good business and a mighty
fine and profitable service to your trade.
IF
YOUR
JOBBER
CAN'T
SUPPLY
YOU
WRITE
TO
US
Indoor "AERO"
Aerial Kit
List Price Per Pkg.
$J^.OO
•O- Light Socket Antenna
The SH Light Socket Antenna gives you something
big to talk about. The best reception is assured be-
cause four different connections are possible. Static
is reduced to almost zero. It's a trim looking article
• — created to win public approval!
The public will learn more about it from our Satur-
day Evening Post advertising.
Take a good look at the. low price and then get
ready to sell them fast.
Lead'in Lightning Arrester
A TwO'in'One Combination
Unlimited sales possibilities are in store for this daring
device which makes all separate lead-in and lightning
arresters obsolete. Does away with five troublesome
connections — requires only three and these are made
secure with knife-type terminal clips which grip tight
and rub clean at the same time. Why not be among
the first to display this ingenious product? Note the
attractive price.
Sells Faster Than Outdoor Kit
rm
"AERO" the Indoor Aerial Kit comes with
•^J^ 100 ft. of insulated indoor aerial cord, and
12 special tacks for holding. It's easy to
put behind picture molding so that it's out
of sight. Installed in a few minutes. Dif-
ferent from all other indoor tapes and cords
because its insulation characteristics fo
a positive low-loss covering.
Retail Price
$]_.00
All
Alone
in the Field
List Price 60c
SWAN-HAVERSTICK, Inc., TRENTON, NEW JERSEY
sfHILADELPniA
IPCALIF
Philadelphia Radio Rodeo of 1927
to Take Place September 12 to 17
Commercial Museum Will House Annual Showing of New Radio Products— First Day to Be
Devoted to Trade— J. P. Peirce to Head Radio Association— Victor Dealers Stage Tie Up
Philadelphia, Pa., August 9.— Despite the ap-
parent duller mid-Summer times, the whole-
salers of talking machine accessories, such as
records, sound boxes and other goods, or-
dinarily less active during the hot weather
months, report the July and early August de-
mand fairly well maintained. It has been a
notable achievement among the jobbers and
manufacturers selling direct to the trade to
continue the distribution of these commodities
throughout the customary lagging days of this
season. This year the record sales have been
remarkably maintained on a parity with the
Spring business and distributors report a bright
outlook for the coming Fall demand.
While the sales of machines were not as
gratifying as those on the record list, there
has been predicted a brisker market in the
advance orders that now are being sought in
preparation for Autumn stocking among the
dealers. Portable machines have kept the
Philadelphia manufacturers' shipping depart-
ments humming to meet demands from all
parts of the nation and for the foreign re-
quirements from South American and Oriental
representatives.
Accessories and parts produced by the na-
tionally advertised Quaker City manufacturers
have been moving in fair volume. Sound boxes
used in converting old-type machines into mod-
ern types were principally active, while the
increased orders for mainsprings and other
parts have been notable in the past few days.
Philadelphia Radio Rodeo in September
The latest products designed by leading radio
manufacturers will be on exhibit at the Com-
mercial Museum in this city during the week
of September 13 to 17, when the Philadelphia
Radio Rodeo of 1927 will be held here. Mon-
day, September 12, will be devoted entirely to
giving the members of the trade the opportunity
of viewing the newest in radio that will be
on exhibit, and to give them time to tie up
with the event through advertising, window dis-
plays, etc. Tuesday the doors of the exposition
will be thrown open to the general public.
Present plans call for one of the most impres-
sive exhibits ever held in this city.
J. P. Peirce to Head Association
Although several meetings have been held
by the radio manufacturers and jobbers in the
Quaker City trade for the purpose of organiz-
ing the allied industry, no action has been
taken for the practical solving of the problem of
associated effort because of the divided opinion
among the attendants at these gatherings on
the matter of a trade show or exposition this
Fall. There will, however, be a special session
of the radio trade associates, held on August
5 at the Elks' Club, for the purpose of
formulating by-laws and rules governing the
organization of a Radio Association with J-
P. Peirce, of the firm of Peirce & Phelps, Inc.,
radio distributor, as president. It is expected
that arrangements will be made for the ap-
plication for a charter for the Philadelphia
Radio Dealers' Association and that active
functioning of the organization will begin at
this session. The meeting will be held in con-
junction with luncheon at the Elks' Club on
North Broad street.
H. A. Weymann & Son Busy
Among the distributors reporting a very
active July business was the H. A. Weymann
& Son Co., 1108 Chestnut street, where Man-
ager Charles Bahl is in charge of the talking
machine department. The Weymann sales in
July showed a substantial increase over last
year in the same period for both records and
machines. While there has been some interest
shown in the Fall demand for talking machines,
the dealers are not anticipating much activity
until after the meeting of the jobbers to be
held at the Victor Co. headquarters in Cam-
den, August 15 and 16, when the new com-
binations are to be shown to the distributors
and the Fall supplies considered from the dis-
plays then made.
Effective Tie-Up With Artists
Always on the alert for help for its dealers,
the Philadelphia Victor Distributors, Inc., 835
Arch street, aided in a tie-up of sales with the
personal appearance of Creatore and His Band
at Willow Grove Park during the three Sun-
days in late July and August that he played
at the Park. In co-operation with the man-
agement of Willow Grove, window cards were
printed with the listing of Creatore recordings
and sales boosted through the exploitation of
(Continued on f'age 94)
What Are You Doing
to increase your VICTOR RECORD SALES?
Statistics show a normal increase throughout the
entire Country but we are sure more than this nor-
mal increase is possible for every VICTOR
DEALER who will give the selling of RECORDS
the attention it deserves.
We believe you now have the greatest opportunity
for VOLUME BUSINESS that has ever been of-
fered. Orthophonic Victrolas in a variety of design
at prices to fit every pocketbook and Orthophonic
Records to suit every mood makes this possible.
Will you embrace this opportunity and do your
part.^
Philadelphia Victor Distributors, Inc*
835 Arch Street, Philadelphia
92
The Talking Machine World, Nezv York, August, 1927
93
Licensed under
Lektophone Patents
THE Sandar Speaker has won the hearty
endorsement of so many fans that it has
proven a positive magnet in attracting a
heavy and sustained demand on dealers
all over the country— so much so that the
manufacturers have been hard put to it to
keep production up to their re-orders.
Perfect performance, attractive design
and remarkable price, ^27.50— lowest of
any speaker of its size— united in drawing
attention to Sandar and earning for it a sen-
sational success. Now we have introduced a
Junior model also, retailing at ^16.50, which
has already created widespread interest.
There is some territory available, so you
still have the opportunity to cash in on
Sandar's popularity by writing TODAY
for terms and full information.
SEmosLJModeL ^H^P
(No.a5) 1
West of the "Bfickies $3023
(No.ai) ^M\J
West of the Kpckies * 17 25
SANDAR CORPORATION, Crescent Plaza Building, Long Island City, New York
S PEAKER
94 The Talking Machine World, New York, August, 1927
THE TRADE IN PHILADELPHIA AND LOCALITY— (Continued from page 92)
the Meyer Davis offices and the wholesalers.
The firm also supplied the dealers with helpful
sales-promotion matter in the Gene Austin
sales help window posters, envelope stuffers
and colored reproductions of autographed
photographs. These were responsible for many
sales of the Gene Austin recordings.
Strong Demand for Columbia
Manager J. J. Dohert}% of the Philadelphia
branch of the Columbia Phonograph Co., 40
North Sixth street, gives glowing accounts of
the progress made in the distribution of
Columbia phonographs and records during the
current Summer months. These he bases upon
the practical evidence that the Columbia is in
the limelight of popular favor by the heavy
orders that have been placed with his branch
office for recordings and machines from all
points of this territory. There were particularly
good sales made of the Milton Charles organ
records, an exclusive Columbia artist. The
records, "Me and My Shadow," "Halleluja,"
"Forgive Me" and "Cheriberibi," played on the
Gunn school organ, have been particularly good
sellers.
J. C. Callahan, who travels the State for the
Columbia Co., is on vacation for two weeks
in the Poconos. A. A. Piatt, up-State coal
region representative, is back at his duties
after a fortnight vacation at the seashore.
T. D. Westervelt, who looks after the Phila-
delphia trade for the Columbia Co., has been
besieged with orders of the recordings of the
Rev. J. C. Burnet, a prominent race preacher,
who has been making an evangelistic campaign
at the Salem Baptist Church, Tenth and Bain-
bridge streets, in this city. He left for Chester
last week and increased sales are looked for.
Interest in Columbia Broadcasting
There is much interest among the trade in
the proposed broadcasting of the Columbia
over WCAU station in this city in accordance
with the plan of the Columbia Phonograph
Co. to organize a chain broadcasting system
covering the nation. The dealers look upon
this publicity as a forward step that will mean
increased business for those handling the re-
cordings of the Columbia Co. Another inter-
esting factor for the boosting of the Columbia
is the $20,000 prize offer made for the com-
pletion of the Unfinished Symphony of Schubert
in observance of the centenary of his death,
announced by the company in a national com-
petitive campaign.
New Portable on Display
The new portable machine made by Every-
body's Talking Machine Co., 810 Arch street,
is now ready for exhibition in the newly con-
structed display headquarters of the 'company
on the first floor of the building. The portable
is the Quakertone Special.
C. Ludeke Returns to Ludwig Co.
Charles Ludeke, who formerly was head of
the talking machine department of the Ludwig
Piano Co., 11G3 Chestnut street, has returned
to the firm as rtianager of that department and
the radio service and sales after an absence
of a year or more. Since taking over his old
duties he has been assigned to campaigning
on the newest type Edison phonograph and
has aided materially in bringing this machine
to the fore within the month in this city.
Orthophonic Entertains
Hart's' Music Store, in Chester, Pa., enter-
tained 10,000 people in a special Victrola
Orthophonic concert on ModeL 860 in a three
days' program in July at the Aberfoyle Coun-
try Club, in that city.
Folk dances of all nations were played dur-
ing the annual Folk Dance Day celebration,
held in July by the Public Playgrounds in
Reading, Pa., on the Model 860 Orthophonic
furnished by Leon Wittich, of the Wittich
Music Store.
Max Lang Touring Europe
Max Lang, head of the three music houses
bearing his name and with main store at 1213
Columbia avenue, will return from a two
months' sightseeing tour of Europe in late
August. He has been touring Russia, Rumania
and other Slav countries within recent weeks
after a round of Western Europe.
T. W. Bamhill Home From Abroad
A tour of Scotland and England was enjoyed
during the past five weeks by T. W. Barnhill,
head of the Penn Phonograph Co., 913 Arch
street, now returned to his desk here. Before
making the homeward voyage he stopped over
in Paris. Mrs. Barnhill and their daughter,
M iss Marjorie Barnhill, will remain abroad,
completing a tour of Continental Europe taking
in all the important centers.
Plan Display of Radio Lines
The Penn Phonograph Co. will have on dis-
play by September 10 a complete line of the
Fada and Zenith radios for the Fall stocking of
■customers. There will be ready for distribution
to its dealers the complete catalog of radios
and accessories and parts by August 15.
Stage Summer Sales Drive
A mid-Summer sales promotion feature was
the novel method employed by C. J. Heppe &
Son, 1117 Chestnut street, during the closing
week of July. The firm combined two depart-
ments in its window novelty advertising
scheme. Tying up the exploitation of Victor
records, the Orthophonic and the pianos, tlie
firm arranged "The Heppe Musical Windows"
for the continuous programs of musical demon-
tration. On the hour there were classes in
the Melody Way teaching of piano playing to
children, with the classes arranged in the win-
dow while the instructress demonstrated the
Melody Way method. Following the hourly
classes there were concerts on the Orthophonic.
The Orthophonic was concealed and operated
from the inner store and attached to the loud
speaker at the base of the window, where it
was not visible to the spectators. The con-
cave glass in the two windows fronting the
{Continued on page 96)
REMOVAL NOTICE !
Trilling & Montague
Announce their Removal to larger and better quarters at
N. W. Cor. 7th and Arch Streets
Philadelphia, Pa.
The same principles of doing business which have guided us
on the road to success and growth since the founding of
our business four years ago will be strictly adhered to in our
future dealings with our friends in the trade, and aided by
our improved facilities we shall be enabled to strengthen
every branch of our service, which is our constant aim.
1927-28 LINES ON DISPLAY
With the cooperation of our manufacturers we are enabled
to show in our new quarters an attractive display of the
principal radio lines for the new season. You are cordially
invited to visit our display when in Philadelphia and see the
new items of interest, many of which will not be publicly
displayed before the New York Radio Show in September.
TRILLING & MONTAGUE
Wholesale Distributors
and also nationally recognized radio accessories
N. W. Corner 7th and Arch Sts. Philadelphia, Pa.
The Talking Machine World, New York, August, 1927
95
DOUBLE YOUR MONEY
NO MATTER What You Sell — This Is a 100% PROPOSITION!
For Any Piano Dealer, Record Store or Music Shop
A SURE-FIRE CAN'T-MISS MONEY-MAKER
SHEFTE SHOWS THEM HOW
TO PLJ^ PO^l/J^AJZ Ml/SJrC
IN A FEW MONTHS'-
JAZZ BREAKS, BLUE Bg.EAK5, KOT BREAKS^
A MILE AHEAD OF EVERYTHING AND EVERYBODY
TKe biggest
the
Music Industry
Has
Ever Had I
NOW YOU CAN LEARN TO PLAV
POPULAR MUSIC
IN A FEW MONTHS
SHOWS
BEGIN
NOW
Nearly
1,000
Displays
Already
Contracted
For!
Today, when miles are measured in seconds — pushing a button brings instantly two-thirds of our needs — -the turning of a dial
brings music seemingly from nowhere — SPEED is everything.
ART SHEFTE, master musician, has made it possible to learn to play popular music in a few months instead of a few years.
A book for everything — from the beginning of music to the last "Z" in JAZZ: HOT BREAKS — BLUE BREAKS —
JAZZ BREAKS — KEYBOARD HARMONY — JAZZ BASS — etc.
$22,000.00 Being Spent in Advertising in the Mediums Mentioned Below :--
Saturday Evening Post
Liberty
Etude
Musical Leader
Musical Courier
Musical America
Music News
Musical Observer
Music and Musicians
Pacific Coast Musical Review
Musical Advance
Pacific Coast Musician
Musical Digest
Wire, Phone or Write for
FORSTER • ^
PUBLISHER INC. J
5H AVE,
The Metronome
Billboard
International Musician
Jacobs Orchestra Monthly
Jacobs Band Monthly
Melody
Musical Enterprise
Our Special Proposition
218 SOUTH WABASH
CHICAGO
96 The Talking Machine World, New York, August, 1927
THE TRADE IN PHILADELPHIA AND LOCALITY— (Continued from page 94)
Velvaloid Record Brush
Ideal for advertising purposes or resale. Write us for full information.
PHILADELPHIA BADGE CO.
Manufacturers
942 Market Street Philadelphia, Pa.
Heppe store made excellent reflectors for the
music numbers played and softened the tones
through the special arrangement of the loud
speaker facing the windows and not directly
playing into the street. Crowds of spectators
and customers were congregated daily at the
windows throughout the week, attracted by the
novelty, and sales were reported doubled during
an otherwise dull period of the Summer. The
plan- will be continued throughout August.
G. C. Ramsdell Home Again
President G. C. Ramsdell, head of the firm
of Ramsdell & Son, 127 South Twelfth street
and chief executive of the Philadelphia Piano
Trade Association, and one of the leaders in
the music industry of the Quaker City, has
returned from a six weeks' sojourn in Denver,
Col., where he visited relatives. The Ramsdell
store carries an extensive line of the Brunswick
phonographs.
R. J. Boldt a Daddy
Trade congratulations are being extended to
Raymond J. Boldt, manager of the record de-
partment of the Philadelphia Victor Distributors,
Inc., upon the arrival of Norma Edith Boldt,
whose birth took place on Ju'ly 31. Manager
Boldt is proudly bearing his new dignity as
"Daddy" to the newcomer in the family circle.
Val Phonic Orders From the West
From the Western trade larger orders for
the Val Phonic sound box have been coming
into headquarters of the manufacturer, the J.
A. Fischer Co., 730 Market street, as a result
of the present tour of that section being made
by Irvin Epstan, of the company. So heavy
has been the Summer demand for the various
products made by the Fischer Co. that it has
been necessary for the firm to provide larger
shipping facilities and fixtures to take care of
this need for expansion.
Jack Marden a Benedict
On June 24 Jack Marden, assistant sales
manager of the Motor Parts Co., Atwater Kent
distributor, Philadelphia, Pa., married Miss
Louise Sparrow, whose family has long re-
sided at Virginia Beach, and who, among her
many accomplishments, is a talented coloratura
soprano. The happy bride and groom have
been honeymooning for almost a month in the
White Mountains. It is also reported that
the couple went to Niagara Falls and took the
customary ride on the "Maid of the Mist."
Upon the rettirn of the couple to this city a
Inches diuneUr
Patented 1922
kitchen shower was engineered by Jack Tillet,
one of the Motor Parts trade ambassadors. The
entire sales staflF, led by Huyler Allen, sales
manager, took part in the festivities and "a
good time was had by all."
Air Demonstration of Amplifier
A new accomplishment in air feats was that
of the Victor Co. in its testing of the latest
amplifying devices during the late days of July,
when an aeroplane soared 4,000 feet and then
was demonstrated as to its long-distance sound
range. After the first flight and demonstration
of the amplifier the aviator descended and took
Ray Marshall, head of the advertising depart-
ment, on the second trip. While at a distance
of 4,000 feet in the air the advertising manager
spoke through the amplifier with President E.
E. Schumaker and other officials of the Victor
Co. as a test of its range and perfection in
sound radiation.
Guarantee Portables in Demand
The Guarantee Talking Machine Supply Co.
reports satisfactory portable business. William
H. Posner, president of the company, will spend
his vacation at Atlantic City. E. Bauer, sales
manager, is taking his vacation in week-ends
at Tuckerton, N. J., at his favorite sport —
fishing. Mr. Bauer has an established record
extending over many years as a talking ma-
chine salesman, and it is reported that he is
establishing almost an equally high record as
a fisherman.
Fierko Takes Over United Music Stores
The United Music Stores, of 619 Cherry
street, this city, operated by Oscar A. Kern,
have been taken over by Stephen A. Fierko, who
will continue to distribute the same line of
products for which the United Music Stores
have been well and favorably known, including
music rolls, records, sheet music, etc.
Harry Stolfo Sells Business
The former talking machine business of
Harry Stolfo, located at 612 South Ninth street,
has been purchased by Giuseppe Russo, who
has removed it to the corner of Eighth and
Christian streets. The new owner will con-
tinue to deal in talking machines and supplies
of various makes.
News Brieflets
Frank Reinick, secretary of the Philadelphia
Victor Distributors, Inc., 835 Arch street, is
now touring the Yellowstone Park, accom-
panied by Mrs. Reinick. They will remain in
the West for the next three weeks. Vice-
President Harry Ellis and William Anderson,
son-in-law of President Buehn, of the company,
are commuting to Atlantic City and Ocean City
during the Summer months.
C. Dunbar, of the Heppe Co. and head of
the record department, is vacationing in Mary-
land for the next fortnight.
Charles Taylor, who conducts the music store
at State College, is sojourning in Atlantic City
for the Summer vacation days.
Miss Elizabeth Ertelt, daughter of Richard
Ertelt, head of Ertelt's, 2135 North Front
street, met with a painful accident during the
early days of the month. While en route to
the basement of the store she tripped and fell,
breaking her arm.
Congratulations are being extended to
William Heineman, manager of the Frankford
avenue store of Linton's, Inc., upon the birth
of a son, Donald.
Stokov^^ski Makes Record
Explaining Brahms' Opus
August Victor Records Contain Unusual Fea-
tures— Health Records by Gene Timney
Expected to Have Stimulating Effect on Sales.
The Victor record releases for August 26
contain several unusual features, chief of
which is a single-face spoken record by
Leopold Stokowski on which with the aid of
a piano he explains the Brahms First Sym-
phony. He tells how the symphony is con-
structed and play's the themes. This record
is included with Symphony No. 1, in C minor,
played by Stokowski and the Philadelphia Sym-
phony Orchestra and enclosed in an attractive
special album.
The records of President Coolidge's reception
to Colonel Lindbergh on his arrival at Wash-
ington are also included in this release.
Another release of the month which should
stimulate record sales are Gene Tunney's
Health Records, complete on two double-face
ten-inch records, prepared and supervised by
the heavyweight boxing champion of the world.
These records are complete in an album with
an illustrated explanatory chart and list at
three dollars.
Major H. H. Frost Sails
in Interest of Radio Show
Major Herbert H. Frost, chairman of the
Radio Manufacturers' Association, stated re-
cently that the 1928 annual convention of the
Association and the radio trade show would be
held in either New York, Chicago, Detroit or
Cleveland. It is planned to broadcast the pro-
ceedings of the event over a chain of more
than seventy-five stations throughout the
country.
Major Frost sailed recently to Europe to
gather European radio inventions for exhibition
at the Radio World's Fair, which will open
September 19 at Madison Square Garden, New
York. He was accompanied by Mrs. Frost.
A PORTABLE
VICTROLA
at $2500
The portable season is now here.
This popular-priced portable has a
wide sales appeal. Everj'one is a
prospect.
It ivill pay you
to feature
this Victrola for the
next few months
H. A.WEYA\ANN & SON,lNC.
1108 Chestnut Street -Philadelphia, Pa.
Victor Wholesalers
The Talking Machine World, New York, August, 1927
97
REMOTE CONTROL- A Radio Revolution
The New REMOTE
CONTROL Radio Tun-
ing Unit is the "some-
thing new" that radio
editors are writing
about, set owners are
ready to take on and
radio dealers will find
among this year's fast
selling items.
Radio editors and re-
porters at the big
Chicago Trade Show
:alled it a "Lazy Man's"
device or referred to it
as the "Radio Long Arm
Reach."
First cind Only Successful Practical Device Ever
Invented to Control Radio Reception at a Distance
MECHANICAL
Remote Control Unit
ELECTRICAL
Remote Control Unit
The New Thermiodyne
REMOTE CONTROL
Radio Tuning Unit enables
the owner to shift stations
and tune volume at will, at
a distance from his set,
without getting out of his
easy chair. Just the thing
for invalids and shut-ins.
Easily attached to any sin-
gle dial receiving set, sim-
ply by removing the dial
and attaching adapter plate
as furnished with unit and
hooking up connection with
set terminal.
Trade-Mark Reg. U. S. Pat. Off.
Speaker
High quality and popular priced. Sells itself on demonstra-
tion. Nothing like it in its class. Exceptionally fine electro-
magnetic reproducing
unit. Extremely sensitive
throughout entire vocal
and instrumental register.
Full floating 18" cone of
moisture-proof fabric —
not paper.
Art metal frame with or-
namental scroll and ship
model design, in poly-
chrome gold stipple fiinish.
List Price $15
(West of Rockies. . .$17)
"Trade Mork.Reg.U.S Pjt Of f .
Hard pan radio value. No furniture or cabinet features, but
sturdy, high-power, go-getting radio reception. Without
doubt the best set value
on the market today.
Same hook-up in every
detail as wonderful TA 7
outfit.
PAT. APP. FOR
New Thermiodyne TA 7
Improved construction and refine-
ment of characteristics make this the
over-topping example of Power and
Quality in today's radio reception.
XV Century all-metal Spanish Treas-
ure Chest cabinet, individually, dou-
bly and totally shielded. Polychrome
gold and pastel stipple finish.
Price $180
Wrought Iron Console to match
cabinet. Price, $40
Thermiodyne Speaker. The finest
reproducer we have ever turned out.
Price, $30
Complete Assembly .... $250
All Prices quoted List, f.o.b. Factory,
Poughkeepsie, N. Y. Tubes and Acces-
sories excepted unless otherwise
quoted.
Price
$150
PAT. APP. FOR
Algonquin Radio Products will be backed up by Extensive Advertising
this 1927-28 Radio Season. Liberal Discounts, Acceptable Terms and
Exclusive Territory to Radio Merchants of High Community Standing
and Responsible Financial Rating.
ALGONQUIN ELECTRIC COMPANY, Inc.
LEO POTTER, President
Makers of Algonquin Speakers and New Thermiodyne Receivers
245 FIFTH AVENUE, NEW YORK CITY
98
THE TRADE IN PHILADELPHIA AND LOCALITY-
The Talking Machine World, New York, August, 1927
•(Continued from page 96)
Radiotron Tube Dis-
tributor Is Appointed
Radio Distributing Co., Wheeling, to Cover
West Virginia, Ohio and Pennsylvania Terri-
tory— Handles Other Standard Radio Lines
Announcement has been made of the ap-
pointment of the Radio Distributing Co., of
WheeHng, W. Va., by the Radio Corp. of
America as a distributor of Radiotron tubes in
West Virginia, Ohio and Pennsylvania. Com-
plete stocks will be maintained for the benefit
of dealers in that territory, according to.
Howard Hollobaugh, manager of the Radio
Distributing Co. Among other leading lines
handled by the Radio Distributing Co. are
Amplion, Farrand, O'Neil and Peerless speak-
ers, Mohawk and Zenith radio. Burgess, USL
batteries: Stewart and Kodel power units.
^^^^^
Projector
and
IRA]
Peitn Phonograph Co.
JJL FLa a I o
913 Arch St. Philadelphia
Formal Opening of New Quarters of
Trilling & Montague Attracts Dealers
Opening Ceremonies Take Place During Week of July 18— Warerooms of Well-known Radio
Distributing Firm Resemble Successful Radio Show— About 1,000 Dealers Inspect Quarters
New Columbia Dance
Orchestra's First Record
Gerald Marks and his Hotel TuUer Orches-
tra, long favorites with Detroit dance audiences
and vaudeville and radio favorites, have been
added to the long list of Columbia dance re-
cording orchestras. The first offering of the
aggregation on Columbia records is "I'd Walk
a Million Miles," coupled with "Dawn of To-
morrow."
New Steinway President
Following a meeting of the board of directors
of Steinway & Sons, New York City, announce-
ment was made of the election of Theodore
E. Steinway as president of the corporation,
to fill the vacancy caused by the death of his
cousin, Frederick T. Steinway, who died July
17. This action continues the uninterrupted
management of the piano house by members
of the Steinway family since its founding sev-
enty years ago.
Julian T. Mayer, New York City, was re-
cently incorporated at Albany to deal in
musical instruments with a capital stock of 100
shares of common.
Philadelphia, Pa., August 4.— The formal open-
ing of the new headquarters of Trilling & Mon-
tague, radio distributors of this city, almost took
on the proportion and appearance of a radio
show. During the week it was estimated that
nearly one thousand retailers inspected the
quarters and viewed the exhibits.
Four' years ago David Trilling and Harry
Montague foresaw the future of radio and es-
tablished a comparatively small organization
for not only the wholesaling but the servicing
of radio sets, accessories and parts. A location
was secured on North Seventh street, less than
200 feet from the present large headquarters of
the company. Although originating in a humble
manner, Trilling & Montague immediately
adopted the slogan "Grow With Us" and J.
Lobel, sales and advertising manager of the
company, points out that many dealers whom
Trilling & Montague have served have grown
with them to almost the same degree.
The new quarters of Trilling & Montague are
located on the N. W. corner of Seventh and
Arch streets. The entire street floor is devoted
to display and service rooms and the executive
offices of the company. Full length plate glass
windows on both the Seventh street and Arch
street sides admit the maximum amount of light
for the display of the merchandise. The large
amount of floor area permits a separate display
Guarantee
Special
Furnished in
COBRA GRAIN BLACK
CROCODILE BROWN
SPANISH BLUE
SPANISH GREEN
SPANISH RED
Made to meet the
popular demand
COSTS YOU $8.50— RETAILS FOR $15.00
GUARANTEE TALKING MACHINE SUPPLY CO.
35 N. NINTH STREET PHILADELPHIA, PA.
HMMMMM^^^^K Write for our latest Main Spring CheurtHHi^^MaMHMB
of each line. The executive offices of Messrs.
Trilling, Montague, Lobel and Mclntyre are
also on this floor, while the bookkeeping, busi-
ness offices and private offices of other execu-
tives are housed on a balcony at the rear. A
Trilling & Montague Display Room
large basement with an equal amount of floor
space is used for the stock rooms and shipping
departments.
The formal opening of the new quarters oc-
cupied the entire week beginning Monday, July
18. Upon registering in the guest book each
visitor was also presented with a leather key
folder with the compliments of the company.
On Tuesday and Friday the visiting dealers
were the. guests of Trilling & Montague at ball
games, and on Wednesday evening a large
theater party was engineered. On Thursday
evening dealers assembled to hear the broadcast
of the Dempsey-Sharkey fight. This was re-
ceived on the new Kolster power speaker.
As previously stated, the exhibit at the new
quarters strongly resembled a radio show. A
contributing factor to this resemblance was the
separate display of each line in charge of either
a local or headquarters representative of the
manufacturer. Among the lines displayed were
those of the Zenith Radio Corp., Chicago, 111.;
Federal-Brandes, Inc., Newark, N. J.; Crosley
Radio Corp., Cincinnati, O.; Radio Corp. of
America, New York City (Radiotron)"; Farrand
Mfg. Co., Long Island City; United Radio
Corp., Rochester, N. Y.; Stewart Battery Co.,
Chicago, 111.; Sterling Mfg. Co., Cleveland, C^.;
Tower Mfg. Co., Boston, Mass.; General Radio
Co., Cambridge, Mass.; Kodel Radio Corp., Cin-
cinnati, O.; Eagle Charger Corp., Philadelphia,
Pa.; Fansteel Products Co., Inc., North Chi-
cago, 111., and Hartford Battery Mfg. Co., Mill-
dale, Conn.
The show rooms were decorated with a large
number of floral pieces and a visible indication
of the good spirit prevailing in the "city of
brotherly love" were two pieces received froi^n
local distributors, the Penn Phonograph Co. and
Peirce-Phelps, Inc.
G. A. Klebart Dead
C. A. Klebart, who was formerly manager
of the distributing division of the General
Phonograph Corp., now the Okeh Phonograph
Corp., and more recently special representative
of the sales division of the Columbia Phono-
graph Co., died recently from a complication
of diseases.
The Talking Machine World, New York, August, 1927
New Mohawk Distributors
Appointed in Southwest
Otto N. Frankfort, Vice-President, in Charge
of Sales of Mohawk Corp., Visits South and
West Trade and Finds Conditions Good
Otto N. Frankfort, vice-president, in charge
of sales of the Mohawk Corp. of Illinois, was
a recent visitor to New York, calling upon the
Blackman Distributing Co., which recently be-
came the exclusive Mohawk distributor in the
New York metropolitan territory. While here
Mr. Frankfort stated that arrangements had
Otto N. Frankfort
been completed with a number of prominent
wholesalers in important territories whereby
they became Mohawk distributors. Among
these recent appointments are the Higgin-
botham-Pearlstone Hardware Co., Dallas., Tex.;
Curtis Co., Houston, Tex., and the Rex Electric
Co., New Orleans, La.
As usual, Mr. Frankfort covered twice as
much ground on his Western and Southern
trip as is credited to the average traveler and
in addition to the cities mentioned, he visited
St. Louis, Oklahoma City, Galveston, Memphis,
Cincinnati, Baltimore, Washington, Richmond,
Va.; Philadelphia, Harrisburg and Albany. He
states that general conditions throughout the
country are excellent, with the crops very sat-
isfactory and the Southern States in the midst
of exceptional prosperity. At Richmond, Va.,
Mr. Frankfort attended the annual sales con-
vention of the dealers served by the Tower-
Binford Electric Co., Mohawk distributor. This
meeting was held at the Ocean Beach Hotel,
Ocean Beach, Va., over a period of three days,
and was a decided success. At Harrisburg, Pa.,
Mr. Frankfort was the chief speaker at a dealer
meeting sponsored by the Excelsior Auto &
Battery Co., Mohawk distributor.
Commenting upon the activities of Mohawk
traveling representatives, Mr. Frankfort stated
that E. R. Kuhn, Western and Coast repre-
sentative, had recently attended a three days'
convention given by Listenwalter & Gough,
of. Los Angeles and San Francisco, Calif., Mo-
hawk distributors. The meeting was held at
Lamande Park, Calif., the handsome Summer
estate of Phil Gough, and the spirit of the
convention is well exemplified in the following
phrase which symbolized the meeting: "Accept
competition as something you have — that the
other fellow is willing to fight for."
Buffalo T. M. Ck). to Job
American Bosch Radio Line
Radio Corp. Officials to
Visit Regional Meetings
Series of Meetings of RCA Wholesalers and
Dealers to Start on August 29 at Boston —
General James G. Harbord Will Attend Each
A series of regional meetings of RCA whole-
salers and authorized dealers, under the aus-
pices of the Radio Corp. of America, will be
inaugurated on August 29 with a luncheon and
conference at Boston, Mass. The itinerary
includes eleven cities, with a luncheon meeting
planned at each by the district RCA whole-
sale distributor. General James G. Harbord,
president of the Radio Corporation, will head
the group of visiting executives, which include
Quinton Adams, manager of the Radiola divi-
sion, and Pierre Boucheron, advertising man-
ager. An address by General Harbord on RCA
activities will feature each meeting.
The cities which will be visited on the RCA
tour, besides Boston, are as follows: August 31,
Buffalo, N. Y.; September 2, Cleveland, O.;
September 6, Chicago, 111.; September 8, St.
Paul, Minn.; September 9, Kansas City, Mo.;
September 12, St. Louis, Mo.; September 13,
Cincinnati, O.; September 16, Pittsburgh, Pa.;
September 19, Washington, D. C, and Septem-
ber 20, Philadelphia, Pa.
A large attendance at each meeting is fore-
cast because of the dealer and jobber interest
in the Radio Corporation's present and future
plans, which will be outlined by General Har-
bord.
Gould Storage Battery Go.
Markets Kathanode Battery
Three Years of Preliminary Tests Preceded
Introduction of Latest Product of the Gould
Storage Battery Co.
The Gould Storage Battery Co., New York
City, has announced its new Kathanode battery.
Similar to other products in the Gould line,
this announcement was made only after three
years of preliminary tests and observation. It
is stated that batteries of this type have been
officially approved and are already in use in
submarines of the U. S. and British navies.
The Kathanode battery is equipped with patent-
ed retainer mats of spun glass and wool, which
are fitted snugly against positive plates of the
battery. This improved method of construction
is claimed to be setting new standards of bat-
tery life and performance.
The Gould Storage Battery Co. has issued
an attractive treatise on "How Gould Katha-
node Helps Radio." This improved method is
now used in the Gould Unipower., This treatise,
five pages in size, fully describes the improved
type of Gould Unipower and points out three
distinguishing features believed to be essential
to socket power operation and said to be
distinctive to the Gould Unipower. First,
Kathanode cell construction; second, automatic
cut-off in the rectifier cell which stops charging
if user fails to add water when needed; third,
five charge rates with V/2 amperes high, pro-
viding for the requirements of all types of radio
sets.
Will Distribute Bosch Radio Products Exclu-
sively in Western New York and Northern
Pennsylvania — Other Lines Are Added
Buffalo, N. Y., August 8.— The Buffalo Talk-
ing Machine Co. has just announced that it has
secured the exclusive wholesale distributorship
for western New York and northern Pennsyl-
vania for the complete line of radio receivers,
loud speakers and power supplies of the Ameri-
can Bosch Magneto Corp. M. O. Grinnell, sales
manager of the company, completed arrange-
ments on a recent visit to the Bosch plant at
Springfield, Mass. The Bosch line comprises
receivers ranging in price from $68.50 to $340,
all six and seven tube, one-dial control instru-
ments with loop or antenna operation.
In addition to the Bosch line the Bufl^alo
Talking Machine Co. has also added Newcombe
Hawley speakers, Adler Royal cabinets and
Yate "B" batteries.
Mohawk Gorp.'s Production
Gapacity Is Increased
Production Lines Rearranged to Accommodate
Six Additional Full Assembly Lines— Will
Increase Plant Capacity 850 Sets Daily
The production lines in the large plant of the
Mohawk Corp. of Illinois, Chicago, have been
re-vamped so as to accommodate six additional
full assembly lines. According to Douglas De
Mare, vice-president in charge of production,
this new arrangement will increase the plant's
capacity about 850 sets daily. Production this
year started ninety days earlier than last year,
the first shipments leaving on July 1. Mohawk
officials declare that the general good faith of
their representatives and distributors relative
to the coming year, is responsible for the earlier
start.
The increased facilities and the jump in pro-
duction schedule, according to Otto N. Frank-
fort, vice-president in charge of sales, are due
to a number of things, such as the increasing
stabilization of the industry, the fact that Mo-
hawk radio receivers are now merchandised on
a national scale, there being nearly seventy
wholesalers and over 4,000 retailers handling
the Mohawk line, and lastly, the good will built
up by the Mohawk receiver last year.
J. W. Sands With the
Splitdorf Radio Gorp.
The Splitdorf Radio Corp. of Newark, N. J.,
has announced the appointment of J. W. Sands,
of Dayton, O,, as special sales representative,
traveling out of the Splitdorf Chicago branch.
Mr. Sands' territory covers Michigan, Indiana,
Ohio, Kentucky, Illinois and eastern Missouri.
Receives Gongratulations
C. L. Johnston, vice-president and general
manager of the Blackman Distributing Co.,
New York, and one of the most popular mem-
bers of the Eastern wholesale trade, received on
August 6 congratulations of his many friends
in the industry, this day symbolizing the fact
that Mr. Johnston was one year younger.
VAN VEEN SOUNDPROOF BOOTHS
are more necessary than ever before. You cannot demonstrate the wonderful volume and
beauty of tone of the improved talking machine and records without booths. The new in-
strument has unlimited possibilities. Meet it half way by adequate demonstration.
Complet* muipment for musical merehandite
Writ
demiert.
VAN VEEN & COMPANY, Inc.,
'rite for details and catalogue.
313-315 East 31«t Street, New York City
PHONE LEXINGTON 9156-2163
9Sb
The Talking Machine World, New York, August, 1927
Vaughn de Leath Recording
for Five Record Catalogs
Popular Radio and Recoiding Artist Is Making
Records for Victor, Columbia, Brunswick,
Edison and Okeh Catalogs
Vaughn de Leath, widely known recording
and radio artist, is one of the busiest and most
popular singing comediennes in the field at the
present time. Miss de Leath, in addition to
broadcasting a weekly program from station
WJZ, is under contract to make records for
the Victor, Brunswick, Columbia, Edison and
Okeh record catalogs. Among the recent re-
leases which Miss de Leath has made for the
various companies are: "I'm in Love Again"
and "Just Wondering" for Brunswick; "Mighty
Lak a Rose" and "Kentucky Babe" for Victor;
"I Wonder How I Look' When I'm Asleep"
and "Volga Boatmen" for Columbia; "Dew,
Dew, Dewy Day'' and "Vo Do Di Oh Blues"
for Okeh, and "Lonely" and "It's a Million to
One You're in Love" for Edison.
An interesting happening recently illustrated
the manner in which radio listeners-in look for-
ward to securing the numbers of their favorite
artists on records. Miss de Leath sang the old
favorite "Stay in Your Own Back Yard'' on a
recent radio program and so many of the audi-
ence wrote in asking if the selection was avail-
able in record form, that the Edison Co. and
Miss de Leath recorded it.
reports talking machine sales normal for mid-
Summer, and says new Orthophonic machines
are still much in demand in the upper Ohio
valley.
The appearance in Canton within two weeks
of Vincent Lopez and his Casa Lopez orchestra,
Ray Miller and his Brunswick recording orches-
tra and Austin Wylie and his orchestra from
Station WTAM, Vocalion record artists, has
helped record sales considerably during July
and early August, dealers of Canton claim.
Several Canton retail music houses will be
represented with attractive booths at the annual
Stark County Fair which opens Labor Day.
Retailers plan some innovations in booth dis-
play, and will exploit radio as well as talking
machines and pianos. The William R. Zol-
linger Co., George C. Wille Co. and the Rhines
Edison Shop, will be among the Canton ex-
hibitors at the Fair.
A number of Canton music stores joined with
half a hundred other retail merchants in North
Market avenue recently in observance of North
Market Avenue Progress Sales Week, and pre-
sented newest music merchandise in their win-
dows and exploited their merchandise in special
advertising sections of local newspapers.
Artists' Appearances Aid
Akron-Canton Trade Sales
Akron-Canton, O., August 9.— With Summer
on the wane music dealers in the Akron-Canton
area are looking forward to improved business
with the advent of September. There has been
a fair demand for portables and most dealers
have been putting forth special efforts to dis-
pose of their stocks on Hand.
The Van Horn Music Co., for many years
on East Main street, Massillon, has moved across
the street into a new building, and in addition
to musical merchandise, talking machines and
pianos, will deal in house furnishings.
George S. Dales, well-known Akron music
merchant and jeweler, was re-elected a director
in the Ohio Retail Jewelers' Association in con-
vention recently at Cedar Point.
Olen Dawson, East Liverpool Victor dealer,
New Metropolitan Freed-
Eisemann Jobber Appointed
The appointment of the Superior Lamp &
Auto Equipment Co., New York, as a dis-
tributor in Manhattan and Bronx, has been
announced by the Freed-Eisemann Radio Corp.
The Newark, N. J., branch of the Superior
Lamp & Auto Equipment Co. will handle Freed-
Eisemann in northern New Jersey.
The Wholesale Radio Equipment Co., New
York, with a branch office in Newark, N. J.,
will continue to serve Freed-Eisemann dealers
in Manhattan, Bronx and northern New Jersey.
Amrad Corp. Issues Booklet
"The Royal Road to Pleasure" is the title of
an attractive consumer book issued by the
Amrad Corp., Medford Hillside, Mass. A warm,
red-toned cover, which color is carried in tint
throughout the book, gives a distinctive effect
in the presentation of the Royal series of Am-
rad neutrodyne. In addition there are interest-
ing articles upon radio, the pleasures of radio
and the factory behind the product.
Attractive Window Display
Aids Sparton Receiver Sales
Approximately 100 Sparton Radio Receivers
Sold by Justin Bros., Cicero Dealers, by
Featuring Better-Class Merchandise
Why some music-radio dealers in suburban or
even rural communities stand out prominently
as aggressive merchandisers is not hard to un-
derstand when photographs such as this are
studied. Justin Brothers, retailers of Cicero, 111.,
have built up an amazing business in better-
Justin Bros.' Sparton Radio Window
class radio receivers, largely through use of a
quality appeal. Their window, shown above,
was part of a sustained sales drive which en-
abled them to sell nearly a hundred Sparton
receivers, products of the Sparks-Withington
Co., Jackson, Mich., during the past season.
Sonatron Tube Co. Has New
Half-Wave Rectifier Tube
New Product Said to Require No Rejuvenation
and Produces a Smooth, Even Flow of Cur-
rent— Decreases Current Consumption
The Sonatron Tube Co., Chicago, has an-
nounced a new development in the form of a
half-wave rectifier tube, which is used to a
great extent in the new "B" eliminators placed
on the market by many firms in the industry.
Especially since the advent of the completely
electrically operated AC sets, the half-wave rec-
tifier tube 216-B has come into its own as a
working unit for rectifying "B" current supply.
The decrease in current consumption, by the
new Sonatron tube, is one of its most attrac-
tive features. Instead of a filament amperage
of 1.25 the new Sonatron 216-B has a current
consumption of .375 and this decrease will re-
lieve to a great extent the strain on the trans-
former and on the receiving sets which are
built to use the lower-priced "B" eliminators.
In keeping with the decrease in current con-
sumption there is a natural increase in the life
of the new tube, for the saving in heat energy
is passed on to the longer life of the tube,
which is made with a special oxide-coated fila-
ment. The new Sonatron 216-B is said to op-
erate efficiently for at least 1,200 hours and
under laboratory tests the new half-wave recti-
fier tube has operated up to 3,000 hours when
properly used.
The Sonatron engineers, recognizing the
demand that will be made for the new type
Sonatron tube with the increase in production
of AC sets and eliminators, experimented with
many different methods of increasing the life
of the tube, and as a result, the new oxide-
coated filament is used to secure longer life. It
is said that the new Sonatron tube requires no
rejuvenation whatsoever and produces a smooth
even flow of current, strengthening the tone
quality of the set and enhancing its volume.
The new Sonatron 216-B will replace the old
type of 216-B, which has been a member of
the 33 different types of tubes manufactured by
the Sonatron Tube Co.
The Talking Machine World, Nezv York, August, \927
99
New Officers and Directors
of R.M.A. Hold Meeting
The newly elected officers and directors of
the R. M. A. held their monthly meeting from
July 26 to 28 at the Hotel Commodore, New
York City. Following a very interesting address
by President Colby, the agenda for the meeting
called for detailed reports of standing commit-
tees, the highlights of which were the final
reports on the first radio trade show, and the
third annual convention held in Chicago during
June. Appointments were made for representa-
tion in the radio section of the I. R. E., radio
advisory committee and bureau of standards,
and counsellor to the United States Chamber of
Commerce. Preparations were also made for
the Association's participation in the Interna-
tional Radio Telegraph Convention to be held
in Washington in October.
The legislation committee has under advise-
ment recommendations for any amendments to
the Radio Act of 1927 which Congress may be
asked to consider when it holds its December
session.
Albert Stoessel, orchestra conductor and
well-known musician, in a recent address before
the Chautauqua Women's Club paid tribute to
the phonograph and the radio receiver, saying:
"They are a great force in the appreciation
of music and they teach the language of music
by ear and cultivate the musical taste."
Harry C. Browne With
Broadcasting System
Harry C. Browne, stage and screen actor,
stage director, playwright and for the past year
and a half station director of WGHP, Detroit,
has joined the staflf of the Columbia Broadcast-
ing System as production director. He will also
lend his play wrighting experience in writing
special continuities for Columbia programs.
Anselmo Fortier, solo bass of the New York
Philharmonic Orchestra, has been contracted
for to be a member of the all-soloist orchestra
which will play exclusively over the Columbia
Broadcasting network starting in September.
CSTEADY AS A RIVER'S CU RRENT — SILENT AS A SUNSET
Every one
a Winner
Super-Performing
GREENE "A" Unit
New! Practical Radio "A"
current from the light socliet.
Entirely Automatic. A 2 "2
ampere. 6-volt unit for all
sets of 10 tubes or less. "A"
battery troubles ended.
LIST: East of Rockies $30
The New
GREENE Simplified
"AB" Combination
All-in-one. The new GREENE
"A" and "B" Hi-Power Units
for "A" and "B" Power. For
allsetsof lOtubesorless. Per-
fect operation Guaranteed
Complete with 85 Mill, tube
LIST: East of Rockies. . . .'$60
The New Complete
GREENE "B" Hi-Power
Heavy duty service for 10-tube
sets or smaller. Light-socket
"B" current, with all voltages
fixed. Capacity 85 Mills. 180
volts. Any novice can connect
it. Tube Included.
LIST: Eastof Rackles. . . $30
The Finest
BROWN "B"
SUPER-POWER
For extra heavy duty on sensi-
tive 12-tube sets or smaller.
Larger capacity. Has variable
adjustments with switch for
"tijleh" or "low" and "off*'
position. Formerly $39.50,
New price, includes tube.
LIST: East of Rockles$33.50
Value!
The World's Greatest
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Device at
Any Price
Complete Willi Tube
for only
$27.50
East of Rockies
This new complete
GREENE **B" 5-6-7
supplies ample Direct
plate Current from
the light-socket for
all 7-tube sets or
less. Operates with
95-125 volt, 60
Cycle AC current.
Capacity 35 Mills —
135 volts. Noiseless
and Unfailing. A\.
voltages fixed. None
finer at twice this
price.
NOTHING
ELSE TO
BUY
WC S3.y* overnight, in
your own home on any type of set — then, if it doesn't sell itself to
you — don't keep it." Dealers are authorized to make this money-
back inducement. We back up the dealer.
Designed and Priced
to Win Sales Leadership
Country-wide jobber enthusiasm — record-making
performance reports from dealers and pur-
chasers— plus steadily mounting sales — have
followed our R. M. A. Show exhibit of these
new low-priced Socket-Power Units for Radio.
Improved reception results — sharper tuning —
clarity, almost beyond belief until your own
ears prove it — indicate this amazing 1928
Greene-Brown line will set a new high sales
record in the industry.
Without regard of expense or effort in research,
material or workmanship, the utmost quality is
designed and built-in each Greene-Brown Unit.
Our guarantee for
each sums up tersely
in three words: "It
cannot Fail." Each
is compact in size —
Absolutely FOOL-
PROOF— Any novice
can connect it. Fixed
output voltages with
no variable adjust-
SOLD WITH AN ABSOLUTE
^^^iii^,^UARANTEE„„ii^^^—
POWER<
ments (now featured in all GREENE models)
insures constant controlled reception, at any
distance.
Greene-Brown Units are built for dealers to sell
over-the-counter. The sale completes the deal.
No profit-killing servicing obligation after sales
are made. Nothing to break down or wear out.
A few more territories are available to distribu-
tors and dealers who can qualify. The Greene-
Brown Advertising and Merchandising plan in-
sures success. Nationally, and locally, radio-
owners will demand this "better-than-batteries"
satisfaction and long
service provided in
Greene-Brown Socket
Power. There is an
"A" or "B" model
suitable for every set.
For full particulars,
write, or better yet,
WIRE for selling fran-
chise.
UNITS
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MAIL
THIS
NOW
Greene-Brown Mfg. Co. (Desk F-2) 5100 Ravenswood Ave., Chicago, III., U. S. A.
Please t«'ll me all about Greene-Brown Power Units. (Indicate whether dealer or jobber.)
Name Business
Address
PIN THIS COUPON TO YOUR LETTEJIHEAD
R
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RADIO
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TOMORROW'S RADIO POWER FOR TODAY'S ENJOYMENT
100
The Talking Machine World, New York, August, 1927
Making the Radio
SUPERIOR
Address all inquiries to
Studner, Cumming Co., Inc.
National Sales Agents
67 West 44th St., New York City
Chicago Branch: 2fl East Jackson Boulevard
AH cabinets made of Walnut
and selected Butt Walnut
fronts of a workmanship
comparable with the best
in furniture
Open View
Size 53 inches high, 271/4 inches
wide, 18 inches deep
Size 43 inches high, 28 inches
wide, 18 inches deep
Made to jit all popular
Tax Appeals Board Upholds Regulations
of Commissioner on Instalment Sales
Taxpayer Who Changes From Accrual to Instalment Sales Method Must Return as Income
Proper Proportion of Payments in Each Year on Previous Sales
Washington, D. C, August 1. — Regulations
of the Commissioner of Internal Revenue
relating to instalment sales are upheld in
a sweeping decision just rendered by the
United States Board of Tax Appeals in the
case of Blum's, Inc., dealer in phonographs,
pianos and other merchandise on the instalment
plan, of Baltimore. The regulations in ques-
tion require that a taxpayer who changes from
the straight accrual method to the instalment
sales method of returning income must return
as income of the year in which the change is
made, and of all subsequent years, a proper
proportion of all instalment payments, actually
received in those years, relating to sales
effected in years prior to the change in method,
notwithstanding that the entire profits from
the sales to which such payments relate were,
under the method of returning income then
employed, returned and taxed as income of the
years in which such sales were effected.
The board, in this case, went exhaustively
into questions relating to returns of income
from instalment sales. It was held that a tax-
payer employing the accrual method of ac-
counting, but returning income from instalment
sales on the instalment sales method, is entitled
to deduct from the income of any taxable year
all of the expenses, allowances and losses
-enumerated in sections 214 and 234 of the
revenue act of 1918, which were paid or in-
curred, or paid or accrued within the taxable
year. Instalment payments received and re-
funded by a taxpayer in the same year, it was
ruled, should be excluded from the total in-
stalment payments received before computing
the proportion to be returned as income.
Discussing the results of a change in method
of accounting, the board in its decision pointed
out that there ensues in such cases a "period
of transition," being the time before which
the taxpayer making a change of method would
begin to report his normal level of profits,
which has given the board deep concern. Tes-
timony taken from two recognized authorities
on Federal taxation indicated that the distor-
tion of income of the transition period must
be corrected by requiring a taxpayer, returning
income through the employment of the instal-
ment sales method, to return as income, for
any taxable year, all of the profits actually
reduced to possession in that year, notwith-
standing there may be included .profits from
instalment sales of earlier years which had
been returned and taxed as income of those
years, as required by the regulations.
"It is manifestly clear that Congress has
conferred upon dealers in personal property
on the instalment plan the privilege of return-
ing income from instalment sales upon the
method prescribed in section 212 (d) of the
revenue act of 1926," the decision continued;
"that such dealers may avail themselves of
i.his right in computing income under the rev-
enue act of 1916, and all subsequent revenue
acts, and acts amendatory thereof; and that
Congress, by implication, at least, has rejected
the rule prescribed by Article 42 of Regulations
45 (1920 edition) for returning income on the
instalment method, and has manifested an in-
tent to sanction the rule laid down in Article
42 of the second edition of Regulations 45,
promulgated December 29, 1919, as a proper
interpretation of the statute and as correctly de-
fining the instalment sales method of returning
income.
"The rule laid down in Regulations 45,
promulgated December 29, 1919, is that a tax-
payer employing the instalment method of
computing income must include a proper pro-
portion of the instalment payments received
during the taxable year on account of sales
effected in earlier years. Note also that the
statute does not provide for returning only a
proportion of the instalment payments received
during the year relating to sales made after
the change of method, but provides for return-
ing a proportion of 'the instalment payments
actually received in that year.' To the same
effect are the provisions of Article 42 of Regu-
lations 69, promulgated by the commissioner
under the revenue act of 1926.
"Thus, at last we have a remedy for the
most glaring ills of the transition period in the
requirement that a taxpayer employing the in-
stalment sales method of returning income
must include a proper proportion of the entire
instalment payments received during the year,
though some of them may relate to sales the
entire profits from which were returned in
years prior to the change of method."
New Automatic Patented
United States patent No. 1,422,989 has been
awarded Glenn R. Knick of Troy, O., for an
automatic talking machine which plays a record
on one side and then turns it over so that the
reverse side can be played. The instrument
contains a magazine capable of holding six
records. The mechanism is said to be noiseless
and fits into a cabinet thirty-three inches long
and eighteen inches wide.
The Atlanta Radio & Electrical Co., recently
opened at 139 Spring street, Atlanta, Ga., and
will specialize in radio repair and installation
work. Radio sets will be handled.
The Talking Machine World, Neiv York, August, 1927
101
Beautiful With
CABINETS
By
Superior Cabinet Co.
Muskegon, Mich.
Size 50V^ inches high, 30%
inches wide, 18% inches deep
makes of sets and chassis
Open View
Size 51 inches high, 27 inches
wide, Ift inches deep
A beautiful CATALOGUE
and
PRICE LIST
sent on request
H. R. Fletcher Optimistic
Over Business Outlook
Director of Sales of Algonquin Elec. Co.,
Home From Extensive Trip, Finds Condi-
tions Throughout Trade Encouraging
Large New Fada Factory
Triples Manufacturing Space
Latest Plant Equipped With Most Modern
Machinery Obtainable for Manufacturing
Fada Radio Receiving Sets and Speakers
Business conditions are exceptionally en-
couraging at the present time, according to H.
R. Fletcher, director of sales of the Algonquin
Electric Co., who recently returned to his desk
from an extensive trip through the East and
South. The Algonquin Electric Co. is bringing
out a "Remote Control" tuning unit for the con-
trol of radio reception at a distance from the
receiving instrument, as well as continuing its
production of the Master Control Thermiodyne
receiver and Algonquin speaker.
"Everywhere I went in my recent travels,
and in contact with the city trade since my re-
turn, I found business conditions extraor-
dinarily fine," stated Mr. Fletcher. "There is
no doubt in my mind that buyers will pur-
chase in sufficient amounts to keep factories
running full time. This is my expectation as
to radio, and I believe it will apply to all other
lines as well. Radio merchants are giving ad-
vance orders for specified delivery dates, and
while actual orders may come in smaller quan-
tities than heretofore, the orders will come
oftener and the manufacturer may, in my
opinion, expect a larger volume of business
this season than ever before."
Mr. Fletcher's trip took him through the
New England States, Pennsylvania, Maryland.
District of Columbia and Virginia, where he
made many contacts with the trade.
The new factory of F. A. D. Andrea, Inc.,
illustrated herewith, located at Jackson avenue.
Orchard and Queens streets, Long Island City,
N. Y., affords the manufacturers of Fada radio
modern machinery for manufacturing the Fada
receivers and Fada speakers, and the various
factory departments are so arranged as to ex-
pedite in the most efficient manner the manu-
facturing and shipping processes.
The executive, sales, advertising and export
departments, as well as an attractive display
room, are located on the second floor. The
accounting department and the shipping sec-
tion of the advertising department are on the
first floor.
The new factory facilities will enable the
In a recent address at Glasgow, Scotland,
John L. Baird, inventor of television, predicted
the time when the owner of a phonograph may
enjoy a motion picture by putting on his in-
strument a record combining the principles of
the television and the phonograph.
Latest Plant of F. A. D. Andrea, Inc.
triple the floor space which was available at Fada organization to take full advantage of the
the former factory, 1581 Jerome avenue, in enviable position which it has made for itself
the Bronx section of New York City. The new In the radio industry in the United States and
factory is equipped throughout with the most foreign countries.
102
The Talking Machine World, New York, August, 1927
Stromberg-Carlson Tel. Mfg. Co.
Announces New Line of A. C. Receivers
Six New A. C. Operated Stromberg-Carlson Receivers Added to the Line — Two Table and
Three Console Models and Combination Phonograph-Radio Included — Four Models Retained
Rochester, N. Y., August 6.— The new Strom-
berg-Carlson line of radio receivers, manufac-
tured by the Stromberg-Carlson Tel. Mfg. Co.,
was recently announced and has been enthusi-
astically received by all those who have been
privileged to see and examine the products.
The 501, 502, 601 and 602 model receivers have
been retained because of the great popularity
which they won last year, and because they
are especially suited for use in sections where
there is no electric lighting current available,
or where the current is not of the usual 50-60-
cycle variety. These receivers are known as
the Universally Powered models inasmuch as
any choice of power equipment may be used.
The chief items of interest to the trade, how-
ever, are the si.x; new fully A.C. operated .-re-
ceivers, which have just been completed. These
receivers possess a naturalness cif reproduction
that delights the listener.
Table model No. 523 and Console model No.
524 A.C. -type receivers utilize two stages 'Of
tuned, neutralized and shielded radio frequency
amplification, one shielded detector stage. and
two stages of new audio amplification. The
audio systems of all the new receivers incor-
porate circuits of such design that frequencies
below fifty cycles are reproduced. The above-
mentioned new models incorporate the 171
power-tube with ISO volts on the plate and are
operated by means of two station selectors.
The operating power of these receivers is taken
directly from any 50-60-cycle, 10S-125-volt, A.C.
house lighting circuit. The current supply unit
is called the No. 403 audio-power unit, inasmuch
as all output equipment is contained within it.
This unit and the receiver are inter-dependent
upon each other.
Table model No. 633 and Console model No.
634 A.C. receivers are known as the Universal
Stromberg-Carlson Model 734 A. C.
type, inasmuch as they may be used with either
indoor, outdoor or loop antenna. They employ
three stages of tuned, neutralized and totally
shielded radio frequency amplification, one
totally shielded detector stage and two stages
of new audio amplification. A switch, easily
accessible, allows the operator to change from
loop to antenna operation.
The Art Console No. 734 A.C. type receiver
is larger than either the No. 524 or No. 634
models. It utilizes three stages of tuned, neu-
tralized and totally shielded radio frequency
amplification, one antenna coupling stage, one
detector stage and two stages of high quality
audio amplification. It uses either outside, in-
side or loop antenna, the loop employed being
of the type that folds back close to the receiver
when not in use. The audio system differs from
those described above in that the UX-210 power-
tube is used in the last audio stage instead of
the UX-171. This provides for a greatly in-
creased volume of output without distortion, and
is made possible through the use of the No.
404 Socket-power unit. This unit can be satis-
factorily housed only in the Art Console models.
Tuning is done with one station selector, all
four tuning condensers being mounted on one
shaft and tuned by one gear-drive.
All of the models are provided with a jack
on the front receiver panel, so that by means
of an electro-magnetic pick-up device which the
Stromberg-Carlson Co. plans to market this
Fall, phonograph records may be reproduced
and amplified by means of the audio system of
the receiver.
The sixth model of the new A.C. line is the
No. 744 combination phonograph-radio receiver
which was illustrated and described in detail in
past issues of The Talking Machine World.
All of the Stromberg-Carlson receivers, in-
cluding the combination instrument, utilize a
separate loud speaker fitted with a thirty-foot
cord, for the best acoustical reproduction.
Improved Speaker Unit and
Condensers for Victrolas
The Victor Talking Machine Co. announces
the development of a new speaker unit which
materially improves the reproduction of Vic-
trola model 9-40, and a new condenser for Vic-
trola 9-15. The new features will be incor-
porated in all shipments from the factory with-
out change in the present list prices. The new
condenser can be readily installed in the 9-15,
but the new unit for the 9-40 requires the re-
placement of several important parts, including
the power amplifier unit.
The condenser will be supplied for the 9-15
and all essential equipment for the 9-40, with-
out cost for each instrument in the hands of
Victor dealers as reported in the July 1 inven-
tories. The 9-40 will be handled on a "charge-
to-be-balanced-by-credit" basis.
If customers who have already purchased the
9-40 wish to add the new refinements, the parts
to be replaced by the new units will be given
due allowance by the wholesaler and credit will
be given the distributor by the Victor plant,
which in turn will credit the dealer.
Distributors Appointed
for Buckingham Radio
R. A. Anderson, sales manager of the Buck-
ingham Radio Corp., Chicago, 111., announces
that the national distribution of that company
is rapidly being completed.
Among the recent permanent distributors who
have started work on the Buckingham are Wm.
Button & Sons Co., Hastings, Neb.; Western
Radio & Auto Supply Co., of Cedar Rapids, la.;
Prusia Hardware Co., Fort Dodge, la.; Electric
Lamp & Supply Co., St. Louis, Mo.; United
Factories, of Cleveland, O.; C-L Radio Co., of
Dayton, O. ; Finke Furniture Co., of Evans-
ville, Ind., and the Louis Model Co., Boston.
The Buckingham chassis in conjunction with
the United Cabinet line promises to be one of
the outstanding successes in the moderate-
priced radio field this season.
SimplgK Electric
Miiniifiicturvd by
THE SIMPLEX RADIO COMPANY, Sandusky, O.
The Talking Machine World, New York, August, 1927
103
^ ^ ^ THE LINE OF DISTINCTION ^ ^ ^
Al^uays a header—
Now a Batteryless Receiver
The
McMillan Electric
with Kellogg A. C. Tubes
Now for the first time in radio history Mc-
Millan announces a batteryless receiver —
free from trouble — operating direct from a light
socket. Through the employment of Kellogg
A.C. Tubes and a new exclusive circuit (patents
pending) McMillan now offers the most revolu-
tionary receiver the world has ever seen.
Absolutely NO Batterks
The new McMillan Electric has no batteries —
no eliminators — no automatic switches. Nothing
to get out of order. The owner enjoys continu-
ous, trouble free service. The dealer cuts his
service costs to almost nothing.
Write now for complete description —
t;< prices and discounts
THE McMillan radio corporation
The Orleans
Doors of figured walnut. Heavy ply-
wood construction. Equipped with
built-in speaker — Utah Unit. Four-
foot air column. Size of top 26>4"x
19"— 43^" high. Shipping weight,
135 pounds.
1421 S. Michigan Ave.
Chicago, 111.
The Ivanhoe
Exclusive McMillan design. Sides
and top striped walnut. Doors of
butt walnut, mahogany overlay.
Veneered moldings. Built-in speaker.
Four-foot air column. Utah Unit.
Size of top, 25^"xl7i/^"— 50" high.
Shipping weight, 117 pounds.
Prices range from
$170 to $325
The Chassis
Shielded with Kellogg A.C. Tubes
and special circuit (patents pend-
ing) shows why the McMillan Elec-
tric is the last word in radio re-
ceivers.
The Verdi
An exclusive McMillan Model. Fig-
ured walnut — curly maple overlay.
Heavy plywood construction. Built-
in speaker — Utah Unit. Four-foot
air column. Size of top, 26j'8"xl9j^"
— 43" high. Shipping weight, 135
pounds.
We also make a complete line of battery models
104
The Talking Machine World, New York, August, 1927
New Amplion Corp. Quarters Permit
of More Than Double Present Production
Total of 15,500 Square Feet Occupied by Loud Speaker Manufacturer— David H. Moss Appointed
Plant Superintendent— Balanced Armature One of Features of New Amplion Line
Production of the new and extensive line of of catalog sheets, cuts, mats and consumer
Amplion radio speakers and units is well under literature will be available to all Amplion job-
way in the new manufacturing plant of the bers and dealers. Among the national maga-
AmpHon Corp. of America at 531-535 West zines to be used, Mr. Spencer said, are four
weekly publications
with a combmed cir-
culation of 6,400,000.
The Amplion sales
policy of distribution
through jobbers only
will be continued in
effect.
A new balanced arma-
ture unit is one of the
features of the new
Amplion line, which is
said to improve the
tone and quality of
speaker reproduction.
Model AR-35 is the
famous radio unit for
phono graphs, with
threaded rubber for
the tone arm cord.
The Amplion Dragon,
the model that made
Amplion famous, AR-
19, is a mahogany
paneled-bell, crystalline enameled. Model
AA-18 is the Amplion Patrician, in a hand-
carved mahogany cabinet, containing a long air-
column with the Amplion unit. The Lion model.
The Colonial Cone is model AC-12, in a two-
tone mahogany cabinet with piano finish. Model
AC-27 is the Amplion Shield, in a new process
embossed walnut panel, attractively curved,
combining grille-front and back. The Amplion
Fireside is model AC-30. It is finished similar
to model AC-27, and like the Shield is a dis-
play piece, which may be placed anywhere in
the room or on the porch. The Amplion Grand,
model AC-15, is a walnut cabinet with fine piano
finish, 34 inches by 33 inches by 18 inches. Am-
plion engineers state that this is one of the
finest radio reproducers at any price on the
market to-day, from standpoints of performance
and beauty.
Two slogans, "The line with least resistance
to sales effort" and "An Amplion is never sold
until the customer is satisfied" have been
adopted by the Amplion Corp. Each unit is
guaranteed unreservedly against defects in ma-
terials or workmanship for a period of one year.
William Ingles Appointed
Arborphone Ad. Director
Will Handle Advertising and Merchandising
Plans in Connection With Arborphone Sets,
Speakers and Radio-Phonograph Combination
Executives of the Amplion Corp. of America
Left to Right: David H. Moss, production manager; V. L. Rich, office manager; Lloyd
L. Spencer, general sales manager; S. B. Trainer, president, and A. W. Harris, chief
engineer.
Thirty-seventh street, New York City. A total
of 15,500 square feet gives the Amplion Corp.
twice the floor space available in its previous
factory, and the installation of new machinery
and equipment will permit the Amplion organ-
ization to more than double its production
capacity.
The appointment of David H. Moss, as super-
intendent of plant, has been announced by the
Amplion Corp. Mr. Moss is well known in the
radio industry as a production executive and
has superintended the installation of many
efficient manufacturing plants in England, Can-
ada and the United States.
An experience of more than forty years in
the science of sound reproduction is embodied
in the new line of speaker products which are
being placed upon the market this year by the
Amplion Corp., which is associated with the
famous British firm of Alfred Graham & Co.
The Amplion products are being marketed
under the direction of Lloyd L. Spencer, gen-
eral sales manager, who is one of the best
known executives in the rriusic-radio industry.
Commenting upon his sales and merchandising
plans for 1927-28, Mr. Spencer stated that the
sales force of the Amplion Corp. has recently
been increased, and an extensive advertising
campaign has been arranged in monthly and
weekly magazines of national circulation, as
well as local newspapers. An attractive variety
Executive Offices of the Amplion Corp.
AC-21, is a 14-inch cone mounted on an 18-
inch sound board, with a bronze base. Model
AC-24 is the Amplion Mural, the same as the
Lion, but equipped with a brown silk picture
cord for wall decoration.
Ann Arbor, Mich., August 5. — The Precision
Products Co., of this city, has appointed William
Ingles, formerly of the McGraw-Hill Publish-
ing, Co., Inc., and Thomas A. Edison, Inc., to
liandle the merchandising and advertising plans
in conection with the Arborphone radio prod-
ucts. Mr. Ingles will direct all advertising and
sales promotion effort and will work in close
accord^ with jobbers and dealers on new mer-
chandising plans. The
Arborphone products
include receivers,
loud speakers and a
radio - phonograph
combination instru-
ment.
The company re-
c e n 1 1 y announced
that it had been
licensed under the
Loftin-White patents
and that it would use
this circuit in four of
the seven receiving
sets in the line. These
four are to be known
as models 25, 253, 252
and 255 De Luxe.
The latter is a com-
bination power radio
receiver and phono-
raph, which is expected to be popular.
The Edison Phonograph Distributing Co.,
West Orange, N. J., was i-ecently registered at
Baton Rouge, La., with $30,000 capital.
AMPLIPHONIC
New Type Phonographs
Remarkable for tone and volume
Up to the Minute Equipment
Cast Iron Horn
Heineman 77 Motor
Automatic Stop
Ultra Reproducers
Values £or the Phonograph Buyer
Write for Our Complete Catalogue
CHARMAPHONE CO.
Pulaski
Manufacturing Since 19H
New York
7 At- 'I'alkiiu/ Machine World, Ncic York, August, 1927 105
THE IMPROVED UNI POWER
Gould Kathanode construction
leads all radio A power improvements
THE design of the new improved Gould Unipower em-
bodies the best points of design in all previous models.
To this has been added the most striking advance in
battery construction for two decades. This new con-
struction is known as the Gould Kathanode assembly.
It is a principle first developed by Gould for submarine
batteries. With the Kathanode battery element the new
Gould Unipower has greatly increased life, care is
simplified, and service costs are practically eliminated.
Gould Storage Battery Co., Inc., 250 Park Ave., N. Y. C.
Ask to see the finest Unipower Gould
ever built and write for new low prices.
The new
Improved
106
The Talking Machine World, Nezu York, August, 1927
A. B. Trudeau Appointed
Brant General Sales Manager
Brant Radio Power Co. Announces the Ap-
pointment of Former Steel Executive to Im-
portant Post — Operates Portable Station
Terre Haute, Ii^d., August 8. — In a recent an-
nouncement the Brant Radio Power Co. an-
nounced the appointment of A. B. Trudeau,
formerly of the Berger Steel Corp., as general
sales manager of the company. Mr. Trudeau
has had extensive experience in sales direction,
having been connected with the steel corpora-
tion for the past eighteen years.
The Brant Radio Power Co. was organized
under the laws of the State of Indiana last
Fall and capitalized for one thousand shares.
The manufacturing headquarters were estab-
lished at Terre Haute in January, 1927, and the
firm has placed upon the market the Hoosier
power unit in several dififerent types and
models, including automatic "A" models for sets
using number 199 tubes, for five and six-tube
sets, the automatic "A" and "B" eliminator for
five and six-tube receivers, the automatic charg-
er, Hoosier Remote Control and the Hoosier
six-in-one, a complete "A" and "B" power
supply.
G. A. SchnuU is president of the company;
M. W. Hopkins, secretary and treasurer; A. L.
New, general manager, and C. C. Brant,
mechanical engineer.
A portable broadcasting station, KGFO,
owned and operated by the Brant Radio Power
Co., was recently placed on board the steam-
ship City of Honolulu which sailed on her
maiden voyage June 4 to 25. The portable sta-
tion was landed at Honolulu, and was later
brought back to the Pacific coast for a journey
across the United States to the Atlantic. KGFO
derives its power through the exclusive use of
five 200-volt Hoosier power units.
The Raytheon Mfg. Co., Cambridge, Mass.,
is issuing a series of "Radio Power Bulletins"
for radio engineers and service men.
Operadio Mfg. Go. to Make
Speakers and Portable Sets
Reorganized Company Will in Addition to
Continuing Manufacture of Portable Radio
Sets, Bring Out the Operadio Speaker
The Operadio Mfg. Co., Chicago, according
to J. M. Stone, president, is looking forward
to a very good year in the sale of its products.
The Operadio Manufacturing Co. is a reorgan-
ization of the Operadio Corp., pioneer portable
set builders. The new company is adequately
financed, and the entire personnel, with the ex-
ception of one member of the firm, has been
taken from the old company.
For the coming year the Operadio Mfg. Co.
will produce a light-socket operated, completely
self-contained seven-tube portable set known
as the improved Model 7, as well as a six-tube
one-dial resistance coupled chassis. The same
portable will also be offered for battery opera-
lion.
The most interesting announcement and de-
velopment of the new company is its en-
trance into the loud speaker field with a new
speaker of the bloc type. The speaker consists
of an exponential air column cast en bloc, mak-
ing a solid monolithic structure free from
vibrations. The equivalent of a five-foot horn
is contained within a small oval, and the rich
walnut leatherized finish makes it a speaker of
distinctive appearance.
There are three speakers in the finished line
— the Junior with a 30-inch air column, the
Senior with a 54-inch air column and the De
Luxe with an 84-inch air column. These speak-
ers are also produced in a manufacturing type
for radio set manufacturers. The model 30,
which corresponds to the Junior type finished
speaker, and the Model 84, which corresponds
to the De Luxe model, are to be mounted in
cradles in the cabinet, while the Model 54,
which corresponds to the Senior model finished
speaker, has two brackets on each end of the
major axis for bolting to the runners in the
cabinet.
The sales department of the Operadio Mfg.
Co. will handle the sales of all products with
the exception of the finished speaker, the en-
tire sales of this item being handled by the
Zinke Co., also of Chicago.
Mr, Stone, in an interview with a representa-
tive of The Talking Machine World, announced
that the Operadio Manufacturing Co. expects to
manufacture portables within the next thirty
days and at that time will have a jobbing propo-
sition to offer the trade.
The officers of the new company are: J. Mc-
Williams Stone, president; E. G. Laughlin, sec-
retary and treasurer; Laurence A. King, sales
manager, and Harold H. Shotwell, chief engi-
neer.
R. M. A. to Investigate
Radio Patent Situation
An inquiry into the patent situation in the
radio industry is to be started by a special
committee appointed by the board of directors
of the Radio Manufacturers' Association, it was
recently announced by L. S. Baker, executive
vice-president of the association. The action
was decided at a recent meeting of the direc-
tors.
"Radio to-day is in a situation somewhat
similar to that which once confronted the auto-
mobile industry," said Mr. Baker. "That crisis
was solved through the pooling of virtually all
automotive patents and the inauguration of a
system to cross-license manufacturers, under
the auspices of the National Automobile Cham-
ber of Commerce. Our committee has been
charged to investigate the full details in the
automotive field to determine how the radio
industry may be benefited thereby."
Radio Faes
cheaper Power Ueits
Now you can sell
ARCO
Power Units
and be certaie of real satis^
faction. Pure, direct cur**
rent, no hem, coestant —
jest pleg in the
"A B" Supply, $67.00
'A", Same Size and Design
as "B", $37.00
'H R C 2" Charg'er, Auto-
matic, 5 Amp., Complete,
$25.00
"H R C 1" Charger
214 Amp., Complete, $18.50
Automatic
Power Switch,
$3.50
I
ARCO ELECTRICAL CORP.
S25 BARR STREET
FORT WAYNE, INDIANA
Please tell me about the Sales Plan and Special Discount OSer
Name .
AdAress_
City
'B" 50 Mils., 150 V.
Complete, $32.50
"A" With Built-in
Battery, Automatic,
$34.00
Power Controller,
Complete, $7.50
"H R C 5"
Complete, $11.50
The Talking Machine World, New York, August, 1927 107
The courts confirm what
the public knows
Tuned radio frequency sets have no commercial value without
means of neutralization.
Modern tuned radio frequency receivers improved with means
of neutralization cannot be legitimately made or sold by jobbers
or dealers unless the manufacturer is licensed by the owners
of the patents.
Manufacturers of "Neutralized" or "Self-balanced" radio sets,
together with the jobbers and dealers who sell them, cannot
escape patent infringement liability unless licensed.
The penalty for infringement by manufacturer, jobber or
dealer is the recovery of the profit made or the recovery of the
patent owner's damages, as may be awarded.
Patent protection on ''Neutralized'' radio sets is not
complete unless it includes a license under the Hazeltine
Neutrodyne and L at our patents.
Courts define infringement
"Modern methods for the control of regen-
eration and the undesired self-oscillations
which result therefrom were unknown in the
art when the patent in suit (*Alexanderson's)
issued. These improved methods have per-
fected Alexanderson's system of geometric
tuning, and are employed by the defendant.
Their importance cannot be denied (see
Hazeltine Corp. v. Electric Service Eng.
Corp. 18 Fed. 662), and it may be conceded
that the Alexanderson device, without some
such improvement, would be of little com-
mercial value today. But infringement of the
Alexanderson patent of 1913 is not avoided
by using his invention with subsequent im-
provements."— Judge Thomas D. Thacher's
decision in the action brought by the Radio
Corporation of America et al. against E. J.
Edmond and Company involving a set man-
ufactured by Atwater Kent Manufacturing
Company, handed down July 11, 1927.
"The invention of Hazeltine completely
revolutionized the radio industry by elimi-
nating the bothersome noises and squeals.
... I find that the close coupling of the
Hazeltine patent 1,489,228 was a decided
advance in the art, an advance that produced
complete and permanent neutralization. . . .
The patents are valid and the claims have
been infringed by the defendant." — Judge
Grover M. Moscowitz's decision in the action
brought by the Hazeltine Corporation et al.
against A. H. Grebe & Company, Inc., handed
down June 20, 1927.
Judge Moscowitz's decision establishes
that no manufacturer can make a completely
neutralized tuned radio frequency receiver
without invading the patent rights of the
Hazeltine Corporation.
The validity of the Hazeltine Neutrodyne
patents was not affected by the decision of
the Circuit Court of Appeals for the Second
Circuit in the action brought by the Radio
Corporation of America with respect to the
Rice and Hartley patents.
Dealers — To be safe from infringement
and from liability for damages, be sure
the radio sets you handle are manufactured
and fully protected under the Hazeltine
Neutrodyne and Latour patents. Infringers
will be prosecuted.
Full information may be obtained from
Hazeltine Corporation, 15 Exchange Place,
Jersey City, N. J.
*Identification ours
NEUTRODYNE
Trade-mark Reg. U. S, Pat, Off,
108
The Talking Machine World, iVm- York, August, 1927
Atwater Kent Dealers of Northern
Ohio Hold Fifth Annual Convention
Cleveland Ignition Co. Host to Dealers at Gathering in Hotel Statler the Latter Part of Last
Month — Interesting Addresses Made by Manufacturers' Representatives
Cleveland, O., August 6.— The fifth annual con-
vention of Atwater Kent dealers of Northern
Ohio took place at the Hotel Statler on the
afternoon and evening of July 27th and was
the largest and most successful of its kind ever
held. The dealers and their ladies were the
guests of the distributors of the Cleveland Ig-
nition Co. and a number of factory representa-
tives were also present.
During the opening business session the .
ladies were entertained at a matinee at the
Ohio theatre. Ray A. Bechtol, secretary and gen-
eral manager of the Cleveland Ignition Co., pre-
.sided at the meeting, which was held in the
ballroom of the hotel. A full-sized billboard
containing the "Safe" Atwater Kent poster was
erected on one side of the ballroom and made
a big hit. Another feature was a reproduction
of a dealer's window, which attracted a great
deal of very favorable comment. Despite the
Addresses were made by the following: Thos.
E. Chadwick, Cleveland Ignition Co.; Frank J.
Foley, district representative, Atwater Kent
Mfg. Co.; P. A. Ware, merchandising manager,
Atwater Kent Mfg. Co.; Mae B. Columbo, sales
promotion department, Atwater Kent Mfg. Co.;
F. A. DeLano, merchandising counselor, At-
water Kent Mfg. Co.; Harry Humphries, repre-
sentative of the Pooley Co. was a surprise
speaker. He explained that Ben StaufJer, sales
manager of the campaign, had hoped to be
present but had found it impossible at the last
moment. A telegram was read from Mr. StaulTer
expressing regret and conveying best wishes for
(he success of the meeting.
Improvements and additions to the Pooley
cabinet line were outlined by Mr. Humphries.
Thos. E. Chadwick spoke on Red Lion cabinets.
Frank Foley spoke on the various Atwater
Kent models and stressed the point that while
The Dealer Meeting Sponsored
lieat, the utmost interest was shown by all
present at the business session.
A feature of this event was the offering of a
motion by Fred Klepper, and seconded by Rus-
sell Palmer and unanimously carried, that the
following telegram be sent to the Atwater Kent
Alfg. Co. on behalf of those assembled.
"The Atwater Kent dealers of Northern Ohio,
assembled as guests of the Cleveland Ignition
Co., have heard the inspiring messages of the
Atwater Kent Mfg. Co.'s representatives outlin-
ing the plans for the future sales promotion
and advertising.
"We have used the wonderful merchandise
the factory is making. We are in hearty ac-
cord with the policies outlined by your distrib-
utors and your representatives, and we now ex-
press our faith in the factory, its distributor, and
the product, and pledge our best efforts to the
furtherance of our Atwater Kent business."
by the Cleveland Ignition Co.
there had been improvements there had been
no radical changes. The merchandising policy
of Atwater Kent was given in detail by P. A.
Ware. The address by Miss Mae B. Columbo
was a pleasant surprise, dealers quickly grasping
the fact that a big, new sales field was being
opened to the women of the country by the
work of her department.
F. A. DeLano gave the dealers much to think
of in his talk in which he stated that Atwater
Kent would spend $3,000,000 this season for
advertising and $500,000 for broadcasting.
In his closing remarks R. A. Bechtol com-
mented on the rumors afloat regarding patent
litigation, and said that he was not worrying
about it, and there was no cause for the dealers
to do so either. The matter was in Atwater
Kent's hands, in whom they all had the utmost
confidence, to take care of the matter.
Ray A. Bechtol
The banquet was staged at 7 P. M. in the ball-
room of the hotel, there being close to 600 pres-
ent. Confetti, noise makers, etc., helped enliven
the meal. Horace Yokoun and his orchestra
furnished the music. The toastmaster was Thos.
Hendricks, and the speaker of the evening Hon.
J. J. Sullivan, of the Court of Appeals. The
Shades of Moses, Cleveland, of W. T. A. M.
radio fame, also entertained. Beautiful sou-
venirs were presented to all those in attendance
by the Cleveland Ignition Co. This brought
to a close the most successful meeting the
Atwater Kent Northern Ohio dealers ever held.
Quam Radio Loud Speaker
Introduced to the Trade
The Quam loud speaker, a product of the
Quam Radio Corp., Chicago, and a develop-
ment of James P. Quam, prominent radio and
acoustical engineer and head of the firm which
bears his name, recently made its appearance
upon the market. The Quam speaker is said
to employ a new principle of construction, the
"stretched reed" principle, and instead of a
floating reed secured at only one end, the Quam
speaker has a stretched reed like the human
vocal cords. The product is said to be per-
manent in construction, requiring no adjust-
ment at any time, and retails for $17.50.
Each Quam loud speaker is carefully tested
before it is packed in a sealed envelope and
is fully guaranteed. The sealed envelope con-
taining the speaker is placed in a shipping
carton, which is not opened until it reaches
the consumer. The dealer is instructed to use
a sample for exhibition and demonstrating pur-
poses, so that the speaker which is sold to the
customer may reach his home in exactly the
same condition as when it left the factorv.
Seeing Is Believing
There is a classic beauty in Shamrock
cabinets to which no photograph can do
justice . . .
There is a mechanical perfection inher-
ent in every Shamrock set which no
picture can express . . .
We invite you to check these statements
yourself. Shamrock invites comparison.
Models from $55 to $250
C APIO S E TT S
Shamrock Manufacturing Co,, 195 Waver ly Ave,, Newark, N, J,
The Talking Machine World, Nezv York, August, 1927
109
Radio World's Fair to Be Held Next
Month Promises to Be a Record Breaker
Madison Square Garden, New York, Will House the Annual Exhibition of Latest Radio Products
— 99 Per Cent of Exhibition Space Already Contracted for — List of Exhibitors
The Radio World's Fair, which will be held
in Madison Square Garden, New York, during
the week of September 18, will be a record
breaker in many ways, according to G. Clay-
ton Irwin, Jr., general manager, who has an-
nounced that more than 99 per cent of the
exhibition booths in which manufacturers will
display their new radio receivers and acces-
sories has already been sold under contract.
About 70 per cent of the space allotted to ex-
hibitors in the Garden will be used by manu-
facturers of completed receivers, Mr. Irwin
states, and the balance will be utilized by the
radio accessory manufacturers.
"We will have many more features this year
for the entertainment of guests," stated Mr.
Irwin. "Probably the most interesting will be
the 'theatre of wonders,' in which several lead-
ing experimental laboratories of the country
will exhibit and demonstrate many pieces of
apparatus that are used by investigators in
scientific research."
The list of exhibitors who have signed con-
tracts for booths in Madison Square Garden lo
date is as follows:
Abox Co., Chicago, 111.; A. C. Dayton Co., Dayton,
Ohio; Acme Apparatus Co., Cambridge, Mass.; Acme
Wire Co., New Haven, Conn.; Advance Battery Corp.,
Brooklyn, N. Y. ; Aero Products, Inc., Chicago, III.; Aero-
vox Wireless Corp., Brooklyn, N. Y. ; Algonquin Elec.
Co., New York City; All- American Radio Corp., Chicago,
111.; Allen Bradley Co., Milwaukee, Wis.; Aluminum Co.
of America, Edgewater, N. J.; American Bosch Magneto
Corp., Springfield, Mass.; American Elec. Co., Inc., Chi-
cago, III.; American Mechanical Lab., Brooklyn, N. Y. ;
Amplion Corp. of America, New York City; Amrad Corp.,
Medford Hillside, Mass.; Apex Elec. Mfg. Co., Chicago,
111.; Arco Battery & Plate Co., Fort Wayne, Ind. ; Argus
Radio Co., New York City, and Atwater Kent Mfg. Co.,
Philadelphia, Pa.
Bakelite Corp., New York City; Nathaniel Baldwin,
Inc., New York City; Balsa Wood Co., Inc., New York
City; Batteryless Radio Corp., New York City; Belden
Mfg. Co., Chicago, III.; Best Mfg. Co., Newark. N. J.;
Bodine Electric Co., Chicago, 111.; Borkman Radio Corp.,
Chicago, HI.; L. S. Brach Mfg. Co., Newark, N. J.;
Bremer-Tully Mfg. Co.. Chicago, 111.; Briggs-Stratton
Corp., Milwaukee, Wis.; Bright Star Battery Co., Inc.,
Hoboken, N. J.; Brooklyn Metal Stamping Corp., Brook-
lyn, N. Y.; Browning-Drake Corp., Cambridge, Mass.;
Burgess Battery Co., Chicago, 111.
Cable Supply Co., New York City; Camfield Radio Mfg.
Co., Chicago, 111.; The Allen D. Cardwell Mfg. Corp.,
Brooklyn, N. Y.; Carter Radio Co., Chicago, 111.; C-E
Mfg. Co., Providence, R. I.; Celeron Co., Bridgeport, Pa.;
Central Radio Lab., Milwaukee, Wis.; Chicago Solder
Co., Chicago, III.; Colonial Radio Corp., New York City;
Commercial Metal Works, New York City; Consolidated
Battery Co., Philadelphia, Pa.; Corbett Cabinet Mfg. Co.,
St. Mary's, Pa.; Cornell Elec. Mfg. Corp., Long Island
City; Cornish Wire Co., New York City; Crosley Radio
Corp., Cincinnati, O. ; Crown Phonograph, Inc., New
York City; E. T. Cunningham, Inc., New York City.
Day-Fan Elec. Co., Dayton, 0.; DeForest Radio Corp.,
Jersey City, N. J.; Tobe-Deutschmann Co., Cambridge,
Mass.; Diamond Elec. Spec. Corp., Newark, N. J.; Dia-
mond T Radio Mfrs., South Bend, Ind.; Dongan Elec.
Mfrs., Detroit, Mich.; Dry Storage Battery Co., Phila-
delphia, Pa.; Dubilier Condenser Corp., New York City;
Eagle Charger Corp., Philadelphia, Pa.; Electrad, Inc.,
New York City; Electric Storage Battery Co., Phila-
delphia, Pa.; Electrical Research Lab., Chicago, 111.;
Elkon Works, Inc., Weehawken, N. J.; Empire Elec.
Prod. Co., New York City.
Fansteel Products, New York City; Farrand Mfg. Co.
Inc., Long Island City; Federal-Brandes, Inc., Newark
N. J.; Federal Radio Corp., Buffalo, N. Y.; J. B. Fergu
son, Inc., New York City; Ferranti, Inc., New York
City; Formica Insulation Co., New York City; Freed
Eisemann Radio Corp., Brooklyn, N. Y. ; French Bat
tery Co., New York City; Chas. Freshman Co., Inc., New
York City; H. H. Frost, Inc., Chicago, 111.; Fergus Co.,
Newark, N. J.
Gem Tube Co., New York City; General Radio Co., Cam-
bridge, Mass.; Gold Seal Elec. Co., New York City;
Gould Storage Battery Co., New York City; A. H. Grebe
& Co., Inc., Richmond Hill, N. Y. ; Grigsby-Grunow-
Hinds, Chicago, 111.; Grimes Radio Engineering Co., Gras-
mcrc, Staten Island.
Hammarlund Mfg., Co., New York City; Hartford Bat-
tery Mfg. Co., New York City; Harold Herbert, Inc., Long
Island City; Homer Products, Inc., Long Island City;
Hoyt Electrical Instrument Works, Boston, Mass.; Hani-
-ilton Mfg. Co., N. Y. City.
Igrad Condenser & Mfg. Co., Inc., of Rochester,
N. Y., and the Indiana Mfg. Elec. Co., of Marion, Ind.
Jefferson Elec. Mfg. Co., Chicago, 111.; Jewell Elec. In-
strument Co., Chicago, 111.; Howard B. Jones, Chicago,
111.
Karas Elec. Co., Chicago, 111.; Kellogg Switchboard &
Supply Co., Chicago, 111.; King Mfg. Corp., Buffalo, N.
Y.; Kodel Radio Corp., Cincinnati, O.
Arthur H. Lynch, New York City; Lignole Corp.,
(Hartzell), Chicago, III.
Magnavox Co., Oakland, Calif.; Marco Storage Battery
Co., Brooklyn, N. Y. ; Marti Elec. Radio Co., W. Urange,
N. J.; Martin Copeland Co., Providence, R. I.; Mayolian
Radio Corp., Bronx, N. Y. ; Metal Devices Corp., Chicago,
111.; Minerva Radio Co., Chicago, 111.; Mohawk Corp. of
Illinois, Chicago, 111.; Musical Prod. Dis. Co., New York
City; Leslie F. Muter Co., Chicago, 111.
Nassau Radio Co., Inc., Brooklyn, N. Y. ; National Car-
bon Co., Inc., New York City; National Co., Inc., Bos-
ton, Mass.; National Lead Battery Co., St. Paul, Minn.;
Northern Mfg. Co., Newark, N. J.
Oxidite Battery Co., St. Paul, Minn.; Oriental Loud
Speaker Co., New York City.
Perry Wire Works, Yonkers, N. Y. ; Pacent Elec Co.,
Inc., New York City; Paragon Elec. Corp., Upper Mont-
clair, N. J.; Perrine Quality Prod. Corp., Walthani.
Mass.; Ferryman Elec. Corp., New York City; Pfanstiehl
Radio Co., Waukegan, 111.; Philmore Mfg. Co., New York
City; Pilot Elec. Mfg. Co., Brooklyn, N. Y. ; Plaza Music
Co., New York City; Polymet Mfg. Co., New York City;
Pooley Co., Philadelphia, Pa.; Potter Mfg. Co., North Chi-
cago, 111.
Q R S Music Co., Chicago, 111.
Radio Corp. of America, New York City; Raytheon
Mfg. Co., Cambridge, Mass.; Red Lion Cabinet Co., Red
Lion, Pa.; Reichmann Co., Chicago, III.
Samson Elec. Co., Canton, Mass.; Sandar Corp., Long Is-
land City, N. Y.; Sangamo Elec. Co., New York City;
Schickerling Prod. Corp., Newark, N. J.; Scovill Mfg.,
Co., Waterbury, Conn.; Sentinel Mfg. Co., Chicago, 111.;
Shamrock Mfg. Co., Newark, N. J.; Showers Bros. Co.,
Chicago, 111.; Silver-Marshall, Inc., Chicago, 111.; Slagle
Radio Co., Ft. Wayne, Ind.; Sonatron Tube Company,
New York City; Sonora Phonograph Co., New York City;
Spaulding Fibre Co., Inc., New York City; Sparks-With-
ington Co., Jackson, Mich.; Splitdorf Elec. Co., Newark,
N. J.; Steinite Lab., Chicago, 111.; Stettner Phonograph
Corp., New York City; Stevens & Company, Inc., New
York City; Stewart-Battery Co., Chicago, HI.; Stewart-
Warner Speedometer Co., Chicago, 111.; Stromberg-Carl-
son Telephone Co., Rochester, N. Y.; Sturges Multiple
Battery Co., Jamaica, N. Y.; Superior Cabinet Corp.,
New York City; Superior Cabinet Co., Muskegon, Mich.
Sylvania Prod. Co., Emporium, Pa.
Televocal Corp., New York City; Temple, Inc., Chicago,
III.; Thordarson Elec. Mfg. Co., Chicago, 111.; Timmons
Radio Prod. Corp., Philadelphia, Pa.; Tower Mfg. Corp.,
Boston, Mass.
United Radio Corp., Rochester, N. Y.; United Scientific
Lab., Inc., New York City; U. S. Light & Heat Corp
Niagara Falls, N. Y. ; Utah Radio Prod. Corp., Chicago, III.
Valley Elec. Co., St. Louis, Mo.; Vesta Battery Corp
Chicago, 111.; Vitalitone Radio Corp., New York City
Walbert Mfg. Co., Chicago, HI.; Geo. W. Walker Co
Cleveland, O.; Ward-Leonard Co., New York City; Wat-
sontown Table & Furniture Co., . Watsontown,' Pa •
Webster Co., Chicago, 111.; Westerland Corp., Dobbs
Ferry, N. Y. ; Westinghouse Elec. & Mfg. Co., East
Pittsburgh, Pa.; Weston Elec. Instrument Co., Newark,
N. J.; Willard Storage Battery Co., Cleveland, O. ; Work-
Rite Mfg. Co., Cleveland, O.
Yaxley Mfg. Co., Chicago, III.
Zenith Radio Corp., Chicago, III.; Zetka Lab., Inc.,
Newark, N. J.
Launches Sales Drive on
Dependo "A-B" Eliminator
Universal Power & Supply Co. Prepares Ex-
tensive Sales Campaign on Behalf of Product
—Two Types of Units Offered
The Universal Power & Supply Co., Chicago,
which was formed early in 1927, is launching
an extensive sales campaign in behalf of its
product, the Dependo "A & B" battery
eliminator. The firm, which is a member of
the Radio Manufacturers' Association, exhibited
its products at the Radio Trade Show in June,
case, well proportioned and neat in appearance,
furnished in blue and black crackled finish. The
manufacturer states that no service is required
after installation for a period of about one
year, after which time a small quantity of
distilled water may be required by the chemical
filter. Every component part is subjected to
the most critical test, including actual recep-
tion performance before being approved and
packed for delivery.
A rheostat is provided to control the "A"
current output and the power tube voltage is
fixed at 180 volts. The terminals are rubber
insulated and plainly marked and the terminal
taps are non-removable, preventing the possi-
bility of removal and exchange. A five-foot
silk-covered cord to match the case is provided
complete with the socket plug and a three-foot
cord and pendant switch is furnished for con-
venience in turning the set on and off.
In the Type S unit, Tungar two-ampere tubes
are used, and in the Type R eliminator, Tungar
six-ampere lubes are used. The use of Q R S
85 -milliampere tubes is also recommended in
the "B" circuit for both S and R types of
Dependo eliminators.
Dependo A & B Eliminator
and its sales program is planned along the lines
of the zone-distributor system, with full pro-
tection in preferred territory and also full
patent protection. The company is licensed by
the Andrews-Hammond Corp. under Andrews
condenser and other Andrews-Hammond patent
applications and the unit carries a year's guar-
antee.
The officers of the Universal Power Supply
Co. are I. L. Milton, president and acting sales
manager; C. O. Kinn, vice-president; W. M.
Gilchrist, secretary, and E. L. Fitch, treasurer.
The Dependo "A & B" eliminator is made
in two types. Type S for standard six-volt re-
ceivers and Type R for standard four-volt
receivers, both units retailing for $67.50, without
the tubes. The Dependo eliminator uses no
batteries, nor does it involve the use of the
trickle charger principle. It utilizes the tube
method of rectification in conjunction with
properly designed transformers, chokes, con-
densers and filter, and it operates on a 60-cycle
lA. C. current only.
The eliminator is built into nne compact
R. W. Morse Joins Columbia
Advertising Department
The Columbia Phonograph Co. announces
the addition to its advertising staf? of Robert
W. Morse, former copy writer for Time, the
weekly news magazine, and contributor of
musical articles to various other journals. Mr.
Morse hails from Boston and is related to the
family of S. F. B. Morse, the telegraph inven-
tor. He is enthusiastic over Columbia's new
achievements in its rapidly widening sphere of
activity. Mr. Morse is particularly interested in
the company's Masterworks Series of complete
recordings of symphonies, sonatas, and con-
certos of the great composers and in its pro-
gram to popularize in America these works.
Postpone Radio Show
Plans for the Third Annual Indianapolis
Radio Exposition of the Broadcast Listeners'
Association, which was to have been held dur-
ing the first week of October, this year, have
been canceled and -will be held in abevance un-
til 1928. -'-i:.
Metropolitan Trade Activities
New Exclusive Columbia Harry Fox, Sales Manager,
Store to Open This Month Emerson Phono. Radio Go,
Associated Music Publishers, Inc., Will Carry
Columbia Viva-tonal Phonographs and Co-
lumbia and Harmony Records
Alterations are rapidly going forward on the
premises at 140 West Forty-second street,
where the Associated Music Publishers, Inc.,
will open an exclusive sheet music and phono-
graph store this month. This company has
the exclusive American rights to a number
of European copyrights and it will carry these
together with a complete catalog of American
classical, standard and popular recorded num-
bers.
The Columbia line of Viva-tonal phonographs
and Columbia and Harmony records will be
carried exclusively in the phonograph depart-
ment. The entire street floor of the building
has been remodeled and two deep display win-
dows now adorn the front. The Columbia and
Harmony record departments will occupy the
two sides of the store immediately inside the
entrance. Beyond the Columbia record counter
on one side will be placed the popular sheet
music shelves and on the other side will be
seen the complete line of Viva-tonal phono-
graphs. Four demonstration booths have
already been installed. The entire rear of the
store is being given over to sheet music. J.
Widener, who formerly operated a chain of
music stores in New York, New Jersey and
other Eastern centers, is manager of the
completely equipped phonograph section of the
new establishment.
The executive and business ofifices are located
on the second floor of the building and the
basement is to be used as a wareroom. The
record department will carry a complete line
of all Columbia records, including Masterworks
albums, the celebrity series, standard and pop-
ular selections and all foreign language re-
cordings.
National Lock Go. Opens
Eastern Sales Office
The National Lock Co., Rockford, 111., manu-
facturer of Rockford hardware for talking
machine and radio cabinets, has opened an
Eastern sales office at 10 Murray street, New
York, under the management of D. O. Ander-
son. This office was opened for the benefit of
Eastern customers and is the fourteenth branch
office operated by the company which is repre-
sented in central points throughout the entire
United States.
A. D. Robbins Married
Austin Devere Robbins, salesman of the radio
division of the Blackman Distributing Co., New
York, was married recently to Miss Grace E.
Mull, of Rockland Lake, N. Y. The ceremony
took place at the home of the bride's parents
and the couple left soon after for a honeymoon
motor trip to Indianapolis, Ind.
In Bankruptcy
.\ petition in bankruptcy was recenth^ filed
by Samuel M. Creedman, talking machine and
radio dealer, of 4502 Thirteenth avenue, Brook-
lyn, N. Y. Liabilities are placed at about
$30,000 and assets at $14,000. Octavius Conti
has been appointed receiver for the firm.
Harry Fox, formerly manager of the dis-
tributing . division of the Okeh Phonograph
Corp., is now sales manager of the Emerson
Phonograph & Radio Corp., New York. Mr.
Fox, who assumed his duties on August 1, is
highly enthusiastic over the outlook for the
coming season.
Mr. Fox, in joining the Emerson forces, is
entering no new field, for before joining forces
with the Okeh organization he operated the
distributing firm of Fox-Emerson, Philadel-
phia, and jobbed the Emerson products in that
territory.
Wm. Haynes Topping Joins
Forces of Landay Bros.
Landay Bros., New York City, announce that
they have secured the services of Wm. Haynes
Topping, prominent radio specialist, as head of
their purchasing department. In adding this
gentleman to their executive staff they feel that
they have secured the services of a man who
is well equipped to judge merchandise and mer-
chandising possibilities, and feel, moreover, that
he will fit remarkably well into their carefully
co-ordinated organization.
L. E. Hilduser Is Now
Okeh Wholesale Manager
L. E. Hilduser, well known in Eastern talk-
ing machine and radio circles, assumed the
management of the distributing division of the
Okeh Phonograph Corp. on August 1, succeed-
ing Harry Fox. Mr. Hilduser was formerly
manager of the Philadelphia branch of the
Sonora Phonograph Co., Inc., and was con-
nected with that company for four years. Prior
to his connection with the Sonora organization,
Mr. Hilduser was with the Columbia Phono-
graph Co.
Mr. Hilduser anticipates a good Fall business
and reports that Okeh and Odeon records are
selling in satisfactory fashion, with the foreign
language recordings being in particular demand.
Metropolitan Dealers
Visit Emerson Radio Show
More than 300 dealers from the metropolitan
territory visited the warerooms of the Emer-
son Phonograph & Radio Co., Inc., during the
week of July 25 to July 30 and inspected the
full line of products which is being carried
by this concern. Among the complete lines on
e.xhibition were L^nited cabinets, Utah loud
speakers and units, McMillan and Neusonic
radio receivers.
Enthusiastic praise was accorded the new
models of the various products by the dealers
and a large amount of business was written up.
The dealers were entertained at dinner and
the theatre during the week by Emerson of-
ficials. The affair was an outstanding success.
Landay Bros. Robbed
B\f removing a section of the skylight and
using a rope to descend into the store, burglars
robbed the Landay Bros, music store at 64
South Fourth avenue, Mount Vernon, N. Y.,
recently. The loot amounted to approximately
$10,000.
MANUFACTURERS OF RADIO and PHONOGRAPH HARDWARE
Write— Star Machine & Novelty Co., 9-1 1 Walsessing Ave., Bloomfield, N. J.
New York Band Instrument
Co. Opens Its Third Store
Purchases Goldsmith Music Shop in Brook-
lyn for New Branch — Columbia Viva-tonal
Phonographs Now Carried in All Stores
The third retail music store of the New York
Band Instrument Co. in the metropolitan dis-
trict was opened recently when the company
purchased the stock and good will of the Gold-
smith Music Shop at 1229 Broadway, Brooklyn.
William Tyler, general manager of the talking
machine departments of the three stores, is
most enthusiastic over the outlook for business
at the new location and anticipates good sales
in both the instrument and record sections.
Due to the store's proximity to a large German
settlement, he anticipates a large amount of
German record business and will leave no ef-
forts undone to stimulate the rest of the
foreign language catalog.
W. De Phuin, who was formerly connected
with the music department of Wanamaker's,
New York, and who for a time operated his
own music store, will act as branch manager.
Mr. De Phuin is well fitted for the post, for in
addition to his knowledge of the retail music
business he speaks several foreign languages
fluently.
Mr. Tyler reports that business in the other
two stores of the company on East Fourteenth
street and West Thirty-fourth street is most
satisfactory and sales show a large increase
over last year. Recently the Viva-tonal line
of Columbia phonographs was added to the
merchandise carried at each of the three stores.
Columbia July Business
Shows Remarkable Increase
Sales for the Month Show Gain of 50 Per Cent
Over Last Year — Portables Selling Well —
Await Marketing of New Instruments
E. W. Guttenberger, manager of the whole-
sale department of the Columbia Phonograph
Co., reports that the sale of Columbia records
for the month of July showed a 50 per cent
increase over the same month of last year.
Sales of Columbia and Harmony portables also
showed a big total for last month and Viva-
tonal Columbia phonographs and Harmony
records also grossed in satisfactory fashion.
Mr. Guttenberger and his staff are looking
forward to the time when the new Columbia-
Kolster combination phonograph-radios and the
Columbia-Kolster electric pick-up instruments
will be placed on the market. In their visits
to the trade all of the Columbia sales staff
have inquired as to what opinion dealers held
regarding the Kolster radio receivers and in
every instance the replies gave these instru-
ments the highest praise.
Another factor which causes the New York
wholesale division of the Columbia Co. to re-
gard the future with feelings of the highest
optimism is the announced opening of the
Columbia Broadcasting System, which is sched-
uled for September 4. Mr. Guttenberger, in
discussing this topic, states that in his opinion
the new broadcasting chain will have the effect
of increasing the radio sales of all dealers
because of the improvement which it will bring
to programs. Columbia dealers, however, will
benefit most through the fact that exclusive
Columbia artists will broadcast frequently.
The Columbia record, "Two Black Crows,"
by Moran and Mack, is selling away up at
the top of the best sellers, and Mr. Gutten-
berger expects this record will be the greatest
selling record since "Dardanella," and he will
not be surprised if the total sales exceed those
of that record.
110
The Talking Machine World, New York, Augtist, 1927
111
Two-Carload Mohawk Radio
Shipment Made to Boston
Sets Distributed to Dealers in New England
States by Boston Distributors of This Pop-
ular Line of Radio Products
On July 6, two solid carloads of Mohawk one-
dial radio receivers were shipped to Boston
from the Mohawk Corp. of Illinois factories
in Chicago. The sets were distributed to dealers
in the New England States by Northeastern
Radio, Inc., Lewis Electric Supply Co. and the
and his chief engineer, F. W. Iggberg, hope to
avoid every possible earth disturbance in con-
ducting experiments. Mr. Iggberg stated that
one of the first experiments will be with a bal-
loon-type antenna, and small captive balloons
will be sent up on 1,500-foot wires, the wires
designed to function as pick-ups for radio sig-
nals.
"I believe we will be able to do many things
with crystal receivers," stated Mr. Iggberg,
"when we complete the investigation we have
in mind for this experiment." The research
laboratory of the Steinite factory now is located
in the building shown at the base of the tower
in a large thoroughly equipped room.
The Steinite Labs, are said to employ more
than 750 persons when the plant is in full opera-
tion, and the growth of the business in the
twelve years which have followed its founding
has forced the company to move to larger quar-
ters four times. Plans are now in progress for
the construction of a modern four-story building
on the site of the present plant, and according
to Guy D. Elwell, general manager, the new
Steinite structure will be ready this Winter.
France Mfg. Go. Announces
New Dry Trickle Chargers
Cleveland, O., August 5. — The France Mfg. Co.
went into production August 1 on a large scale
with its two new dry disc type trickle
chargers. Trickle rates of one-half and three-
fourths ampere have been incorporated, also a
booster rate of one and one-fourth amperes.
One model is equipped with relay switch, while
the other is for continuous trickle charging.
Before releasing to the trade several thou-
sand were tested in actual service on sets over
a period of more than seven months, this test
proving very satisfactory to both the set owner
and manufacturer. Laboratory research and
development on these dry rectifiers have been
going on for over two years. All tests seem
to indicate almost an unlimited life.
This company is said to be the oldest ex-
clusive manufacturer of rectifying devices in
the country, having been in this field for over
fourteen years. A complete line of France
radio power units will be announced later.
Carload of Mohawk Sets
Geo. H. Wahm Co., Mohawk distributors, lo-
cated in Boston.
It was explained that this shipment will give
New England dealers an opportunity of start-
ing work on their Fall business, but none of the
dealers will be able to show a full line of the
new Mohawk models for several weeks to come.
Partial shipments such as this one are being
sent to points all over the United States and
Canada in an effort to give Mohawk dealers
something with which to start work.
Douglas DeMare, vice-president in charge of
production, commenting upon the Mohawk
schedule, stated, "Mohawk is building as many
receivers as it is humanly possible to build well."
Some idea of the number of such shipments
necessary to give Mohawk dealers a start may
be had by considering that there are over 300
Mohawk dealers in New England as against
more than 3,500 in the United States.
Steinite Labs. Have
Aerial Testing Tower
Situated atop the highest hill in Atchison
County, Kansas, is one of radio's latest innova-
tions, an aerial testing laboratory. The labora-
Steinite Aerial Testing Tower
tory, housed in a structure twenty feet square,
is 125 feet above the ground and 525 feet above
the Missouri River in Atchison. The tower
was recently erected by Fred W. Stein, presi-
dent of the Steinite Labs., of Atchison, which
maintains its general sales department in
Chicago.
The tower and laboratory, it is said, were
erected at a cost of more than $50,000. It is
constructed on massive steel girders, the aerial
tower's lofty bungalow being reached by an
electric elevator. In this laboratory, Mr. Stein,
A Demonstration Is a Sale
At Last I Tone, super "excellent — Volume
to hum — Small and artistic
^^Sensitone'*
is in production
Plays laterally, insuring
maximum efficiency.
Weight less than 4V2 oz.
without counterbalances
to mar its beauty. It is a
Record Preserver.
Sensitone requires no adjustments and cannot be tampered with. It is fool
proof. The quality of tone guaranteed; all of the parts perfectly matched;
the "Bobbin" wound with special processed wire to stand high voltage; the
magnet of finest Tungsten steel; assembled and tested by experts.
Can be put on any tone
arm. Sensitone is
equipped with Volume
Control to adjust the
sound to the parlor or
dance hall.
Amplifier, giving real satisfaction, uill be furnished upon request
in large quantities only. Write for full details. Be the first manu-
facturer or dealer to handle Sensitone.
Mid -West Radio Specialty Mfg» Corp.
1519 S. Wabash Ave. - Chicago, III.
Manufacturers of the Famous Per Vois Loud Speaker Unit
THE unit that tvill stand over 400 volts
112
The Talking Machine World, New York, August, 1927
Stromberg-Garlson Sales
Staff Holds Conference
Mohawk Corp. of Illinois Sales and Ad Drive on
Is Radio Corp. Licensee Tone Arm and Reproducer
Four-Day Gathering of Members of Telephone
and Radio Sales Staffs Held Recently-
Interesting Addresses Feature Sessions
Manufacturer of Mohawk One-Dial Receiver
Has Access to and Use of Patents Controlled
by the Radio Corp. and Allied Firms
Rochester, N. Y., August 5. — A sales confer-
ence of the representatives and members of the
sales staffs of both the radio and telephone
divisions of the Stromberg-Carlson Tel. Mfg.
C o., manufacturer of telephone apparatus, cables
and supplies, and radio receivers, Imid speakers
Chicago, III., August 4. — Gustave Frankel,
president of the Mohawk Corp. of Illinois, this
city, maker of Mohawk radio receivers, an-
nounced recently that the corporation had re-
ceived the Radio Corp. of America license which
gives Mohawk full access to and use of the pat-
Stromberg-Carlson Representativ ;
and other equipment, was held here at the Uni-
versity avenue plant for four days from July
18 to 21, inclusive.
The conference opened with an address of
welcome hy W. Roy McCanne, president of the
company, following which the recording for
the prize contest was made. An address by
G. A. Scoville, vice-president and general man-
ager, on "Sales Review and Possibilities," con-
cluded the Monday morning session, which ad-
journed for a group luncheon. G. A. Scoville
was chairman of this session. The Monday
afternoon gathering was given over entirely
to a discussion of telephonic matters under the
chairmanship of E. A. Reinke.
On Tuesday morning the principal address
was made by W. T. Eastwood, who spoke on
the company's advertising policy. Export
activities and foreign affairs were also discussed
by various department heads. The afternoon
session was -devoted almost entirely to radio
problems. E. C. Roworth spoke on "Credits
and Collections," and E. M. Freligh, assistant
vice-president of the Bankers Commercial
Security Co., Inc., made an interesting talk on
"Our Dealers' Financing Plan." "Our Radio
Sales Plans" was the title of the address given
by J. S. Gibson, manager of the radio division
of the Stromberg-Carlson organization, and he
was followed by Benjamin Gross and Herbert
Brennan, Eastern representatives, presenting a
"Customer and Dealer Dialogue" and also a
conversation between a dealer and a Stromberg-
Carlson salesman. Following this the meeting
adjourned to return for the evening session at
which R. H. Manson, chief engineer of the
Stromberg-Carlson Co., spoke on the engineer-
ing design of the new Stromberg-Carlson radio
apparatus.
"What Stromberg-Carlson's Final Inspection
Means," an address by President McCanne, was
the outstanding feature of the Wednesday morn-
ing meeting. During the afternoon D. Clyde
Jones spoke on "The Patent Situation." This
session adjourned early so that the conferees
could attend a picnic.
A number of interesting addresses were deliv-
ered at the morning and evening sessions on
Thursday, concluding a most constructive and
successful meeting.
s Present at Sales Conference
c-nts under control of RCA, General Electric
Co., Westinghouse Electric & Mfg Co., and
American Tel. & Tel. Co.
Mohawk is the sole owner of the well known
Chamberlain patents, and is also licensed under
the Hogan patents, and Mohawk patents are
looked upon as having been a distinct advan-
tage in the negotiations with the Radio Corp.
of America.
"Five years ago," stated Mr. Frankel, "Mo-
hawk started in the radio business, firm in the
conviction that radio receiver construction
should be simplified. Mohawk based this belief
on one dial control. Having great faith in its
possibilities, all our energy and resources have
been devoted to simplifying and standardizing
radio receivers.
"Now, our goal is to help in the stabilization
of the industry. For some time Mohawk has
anticipated such a condition as is now within
reach, and a pronounced effect will result from
the close co-operation between the more prom-
inent manufacturers. Stabilization has ad-
vanced at least five years during the past year.
The public will reap the benefits of the new era."
Negotiations were under way for several
months between the Mohawk and Radio Corp.
of America officials, and with the license ar-
rangement Mohawk engineers will have the
research facilities of RCA and associated com-
panies at its disposal.
E. F. Brogan Returning
Home From Trip Abroad
E. F. Brogan, manager of the Thirty-fourth
street branch of the New York Band Instru-
ment Co., who has spent the last few months
in Europe attending the various music fes-
tivals in Germany and Austria, is expected back
in this country this month and will resume his
duties on or before September 1.
Yahr-Lange Broadside
Shows Dealer Sales Aids
Yahr-Lange, Inc., Milwaukee, has mailed to
the trade a broadside describing and illustrating
all of the dealer sales helps furnished by the
company in connection with the merchandising
of the Super-Ball antenna and the Yar speaker.
The cuts showing the Super-Ball antenna
mounted upon various types of roofs, the Ball
itself, condenser, ground clamp and illustrations
of the Yar speaker together with complete de-
tails are shown in the broadside. In addition
envelope stuffers for circular use and mailing,
describing the Yar speaker and the Super-Ball
antenna are also included. Thirty-one sales
helps in all are furnished to the dealer, includ-
ing display stands, decalcomania window sets.
Yahr-Lange, Inc., is preparing and will have
ready for delivery about August 15, an attrac-
tive window display, measuring 30x42 inches.
The display is said to be very attractive, and
will be sent direct from the Yahr-Lange ware-
house to dealers who handle the Super-Ball
antenna and Yar speaker.
Duro Metal Products Co. Launches Campaign
in Behalf of Its "Qualitone" Matched Com-
bination Tone Arm and Reproducer
An aggressive sales and advertising campaign
is being launched by the Duro Metal Products
Co., Chicago, at the present time, in behalf of
its matched combination tone arm and repro-
ducer for phonograph replacement purposes.
The combination, which bears the name Quali-
tone, the trade name of the firm's phonograph
products, is manufactured complete in the Duro
Metal plant, where only men are employed in
the manufacture of its phonograph products.
The Duro Metal Products Co. is known as the
world's largest maker of deep-drawn metal
work and its executives and engineering force
have at their disposal a vast fund of experi-
ence to draw from in the making of similar
products for talking machines.
The tone arm used in the combination men-
tioned above is of the true exponential type,
gracefully turned and finished in nickel. It is
of the long-bearing throwback type, with a
free-swinging vibrationless base, made of solid
brass. The reproducer, which is of the latest
type, embodies a metal diaphragm and is made
with the same precision as the tone arm.
Each tone arm and reproducer is individually
tested before it leaves the Duro Metal factory,
and the combination has been designed, packed
and made in four sizes, so that any employe
in the dealer's store can handle replacement
business intelligently, reducing the possibility
of making mistakes to a minimum. The tone
arm and reproducer are matched and sealed
Qualitone Tone Arm and Reproducer
at the factory, packed complete with screws
and full instructions for mounting and the
number of each combination, indicating its
size, is plainly marked on the label of the
carton. A unique method of reinforcing is used
in the carton, where the reproducer is placed
securely within the walls of a corrugated board
upright, which forms a center supporting pillar
for the carton, thus adding strength to the box
and holding the reproducer and tone arm in a
rigid position.
Arthur H. Lynch, Inc., to
Distribute Lata Balsa Kits
The Atwater Kent dealers of the State of
Washington held a one-day convention on July
27 at the Olympic Hotel, Seattle.
The appointment of Arthur H. Lj'nch, Inc.,
New York, as a distributor of Lata Balsa kits,
reproducer units and art model radio speakers,
has been announced by the Balsa Wood Re-
producer Corp.
"Lata Balsa reproducers, either made from
kits or in very attractive art models, which are
now being offered as complete speakers, pro-
duce a mellow tone which is very pleasing,"
stated Mr. Lynch, in commenting upon the
appointment of his organization as distributor.
"Many manufacturers of cone speakers are be-
ginning to realize the advantages offered by
Lata Balsa wood from the standpoint of acoustic
properties and the attractive designs which it
makes possible. Onr engineering staff will be
pleased to consult with speaker or set manufac-
turers interested in applying Lata Balsa to
their present or future models."
e Talking Machine World, New York, August, 1927
This Slagle Quality Profits You
HE current Slagle models are designed and built with
this single purpose: to provide the most satisfactory
performance possible today. . . There are thousands of
people who will gladly pay a good price for such a re-
ceiver, and every factor of engineering, of material, of workman-
ship has been utilized to make these sets conform to that standard.
A few of the outstanding features which produce such quality
are: selectivity which almost splits a wave-length meter; full natu-
ral tone values in Q,ve.ry register; accurately controlled volume from
a whisper in the smallest room to a mountain of sound that fills
an auditorium, pure and undistorted in either case; cast aluminum
chassis and full shielding; A and B socket power; single-dial con-
trol; Ferranti audio transformers; Hammarlund condensers; 7, 9
and 10 tube models with outstandingly beautiful cabinet work.
11 The most rigid, tzsts on any reasonahle comparative hasis invited. We
I are willing to stake our reputation on the results your ovun eyes and ears
I will detect from the standpoint of performance, appearance and value,
jll Let us show you how you can turn Slagle quality to your own account.
SLAGLE RADIO COMPANY, Fort Wayne, Indiana
Builders of Radio Receivers Since 1911
114
The Talking Machine World, New York, August, 1927
Esenbe Co. Host to Atwater Kent
Dealers of the Pittsburgh Territory
Charles Weisser, District Manager, Introduces New Line of Atwater Kent Products — Percy A.
Ware Tells of Merchandising Plans — Other Interesting Addresses Made
Pittsburgh, Pa., August 6.— The 1927-28 At-
water Kent radio season was formally opened
in the Pittsburgh territory with the third annual
convention of dealers on July 19. The conven-
Atwater Kent Dealers in Conclave Arranged by
tion was held under the auspices of the Esenbe
Co., Atwater Kent distributor. The William
Penn Hotel was the scene of activities. During
the business session held in the afternoon deal-
ers were welcomed by A. A. Buehn, president
of the distributing company, who took the oc-
casion to thank the dealers for their support
and co-operation during the past years, and to
express the hope that the mutually pleasant
relations would continue during the coming
season.
The new Atwater Kent line was presented by
Charles Weisser, district representative of the
Atwater Kent Mfg. Co., who was followed by
H. M. Swartz, treasurer of the Esenbe Co.,
who spoke upon the subject of furniture and
the importance of cabinets during the coming
season.
Percy A. Ware, merchandising manager of
the Atwater Kent
Co., in addition to
his illustrated talk
o n merchandising,
stressed the remark-
able growth of the
radio industry, and
the even greater
comparative growth
of the Atwater Kent
plant, which occu-
pied two and one-
half acres in 1922
and now occupies
155^ acres. Miss Mae
B. Columbo fol-
lowed with her in-
teresting talk upon
radio from a wom-
an's standpoint.
The final speaker
of the afternoon
Esenbe Co., Distributor was Frank A. De-
Lano, merchandise counselor, who brought
to the meeting details of the Atwater
Kent Co. merchandising policy for the new
season. Credit for the success of the business
program is due to the careful preparation of
John McGuigan, district sales manager of the
Atwater Kent Co.
In the evening a dinner was served in the
ballroom of the hotel, and the guests of the
Esenbe Co. were treated to several Keith cir-
cuit vaudeville acts, and the entertainment of
Dan^y Nirella and his orchestra, both during
dinner and for dancing afterward. Dealers at-
tended from every section of the territory;
practically 100 per cent attendance.
Charles Marshall, Operatic
Tenor, Praises Sparton Set
High Praise Accorded Product of Sparks- With-
ington Co. by Member of the Chicago Civic
Opera Company
Jackson, ;Mich., August 3.— Charles Marshall,
celebrated tenor of the Chicago Civic Opera Co.,
is one of the many famous operatic artists who
Chas. Marshall and Captain Wm. Sparks
have. recently expressed approval of the advanced
radio models now being offered. In purchasing
a Sparton model AC-7 radio receiver, an electric
receiver, he paid the following high tribute to
the quality of this new instrument: "This is
absolutely the first time I have ever heard the
entire range of the piano on any musical repro-
ducing instrument. It is positively wonderful
and the tone shading and faithfulness of repro-
duction in the lower frequencies are almost un-
believable. The Sparton console picks up tone
shadings that are hard for the ear to separate
when actually hearing the orchestra itself."
Incidentally, it is understood that another
of the new Sparton AC-7 instruments will be
carried on the special train of the Chicago
Civic Opera Co. for the entertainment of its
members while on tour.
Mr. Marshall, with Capt. William Sparks,
president of the Sparks- Withington Co., Jack-
son, Mich., maker of Sparton radio receivers, is
shown in the accompanying illustration, to-
gether with the Sparton electric model pur-
chased by Mr. Marshall.
Special Gennett Releases
Richmond, Ind., August 10. — The Gennett rec-
ord division of the Starr Piano Co. has an-
nounced a special release of twelve records
originally scheduled for September 1 release.
These records will be placed on the market on
or about August 15. They include latest dance
numbers, vocal recordings and a number of
unusually interesting novelty and old-time tune
specials.
Don Voorhees, well-known orchestra leader
and radio and record favorite, was announced
recently as director of a twelve-piece dance and
specialty orchestra to play exclusively over the
Columbia Broadcasting System.
Mohawk Corp. of Illinois
Announces New Speaker
Chicago, III., August 5. — The Mohawk Corp.,
of Illinois, has developed a new speaker which
is said to have most promising possibilities.
This new addition to the Mohawk line of radio
receivers is the result of almost a year's steady
work in the acoustical department of the Mo-
hawk engineering laboratories.
Because of its construction, the new product
has been named the Mohawk Pyramonic
speaker, since the internal construction is
shaped similar to a pyramid. It consists of four
units in one, and demonstration evidences that
the Mohawk Pyramonic speaker develops the
low notes to such an extent that instruments
such as the kettle drum and bass wind instru-
ments are audible and easily identified.
The Mohawk Pyramonic speaker develops
the low notes as perfectly as the high ones
Mohawk Pyramonic Speaker
through a new principle on speaker construc-
tion which has made it possible to control both
extremes accurately. According to Douglas
DeMare, vice-president in charge of engineer-
ing, the development of the new Pyramonic
speaker was imperative. He stated that in his
opinion the reproducing qualities of speakers
should be brought up to the same high stand-
ard as the receivers. "Contemplating a number
of refinements in Mohawk receivers," he said,
"we felt it would be an injustice to the public
to neglect the reproducing quality of our speak-
ers. As a result, we not only have a set vastly
improved over that of last year, but also a
speaker in keeping with the set."
The Pyramonic speaker is built into four of
the five consoles of the Mohawk line and is
marketed also as the Mohawk Pyramonic
speaker, at a list price of $25.00.
Vita-Phonic Corp. Introduces
Two New Tone Arms
In accordance with its policy adopted to meet
all the demands of the trade, from both price
and quality standpoints, two new tone arms are
being introduced by the Vita-Phonic Products
Corp., New York, which will be added to the
established line of Vita-Phonic products.
Describing the new product, J. E. Rudell,
president of the Vita-Phonic Corp., stated that
one tone arm is tapered brass its entire length,
with a ball-bearing base. The other is a 10^/2-
inch tone arm with 22 inches of continuous
taper brass tubing, with a ball-bearing base, ac-
cording to Mr. Rudell, and is designed for use
with the better grade phonographs. Both
models are furnished, if desired, equipped with
the Vita-Phonic reproducer and are sold sepa-
rately or in combination, to fill the needs of
the trade. Additional manufacturing equipment
lias been installed in the Vita-Phonir factory,
thus affording better production facilities.
The Talking Machine World, New York, August, 1927
115
Tone Completeness
True Wlusical
^ ribK-AJUiU speakers bring world^tamous enter-
tainers to your very home! The flute^like liquid
notes that flow from the violin of a great artist, the deep
resounding organ masterpieces under the touch of a
virtuoso, all the delicate shadings of silvery voice or in-
strument are recreated with such flawless realism that it
seems the artists are in your own drawing room,
Stonite, a new inert material makes such reproduction possible
in Operadio. Stonite cannot vibrate, consequently it prohibits
distortion and each note and tone swells from the long tone
chamber pure and clear, complete, with all the overtones and
undertones that give musical beauty.
You must hear the Operadio Speaker to know fully the new
joy it brings to radio. Reproduction is so perfect you lend
yourself fully to its enjoyment.
With sales promising to eclipse all previous records and
prices that stop all competition, Operadio Speakers bring
dealers a real opportunity for greatly increased profit. And
the Operadio sales plan will help you sell.
or Wire for
Mtg. By
OPERADIO MFG. CO.
700 E. 40th Street
Chicago, IlL
[Patents Pending]
le
Junior
lei
For a small speaker, the tonal
qualities of the Junior Model
are amazing. The Junior is 7
inches high, 8 inches wide and
6% inches deep. It is finished
the same as the Senior Model,
in gold and brown and the price
is $15.00.
The
senior
The Senior Model Operadio
Speaker has a 54 inch air
column — nearly a 5 foot horn,
but decidedly better than a horn
because Stonite prohibits all vi-
brationand distortion. Finished
in a dignified gold and brown
— leatherized. The Senior
Speaker is especially designed
for use where great volume and
clarity are desired. It assures
splendid reproduction always.
Price $25.00.
Soles Dept.
THE ZINKE CO.
1323-25 S. Michigan Avenue
Chicago, 111.
116
The Talking Machine World, New York, August, 1927
BETH CHALLIS
(Exclusive Okeh Artist)
iRecords
ele'cTrTc
Now^ for a good
day^s profit
Order.....
BETH CHALLIS SINGS
40851
10 in.
75c.
40836
10 in.
75c.
AIN'T THAT A GRAND AND GLORIOUS
FEELING? — Piano Accomp. by Eddie Lam-
bert.
SING ME A BABY SONG— Piano accomp.
by Eddie Lambert.
BOYD SENTER PLAYS ON
THE CLARINET
BEALE ST. BLUES— with Piano; Guitar by
Ed Lang.
NOT MAYBE— with Piano; Guitar by Ed
Lang.
MIFF MOLE'S MOLERS PLAY
40848
10 in.
HURRICANE— Fox Trot.
75c. DAVENPORT BLUES— Fox Trot.
MIFF MOLE'S MOLERS
(Exclusive Okeh Artists)
BOYD SENTER
(Exclusive Okeh Artist)
Consolidated Talking Machine Company
227 West Washington St.
2959 Gratiot Ave., Detroit, Mich.
Branches ;
Chicago, Illinois
1424 Washington Ave., MinneapoUs, Minn.
'omoWi
Oo
'ADQUmTEnP
ftimuc (^,209soimi smre n telephone wabash 5242
LEONARD P. CANTY
Mid-Summer Talking Machine Record Sales
Reach New Heights in Middle Western Area
Heavy Sales of Portable Phonographs With Initial Sale of From Six to Twelve Records One
Reason for Large Volume — Advancement of Radio Season Has Beneficial Effect
Chicago, III., August 8— The month of July,
and the early days of August, presented an un-
usual picture to the Middle West trade in that
the sale of talking machine records soared to
unexpected heights. This section of the coun-
try has been treated to more than its share of
torrid weather, yet the sales totals of prominent
record distributors for the month exceeded
those of June in most cases and were considered
exceptionally good. This is perhaps due to the
heavy sale of portable phonographs, coupled
with an initial sale of from six to twelve records
as original equipment, and the fact that the re-
cording companies have seized every happen-
ing of public Interest, recorded it, and placed
it in the hands of the trade to capitalize upon.
While large talking machines are not moving
at a fast rate, several indications point to a
heavy selHng season this Fall and Winter.
Most of the manufacturers are perfecting elec-
trical pick-up type phonographs, combination
instruments and, according to manufacturers of
phonograph motors, are placing heavy motor
orders, and receiving large shipments, at the
present time.
The month of July was slightly disappointing
from a radio standpoint, doubtless due to the
extremely hot weather; which drove city dwell-
ers to the beaches and resorts, but manufac-
turers have been shipping to distributors, who,
in turn, have heavy advance shipping orders
from dealers for the month of August. The
sale of accessories, such as speakers, power
units, etc., has been encouraging, and evidently
the consumer is endeavoring to simplify and
better his receiver with the many new develop-
ments which have made their appearance on
the market in recent months. Even the most
pessimistic in the radio trade admit that the
season has been shoved forward between sixty
and ninety days, doubtless because of the R.
M. A. trade show, and the opportunity which
it afforded the dealer to examine and compare
radio merchandise, the effects of which are now
being felt and appreciated by distributors and
manufacturers.
Dealer Conclave of Tay Sales Co.
The third annual dealer convention of the
Tay Sales Co., Chicago, Sonora distributor, was
held in the grill room of the Drake Hotel, on
August 3, with a large attendance of retailers.
The meeting was opened shortly before noon
by C. S. Tay, president of the firm, who
thanked the dealers for the part they played
m bringing Sonora phonographs and radio re-
ceivers to their present high position in the
Chicago territory. He described the phono-
graphs, both portable and large cabinet ma-
chines, which make up the Sonora line for
1927-28, giving the prices and specifications,
and adding that in September the company
will have perfected a radio-phonograph com-
bination instrument employing the electrical
pick-up principle. Mr. Tay also outlined the
features of each of the Sonora radio receivers
for 1927-28, including several sets which have
been introduced since the trade show. The
Sonora Phonograph Co., Inc., will later place
upon the market a loud speaker and "A" and
"B" power units, he stated, and dealers handling
Sonora merchandise will be thoroughly pro-
tected by the R. C. A. license secured by the
Sonora Co.
Ray Reilly, district manager of tlie Sonora
Co., announced that the Tay Sales Co., in
recognition of its aggressiveness and success
during the past three years, had been appointed
distributor for the entire State of Wisconsin
and northern Michigan. He stressed the fact
that the Sonora Co. had never liquidated mer-
chandise, nor cut prices, but had always given
the dealers an opportunity to sell the products
instead. The advertising policy of 1926 will
be continued, but on a larger scale, and in this
connection he stated that the co-operative
dealer newspaper campaign in Chicago last
year was participated in by fifty-four dealers,
who placed 42,000 lines of advertising in local
newspapers, with exceptionally good results.
He pointed out that the removal of the Sonora
general offices to Saginaw, Mich., a point close
(Continued on page 118)
New KIMBALL
PHONOGRAPHS
Kimball
Style 150
One of several
new models
New styles stir dealers to enthusiasm
Indiana: "Am completely sold on new
Kimball phonograph. Man, they are
real!"
Indiana:
"Is the best value 1 ever had.'
Kansas: "Sample came today. More than
enthusiastic. Has everything beat now."
Pennsylvania: "Just shipped 25 of one style
to a dealer in town of 5,000 people."
Oklahoma: "Made close comparison. Our
sales people very much enthused."
Oklahoma: "Received phonograph today.
Sold today. It is a knockout. Weired
for two more."
New York: "Just shipped half carload of
one style to dealer."
South Dakota: "Kimball phonograph came
yesterday. We think it is a dandy."
W, W, KIMBALL CO,
1857 1927
306 S. Wabash Ave. Kimball Bldg., Chicago
Makers Kimball Phonographs. Distributors Columbia Records
117
118
The Talking Machine World, New York, August, 1927
FROM OUR CHICAGO HEADQUARTERS— (Continued from page 117)
to Chicago, would prove beneficial to retailers
in this territory and would also allow for
closer co-operation between the general office
staff, the factory and laboratories.
A canvass made among dealers by a Chicago
newspaper in February, 1927, in the city of
Chicago, stated George W. Marquis, vice-
president of the Tay Sales Co., revealed the
fact that the Sonera was the third leading
receiver. The Sonora product was in fifth
place two years ago, six months after it was
introduced, and he predicted another sub-
ftantial gain this year. He also announced that
the Tay organization was entering the field of
musical merchandise with a line of small
goods, which would fit in well with the radio
apparatus and phonographs that the firm
handles.
Charles Henry, chief engineer of the Sonora
organization, explained the many features of
the new Sonora receivers for the benefit of
the dealers and cited the tests to which they
had been subjected in Chicago, Boston and
New York, all congested areas, before the
stamp of approval had been placed upon them.
After a buffet luncheon, the dealers inspected
and heard the new Sonora radio receivers and
phonographs, which were displayed and operat-
ed, and the entire afternoon was devoted to
a round-table discussion of sales and service
problems.
New Audiola Receivers
The Audiola Radio Co., Chicago, recently in-
troduced to the music radio trade its 1927-28
line of radio receivers, which includes four
six-tube models and three eight-tube models.
The Audiola organization has been active in
the radio industry since 1921, H. E. Anderson
being in charge of sales during that period
of time. The Audiola products have received
wide distribution and are sold through dis-
tributors only.
Stage shielding is used with all Audiola
chassis and the Audiola eight-tube receiver
uses a licensed bridge circuit which is said to
possess many marked advantages. Both the
six and eight-tube models are of the single-
control type, one knob being a station selector
and the other controlling the volume.
Both six and eight-tube models are furnished
in a table type receiver at $75 and $125, re-
spectively, finished in genuine walnut and also
in a console model. The console is finished in
burled walnut with a grill in the lower com-
partment covering the loud speaker, which is
of the long air column type. The six-tube
console retails at $175 and the eight-tube
model at $225. One of the featured models of
the Audiola line is the Baby Grand, which,
when introduced last season, met with a re-
sponse far beyond the expectations of - the
Audiola executives. In appearance it is exactly
what its name implies, a Baby Grand made
with burled walnut front with conservative
decorations. The cabinet was designed to fit in
the corner of a room for the same reason
that a Baby Grand piano is always placed in
a room corner, for best acoustics and appear-
ance. The Baby Grand is furnished with the
six-tube chassis at $225 and with the eight-
tube receiver at $275. Another model in the
Audiola line is the six-tube special stage shield-
ed console receiver, a receiver which retails
at $110.
Sampson Co. Plans Dealer Meeting
The Sampson Electric Co., Chicago, Atwater
Kent distributor, has announced a meeting of
Atwater Kent dealers will be held at the
Stevens Hotel, August 24. Authorities in
every branch of radio merchandising and
prominent Atwater Kent executives will be
present at the meeting in order to outline the
Atwater Kent radio merchandising- program for
1927-28.
The meeting will open with registration of
dealers at 10:30 a. m., followed by a luncheon
in the grand ballroom at noon. At 1:30 p. m.
a sightseeing tour for the ladies has been ar-
ranged and while this is in progress the busi-
ness meeting will be held in the grand ballroom.
At 7 p. m. the visiting dealers will be enter-
tained at dinner and an entertainment in the
grand ballroom of the Stevens Hotel.
Announcement About Reichrnann Receivership
Believing that the trade would be interested
in learning the facts concerning the receiver-
ship of the Reichrnann Co., Chicago, maker of
Thorola radio receivers and loud speakers, Sam
Howard, receiver, issued an announcement to
distributors and dealers which is, in part, re-
produced herewith:
"It is my plan, as receiver for the Reichmann
Co., to fill your orders for sets and speakers
just as promptly as possible, and I have been
authorized by an order of the United States
District Court to operate the plan with that
in view. It is my intention not only to turn
the inventory into the very excellent products
Frank Reichmann has developed for this sea-
son, but also to conduct the business as con-
structively as possible.
"Under an operating receivership, such as is
the case with this company, it is my opinion
that the company is in better shape to operate
than it has been for a long time. Everyone
with whom I have come in contact, the
creditors, the trade, both jobbers and dealers,
and everyone in the factory, considers the com-
pany's products to be in better shape than
they have ever been in its history. I personally
am of the same opinion and am sanguine of
being able to finance future operations from
the resources of the company.
"We are going right ahead with a jobbers'
policy, the same well-known policy the Reich-
mann Co. has always pursued. I am retaining
the essential trained manufacturing and en-
gineering organization. There are a few
changes in the sales organization for the sake
of economy. Frank Reichmann is in full charge
of the product and I have supplied him with
as much trained operating personnel as possi-
ble, so that he can spend substantially his full
time and energy in making the products of
speakers and sets the finest on the market.
"I will appreciate your continued patronage
and co-operation and have been assured by
the leading creditors that it is their desire to
have the business so conducted that, within a
reasonable length of time, all creditors can be
paid in full and the property turned over to
the owners of the company as a going concern,
in good banking condition, with products at
the top of the art."
The Reichmann factory in Chicago is now
in production on the complete line of receivers
and loud speakers.
Mid-West Sparton Dealers Meet
Middle West dealers who handle Sparton
radio receivers were given a taste of the famed
Sparks-Withington Co. hospitality when they
gathered for a two-day meeting in Jackson,
Mich., on Thursday and Friday, August 4 and
5, as guests of the company. Four hundred and
sixty-seven dealers attended, the Wiswell Radio
Co., Chicago, alone bringing sixty dealers from
Chicago and surrounding territory in two large
transcontinental busses, and returning them to
the Windy City on Friday night.
The meeting opened on Thursday noon, when
the dealers were taken through the Sparton
automobile and radio factories, and later in the
day, 160 cars, carrying the assemblage, paraded
through the streets of Jackson, to the Country
Club, where the banquet and entertainment was
held in the evening. Talks were given by vari-
ous of the Sparton executives and Captain Wil-
liam Sparks, head of the company, acted as
chairman and toastmaster. A feature of the eve-
(Continned on page 120)
Repair Parts
For All and Every Motor
That Was Ever Manufactured
We can supply any part. The largest and most
complete assortment of repair parts — in the
United States — on hand, for old, obsolete and
present-day motors. If your order cannot be
filled from stock, we will make it up special.
Special prices on main springs, governor
springs, micas, repair parts, motors, tone arms,
steel needles, etc., in quantity lots.
Expert repairing on all makes of phonographs
and motors.
tNCORPORATED UNDER THE
LA WS OF ILUNOIS
A- • / \
SUCCESSOR S'W C.
Standard Talking Maehtnt Co,
f'xUtd Talking Machin* Co.
Harmony Talking Uaehifit Cc^
O'N^UI-Jamt* Co.
ArttLno Co.
- Higk Grade Taltmo Machines. Disc Recbrd^
^ lykiitgMacitmfi Supplies, Etc
TRAOe MAQK
227-229 W. WASHINGTON ST. CHICAGO ILL.
Branrh^n: 2957 Gratiot Ave.. Detroit, Mich. 1424 Washlnrton At*., South, Minneapolis, Minn.
The Talking Machine World, New York, August, 1927
119
Increase sales, prestige and profit with
BE^I2
Movie Camera and Equipment
THE minute you sell a high grade piano, phonograph or radio you've
found an Al prospect for Bell & Howell home movie equipment.
And it's a good bet that if YOU don't make the sale, someone else will.
For Filmo movies are now the vogue in thousands of better class
homes. Soon every home will have them.
In your records of past sales you have the best kind of prospect list.
Lyon & Healy and othev leading music stores the country over mail Filmo
Movie literature to their lists continually. Sales follow as naturally as
day follows night. And here's the beautiful part of the proposition. Filmo
Library of films for home entertainment offers a repeat husiness equal to
records for the phonograph. New releases made every month or oftener^
Filmo is the "Steinway" of home movie equipment. It is made by
Bell & Howell, "the movie people." Bell & Howell cameras are used
almost exclusively in making the movies you see at best theatres every-
where. They have been supreme in this field for over 20 years. Because
of this, Filmo Camera, Projector, and Library are easier to sell than
other movie equipment priced much lower. Filmo brings you most
PROHT for the least effort.
BellS^Howell national advertising is seen continuallyinTheSaturday
Evening Post and other leading publications. Excellent display material .
is ready to help you set up a window that will identify you as the local
dealer. Here, looking at you, is a coupon that will bring you our whole
proposition to music dealers. Put it in the mail today.
MAIL THIS
To
BELL & HOWELL CO.
1810 Larchmont Ave., Chicago
Please rush me complete details of your proposi-
tion to music dealers.
Name 1.
AAdress
City State
MOTION
P I C TU R E
CAMERA
Filmo Library
This shows how Filmo Library
films are packed and labeled New
releases of timely interest often sell
into the thousands within a few
hoursafter the release is announced.
Can you afford to miss theseprofits.
BELL & HOWELL COMPANY
For (Christmas Trade
It isn't too early to start thinking NOW about Christmas profits. Filmo
movie camera and equipment make the most wonderful gift proposition
on the market today. Thousands of Filmo outfits will bear gift tags this
Christmas. It is the high spot in winter sales, proved each year. Get a
medium stock and your displays in now and point for a big Christmas
trade. With no addition to present overhead you can make a home
movie clean-up. Mail the coupon.
BELL & HOWELL CO.
1810 Larchmont Avenue, Chicago, Illinois
NEW YORK HOLLYWOOD LONDON [B & H Co. Ltd.]
Established 1907
4
This illustrates how the Filmo Projector is used in showing home
movies. Simply attach to any electric light socket, insert film
and press the button. So easy a child can do it.
120
The Talking Machine World, New York, August, 1927
FROM OUR CHICAGO HEADQUARTERS— (Continued from page 118)
ning's entertainment was the presentation of a
Sparton $375 radio receiving set to a dealer
from Pennsylvania.
On Friday the dealers participated in a golf
tournament at the Country Club, Frank Justin,
of Justin Brothers, Cicero, 111., carrying ofif the
prize, a Sparton AC seven-tube console, with
a low gross score of 78.
Outlook Splendid, Says Harry Chirelstein
"The business outlook for radio is splendid,
and the dealers who distribute the industry's
products are optimistic of the coming season,"
said Harrj' Chirelstein, general manager of the
Depemdalbility = Smccess
AY in and day out dependability of serv-
ice, plus quality products at fair prices is
the really vital factor in the success of any
enterprise.
IITANOLA Service is dependable and
quality is paramount in Vitanola products.
Try us for your wants, and be really
satisfied.
^^^^
letvice But'eau
11 East Austin Ave.
Chicago, III.
Supplies and replacement materials for all types of phonographs
Harry Chirelstein
Sonatron Tube Co., Chicago, manufacturer of
radio tubes, in a recent interview. "We have
just completed an extensive survey of the
dealer situation and we have discovered where
formerly the dealer looked forward with ap-
prehension to the coming season, to-day the
reverse is true.
"A great factor in the development of this
new dealer attitude, is the part the radio manu-
facturers are taking in standardizing their lines.
The dealer is certain the merchandise he has on
his shelves to-day will not be obsolete to-mor--
row. With the aid of standardized lines he is
able to carry a complete stock of merchandise.
As a result he is in a better position to service
his customers in an efficient business-like man-
ner. He places confidence in his radio goods.
And, thus he builds good will, not only for his
own business, but for the manufacturers who
have had the foresight to see the need for
standardization.
"In the past, there appeared to be a race
among manufacturers in their endeavor to build
new lines. It made very little difference at
what time of the year the new models ap-
peared, but they were totally different from
those made before. Whether the dealers and
the public could absorb the new items had little
import. The natural result was an overpro-
duction of the new radio merchandise, and a
heap of out-of-style merchandise in the hands
of the retailer, which had to be turned over at
a loss.
IT — Plays Longer
Costs No More
\ Weighs No More
Sells Your Portable
It will pay you to
investigate. Send for
catalog and prices.
More Playing
WITH
Less Winding
IS
A Big
Selling Feature
You Get
WITH
The New
Portable Motor
KRASCO PHONOGRAPH MOTOR CO. Elkhart, Indiana, U. S. A.
"In the last two years we have seen a com-
plete change in the methods used by manufac-
turers of radio goods. Instead of creating a
new market for a new item, they are concen-
trating upon improving their radio products in
the same way every other industry does, with-
out making violent changes which upset the
market for their products.
"Our survey has also shown the wonderful
possibilities for profits in radio tube sales the
coming year. In 1926, with an added increase
in sales of $10,000,000, the total sales of radio
lubes were $58,000,000 according to Government
statistics. And from reliable sources it is
learned that this year we shall see a sub-
stantially greater increase than $10,000,000. So
when a dealer knows one-third of his sales are
radio tubes, such as our survey revealed, and
when he is able to earn more than a living
profit from his sales, it is only natural that he
should look toward the coming season with
enthusiasm.
"The optimistic attitude of the dealer is bound
to react favorably to the industry. It reflects
throughout the entire system of distribution,
the dealer, the jobber and the manufacturer. It
is the sign of a positive approval of standard-
ization. And this, from an economic stand-
point, cannot help but be a factor, an im-
portant factor, in stabilizing the industry. There
will be less waste through overproduction,
capital will not be called upon too often to sup-
port the industry at a price which is too costly
for healthy growth. Standardization will place
a responsibility upon the manufacturer from
which he cannot shirk. More than ever be-
fore will he have to merchandise his product,
help his dealers in getting his merchandise into
the hands of the public, and knit a real dis-
tributing organization with the aid of his job-
bers. Standardization holds the key to stability,
to an improved industry, economically, and to
efficient distribution. It opens the door to
wholesome profits for everyone."
Artists Feature Viva-tonal
During the past month a very clever produc-
tion was staged at the Oriental Theatre by
Paul Ash and His Orchestra, exclusive Colum-
bia record artists, in which the New Columbia
Viva-tonal and the new electrically recorded
Columbia records were prominently featured.
Two mammoth No. 810 models were especially
constructed for the occasion, one displayed on
The Talking Machine World, Nczv York, August, 1927
121
FROM OUR CHICAGO HEADQUARTERS— (Continued from page 120)
each side of the stage, equipped with electric
lights and automatic doors, and lids which
opened and closed as Milton Watson and other
Columbia artists made their stage entrance and
exit through them.
Drops were hung behind the phonographs,
representing large Columbia records, all the
latest hits recorded by Ash and His Orchestra
on Columbia records were displayed thereon,
and during the performances the audiences
heard the choice of the preferred selections.
Appreciation was expressed by the audience
of such an elaborate and unique production by
extensive applause and Balaban cSi Katz report
a record attendance during the entire week. The
production was staged by Mr. Ash with the
assistance of D. M. Guthrie, of the Columbia
Phonograph Co.
Interesting Loud Speaker Experiment
Those who are interested in radio amplifica-
tion and sound reproduction and their applica-
tion to a radio loud speaker, have been attracted
by the giant speaker manufactured by Temple,
Inc., Chicago, which was demonstrated for the
first time at the Radio Trade Show at Chicago
in June. The giant speaker weighs 180 pounds,
contains an air column of ten feet, a bell of
three feet and an especially constructed unit.
The speaker was the subject of extensive com-
ment in metropolitan newspapers at the time
of the Show and the many distributors and
dealers who visited the Temple headquarters
at the exhibition were deeply interested in its
details of construction.
Recently, Temple, Inc., conducted one of the
most exacting tests yet given a loud speaker
for clearness of tone, volume and general all-
around performance. One of the Temple giant
speakers, taken from stock, was placed on the
lake shore in front of the Sheridan Shore Yacht
Club in Chicago. Fifteen men, including pub-
lishers, radio engineers and others in the trade
were taken by Henry Crowell on the lake in his
cruiser, i'erry Kay II, a total distance of six
miles. A system of signalling with search lights
from the shore and from the boat was used with
regular standard code. The signals were "play
orchestra," "play vocal," "soft," "very loud," and
"use 13 inch drum as a microphone and talk
through the giant horn." The boat stopped at
intervals of one half mile, one mile, two miles,
three miles, four miles, five miles, six miles,
and in each case all present on the boat kept
a score as to what they received. In each instance
every man on board the cruiser was able to
recognize the number broadcast and distinctly
heard the announcer. Only the lateness of the
hour made it necessary to conclude the experi-
ment without extending it to a greater distance.
In order to have a double check on the ex-
periment a giant horn was placed on the boat
with the listeners remaining on shore and the
same test conducted in reverse manner. In this
case the results were also most satisfactory.
While tremendous volume can be perfectly re-
corded with the giant Temple horn, it may also
be toned down to a very soft mellow diminu-
endo.
Alfred Alarchev, president of Temple, Inc.,
has received since the experiment and the Radio
Trade Show many letters from dealers and job-
bers complimenting him upon the success of
the new products and prophesying that the Tem-
ple type of speaker, using the long compensated
exponential air column, will be a popular and
profitable sales item during this season. The
Temple line of loud speakers at present consists
of six models on 11 inch, 13 inch and 18 inch
drum, the Giant Horn, No. 65 and No. 75, con-
sole models and the Temple unit.
Tay Sales Co. Expands Territory
Effective July 25, the Tay Sales Co., well
known phonograph-radio distributor of Chicago,
was appointed Sonora distributor in Wisconsin
and the upper peninsula of Michigan. The
Tay organization is in its third highly success-
ful year as a distributor of Sonora products and
the expansion of its activities comes as a well
deserved tribute to C. S. Tay, president, and
his associates.
Mr. Tay has announced that a Milwaukee
branch office will be opened in the near future,
and on August 12, 13 and 14, at the Wisconsin
Hotel, Milwaukee, a sales conference and dis-
play of Sonora merchandise will be held for the
benefit of Wisconsin and upper Michigan deal-
ers. Complete details of the gathering will ap-
pear in the September issue of this publication.
Midwest Line Well Received
The new products of the Midwest Radio
Specialty Mfg. Corp., Chicago, which were in-
troduced to the trade recently, have met with
general recognition and acceptance, according
to executives of the firm. The company was
organized in March, 1926, and last season man-
ufactured the Per Vuis loud speaker unit, which
is still an important product in the Midwest
line. This year, in May, the Sensitone Electrical
Pick-up for phonographs, which retails at $18,
was perfected and introduced. This product,
which is said to be sensitive to the slightest tone
touch, consists of a pick-up, arm, and control,
the latter modifying the volume of music to suit
the taste of the user. The pick-up transmits the
vibrations electrically through a radio receiver
or electrical power pack and is said to eliminate
rasp and needle scratch because of its perfect
weight and balance. It may be placed at any
convenient place on the phonograph, the same
as a movable tone arm, and the arm throws
back for convenience in replacing needles.
The Sensitone pick-up alone may be attached
to any phonograph tone arm, and is finished in
black enamel, although silver, nickel and gold
finishes may be secured at a small additional
cost. The executives who head the Midwest
Radio Specialty Mfg. Corp. are Vincent J. Sher-
idan, president; Eugene S. Ferrier, vice-presi-
( Continued on page 122)
The Companionship of a
Hyatt Portable
Relieves dreary days or nights of their monotony.
There is an individuality about the HYATT Portable that
engenders companionship. Wherever you go, wherever
you are, it is a dependable source of entertainment.
If you have a standard radio, it belongs to the family.
If you have a HYATT Portable, it belongs to you. It may
be taken to the seclusion of your own room — to your of-
fice or to your summer camp. When you travel, it provides
entertainment en route, and at your
destination it is still on the job.
High grade two-tone bra -a' n
leatherette case ivith- nickel trim-
mings. Beautifully embossed loot"
panel in gold relief. 28 lbs. com-
pletely equipped.
New Model A
95
without
accessories
No home is complete without a radio.
The HYATT Portable serves the home
as well as the individual.
Try it and you'll buy it! — Hyatt
836 N.WELIS STREET
CHICAGO, ILtlNOIS
122
• The Talking Machine World, New York, August, 1927
THE LAST WORD!
When you see the new Electro-phone, the all-electric phonograph, with an electric pick-up and electrically
driven motor, and when you hear its undreamed of performance, you will realize that you are face to face with
the last word in electrical reproduction. Electrical reproduction of phonograph entertainment is admittedly a
gigantic forward stride and the Electro-phone is at the head of the procession. We have purposely delayed the
introduction of the Electro-phone until we knew we had perfected it to a point where it stands head and shoulders
above any machine, mechanical or electrical, now on the market or destined to be placed on the market.
Those enterprising dealers who are quick to grasp an opportunity to handle a product of quality such as
the Electro-phone are invited to address
LAKESIDE SUPPLY CO.
73 West Van Buren St. Harrison 3S40
AX A PRICE THAT WILL AMAZE YOU!
Chicago, 111.
dent; C. Rex Ferrier, secretary; M. J. Walsh,
treasurer, and J. N. Pepin, general manager.
Columbia News Brieflets
D. M. Guthrie, sales representative of the
Chicago loop district for the Columbia Phono-
graph Co., has just returned from a honeymoon
trip which was spent in Missouri, Kansas and
the mountains of Colorado. Mrs. Guthrie was
formerly Miss Lucille Wright, and was asso-.
ciated for several years with the music firm of
Waterson, Berlin & Snyder. Mr. and Mrs.
Guthrie are now at home at 2322 Commonwealth
avenue, Chicago.
W. C. Fuhri, vice-president and general sales
manager of the Columbia Phonograph Co., Inc.,
New York City, was a visitor to Chicago twice
during the month of July. Mr. Fuhri stopped
off in Chicago for a few days during the early
part of the month on his way to the Pacific
Coast and again toward the end of the month
after having completed arrangements with new
Columbia distributors in Oklahoma.
Unusual optimism prevails in the local offices
of the Columbia Phonograph Co., due in a great
measure to the many recent announcements of
unusual interest to the trade which have ema-
nated from the office of H. C. Cox, president
and general manager of the Columbia Phono-
graph Co., Inc., New York. The Chicago Daily
News devoted a major part of its radio page
to a story covering the announcement of the
establishment of the Columbia Broadcasting
System. Headlines in large type running across
the entire top of the page told the radio fans
of Chicago that the Columbia Phonograph Co.
was going to entertain them royally, starting
September 4, 1927. The Columbia-Kolster af-
filiation was also given considerable publicity
in countless numbers of newspapers in the Mid-
dle West. The ofJer of $20,000 in prizes for the
completion of Schubert's Unfinished Symphony
also received extensive newspaper treatment.
The Wisconsin State Journal, Madison, Wis.,
carried the Schubert story with large headlines.
The Chicago office of the Columbia Co. has
been deluged with inquiries regarding the Co-
lumbia-Kolster merchandise and judging from
the interest of dealers and the sales personnel
of the Columbia branch there is a substantial
volume of business in sight.
Stewart Battery Go. Puts
Price Changes Into Effect
Chicago, III., August 8. — The Stewart Battery
Co., of this city, has just announced a price in-
crease eflFective August 1 on its complete line
of "A" and "B" socker power units. The new
prices are as follows: Stewart Electric "A,"
$44.50; Stewart "B," $34.50 (without tube), and
Stewart Electric "A-B," $72.50 (without tube).
The prices on Stewart radio "A" batteries re-
main unchanged.
C!
Vierson Ortho -Type
Radio Cabinets
America's Toremost Line of
Radio Furniture
1927-1928 CATALOQ IS
NOW READY
Oldest in the Field — Richest in Experience.
Highest Quality Cabinets — Produced by
Skilled Craftsmen — Under Most Favorable
Conditions.
A Line That Has Always Been a Winner.
That Sells and Stays Sold— Showing a
Good Profit to Both Jobber and Dealer.
This Line Is the Choice of the Best Stores.
Proving Its Sales Merit and Dependability.
A National Sales Organization to Help
With All Sales Problems.
A Complete Line, From the Cheapest
That's Good— TO THE BEST THAT'S
MADE.
Write Today
THE PIERSON COMPANY
Rockford, Illinois
Studner, Gumming Co., Inc.,
Expands for Busy Season
The organization of Studner, Cumming Co.,
Inc., New York City, manufacturers' representa-
tives, has greatly expanded in preparation for
what is expected to be one of the biggest sea-
sons in the history of the company.
Studner, Cumming Co., Inc., is selling
nationally the entire output of three large cabi-
~net companies, the Superior Cabinet Corp. of
Muskegon, Mich.; Buckeye Incubator Co., of
Springfield, Ohio, and Salisbury Bros., of Ran-
dolph, Vt., as well as distributing in the New
York metropolitan district and New England,
Erla products, made by the Electrical Research
Laboratories of Chicago.
A Chicago branch has been opened at 28
East Jackson boulevard in order to render the
maximum of service to the trade in the Middle
West. Display rooms have also been arranged
in Dallas, Kansas City, Denver, Minneapolis,
Detroit, St. Louis and San Francisco.
Myron M. Studner and J. M. Studner, who
are at the head of this organization, and who
are responsible for its phenomenal growth, now
have an organization of twenty-eight men
thoroughly combing the entire country.
Audak Engineering Corp.
Offices Opened in New York
The Audak Engineering Corp., a manufactur-
ing organization, has been formed with head-
quarters at 203 Lafayette street. New York
City. This concern is a manufacturing sub-
sidiary of the Audak Co. and will manufacture
the Ultra and Revelation reproducers of the
Audak Co. The new corporation has a thor-
oughly equipped manufacturing plant at the
above address and is making plans for a very
busy Fall season.
Maximilian Weil, president of the Audak Co.,
reports that very satisfactory business is being
received and the future outlook is very bright.
D. W. May, Inc., Entertains
Northern New Jersey Trade
More than 450 dealers of Northern New Jer-
sey were recently entertained by D. W. May,
Inc., Newark, N. J., jobber and distributor of
radio and automobile specialties, at its an-
nual radio dealer outing and carnival held at
Wildwood Grove, Pinebrook, N. J. The guests
assembled at the Newark headquarters of D.
W. May, Inc., and were transported to Wild-
wood Grove in approximately 150 decorated
automobiles in parade formation. The after-
noon was devoted to athletic contests and vari-
ous sports, and dinner in the evening followed
by an extensive program of entertainment
brought the day to a very enjoyable close.
The Talking Machine World, New York, August, 1927
123
New Stores and Changes Among Talking
Machine Dealers During the Past Month
New Stores Opened Recently Throughout Country and Changes of Management Compiled for
Benefit of Talking Machine and Radio Manufacturers and Distributors
Arizona
Xucson — The Fisher Music Co. has moved to a
new location at US East Congress street, where at-
tractive, modern warerooms are afforded.
Arkansas
MagnoUa — The Bernberg Music Co., of Camden,
Ark., has opened a branch store here with Fran-
cille Harrington in charge.
California
Berkeley — The White Music Co., of which A. W.
White is proprietor, has filed a petition in bank-
ruptcy, with assets of $10,157 and liabilities of
17,792.
San Jose — The Anderson Music Co., which has
been conducting a successful piano business here,
has rearranged its store to install a musical mer-
chandise department, featuring the Wurlitzer line.
Hollister — Louis E. Cook has opened a new music
store at 451 San Benito street, handling pianos,
phonographs, sheet music and radio.
San Francisco — The Union Music Co., formerly
located on O'Farrell street, has moved to new quar-
ters at 11 Mason street.
Illinois
CMcaffo — The formal opening of the Summerdale
Music; Shop, 5234 North Robey street, has been held
and the firm is handling pianos, phonographs and
radios.
Chicago — Gus' Music Shop has opened for business
at 1410 West Sixty-third street, handling a full line
of sheet music and small goods.
Bellwood — P. DeAngelis has opened a new music
store, called the Lake Broadway Music Shop, at
1817 West Lake street, carrying a full line of musical
instruments.
Chicago — The Benjamin Katz Music Co. has filed
a petition in bankruptcy and has declared a settle-
ment of 5.8 per cent on all claims, according to the
decision of the Court.
Indiana
Anderson — A. E. Smith has succeeded B. E. Shir-
ley as manager of the Pearson Piano Co. store, 7
East Ninth street, and the latter has joined Shirley
Bros.
Iowa
Des Moines — The Standard Piano Co. has opened
its new establishment at 916 Walnut street, handling
pianos and other musical instruments. The concern
is incorporated with a capital of $100,000.
Maine
Gardiner — Charles Brawn, who has been a music
store proprietor here for many years, has opened a
new establishment in the Goodspeed Block.
Maryland
Baltimore — Eugene G. West has been appointed
receiver for the Quail Musical Merchandise Co., 219
West Baltimore street, of which Abraham A. Quail,
proprietor, has been declared bankrupt.
Massachusetts
East Boston— The East Boston Music Store, 147
Meridan street, this city, has suffered a severe
fire loss.
Boston — The Charles S. Norris piano warerooms
have added the "Victor line of talking machines and
have installed special booths and counters to facili-
tate the handling of this end of the business.
Missouri
Springfield — Herbert L. Hoover, who for several
years was the owner of the sheet music and small
goods departments of the Martin Bros. Piano Co.,
has opened a new store, featuring musical merchan-
dise, at 318 St. Louis street.
New York
Brooklyn — Anderson & Co., Inc., prominent local
music house, which has been located for many years
at 291 Livingston street, has moved to larger quar-
ters at 170 Livingston street.
New York — A new store at 6 East Fourteenth
street has been opened by Selmer-Conn, Inc., with
Joseph E. Kossoflf as manager.
Buffalo — Alterations have been completed in the
Columbia Music Shop on Michigan avenue and the
display space has been nearly doubled.
Dansville — The Gunther Music Store, of this city,
has been remodeled and a new front has been in-
stalled.
Glen Cove — The Janssen Piano Co., of New York,
has opened a branch store at 118 Glen street with
J. T. Rosen as manager.
Rochester — Prank Nanna and Tom Weir have
opened the Song Shop on Clinton avenue, featuring
sheet music and mu.sical merchandise.
Ohio
Youngstown — The Warner Music Co. has moved
to more spacious quarters in the Terminal Building,
116 Commerce street, and will expand the lines of
instruments carried.
Massillon — The Van Horn Music Co., located on
East Main street, has been incorporated with a
capital stock of $20,000.
Columbus — Mary Keller has leased the store at
244 South High street and is handling a complete
line of musical instruments.
Alliance — The Vernon Piano Co. has enlarged its
small goods department and now carries one of the
largest stocks of musical merchandise in this district.
Marietta — The Wainwright Music Co. has pur-
chased the musical merchandise department of the
CuUen & Myers Co., 125 Putnam street.
Akron — The new, enlarged music store of Joseph
Rudick at 143-45 South Main street has been for-
mally opened and features a large musical merchan-
dise department.
Pennsylvania
Monessen — The La Forte Music Co., this city, has
moved from its former location on Third street to
new quarters at 470 Donner avenue.
Lebanon — Arthur W. Loser, proprietor of the music
store on Cumberland near Sixth, has purchased the
building in which the store is located.
Erie — The W. F. Frederick Co., of Pittsburgh, has
opened a branch store at 21 East Eighth street, with
a full line of musical instruments.
Sharon — Alterations have been completed in the
DeForeest Pioneer Music House, West State street.
_ Hazlcton — Leo Landau has severed his connection
with the Landau Music Store, this city, and has
foi-med a new company called Landau Bros., which
will handle musical instruments, radio, jewelry and
furniture.
Philadelphia— The Strand Music Shop, 1114 West
Girard avenue, has taken over the adjoining build-
ing at 1116 West Girard avenue to be used as an
addition.
Utah
Salt Lake City — A. T. Christensen, who for the
past five years has been engaged in business on
the Pacific Coast, has opened the Economy Music
Store at 27 Richards street, handling phonographs
and pianos.
Virginia
Norfolk — Guy R. Smith, for several years manager
of the local store of Charles M. Stieft, Inc., has
been transferred to the company's Pittsburgh store,
and has been succeeded by Glenn E. Sifrit.
South Boston — The warerooms of the J. C. Hew-
lett Piano Co., this city, have suffered fire loss.
The Jewel Case
No. 21
List Price, $40.00
Velvet Speakers Speak True
FAITHFUL reproduction is the demand of
radio owners today, and the success of the
dealer is dependent upon his abihty to meet it. His
need, in turn, is passed on to the jobber and thence
to the manufacturer.
Borkman Velvet Speakers are made with these re-
quirements as the measuring stick of quality. So
they prove profitable to jobber and dealer alike.
See the new Velvet models at the Radio World's
Fair in New York. You'll find them in Space 9-FF.
Or write to our General Sales Office for details re-
garding this new line of console speakers with com-
partments for sets.
Reg. V. S. Pat. Off.
Manufactured by
BORKMAN RADIO CORP.
Salt Lake City
Utah
GENERAL
SALES OFFICE
230 East Ohio St.
Chicago
124
The Talking Machine World, Nezu York, August, 1927
Appearance of Organ-Tone
Reproducer Has Big Appeal
Polychrome Finish and Unusual Design of Re-
producer, Together With Its Tone Quality,
Has Won Unstinted Praise of the Trade
The polychrome finish and unusual design of
the Organ-Tone reproducer, manufactured by
the Unique Reproduction Co., New York, to-
gether with the fact that it is the only repro-
ducer on the market to-day which is finished in
three colors, make the Organ-Tone an instru-
ment which carries a varied appeal to the trade.
In addition to its unusually attractive appear-
ance, its mechanical construction and tone
quality leave nothing to be desired, according to
Organ-Tone Reproducer
Herman Segal, executive head of the Unique
Reproduction Co.
"The tone which results from the combina-
tion of the organ flutes and our new stylus sus-
pension is unsurpassed," said Mr. Segal. "All
indications are that we will enjoy a splendid
business on this new product."
Cupid Is Busy Among
Okeh Gorp.'s Employes
Young Ladies of Executive Organization An-
nounce Their Engagements
Congratulations and felicitations have been
current recently in the offices of the Okeh
Phonograph Corp., 25 West Forty-fifth street,
New York, for two of the most popular and
accomplished young ladies in the executive or-
ganization have announced their betrothals.
Mrs. C. J. Pott, secretary to Otto Heineman,
president of the company, and connected with
the organization for many years, will in Feb-
ruarv marry Arthur K. Friemuth, a prominent
Send Davis your specifications for estimates on
Radio or Phonograph Cabinets
The Davis Cabinet Factories are equipped with the latest type high-speed, ball-
bearing, motor-driven machinery. The Kokomo unit has over 300,000 square
feet of reinforced concrete, daylight manufacturing space, located near the
main line of the Pennsylvania R. R., with switch track facilities and ideal
labor conditions.
Well-rated concerns wdll find Davis Industries, Inc., a dependable source of
supply for their special cabinets or other woodworking requirements, great
or small.
Your inquiries addressed to Chicago office wall be highly appreciated.
General Offices
314-324 W. 43rd St.
Chicagro
DAVIS INDUSTRIES, Inc.
Capital, Surplus and Reserves $2,000,000.00
Plants:
Chicago, III.
Kokomo, Ind.
hosiery manufacturer with factory and execu-
tive offices in Spring City, Pa. Miss Gertrude
King, cashier of the Okeh Phonograph Corp.,
who is also one of the lady veterans of the
organization, will in the Fall be married to
Harry L. Kurman, New York City, who is a
men's hat manufacturer.
Radio Corp. Brings Suit
Against E. B. Latham & Go.
The Radio Corp. of America has brought suit
against E. B. Latham & Co., New York City, to
recover damages and profits because of the sale
of Atwater Kent receivers. The suit is for
patent infringement and is based on the Alex-
anderson tuned radio frequency patent, which
was recently sustained by Judge Thacher of the
U. S. District Court in New York, in a suit by
the Radio Corp. against E. J. Edmond & Co.,
another Atwater Kent distributor.
The Alexanderson patent has been upheld by
the courts in New Jersey and in Canada in
previous suits. The Radio Corp. has licensed a
number of important United States manufac-
turers of tuned radio frequency receivers, but
the Atwater Kent Mfg. Co. has not been
licensed. The court decision against E. J. Ed-
mond & Co. will be appealed, according to Pax-
son Deeter, vice-president and counsel for the
.\twater Ivent Mfg. Co.
Ohio Dealers View the
Arborphone Radio Line
The Wagner Hardware Co., Mansfield, O., a
distributor of Arborphone radio receivers and
speakers made by Precision Products Co., Ann
Arbor, Mich., entertained on Saturday, July 16,
one of the largest gatherings of radio dealers
ever held in Ohio. More than a hundred deal-
ers assembled to see a special display of the
new Arborphone line and to discuss sales plans
for the coming season with Wagner officials and
visiting Arborphone representatives.
The principal attraction at the meeting was
the Arborphone demonstration coach, which
was one of the features at the R. M. A. Show,
installed with the full line of Arborphone re-
ceivers and speakers and auxiliary apparatus to
operate all sets.
After an inspection of the demonstration
coach a buffet lunch was served and George
Stelts, vice-president and general manager of
Wagner Hardware Co., opened the meeting. C.
T. Anderson and Paul Smith explained in de-
tail the Loftin-White circuit and its construc-
tion in the new Arborphone line, making clear
the reasons for its performance. W. K. Jack-
son, Arborphone sales manager, went thor-
oughly into the sales possibilities this season
and the new forms of dealer agreements in
efTect
Burt Built
Model No. 264
The introduction of the new models of "Burt Built" radio cabinets for 1927-
1928 resulted in their immediate popularity.
Model 264, illustrated herewith, took the market by storm. Its attractive de-
sign and finish, its cabinet work and its 7-foot air column horn have made it
a leader. Try it in your warerooms.
Write to-day for full details
BURT BROSm Inc.
Radio Division
Sales 0££ice, 24 East 2 1 st St., New York— Factories, Philadelphia, Pa.
The Talking Machine World, New York, August, 1927
12S
Continued Sales of High Priced Instru-
ments Feature of Indianapolis Trade
Orthophonic and Panatrope Type Instruments, Which Usually Show Slackness During Vacation
Period, Selling Well — Record Sales Volume Also Continues High — Other News
Indianapolis, Ind., August 8.— The expected de-
pression in the music business has not been
evident this Summer, and dealers believe that
with their usual Fall business receipts should
be much better than at the same time last year.
Records have had an exceptional sale, while
talking machine sales have been above average.
Portable machines have been experiencing ex-
cellent sales at all stores. -^^^
In the larger machines the '©^hoghonic and
Panatrope have had a steady sale for ' this time
of the year. Summer sales are usually negligible
in this department, according to dealers, but
this year there has been a continued interest
in the larger machines.
Sales in records continue to be above the
average. In former years the tendency has been
to slump in this department during the warm
months, but this year sales have continued with
very little diflerence.
Miss Blanche Mitchell, of the Pearson Piano
Co. reports their record sales as being "splen-
did." Portables are selling well at this store.
In the larger machines there has been a steady
sale. Miss Mitchell reports the sale on old re-
vival numbers are "very good. "
Walter J. Baker, of the Brunswick Shop, re-
ports "that business is better than it was last
year." The larger types of talking machines
are selling very well, and there has been an in-
crease in the sale of used machines.
Ira Williams, in charge of the talking ma-
chine department at the New York store, states
that business is good. The record sales at this
store have increased greatly. Portables are
selling well. Talking machines are moving
"better" according to Mr. Williams. "I look
for a nice Fall business," he said.
William Christena, of Christena Teague Piano
Co., reports business ahead of last year. The
better grade instruments are moving well at this
store. Record sales have been fair. Mr. Chris-
tena anticipates a good Fall business.
The Wiedener Co. also reports business as
good, with record sales exceptional. "The best
Summer sales in records to date." Talking
machines are enjoying a steady trade, and port-
ables are moving about as usual.
O. C. McRae, in charge of the music depart-
ment of L. S. Ayres, states that "business is
on a par with that of last year." The Victor
Automatic is selling well at this store. The
new portable is also enjoying a good sale.
Tower Mfg. Go. Announces
New Line of Gone Speakers
1927-28 Models Consist of Five Cone Speakers
— Artistic Design of Products- Expected to
Have Wide Appeal
Boston, Mass., August 6.— The Tower Mfg. Co.,
of this city, has announced its new line for the
1927-28 season consisting of five cones in
diversiiied models. This organization has been
identified with sound reproduction in radio from
the early days of the industry. In the an-
nouncement of the new line the Tower Co.
traces the development of the radio loud
speaker from the instrument that would simply
reproduce broadcasting without much regard
for tone quality to the speaker of the present
day where tone quality is demanded as well as
appearance.
In the new Tower line appeal to the eye and
ear are equally divided. Also the wide range of
five models is designed to meet the tastes of
all classes of purchasers. The five models con-
stituting the Tower line are Model 28, the
Meistersinger, Castle Cone, Adventurer and
Pirate Ship. Model 28, the highest price model
of the line, is a cone of the popular drum type
with a grill of authentic heraldic design. The
next model is the improved Meistersinger. The
Tower Speaker, Model 28
Meistersinger model proved very popular in the
Tower line last year and has been retained with
improvements for the new season. It is framed
in mahogany and may be used either with ped-
estal or hung on the wall. The Castle Cone, as
its name implies, has a medieval castle in bas-
relief as its design. The popularity of sailing
ship models in present-day decoration is taken
care of in the Adventurer model where a sail-
ing ship, true to type, is cast in bas-relief with
natural coloring. This motif in variation is re-
employed again in the lowest priced model of
the line, the Pirate Ship.
The Full Automatic with Electrical Amplification
A rare combination of volume and beauty of tone with wonderful fidelity of reproduction. This
instrument is not only brilliant and distinctive in tone quality, but also the last word in design and
finish.
A DE LUXE ART MODEL that will add elegance and refine-
ment to the most luxurious home. Finished in rich walnut, its size
is such that it can be suitably placed in any home. Plays either 10 "
or 12" records.
By turning a switch this instrument will play a program of se-
lected music continuously, changing its own records and repeating
the selection every ten records, or oftener, depending upon the num-
ber placed on the magazine. The records center themselves, no fuss-
ing around putting them on.
The New Deca Disc
With Electric Amplification
53" high, 36" wide, 22" deep
DECA^DISC Franchise
a very valuable Asset
Every dealer should have a continuous player on the floor, the
public is asking about it and demanding a demonstration.
Protected franchises are granted, such agencies are limited to the
number of lines available. DECA-DISC being the only full auto-
matic phonograph built, dealers securing the franchise for their terri-
tory will control this valuable business.
Manufactured by
Deca^Disc Phonograph Company
Waynesboro, Pa.
126
The Talking Machine World, New York, August, 1927
Caswell Mfg. Co. Announces New Portable
Phonograph Line of Four Artistic Models
New Instruments, Known as the Melody, Gypsy, GianTone and Aristocrat Models, Are All
Equipped With Solid Brass Tone Arms — Aristocrat Plays With Lid in Closed Position
Milwaukee, Wis., August 6. — A new line of
portable phonographs, consisting of four differ-
ent models, is being introduced to the trade
at the present time, by the Caswell Mfg. Co.,
of this city-, maker of Caswell portable phono-
graphs. The four new machines are known
as the Melody, Gypsy, GianTone and Aristocrat
and they are all equipped with solid brass "S"
curve tone arms, including the Melody, which
also is equipped with a covered sound box.
Thet '' Gypsy, GianTone and Aristocrat are
eqiapped with the latest type of improved re-
pr|)»ducer embodying a metal diaphragm. The
entire line of new Caswell portables is fur-
nished with Duro Metal reproducers and tone
armsV especially designed for Caswell products
by the Duro Metal Products Co., of Chicago.
All of the new Caswell portables are con-
structed of three-ply veneer with a fabrikoid
covering and the line presents a complete
choice of color schemes. The Melody is fur-
nished in black, red and blue in a handsome
new grain, while the Gypsy is furnished in five
different colors, red, brown, blue, black and
gray, and is embossed inside and out in green
gold. The GianTone is finished in black only,
while the Aristocrat is finished with specially
selected hand-finished coverings embossed in
antique gold both inside and out. This model
is furnished in two popular colors, two-tone
blue and two-tone brown.
The Aristocrat model is said to produce un-
usual volume and depth of tone through its
exponential type of tone chamber especially
designed and made by the Caswell Mfg. Co.,
and the manufacturer states that it is the only
portable phonograph which plays with the lid
in a closed position. A walnut door at the
front of the machine drops down, showing the
grille backed by gold cloth. Special deluxe
hardware is standard on the Aristocrat model
and all of the new Caswell portables are
equipped with albums holding from eighteen
to twenty records.
The entire line of portables is powered by
Heineman motors, products of General Indus-
tries Co., of Elyria, O., and the Melody model
is equipped with the new General Industries
long-playing Flyer, Jr., model, which has three
governors, insuring smooth, even operation.
According to an announcement from the
Caswell headquarters in Milwaukee, orders for
the new Caswell portables have forced the ex-
ecutives of the company to double production
and L. B. Casagrande and John Casagrande,
vice-presidents of the company, are now en-
deavoring to further increase the factory output
to meet the requirements of the trade.
Grigsby-Grunow-Hinds Co. Announces New
Prices on All Majestic "B" Power Units
Several important announcements were re-
cently made by Grigsby-Grunow-Hinds Co.,
Majestic A & B Unit
Chicago, regarding prices and models of the
Majestic battery eliminators for the 1927-28 sea-
son. Of outstanding interest is the introduction
of the Majestic "A" Current Supply, retailing at
$39.50, a dry "A" unit employing no acids or
liquid, and which is said to operate without
hum.
Coincidental with the announcement of the
"A" unit, the Grisby-Grunow-Hinds Co. put into
effect new retail prices on all of its "B" power
supplies. The new price of the Majestic Super
"B" complete with a Majestic Super Power
Tube is $29.50. The Master "B" Majestic, com-
plete with tube, now sells for $32.50, and the
Special Master Majestic is also $32.50, equipped
with a tube.
The Majestic Super Power "B" Rectifier Tube,
which is standard equipment with each Majestic
unit, is said to be one of the most powerful
"B" rectifiers on the market. It is a full wave
rectifier, designed especially for heavy direct
current output, and is sturdily built for long
life and heavy duty. It is covered by an abso.
lute guarantee (breakage of glass only excepted)
for 1,000 hours, the equivalent of one year's
average use. It can be used on any type of Ma-
jestic "B" unit.
The Majestic "A" unit has a maximum output
of two and one-half amperes at six volts. It is
equipped with a rheostat on the front panel for
regulating voltage and also is equipped with an
electro-magnetic cut-out to prevent excess volt-
age from being supplied to the tubes of the re-
ceiving set. The Majestic "B" plugs into the
Majestic "A" and both units, as well as the
radio set, are turned on and off by the snap-
switch on the cord of the Majestic "A."
Anticipating the needs of the trade, the firm
has also announced the Majestic Ace models,
which are equivalent to the Majestic Master "B"
in output rating, but which are equipped with
Majestic Super B
step-down transformers and output terminals
for filament connections for supplying current
for A. C. tubes. There are two Ace models, one
for the McCullough and one for the R. C. A.
or Cunningham A. C. tubes. These models list
at $35 complete with Majestic Super Power
"B" rectifier.
Grosley Receivers Designed
for the European Market
Charles J. Hopkins, Manager of Foreign De-
partment, Takes New Receivers to Europe
for Introduction at Crosley European Show
Two entirely new receiving sets designed for
the European market have been announced by
Powel Crosley, Jr., president of the Crosley
Radio Corp., Cincinnati, O. Charles J. Hopkins,
manager of the foreign department of the cor-
poration, is taking them to Europe, where he
will introduce them at the first Crosley Euro-
pean convention, to be held in London. Mr.
Hopkins sailed from New York on August 1 on
the steamship "Olympic."
One of the sets is known as the Universal,
and is designed to operate on all-meter wave-
lengths from 200 to 2,000 meters. The other
model covers the regular wave band of from
200 to 550 meters, and is fitted for tubes with
the European base. Both are four-tube sets.
Announcing
tine
SYMBOL OF CfUALTTY
LYREPHONIC JUNIOR
which is expected will prove the leader o£ the
Lyrephonic products
All the years of experience of Mr. Frangipane in sound box
construction are summed up in this model and in it are em-
bodied the qualities of high-priced reproducers.
We stand back of it in every way and invite you to send for
a sample and prices, etc., to convince yourself of its merits.
Andrew P» Frangipane & Co», Inc*
32 Union Square, New York Vactory: hyndhurst, N. J.
The Talking Machine World, New York, August, 1927
12T
The MOOR
A cabinet of unusual design and
rare beauty. It is finished in Burl
Walnut as shown in the illustration,
and also in highly figured Mahog-
any. Antique bronze tonearm and
reproducer, plush turntable, and
every fitment in keeping with the
beautiful exterior. Its visible beauty
will delight you, its marvelous tone
values and volume will charm you.
Arrange to hear it.
CROWN
Made "by the MaKgrtf of
CROWN
PIANOS
it has EVERYTHINQ
Ear Appeal
Every desirable tone value w^hich the ear may detect in any reproducing instrument.
Bye Appeal
Noticeably distinctive cabinet designs. Craftsmanship and finish comparative to the
fine piano.
Purse Appeal
A base price surprisingly moderate for the visible and demonstrable value in the in-
strument— a complete line of models to satisfy every trade demand from Consolette
to Electric.
Hear the Crown
And be convinced. We make it easy for you to do so. Write or w^ire today.
Geo. R Bent CoMi^iiiif
Establishvad I87O
LQUISVILLE
CROWN PIANOS
PMONOCRAPMS
128
The Talking Machine World, New York, August, 1927
Victor Co. Announces New 1927-8 Elec-
trola and Radio Combination Instruments
{Continued from page ZAd)
placed controls and a naost artistic cabinet. The
list price has not yet been established, but the
company hopes to catalog it at less than $1,400.
It will be known as the No. 9-55.
Another quality combination instrument, but
without the automatic feature, will be known as
No. 9-25, and the list price will probably be
$950. The instrument is an Electrola — six-inch
cone — 8-tube Radiola Super-Heterodyne.
By the addition of a new and highly efficient
the 6-tube A.C. operated Radiola 17. The for-
mer will be known as the No. 7-10 and the lat-
ter as the No. 7-25. Both instruments will be
housed in attractive cabinets of modified wall-
type design, and the Victor Co. hopes to list
the No. 7-10 containing the Radiola 16 at about
$225, and the No. 7-25 containing the Radiola
Automatic Electrola-Radiola No. 9-55
speaker unit the Victrola 9-40 continues as a
leader among quality combination instruments.
There is no change in the list price of $1,000
and, incidentally, the new speaker unit is to be
made available for instruments now in the hands
of the trade; details regarding this product to
be announced later.
In the popular price class of combination in-
struments there are two new models; one con-
taining the new 6-tube Radiola 16 and the other
Greater City Sponsors
Sonora and King Exhibit
Greater City Phonograph Co., Well-known
Metropolitan Distributor, Sonora and King
Jobber, Holds Trade Show at Hotel Astor
Dealers in the metropolitan district availed
themselves of the opportunity to inspect the
new Sonora and King radio models at an ex-
hibit conducted at the Hotel Astor, New York,
August 8 to 12, by the Greater City Phono-
World's Classified Advertising
Any member of the trade may forward to this office a
"Sitiation" advertisement intended for this Department to
occupy a, space of four lines, agate measure, and it will
be inserted free. Replies will also be forwarded without
cost. Additional space will be at the rate of 25c per line.
If bold faced type is desired the cost of same will be 25c
per line. Rates for all other classes of advertising on
application.
WANTED — Salesman calling on musical
trade. State territory you cover, present line,
etc. We have an interesting proposition for
live wires. Address "Box 1608," care of The
Talking Machine World, Graybar Bldg., 420
Lexington Avenue, New York City.
WANTED— Salesmen, high calibre; openings
only for those who are thoroughly experienced
and are seeking bigger opportunities. Good
salary and commission. M. Udko & Co., Inc.,
224 Flatbush Ave., Brooklyn, N. Y.
WANTED — Experienced man with formula
of stock to make a good, cheap phonograph
record. State cost per pound of stock, experi-
ence and salary required. Address Box 1619,
Talking Machine World, 420 Lexington Avenue,
New York, N. Y.
POSITION WANTED— Electric recording engineer
with own outfit, 20 years' experience, open for engage-
ment. Address Box 1621, Talking Machine World, 420
Lexington Ave., New York City.
Electrola-Radiola No. 9-25
17 at about $350. Mr, Forbes points out that
these two instruments should enjoy an ex-
traordinary sale because of their quality and
low list prices.
In his letter Mr. Forbes states, "We follow
the lead of the Radio Corp. of America in per-
mitting the No. 7-3 and 7-30, containing the
Radiola 20, to occupy the same relative position
which they have enjoyed heretofore. The list
price will be $325 each."
graph Co., Inc., exclusive distributor for
Sonora in New York and northern New Jersey,
and for King in New York, Brooklyn and Long
Island. The Sonora line was the feature of
the exhibit, including several highboy models
with built-in speakers. Maurice Landay, ex-
ecutive head of the Greater City organization,
was personally in charge, assisted by the met-
ropolitan district sales staff. Mr. Landay re-
ported a very satisfactory dealer attendance
throughout the week, the many expressions of
enthusiasm leading him to believe that a large
volume of business will be done.
WANTED— A LIVE, WIDE-AWAKE
SALESMAN WHO IS ACQUAINTED WITH
THE PHONOGRAPH BUSINESS, AND
HAS HAD EXPERIENCE. TO SELL OUR
LINE ON COMMISSION, THROUGH THE
SOUTHERN CITIES, NAMELY VIRGINIA,
NORTH AND SOUTH CAROLINA. WE
HAVE 18 TO 20 MODELS OF POPULAR-
PRICED PHONOGRAPHS AT AN EXCEP-
TIONALLY LOW PRICE TO OFFER THE
BIG BUYER. NONE BUT AN EXPERI-
ENCED, FIRST-CLASS MAN WANTED.
PLAYER-TONE TALKING MCH. CO., 632
GRANT ST., PITTSBURGH, PA.
FOR SALE
.Plant especially built for wood-working. Brick
mill construction. Sprinklered. 75,000 sq. ft. floor
space in the lowest-priced labor market in Illinois.
Easy terms. For particulars write The Wolf Mfg.
Industries, Kokomo, Indiana.
EXPORT TO THE
BALKAN STATES
Importing house for gramophones and radio articles
seeks close connection (agency exclusive selling
rights) for portable apparatus and dancing records,
also trade novelties. Payment in cash. Offers with
catalogs to be addressed to A. Mellinger, Stirbey
Voda 75/79, Bucharest (Rouraania).
In the Electrola field there are two new auto-
matic models. No. 10-51 and No. 10-70. The
No. 10-51, first shipments of which are now be-
ing made, will list at $1,050. The No. 10-70,
having the automatic feature in combination
with the six-inch cone, lists at $950. Before
the end of the year the Victor Co. also expects
to have an Electrola specially designed for the
customer whose space is limited, but who wants
quality reproduction. This instrument, which
will be known as the No. 12-15, will list at about
$525.
The No. 9-15, battery operated with the 8-
Automatic Electrola No. 10-70
tube Radio Super-Heterodyne improved, will be
continued in the catalog at a list price of $600,
as will the No. 15-1 at $900 and Electrolas 8-60
and 12-25 at $650 and $625, respectively. The
R-20 continues to be listed at $135 and the No.
12-1 with its improved reproduction at $250.
The University Music Co., Seattle, Wash.,
has moved to Fourteenth avenue, N. E.
D. S. Spector Returns
From European Trip
D. S. Spector, general manager of the mer-
chandising division of Federal-Brandes, Inc.,
Newark, N. J., manufacturer of Kolster re-
ceiving sets and power speakers, recently
returned to his desk from a six weeks' trip
to Europe, where he studied radio conditions.
Ronald Carpenter is manager of sheet music
section, Sherman, Clay & Co., Tacoma, Wash.
WANTED— Sales representative in Middle
Western territory by large manufacturer of
radio cabinets. Address, giving past experience,
Box 1615, care of The Talking Machine World,
420 Lexington Avenue, New York City.
WANTED — Prominent manufacturer located
in Philadelphia requires services of experienced
sales letter writer to handle sales and follow-
up correspondence. Address, giving full par-
ticulars. Box 1616, care of The Talking Ma-
chine World, 420 Lexington Avenue, New
York City.
WANTED — Buyer for phonograph, radio
and piano departments in large Eastern de-
partment store. Telephone Mr. Seman, Ash-
land 4450 (New York), or address Box 1618,
Talking Machine World, 420 Lexington Ave.,
New York.
For Sale
Electric recording machine complete, also shav-
ing machine and recording wax. Address Box
1620, Talking Machine World, 420 Lexington
Ave., New York City.
SALESMAN — Experienced in music and radio field, de-
sires to connect with radio manufacturer or large radio
distributor. Willing to travel. Box 1617, Talking Ma-
chine World, 420 Lexington Ave., New York, N. Y,
Weymann Banjos Featured
at Atlantic City Piers
Latest Product of Philadelphia Manufacturers
Is the New Weymann Banjola
Philadelphia, Pa., August 6. — The favor of the
professional world for the Weymann orchestra
banjos is demonstrated by the patronage of the
instruments made by H. A. Weymann & Son,
1108 Chestnut street, by the two prominent or-
chestras now appearing in Atlantic City as
Summer attractions. Weston Vaughn, banjoist
with Ted Weems and His Victor Recording
Dance Orchestra, appearing on the Steel Pier,
and Benjamin Knell, banjoist with Charlie Fry's
Orchestra on the Million Dollar Pier, use the
Weymann orchestra banjos.
That the two notable musical organizations
playing on the two largest ocean amusement
piers in the world should favor Weymann or-
chestra banjos is significant of tone qualities
and accompaniment value of these instruments
in orchestra instrumentation. Hundreds of
thousands of Summer visitors will give broad
publicity to the Weymann banjos and many
compliments daily are extended to the banjoists
in both organizations as result of the per-
formances in the dance programs. Inquiries for
the Weymann orchestra banjo as a result of this
practical demonstration in dance work have
been numerous among the dealers from all
parts of the country and increased orders have
been sent to the local manufacturers by the
storekeepers for their patrons and admirers of
the banjos who have heard them.
The newest of the instruments made by the
Weymann house is the Weymann Banjola, re-
tailing for $30 and $60. It is fast supplanting
the tenor guitar. It is popular with banjoists
desiring an auxiliary instrument for the or-
chestra and radio broadcasting. The Banjola is
built along the same lines as the Weymann
banjo. The head is selected spruce wood and
produces a clear distinctive quality of tone.
The Banjola scale is the same as that of the
tenor banjo.
They are constructed in mahogany with
spruce soundboard, purling inlaid around the
sound hole with front and back edges bound in
rosewood in the $30 model. The $60 model of
mahogany has tapering rim, reinforced with ex-
tended resonant rim and back, spruce sound-
board, purling inlaid around the sound hole
and edge, edges bound in rosewood, mahogany
neck, rosewood fingerboard, pearl position dots,
rosewood veneered headpiece and Weymann
"Four to One" patent pegs.
Twenty Bands Compete in
Northwestern Band Event
More Than 700 Band Musicians Included in
Personnel — Oconto Musical Festival — Large
Attendance Hears Bands and Talks
Next Meeting in September
Chicago, III., August 8. — The regular meetings
of the Association of Musical Merchandise
Manufacturers, Chicago Zone, were dis-
continued in July and August, it was an-
nounced recently by H. Kuhrmeyer, secretary
and treasurer of the Association, because of
the absence of numerous members from their
offices at this time of the year. The regular
meetings will be resumed the first week in Sep-
tember at the Auditorium Hotel.
Milwaukee, Wis., August 5. — ^A number of
prominent Milwaukee and Wisconsin merchants
attended the Northeastern Band Tournament at
Waterloo, Wis., at which more than 700 musi-
cians, comprising twenty bands, competed. The
day's program opened with a parade of the
bands led by the Racine American Legion Drum
and Bugle Corps, and after marching through
the city streets, the bands returned to the park
for the convention.
In the afternoon the contests of bands were
featured, the bands being divided into Class A
and Class B. Bands registered included Grafton,
Mayville, Noricon, Theresa, Juneau, Ashippun,
Lebanon, Reeseville, Hartford, Hustisford,
Johnson Creek, Iron Ridge, Lake Mills, Fort
Atkinson, Columbus, Whitewater, Sun Prairie
and Janesville Parker Pen.
Also a crowd of about 8,000 persons attended
the sixth annual music festival and picnic of
Oconto County. Besides a program of band
music and community singing an excellent pro-
gram of speakers had been secured, which in-
cluded Dr. Glenn Frank. The festival was held
at Holt's Park, Kelly Lake, with the Oconto
Falls band featured on the program.
Lane Ward and Cecil Brodt have purchased
the small goods department of the Hook Bros.
Piano Co., Madison, Wis., with which they
were connected as salesmen.
The University Music Co., Seattle, Wash., of
which Ned Douglas is proprietor, has moved
into its handsome new home in the College Cen-
ter Building on Fourteenth avenue, N. E.
Protecting
Your Profit
SELLING musical merchandise demands time
and energy. The dealer must go out and create
business. He invests many dollars in developing
prospects.
Are you getting a full and fair return on your
selling effort?
The King Exclusive Franchise dealer receives
absolute protection. Every inquiry is referred to
him. He knows that he will get full profit on every
sale in his territory.
The complete protection of the King plan and the high
quality of King instruments make a good combination. Sales
are easier and profits more certain.
Full information is yours for the asking. There are enough
rich territories still open to make your immediate inquiry
well worth while.
Write for our booklet on "The Advantages of Becoming a 'King' Dealer."
THE H. N. WHITE CO.
5215-90 Superior Avenue, Cleveland, Ohio
0P
Manufacturers
of
BAND
INSTRUMENTS
129
130 The Talking Machine World, New York, August, 1927
IN THE MUSICAL MERCHANDISE FIELD— ( Continued from page 129)
tlOtlNER
f r//£ WORLD'S B£SJ^^tS^
The Fall Season will open up in a very
£ew weeks. How is your harmonica stocks
Write us for our "Big Business Builders." They will help you.
M. HOHNER, Inc. Nt„^ "Lf a.^'"'
HOHNEft PRODUCTS mAia)ED FIRST PRIZE AT THE PANAMA
PACIFIC INTERNATIONAL EXPOSITION SAN FRANCISCO IpiS'
Buescher Co. Asks Where Are the
Musicians of To-morrow Coming From
"True-Tone," Publication of Band Instrument Manufacturer, Shows the Advantage for Future
of Covering the Present Child Market
Elkh.\st, Ind., August 3. — "Where are the
musicians of to-morrow — who will take the
places of the band and orchestra leaders of to-
day?"
This question is asked in a stimulating lead-
ing editorial in a recent issue of "True-Tone,"
the Buescher Band Instrument Co.'s monthly
musical journal. The question raised is an-
swered as follows and provides food for thought
for progressive dealers.
"Somewhere among the kindergarten tots of
to-day are the master musicians of the genera-
tion just ahead. Some, with the rapid stride of
genius, will mount rapidly to the top. Others,
with more ambition than talent, will trudge
their way up through hours and months and
years of wearisome practice into the limelight
of success.
"Who are they? Where are they? Who cai.
say? It may be your son. It may be your
neighbor's son. But one thing we do know,
that somewhere now in the making, or yet un-
discovered, are the infant musicians of to-mor-
row, who in their time will take the places
of the great artists, the master musicians of
to-day's world-famous orchestras.
"Every child has an inherent inclination to-
ward music and a desire to express his own
emotions through the voice of his favorite in-
strument. Children respond quickly to the in-
spiration of good music. They learn quickly
to play. And every child should, at an early
age, be given the opportunity to study some
musical instrument. It may prove the signal
opportunity of his life.
"The boy who can play a Buescher saxo-
phone is the boy who is prominent and popu-
lar in the community, and the best part of it
all is the reward that music will give to him.
It provides him with more real pleasure, en-
joyment and substantial benefit than anything
else he can undertake. And many boys have
found that it has supplied the ways and means
to earn their way through college, and a mighty
pleasant way it is.
"Remember, too, that the great directors and
performers of to-day — men whose names are
known around the world, and whose weekly
salaries run enormously high — are after all the
kindergarten tots of only a few years ago. Then
let us give 'our boy' — every boy — his right to
music."
Music Advancement With the Harmonica *
in Passaic, N. J., and in Dallas, Tex.
Colored Boy Harmonica Orchestra Formed in Former City and Three Harmonica Bands Formed
at North Texas State Teachers' College
The harmonica business knows no season
and the harmonica promotion department
of M. Hohner continues its activity during the
Summer months. Among the latest develop-
ments of the harmonica is the report from
Passaic, N. J., where a sixteen colored boys'
harmonica orchestra recently became the talk
of the town with their public appearances.
Following is a report received from W^illis
Wilson, Jr., director of colored . work, City
Recreation Department, Passaic, N. J.:
"I consider the harmonica club very impor-
tant in connection with the recreation program.
I don't believe there is anything that could
.take the place of the harmonica in the training
of boys. I have evidence to prove the value
of the harmonica.
"Five months ago I gathered thirty boys
at the Community House of the Passaic Negro
Welfare League under the auspices of the City
^Recreation Department. One hour every Tues-
day evening I devoted my time in training the
boys to play. Now five months have passed
and more than thirty boys have learned to play.
Sixteen of them compose the Colored Boys'
Harmonica Orchestra of Passaic. Recently
eight boys were selected from the orchestra to
represent the negro in music at the Interna-
tional Folk Festival, at the Passaic Armory.
"There is no instrument made that has won
more influence over the youth of to-day in
helping to develop character than the har-
monica. I find no solution better, in helping
to solve the boy problem, than through the
harmonica. I have found nothing to replace
the harmonica in getting over a program
among boys."
The Passaic News had the following to say
about the orchestra:
"The Colored Boys' Harmonica Orchestra,
dressed in spotless white uniforms with the
appearance of a military procession, made the
biggest hit of the evening. Their music re-
ceived tremendous applause from all who were
present at the event."
Dallas, Tex., August 1.— Miss Alta M. Rowan,
who has been doing such splendid work in
harmonica instruction among the', schools of
this region, is continuing her activities with
equal success at the Summer session of the
North Texas State Teachers' College, where
over 2,000 school teachers have gathered for
.special work.
The classes conducted in the Training School
come under the observation of many teachers
from various sections of the State. The teach-
ers' class meets for practice three times a
week and all strive to earn a harmonica pin,
which is given as soon as one learns to play
the scale. Each teacher is enthusiastic about
earning a pin so that she can work up interest
in a harmonica orchestra in her own school
on resumption of Fall work. The head of the
Texas Parents-Teachers Association has been
attending the classes and intends to carry the
harmonica work into the rural districts. The
president of the college is keenly interested in
the harmonica and the Teachers' College store
carries the Marine Band in stock.
The Victor Harmonica Instruction Record
No. 20,377 is used as part of the lesson and is
very successful.
H. L. Hoover Opens
Store in Springfield
Springfield, Mo., July 25.— Herbert L. Hoover,
long prominent as a band and orchestra leader
in Springfield, and who for several years was
owner of the sheet music and musical merchan-
dise departments of the Martin Bros. Piano '
Co., has opened a store with a complete stock
of musical merchandise in the McDaniel Build-
ing, 318 St. Louis street.
Mr. Hoover has been directly or indirectly
associated with the Martin Bros. Piano Co. for
nearly twenty-five years. In January, 1926, he
sold his sheet music and band instrument
business to the Martin Co. He then took over
the management of the radio and phonograph
departments of that concern. His resignation
became effective July 1.
Mr. Hoover states that in his new store he
will carry a complete line of musical merchan-
dise, pianos, band instruments, phonographs,
radios, sheet music, etc.
Government figures show that with the ex-
ception of wood-wind instruments, sales of band
instruments showed a decrease during the first
five months of this year amounting to about 12
per cent. Wood-winds showed an increase of
o.ppro.ximately 18 per cent.
The Talking Machine World, New York, August, 1927
131
IN THE MUSICAL MERCHANDISE FIELD— (Continued from page 130)
Jenkins Co. Advertises
Free Harmonica Lessons
Kansas City Store Ties Up With Minevitch
Appearance by Instruction Course and Har-
monica Contest — Wide Interest in Event
Kansas City, AUfjust 8. — When Borrah Mine-
vitch and his famous Harmonica Band were here
recently for an engagement at the Newman
Theatre, a tie-up was made with the J. W. Jen-
kins Sons Music Co. at its store at 1217 Walnut
street. Large advertisements were taken in
Kansas City newspapers to advertise free har-
monica lessons every noon by a member of the
band at the Jenkins store.
Any Kansas City youngster was eligible to
join the classes by purchasing a genuine Hoh-
ner harmonica autographed by Minevitch.
A contest was held and the prize was a posi-
tion in the Minevitch Band at a salary of $50
a week and all traveling expenses.
The invitation read as follows: "Get a
Genuine Hohner Harmonica, autographed by
Minevitch himself. Every day this week from
12 until 1 a member of this famous band will
give free lessons on the harmonica at our store.
Come in — learn to play in a few minutes, and
get into our harmonica contest. You may be
the lucky one to win a place in Minevitch's
Band — $50 a week and all traveling expenses!
Enter your name by letter or in person at
Jenkins' 1217 Walnut street store now."
Growing Exports of
American Instruments
Steady Growth of Exports Associated With
Jazz Reported to Great Britain
Washington, D. C, August 3. — The Specialties
Division of the Department of Commerce re-
ports a "decided increase" in recent years in
exports of American instruments usually asso-
ciated with "jazz" music to England. In a
statement issued July 19, it says the value of
such instruments increased from $3,514 in 1920
to $121,034 in 1925, and that a falling ofif in 1926
might be attributed in part to the operations
of the "so-called McKenna duties of 33 1-3 per
cent" levied on such imports by Great Britain,
and to the general strike in that country.
The full text of the statement follows:
The decided increase of United States ex-
ports of instruments usually associated with
American "jazz" music to England is signif-
icant of a popular demand for this new type
of music.
During 1920 United States band instruments
were shipped to England to the value of $3,514,
and in 1925, after a consistent increase in such
exports during the intervening years, the total
value of band instruments exported to Great
Britain amounted to $121,034.
During 1926 total shipments did not reach
those of the preceding year, primarily because
conditions in Great Britain incident to the
great strike were unfavorable. Nevertheless,
the total value of band instruments imported
into Great Britain during 1926 greatly exceeded
those imported in 1924.
In comparing imports of 1926 and 1925, the
fact that the so-called McKenna duties of 33 1-3
per cent'were effective during only six months
of 1925, whereas they were levied on imported
band instruments during the entire year of
1926, should also be considered.
In general, the market for trumpets, trom-
bones and cornets is depressed at present, how-
ever; it is the opinion of some dealers that
these instruments will experience a boom
similar to that of the saxophone, provided the
popularity of the present type of music con-
tinues.
Neither foreign nor domestic products
possess any distinctive features not incorporat-
ed by the better grade of American-made
instruments, which are considered the equal or
superior to any of the competing makes.
The most popular saxophone is a silver-
plated, satin-finish instrument with the bell
engraved and the inside of the bell heavily
gold-plated; the keys, ferrules, engraving and
inside of bell hand-burnished and equipped with
pearl-inlaid fingertips.
Philadelphia Contest
Broadens Its Scope
Event at Willow Grove Will Take In All In-
struments With the Exception of the Violin
and 'Cello — Trade Is Enthusiastic
Philadelphia, Pa., August 8. — Though the swel-
tering weather prevented the attendaince of a
larger number of trade associates at the special
meeting of music merchants called by the man-
agement of Willow Grove Park and the com-
mittee of music dealers headed by Herbert H.
Weymann, of H. A. Weymann & Sons and B.
J. Munchweiler, buyer for the music department
of Lit Bros., there was much enthusiasm over
the coming musical instrument contest which
is to take place at Willow Grove Park in late
August by those attending.
It was decided to change the contest from a
Banjo-Ukulele Tournament and Contest to a
Musical Instrument Contest so that the trade
might broaden its field of sales of accessories
and instruments for the coming event. Those
music dealers who did attend expressed grati-
fication at the change of plans so that all in-
struments may be included from the uke to the
larger string and brass instruments such as
saxophones, cornets, drums and others exclu-
sive of the violin and 'cello. It has also been
decided to change the title from Banjo-Ukulele
Contest and Tournament to that of Musical In-
strument Contest and Tournament.
The co-operation of one of the daily news-
papers is to be brought into the coming contest
so that its exploitation will enable the dealers
to share in sales of instruments during the
duller Summer weather with the publicity which
will be given the contest by the Willow Grove
Park management. Another meeting is sched-
"Silver Bell"
Banjos
Send for illustrated book of Prominent
Orchestra and Professional Players
The Bacon BanjoCo.Jnc.
GROTON . . CONN.
uled for this week when the manufacturers of
string instruments, wholesalers and dealers will
assemble at the Bellevue Stratford Hotel to
perfect plans for the contest. The Philadelphia
Chamber of Commerce is endorsing the move-
ment and is backing the management and the
dealers in putting the contest across.
C. A. Call Can Play
Thirty-five Instruments
Syracuse, N. Y., August 6. — C. A. Call, of this
city, is now known as "A Musical Miracle Mar-
vel," as a thirty-five-piece band rolled into one.
This was developed last month when the Clark
Music Co. put on a novel contest, offering a
portable phonograph to the person capable of
playing a tune on the greatest number of in-
struments.
Applicants were numerous and eager and
tackled everything from a mouth organ to a
concert grand harp and piano.
The Oldest and
Largest Musical
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IN America
Exclusively^ Wholesale
ESTABLISHED 1934
G.Brvao§-Son,inc.
351-53F0URTK Ave. NewYorkCity
132
The Talking Machine World, New York, August, \7Z7
IN THE MUSICAL MERCHANDISE FIELD — (Continued from page 131)
You^ll enjoy looking it over —
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Instruments That Sell"
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Indianapolis, Indiana
Louisville Harmonica Contest, Conducted
by Rialto Theatre, Proves a Big Success
Civic Authorities, M. Hohner, Inc., and Educational Film Corp. Co-operate with Local Mer-
chants in Event — Grady Padgett Winner of the Event
T OUISVILLE, KY., August 6.— As a result of
the co-operation between the Educational
Film Corp., M. Hohner, Inc. and the Rialto
Theatre, one of the most interesting musical
events ever held in this city was the recent
harmonica contest at the Rialto Theatre. The
contest lasted a week with two elimination
contests every day running from Monday
through Thursday. On Friday the semi-finals
were held which weeded down the contestants
to four for the Saturday matinee final, and the
winner returned for the evening performance
that Saturday.
After each performance during the week one
of the local schools presented a harmonica band
of from twenty to forty players, playing about
four selections. This was aside from the con-
test, and kept the interest up considerably.
After the semi-finals Mayor A. A. Will was
visited by a large body of harmonica players at
his office and was presented with a harmonica.
Splitdorf Official Com-
ments on Canadian Outlook
\
Robert W. Porter, on Return From Visit to
Toronto Branch Factory, States That the
Prospects Are Exceedingly Bright
The Canadian situation in radio is interest-
ingly described by Robert W. Porter, vice-
president and _general sales, manager of the
Splitdorf Radio Corp., Newark, N. J. Mr.
Porter, on his return from a visit to the branch
factory in Toronto, reported an increase in in-
terest in radio in the Dominion and stated in
part:
"The prospects are exceedingly bright for
such American firms as Splitdorf that are sys-
tematically cultivating the trade of the prov-
inces. There is a close relationship between
Canada and the United States in radio from
more angles than one. Canadians naturally feel
close to us since they listen in regularly to sta-
Each contestant received a Hohner Marine
Band harmonica to play in the contest, which
he was permitted to keep. Each contestant
reaching the semi-finals was given a Hohner
chromatic harmonica. The prizes were as fol-
lows: first prize gold medal and twenty-five
dollars; second prize silver medal and fifteen
dollars; third prize bronze medal and ten dol-
lars; fourth prize Hohner chromatic harmonica
and five dollars. In addition the winner re-
ceived forty-five Marine Band harmonicas with
which to equip his school band. The winners
were as follows: First, Grady Padgett, Prentice
School, who played "Swanee River" and
"Mighty Lak' a Rose"; second, Harvey Wheeler,
J. Stoddart Johnston School, who played
"Swanee River" and "The Wreck of the Old
97"; third, Robert Beswick who played "Swanee
River" and "Humoresque"; fourth, George
Eisel, Parkland School, who played "Swanee
River" and "Annie Roonie."
tions in this country. Incidentally, Canada was
able to point the way on the divided time of
broadcasting stations and one finds an absence
of local broadcasting difficulties up there."
Martin A. Sigler Dies
at Home in Harrisburg
Harrisburg, Pa., August 3. — Martin A. Sigler,
senior member of the firm of C. M. Sigler, Inc.,
Steinway and Victor dealers of Harrisburg,
died at his home here on July 23 after an ill-
ness of about three years. He was sixty-six
years of age and came to this city thirty-eight
years ago from Burkittsville, Md., conducting a
dry goods store. Later he founded the music
house, of which he was the head until his death.
He is survived by his widow, one son, Howard
Sigler, and two daughters, Mrs. J. Miller Kar-
per, of Reading, and Miss Mary E, Sigler, at
home. He was music director of the First
Church of God, of Harrisburg, for more than
The judges were Harry A. Montgomery,
director of the Louisville Symphony Orchestra;
Jay W. Fay, supervisor of music in the public
schools; Oreste Natillo, former member of
Sousa's Band and Robert Shackelton, local
music dealer.
During the week the prizes were displayed in
a show case in the theatre lobby, behind which
was a large sign explaining the event. There
were also attractive window displays in the
local music stores, and one of the largest music
Iiouses gave considerable space inside the store.
The contest was well advertised in the news-
papers and the papers devoted many columns
of publicity to the event.
Instrumental in the notable success of the
contest was Miss Helen Boswell, head of har-
monica instruction in the Louisville schools as
well as supervisor of vocal instruction, who
devoted a great deal of time and effort to arous-
ing harmonica interest among the Louisville
school students.
In addition to the harmonica contest the
theatre showed special films of the harmonica
band of the George Rogers Clark School dur-
ing its recent trip to Frankfort, where it sere-
naded Governor Fields and presented him with
a gold harmonica. A special educational
juvenile comedy featuring the child star "Big
Boy" in a harmonica-playing role also was
shown.
Competitors in the contest entertained the
regular luncheon meeting of the Rotary Club
on Thursday at the Brown Hotel with a pro-
gram devoted entirely to harmonica music un-
der the direction of Fred J. Campbell, manager
of the Keith-Albee Theatres here. Miss Helen
Boswell explained that harmonica music is
taught in Louisville schools in the hope that it
may lead children to study other musical in-
struments.
Akron Mayor Opens New
Store of Joseph Rudick's
Akron, O., August 8. — With Mayor D. C. Rybolt,
as the honor guest, and in charge of the cere-
mony of unlocking the store with a specially
made gold key, the new and enlarged music
store of Joseph Rudick's was formally opened
late in July. Hundreds inspected the new
musical instrument and jewelry store at 143-145
South Main street, one of the most complete
shops of its kind in this section.
Rudick's for the past five years has been
recognized as one of the leading musical mer-
chandise houses in eastern Ohio and has been
located at 194 South Main street.
Among nationally known lines of musical
merchandise to be carried are Gibson banjos,
Paramount and Vega banjos, Buescher band
and orchestra instruments, Ludwig drums and
accessories, Deagan xylophones, and Gibson
and Martin guitars, mandolins and ukes, a most
complete stock.
thirty years and was an official of the church.
The funeral, which was largely attended, was
held this afternoon with interment in the Har-
risburg Cemetery. Many of the local music
dealers were at the funeral services, Mr. Sigler
being held in high esteem by the entire trade.
One Service Call on Six-
teen Sales of Kolster Sets
The sale of sixteen Kolster radio receivers
last Winter in Ord, Neb., with only one service
call to date, was reported by A. B. Capron,
radio dealer, when he called on the R. S.
Proudfit Co., Lincoln, Neb., distributor for
Federal-Brandes, Inc., to place his order for the
new Kolster line. In reporting this incident to
the executive offices of Federal-Brandes, Inc.,
George E. Proudfit, of the Proudfit Co., stated
that there is a general feeling of enthusiasm
among the dealers in that territory about the
business outlook on the Kolster products.
LENNINSSWORIMUSI
J. S. Zamecnik Writes the
Musical Score for "Wings"
Sam Fox Publishing Co. Supervising the Pub-
lication of Feature Film's Music Score —
Theme Song Already Placed on Market
"Wings," the long-awaited Paramount avia-
tion film, arrived at the Criterion Theatre, New
York, last week, and has been highly acclaimed
by those few fortunates who have seen the film
J. S. Zamecnik
in pre-showings. High as has been the praise
accorded it, the musical score, the work of J. S.
Zamecnik, internationally known composer and
arranger, who has been connected with the Sam
Fox Publishing Co. for a number of years, has
received similar acclamation.
The theme song of the score, titled "Wings"
is the outstanding feature and is introduced, in
whole or in part, some fifteen or twenty times
during the showing of the film. Lyrics have
been written to the music by Ballard Mac-
donald and the number has just been placed
on the market by the Fox organization. It is
expected that several other of the themes of
the score will be similarly treated, for the score
abounds with an abundance of material which
should provide a number of "hits" for the Fox
catalog.
Mr. Zamecnik, who at one time was connected
with the Pittsburgh Symphony Orchestra, has
for many years past confined his activities to
editing, composing and arranging. The themes
and much of the incidental music used in the
score of "Old Ironsides" and "Rough Riders"
were written by him, the theme for the heroine
of "Old Ironsides," namely "Your Love Is All,"
has been proclaimed as one of the most beau-
tiful themes ever written for motion picture
production.
Mr. Zamecnik has won great success as a
writer of heart songs. Many of them, how-
ever, have been published under noms de plumes,
but two recent successes which are credited to
htm over his own name are "Indian Dawn" and
"Neapolitan Nights," both of which have won
widespread popularity.
Prominent Music Critic
Lauds Forster Publication
Edward Moore, Musical Critic of the Chicago
Tribune, Gives Praise to Shefte Rapid Piano
Course Introduced by Forster Music, Inc.
An interesting article by Edward Moore,
music and opera critic of the Chicago Tribune,
appeared in the Sunday, July 24, issue of that
publication describing the Shefte Rapid Course
in popular music and syncopation which was
recently introduced by Forster Music Publisher,
Inc., Chicago. Mr. Moore is one of the many
eminent critics and leading musicians who have
examined, tested and endorsed the Shefte
method and a recommendation from such an
authority is regarded as a tribute to the course
itself and to the Forster organization for plac-
ing it in the hands of those interested in
learning to play this popular music without
long study and practice.
Mr. Moore's article in part reads as follows:
"From the house of Forster Music Publisher,
218 South Wabash avenue, Chicago, comes a
set of books intended to guide the amateur
through the intricacies and complexities of jazz
playing. That the art is both intricate and com-
plex, many a classical player has discovered for
himself. The set, however, is not intended so
much for the classical player as it is for the
one who likes to hear a light, sprightly tune
well enough to try to do it for himself.
"The set makes no pretenses of being any-
thing else than what it is, but it accomplishes
its end in an admirable manner, going straight
to the center of its aim without waste motion
or loss of time. This, by the way, has always
been the secret of good popular music itself."
Summer Is Having Little
Effect on Feist Catalog
Large Number of Selling Songs in Catalog Dis-
counts 111 Effects of Hot Weather— "At Sun-
down" Leads List of Best Sellers
Despite the exceptionally hot weather that
has characterized July, particularly in the East-
ern part of the country, Leo Feist, Inc., re-
ports that Summer business has been very sat-
isfactory. This is no doubt due to the large
number of selling songs which feature the Feist
catalog at the present time.
First and foremost, of course, is "At Sun-
down" which is not alone the leading seller
with this firm, but, if jobbers' and dealers' re-
ports are true, is the best seller throughout the
entire country, and present indications are that
it will carry over into the Fall season. Next in
popularity is their Hawaiian waltz song "Hono-
lulu Moon," which without any apparent "fire
works" is building up into a substantial hit.
A group of new Walter Donaldson songs is
showing up particularly strong, notably "Sing
Me a Baby. Song," "Just the Same" and "Just
Once Again," and one of the best of the recent
fox-trot songs, "You Don't Like It — Not
Much," already a big hit in Chicago, looks like
it would sweep the country in the next twjo or
three weeks.
The Feist firm is also featuring some ex-
tremely promising waltz songs and ballads,
notably a new waltz by the writers of "In a
Little Spanish Town" called "Cheerie Beerie
Be" (From Sunny Italy) and two new ballads
— "Are You Thinking of Me To-night?" and
"Baby Your Mother (Like She Babied You)."
The Feist Musical Comedy Catalog is rep-
resented by the tremendous Ziegfeld success
"Rio Rita" which has been running in New
York since last February and which will have
two additional companies touring this Fall, and
by "Merry-Go-Round" now at the Klaw Thea-
tre and "Rang Tang" at the Royale Theatre.
Several other productions are being prepared
for the 1927-28 season.
L. Neiburg With Forster
Chicago, III., August 5. — L. Neiburg;;, for a num-
ber of years representative of the McKinley
Music Co., has joined the Forster Music Pub-
lishers in the capacity of Eastern representa-
tive. Mr. Neiburg has had wide experience in the
publishing business and will give the Forster
Music Publishers excellent representation in
the East.
FIVE RECORD RECORD BREAKERS
/ M m w M-Jt m M M\
Hi
Hk
ta m B M M M_
IS IT
POSSIBLE ?
ti'M m m M m mm mm
*f M r m m m m M m\
m m m m m m m m m\
r M m m m m m
ARE YOU
LONESOME
TONIGHT?
m_,^ m m m m m m M
HAVANA
ym'M'MWM'j^ T%\\wJkf<f K\\VmKV'J¥ r^'M^'^v
*m m m m m m m mrW J m M 0 WMM M m f M mmMMmmmm ^ ' mmm m m m
WHAT DO
WE DO ON A
DEW DEW
DEWY DAY?
Above Songs Peatured By Orchestra And Vaudeville Acts From Coast To Coast
IRVING BERLIN INC.. I G07 Broadway, New York
133
SWEET
YVETTE
(
134 (World of Music)
The Talking Machine World, New York, August, 1927
Won Cavi^ GoWi'on£
With Any FEIST Song'
Salute The New Hit
5A-LU-TA'
Gus Kahns Clever Lyric
and Walter Donaldson's
unique Italian Vs Pox Trot
Melody made this a
speedy and spontaneous^
SIN6 ME A
BABYS0N6
hj GUS KAHNaind
WALTER^
iiss. DONALDSON-
'AlIurmQ
Waltz.
Melody
^-j^An Idle, Indolent,
f Indigo Foz Trot Son^
I *
LAZY
WEATHER
loy Jo' Trent and
Peter De Tlos^^
f GOT /r '
And it's got everything a rortiot ,
Novelty diould have/
, hy Benny Davis, liarry Akst
ayid L Wolfe Gilbert-
m0
LEO. FEIST, Inc
FEIST 8 LOG
231-235 W.40^ ST^
NEW yorml,n:y:
"After You've Gone" Wins William Wiemann, of E. B. <
Popularity After Long Lapse Marks Ck)., on Long Trip
Popular Ballad of Eight Years Ago Wins New
Lease of Life — Re-recorded by Several Com-
panies— Modern Arrangements Made
About eight years ago the ballad, "After
You've Gone," was regarded as one of the most
popular of "hits" and reigned for quite some
time as one of the best sellers of its time. In
December of last year Will Von Tilzer, of the
Broadway Music Corp., pubHsher of the song,
received a request from Ruth Etting, popular
record and vaudeville star, for a copy of the
number and soon after this artist recorded the
selection on a Columbia record. From that time
on "After You've Gone" has been winning at-
tention from the profession solely on its own
merits and since the first of the year it has
been recorded three times by the Columbia
Phonograph Co., twice by the Brunswick Co.,
by Sophie Tucker on Okeh record and by the
Pathe organization.
Orchestras all over the country are sending
in requests for orchestrations and the com-
pany's representatives on the road report a
steadily growing demand.
"Good News" Issued by De
Sylva, Brown & Henderson
New Musical Production to Appear at Ambassa-
dor Theatre After Short Tour on the Road
An item of unusual interest has been an-
nounced by DeSylva, Brown & Henderson, Inc.,
New York, which is to publish the music of
"Good News," a new musical production, now
m rehearsal, opening in Atlantic City in the
early part of August. After a week's stay in
Atlantic City, this show, a Lawrence Schwab
and Frank Mandel production, will appear for
three or four week in Philadelphia, and will
open early in September at the Ambassador
Theatre in New York.
The firm of DeSylva, Brown & Henderson,
Inc., which, during its short period of existence
has created such nation-wide song hits as "It
All Depends on You," "So Blue" and "Mag-
nolia," in addition to such big sellers as "South
Wind," "Positively-Absolutely" and "I'm In
Love Again," is confident of attaining a similar
success with the hit numbers of the new show.
Favorable comparison can be made between
"Good News," "The Varsity Drag" and "Lucky
In Love," three of the outstanding numbers of
the show, and "Birth of the Blues," "Black
Bottom" and "Lucky Day" in the current edi-
tion of George White's Scandals, which were
published last year by this house.
Prominent in the cast is George Olson, who
appears personally with his music. Mr. Olson
has already expressed his fondness for the score
of "Good News" and considers most of the
songs of the show so catchy and danceable that
they may be all considered "plug" tunes.
Glass A Feist Numbers
Leo Feist, Inc., New York, which has been
conducting a special Summer campaign with
six of the latest Feist hits, has made an offer
to dealers which will apply on orders made
during August. The proposition is particularly
attractive in that such numbers as "Cheerie
Beerie Be," "Baby Mine," and "Are You Think-
ing of Me To-night?" will be listed as Class A
during the month. These songs have been in
great demand since issued and their popularity
is still on the increase. Other songs included
in the Class A offer are: "I'm Gonna Dance Wit
De Guy Wot Brung Me," the gum-chewer's
song, "Sixty Seconds Every Minute," and
"Baby Your Mother," a real ballad hit by
Morse, Donnelly and Burke.
Sales Manager of Marks Organization Left
August 1 on Trip That Will Take Him to
Pacific Coast — Anticipates Record Demand
William Wiemann, sales manager of the Ed-
ward B. Marks Music Co., and one of the best-
liked road men in the game, left on August 1
for his first trip of the new season. His route
will take him right to the Pacific Coast and
will keep him on the go until Thanksgiving.
Mr. Wiemann left for his trip with more con-
fidence than at any time during his long ex-
perience in the music and theatrical lines. One
of the factors that made him most optimistic
was that besides having all the old, established
"House of Hits" items which have been stand-
ard best-sellers for years, his sample case held
scores of new compositions that seem destined
to become popular.
There are new musical monologs and new
boy and girl musical duets; the Berni Barbour
Series of Six New Spirituals; a newly arranged
medley of the famous Marks old-timers; ten
new film works for organ and piano, a splendid
new series of school orchestra music, and the
pick of foreign music, musical books, and
agency items of every description at the best
possible prices.
The popular catalog as exploited by Mr. Wie-
mann contains half a dozen songs, each char-
acterized by something individual and appeal-
ing. These include "Slow River," "A Kiss Be-
fore the Dawn," "Sugar Foot Strut," "You
Said Good-Night," "Silver Song Bird" and the
more-popular-than-ever "My Little Nest of
Heavenly Blue." He is also selling the hit num-
bers from three new musical shows including
Mamie Smith's Revue, as well as copies in every
arrangement of Myddleton's "Down South"
which seems to be on the verge of a tre-
mendous and sensational revival and which is
being released by Victor, recorded by the Ever-
eady Hour Group.
Mr. Wiemann's trips are always doubly valu-
able to his firm because he manages to find time
to arrange effective tie-ups with record dealers,
film theatres, dance orchestras, organists and
plugs of every other category.
Berlin Announces Big
Campaign for
Fall
"Russian Lullaby," "What Does It Matter" and
"Me and My Shadow" Among Outstanding
Hits — Business Shows Big Improvement
An extensive campaign has been started by
Irving Berlin, Inc., New York, on its Fall cata-
log, which will probably produce at least six
outstanding hits. "Russian Lullaby," "What
Does It Matter" and "Me and My Shadow" are
among the biggest sellers throughout the coun-
try. Other Berlin numbers that are climbing
into the hit class are "What Do We Do on a
Dew Dew Dewy Day?" and "Is It Possible?",
the latter being on the order of "Yes Sir, That's
My Baby" and has already been placed with a
great many acts now going on tour.
"Miss Annabelle Lee" looks like an overnight
hit and is considered one of the best profes-
sional songs on the market. The outstanding
orchestra hit is "Havana," by Vincent Rose,
which is being featured by the leading orches-
tras of the country. The firm reports that busi-
ness in the last two weeks has shown a de-
cided improvement and is nearly up to normal,
which is good news. Steady business is being
done by the house with "Rosy Cheeks," "Love
and Kisses," "Sweet Marie," "Where the Wild,
Wild Flowers" and "C'Est Vous."
Saul Bernheim, previously with Leo Feist,
Inc., has been placed in charge of special pro-
motion work of Ager, Yellen & Bornstein.
The Talking Machine World, New York, August, 1927
{World of Music)
135
"Yes She Do" Receiving
Nation-wide Exploitation
After having won its. way to popular appeal
without the assistance of any special exploita-
tion on the part of the publishing house, "Yes
She Do" (I'm Satisfied With My Girl) is now
being given special advertising and sales im-
petus by the Broadway Music Corp., of which
Will Von Tilzer is head.
This number was issued in April and a few
orchestras in widely separated sections were
supplied with orchestrations. The popular de-
mand for the song was first felt in June and
grew to such proportions during July that Mr.
Von Tilzer felt justified in putting special ef-
forts behind it and the sales volume on the
number has more than justified his actions. The
number is becoming a favorite over the air,
George Olsen's Music having played it for sev-
eral weeks in succession during the Stromberg-
Carlson hour over a wide network of stations.
"It All Depends on
You" Specially Requested
De Silva, Brown & Henderson Number Re-
quested by Invalid, With Result That Com-
position Is Specially Broadcast by Ben Bernie
Harms, Inc., Releases
New European Success
"Lonely" Likely to Duplicate Its Success There
—"When Day Is Done" Leading Catalog
Following the remarkable success obtained
with "When Day Is Done," Harms, Inc., has
just released "Lonely," which likewise was
known in Europe before being tried in America.
The number was known abroad under the
French title, "J'ai pau su y faire" and possesses
a lilting appeal that takes hold instantly. "When
Day Is Done" continues to be the leader in
the Harms popular catalog, but it will be no
surprise to executives of the firm if "Lonely"
runs it a close second.
Another new Harms release is "Barbara," a
bright melodious number, which gives every
indication of becoming an overnight success.
The song is already in demand by orchestra
leaders in the big Eastern resorts and the com-
pany is countering with a strong exploitation
campaign. The words of "Barbara" are by
Billy Rose and the music by Abner Silver.
New "Follies" Score
Written by Berlin
Irving Berlin, Inc., Announces Copies and Or-
chestrations Are Now Ready
The musical score for the "Ziegfeld Follies"
of 1927, by Irving Berlin, is completed and the
production opened in Boston recently. Those
who have heard the songs written by
Mr. Berlin claim that they constitute one of
the best scores he has ever done. He has writ-
ten special songs for Eddie Cantor, who will be
featured in the new "Follies" and these will
also be exploited.
The firm of Irving Berlin, Inc., will publish
the songs of the production and is confident
that at least three or four hits will materialize.
Copies and orchestrations of the new "Zieg-
feld Follies" are now ready.
H. E. Marks Engaged
The engagement of 'Herbert Edward Marks,
of the Edward B. Marks Music Co., New York,
lo Miss Hortense Eugenie Tyroler, has been
announced recently by the latter's parents,
Mr. and Mrs. Rudolph E. Tyroler, of 50 West
Seventy-seventh street. New York. Miss Tyro-
ler was graduated from Vassar College in 1925
and received her M. A. degree from Columbia
University last February. Mr. Marks, older
son of Mr. and Mrs. Edward B. Marks, at-
tended Dartmouth, and after leaving college en-
gaged in newspaper work. For the past year
and a half he has been associated with his
father's music publishing firm as head of the
mechanical and publicity departments.
Omah,\, Neb., August 4. — Considerable publicity
for "It All Depends On You," a De Silva,
Brown & Henderson hit, was created recently,
when Ben Bernie and his Hotel Roosevelt Or-
chestra played a special courtesy program over
Station WOW for the entertainment of an
Omaha girl, who is a patient in the State hos-
pital for tubercular cases at Kearney, Neb. Mr.
Bernie, whose fifteen-piece band was playing at
the World Theatre, had received a request let-
ter from the young lady, Miss Eunice Man-
ning, as follows:
"I read recently about your orchestra appear-
ing at the World Theatre and, being an ad-
mirer of your band, would like to make a re-
quest for 'It All Depends on You,' my favorite
piece. I am a pianist and am ill in the hos-
pital at Kearney. Of course, I would not get to
hear the piece myself, but for the sake of
others and because it would thrill me to know
he had granted a request from me, I would like
to have you play it."
When Ben Bernie received Miss Manning's
request he immediately suggested that arrange-
ments be made to broadcast the number for the
benefit of the invalid girl. "If they have no
radio set at the State hospital, have a receiving
set installed at her bedside at my expense," he
said.
Permission was granted to Mr. Bernie and
his orchestra to take the air over Station WOW
and probably for the first time in radio history
a courtesy program was broadcast for the bene-
fit of a single individual.
"It All Depends On You" was played twice,
opening and closing the program of ten selec-
tions, with a special vocal chorus by Paul
Hagan, baritone with the band. Other pieces
were "I'm In Love Again" with Mr. Bernie
singing the chorus; "Just Like A Butterfly,"
"Rosy Cheeks," "Paradise Isle," "A Lane In
Spain," "Moonbeam, Kiss Her For Me," "The
Doll Dance" and "Muddy Water."
At the hospital in Kearney, Miss Manning
was supplied with a headset, while the other
patients listened through a loud speaker. All
the numbers were received clearly and the sick
girl was thrilled to such an extent by the honor
paid her that a marked improvement was noted
in her condition. A full account of the inci-
dent was carried in the Omaha papers.
Sousa Features Bibo's
"March of the Blues"
The "March of the Blues," a recent composi-
tion of Irving Bibo, of the firm of Bibo, Bloe-
den & Lang, Inc., New York, is featured this
Summer by John Philip Sousa and his band
playing a season's engagement on the Steel
Pier in Atlantic City. The number, which has
been arranged by Mr. Sousa for Bibo, Bloeden
& Lang, is now ready in band orchestration, and
a piano solo arrangement will be issued shortly.
The number is written in 6/8 fox-trot rhythm
and is full of blue figures and breaks, which are
peculiarly adapted to this rhythm.
Other big selling items which are being
pushed at this time by Bibo, Bloeden & Lang
are "Underneath the Weeping Willow," "Cherit-
za," a Viennese waltz, and "Old Names of Old
Flames," a number which is repeating the success
of the 1926 hit, "Am I Wasting My Time on
You." The folios, "Songs Everyone Loves,"
and "Neapolitan Songs Everyone Loves," and
"The Magic Pianist," are also developing a big
demand.
'Tou Cant Go Wrong
With Any ^EEISTi Song'-'
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ROBINSON
Louis Bernstein, president of Shapiro, Bern-
stein & Co., sailed for Europe on August 6 for
an extended visit.
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Annual General Meeting of Gramophone
Manufacturers' Association Is Held
Walter Beare Elected President and H. M. Lemoine, of Edison Bell, Ltd., Vice-President —
Associated Service Co., Ltd., Formed to Distribute Brunswick Records
London, England, August 5.— While the past
month has been verj' quiet for the music
industries generally, a ray of light appears in
the reports of the gramophone record manu-
facturers, who, although not reporting phe-
nomenal sales, still speak in glowing terms
of the wonderful returns now experienced,
especially when compared with those at this
time of the year a decade back. That the
boom in gramophone companies' shares en-
joyed during the last two or three years is
being maintained is evident from the following
quotations: At the moment of writing Colum-
bia shares stand at llOs., and His Master's
Voice shares at 101s.
Gramophone Manufacturers' Annual Meeting
At the annual general meeting of the Gramo-
phone Manufacturers' Association, held recently,
Walter Beare, of Messrs. Beare & Son, was
unanimously elected president for the ensuing
year, with H. M. Lemoine (Edison Bell, Ltd.)
vice-president. This association comprises
gramophone and small goods sections and the
presidency is held in alternate years by a mem-
ber of each section, thus, next j'ear Mr.
Lemoine, of Edison Bell, Ltd., will occupy the
chair. The executive council comprises such
well-known talking machine names as H. J.
CuUum (Perophone, Ltd.), C. W. Howell
(Scala Record Co.), A. T. Lack (The Gramo-
phone Co., Ltd.), Frank Samuel (Barnett
Samuel & Sons, Ltd.), M. Moorby Smith
(Johnson Talking Machine Co.) and Louis
Sterling (Columbia Graphophone, Ltd.). Eight
new members were enrolled during the last
year and the Association is now perhaps the
strongest Association affiliated to the Federa-
tion of British Music Industries, embracing
practically every important house. In fact, the
membership of the Association is a valuable
reference in business and a recognized proof-
of standing in the trade.
Vocalion Co. Introduces "Broadcast" Record
The talking machine industry has been agog
for the last few weeks with the news that the
Vocalion Gramophone Co. has issued a record,
styled the "Broadcast," at the price of l/3d.
Hitherto the company has issued the "Vo-
calion" and "Aco" records, retailing at 3/- and
2/6d., respectively, these prices, of course, being
approximately the same as the majority of the
records issued in this country. I understand
the "Broadcast" record, retailing at l/3d., car-
ries the usual discount percentage to dealers
and is issued to factors at 8/- per dozen. The
first batches were issued with the names of the
same artists and titles as borne by the
"Vocalion" and "Aco" records, a fact which
induced Messrs. Perophone, Ltd., some little
while ago appointed sole factor for the "Vo-
calion" and "Aco" records, and who, by the
way, had not been officially advised by the
Vocalion Co. of the intention to issue a cheap
record, to inform the trade that it would cease
to act as factor for the Vocalion and Aco
records. The new records have been promi-
nently featured in cycle and toy shops offering,
of course, serious competition to legitimate
music dealers, and the latter have been greatly
aroused.
British Brunswick, Ltd., and a New Company
With the title. Associated Service Co., Ltd.,
a new company has just been formed, the
primary objects of which are, I understand,
the efficient distribution of Brunswick records
and of building up a widespread service, in
support of which, it is understood, British
Brunswick, Ltd., is about to launch a national
press advertising campaign. The new company,
too, purposes to extend depots in the North
and Midlands. The high standard of the
Brunswick record is already appreciated in this
country, and, no doubt, with the addition of
this service, supported by the national cam-
paign, there should result much business. • It
is no longer a secret that British Brunswick,
Ltd., has entered into a working arrangement
for Great Britain for the Polydor catalog, and
in future the Brunswick Celebrity list will in-
clude some of the best Polydor recordings. I
notice that Count .'\nthony Herbert de Bosdari
the general manager of British Brunswick, Ltd.,
is a director of Associated Service Co., Ltd.,
with C. L. Kempton acting as manager. The
latter is well and favorably known throughout
the trade.
New Type of Edison Bell Records
This month sees the introduction by Edison
Bell, Ltd., of a new type of record, styled the
"Electron," and which will retail at the price
of three shillings for the ten-inch and four
shillings and sixpence for the twelve-inch. The
company's announcement is that the "Electron"
is being issued to meet the ever-increasing de-
mand for recordings for better-class music at
a reasonable cost.
Harry Hudson will be recording manager
for the company and George Ison, well-known
accompanist, will undertake the duties of mu-
sical director.
Buffalo Radio Trades' Association Annual
Show Will Be Held September 12 to 17
Carlton Proctor Chosen to Manage Exposition — Western and Central New York Dealers Attend
Meeting Called by Curtis N. Andrews in Interest of Fada and Philco Lines
Buffalo, N. Y., August 8. — Carlton Proctor,
secretary of the Buffalo Automobile Dealers'
Association, has been chosen to manage the
Buffalo Radio Trades' Association show, which
will open September 12 and continue to the 17th,
in Broadway Auditorium. Mr. Proctor not only
knows how to conduct a show of this nature,
but he also has been actively interested in the
Radio Trade Association, having acted as its
secretary for a time immediately after its or-
ganization, and was largelj"- instrumental in
building it up to its present good standing. Ed-
ward E. Healy, in charge of booth sales, re-
ported at the August meeting of the Associa-
tion that interest on the part of exhibitors has
been greater than he had anticipated and that
all available exhibition space will be sold out at
least two weeks prior to the opening of the
show. The committee in charge of the show is
exerting every effort to stimulate not only con-
sumer interest, but to make the show more
elaborate in decorative scheme than anything
of its kind here in the past. Radio artists of
national prominence will be brought to Buffalo
to take part in the entertainment program. El-
mer Metzger has been appointed editor of the
program, which will be in booklet form, and
will contain material of value and interest to
the reader.
The Victrola Dealers' Association held 'its
outing recently at Chestnut Ridge Park, which
lies on the outskirts of East Aurora, considered
one of the most picturesque spots in America.
A golf tournament featured the afternoon pro-
gram of field events. A. W. Erion and T. A.
Goold, representing the dealers, scored over
Curtis N. Andrews and M. O. Grinnell, repre-
senting the jobbers, and were presented with
the winning trophy, described as the smallest
receiving set in the world. The losers re-
ceived a novelty brush significant in its mean-
ing that these two need brushing up in their
golf. Other field events included a baseball
game between picked players, running races for
men and women, a shoe race between tlie men,
which proved a real riot of fun, and several
novelty balancing contests between women and
children.. A dinner in the evening ended an en-
joyable day.
Neal, Clark & Neal have been enjoying a
fairly good Summer Victrola and record busi-
ness, Walter Bruel, manager of this department
reports. Early August sales have kept up at a
steady pace, much of their business coming
from persons attracted to the store through the
Melody Way Piano classes, which the Piano
Merchants' Association is conducting in co-
operation with the Buffalo Evening News.
Portable Columbia instruments are reaching
a transient trade in much greater volume than
in any past season, in the opinion of Sam
Freedman, head of the Columbia Music House.
It is found that persons or small families who
live in furnished apartments, are furnishing
136
their own music through portables and a wide
selection of records. Mr. Freedman says that
he is finding it quite worth while to solicit
these people in exclusive portable drives.
Nearly 150 dealers from fifteen counties of
western and central New York and northern
Pennsylvania, enjoyed the dinner and business
meeting called by Curtis N. Andrews at the
Buffalo Consistory recently, in the interests of
Fada receiving sets and Philco batteries, as
well as the recently acquired line of Burgess
batteries, for which Mr. Andrews is distribu-
tor. Mr. Andrews presided, introduced the
speakers, who were his sales manager, C. E.
Siegesmund; C. W. Clark, of the Burgess Com-
pany; Harry B. Brown, Philadelphia Storage
Battery Co.; Charles M. Sherwood, metro-
politan sales manager for A. D. Andrea, Inc.,
and E. C. Burton, New England district sales
manager for that receiving set manufacturer.
The complete array of Fada sets on display
in the Consistory ballroom was an attraction
that held the dealers for two hours after the
business session. Mr. Andrews entertained
dealers in the Rochester district, carr\'ing out a
similar program.
The Parkside Music House was opened
August 1, at 2371 Main street, by Morton Lucas.
Mr. Lucas is featuring in his line of merchan-
dise Victor products and Fada radio sets.
The death of Arthur Victor, head of A. Vic-
tor & Co., Buffalo's largest furniture dealer,
carrying a large line of Victor machines and
records, and Federal and Freshman receiving
sets, was a distinct shock to the music trade.
R. G. Allen, formerly with Roth & Zillig, At-
water Kent distributors, has joined the sales
staff of H. B. Alderman & Co., jobbers for
Sparton and Grebe radio sets and Pathex
products.
The Latest Record Bulletins
Victor Talking Machine Go.
LIST FOR AUGUST 5
20753 She Don't Wanna. .. .California Humming Birds
The Whisper Song (When the Pussy Willow
Whispers to the Catnip),
California Humming Birds
20747 Actual Moments in the Reception to Colonel
Charles A. Lindbergh at Washington, D. C. —
Part 1
Actual Moments in the Reception to Colonel
Charles A. Lindbergh at Washington, D. C. —
Part 2
20751 Just Once Again — Fox-trot,
Paul Wliteman and His Orch.
I'm Coming, Virginia — Fox-trot,
Paul WTiiteman and His Orch.
20691 Rosy Cheeks — Fox-trot,
Henry Halstead and His Orch.
Ain't That Too Bad? — Fox-trot,
Henry Halstead and His Orch.
20726 My Wife's in Europe To-day — Fox-trot,
Charlie Fry and His Million Dollar Pier Orch.
A Little Girl, A Little Boy, A Little Moon —
Waltz.
Charlie Fry and His Million Dollar Pier Orch.
LIST FOR AUGUST 12
20754 Under the Moon — Fox-trot,
Jan Garber and His Orch.
What Do I Care What Somebody Said — Fox-trot,
Jan Garber and His Orch.
20757 CoUette— Fox-trot,
Paul Whiteman and His Orch.
Broken Hearted — Fox-trot,
Paul Whiteman and His Orch.
20759 There's a Trick in Pickin' a Chick-Chick-Chicken
— Fox-trot. Nat Shilkret and the Victor Orch.
Gorgeous — Fox-trot,
Johnny Hamp's Kentucky Serenaders
20756 You Don't Like It — Not Much,
The Happiness Boys
Oh, Ja Ja The Happiness Boys
20758 Just Like a Butterfly (That's Caught in the
Rain) Franklyn Baur
Just Another Day Wasted Away.
Johnny Marvin-Ed. Smalle
LIST FOR AUGUST 19
20785 I Ain't Got Nobody — Fox-trot,
Coon-Sanders Orch.
Roodles — Fox-trot Coon-Sanders Orch.
20784 I'll Always Remember You — Fox-trot,
Paul Whiteman and His Orch.
Who Do You Love? — Fo.x-trot,
Paul Whiteman and His Orch.
20786 Magnolia Pauline Alpert
Hallelujah! (From "Hit the Deck"),
Pauline Alpert
20783 (1) Sweet L'il; (2) Ain't She Sweet?,
Paul Whiteman's Rhythm Boys
(1) Mississippi Mud; (2) I Left My Sugar
Standing in the Rain.
Paul Whiteman's Rhythm Boys
20787 Under the Moon.Aileen Stanley-Johnny Marvin
Sing Me a Baby Song Vaughn de Leath
LIST FOR AUGUST 26
VOCAL AND INSTRUMENTAL
35828 When Day Is Done,
Paul Whiteman and His Concert Orch.
Soliloquy Paul Whiteman and His Concert Orch.
20791 Russian Lullaby Jesse Crawford
At Sundown Jesse Crawford
20668 At Dawning (Cadman) . . . .Victor Concert Orch.
The Waltzing DoU (La Poupee Valsante),
Victor Concert Orch.
35829 Messiah — Worthy Is the Lamb, •
Mormon Tabernacle Choir
Elijah — He, Watching Over Israel,
Mormon Tabernacle Choir
20664 Kentucky Babe (Buck-Geibel) .Vaughn de Leath
Mighty Lak' a Rose (Stanton-Nevin),
Vaughn de Leath
20788 Sam's Big Night,
Sam 'n' Henry (Correll-Gosden)
The Morning After,
Sam 'n' Henry (Correll-Gosden)
20702 Drowsy Waters Kane's Hawaiians
Hilo — Hawaiian March Kane's Hawaiians
20780 Lead Kindly Light Mark Andrews
(1) Now the Day Is Over; (2) Peace, Perfect
Peace Mark Andrews
20790 (1) Safe in the Arms of Jesus; (2) The Old
Rugged Cross Mark Andrews
(1) Saved by Grace; (-2) Crossing the Bar,
Mark Andrews
20665 Angels Watching Over Me,
Utica Institute Jubilee Singers
Climbin' Up the Mountain,
Utica Institute Jubilee Singers
20539 My Blue Mountain Home,
Vernon Dalhart-Carson Robison
Golden Slippers. Vernon Dalhart-Carson' Robison
20670 Souvenir, Barcarolle, Humoresque,
Bernardo de Pace
Neapolitan Caprice (de Pace) . Bernardo de Pace
20779 Bell Brandon Maurice J. Gunsky
With All Her Faults I Love Her Still,
Maurice J. Gunsky
20666 Serenata Silvestri Neapolitan Trio
'Torna a Surriento Florentine Quartet
20696 Hello, Cutie The Rounders
Dixie Vagabond The Rounders
DANCE RECORDS
20682 Something to Tell (From "The Madcap") —
Fox-trot. .. .Nat Shilkret and the Victor Orch.
Stop, Go! (From "The Madcap") — Fox-trot.
Nat Shilkret and the Victor Orch.
20740 Old Maid — Tango (Recorded in Buenos Aires).
Argentine Tipica Orch.
Duck — Tango (Recorded in Buenos Aires),
Argentine Tipica Orch.
20777 Kitten on the Keys — Fox-trot,
Zez Confrey and His Orch.
Dizzy Fingers — Fox-trot,
Zez Confrey and His Orch.
20778 Delirium — Fox-trot ....Red and Miff's Storapers
Davenport Blues — Fox-trot,
Red and Miflt's Stompers
RED SEAL
6695 Hebrew Melody (Achroii) Jascha Heifetz
Zapateado (The Cobbler) (Sarasate),
Jascha Heifetz
6690 Minuet (Paderewski) . . . . Ignace Jan Paderewski
Moonlight Sonata — Adagio sostenuto (Beethoven),
Ignace Jan Paderewski
lU
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4015 Indian Love Call (From "Rose-Marie").
Virginia Rea
Rose-Marie Lambert Murphy
3042 Du, du liegst mir im Herzen (You Live in My
Heart) Hulda Lashanska-Paul Reimers
.\ch, wie ist's moglich dann (How Can I Leave
Thee) Hulda Lashanska-PauI Reimers
1265 Old Black Joe (Foster),
Lawrence 'Tibbett and Male Quartet
Uncle Ned (Foster),
Lawrence Tibbett and Male Quartet
1263 O Sole Mio (My Sunshine) (di Capua).
Emiiio de Gogorza
Sattta Lucia (Cottrau) Emilio de Gogorza
1262 Ciribiribin (Pestalozza) Lucrezia Bori
II Bacio (The Kiss) (Arditi) Lucrezia Bori
1261 I Love to Tell the Story,
Louise Homer and Male Quartet
Where Is My Boy To-night?,
Louise Homer and Male Quartet
TWO SYMPHONIES IN SPECIAL ALBUMS
Symphony No. 1, in C Minor (Brahms, Op. 68),
Leopold Stokowski and Philadelphia Symphony Orch.
Complete on 5 Double-Faced Victor Records (6657-6662)
in Album with Explanatory Folder and an Outline of
Themes with Piano on Separate Single-Faced
Record by Leopold Stokowski.
Symphony No. 8. in B Minor ("Unfinished") (Schubert),
Leopold Stokowski and Philadelphia Symphony Orch.
Complete on 3 Double-Faced Victor Records (6663-6665)
in Album with Explanatory Folder.
FOR THE AUTOMATIC ORTHOPHONIC VICTROLA
Tannhauser — Overture (Wagner).
Tannhauser — Venttsburg Music and
Bacchanale Coates and Symphony Orch.
Rienzi — Overture (Wagner) .. Philadelphia Symphony Orch.
The Valkyrie — Fire Music (Wagner),
(Toates and Symphony Orch.
Marche Slave (Tschaikowsky, Op. 31),
Philadelphia Symphony Orch.
In Springtime — Overture (Im Fruhling) (Goldmark).
Carnival Overture (Dvorak, Op. 92),
Chicago Symphony Orch.
Danse Macabre (Dance of Death) (Saint-Saens, Op. 40).
Hungarian Rhapsody — No. 2 (Liszt),
Philadelphia Symphony Orch.
Gotterdammerung — Siegfried's Funeral March,
Coates and Symphony Orch.
Gotterdammerung — Closing Scene,
Philadelphia Symphony Orch.
12 Double-Faced Victor Records in Unit-Program Carrier
/
Columbia Phono. Co., Inc.
CELEBRITY SERIES
9030-M In a Persian Garden: "Ah, Moon of My De-
light" (Lehmann) — Tenor Solo.
Cliarles Hackett
Beloved, It Is Morn (Aylward-Hickey) — Tenor
Solo Charles Hackett
5070- M On the Road to Mandalay (Speaks) — Baritone
Solo Eraser Gange
The Two Grenadiers (Schumann) — Bar-tone
Solo Eraser Gange
507 1- M Angels Ever Bright and Fair (Handel) —
Soprano Solo Corinne Rider-Kelsey
Sleep. Why Dost Thou Leave Me? (Handel) —
Soprano Solo Corinne Rider-Kelsey
2050-M To a Wild Rose (MacDowelD— Violincello
Solo Felix Salmond
Berceuse (From "Jocelyn") (Godard) — Vio-
loncello Solo Felix Salmond
135-M Hungarian Rhapsody No. 11, Part 1 (Liszt)
— Piano Solo Jose Echaniz
Hungarian Rhapsody No. 11. Part 2 (Liszt)
— Piano Solo Jose Echaniz
134-M Drink to Me Only With Thine Eyes (Jon-
son) Musical Art Quartet
Annie Laurie (Scott; Transcription by Lillian
Fuchs) Musical Art Quartet
INSTRUMENTAL MUSIC
1056-D Me and My Shadow — Pipe Organ.
Milton Charles
Forgive Me — Pipe Organ Milton Charles
106S-D Cheerie — Beerie — Be (From Sunny Italy) —
Pipe Organ Milton Charles
Hallelujah; (From "Hit the Deck") — Pipe
Organ Milton Charles
50045-D lolanthe: Selection. Part 1 (Sullivan),
lolanthe: Selection, Part 2 (Sullivan),
Court Symphony Orch.
1053-D Song of the Volga Boatmen — Saxophone Solo.
Rudy Wiedoeft
Melody — Saxophone Solo Rudy Wiedoeft
DANCE MUSIC
I050-D The Memphis Blues — Fox-trot,
Ted Lewis and His Band
Beale Street Blues — Fox-trot,
Ted Lewis and His Band
1034-D You Don't Like It — Not Much— Fox-trot, with
Vocal Chorus by Paul Small,
Paul Ash and His Orch.
Sweet Someone — Fox-trot, with Vocal Chorus
by Milton Watson and Paul Small,
-I. Paul Ash and His Orch.
1058-D Pleading— Fox-trot, with Vocal CTiorus by
Harry Maxfield. Leo Reisman and His Orch.
- "I Adore You (Je Vous Aime) — Fox-trot, with
by Harry Maxfield,
Leo Reisman and His Orch.
1036-D One o'CIock Baby — Fox-trot, with Vocal
Chorus by Frank Harris,
Ipana Troubadours (Dir. S. C. Lanin)
' ' She's Got "It" — Fox-trot, with Vocal Chorus
by Frank Harris,
Fred Rich and His Hotel Astor Orch.
I064-D Dreamy Amazon — Fox-trot, with Vocal Chorus,
Paul Soecht and His Orch.
Strum My Blues Away — Fox-trot, with Vocal
Chorus. Max Fisher and His California Orch.
1038-D Vo-Do-Do-De-O Blues— Fox-trot, with Vocal
Chorus by Ed Kirkeby .California Ramblers
Lazy Weather — Fox-trot, with Vocal Chorus
by Arthur Fields California Ratnblers
1033-D Variety Stomp — Fox-trot,
Cass Hagan and His Hotel Manger Orch.
Melancholy Charlie — Fox-trot.
Cass Hagai". and His Hotel Manger Orch.
1055-D (What Do We Do on a) Dev/-Dew-Dewey Day
— Fox-trot, with Vocal Chorus by Charles
Kaley Charles Kaley and His Orch.
It's a Million to One You're in Love — Fox-
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trot, with Vocal Chorus by Charles Kaley,
,,„„,, , ,,. , „„ Charles Kaley and His Orch. 10
10(,0-D I Wonder Who's With You When I'm Not
There— Fox-trot, with Vocal Chorus by Tom
Stacks. Clicquot Club Eskimos (Dir.H.Reser) 10
I m Back in Love Again — Fox-trot, with Vocal
in,., n TT^!""'"f Charles Kaley.... The Radiolites 10
1048- D Under the Moon— Fox-trot, with Vocal Chorus,
Guy Lombardo and His Royal Canadians 10
Charmaine!— Waltz, with Vocal Chorus by
Weston Vaughan,
,05. r, ivi, '^V'^ His Royal Canadians 10
103I-D Where the Wild, Wild Flowers Grow— Fox-
trot, with Vocal Chorus by Frank Harris,
^ . , Earl Gresh and His Orch. 10
Give Me a Little Bit o' Sunshine— Fox-trot,
with Vocal Chorus,
in?7 n ^xn. Walter Davison's Louisville Loons 10
1037-D Who Was the Lady ?— Fox-trot, with Vocal
Chorus . . . . .Al. Lentz and His Orch. 10
Lvery Night I Bring Her Frankfurter Sand-
wiches— Fox-trot, with Vocal Chorus,
in.<7Ti nj- ,• Lentz and His Orch. 10
1047-D Magnolia— Fox-trot, with Vocal Chorus bv
Eddie Clifford,
Al. Handler and His Hotel Davis Orch. 10
^heres a Trick in Pickin' a Chick-Chick-
Chicken— Fox-trot, with Vocal Chorus by
Frank Sylvano,
in^o r, r, ^i' handler and His Hotel Davis Orch. 10
1049- D Dawn of To-morrow, Waltz,
Gerald Marks and His Hotel Tuller Orch. 10
I d AValk a Million Miles (To Be a Little Bit
Nearer to You)— Fox-trot, with Vocal
Chorus by William Fletcher,
in=;o r. .^n.-?""''^ ^'^"""^^ ^"'^ ^'^ Hotel Tuller Orch. 10
lObv U Whiteman Stomp — Fox-trot,
_ . Fletcher Henderson and His Orch. 10
I m Coming. Virginia — Fox-trot,
Fletcher Henderson and His Orch. 10
VOCAL NUMBERS
1062 0 Baby Feet Go Pitter Patter ('Cross My Floor)
— Ford-Glenn 10
A Little Girl— A Little Boy— A Little Moon
in=;7n aTY""? °"".,;,V ' ' V Ford-Glenn 10
1052-D At Sundown (When Love Is Calling Me
Home)— Vocal Ruth Etting 10
in^i n ^r''^ Song— Vocal.... Ruth Ettini 10
1051-D Ira Waiting for Ships That Never Come In
r> .A" Gi'lham (The Whispering Pianist) 10
Pretty Little Thing,
m^i-n Art Gillham (The Whispering Pianist) 10
1063-D (What Do I Care What) Somebody Said-
Vocal,
Lee Morse and Her Southern Serenaders 10
I Hate to Say Goodbye— Vocal,
,n«r. T Lee Morse and Her Southern Serenaders 10
1032-D Just Like a Butterfly (That's Caught in the
Rain) — Male Quintet,
c, T>- T^r , The Singing Sophomores 10
Slow River — Male Quintet,
10-7 n c . nr ■ , J-^^ Singing Sophomores 10
1057-D Sweet Mane — Male Quintet.
T , T „ '^he Singing Sophomores 10
Just an Ivy-Covered Shack — Tenor Solo,
io/;,nc-. o J T- Lewis James 10
1061-D Sixty Seconds Every Minute (I'm in Love
With You)— Novelty. .The Four Aristocrats 10
rhats the Reason Why I Wish I Was in
, = n r, ^'xie— Novelty .... . The Four Aristocrats 10
1035-D Dear Eyes That Haunt Me (From "The Cir-
cus Princess") — Tenor Solo. Franklyn Baur 10
Like You (From "The Circus Princess") —
in,or, TT'^i'"'.P"'','f Virginia Rea-Franlyn Baur 10
1039-D Under the Moon — Vocal Harmonies.
. ^. Ethel and Dorothea Ponce 10
Nesting Time — Vocal Harmonies,
_ ^ . Ethel and Dorothea Ponce 10
1054-D Cheene-Beene-Be (From Sunny Italy) — Vocal.
, ... , . -r ^ Milton Watson 10
If I Could Look Into Your Eyes — Vocal,
Milton Watson 10
FAMILIAR TUNES— OLD AND NEW
15161- D Till We Meet Again— Vocal Duet.
Bob Nichols-Riley Puckett 10
I'm Forever Blowing Bubbles — Vocal Duet,
, „ . Bob Nichols-Riley Puckett 10
15158- D Dixie ...Gid Tanner and His Skillet-Lickers.
with Riley Puckett and Clayton McMichen 10
Run. Nigger. Run,
Gid Tanner and His Skillet-Lickers,
with Riley Puckett and Clayton McMichen 10
15160-D The Highwayman — Vocal,
Charlie Poole, and North Carolina Ramblers 10
Hungry Hash House — Vocal.
Charlie Poole, and North Carolina Ramblers 10
15156- D She'll Be Coming Around the Mountain —
Vocal Roe Brothers and Morrell 10
The Ship That Never Returned — Vocal.
Roe Brothers and Morrell 10
15159- D Jesus Prayed — Scripture Reading.
Rev. M. L. Thrasher 10
Life's Railway to Heaven.
Smith's Sacred Singers 10
15157- D On My Way to Jesus — Vocal... Bush Family 10
Music in My Soul — Vocal Bush Family 10
15I64-D There Is a Fountain Filled With Blood-
Vocal Copperhill Male Quartet 10
He Knows How — Vocal The Happy Four 10
15162- D The Airship That Never Returned— Vocal,
Vernon Dalhart 10
I Know There Is Somebody Waiting (In the
House at the End of the Lane) — 'Vocal
Duet Vernon Dalhart-Charlie Wells 10
15163- D Fuzzy Rag — Guitar Solo Riley Puckett 10
The Darkey's Wail — Guitar Solo.
Riley Puckett 10
SPECIAL SOUTHERN RECORDINGS
1041- D Snookum — Fox-trot.
Halfway House Dance Orch.(Dir.A.Brunies) 10
It Belongs to You — Fox-trot, with Vocal
Chorus by Glynn Lea Long,
Halfway House Dance Orch. (Dir. A.Brunies) 10
1042- D I'll Dream of You— Fox-trot,
William Nappi and His Orch. 10
Look Me Over — Fox-trot,
William Nappi and His Orch. 10
1044-D Up the Country Blues — Fox-trot, with Vocal
Chorus by Joe Mannone,
Joe Mannone's Harmony Kings 10
Ringside Stomp — Fox-trot, with Vocal Chorus
by Joe Mannone,
Joe Mannone's Harmony Kings 10
(Continued on page 138)
138
The Talking Machine World, New York, August, 1927
THE LATEST RECORD BULLETINS — (Continued from page 137)
1045- D Dynamite — Fox-trot New Orleans Owls
Pretty Baby — Fox-trot ....New Orleans Owls
1046- D That s My Hap-Hap-Happiness — Fox-trot,
with Vocal Chorus by Ralph Bennett,
The Seven Aces
When Jennie Does That Low Down Dance —
Vocal Chorus by "Shucks" Parks,
The Seven Aces
1040-D When the Dreams of a Dreamer Come True
— Waltz Vick Myers and His Orch.
Autumn Moon — ^Waltz,
Vick Myers and His Orch.
1043-D Why Couldn't It Be Poor Little Me?— Vocal,
Mary Flood Gates
You'll Leave Me Blue (When You Leave) —
Vocal Mary Flood Gates
IRISH RECORDS
?3i;6-F Mary O'Leary — Vocal, with Instrumental Ac-
conip Shaun O'Nolan
Mahoney'V Fenian Cat— Recitation,
Shaun O'Nolan
10
10
10
10
10
10
10
10
10
10
33177-F Rakes of Clonmel-
Kildare Fancy
-Jig,
Sullivan's Shamrock Band 10
33178-F
33179-F
Hornpipe,
Sullivan's Shamrock Band
Tom Ward's Downfall— The Reel of MuUin-
avat— Violin Solo Michael Coleman
The Royal Blackbird— Hornpipe-Violin Solo,
Michael Coleman
The Royal Stack of Barley— Hornpipe-Violin
Duet Michael Coleman-J. P. Do an
The Duke of Leinster and His Wife— Medley
of Reels — Violin Duet, t tj
Michael Coleman-J. P. Dolan
331S0-F Flanagan's Naturalization Troubles— Talking,
with Accordion Accomp.,
Flanagan Brothers
Kilgannon's Dream— Medley of Irish Jigs-
Accordion and Banjo Duet,
Flanagan Brothers
33181.F Be Sure and Kiss the Blarney ^Stone-Vo^^^^^^
The Foggy Dew— Vocal Michael Ahem
Brunswick Records
10
10
10
10
10
10
10
10
10
3549
3531
LIST FOR AUGUST 4
Wide Open Spaces (Gav-Whitmg-Whiteman)--
Fo^^-ti-ot with Vocal Chorus.. Colonial Club Orch.
Lazy Weather (Trent-DeRose)— Fox-trot with
Vocal Chorus .. Colonial Club Orch.
One o'Ciock Baby (Debylva-Brown-Jolson)—
Fox-trot, with Vocal Duet, u
Ben Bernie and His Hotel Roosevelt Orch.
I Love Y'ou (Morse-Burke) — Fox-
You Know
trot, wift Vocal^ Uue^t, ^.^ ^^^^^^ ^^^.^
3509 Hallelujah! (From "Hit the Deck") (Robin-
Grey-Youmans)— Comedian, with
Just
3572
3385
148
133
10252
35S6
3582
3580
3565
3291
156
10268
3575
3579
3567
3533
■ J562
Orch.,
Harry Richman
sc Like a Butterfly (That's Caught in the
Rain) (DLxon-Woods)-Comedian, -ith^ Or^ch.._^^^^
Lucky Lindy (GUbert-Baers)— Tenor, with Vio-
lin (Juita?, Trumpet and Traps. .. Vernon Dalhart
The 'Lost French Flyers (Robinson)— Tenor
with Violin and Guitar Palhart
Bird Warblings (Series >^o. 1)-Whistler, with
Orch Margaret McKee
Invitation Waltz (Owen)— Whistler with Orch^,
Margaret McKee
Evening Prayer Blues— Harmonica. . .DeFord Bailey
Alcoholic Blues (Laska-VonTilzer)— Harmonica,
Detord Bailey
New Prisoner's Song— Voice and Banjo, with
Guitar by Hub Mahaffey ......... .".Dock Boggs
Hard Luck Blues— Voice and Banjo, with
Guitar by Hub Mahaffey ...... ^ . ."Dock ' Boggs
I Would Weave a Song for You (Adams-
O'Hara)— Soprano, with Orch ....Claire Dux
Lullaby (Rossetti-Scott)— Soprano, with Piano-
forte by Dan Lieberfeld Claire Dux
LIST FOR AUGUST 11
Let's Make Believe (Harris-Shay) — Fox-trot,
with ■q"°^^„ a„(j His Hotel McAlpin Orch.
Somebody and Me! (Klages-Golden)— Fox-trot,
with Vocal^ Golden and His Hotel McAlpin Orch.
There's a Trick in Pickin' a Chick-Chick-
Chicken . (Tobias-Goetz-Robmson) — Fox-trot
with Vocal Chorus Six Jumping Jacks
Positively— Absolutely (Coslow-Herbert) — Fox-
trot, with Vocal Chorus Six Jumping Jacks
Zulu Wail (Bibo-Skinner) — Fox-trot, with
Vocal Chorus, , t, ^. i j /-> i,
Clarence Williams and His Bottomland Orch.
Slow River (Myers-Schwas)— Fox-trot, with
Vocal Chorus, , -rr- ^ ^ i j ^^ i,
Clarence Williams and His Bottomland Orch.
Russian Lullaby (Berlin)— Violin Solo, with
Orch Frederic Fradkin
So Blue (DeSyiva-Crawford-Henderson) — Violin
Solo, with Orch Frederic Fradkin
Monastery Bells (Leslie-Wendling)— Waltz,
Castlewood Marimba Band
Silver Sands of Love (Intro.: "Sad Hawaiian
Sea") (Sanders-Carlo-Breau-Roberts) — Waltz,
Castlewood Marimba Band
The Roving Cowboy (Cowboy Song)— Voice and
Banjo ...Buell Kazee
The Little Mohee (Indian Song) — Voice, with
Banjo and Guitar; Whistlins by Carson Rob-_
ison Buell Kazee
La Roma'n'esca (Gaillarde) — Violin Solo, with
Piano by Max List Mishel Piastre
Souvenir 'De Moscow (Russian Airs) Wieniaw-
ski) — Violin Solo, with Piano by Max List,
Mishel Piastre
LIST FOR AUGUST 18
Russian Lullaby (Berlin)— Played on Kimball
Organ; Recorded at Roxy Theatre, New York
City; with Vocal Chorus by Frederic Fradkin.
Lew White
One Summer Night (Coslow-Spier) — Played on
Kimball Organ; Recorded at Roxy Theatre,
New York City; with Vocal Chorus. ... Lew White
Sa-Lu-Ta! (Kahn-Donaldson) — Fox-trot, with
Vocal Chorus Harry Archer and His Orch.
Gorgeous (Davis-Akst) — Fox-trot, with Vocal
(Thorus Harry Archer and His Orch.
Wild Man Blues (Armstrong-Morton) — Fox-trot.
Johnny Doids' Black Bottom Stompers
Melancholy (Bloora-Melrose) — Fox-trot,
Johnny Dodds' Black Bottom Stompers
C'est Vous (Say Voo) (It's You) (Greenberg-
Silver-Richman) — Waltz with Vocal Chorus.
Regent Club Orch.
Underneath the Stars With You (Stept-Lucas) —
Waltz, with Vocal Chorus Regent CXnh Orch.
Sixty Seconds Every Minute (I'm in Love With
You) (Davis-Santly) — l?aritone and Piano,
(i^liester Gaylord (The Whispering Serenader)
3584
134
3592
3540
3566
3453
3490
3574-
3544
132
155
3556
,',545
3541
40219
3578
The Whisper Song (When the Pussywillow
Whispers to the Catnip) (Friend) — Baritone
and Piano,
Chester Gaylord (The Whispering Serenader)
You're the One for Me (Donaldson-Ash) —
Tenor and Piano Freddie Rose
Song of the Wanderer (Where Shall I Go)
(Moret) — Tenor and piano Freddie Rose
Birdie — Fiddle and Guitar, with Whistling,
John and Emery McClung (McClung Brothers)
The Fun Is All Over — Fiddle and Guitar, with
Whistling,
John and Emery McClung (McClung Brothers)
Me and My Shadow (Rose-Jolson-Dreyer) — Fox-
trot; Piano Duet, with Orch.,
Phil Ohman-Victor Arden, with Their Orch.
Broken Hearted (DeSylva-Brown-Henderson) —
Fox-trot; Piano Duet, with Orch.,
Phil Ohman-Victor Arden, with Their Orch.
Kiss Me Again (Blossom-Herbert) — ^Waltz, with
Vocal Chorus Carter's Orch.
Missouri Waltz (Shannon-Logan) Carter's Orch.
LIST FOR AUGUST 25
Dear Eyes That Haunt Me (Intro.: "Like You"
from "the Circus Princess") (Smith-Kalman)
— Fox-trot, with Vocal Chorus. Colonial Club Orch.
Room for Two (Intro.: "Simple Spanish Maid"
from "A Night in Spain") (Bryan-Schwartz)
— Fox-trot, with Vocal Chorus. Colonial Club Orch.
Moonbeams and You (Barnum) — Waltz, with
Vocal Chorus Regent Club Orch.
Love's Melody (Rathje-Stevens-Osborn) — Waltz,
with Vocal Chorus Regent Club Orch.
Bugle Call Rag (Pettis-Mills-Schoeben— Fox-
trot Red Nichols and His rive Pennies
Back Beats (Guarente) — Fox-trot,
Red Nichols and His Five Pennies
—San (McPhail-Michels) — Clarinet Solo, with
Piano and Guitar Johnny Dodds
Clarinet Wobble (Dodds) — Clarinet Solo, with
Piano and Guitar Johnny Dodds
Love Is Just a Little Bit of Heaven (Bryan-
Baer) — Tenor, with Piano Prince Piotti
If You Can't Tell the World She's a Good Little
Girl Just Say Nothing at All (Dubin-Kahal-
Fain) — Tenor, with Piano Prince Piotti
Pretty Polly — Voice and Banjo "Dock" Boggs
Danville Girl — Voice and Banjo "Dock" Boggs
The Ship That's Sailing High — Voice, with Vio-
lin and Guitar Buell Kazee
If you Love Your Mother (Meet Her in
the Skies) (Vaughan) — Voice, with Violin and
Guitar ; Buell Kazee
Mystery of Night (Denni) — Gypsy Orch.,
The A. & P. Gypsies (Dir. H. Horlick)
Marchioness, Your Dancing (Vous Dansez, Mar-
quise— Gavotte des Mathurins) (Bazot-Parker-
Lemaire) — Gypsy Orch..
The A. «E P. Gypsies (Dir. H. Horlick)
Just a Little Cuter (Than the Rest) (Seiderman-
Alexander) — Fox-trot, with Vocal Chorus,
Ben Selvin and His Orch.
Marianette (A Spanish Love Song) (Hays-Nay-
lor-Alexander-Herscher) — Waltz with Vocal
Chorus Ben Selvin and His Orch.
Mighty Lak' a Rose (Nevin-McKee) — Waltz
Carter's Orch.
Let Me Call You Sweetheart (I'm in Love With
You) (Wlitson-Friedman) — Waltz .. Carter's Orch.
Charles Lindbergh (Meyrovitz) — Tenor, with
Orch.; in Yiddish ' J. Feldman
Charles Levine (Meyrovitz) — Tenor, with Orch.;
in Yiddish : J. Feldman
Sweet Someone (Waggner-Keyes-Schuiz) — Fox-
trot, with Vocal Chorus Park Lane Orch.
Do You Love Me? (When Skies Are Gray)
(Wolf-Merrick-Schulz) — Fox-trot, with Vocal
(Chorus Park Lane Orch.
Vocalion Records
LIST FOR AUGUST 4
15574 Hallelujah! (From "Hit the Deck") (Robin-
Grey-Youmans) — Fox-trot, with Vocal Chorus,
Jay's Chelsea Orch.
Just Like a Butterfly (That's Caught in the
Rain) (Dixon- Woods) — Fox-trot, with Vocal
Chorus Jay's Chelsea Orch.
15571 Magnolia (DeSylva-Brown-Henderson) — Fox-
trot, with Vocal Chorus Tuxedo Orch.
Red Lips, Kiss My Blues Away (Bryan-Monaco-
Wendling) — Pox-trot, with Vocal Chorus,
Tu.xedo Orch.
15575 C'est Vous (Say Voo) (It's You) (Greenberg-
Silver-Richman) — Waltz, with Vocal Chorus,
Night Club Orch.
Love's Melody (Rathje-Stevens-Osborn) — Waltz,
with Vocal Chorus Night Club (Drch.
15578 Sa-Lu-Ta! (Kahn-Donaldson) — Fox-trot, with
Vocal Chorus Vanderbilt Orch.
Positively — Absolutely (Coslow-Herbert — Fox-
trot, with Vocal Chorus Vanderbilt Orch.
5168 Lucky Lindy (Gilbert-Baer) — Tenor, with Vio-
lin, Guitar, 'Trumpet and Traps. . .Vernon Dalhart
The Lost French Flyers (Robinson) — Tenor,
with Violin and Guitar Vernon Dalhart
5166 A Flower From My Angel Mother's Grave —
Singing, Mandolin and Guitar,
McGee Brothers (Sam and Kirk)
Bill — Singing, Fiddles, Guitar and
8089
1106
Charming
Banjo,
McGee Brothers (Sam and Kirk, with Todd)
Que Lindo Besas — Mujer (How Sweet Is Your ,
~ Kiss) (Jimenez) — Cancion Mexicana — Solo dc
tenor, with Acomp. de violin y piano,
Roberto Guzman
Si No For Amor— Por Fuerza (If Not With
Love — Then With Force) (Mayo-Lauro-
Uranga) — Solo de tenor, with Acomp. de violin
y piano Roberto Guzman
Bow Down Blues (Lowry) — Comedienne, w th
Piano Florence Lowry
Poor Girl Blues (Lowry) — Comedienne, witli
Piano Florence Lowry
LIST FOR AUGUST 11
15582 One o'Ciock Baby (DeSylva-Brown-Jolson) —
Fox-trot, with Vocal Duet.Al Goering's Collegians
Lazy Weather (Trent-DeRose) — Foxtrot, with
Vocal Chorus The Ambassadors
15575 Flower of My Garden (Mimi Bluette) (Garcia)
— \VaItz, with Hawaiian Guitars.
Miami Marimba Band
Path of Love (Monteros) — Waltz, with Hawaiian
Guitars Miami Marimba Band
15581 Gorgeous (Davis-Akst) — Comedienne, with Piano,
Peggy English
.\in't That a Grand and Glorious Feeling (Yel-
len-Ager) — Comedienne, with Piano.
Peggy English
51 58 .\re You Washed in the Blood of the Lamb?
— Singing, with Old-Time Orch.,
Dixie Sacred Singers
The Maple on the Hill — Singing, with Old-Time
Orch Dixie Sacred Singers
3107
13046
1096
1099
15585
15580
15572
15577
15579
5126
5151
1104
1108
13051
15573
15583
15584
5167
1115
1095
8103
52039
52040
52042
52044
52046
52048
52050
52052
52054
Quitate de la Bebida (Stop Drinking) — Tango,
Orquesta Walt Merrico y Martin Garralaga. Tenor
Pobre Madre (Poor Mother) (Serrano) — Tango,
Orquesta Walt Merrico y Martin Garralaga. Tenor
Iches Zi Aide Riches (Lebedeff)— Tenor, with
. Orch Aaron Lebedeff
A Gite Heim (Olshanetsky) — Tenor, with Orch.,
_, „, „ Aaron Lebedeff
There'll Be Glory (When We Reach That Other
Side) — Voice and Guitar,
The Guitar Evangelist (E. W. Clayborn)
Death Is Only a Dream — Voice and Guitar,
The Guitar Evangelist (E. W. Clayborn)
Im Gom' Huntm' (Johnson-Waller-Mills)— Fox-
, trot Jimmy Bertrands Washboard Wizards
If You Want to Be My Sugar Papa (You Gotta
Be Sweet to Me) (Wayne-Mills).
Jimmy Bertrand s Washboard Wizards
LIST FOR AUOUST 18
Russian Lullaby (Berlin) — Pipe Organ, with
Violin Chorus; Played on Kimball Organ,
TT J . . Lee Wilson
Underneath the Weeping Willow (Ford-Breau)
— Pipe Organ; Played on Kimbail Organ,
c , , . , , f-^e Wilson
Somebody and Me! (Klages-Golden)— Fox-trot,
with Vocal Trio ihe Bostonians
There s a Irick m Pickin' a Chick-Chick-Chicken
—Fox-trot, with Vocal Chorus Six Hayseeds
^^/^, ^0"K' Long Trail (King-Elliott)—
Male Quartet, with Piano Blue Ribbon Quartet
bweet Genevieve (Tucker)— Male Quartet, with
oj'^"" •/,>■• "'""^ ^'bl>on Quartet
blow River (Myers-Schwas)— Fox-trot, with
7 Y°"L*^'!°''"=T,.;- - A,- ■ The Avalonians
Zulu Wail (Bibo-Skinner) — Fox-trot, with
Vocal Chorus .. The Avalonians
Gorgeous (Davis-Akst)— Fox-trot, with Vocal
T v. .■■•■oV Vanderbilt Orch.
Let s Make Believe (Harris-Shay) — Fox-trot
with Vocal Chorus The Bostonians
Casey s Whistle— Voice and Guitar. Lester McFarland
yo^"" Blossom— Voice and Guitar. Robert A. Gardner
Hold lhat Wood Pile Down— Singing, with Old-
lime Orch.,
Uncle Dave Macon and His Fruit Jar Drinkers
Carve That Possum — Singing, with Old-Time
Orch.,
Uncle Dave Macon and His Fruit Jar Drinkers
Ihrough and Through Blues (Miller)— Com-
edienne, with Piano, Banjo and Cornet,
c- ,. T> T,i . Luella Miller
Smihng Rose Blues (Mdler)— Comedienne, with
Piano and Banjo Luella Miller
Ooin' to Hell ana Who Cares,
„. ,. T, , J , ^"=y- ^- W. Nix and Congregation
Hiding Behind the Stuff,
rt,= I r- W. Nix and Congregation
Charles Lindbergh (MeyroviU)— Tenor, with
ri. f V m. Yiduish J. Feldman
.i^evine (Meyrovitz)— Tenor, with Orch.;
in Yiddish j Feldman
Los Abohllados (The Abolitionists) (Corrido)
r. Orquesta.. Carola y Felipin
El iiitio Encantador (The Enchanted Spot)
(Gonzales)— Cancion Popular Mexicana; Duo
con Orquesta Elia Urrea y Roberto Guzman
u . J-W" ^''^^ AUGUST 25
Buddy s Habits (Straight-Nelson) — Fo,x-trot,
T> J c... Nichols and His Five Pennies
Boneyard ShufHe (Carm.chael Mills)— Fox-trot,
Red Nichols and His Five Pennies
You Know I Love You (Morse-Burke)— Fox-
w*!l°''^"^ ^1 Goerings Collegians
Wide Open bpaccs (Gay-Whiting-Whiteman)
TrTr"^;?™'- V"':*' Chorus... The Ambassadors
f ^" ' World She s a Good Little
Girl Just bay Nothing at All (JJubin-Kaha.-
Fain)— lenor, with Piano Jiob Cole
Love Is Just a Little Bit of Heaven (Bryan-
Baer) — Tenor, with Piano Bob Cole
Old Master's Runaway- Singing, Banjo, Guitar
and Fiddle,
McGee Brothers (Sam and Kirk, with Todd)
Someone Else May Be There While I'm Gone
— Singing, Fiddle and Guitar,
T ,, „ . s McGee Brothers (Sam and Kirk)
Jellyroll (Lewis) — Voice and Guitar furry Lewis
Mr Furry's Blues (Johnson-Lewis-Waller) —
Voice and Guitar, with Mandolin Accomp..
Furry Lewis
When All the Saints Go Marching In (Calhoun)
— Female Voices.
Violet Harmony Singers (Dir. W. A. Calhoun)
Lord, I Can't Stay Away — Female Voices,
Violet Harmony Singers (Dir. W. A. Calhoun)
Despedida Del Gral Porfirio Diaz En El Puerto
De Veracruz (Departure of General Porfirio
Diaz) — Descriptive,
Hermanos Areu y Roberto Guzman
Escandalo En La Camara De Diputados y En
Las Calles De La Ciudad De Me.xico (Scandal
in the Chamber of Deputies and in tlie Streets
ot Me.xico City) — Descriptive,
Hermanos Areu y Roberto Guzman
Edison Disc Releases
SPECIALS
Slow River (Myers-Schwab) Ernest Hare
Swamp Blues (Sterling-Rivens) . . . . J. Donald Parker
Sa-Lu-Ta! (Kahn-Donaldson),
Gerald Macy-Johnny Ryan
Down Alongside of the Docks (Johnson) —
Descriptive Duet Al Campbell-Jack Kaufman
Tired Hands (Piantadosi) J. Donald Parker
Loved One (Henry) J. Donald Parker
It's a Million to One You're in Love (Davis-
Akst) Vaughn de Leath (The Radio Girl)
Are You Lonesome To-night? (Turk-Handman).
Vaughn de Leath (The Radio Girl)
Just Another Day Wasted Away (Waiting for
You) (Tobi as-Turk) Charles Harrison
If I Could Look Into Your Eyes (Goodman),
Charles Harrison
Broken Dreams (Kerr-Spitalny) — Whistling.
Violin, Piano and Celesta,
The Sibyl Fagan Ensemble
Say Hello (Barry-Bryan-Berchman) — Whistling,
Violin, Piano and Celesta,
The Sibyl Fagan Ensemble
Oh! Ya! Ya! (Frisch-Osborne-McConnell) —
Dave Kaplan at the Piano.
The Happiness Boys (Billy Jones-Ernest Hare)
Just a Little Old School House (Up on Top of
the Hill (Wilson-Weinberg) — Dave Kaplan at
the Piano.
The Happiness Boys (Billy Jones-Ernest Hare)
Moon Shadows (Schr&eder).
B. A. Rolfe and His Concert Orch.
Devotion (Herbert),
B. A. Rolfe and His Concert Orch.
Just an Ivy-Covered Shack (Davidson-Rupp,
The Talking Machine World, New York, August, 1927 139
THE LATEST RECORD BULLETINS — (Continued from page 138)
Frederick Kinsley on the Midmer-Losh Pipe Organ
When Day Is Done (DeSylva-Katscher),
Frederick Kinsley on the Midraer-Losh Pipe Organ
52066 Russian Lullaby (Berlin) — Paraphrase,
B. A. Rolfe (Trumpet Virtuoso)
Asthore (Trotere) . . B. A. Rolfe (Trumpet Virtuoso)
52056 The Long Eared Mule — Fiddle, Banjo and Guitar,
The Dixie Mountaineers
Hop Light Ladies— Old Mountain Dance; Fiddle,
Banjo, Harmonica and (juitar,
The Dixie Mountaineers
FLASHES
52037 Buffalo Rhythm (Beaty-Smolev-Arluck)— Fox-trot,
B.A.Rolfe(Trumpet Virtuoso)and Palais d'Or Orch.
Rocky Mountain Blues (Henderson-Carroll-
Macomber) — Fox-trot,
B.A.Rolfe(Trumpet Virtu09o)and Palais d'Or Orch.
52038 I'm Waltzing in Love With You (Tappe-Katz-
man) — Waltz Jack Stillman's Orch.
A Little Girl — A Little Boy — A Little Moon
(King- Warren) — Waltz Jack Stillman's Orch.
52041 Sometimes I'm Happy (From "Hit the Deck")
(Caesar-Youmans) — Fox-trot, with Vocal
Chorus by Vaughn de Leath,
Al. Lynn's Music Masters
Hoosier Sweetheart (Say Who) (Goodwin-Ash-
Baskette) — Fox-trot, with Vocal Chorus by
Jack Kaufman Al. Lynn's Music Masters
52043 There's a Trick in Pickin' a Chick, Chick,
Chicken (Tobias-Goetz-Robinson) — Fox-trot,
with Vocal Chorus by Jack Kaufman,
GOLDEN GATE ORCHESTRA
Beedle Um Bo (Davis-Akst-Ash) — Fox-trot, with
Vocal Chorus by Johnny Ryan. Golden (jate Orch.
52045 Somebody and Me (Klages-Golden) — Fox-trot,
with Vocal Chorus by J. Donald Parker,
Ernie Golden and His Hotel McAlpin Orch.
Sweet Someone (Waggner-Keyes) — Fox-trot,
with Vocal Chorus by Arthur Fields,
Ernie Golden and His Hotel McAlpiu Orch.
52047 Dear Eyes That Haunt Me (From "The Circus
Princess") (Smith-Kalman) Fox-trot.
Ernie Golden and His Hotel McAlpin Orch.
Sax Appeal (Livingston) — Fox-trot,
B.A.Rolfe(Trumpet Virtuoso)and Palais d'Or Orch.
52049 Magnolia (DeSylva-Brown-Henderson) — Fox-trot,
B.A.Rolfe(Trumpet Virtuoso) and Palais d'Or Orch.
What Do I Care What Somebody Said (Clare-
Woods) — Fox-trot,
B.A.Rolfe(Trumpet Virtuoso)and Palais d'Or Orch.
52051 Zulu Wail (A "Wail" of a Blues) (Bibo-Skinner)
— Fox-trot Duke Yellman and His Orch.
Shanghai Honeymoon (Shockley-Hausman-Mel-
rose — Fox-trot Duke Yellman and His Orch.
52053 Somebody Else (Davis-Sherman) — Fox-trot, with
Vocal Chorus by Le Roy Montesanto,
Al Friedman and His Orch.
Honeysuckle Lane (Rose-Dixon-Henderson) —
Fox-trot, with Vocal Chorus by Le Roy Mon-
tesanto Al Friedman and His Orch.
52055 Sweetness (There's No One But You) (Schuster-
Tucker-Abrams) — Vocal Chorus by Gerald
Macy Green Bros. Novelty Band
Just Like a Butterfly (That's Caught in the
Rain) (Dixon-Woods) — Fox-trot,
Duke Yellman and His Orch.
52057 Gonna Get a Girl (Lewis-Simon-Ash) — Fox-trot,
with Vocal Duet,
B.A.Rolfe(Trumpet Virtuoso)and Palais d'Or Orch.
Rosa Lee (Ash-Robinson) — Fox-trot, with Vocal
Chorus by J. Donald Parker
Oreste and His Queensland Orch.
52058 She's Got "It"! (Davis- Akst-Gilbert) — Fox-trot,
with Vocal Chorus by Arthur Fields,
Oreste and His Queensland Orch.
Sweet Marie (Rose-Frankl) — Fox-trot, with Vocal
Chorus by Arthur Fields Kaplan's Melodists
Edison Blue Amberol Records
5342
5361
5367
5369
5370
5371
5372
5373
5374
5375
5376
5377
5378
5379
5380
The Long Eared Mule — An Old-Time Dance,
The Dixie Mountaineers
Me and My Shadow — Singing, with Hawaiian
Accomp The Four Aristocrats
The Orphan Girl — Singing, Fiddle, Harmonica
and Guitar,
E. V. Stoneman, the Blue Ridge Mountaineer
The Fate of 'Talmadge Osborne — Singing, Fiddle,
Harmonica and Guitar,
E. V. Stoneman, the Blue Ridge Mountaineer
Fifty Million Frenchmen Can't Be Wrong —
Comic Song Jack Kaufman
Nesting "Time — Fox-trot, with Vocal Chorus,
Clyde Doerr and His Orch.
One Summer Night — Fox-trot, with Vocal Re-
frain by J. Donald Parker,
B. A. Rolfe and His Palais d'Or Orch.
Magnolia — Fox-trot, with Vocal Refrain,
B. A. Rolfe and His Palais d'Or Orch.
Sometimes I'm Happy— Fox-trot, with Vocal Re-
frain by Vaughn de Leath,
.Al. Lynn's Music Masters
Pictures From Life's Other Side — Old-Time
Tune The Patterson Trio
Ballet Music (From "Mile. Modiste"),
Victor Herbert and His Orch.
Banjo Medley Vess L. Ossman
An Old Time Minstrel Show. The Peerless Minstrels
Crossing the Bar — Sacred Song,
Fisk University Jubilee Quartet
Bonnie Leezie Lindsay — Comic Song.. Harry Lauder
Okeh Records
JULY 25 RELEASE
DANCE MUSIC
40843 I'm Coming, Virginia (Heywood) — Fox trot.
Frankie Trumbauer and His Orch.
Way Down Yonder in New Orleans (Creamer-
Layton) — Fox-trot,
Frankie Trumbauer and His Orch.
40846 Ain't That a Grand and Glorious Feeling?
(Ager) — Fox-trot, with Vocal Refrain,
Russell Gray and His Orch.
Magnolia (DeSylva-Brown-Henderson) — Fox-trot,
with Vocal Refrain by Les Reis,
Irwin Abrams and His Orch.
40847 That's Dolly (Kahn-Stein-Meroff) — Fox-trot,
with Vocal Refrain. .Benny Meroff and His Orch.
There's a Trick in Pickin' a Chick-Chick-Chicken
(Tobias-Goetz-Robinson) — Fox-trot, with Vocal
Refrain Benny Meroff and His Orch.
VOCAL RECORD
40844 Vo-Do-Do-De-O Blues (Yellen-Ager)— Contralto,
with Piano; Guitar by Ed. Lang,
Vaughn de Leath
(What Do We Do on a) Dew-Dew-Dewey Day
(Johnson-'Tobias-Sherman) — Contralto, with
Piano; Guitar by Ed. Lang Vaughn de Leath
INSTRUMENTAL
40845 O' Sole Mio (My Sunshine) (Di Capua) —
Hawaiian (Juitar Duet Ferera-Paaluhi
Cielito Lindo (Beautiful Heaven) (Ponce) —
Hawaiian Guitar Duet Ferera-Paaluhi
OLD TIME TUNES
45120 Standing on the Promises of God — Vocal, with
Guitars Giddens Sisters
I'm Going Home to Die No More — Vocal, with
Guitars Giddens Sisters
45121 The Last Scene of the Titanic (Hutchison) —
Singing, with Guitar Frank Hutchison
Logan County Blues (Hutchison) — Guitar Solo,
Frank Hutchison
45122 Cotton Eyed Joe — Instrumental, with Vocal Re-
frain,
Fiddlin' John Carson and His Virginia Reelers
It's a Shame to Whip Your Wife on Sunday —
Instrumental, with Vocal Refrain,
Fiddlin' John Carson and His Virginia Reelers
RACE RECORDS
8479 Irony Daddy Blues (Crawley)— Clarinet Solo,
with Piano and Guitar Wilton Crawley
Crawley Blues (Heywood-Crawley) — Clarinet
Solo, with Piano and Guitar Wilton Crawley
8480 Guitar Rag (Martin- Weaver)— Guitar Solo,
Sylvester Weaver
Damfino Stump (Weaver) — Banjo Solo,
Sylvester Weaver
8481 Arkansas Road Blues (Spivey) — Contralto, with
Piano and Guitar Victoria Spivey
The Alligator Pond Went Dry (Spivey) — Con-
tralto, with Piano and Guitar Victoria Spivey
EUROPEAN RECORDINGS
(ODEON LABEL)
3200 Wedding Serenade — Hochzeitsstandchen (Klose),
Dajos Bela and His Orch.
The Peasant Girl's Dream (Traum der Sennerin)
(Labitzky) Dajos Bela and His Orch.
320! Merry Vienna — Wiener Burger (Ziehrer),
Edith Lorand and Her Orch.
Dear Old Munich — Munchener Kindl (Komzak),
Edith Lorand and Her Orch.
5118 The Bartered Bride — Overture Parti (Smetana),
Eduard Moerike and the (Orchestra
of the State Opera House, Berlin
The Bartered Bride — Overture Part 2 (Smetana,
Eduard Moerike and the Orchestra
of the State Opera House. Berlin
5119 Chant Hindou (Rinisky-Korsakow) — Tenor, Sung
in German; with Violin and Piano Accomp.,
Richard C. Tauber
Ay-Ay-Ay!-Schlaf ein, mein Blond — Engelein
(Freire-Beda) — Tenor, Sung in German; with
Piano Accomp Richard C. Tauber
AUGUST 5 RELEASE
DANCE MUSIC
40848 Hurricane (Mertz) — Fox-trot Miff Mole's Molers
Davenport Blues (Beiderbacke) — Fox-trot,
Miff Mole's Molers
40849 (Here Am I) Broken Hearted (DeSylva-Brown-
Henderson) — Fox-trot, with Vocal Refrain.
Justin Ring's Okeh Orch.
Meet Me in the Moonlight (Davis-Conrad) —
Fox-trot, with Vocal Refrain,
Justin Ring's Okeh Orch.
40850 Love and Kisses (From Baby to You) (Baker-
Silver) — Fox-trot, with Vocal Refrain,
Ted Wallace and His Orch
Pleading (Jones) — Fox-trot, with Vocal Refrain,
Ted Wallace and His Orch.
VOCAL RECORDS
40851 Ain't That a Grand and Glorious Feeling? (Yel-
len-Ager)— Contralto, with Piano by Eddie
Lambert Beth Challis
Sing Me a Baby Song (Kahn-Donaldson) — Con-
tralto, with Piano by Eddie Lambert. IJeth Challis
40852 I Can't Believe That You're in Love With Me
(Gaskill-McHugh) — Baritone, with Piano,
Ralph Dunn
All by My Ownsome (Dubin-Kahn) — Baritone,
with Piano Ralph Dunn
OLD TIME TUNES
45123 Johnson's Old Grey Mule — Vocal, with Instru-
mental Accomp.,
Earl Johnson and His Dixie Entertainers
Hen Cackle — Instrumental, with Vocal Refrain,
Earl Johnson and His Dixie Entertainers
45124 The Two Orphans — Vocal and Instrumental,
Ruth Neal-Wanda Neal
Round Town Girl — Vocal and Instrumental,
Wanda Neal
45125 The Mountaineer's Courtship — Vocal Duet, with
Guitar Mr. and Mrs. Ernest V. Stoneman
The Road to Washington — Singing, with Guitar
and Harmonica Ernest V. Stoneman
RACE RECORDS
8482 Alligator Crawl (Waller)— Fox-trot,
Louis Armstrong and His Hot Seven
Willie the Weeper (Melrose-Bloom) — Fox-trot.
Louis Armstrong and His Hot Seven
8483 High Water Blues (Martin) — Contralto, with
Guitar and Piano Blue Belle
Cryin' for Daddy Blues (Martin) — Contralto,
with Guitar and Piano Blue BelU-
8484 Treat 'Em Right (Johnson) — Vocal, with Guitar,
Lonnie Johnson
Baby, Will You Please Come Home (Johnson) —
Vocal, with Guitar Lonnie Johnson
AUGUST 15 RELEASE
DANCE MUSIC
40853 Beatin' the Dog (Venuti-Lang) — Fox-trot,
Joe Venuti's Blue Four
Kickin' the Cat (Venuti-Lang) — Fox-trot,
Joe Venuti's Blue Four
40855 Sing Me a Baby Song (Kahn-Donaldson) — Fox-
trot, with Vocal Refrain,
Sam Lanin and His Famous Players
(What Do We Do on a) Dew-Dew-Dewey Day
(Johnson-Tobias-Sherman) — Fox-trot, with
Vocal Refrain,
Sam Lanin and His Famous Players
40856 Who Was the Lady? (Jaffe-Bonx)— Fox-trot,
with Vocal Refrain The Jazz Pilots
I Walked Back From the Buggy Ride (Adams-
C'urtsinger-Bibo) — Fox-trot, with Vocal Re-
frain The Jazz Pilots
VOCAL RECORDS
40854 She's Got "It"! (Davis- Akst-Gilbert)— Contralto,
with Piano; Guitar by Ed. Lang. .. .Frances King
Oh! Gee Jennie It's You (Kahn-Donaldson) —
Contralto, with Piano; Guitar by Ed. Lang,
Frances King
INSTRUMENTAL RECORDS
40857 Sometimes I'm Happy (From "Hit the Deck"
(Caesar-Youmans) — Piano Novelty Art Kahn
When Day Is Done (DeSylva-Katscher) — Piano
Novelty Art Kahn
40858 At Sundown (Donaldson) — Organ Solo... Neil Allen
When Day Is Done (Katscher) — Organ Solo,
Neil Allen
OLD-TIME TUNE RECORDS
45126 See That My Grave Is Kept Green,
Bela Lam and His Greene County Singers
Row Us Over the Tide.
Bela Lam and His Greene County Singers
45127 Gonna Die With My Hammer in My Hand —
(Continued on page 140)
140
The Talking Machine World, New York, August, 1927
THE LATEST RECORD BULLETINS— (Continued from page 139)
Vocal, with Instrumental,
W^illiamson Brothers and Curry
Warfield — Vocal, with Instrumental,
Williamson Brothers and Curry
45128 I Want to Be There— Tenor and Baritone Duet,
Frank and James McCravy
Jacob's Ladder — Tenor and Baritone Duet,
Frank and James McCravy
RACE RECORDS
8485 Teasing Brown Blues (Martin- Williams) — Con-
tralto, with Guitar by Sylvester Weaver,
Sally Roberts
Gonna Ramble Blues (Martin-Williams) — Con-
tralto, with Guitar by Sylvester Weaver,
Sally Roberts
8486 A Gambler Broke in a Strange Land (Ross) —
With Church of the Living God Jubilee Singers,
Rev. Leora Ross
Dry Bones in the Valley (Ross) — With Church
of the Living God Jubilee Singers,
Rev. Leora Ross
8487 Emily (Manning) — Mentor, with Adolphe Then-
stead's Mentor Boj^s Sam Manning
Lignum Vitae (Manning) — Mentor, with Adolphe
Thenstead's Mentor Boys Sam Manning
S48S Pepper Pot (Manning) — Mentor, with Adolphe
Thenstead's Mentor Boys Sam Manning
Bongo (Manning-Grainger) — Mentor, with
Adolphe Thenstead's Mentor Boys.. Sam Manning
EUROPEAN RECORDINGS
(ODEON LABEL)
3202 Caprice Viennois (Kreisler) — Violin Solo, with
Orch. Accomp Dajos Bela
Humoresque (Dvorak) — Violin Solo, with Orch.
Accomp Dajos Bcla
5120 Der Rosenkavalier Part 1 (Strauss) — Waltz;
Symphony Orch.,
Eduard Moerike and the Orchestra
of the State Opera House, Berlin
Der Rosenkavalier, Part 2 (Strauss) — Waltz,
Symphony Orch.,
Eduard Moerike and the Orchestra
of the State Opera House. Berlin
Regal Records
DANCE RECORDS
8352 What Do We Do on a Dew-Dew-Dewy Day—
Fox-trot Lucky Ten Entertainers
I'm Coming, Virginia — Fox-trot . Missouri Jazz Band
8353 Ain't That a Grand and Glorious Feeling? —
Fox-trot Nathan Glantz and His Orch.
Vo-De-Do-De-0 Blues— Fox-trot,
Billy Evans Happy Five
8354 You Don't Like It — Not Much — Fox-trot,"
Lucky Ten Entertainers
Struttin' Jerry — Fox-trot Indiana Five
8355 Sing Me a Baby Song — Fox-trot,
Lucky Ten Entertainers
No Wonder I'm Happy — Fox-trot,
Nathan Glantz and His Orch.
8356 Miss Annabelle Lee — Fox-trot,
Hollywood Dance Orch.
Melancholy Baby — Fox-trot Indiana Five
8357 Here Am I— Broken Hearted — Fox-trot,
Sam Lanin's Dance Orch.
Who's That Pretty Baby? — Fox-trot,
Hollywood Dance Orch.
8358 Twelfth Street Rag— Fox-trot. . Imperial Dance Orch.
The Light House Blues — Fox-trot Indiana Five
8359 Just Once Again — Fox-trot,
Sam Lanin's Dance Orch.
Meet Me in the Moonlight — Fox-trot,
Sam Lanin's Dance Orch.
8360 Off to Buffalo — Fox-trot,
Fletcher Henderson's Dance Orch.
Swamp Blues — Fox-trot,
Fletcher Henderson's Dance Orch.
8361 Bye-Bye Pretty Baby — Fox-trot,
Missouri Jazz Band
It's a Million to One You're in Love — Fox-trot,
Nathan Glantz and His Orch.
VOCAL RECORDS
8362 At Sundown — Tenor Solo, with Orch. Accomp.,
Irving Kaufman
To-night I Am Thinking of You — Male Duet,
with Piano Accomp Lambert-Hillpot
8363 When Day Is Done — Baritone Solo, with Orch.
Accomp Harold Lambert
Homing Bird (Headin' for Home) — Tenor Solo,
! with Orch. Accomp Irving Kaufman
8364 Gid-.4ip, Garibaldi — Male Duet, with Piano Ac-
comp Billy Jones-Ernest Hare
From Saturday Night 'Til Monday — Male Duet,
with Piano Accomp Billy Jones-Ernest Hare
S365 Under the Moon — Male Duet, with Piano Ac-
comp Smith Brothers
Just an Ivy-Covered Shack — Baritone Solo, with
Orch. Accomp Harold Lambert
8366 Wy-lets (Violets) — Tenor Solo, with Orch.
Accomp Irving Kaufman
Gonna Get a Girl — Male Duet, with Orch. Ac-
comp The Radio Imps
NOVELTY RECORDS
8367 At Sundown — Banjo Solo, with Vocal Refrain,
Eddie Peabody
Ida, .Sweet as Apple Cider — Banjo Solo, with
Vocal Refrain Eddie Peabody
8368 Farewell Blues — Hawaiian Blue Guitars,
Sam Ku West
St. Louis Blues — Hawaiian Blue Guitars,
Sam Ku West
8369 In the Good Old Summertime — Vocal Duet,
Novelty Accomp Smoky Mountain Twins
Old Hickory Cane — Tenor Solo, with Novelty
Accomp Ernest Stoneman
8370 A Picture From Life's Other Side — Vocal Duet,
Novelty Accomp Smoky Mountain Twins
Where We Never Grow Old — Vocal Duct, wuh
Novelty Accomp Smoky Mountain Twins
8372 You Only Want Me When You're Lonesome —
Baritone Solo, with Orch. Accomp . Harold Lambert
Sick and Tired — Tenor Solo, with Orch. Ac-
comp Irving Kaufman
RACE RECORD
8371 Black Snake Blues — Comedienne, with Novelty
Accomp Maude Mills
Golden Brown Blues — Mixed Duet, with Novelty
Accomp Jones-Mills
to>;DHinniio;oo
QZ-QZ-U)
Gennett Records
(ELECTROBEAM BLACK LABEL RECORDS)
POPULAR DANCE
6149 Shanghai Dream Man — Oriental Fox-trot, with
Vocal Chorus The Arabian Knights
Um Pa Cha Cha (Oh! What a Ticklin' Tune)
— Fox-trot; Featuring Charles Hart,
Willie Creager's Rhythm Aces
6150 South Wind — Fox-trot,
Harry Pollock and His Blue Diamonds
Side by Side — Fox-trot; Featuring Irving Ed-
wards of Earl Carroll's Vanities,
Elmer Grosso and His Greenwich Village Orch.
6151 Zulu Wail — Blues Fox-trot, with Vocal Chorus,
Haring's Happy Harmonizers
Ask Me Another — Fox-trot; Featuring Al Shayne,
Fred Rich and His Times Square Orch.
6158 Wandering in Dreamland (From "Lemair's
Affairs") — Fox-trot, with Vocal Chorus,
Elmer Grosso and His Greenwich Village Orch.
In a Shady Nook by a Babbling Brook — Fox-
trot, with Vocal Chorus,
Elmer Grosso and His Greenwich Village Orch.
6159 I'm in Love Again — Fox-trot, with Vocal Chorus,
Harry Pollock and His Blue Diamonds
I Adore You (Je Vous Aime) — Fox-trot, with
Vocal Chorus,
Fred Rich and His Times Square Orch.
6160 Love and Kisses — Fox-trot, with Vocal Chorus,
Harry Pollock and His Blue Diamonds
Following You Around — Fo.\-trot, with Vocal
(jhorus The New Yorkers
HAWAIIAN
6166 Sugar Cane Rag — Hawaiian Instrumental,
Frank Plada's Serenaders
Indiana March — Hawaiian Instrumental,
Frank Plada's Serenaders
POPULAR VOCAL
6152 I Crave You — Vocal Solo Delores Valesco
Now I Won't Be Blue — ^Vocal Solo. Delores Valesco
6153 Just Like a Butterfly (That's Caught in the
Rain) — Vocal Solo Irving Kaufman
If You See Sally — Vocal Solo Irving Kaufman
6161 Side by Side — Vocal Solo Irving Kaufman
"rhanks! — Vocal Solo Irving Kaufman
6162 Rain — Popular Vocal Les Backer
Love Me — Popular Vocal Les Backer
6169 Lindbergh (The Eagle of the U. S. A.),
Vernon Dalhart
Sad Lover — Old Time Mountain. .. .Vernon Dalhart
RACE RECORDS
6156 Hawaiian Harmony Blues — Instrumental Race
Record Henry Johnson and His Boys
Blue Hawaii — Instrumental Race Record,
Henry Johnson and His Boys
6157 My Man Left Me Blues — Vocal Blues Race
Record Katherine Baker
Chicago Fire Blues — Vocal Blues Race Record,
Katherine Baker
6167 The Jail House Blues — Vocal Blues Race Record,
Sam Collins
Riverside Blues — Vocal Blues Race Record,
Sam Collins
6168 Ash Can Stomp — Instrumental Blues Race
Record Henry Johnson and His Boys
Neck Bones and Beans — Instrumental Blues
Race Record Henry Johnson and His Boys
OLD TIME SINGIN' AND PLAYIN'
6164 I Know My Name Is There — Sacred; Old Time
Singin' and Playin' Ben Jarrell
Are You Washed in the Blood of the Lamb —
Sacred; Old Time Singin' and Playin'. Ben Jarrell
6155 Little Red Caboose Behind the Train— Old Time
Singin' and Playin' . Marion Underwood-Sam Harris
Picture From Life's Other Side — Old Time
Singin' and Playin',
Marion Underwood-Sam Harris
6163 A Mother's Advice — Old Time Singin' and
Playin' Holland Puckett
Charles A. Brooks — Old Time Singin' and
Playin' Holland Puckett
6154 Be Kind to a Man When He Is Down— Old
Time Singin' and Playin' Price Goodson
Lonesome Road Blues — Old Time Singin' and
Playin' '..Price Goodson
6165 Home, Sweet Home — Old Time Banjo Playin',
F. Jenkins of Da Costa Woltz's Southern Broadcasters
Wandering Boy — Old Time Fiddle Playin',
F. Jenkins of Da Costa Woltz's Southern Broadcasters
Banner Records
DANCE RECORDS
6022 Here Am I — Broken Hearted — Fox-trot,
Sam Lanin's Dance Orch.
When a Nice Boy Meets a Nice Girl — Fox-trot,
Hollywood Dance Orch.
6023 Ain't That a Grand and Glorious Feeling? —
Fox-trot Nathan Glantz and His Orch.
Struttin' Jerry — Fox-trot Indiana Five
6024 You Don't Like It— Not Much— Fox-trot,
Sheridan Entertainers
I'm Blue Over Two Blue Eyes — Fox-trot,
Hollywood Dance Orch.
6025 Sing Me a Baby Song— Fox-trot,
Sheridans Entertainers
Cherry Blossom Time — Fox-trot,
Hollywood Dance Orch.
6026 What Do We Do on a Dew-Dew-Dewy Day —
Fox-trot Sheridan Entertainers
When I Tumble in to My Humble Inn — ^Fox-trot,
Majestic Dance Orch
6027 Bye-Bye Pretty Baby — Fox-trot. . Missouri Jazz Band
I've Got Something in My Eye — Fox-trot,
Imperial Dance Orch.
6028 No Wonder I'm Happy — Fox-trot,
Nathan Glantz and His Orch.
The Light House Blues — Fox-trot Indiana Five
6029 Just Once Again — Fox-trot. Sam Lanin's Dance Orch.
Come Back to Romany — Fox-trot,
Imperial Dance Orch.
6030 Miss Annabelle Lee — Fox-trot. .. Missouri Jazz Band
Just as Long as I'm With You — Fox-trot,
Hollywood Dance Orch.
6031 Twelfth Street Rag — Fox-trot. . .Missouri Jazz Band
Rarin' to Go — Fox-trot Indiana Five
6032 Who's That Pretty Baby ?— Fox-trot,
Imperial Dance Orch.
My Melancholy Baby — Fox-trot Indiana Five
VOCAL RECORDS .
6033 Gid-Ap, Garibaldi — Male Duet, with Piano Ac-
comp Billy Jones-Ernest Hare
Pretty Kitty Donahue — Tenor Solo, with Orch.
Accomp Irving Kaufman
6034 When Day Is Done — Baritone Solo, with Orch.
Accomp Harold Lambert
Never-^Baritone Solo, with Orch. Accomp.,
Harold Lambert
6035 At Sundown — Tenor Solo, with Orch. Accomp.,
Irving Kaufman
Along the Pines of Maine — Baritone Solo, with
Orch. Accomp Arthur Fields
6036 Magnolia — Contralto Solo, with Piano Accomp.,
Evelyn Preer
Pretty Molly— Tenor Solo, with Orch. Accomp.,
Irving Kaufman
6037 Wy-lets (Violets)— Tenor Solo, with Orch. Ac-
comp Irving Kaufman
From Saturday Night 'Till Monday Morning —
Male Duet,, with Piano Accomp.,
Billy Jones-Ernest Hare
6p38 Just An Ivy-Covered Shack — Baritone Solo, with
Orch. Accomp Harold Lambert
To-night I Am Thinking of You — Male Duet,
with Piano Accomp Lambert-Hillpot
6039 Under the Moon — Male Duet, with Piano Ac-
comp Lambert-Hillpot
Homing Bird (Headin' for Home) — Tenor Solo,
with Orch. Accomp Irving Kaufman
6044 You Only Want Me When You're Lonesome —
Baritone Solo, with Orch. Accomp.,
Harold Lambert
Little Rosewood Casket — Tenor Solo, with Nov-
elty Accomp Vernon Dalhart
NOVELTY RECORDS
6040 In the Good Old Summertime — Male Duet, with
Novelty Accomp Lonesome Pine 'Twins
Love Always Has Its Way — Vocal Solo, with
Novelty Accomp John Sackett
6041 A Picture From Life's Other Side — Male Duet,
with Novelty Accomp Lonesome Pine Twins
There's No Disappointment in Heaven — M^ale
Duet, with Novelty Accomp. Lonesome Pine Twins
6042 At Sundown — Banjo Solo, with Vocal Refrain,
Eddie Peabody
Some of These Days — Banjo Solo, with Vocal
Refrain Eddie Peabody
2161 Farewell Blues — Hawaiian Blue Guitars,
Sam Ku West
Hawaiian Hula Blues — Hawaiian Blue Guitars,
Sam Ku West
RACE RECORD
6043 Black Snake Blues — Comedienne, with Novelty
Accomp Maude Mills
' ' I've Got the Joogie Blues — Comedienne, with
Piano Accomp Maude Mills
Harmony Records
DANCE SELECTIONS
462-H Who's Wonderful? Who's Marvelous? Miss
Annabelle Lee — Fox-trot, with Vocal Chorus
by Arthur Fields,
•;--i:(s.!- F. Farrell and Greenwich Village Inn Orch. 10
Is It Possible? — -Fox-trot, with Vocal Chorus
by Irving Kaufman,
Manhattan Dance Makers 10
447-H I Ain't That Kind of a Baby— Fox-trot, with
Vocal Chorus by Harry Lambert,
The Westerners 10
You Don't Like It — Not Much — Fox-trot, with
Vocal Chorus by Robert Benjamin,
The Harmonians 10
458-H (What Do We Do on a) Dew-Dew-Dewey
Day — Fox-trot, with Vocal Chorus by Irving
Kaufman Manhattan Dance Makers 10
Sweet Marie — Fox-trot,
Manhattan Dance Makers 10
445- H Charmaine! — Waltz, with Vocal Chorus by
Arthur Fields,
F. Farrell and Greenwich Village Inn Orch. 10
A Little Girl — A Little Boy — A Little Moon
• — Waltz, with Vocal Oiorus by Jimmy Kern,
Lou Gold and His Orch. 10
461-H Here Am I — Broken Hearted — Fox-trot, with
Vocal Chorus by Charles Hart,
WMCA Broadcasters 10
Somebody and Me! — Fox-trot, with Vocal
Chorus by Irving Kaufman,
WMCA Broadcasters 10
455-H No Wonder I'm Happy (My Baby's in Love
With Me) — Fox-trot, with Vocal Chorus by
Jimmy Kern Lou Gold and His Orch. 10
Sometimes I'm Happy (From "Hit the Deck")
— Fo.x-trot, with Vocal Chorus by Jimmy
Kern Lou Gold and His Orch. 10
460-H Dawn of To-morrow — - Waltz, with Vocal
Chorus by Charles Hart,
WMCA Broadcasters 10
When Day Is Done — Fox-trot, with Vocal
Ctorus by Charles Hart,
WMCA Broadcasters 10
450-H Leonora — Fox-trot, with Vocal Chorus by
Harry Lambert Broadway Bell-Hops 10
I'm in Love Again — Fox-trot, with Vocal
Chorus by Harry Lambert,
Broadway Bell-Hops 10
453-H The Missouri Waltz— Waltz,
Melody Waltz Orch. 10
I Dream of a Cottage and You — Waltz,
Melody Waltz Orch. 10
446- H Gid-Ap, Garibaldi — Fox-trot, with Vocal Chorus
by Jack Kaufman The Harmonians 10
Wy-Lets (Violets) — Fox-trot, with Vocal
Chorus by the Orchestra. .'The Harmonians 10
444-H Ain't That a Grand and Glorious Feeling? —
Fox-trot, with Vocal Chorus by Arthur
Fields University Six 10
The Talking Machine World, New York, August, 1927
141
CONSTRUCTIVE ARTICLES IN THIS
ISSUE OF THE WORLD
Ready Reference for Salesmen, Dealers and Department Heads
Rl6<Mfet»tlMB<liaitefaMB<M«Kra
Bless Her Little Heart — Fox-trot, with Vocal
Chorus by Arthur Fields University Six 10
451- H The St. Louis Blues— Fox-trot,
The Dixie Stompers 10
Variety Stomp — Fox-trot. .The Dixie Stompers 10
459-H Stompin' Fool — Slow Fox-trot,
The Arkansas Travelers 10
Struttin' Jerry — Fox-tret,
Original Indiana Five 10
VOCAL SELECTIONS
454-H Pleading — Vocal Colin O'More 10
Just Like a Butterfly (That's Caught in the
Rain) — Vocal Colin O'More 10
457-H Worryin* — Vocal Irving Kaufman 10
(What Do I Care What) Somebody Said-
Vocal Irving Kaufman 10
448- H Sa-Lu-Ta! — Novelty Singing Quartet,
The Harmonizers 10
Sometimes I'm Happy (From "Hit the Deck")
— Novelty Singing Quartet. The Harmonizers 10
449- H Magnolia — Vocal Dolly Kay 10
I Ain't That Kind of a Baby — Vocal,
Dolly Kay 10
456-H No Wonder I'm Happy (My Baby's in Love
With Me) — Vocal Duet Tom and Jerry 10
She Said and I Said — Vocal Duet,
Harmony Brothers 10
463-H Gid-Ap, Garibaldi — Vocal Duet,
Harmony Brothers 10
I Walked Back From the Buggy Ride — Vocal
Duet Harmony Brothers 10
452- H Oh, How I Love My Boatman— Vocal,
Jack Kaufman 10
You Don't Like It — Not Much — Vocal,
Jack Kaufman 10
Domino Records
DANCE RECORDS
3990 Ain't That a Grand and Glorious Feeling? —
Fox-trot Nathan Glantz and His Orch.
Vo-De-Do-De-O Blues— Fox-trot,
Billy Evans Happy Five
3991 Here Am I — Broken Hearted — Fox-trot,
Sam Lanin's Dance Orch.
Who's That Pretty Baby — Fox-trot,
Hollywood Dance Orch.
3992 What Do We Do on a Dew-Dew-Dewy Day —
Fox-trot Lucky Ten Entertainers
I'm Coming, Virginia — Fox-trot. Missouri Jazz Band
3993 Bye-Bye Pretty Baby — Fox-trot. Missouri Jazz Band
It's a Million to One You're in Love — Fox-trot,
Nathan Glantz and His Orch.
3994 Just Once Again — Fox-trot. Sam Lanin's Daiice Orch.
Meet Me in the Moonlight — Fox-trot,
Sam Lanin's Dance Orch.
3995 Miss Annabelle Lee — Fox-trot,
Hollywood Dance Orch.
Melancholy Baby — Fox-trot Indiana Five
3996 Sing Me a Baby Song— Fox-trot,
Lucky Ten Entertainers
No Wonder I'm Happy — Fox-trot,
Nathan Glantz and His Orch.
3997 You Don't Like It — Not Much — Fox-trot,
Lucky Ten Entertainers
Struttin' Jerry — Fox-trot Indiana Five
3998 Twelfth Street Rag — Fox-trot. .Imperial Dance Orch.
The Light House Blues — Fox-trot Indiana Five
3999 Off to BufiEalo— Fox-trot,
Fletcher Henderson's Dance Orch.
Swamp Blues — Fox-trot,
Fletcher Henderson's Dance Orch.
VOCAL RECORDS
4000 When Day Is Done — Baritone Solo, with Orch.
Accomp Harold Lambert
Homing Bird (Headin' for Home) — Tenor Solo,
with Orch. Accomp Irving Kaufman
4001 Wy-lets (Violets) — Tenor Solo, with Orch. Ac-
comp Irving Kaufman
Gonna Get a Girl — Male Duet, with Orch. Ac-
comp The Radio Imps
4002 Gid-Ap, Garibaldi — Male Duet, with Piano Ac-
' comp Billy Jones-Ernest Hare
From Saturday Night 'Til Monday Morning —
Male Duet, with Piano Accomp.,
Billy Jones-Ernest Hare
4003 At Sundown — Tenor Solo, with Orch. Accomp.,
Irving Kaufman
To-night I Am Thinking of You — Male Duet,
with Piano Accomp Lambert-Hillpot
4004 Under the Moon — Male Duet, with Piano Ac-
comp Smith Brothers
Just an Ivy-Covered Shack — Baritone Solo, with
Orch. Accomp Harold Lambert
NOVELTY RECORDS
4005 At Sundown — Banjo Solo, with Vocal Refrain,
Eddie Peabody
Ida, Sweet as Apple Cider — Banjo Solo, with
Vocal Refrain Eddie Peabody
0185 Farewell Blues — Hawaiian Blue Guitars.
Sam Ku West
St. Louis Blues — Hawaiian Blue Guitars,
Sam Ku West
0186 A Picture From Life's Other Side— Vocal Duet,
with Novelty Accomp Smoky Mountain Twins
Where We Never Grow Old — Vocal Duet, with
Novelty Accomp Smoky Mountain Twins
4007 Sick and Tired — Tenor Solo, with Orch. Ac-
comp Irving Kaufnfan
You Only Want Me When You're Lonesome —
Baritone Solo, with Orch. Accomp . Harold Lambert
0187 In the Good Old Summertime — Vocal Duet, with
Novelty Accomp Smoky Mountain Twins
Old Hickory Cane — Tenor Solo, with Novelty
Accomp Ernest Stoneman
RACE RECORD
4006 Black Snake Blues — Comedienne, with Novelty
Accomp Maude Mills
Golden Brown Blues — Mixed Duet, with Novelty
Accomp Jones-Mills
Trade News From the
Los Angeles Territory
Sales of High-Priced Instruments Becoming
More Frequent — Well-Directed Sales Efforts
Responsible for Results
Los Angeles, Cal., August 3. — The sale of com-
bination phonograph radio instruments ranging
in prices up to and beyond four figures is be-
coming more than a daily occurrence in many
of the phonograph departments of this city.
Consequently, the phonograph salesman of to-
day is, generally speaking, a very much larger
caliber man than the one of former days. It
Know Your Sales Field — Market
Analysis of an Average City 3-11
Aggressive Merchandising Will Make
the Summer Season Profitable. . . 4
Denver Music Concern Finds Radio
Broadcasting Effective in Increas-
ing Sales 6
Demonstrate New Models to Pros-
pects, Says Woodall 8
Practical Cost Accounting System for
the Retail Talking Machine Dealer I 0
Service Is the Key to Good Will and
Sales 12
Money-Making Suggestions for Am-
bitious Merchants 14
Albany Victor Dealers Get Ortho-
phonic Publicity 19
Method of Selling Music Instruments
Differs Little From Radio Sales
Promotion 22
Profit- Winning Sales Wrinkles 26
A Talking Machine Record Buyer
Discusses Salesmanship of Records 28
Featuring the Musical Possibilities of
the Talking Machine 30
Tour of Twenty-four Cities by Aero-
plane Introduces New Crosley Ra-
dio to the Trade 34
Last-Minute News of the Trade. .34a-34d
Plans for Fourth Annual Radio In-
dustries Banquet 34a
Do You Know Your Market Possi-
bilities? 34b
Fiftieth Anniversary of the Phono-
graph 34b
Price Maintenance Again to the Fore 34c
Growing Confidence in the Radio In-
dustry 34c
Designate September 2 1 as National
Radio Day 34d
Dealers and Radio Executives Pres-
ent at Opening of New Peirce-
Phelps Home 42
Recommend Legislation on Resale
Price Maintenance 43
seems but a few years ago when the sale of a
$200 instrument was a red-letter day on the
calendar of the phonograph department, while
nowadays, sales which are six times as great
are of quite frequent occurrence. It is to be
noticed, however, that such sales are made from
the really well-organized phonograph sales de-
partments only; salesmen who secure deals like
these have to secure their inspiration, and can
only retain their grip when directed by real
sales managers. The directing of a sales de-
partment seems to be synonymous with that of
the directing of a symphony orchestra; every
musician in the latter and every salesman in
the former is highly trained, and seems quite
capable of performing his part independently
and without assistance, and yet, without direc-
tion from the baton, harmony and the desired
results would be lacking. Of course, in the case
of the orchestra conductor, all of his men are
around him and right under his eye, but the
sales manager commencing the day, perhaps,
Radio Manufacturers Association
Adopts a Code of Ethics 46
Proper Handling of Details Is Im-
portant in Business 48
National Broadcasters to Meet in An-
nual Convention 50
Latest Talking Machine and Radio
Patents Granted 50
How Cincinnati Crosley Dealers
Cashed in on a Fight 51
Informative Business Sessions Fea-
tured Convention of Ernest Ingold,
Inc 54
Atwater Kent Merchandising Man-
ager Gives Some Pointers on Ar-
ranging Dealer Meetings 67
Golden Jubilee of the Edison Phono-
graph 68-70
Wealth of Interesting Discussions
Featured the Convention of the
Western Music Trades Association 72
Seattle Dealers Benefit From Co-
operative Drive 80
Indianapolis Distributor Stages An-
nual Conclave 84
Tax Appeals Board Upholds Regu-
lations of Commissioner on Instal-
ment Sales 100
Atwater Kent Dealers of Northern
Ohio Hold Fifth Annual Conven-
tion 108
Radio World's Fair to Be Held Next
Month Promises to Be a Record
Breaker 109
New Stores and Changes Among
Talking Machine Dealers During
the Past Month 123
In the Musical Merchandise Field . 129-132
Buescher Co. Asks Where Are the
Musicians of Tomorrow Coming
From 130
Gleanings From the World of
Music : 133-135
The Latest Record Bulletins. . . . 137-141
with a sales meeting, directs his salesmen and
sends them forth in such an intelligent fashion
that he has his mental eye on them during the
entire day.
Motion Picture People Buy Electrolas
No home in motion picture land seems to be
complete without one of the new electric pick-
up instruments, and the list of stars, directors
and writers who have purchased an Electrola
Victrola is almost limitless. All claim that the
inspiration which can be derived ''from the play-
ing of some piece of music recorded as it is
to-day, at the time when such a particular selec-
tion will specially appeal, cannot be equalled.
Among those who have bought recently appear
such names as Fred Niblo, Norma Talmadge,
Theda Bara, Marshall Neilan, Connie Griffiths,
Lew Cody, Mabel Normand, Mrs. Jessie Lasky
and scores of others as well as many who have
chosen the Automatic Victrola as the instru-
ment of their preference. Business in Victor
products, generally, is excellent.
CORRESPONDENCE FROM LEADING CITIES
St. Louis, 52 — Milwaukee, 62 — Cincinnati, 64 — Toledo, 66 — Cleveland, 74 Salt
Lake City, 74 — Boston, 75 — Pittsburgh, 82 — Baltimore, 86 — Richmond, 88 — Kansas
City. 88— Minneapolis and St. Paul, 90— Philadelphia, 92-98— Akron-Canton, 98b
— New York, 110 — Chicago, 117-122 — Indianapolis, 125 — News from the World's
European Office, 136 — Buffalo, 136 — Los Angeles, 141.
INDEX -lO ADVERTISERS
^,9 ■(?
Acme Elec. & Mfg. Co 22
Algonquin Elec. Corp 97
American Bosch Magneto Co 53
American Mica Works 62
Amplion Corp. of America. .Insert between pages 26 and27
Andrea, Inc., F. A. D ' 71
Apex Elec. Mfg. Co Insert between pages 42 and 43
Atco Electrical Corp 1C6
Atlas Plywood Corp 34
Atwater Kent Mfg. Co ■ 87
Audak Co 24, 25
Audiola Radio Co ^
B
Bacon Banjo Co
Barker Wholesale Co ^
Bell & Howell Co
Bent Co., Geo. P
Berg Auto Trunk & Specialty Co
Berlin, Inc., Irving
Blackman Distributing Co.. Insert between pages 42 and 43
Borkman Radio Corp 123
Brach Mfg. Co., L. S
Briggs & Stratton Corp
Broadway Music Corp
Bruno & Son, Inc., C
Brunswick-Balke-Collender Co Front cover, 5, 7
124
127
81
73
140
131
Bnrt Bros.
Carryola Co. of America . .Insert between pages 34 and 35
Caswell Mfg. Co Insert between pages 42 and 43
Charmaphone Co
Clareraont Waste Mfg. Co 70
Classified Want Ads ' '28
Columbia Phonograph Co., Inc.,
Insert facing page 18 and insert between pages 66 and 67
Columbia A\rholesalers, Inc 86
Commercial Associates ^8
Consolidated Talking Machine Co 57, 116, 118
Crosley Radio Corp ■ 85
D
Davis Industries, Inc 124
Deca Disc Phonograph Co 125
Ditson & Co., Chas. H 75
Ditson & Co., Oliver 75
Doehler Die Casting Co 18
Doerr-Andrews-Doerr ''8
Droop & Sons Co., E. F 30
Dubilier Condenser Corp 56
Duro Metal Products Co.. Insert between pages 42 and 43
E
Edison, Inc., Thos. A Back Cover
Empire Phono. Parts Co Insert facing page 34
Excel Phonograph Mfg. Co 26
Fansteel Products Co., Inc 16, 17
Farrand Mfg. Co Insert facing page 74
Federal-Brandes Corp.
40, 41 and insert between pages 66 and 67
Federal Radio Corp 76, 77
Feist, Leo., Inc 134, 135, 139
Fischer Co., J. A Insert facing page 26
Forster-Chicago 95
Frangipane & Co. Andrew P 126
Freshman Co., Chas 15
General Industries Co 47, 89
Gennett Records Inside back cover
Gibson-Snow Co., Inc 48
Gold Seal Electrical Co 43
Gould Storage Battery Co...
Greater City Phonograph Co.
Greene-Brown Mfg. Co
Grigsby-Grunow-Hinds Co...
Guarantee T. M. Supply Co..
H
Hassler Texas Co
Hazeltine Corp
Hohner, Inc., M
Hyatt Electric Corp.
105
48
99
82
98
48
107
130
121
Ilsley, Doubleday & Co 62
Independent Radio Mfrs. Corp 107
International Mica Co 42
J
Jewell Elec. Inst. Co 67
Jewel Phonoparts Co 27
K
Kellogg Switchboard & Supply Co 36, 37
Kent Co., F. C 54
Kimball Co., W. W H?
Kohler Distributing Co 48
Kokomo Electric Co Insert facing page 66
Krasco Phono. Motor Co 120
Lakeside Supply Co 122
Leedy Mfg. Co 132
Lifton Mfg. Co ^3
Lorentzen, H. K ^
Lund Corp., I. A Insert between pages 42 and 43
M
Magnavox Co
Matthews, F. W
Mayer & Co
McMillan Radio Corp..
■ 33
48
Ibo
Midwest Radio Specialty Co HI
Mohawk Corp. of Illinois 13
Moore-Bird Co 48
Mutual Phono Parts Mfg. Co 68
N
National Carbon Co
National Lock Co
National Publishing Co
New York Album & Card Co..
.-. 29
78
11
4
Northwestern Cooperage & Lumber Co 42
Okeh Phonograph Corp 74 and Insert facing page 50
Operadio Mfg. Co 115
Oro-Tone Co Insert between pages 66 and 67
Pathex, Inc
Pausin Engg. Co
Peckham Mfg. Co
Peerless Album Co
Penn Phono. Co
Pennsylvania Phono. Dist. Co.
Ferryman Elec. Co
Philadelphia Badge Co
Philadelphia Victor Distributors.
70
38
98
48
23
, 96
92
Pierson Co 122
Platter Cabinet Co 49
Plaza Music Co Insert facing page 27
Plywood Corp 62
Polk Co., Inc., James K 48
Pollack-Welker, Ltd 90
142
Quam Radio Corp Insert facing page 75
R
Radio Corp. of America insert facing page 10
Radio Mfrs.' Assn •. 32
Raytheon Mfg. Co 66
Red Lion Cabinet Co 51
Reliance Battery Products Co 48
Richards, Inc., C. A 4S
Sandar Corp 93
Schultz, Inc., H. C 48
Scully, John J 70
Sentinel Mfg. Co 44, 45
Shamrock Mfg. Co 108
Simplex Radio Co 102
Slagle Radio Corp 113
Smith Co.. C. D 43
Sonora Phono. Co., Inc 48, and insert facing page 58
Splitdorf Radio Corp 69
Star Machine & Nov. Co no
Starr Piano Co 12, Inside back cover
Sterling Mfg. Co 35
Sterling Roll & Record Co 48
Stevens & Co 39
Stewart- Warner Speedometer Corp 61
Strevell-Paterson Hdw. Co 48
Stromberg-Carlson Telephone Mfg. Co 9
Studner-Cumming ICO, *101
Superior Cabinet Co 100, 101
Supertron Mfg. Co 60
Swan-Haverstick Corp 91
Symphonic Sales Co 33
Tay Sales Co 4g
Teletone Corp. of America 46
Televocal Corp 52
Temple, Inc g3
Thorens, Inc 30
Toman & Co., E Inside front cover
Trilling & Montague 94
Trimm Mfg. Co 50
Twentieth Century Radio Corp 48
U
Udell Works 72
Unique Reproduction Co Insert facing page 35
United Air Cleaner Co 84
Utah Radio Products Co 31
V
Van Veen & Co., Inc
Vesta Battery Corp
Victor Talking Machine Co.
Vita-Phonic Products Corp.
Vitanola Service Bureau . .
.. 98a
.. 65
.20, 21
6
.. 120
W
Wall-Kane Needle Mfg. Co.
Weston Elec. Inst. Corp. ...
Weymann & Son, H. A
White Co., H. N
White Mfg. Co., Julian M. .
Wirt Co
Wolf Mfg. Inds., The
98b
28
96
129
79
55
58
Wondertone Phono. Co Inside front cover
Work- Rite Mfg. Co 59
Zenith Radio Corp Insert between pages 74 and 75
Zinke Co.. The 115
The Talking Machine World, Nczc- York. August, 1927
I
HERE IT IS !
I
I
I
I
I
THE
RECORD
ittmi
VocaJ HoTcltr
1'27
JUST A MELODY
(Kobiaoo)
Vernon Dalhan & Carsott
Robison
C>!iur. Violin i CcUo Acc.
MMMSrrr rcgomm
RKMMOMS, IHIX
PROFIT
(Btmttt
Black Label — Seventy-five Cents
The improved Gennett Sales Plan eliminates all possibility
of dead stock. New quotations guarantee larger profits.
GENNETT RECORDS
RICHMOND, INDIANA
m
'mmmmm.
WATCH
this space in
the September
issue for an
announcement
of Thos. AEdisorfs
contribution to
theGoldenJiMee
of the Hioii<>graph
THOS. A. EDISON 9 INC.
ORANGE, NEW JERSEY
VOL. XXIU. NO. 9
SINGLE COPIES, 25 CENTS
PER YEAR, TWO DOLLARS
K^f^or dealers ^
'wJfyolesalers'
pmam^dums
f^radioptodacti
Published Each Month by Federated Business Publications, Inc., at 420 Lexington Ave., New York, September, 1927
"Over 75% of all
ft
BRUNSWICK
PANATROPE
home demonstrations
result in orders/^
— a Brunswick Dealer
Entered as second-class matter May 2. 1905, at the post office at New York, N. Y., under the act of Congress of March 3, 1879.
The Talking Machine World, New York, September, 1927
The NEW
Toman Reproducer No.
A Beautiful and Original Design
Improves Wonderfullyf Old Phonographs as Noted Below
2
Heavy metal diaphragm — practically
indestructible.
Constructed on an entirely new prin-
ciple.
Cannot get out of order — will stand
severest shocks.
Needle holder is the only part ex-
posed— all other parts are enclosed
and protected.
Enunciation of every kind of voice
or instrument is clear and full.
Reproduces perfectly, extreme high-
est, or lowest tones.
The Toman non-friction stylus sus-
pension (no springs) gives instant
response to the most delicate
tones — this method also increases
considerably the life of each rec-
ord played. '
No. 2--Y^; -r-to fit old style Victor—
also fits Toman helical
tone arm.
No. 2-0. —To fit Orthophonic Vic-
tor.
No. 2-C. —to fit Columbia old style
machines.
No. 2-VG.— to fit very old style Vic-
tor horn type machines
— also fits German-
made tone arms, meas-
uring 19 mnl. at hub
connection.
Produces a very fine Deep, Rich, Mellow and Powerful Tone
The Toman ''Helicar' Tone Arm Set
Does not infringe any U. S. Patent Not a copy or imitation
Constantly curves and tapers — Airtight in construction '
No vibration or jingling on loudest tones
The walls of the Helical
tonearm progressively in-
crease in thickness from
3/32 inch at the repro-
ducer, to 3/16 inch at the
base — this construction
prevents any losses or
modification of sound
waves as this tonearm
does not vibrate even on
loudest tones — whereas
tonearms made with thin-
ner walls will vibrate and
frequently lose and also
modify some of the sound
waves. The "Helical"
tonearm has a constantly
tapered air column meas-
uring 15 inches from re-
producer to amplifying
horn connection, and the
inside walls being perfect-
ly smooth offer absolutely
no resistance to the sound
waves — and, due to the perfect helical curves throughout, there is
absolutely no alteration of the natural characteristics of either high
or low tones, which are perfectly transmitted to the amplifying horn.
This illustration shows Toman
Reproducer No. 1. The Helical
tonearm can be supplied teith
either reproducer, as desired.
Manufactured by
E. Toman & Co.
2621 West 21st Place
CHICAGO, ILL.
Sales Distributor
Wondertone Phonograph Co.
216 No. Michigan Ave., Chicago, IlL
Cable Address — "Wondertone Chloaeo"
Cable Codes — Western Tnlon A.B.C. (5tb Edition).
The Talking Machine World
Vol. 23. No. 9
New York, September, 1927
Price Twenty-five Cents
Success in Retail Field
Measured by Efficiency of Operation
Revolutionary Changes in Products and More Intense Competition
Make Necessary the Most Modern Methods of Retail Store Operation
With Particular Attention to the Elimination of Waste in Selling;
COMPETITIVE methods in retail mer-
chandising have brought about a condi-
tion where there is a vital need for the
elimination of inefficient practices. This in-
volves a broader knowledge of business manage-
ment to the end that uneconomical operation be
done away with. While this condition is gen-
eral in the retail field it applies with particular
force to the talking machine trade.
Revolution in Products
The past few years have witnessed a revolu-
tion in products. Various manufacturers have
placed on the market talking machines that are
incomparably superior to anything ever before
seen or heard. The movement has been ex-
tended to records and not only that, but prac-
tically every progressive talking machine dealer
throughout the country now handles radio, as
well as the various accessories necessary to
supply complete sets to consumers.
With the introduction of the new machines
and records, and the addition of radio, the talk-
ing machine trade automatically found its entire
held of operation extended to an unbelievable
degree. It also discovered in a very short time
that other talking machine dealers (competitors)
realized the opportunity and were striking out
after business in a more strenuous fashion than
ever before. In connection with radio the talk-
ing machine dealer soon found that he was not
only facing the competition of other music deal-
ers in his community, but he was also competing
with businesses outside the field which were
merchandising radio in a more or less haphazard
manner and making concessions that were hav-
ing a disastrous effect on profit.
With this in mind it is easy to understand
that a certain amount of confusion should exist
for a time. The chaos of two years ago is his-
tory. What the future holds depends entirely
upon the dealer. Merchandising success cannot
be won to-day unless the dealer approaches his
problems in an intelligent manner. As far as
retailing is concerned this means that scientific
business management must replace the store-
keeping methods of old.
Costs and Profits
A recent survey conducted by The Talking
Machine World disclosed the lamentable fact
that comparatively few dealers have a proper
understanding of the costs of doing business. It
also brought to light that where a merchant had
installed a modern cost-finding system invari-
ably that dealer was making money, while the
reports of the others indicated guesswork re-
garding profit, or a frank statement that there
were no profits.
Therefore, the first thing the dealer must do
to bring his business up to a modern plane is
to install some method whereby he knows ex-
actly what he is doing and how he stands re-
garding finances. Only by this method is it
possible for the retailer to discover his mer-
chandising weaknesses, and eliminate them.
Many dealers have complained that under the
present system they are unable to make money.
The answer to this complaint was very nicely
put by Frank Steadman, one of the most suc-
cessful dealers in New York State, who oper-
ates a large establishment in Yonkers, when he
said: "We will not handle any line that does
not permit us to make a profit. We will not
sell any product on a basis that is unprofitable
to our concern. We will not indulge in any
practices or make concessions to customers that
compel us to jeopardize our interests."
Continuing Mr. Steadman said: "The talking
machine and radio department of a retail store
All retail dealers are striving
for their share of the consum-
er's dollar. In the race for
business the fundamentals of
economical operation are some-
times lost sight of, with the
result that very often the deal-
er finds that he has been doing
an excellent volume of business
but has not been making any
money. The old-fashioned and
wasteful merchandising meth-
ods are now obsolete. . . .
should make money if properly handled. Take
radio for example. Our entire overhead for the
radio department is approximately 30 per cent.
We handle only standard merchandise which is
considered more or less foolproof. We guar-
antee each set for a year against defects, but we
do not guarantee the set if the buyer tampers
with it. There is a limit to our free service.
We do not mince words in making plain to the
customer that our service consists only of a
call where some defect in the set itself makes it
necessary. Our service men are experts, and
when they install a set it is done right. There is
no complaint in three or four days caused by
hasty installation. The result of this has been
that we do not average one service call per set.
We use only the best accessories. We protect
ourselves by selling on the basis of 25 per cent
down and 10 per cent of the balance per month.
For the privilege of buying on the instalment
plan the customer pays us 6 per cent. We handle
our own paper.
Selected Business
"Our business last year grossed approximately
one hundred thousand dollars, and every dollar
of this was what we call selected business. If
a prospective customer is not able to pay the
25 per cent down we refuse to make the sale.
We will not deviate from this policy because
experience has taught us that where too many
concessions are made trouble invariably de-
velops. Furthermore, if a customer wants to
buy a .$250 set and is unable to pay the 25 per
cent down, she cannot afford that set. We try
to sell her a set within her means, and if this
fails, why, that ends the matter. The point of
all th IS is that were we to cheapen our products
by selling to every Tom, Dick and Harry on
ridiculous terms our radio department would not
be in the substantial position it is to-day. We
have been handling radio for four years, and in
all this time have found it necessary to repossess
only two sets."
The Steadman music house has adopted poli-
cies that are bound to become more general in
the retail talking machine field. The simple
policy of restricting sales to people who are
practically certain to meet their obligation will
immediately relieve the dealer of a tremendous
load of responsibility. There is no question that
where very small down payments are accepted,
and the contract is permitted to run over many
months, the cost of collection reaches a figure
that the mark-up on the product does not war-
rant. More than one dealer, by selling at
ridiculous terms because he lacked the back-
bone to forget competition and attend strictly
to his own business of merchandising, has found
that while he achieved a satisfactory volume of
sales profits were nothing to boast about.
The time comes when such a dealer, forget-
ting profits and feeling well pleased with his
volume, decides to expand. He does so and in
time finds out that he owes a great deal of
money and has none with which to pay. The
wholesalers refuse to supply him with mer-
chandise until he meets his obligations to some
extent at least. This the dealer is unable to
do, and consequently he suffers because he is
unable to keep his establishment well stocked.
Cash is necessary to carry on business. Bills
must be paid, and the discount for prompt pay-
ments should be taken in the interest of eco-
nomical merchandising, but how can the dealer
do this if every penny he has in the world is
loaned to customers through carrying the in-
stalment plan of selling to a dangerous point?
Many of the old bugaboos of business are fall-
ing by the wayside, and rightly so, for they
were based on false premises. Every factor in
the industry to-day is endeavoring to find a solu-
tion of the problem of increasing business
throughout the year, and that these efforts have
not been in vain is indicated by the reports
being received by The Talking Machine World.
Co-operative Effort
Many of these problems are too big for the
individual retailer, but they are not too big for
the entire industry, and that is the strongest
argument in the world why dealers should join
their associations and not only become mem-
bers but active members.
It is up to every dealer to solve his own
petty problems. It is his own fault if he is
operating along obsolete lines. Analyze j'our
own field and if some of your policies are
wrong correct them.
See second last page for Index of Articles of Interest in this issue of The World
Concessions to Customers
Eliminate the Profits of Dealers
Volume Selling on "Nothing Down" Basis Means Granting of Credit
to Bad Risks and Almost Invariably a Large Number of Repossessions
Two men who had been operating a busi-
ness as partners over a period of years
had a serious disagreement and decided
that they had better dissolve partnership. Both
had put in $1,000, and as the business had been
losing money there was just $800 in the treas-
ury. The senior partner pocketed the cash
assets and started to leave the store when his
erstwhile associate, greatly excited, rushed up to
him and shouted: "Look here I put an equal
amount of money in this business and I am en-
titled to half the assets. If you get $800 so
do I."
"Oh, no," declared the senior partner. "That
is where you make a mistake. I get the $800.
Your share of the assets went for 'deducts.' "
"Deducts!" cried the other. "What is that?"
"You see," came the answer, "how ignorant
of business you are. Why, there was a deduct
for the salaries. I had to deduct for rent.
There were deducts for heat, light, phone and
other things," and quickly taking his hat the
senior partner slipped out of the door.
This little story hits home, because a good
many retailers to-day are so busy deducting that
they have precious little time for anything but
worry regarding the state of their business.
Here is what a certain retailer has been doing
during the past year: Business had been poor.
The head of the firm had called the buyer of
the talking machine and radio department on the
carpet and following the "bawling out" had
suggested a plan to increase sales volume. The
buyer was certain that conditions demanded a
schedule of hard work to secure every possible
sale at the least cost until more active times
came to the community; but, knowing the tem-
per of the head of the firm, he refrained from
criticizing the plan suggested. The idea was to
run some large-space advertisements in the local
newspapers calling attention to the fact that an
instrument costing in the neighborhood of $150
could be purchased on the basis of nothing down
and payments extending over a period of twenty-
four months. However, the ads stated that
each customer was expected to purchase at
least $5 worth of records for which payment
must be made immediately.
The result of this method of procedure was
that many sales were made in a hurry, but
any chance of making a profit on the cam-
The dealer who does not con-
sider the cost of meeting com-
petition in his eagerness to
make a sale, when the closing
of the deal involves a conces-
sion regarding the price, or
who goes to ridiculous lengths
to build up sales volume with-
out a thought to overhead, is
traveling a dangerous road.
The profits are only for the
dealers who merchandise their
products along sound and
common-sense lines.
paign was lost due to the fact that within a
month or so customers lured by the "nothing
down policy," who had purchased instruments
beyond their means, decided that they could not
make the grade regarding payments, and the
result was a number of repossessions. Here is
an instance where the dealer deducted the first
payment as part of the plan to promote busi-
ness and, like the partner whose share of the
business was made up of "deducts," was left to
hold the bag.
The manager of an established surburban busi-
ness made the statement to the writer not so
lung ago that the greatest evil existing in the
retail trade to-day is the spineless method of a
good many dealers who go to almost any length
short of selling at wholesale prices to make a
sale and to meet existing keen competition.
"The dealer who handles a standard product
is in a better position to survive cut-throat com-
petitive methods, especially the merchant lo-
cated in a surburban community who has the
disadvantage of being located near a large city.
This type of dealer is compelled to meet the
competition of the large city stores as well as
that of local establishments. Standard mer-
chandise is his only safeguard and if he pro-
motes sales aggressively he should make a
profit. The trouble seems to be that many of
these dealers in order to get the business make
concessions to prospective customers. I know
of cases right here in town where a dealer will
allow 10 per cent off list price on a radio set,
which he sells on extremely low terms and on
which he guarantees a year's free service. Now,
considering the fact that average overhead of a
well-managed retail store is between 28 and 35
per cent, where is the profit for the dealer who
operates on a mark-up of 40 per cent? He
breaks even if he is lucky and, most of the time,
transactions of this character result in a loss."
Contrast this method with that of the dealer
who handles only the merchandise on which he
is certain he can make a profit and who posi-
tively will not make a sale unless he is certain
the deal will be a profitable one. A number of
retail radio dealers, we are pleased to note, still
demand a 25 per cent first payment and insist
upon the balance of the account being paid off
within six to ten months. Experience has taught
them that when the down payment is too small,
when the allowance on a trade-in is too large,
when the instalment contract covers between a
year and two years, the risk of loss is tremen-
dously increased. It is far better to let the com-
petitor make "dangerous" sales.
The Rocky Mountain Radio Co., Denver, Col.,
and A. J. Tobey Co., Los Angeles, Cal., were
recently appointed distributors of the Freed-
Eisemann radio line manufactured by the Freed-
Eisemann Radio Corp., Brooklyn, N. Y.
"NYACCO^^ Manufactured Products
NYACCO Record Albums
NYACCO Radio Sets
NYACCO Portable Phonographs
NYACCO Photograph Albums
NYACCO Autograph Albums
Twenty years' manufacturing experience enables us to offer the trade a line that is tried and proven.
Jobbers and Dealers: Write us for full information.
NEW YORK ALBUM & CARD CO., Inc.
Established 1907
Note New Address - - - - 64^68 Wooster Street, New York
The Talking Machine World, New York, Septanbtr, 1927 5
The Miisic the Vuhlic Wants
LEE SIMS
Famous Radio Pianist
HARRY RICHMAN
Comedian
Star of George White's
"Scandals"
TN vocal as in dance music now, Brunswick has the entertainers
^ who rank highest in public esteem. Such stars as Richman,
Lucas, Munn, and many others cause record buyers always to
look for the latest tunes on Brunswick. And the marvelous
musical quality of Brunswick electrical recordings increases this
growing preference for Brunswick Records. When they hear it
on Brunswick, they buy!
A Few Outstanding Records of the Month
"Baby Feet Go Fitter Patter ('Cross My Floor)"
. . . "There's One Little Girl Who Loves Me"—
fox trots with vocal chorus. Abe Lyman's Or-
chestra. 3605
"I'm Coming, Virginia" . . . "Meet Me in the
MoonUght" — fox trots with vocal chorus. Jules
Herbuveaux and His Orchestra. 3606 — 75c
"Magnolia" . . . "Ain't That a Grand and Glorious
Feeling?" — sung by Harry Richman, Comedian,
with orchestra. 3583 — 75c
"Largo" from "Xerxes" (Handel) . . . "Rendi 1'
Sereno al Ciglio" (Cast From Thy Brow That
Sadness) (Handel) — sung by Elisabeth Reth-
berg, Soprano Metropolitan Opera Company,
with orchestra. 30119
THE BRUNSWICK-BALKE-COLLENDER CO. • Chicago • New York ♦ In Canada, Toronto
Branches in all Principal Cities
6
Tlie Talking Machine World, Nezv York, September, 1927
Crouch Radio Co. Exacts Protest Fee
When Installment Buyer Delays Payment
Live Oneonta, N. Y., Radio Dealer Keeps Past Due Down to Lowest Minimum and Collects 6
Per Cent Interest and Protest Fee of On e Dollar When Customer Is Delinauent
The Crouch Radio Co.. of Oneonta, N. Y.,
has been exceedingly successful in keeping the
past due on installment sales of radio receivers
to the lowest possible minimum by the use of
thirty days. In the note the Citizens National
Bank & Trust Co., of Oneonta, N. Y., is spe-
cified as the place and person to whom pay-
ments are to be made.
The company occasionally grants renewals of
the note for which a protest charge is made
except in cases where sickness or some other
unavoidable reason for the delay is accepted by
the dealer, in which case the protest charge is
left ofif. Mr. Crouch is firm in collecting the
protest charges and for this reason payments
are received in a most satisfactory fashion.
The following notice is sent to the customers
a few days before payment is due:
Your note for $ is due at the Citizens National
Hank. Oneonta, N. Y., on
Please sign the enclosed note and return same together
with your payment of $ plus $ interest.
If payment does not reach us before 3 o'clock on the date
due a protest charge of $1.00 will be charged. Mail it
early and avoid delay. Thank you.
Yours truly.
Crouch Radio Co.
Notice — Our service department is always ready to ke«p
your radio in good running order, therefore, the Citizens
National Bank does not accept excuses for non-payment.
The postscript on the above quoted form ap-
pears in bold black-faced type, and this notice,
according to Mr. Crouch, has obviated the old
excuse that the set is not "running right."
A great deal of the success of this company
can be attributed to the novel and effective win-
dow displays which are frequently changed. The
accompanying photograph is typical of the man-
ner in which Mr. Crouch attracts the attention
of passers-by and stimulates their interest in
the receivers he is selling.
Human Interest Radio Window
a protest fee of one dollar ($1.00) on every oc-
casion when the installment buyer fails to make
payment on the date due. This company, which
is situated in a town that has a railroad ter-
minal, does a large installment business with
railroad employes. Radio receiving sets sell-
ing in the neighborhood of $150 are most popu-
lar with the buyers and practically all sales are
done on a time basis. L. D. Crouch, proprietor
of the store, allows ten months for completion
of payments, and receives 6 per cent interest on
the outstanding balance due.
Sales are made using the thirty day property
note method in which the purchaser agrees that
the title of the property remains with the dealer
until the amount of the note and the interest are
fully paid. The customer also agrees in the
note that the property is not to be moved with-
out the consent of the dealer except for tem-
porary uses during a period of not more than
Dealers' Radio Show in
Nebraska a Big Success
W. M. Dutton & Sons Co., of Hastings, Neb.,
Sponsored Event — Dealers Informed of Lat-
est Developments in Radio Field.
The fourth annual dealers' 'radio show to be
held by the W. M. Dutton & Sons Co., whole-
sale distributor, of Hastings, Neb., has been
pronounced a splendid success.
The 1927 show occupied the entire sixth
floor of the Hotel Clarke, in Hastings, a space
which included a large ballroom and several
large sample rooms. Several new features were
added to make this year's show better than
ever. The educational side of the show was
particularly stressed. Dealers were farmed
into classes, and were taught by lectures and
demonstrations the latest developments in the
radio field, the best methods of selling, demon-
strating, servicing, and installing. Service men
were shown the best methods of trouble shoot-
ing, and the proper instruments and tools to
use.
Another feature was a loud speaker room,
in which thirty-seven different models of speak-
ers were connected to a large switchboard, so
that by instant switching from one model to
another a very striking comparison of tone
and volume could be made.
A total of 256 dealers from Nebraska, Kan-
sas, Colorado and Wyoming were registered.
Twenty-two factory representatives were pres-
ent, among them being E. E. Horine, assistant
manager of the radio division of the National
Carbon Co.; L. A. Kellogg, field promotion
manager of the Crosley Radio Corp., and Paul
J. Pfoll, of the Radio Corp. of America. In
the evenings the general public was admitted to
the display rooms.
Prof. J. F. Wysong is planning to open a
music store and studio at Eaton Rapids, Mich.,
in the near future.
PEERLESS
the Album
Peerless Artkraft Album
BEAUTIFUL GOLD-EMBOSSED COVER— HEAVY
BROWN KRAFT POCKETS
Peerless Loose Leaf Album
REMOVABLE POCKETS FOR RECORDS
Write for quotations on our
Genuine Leather Portable
— absolutely unlike any ma-
chine on the market — as
well as our popular $15-00
model.
The easiest way of carry-
ing records to camp and
seashore is in a Peerless
Carrying Case. Appeals
to every Portable owner.
Now made of wood in two
sizes. To hold 25 and 50
records.
PEERLESS ALBUM COMPANY
PHIL RAVIS, Pres.
636-6^8 Broadway
New York City
The Talking Machine World, Nezv York, Scptcnihcr, 1927
7
"IT Creates Prestige"
me
BRUNSWICK
PANATROPE
10 MODELS: $90 to $1275
Prices Guaranteed to Dec. 31, 1927
(Above) Bninsivick Panatrope, elec-
trical type, combined zvitli 8-tube
Radiola Super -heterodyne, Model
148-C. $1250, Eastern i Coast, $1275.
(At left) Bninsivick Panatrope,
Exponential type. Model 8-7, $90.
THE astounding- musical performance
of the Brunswick Panatrope is react-
ing to the benefit of the Brunswick dealer
in more ways than those of sales and
profits. "The prestige it creates is a big
asset," writes J. H. Haeske Radio Music
Co., Bartlesville, Oklahoma.
The Brunswick Panatrope is an instru-
ment which possesses in high degree that
rare quality known as personality. In less
than two years' time, it has won top place
among the musical inventions of the
present day.
Public preference in the matter of cabi-
nets and equipment has been fully deter-
mined by the makers of the Brunswick
Panatrope. Ten models at prices to suit
all purses. Five Brunswick Panatropes of
the exponential type ranging in price from
$90 to $300. Five electrical-type Bruns-
wick Panatropes and Panatrope-with-
Radiola combinations priced between $450
and $1275.
The fall season of 1927 holds rich possi-
bilities for the dealer who makes theBruns-
wick Panatrope his feature line. In the
coming months, this amazing instrument
will rise to new heights of public esteem.
THE BRUNSWICK-BALKE-COLLENDER CO., CHICAGO • NEW YORK • IN CANADA: TORONTO
BRANCHES IN ALL PRINCIPAL CITIES
Sell the New
Phonograph— Then Talk of
the Trade-in
TRADING in an old phonograph on the
modern reproducer of music can be
likened to the trading in of a horse and
buggy for an automobile. The phonograph
trade-in problem is one of the most embar-
rassing to the retailer.
We are concerned with the customer who
has had some variety of talking machine any-
where from five to fifteen years, has heard
the latest marvels of music-reproduction ap-
paratus, desires to have the latest model, and
wants something for his old one. The issue
is a complicated one.
The customer and his family have developed
a fond feeling for the old machine, even though
it can only be used now as a piece of furniture.
The customer, in practically every case, also has
a radio receiving set, with good music at his
finger tips. All of us know that the customer's
conversation with the clerk runs something
like this: "I have heard one of the new phono-
graphs. I would like to get one. How much
will you allow me on my old machine?" When
the obliging clerk answers: "ten dollars," the
customer first throws up his hands, then plunges
them — both of them — into his pockets to get a
firm grip on his purse, murmurs something
about "a darn good radio" and walks out. That
is the situation before every retail dealer.
There is only one solution, as I see it.
Must Sell the New Instruments
We must SELL the new phonograph. We
must sell its marvelous reproductive facilities,
we must sell its true tone, we must sell its
shading and its accuracy. W^e must convince
the customer that the machine is such that he
wants one and needs one. He must be sold
on the new phonograph before we are to discuss
the value of his old talking machine.
The old talking machine is valueless. So is a
square piano. The only difiference is that the
public knows and understands that a square
piano is obsolete, not marketable, and there-
fore of no value. The public has not yet real-
ized that the same is true of the phonograph of
a few years ago. When we take in an obsolete
talking machine we must assume considerable
expense before it is again placed on the market.
Cost of Marketing Trade-ins
We must figure 35 per cent for overhead. If
we have allowed the customer $50 for one of
the obsolete models which originally cost $150,
the overhead means that the cost to us is $67.50.
Before we attempt to sell it again we must go
to the expense of appraisal, transportation,
graphiting, refinishing and new parts. Is it pos-
sible to sell the machine now for $75? The
question is answered by saying that for $75
one of the modern machines can be purchased.
And where, pray tell me, can we find a per-
son who is willing to pay the same price for a
second-hand machine of obsolete type that he
does for one of the new models. The answer,
then, is that we must allow no more for the
trade-in than is consistent with good business
and a desire to keep our warehouses free from
dead stock. And we must all agree to abide by
a price to be fixed, for the eternal enemy of the
wavering seller is that variety of American
purchaser known as the "shopper."
How the Shopper Operates
The shopper comes to a store and gets a
price on an old machine to be traded-in. The
shopper goes two blocks away and tells that
firm that he has been offered twice as much.
We all want business and it is a simple matter
to raise the exaggerated ante. We are all eager
and selfish for business and we are too will-
ing to stretch a point to get that business. The
shopper is just as willing to stretch the truth.
I have heard of many cases where dealers
have made trade-in allowances of 50 per cent
more than other stores, if the customer agreed
to make up the difference in records. To my
mind this is bad business. If we add the cost
of the records and the cost of selling them
to the original transaction, we are not making
money. And in addition we are actually forc-
ing a customer to purchase something that the
customer may not actually desire to buy.
. The Northern California Music Dealers' As-
sociation has adopted a policy of allowing a
maximum of $10 on upright models of obsolete
machines and $30 maximum on console models.
Such a policy is useless unless it is universal.
Co-operation of All Dealers Essential
If all dealers abide by the prices agreed upon
it will be but a short time before the public will
realize that the obsolete talking machine is in
the same category with the square piano. The
public will then accept the small allowance,
knowing that their merchandise is actu:illy
worth no more.
To the dealer who would continue to allow
William H. Cross
$50 on an old machine, to sell it for the same
price a few weeks later, I can only quote from
one of our popular records: One of the famous
crows says to the other: "We bought the pigs
in November for four dollars and sold them
in Apiril for four dollars." The other retorts:
"You can't make monej' that way!" And the
answer is drawled, you remember, "We found
that out."
(William H. Cross, who gave the above address at
the Western ilusic Trades Convention, is manager of
the talking machine and radio department of the Jack-
son Furniture Co., Oakland, Cal.— -Editor.)
Radio Firms Consolidated
Radio Foundation, Inc., New York, and the
Spartan Electric Corp., Newark, N. J., have
consolidated and will operate under the name
of the first-named company. New sales and
executive offices have been opened at 118 West
Fourteenth street. New York. The officials of
the concern are: Eugene A. Widmann, presi-
dent; Sanford Samuels, vice-president; Ernest
Ohlschuller, secretary and treasurer, and
Maurice Despres, sales manager.
Adds Columbia Distribution
The Lincoln Fixture & Supply Co., Lincoln,
Neb., has been appointed a distributor of
Columbia Viva-tonal phonographs and New
Process records for the Nebraska territory. C.
F. McCain is president of the company.
Death of C. L. Logwood
Charles L. Logwood, radio pineer and for-
mer associate of Dr. Lee De Forest, died on
Sunday, August 21, in Mountainside Hospital,
Montclair, N. J., following a stroke suffered a
few days previously.
Over 2,000,000 KRASCO Motors in Use
KRASCO No. 33 — four 16-foot springs— plays 10 ten-inch records to the winding
-^3^^ MOTORS
WILL SELL YOUR PHONOGRAPHS by
MORE PLAYING with LESS WINDING
There are seven sizes of KRASCO Motors; all play
longer with less winding.
KRASCO Motors mean more pleasure for the user —
more sales for the manufacturer and dealer.
The new complete KRASCO CATALOG will interest
you
Krasco Phonograph Motor Company
Elkhart, Indiana, U.S.A.
8
The Talking Machine World, Nciv York, September, 1927
The Greatest
Strombeig-Cailson Line
A.C. Receivers for operating direct
from 60 cycle house lighting circuit;
Universally Powered Receivers for
operating in all other areas.
No. 52.3 A.C. Receiver. Price, with Audio-Power
Uoicand 8 R.C.A.Tube-bucwithoucConeSpeaker;
Ease of Rockies $195 ;Rockies and \Vesc$3i5.
No. 501 Universally Powered Receiver, similar
Cabinet. Price, less accessories; Ease of Rockies
$180; Rockies and W'esc $191.50.
No. 514 A.C. Receiver. Price, with Audio-
Power (Jnitand 8 R.C.A . Tubes— but with-
out Cone Speaker; East of Rockies $41.5;
Rockies and West $455.
No. 501 Uaiversally Powered Receiver,
simjlar cabinet. Price, less accessories, East
of Rockies $190 i Rockies and Wesc$3i5.
No. 744 A.C. Receiver. Radio and Phonograph combination.
Incorporates an electric phonograph having magnetic pick-up for
reproducing records through audio system of Receiver and the
CcneSpeaker. Price, including Cone Speaker, Loop, Socket-Power
Un i f and 1 1 R.C.A. Tubes, Ease of Rockies $1245 ; Rockies and
West $12.99.
No. 734 A.C. Receiver, Price with Socket-Power
Unit and 11 R.C.A. Tubes — but not including Cone
Speaker or Envelope Loop, East of Rockies $755;
Rockies and West $795-
No. loConeSpeaker. A ii-ioch seamless Cone
Speaker built with thin apex and thicker edge
for evensound-pri")di.iLing qualities. Reproduces
below 60 cyclelundamental tones. Designed only
for highest grade Receivers. Price, Ease of Rock-
ies $40; Rockies and West $44.
No. 634 A.C. Receiver, Price, with Audio-Power
Unitand 9 R C.A.TubesbutwithoueConeSpeakeror
Loop, Ease of Rockies $505 ; Rockies and Wese $545.
No. 601 Universally Powered Receiver, similar
cabinet. Price, less accessories, East of Rockies $330;
Rockies and West $360.
\ IX NEW A. C. STROMBERG-CAKLSONS satisfy the demand
^— ^ for all i:/z>«c/ light socket operation wherever 105-12.5 volt,
50-60 cycle alternating current is available. Four Univer-
sally Powered Stromberg-Carlsons give indirect A. C. oper-
tion with"B"eliminator and Unipower; or complete D.C.
operation with batteries where house current is unavailable
or unsuitable.
The Stromberg-Carlson line contains Receivers which
offer loop or antenna pick-up in Treasure Chest or Console
models ; Receivers with single or dual station selectors; Rec-
eivers which give radio reproduction of phonograph records.
Every Stromberg-Carlson irrespective of current supply
uses inexpensive, long-lived, D.C. type tubes of proved
efficiency offering no limit on tone quality.
The wide range of Stromberg-Carlson prices, plus the
protection and profit possible under the new Stromberg-
Carlson financing plan permits more sales with safety.
Stromberg-Carlson's complete patent protection on every
item of their radio installations and their guarantee not to
reduce prices, assures "permanent value".
STROMBERG-CARLSON TELEPHONE MFG. CO., ROCHESTER, N. Y.
Makers of 'voice transmission and voice reception apparatus for more than thirty years.
There Is Profit in Record Sales
How One Live Dealer Made
Record Department a Good Investment
UPON entering the music business a short
five years ago, all the advice offered me
had to do with talking machine sales and
the best efforts of the various organizations,
locally and in adjoining towns and cities, were
bent on selling talking machines alone. The star
salesmen spent hours planning and devising
means of making machine sales, and we, being
new at the business, followed suit. The record
business was considered an accessory line, like
needles, to be used as bait, perhaps to be given
away when necessary, to sweeten or secure a
machine sale. The dollar down, dollar when
I catch you type of contract was in vogue at
that time, and being financially unable to meet
this competition, and foreseeing the inevitable
reverts that would follow too long time and
too easy terms, we were forced to change our
business plans.
Concentration on Record Merchandising
Concentration on record sales followed.
Record sales may be for all practical purposes
considered as "cash sales." The discounts
were set and the matter of operating expense
was carefully figured. We found by placing
the record rack immediately adjacent to our
hearing rooms that one salesman or sales-
woman could handle six, or more, hearing
rooms running full up. The majority of per-
sons desiring to listen to records prefer to be
left alone or in the company of the?r com-
panions; they do not want the attending clerk
to remain in the hearing rooms, or booths as
I shall term them, as it creates a strained feel-
ing on the part of both clerk and customer.
Following the system used by the theatres,
which continually advertise coming attractions,
we selected and placed in the booth from six
to a dozen records — two or three of the best
sellers and the balance the newest records in
stock. We found that our customers would
select some of the best sellers and play them,
but pass up the newest numbers because they
werg strange and unfamiliar melodies. We
make it a point to casually suggest to the cus-
tomer that he listen to the new records so that
he will become educated to like them at first
hearing. Our experience has been that unless
one is in the business and trained to buy stock
on first hearing of a record, that the casual
or steady customer must be educated to like
some particular part of a record, either a brass
team, a piano part, exceptional orchestrating
or catchy melody, to buy at first hearing.
This system of education has meant record
sales success for us, as the majority of our
customers are "daily" visitors, asking, "Any-
thing new today?" In answering this query
we stress "frankness" with our customer, ire-
plying that there either is something that will
appeal to him or that there is nothing par-
ticularly good, but we would like to play them
over- -for his approval just the same. This
breeds a feeling of trust and the customer in-
stinctively feels and appreciates that we know
his particular tastes. He thus buys the best of
the ne;w records as they are received. Instead
of waiting for the weekly, semi-monthly or
montlvly releases and attempting to choose from
the large assortment. Customers tire from lis-
tening to too many records at a time, and just
pick the cream. I want to say here that the
new process records are wonderful — upper and
lower register coming clear, distinct and with-
out distortion and are deserving of the very
best efforts of the trade.
By C. E. Martin
There is so much to offer the customer today.
The appointment of the booths is of vital im-
portance in our system of handling records.
The machines must be the new type, either
Panatropes or other electrical reproducing in-
struments, or the new type mechanical repro-
ducers with electrically driven motors, as the
customer soon tires of hand winding. Women
are the largest buyers of records. They have
the time to shop around and are amusement
seekers. The vanity case or compact being an
indispensable adjunct of their toilet, we placed
a large mirror in each booth for their use in
repairing wind-blown hair and complexions, all
the while listening to records. They originally
C. E. Martin
came in to tidy-up — and listen to new records.
They remained to buy — because of cool, com-
fortable surroundings. An electric fan, a smok-
ing set and large easy chairs comprise the other
indispensable equipment of our booths. We use
a Panatrope or other electrical reproducing in-
strument to broadcast records to the street,
either through the doorway or from the top
of the store. This is of the greatest value in
stopping potential customers and bringing them
into the store where we get an opportunity
to work on them.
Must Carry Stock to Meet Demand
We, on the Coast, are exceptionally fortu-
nate in being located so close to the recording
and pressing plants of the larger companies,
as the ability to have in stock requested num-
bers is extremely important. Nothing kills en-
thusiasm on the part of the customer or clerk
quicker than, "I'm sorry, but that number is
out of stock." But the fault of being out of
stock is only partially with the record com-
panies; the dealer is primarily to blame for
not ordering more liberally. It stands to rea-
son that the wholesaler gauges his stock on
the orders received from dealers from his sam-
ple records. Suppose a hundred dealers order
five each of a certain number, the wholesaler
is going to stock accordingly. Then when the
record goes on sale there is a shortage and
by the time the new stock arrives, the en-
thusiasm for the record and the peak of the
demand are passed. So unless the dealer or
clerk responsible for tlie record department
takes the sample records and after carefully
listening to and digesting their good qualities,
uses both initiative and imagination in order-
ing sufficient stock to carry through the inten-
10
sive initial efforts put forth by all the record
companies, music publishers and wholesalers,
the selling opportunity fails. Dealers need not
fear the old bugaboo of "over-stock." Our
record purchases range up to two thousand
dollars, wholesale, monthly and the extreme
liberality of the 10 per cent cut-out privilege
coupled with various exchange plans fostered
by the record companies, keeps stocks clean.
Back Orders Cause Waste
Avoid back orders — this is the loophole
through which profits for the recording com-
panies and the dealers slip. The life of the
present day popular record is very short and
the majority of back orders are cancelled before
the wholesaler can get additional stock from
the factory to fill them. In consequence this
dead stock adds to the manufacturers' over-
head which is, in turn, passed on to the dealer.
Thoughtful, imaginative ordering of record
stocks would mean that the recording com-
panies could put the present high grade stand-
ard records on the market at a retail price of
sixty cents, and with the proper cooperation,
fifty cents is not too low a figure. This would
result quickly in larger volume and increased
profits for all concerned.
Just a word more about our general lack of
cooperation with the recording companies.
How many of you take the time or trouble to
keep in touch with the salesmen that call on
you, or how many of you drop a line to the
managers of the different companies suggesting
this or that number, which is popular in your
vicinity, be recorded. This help is greatly an-
preciated by the recording companies and helps
them to make the "hits" while they are "hot".
It also makes you feel that you are really part
of the game.
(The above is an address made before the Western
Music Trades Convention, San Francisco, by the head
of Martin's Music Shop, Palo Alto, Cal. — Editor.)
A. H. Bartsch in New Post
Alfred H. Bartsch, general sales manager of
the American Bosch Magneto Corp., and one of
the best known executives in the automotive and
radio industries, has announced his resignation
to accept an executive post with the General
Motors Corp. Mr. Bartsch will operate in the
export division as sales manager in charge of
sales and advertising of one of the several
regions in which General Motors has divided
the world for the extensive development of
their international business. His headquarters
temporarily will be at the General Motors Bldg.,
in New York.
New Okeh-Odeon Distributor
The Q R S Music Co., 1017 Sansom street,
Philadelphia, Pa., has been appointed dis-
tributor of Okeh-Odeon records for eastern
Pennsylvania, Maryland and northern Dela-
ware. Donald S. Rockwell is manager of this
concern.
Incorporated
The Natural Voice Reproduction Corp.,
Dover, Del., was recently incorporated to deal
in talking machines, etc., with a capital stock of
$200,000.
The Talking Machine World, New York, September, 1927
I
"eg,
:!L^^^:":Radiotron s
SALES
HELPS
with an RCA
punch!
Here are sales promotion
aids that will put new prof-
its in your pockets — just as
RCA Radiotrons put new
life into radio sets.
Everybody is talking about
RCA Radiotrons. No other
vacuum tube is so heavily
advertised in magazines and
newspapers.
Hook-up! Use these forceful
Counter and Window Dis-
plays, Blotters, Folders.
Ask your Distributor about
the clever Penny-A-Day
Window Display Service
for RCA Radiotrons, and
many other sales helps.
Write or telephone right
away — or clip and mail the
coupon to nearest RCA
District Office. Be first in
your neighborhood.
KCA
Radiotron
Vacuum
nUbes
RADIO CORPORATION OF AMERICA
(Address your nearest district office)
I am interested in the new RCA Radiotron Sales
Helps. Please send me full information — free.
Name
Street Address
Town
State .
RCA Radiotron
MADE BY THE MAKERS OF THE RADIO LA
The Talking Machine World, New York, September, 1927
Alternating Current or Direct Current
Built-in or Separate Loudspeaker
Outdoor Aerial or Indoor Loop
Storage Battery or Dry Battery
from *69.50 to ^895
SOCKET POWER OPERATED
BATTERY OPERATED
RCA RADIOLA }2— A special custom-built combination
of the famous RCA 8-tube Super-Heterodyne with Loud-
speaker 104 — the two finest radio instruments ever de-
signed. Operated directly from the electric light circuit
-either A.C. or D.C.
Complete with Radiotrons $895
RCA RADIOLA 17— Operates directly from the electric
light circuit without batteries or battery eliminators.
This year's outstanding achievement in the radio art.
Employs the new RCA alternating current tubes. Tuned
with one knob.
Less accessories $130.00
With Radiouons $157.50
I
RCA LOUDSPEAKER 104-When used with Radiola
28, provides a perfection and volume of tone production
that has been a sensation ever since it was introduced.
RCA Loudspeaker 104 <A.C.) $275
RCA Loudspeaker 104 (D C.) $310
RCA RADIOLA 28— For the many who prefer receiver
and loudspeaker in separate cabinets, the 28-104 combi-
nation is the standard of comparison in the radio art.
Radiola 28. with Radiotrons $260
A.C. Package for adapting Radiola 28 for A.C, operation
with RCA Loudspeaker 104 $35
THE new, complete line of Radiolas,
backed by the greatest advertising
campaign ever launched by RCA gives
the RCA Authorized Dealer the answer
to every buyer's requirements.
These tried, tested and perfected instru-
ments, from the laboratories of RCA,
Westinghouse and General Electric,
enable the dealer to meet every trade
demand under one nationally known
trade-mark.
Dealers can best assure themselves of
their share of the big Fall business by
placing their orders with distributors
now.
RCA RADIOLA 30-A--Custom-Built— A de luxe in-
strument, employing the same perfected Super-Hetero-
dyne circuit as Radiola 32, but using the new Loud-
speaker 100- A. Operated directly from electric light
circuit — either A. C. or D. C.
Complete with Radiotrons $495
RCA LOUDSPEAKER lOt)— A — This refinement of the
popular model 100 embodies improvements in construc-
tion which give greater sensitivity and ability to handle
greater volume $35.00
RCA RADIOLA 20— The biggest value in radio Many
times as selective as the average antenna set A battery
operated set that can readily be adapted to A. C. operation.
Less accessories $78 00
With Radiotrons $89.50
M
■ ■ %
ever
RCA RADIOLA 16 — The widest musical range ever
achieved with one-diai control A storage battery set of
great compactness. For selectivity, sensitivity and tone
quality, it sets a new standard for receivers in its price
class. By use of socket power devices, it can be adapted
for A.C. operation
Less accessories $69-50
With Radiotrons S82.75
RCA RADIOLA 28 — The famous receiving set that
brought a new meaning to radio in thousands of Ameri-
can homes. Employs the tried, tested and perfected
RCA 8-tube Super-Heterodyne circuit.
With Radiotrons $260
fVJC A ^ Radi o 1 a
RADIO CORPORATION OF AMERICA rv, NEW YORK CHICAGO .v. SAN FRANCISCO
The Talking Machine World, New York, September, 1927
RCA
Announces
a complete line of Radiolas
— for all methods of operation
— for all requirements of location
From the Research Laboratories of Radio Corporation
of America, Westinghousc and General Electric have
come these RCA Radiolas and Loudspeakers — the
greatest achievements ot the radio art.
These tried, tested and perfected receiving seis are in-
dividually adapted to the dilferent methods of operation,
as well as 10 the exacting requirements of diflereni
locations.
RCA Radiolas set the standard for radio because of their
unrivalled periection of tone and simplicity ot operation.
They are designed by the sacne engineers who planned
the leading high-power broadcasting stations. They are
the time-tested sets that have been chosen for exclusive
use by Victrola and Brunswick in their finest instruments.
Included in the new Radiola line are dry battery sets,
storage baiicry sets, and, of course, the sets that operate
directly from the electric light circuit.
y-OT hartni really heard radio until ym lia-ve
liilened to a Radiola and RCA Loudjpeaitr.
Aik any RCA Aui/arized Xiealtr to
dimonslrati these marvelous instrumenli.
RADIO CORPORATION OF AMERICA-
- New Yoft ~ Cbiiigo - Sia Frjn^iieo
I\CA-P.adiola
MADE - Uy - TME ■ MAH.£ft.S ■ OF THE KADJOTftOK
Double page color announcement:
COmERS SEPTEMBER 17
LIBERTY SEPTEMBER 10
UTERARY DIGEST SEPTEMBER 10
SATURDAY EVENING POST . . . SEPTEMBER 17
1
The Talking Machine World, New York, September, 1927
I
new loudspeaker
the new broadcasting
This sign marks
the leading
dialer in eucr>
community.
THE great broadcasting stations built by RCA,
Westinghouse and General Electric are now
transmitting with a perfection of tone that was not
possible several years ago. The art of radio has tre-
mendously advanced.
But millions of radio listeners have no real knowl-
edge of the beauties of the new broadcasting. They
have not kept pace with the progress of radio in-
vention.
They are using good receiving instruments, but spoil-
ing their performance with antiquated loudspeakers.
No receiver, however perfect, can hurdle the obstacle
of an inferior loudspeaker.
The same engineers who have so amazingly improved
broadcasting have also designed the new RCA Loud-
speaker 100- A, so that all the realism of modern radio
can be enjoyed by the listener-in.
RADIO CORPORATION OF AMERICA
New York ..... Chicago ..... San Francisco
RCA^ Loudspeaker
D E BY THE MAKERS OF THE RADIO L^^^
The Talking Machine World, New York, September, 1927
11
Constructive Suggestions on the Train-
ing of Salesmen by Means of Meetings
R. H. Mouser Addresses Western Music Trades Convention and States That Salesmen Are Edu-
cated and Made, Not Born — "Methods of Prospecting Are Especially Important"
One of the interesting addresses given at the
Western Music Trades' Convention in San
Francisco, Cal., was dehvered by R. H. Mouser,
of Mouser & Lively, insurance agents, on
"Training Salesmen." The chief point of the
talk was that salesmen are educated and made,
not born, and that in the insurance business
the salesmen receive a course of training which
fits them for their work, instead of relying on
the salesman's natural aptitude and ability.
This is a factor that, with the exception of a
few rare instances, is lacking in the music field.
Salesmen are hired, and given the opportunity
to sell the line, and failing to produce, are fired.
Very seldom is any training given that might
aid the ambitious young man to master the in-
tricacies of selling. Some of the points brought
forth by Mr. Mouser in his address are worthy
of reproduction. He said:
"I would say that having carefully selected
your salesmen, the first step in their training
should be in a 'school of instruction' within
youir own organization. This school should be
well organized, with a carefully worked out
course of instruction. Those who instruct
should not only be able to advance a theory,
but to teach and demonstrate its practical ap-
plication. In our own organization we use as
instructors men and women who are successful
in the field. We like to have a number of in-
structors, as the contact with strong personali-
ties is a valuable factor in itself. Our in-
structors are required to confine themselves to
their particular subjects, as our course is
worked out in continuity with one subject
dovetailed into the other. An instructor must
not only know his subject, but be able to pre-
sent it in an interesting way. We look with
displeasure on an instructor who reads to the
class, or delivers his message while sitting
down.
"Let me emphasize methods of prospecting as
being especially important. Today the sales-
man who builds a real success must create busi-
ness. The man who expects his firm to keep
him supplied with leads will generally make
only mediocre progress. The working system
is vitally important because it means time con-
trol and I think you will all agree with me
when I say that one of the greatest causes of
failure among salesmen is found in inability to
control their own time."
With reference to the meetings at which the
instruction is imparted Mr. Mouser said:
"In my opinion the ideal meeting should be
a well-balanced combination of entertainment,
inspiration, and instruction — in proportion of,
say 10 per cent entertainment, usually at the
start of the meeting — 40 per cent inspiration
scattered through the program and SO per cent
instruction. If time permitted I would be glad
to go into details on some programs which we
have found very successful. The meeting must
be full of life, with not a dull moment. It never
should drag. The chairman should be care-
fully selected, as he can 'make or break' the
meeting. In passing I might say that we have
found the meeting also very helpful in attract-
ing good men to our organization.
"The 'unit' or 'group' meetings are conducted
by the unit supervisors. The meetings start at
8:30 and close at nine. These meetings are
practically confined to instruction.
"We encourage and urge our men to take at
least one good magazine. In the music trades
there must be a number of first class journals
and they can be made invaluable in the train-
ing of salesmen. How can a man keep abreast
of his business if he does tiot read the maga-
zines which employ a specialized staff of editors
to put in workable form the latest information
in his line?"
McDowell Music Go. Holds
Successful Sales Contest
Practically $100,000 Worth of Business Con-
summated in Sixty-six Days — John Terry
Wins Three Prizes — Other Prize Awards
PoNCA City, Qkla., September 7. — The first an-
nual sales contest of the McDowell Music Co.
organization, operating stores in this city,
Blackwell, Enid and Pawhuska, closed recently
after producing approximately $100,000 worth
of business in sixty-six working days.
Various prizes were offered by the manage-
ment and the first prize, a large loving cup, was
presented to the Pawhuska store for getting the
greatest number of sales units. Another cup,
the highest award for store management, was
made to John Terry, manager of the Black-
well store. A third cup, the highest award
for credit management, was presented to T.
J. Clark, manager of the Enid store.
Mr. Terry also won a cash prize of $50 for
the largest amount in dollars and cents of per-
sonal sales, and a similar prize was won by
Miss Marie Rackley, of Pawhuska, for the larg-
est amount of individual sales among the sales
ladies.
The Columbia Phonograph Co. donated a
beautiful Viva-tonal phonograph as a prize to
the salesman selling the greatest volume of
Columbia products. This was also won by Mr.
Terry. M. L. Bardwell was awarded a Gruen
watch donated by the Straube Piano Co. for
the largest volume of Straube piano business.
The awarding of fiiTSt prize to the Pawhuska
branch carried with it the privilege of enter-
taining the entire organization at the annual
picnic. All of the four stores were closed for
the afternoon of the event and the Pawhuska
employes entertained with a picnic dinner and
dance. Pawhuska donated the use of the park,
swimming pool and dancing pavilion, and a
mQ.st enjoyable day was spent. Among the
guests at the picnic were: W. B. Ockenden,
manager of the Kansas City branch of the
Columbia Phonograph Co.; L. S. Blythe, of
the Brunswick Co.; E. R. Jacobson, president
of the Straube Piano Co., and R. L. Skidmore,
of the American Piano Co.
H. R. Fuller Appointed to
Important Garryola Post
Now Assistant Sales Manager of Company —
Duties Include Direct Contact With the Trade
Throughout the Country
Howard R. Fuller has been appointed as-
sistant sales manager nf flic r.'irr\ola Co. of
Howard R. Fuller
America. His activities embrace a direct con-
tact with the trade throughout the country, and
his energies will be extended to co-operate with
jobbers and dealers in the promotion of their
business.
Mr. Fuller is well known in the radio-music
industry. For several years he was affiliated
with the Chas. Freshman Radio Co. and in his
capacity of assistant sales manager did a great
amount of work in establishing dealer outlets
for the products. He then joined the Apco
Mfg. Co. in an executive capacity. A year ago
he came to Chicago as general sales manager
of the Stewart Battery Co., where his ability
was demonstrated by the excellent results that
he obtained.
National Record Albums
Made oS the best materials and finished by experienced
workmen
PORTABLE ALBUMS
ALBUMS FOR CABINETS
ALBUMS BOUND IN CLOTH or ART MISSION
Albums /or Export Our Specialty
Write Sor list of 19Z7 styles and prices
National Publishing Co., 239''245 South American St., Philadelphia, Pa.
Increasing Radio Sales-
Set the Stage for Demonstrations
Massed Demonstration Ineffective — Best Results Secured by Pro-
viding Soundproof Booths — Bring Out Merits of the Radio Line
(The writer of this article is president of Van Ve_en
& Co., Inc., and is an authority on interior airangement
for retail talking machine and radio stores. — Editor.)
AFTER manj' years of change and de-
velopment the majority of dealers in
talking machines and musical merchan-
dise became convinced of the importance of
Note the Battery of Booths
suitable and adequate facilities for demonstrat-
ing their merchandise and the modern sound-
proof hearing room was brought to a high
state of efficiency combined with beauty of
By Arthur L. Van Veen
in importance and in sales volume to the talk-
ing machine, the main concern of the talking,
machine dealer was to find as much space in
his store as he possibly could spare to devote to
individual sound-proof demonstration rooms.
The proof of the pudding indicating the good
judgment of this procedure was that the most
.successful dealers were those who had the
greatest number of hearing rooms. The fact is
that a prospective customer had every oppor-
tunity to thoroughly appraise to his own satis-
faction the relative merits of each and every
machine carried in the stock of the dealer and
as a result many sales were made upon the
initial visit of a prospect which might otherwise
have been delayed or lost.
It now appears that most of the effects of
this system, which took years of development
and experiment in the talking machine trade,
have been overlooked by a great many other-
wise progressive radio dealers; instead of dem-
onstrating each type separately and giving it a
fair chance with the buyer, as was and still is
done in selling talking machines, radio sets are
tuned in in the main store space and the cus-
tomer is obliged to listen, in many instances, to
a set in which he is not interested, while it is
being demonstrated to someone else, and to wait
until that particular try-out is finished before he
can be properly waited upon.
By reason of this method of massed demon-
An Unusually Artistic Style of Booth and Interior Arrangement
design and outline, after many years of experi- stration, the majority of radio shops are a bed-
ment. lam and it is all but impossible for an exacting
Up to the time that the radio became equal buyer to be convinced. Very often he will listen
for a while and then go elsewhere to hear an-
other set, thus losing to the dealer the chance
of a sale that might have been gained by affnrd-
Booth Installation for Deep Store
ing the opportunity for an adequate and in-
dividual comparison which the sound-proof
room insures.
The sale of tubes might also be increased by
this method of demonstration, as it is quite
likely that the prospective customer may be just
as interested in making comparisons as when
purchasing records for his talking machine.
N. A. Fegen Heads New Firm
The resignation of N. A. Fegen, as secretary
and sales manager of the Zenith Radio Corp.,
Chicago, was recently announced by Paul B.
Klugh, vice-president of the company. Mr.
Fegen leaves the Zenith Radio Corp. to organize
a wholesale distributorship for Zenith in north-
eastern Ohio, having his place of business in
Cleveland. On August 17 Mr. Fegen was pre-
sented with a silver service by the Zenith Radio
Corp. and its employes. The presentation
speech was made by Mr. Klugh and a message
of best wishes was read from Commander E. F.
McDonald, Jr., president.
Plan Fada Radio Show
A Fada Radio Show will be held in the factory
branch of F. A. D. Andrea, Inc., at Chicago dur-
ing October, when the Middle Western trade
and public will be invited to view the latest de-
velopments in radio embodied in the Fada line.
More than 20,000 square feet of space will be
devoted to the exposition.
Doubleday-Hill Electric Co., Washington, D.
C, has been appointed a Fada Radio distributor,
with territory in Washington, Maryland, Vir-
sinia and North Carolina.
STARR PIANOS STARR PHONOGRAPHS
GENNETT RECORDS
Represent the Hiqheft oAttainment in cMusical OVorth
9!^e STARR PIANO COMPANY
Established l872 ■ Ricfimond. Indiana
Tl^e Talking Machine World, New York, Seplcmber, 1927
13
WITH TONAL
RANGE FROM AtoZ
4
- -4 #.»^
Developed by
ORO^TONE
World's Largest Exclusive
Manufacturers of Tone Arms,
Reproducers and Amplifying
Devices.
THE A-Z REPRODUCER
The Speaker that Reproduces the ''Origin^^ of the Original Notes
The A-Z Reproducer represents over eight
years' experiment and its development marks
the attainment of real perfection in a true-toned
reproducing musical instrument. It is designed
on the same, basic principle that has been fol-
lowed for centuries in the construction of the
violin, piano, mandolin and
guitar.
The entire construction is of
wood with the exception of the
actuating unit, base and grille.
The wood sound board or dia-
phragm is glued to a resonating
box and operates under tension.
The vibration delivering element
is of a springy, quivering char-
acter similar in its action to the
strings of musical instruments.
The A-Z Reproducer
is made in walnut
finish with ebony
black base. Dimen'
sions 21 in. high, 19
in. wide and 4H
deep.
List Price $30.00
There is no paper, metal, mica or composi-
tion used in the diaphragm. The sound is not
derived from any INERT material. There
is no push-pull unit or horn. It is not an air
pump.
The A-Z Reproducer has great volume, and
a tonal range from A to Z.
Every note is clear, retaining
the original fullness and round-
ness of all overtones. In the
reproduction of voices or in-
struments it "individualizes"
each separate voice or instru-
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ness. Order a demonstrator.
Eet your own cars reveal the
super-performance of the A-Z
Speaker.
Samples will be sent on 10 days' approval to reliable
jobbers and dealers. Complete literature on request.
THE A-Z CORPORATION
1010 George St. Chicago, III.
14
The Talking Machine World, New York, September, 1927
Profit Wnni'i^ Sates^'nktes
Will A. Watkin Co. Tells of Its Radio Service —Ganer Co. Uses Road Signs— No Sets Sent
Out on Trial — Prominent Citizens Own Orthophonies — How the S. O. S. Radio
Co. Tied Up With the Broadcast of Sharkey-Dempsey Fight
Every radio set that is sold to a layman
whose knowledge of radio is vague sooner or
later requires service of some sort or another.
It may be that some part or accessory needs
replacement; that a connection has become
loosened; that the batteries either need re-
charging or replacing. Whatever the cause,
the radio receiver needs the attention of .some
one who can place his finger on the spot that
is causing the trouble and remedy it at once.
So service looms up as something that the
dealer should advertise; he should let his cus-
tomers know that in buying his set from the
store they are buying not only the set but
e.Kperienced service. In a recent circular sent
TELEVOCAL
Quality Tubes
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Because of the in-
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instantly — TELEVOCAL
Quality Tubes are a prof-
itable and fast - moving
item. The special boxes
permitting the tubes to be
tested in the containers
are also a convenient sell-
ing aid. We manufacture
a complete line of TELE-
VOCAL Tubes in all
Standard types.
■
TELEVOCAI
QUALITY
TUBES
Dealers.
Order Through
Your Jobber
Televocal Corp'n
Televocal Building
Dept. G-1, 588 12th Street
West New York, N. J.
out by the Will A. Watkin Co., Dallas, Tex., the
question of radio service is well treated. The
section devoted to service reads as follows:
"Consider Radio Service — At Watkin's no radio
transaction is considered 'complete' with the
act of closing the sale. Before, with and after
each sale the unstinted benefit of the knowledge
of men who are devoting their life work, in-
terest and study to radio. They are, of course,
fully competent of advising you on all the
countless details necessary to the satisfactory
operation of your radio." Then follows a de-
scription of the line carried. Advertising and
publicity of this sort, in which the question
of service is made more important than the
technical description of the set, is certain to
have a wider appeal.
Tell the Traveling Public
Using every possible opportunity of putting
your store's name and the products handled
before the eyes of the buying public is laudable
and no possible publicity medium should be
overlooked. Whether the result is achieved
by direct mail advertising, attractive window
displays, program and newspaper advertising
or the use of billboards, every time a prospec-
tive radio buyer sees the name of a store
and its products, the closer he comes to be-
ing a customer. The Ganer Electrical Co..
Radiola dealer of Plattsmouth, Neb., has placed
metal road signs along the main highways lead-
ing to Plattsmouth, Murray, Union, Mynard
and Cedar Creek, letting the traveling public
know of his establishment and the line handled.
No Sets on Approval
In another paragraph on this page the Will
A. Watkin Co.'s stand on radio service is told.
This company has a well-defined stand on sell-
ing radio and it has proved most successful.
One of the principal factors of this policy is
that no sets are sent out for home demonstra-
tions. In case a prospect desires to hear a Sei
in his own home before purchasing, the Wat-
kin Co. sends the following blank to be filled
out:
APPROVAL SALES DEMONSTRATION
Will A. Watkin Company,
City.
Dallas , 1927
Dear Sirs:
I desire a demonstration in my home of the Radiola,
Model , price $ It will please me to be at
home to-night evening. It is under-
stood by me if the Radiola operates successfully, that
I will settle for same, either by paying cash or your
usual terms.
Name
Address
Phone
Salesman's Name
This policy, which is operating satisfactorily
for the Watkin Co., does away with the prac-
tice of shoppers asking and getting home dem-
onstrations from any number of dealers in a
city and reduces materially the selling cost of
each receiver.
Selling Prominent Citizens
.A.n unusual and highly successful advertising
campaign was carried on some time ago by the
Humes Music Co., Victor dealer of Columbus,
Ga.. and the method used can be adopted by
dealers in practically every city and town in
the country. The Orthophonic Victrola was
described in detail in a number of advertise-
ments; then came the big "Punch," an ad read-
ing: "Who Are the Ten Most Prominent Men
in Columbus? — Make out your list of ten Co-
lumbus citizens whom you consider the most
prominent. Seven of these ten are proud own-
ers of New Orthophonic Victrolas — or we miss
our guess. And most of these Orthophonic Vic-
trolas are Credenza models — priced at $300
(with electric motor, $335). "You Should Have a
New Orthophonic Victrola in Your Home. En-
tirely new from start to finish. Nothing else
like it— except the flesh and blood artists them-
selves." Succeeding advertisements gave the
names of prominent citizens who owned Ortho-
phonic Victrolas and soon the term prominent
citizen and Victrola owner became almost
synonymous, with the result that many people
became prominent through the purchase of an
Orthophonic.
Tie-Up With Current Happenings
During the coming month three events which
should be of interest to every radio dealer are
scheduled. They are the broadcasts of the
heavyweight championship fight at Chicago be-
tween Gene Tunney and Jack Dempsey, the
putting on the air of the program from the
S. O. S. Radio Co. Theatre Tie-Up
Radio Industries banquet in New York where a
wealth of artists will perform and be over a net-
work that will include approximately 100 sta-
tions, and finally the broadcasts of the World
Series baseball games. Each one of these events
will command nation-wide interest and the
dealer who does not take steps to interest his
potential customers in securing a receiver so
that he, too, can listen in with the millions of
Attractive Lobby Display
set owners, is losing a great opportunity. When
Dempsey fought Sharkey the latter part of July,
a great many dealers used clever and ingenious
methods to put the products they sell before the
eyes of the public. One of the most effective
methods that has come to the attention of The
Talking Machine World was that of the S. O. S.
Radio Co., of Paterson, N. J., which arranged
with a local theatre to furnish the radio report
from the stage of the theatre. For some time
before the night of July 21, the aft'air was ad-
vertised and heavy board figures of the two
fighters were perched on the ornamental roof of
the playhouse as well as large posters on dis-
play in the lobby. On the night of the bout a
Stromberg-Carlson receiver was placed in the
center of the stage flanked by posters on both
-sides, giving credit to the S. O. S. Co., and to
the Stromberg-Carlson receiver. The program
was received clearly and without distortion and
the interest aroused proved of great benefit to
the live dealer.
Radio must be sold on the basis of quality of
reception and appearance.
The Talking Machine World, New York, September, 1927
THE
FRESHMAN
RADIO
Freshman
EQUAPHASE
The artistic chest type design, illustrated
here, is panelled entirely of finely selected,
genuine mahogany. It is one of the most
popular of the FRESHMAN EQUAPHASE.
It is Model G-4. The price is
COMPLETE
Ready to Operate
A Freshman development — licensed under patents;
RCA — General Electric Co. — Westinghouse
Electric 8b Mfg. Co. and American Tel. 86 Tel. Co.
THE LIGHT SOCKET
SUPPLIES
ALL POWER
m
I
acids
trouble
batteries
+ ^
m
water
excuses
makeshifts
Sold to Authorized Freshman Dealers Only
CHAS. FRESHMAN CO., Inc.
FRESHMAN BUILDING, NEW YORK
The Radio of Superior Performance
See the entire Freshman line: Booth H-1, Radio
World's Fair, Madison Square Garden, Sept. 19-24
Sheet Music Is the Key to
$80,000 Annual Sales of the Thomas Store
Louis H. Schutter, Thomas Music Store, Inc., Albany, Says Sheet Music Is
Main Customer Attraction and Responsible for Half of Year's Sales
SHEET music on the rack is like so much
dead wood to some dealers, and yet with
other phonograph merchandisers it is the
best producing magnet for more business. In
the case of the Thomas Music Store, Inc., of
Albany, N. Y., a leading music store, sheet
rnusic has been the very heart of the business
for the past fifty-four years.
In expressing his views on the important part
the stock of sheet music is playing in his busi-
ness, Louis H. Schutter, president and manager
of the Albany branch of the two stores, said:
"If we were to discard our music stock, we
would lose the main customer attraction of
our trade and probably lose SO per cent of our
talking machine and piano business in a very
short time."
$80,000 Business on Sheet Music Foundation
The policy of keeping a most complete sup-
ply of sheet music on hand has been the rule
with the founders of this organization. Year
after year, since Frank W. Thomas founded the
business over a half* century ago, the same
slogan has been handed down with amaz'ng
results. Since his first job with this company
as errand boy forty-two years ago, until he
recently became president and majority stock
owner of the company, Mr. Schutter has had
the importance of carrying sheet music drilled
into him, so that to-day he gives the credit
for his success to this one line. When a dealer
gives credit for half of his annual $80,000 sales
volume to the fact that he makes sheet music
his most important business getter, one can
readily see what an important part this item
plays in the piano and talking machine field.
It has been Mr. Schutter's experience that
being in a position to supply the demand for
sheet music gives him the necessary contact
with the exact class of prospect he needs for
the sale of a talking machine, piano or musical
instrument. The linking up of every one of
his sheet music customers with the reminder
that he has a complete up-to-date line of musi-
cal instruments to produce the best results has
been responsible for the moving of the most
part of the stock. In his opinion every sheet
music customer is a prospect for his entire
line.
One-half of Store Devoted to Sheet Music
Even to the proportion of store space, Mr.
Schutter's sheet music stock plays a prominent
part. Situated directly back of the counter and
By Clarence J. O'Neil
covering one-half the entire store wall are row
after row of sheet music cabinets, arranged in
black finish, with a white identification notice
clearly printed on each rack. The arrange-
ment of the music copy is comprehensively
assorted into several cross index headings,
with a view to keeping them at finger tip and
available in the least possible time.
Four distinct reference records are kept, each
record entry being listed with a rack number.
They are classified as follows:
Composers, alphabetically by names of
writers.
Ballads, arranged by titles.
Sacred Music, Marches and Dance Music.
Recommended selections for piano and violin
students arranged alphabetically.
Publicity for Music Teachers
As a means of co-operating the juvenile
trade with his music teachers' clientele, Mr.
Schutter reserves the entire top row of his
sheet music file for advertising space for teach-
ers. This directory of teachers is about car card
size and gives their names, addresses and tele-
phone numbers in very distinct lettering. Ap-
preciation of this free reference advertising for
teachers has often been shown by their will-
ingness to recommend Thomas Music Stores
for not only sheet music but talking machines
and pianos as well.
Over 75 per cent of the Thomas Music Stores'
sheet music trade represents students; the
balance includes teachers and odd buyers.
Knowing that the larger percentage of these
patrons is a class seeking the better and educa-
tional musical knowledge, he eventually gives
them a talk on the idea of buying a talking
machine to enable them to listen to the world's
best artists, present and past. They have be-
come acquainted with the names of artists and
their works and here comes an unthought-of
opportunity of listening to them as often as
they want to. At this particular stage, the
reminder that a student can listen to programs
of famous artists through records as often
as he cares to, for training purposes, has regu-
larly been Mr. Schutter's best selling point for
talking machines.
"It is surprising," commented Mr. Schutter,
"how quickly enthused these young pupils get
over knowing that a good deal of the music
background given by teachers in reviewing the
works of prominent artists can be repeated by
records in their homes. Naturally the children
have not money enough to purchase a talking
machine, but I purposely include this in my
casual conversations, knowing they will repeat
what I said at home. When I see parent and
pupil coming into the store I can usually expect
to close a sale for a talking machine or other
instrument."
Selling by Suggestion
Mr. Schutter's reputation for carrying a com-
plete supply of sheet music has automatically
given him entry in the talking machine record
market. Practically all of his sheet music cus-
tomers do their record shopping at Thomas',
although they may have a record store nearer
to their homes. He takes advantage of this
contact by inquiring if they have heard the
sheet number they are about to buy played
on the phonograph. This little reminder, Mr.
Schutter claims, has been responsible for 30
per cent of his record sales.
By constantly keeping in touch with students
through his thorough sheet music publicity
Mr. Schutter is in a position to watch their
progress in their music courses. By this inti-
mate contact with them, he eventually gets to
know what kind of pianos they have at home
and principally whether or not they are of a
modern make. He takes advantage of these
leads by following them with a personal can-
vass at the time the pupil is about to finish
his music course.
A Successful Policy
Mr. Schutter has specialized in the talking
machine, piano and musical instrument busi-
ness all his life. The success of his two stores
in Albany and Schuylerville, N. Y., is clearly
reflected in his well-established business organi-
zation of seasoned help. Of his twelve em-
ployes, six outside salesmen and six repair
men, eight have been connected with Thomas
Music Stores over thirty years.
"My entire staff, including the repair men
as well as the sales force, is so well aware
of the sales possibilities arising from our estab-
lished sheet music trade that they always make
it a custom to remind patrons to call at Thomas'
for their sheet music. Years of experience have
taught them that it is not the value of sheet
music profit alone that helps our business, but
the value of this class of music-loving clientele."
Featherweight Champion 1
Because it is light the Jiffycase reduces freight charges to the minimum
and yet with all its lightness it has a margin of strength and rigidity
which means absolute protection in transit. JiSfycases come to the
manufacturer made to size and knocked down. The work of assem-
bling is easy and quick — cutting shipping room costs to the bone.
For the dealer Jiffycases bring merchandise to his door in precisely
the condition it left the factory with never any scratches or mars to
refinish. He can unpack it quickly and use the box again. The ideal
pack for phonographs and radio cabinets.
Write for details
Northwestern Cooperage & Lumber Company
^0^^^^ Gladstone, Mich.
Jirrycase
THE SPEEDY SAFE ECONOMICAL PACK FOR FURNITURE. PHONOGRAPHS AND RADIO CABINETS
16
The Talking Machine World, New York, September, 1927
17
A Real Electric Radio Set
Plug In-and Tune In
3
Year
Qiiarantee
Simply
press the
switch button
and ifs on'*
ALL ElECTRIC RADIO
No batteries — no chargers — no eliminators — no
acids — no liquids!
Shipped direct from our factory at rock bottom
prices and on 30 days* free trial
^Batteries
BBattmes
Eliminatm
0iatsfers
Seven Tubes --^Single Dial Set
GOtLGEJOHS CONSOLE
ELECTRIC RADIO
Here is the Metrodyne All Electric
Console Radio — a gorgeous, gen-
uine walnut cabinet, in a beauti-
ful two-tone finish. Has a built-
in genuine Metro-Cone large size
speaker. Brings in programs with
great volume, reproducing the en-
tire range from the lowest to the
highest notes with remarkable
clearness and distinction. All
metal parts are finished in old
gold. Wonderful electric radio, in
a cabinet that will beautify the
appearance of any home.
■ * J
100% Electric
Radio
At last! The radio you've dreamed
about! Long Distance radio reception
without the care, bother and muss ot
batteries, chargers, eliminators, etc. The
Metrodyne All Electric is a real, gen-
uine batteryless radio set. Simply in-
sert the plug in the socket, press the
switch button and "tune in." You could
not possibly buy a better radio set than
the Metrodyne All Electric, no matter
what price you paid.
Metrodynes are ap-
proved by America'^
leading Radio Engi-
neers, by Popular Ra-
dio Laboratory, Popu-
lar Science, Institute
of Standards, Radio
News, and by thou-
sands of enthusiastic
Metrodyne owners
from coast to coast.
Thousands of testi-
monial letters have
acclaimed the Metro-
dyne "THE WORLD'S
GREATEST RADIO."
Beauty — Efficiency
Dependability
The Metrodyne All Electric Radio is a
7-tube, single dial set. Only the high-
est quality low loss parts are used
throughout. Solid walnut cabinet, beau-
tiful two-tone effect, with handsome
gilt metal trimmings. Size of cabinet,
28 inches long, 13 inches deep, 10 inches
high. Has electrically lighted dial so
that you can log stations in the dark.
Only one dial to tune in all stations.
Excellent tone qualities — wonderful
volume — very selective.
Do not confuse the Metrodyne All Electric radio with ordinary light socket sets,
because the Metrodyne is truly an all electric radio — consumes less than 2c worth
of electricity a day. Comes to you direct from the factory. We are so confident
that you will be delighted with this wonderful, easy-to-operate batteryless radio
that we offer to ship it to you for thirty days' free trial — you to be the judge.
The New Metrocone
Most Wonderful Loud Speaker in the World
NOW! FAITHFUL REDUCTION
The scientific construction of the New
Metrocone has been recently per-
fected. Never before has such a re-
markable loud speaker been sold at
such a low price!
The Metrocone is not merely a horn
— not just a loud speaker — but rather —
a faithful reproducer of the broadcast
programs, whether it be the soft, sweet
notes of the mezzo-soprano or_ the
thunderous crashes of the military
band.
True radio reception has been made
possible through the advent of the new
Metrocone. Now you can hear and en-
joy the songs and music rendered by
the world's greatest artists. The soft,
lilting notes of the piccolo, the deep
bass tones of the pipe organ^in fact,
the entire range of instruments and
of the human voice are reproduced
with all the faithfulness of the original
broadcast sound.
[DEALERS!
Metrodyne All Electric and battery sets, Metro-
cone Loud Speakers and Power Units offer you
opportunities for big profit. Write for catalog.
3
$18
Double cone design artistically deco-
rated. Heavy ornamental base. Height
24^^ inches. Diameter 22 inches.
METRO ELECTRIC COMPANY
2165 N. CaliSornia Ave., Dept. 516, Chicago, Illinois
25
Height, 5 ft.
The Cone
Speaker is 22
inches in di-
ameter. The
0 r n a m e ntal
wrought - iron
stand is fin-
ished in old
gold and beau-
tifully POLV-
CHROMED.
18
The Talking Machine World, New York, September, 1927
Strong Financial Position
of the Victor T. M. Go.
Indicated by Current Assets of Over Twenty-
seven Million Dollars— Net Sales and Net
Profits for Half Year Very Satisfactory
Net profits of $2,006,235.86 and net sales of
$19,680,048.05 are shown in the half-yearly report
of the Victor Talking Machine Co., for the six
months ending June 30, 1927, which was recently
mailed to stockholders of the company. The
strong financial position of the company is in-
dicated by total current assets of $27,394,374.98
as against current liabilities of $3,410,767.81, a
ratio of 8.03 to 1 as compared with a ratio of
0.84 to 1 December 31, 1926. Cash and market-
able securities are $15,271,008.32 as opposed to
$10,196,081.94 as of the same date last year.
In presenting the report to the stockholders
the company calls attention to the fact that the
sales for the six months' period covered by the
report were $19,680,048.05 against sales of
$20,880,161.38 for the corresponding period in
1926. The comment on these figures reads:
"There has been an increase of approximately
$1,300,000.00 in straight talking machine and
record business during this period. The com-
bination radio-talking machine instrument sales
for the first six months of the year were ap-
proximately $2,500,000.00 less than for the first
six months of last year, which is a general re-
flection of conditions in the radio business. The
business of your company is seasonal and it has
been our experience that sales and net profits
for the second half of the year are substantially
in excess of those for the first half of the year.
Present indications are that this year will be no
exception."
With reference to the earnings of the Gramo-
phone Co., Ltd., of England, and the Victor
Talking Machine Co., of Canada, Ltd., in which
the Victor Talking Machine Co. owns a con-
trolling interest, the report reads: "Although
the final accounts of these two companies up to
June 30, 1927, have not been received, the in-
terim reports show that the undistributed earn-
Dealers Who Need the
Money Please Read!
There are still a great number of Music Stores throughout the
country — logical sales outlets for Band Instruments — that
have never opened their cash drawers to the added profits of
such a department.
There are also many other Music Stores that have dabbled, but
that seldom ring up sales because the line they handle is not in
popular demand, or because the sales co-operation from the
manufacturer is not the kind that really helps the dealer get
the business.
With those responsible for the financial success of Music Stores
in either of these classes, the Buescher company invites corre-
spondence. This is the ideal time for either to start afresh.
Fall business is coming on, and it is going to be Good. Dealers
who have to sell what the millions want to buy will get most
of it.
We are better than ever equipped and prepared to talk business
to dealers on a basis that represents for them, more and bigger
sales, at better profit. If you are in the class that needs the
money, risk your last two-cent stamp on a letter for details.
Address :
Buescher Band Instrument Co*
Wholesale Department
Elkhart, Indiana
'^rueObne
Band and Orchestra
INSTRUMENTS
ings will be greater than for any previous corre-
sponding period and their net asset value will
be substantially more than at June 30, 1926. The
sliares in these controlled companies continue
to be carried at their net asset value as reflected
in accounts of the companies at June 30, 1926."
Latest Talking Machine
and Radio Patents Granted
Pho.nograph Recokd. Joseph \V. Bishop, Muskegon,
Mich., assignor to the Brunswick-Balke-CoIIender Co., Wil-
mington, Dei. Patent No. 1,637,544.
Production of Phonograph Records. Charles A. Hoxie,
Schenectady, N. Y.. assignor to the General Electric Co.,
New York. Patent No. 1,637,903.
Sound Reproducing Device. Hartwell W. Webb,
Leonia, N. J. Patent No. 1,638,424.
Radio Compass. Frederick A. Kolster, Washington,
D. C., assignor to the Federal Telegraph Co., San Fran-
cisco, Cal. Patent No. 1,637,615.
Radio Tuning Device. Herbert F. Venzke, Boyertown,
Pa. Patent No. 1,637,923.
Radio Record. Edward C. Smith, Des Moines, la. Pat-
ent No. 1,638,277.
Method and Means for Tuning Radio Receivers. Wit
frid Paul Heath, Chicago, HI. Patent No. 1.638,734.
R.\Dio System. Wilfred C. McFadden, Philadelphia, Pa.,
assignor to the Atwater Kent Manufacturing Co., same
place. Patent No. 1,639,042.
Radio Loud Speaker. Henry Green, Union Hill, N. J.,
assignor to Hermann Fischer, New York, N. Y. Pat-
ent No. 1,639,030.
Radio Receiving Svstem. John M. Miller, Philadelphia,
Pa., assignor to the Atwater Kent Manufacturing Co.,
same place. Patent No. 1,639,414.
Control Switch for the A Batteries of Receiving
Sets. Lemuel H. Smiley, Knoxville, Tenn. Patent No.
1,639,539.
Radio Cabinet. Leonard E. Parker, Chicago, III., as-
signor to the Stewart-Warner Speedometer Corp., same
place. Patent No. 1,638,875.
Method fob Radio Position Finding. Richard H;
Ranger, Brooklyn, N. Y., assignor to the Radio Corpora-
tion of America, Delaware. Patent No. 1,639,667.
Radio Apparatus. Frederick S. McCullough, Cleve-
land, O., assignor to Glenn L. Martin, same place. Pat-
ent No. 1,639,805.
Radio Signaling Circuit. Albert H. Taylor and Leo
C. Young, Washington, D. C, assignors to Wired Radio,
Inc., New York, N. Y. Patent No. 1,639,816.
Rheostat. Alfred F. C. Lotz, Chicago, 111., assignor to
Electrical Engineers Equipment Co., same place. Patent-
No. 1,639,951.
Socket for Radio Vacuum Tubes. Carl Saenger, Ir-
vington, N. J. Patent No. 1,639,971.
Rheostat. Powel Crosley, Jr., Cincinnati O. Patent
No. 1,640,028.
Induction Coil for Radio Apparatus. William H.
Adams, Kenyon, R. I. Patent No. 1,640,172.
Mounting Means for Radio Receiving Sets. Francis
L. Lord, Newark, N. J., assignor to the Lord Labora-
tories, Inc., New York, N. Y. Patent No. 1,640,200.
.•\NTr.NNA for Use With Radio Sets. Mark M. Con-
yers, Custer, S. Dak. Patent No. 1,640,234
.\uTo.M.\Tic Lighting Switch for Radios. George E.
Roesch, Pittsburgh, Pa. Patent No. 1,640,253.
Stewart-Warner Corp. Earns
$2.51 a Share in Quarter
For the quarter ended June 30, 1927, the
Stewart-Warner Speedometer Corp. reports net
income after provision for Federal taxes and all
other charges of $1,508,878, equivalent to $2.51
earned on the 599,990 shares of outstanding
stock.
In a letter addressed to stockholders C. B.
Smith, president of the company, stated in part:
"The financial position of the corporation has
continued to improve. Working capital amounts
to $12,611,013.72, with surplus of $6,541,676.82.
Current assets of $14,309,136.12 compare with
total current liabilities of $1,698,122.40 (the ratio
being 8.4 to 1). Holdings of cash and market-
able securities alone are $5,263,676.89 and exceed
total current and fixed indebtedness. There are
no outstanding bank loans."
Important Kersten Patents
J. Kersten, of the Kersten Radio Equipment
Co., Kalamazoo, Mich., has recently received
patents for a number of different types of
speakers — patent No. 73184 covering a cone
type speaker. Patents have also been issued
under the Kersten process relating to the manu-
facture of radio horns for cabinets.
Columbia
Announces
another of a series
of advertisements /
2pa^es facing
in color
in
THE SATUmyjlY
EVENING POST
*7^i5 Advertisement Appears in THE
ox Pure Musical Delight-
The Viva-tonal Columbia and
Columbia Viva -tonal Records
Choose Columbia Records. Discover the amazing
results they bring when played on your own
■ phonOgraphT-~J3r if you have no phonograph at
present or feel thatyOurs is out of date, visit one
of the thousands of dealersdi^laying our familiar
"magic notes" trade-mark and he^the new Viva-
tonal Columbia — like life itself — asXstarthng an
innovation in the musical instrumenK field as
Columbia Viva-tonal Records.
COLUMBIA PHONOGRAPH COMPANY, 1819 BROADWAY, NEW XORK
Canada: Columbia Phonograph Company, Ltd., Toronto
Illustrated are the labels ot some of the most popular
recent Columbia records. Clear-toned, all scratching
sound absent, amazing in their brilliance on any
phonograph. Also the Viva-tonal Columbia, the
new instrument, so strikingly "like life itself."
Viva-tonal ra.Tj:.-sas Uccordii^
Coluinbia
Colttinfoia
iTrvibss
Fox Trot
THE MEMPHIS BLUES
(Bfandy)
TED LEWIS AND HIS BAND
1050-D
(143997)
MAZURKA IN D MAJOR
(Chopin)
IGNAZ FRIEDMAN
2051 -M
(141438)
Piano Solo
Columbia
BLECTKiCAL
Vocal Duet
Piano accomo.
A LITTLE GIRL - A LITTLE BOY
A LITTLE MOON
(King and Warren)
FORD and GLENN
1062-D
(144398)
SATUI{pAY EVENING POST Oct. 1
Coluinbia
Comedy Sketcb
The Viva-tonal Columbia — "like
^odel 810, illustrated, $300
Other models $275, $175, $160, $150, $.
Coluinbia
Vocal
Piano accomp
Coluinbia
AT SUNDOWN
(When Love Is Calling Me Home)
(Donaldson)
9 RUTH ETTING
1052-D
(144402) .^o;J^<?=^
SiSi^H COMPANY, "ii-i
The Columbia Hour of Musical Broadcasting
is presented every Wednesday night by the
Columbia Phonograph Company over the en-
tire chainof theColumbiaBroadcastingSystera.
This is one of the ten hours broadcast weekly
bv the Svstem, and is on the air from 9 to 10
Eastern Standard Time, 8 to 9 Central Time,
7 to 8 Mountain Time, and 6 to 7 Pacific Time.
Hear Columbia Artists on the radio as well as
on Columbia Viva-tonal Records. Listen for
Columbia's "magic notes."
TWO BLACK CROWS Part I
(Mack)
MORAN and MACK
935-D
(143603) ^o^^t^
Pwa'tona/ E-Er^i^s Uccordin^
Columbia
PkV£BSS
Pipe Organ
CHEERIE - BEERIE - BE
(from Sunny Italy)
(Wayne, Lewis and Young)
MILTON CHARLES
Played on the Gunn School
Studio. Organ Chicago, HI. A
1065-D
^^^Ijto.. . (144355)
The Talking Machine World, Nezv York, September, 1927
An A II- Year- Round Seller-
The Viva-tonal Columbia Portable
Dimensions: 7SA in. high; 13;4 in.
wide; 17^ in. deep.
Weight: 28 lbs.
Cabinet: Fine black fabrikoid cov-
ering. Inside facing of top is
mahogany finish.
Record Compartment. Specially
built-in compartment holds five
10-in. records and two 12-in.
records.
Motor; Improved single spring No.
5A, with a main spring 13 tt,
2 in. long.
Equipment: New type of floater
tone arm, distinctly Viva-tonal
Columbia in design; No. 15 Viva-
tonal Columbia reproducer; 10
in. deep rose velvei covered
turntable.
Finisti: All important exposed
metal parts are heavily nickel
plated.
List Price: ^0.00.
IT'S ALMOST as easy to sell portables in winter as in summer.
The new Viva-tonal Columbia Portable proves it. In this beau-
tiful portable type Viva-tonal Columbia are embodied the princi-
ples that have won for the Viva-tonal line the descriptive phrase,
"Like Life Itself."
Do not measure nor permit your customers to measure the per-
formance of this new Viva-tonal Columbia Portable, No. 160, in
terms of other portables. Instead, play it, and then compare it^ —
both in tone and volume ^ — with cabinet phonographs. You will
marvel that from such seemingly narrow confines can be produced
such volume, tone, and range.
When closed, ready to go. Viva-tonal Columbia Portable, No.
160, appears as a piece of fine luggage. When opened, ready to
play, its exquisite finishings blend perfectly with the furnishings of
the carefully appointed room. Many music lovers, living in apart-
ments where space is at a premium, will want this new portable in
place of cabinet phonograph. It takes but a few seconds to open
or close and tucks away in a corner or on a shelf.
Columbia Phonograph Company. 1819 Broadway, New York City
Canada: Columbia Phonograph Company, Ltd., Toronto
^^'^ Columbia
-AU Tradf Morku Refl- U. S- Pal - Of I-
UR M lr.a RtflrJo'Na* 18-1 13 f IWlb ac OUr
it.
The Talking Machine World, New York, September, 1927
19
Grosley Corp. Starts
a Neutrodyning School
Classes of Twelve Employes Being Educated in
the Production and Inspection of Balanced
Receivers — Plans Classes in Testing Volume
A school for training employes in methods
of neutrodyning has been inaugurated by the
Crosley Radio Corp. Sessions are held daily,
Grosley Neutrodyning Class
the employes being educated in classes of twelve
in the production and inspection of balanced
receivers.
Thorough training of new employes engaged
in the technical side of radio manufacture has
always been a policy at the Crosley plant, but
heretofore the schooling has been individual.
A heavy increase in production necessitated the
new method by which the greater part of the
instruction can be imparted to a group instead
of to an individual. The instructor of the
neutrodyning class is K. W. Jarvis, of the engi-
neering division. A similar class will be in-
structed in methods of testing volume when the
first school is over.
Federal-Brandes, Inc.,
Secures RCA License
Federal-Brandes, Inc., Newark, N. J., manu-
facturer of Kolster radio, has announced that
an agreement has been signed with the Radio
Corp. of America and its associated companies
under which the Federal-Brandes organization
is licensed to manufacture under patents held
by the Radio Corp. group. According to the
announcement, the use of patents involved in
the license agreement with RCA will enable
Federal-Brandes, Inc., to manufacture Kolster
radio on even terms with the other leaders of
the industry.
Major W. J. Avery on Trip
Major W. J. Avery, export manager of the
Atwater Kent Mfg. Co., started on another ex-
tended trip abroad in August, leaving San Fran-
cisco for Honolulu, August 28, on the "Presi-
dent Lincoln." His trip includes New Zealand,
Australia, Philippine Islands, Japan, China,
India, Ceylon and South Africa, returning via
London, and will take about six months.
Great Progress Ahead for
Radio, Says Ghas. Freshman
The Summer of 1927 will undoubtedly be
recorded in radio history as a period of more
than ordinary importance, according to Chas.
Freshman, president of the Chas. Freshman Co.,
Inc., New York, manufacturer of the Freshman
Masterpiece and Equaphase receivers and ac-
cessories.
"Three developments of major importance
occurred during^ this period," said Mr. Fresh-
man. "First, the licensing of radio manufac-
turers by the Radio Corp. to use the important
RCA patents; second, the perfection of the AC
tube which permits operation direct from the
light socket, and third, the perfection of the
Freshman Equaphase circuit, embodying an
entirely new method of stabilization."
Mr. Freshman declared that there is every
reason to believe that during the next few
months the radio industry will make unprec-
edented progress in all departments of the
business.
' National Radio Day at
St. Louis Radio Show
Window Display Competition Included in Plans
— Broadcast Artists of National Fame to Par-
ticipate in Day's Extensive Program
New Zenith Distributors
Several additions were made recently to the
list of Zenith distributors and the names of the
firms were announced by Paul B. Klugh, vice-
president of the Zenith Radio Corp., Chicago,
late in August. The new distributors are: Fiske
Automotive Supply Co., Albany, -N. Y.; Wood-
house Electric Co., Norfolk, Va.; W. J. Holli-
day & Co., Indianapolis, Ind. ; Williams Talk-
ing Machine Co., Birmingham, Ala.; N. A.
Fegen, Cleveland, O.; Quanrud, Brink & Rei-
bold, Bismarck, N. Dak.; and the Cooper Louis-
ville Co., Louisville, Ky.
On Wednesday, September 21, the St. Louis
Radio Trades Association will feature National
Radio Day at the Southwest National Radio
Show in that city.
A prize window display contest will be con-
ducted among the St. Louis trade for a cash
prize. This contest calls for windows to be
dressed ten days in advance of National Radio
Day and scheme of display must tie up with
the programs of National Radio Day and the
Dempsey fight. Judges will be local depart-
ment store window artists and radio men.
Some of the national characters of broadcast
fame who will be at St. Louis show are Gra-
ham McNamee, Allen McQuhae, Silver Masked
Tenor, Ray-O-Vac Battery Twins and others.
PATHEX
Repeat Sales
PAY BIG !
DEALERS profit — first through fast Pathex Camera and Pro-
jector sales — then through the constant, repeat sale of Pathex
films for use with the Camera and Pathex Library films for home use
with the Projector!
Just think — there are 500 reels in the Pathex Film Library, cov-
ering every subject, all of real interest to every Pathex user! Here,
indeed, is a worthwhile, ready-made, surplus profit business — waiting
for you !
Investigate our Pathex Dealer Proposition — you will find it by far
the best in the Amateur Motion Picture Field. Act today — get the
facts — note the features below :
$47
50
INVESTIGATE !
COMPARE ! !
ACT ! ! /
AUTOMATIC
MOTION'PICTUR^
CAMERA
AND PROJECTOR
Lowest priced outfit in the mar-
ket — automatic camera with
f 3.5 lens — daylight loading in
5 seconds — camera films retail at
$1.75 — free development — all
film non-inflammable — projector
motor driven — works from any
light socket — exclusive smooth
operating features — shows
Pathex films or any from won-
derful Pathex Film Library of
over 500 assorted reels — sold
outright at $1.00 and $1.75.
PATHEX, Inc.
A Subsidiary of Pat he Exchange
35 West 45th Street, New York City
$6500
VICTOR TALKING MACHINE COMPANY,
Tlie Talking Machine ll'orld, Nezv York, September, 1927
21
to B
VICTOR RECORDS Capitalize Timeliness. They
bring you the big song-hits of Broadway — first!
When Lindbergh became a magic name, Victor Records
carried the dramatic moments of his Washington
reception. And, in the coming heavyweight cham-
pionship, Victor has captured popular interest with
the Tunney Exercise Sets.
The Tunney-Dempsey fight offers Victor dealers a
timely talking- point in the sale of combination models.
Thousands of people are planning to buy their first
radio in time to listen in on this national event. And
Victor combination models embody advantages that
no competitor can equal. All have Radiolas — a name
that needs no introduction. Some have the exclusive
Orthophonic tone-chamber, others are equipped with
the new cone-speaker — both splendid for radio recep-
tion. Most of them are Orthophonic Victrolas, giving
all that is best in reproduced music . . . dance music
or symphony . . . opera or popular song . . . at any
season in the year !
Get some of the big fight-money. Go after your
prospects — now. Use the special Tunney poster in your
window. Feature the Tunney health records. Display
your combination models. Thousands of Victor instru-
ments will be sold in the next week or so on the
strength of the fight Declare yourself in on the extra
"gate-receipts" while enthusiasm is at the peak.
ong
I
CAMDEN, NEW JERSEY, U.S.A.
How Two Dealers Solved the
Problem of Selling on Time
By J. R. Moore
Payments on Basis of Safety
THE veil of mystery that makes so many
radio dealers hesitate to try instalment
selling was soon dropped when two live
dealers, AI. B. Ross, of East Orange, N. J., and
L. Wormser, of Lynbrook, N. Y., finally decided
to tackle the bull by the horns and try this
method. Both dealers had been in business for
years, but always delayed adventuring into the
partial payment plan because they feared the
burden of tying up capital and the additional
details involved.
In the short time of one year Mr. Ross was
soon convinced that easy payment selling was
a profitable enterprise. At present he has 500
active accounts as compared with 150 of last
year, representing an increase of 60 per cent
in his net profits. Another feature brought out
by his decision to take "time paper" from cus-
tomers was the increased demand for the more
expensive receivers. In the past year the value
per set averaged $200 as compared with a de-
mand for the $150 grade and less the years
previous.
The outlook for the radio instalment selling
plan has been so encouraging, Mr. Ross re-
cently opened a third store only several blocks
away from his main place on Central avenue
and Harrison street. East Orange, N. J. His
other branch is located in Montclair.
Studied Credit Possibilities
Before making a final decision to go into
instalment selling, Mr. Ross made a complete
study of his credit source and outlet. He
learned that it was not necessary to tie up
capital. His original belief was that he would
have to buy radio sets from the manufacturer
and pay in ten to thirty days and then turn
around and sell them for eight to ten monthly
payments, in the mean time being out the
cash. Instead he got in touch with a local
credit finance company that specializes in in-
stalment paper of dealers.
Now he simply sells for a down payment and
negotiable contract and then sells that contract
for cash. That gives him his money for his
sale, less 10 per cent of the part the customer
has time on, which comes to him when the
customer has completed all payments. Accord-
ing to Ross's terms with his credit company,
the amount of detail work is reduced to a
minimum, thus allowing him so much more
time to place new business. After he secures
the down payment of 25 per cent or better,
together with the customer's signature to the
contract form, the balance of his transaction
with the finance company is reduced to simple
routine that can be given over to one of his
clerks to be followed through.
This routine consists of: Checking credit
refe.-ences the customer gives; co-operate with
discount company in getting monthly instal-
ment payments from customers, should the
credit company experience delay in payments;
receive the 10 per cent withheld by the credit
company when contract was sent to them; in
case of delinquency, write, telephone or call on
customer and help investigate according to the
routine arranged with credit company. Finally,
in the case of default, endeavor to repossess
the radio set, retaining the down-payment as
damages.
Understanding of Terms Necessary
"The 'remarkable success of our extended in-
stalment selling plan," remarked Mr. Ross, "is
readil)' seen in our increased sales volume for
twelve months.
"The question of the community pride, that
is, speculation on the attitude of our conserva-
tive clientele, was soon forgotten when we
saw them increase in numbers and demand
higher-priced sets on easy payment terms. In
searching fo,- a dependable credit finance com-
pany, I soon found out that there is nothing
to be afraid of in such a credit proposition,
provided you understand the terms thoroughly.
On the other hand, the only way the credit
firm can make your business successful is to
handle their relations with your customers so
Makes Easq Sales fov Radio Sets
We are giving the Trade this Fall the most com-
plete Profit Making Proposition we have ever of-
fered.
Acme Sales tripled this year. — Why not cash in
on this popular line? Put in Acme Power Equip-
ment and grow with us.
Acme Power Units mean real Profits
for you. And they are easy to sell!
CONSIDER THESE FACTS:
1. There will be more Acme advertising in Maga-
zines and Newspapers than ever before.
2. You will be supported by Window Trims —
Folders — Direct Mail Literature and similar
helps, and an attractive trade discount.
Acme Power Equipment is designed by pioneer
engineers in the Radio Field. That it gives uni-
versal satisfaction is known by every dealer now
handling it.
Acme Radio Products are sold at popular prices
and are fully guaranteed.
Sold by Leading Jobbers Everywhere
ORDER EARLY — Send today for our neiv Sales Plan and
information on the complete ACME Line.
'*A** and '*B'' Socket
POWER UNIT
Type AB-l-R
Capacity 40 Mills, at 150 volts.
Complete, ready to operate, lists at
$67
East of
the Rockies
FACTORY REPRESENTATIVES
— In Bosttjn, New York City,
Philadelphia, Clevelancl, Chicago,
INIilwaukee, St Louis, Atlanu.
Des Moines. San Francisco, Lo£
Angeles. Fort Worth. Toronto,
Canada.
THE ACME ELECTRIC and MANUFACTURING COMPANY.
1438 Hamilton Avenue Cleveland, Ohio
skillfully and courteously that the customers
will be entirely satisfied and make no com-
plaints to you. If their collection system was
such that your customers complained to you,
you would quit and the credit company would
lose an account."'
A Different Time Payment Plan
In the case of L. Wormser, radio dealer,
Lynbrook, N. Y., however, he launched right
out at the opening of his business and took the
full credit responsibility of his instalment plan
on his own shoulders. Without the aid of a
finance company to carry his credit, Mr. Worm-
ser was naturally obliged to start gradually in
this field. Previous experience in the talking
machine retail business taught him one lesson
that has always dominated his methods when
the question of credit comes up, and that is
to give credit only to those who own their
homes.
Mr. Wormser has reduced the chances taken
in his own instalment selling system to two
elements; first, he is extremely careful in the
selection of customers; and second, sell stand-
ard sets that have an established reputation
and can be counted on to give full satisfaction
to the customer. The possibility of delinquency
oT default, of course, must be always kept in
mind, for these are possibilities to be avoided
only by proper scrutiny of credit references
and systematic observance.
Caution Is Essential
Mr. Wormser had one experience that almost
resulted in loss of a radio set at the very be-
ginning of his system of taking "time paper"
from his customers. In quoting this incident
Mr. Wormser said, "I was new in the business
when one day an attractively dressed woman
pulled up to my store in her car. She appeared
to be very much in a hurry, so much so that
it took her about two minutes to select a set.
No sales talk was necessary, she seemed to
know exactly what model set she was after.
"In giving her the usual examination in the
event she applied for credit, I was impressed
by her dignified manner and her expensive at-
tire. One thing, however, did not impress me
favorably and that was the haste in which she
made her selection and was willing to run right
out with the set under her chauffeur's arm.
"To my surprise she asked for the set on a
part-time basis. I explained my terms were
one-third cash, with balance in six months with-
out interest. This she immediately consented
to and put her cash deposit of $50 on the
counter. Thereupon I presented her with a
credit form to be filled out. Question number
one of this application reads: 'Are you tenant
or owner?' She filled in the form as tenant.
Seeing that she was a tenant, I politely told her
she would have to give me a couple of days
to check her references. This idea did not
appeal to her because she claimed she was in
urgent need of the set for that evening as
she was planning a party.
"After thirty minutes of persistent urging
that she would pay promptly, etc., she finally
left without the set. In order to verify my
opinion that her credit was questionable, more
so because she did not own her own home, I
immediately had an investigator check up her
address. He reported 'no such name at this
address, neighbors never heard of her.'
"This is only one of several experiences that
convinced me my credit policy of catering only
to those who own their home is one safe path
to collecting."
A close understanding of the terms of the
(Continued on page 27)
22
The Talking Machine World, Nczv York, September, 1927
23
|e Benlfl fo be lierennfo nfflxed, the dfty and year tni
Radio Cobpobatiph of Ameuc^
By/
RADIO CORPORATION of .
COMPANY ANDWfSTi
And
^•«-ce. Preside
ent.
Secretary
GeNEBAL ELECTBICj^OMPiNr
President.
(1^^- / Secretary
WkSTINCHOUSE EI.ECTBIC & MANUFACTUBINa
Company
By
Secretary.
ny
President.
Secretary
on of the obligations contained in paragraph 9 of the
nt, the American Telephone and Telegraph Company
K lo the grant of the licenses hereinbefore granted by
Amebican Telephone and Tei.ecbaph Company
By
Secretary
President
These sisnaiures behind
your Mohaw/c franchise
put one more huge selling and protective advan-
tage in the Mohawk dealer's hands — for Mohawk
is now licensed under RADIO CORPORATION
OF AMERICA, GENERAL ELECTRIC COM-
PANY and WESTINGHOUSE ELECTRIC &
MANUFACTURING COMPANY patents.
This important step, the signing of this license
agreement, removes the last atom of sales resistance
from the Mohawk dealer's path.
You are protected, your customers are protected.
Nothing but clear sail-
ing and bigger busi-
ness ahead. You have
the line, you have the
price range — from
$67.50 to $275 — and NOW AC electrically oper-
ated sets — built in the famous Mohawk inter-
changeable drawer unit, adapted to all models, at
only $110 additional. Nothing more to buy — and
full protection. Enabling us to concentrate on
Building them Better — Pricing them Lower — Selling
them Faster.
Be sure to see the Mohawk Exhibit at the Fourth
Annual Radio World's Fair, New Madison Square
Qarden, New York, September 19 to 24. Write today
concerning Mohawk franchise.
MOHAWK CORPORATION OF ILLINOIS
Established 1920
Independently organized 1924
CHICAGO
24
The Talking Machine World, New York, September, 1927
One of the Essential Secrets of
the NEW Talking Machine Is
M J 4
J
without it, the instrument
is worth very little mm ^ mm
^^^OULD you expect a vacuum bottle to keep liquid
hot or cold without the necessary air-tight construc-
tion? Well, in the same way, the acoustic passage of a
talking machine must be air-tight if it is to reproduce
properly* Air-tightness, especially in the early stage of
amplification— namely, the junc-
tion between the reproducer and
V the tone arm — is of prime im-
ULTRA
(Phonic)
Reproducer
Accept ' No
For your own
protection look
for "The Au-
flak Company,"
stamped on
every genuine
instrument.
This tag is always attaeiied to every
Genuine ULTRA
portance. Every AUDAK Repro-
ducer automatically seals itself to
the tone arm. This is one of the
many exclusive AUDAK features,
which cannot rightfully be used by
others. And this is one big reason
why AUDAK'S scientifically cor-
rect performance is exclusive to
AUDAK Reproducers.
Special effort is being exerted
to make the new type tone
arms air-tight at the base; yet
all endeavor along these lines
is of no avail, unless the most
important point — the junction
between reproducer and tone
arm — is absolutely sealed.
Just remember that!
The AUDAK
Makers of Acoustical and
The Talking Machine World, New York, September, 1927
The Standard
hy Which Others
Are Judged and Valued
A Model for Every Neeii
List Prices— $5.50 to $12.50
To DEALERS:
Who wouldn't pay a few dollars
more for an instrument equipped
with AUDAK Reproducer, if you
just "tell the world" what AUDAK
means! The finest, clearest, most
faithful reproduction available to-
day! And with AUDAK you will
sell many more of the new electri-
cally cut records.
Whatever brands of talking machines
you are selling, AUDAK Repro'
ducers will help you sell more of
them if you air the facts. The maker
who sends you instruments with
AUDAK equipment is doing you a
real service. Know this — and let the
manufacturers who supply you know
that you know it!
COMPANY
5
565 Fifth Ave.
New York
Electrical Apparatus for More Than 10 Years
Edison Honored in
Jubilee Celebration
Anniversary of Invention of Phonograph Marked by
Celebration at the Home of Thomas A. Edison in
Orange, N. J. — Many Friends Pay Tribute to Inventor
M
ARV Had a Little Lamb," said Tho.nas
A. Edison into the microphone placed
on a specially constructed platform
on the lawn of his home at Llewellyn Park,
Orange, N. J., and by thus repeating the verse
he first spoke into the first crude phonograph
of 1877 provided the climax for the celebration
held on August 12 to mark the golden jubilee of
that invention of his which first successfully
recorded and then repeated human speech.
It was a notable occasion for Mr. Edison and
those who have been, and are, associated with
him in the full development of that first crude
device to a point where it became the basis of
a great industry. The celebration started with
a reception for Mr. and Mrs. Edison on the
lawn attended by over 250 guests and then the
ceremonies proper under the direction of Nel-
son C. Durand, vice-president of Thos. A. Edi-
son, Inc., began on the stand erected under
spreading trees close to the Edison home. On
the platform, in addition to Mr. Edison, were
his son, Charles Edison, president of the Edi-
son interests; Arthur L. Walsh, vice-president
and general manager of the phonograph di-
vision; Mrs. Thos. A. Edison, Mrs. Charles
Edison, Mrs. Walsh, and several other guests.
Governor Presents Illuminated Volume
- The chief speaker of the day was Governor
A. Harry Moore, of New Jersey, who pre-
sented to Mr. Edison a beautifully illuminated
volume containing letters and other messages
from President Coolidge, Secretary of Com-
merce Hoover, the Governors of the forty-
eight States, rulers of European countries and
other notable men here and abroad. In pre-
senting the portfolio the Governor said, in part:
"We have all felt the thrill of the poet who
longed for the touch of a vanished hand and the
sound of a voice that is still, but the marvelous
brain and skill of Thomas A. Edison have in
some measure satisfied that longing, for he has
STYLE 21
Genuine Mahog-
any
only.
or Walnut
STYLE 21-B
Same with both
top panels hineed
t© accommoaate
Radio Panel.
perpetuated the
sweetest notes of the
singer, immortalized
the human voice and
preserved it for gen-
erations yet unborn.
Who can measure
the inestimable value
of the ministrations
of this invention to
the shut-ins, the Thomas A. Edison
pleasure it has brought to the millions and the
incalculable value of its efficiency in the busi-
ness world?
"It has been said that the world is not served
by events, but by men, and if this be so, then
indeed the world owes a ver}^ great debt of
gratitude to Mr. Edison. Business is business,
yes, but after all the business of humanity is
life, and he who makes life more abundant, who
contributes to the enjoyment of it, who brings
the sunshine into the dark places and makes
glad the heart, is a real benefactor of mankind,
and of such is the gentleman whom we honor
to-day.
"That the sentiments which I have expressed
are not merely confined to the friends and em-
ployes of Mr. Edison, or indeed to the people
of our State, is evidenced by the fact that I
hold in my hand letters of felicitation from his
Excellency, the President of the United States,
the Secretary of Commerce, the Governors of
the States and the rulers of empires, all of
whom, with one accord, delight to pay tribute
to the man and inventor upon this, the fiftieth
anniversarj' of the discovery of the principle of
recording and reproducing the human voice and
other sounds.
"Sir, I have the great honor, then, to present
to you, on behalf of your friends and employes,
these tributes, from far and near, neatly bound
and Governor A. Harry Moore, of New Jersey
together in one volume, as they are one in their
praise, and feel sure that they will mean more
to you than the finest gift that money could
bu}-; and may they inspire you to even greater
service in the field which your genius has al-
ready so wonderfully enriched."
O. K. Van Ausdall, of Indianapolis, in behalf
of the representatives of the Ediphone, who
were holding their annual convention at the
Edison plant during the week and attended the
jubilee celebration in a body, extended con-
gratulations to the inventor, following which
little Miss Betty Atwell, of Boston, presented
Mr. Edison, for the distributors, with a basket
containing fifty golden roses.
The Edisonic Speaks to Its Creator
On the platform there was exhibited a model
of the first Edison phonograph, and next to it
the Jubilee model, the new "Edisonic," the
latest Edison development in sound reproduc-
ing mechanism, together with an Ediphone
completeh' gold plated. It was a thrilling
moment when the newest Edison phonograph
gave voice to a message of its own to its in-
ventor. In a voice almost human it said:
"We have been together fifty years, chief.
Fifty years of adventure and achievement. We
have shared disappointments and successes, dis-
couragements and triumphs. For fiftj- years
(Conthnied on page 27)
Phonographs and
Radio Cabinets
These illustrations show several
of the many late models of
our line, which have been re-
designed, right up to the min-
ute, with especial reference to
the Radio-Phonograph Combina-
tion, destined to be the standard
household unit.
STYLE 17
Genuine Mahog-
any or Walnut
Phonograph only
These instruments are produced
in all the popular finishes and
styles, including Uprights, Con-
soles and Wall Cabinets, and
our facilities enable us to make
prompt deliveries and most at-
tractive trade prices. Catalog
and price list mailed on request.
STYLE 85— RADIO CONSOLE
Accepts Panels Up to 8x26 Inches.
STYLE 1
Gum Mahogany,
Gold«i or Fumed
Oak.
Excel Phonograph Manufacturing Company
402-414 West Erie St., Chicago, Illinois
STYLE 2
Gum Mahogany.
Golden or Fiuned
Oak.
26
The Talking Machine World, New York, September, 1927
The
VAL PHONIC
(T •'•...••5 (••...••*/ C''
.)(• Aiy
f. HIGH-GRADE reprodecer
r, with a well eareed
qia
itself
"'^ cestomer.
for toee quality and ability to
The Improved VAL-PHONIC has
zed its way to th e foremost raeks of
present day, imp to the mimite repro-
Mcers, aeo, m ract, is si
Smbjeeted to rigid test before it is re-
leased, this master product can do no
less than satisfy its user perfectly*
Once sold, an Improved V AL-PHONIC
s
s s
There certainly must be a reason
for this.
LS a metal oia
we admit, yet so constructed as to pre-
clude any possible damage. Fine in
appearance and construction, the
VAL-PHONIC immediately sells itself
on sight, and on test, its deep, clear tone,
intensive in volume, brings forth every
detail of the new electrical recordings,
and appeals to the most sensitive ear.
. . The Talking Machine World, New York, Septtmber, 1927
AMPLION
li
Colonial Cone
AC12 $35.00
14" X 14" X 9"
A handsome two-rone mahog-
any cabinet with a fine piano
finish.
New cone assembly with the
famous Amplion unit.
The efficiency of this compact
httle model is due to its unusual
construction and design. The
cabinet itself acts as a sound
board and resonating chamber,
which produces a natural tone
of singular sweetness.
Other Amplion s
from $12.00 to $145.00
1
Ever since broadcasting began, the name "Amplion"
has been supreme in sound-reproducing devices
AMPLION quality is an ac-
x\ cepted standard the
world over — due to the fa-
mous tone quality of every
Amplion model.
Each model is designed by a
recognized artist — the cabinet
work is of the highest order
of craftsmanship. Amplion
pleases the eye as well as the ear.
Out new illustrated booklet is now ready. Write for a copy.
THE AMPLION CORPORATION OF AMERICA
531-535 West 37th Street, New York City, U. S. A.
The Amplion Corporation of Canada Limited
HIS is the second of the Amplion series of art studies
on the new Amplion line.
Amplion national advertising carries the atmosphere of
Amplion quality and beauty, and is a strong contribution
towards breaking down sales resistance.
An Amplion demonstration usually means a sale. Amplion
tone quality — ^which is secured by means of best materials,
highest type of workmanship backed by 40 years of engi-
neering experience, means customer's satisfaction.
AMPLION
THE AMPLION CORPORATION
531-535 West 37th Street
The Talkinq Machine World, New York, September, 1927
with least resistance
Colonial Cone
AC 12— List $35.00
Handsome two-tone ma-
hogany cabinet, 14"xl4"x
9", piano finish. New Am-
plion balanced armature
unit with straight bar
magnets of finest English
Tungsten steel.
These models are now
being featured in current
national advertising
The Lion
AC21— List $25.00
14" shaded bronze finish
Cone mounted on an 18"
walnut i o u n d board.
Height 201-4", including
bronze moire base. New
balanced armature unit
with straight bar magnets
of the finest grade Eng-
lish Tungsten steel.
•^^HESE models are selected for current na-
tional advertising for their quick turn-over
and sales volume building possibilities in the
early part of the season. The handsome line
cuts shown above are valuable for dealers to
tie up their local advertising with this national
drive. Consumer literature is also ready upon
application.
Amplion Models from $12.00 to $145.00
Amplion Mural
AC24— List $25.00
Same as the Lion — but for
wall decoration. Equipped
with brown silk picture
cord and tassel. 20 ft. con-
necting cord.
OF AMERICA
New York
AMPLION
The Talking Machine World, New York, September, 1927
TjiL Phono fact
Weighs only 7? lbs.
Carries six records
Remarkable tone quality
An over-night sensation because it is the last word in a modern
phonograph! It is so small you can carry it under your arm;
it will actually fit into a small traveling bag. But, notwith-
standing this compactness, its tone quality and volume is equal
to that of the standard size portable phonographs,
1114 ii^* wide, 12 in. long, 3^4 deep, weighs only 7% lbs.
Ultra smart in design and finish — built for a life-time of use
— and finished in a manner which makes it plain that it is a
quality instrument. Supplied in blue, red, gray, black and
brown Fabrikoid.
Repeat sales come quickly. Dealers throughout the country
have already re-ordered many times their original anticipated
quantities since the introduction of this phenomenal product.
Order today!
PLAZA MUSIC COMPANY, 10 West 20th St., New York
a
The Talking Machine World, New York, September, 1927
27
Thos. A. Edison Honored at
Golden Jubilee Celebration
(Co)itiiiHed from page 26)
you have tutored and watched over me with un-
tiring patience.
"I have traveled to the loneliest outpost of
civilization. I have rubbed elbows with mon-
archs and I have become the indispensable serv-
ant of Captains of Business. You have made
me a universal messenger of happiness and sat-
isfaction to rich and poor alike. But to-day as
I stand on the threshold of the next fifty years
I feel as a college boy must feel at graduation,
when he looks out over the years of accom-
plishment in store for him. You have made me
mature in wisdom, a power for good, and be-
cause I am what I am, I have undying youth.
"Do you remember, Chief, that first day fifty
j-ears ago at Menlo Park?
"Do you remember how you wouldn't tell
John Kruesi what I was when you handed him
the sketch and said 'Kruesi make this'? You
wouldn't tell him because you were afraid he'd
think you had gone crazy. I remember, be-
cause I was a living thing in your brain long
before I was given a physical body.
"Do you remember the way the Laboratory
looked that day, with its jumble of apparatus
and the hum of the machine shop coming in
through the door? Kruesi came in. You and
he were alone. He set my first awkward body
of brass and tinfoil down on the table and
looked at you. You hadn't told him what to
expect. You didn't even dare to expect much
of me yourself. No wonder he was curious.
And then you put me in motion and spoke those
never-to-be-forgotten first words to me.
"Do you remember how j'our hand trembled,
just a little, when you reset my mechanism?
What a tense moment that was! And then, I
spoke, I repeated your words. I even remem-
bered your inflections and the intonation of
your voice, and the little cough you made at
the start, because for the first time since the
dawn of creation you had endowed inanimate
matter with the power to remember such things.
"Poor Kruesi! In his amazement all he could
saj' was: 'Mein Gott im Himmel it talks.'
"I would like to reminisce with you, Chief,
for hours. We would have plenty to talk about.
The fifty years we have worked together have
been full of wonderful moments. But to me
none can equal the thrill of that first day in
1877 at the little laboratory in Menlo.
"Today is my fiftieth birthday. I am en-
titled to ask a favor of you. I want to hear
again from your own lips those immortal first
words you spoke to me fifty years ago."
The responses to the various addresses were
made for his father by Charles Edison, but it
was with a bright smile that the inventor himself
stepped to the microphone and recited that little
bit of what he termed "practical poetry" that
had served to prove the possibilities of the
phonograph a half century ago.
Following the ceremonies at Llewellyn Park
the guests were transported to Essex County
Country Club where luncheon was served and
entertainment provided by Dave Kaplan's Mel-
odists, and a dozen or more of Edison recording
artists.
Atwater Kent Mfg. Go.
Secures an RGA License
New Shamrock Electric
Set to Be 1927-28 Leader
Returning from an extensive trip through the
East and Middle West, Nate Hast, general
sales manager of the Shamrock Mfg. Co., New-
ark, N. J., manufacturer of Shamrock radio
sets, reported a great deal of enthusiasm
among dealers and jobbers over the new Sham-
rock line. Mr. Hast stated that he closed
arrangements with a number of leading dis-
tributors and the new Shamrock electric set,
operating directly from the house light socket,
will be the product receiving concentrated sales
effort during the 1927-28 season.
A licensing agreement has been signed be-
tween the Radio Corp. of America and the
Atwater Kent Mfg. Co. which provides for
payment of royalties on sales of radio receiv-
ing sets manufactured by the Atwater Kent
Mfg. Co. since January, 1923, when the latter
organization began the production of tuned
radio frequency receivers, according to an an-
nouncement from RCA headquarters in New
York. The agreement also provides for the
payment of royalties on future sets made by
the Atwater Kent Mfg. Co. The terms, it was
announced, are based on the standard RCA
licensing agreement of 7^2 per cent.
How Two Dealers Solved
Time Payment Problem
{Continued from page 22)
sale has been found by this dealer most ef-
fective in reducing collection troubles. Before
credit is granted a prospect account answers
several questions. According to Mr. Wormser,
the one most important question is: "In whose
name is your home listed?" In case that a man
is purchasing the set and the ownership of his
house is under his wife's name, Mr. Wormser
suggests that she sign the credit agreement.
Credit is usually granted after the following
information is secured from three references:
1 — How long have you known applicant?
2 — Married or single?
3 — What is his occupation?
A — Would you advance him credit?
5 — Should he move from present address
would you be in a position to notify us of his
location?
The D. W. Lerch Piano Co., Canton, O., has
undergone extensive alterations.
Hinniii|iiiiiiifinn!iiii|ii!i!iii|i!it[!'|i|i|in|i!iiiiii|i|ii!iiiiiiiiiiiiii[iii!|
r. Jf. HERRMATSfl
FOURTH ANNUAL
RADIO
WORLDS FAIR
MAD /SON
SQUARE GARDEN
NEW YORK CITY
Sept. 19-24
1927 Inclusive
resenm
These bigger and better radio
exhibitions foreshadow al rec-
ord-breaking 1927-28 radio
season. All representative
manufacturers of radio receiv-
ers, parts and accessories will
display their new lines.
In addition, there will be
special business sessions for
the trade, affording dealers,
jobbers and distributors an
ideal opportunity to familiarize
themselves with the latest de-
velopments in the industry.
Every progressive radio
merchant should attend one of
these shows.
National Radio Day
September 21
Pl!t|llll!l|llll|IIIIil!i!|llfWlf!WWW^
G.CLAYTON IRWIN Jr,
GENERAL MANAGER.
SSOCIA
SIXTH ANNUAL
CHICAGO
RADIO smu
COL/SEUM
CHICAGO
Oct 10-16
1927 Inclusive
Halloween Revels
Open Way to Profits
Holidays Give the Dealer an Excellent
Opportunity of Increasing Sales Volume
— Window Displays Sell by Suggestion
By W. B. Stoddard
In the Fall, when the indoors instead of the
outdoors begins to have the call, the radio
sales begin to take an upward trend, and in
order to give force to the publicity there should
be some focal point. Halloween gives the de-
sired opportunity. It is the time of widespread
merry making and anything that will add to
the gaiety of the occasion will receive careful
consideration. Just as phonographs were for-
merly pushed for party entertainments, radio
should now be offered — and the voices snatched
from the air harmonize perfectly with the
"spooky" atmosphere which characterizes all
the games and rites of All Saints' Eve.
Undoubtedly a good window display offers
the quickest method of getting the radio idea
before the public, and a glance at the displays
offered herewith should result in suggestions
which each dealer can work out for himself.
Olin S. Grove, Oakland, Cal, used both
radios and talking machines as features for
Halloween entertainment. The black wall was
hung with waterfalls of orange paper, and in
the middle of the window crouched the figure
of a witch, her skinny fingers raised in incanta-
tion over a big black cauldron. At one side
of her was a phonograph, at the other a radio
set. Overhead was a big orange card lettered
in black: "WITCH — Radio or Phonograph?"
and on the cauldron was painted "Come in and
we will demonstrate both."
The Beacon Gas Light Co., Los Angeles, ar-
ranged an entire room, set for a Halloween
party. The wali^ were black and two long
French windows were
hung with curtains of
orange silk. Through
these windows could
be seen a big, yellow
moon partly obscured
by murky clouds, black tree branches, a fence on
wliich were black cats, and a witch riding on
her broom. Between the windows was a tall
mantel, in which blazed a cheerful gas fire, and
overhead on the wall,
orange letters were
arranged to form the
word "Radiolas." On
a table was a Radiola
set, while another
was shown on the
floor, both being tied
with orange ribbons,
a big floor lamp had
a black and orange
shade, and the room
was illumined with
an orange glow.
Hobrecht's, Sacra-
mento, Cal., had on
the wall cards of
gray and orange on
which black cats were
painted. A lamp with
orange parchment
shade had suspended
from it an orange
ball, and long twisted
streamers of orange
and black extending Illustrations Above Sh
to the four corners of the. room. Palms were
used for decorations and under two large
ones were shown Radiola sets. Attached to
one was a loud speaker, with a black cat
perched in the mouth of the horn. Stand-
ing behind one of the sets was a little fellow
in carnival costume of black, white and orange.
Several other radio sets were placed on the
floor near the glass, where they could be exam-
ined at close range.
J. C. Hobrecht, in speaking of the upward
trend of business, said: "We use almost every
form of advertising — newspaper, billboard,
direct mail and broadsides, and every week run
IN KEEPING WITH THE CHARM
OF THE FINEST SET
'T'HIS little instriuncnt with its green gold finish and black dial
with gold markings will richly adorn even the most expensive
cabinet.
Unusual accuracy and other typical Weston features augment this
attractive defign, but its great value, however, is its aid to better
reception and the service it renders in extending the useful life of
tubes and batteries.
It is intended for use with dry cell operated sets equipped with volt-
meter pin-jacks — inexpensive, too, so that every set should have one.
Accurate for a life-time
ADJUSTS
UPRIGHT
WITH ANY
PIN-JACK
ARRANGE-
MENT
Dealers should stock this item
early for a profitable business.
Advertising in Radio magazines
of set owner circulation during
the fall and winter is sure to
create a wide demand. The price
is right and for quality and ac-
curacy no similar instrument can
compare with it. Put this down
in your jobber-book for early de-
livery.
This new model 506 Pii'-
Jack Voltmeter is an ideal
instru7nent for insuring the
best performance from your
Radiola 20 or 25, Victor
or Brunswick set. Because
of its unusually high in-
ternal resistance (125 ohms
per volt) it requires only
a very slight amount of cur-
rent for its operation, and
may be left permanently
plugged in on the set with-
out wasting the batteries.
WESTON ELECTRICAL INSTRUMENT CORPORATION
190 Weston .Avenue, Newark, N. J.
ANbAI^D-IHE.WAI^LIi/V
ow How D ealers Tied Up With Halloween
a radio ad illustrating and pricing the sets.
We also lay great stress on our window dis-
plays, and have found those showing the radio
set as it would appear installed in the home
seem to have the most pulling power. Radio
is becoming standardized, and large numbers
of amateur radio fans are pulling out their sets
and putting in standard equipment. We accept
used sets in partial payment, making a small
allowance, so are able to dispose of the trade-in
sets at a profit. We are strong for demonstra-
tions— anywhere and everywhere. We have
given quite a number in the City Plaza when
events of sufficient importance were on the air,
using special power amplifiers on these oc-
casions. I don't believe in scattering too much.
Three standard types are all anyone can handle
with profit. If one line is comprehensive
enough I would be in favor of staying with
that one. We have an excellent repair depart-
ment, thoroughly trained men and a good shop
with all the necessary equipment. We charge
for our work whenever possible, but find that
an abnormal amount of free service is neces-
sary to maintain ah efficient radio department."
Tijomeers since 188%
Additions to Line Intro-
duced by Daven Corp.
The Daven Anti-Motorboater and the Daven
Grid Stabilizer are two new products which
have been introduced to the trade by the
Daven Radio Corp., Newark, N. J. The former
is said to eliminate all "motorboating" caused
by B eliminator on resistance coupled sets, and
the latter is designed to meet the demand for a
single device to control oscillations.
28
c Talking Machine World, New York, September, 1927
Restored
Enchantment
This is the Eveready
Layerbilt that gives
Battery Power for the
longest time and the
least money.
T A throw of a switch and
a turn of a dial a radio program
comes in. It is clear. It is true.
It is natural. The listener thanks
the powers of nature that have
once more brought quiet to the
distant reaches of the radio-swept
air. He is grateful to the broad-
casters whose programs were never
so enjoyable, so enchanting. He
calls down blessings upon the au-
thority that has allotted to each
station its proper place. And if he
has bought a new set of "B" batter-
ies to make the most out of radio's
newest and most glorious season,
he will thank the dealer who recom-
mended them to him.
For there is no doubt of it —
radio is better with Battery Power.
And never was radio so worthy of
the perfection of reception that
batteries, and batteries alone, make
possible. Today more than ever,
the radio user needs what batteries
give — pure DC, Direct Current,
electricity that flows smoothly,
quietly, noiselessly. When such is
the current that operates a receiver,
the listener is unconscious of its
mechanism, for he does not hear it
humming, buzzing, crackling. The
enchantment of the program is
complete.
Radio Batteries
-they sell faster
Radio is better with Battery Powe
Batteries themselves have improved, as has radio. Today
they are so perfect, and so long-lasting, as to be equal to the
demands of the modern receiver. Power your customers'
sets with the Eveready Layerbilt "B" Battery No. 486. This
is the battery whose unique, exclusive construction makes it
last longer than any other Eveready. This is the battery tliat
makes your radio power business trouble-free, profitable,
and a builder of good-will. Order from your jobber.
NATIONAL CARBON CO., INC. New York — San Francisco
Atlanta Chicago Kansas City
Unit of Union Carbide and Carbon Corporation
Tuesday night is Eveready Hour Night
WEAF-/Vejp York
W JAR— Providence
yU'EEl-Boston
WDAF-Kans«« City
WFl-Philadelphia
WGR-Buffalo
WCAE-Pittsburgh
WSAl— Cincinnati
WTAM-Cleveland
WWJ-Dcfroit
8 P. M., Eastern Standard Time
WRC-lTos/inigfo.?
^G\— Schenectady
\^ HAS— LouisviUe
^'SB-Atlanta
WSM-A'asferi/Ze
WGN-Chicago
WOC— Daren port
/ St. Paul
KSD-S(. Louis
WMC-Mcmp/iis
Pacific Coast Stations — 9 P. M., Pacific Standard Time
KPO— KGO-San Francisco
KFO A-KO MO-Seattle
KFI— Los Angeles
KGW-Porf/anrf
Have you heard the netv Victor record by the Eveready Hour Group — orchestra and
singers — in Middleton's Down South Overture and Dvoi'dk's Goin' Home?
30
The Talking Machine World, New York, September, 1927
J, F. Brogan, Metropolitan Dealer, Tells
of Gramophone Trade in European Cities
Manager of Talking Machine Department of Store of New York Band Instrument Co. Visited
Thirty-six Gramophone Shops in Eight Cities — Finds Business Flourishing
How does the average American music dealer
compare with music merchants of other coun-
tries? How are talking machine conditions in
Europe? What, if any, is the difference between
American methods and those of European talk-
ing machine or rather gramophone shops? The
answers to these and many other questions
were recentlj^ given to The Talking Machine
World by J. F. Brogan, manager of the talking
machine department of the New York Band .In-
strument Co.'s store on West Thirty-fourth
street, who returned from a three months' vfsit
to Europe on August 8.
Mr. Brogan, whose success in selling talking
machines and records, particularly classical
records and ^lasterworks albums, has been told
Rockford Hardware is
made to stand up under
wear and tear. In beauty,
workmanship and finish
it is designed to give the
utmost in service and sat-
isfaction.
Actual samples of any
items you use gladly sent
on request. Write for the
Catalog, No. 18, and keep
it handy.
Rational /[ock Co,,
Ilockford./IL
U. S. A.
Cable Address: NATLOCK
Branch Sales Offices:
Chicago, 111.
Cincinnati, O.
Detroit, Mich.
Evansville, Ind.
Grand Rapids. Mich.
High Point, N. C.
Shebovgan, VVis.
St. Louis, Mo.
Indianapolis, lnd«
Jamestown. N- Y.
Los Angeles, Cal.
Milwaukee, Wis.
Seattle, Wash.
in these columns, is, in addition to being a suc-
cessful merchandiser, a music lover, with a
knowledge and appreciation of music that is all
loo rare among dealers. During his European
trip he made a point of visiting the principal
music stores in every city he stopped at and
inquired as to methods and general conditions.
His resume of conditions, therefore, is not
that of a casual observer, for in London he
visited ten stores, in Berlin, eight; Vienna, four;
Alunich, five; Zurich, three; Prague, three; Os-
tend,' two, and Leipzig, one.
"American dealers are far more progressive
and aggressive in their sales-methods than deal-
ers in England and Continental Europe," said
Mr. Brogan, "but for beautiful stores and attrac-
tive layout and store fittings and equipment,
there is not a music store in New York that
can compare with those of London. There a
customer is conducted into a handsomely fur-
nished room when he wishes to hear some
records played, and generally there is a maga-
zine rack with a number of magazines devoted
to musical topics over which he can glance, and
should a customer wish to smoke, cigarettes and
ash trays are at hand. The average English
salesman, however, seems to work on the pre-
sumption that the customer knows what he or
she wants and will ask for it, therefore little or
no effort is made to interest the buyer in in-
creasing his purchases. The window displays
in London are pretty much on the order of
those here except they are more dignified and
neater than ours. Despite the conservative sell-
ing ideas of the sales staffs the gramophone
business in England is in a wonderful condition
and all dealers report a most satisfactory vol-
ume.
"Of all the dealers I visited I found those in
Zurich, Switzerland, the most progressive. Here
not only are the stores attractive but the sales-
people will go to any length to satisfy cus-
tomers and assist them. As an example, I tried
in every country I visited to procure some old
and very rare records. I succeeded in buying
about a hundred and in most cases, when a
dealer could not supply me with what I wanted,
he gave me some hazy directions as to where I
should write and upon following the instructions
I found them to be misleading. Not so in
Zurich. The girl who waited upon me said:
'Certainly we can get them for you,' and she did,
although it meant sending to other countries
and much time and effort to do so. It also hap-
pened that Switzerland was the last country I
was visiting before going to London to return
home. ■ I mentioned that, and she informed me
that if the hundred or so records which I had
collected were brought into England I would
have to pay duty on them even though I was
just passing through. I had not known this and
was agreeably surprised and gratified when she
offered to take all the records I had brought in
my travels through six countries and send them
to New York, which she did.
"With the exception of Ostend I found the
gramophone business flourishing everywhere. I
also noticed that, with the exception of two or-
three stores, these dealers concentrated, their
efforts on one line. While the record business
all through Europe is mostlj' confined to music
of the better type, I found that in every country
American dance selections are in great favor."
Mr. Brogan made the European trip chiefly to
attend the various musical festivals which were
being held in the various countries and that he
succeeded in spending a most enjoyable musical
Summer is attested in his statement that "with
the exception of the nights spent traveling, I
attended some operatic or concert performance
every night that I was abroad."
On one occasion while in Berlin he learned
that a performance of "Electra" was to be given
in Dresden, with a guest star in the title role.
There was no way of getting to the performance
in time by train so Mr. Brogan went by air-
plane and managed to arrive in Dresden just
in time to change his clothes and get to the
opera.
That Mr. Brogan's knowledge and apprecia-
tion of music is an outstanding factor in his
success as a dealer is evidenced by the fact that
single sales of records amounting to hundreds
of dollars are no novelty to him. The customer
who has similar likes and is building up a record
library naturally gives his patronage to the
salesman who can talk intelligently and with
appreciation of the various composers, their
works and the artists who interpret the works
in wax. With the addition of the records pur-
chased on his trip Mr. Brogan's library of
records comprises some thirteen hundred selec-
tions, each one chosen because of some particu-
lar merit.
New Columbia Portable
Has Exceptional Features
The Columbia Phonograph Co., New York,
recently placed on the market a new portable
phonograph, styled the Viva-tonal Columbia
portable. No. 160, which combines the practical
Columbia Portable No. 160
advantages of the portable phonograph with
the revolutionary tonal qualities of the latest
cabinet type instruments.
The dimensions of the portable are seven
and five-eighths inches high, thirteen and one-
quarter inches wide and seventeen and one-
half inches deep and weighs twenty-eight
pounds. The cabinet, which is covered with
black fabrikoid, is trimmed with mahogany and
contains a drawer inside the cabinet for carry-
ing records. The motor has a mainspring
thirteen feet two inches long and other ad-
vantages, including a Viva-tonal floater tone-
arm and the latest Viva-tonal reproducer.
Crosley Export Manager
Is Making European Tour
\
Charles Hopkins, export manager of the
Crosley Radio Corp., is in London, England,
where he is holding a convention of European
Crosley distributors. This is the first conven-
tion of its kind ever to be held. After the
London meeting adjourns Mr. Hopkins will
visit Crosley distributors in Belgium and
France. He plans to return to the United
States about October 1.
L. J. Chatten on Long Trip
Louis T. Chatten, general sales manager of
F. A. D. Andrea, Inc., is on a trans-continental
trip introducing the new Fada models on the
West Coast and taking part in a series of Fada
meetings at Spokane, Seattle and Portland.
Mr. Chatten attended the San Francisco and
Los Angeles radio shows.
e Talking Machine World, New York, September, 1927
EVERY ONE GUARANTEED
32
The Talking Machine World, New York, September, 1927
Park Slope Talking Machine Shop Keeps
in Touch With Public by Direct Mail
Live Brooklyn Retailer Keeps Store and Its Products Constantly Before the Minds of Old
Customers Eind Prospects by Occasional Letters and Circulars
Direct mail as a means of attracting new
customers to the store and in keeping old cus-
tomers as regular buyers has been used for
many years by the Park Slope Talking Machine
Shop, Inc., of 310 Flatbush avenue, Brooklyn,
and it has proved most successful. On every
possible occasion when a few lines will revive
the customers' interest in the store and its
products a letter is sent out and the neighbor-
hood patronage solicited. With the close of the
.Summer months rapidly approaching and with
families returning to their city homes, this es-
tablishment is sending the following letter to
the residents of the district:
Dear Friend: Here we are, right within the rapidly
approaching indoor winter season, with its attendant social
responsibilities and the need for greater indoor attractions
to make the home vibrate love, harmony, good-will and
Music.
And speaking of Music, it will interest you to know that
within easy distance of Home (No. 310 Flatbush avenue,
at Seventh Avenue Station, B. M. T. Subway) is located
the most complete, the most modern, the best-equipped
and the most home-like Victrola Shop in this delightful
section where courteous and able representatives are wait-
ing to assist you in the selection of Victrolas and Victor
Records that will help your home to reflect that harmony
and good-will.
A wonderful selection awaits your inspection. Victrolas
in very wide range of individual styles, from the neatly
finished mahogany pedestal cabinet to the Period Console,
including Victrolas equipped for Radio — for cash, or on
terms to suit your convenience. We would like you to
listen to some of the hundreds of new vocal and instru-
mental Victor selections, designed for every form of musi
cal recreation. We would like to help you make a selec-
tion that will be a perpetual joy to you and your family
and your visiting friends.
Won't you please visit this Shop at your early conven-
ience while the Fall stock of Victrolas and Records is
still complete? You may select now for immediate or for
later delivery. Faithfully yours,
Park Slope Talking Machine Shop, Inc.
Circulars are also used to bring in prospects,
and on occasions when the store is giving a
demonstration of its merchandise thousands of
circulars have been distributed. A typical circu-
lar which proved successful in keeping the cash
register ringing read as follows:
"Longfellow, the great American poet, said:
'Show me the home wherein music dwells and 1
shall show you a happy, peaceful and con-
tented home.'
"Here is an unusual opportunity to make your
home a happy home.
"With the new Orthophonic Victrola and
Orthophonic records, you have the world's best
music at your command and you can now own
one of these marvelous instruments."
Then followed an offer to take old type in-
struments in trade and a line-up of the instru-
ments carried, together with the name, address
and telephone number of the shop. These circu-
lars were distributed at a local theatre at which
the (Jrthophonic Victrola was being played in
the orchestra pit by an arrangement between
tlie Park Slope Shop and the theatre manager.
Radio Exports Show Gain
First Six Months of 1927
Washington, D. C, September 5. — The United
States exports of radio apparatus decreased 12
per cent in 1926, as compared with 1925,
amounting to $8,794,453, according to the Com-
merce Department's electrical equipment divi-
sion. Export figures for the first half of the
year, however, were valued at $3,705,861, an
increase of $450,000 over the same period of
TIP TABLE CONE SPEAKER
Model 70 is Furniture as well- —
List Price, $40.00
Tip Table Cone Speaker, Model
70, packed in individual corru-
gated containers, net weight
9y2 pounds, shipping weight 20
pounds each. Equipped with a
tu'enty foot cord.
Model 70 is furniture as well and plays perfectly in table position.
^^j/fODEL 70 shown above is the
new Teletone Tip Table Cone
Speaker. It stands out not only as a
new Teletone, but as an astonishing
advance in cone speaker designing and
reproduction. As shown in the illus-
tration, it is a speaker which can be
sold as furniture as well.
Its highly finished two-tone mahog-
any case is especially rich. The mahog-
any table top on which the speaker is
mounted is 18 inches in diameter, thus
permitting its use as a decorative end
or lamp table. Bridge with music be-
neath the finger tips is one of the
many powerful selling features that
you can develop for this speaker. The
cone is so mounted as to use the en-
tire wooden casing and table top as a
sounding board.
TELETONE CORPORATION OF AMERICA
Third Street and Van Alst Avenue LONG ISLAND CITY, N. Y.
1926, indicating that the trade is reviving.
Shipments of receiving sets in the 1927 period
were valued at $1,128,625, an increase of 27
per cent; tubes were valued at $501,206, an
increase of 25 per cent; receiving set com-
ponents reached a value of $979,356, an increase
of 30 per cent, while exports of receiving set
accessories had a value of $939,195, an increase
of 8 per cent.
Exports of transmitting sets and parts fell
from $339,717 to $157,578, a decline of more
than 50 per cent from the 1926 figure.
Little Jack Little Now an
Exclusive Columbia Artist
Well-known Radio and Vaudeville Artist to
Make Recordings for Columbia Catalog —
Has Written Several Song Hits
Little Jack Little, popular radio warbler to
audiences from Denver to Manhattan and points
South, has just signed an exclusive plionograph
contract with the Columbia Co.
For two years Mr. Little was on the Keith
Little Jack Little
circuit in a piano act. Three years ago he
started song writing, in hits which went "on
the air" at once, and which include the cele-
brated "Normandy." This year he writes ex-
clusively for Irving Berlin, and now will record
exclusively for Columbia. His first phonograph
release is a coupling of the new song favorite
"A Mother's Prayer at Twilight" and a piano
solo of Nevins' "Rosary."
Steinite Laboratories
Name New Distributors
The Steinite Laboratories, Chicago, recently
announced the appointment of the Jos. M.
Zamoiski Co., Baltimore, Md.; Electric Supply
Co., Toledo, O., and the Republic Radio Corp.,
Detroit, Mich., as exclusive distributors of
' Steinite radio receivers.
It is interesting to note that the Republic
Radio Corp., formed by men formerly promi-
nent in the automotive world, as an exclusive
radio distributing company, is particularly well
fitted to take care of Steinite distribution in
the State of Michigan. The Jos. M. Zamoiski
Co. is well known in the radio field as a pro-
gressive firm. The Electric Supply Co., a fine
organization, has secured the services of R. W
Tern Broeck to handle its radio department.
Mr. Tem Broeck is well acquainted in the field
and understands the problems of the trade.
Opens Fall River Branch
Fall River, Mass., September 6. — The United
Music Co. recently completed arrangements to
open the eleventh store of its chain of retail
music houses at 394 South Main street, this
city. This store will carry the same lines as
the other units of the United organization,
namely, Stromberg-Carlson, Kolster and At-
water Kent radio receivers and Orthophonic
Victrolas. Nathan Feldman is in charge of the
branch.
The Talking Machine World. Nezv York, September, 1927
33
I
1
For those who want the finest reproducer that
can be made, we present the Low-Loss Sym-
phonic Reproducer, the result of the most pams-
taking experiments and trials. Exquisitely made.
It IS encased m a handsome bronze linished
housing, with nickei or gold plated centerpiece.
, LOW (1 LOSS
,ii|implpi0EHc:
^PHDNDGiPH REPRODUCER
LIST PRICE
Nickel Plated . . ^lO^o
Gold Plated . . «1200
{Slightly higher uuesi of the Rockies)
This is the $8.00 number that has been so popu-
lar with phonograph dealers everywhere. A won-
derful reproducer whose performance is so un-
usual thjt it sells immediately on demonstration.
PHONOGRAPH REPROOOCER
LIST PRICE
Nickel Plated
Gold Plated
$ goo
$1000
(Slightly higher west of the Rockiti )
A remarkable reproducer at a remarkable price.
Beautifully finished in polished nickel or gold
plate. A great seller.
'PHDNOGRAPH REPRODUCER
MADE 8Y SYMPHONIC
LIST PRICE
Nickel Plated . . ^5^^
Gold Plated . . ^7^^
<Slighih higher u/est c/ ihe Rsckiei)
An acoustical gem in a
magnificent setting — Each
Symphonic and Low-Loss
Reproducer is beautifully
encased in a silken con-
tainer commanding atten-
tion and bespeaking its
quality.
"ONLY ONE TO A CUSTOMER"
Only once in a lifetime can we expect to experience a radical change
in the phonograph industry like the recent one which has made
possible and necessary an amazingly large reproducer business.
There is a re-created desire for, and interest in, phonographs and
records. Symphonic dealers are cashing in on this interest in the
following manner:
1. The sale of a SYMPHONIC REPRODUCER makes
more record sales for the dealer.
2. A SYMPHONIC REPRODUCER makes the new
electric records play better on the old style phonographs.
3. The increased pleasure afforded by the combination of
the SYMPHONIC REPRODUCER on an old phono-
graph, together with the new electric records, whets the
customer's appetite for still better reproduction. Result:
— the livest kind of prospect for a new phonograph.
4. An acoustical gem in a magnificent setting — each
SYMPHONIC and LOW-LOSS reproducer is beauti-
fully encased in a silken container commanding attention
and bespeaking its quaUty.
You can sell "only one to a customer," Mr. Dealer. Sell your customers
thp best reproducer — SYMPHONIC. Sell them the reproducer that
will make the most record sales — SYMPHONIC. Sell them the repro-
ducer that will arouse their desire to own a new phonograph most
keenly — SYMPHONIC. Sell them the reproducer that makes you the
maximum profit with the least trouble — SYMPHONIC.
There is no substitute for SYMPHONIC. If your jobber does not
stock genuine SYMPHONIC REPRODLICERS. write us.
SYMPHONIC SALES CORPORATION
370 SEVENTH AVENUE NEW YORK
34
The Talking Machine World, New York, September, 1927
Speaking of Radio Shipments —
. . . you'll do right by yourself and your customers if you make Atlas Plywood
Packing Cases the standard shipping containers for your sets. It is mighty
important that your radios reach their destination without finish marring,
with delicate parts unharmed — and protecting Atlas Cases always deliver
your goods right.
Atlas Packing Cases are lightweight, easy to handle and assemble, strong,
handsome in appearance and years of continued use have proved them the
safest and most economical shipping cases for both radios and phonographs.
Cj^RRY the weight " S/JVE rREIGMT
ATLAS PLYWOOD CORPORATION
PARK SQUARE BUILDING, BOSTON, MASS.
New York Office Chicago Office
90 West Broadway 649 McCormick Building
1200
Canvassing, Window and Street Displays
Used by Daynes-Beebe to Aid Business
Prominent Salt Lake City Music House Overlooks No Medium of Attracting Customers to
the Store — Viola Browning Tells of Means Used in Increasing Sales
The Daynes-Beebe Music Co., of Salt Lake
City, reports having experienced a substantial
increase in business during the past few
months. A large percentage of this increase
is due to the fact that a force of twelve young
men has recently been employed for the pur-
pose of canvassing the entire city for talking
machine and piano prospects and also to dem-
onstrate and play all of the new records which
the store has for sale.
By being careful as to the selection of
courteous and refined canvassers, this form of
advertising and cooperation has been well re-
ceived here, and has added materially to the
monthly increase in business.
Another form of unique advertising which
has been employed by this company within the
past few weeks was evolved by Col. J. J.
Daynes, president of the organization, who,
after spending a few days in the nearby
canyons fishing with his sons, who are also em-
ployed here, arranged to display the catch of
large and various sized trout vi^hich they caught
by having the fish frozen in an eight hundred
pound block of ice which they placed near the
entrance to the store and which lasted for three
days, drawing unusually large crowds.
Daynes-Beebe window displays have also
been attracting exceptional notice recently. An
exceedingly iine piece of exploitation having
been arranged in the form of a tie-up with the
Don V. Tibb Orchestra, which is furnishing
the musical entertainment at the Saltair Resort
of this city for the season, and featuring Para-
mount and Buescher instruments.
In addition to the instruments which were on
display and the framed photograph of each
member of the orchestra, the window contained
a miniature Saltair Resort showing the large
dance pavilion with a bevy of cut-out models
revolving in an astonishingly realistic fashion
to the rhythm of the dance. This window re-
ceived very favorable comment and attracted
widespread attention.
New Electrola and Victor Combination
Models Announced at Jobbers' Conference
Two-Day Sales Conference of Victor Talking Machine Co. Distributors One of Most Success-
ful Ever Held— E. E. Shumaker and Other Officials Tell of Progress Made
The two-day sales conference of the dis-
tributors of the Victor Talking Machine Co.
took place on Monday and Tuesday, August
15 and 16, at Camden, N. J., and resulted in
one of the most successful gatherings ever held
of the wholesale representatives of Victor
products. The sense of the meeting seemed
to be one of satisfaction with the results of the
past year, confidence in the future and en-
thusiasm over the plans announced for the
coming year. Executives of the Victor Co.,
led by President Edward E. Shumaker, told
of the strides taken in production and mer-
chandising during the past year and a half
when the Orthophonic line was introduced. .
The announcement of the addition of new
models to the Victor Electrola line was en-
thusiastically received and the showing of the
combination line with the new products of the
Radio Corp. of America won expressions of high
approval from the entire assemblage of jobbers.
Sales policies and factory plants, likewise, were
favored by the meeting.
Officials of N. W. Ayer & Son, advertising
agents, who are handling the Victor advertis-
ing and publicity campaigns, spoke, and their
outline of what is to be done during the com-
ing year raised the optimism of the distributors
to an even higher pitch regarding the 1927-28
season being a record-breaker.
Among the representatives of the distributing
firms who attended the conference were:
George C. Beckwith and Charles C. Hicks, Geo. C.
Beckwith Co., Minneapolis, Minn.; William T. Haddon
and Albert H. Bates, Ohio Talking Machine Co., Cin-
cinnati, O.; William C. Griffith and Charles W. Hyde,
Chicago Talking Machine Co., Chicago, 111.; Charles B.
Mason and Henry Cunningham, Jr., New York Talking
Machine Co. ; William Biel, Cohen & Hughes, Inc.,
Baltimore, Md., and Washington, D. C. ; Paul W. Carlson,
Charles H. Ditson & Co., New York; Henry A. Winkel-
man, Oliver Ditson Co., Boston, Mass.; J. N. Blackman,
C. L. Johnston and Albert M. Blackman, Blackman Dis-
tributing Co., New York.
A. R. Boone, Talking Machine Co., Birmingham, Ala.;
Louis Buehn, Harry Ellis and Frank B. Reineck, Phila-
delphia Victor Wholesalers, Inc., Philadelphia; Frank W.
Corley, the Corley Co., Richmond, Va. ; William J. Hauss-
ler and Jerome T. Harris, C. Bruno & Son, Inc., New
York; Lester Burchfield and W. B. Calloway, the Thomas
E. Swan Co., Houston, Tex. ; Clarence Campbell, Knight-
Campbell Co., Denver, Colo.; John Elliott Clark, the
John Elliott Clark Co., Salt Lake City, Utah; L. W.
CoUings and C. B. Shaw, CoUings & Co., Newark, N.
J.; Ralph S. Cron, Southwestern Victor Distributors, Inc.,
Dallas, Tex. ; C. R. Cressey, Cressey & Allen, Portland, Me.
Perry B. Whitsit and W. Frank Davisson, the Perry
B. Wliitsit Co., Columbus, 0.; E. H. Droop and W. R.
Lyman, E. F. Droop & Sons Co., Washington, D. C. ;
A. S. Eisenbrandt, H. R. Eisenbrandt & Sons Co., Bal-
timore, Md.; E. C. Gallo, Horton-Gallo Creamer Co.,
New Haven, Conn. ; George L. Ruez and Harry A. Gold-
smith, Badger Talking Machine Co., Milwaukee, Wis.;
C. L. Elyea and Geo. Elyea, Elyea Talking Machine
Co., Atlanta, Ga. ; E. L. Gratigny, Oklahoma Talking
Machine Co., Oklahoma City, Okla. ; A. A. Grinnell, M.
O. Grinnell and George F. Martin, Grinnell Bros., Detroit,
Mich.; G. C. Hamberger, Elmira Arms Co., Elmira, N.
Y. ; Parham Werlein and J. A. Hofheinz, Philip Werlein,
Ltd., New Orleans, La.
Fred Jenkins and J. W. Jenkins, Jr., J. W. Jenkins
Sons Music Co., Kansas City, Mo.; O. L. Neal, Buffalo
Talking Machine Co., Buffalo, N. Y. ; French Nestor,
the French Nestor Co., Jacksonville, Fla. ; E. C. Rauth,
Koerber-Brenner Co., St. Louis, Mo. ; Wallace Russell,
Standard Talking Machine Co., Pittsburgh, Pa.; Rudolph
Wurlitzer and J. L. Ryan, the Rudolph Wurlitzer Co.,
Cincinnati, O.; George H. Rewbridge, W. F. Frederick
Piano Co., Pittsburgh, Pa.; R. C. Rogers, the R. C.
Rogers Co., Washington, D. C; Curtis N. Andrews and
T. Sigman, Buffalo, N. Y. ; W. D. Andrews, Syracuse,
N. Y. ; Alan Steinert, Eastern Talking Machine Co.,
Boston, Mass.; Howard J. Shartle, Cleveland Talking
Machine Co., Cleveland, O. ; H. W. Weymann, H. A.
Weymann & Son, Philadelphia, Pa.
Amplion Sales Conference
Members of the sales department of the
Amplion Corp. of America in conference with
Amplion Sales Conference
Lloyd L. Spencer, general sales manager, at the
headquarters of the company in New York.
Seated, left to right: L. L. Spencer, J. J. De-
Bona, A. Hedeman, F. W. Piper; standing, left
to right: L. N. Lown, C. J. Main and H. G.
Hillebrand.
New Grosley Salesman
Ralph W. French, formerly with the Cin-
cinnati office of the Westinghouse Elec. & Mfg.
Co., for which he did sales promotion work,
has recently joined" the sales force of the Cros-
ley Corp. He will do field promotion work.
Heads Music Committee
Will A. Watkin, president of the Will A.
Watkin Co., has been appointed chairman of
the music committee for Dallas Day, October
11, at the Texas State Fair. Mr. Watkin is one
of the active members of the trade in Dallas
in promoting interest in music.
The Talking Machine World, New York, September, 1927
EMPIRE^S Low Prices
MEAN
Greater Profits for YOU !
Safeguard Your Reputation
With thirteen years of manufacturing
experience back of Empire Tone
Arms, we are able to produce highest
quality parts on a quantity basis at
prices that are startlingly low.
We are making a fair profit on our
work and are passing the balance of
the saving on to you.
With Empire Tone Arms you can
lower your production costs, make
greater profits, and at the same time,
be sure that you are using the best
quality tone arms available.
Write for a quotation
on your requirements
J
EMPIRE
Reproducers
^
TKe Premier
A new style reproducer equipped
with a specially treated metal dia-
phragm adapting it to machines
equipped with the new amplifying
chamber and tone arm.
There are several other styles of
reproducers in the Empire line. Write
for information and prices.
r
Empire Phono Parts Co.
Established 1914 ^<^'M. J. McNAMARA, Pres.
10516 Madison Avenue, Cleveland, Ohio
The Talking Machine World, New York, September, 1927
The MASTER is modern.
Has all the new features — full
curved throw-back tone-arm —
an exclusive reproducer — self-
contained record album. Case
built to last a lifetime — beauti-
fully decorated embossed cover
in five distinctive colors.
The MASTER is the stand-
ard of portable values.
The FLAPPER is a novelty
instrument of unusual appeal.
The CUB is the one high
quality portable priced low.
For full profit sell E^^SS
products — the one line in pub-
lic demand.
ARRLIDLA MaSTER
BEYOND THIS YOU BUY FURNITURE
WORLD'S LARGEST MAKERS OF
The Talking Machine World, New York, September, 1927
As the Big Selling Season Opens
FALL AND WINTER is harvest time for profit
among Music and Radio Dealers. It's portable
selling time, too, for those who keep their
cash sales in proper proportion. Selling records
and portables— that's the big end of the daily cash
business. And the one best way to enjoy volume
record sales is by selling portables
Get your full profit by seUing (arRI^ products
the only nationally advertised line on the mar\et.
The easiest one to sell because people ask for
Iarrmola portables. Day in and day out, through
the entire year, they read about this standard of
portable values in the recognized national maga-
zines.
Dealers find the demand continuous. Just as
good in October as it is in June. A business which
is truly profitable the year round.
Enjoy these sales— and profits— now as the big
selling season opens. Check over your pRRgoLA
stock today. Be sure that you have all colors of
each model, and you'll never miss a sale. There's
a live [arruola Distributor right near you, who
will be happy to serve and help you gain this ready
business.
Just get in touch with him today, or write us
direct, for beautiful free illustrated catalog.
The [arrljo^ Company of America
647 Clinton Street, Milwaukee, Wisconsin
''Natianally
Advertised
Every
Month
in the
Year"
PORTABLE PHONOGRAPHS
The Talking Machine World, New York, September, 1927
The OUTSTANDING
"A"
BATTERY
POWER
UNIT
"B"
ELIMINATOR
oj the season is the
Radio engineers and testing
laboratories endorse them,
radio users demand them —
because National has com-
bined simplicity of opera-
tion, compact, fool-proof de-
sign, and long, carefree serv-
ice with remarkably low
prices.
"A" AND "B'^ POWER
A New National development — not bulky or clumsy, a combination of the
National "B" Eliminator with any National Power Unit, easy to stock and
a "self-seller" if ther« ever was one.
This season offers greater opportunities than ever before to National jobbers
and dealers. There is still time to have National insure your radio profits. Wire
or write for full details of the National franchise.
SEE OUR EXHIBIT AT THE
Fourth Annual Radio World's Fair
New Madison Square Garden, New York
September 19th to the 24th, inclusive
Booth No. 2 — Section G.G.
Sixth Annual Chicago Radio Show
Coliseum, Chicago
October 10th to the 16th, inclusive
Booth No. 20 — Section H.H.
National Lead Battery Co.
Qeneral Offices, St. Paul, Minn.
FACTORIES: St. Paul, Chicago,
Kansas City, Los Angeles
BRANCHES: New York City, Dallas,
Oakland, Atlanta, Portland (Ore.),
Baltimore, St. Louis, Seattle, Cincinnati
Last-Minute News of the Trade
Columbia European Sales Show 50 Percent
Increase; American Sales Hit High Mark
Louis S. Sterling, Chairman of the Board of Columbia Phonograph Co., Now En Route to Far
East, Makes Interesting Comment on Co mpany's European and American Business
Louis S. Sterling, chairman of the board of
directors of the Columbia Phonograph Co., Inc.,
and managing director of the Columbia Grapho-
phone Co., Ltd., London, England, arrived in
New York the first week of September after
spending four months abroad. Mr. Sterling,
after conferring with his New York associates,
secured accommodations which will bring him
to Japan the early part of October, and he is
Louis S. Sterling
now en route for the Far East, with plans of
returning to New York the early part of Decem-
ber. While in Japan, Mr. Sterling will confer with
J. R. Geary, president of the Nipponophone Co.,
which is now controlled by the Columbia in-
terests. Mr. Sterling has made arrangements
whereby a number of well-known engineers will
arrive in Japan within a few weeks with the idea
of introducing new and improved manufacturing
methods at the Nipponophone factories, and it
is also quite likely that changes will be made
in the board of directors and executive stafT of
the Japanese organization, so that everything
will be in readiness for a permanent and pros-
perous Japanese business for Columbia interests.
Recognized internationally as one of the fore-
most members of the phonograph industry, Mr.
Sterling's comments regarding business abroad
are of unusual interest, and in a chat with The
Talking Machine World he said: "General con-
ditions throughout Europe are without excep-
tion very satisfactory, and show a steady and
consistent improvement that is beyond all of
our expectations. The phonograph industry is
enjoying a prosperity that is out of proportion
to general conditions in Europe in that this in-
dustry has advanced more rapidly than prac-
tically any other industry in Europe, and the
first six ^months of 1927 throughout Europe
showed larger sales in the phonograph trade
than during any six months in the history of
the industry. This may be attributed to a num-
ber of causes — primarily, the improvement in
the product coupled with the fact that the in-
troduction of American methods into the pho-
nograph trade abroad has brought about a far
greater degree of prosperity and permanency
than in other industries. By utilizing American
merchandising ideas the phonograph and record
manufacturers in Europe have influenced a
recognition of their products, which is well de-
served and steadily growing in volume. Adver-
tising along practical and effective lines has
contributed to the success of the industry, and
undoubtedly 1927 will be a banner year for the
phonograph trade in every European country.
"From our own standpoint sales have exceeded
all of our anticipations, and our European busi-
ness for the first six months of 1927 showed over
50 per cent increase compared with last year.
This is particularly significant when it is real-
ized that the first half of 1926 was the greatest
in our history. The sale of phonographs so far
as Great Britain is concerned showed a gain in
the first six months of 1927 of over 200 per cent
as compared with last year, and on the Con-
tinent the sales of machines and records, were
more than 75 per cent ahead of the correspond-
ing period of last year.
"This very healthy and satisfactory condition
J. E. Henderson Is Brunswick
National Record Sales Mgr.
Former District Manager of Panatrope Division
at Cincinnati Receives Merited Promotion —
Has Had Long Experience in the Trade
J. E. Henderson, former district manager of
the Panatrope division of the Brunswick-Balke-
CoUender-Co. at Cincinnati, O., has just been
appointed national record sales manager with
offices in Chicago. This is pleasant news for
the hundreds and hundreds of friends that Mr.
Henderson has in the trade, who, in their con-
tact with him, have found him an able executive
and a "square shooter."
Mr. Henderson has already begun his new
duties, and took office immediately following
the resignation of C. D. MacKinnon, who has
started in business for himself in the East.
Mr. Henderson's long contact with the trade
and his experience with the dealer in working
with him on the selling problems of to-day fit
him ideally for this new and important post.
He understands perfectly just what situations
the dealer must face in these days of keen com-
petition and energetic merchandising policies,
and his appointment is a boon to dealers.
Many years ago Mr. Henderson joined the
industry with the Columbia Phonograph Co.,
and entered the Brunswick ranks in 1921. Short-
ly after that time he was appointed district man-
ager of the Atlanta Brunswick branch and since
1922 has peen acting in a similar capacity at the
Cincinnati office. Under his leadership that
branch of the Brunswick Co. made some re-
markable sales records, particularly during the
last year, when general business conditions were
supposed to be in bad shape, yet he imbued
his men with the same spirit and enthusiasm
that made for his own success, and the records
show some exceptional increases over the pre-
vious year.
Mr. Henderson is essentially and typically a
sales manager. He has made a thorough study
of changing economic problems, and keeps him-
self in constant touch with the ever-advancing
methods of merchandising. No new develop-
ments in connection with sales angles go un-
noticed— Mr. Henderson is a typical example of
the modern executive.
Obviously with such a man at the helm of
their record department, the Brunswick Co.
confidently anticipates that record sales will not
only continue at their present rate of increase
but expand enormously.
is a direct reflection of the status of the Euro-
pean workingman at the present period. Al-
though it is true that living conditions in Eu-
rope for the average workingman have in-
creased from 50 to 60 per cent since the war,
his income has jumped ahead from 75 to
100 per cent, thereby leaving him a sufficient
and substantial margin for so-called luxuries.
The automobile, which is the American working-
man's pride and ultimate goal, has not attained
wide popularity for the European workingman,
and the latter uses his spare money for domestic
luxuries, wherein the phonograph receives prime
consideration. In fact, during the past year or
so, the phonograph is no longer regarded by
the European workingman as a luxury, but as
an absolute necessity, which must be in his
iiome in order to provide entertainment for him-
self and his family.
"I was delighted to find our American busi-
ness simply wonderful. Our Columbia record
sales are far ahead of 1926, and in fact beyond
all figures which we had set at the beginning
of the year. Our sales of machines in this
country are steadily growing and, looking upon
the future as a whole, we have every reason
to believe that 1927 will be one of the outstand-
ing years in Columbia history."
Becker Bros. Electrical Corp.
Becomes Kellogg Distributor
Prominent Chicago Corporation to Push the
Kellogg Line in Extensive Territory, Includ-
ing Parts of Indiana and Illinois
The Kellogg Switchboard & Supply Co., Chi-
cago, manufacturer of Kellogg radio receiving
apparatus, recently appointed Becker Bros.
Electrical Corp., also of Chicago, as a distribu-
tor. The Becker Brothers organization has for
its territory northern Indiana and northern
Illinois, not including the city of Chicago.
Becker Brothers Electrical Corp. has been
active in the electrical field for thirty-seven
years and is headed by three executives who
have a wide background of experience in both
the electrical and radio fields, W. F. Becker,
president; C. J. Becker, vice-president; B. F.
Wallace, secretary, and W. L. Neil, sales man-
ager. The headquarters of the firm are located
at 23 North Jefferson street, and a display and
demonstration room is maintained on the ground
floor of the Pullman Building, 71 East Adams
street. The firm has been active in the elec-
trical refrigeration field, with the Belding-Hall
"Electrice" as its leading product.
H. N. McMenimen Amplion
Representative in Missouri
Well-Known Talking Machine and Radio Execu-
tive Covering St. Louis and Kansas City
Territory for Amplion Corp. of America
Lloyd L. Spencer, general sales manager of
the Amplion Corp. of America, announced this
week the appointment of H. N. McMenimen as
a member of the Amplion sales staff, covering
St. Louis and Kansas City territory in the mid-
West, with headquarters in St. Louis. Mr. Mc-
Menimen needs no introduction to the radio and
music industries, for he has been identified with
the phonograph and radio trades for upwards
of twenty years, and numbers among his friends
jobbers and dealers from coast to coast. He is
achieving excellent results with the Amplion
line, and has already appointed quite a number
of representative jobbers in the territory he is
representing.
The A. A. Schneiderhahn Co., Atwater Kent
jobber of Des Moines, la., held a dealer con-
vention at the Martin Hotel on September 2.
34a
The Talking Machine World, New York, September, 1927
^ dealers^
wlfolesalers-
pmanufachum
(iTadiOfooducts^
(Registered in the U. S. Patent Office)
FEDERATED BUSINESS PUBUCATIONS, Inc.
President, Raymond Bill; Vice-Presidents, J. B. Spillane, Randolph Brown; Secre-
tary and Treasurer, Edward Lyman Bill; Assistant Secretary, L. B. McDonald;
Assistant Treasurer, W'm. A. Low.
RAYMOND BILL, Editor
B. B. WILSON, BRAID WHITE, Associate Editors
C. R. TIGHE, Managing Editor
LEE ROBINSON, Business Manager
FRANK L. AVERY, Circulation Manager
Trade Representatives: E. B. Munch, Victor C. Gardner,
V. E. MOYNAHAN, ROYCE CODY, A. J. NiCKLIN
Western Division: Republic Building, 209 So. State Street, Chicago, 111. Telephone,
Wabash 5242. Leonakd P. Canty, Manager,
Boston: John H. Wilson, 324 Washington Street.
London, Eng., Office: 68 Milton St. (Fore St.) EC. 2. Oerkenwell 1448.
The Talking Machine World has regular correspondents located in all of the principal
cities throughout America.
Published the 15th of every month at 420 Lexington Ave., New York
Sl'BSCKIPTION (including postage): United States, Mexico, $2.00 per year;
Canada, $3.00; all other countries, $4.00. Single copies, 25 cents.
ADVERTISEMENTS: $6.50 per inch, single column, per insertion. Advertising
pages, $172.00. On yearly contracts for display space a special discount is allowed.
REMITTANCES should be made payable to The Talking Machine World by check
or Post Office Money Order.
NOTICE TO ADVERTISERS — Advertising copy should reach
this office before the first of each month. By following this rule
clients will greatly facilitate work at the publication headquarters.
Long Distance Telephone Number 1760 Lexington
Cable Address: "Elbill," New York
NEW YORK, SEPTEMBER, 1927
Trade Confidence in Coming Business
IF conditions within the tallying machine and radio markets can
be accepted as a fair indication of the general business situation,
and particularly of the prospects for Fall and Winter business in
both indu.'-tries, then the ne.xt few months should witness sales
volume sufficiently large to satisfy the most ambitious, with the
possibility of breaking some records that have been hung up for
similar periods.
The most encouraging sign is the Inclination of retailers to
order liberally and to order early. A great majority of them have
accepted the possibility of Summer business this year as a fact
rather than a theory, with the result that they are selling talking
machine and radio products right through the Summer season,
not in holiday volume perhaps, but in sufficient quantities to rep-
resent a thoroughly profitable business and to clear the store of
stocks that in previous years have been allowed to hibernate during
the Summer, only to be brought out in the Fall and generally
oftered at reduced prices in competition with the new lines.
It is reported that in the great majority of cases dealers are
not only ordering stocks for replacement purposes, following an
unusually active Summer, but are placing orders for delivery
within the next couple of months on a basis that reflects a satis-
fying amount of sound confidence in what the coming season has
to offer in retail sales possibihties. This confidence is based not
alone on the sales prospects, but also upon the assurance that,
although there will be many improved products offered to the
public between now and the first of the year, they are not of the
revolutionary character that will make stocks on hand obsolete
or unsalable.
In the talking machine field there have been, and are being,
introduced a number of new models in the various lines, all rep-
resenting distinct improvements. This makes them highly desirable,
but it can in no sense put existing models in the discard. At the
showing of the new radio products in June there were found new
and interesting models and improvements. The developments
were on a sound, conservative basis and not of the sensational
sort calculated to disrupt trade. The showing of radio apparatus
in New York this month promises to be distinctly interesting and
will reflect the progress of the industry. But it is generally ac-
cepted that the new products will have a tendency to widen thfe
market and the appeal of radio generally rather than to disturb
the business situation.
Forecasting business prospects is a dangerous practice under
any condition, but certainly the widespread confidence of the trade
Itself can be accepted as one of the first steps towards securing
an active demand for the coming months. Dealers who have
confidence in their products and their market are in a frame of
mind to do a real selling job.
Meeting the Trade-in Problem Sensibly
THE trade-in problem has been a factor in the talking machine
and radio trades almost since their inception, for it only re-
quires minor improvements in instruments or a desire to own one
or more of an elaborate character to force upon the dealer the
question of making an allowance upon the old machine which will
satisfy the customer and at the same time give him at least an
even break. With the introduction of new instruments of a
revolutionary character this trade-in problem has become steadily
more acute, for the trade has been forced to look upon owners of
old-type machines as logical prospects for new ones, inasmuch as
they have already shown their interest in phonograph or radio
music and can therefore be expected to appreciate the latest im-
provements.
In handling trade-ins many dealers have had special oppor-
tunities to demonstrate their ability as merchandisers, first by
establishing an allowance schedule fair to the dealer and satisfying
to the customer, and then by being willing to stick to that schedule
In the face of competition which regards the sale as more im-
portant than the profit, and which Is willing to make exceptional
allowances for the sake of closing the deal. There has been much
sound advice offered on the trade-in subject and those who have
taken that advice or have profited by experience have not found
the problem one that is Insurmountable. It Is true that they may
have lost some sales by sticking to principle, but they have not
found all their profits tied up in large and often unsalable stock.
In a talk before members of the Western Music Trades
Association some weeks ago William H. Cross, of Oakland, Cal..
laid down some rules for handling the trade-in that might well
be considered seriously. The first rule Is that the new instrument
should be sold definitely to the customer before the dealer allows
the question of allowance to enter. As enthusiasm over the new
product Increases, in exact ratio does the interest in the old product
diminish. The next important move Is to educate the public as
far as possible to an understanding of the fact that the old phono-
graph, or, for that matter, the two- or three-tube radio. Is
practically as obsolete as the old square piano. They may be
played, but the results are far from satisfactory and their sales
value Is practically nil. It took the public some time to learn that
the old square piano was worthless, but now everyone knows it.
It will take time to educate them to the obsolete character of the
old phonograph and the old radio, but through co-operation and
persistent eft'ort the results can be achieved.
Meanwhile, the secret of success in handling the trade-in is
in treating the matter on a thoroughly businesslike basis, allowing
only so much for the old instrument as it can be resold for
profitably and explaining to the customer the reason for the limited
allowance. It may be that some sales will be lost, but a sale lost
under such conditions Is worth more than a sale the profit of
which is represented by a non-salable old model on the warehouse
floor.
Co-ordination Makes for Increased Sales
1\/T ANY talking machine dealers who handle sheet music simply
consider that department as an additional avenue for building
up profits without considering seriously its corelatlon with the
talking machine business. In other words, they consider It as a
separate entity and do not in many cases take full advantage of
the opportunity presented for building talking machine sales,
beyond, of course, considering the fact that prospects for talking
The Talking Machine World, New York, September, 1927
34c
machine sales may be found among those who come in to buy
sheet music.
The talking machine dealer who handles other musical lines,
whether musical merchandise or sheet music, is naturally missing
an opportunity if he does not make an effort to co-ordinate the
activities of the various departments so that each may be made
to play into the hands of the other, systematically and consistently.
The fact that a customer appreciates good music as reproduced
accurately by the talking machine and is a good record buyer
does not in any sense mean that he is not possessed of the natural
ambition to perform on some musical instrument for himself, for
no matter how amateurishly he may play, at least he has the
satisfaction of enjoying self-interpretation and self-performance.
Also to perform music himself he must have the wherewithal to
make that possible. In other words, he must buy sheet music.
The proper co-ordination of the several departments of a
music store make it easily possible to sell several items to the same
customer, and thus capitalize directly the reputation of the house
with the public. An instance in point is found in an article in
this issue of The Talking Machine World describing the method
followed by the Thomas Music Stores, Inc., of Albany, N. Y.,
in making sheet music the foundation of a music business amount-
ing to $80,000 annually and representing in the final analysis fully
half that annual volume. In this particular case the Thomas policy
is to utilize the large sheet music following for building up
prospects for talking machines. The inference is that the student
of the piano or other instruments will take advantage of the oppor-
tunity of hearing through the talking machine how the great
artists interpret music, and the appeal has been responsible for
the sale of many talking machines and many thousands of records.
The gist of the whole idea is that the proper correlation of
each department is the first and most direct step toward making
the customer regard the particular music store as a center for all
buying of musical instruments and accessories. The more
times the store is visited, the more opportunities there are for
selling a few more records or a few more copies of music to that
particular customer. It encourages frequent contact and that
means more sales and, last but not least, turnover and profit.
Turning Non-Producers Into Producers
P? VERY wholesale and retail business has its producers and
non-producers, the former being the members of the sales
staff who keep the products moving into retail channels or into
the homes of the country, and the others making up that small
army which has to do with the business details, moving the prod-
ucts in and out of the warehouse and store, keeping the books,
watching credits and collections, and taking care of the many
other items which require attention in the average business estab-
lishment. These so-called non-producers are regarded as a fixed
factor in the overhead and often as necessary evils. Yet the head
of the business himself is largely responsible for that condition.
There is no particular reason why there should be any reallv
non-productive members of any distributing organization, whether
in the music trade or elsewhere, if the members of the clerical
and store staffs, exclusive of salesmen, are properly encouraged
to bring in and list the prospects for talking machine and radio
sales that they find among their friends and, where possible, make
direct sales themselves. Experience has proved that a very modest
commission will serve to spur on bookkeepers, clerks and even
porters to accomplish some real selling results. Each of these
individuals has a circle of friends, and it is assumed it is the
natural inclination to do business with a friend where possible.
In more than one case a colored porter has been found to be able
to dig up a surprising amount of business which otherwise might
be entirely overlooked by the sales staff and lost to a competitor.
To understand how the system works one needs but to watch
the efforts of collectors and service men representing public and
utility corporations to interest housewives and business men in
electrical devices that will make housework easier or promote
efficiency in the ljusiness office. These companies realize that in
such men they have at hand a potential sales organization of
several thousand members, who are utilizing time to bring in new
business that might otherwise be lost. Regular sales forces
are maintained, of course, but the average company could not
afford to operate a sales force that would come in contact with
one-tenth as many people as can be reached by those field repre-
sentatives who must make calls in the regular course of duty.
VVe have in the music trade several concerns which have met
with great success in encouraging every member of their organiza-
tions to bring in prospects and sales. One of the basic ideas of
salesmanship is that when more prospects are reached within a
given period of time, more sales will result on the simple basis of
natural averages. The employes of Lyon & Healy, Chicago, for
instance, even the humblest of them, are responsible for adding
many thousands of dollars to the company's sales records each
year^ simply because they receive a definite commission on all
sales they make, and on all sales that are made to prospects
whose names they turn in. The Aeolian Co., in New York, is
another concern which encourages every member of its organiza-
tion to endeavor to sell instruments from the company's stock to
his friends. More than one stenographer and elevator runner has
been aided materially in meeting clothing costs by the checks re-
ceived from such sales.
There has been some objection to the system on the theory
that it arouses the animosity of the regular sales force, or distracts
the attention of employes from their regular work. Practical
experience, however, has shown that such is not the case, for the
reason that the business brought in is ninety-nine times out of
one hundred business with which th'e sales staff has not been in
contact, or which could not be closed readily through ordinary
channels, and the very duties of most of the other members of the
staff prevent them from doing any selling except on their own time.
The whole question resolves itself into one of reducing the
unproductive factors of the business to a minimum, by making
it possible for each individual to bring in business that will par-
tially offset his payroll costs and at the same time strengthen his
loyalty by opening up a new channel for securing added income.
What has been done by houses of the size of the Aeolian Co. and
Lyon & Healy can be done by every retail talking machine and
radio dealer regardless of size, and the non-producer who once
wins commission will be encouraged to redouble his eft'orts.
SYMBOL OF CfUALITY
Adaptable for
Portables and
Upright Machines
hyrephonic
Tone Arm No. 2
Lyrephonic
Junior
Lyrephohic Products
Write for full details
Andrew P» Frangipane & Co*, Inc*
32 Union Square, New York
Factory: Lyndhiirst, N. J.
Last-Minute News of the Trade
Ben Selvin Is Program
Director of Columbia Hour
Weil-Known Orchestra Leader to Direct Pro-
grams for Columbia Phonograph Hour to Be
Given Every Wednesday Evening Over Chain
Ben Selvin, besides being known as one
of the greatest of American orchestral leaders,
has accepted the post of Program Director of
the Columbia Phonograph Hour, sponsored by
Ben Selvin
the Columbia Phonograph Co, to be presented
every Wednesday evening over the entire chain
of the Columbia Broadcasting System, starting
September 28.
Mr. Selvin has had years of the broadest ex-
perience in the entertainment and theatrical
field; an experience which makes him peculiarly
fitted for this key position in radio entertain-
ment. He has many ideas which promise to
place the Columbia Phonograph Hour on the
highest plane of original musical entertainment.
Ben Selvin, a native of New York, started
fiddling at the age of seven. He made his first
public appearance at the Star Casino at the age
of nine. Acclaimed a prodigy, and presented
with a gold medal in recognition of his genius,
it was planned to send him to Paris for further
musical study. Reverses prevented, but Ben
was determined to succeed, so kept on working
in and around New York.
In 1913 Mr. Selvin made his first appearance
on Broadway. From there he went to Rector's,
then to Reisenweber's and Healy's. When nine-
teen years old, Ben Selvin organized his own
orchestra and played at the Moulin Rouge for
Broadway's record orchestral run — a run of
seven years.
By training, association and talent, Mr. Sel-
vm is pre-eminently fitted for the exacting re-
quirements of this newly created post.
S. J. Zauderer Heads Mohawk
Department at Blackman Go.
Appointed Sales Manager — Gustave Perla and
C. Wesley Kent Also Added to Mohawk Sales
Division — All Widely Experienced
C. L. Johnston, vice-president and general
manager of the Blackman Distributing Co., New
York, distributor of Victor and radio products,
announced recently the appointment of S. J.
Zauderer as sales manager of the company's
Mohawk radio department. Mr. Zauderer has
been identified with radio activities in metro-
politan territory for the past five years and
numbers among his friends dealers throughout
the East. He is keenly enthusiastic regarding
the sales possibilities for Mohawk's receivers
in this territory, and the Blackman sales stafif
has already closed arrangements with many
well-known retailers who will give the Mohawk
line aggressive representation. Gustave Perla
has joined the Blackman sales force, concen-
trating on the development of Mohawk sales,
and C. Wesley Kent is also a member of the
Mohawk department.
C. K. Burton Now Garryola
Go. General Sales Manager
Latest Addition to Executive Organization of
Prominent Portable Manufacturing Concern
Has Broad Merchandising Experience
The Carryola Co. of America, manufacturer
of portable phonographs, has just announced
the appointment of C. K. Burton as general
sales manager.
Mr. Burton's merchandising experience has
been extensive. For the past seven years he has
been associated with Klau-Van Pieterson-Dun-
lap-Younggreen, a prominent Milwaukee adver-
tising agency, in the capacity of merchandise
man. His activities were specialized on market
analysis, selling plans, resale co-operation and
the training of salesmen. Among many other
clients, he has served manufacturers in the
radio-musical field, and is familiar with prob-
lems in this industry. Prior to his agency ex-
perience, Mr. Burton was a member of the
advertising sales staff of the Chicago Tribune.
Under Mr. Burton's direction, the Carryola
Co. of America is planning an aggressive sales
and advertising program. Advertising in the
C. K. Burton
large national publications will not only be con-
tinued, but in fact supplemented by additional
selling helps prepared for the trade.
S. G. Schulz Appointed Minne-
apolis Brunswick Manager
Success Won as Brunswick Chicago Loop Sales-
man Responsible for Promotion to Managerial
Post — Joined Company After War
Sellmann C. Schulz, who for the past year
and one-half has been acting in the capacity
of Loop salesman in Chicago for the Bruns-
wick Co., has been appointed district manager
of the Panatrope division of that company at
Minneapolis, Minn. Mr. Schulz has already
begun his duties at the branch, and from the
manner in which he has taken hold of the
situation there the officials of the Brunswick
Co. expect great things of him in- the future.
Mr. Schulz came to the Brunswick organ-
ization at the Cincinnati, O., branch shortly
after being mustered out of the Army, where,
incidentally, he made a good record for him-
self. He was one of" the first to enlist shortly
after the entrance of the United States into
the war. Enlisting as a private he left the
Army with the rank of lieutenant.
While at the Cincinnati branch he operated
as a salesman in the territory in southern
Indiana, and his success there , led to his ap-
?,Ad
pointment as representative in the cream spot
of the country, the Chicago Loop. In Chicago
he followed his self-applied maxim, that the
foundation of salesmanship is hard work, and
he had even more success than he had in his
S. C. Schulz
old territory. Such energy and activity can-
not be denied, and he was offered the district
managership in Minneapolis at the first op-
portunity.
H. G. Anderson Is Manager
of the Ghicago Edison Go.
Well-known Trade Personage Appointed Man-
ager of Central Divisional General Office of
Edison Phonograph Distributing Co.
Hervey G. Anderson was recently appointed
manager of the central divisional general officp-
of the Edison Phonograph Distributing Co.,
with headquarters in Chicago, 111.
"Andy," as he is known to his host of friends
in his part of the country, was for a number
of years sales manager of the Kipp Phonograph
Co., of Indianapolis, Ind., and for the past five
years ha^ ably represented the Edi=:on Phono-
H. G. Anderson
graph Distributing Co. in Indiana, Illinois and
other sections of the Central West.
Mr. Anderson is at present making a hurried
trip throughout his entire territory, stopping
for a brief period at Kansas City, Denver and
Minneapolis, in which cities, as well as in
Chicago, are located branches of the Edison
Phonograph Distributing Co.
The Talking Machine World, New York, Septtnnber, 1927
35
Atwater Kent Granted Pat-
ents on One-dial Receivers
Two Patents Covering and Authorizing the
Fundamentals Upon Which A-K One-Dial
Set Rests Issued to Atwater Kent Mfg. Co.
Washington, D. C, September 6. — The United
States Patent Office has just issued two patents
to the Atwater Kent Mfg. Co. covering and
authorizing the fundamental principles upon
which the Atwater Kent one-dial sets rest.
These patents, the result of long experi-
mentation in the Philadelphia laboratories, give
to the Atwater Kent Mfg. Co. exclusive rights
to the use of these scientific discoveries es-
sential to the simplicit)^ and easy operation of
their one-dial reception.
The patents were applied for last year and
cover the exclusive devices utilized in the mak-
ing of the Atwater Kent sets. In an official
statement from the company, the new advanced
ideas in the science of radio are set forth as
follows:
"An excellent example illustrative of the
present tendency towards simplification of
radio broadcast receivers is offered by the one-
dial sets made by the Atwater Kent Mfg. Co.
The United States Patent Office has just issued
patents numbered 1,639,414 and 1,639,042 cover-
ing this and other Atwater Kent features.
These patents, in conjunction with a license
under Hogan Patent No. 1,014,002, cover the
one-dial construction put out by the Atwater
Kent Co. and place it in an excellent patent
position relative to its product.
"The Atwater Kent Co.'s main object in the
development of this one-dial receiver was to
place in the hands of unskilled operators a
multi-stage receiver of great sensitivity and
selectivity with utmost simplicity in tuning,
which would require neither experience no*-
effort and permit logging of broadcast receiving
sets by only one-dial reading for each station.
That it has accomplished its purpose is evi-
denced by the instant popularity of the inany
thousands of sets of this type sold during the
last season."
Splitdorf Sales Manager
Comments on Trade Trend
Robert W. Porter, Vice-President and General
Sales Manager of Splitdorf Radio Corp.,
Finds Jobbers Studying Makers' Standing
Robert W. Porter, vice-president and gen-
eral manager of the Splitdorf Radio Corp.,
Newark, N. J., on his return from an extensive
trade trip, remarked on the tendency of dealers
to confine their activities to a single line of
radio receivers. Mr. Porter also stated that
wholesalers are concerning themselves more
than ever with the plant behind the set, and
ire considering the products they are handling
)r intend handling, by investigating the sta-
bility of the manufacturers.
The following are the factors, according to
Mr. Porter, that distributors are studying re-
garding the manufacturers producing radio
sets: manufacturing experience, manufacturing
facilities and equipment, factory policies con-
trolling production, type of men comprising
management, financial resources, trade stand-
ing, patent and license protection, and the type,
performance and quality of radio apparatus..
Raytheon Mfg. Go. Plans
Big Advertising Gampaign
Cambridge. Mass., September 6. — The scope of
the national advertising to be placed behind
Raytheon tubes, made by the Raytheon -Mfg.
Co., of this city, is shown in a bound folio
issued by this company. The magazine adver-
tising is scheduled to appear in the Saturday
Evening Post and a number of "fan" papers
There is also included a wide variety of at-
tractively prepared advertisements for news-
paper use.
The latest issue of the Raytheon Power Bul-
letin, compiled for radio engineers, service men
and radio experimenters by the engineering
staff of the Raytheon Co., describes the Ray-
theon type BA, 350 milliamperes, the rectifying
tube for series filament operation.
To Feature Stewart- Warner
Radio at Many Shows
Radio products manufactured by the Stew-
art-Warner Speedometer Corp., Chicago, will
be exhibited at radio shows in thirty-one cities
throughout the United States, according to in-
formation made public several weeks ago. The
Stewart-Warner Matched Unit radio receivers,
reproducers and other products have already
been shown at radio expositions held in
Toronto, St. Louis, Omaha, Seattle, Indian-
apolis, Los Angeles, Winnipeg, Grand Rapids,
Cincinnati, Philadelphia, Utica and Portland,
and will be displayed in other cities throughout
the country during the Fall and Winter.
Empire Mfg. Go. Increases
Its Production Gapacity
Manufacturer of Plywood Packing Cases for
Shipment of Phonograph and Radio Cabinets
Ships 1,500 Carloads Each Year
GoLDSBORO, N. C, September 6. — The increase
in the use of plywood packing cases for the
shipment of talking machines and radio cab-
mets is visualized in the history of the Empire
Mfg. Co., of this city. The company started
business in 1910, manufacturing three-ply gum
veneer panels and packing cases with a capacity
of about two carloads a day. Since that time
the plant has been gradually enlarged to the
present capacity of about fifteen hundred car-
loads annually. The company owns its own
timber lands and operates four locomotives
and about sixty miles of standard gauge rail-
road for the purpose of bringing its logs to
the mill. It is stated that Empire panels and
packing cases are being shipped to almost every
State East of the Rockies. George S. Daniels,
treasurer, states that the great capacity of the
plant has provided for quick service.
7
Arco "AB", "A" and "B" Power Units
are provided with delicate control to
secure the maximum eflBciency from
both the Unit and the set.
Arco Power Units are neat and attrac-
tive. No huge boxes containing jars and
bottles of electrolyte and batteries. Arco
Units are built around the latest
developments in the Power field.
1
Compare Arco with any of equal
appearance and performance and
you'll see why dealers and jobbers
prefer Arco.
4* Economical
Arco Units use the minimum
of power. The control panels
enable you to control the
power at the input thereby
eliminating danger to the
parts as well as providing
economy of operation.
The Arco line is backed by
the manufacturing experi-
ence of the staS of Arco elec-
trical engineers. Arco Units
are designed to perform right
— constantly and without
attention.
ARCO
Arco "AB" Power— no hum. Just
plug in and forget it. Size8'sx8^<x
9 '4 inches. Weight 26 lbs, 4 taps —
135— 180 V, 90V, 67V, and detector
variable 20 to 100 V.
Rates 2''' amp. at 6V
and 80 M. A. at 180 V.
Use on sets up to ten
tubes. Price $67.00.
Arco "B" Power. No
hum. Size 8"sx3l4x9"4 in.
Weight 17 lbs. 4 taps—
135— 180 V, 9oV, 67V, and
detector variable 20 to
looV.
50 M. A. at 180 V— $32.50
60 M. A. at 180 V— $37.50
80 M. A. at 250V— on
application
Arco "A" Power. No
hum, no glass tubes.
Size S'sxiH x.9^i in.
Weight 17 lbs. 2'2
amp. at 6V. Good lor
sets up to ten tubes.
Price $37.00
Prices are slightly higher
west of the Rockies and
in Canada.
Send for the Minature Catalog
Arco Automatic "A" Unit
Complete with 60 amp. or
40 amp. battery, 2': amp.
Hi-Rate Charger and Auto-
matic Cut out. All
in handsome metal
case. Size 8%x8's
x9 i n. Weight
approx. 26 lbs.
Prices range from
$20.50 to $37.50
ARCO ELECTRICAL CORP.
S24 BARR STREET,
FORT WAY:^E. INDIANA
I would like to know more about the Arco line.
Name
Address
Arco Hi-Rat&
Chargers
Furnished with or with-
out metal case. Wither
without automatic cut
out in both 2^2 amp. and
5 amp. charging rates.
Prices range from
$11.50 to $19.50
Weights in specifications
include carton and packing.
36
The Talking Machine World, New York, September, 1927
The first Radio using A.C. Tubes
throughout, including an A.C. Power
Tube. A Real Electric Set —
A Batteries
jVo B ' Batteries
No C Batteries
41
Announce Specially Built
Cabinets for Grosley Sets
Crosley distributors are now announcing an
entirely new line of beautiful art furniture cab-
Console Model No. 410
inets to their trade for the 1927-1928 season.
Each model is specially built to afford imme-
diate installation of the various Crosley re-
ceivers, and is equipped with the Musicone.
These consoles are being supplied exclusively
to jobbers by the H. T. Roberts Co. which rep-
resents some of the largest radio furniture
manufacturing plants in America.
The console model 400 is an exceedingly at-
tractive cabinet finished in walnut veneer.
Sturdy construction and well-balanced design.
Complete with 12-inch set compartment. Height
40 inches; width 24 inches; depth 14 inches. This
cabinet is ready for quick installation of the
Crosley Bandbox. It is equipped with the Cros-
ley Musicone.
Model 405 is finished in selected walnut
veneer, with burl walnut veneer doors. Taste-
ful, carved decorations enhance its beauty.
Complete with 10-inch set compartment. Height
43 inches; width 24 inches; depth 18 inches. It
is specifically prepared for quick installation of
Crosley receivers. Equipped with Musicone.
The Model 410 is a deluxe console, finished
in selected walnut veneer, with burl walnut
veneer doors. Beautiful carved decorations and
tasteful design. A peer of art furniture con-
soles. Complete with 20-inch combined set
and speaker compartment. Height 50 inches;
width 28 inches; depth 16 inches. Prepared for
quick installation of Crosley receivers. Equipped
with Musicone.
The H. T. Roberts Co. is composed of ex-
perts in both radio cabinet construction, and in
the merchandising of these products. Crosley
jobbers and dealers now enjoy the full benefit
of their experience and co-operation. The ad-
vantages of this Crosley-Roberts arrangement
for the trade is reflected by the enormous vol-
ume of orders now on file with the manufac-
turer. At the present time these consoles are
being delivered to Crosley jobbers at the rate
of 2,000 a day.
Oriental Loud Speaker Is
Popular, Says M. L. Borris
The Oriental loud speaker, recently intro-
duced to the trade by the Oriental Loud
Speaker Co., New York, is meeting with a
M. L. Borris
splendid reception, according to M. L. Borris,
executive head of the organization. This new-
speaker was designed by Mr. Borris, who is
well known in the music industry through his
twenty years of active association with it in
wholesale, retail and manufacturing.
The Talking MachinetWorld, Nezu York, September, 192?
To Answer the Big Demand for Kellogg
Quality of Radio Reception at Popular Prices
Kellogg D.C. Sets to retail at $75 up!
Kellogg is fully awake to the derrand for high quality radio reception at a minimum
price. So that Kellogg dealers may supply that demand we offer Kellogg D. C. sets
in 5 and 6 tube models to retail at $75.00 up. ALL have the Kellogg exclusive system
of Inductive Tuning. ALL are built with the same engineering skill that Kellogg has
been building into its telephone equipment for the last 30 years. The time is growing
short. If you are not yet assured of the Kellogg franchise, NOW is the time to act.
Write or Wire!
KELLOGG SWITCHBOARD &
SUPPLY COMPANY
Member ft M A and N E M A
Dept. 25-96 CHICAGO
H. E. Kern and E. F. O'Neill Purchase
Twin Cities Columbia Wholesale Agency
Kern-O'Neill Co. Formed to Distribute Columbia Products — S. C. Schulz Is New Sales Manager at
Brunswick Offices — Dealers Are Placing Advance Orders for Radio Products
St. Paul and Minneapolis, September 7. —
Already dealers in this territory are placing
advance orders on the new models and the
popular ones already established. As proof
of the confidence in coming business one
Dakota dealer ordered sixty-five machines and
another a hundred.
Radio has taken a sudden jump and the
Beckwith Co., under R. C. Coleman's manage-
ment, has ordered two carloads of Mohawk
:ind Federal radio sets. There is also a great
demand for socket powers.
Of great interest to the trade generally is
the announcement that H. E. Kern, president
of the Brunswick offices in the Northwest, and
E. F. "Doc" O'Neill, sales manager, have
bought the Columbia agency here. It will be
known as the Kern-O'Neill Co. and the change
of ownership took place on September 1.
A. J. Heath, of Chicago, district manager of
the Columbia Co., was in Minneapolis August
18 and 19.
Dealers throughout the territory are express-
ing great interest in the new Columbia-Kolster
electrical reproducing phonograph even before
a demonstration is possible.
S. C. Schulz succeeds E. F. O'Neill as sales
manager at Brunswick headquarters. Mr.
Schulz comes from the Chicago office and be-
fore that was with the Cincinnati headquarters.
There has been a tremendous response to
the Panatrope P R 138, which sells at $1,150.
In spite of the high unit of sale, one dealer
has ordered twenty-five of the machines. The
$90 model exponential type Panatrope is also
enjoying very gratifying sales. Brunswick
records are doing very well, in fact, unusually
so for mid-Summer.
Grosley Distributor Named
The Fargo Motor Supply Co., at Fargo, N.
D., has been appointed distributor of Crosley
radio products. This company will operate in
eastern Montana, North Dakota and north-
western Minnesota. Crosley products will be
handled exclusively. The present number of
Crosley dealers in the United States is about
fifteen thousand.
New A-K Catalog
The Atwater Kent Mfg. Co., Philadelphia,
Pa., has announced that it has prepared for At-
water Kent dealers for the 1927-28 season a
wealth of attractive window display material.
This material' is illustrated and described in a
new catalog issued by the Atwater Kent Co.
The talking machine and radio department of
Luckey-Platt & Co., Poughkeepsie, N. Y., will
have a large exhibition at the annual Dutchess
County Fair. A large and varied assortment
of musical goods and radio receivers will be
shown in attractive surroundings.
Curtis N. Andrews Made
Buffalo Radiola Jobber
Well-known Victor Distributing Organization
Will Carry the Complete RCA Line Ex-
clusively in the Buffalo Territory
Buffalo, N. Y., September 5.— Curtis N.
Andrews, Victor distributor, has been appointed
exclusive distributor in the Buffalo territory
for Radiolas and RCA speakers. Having prev-
iously become a distributor of Radiotrons,
the company now wholesales the entire line of
the Radio Corp. of America.
In his announcement to the trade Curtis N.
Andrews states that havmg long been asso-
ciated with the Victor Talking Machine Co.
as a distributor of its products, and taking into
consideration the close association which now
exists between the Victor Co. and the Radio
Corp., it was entirely logical to accept the ap-
pointment as distributor for the RCA line.
In his message Mr. Andrews also stated:
"Inasmuch as the policies of the Radio Corp.
of America permit handling only their line,
we wish to include in this announcement that
we will discontinue the distribution of any
other radio receiving sets. As we have always
advocated the concentration of effort on one
line, be it radio or talking machines, we can
very consistently subscribe to this policy."
Samuel Fingrutd, vice-president and treasurer
of Everybody's Talking Machine Co., Philadel-
phia, Pa., was married on Thursday, August
25, to Miss Estelle Kohler. The ceremony was
fittended only by the families of the bride and
the groom. The couple left for a honeymoon
to be spent in the region of the Great Lakes.
38
The Talking Machine World, New Yofk, September, 1927
Balkite has pioneered
Balkite "AB"
Contains no battery. A complete unit, replacing both
"A" and "B" batteries and supplying "A" and "B"
current directly from the light socket. Operates only
while the set is in use. Turn it on and the set oper-
ates. Turn it off and you're through. Two models:
"AB" 6-135, 135 volts "B" current, ^59.50. f AB"
6-135R, for 25-40 cycle current, ^69.50.) "AB" 6-180,
180 volts "B" current, ^67.50.
Balkite "A"
Contains no battery. The
same as Balkite "AB"
above, but for the "A"
circuit only. Will serve
wherever 6-volt "A" bat-
teries are now in use. Not
a battery and charger but
a perfected light socket
"A" power supply. One of the n.iost remarkable
developments in the entire radio field. Price, ^32.50.
Balkite "B"
Has the longest life in radio.
The accepted tried and proved
light socket "B" power supply.
Has probably the longest life
of ,any device in radio. The
new "B"- 13 5 and "B"-i8o in-
clude new improvements mak-
ing their condenser capacity
far greater than usually found in any commercial "B"
power supply. Three models: "B"-W, 67-90 volts,
^22.50; "B"-i35, 135 volts, ^32.50. ("B"-i35R, for 25-40
cycles, ^37.50.) "B"-i8o, 180-volts, ^39.50. Balkite
now costs no more than the ordinary "B" eliminator.
Balkite Charger
Standard for "A"
batteries. Tae stand-
ard charger for ra-
dio "A" batteries.
Noiseless. Can be
used during recep-
tion. Prices drastic-
ally reduced. Mod- ,^
el "J," rates 2.5 and
.5 amperes, for both
rapid and trickle charging, ^17.50. (Model "J"-R, 25-40
cycle current, ^19.50.) Model "N" Trickle Charger,
rate .5 and .8 amperes, ^9.50. (Model "N"-R, for 25-40
cycle current, ^11.00.) Model "K" Trickle Charger, the
most popular of all chargers, ^7.50.
'Prices are slightly higher West of Rockies and in Canada ^
FANSTEEL PRODUCTS CO., Inc., NORTH CHICAGO, ILL.
Balkite
Tiadio 7ower Units
The Talking Machine World, New York, September, 1927 3^
but not at the expense
of the public or the radio trade
FIRST noiseless battery charging. Then suc-
cessful light socket "B" power. Then trickle
charging. And today, most important of all, Bal-
kite "AB," replacing both "A" and "B" batteries
and supplying radio power from the light socket.
The great improvements in radio power have
been made by Balkite.
This pioneering has been important. Yet alone
it would never have made Balkite one of the best
known names in radio — nor have made Balkite
the leader in the radio power field.
Balkite has become the leader because over a
period of years Balkite has built a record of per-
formance at the hands of its owners unequalled
in radio. Because with 2,000,000 units in the field
Balkite has a record of freedom from trouble sel-
dom equalled even in the oldest and most soundly
established industries. Because Balkite Radio
Power Units last longer than any other devices
in radio. Because Balkite is today synonymous
with quality.
Balkite has pioneered. But not at the expense
of the public, nor of the radio trade. Balkite
owners have been satisfied owners; Balkite dealers
have always made money. No Balkite product
has ever failed to be a best seller.
The famous Balkite electrolytic
principle
Balkite success has been based on the Balkite
principle of electrolytic rectification. This prin-
ciple is so reliable that it is today standard on
the signal systems of most American as well as
European and Oriental railroads. It is the prin-
ciple that has enabled Balkite to do away in rec-
tifying current with tubes and their uncertain
output. It is this principle that accounts for Bal-
kite long-life, that makes Balkite radio power
units permanent pieces of equipment.
Don^t gamble with untried devices
Time was when one radio device looked as good
as another. And every device sold that later turned
out to be a failure cost the radio dealer money.
Today there is no longer any need for gambling
with your own or your customer's money — -you
need no longer sell experiments. Balkite — the
tried and reliable — offers you a complete line, to
serve all requirements, at the lowest prices in
Balkite history, backed by one of the largest
advertising campaigns in radio. Concentrate on
Balkite and make money.
FANSTEEL PRODUCTS CO., Inc., NORTH CHICAGO, ILL.
Balkite
liadio Tower Units
40
The Talking Machine World, New York, September, 1927
Zenith Radio Corp. Announces Line for
1927-28 Season in a Handsome Booklet
Zenith's Policy and the Company's Achievements in Radio Progress Set Forth in Interesting
Fashion — Advertising Campaign Outhned — Sales Suggestions Given
An exceedingly interesting and attractive vol-
ume designed for the use of Zenith dealers and
their sales' staffs has been distributed by the
Donald B. MacMillan in touch with civilization
is also detailed. The success which the com-
pany has met with in the broadcasting field with
station WJAZ when on one occasion 150,000
letters were received from listeners and the part
which the company played in its test case to
prove that the radio law of 1912 was antiquated
and new legislation was necessary leading to the
formation of the present-day Federal Radio
Commission also form interesting sections of
this chapter.
The next chapter treats in detail of the im-
portant subject of Zenith policy on such sub-
jects as franchising distributors and dealers;
every Zenith set sells for over $100; limited out-
put to prevent an over-supply with a resultant
decrease in value, and contingent on the last-
mentioned policy, the frequent placing on the
market of new models with the latest refine-
ments.
The fact that the Zenith Radio Corp. was the
first licensee of the Radio Corp. of America and
its ajlied companies and the benefits of being
licensed to use the more than 100 patents which
are controlled by these companies are explained
in great detail. The question of Zenith per-
manency is an important one and several para-
Zenith Model 14, Open
Zenith Radio Corp., Chicago, manufacturer of
Zenith radio receivers. This book, which con-
tains thirty-two pages of instructive reading
matter, was prepared under the direction of E.
J. Callahan, advertising manager of the Zenith
organization. Its purpose is briefly covered in
the introduction: "This booklet is designed to
help you sell Zenith radio. If you will study
the contents carefully, review it from time to
time, it will be a big source of inspiration, will
fortify you for your work, and will help you
more than anything else to sell Zenith sets."
The opening chapter is given over to a resume
of Zenith history. The quality which is and al-
ways has been a characteristic of Zenith radio is
stressed and a few of the outstanding occasions
when Zenith radio sets won world-wide fame
are told. The first of these was the "Berengaria"
radio test when this ship, upon which a Zenith
receiver had been installed, picked up broadcast-
ing from Chicago for four days while en route
for France. The part Zenith radio played in
keeping the Arctic expedition of Commander
Zenith Model 16, Open
graphs tell of the company's strong financial
position and the many attributes of permanency
which it enjoys.
"Leadership is not attained and sustained ex-
cepting through achievement." This sentence
starts a new chapter which lists twenty-nine
developments in which Zenith was first and
which are recounted to give Zenith dealers and
salesmen an idea of the company's progressive-
ness. The fact that the company is interested
in all phases of radio activity and not merely
in radio sets for the home is mentioned to give
an idea of the company's prestige.
Under the caption "Zenith Dealer Franchises"
are listed eleven reasons why the Zenith fran-
chise abounds in money-making opportunities
for the dealer. Chief among these reasons are:
limited number of Zenith dealers; prices of
Zenith sets insure a living profit; the call for
Zenith De Luxe Colonial Model, Open
service to Zenith sets is comparatively small;
the dealer knows the franchise will increase m
value each year. A few words are given on the
slogans of the company which read "Costs More
— Does More"; "The Quality goes in before the
Name goes on"; "There is Profit in Zenith" and
"Known the World Over."
Two pages are given over to a reproduction
of a story which appeared in a New York news-
paper telling of the experience of a Zenith set
owner who tuned in on JOAK, Japanese broad-
casting station, 7,270 miles distant from the set
operator. Interesting descriptions of the Zenith
factory, laboratory traffic department and the
company's methods of shipping its products con-
tain a wealth of information which salesmen can
work into their selling talks with beneficial re-
sults.
The two center pages of the booklet carry the
announcement of the advertising campaign of
the Zenith Corp. which will be in elTect from
Zenith Model 11-E, Rear View
August to December. Fifteen national publica-
tions will carry display advertising and nine
trade publications will carry the message to
{Continued on page 42) .
Seeing Is Believing
There is a classic beauty in Shamrock
cabinets to which no photograph can do
justice . . .
There is a mechanical perfection inher-
ent in every Shamrock set which no
picture can express . . .
We invite you to check these statements
yourself. Shamrock invites comparison.
Models from $55 to $250
C r<_ APIO SETS),
Shamrock Manufacturing Co», 195 Waver ly Ave,, Newark, ]♦
The Talking Machine World, New York, September, 1927
41
The first Quality
^^W^ Socket Power Priced
for the Millions!
Your Greatest
Opportunity for Big
Socket Power Profits
\
at the Amazingly
low price of
$2g.50
including Qenuine
Raytheon BH Tube
jV/f ADE for the millions . . . priced for the millions
. . . the Raytheon-equipped Sterling Model R-81
presents brand new sales opportunities found in no
other Power Unit.
Lowest Priced Raytheon Model
At $28.50 complete, it is the lowest priced genuine
Raytheon-equipped Socket Power on the market today.
Life tests have proved beyond question that the
Raytheon BH Tube [125 mils— 300 voltsl holds its
voltage. The Raytheon "Seal of Approval" is every
dealer's guarantee of permanency. Add to this the
advantages of Sterling quality and low price.
Operates up to 8 Tubes
R-81 incorporates the Sterling feature of perfected
voltage regulation enabling it to provide exact "B"
current for the big majority of radio sets using up to 8
tubes including power tube. Thus you can cater to an
ever widening range of set owners on a minimum stock.
Advertising
The big drive back of Sterling Socket powers is about
to open. Advertisements in newspapers and magazines,
window cards, counter cards, folders, will do their share
in "bringing home the bacon" for you dealers. Make
up your mind to be in on this nation-wide sales drive.
R-81 is the "B" Power for the 3-tube customer. It is
the "B" Power for the 8-tube buyer. It is the "B"
Power for 90% of all radio owners. Get in touch with
your jobber or write us direct.
THE STERLING MANUFACTURING COMPANY
2831 Prospect Avenue, Cleveland, Ohio
This Power Unit hears the green Raytheon Seal of Approval ^^SjjSjjtB/M
42
The Talking Machine World, New York, September, 1927
Milwaukee Radio Dealers' Experience
the Best Summer Business in History
Wisconsin Radio Trades Association Compiling Schedule of Trade-in Values — Harry E. Weber,
Inc., Reorganizes Service Department — New Yahr-Lange Distributors Named
Milwaukee, Wis., September 7. — Both retailers
and jobbers report activity in talking machines
and radio demand during the past month. The
radio season has opened up earlier than usual,
retailers state, and they plan on a bigger sea-
son than ever, particularly with the increasing
interest in the Wisconsin Radio-Music Show,
which will be held here from October 4 to 9.
Michael Ert, president of the Wisconsin
Radio Trades Association, states that r^idio
dealers in Milwaukee have experienced the best
Summer in their history. A dangerous prob-
lem for the radio field is developing in trade-
ins, Mr. Ert states, and he points out the need
for associations to combat this danger.
"We are meeting this problem through the
Just
for a
Modern Aerial
Five years ago a man needed all the aerial
he could swing- to bring in uncertain
broadcasting on his little two-tube set —
but today it's different.
Connect a Dubilier Light Socket Aerial
to your set, plug into the nearest 110 D.C.
or A.C. outlet and listen ! The static is
about gone, interference is reduced and
you've done away entirely with crazy
poles and sagging wires atop your house.
The device consumes absolutely no cur-
rent and needs no attention whatever.
Sold on a five-day, money-back basis, and
fully gnaranteed by its makers. If your
jobber hasn't the new counter display
carton of 10 aerials, write us direct.
• Dubilier Condenser Corporation
4377 Bronx Blvd. New York
Retail
Price
Dubilier
LIGHT- SOCKET AERIAL
Wisconsin Radio Trades Association," said Mr.
Ert. "A blue book, comparable to that issued
by the automobile trade, is to be compiled by
the Association, with the resale values listed.
This will be a guide to the small radio dealer
for the trade-in sets."
Some important changes have been made in
radio distribution by Milwaukee firms. One
of these has been instituted by Harry E.
Weber, president of Harry E. Weber, Inc.,
distributor for Stewart- Warner radios in Wis-
consin and upper Michigan. Mr. Weber has
been giving much study to methods which
would stabilize the business, and a reorganiza-
tion of the service department of the firm and
an educational course to make his dealers and
their employes better service men have resulted
from his work.
"Too much money has been lost in the past
and too much good will has vanished through
the lack of knowledge by the dealer on the
proper way to install and service a set," said
Mr. Weber. "The distributor has held the bag
on this and has paid the service charges by
having to rush service men from one end of
the territory to the other answering calls by
dealers, which were usually for minor difficul-
ties which could have been remedied by the
dealer himself if he had known how."
Mr. Weber corrected this condition by map-
ping out a shipping schedule for his territory
when the new Fall radio lines came out. In-
stead of sending the sets out in a haphazard
way to all parts of the State, he zoned the
territory so that dealers in the same zone
would receive their sets about the same time,
and the dealers were asked to install these
sets and were given complete instructions on
how to make the hook-up.
A service man, schooled in the Stewart-
Warner factory, is then sent from Milwaukee,
following the routes taken by the radio ^ets
and carrying with him a complete set of fac-
tory instruments, including a small broadcaster.
This man, who is able to put any set in as
good condition as when it left the factory,
goes around with the dealer to check over the
installations of the sets. He inquires which
employe made the installation, commending the
man if it is a good one, and if not, checking
it over with the employe, pointing out the cor-
rect way of installing. He also conducts a
school in the field, not only where the in-
stallations have been made, but'at the dealers'
establishments.
Another change in distribution methods
has been announced in Milwaukee by Yahr-
Lange, Inc., manufacturing distributor of the
Yar Super-Ball antenna, the Super-Ground
clamp and the Yar speaker. Fred E. Yahr
has announced that the company will employ
a number of field men in the various territories
and these men will work in connection with
the jobbers and turn orders which they have
over to the jobbing distributors in their re-
spective fields. C. F. Smith has been named
field man for the territory west of the Missis-
sippi; J. W. White for the territory east of the
Mississippi; George Campbell for the territory
of Wisconsin and upper Michigan. The Uni-
versal Agency has also been appointed on the
Coast to distribute the Yahr line, and the Jen-
nings-McCoUom Co., Salt Lake City, will dis-
tribute in the territory of Montana, Idaho and
Utah. The Folsom Co., of Dallas, Tex., has
been appointed distributor in that territory, and
the Welldorman Co., New York, in the East,
with 276 distributors.
Mr. Yahr announced that he would attend
the radio show at Winnipeg during the week
of September 6, and in this connection he
announced that I. J. Howe and L. J. Howe
have been appointed distributors for Western
MICA
DIAPHRAGMS
Immediate delivery — all sizes
Send for free samples and prices
All Mica Products
INTERNATIONAL MICA CO.
Barint MS PHILADELPHIA, PA. FilaiM, Phil*.
Canada; and the Heintzman Co., Ltd., in East-
ern Canada.
Four distributors of the Super-Ball, the Yar
speaker and the Super-Ground clamp have been
appointed in the local field, Mr. Yahr an-
nounced. These are the Radio Specialty Co.,
the John Pritzlaii Hardware Co., the Interstate
Sales Co. and the John Murphy Co., at Green
Bay, Wis.
Yahr-Lange has established another Super-
Ball factory at Sheboygan.
The Badger Talking Machine Co., Victor
jobbers in Wisconsin, entertained the Milwau-
kee Victor Record Girls' Club at the Mil-
waukee Yacht Club, in August. The Victor
Record Girls' Club is comprised of the women
managers of record departments in the stores
of Milwaukee and its suburbs.
The Automatic Orthophonic Victrola has
been selling well during the entire Summer,
according to W. F. Armstrong, manager of the
phonograph department at the Boston Store,
and the nickel-in-the-slot attachment has gone
over splendidly. Walter E. Pugh, Columbia
representative in southern Wisconsin and
northern Illinois, reports continued good de-
mand for Columbia phonographs and an in-
creasing eagerness in the trade for the
Columbia-Kolster combinations.
Mr. Pugh has announced two new Columbia
accounts in Wisconsin. They are the Waltham
Piano Co. stores at Menasha and Kenosha.
Zenith's Policy and Prog-
ress Told in Trade Booklet
{Continued from page 40)
dealers. . In addition the advertising department
has prepared the following dealer helps: cata-
logs showing the complete line; mats for adver-
tisements; a series of direct-by-mail literature;
window displays; billboard advertising; author-
ized dealer signs and electric window signs.
The entire Zenith line of receivers is de-
scribed in detail and is handsomely illustrated.
The line includes: model 12, a six-tube table
model, with metal chassis, fully shielded, single
control with illuminated dial and is operated by
batteries; model 11, same as model 12 but housed
in a larger cabinet; model HE, same as model
11 but electrically operated; model 14 has the
No. 12 chassis in a floor console cabinet con-
taining a cone speaker; model 14E is similar to
No. 14 but is electrically operated; model 15 is
an eight-tube, loop set, table model and is bat-
tery operated, and model ISE is similar except
that it is electrically operated and a Zenith AC
power unit is included; models 16 and 16E are
similar to No. 15 except for being contained in
a floor cabinet and improved cone speaker, and
16E is electrically operated; model 16EP is sim-
ilar to 16E but contains also a power speaker;
model 17E is a six-tube all electric receiver
using the gas rectifier principle.
The De Luxe models, of which there are five
— the Colonial, English, Italian, Chinese and
Spanish — are ten-tube all-electric receivers, con-
taining power speakers with six condensers on
one shaft, all enclosed in cabinets of the highest
type available with designs of authentic artistry.
The price range of the De Luxe series is from
$650 to $2,500; the number models price range
is from $100 to $450.
Two pages of interesting sales suggestions
close this admirably written booklet.
The Talking Machine World, New York, September, 1927
Interesting Events of
the Trade in Pictures
Aboiv — l.nicsi hiLii/ld, San Fninciwo Atnaler
Kent distributor, placing an order with Rich-
ard E. Smiley, assistant general sales manager
of the Atuater Kent Mfg. Co., uhile Allen Mc-
Quhae, tenor, who has ivon world-wide fame
because of his many appearances as the fea-
tured artist at numerous Atwater Kent radio
concerts, smilingly looks on
Above — turd and Glenn, the popular radio, record and
vaudeville stars, on a recent visit to the plant of the
Shower Bros. Co., Chicago, III., inspected the Crosley
approved consoles ivhich are shown above
Above — Price Goodson, of Galax, f a..
twelve years old and popular Gennett
recording artist. He is a member of
the DaCosta W oltz Broadcasters'
Hillbillv Orchestra
Left — The Brunswick
foursome might be
the caption given to
the group of golfers
shown here. They are
C. F. MacGregor,
Brunsu'ick San Fran-
cisco branch man-
ager ; J. Raymond
Smith, Pacific Coast
dealer; J. Fitzgerald,
Fitzgerald Music Co. :
W. C. Hutchings, as-
sistant sales manager.
Brunswick Co.
Below — During the recent appearance of Ted Lewis and His Band at a
Chicago theatre, Lyon & Healy featured the Columbia records of this
popular artist as shown in the window display reproduced herewith. The
cut-out figure of Ted Lewis ivas supplied to Columbia dealers located in
the cities to be visited by the Ted Leivis Orchestra during its tour of lead-
ing motion picture and vaudeville houses. In the foreground lists of the
most popular Lewis recordings are shotrn to advantage
Above — The Phonograph Shop, of Galveston, Tex., be-
lieves in effecting a tie-up icith the appearance of re-
cording stars. The residents, of Galveston ivho ap-
proached within blocks of the store could not help but
see that Miss Lee Morse's Columbia records icere on
sale — and thev sold ivell. too
Left— The Peck Elec-
tric Shop, of East Au-
rora. N. 5 .. has found
that the delivery
truck illustrated is a
distinct asset. Not
only does the advan-
tage of being able to
make quick deliveries
make the truck worth
while, but the adver-
tising value of keep-
ing the store name
before the public has
been profitable
Right — One of the
outstanding features
of the Crosley Band-
box receiver is the
fact that it can be re-
moved from the metal
cabinet in which it is
furnished and inserted
into any one of three
consoles so that the
purchaser of the re-
ceiver can best decide
what cabinet would
fit in ivith the home
surroundings
The Talking Machine World, New York, September, 1927
The ARISTOCRAT is encased in leather-
like coverings of blue or brown, embossed
in gold, and hand finished throughout. Tone
chamber opening has mahogany scroll
decoration backed with silk. Rigid inspec-
tion and testinp; maintain the Caswell tradi-
tion of uniform dependability in materials,
workmanship and performance.
The
ARISTOCRAT
$35.00 Retail
[HE ARISTOCRAT is the most superb portable ever conceived or built. In
I every way it is the aristocrat of portables. Its tone is equal to that of the
finest console. Its volume, too, gives exact reproduction of every note from
human voice or instrument. The final achievement is in perfecting a portable that
plays with, the top down. In the ARISTOCRAT you have the most sensational port-
able ever built. Send for sample. Let the ARISTOCRAT sell itself to you.
*lhe TSfew Portables are a revelation
in ^one and Volume /
The Talking Machine World, New York, September, 1927
^feWMPRESENTS
Ky^mericas Finest Line of
Portable Phonographs
EVER before have there been such splendid portables as
the new Caswells! Their tone, their volume, and their
faithful reproduction will win the approval of the most
critical masters of music. Their colorful beauty instantly
appeals to all. Four models, retailing from $35.00 to
as low as $15.00, give you a price range to fit
every purse. By actual comparison with
all others, each of the new Caswells
is the greatest value and finest
musical instrument for its
price. Wire today
for samples!
The GianTone has tre-
mendous volume, clear tone,
with the natural beauty of every
note faithfully reproduced. Comes
in black only. Like all Caswell models,
only the finest fittings, motor, covering and
tone arms are used.
The Gypsy comes in covering of gray, blue, red, black
or brown. Positively the greatest value for its price on the
market.
The Melody is stocked in red, black or blue covering and is sturdily
built throughout. Slightly smaller than other Caswell models, yet big in
value when compared to other portables at the same price.
"Build uith Casuell!" — Leading retailers everywhere know the liberal, fair and
square policy of Caswell. They know that with Caswell their efforts from year to
year build up increasing good will, growing sales volume and dependable profits. In the
Caswell sales plan jobbers and dealers get more than a fair deal. Let us tell you why.
Prices slightly higher in Far West and South
Thrtable Phonographs of t)tsfinction
Milwaukee, U.S.A.
The Talking Machine World, New York, September, 1927
M.asterpieces in
Appearance
Apex Cabinets in both console and table
models, offer exceptional beauty in line and
materials, and craftsmanship without a peer.
Specially designed for 1927-28 Apex Radio
Receivers and built by the Plymouth Radio
&L Phonograph Co., of Ply mouth, Wisconsin.
Masters of Radio
Performance
The Apex line of Radio Receivers for 1927-28
presents something absolutely new and dif-
ferent. The circuit has nothing in common
with any other now in use — it is the only
New radio circuit developed in 5 years.
TECHNIDYNE
The Only
NEW
Radio Circuit
in
5 Years!
^ Be Sure To See The ^
Complete Line of
APEX RADIO RECEIVERS
at the
RADIO WORLD'S FAIR
New York — September 19-24
Booth 7, Section "H"
The Apex Troubadour Model, shown above, is typical of the
splendid achievement expressed by every set in this up-to-the-
minute Radio Line. Simplicity, beauty and dependable perform-
ance make these Receivers unique in lifelong satisfaction.
Faithfully reproduced entertainment — brought into the home
through a medium itself surpassingly beautiful.
The dealer who handles Apex has everything in his favor — a
superior product and an absolutely square deal from its manu'
facturer. The Apex franchise is a valuable one — if you want >••
in your vicinity prompt action is necessary.
Apex Electric Mfg. Company
1422 West 59th St., Chicago, U. S. A.
Apex Troubadour — 9
tube Technidyne. High-
boy Model internal loop
operated , Completewith
cone speaker
$295
Apex Minstrel — 7 tube
'Jeehnidyne, Low Boy
Model — antenna opera-
ted. Complete zvith
cone speaker
Apex Corsair — '. 7 tube
Technidyne, Table Mod-
el - antenna operated.
Price, without access-
$225
$170
The Apex Price Range — $80 up, covers 75% of the market
The Talking Machine World, New York, September, 1927
Attention—
JOBBERS
DEALERS
FIRST;
With
"DRY-A" and "DRY-ABC* Units
So QOOD you can guarantee them to
your customers as we guarantee them to you
These two un-
its are new
additions to
the already fam-
ous ^pnltnpl line
of radio power
products —
Here
They
Are
Now you can fill that tremendous demand for a "DRY-A" and a
"Dry-ABC" with perfect confidence in their satisfactory performance.
We have been working unceasingly on these units for months. After
exhaustive tests, which proved they were up to the Sentinel standard of
quality, we are ready to market them.
These are completely DRY units. No liquids or acids of any kind. They
deliver a constant 6 volts up to 2^/4 amperes. The units are instantaneous
in action — when receiver is turned on reception is immediate.
The public is clamoring for "DRY-A" power. Sentinel "DRY-A" and
Sentinel "DRY-ABC" provide it.
Be able to supply the demand. Remember all Sentinel units are proven
and dependable — every one is absolutely guaranteed. Only Sentinel Job-
bers and Dealers will be able to meet the demand for "DRY-A" power
satisfactorily.
Sentinel Manufacturing Company
9705 Cottage Grove Ave. CHICAGO, U. S. A.
Be Ready To Take Care of the Big Demand — Pmmj^t Delivery Now!
TIic Talking Machine World, New York, September, 1927
aii-ion^ Matched
TONE ARM
Quality Unegmlect
Brass
Mi
i
wi
DURO METAL
k 2649 KILDARE AVE.
YOU will say so the very minute you see this wonderful Quali-Tone
"MATCHED COMBINATION". Why? — man-made precision-
built — individually tested — manufactured complete in our own plant
under the supervision of our long experienced engineers. Perfect to a
degree that is astonishing — "MATCHED" to reproduce the full scale of
harmonics — from the booming of deepest bass to the shrilling piccolo —
all this with rounded volume and absolutely no rattling or distortion.
This reproducer will equal or out-perform any you have ever heard, re-
gardless of price. The arm is a true exponential, scientifically correct,
gracefully curved and finished in rich, deep nickel — long bearing throw-
back type with free swinging — vibrationless base — leakproof thruout.
Comes to you fully guaranteed.
Matched for tone — built for service.
PRODUCTS CO.
CHICAGO , ILL.
The Talking Machine World, Neiv York, September, 1927
Gomliinatioii
reproduce!
4^
Hea
Nickeled
Sensation of the Industry
THIS sensational $7.50 retailer solves the re-
placement problem. Why did every leading
phonograph manufacturer adopt a full curved
brass tone arm? Because the old style— leaky —
loose jointed and choked arms would not develop
the desired tone qualities and volume.
Now, for the first time, you can make a truly cor-
rect "MATCHED" replacement for your customer
or on your trade-in phonographs.
This great mass market is now yours — Quali-Tone
brings it to you. Packaged in an attractive carton-
all ready to hand out to your trade — anyone in
your store can now handle replacement business
DURO METAL
2649 KILDARE AVE.
intelligently — no more dead stock— no more tinker-
ing and fussing around trying to fit new reproducers
on obsolete type arms — no more disappointed
customers.
Of course, full instructions and new screws pack-
ed in every car-
ton. Furnished
in four sizes to
meet every con-
dition as follows:
No. 7 Length 7%
8 " 8V2
9 " 9I4
10 " 10
Duro Metal Products Co.
2649 Kildare Ave., Chicago, 111.
Please ship at once Quali-Tone Matched Combi-
nation in the following sizes (Price.any size, $4.25 each)
No. 7 No. 8 No. 9 No. 10
Firm Name^
Address
City
_State_
PRODUCTS CO.
CHICAGO . ILL.
The Talking Machine World, New York, September, 1927
Guarantee Greatest Phonograph Values
42>.HiGH 30"Wide21'Deep
Fifteen New Models. Consoles, Uprights and Con-
solettes. Here's the phonograph, artistically de-
signed, with new tone quality. And is specially low-
priced, quality considered. Write us today for book-
let and prices.
Some Territory Open for Live, Wide-Awake,
Experienced Salesmen.
Player-Tone Talking Machine Company
Office and Sales Rooms: 632 Grant St.
Pittsburgh, Pa,
Model 90-5
34" high — 36" wide
21" deep
The Talking Machine JVorld, Nezv York, September, 1927
Grosley Dealers Attend
Annual State Conventions
Enthusiastic Dealer Meetings in Kentucky,
Ohio, Illinois, New York and Kansas Held
During August — New Models Demonstrated
Cincinnati, O., September 7. — During the past
month Crosley dealers in several States have
met to consider plans for the coming season,
officials of the Crosley Radio Corp. state.
Davidson Bros., Crosley Kentucky jobbers,
sponsored a meeting of their dealers at the
Hotel Helm, which was attended by a repre-
.sentative of every dealer served by the whole-
sale firm. E. K. Revercomb, of the Crosley
Corp., demonstrated the new line.
The Cleveland Crosley Sales Co. held its first
dealers' meeting on August 16 and 17, at the
Cleveland Hotel, Cleveland, O. The meeting,
which was well attended, was addressed by
H. L. Bevington, sales manager of the Cleve-
land Crosley Sales Co., and E. L. Shepherd
and Ralph W. French, field representatives.
Eighty-five Crosley dealers and salesmen at-
tended a meeting at the Elks' Country Club,
on Lake Decatur, 111., sponsored by the Moor-
house & Wells Co., Crosley jobber. The new
Bandbox sets and the art furniture models
were demonstrated and won enthusiastic ap-
proval. C. H. Carey, Crosley sales representa-
tive, spoke. The dinner music program was
broadcast over station WJBL.
A large gathering of Crosley dealers at-
tended the annual convention held by the
Chapin-Owen Co., of Rochester, N. Y., on
August 12. The latest models were shown and
Charles B. Owen and Thomas B. Sharar, of
the Chapin-Owen Co., spoke, as did several
executives of the Crosley Radio Corp.
Crosley radio dealers of Kansas attended a
convention held by the Radio Corp. of Kansas,
in Wichita, on August 17 and 18. W. E. Titus,
president of the jobbing company, presided,
and Leroy Hughbanks was toastmaster. C. A.
Cauble, of the Shower Bros. Co., spoke.
Sutcliffe Co., Louisville,
Stages Dealer Convention
Louisville, Ky., September 5. — Atwater Kent
dealers in Kentucky and southern Indiana gath-
ered here recently for a full day's convention
at the Seelbach Hotel, under the auspices of
the Sutcliffe Co., distributor. Among those
present from the Atwater Kent Mfg. Co., Phila-
delphia, Pa., were F. A. DeLano, John Mc-
Guigan, J. H. Rector, J. H. McKee and Charles
Weisser; from the Pooley Co., H. Humphries;
J. P. Furey, of the E. T. Cunningham Co.; E.
E. Osborne and Fred Morriss, of the Burgess
Battery Co.; E. A. Carney, of the Philadelphia
Storage Battery Co., and S. C. Holston, of the
Fansteel Products Co.
"Edisonic" Selected Name
for Jubilee Phonograph
In selecting a name for the jubilee models of
the Edison phonograph introduced to the trade
on the occasion of the fiftieth anniversary of
the invention of the first instrument, the term
"Edisonic" was chosen for the reason that the
Edison name predominated in it. It is par-
ticularly interesting, however, that translated
the combination name means "blessed sound,"
a fact that should have great value in pre-
senting the new line to the public.
St. Louis Radio Trades
Assn. Holds Boat Party
On Friday evening, August 12th, the mem-
bers of the St. Louis Radio Trades' Association,
with their employes, wives and families, enjoyed
a wonderfully pleasant boat trip on the Missis-
sippi River.
Gold Seals cover the whole range
of requirements for successful
selling — every detail worked out
to make business for the Jobber
and Dealer,
Quality line of tubes — each per-
fected for its purpose. Made in
Gold Seal's own plant, America's
largest, for tubes only.
Effective national and local ad-
vertising, dealer displays and sell-
ing aids — a policy that holds the
friendship of the trade and pub-
lic.
That is why Gold Seals are the
most popular independent radio
tubes on the market, and that is
why Gold Seal Jobbers and Deal-
ers are enthusiastic and prosper-
ous.
If not now sharing in this suc-
cess, you should be. You can.
Write today for full details of the
Gold Seal line and our attractive
proposition.
GOLD SEAL ELECTRICAL CO.
Incorporated
Type GSX-201a
The popular general pur-
pose type, for amplifier or
detector. Long life and
high efficiency.
List price $1.75
250 Park Ave.
Jobbers — Some
valuable territory
still open. Write
for details of our
attractive proposi-
tion.
New York
All Standard Types
Type GSX-213
Rectifier tube, designed to
accomplish full wave recti-
fication of alternating cur-
rent (a. c.) to direct cur-
rent (d. c.).
List price $5.00
Gold Seal
„ RadioTubes j
44
The Talking Machine World, New York, September, 1927
Kolster
Selling-power
f
These dealer helps mean stilmg-power ! Use them! Use
them because they wire you up with the Kolster advertis-
ing-and-selling-vo/^trge,
— which is hundreds of thousands of dollars strong,
— and will do the maximum amount of good to the
dealer who lets the passer-by know that here are the
Kolster Radios which he has been reading so much about
in the newspapers. These three sales-helps, (i) The Large
Window Display in full colors, (2) The Demonstration
Window Strip and (3) The Authorized Dealer Sign, have
been sent to all Kolster authorized dealers. If you have not
received yours please let us know.
If you are not a Kolster dealer you will find infor-
mation of great interest to you on the opposite page.
olster
Radio
w4sk for
Demonstration
NOW!
Kolster
The Talking Machine World, New York, September, 1927
45
Real news for radio buyers !
The authorized Kolster dealer has real
news for radio buyers and prospec-
tive buyers.
We do not refer to the extraordinary
naturalness of the tone of Kolster
Radio, which in itself is astonishing
news to everyone who has not heard it,
— and which, in Kolster 6D selling
at ^89.50, represents an overwhelming
plus-value over all competition,
— but we do refer to the Kolster
Power Cone Reproducer.
The market for power cone reproducers has
hardly been scratched and the news of the
Kolster Power Cone Reproducer at ^175 is a
magnet that will pull people into the store.
IVe in the radio ndustry should never get so close
to our business as to forget that there are many people
in every community who are behind us in radio
knowledge. The Kolster Power Cone Reproducer is
amazing news to millions.
The Kolster Line
There are eight Kolster models: three six tube sets, two seven tube sets
and three eight tube sets. The price range is from ^89.50 to ^^75.
If you have not yet received the Kolster Dealer Advertising Book
please notify us. Mats and cuts of very attractive advertisements are
available upon request.
There are still profitable Kolster franchises open
which give you the right to display the Authorized
Kolster Dealer Sign, as below. Fill in the coupon
and let us tell you where.
The Kolster Power Cone Reproducer is con-
tained in a walnut cabinet with cathedral grill.
It gives literally the finest reproduction obtain-
able. Built-in "B" power unit supplies plate
voltage to any commercial receiver. Twenty
foot cable supplied with each reproducer.
Radio
r
FEDERAL-BRANDES,
Newark, New Jersey
Inc.
Please send me
the 1927- 1928
information regarding
Kolster proposition.
Strppt
Cifv
-J
46
The Talking Machine World, New York, September, 1927
Additions to RCA Financing Plan for
Protection of Retailers and Wholesalers
Addition to Radiola Time Payment Plan Devised to Overcome Prospect's Hesitancy in Buying —
Wholesale Time Payment Plan Is Also Announced to Release Dealer's Capital
Two new profit-making possibilities have
been announced by the Radio Corp. of America
for the benefit of RCA authorized dealers
and wholesalers. One is the addition of in-
demnity certificates to the terms of the Radiola
retail time-payment plan and the other is the
inauguration of the Radiola wholesale time-
payment plan.
The Radiola retail time-payment plan has
been used by RCA dealers to overcome
the customer's objections that he did not have
sufficient money to buy a Radiola. In the same
way the indemnity certificates are used to over-
come any hesitation on the part of a prospec-
tive purchaser to enter into a contract for
monthly payments through fear of his future
inability to fulfill the contract.
The Radiola wholesale time-payment plan is
devised to release much of the dealer's invested
capital and at the same time provide oppor-
tunities for extensive merchandising activities.
The wholesale plan is available only upon the
purchase of the more expensive types of
Radiolas and the net invoice prices of the
dealer's order, exclusive of cash discount, must
be at least $1,000. The dealer placing the order
should have been operating satisfactorily under
the Radiola retail finance plan for a period of
three months or more. The reason for this
is that the contract purchasing corporation re-
quires some experience with the dealer's
financial operations before it will undertake to
purchase wholesale contracts signed by that
dealer.
F. C. Kent's Latest Success
Attachment No. 2
For Playing Lateral Cut Records on the Edison Disc Phonograph
KENT
PRODUCTS
"Win their
way
By their
play"
It involves the same tried and true principles incorporated in The Kent Attachment No. 1, the
standard of comparison for over thirteen years. It is made with an improved and slightly
enlarged elbow which has long constituted a unique and exclusive feature in Kent Attachments.
A distinct change, however, may be noted in the arm proper. Instead of the familiar straight,
non-tapered tube with slightly curved ends, the new arm proper is made with a full curve,
continuously tapered. The result is a noticeable improvement in beauty, grace and tonal
qualities. The KENT ATTACHMENT No. 2 may be used with the Kent "S", "B" or
"Sensitized" soundbox or with any other make of reproducer having a standard hub.
Write for samples and prices
Reg. U. S. Pat. Off.
F. C. KENT CO.
Irvington, N. J.
Details of the Radiola retail time-payment
plan are well known to all RCA authorized
dealers. The indemnity certificate, which has
recently been made a part thereof, eliminates
the fear on the part of purchasers that they
would be unable to meet payments when due
in the event of sickness, accident or accidental
death of the wage earner or head of the family,
and is issued by the New York Indemnity Co.
Further information on either the retail or
wholesale finance plans is available at the head-
quarters of the Radio Corp. of America in New
York or any RCA divisional office.
Latest Splitdorf Radio
Something New in Design
Compactness is pointed out as an outstand-
ing characteristic of the Abbey, Splitdorf Radio
Splitdorf Abbey Model
Corp.'s new six-tube receiver. This model is
unique in design. It is patterned after an old
world jewel case. Among the features of con-
struction are additional amplification with a
variometer in the antenna stage, a metal deck
for mounting condensers, a three-point suspen-
sion for the chassis, making it impossible for
condensers to get out of alignment, and
aluminum shielding.
Association Wins Court
Case in Behalf of Dealer
A recent court action in St. Louis police
court by a neighborhood merchant against a
live-wire radio dealer was decided in favor of
radio through the intercession of the St. Louis
Radio Trades Association. The case was, briefly,
that of a merchant who objected to loud
speaker reception of play-by-play account of
world's champion St. Louis ball club games
each day. The complaint was that the noise of
the speaker in front of the dealer's store, to-
gether with the listening crowds on sidewalk
and street, constituted a nuisance.
A decision against the radio dealer naturally
would have established a precedent and other
complaints of like or similar nature would have
made it impossible for the city radio dealers to
continue the use of outside speakers.
The St. Louis Association, realizing that its
local dealer group was about to lose an im-
portant advertising medium, interceded with
the Court for the defendant and was responsible
for a decision in favor of radio.
Among other points proved was that the loud
speaker reception in front of the radio dealer's
store, which brought daily crowds into the busi-
ness block, was not only an advertising value
for the radio dealer but was attracting hundreds
of potential buyers into this business street
daily who otherwise would not come.
Featured in A-K Concert
Ann Mack, concert soprano, who made her
American professional debut in an Atwater
Kent radio concert, was the featured artist in
the 100th of the series of Atwater Kent con-
certs on August 28.
The Talking Machine World, New York, September, 1927
47
To draw business from all directions
One good Tradename
ivith range of models
meet all
requirements
Model PT-27 — 19 in.
Height 5K ft. , on Spanish Ren-
aissance metal standard — gracing
the most elaborate interior — every
decorative and electrical feature of
the Stevens line — 20-ft. extension
cord — peerless in the speaker field.
Price $65,00
Model WT-27— 19in.
Smooth beaded frame in hand
rubbed Jasper brown mahog-
any finish— Stevens Armature
Unit and special output trans-
former—seamless Burtex con-
oidal diaphragm in bronze with
"Golden Chime"— silk hang-
ing cord with rosette.
Pri« $45.00
the complete line
■the material that makes the-
Stevens diaphragm possible
STEVENS SPEAKER!" — the business
prestige of a good name — reputation for
quality and durability.
With one good trade name and models for every pros-
pect's requirements you have the same kind of selling
advantage as the automobile dealer who sells big cars
and little cars from' the same famous manufacturer.
The complete line of Stevens Speakers not only enables
you to take advantage of every sales opportunity — it also
enables you to do business with less money tied up in
stocks.
And Stevens Speakers, once heard, sell themselves.
More than that, they retain their fine performance under
all conditions because of their "six exclusive scientific
superiorities" at the points that put value into a speaker.
Made by the Pioneers in Cone Speakers —
Stevens & Company, Inc.
46-48 E. Houston St.
New York
Model CT-27
17 in.
Colonial model — hand
rubbed frame in Jasper
brown mahogany — seam-
less Burtex conoidal dia-
phragm in bronze with
'Golden Chime. "Stevens
Armature unit and special
output transformer.
Price .... $35.00
Model B-27 — 17 in.
Equipped with Stevens 2-point
suspension armature unit —
seamless Burtex conoidal dia-
phragm— hand rubbed frame —
Jasper brown mahogany and
bronze finish with Golden
Chime." Price . . $25.00
Model A-27
Seamless Burtex conoidal
diaphragm — substantial
sounding board — Jasper
brown mahogany and
bronze finish with
"Golden Chime."
Price. . . . $18.50
48
The Talking Machine World, New York, September, 1927
Columbia-Kolster Viva-tonal Electric
Reproducing Phonograph Is Demonstrated
Representatives of the Trade Press Hear Addition to Columbia Line Which Possesses Several
New and Exclusive Features — Is Equipped With Kolster Power Cone Speaker
Representatives of the leading phonograph
trade publications recently spent an interesting
hour in one of the Columbia experimental
rooms atop the Manufacturers' Trust Co. build-
ing at 1810 Eroarhva>-, New York Cit}', while J.
Columbia-Kolster Electric Reproducing
O. Prescott, known for many years to the
phonograph industry for his research and pro-
duction work, demonstrated the new Columbia-
Kolster Viva-tonal electric reproducing phono-
graph.
Those who were hearing the new instrument
for the first time were surprised at the ease of
operation, facility of volume control, and wealth
of range and tone brought out by the various
types of records. Mr. Prescott entertained his
auditors with selections that ran the gamut
from the "Two Black Crows" and Ted Lewis'
"When My Baby Smiles
at Me," • to symphonic
orchestral numbers.
The Columbia-Kolster
Viva-tonal electric repro-
ducing phonograph,
whose slogan is "like
life itself," has an electric
pick-up of new design,
with unique and exclusive
features. The Kolster
power cone speaker, in-
side a beautiful, high-
lighted walnut cabinet
with a mahogany overlay,
is of the electro-dynamic
type, and introduces a new
patented feed-back prin-
ciple.
This Columbia-Kolster
Viva-tonal will be known
as Model 900, will retail
for $475. It is AQYa inches
high, 31% inches wide
and 21^4 inches deep. It
is equipped with five Cun-
ningham tubes. Two drop record-bins hold
twenty records each. The 12-inch turntable is
overlaid with green velvet and exposed metal
parts are gold plated, satin finish.
The Columbia-Kolster Viva-tonal plays any
standard record. Elusive tonal shadings, ac-
tually in the records, but impossible of repro-
Phonograph
AudiolA
Stage shielding is used — each
tuned circuit including the
tube is individually shielded.
Two knob control, the Steer-
ing Wheel to select the sta-
tion, the Throttle to control
the volume. Audiola has
made a distinct gain in selec-
tivity and distance obtain-
able.
SELL THE CHASSIS
'Because it is the Chassis that determines popular approval
YOU can be positive of the Audiola chassis. We
were positive of its design, performance, and
super-sturdy mechanical construction before we an-
nounced this new single dial radio.
When you sell an Audiola Radio (cabinet, console,
or Baby Grand) you sell exterior beauty and interior
(chassis) perfection.
The new 1928 Audiolas, both 6 and 8 tubes, are very
attractive and the Audiola chassis will sell radio sets
for you in profitable numbers.
Our complete line h
distributed thru recog-
nized jobbers.
Complete sales co-opera-
tion thru our advertis-
ing program.
Get details now.
OT— Six Table Model §75.00
8T— Eigrht Table Model
$123.00
6 SdI. C-
-Six Soecial Con-
sole $110.00
6C — Six Std. Console
S175.00
8C — Eieht Std. Con-
sole $225.00
6B — Six Baby Grand
S223.00
8B — Eight Baby
Grand 5275.00
AUDIOLA RADIO CO. 430 S. Green Street CHICAGO
duction on the ordinary phonograph, are
brought out in all their beauty. The volume
of sound can be increased or decreased at will
from a whisper to a fortissimo. Changes in
volume have no effect upon the quality of re-
production. The definition and balance of the
original is retained in its entirety.
The instrument gets its power from the house
current. Batteries are eliminated. It requires
no winding. An exquisite jewel-like topaz pilot
light, set on the line of vision, indicates when
the current is on. Every detail is designed to
delight the eye and give the utmost in service.
Samples will be sent to the trade soon.
Weston Radio Tester an
Aid to Radio Service
Latest Product of Western Electrical Instru-
ment Corp. Proving of Great Benefit to Serv-
ice Departments in Retail Stores
The Weston Radio Set Tester, manufactured
by the Weston Electrical Instrument Corp.,
Newark, N. J., is proving to be of great benefit
to dealer service departments, according to re-
ports which are being received by the Weston
organization. The Tester is designed for serv-
icing battery and battery eliminator operated
sets, and is said to insure a complete check-up
in a few minutes while the set is in operation.
Dealers report that this equipment enables their
service men to make a greater number of calls
per day and is a factor in the sale of tubes,
batteries and other supplies through quickly
indicating the required replacements.
Popularity of Farrand Oval
Junior Speaker Continues
The new Farrand Oval Junior speaker, now
being distributed for the 1927-1928 season, is en-
joying the same popularity which the Junior
models have always met, as they contain all
the advantages and constructional features of
the larger Farrand speakers, except size,- accord-
ing to reports. The Oval Junior embodies the
new Laminated driving unit for tonal purity
with the famous Farrand unlimited tone radius.
It is mounted in a leather motif on a bronze
base and its attractiveness is said by dealers and
distributors to make it surely one of the best
sellers of the current season.
The Southern Recording Co.
Organized in Tampa, Fla.
Announcement has been made of the organ-
ization of the Southern Recording Co., at 3706
Florida avenue, Tampa, Fla., for the purpose
of manufacturing talking machine records. The
officers are D. R. Hall, president; W. C. Logan,
vice-president; and E. D. Atkinson, secretary.
Luther R. Hall and Harry Wright, both of
whom were formerly with the Columbia Phono-
graph Co., are associated with the new firm.
W. J. Roche in New Post
W. J. Roche, formerly managing director of
Fada Radio, I,td., in London, has been ap-
pointed manager of Fada Radio, Inc., of Illinois,
and is now stationed at the company's Chicago
branch. A branch of the Illinois Fada company
is operated in Kansas City, Mo., over which Mr.
Roche also has jurisdiction. J. H. Thomas suc-
ceeds Mr. Roche in the capacity of manager of
the London factory branch.
Issues Special Radio Section
The Observer-Dispatch, of Utica, N. Y.,
issued a special Atwater Kent radio section
upon the occasion of the fourth annual con-
vention of the Stiefvater Electric Co., Atwater
Kent distributor, in August.
Talking Machine World, New York, September, 1927
VESTA 30!ii ANN1VEI\SAI\Y
JVet or Dry? Here They Are—
The Vesta Line is Complete for Every Radio Demand!
With the Vesta Line of Radio Power
Units you can satisfy every desire of
your trade. More money will be spent
for radio power units this season than
for any other radio product. One
customer prefers a certain type, while
the next customer wishes another type.
In the Vesta Saturday Evening Post
half-page reproduced herewith you
will note how this condition is easily
met — with Vesta Units,
The power of this quality name — with
the completeness of the line — is the
most valuable combination a radio
dealer can find with which to build
volume of business.
Let us send you complete details and
name of the Vesta Central Distribu-
tor near you.
VESTA BATTERY CORPORATION
2100 Indiana Avenue
CHICAGO, U. S. A.
VESTA
QUALITY RADIO UNITS
T.M.W. 9-27
VESTA BATTERY CORPORATION
2100 Indiana Avenue, Chicago, lU.
Please send me your fol lers on Vest Radio Products
particularly the one about
JidJress
SlaU-
VESTA RADIO "A" UNIT
BALKITE RECTIFIER
VESTA RADIO "A" UNIT
VERTREX RECTIFER
of Great Value
to Every Radio Owner
You may now have Vesta BUILT-IN- eia
GLASS, Radio "A" Socket Power
Units with either wet or dry rectifiers.
As pictured above, the Dry Rectifier
is of the Vertrex type, built in with
either a 4 or 6 volt battery and hydro-
meter.
The wet Rectifier is Balkite, built in
a glass case, with either a 4 or 6 volt
battery and hydrometer.
These two combinations present the utmost
in radio "A" Power — to please radio owners
who prefer either the wet or dry rectifier
type of chargers.
These units have a high and low charging
switch which provides a rate of charge for
sets of all sizes under variable operating
conditions.
They are supplied with or without auto-
malic relay (as desired) which automatic-
ally cuts of! the current going to the battery
when set is in operation and turns on the
current when set is turned off.
Ask your radio dealer to show you this com-
plete Socket Power"A"Unit — BUILT-IN-
GLASS — with everything visible. A clean,
compact, reliable source of "A" power that
will insure greater enjoyment from your set.
Prices range from $28 without
the relay to $37.50 with relay
in either 6 volt or 4 fott,
50 am/>ere units
VESTA BATTERY CORPORATION
2100 ladiaoa Avenue
CHICAGO. ILL.
VESTA DRY TRICKLE
CHARGER
Socket Power, without relay $1'
with relay. $17.50. iLicensed U.S.
Patent Serial No. 1611653).
NEW "B" UNIT
Socket povier with autoinaiic re-
lay. 40 mils. 180 volts. $39.50; 60
mils. 180 volts. $44 50.
,1
V
Complete line ol Vesta Non-
Miciophonic Tubes lor every ra-
dio purpose; ihe heighl of qualiiy.
VESTA
QUALITY RADIO UNITS
MAKERS Or VESTA AUTO-RADIO BATTERIES FOR 30 YEARS
COMPLETE "A-B" UNIT
Socket powerldryrectifierlauto-
malic relay. 40 mils, 180 volts,
$72.00; 60 mils, 180 vohs. S77.00.
Sept. 10
Saturday
Evening
Post
y2-page
Another y2-page
will appear in
Liberty, Sept. 17
— Sat. Eve. Post
Sept. 24 — and on
thru the season —
with a full page
Oct. 22.
Also half-pages
thru the season in
Liberty, Country
Gentleman and
Successful Farm-
ing.
Vesta Advertising
is designed to
direct business to
Vesta Dealers
50
The Talking Machine World, New York, September, 1927
Name Sponsorship Body for
National Radio Audition
Atwater Kent Foundation Selects Mrs. Edgar
Stillman Kelley, Mrs. Otto H. Kahn, Louise
Homer and Edward Bok as Judges of Finals
Philadelphia, Pa., September S.— The selection
by A. Atwater Kent, president of the Atwater
Kent Mfg. Co., Philadelphia, Pa., of the per-
sonnel of a National Sponsorship Committee
to supervise the judging of the finals in the
National Radio Audition being conducted by
the Atwater Kent Foundation was recently
announced. The committee includes Mrs. Ed-
gar Stillman Kelley, president of the National
Federation of Music Clubs; Mrs. Otto H.
Kahn, Madame Louise Homer, famous singer,
and Edward W. Bok, Philadelphia editor and
publicist. The committee will aid the Founda-
tion in selecting judges to hear the five district
auditions to be held in November.
The first local audition was recently held in
Little Rock, Ark., and Miss Lucy Marion
Reaves and Louis Davis were judged the win-
ners. They will compete with the winning
teams from other local auditions for first place
as State champions. Interest in the National
Radio Audition throughout the country is
steadily becoming more intense.
Finland's Chief Conductor
Records for Columbia Co.
The Columbia Phonograph Co.'s October
record supplement features George Schneevoigt,
Finland's celebrated orchestral conductor, who
with the London Symphony Orchestra presents
through Columbia his first American phono-
graph record. Schneevoigt, acclaimed through-
out Europe for fire and virtuosity, has never
before been available to American audiences,
except for a brief series of guest performances
three years ago with the Boston Symphony.
His first records for Columbia consist of
four folk dances of Grieg, ranging from a plain-
tive minor chant to full orchestral swing in
leaping native rhythms.
Popularity of Vogue Loud
Speakers Gaining Rapidly
Interesting Story of Manner in Which Richard
T. Davis Entered Radio Manufacturing Field
— Product Winning Widespread Popularity
Chicago, III., September 8. — The radio loud
speaker manufacturing companj-, Richard T.
Davis, Inc., owes its existence to a rather un-
Vogue Loud Speaker
usual set of circumstances. Mr. Davis, the
president and founder, is by profession an archi-
tect and has been active in the development of
Chicago property. He was also an ardent radio
enthusiast and investigated all branches of the
industry. For his own pleasure and entertain-
ment he msde a loud speaker which would blend
Avith the furnishings of a home and yet have all
the necessary tonal qualifications. Visitors to
the Davis home admired the speaker and sev-
eral friends asked Mr. Davis to make them
simiiar speakers. He complied with these re-
quests and his entrance into the manufacturinp
field followed in due course.
Today, less than two years after their first
appearance, the Vogue speakers, the name se-
lected by Mr. Davis, a.re prominent products in
the radio market, and sales are increasing.
Plaza Music Co. to Job
Superior Cabinet Line
The Plaza Music Co., New York City, manu-
facturer and distributor of musical merchan-
dise, which recently inaugurated a radio divi-
sion as distributor of Splitdorf radio, has an-
nounced that it will also distribute the line of
Superior cabinets made by the Superior Cab-
inet Co. of Muskegon, Mich. The Superior line
consists of four attractive models, and in the
announcement to the trade the Plaza Music
Co. offers to furnish Utah and Baldwin Rival
units in conjunction with these cabinets.
Additions to Sales Staff
of Stewart- Warner Corp.
Three additions were recently made to the
Stewart- Warner Speedometer Corp. radio sales
staff. Two representatives joined the Michigan
avenue branch office staff, E. S. Breslauer, who
will have as his territory the South Side of
Chicago, and C. H. Tetzner, who will travel
the North Side of the city.
P. C. Peterson was recently added to the
sales personnel of the Detroit branch and will
travel the nearby territory out of that city.
New Freshman Booklet
An attractive booklet in color has been pre-
pared by the Chas. Freshman Co., New York,
for distribution by authorized Freshman dealers
to prospective purchasers. The electric phase
of the Freshman line is stressed and each model,
both electric house current and battery oper-
ated, is illustrated in appealing settings and de-
scribed in detail.
You Cannot Equal the
Clear, Smooth Reception
that
the
Majestic
B Current Supply
always
gives
Majestic Super **B''
Recognized as the leader in popu-
larity, sales and efficiency. For
sets 1 to 12 tubes. List price of
unit complete with the Majestic
Super-Power Tube
$29
50
Majestic Master "B"
The precision B Power Unit offer
ing complete control of all outpu
voltage taps. List price complete
with Majestic Super-Power Tube
$32
50
Sells Steadily — Profitably!
Because of their consistently satisfactory perform-
ance. Majestic units are asked for by name, showing
public confidence, and assuring you that Majestic
goods MOVE. And at a handsome margin of
profit. Cash in on this live business
Majestic Special
Master "B''
Similar in appearance and design
to Master-B but equipped with
four B+ taps for sets requiring
same. List price complete with
Majestic Super-Power Tube
$32
50
M.amifactured hy
Grigsby-Grunow- Hinds Co.
4558 Armitage Avenue
Chicago, Illinois
The Talking Machine World, New York, September, 1927
FOR TABLE MACHINES AND CONSOLETTES
Heineman Motor
You have an obligation to your cus-
tomers
We have an obligation to you, the
dealer in table machines and consolettes.
You can meet your obligation by in-
sisting upon your phonographs being
equipped with Heineman Motors, No. 38.
We meet our obligation to you by
manufacturing the most perfectly made
motor. It is the Heineman Motor No. 38.
EXCLUSIVE SALES AQENTS for ... .
HEINEMAN MOTORS — OKEH-TRUETONE NEEDLES
Okeh Phonograph Corporation
OTTO heineman, President and Qeneral Manager
25 West 45th Street New York, N. Y.
Tlie Talking Machine World, New York, September, 1927
IX t,reaches
■ MINE'S ^S OOO^?CHeB*-^°"'^
a / ^ record r» * file A
S.,„. Vow s.»ff ■_»
THE DO^"
BEST SELLERS
Okeh Phonograph Corporation
OTTO HEINEMAN, President and Qeneral Manager
25 West 45th Street New York, N. Y.
The Talking Machine World, New York, September, 1927
ODEON
ELECTRIC RECORDS
European recordings of the great composers' masterpieces . ♦ ♦
5120
12 in.
$1.50
DER ROSENKAVALIER— Waltz, Part I and
II (Richard Strauss)
Played by Eduard Morike and the Orchestra
of the State Opera House. Berlin
New September
releases
5121
12 m.
$1.50
PARSIFAL (Richard Wagner) Charfreitags-
Zauber (Good Friday Spell) — Part I and II
Played by Siegfried Wagner and the State
Symphony Orchestra, Berlin
5122
12 in. -i
$1.50
PARSIFAL (Richard Wagner) Charfreitags-
Zauber (Good Friday Spell) — Finale
Played by Siegfried Wagner and the State
Symphony Orchestra, Berlin
DIE MEISTERSINGER (Richard Wagner)
Tanz der Lehrbuben (Apprentice's Dance)
Played by Dr. Weissmann and the State
Opera House Orchestra, Berlin
New Supplement
now available
3202 r HUMORESQUE (Anton Dvorak)
12 in. CAPRICE VIENNOIS (Frifz XreisZer)
$1.25 [ Both Violin Solos played by Dajos Beta
3203
12 in.
$1.25
TO SPRING— An den FriihUng [Grieg)
RUSTLE OF SPRING — Friihlingsrauschen
(Sinding)
Both played by Edith Lorand and her Orchestra
Okeh Phonograph Corporatioii
OTTO HEINEMAN, President and Qeneral Manager
25 West 45th Street New York, N. Y.
The Talking Machine World, New York, September, 1927
The Talking Ulachuic World, Nc-iv York, September, 1927
51
A-Z Corp. Formed to Make
and Market A-Z Speaker
Product Developed by the Oro-Tone Co. Em-
ploys Special Unit — Speaker Is Said to Be
Impervious to Climatic Conditions
Chicago, III., September S. — A new organiza-
tion, the A-Z Corp., was formed late in August,
with headquarters at 1000 George street, to
manufacture and market the A-Z speaker. The
new product was developed by the Oro-Tone
Co., prominent manufacturer of tone arms, re-
producers and amplifying devices, and the
speaker itself was referred to and described
in previous issues of this publication.
The A-Z speaker contains neither a cone nor
a horn, but a special unit is employed in its
construction which is said to be new in design
and the principles employed in stringed instru-
ments have been appropriated for use in the
speaker. The vibration delivering element
works on the same principle as the strings of
a musical instrument and the new speaker is
said to be impervious to weather or climatic
conditions, an important consideration.
The external appearance of the speaker is
very attractive, for it is of an upright, flat
cylindrical shape, finished in walnut, with a
gold cloth background behind the carved
grille, which is also finished in walnut. The
new A-Z speaker, which is making its initial
bow to the trade in this issue of The Talking
Machine World, retails for $.30 and may be
secured through distributors.
Brach Mfg. Corp. Appoints
Two New Representatives
Brower Murphy Co., of Atlanta, Ga., Succeeds
A. S. Foster — Frank H. Le Preau Will Cover
St. Louis Territory for Brach Co.
Grosley Sales Manager
Makes West Coast Tour
Harry Sherwin, general sales manager of the
Crosley Radio Corp., is engaged in an exten-
sive tour of the West Coast territory, where he
is making preparations for Crosley's Fall sales
and advertising campaign. He will remain in
this district for several weeks, visiting distribu-
lors in all of the important cities. His territory
will include Salt Lake City, Los Angeles, San
Francisco, Portland, Seattle and other cities.
The Brower Murphy Co., Atlanta, Ga., has
been appointed Southern representative for the
L. S. Brach Mfg. Corp., Newark, N. J., manu-
facturer of radio antenna outfits, lightning ar-
resters, etc. The Brower Murphy Co. will
cover the territory formerly handled by A. S.
Foster, who has resigned. Walter H. Dyer,
former St. Louis representative, has also re-
signed and Frank H. Le Preau, of the Chicago
office of the Brach organization, has been ap-
pointed to take his place.
William E. Smith, Portland, Ore., and James
P. Herman, San Francisco, Cal., have recently
been appointed Brach representatives in the
Pacific Coast territory. The Brach line is gain-
ing steadily in popularity throughout the coun-
try, accDrding to reports.
Model 35 Desk
A wonderful combination of luxury and
utility at a price. With Atwater Kent
Receiver Model 35 and built-in Speaking
Advertised retail price .
$110.00
Model E-30 Desk
The ultimate in musical instruments. This unique
cabinet incorporates Atwater Kent Model 30 Re-
ceiver and Model E Speaker. Retailing at na-
tionally advertised retail
price
$140.00
Model 33 Desk
This design is similar to Model 35, ex-
cept that it incorporates the chassis of
an Atwater Kent Model 30 Receiver.
Advertised retail
price
$120.00
During 1926 Atwater Kent Dealers sold many thousands of Red Lion Cabinets with Httle effort and much
profit. And this without a line of advertising. This season Red Lion Cabinets will have back of them
the strongest kind of national magazine and newspaper publicity.
The beautiful, highly practical and attractively priced Desk Type Cabinet is made only hy Red Lion
and sold only uith Atwater Kent Radios. It will pay you to feature Red Lions.
RED LION CABINET COMPANY, Red Lion, Pa.
ed Lion Cabinets
^^"TfeTAlKIN^HACHIN
POSSIBILITIES
[Editor's Note — This is the seventy-first of a series of
articles by William Braid White devoted to the various
interesting opportunities which prevail in the domain of
education for the retailer of talking machines. The subject
is one of great interest and we commend these articles to
the consideration of all who are devoting attention to the
featuring and developing of the musical possibilities of
the talking machine.]
Remarkable Recordings
■
Within the last few days I have had the
very great pleasure of listening— critically — to
some electrically recorded music so beautifully
rendered as to make me wonder how much
farther along the roa.d to absolute perfection we
need to look before counting ourselves to have
arrived. Electrical recording has decidedly be-
come so remarkable, if not almost incredible,
an achievement already that it is hard to un-
derstand how any one among the phonograph
merchants can resist the infection of an irre-
sistible selling enthusiasm, carrying sales and
prosperity with it in ever-increasing volume.
"Fin de SLecle"
Two symphonies are included in the music
to which I refer, one of them being the
Pathetique of Tschaikowski and one the "New
World" of Dvorak. Now the Tschaikowski
symphony is one of those things which within
a few years of its first hearing is definitely and
permanently "dated." Of all the music written
or conceived during the last few years of the
nineteenth century none approaches this, in my
opinion, for its wholly faithful rendering of
that pessimistic, faintly rebellious, world-weary
mood which so deeply touched the intellectual
conscience of that day, and which showed itself
otherwise in the art of Aubrey Beardsley, the
"decadent" literature of the Y.ellow Book, the
early plays of Shaw, the novels of Hardy and
the pictures of Whistler.
The New Experience
Yet it must be confessed that the new elec-
trical recording of this symphony, brought out
within the last month or so by the Victor
Talking Machine Co., came as something not
far from a revelation. Perhaps it was that,
after the old style recordings, the new one
struck home unexpectedly deep, by reason of its
power, its fidelity to the original, and the
opportunity one had of studying, now for the
first time both leisurely and satisfactorily, the
internal structure of the work and the masterly
skill of the man who put it together. And
if one who has heard every great orchestra in
the country play it during twenty-five years,
under the baton of almost every famous con-
ductor who has appeared in the United States
during that time, can now find himself at this
late day thrilled by a phonographic reproduc-
tion, then plainly there must be. something
very big in it after all.
And from the commercial standpoint it is
only necessary to say that the great uninstruct-
ed public, that great mass of music lovers who
freely admit that they "know nothing about
music" and who often indeed are silly enough
to think that thereby they are disqualified from
enjoying the great works of musical expression,
has always been in love with Tschaikowski's
Pathetique Symphony, from the day of its first
performance. Whether the mystery of its
composer's sudden death within a couple of
weeks of the first performance in 1893 has had
anything to do with the universal interest on
the part of the general public may be hard
to say, but the fact' remains. And let me say
to merchants that anyone who cannot sell
these records had better go into some other
line of business.
Iowa-Bohemia
Dvorak's New World Symphony is known
to millions through the haunting beauty of its
second movement, the celebrated "Largo," and
among the hundreds of thousands who go each
year to the forty or more symphony orchestra
seasons steadily running throughout the country
the whole work has an appeal which compels
conductors, sometimes perhaps against their
will, to bring it back season after season. As
everyone knows, Dvorak wrote it, in this coun-
try, at a little Bohemian settlement in Iowa,
where he stayed during a Summer vacation
after a strenuous season as head of the Na-
tional Conservatory of New York, to which
he had been called from Prague by the
ambitious and energetic Mrs. Thurber. Dvorak
wrote it to give expression to his appreciation
of the negro melodies which a talented Ameri-
can negro musician had interpreted to him.
This was in 1891. He was wrong in supposing
that an American national music would have
to come from negro sources, and his symphony,
for all its plantation-melody themes, is just as
much Bohemia, Prague a,nd Antonin Dvorak
as any other of his works. So, too, are his
so-called "American" string quartets. Never-
theless, he gave us in the "New World" lovely
music and a wonderfully peppy piece of sym-
phonic skill. No wonder it is liked by the
American people, for it has force, punch, driv-
ing power galore, and withal is always clear
as crystal, perfectly intelligible and extremely
easy to follow.
In the Victor electric recordings I heard the
other day the symphony comes back with all
the authority, the power and the fidelity of a
true orchestral performance. It has been
beautifully done and I earnestly beg every
seller of Victor records to get it, listen to it
and let his intelligent customers know what a
treat he has for them. It would be nothing
short of an outrage to allow the great house
which produces work of this caliber to find
itself compelled to admit that the merchants
will not support even the most ambitious and
carefully planned attempt to enlist the support
of the thousands of music lovers who are just
waiting for food of this kind.
Work of the N. G. S.
And before leaving this subject I should like
to tell my readers something about some work
of a less spectacular but equally artistic kind
being done by that remarkable British group,
the National Gramophonic Society. This or-
ganization of music lovers, banded together
to record and produce for distribution, among
themselves and to others who think with them
on the matters, music which otherwise would
not be obtainable in record form, has been
putting through a program of achievements
which can only be called extraordinary. It has
recently published the clarinet quintet of
Mozart, the other clarinet quintet by Brahms,
the horn trio of Brahms, Dvorak's quintet
for piano and strings and Arnold Bax's
quintet for oboe and strings, to name just a
few exploits. It has been my joy to share
in these outgivings for the last two years and
I can only say that I wish to heaven the phono-
graph merchants would show the manufacturers
enough encouragement to bring about the
American production of some of these wonder-
ful things. Not that we could much improve
on the N. G. S. productions from the musical
standpoint, but think what it would mean from
the merchandising point of view.
Day-Fan Electric Co.
Secures an RCA License
A license agreement has been entered into
between the Day-Fan Electric Co., Dayton, O.,
manufacturers of Day-Fan radio, and the Radio
Corp. of America, whereby the former is
licensed to manufacture under the patents
owned or controlled by the Radio Corp. and
associated companies.
R. Kanarek Passed Away
Rudolph Kanarek, formerly well known in
Eastern talking machine circles, founder of the
Independent German-American Talking Ma-
chine Co., later known as the Independent
Talkina; Machine Co., died last month.
Values for the Phonograph Buyer
AMPLIPHONIC
New Type Phonographs
Remarkable for tone and volume
Up to the Minute Equipment
Cast Iron Horn
Heineman 77 Motor
Automatic Stop
Ultra Reproducers
Write jor Our Complete Catalogue
CHARMAPHONE CO.
Pulaski
Manufacturing Since 1914
New York
52
The Talking Machine World, New York, September, 1927
53
Model 46— "Little Six,"
six tube, Sitigle Station
Selector, Table Type,
vibration proof alumi-
num chas-
fodel 76 — Six tube.
Single Station Selector,
,jbinet Type, wired for
Ittery or socket power.
7ith built-in speaker.
$195
Without built-in speaker
^17o
Two new models have been added to the group of Bosch
Radio Receivers — they are receivers you can sell at popu-
lar prices making Bosch Radio the desirable radio line of
the season.
The Model 46 is a compact six-tube receiver but 16" long,
with electrically lighted single tuning dial. It has the fa-
mous Bosch tonal quality. It lists at $68.50.
The Model 87 is a seven-tube table model of unusual
beauty with which an outside antenna or loop is not neces-
sary. Single electrically lighted dial, armored and shielded
with great power and Bosch tonal quality, the Model 87
lists at $195.00.
All the new Bosch Receivers are "transportation proof,"
allowing deliveries to customers with the original factory
settings — life-like reception, far-reaching, satisfactory —
without adjustment.
The Bosch Radio line is complete — four six-tube models,
two seven-tube models — "A" power unit — "B" power
unit — two loud speakers and phonographic pickup.
For dealers, who are in business to stay we have
something of interest — a dealer and merchandising
policy that is fair and fully supported. Wire us in
•confidence about yourself, business standing, finan-
cial strength, and we will explain our plans.
Model 87 — Seven tube.
Single Station Selector,
Table Type, loop operat-
ed, wired for battery or
socket power $195
Model 57 — Seven tube.
Single Station Selector,
Cabinet Type, concealed
loop, built-in reproducer,
wired for battery or
socket power opera-
tion |340
Model 66— Six tube
Single Station Selector
Table Type, wired for
battery or socket power ,
operation $99.50
54
The Talking Machine World, Netv York, September, 1927
"Beauty That Charms the Eye as Well
as the Ear" Is Splitdorf Ad Slogan
Splitdorf Radio Corp. Features the Eye-Beauty of Its Products and Is Designing Its Entire
Advertising Consumer Appeal on This Basis — Robert W. Porter Tells Why
During the past year or so there has been a
change, and it might be remarked, a change for
the better, in the methods of presenting radio
to the public. The entire industry and trade
are departing from the custom of advertising
and speaking and describing radio as a ma-
chine and instead are placing it before the eyes
of the public as an instrument that entertains
— a welcome and practically necessary adjunct
to home life — and an instrument that at the
present time can be procured in furniture that
equals any other article of home furnishings in
beauty of design. Too often in the past was
the chief charm and appeal of radio — its vast
entertainment possibilities and eye-appeal —
subordinated to a technical or semi-technical
jargon that was uninteresting to the average
citizen. Fortunately, that day is passing and
manufacturers and dealers are presenting the
instrument in a new light.
An interesting example of the new trend in
advertising radio is that of the Splitdorf Radio
Corp. of Newark, N. J., which is featuring the
beauty of its receivers and is designing its en-
tire advertising consumer appeal on this one
quality. Robert W. Porter, vice-president of
the Splitdorf organization, relates in interesting
fashion the reasons for the policy which the
company is pursuing. He says, in part:
"In the early days of radio the cabinet was
the kitchen table or a simple panel of board
and, later, bakelite. Then they commenced to
box up the apparatus. And what unsightly
objects were some of these boxes! Of course,
there was a gradual improvement in cabinet
design and when women commenced to take
an interest in radio the console entered. It
it not my purpose to go into great detail on
this, but merely to lead by easy stages to the
fact that even up to this day it has been the
Reality
in
[adio
J that charms the eye I
\ as nvell as the ear T
ANEW IDEA IN RADIO —
Splitdorf receivers are
housed m cabinets of authcn
tic and enduring beautv
They have been styled after
c;lebrated Museum pieces,
and will enhance any home.
The Lorenzo offers the ut
most in faithfiil and powerhil
reproduction, in an Italian
credenia of superlative beau-
ry It is massive in design,
yet Its tapered sides permit
Its use in restricted space
Let your dealer install this
wonderful and beautiful in
strument in your home.
Oihft Mudth — S4S 10 $&oo
since broadcasting was first flashed to the world
the apparatus as represented by the mechanical
features has been the theme of all radio ad-
vertising, supplemented by the result-getting
quality as covered in the general term of per-
formance. Distance became a byword and the
advertising public will admit that there has
been a plethora of such expressions as selec-
tivity, sensitivity, quality of tone and so on,
ad infinitum. Out of all of which, in our judg-
ment, the reference to the musical qualities of
a receiver is all that need be stressed of the
heritage handed down to us. Now w-e come
to the milk in the cocoanut — the production of
radio in an entirely new fashion.
"Taking the finest examples of furniture as
inspirations for the creation of radio cabinets,
the radio furniture was built first and then the
receiver produced so as to be completely
adapted to these beautiful new cabinet designs.
"We have adopted as a slogan: 'Beauty that
charms the eye as well as the ear.' In par-
ticular, the Splitdorf newspaper campaign, ex-
amples of the copy for which are reproduced
herewith, tells a story new to radio. As I have
already said, it is not new to the public, for
beauty is in public demand and every eye is
receptive to advertising featuring beauty. Even
in our trade pubHcation copy we have played
up beauty as the new note in radio.
"But it is in the newspaper and general
magazine campaign that Splitdorf emphasizes
beauty, without cessation. Every advertisement
in the newspaper campaign carries the headline,
'Beauty in Radio.' "
THE APBEr
How Splitdorf Sells Radio Beauty
universal practice to enclose the apparatus in
a cabinet rather than house it. In the vears
Grosley Line Shown at Fair
White River Junction, Vt., September 6. — A
complete display of the Crosley radio line, con-
ducted by Stern & Co., Inc., of Hartford, Conn.,
attracted much attention from the 250,000 (ap-
proximate) visitors to the Granite State Fair,
held here recently.
The Peer of All Reproducers
THE JEWEL No. 33
Because of its scientific construc-
tion and because all of the most
advanced principles of sound re-
production are embodied in its
construction, the Jewel No. 33
will reproduce the selection near-
est to the way it was originally
recorded by the artists.
No jangling — no distortion — no
tin-canny noise — nothing but per-
fect harmony from the rumble of
the kettle drums to the high
tremulous silver tones of the vio-
lin and flute. Each instrument
distinctly heard, yet all combined
in one glorious harmonious whole.
The combination of the Jewel No.
33 Reproducer and the Jewel In-
strument taper brass tone arm is
the "last word" in equipment for
tone reproduction.
Price, Nickel $7.50 — Qold $8.50 Jobbers and Dealers write for discounts
JEWEL PHONOPARTS CO.
510 N. DEARBORN ST.
CHICAGO, ILL.
The Talkini, Machine Jl'orld, Neiv York, September, 1927
55 .
FERRYMAN RADIO TUBES
FERRYMAN
Any one of these
four reasons
is sufficient^
1 — No tubes made by anybody, anywhere, deliver
better performance than Ferryman Tubes*
You can prove this yourself*
2 — All your competitors do not have Ferryman
Tubes* You control sales, repeat business
and good will*
3 — Ferryman Tubes cost you less than other
tubes of equal merit and you do not have
to cut the price to sell them*
4 — You have no replacement worries* We
guarantee that your customer gets immediate
satisfaction at our expense, not at yours*
The Perryman Exhibit at the New York
Show will be in Booth 5, Section DD.
Write for complete information on new Perryman AC Tubes,
volume discounts and dealer cooperation
PERRYMAN ELECTRIC COMPANY, Inc.
a West 60th St., Hew York
PERRYMAN RADIO TUBES |
A Complete Line of Standard Equipment for every Radio Purpose ^
56
The Talking Machine World, New York, September, 1927
Atwater Kent Dealers in Every Section
of Country Attend Annual Sales Meetings
New Models Demonstrated, Sales and Advertising Policies for Coming Season Discussed at
Gatherings Held Under Auspices of Distributors — Atwater Kent Representatives Attend
During the past few months, in practically
every section of the country, Atwater Kent
dealers have gathered to inspect the new
models of the Atwater Kent line and to dis-
cuss sales and advertising policies for the
coming season. Representatives of the At-
water Kent Mfg. Co. and of the various cabinet
companies co-operated with the distributors in
arranging the programs of the meetings, so
that the conferences resulted in a maximum
of benefit to the dealers. In every instance
representatives of the Atwater Kent organiza-
tion attended the meetings to demonstrate the
new receivers and point out the dominant
selling features, so that the conventions had the
aspect of salesmanship courses.
Among the recent Atwater Kent gatherings
which have not as yet been reported in the
columns of The Talking Machine World were:
Binghamton, N. Y., meeting sponsored by the
Elliott Engineering Co., at the Kalurah Country
Club, attended by more than 200 dealers; about
100 dealers attended the meeting held by the
Straus-Frank Co., at the Rice Hotel, Houston,
Te.x. ; the annual meeting of Atwater Kent
dealers of Tennessee was held at Knoxville
Tenn., under the sponsorship of C. M. McClung
& Co., and was attended by approximately 200;
the Braid Electric Co., of Nashville, Tenn., held
its third annual Atwater Kent dealers' meeting
at the Andrew Jackson Hotel and more than
300 dealers attended.
The Goodin Radio Corp. gathered its deal-
ers together for the annual presentation of
new merchandise and discussion of sales and
advertising policies at the Lassen Hotel,
Wichita, Kan.; more than 250 dealers from
Colorado, Wyoming and New Mexico attended
the annual meeting sponsored by the Radio
Sales & Supply Co., at the Brown Palace,
Denver, Col.; the D. T. Lansing Co., of Scran-
ton, Pa., held its convention the latter part oi
last month and entertained the dealers at the
Pennsylvania A. C, in Philadelphia; Texas
dealers served by the Harrison Smith Co. met
at the Baker Hotel, Dallas, Tex.; the Lewis
T. Ganster Co., of Reading, Pa., recently en-
tertained its dealers in annual convention, and
on August 27 the Interstate Electric Co. held
its annual dealer gathering at Elliott's Grove,
Eureka Park, Louisiana.
The Oklahoma City, Okla., conclave held by
the Harrison Smith Co., claimed to be the
largest convention of radio dealers ever held
in the South; the third annual convention held
by the Williams Hardware Co. at the Waldo
Hotel, Clarksburg, W. Va., where, in addition
to the usual demonstrations and outlines of
sales and advertising plans. Miss Mae B.
Colombo spoke on "Radio in the Schools" and
"Selling Radio to Women."
Another convention of West Virginia dealers
was held at Wheeling, attracting the dealers
from that territory and that section of Ohio
bordering on the Ohio River. This meeting,
which took place at the Wheeling Country
Club, was sponsored by the Gee Electric Co.
and had as its features talks by Percy Ware
and F. A. Delano, both of the merchandising
section of the Atwater Kent organization.
Some 300 dealers from all sections of the
State attended the Michigan Atwater Kent
dealer convention, which was held in the new
home of the Radio Distributing Co., Detroit,
Mich. Beautiful displays of the products car-
ried by the jobbing company were shown and
attracted considerable attention from the visit-
ing dealers. Among the lines shown were:
Atwater Kent receiving sets and speakers,
Pooley and Red Lion cabinets, Cunningham
tubes, Eveready batteries, U. S. L. power
equipment and storage batteries and Balkitc
power units. Interesting merchandising anc
advertising addresses were made by official::
of the Radio Distributing Co. and the Atwater
Kent Mfg. Co. The dealers were entertained
at luncheon and dinner at the Statler Hotel.
Among other recent Atwater Kent conven-
tions held were those under the auspices of
the Johnstown Automobile Co., at the Susque-
hanna Country Club, Johnstown, Pa.; the B.
W. Smith Corp., at the Hotel Gibson, Cincin-
nati, O.; the Sunset Electric Co., at the Mult-
nomah Hotel, Portland, Ore.; Asheville Battery
Co., at Asheville, N. C, and H. A. McRae &
Co., at Troy, N. Y.
The Morely Murphy Co. gathered its At-
water Kent dealers in convention at the Beau-
mont Hotel, Green Bay, Wis., where representa-
tives of the Atwater Kent Mfg. Co., Pooley Co.,
Red Lion Cabinet Co., and various accessory
makers gave interesting talks and explained
new models. The convention closed with a
banquet and theatre party. The Milwaukee
Athletic Club housed the convention sponsored
by the Radio Specialty Co., of Milwaukee, Wis'.
Approximately 300 dealers attended and, follow-
ing a day of business sessions, a banquet with
an enjoyable musical program closed the meet-
ing. The program was broadcast over station
WMAQ. The Elks Club, Dubuque, la., was the
scene of the Midwest Timmermann Co., Atwater
Kent dealer convention, and this gathering fol-
lowed closely the routine of those described
above. In the evening a banquet was served at
a noted local country inn.
At each of these gatherings prepared pro-
grams, which included merchandising, sales and
advertising discussions, were listened to at-
tentively by the assembled dealers and in every
instance the evenings were devoted to a get-
together or some form of entertainment to
balance the day. Officials of the Atwater Kent
Mfg. Co. state that the series of meetings this
Summer have been by far the most successful
ever held.
F. A. D. Andrea Comments
on Growth of His Business
Making haste slowly is the most important
of all factors in building up a successful radio
manufacturing business, in the opinion of Frank
A. D. Andrea, president of F. A. D. Andrea,
Inc., manufacturer of Fada radio, who recently
commented upon the growth of the Fada busi-
ness from a small storeroom to a modern plant
whose manufacturing division alone occupies
several acres of floor space.
"The courage to make haste slowly has done
more than any other one thing to build and
maintain Fada leadership," said Mr. Andrea.
"We have built and always will build on the
solid rock of value to the buyer. I believe
that the radio laboratory is the heart of the
radio factory, and in this end of our business
we have provided every facility for our en-
gineers to gauge the minutest variations in
the intricacies of apparatus and the means for
constant study."
Alterations have been completed in the store
of the Holzem Music Co., Third street, Benton,
Wis., adding greatly to its attractiveness. Sev-
eral new record demonstration booths and talk-
ing machine display rooms have been added.
SimplgK Eledric
Manulactured by
THE SIMPLEX RADIO COMPANY, Sandusky, O.
The Talking Machine World, New York, September, 1927
57
NOW, SIR, HAVE YOU HEARD THIS
WONDER INSTRUMENT?
The
Patented
Sept., 1927
Organ-Tone
— For standard equipment on
new machines !
INCOMPARABLE-For replacement on
used machines I
King of Reproducers
32 7/mofi Sq,
REPRODUCTION
COM P A NY
N.B.— The United States Patent
Office has granted us a Patent on
this reproducer. All and any in-
fringements will be prosecuted to
the full extent of the law.
California Victor and Northwestern
Victor to Distribute on Pacific Coast
Two Companies Formed to Cover This Territory With Dropping of Wholesaling by Sherman,
Clay & Co. — Latter Concern to Be Retail Exclusively
Victor Co. Headquarters in the Northwest will
be at the former Sherman, Clay & Co. whole-
sale Victor distributing headquarters in Port-
land and Seattle, just as the local headquarters
are still in the Sherman, Clay & Co.'s former
distributing headquarters in California'. It was
emphasized that distribution will be wholesale.
San Francisco, Cal., September 6.— Not till last
week was any announcement forthcoming regard-
ing changes in the Victor distribution on the Pa-
cific Coast. For years past, Sherman, Clay & Co.
has acted as Victor wholesale distributor and
has also been an exclusive Victor dealer in its
retail stores. Some months ago it was rumored
in the trade that the big music house was
anxious to confine its Victor operations to
retail. Recently the rumors have grown more
persistent and August 30 Sherman, Clay & Co.
issued the following statement:
"Approximately ten years ago we realized
that the trend of modern merchandising was
through the operation of chain stores, par-
ticularly if we wanted to be aggressive and out-
standing figures in the retail field. With this
object in view, we started opening branches as
rapidly as our capital and the securing of right
men to manage them would permit.
"We soon found that we were covering the
territory in which we operated so aggressively
that our retail stores were in competition with
our wholesale talking machine departments. We
have felt for several years that it was not good
business policy to operate both wholesale and
retail if we adopted this aggressive retail
policy. We have, therefore, decided to with-
draw practically from the jobbing of talking
machines and radio and confine our activities
to a more intensive retail campaign. Therefore,
we will gradually withdraw from this field and
by January 1, 1928, will be no longer jobbing
talking machines or radios. With this object
in view, we have been negotiating with the Vic-
tor Talking Machine Co. and finally have pre-
vailed upon them to take over our wholesale
depots and establish wholesale companies of its
own.
"This arrangement is for the benefit of all
concerned inasmuch as it leaves our hands free
for more aggressive retail activities and gives
the opportunity to serve the talking machine
dealers on the Pacific Coast in a manner that
would prevent any friction with the jobbers' re-
tail activities."
Representatives of the Victor Talking
Machine Co., who, in the most amicable spirit,
have been conferring with Sherman, Clay &
Co. regarding the new wholesale distribution,
pointed out that:
Distribution will be entirely wholesale and
by two companies. The California Victor Dis-
tributing Co. will have its headquarters at 536
Mission street and in Los Angeles at Tenth
and Santee streets. Otto L. May, who has
been district manager for the Victor Talking
Machine Co. here, will be president of the new
company. R. M. Bird, who has been Mr. May's
assistant, will be sales manager for the San
Francisco district and J. M. Spain, formerly
with the Victor Co. in the Northwest, will be
sales manager of the Los Angeles district. J.
E. Skerten will be with the new company. The
employes as far as possible will be the em-
ployes who have been with Sherman, Clay &
Co. in their wholesale Victor distribution.
Wholesale Victor distribution in the Pacific
Northwest will be efifected through a new com-
pany, the Northwestern Victor Distributing Co.
The president will be C. B. Gilbert, formerly
district manager for the Victor Co. in Phila-
delphia. The sales manager will be T. T. Evans,
who has been for twenty-five years with the
Leading Power Unit Makers
Obtain Dubilier Licenses
The Dubilier Condenser Corp., New York
City, has recently addressed a notice to the
trade that battery eliminators, power ampli-
fiers and po^er-operated sets now being of-
fered for sale embody the application of one
or more of the following United States patents
controlled by them: 1,455,141 May 15, 1923;
1,606,212 Nov. 9, 1926, and 1,635,117 July 5, 1927.
It is announced that licenses under these
patents have already been taken out by the
Willard Storage Battery Co., Fansteel Prod-
ucts Co. (Balkite), Philadelphia Storage Bat-
tery Co. (Philco), Grigsby-Grunow-Hinds Co.
(Majestic), Argus Radio Corp., J. S. Timmons,
Inc., U. S. Government and Federal-Brandes,
Inc. The notice further warns that infringers
will be prosecuted.
Clark Display at State Fair
Syeacuse, N. Y., September 6. — The Clark Music
Co., of this city, had an attractive exhibit at the
New York State Fair held here during the week
of August 29, featuring the various products car-
ried by the store and featuring the Brunswick
Panatrope. Several novel methods of attracting
the visitors' attention to the display proved most
successful.
A new radio store, "Smith's," featuring the
Atwater Kent line, has been opened in Wash-
ington, D. C.
58
The Talking Machine World, New York, September, 1927
NOW SEE
The new "SUPERIOR" line
These illustrations show only two
of the fifteen models of our line,
all of which embody some of the
most unique methods of construc-
tion and truly exemplify the finest
in Radio Cabinet Design. Our in-
creased manufacturing facilities en-
able us to make prompt deliveries.
MODEL lOOl-DH
^ietropolitan Distributors
Speakers
See our exhibit at the
RADIO WORLD'S FAIR
Madison Square Garden
New York City
Sept. 19-2Uh inchiiive
SPACE 15— SECTION DD
CABINET
TION
New York City
MODEL 901-WP
M.etropolitan Distributors
MARTI-ELECTRIC
POWER RADIO
206 Broadway
William J. Haussler Again Heads National
Wholesale Talking Machine & Radio Assn.
C. Bruno & Son Official Re-elected President at Recent Meeting — Other Officers Include
George C. Beckwith, F. W. Davidson and Harry G. Koerber — Discuss Promotion Plans
William J. Haussler, of C. Bruno & Son, was
re-elected president of the National Wholesale
Talking Machine and Radio Association ■ at its
W. J. Haussler
recent annual meeting at the Hotel Ritz Carl-
ton, Philadelphia, Pa., and other ofificers were re-
elected as follows: George C. Beckwith, of the
George E. Beckwith Co., Minneapolis, vice-
president; F. W. Davidson, of the Perry B,
Whitsit Co., Columbus, O., secretary, and Harry
G. Koerber, of the Koerber-Brenner Co., St.
Louis, treasurer. The board of directors in-
cludes the officers and French Nestor, of
the French Nestor Co., Jacksonville, Fla.; J.
Newcomb Blackman, of the Blackman Distrib-
uting Co., New York; Joseph C. Rousch, Stand-
ard Talking Machine Co., Pittsburgh; Lester
Burchfield, Sanger Bros., Dallas, Tex., and John
Elliott Clark, of the John Elliott Clark Co., Salt
Lake City.
About forty wholesalers were represented at
the meeting, which brought forth a spirited dis-
cussion of the ways and means of promoting
an intelligent and consistent selling program
that will present the talking machine and radio
to the public in an aggressive way during the
coming year. The objects of the Association
were explained in talks by the ofificers, includ-
ing the increase of public information, inter-
change of ideas, development of industrial art,
elimination of unfair trade practices, and the
promotion of friendly relations among those
engaged in the trade.
The meeting followed a two-day visit to the
Victor plant at Camden, N. J., where the new
line of Victor products was inspected. The
enthusiasm of the wholesalers for this new
merchandise was best reflected in the following
statement by Mr. Haussler:
"This new line of Victor merchandise will
shortly amaze the retail trade and the general
public in the extent to which Victor craftsman-
ship has advanced the development of its new
models. In cabinet work, in character of con-
struction, in furniture value, and in originality
of mechanical improvements these models will
give a new conception of master craftsmanship
and will establish a ne.w standard for the future.
Much as the Victor Co. has accomplished in
this way in the past, they have not only out-
done themselves, but they have established a
criterion for the entire woodworking industry.
"Likewise the mechanical equipment of the
products has been brought to a state of per-
fection almost impossible to imagine. It can
truly be said the jobbers and dealers are to be
congratulated in participating in the promotion
of such superior products. The results that
have been attained by the company in placing
these models on the market reflect great credit
upon the enterprising and progressive manage-
ment of this organization.
"I was greatly impressed by the whole-hearted
attitude of co-operation shown by the members
of the Association and predict that as a result
a period of great prosperity is in store for the
entire industrv."
Brach Mfg. Corp. Features
Aerial Combination Outfits
Twenty-five aerial combination outfits are
being featured by the L. S. Brach Mfg. Corp.,
Newark, N. J. The outfits are attractively
packed and are designed to present the great-
est sales value and ej^e appeal to the prospec-
tive customer, the theory being that purchases
of combination outfits complete are easier for
the buyer than would be the case if the articles
were all purchased separately, increasing the
unit of sale.
Home From Trip Abroad
D. S. Spector, general manager of the mer-
chandising division of Federal-Brandes, Inc.,
maker of Kolster radio, has returned to his desk
at the executive offices of the company in New-
ark, N. J., after a six weeks' tour of Europe for
the purpose of studying radio conditions across
the Atlantic. Mr. Spector is planning a two
months' trip in the United States late in Sep-
tember, when he will call on all Kolster dis-
tributors and make a survey of the American
radio market.
The Talking Machine World, New York, September, 1927
ttlGHT TUBE
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addition, Sonatron's policy
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newest tubes, standard
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This Sonatron label identifies a tube line which has
become an accepted standard with the radio public
NEWARK, N. J.
SONATRON TUBE COMPANY
108 West Lake St., CHICAGO 16 Hudson St., NEW YORK CITY
320 Lafayette Building, DETROIT WINDSOR, ONT., CAN.
Tilc Talking Machine IVorld, Nezv York, September, 1927
Five Nationally Known Radio Manufacturers
Merge to Form United States Electric Co.
Merging Companies Are Apex Electric Mfg. Co., Chicago; Sentinel Mfg. Co., Chicago; Indiana
Electric Mfg. Co., Marion, Ind.; Slagle Radio Co., Fort Wajme, Ind., and Workrite Mfg. Co.
After more than ten days' continuous con-
ference at the Commodore Hotel, participated
in by the executives of five nationally known
United States Electric Corp. Officials
Left to Right: Carl D. Boyd, first vice-president, vice-
president of Apex Electric Mfg. Co.; P. K. Romey,
secretary, vice-president of Slagle Radio Co., and Allen
G. Messick, president.
radio manufacturers, announcement was made
of the formation of the United States Electric
Co., a merger of the Apex Electric Mfg. Co.
and the Sentinel Mfg. Co., both of Chicago;
the Indiana Electric Mfg. Co., of Marion, Ind.;
Slagle Radio Co., of Fort Wayne, Ind., and
the Workrite Mfg. Co., of Cleveland, O.
The merger is accomplished by incorporation
under the laws of Delaware, with 30,000 shares
no par value common stock. The participation
in the new company is based on a rigid ap-
praisal and audit of each of the five individual
companies, no allowances of any kind being
made for good will, promotion or any intangi-
ble assets. It has further been accomplished
without any public offering of stock. The ag-
gregate assets of the corporation will be in
excess of one million dollars.
The new corporation is licensed under all
radio receiving set patents of the Radio Cor-
poration of America (except Super Heterodyne
patents), as well as the patents of the American
Tel. & Tel., Westinghouse Electric & Mfg.
Co., General Electric Co., Hazeltine Corp.,
Latour Corp. and Technidyne Corp.
The merger contemplates the immediate es-
tablishment of a central engineering laboratory,
into which will be thrown the combined
engineering personnel of the individual com-
panies. With the possession by the individual
concerns of some of the best radio engineers
in the industry to-day, this will accomplish
making available of the finest receiving set
equipment possible, at a tremendous saving in
the cost of research. This central laboratory,
along with the main offices of the corporation,
will be located in Chicago, 111.
The individual companies in this group are
already nationally known manufacturers of a
diversified line of radio, electrical and automo-
tive products, which will be continued by the
new corporation, and largely because of
the strategic location of the factories involved,
it will have economical sources of production
and distribution second to none. The work
in bringing about this merger, which is believed
by the heads of the companies involved to be
the biggest single factor of the season in stab-
ilizing the patent situation in the radio industry
as a whole, has been pioneered by. the following
men and officers of the several companies:
Apex Electric Mfg. Co., Chicago, 111. — O. G.
Nelson, president; C. D. Boyd, vice-president;
J. Prince, secretary.
Sentinel Mfg. Co., Chicago, III— J. T. Beatty,
president (chairma.n of the board, Inland Steel
Co., Chicago); R. J. Beatty, vice-president.
Indiana Electric Mfg. Co.. Marion, Ind. —
Arthur E. Case, president; Robert J. Spencer,
Jr., treasurer, president of the Marion Inc. Wire
Co.
Slagle Radio Co., Fort Wayne, Ind. — L. S.
Slagle, president; P. K. Romey, vice-president;
W. L. Swindler, secretary.
The Workrite Mfg. Co., Cleveland, O.— B.
H. Meyer, president and treasurer.
The officers and directors of the new com-
pany are announced as follows:
Officers: Allen C. Messick, president; Carl
D. Boyd, first vice-president; P. K. Romey,
secretary; John Beatty, treasurer.
Directors: A. E. Case, V. H. Meyer, L. G.
.Slagle. The last three named are operating
vice-presidents.
59
Pooley Go. Issues Catalog
Showing Dealer Sales Aids
Variety of Prepared Dealer Newspaper Adver-
tisements Included — Consumer Literature,
Store Signs and Bridge Lamp Also Shown
Philadelphia, Pa,, September 7. — The Pooley
Co., of this city, has issued an attractive dealer
help catalog. A wide variety of prepared ad-
vertisements for dealers' newspaper advertise-
ments is shown, as well as halftone and line
cuts of the various models. Dealer helps are
also illustrated, such as consumer folders, pho-
tograph binders, store signs and the newest
addition to the Pooley dealer helps, a bridge
lamp, desined to add to the attractiveness of
the Pooley cabinet display.
H. E. Kemp, who was connected with the
Brunswick Boardwalk warerooms, Atlantic
City, has been transferred to the Philadelphia
office of the company.
Announcing
the New
Console Models—
Borkman Velvet Radio Speakers
THIS beautiful new Velvet
Speaker, No. 25, which lists at
$70.00, will find instant favor with
the discriminating radio enthusiast.
It has a deep, full-throated tone, and
the walnut case is indeed a thing of
beauty. Equipped with a nine-foot
air column horn and special, double-
stylus, balanced diaphragm Bork-
man Velvet Unit.
We also announce the new No. 27
and 30 Model Console Speakers,
with amply large set compartments.
These will be available in the open
and closed styles. The first showing
will occur at the Radio World's Fair
in New York and they will be
shown later at the 6th Annual Chi-
cago Radio Show. Be sure to see
them.
Correspondence is invited regard-
ing these new models and the other
popular Velvet Speakers, some of
which are illustrated below. In-
quiries should be directed to the
General Sales Ofiice in Chicago.
See them at
Radio World's Fair
New York
Space 9-FF
See them at
6th Annual Radio Show
Chicago
Space 1-T
No. 21 Jewel Case
List Price MO.OC
Manufactured by
Borkman Radio Corp.
Salt Lake City, Utah
No. 9 Reflex Lantern
List Price $12.50
GENERAL SALES OFFICE
230 East Ohio Street
CHICAGO
No. 18 Coniform
List Price $25.00
I
60
The Talking Machine World, New York, September, 1927
Money-Making Suggestions
for Ambitions Merchants
Moving Van Men Can Supply the Dealer With Good Leads — Harlingen Music Store Broad-
casts Columbia Record Releases — Good Photographs of Instruments Aid the Outside
Salesman — Get in Touch With Families Returning From Coimtry
There are a number of orthodox and recog-
nized ways for building a prospect list of
general character. Some dealers follow the
society columns, check up on the elite directory
and the telephone book; watch for engagement
and wedding notices, look over income tax re-
ports and then proceed to weed out from the
names thus obtained those who are possessed
of talking machines and radios, so that sales
efiForts may be concentrated on the remainder.
Once in a while, however, there is developed
an original system that has the merit of
eliminating much rechecking and providing
information that can be utilized at once by
salesmen with some real promise of success.
An instance along this line is cited regarding
the activities of a young Italian-American, who
insisted that he could sell talking machines,
although he had no previous experience in the
line, and was hired by a Brooklyn, N. Y., dealer
on a commission and expense basis, that unless
sales were made was all in the dealer's favor.
It was not long before this young salesman
began to turn in prospects and sales, and the"
were all good ones. He did not seem to do
much canvassing work and the dealer puzzled
for some time regarding the youngster's
method for getting so much real information
about families that were unsupplied with talk-
ing machines but were in a position to buy.
The salesman kept his own counsel for a con-
siderable time, but continued to make a sur-
prisingly large number of sales, and his pros-
pect list grew steadily. Finally he let the cat
out of the bag. It seems that he had several
brothers and friends who operated a number
of moving vans and had prevailed upon them
to give him a report on all movings where a
talking machine was not included in the house-
hold equipment. In most cases he found out in
addition to the name and address of a family
the occupation and general standing of the head
of the household, the number of children, and
the type of home, as indicated by the quality
of the furniture. The result was an ideal pros-
pect list and he found that the idea of moving
into a new home made the family very sus-
ceptible to a sales talk regarding the desir-
ability of installing a talking machine and
records. This explained his volume of sales.
Broadcasts Releases
As has often been told here before, the deal-
er who can effect a tie-up with a radio broad-
casting station to supply hours of music by
Harlingen Music Store
utilizing the talking machine and records and
having ample publicity given to the records and
his store name will secure beneficial results.
The Harlingen Music Store, Harlingen, Tex.,
broadcasts all the latest releases of Columbia
records from its own station and has built up a
satisfactory volume of record sales. The ac-
companying illustration shows the store of this
dealer with the towers of the broadcasting sta-
tion in the rear.
Using Photographs in Selling
Outside selling of phonographs and radio re-
ceivers is carried on by different methods, the
most prevalent being to load a truck with a
variety of models and have the salesmen drive
to whatever section he is canvassing and go
from door to door seeking to interest the house-
wife in the instrument and, in many cases, offer-
FULL LINE of HARDWARE
For Radios and Phonographs
H. A. GUDEN CO., Inc.
87 WALKER STREET
NEW YORK, N. Y.
ing to leave it for a home demonstration for a
limited time. Other music houses, however, do
not follow this practice for a number of reasons.
In some cases it is because it makes the selling
cost too high, and others, simply because they
do not believe this method is in line with the
dignity of the store and the merchandise car-
ried. These dealers, to a great extent, when
they employ outside salesmen, rely on the word-
picture drawn by the canvasser, together with
whatever help he can get from the catalogs sup-
plied by the manufacturer which tell of new
constructive features. Dealers employing this
method might profit from the experience of a
mid-Western dealer who supplies each outside
man with good, clear photographs of each model,
feeling that a photograph is better than a word
picture and is the next thing to an actual sample.
The dealer in question has secured very good
results in sales and he states that the photo-
graphs help immensely.
Welcome Them Home
If the radio dealer has not already done so,
it is time that he started to pay some attention
to the families who have returned or are re-
turning from the country and the seashore after
an absence from home of from one to several
months. During that time in most cases the
family's receiving sets were put away in "moth-
balls," so to speak, and have not been in use.
It would repay the dealer if he would write a
few lines to all customers who have purchased
radio receivers from him for a period of the past
few years, offer to give a free inspection by his
service department and see if the set is equipped
to give the maximum amount of entertainment.
The money which would be made in selling
accessories would, in nine cases out of ten, repay
for the time spent by the service man. If the
dealer is disinclined to do this service on a
"gratis" basis, inspection at a small fee might
be offered set owners and in this manner the
service man's time would be taken care of and
the profit from accessory sales would be so
much "velvet." At any rate, no matter what
method the dealer takes, utilize the opportunity
of welcoming back the holidayers. Bring your
store and its products before their minds again.
Tell them of the treats they will have in broad-
cast programs during the coming month. The
program which will be broadcast from the Radio
Industries Banquet in New York will draw the
very cream of broadcasting talent and these
artists will be heard over the largest network
of stations ever hooked up. Then again, the in-
terest in the heavyweight championship bout
will be tremendous. Use these opportunities and
give the owners a chance to have their sets in
proper shape to enjoy them.
Bargain Counters
A visit to any department store will usually
find the greatest number of shoppers in the
bargain basement, pirovided, of course, that
other departments are not running special sales.
The human instinct to take advantage of a
bargain attracts the crowds, and when the cus-
tomers have made whatever purchase or pur-
chases they need, a trip to the bargain base-
ment is usually taken to see what can be picked
up at a saving. This precedent should be
enough to encourage radio dealers in starting
a bargain counter, where sets taken in trade
and parts and accessories which have been re-
duced in price for a "quick" sale can be dis-
played and customers passing might see some
item which they can use and which they can
buy at a saving of perhaps a few cents or
maybe a few dollars. This plan eliminates to
a great degree the accumulation of dead stock,
and sometimes, in the case of parts which have
proved to be slow movers, it is better to sell
at cost rather than hold the merchandise in-
definitelv and take a loss on it.
The Collins Music Co., Muskegon, Mich., re-
cently held the formal opening of its remodeled
store, which gives it practically three times as
much space for the displav of its musical instru-
ment stock.
I
The Talking Machine ]Vorld, Nciv York, September, 1927
De Luxe Table Cabinet Model 705.
Fully shielded chassis. Solid walnuc
and selected walnut veneer cabinet.
Six tubes. Single dial vernier con-
trol. Price, S125. 00. West of
Rockies, $128.00.
Stewart- Warner Tube
Models 701-AX, 501-
A,and 501-AX. Price,
$1.75.
Compact Console Model 520. Six
tubes. Single dial vernier control.
Selected walnut veneer cabinet
with lustrous finish. Price, $125.00,
West of Rockies, $130.00.
Consider These Facts, Mr. Dealer
IF you hold the Stewart -Warner franchise, you are served by
one Distributor only. This man handles the Stewart-Warner
line exclusively. He has one paramount aim — to insure your
success — for your success is his success. Your problems are his
problems. You represent his sole asset in the radio business.
To protect his own interests, he will give you the most earnest
advice and help in the sale, installation and servicing of our line.
He will guard you completely against "next-door" competition
and price cutting. In view of these facts, is it surprising that
Stewart -Warner Dealers — almost without exception — are show-
ing a worth-while profit? These facts are worthy of your con-
sideration. Further details may be obtained, without obligation,
by mailing the coupon.
iVve
City
Table Cabinet Model 300. For those
who prefer three dials. Metal panel
and sides. Walnut top. Five tubes.
Price, $50.00. West of Rockies,
$52.50.
Stewart- Warner Reproducer
Model 425. Newly perfect-
ed unit insures wonderful
reproduction of ail tones.
Finished in gold bronze.
Price, $25.00. West of
Rockies, $26.00.
62
TJie Talking Machine World, New York, September, 1927
Tapered Brass Entire Length
Ball Bearing Base
Write for Quotations
IM-PHOMC
PRODUCTS CORP.
83 Greene St., New York.
Browning-Drake Markets Victor Color Spreads to Latest Summary of Exports
Seven-Tube Radio Set Appear in Quality Group and Imports of "Talkers"
Prof. Glenn H. Browning and Dr. Frederick H.
Drake Responsible for First Seven-Tube Set
Produced by the Company
Brighton, ]\Ia5S., September 8. — After several
years of intensive research by Prof. Glenn H.
Brownina; and Dr. Frederick H. Drake, the
Browning-Drake Seven-Tube Set
laboratories of the Browning-Drake Corp., this
city, have brought to commercial form a new
conception of the Browning-Drake hook-up.
The new receiver, known as 7-A, has seven
tubes and is the first Browning-Drake to use
more than five tubes. It is attractively cabi-
neted in two-tone mahogany or walnut, giving
the consumer a choice of two finishes, an im-
portant sales point.
Wisconsin Dealers to Tie-
up With Radio Banquet
Members of Wisconsin Radio Trade Associa-
tion to Invite Public to Stores to Hear
Broadcast of Radio Banquet Program
iliLW.'^UKEE, Wis.. September 8. — ^Member deal-
ers of the Wisconsin Radio Trad^ Association
will hold a "Be My Guest Night" on the eve-
ning of September 21, when the public will be
invited to visit the salesrooms of their estab-
lishments and listen to the broadcast of the
entertainment from the Fourth Annual Radio
Industries Banquet at New York.
At the same time the dealers will show the
1927-1928 model receivers publicly for the first
lime, having one set in operation and tuned .to
one of the stations broadcasting the banquet
features. Refreshments will be served and all
arrangements have been made to make this
first "radio party" one worth remembrance.
Dealers will also extend open house privileges
on Thursday night, September 22, when the
visitors will be able to hear the round-by-round
reports of the Dempsey-Tunney contest at
Chicago.
Another interesting announcement made by
Michael Ert, president of the Wisconsin Radio
Trade Association, is that television may be
demonstrated before a Milwaukee audience for
the first time during the show week.
'Nutcracker Suite" of Tschaikowsky, Played by
Stokowski and the Philadelphia Symphony
Orchestra, Featured in First Ad
Starting this month the Victor Talking Ma-
chine Co. will be represented each month in
the Quality Group of magazines with a double-
page color spread. This famous group of
magazines, which has a combined class circula-
tion of more than 700,000 copies, includes
Harper's, the Golden Book, Review of Reviews,
Atlantic ilonthly, Scribner's and World's
Work.
The first advertisement features the "Nut-
cracker Suite" of Tschaikowsky, played for
^^ictor records by Leopold Stokowski and the
Philadelphia Symphony Orchestra. The ad-
vertisement is beautifully illustrated, with a
painting by Eduard Buk Ulreich, an interpreta-
tion of the "Danse Chinoise" of the "Nut-
cracker Suite." An enlarged reproduction of
this illustration has been sent Victor dealers
for wnndow display purposes.
Edison Phonograph Distrib-
uting Go. Opens in Dallas
On August 1, 1927, the Edison Phonograph
Distributing Co. opened up a new branch of
ihe national organization at 500 Elm street,
Dallas, Tex. Charles Rankin, for many years
associated with the Texas-Oklahoma Phono-
graph Co., is in immediate charge of the Dallas
branch, which forms, together with the New
Orleans and Atlanta branches, the Southern
General Division of the Edison Phonograph
Distributing Co., under the supervising man-
agership of H. E. Porter, whose headquarters
are at New Orleans.
Now Bremer -Tully Jobber
The Beckley-Ralston Co., Chicago, prominent
automotive and radio distributing organization,
has been named by the Bremer-Tully Mfg. Co.,
also of this city, as one of its distributors. The
Beckley-Ralston Co. is one of the largest and
most active distributors in the radio industry.
In addition to the Chicago headquarters,
branches are maintained in the cities of Detroit
and Pittsburgh.
Bandbox Production Grows
Cincinnati, O., September 8. — Information
from John L. Limes, assistant sales manager of
the Crosley Radio Corp., states that production
of the Bandbox receiver model 601 has now
reached two thousand sets a day, concrete in-
dication of the demand.
Figures on Exports and Imports of "Talking
Machines and Records for June and July —
General Increase Over Year Previous
Washington, D. C, September 7. — In the sum-
mary of exports and imports of the com-
merce of the United States for the month of
June, 1927, the following are the figures hear-
ing on talking machines and records:
The dutiable imports of talking machines and
parts during June, 1927, amount in value to
$58,263, as compared with $54,118 worth which
were imported during the same period of 1926.
The six months' total ended June, 1927, showed
importations valued at $316,236; in the same
period of 1926, $216,405.
Talking machines to the number of 9,460
valued at $376,617 were exported in June, 1927,
as compared with 10,008 talking machines,
valued at $309,256, sent abroad in the same
period of 1926. The. six months' total showed
that we exported 62,291 talking machines,
valued at $2,310,087, as against 47,482 talking
machines, valued at $1,438,998 in 1926.
The total exports of records and supplies for
June, 1927, were valued at $227,958, as compared
with $169,808 in June, 1926. The six months
ending June, 1927, show records and acces-
sories exported valued at $1,364,786, as com-
pared with $1,050,200 in 1926.
The countries to which these machines were
sent during June and their values were as fol-
lows: Europe, $12,145; Canada, $33,716; Central
America, $18,383; Mexico, $44,364; Cuba, $16,-
319; Argentina, $33,402; Chile, $15,301; Co-
lombia, $37,554; Peru, $14,537; Other South
America, $52,479; China, Hong Kong and
Kwantung, $13,606; Philippine Islands, $22,897;
Australia, $12,179; New Zealand, $15,350; Other
countries, $34,385.
Plymouth Radio & Phono.
Go. Adds to Directorate
Plymouth, Wis., September 7. — Two new mem-
bers were added to the board of directors of
the Plymouth Radio & Phonograph Co. at the
last meeting. They were H. A. Mayer, of Mil-
waukee and D. L. Sawyer. The complete list
of officers and directors of the company is now
as follows: President, W. H. Thommen; vice-
president, H. W. Bolens, secretary-treasurer,
Miss Jennie Dennett, and the directors, Mr.
Mayer and Dr. G. W. Brickbauer.
The company is making preparations for the
biggest year in its history, and is constantly
improving its facilities. Products are now be-
ing sold directly to the jobber instead of to the
manufacturer and production demands are con-
stantly increasing.
Tlic Talking Machine World, New York, September, 1927
63
NO one knows better than you, Mn
Radio Merchant, where lie the real
profits in retaiUng radio. No one
need tell you what class of merchandise
has contributed most to the success of your
business. You know. You knew last season.
Yet, may we ask, are you taking advantage
of this invaluable knowledge? ClOnce again
a new radio season is on its way ....
and once again the radio dealer is beset
by the tempting, low prices of imitative,
inferior products .... rich in pre-season
promises of volume selling. And in ho item ;
don't have to look further than your own
shelves for the answer. And of those re-
maining unsold, how many, if any, are
still worth what you paid for them? Which,
among them, has not suffered the ravages
of ruthless price-cutting? CtBacked by an
unswerving policy of dealer protection,
the Farrand Speaker stands alone today, as
it has from the very beginning .... not
only in point of sales leadership, but also
in price maintenance .... commanding the
same full price, insuring the same full retail
profit that it did three years ago. ClFoUow
is this more pronounced than in^j*adi6' of other progressive
speakers. ^"Just as good ^sT^Farrand'' has; '^^ ^^^^^ concentrate on Farrand>
been a favorite competitive slogan ^^v^r; .^;^. ' K;m^^ profits at the beginning
since the first Farrand Speaker established; v -iof a , season, during a season, at the end
the supremacy of the • . ■ c\ <'a
cone -type reproducer.
Imitations continue^
to follow in its wake.
And, while many; of
them look good/ how
many of them "make
good"? You probably
100 CENTS
ON THE
DOLLAR
Whenever you BUY
Whenever you SELL
'0:
of a season, and be-
tween seasons .... one
hundred cents on the
dollar, whenever you
buy, whenever you
selll Farrand Manu-
;^facturing Co., Inc.,
Long Island City, N. Y.
^•n ,\ '
64
The Talking Machine World, Nezv York, September, 1927
asked you
£di6cmic
shozvn above is the beautiful Schubert
model jor small homes, price $135. The Edisonic shozi>n
at the right is a larger model, for more commodious sur-
roundings. It is knozvn as The Beethoven and is priced
at $225. These two models are Mr. Edison s tribute to
the centennials of two of the zcorld's greatest composers.
The Talking Machine World, New York, September, 1927
65
to wait for it^
— if has certainly been
well worth your while
New Cabitiets — Y.Ytxy edi-
sonic which you will offer to your
public will be encased in a gem of the
cabinet-makers' craft . . . Mr. Edison's
contribution to the centennials of two
of the world's greatest composers . . .
The Schubert Edisonic, gracefully
compact and eminently suited for small
li^oYU, homes and apartments, in two-tone
ON the 50th anniversary of his in-
vention of the phonograph Thomas
A. Edison announces improvements so
revolutionary that musical critics are
amazed at their utter perfection.
The new instrument will be known
as THE EDISONIC . . . ready for de-
livery in September, in two beautiful
models to retail at 3135 and at ^225.
Newspapers, the world over, are tell-
ing the story of the Golden Jubilee of the phonograph.
The music-loving public has been awaiting Thomas A.
Edison's contribution to the great event. He now gives
it to you . . . and, through you, to the world — THE
EDISONIC, his culminating achievement in musical
reproduction.
New^ Astonishing Volume — With awe,
music lovers will listen to the remarkable volume of this
superb instrument. They will enjoy the voices of great
singers Re-Created with the full beauty and power of the
living performance. They will marvel at the thrill and
throb of stirring dance orchestras . . . literally filling the
room with vibrant, pulsing music.
New Tonal Grandeur— Or^ the edisonic,
a piano is really a piano. Bass notes have the majestic
beauty of distant thunder, while high notes thrill with
the flute-like clarity of a nightingale's song. Judged by
any standard, the performance of the new EDISONIC
is superb.
No single feature is responsible for the astonishing
performance of THE EDISONIC. You find it in the
"Edisonic Reproducer"; in the newly developed long
horn, with its deep, rich resonance; and you find it in
the constantly improved Edison records which are the
result of Mr. Edison's secret process of recording.
English Brown Mahogany, at the
astonishingly low price of 3135 . . .
The Beethoven Edisonic, for more commodious homes.
Never has there been a more beautiful instrument.
Also in two-tone English Brown Mahogany with panel-
ing of African crotch mahogany, to retail at 3225.
New Discounts— \i your jobber hasn't already
informed you regarding new Edisonic discounts, he has a
most interesting story for those aggressive merchants
whose vision enables them to see the Golden Oppor-
tunity for them in Thomas A. Edison's Golden Jubilee
achievement. Some one in your locality will get the
new EDISONIC profits. Will it be you? Write today,
to your jobber, for complete information.
<^Address the Distrtbiitor Nearest You
Edison Phonograph Distributing Co., Orange, N. J.;
3130 S. Michigan Ave., Chicago; 128 Chartres St., New
Orleans; 1267 Mission St., San Francisco; St. Thomas,
Ont., Canada; W. A. Myers, 761 W. Edwin St., Williams-
port, Pa.; B. W. Smith, Inc., 2019 Euclid Ave., Cleve-
land, Ohio; Proudfit Sporting Goods Co., 2327 Grant
Ave., Ogden, Utah; Girard Phonograph Co., Broad and
Wallace Sts., Philadelphia; C. B. Haynes Co., Inc., 19
W. Broad St., Richmond, Va.; Silverstone Music Co.,
1114 Olive St., St. Louis, Mo.
Edisonic
TYPIFYING A HALF CENTURY OF PHONOGRAPHIC DEVELOPMENT
66
The Talking Machine World, New York, September, 1927
Introduce Thermiodyne Re-
mote Control Tuning Unit
Enables Operator to Control Set From Room
Other Than That in Which Receiver Is In-
stalled— Easily Attached to Single-Dial Set
The new Thermiodyne Remote Control radio
tuning unit, said to be the first device ever
invented for the control of radio reception and
set operation at a distance from the set, was
recently demonstrated at the New York office?
of the Algonquin Electric Co., New York,
manufacturer of the new Thermiodyne radio
receiver and Algonquin cone speaker.
The Remote Control unit enables the set
owner to install his set wherever most con-
venient and control it from any other room
in the house. It is said to furnish great flexi-
bility of control and is designed to eliminate
the necessity of tuning the receiver by hand.
The unit is available in two forms, mechanical
and electrical. Both forms of the device are
easily attached to any single-dial receiver with
a removable dial by removing the dial and
attaching the unit to the shaft by means of
the adapter plate as furnished. There is a
volume control on both the mechanical and
electrical devices.
Leo Potter, president of the Algonquin Elec-
tric Co., and inventor of the Remote Control
unit, states that it has met with enthusiastic
approval wherever demonstrated.
the business at Hot Springs has grown by leaps
and bounds during the past few months, and
that it was necessary to obtain larger quarters.
This store is under the management of Vern
Radley.
Recently Art Bean made an unusual display
on Main street with the aid of an old bass
horn, which is said to be about twenty-nine
years old. Mr. Bean managed to make a con-
nection from one of the latest Victor Electrolas
to the old bass horn which was laid on the
Main street sidewalk. This old horn created
lots of amusement for the public.
Gharmaphone Go. Expects
Record-breaking Season
John Simpson, on Return From Business Trip,
Predicts That Last Year's Figures Will Be
Surpassed — Ampliphonic in Demand
Johnny Marvin, Victor
Artist, on Vaudeville Tour
"Ukulele Ace" Is Kept Busy With Vaudeville
Work, Making Victor Records and Singing
For Vitaphone Presentations — Dealer Tie-ups
Arkansas Goncern Is
Showing Steady Growth
Little Rock, Ark.^ September 6. — Bean Bros.'
Music Shop, formerly the Saxophone Shop,
6225/2 Main street, is enjoying a rapid growth.
The firm announces the removal of its Hot
Springs shop to the main floor of the Goddard
building, 826 Centrail avenue, in that city. Art
Bean, one of the managers of the firm, says that
Johnny Marvin the "Ukulele Ace" of radio,
record and vaudeville fame, who recently signed
a contract to record exclusively for the Victor
catalog, is making a tour of the leading Keith
vaudeville houses in the Eastern territory.
Among the cities visited by this popular artist
during the last few weeks were Pittsburgh,
Cleveland and Buffalo.
The appearance of Mr. Marvin in a local the-
atre afforded Victor dealers a wonderful oppor-
tunity for effecting tie-ups, for in addition to
having won a lasting popularity with radio audi-
ences and record fans, he will confine his songs
in his act to those of which he has made records,
so whatever tie-up is used will be doubly effec-
tive. Mr. Marvin in addition to his other ac-
tivities, is under contract to make several re-
leases for Vitaphone presentations.
Pulaski, N. Y., September 7. — John Simpson,
general manager of the Charmaphone Co., this
city, manufacturer of Charmaphone and Ampli-
phonic phonographs, recently returned from a
trip through the Eastern States, where he re-
ceived orders for several carload lots. Mr.
Simpson reports that although last year's
business surpassed all expectations, indications
are that the sales volume of the Charmaphone
Co. for the 1927-28 season will be even greater
than last year's record. This company's new
product, the Ampliphonic phonograph, has con-
siderably increased the business of the com-
pany, resulting in expansion of the plant in
this city to increase production.
Samuel Ku West, Gennett
Star, on Vaudeville Tour
Hawaiian Guitar Player Touring Country —
Opportunity for Dealers to Tie Up
Samuel Ku West, Hawaiian steel guitar
player, is an exclusive Gennett recording artist.
Mr. West is considered by Hawaiians to be one
of the best exponents of Hawaiian music, hav-
ing a distinctive style. He recently left on a
tour of the vaudeville theatres of this country
and is planning to use Gennett recordings of
his music as part of his act.
Incorporated in Delaware
The Universal Radio, Phonograph & Furni-
ture Co. has been incorporated at Wilmington,
Del, by A. Smith, with a capital of $250,000.
The Drake Music Store, 128 West Second
street, Rushville, Ind., is featuring to great
advantage the latest styles of Starr phono-
graphs, Gennett records and radio. This es-
tablishment also handles Starr pianos and
players.
Helycon Motors
Precision Built
The use of the Helycon Motor
has proven profitable to makers
of phonographs because of :
— ease of installation
— its few parts
— the interchangeability of
parts
— absence of trouble when in-
stalled.
No dimension of any Helycon
Motor has ever been changed.
Helycon Motors are precision
built to furnish smooth, silent,
dependable power.
Power !
Helycon Motor No. 102 pro-
vides ample power for the
new electrically recorded
records. Smooth, silent, de-
pendable power.
Power !
Power to play from four to
four and a half 10-inch rec-
ords with unvarying speed
with one winding.
No. 102
Illustrated catalogue of Helycon Motors, Tone Arms
and Reproducers sent on request
POLLOCK-WELKER, Limited
Kitchener, Ontario, Canada
Established 1907
Cable Address : Polwel, Kitchener.
Code: A.B.C., 5th Edition, Bentley's
TJie Talking Machine World, New York, September, 1927
Radio World's Fair in New
York Next Week Stirs National Interest
Fourth Annual Radio Industries Banquet at the Hotel Astor a Feature
— Many World-Famous Artists to Entertain — Celebrities to Be Present
The interest of every factor of the radio
industry throughout the country is centered
on the Radio World's Fair, to be held in Mad-
ison Square Garden, New York City, during
the week of September 19, and as this issue
G. Clayton Irwin, Jr.
of The Talking Alachine World goes to press
there is no doubt that this will be one of the
most successful events of its kind ever held.
For the first time the newest radio receiving
sets and accessories will be viewed by the pub-
lic. The retail trade already has had the
opportunity of seeing the lines for the next
year introduced at the R. M. A. Trade Show
in Chicago in June. In addition to the exhibits
the week will be crowded with events designed
to develop interest in radio to the highest pitch,
so that this Fall the trade will feel the effect
in full measure of the strides made toward
stability in every phase of the radio industry.
The big feature of the week will be the
Fourth Annual Radio Industries Banquet, to
be held at the Hotel Astor on the evening of
September 21. Eighty-five broadcasting sta-
tions, reaching from the Atlantic to the Pacific
Coast, have made arrangements to broadcast
the programs.
This is the greatest broadcasting network in
the history of radio and undoubtedly the broad-
casting of this program will represent a tre-
mendous stimulus to every phase of the radio
industry. The Pacific Coast broadcasting net-
work has been definitely arranged and this will
be the first time in the history of the radio
that such a gigantic tie-up has ever been con-
summated.
The program itself for the Fourth Annual
Radio Industries Banquet is amazing in its
diversity and incomparable in the scope of its
activities. The program committee received
offers from the various broadcasting and mu-
sical organizations, representing in the neigh-
borhood of 900 artists. Of course it was out
of the question to accept all of these offers,
but at this writing it is practically certain that
over 400 artists will be on the stage, beginning
at 7 o'clock in the evening and continuing well
beyond midnight. Every type of radio enter-
tainment is included in the program and radio
entertainers famous the world over will be
present during the course of the evening.
The prominent commercial organizations who
have sponsored successful broadcasting periods
in the past few years offered their artists in
their entirety to the banquet committee and as
a result of this co-ordination and co-operation
this banquet will make radio history.
From the standpoint of attendance this year's
banquet will break all records, with an assured
attendance of over 2,000. The facilities of the
Hotel Astor are being taxed to their utmost
and on Wednesday, September 7, at a meeting
of the broadcasting committee, L. A. Nixon,
executive secretary of the Radio Industries
Banquet Committee, stated that every single
table on the main floor had been taken with
only one table open on the balcony.
Aside from the musical program, which will
comprise over five hours of entertainment, the
only speaker of the evening will be Admiral
Bullard, chairman of the Federal Radio Com-
mission. Paul B. Klugh, general chairman of
the banquet committee, will officiate as toast-
master, and Major J. Andrew White will, as
heretofore, be master of ceremonies, assisted
by several of the country's most famous an-
nouncers.
The Radio World's Fair will be officially
opened with an address by Governor Alfred
E. Smith, of New York, and Joseph A. McKee,
acting mayor of New Yoric City, will be master
of ceremonies on the opening night. The Gov-
ernor's military staff and a guard of honor,
composed of Boy Scouts from New York, New
Jersey and Connecticut, will accompany him.
The Governor, his staff and representatives of
many foreign countries who are expected to
come up from Washington for the opening
night will be met by the officers of the Radio
Manufacturers' Association, executives of
braadcasting stations and radio artists in the
Crystal Studio, from which Governor Smith's
address will be broadcast throughout the United
States. Radio fans on the Western Coast will
have the opportunity of listening in during this
program, due to the generosity of Powel
Crosley, Jr., president of the Crosley Radio
Corp., of Cincinnati, O., who paid the expense
of linking up the Pacific Coast stations with
the programs. This, by the way, is the most
extensive radio hook-up ever attempted. A
special guest of honor at the Radio World's
Fair will be Admiral W. H. G. Bullard, chair-
man of the Federal Radio Commission, who
will speak during the opening ceremonies on
Monday evening, September 19.
Announcement that Peter P. Eckersley, chief
engineer of the British Broadcasting Co., will
attend the Radio World's Fair in New York in
September, the International Radio Conference
in Washington and the Radio Show in Chicago
in October, was made over the radio telephone
recently during a conversation between G. Clay-
ton Irwin, Jr., and Major Herbert H. Frost.
Major Frost was at luncheon of the Radio
Manufacturers' Association of Great Britain at
the Hotel Metropole in London, and talked over
the telephone with Mr. Irwin at the latter's
home in New York.
Major Frost said he had attended the open-
ing of Daventree, Jr., a 30KW station designed
to reach small set listeners in the British Isles.
He stated that British manufacturers are doing
a large business in two and three-tube sets,
while sets of five tubes or more are considered
luxuries there. Major Frost also announced
that he would bring with him on his return to
New York two English bull dogs as mascots
for the Radio World's Fair.
An indication of the intense national interest
in the Radio World's Fair is the fact that sev-
eral associations are planning to hold meetings
on the night of the banquet and have provided
facilities for the reception of the program. In
St. Louis, the annual dinner of exhibitors at
the Southwest Radio Show will be held at a
local hotel on Wednesday, according to an an-
nouncement by Wm. Mackle, director of the
Southwest Exposition. Over five hundred are
expected to be present and a program from the
New York banquet will be broadcast in a tie-up
with the program from the St. Louis dinner.
In Rochester, N. Y., the Rochester Radio Trade
Association will meet on the evening of the
banquet in connection with a radio exposition
being held in that city. Following the broad-
casting of the Rochester program, those present
Major and Mrs. Herbert H. Frost
will receive the Radio Industries Banquet pro-
gram through the local station.
Among the many interesting novelties that
will be brought to the attention of those at-
tending the Radio World's Fair will be a new
photo-radio receiving device, which can be at-
tached to any radio receiver in place of a loud
speaker. There will be a Theatre of Wonders,
and among the exhibits will be included the
principal achievements of the engineers of the
General Electric Co. and the Westinghouse
Electrical Manufacturing Co., as well as several
leading universities. Projection of power by
wireless will be shown, and also as a climax
radio pictures will be broadcast and received.
The Radio World's Fair this year will, as
usual, receive the hearty support of the Radio
Manufacturers Association which has endorsed
the event annually. G. Clayton Irwin, Jr., gen-
eral manager, and U. J. Herrmann, managing
director of the Radio Manufacturers' Show As-
sociation, under whose auspices the New York
and Chicago shows are presented, are leaving
nothing undone to make the 1927 shows the
banner events of radio history.
The Talking Machine IVorld, New York, September, 1927
RCA-^Radiotron
WHOLESALE DISTRIBUTORS
VlCTROLAS - RADIO — ACCESSORIES
DISTRIBUTING CO. »c
2S West 23rd St., New York, N. Y.
WESTON
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The Talking Machine ll'orld, New York, Scpteinhcr, 1927
Platf with a
WINNER
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Charger — Small, compact,
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' I 'HE Basco all-star line of radio power units and the Basco sell-
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power championship campaign.
Every detail of the entire selling program has been worked out
and carefully rehearsed. Basco dealers and distributors know their
''signals" and "stunt plays". And down here at Milwaukee the Basco
"coach" is on the job every minute, watching every play, ready with
reserve "players" if any point in the present line-up shows weakness.
Newspaper advertising, direct mail advertising, window display
material, authorized dealer signs, dealer hook-up materials —
these and other selling helps will be used to the best advantage.
And back of it all is a line of radio power units second to none !
There's still a place in the Basco line-up for a few more live,
aggressive dealers — fellows who will play the game and stay with it !
These dealers will receive enthusiastic sales support all along the line.
Eighteen years of precision _ manufacturing experience and com-
plete engineering and production facilities are your assurance of a
thoroughly satisfactory product.
Ask your jobber about the Basco line of radio
power units and the selling program behind it I
Qet lined up NOW with the Basco line-up!
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"A" Power — Automatic
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Output of 50 milliamperes at
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RADIO PmHER UNITS:
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The Talking Machine World, New York, September, 1927
Long Compensated
Exponential Air
Column Type
le TEMPLE SPEAKER
improves the tone qmlitij ofkWS radio set
The Temple Speaker is not just "another speaker" for you to sell.
To the contrary it is truly a musical instrument that sells itself.
Wherever the Temple is heard its aud-
ience is more than enthusiastic — it
marvels — for noonebelieved that such
reproduction of tone was possible.
Listen to the Temple once. That's the
way your customers buy speakers
and that's the way youshould buy them.
13 inch priced at $29.00
18 inch priced at 48.50
Console Model priced at . . 65.00
Here is a speaker that is worthy in
every way of your most enthusi-
astic support. It will add many
more dollars to your profit sheet
this fall.
Rigid sales policy backed by exten-
sive advertising campaign.
West of the Rockies
West of the Rockies
West of the Rockies
$32.00
55.00
75.00
TEMPLE, INC., 213 S. Peoria St., Chicago
Sales Offices in All Principal Cities
LEADERS IN SPEAKER D E S 1 Q N
The Talking Machine World, New York, September, 1927
67
Cincinnati Dealers Report Big Demand
for More Expensive Type Instruments
Ohio Talking Machine Co. Reports Victor Business in Satisfactory Shape— Edward Kling Joins
Staff of Columbia Phonograph Co. — Fred MacGowan Is Promoted — Other News
Cincinnati, O., September 9. — Dealers report
that the demand for talking machines and
records is increasing from day to day, and an
excellent Fall trade is anticipated. A gratify-
ing feature of the market rests in the fact that
an increasing number of buyers are purchas-
ing the more expensive types of instruments.
Undoubtedly the talking machine, due to its
improved reproduction and to its improved ap-
pearance, is being placed in high-class homes
where it would not be received before, and
thus its field is greatly broadened.
Sales Increasing, Says C. H. North
Trade was reported to be reviving in a fine
way by C. H. North, vice-president of the
Ohio Talking Machine Co. "We have just re-
ceived some of" the new models of the Victor
line, all of which are of splendid design and
very attractive. The Victor Acoustic Stabilizer,
which is now attached to various models, is re-
ga,rded as a wonderful improvement by all who
have heard it.
"My experience is that there is plenty of busi-
ness to be had by men who will work," con-
tinued Mr. North. "True, there no more is the
'easy' market that we once had, when a man
only had to stay in his store and be an 'order
taker,' waiting on buyers who came in. Now
it is necessary that prospects be developed first,
and then there must be a, persistent, but intelli-
gent, sales effort. Dealers in talking machines
must realize that the time has passed when
they could depend on drop-in trade and floor
sales, and now they must develop business on
the outside."
Expensive Models in Demand
At the downtown store of the Otto Grau
Piano Co. it was said that the tendency of their
trade a,t this time is to purchase the more ex-
pensive models of talking machines. At the
company's Norwood store, of which George
Grad is the manager, it was reported that while
the more expensive machines are in unusually
good demand, the best sellers are the medium-
priced instruments, due to the fact that the
suburb in which they are located is a manu-
facturing community.
Edward Kling With Columbia
Edward Kling has just joined the sales force
of the local branch of the Columbia Phono-
graph Co. and will look after the city trade. He
is well known in musical circles, having an or-
chestra which plays in the city's exclusive re-
sorts and being a talented musician himself.
"The new Columbia portable, which has just
arrived, is meeting with remarkable success,"
said Miss Helberg, manager of the branch.
"Every dealer who has seen it has placed an
order, and all who have ^hown it state that the
public has taken to it readily. Ted Lewis has
been in this territory for some time, and this
has stimulated the demand for his records. We
are looking for the double pick-up machine to
arrive in a few days, and, of course, this means
a lot more business. We are also looking for-
ward to the opening up of the Columbia Broad-
casting System, on September 28, with its sixty
or more stations."
Isosonic Sales Gain
At the store of the Starr Piano Co. it was
reported that buyers are showing an increased
tendency to select the more expensive models.
"The Isosonic is doing particularly well at this
time," stated Harry Surnbrock, of the retail
sales department, "but all of our models are
moving in a satisfactory way." W. M. Purnell,
manager of wholesale sales for this branch,
has just returned from northern Ohio, where
he spent a vacation of two weeks.
J. E. Henderson Honored
J. E. Henderson, former manager of the local
branch of the Brunswick-Balke-Collender Co.,
who has just been promoted to the position
of general manager of record sales, with
headquarters in Chicago, returned to Cincin-
nati to attend to business affairs on August 13,
and on that day the employes presented to him a
handsome traveling bag, as a token of their
esteem. Mr. Henderson has been succeeded as
local manager by E. B. Daulton, former credit
manager, and the latter has been succeeded by
Frank Wulfhorst, formerly with the Milner
Electric Co. "Judging by the inquiries that are
now coming in, our business will be very heavy
during the Fall," commented H. H. Sellers, as-
sistant manager. "Our factory is working at
capacity, a,nd we are very much pressed to fill
orders." Louis Noeike, local dealer, showed
the full line of Brunswick machines in a hand-
some display at the Pure Food Show, held in
the Zoo the first week of this month.
Promoted to Division Sales Manager
Fred MacGowan has been appointed Pacific
Coast division sales manager of the Crosley
Radio Corp., with headquarters at San Fran-
cisco. His territory will include the entire
Western district, west of and including the
Rocky Mountains. Mr. MacGowan was for-
merly district sales manager with headquarters
at Cleveland. He has had extensive sales ex-
perience in the Far West and has a wide ac-
quaintance among radio distributors and dealers
in that district. H. R. Simmons and H. C. Ker-
cheval will assist him in this territory. Mr.
Simmons will work out of Seattle and Mr. Ker-
cheval out of Butte, Mont. A third field pro-
motion salesman will be appointed with head-
quarters at Los Angeles.
the Postal Telegraph-Commercial Cables Co.,
according to an announcement by Ellery W.
Stone, president of the Federal Telegraph Co.
and Federal-Brandes, Inc. A twenty-year con-
tract was recently signed under the terms of
which the Federal Telegraph Co. henceforth
will participate with the Mackay interests in
the building up of a world-wide radio communi-
cation system, in connection with the Mackay
present wire and cable system. The first step
was the purchase by the Mackay system of the
Federal Telegraph Co.'s present land and
marine radio telegraph system on the Pacific
Coast. No other property or interest of Fed-
eral-Brandes, Inc., or the Federal Telegraph
Co. has been sold, according to the announce-
ment. Federal-Brandes, Inc., will continue to
manufacture and sell Kolster radio sets, speak-
ers and accessories.
New AG Tubes Announced
by the Arcturus Radio Go.
A new alternating current tube fitting the
standard four-prong socket has been developed
by the Arcturus Radio Co., Newark, N. J. The
tube is of the heater type, in which the filament
heats the electron emitter but does not give
off electrons itself, thus reducing the possibility
of hum. The tubes are made in three types,
amplifier, detector and power. It is stated that
the mechanical and electrical designs of the
Arcturus tubes are such that any receiver can
be made over for AC operation with compara-
tively few ehanges.
Lois Adele Trostler Born
Federal Telegraph Go. in
World Gommunication Plan
Mackay Interests Purchase Federal's Land and
Marine Radio Telegraph System on Pacific
Coast — Does Not Affect Radio Division
Mr. and Mrs. Arthur A. Trostler, of Kansas
City, Mo., are receiving the congratulations of
their many friends in the trade on the arrival
of a baby girl, Lois Adele Trostler, who arrived
on August 11. Mr. Trostler, who is at present
Western sales representative of the Freed-Eise-
mann Radio Corp., was formerly president of
the National Association of Talking Machine
Jobbers.
One of the largest and most comprehensive
communicaition systems in the world will be
brought about through the co-operation of the
Federal Telegraph Co., a subsidiary of Fed-
eral-Brandes, Inc., maker of Kolster radio, and
Foster & Waldo, well known music house
of Minneapolis, Minn., in its drive on Radiolas,
recently featured this line in a full page news-
paper advertisement under the caption: "The
Sun Never Sets on RCA." Attractive illustra-
tions and graphic descriptions of the line made
a well-balanced advertisement.
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LET US FIGURE ON YOUR REQUIREMENTS
EMPIRE MANUFACTURING CO.
Goldsboro, N. C.
68
The Talking Machine World, New York, September, 1927
Hamburg Bros. Host to Ortho-sonic Dealers
From Pittsburgh and Adjacent Territory
Approximately 200 Federal Ortho-sonic Dealers From Central and Western Pennsylvania,
Ohio, West Virginia and Maryland Present — Youngstown Radio Show
Pittsburgh, Pa., September 9.— With the pass-
ing of Labor Day and the homeward trend of
the hundreds of persons who have spent the
Summer months out of the city, talking machine
dealers and radio merchants are preparing for
a brisk Fall and Winter season.
The new models of the Victor line, the new
types of the Brunswick Panatrope, Columbia,
Edison and Sonora phonographs have met with
a pleasing reception on the part of the local
retail dealers, so much so that the distributors
are of the opinion that the coming season will
be one of the best in recent years.
H. M. Reynolds, manager of the Pittsburgh
office of the Brunswick Co., stated that the out-
look for business was exceptionally bright. He
said: "The ten new models of Brunswick Pana-
trope, five of the exponential and five of the
electrical type, are instruments that meet every
musical need and family requirement. I am
more than pleased at the marked interest the
Brunswick dealers are manifesting in the new
line and I am positive that with anything like
a fair demand for merchandise by our dealers,
there will be a shortage of some of the models."
George W. Rewbridge, manager of the Victor
distributing department of the W. F. Frederick
Piano Co., stated that he was pleased with the
general trend of Victor business and is of the
opinion that the demand for the new Victor
models and the latest Victor records will show
a marked increase over Fall seasons for some
years back.
Nearly 200 Federal Ortho-sonic radio dealers
from central and western Pennsylvania, eastern
Ohio, West Virginia and western Maryland were
guests of Hamburg Bros., Inc., Federal Ortho-
sonic distributors, at the formal opening of their
new sales and -display rooms, 963 Liberty
avenue, Pittsburgh, on Thursday afternoon and
evening, September 1. The visitors registered
at the new Hamburg store and then were es-
corted over the building and the various service
departments. After luncheon the entire party
were guests of the firm at the Chicago-Pitts-
burgh baseball game. In the evening the party
assembled at the Fort Pitt hotel where a ban-
quet was held. Burt McMurtrie, a well known
Pittsburgh musician and radio announcer, was
toastmaster. The speakers included E. A. Ham-
burg, president of Hamburg Bros.; James A.
Simpson, manager of the Pittsburgh radio show;
Charles Jones, of Buffalo, sales manager of the
Federal Radio Corp.; R. F. Lovelee, of the
engineering staff of the Federal Radio Corp.,
and Joseph Mayer, district representative of the
Federal Radio Corp. All during the day the
latest models of the Federal Ortho-sonic radio
and accessories were on exhibition at the Ham-
burg Bros, store.
Forecast that Congress will soon require radio
stations to turn over their programs for several
hours daily to educational purposes, was made
by F. A. Delano, of the Atwater Kent Mfg. Co.,
at a meeting of several hundred salesmen and
Atwater Kent radio dealers at the annual con-
vention held at the Berkshire Hotel, Reading,
Pa., on August 23. The dealers and their sales
forces were guests of the Lewis T. Ganter Co.,
Atwater Kent distributor. F. C. Auten, Atwater
Kent district representative, said that $4,000,000
was used by the company last year for advertis-
ing and the budget will likely be still larger this
year. Other speakers included R. A. Graver of
the Pooley Co., and L. A. Charbonnair, service
manager of the company.
The second annual radio show at Youngstown,
O., will be held in the Stambaugh auditorium
September 26, 27 and 28.
Announcement has just been made by I. L.
Chilcoat, manager of the Chas. M. Stieff, Inc.,
store at Harrisburg, Pa., that the Brunswick
line of phonographs and records has been in-
stalled in the store. This is a new departure
inasmuch as the firm only sold pianos in the
past. At the Pittsburgh store of Chas. M. Stieff,
Inc., the Victor line and Victor records are on
sale. The new manager is Guy R. Smith.
The New York offices of the Gennett record-
ing company made recordings of George
Mathews, of Uniontown, Pa., and his band. The
number the band played was "O Miss Hannah."
The records will be placed on sale at the
Uniontown and Connellsville stores of the W.
F. Frederick Piano Co.
The J. M. Hoffmann Co., Brunswick dealer, is
making extensive improvements to the first floor
of the building and is installing a mezzanine
floor. More space is to be devoted to the Bruns-
wick department.
J. C. Volkwein, of Volkwein Bros., musical
merchandise and Bosch radio dealers, has been
elected president of the Western Chapter of
the Music Merchants' Association of Pennsyl-
vania, succeeding Arthur W. Armbruster, who
resigned.
The second annual radio show of Pittsburgh
will be held in Duquesne Garden during the
week of October 3. It is stated by James A.
Simpson, general manager, that displays of radio
sets and accessories will be much larger than
those of last year.
The Esenbe Co., Atwater Kent distributor
of this city, was host to five of its dealers on
a trip to Atlantic City and Philadelphia, where
the patty visited the plant of the Atwater Kent
Mfg. Co. These dealers had secured the great-
est number of points in their respective divi-
sions in Atwater Kent radio sales. H. M.
Swartz, of the Esenbe Co., was in charge of
the party, and the guests were: George W.
DeFrance, Grove City; J. H. Phillips, North-
side, Pittsburgh; Victor Nelly, Jr., Carnegie;
H. H. Baughman, Grove City, and William
Wampler, Grove City.
Richmond Radio Dealers
Stage 1927 Radio Show
Many New Model Receivers Shown for the
First Time — Corley Co.'s Victor Orthophonic
Drive a Success — Other Trade News
Richmond, Va., September 8. — Surprisingly
good results were obtained by the Corley Co,
from a recent sales drive on Orthophonic Vic-
trolas. Higher priced instruments registered
strong during the sale. Many customers who
came with the intention of buying a $95 ma-
chine decided after getting into the store to
purchase a better type of instrument. It was
stated that sales of the higher class of ma-
chines ranged around $4,000 the first day, with
the Credenza model, priced at $300, an easy
favorite. Gratifying results in sales of higher
priced Orthophonies were also achieved during
the remainder of the sale period, according to
the officials.
Exceptionally good business in North Caro-
lina is in prospect this Fall, according to A. C.
Cavedo, manager of the Corley stores at Dur-
ham and Greensboro and an excellent demand
is being enjoyed.
Many new features were included in Rich-
mond's 1927 Radio Show held this month. Sev-
eral AC sets — receivers made to operate direct
from the alternating current in the average home
without the use of batteries — were introduced
for the first time. Among the accessories were
power units of various kinds in the way of elim-
inators and "A" power devices. More than
thirty booths were needed to house the displays.
Dancing, singing and other attractions by local
talent were included in the entel-tainment fea-
tures. There were two performances each eve-
ning. The show was staged under the auspices
of the Richmond Radio Dealers' Club. Officers
of the club are: E. W. Bugg, president; Robin
A. Frayser, vice-president; B. H. Hoffman,
treasurer; J. A. Steere, secretary. Mr. Frayser
is manager of the radio and phonograph depart-
ment of Howell Bros.
Goldberg Bros., Lyric distributors, said W. H.
Pond is a new addition to the sales staff of this
firm. He will travel out of Roanoke covering
southwest Virginia and eastern Tennessee. He
succeeds Charles G. Newman, recently trans-
ferred to Charlotte with the entire State of
North Carolina as his territory. In addition to
covering southwest Virginia and eastern Ten-
nessee, Mr. Newman also traveled West Vir-
ginia before being sent to Charlotte.
Joseph Ramos, formerly with the Manly B.
Ramos music store, Richmond, is now manager
of Stieff's at Roanoke.
—JOBBERS—
Handle the
Oriental Speaker
New and novel design, illuminated with
brilliant jewels, Buddha base, with fine
clock in center of cone shield. Splendidly
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tion. Connections for receiver and for
lamp socket with 9 ft. cords. Arouses en-
thusiastic comment wherever shown. The
best buy in better grade speakers. Write
for attractive proposition.
Height 22 in.
Width 12 in.
Adj. Unit
LIST
$4500
Finishes:
Bronze
Brass
Pompeian Green
Green Bronze
Polychrome
etc., etc.
See us at the Radio World's Fair
Booth AA-22
Pat. Pending
ORIENTAL LOUD SPEAKER CO,
395 West Broadway New York City
Telephone Walker 5424
Tlie Talking Machine World, Nczu York, September, 1927
60
ins
J^EAUTY
in
RADIO
There is an opportunity now for
dealers to offer, along with a radio
receiver that is scientifically correct,
a piece of beautiful furniture, hand-
somely executed, designed to be a
permanent addition to the home.
The Splitdorf Radio Corporation,
in a selection of beautiful authentic
period furniture models of radio re-
ceivers, has created the first line to
meet the requirements of the buyer
who today prefers a radio instrument
that combines lasting decorative value
with superb musical qualities. Twelve
models. List prices from $45 to $800.
Prices apply only east of the Kockies
THE ABBEY
Patterned after an Old World jewel case. Done in deep
antique walnut, with carved ornament. Price for battery
operation $100, for all-electric operation $175. Tubes not
included. Splitdorf Period Cone Tone, $35.
Cabinets designed under the personal direction of Mr. -Noe/ S. Dunbar
THE W INTHKOP
An early American corner secretary. Radio receiver, writing desk and bookcase
combined. Equipped with the new Splitdorf all-electric receiver, operated completely
from a light socket without batteries or eliminators. List price, with built-in loud-
speaker, but without tubes, $600.
SPLITDORF Radio C
P O R AT I O N
Subsidiary of S p I i t d o r f - B e t h I e h e m Electrical Company
N E \v A R V
J E U S K Y
soimtricAiir coarect
Victor Executive
Manufacturing Personnel
Victor Executives Have Contributed Materially to the
Development of Present-Day Victor Orthophonic Products
ONE of the finest manufacturing or-
ganizations in the country is that of
the Victor Talking Machine Co., which
i'; niit only pre-eminent because of its tre-
the engineering department, a situation which
placed two important divisions of the business
constantly under his observation. He was
learning the business, eagerly absorbing the
mendously in one short year, he never got far
from his first love, the experimental and de-
velopment activities of the plant. He moved
his center of activities over to the general
office building, where Mr. Royal added more
and more responsibilities to his already large
accumulation. Then, on October 25, 1922, came
his first official position — election to member-
ship on the board of directors.
A little more than a year later Mr. Johnson
was elected vice-president. Then came a period
of ill-health for his father, Eldridge R. John-
son, when many of the responsibilities of the
chief executive were thrown on young John-
son's shoulders. The period of intensive
training and his association with the leaders
of the business helped him to face the critical
period in the Victor business early in 1924 and
192S. Almost overnight his responsibilities in-
creased. How Mr. Johnson tackled the job
Manufacturing Executive Organization of the Victor Talking Machine Co.
(1) Kosario Bourdon, musical director. Camden Laboratories. (2) E. T. Kieffer, superintendent of cabinet manufacturing. (3) E. R. F. Johnson, vict'-president. (4) C, S.
VVickes, general superintendent. (5) Geo. H. Hall, superintendent Oakland plant. (6) J. P. Maxfield, manager research and development. (7) F. C. Jones, superintendent of motor
manufacturing. (8) W. T. Walker, superintendent of record manufacturing. (,9) R. R. Sooy superintendent of recording. (10) Nathaniel Shilkret, musical director. New York
I
niendous production, but also because of the
type of officials and executives who have made
this achievement possible. Every member of
the Victor manufacturing executive organiza-
tion is a man of wide experience and has
contributed materially to the development of
the new Victor Orthophonic line of talking
machines and combination instruments, as well
as being an important factor in the advance-
ment of the industry.
E. R. Fennimore Johnson, First Vice-President
Few young executives in American industry
have become notable in so short a time as Mr.
Johnson, who as head of production of the
Victor Talking Machine Co. had to bear the
brunt of reorganizing the personnel of the com-
pany for the production of the new line of
instruments and records introduced in 1925.
Mr. Johnson, son of the founder of the Victor
Co., entered the plant in 1921, direct from col-
lege. It was entirely in keeping with his tastes
that he should begin in the experimental de-
partment, under W. D. La Rue. At that time
the experimental department was attached to
laboratories. (11) S. T. Williams, chief engineer.
details of everything that passed before him,
awaiting the time when the knowledge so ac-
cumulated would be a real factor in the de-
velopment of Victor products. He was not
placed on the company's payroll by his father
until he had worked an entire year.
His earliest work was in the drafting room,
where new ideas first found their way to paper.
As he expresses it, he had the "run of the
place" — free at all times to exercise his in-
quiring mind on any problem that might be
under consideration. It was a short step from
this "roving commission" to a position in
charge of the experimental work of the com-
pany. Next came, larger duties under Belford
G. Royal, who was then vice-president, in
charge of production. Mr. Johnson was Mr.
Royal's aide in this vital department of the
business, a capacity which put him in a position
to absorb every detail of production, engineer-
ing and experiment.
One of Mr. Johnson's early moves was to
set up a separate experimental department.
Although his responsibilities increased tre-
70
of organizing the Victor factories is one of
the most interesting chapters in the entire
history of the industry.
The Orthophonic Victrola, the Electrola and
the Orthophonic record were new products,
new in principle, new in design, new in per-
formance. To produc.e them new machinery
was reciulred, in many instances; new standards
of manufacture had to be set up, new organiza-
tions had to be built in some departments. Mr.-
Johnson is rather reticent regarding his part
in this achievement. But the entire industry
knows what happened. With old stocks cleaned
out the factory swung into production on the
new lines of products almost overnight. Be-
tween August and November Orthophonic
Victrolas were built and shipped to dealers
throughout the United States. On November
2, 1925, the public first saw the new invention.
Within two weeks orders aggregating $20,000,-
000 at factory prices were on the books.
A visit to Camden to-day will reveal a mam-
moth industrial plant of many departments,
(Continued on fage 72)
The Talking Machine JVorld, New York, September, 1927
71
Makers, Dealer Sy Buyers
All agree on the Flyer ^
Of all portable phonographs sold, the country over,
the vast majority are equipped with Flyer motors*
C XiTHAT'S because the Flyer is made with the precision of a fine
v_y watch, carefully inspected at every stage of manufacture, and
passed only when it is 100% perfect.
The Flyer is made with a cast iron frame, a remarkably tough
athletic spring, precision-cut governors and gears, everlasting
bronze bearings^made in every part to stand years of hard
steady use.
Manufacturers of portables know the Flyer, and use it because
it helps the sale of their machines. Dealers know the Flyer, and
demand it because it means easier sales, more sales and no returns.
Buyers know the Flyer from reputation and past experience, and
never question the portable that's Flyer-equipped.
The Flyer leads in sales because it leads in quality and depend-
ability. Insist on Flyer-equipped portables, and play safe.
ENEIAL WDUSTIIES CO
ELYRIA, OHIO
Formerly named The Qeneral Phonograph Mfg. Co.
Makers of Precision Products for 25 Years*
72
The Talking Machine World, New York, September, 1927
Distributors of
THt rHSTHUMCNT 0» QUAllTT
onorj
CLCAS AS * •etL
Sonora Selective Six Radio
Sonora Electric Seven Radio
and the
Tonalic Sonora Phonograph
Barker Wholesale Company,
Barker Building,
LfOS Angeles, Calif.
J. H. Burke Company,
221 Columbus Avenue,
Boston, Mass.
Doerr, Andrews & Doerr,
Minneapolis, Minn.
Gibson-Snow Co., Inc.,
Syracuse, N. T.
Greater City Phono. Co., Inc.,
76 Fifth Avenue,
New York, N. T.
Hassler Texas Co.,
2216 Commerce Street,
Dallas, Texas.
Kohler Distributing Co.,
63 Minna Street,
San Francisco, Calif.
Mayer & Co.,
2820 Locust Street,
St. Louis, Mo.
Moore-Bird & Company
1720 Wazee Street,
Denver, Colo.
Peirce-Phelps, Inc.,
222 N. Thirteenth Street,
Philadelphia, Pa.
James K. Polk, Inc.,
217 Whitehall Street,
Atlanta, Ga.
811 W. Broad Street,
Richmond, Va.
Reliance Battery Products Co.,
2211 So. Eighth Street.
Council Bluffs, Iowa.
C. A. Richards, Inc.,
100 B. 45th Street. New York, N. Y.
Canadian & Export Distributors.
H. C. Schultz, Inc.,
442 Lafayette Avenue,
Detroit, Mich.
1742 E. Chester Ave.
Cleveland, Ohio
C. D. Smith Drue Co.,
St. Joseph, Mo.
Sterling Roll and Record Co.,
137 W. Fourth Street, Cincinnati. O.
Strevell-Paterson Hardware Co.,
Salt Lake City, Utah
The Tay Sales Company,
231 N. Wells Street.
Chicago, 111.
Twentieth Century Radio Corp.,
102 Flatbush Ave.,
Brooklyn, N. Y.
Personnel of Victor Man-
ufacturing Organization
{Continued from page 70)
each functioning with a smoothness that makes
the operation a model of industrial organiza-
tion. While Mr. Johnson has his finger on the
pulse of the entire production and of the busi-
ness at all times, he also finds time to keep in
intimate touch with the experimental and
development divisions. In addition, in his
position as first vice-president, the essential
phases of the various other departments of the
company must pass across his desk continually.
C. S. Wickes, General Superintendent
The association of C. S. Wickes with the
Victor Co. dates back to 1902. For twenty-
three years Mr. Wickes was superintendent of
the record factory, during which time he was
one of the biggest factors in developing pro-
duction to the present enormous volume. In
1925 he was appointed general superintendent
of the company, and he immediately faced the
big job of changing the plant to produce the
radically new and different Orthophonic and
electric instruments, for at that time produc-
tion on tTie old type instruments was gradually
reaching an end. Mr. Wickes' genius for co-
ordination is concretely demonstrated by the
way the entire organization is made to func-
tion as a perfect and harmonious producing
entity. He is one of the rare types of execu-
tives who are able to secure the utmost from
those under them and to "let the other fellow
do his own job."
Joseph P. Maxfield, Manager Research and
Development
Joseph P. Maxfield, manager of research and
development of the Victor Co., played an im-
portant part in the development of electrical
recording and the Orthophonc principle of
talking machine reproduction. This work, done
while he was connected as scientist in the Bell
Telephone Laboratory of the Western Electri'-
Co. and the American Tel. & Tel. Co., con-
stitutes his outstanding achievement. He
became associated with the Victor Co. in
November, 1926, as manager of development
and research at the Camden plant, where he
is in complete charge of development and re-
search work and is responsible for the technical
policy of the company.
S. T. Williams, Chief Engineer
S. T. Williams, who became associated with
the company in 1922, later becoming chief en-
gineer, was largely responsible for the develop-
ment of the Orthophonic Victrola from the
research stage to that of the perfected com-
mercial product. One of the chief character-
istics of Mr. Williams is the capacity for a
tremendous volume of work, as well as a sig-
nally versatile intellect. His experience has
been extremely broad. He was at one time
technical editor of Motor World Magazine and
did editorial work for various other automotive
publications. During the war he was with the
experimental staff of the naval aircraft plant
in Philadelphia, serving in the capacity of ex-
perimental engineer and later assistant chief
engineer. During the last commencement sea-
son St. Lawrence University conferred upon
him the degree of Master of Science, consid-
ered acknowledgment by the scientific world
of the contribution made by him in making
the Orthophonic Victrola and other Victrola
products commercially possible.
E. T. KiefTer, Superintendent of Woodworking
Department
E. T. Kieffer, who has charge of the im-
mense woodworking department of the Victor
Talking Machine Co., joined the forces of thai
concern in 1907. At that time this department
was non-existent, and its development under
Mr. KieflFer's direction may be realized in some
measure by the fact that more than six thou-
sand persons are now employed in that branch
of the business.
Mr. Kieffer has been responsible for many
innovations in woodworking and finishing,
among them being application of varnish by
spraying and the inauguration of other impor-
tant economies in operation. He has worked
out an elaborate system of charts whereby he
can inform himself at a glance of the progress
of any job passing through his department.
Fred C. Jones, Superintendent Machine Shops
and Foundry
Fred C. Jones, who has charge of the ma-
chine shops and foundry, is one of the veterans
of the Victor Co. His association dates back
twenty-five years, when he started as a tool-
maker, finally becoming assistant superintend-
ent of the machine department in 1910, and
superintendent in 1918, a position he still holds.
All metal working operations are in his charge,
over a thousand employes handling this phase
of the work.
One of Mr. Jones' hobbies is speeding pro-
duction in his department, shaving ar minute
here and a second there in important opera-
tions, where precision is the keynote, the men
working within a limit of one-ten-thousandth
of an inch in some operations. He is respon-
sible for many improvements, one of which
is a method of drilling the top plates of
portable Victrolas in orte-half minute, cutting
down the time four-fifths over the old process.
He has developed and made the machine for
producing Tungstone needles, as well as th*"
idea of motor-driven polishers.
W. T. Walker, Superintendent Record Dept.
Mr. Walker is one of the youngest executives
in the Victor organization and came with the
company in 1911 at the age of fourteen years.
He was placed in charge of the record depart-
ment and assumed direction of a production
of more than fifty million records a year, fol-
lowing the completion of a course of engineer-
ing at Drexel Institute. One of the interesting
features of his work is the fact that these
records must be so made as to stand up under
climatic conditions all over the world. Raw
materials are gathered from virtually everv
country and tested continuously by chemists
to insure absolute uniformity in quality.
Raymond R. Sooy, Recording Laboratories
Raymond R. Sooy is another veteran of the
Victor organization, having spent twenty-four
years in the service. For many years he was
assistant to his brother, Harry O. Sooy, and
at the latter's death early this year he suc-
ceeded him as head of the recording labora-
tories. He has recorded all of the famous
artists and orchestras in the Victor catalog,
and he has made records not only in this
country, but in Cuba, Mexico, South America
and Italy. While his headquarters are in Cam-
den, the recording rooms in New York.
Chicago and Oakland, as well as those at the
Camden plant are under his supervision, as
are also the recording expeditions in the field.
Mr. Sooy personally supervises most of the
technical details in connection with the record-
ing of large symphony orchestras. Charles
Sooy, another brother, has been associated
with the Victor Co. for many years, also in
the field of recording.
Nathaniel Shilkret, Musical Director
Nathaniel Shilkret holds one of the most
important positions in the Victor Co. At the
age of twenty-four, because of his ability,
amounting to genius, as an arranger and mu-
sician, he was made a conductor in the com-
pany. In addition to this, he is also manager,
and musical director of the foreign language
department, where records in thirty-five dif-
ferent languages are made. Publications sent
in for examination are left to the judgment
of Mr. Shilkret and many of these selections
are arranged by him. Aside from this work,
he conducts the Victor Salon Orchestra, the
International Novelty Orchestra, the Victor
Concert Orchestra, the Victor Symphony Or-
chestra, the International Symphony Orchestra
and the Victor Schrammel (Viennese) Orches-
tra. Very often also he is accompanist for
many famous artists who make Red Seal rec-
ords. He is the author of many musical
(Continued on page 74)
The Talking Machine World, Nezv York, September, 1927
73
Jl Point
of Quality
DEALERS
Quality is all important in the sale
of merchandise- This is especially
true of the small items the
staples of the business. Brillian-
tone Needles are staples of
the highest quality. Sell these
quality products, they bring
customers to your store.
Mail this coupon today
for attractive free Bril-
liantoneRecord Displays.
They are especially pre-
pared to boost the sale of
records. Keep the latest
hits before the public's
eye on the beautifully
colored Brilliantone rec-
ord easels. These dis-
plays are made for your
convenience. Watch the
increase in the sales of
each number displayed.
You'll sell more Brillian-
tone Needles, too.
NEEDLES
^ri[\xaniom Needles are sold hy
the leading johhers in all parts
of the world.
.I'll
Brilliantone Steel Needle Corporation of America
370 Seventh Avenue, New York City
Gentlemen :
Kindly send free samples and full line of attractive
advertising display material; also the beautifully colored
Brilliantone Record easels. Of course I incur no obligation.
Very truly yours,
74
The Talking Machine World, New York, September, 1927
Toledo Phonograph Dealers Closed Largest
Volume of Summer Business in Years
New Talking Machine and Radio Models Exhibited in County Fairs Throughout Territory
Toledo Radio Show to Be Held October 10 to 15 in CoHseum — Other Trade Brieflets
A
Complete List
of
cm
Distributors
JAMES K. POLK, INC.
217 Whitehall St., S.W., Atlanta, Ga.
CONSOLIDATED TALKING MA-
CHINE COMPANY
227 W. Washington St., Chicago, 111.
JUNIUS HART PIANO HOUSE, LTD.
123 Carondelet St., New Orleans, La.
CONSOLIDATED TALKING MA-
CHINE COMPANY
2957 Gratiot Ave., Detroit, Mich.
CONSOLIDATED TALKING MA-
CHINE COMPANY
1424 Washington Ave. So.,
Minneapolis, Minn.
THE ARTOPHONE CORPORATION
1624 Pine St., St. Louis, Mo.
IROQUOIS SALES CORPORATION
210 Franklin St., Buffalo, N. Y.
OKEH PHONOGRAPH CORP.,
(New York Distributing Division)
15 W. 18th St., New York City
STERLING ROLL AND RECORD
COMPANY
137 W. 4th St., Cincinnati, Ohio
OHIO SALES & SUPPLY CO.
1231 Superior Ave., Cleveland, Ohio
L. D. HEATER
4691^ Washington St., Portland, Ore.
JAMES K. POLK, INC.
1315 Young St.. Dallas, Texas
JAMES K. POLK, INC.
811 West Broad St., Richmond, Va.
Toledo, O., September 7. — Dealers here are de-
sirous of obtaining supplies of the new
Brunswick, Victor and Columbia models as
quickly as possible. People are tuned to ad-
vanced goods, consequently are chafing under
the restraint of not being able to inspect, buy
and enjoy the ma,chines.
Phonograph merchants here, on the whole,
closed the largest volume of Summer machine
trade experienced in recent years. Records,
too, sold briskly. And now that most members
of sales staffs are back from vacations retailers
are putting forth efforts to make this an out-
standing FaJl season. At the County Fairs
throughout this territory various dealers will
display the new phonograph and radio models.
These exhibits, particularly in the county seats
of from five to twenty-five thousand people,
draw large crowds and sell much merchandise.
Further, many of the local dealers as well as
those from nearby points in this market will
attend the convention of the Ohio Music Mer-
chants' Association in Cleveland, September 12,
13 and 14, when most of the new products in
the phonograph and radio lines will be shown.
The Toledo Radio Show, sponsored by the
Radio Trades Association, will be held October
10 to 15, in the Coliseum. Practically all of
the exhibit space has been taken. Nationally
known broadcasting artists will furnish the en-
tertainment.
The Lion Store Music Rooms, during the
home furnishing sales, stressed Victor Models
4-3 and 4-40, and as a result more than a score
of the instruments were disposed of. The
Credenza and large combinations are stepping
along at a fast pace, Wilber Markwood, as-
sistant manager, stated.
The new Sparton electric radio has arrived
and created a favorable impression from the
start. A number of orders have been booked
for the set. RCA, Atwater Kent and Crosley
are other lines carried by the Lion Store.
At the J. W. Greene Co., Victor and Bruns-
wick sales for the past month show a 20 per
cent increase, radio sales a 30 per cent growth
and record sales are 10 per cent above tht
corresponding period last year, according to
Robert C. Elwell. This excellent showing has
been duplicated throughout the Summer and
will, it is believed, continue for the balance of
the year. The Panatrope has been a big factor
in keeping up phonograph volume.
The Sparton A. C., Radiola 28 and the Zenith
new models will, Mr. Elwell believes, make
possible the largest radio volume in the history
of the store this Fall.
Harr\' L. Wasserman, proprietor of the
United Music Store, reported an increase in
both Panatrope and Orthophonic sales. A
Brunswick window the past week created
much interest in late models. Radio sales,
too, have taken a jump. Sparton electric
models will be featured in an early campaign.
Atwater Kent sets will have first place among
battery outfits, according to Victor Basil, re-
cently named manager of the radio department.
The Hayes Music Co. has launched its Fall
drive on Edison phonographs. The campaign
was coupled to the recent birthday celebration
of Thomas A. Edison, inventor of the instru-
ment. Photographs of Mr. Edison and his
workshop were the central theme of an attrac-
tive window display.
K. F. Moeck, Junction avenue, Columbia
dealer, is experiencing a fine run of business
on foreign records. While folksongs and native
music make up a large share of the demand,
the young folks are more and more purchasing
late popular discs.
The LaSalle & Koch Co., one of the largest
and finest department stores in Ohio, is con-
templating opening a phonograph department.
Officers of the Toledo Radio Co., including
Chas. H. Womeldorff, president; Stanley Ball,
vice-president, and Arthur Laybourn, secretary,
together with more than a score of dealers
from northwestern Ohio and southern Michi-
gan, attended the showing of the Sparton radio
at the plant of the Sparks-Withington Co..
Jackson, Mich., recently.
R. A. Shaw, Victor dealer, Holgate, O., and
Stewart Fridell, Victor retailer, Deshler, O.,
will exhibit machines and radios at the Henry
County Fair, Napoleon, O., early in September.
And Crane-Halleck Co.. Bowling Green, O.,
Victor and Sparton retailer, will display the
lines in its booth at the Wood County Fair,
in late September.
Victor Go. Urges Dealers
To Profit From Chicago Bout
Stresses Sales Opportunities of Selling Victrola-
Radiola Combinations and Gene Tunney Ex-
ercise Sets — Sends Out Posters
The Victor Talking Machine Co., in a recent
bulletin to its dealers, emphasized the sales op-
portunities which awaited an aggressive cam-
paign based on the coming championship heavy-
weight bout between Gene Tunney and Jack
Dempsey on September 22. The bulletin says in
part:
"This coming championship fight will be a
great stimulus to the sale of radio receiving in-
struments, and since only about a hundred thou-
sand admirers of the sport will actually witness
the fight, there remain m.illions who will follow
the proceedings of the evening on the radio —
which is the thing for an event of this kind."
Then follows a description of the various models
of Orthophonic Victrola-Radiolas which can be
featured in the exploitation work.
The bulletin also touches on the new Tunney
Exercise Record Sets for which the Victor Co.
has supplied a striking window poster showing
Gene Tunney listening to a model 9-40 Ortho-
phonic. The poster also features the Tunney
Exercise Set of records.
Victor Department Heads
Helped Develop New Line
{Continued from page 72)
compositions and is considered one of
America's most distinguished and busiest mu-
sicians.
Rosario Bourdon, Music Director
Rosario Bourdon joined the Victor Co. per-
manently in 1911 as 'cellist, accompanist and
arranger. Later he was appointed associate
musical director, and finally musical director
of the company. He was at one time with the
Cincinnati Symphony Orchestra and later with
the Philadelphia and other prominent orches-
tras. He made his first Victor record in 1906.
He has a musical background that makes him
pre-eminent in his work.
G. H. Hall, Manager of Oakland Plant
Mr. Hall, who came to the Victor Co. in
1907 as a clerk in the accounting department,
is manager of the Oakland, Cal., record press-
ing plant. Prior to taking over this very ^
important work he was in charge of the em-
ployment office, later going back to the ac-
counting department to take charge of the
payroll. When the Oakland plant was opened
he became business manager of this branch.
His resourcefulness and executive ability are
concretely illustrated by the work he has done
in Oakland.
The Talking Machine World, N ew York, September, 1927
English
Luxe Electric
10-tube Model
"Zenith Radio for 1927-28 is the most com-
plete line of high grade instruments ever
offered to the public and the trade. Zenith
dealers have made money consistently for
the last four years. This year they are ready
for their biggest business, with sixteen
models embracing 3 different circuits — 6,
8 and 10 tubes — battery or fully electric —
with or without loops or antennae / r /
The Zenith franchise is a valuable asset.
^100 to ^2500
ADIO
3620 IRON STREET, CHICAGO
WORLD'S LARGEST MANUFACTURERS OF HIGH GRADE RADIO
Licensed only for radio amateur, ex- ^li^^y-ir*f
pertmental and broadcast reception. C/rXl-/t*CI- J
Western United States prices >r t* i
slightly higher 6 Tubes
The Talking Machine World, New York, September, 1927
THtVCOME-THEVIEE
F 875
Seven-Tube Seleccive high-
boy in De Luxe burl walnut
with bronze lolay single dial
control panel. Built-in cone
speaker. Operates by loop or
antenna. Price (less power
plant and tubes), $375-00.
THEVVOKLD'r FINE/T RADIO
Sonora has brought to the radio industry an added ease
in selection, a richer mellowness, a new range of color
tones, a clarity in reproduction hitherto unheard. The
deep thunder of the organ, the shrill piping of the piccolo,
the liquid notes of the celesta, come as clear and true to
the listener as if he sat in an orchestra seat itself. Voices,
singing or speaking, are heard in their original pitch |and
timbre. And Sonora is revolutionary not only in the per-
fection of its reproduc-
tion but in the care and
beauty bestowed upon its
cabinets. They are in-
deed fit shrines for the
glory of sound that issues
from them, dignified but
graceful, matchless in
material, lustrous with
that soft depth of finish
associated with thehandi-
craft of the old masters
alone. All who see and
listen to even the low-
est priced of the Sonora
long line recognize these
merits; and because
they find Sonora irresistible in its temptation, they buy.
Of Sonora radios none carries a greater appeal than the
superb Sonora DeLuxe Seven. It is a sure seller at $375,
even to those who contemplated a far lower investment
in radio happiness. The Sonora De Luxe Seven highboy,
in hand-rubbed burl walnut, is the last exquisite word
in period cabinet making. It brings to even the most
beautiful home settings the added charm and grace of a
Neo- Renaissance piece. On it has been lavished the finest
craftsmanship. The grain and beauty of each panel of its
seasoned wood are evidences of skilled selection which
will brook nothing but the best.
Sonora De Luxe Seven, the world's finest in radios, has the
famous Sonora built-in speaker and four stages of the new-
ly perfected R. F. L. balanced-bridge radio amplification,
permitting reception at long distances. It is supremely
selective and sensitive. The electric equipment, Sonora A
and B power, is installed by the dealer; but batteries may
be used without change in wiring when alternating cur-
rent is not available. The loop, concealed in the hinged
doors, has full 180 degrees rotation. The control panel is
in burl walnut, exquisitely inlaid in bronze. This model
is licensed for radio amateur, experimental and broadcast
reception only. Price, without electric equipment, $375.
SON O R A
OFFERS THE GREATEST SALES OPPORTUNITIES IN QUALITY RADIO
The Talking Machine World, New York, September, 1927
THEVIISTEN-THEYBIY
Sonora offers a complete line of seven radio
models covering a wide price range adapted
to every purse. Sonora offers in its lowest
priced model at $69.50, the tone, the repro-
ducing quality and the supreme selectivity
equalto those in its highest priced sets at $375.
And Sonora stands apart as manufacturer
of its own cabinets for every Sonora radio
built. Sonora has a solid reputation and back-
ground of 15 years' experience in the field.
SONORA PHONOGRAPH COMPANY,
Hitch your wagon to Sonora's soaring star. For
this year's sales have already far surpassed last
year's phenomenal record. Sonora offers you
a dependable, permanent business, quick turn-
over, pleasant and profitable associations, a
generous sales and advertising backing, and a
line to handle which is acknowledged to be
without rival in the industry. If you feel that
you can handle Sonora adequately in your
territory, we should be glad to hear from you.
INC., SAGINAW, W.S., MICHIGAN
E 860 — Junior Highboy
Walnut Console Selective Six-Tube
model with two-tooe doors, great dis-
tance and range, keen selectivity.
Speaker not included. A fast seller
at $165.
G 88 5— Light Six Highboy
In lacquer-finish walnut cabinet with
built-in cone speaker. Unusual selectiv-
ity and range- Typical Sonora tone. $135.
Clock Type Cone Speaker
Remarkable for volume and freedom from
distortion, made possible by improved
Sonora magnetic unit. Can be used with
any loud speaker receiver. Price $27.50.
i
E 870— De Luxe Highboy
Selective Six Dc Luxe burl walnut cabi-
net. Built-in cone speaker. At $250.
-*>4^ ALL MODELS SINGLE DIAL CONTROL J<f(-
•Son or
CLEAR A5 A 6FLL
Prices slightly higher west of the Rockies
E 865 — Standard Highboy
A*'Selective Six-Tube" walnut highboy,
with built-in cone speaker. At $198.
G 880 — Light Six
Table Radio
Thrcc-tLincd radio frequency, selected
walnut cabinet. Outstanding value at
$69-50.
E 850 — Selective Six
Table Radio
Supremely selective and sensitive in beau-
tiful walnut case. Remarkable at $99 50.
RADI O LI N E
A MODEL TO MEET EVERY IMPORTANT PRICE DEMAND
Tlie Talking Machine IVorld, Nezu York, Scpteinher, 1927
ETHICS OF THE GAME!
Almost one hundred years of contact with thousands of man-
ufacturers has given the "Bruno" organization that element of
wisdom which actual experience only can develop.
In conscientiously marketing, advancing and promoting the
products of the makers, "Bruno" likewise has served the best in-
terests of a great host of retail music dealers throughout the
world. And so through this development, the trade slogan,
Bruno Means Security," was evolved.
it
In its merchandising operations, Bruno assumes an obligation
on behalf of the manufacturer, that is, to do a selling job of high
merit — bordering the perfect, so to speak.
Occupying a strategic and yet neutral position, "Bruno" faith-
fully and efficiently conforms to the selling ideals of both the
independent retail merchant and the manufacturer. All of this
is reflected in the close cooperation of the complete unit — re-
tailer, wholesaler, manufacturer.
Think it over I
C. BRUNO & SON
INCORPORATED
Victor Distributors
to the Dealer Only
351-353 Fourth Ave.
New York, N. Y.
1834 — Almost a Century of Dependable Service to the Music Trade — 1927
The Talking Machine World, New York, September, 1927
75
Columbia Opens Distributing Branches
in Oklahoma, Tennessee and Kansas
Harbour-Longmire Co., Radio Sales Co. and Sterling Radio Co. Named Distributors of Colum-
bia Phonograph Co. Products — New Pfanstiehl Distributor — Record Artist Tie-ups
St. Louis, Mo., September 7. — Abnormally cool
weather during August, combined with other
favorable factors, had a stimulating efifect upon
business in the talking machine and allied
trades, according to reports.
Foremost in this respect was the Columbia
Phonograph Co., N. B. Smith, manager of the
local branch of the Co., declaring that business
during August was "well above the average and
forecast a tremendous Columbia record and
phonograph business for Fall."
Virtually the same sentiments were expressed
by officials of the St. Louis branch of the Bruns-
wick-Balke-Collender Co.
"Our factory is working at top speed to keep
pace with the demand for Artophone phono-
graphs, especially our new model 100 Chateau
Consolette," was the statement issued by
officials of the Artophone Corp. "If future de-
mand for Okeh records continues at its present
clip, 1927 sales will double the high mark estab-
lished last year."
Similar enthusiastic comments were made by
the local representatives of the Victor and the
Edison companies.
New Pfanstiehl Distributor Named
The A. E. Schmid Co., of this city, has taken
the exclusive distributorship of the Pfanstiehl
radio receivers in this territory. Franklin Mc-
Dermott has been appointed factory representa-
tive for the Temple radio speakers.
Columbia Opens Distributing Branches
An outstanding feature of the month's ac-
tivity in the trade was the opening of several
new distributing branches by the Columbia Co.
and the Artophone Corp. The former company
opened three new agencies, including the Har-
bour-Longmire Co., of Oklahoma City, which
will distribute products in the State of Okla-
homa; the Radio Sales Co., of Memphis, which
will have charge of Arkansas, western Ten-
nessee and Mississippi, and the Sterling Radio
Co. which will distribute in Kainsas and western
Missouri. The Artophone Corp. has opened a
distributing office in Memphis.
Tie-Up With Record Artists
Ted Lewis and His Columbia Record Orches-
tra and Waring's Pennsylvanians, Victor artists,
were headliners at a local theatre during the
month, and the appearance of both orchestras
was made the occasion of a concerted drive by
dealers to exploit their products. Both Co-
lumbia and Victor dealers ran full-page co-op-
erative ads in the newspapers and otherwise
attempted to capitalize on the appearance of
these artists. Lewis in one of his performances
greeted about 100 Columbia dealers from the
stage. Waring, on the other hand, gave a con-
cert recital at the Union Radio Shop, and auto-
graphed records, during his appearance in the
city. Tommy Christian and His Orchestra
also w3,s featured at one of the local theatres
during the month, and added to the sales of
Harmony records.
Brunswick Branch Visitors
Other visitors to the city during the past
month included Floyd Davis, of the Davis
Music stores, of Farmington and Flat River,
Mo.; George A. Drewel, manager of the Sass-
mann House Furnishing Company, of Bland,
Mo., and Fred Crane, of Dexter, Mo., all of
whom are Brunswick dealers.
Coming Radio Show Stimulates Interest
In the field of radio, interest is centered on
the third annual radio show which will be held
in the city the week of September 19. in con-
junction with the annual Southwestern Radio
Dealers' meeting. The show will be under the
auspices of the St. Louis Radio Trades' Asso-
ciation and will be held in the Coliseum here.
The show will be an outstanding success, ac-
cording to present indications.
Atwater Kent Dealers Meet
More than 600 dealers and their wives rep-
resenting the distributing mediums of the At-
water Kent radio under the direction of the
Hall & Brown Supply Co. in this section of the
country, attended a trade convention held by
the latter recently. The occasion was the
fourth annual Atwater Kent dealers' conven-
tion, which was a marked success.
Names New Columbia K. C. Distributor
During the month, N. B. Smith, manager of
the local branch of the Columbia Co., went
to Kansas City where he made a survey of the
activities of that branch of the organization and
held a sales conference. The Sterling Radio
Co., he announced, will supersede the present
Kansas City branch.
Victor Issues Addition to
Child's Appreciation Book
A Copy of Revised Lesson Outlines for Book,
"Music Appreciation With the Victrola for
Children," to be Supplied With Each Copy
The Victor Talking Machine Co. recently is-
sued a copy of the revised lesson outlines for
the book, "Music Appreciation With the Vic-
trola for Children." This section of the book
has been reprinted to alleviate the difficulty
encountered during the past school year, because
of teachers' inability to secure either the old
acoustical records or enough new Orthophonic
records to substitute. The illustrations in the
booklet are all new Orthophonic records.
This addition is to be enclosed with every
book sold and dealers are being supplied with a
copy for every book they have in s'tock.
EACH
List Price
$4.00
"A" and "B"
Power Control
Automatically controls
any trickle charg-er
and "B" Eliminator.
Trickle Charger starts
as soon as radio set
switch is turned off.
Prevents reverse cur-
rent flowing back and
causing battery to run
down.
Dry
Automatic
"A" Power Unit
AERO
Light Socket
Antenna
Of interest to
those people
who live in
apartments. The
S-H Light SocK-
et Antenna
keeps down
static and in-
terference.
Internal automatic con-
trol charges "A" Battery
the instant the switch on
receiving set is turned off
and cuts off house cur-
rent when the set is in
operation. Stops charg-
ing when set is fully
charged. Controls "B"
Eliminator if used. Hums,
noises, tubes and liquids
are all eliminated. No
possibility of a reverse
current flowing back
through the charge and
causing battery to run
down.
Full Wave Unit — operat-
ing at }i ampere rate,
110 volt— 60 cycle.
AERO
Complete
Outdoor
Aerial Kit
Why buy your
aerial equipment in
pieces and be both-
ered with duplicate
book accounts,
short ends, left-
overs and finally
no profit when you
can get it pack-
aged, ready to sell,
in attractive over-
the-counter cartons.
List Price
$2.50 to $4.00
Per Pkg.
List
$1
Price
.00
Lead-in
Lightning Arrester
The only combination
lead-in and lightning ar-
rester on the market. It
eliminates four trouble-
some connections. Won-
derful sales possibilities.
List Price 60c
Safeguard
Lightning Arrester
A lightning arrester of exceptionally
fine construction. Approved by the Un-
derwriter's Laboratories for both in-
door and outdoor use. Made of Bake-
lite with a Bakelite protective petticoat.
AERO
Complete Indoor
Aerial Kit
Put up in cartons like
the popular outdoor
kit. Contains 100 ft.
of insulated aerial
cord and 12 special
tacks for easy instal-
lation.
List Price
60c Per Pkg.
PRODUCT
HAS A
UNIQUE
FEATURE
\X7HEN you offer any of
these S-H items to a cus-
tomer you can do so with the
feeling that you are rendering
him a service — that he will be
more than satisfied with the re-
sults and always look to you as
headquarters for reliable mer-
chandise.
We are proud of the conscien-
tious workmanship that goes in-
to our products and we are
gratified to see it build up good-
will for our jobber and dealer
friends everywhere.
SWAN-HAVERSTICK, Inc.
Trenton, N. J.
(Louis J. Caldor, the author of this article, has spent sev-
eral years in the retail talking machine field and has, as
a background for his selling, a wide knowledge and appre--
ciation of music, having heard leading artists and orches-
tras in this country and on the Continent. — Editor.)
IN a few weeks the Winter season for all
the musical professions and trades will
be wide open. Every Winter season wit-
nesses the musical life of the United States
increasing in activity, in volume of musical
instrument and merchandise business, and in
public appeal. Jazz, popular and classical
music and operas and musical comedies and
individual artists are heard and seen and broad-
cast, written and argued and talked about more
and more every day. The progressive phono-
graph retailer who will only realize what this
amazing development of America.n musical life
means, and by use of the proper methods keep
in step with the march of musical prosperity,
will positively see his business grow and grow.
Regardless of the changes in any other
branch of business, our national phonograph
industry, for it is that in every sense of the
word, has profited wonderfully by the remark-
able inventions already on the market, and
will gain still more by improvements continu-
ally appearing. Observing business men have
already realized that this coming Winter will
see more records broken (and also sold — I
can't leave out this little joke!) in the music
trades than ever before. There is far more
truth than humor in that, as every phonograph
retailer will be glad to find when the Winter
has come and gone, if he will have been equal
to his golden opportunities. Bigger and better
business can and will be done than ever in the
past. Be progressive, study your community,
be active in sales promotion, keep in touch with
all new ideas and methods by reading your
trade journals.
Fundamentals of Retailing
Practically, phonograpli and record retailing
Fundamentals of Efficient
Retail Salesmanship
Knowledge of Record Stock, Proper Reception of Customers
and Correct Record Demonstration Are of Greatest Importance
By Louis J. Caldor
may be divided into six fundamental parts, as
follows:
1. Knowing the records thoroughly.
2. Receiving customers properly.
3. Demonstrating phonographs effectively.
4. Getting additional business on the insid"
.S. Getting additional business on the outside.
6. Profiting by local amusements and attrac-
tions of various kinds.
Know Your Stock!
To make the most out of your business you
must get the maximum profits out of your
record sales. To do this you must know your
catalog inside out and use judgment in select-
ing your stock. Be systematic and thorough!
Be sure to listen to every record issued, re-
gardless of whether you will or will not
stock it!
In the mornings, or whenever business i =
slow, take out your advance samples. Get a
sample of every record announced as soon as
you possibly can and play it through with a
loud needle. Listen very carefully and critical-
ly for all good and bad points. Some records
are wonderful and others are very poor by
comparison, for reasons too complicated to dis-
cuss here. You never can tell how a com-
position or number will sound until it is actually
reproduced, but there always are plenty of
fine records coming out. You may find big
differences in the same selection when re-
corded by different companies.
Suggestions for Judging Records
Listen for rattling, blasting, smearing of
sounds, dead or weak spots, and also for beauty
of tone and interesting reproduction. Trv
every record selling for more than seventy-five
cents with a freshly pointed fiber needle. Many
a fine record refuses to play well with a fiber
needle after the customer has taken it hpme,
and that causes a puzzled and disappointed
customer. Don't be surprised if a twelve-inch
orchestra record plays through perfectly with a
fiber needle, and a ten-inch song record won't!
The reason is a long story, but it is up to you
to know what your records are like. Remem-
ber that the shorter a fiber needle is cut iri
sharpening the more beautifully and more loud-
ly will it play. The tone quality very often is
finer with fiber needles.
Know how every record sounds and plays
on both sides, because some records are slow
sellers if one side is a poor selection. Do
not trust to your memory! Mark your trade
order list with notes for your own reference
and informat ion. Put down an "A" for a per-
fect number, "B" for a fairly good number,
"X" for a poor one, and also "F" if it plays
well with a fiber needle. Make any additional
remarks that will help you to remember the
record better in the future. Know what you
are stocking up with or leaving out, and when-
ever your sales turn out differently than you
expected your marked catalogs should help
you to improve your judgment in selecting
your stock.
Receive Customers Properly
Tactful treatment of customers is the secret
of good-will. After greeting a customer, wail
for him (or her) to express his wishes first,
and then invite him to have a seat. Comfort-
able chairs and suitable furnishings are not an
extravagance, but a necessity! (Some stores
have room for nothing but stock, but that is
the dealer's own problem.)
Handling the Customer
Make the customer feel at ease, listen to
whatever he has to say first, make friends with
him, and then sell him us well as you possibly
can. Remember that everyone appreciates a
comfortable chair and will always accept a
polite invitation to be seated, unless in a real
hurry. Most persons are tired when out shop-
ping, and ladies particularly so, and comfort
creates a more receptive and impressionable
frame of mind in the customer. Also, it's much
harder to walk out of a store when sitting
down than when standing up, because one al-
ways has to get up first, and that always
requires a little effort and more time. Don't
forget that when seating customers one should
manage to turn the chairs so that the backs
will be towards the door or whichever way is
out, so that customers will see only you, and
their interest will not be distracted by watching
{C ontiniied on page 78)
Exclusively Sold for 10 Years
Bell Records
Bell
Record
Corporation
Now Available to All
At
38 Clinton St.
Newark,
76
The Talking Machine World, New York, September, 1927
77
Big in everything
hut price
Case full size of standard
portable, in all popular
bright colors. Strong mo-
tor. Surprisingly fine re-
producer and tone arm.
Dealers call it the biggest
value in the trade.
CASES IN
ALL COLORS
Write your nearest
jobber or direct to
Consolidated Talking Machine Co*
Consolidated Building
227-229 West Washington Street, Chicago
Minneapolis: 1424 Washington Ave., Soiith Detroit: 2949 Gratiot Ave.
. ^
78
TJie Talking Machine World, New York, Se'ptember, 1927
Special Sales Drives Prove Successful in
Building Volume in Kansas City District
Volume of Talking Machine and Record Sales Reaches an Unusually High Point During August
— Moderate Weather Has Been Big Factor — W. W. Kimball Has Seventieth Anniversary Sale
Kansas City, Mo., September 8. — The month of
August has proved a surprise to the talking ma-
chine dealers in Kansas City, according to the
general expression here, volume of sales having
reached an unusually high point for the last
month of the Summer. Special sales drives con-
ducted in several of the music stores have helped
to explain this activity, while the moderate
weather throughout the month has been a fa-
vorable factor.
Machines in practically all styles and sizes
have moved here in satisfactory quantity.
Records have been particularly active with
especial stress on several popular numbers.
Portables are an active item at this time, show-
ing no slackening in demand up to the last of
August.
JifAGNAVOX
electro dynamic
Power Cone
Speaker
Built under exclusive patents on electro
dynamic principle made famous by Mag-
navox. Recognized by technical experts
and music critics as the one method of
construction for perfect reproduction.
Type R-4 has 6- volt, i,^ -ampere
field. Type R-5 for A.C. radio
or phonograph circuits using
field as the choke in filter pack.
Unit designed for easy installa-
tion in radio and phonograph
cabinets.
List prices: R-4, $50; R-5, $55
Beverly cabinet speaker, com-
plete, with R-4 unit, cords,
switch $75. Requires 6-voIt A
battery for power supply.
Type R-51 unit is R-5 with
built-in power amplifier and rec-
tifier using one 216 and one
210 tube. List $120. Easily
installed in your radio or pho-
nograph cabinets.
Loboy cabinet speaker,
complete, with R-51
imit, cords, etc.,
R-4 Unit
R-SI XTnlt
$165
Loboy Cabinet
These speakers and units are being nationally
advertised and are selling extensively. You
should know about this advanced development
in radio.
Send at once for special bulletins about electro
dynamic and permanent magnet type speakers
and units — also name of nearest Magnavox dis-
tributor.
THE MAGNAVOX CO.
Oakland, Calif.
Chicago Sales Office — 1315 So. Michigan Ave.
G. C. Anderson, of the Brunswick Shop, re-
ports that business is showing a nice increase at
the present time, and he is looking to the Fall
of 1927 for a very brisk phonograph and radio
business. During August Mr. Anderson reported
that the business done in the shop in records
was very good. As for radio, Mr. Anderson
looks for activity about the middle of Septem-
ber, with the Dempsey-Tunney fight stimulating-
interest in the condition of the family radio set.
During the special seventieth anniversary sale
which is being conducted by the W. W. Kim-
ball Piano Co. here, J. D. Mahaffey, manager,
says they have done the biggest business in
phonographs which he has ever experienced in
one month. The Kimball Reproducing phono-
graph has been featured throughout the sale.
The Jones Store Co. is moving its phonograph
department from the fourth to the third floor,
where it will have an enlarged and completely
redecorated department. The radio department,
formerly located on the first floor, will be com-
bined with the phonographs. According to Miss
Poynter, manager of the department, they are
making all of their booths into both demonstra-
tion and record booths, using only new ma-
chines. There are to be eleven booths in the
phonograph department, and several for the ex-
clusive use of the radio division. Miss Poynter
says that business has been unusually good in
spite of the fact that they were in the midst of
moving. Portable sales are continuing brisk.
Wurlitzer's phonograph department reports a
very satisfactory August business, with sales
above normal for that month. Automatic Ortho-
phonics continue to move in good volume.
Record business for August has been brisk. The
record department of Wurlitzer's finds the Gene
Tunney exercise set very attractive to men and
they are doing a nice volume of business on this
number.
The Knabe Studios had a very good business
in Orthophonies during the past month, accord-
ing to D. B. Parcill. Mr. Parcill says that this
has been the biggest August which his store has
ever had. The Knabe Studios expect to be in
their new building by October 1, and they are
anticipating big returns from their new location.
Philadelphia to Have
Radio Rodeo in Autumn
Instead of Formal Exhibit of Radio Apparatus
Annual Display of Latest Models Will Be
Combined With Entertainment Features
Philadelphia, Pa., September 8. — This city is
to have an entirely new plan for a radio show
in the coming Fall, when, instead of holding
a formal exhibit of radio apparatus, accessories
and appurtenances, displays of radio wares will
be combined with a "radio circus," or, as the
exposition has been named by the management,
a "Radio Rodeo." It will be held from Sep-
tember 12 to 17 and will include a gathering
of radio artists of the front rank, with lively
programs each night of the exhibit.
The Radio Rodeo is sponsored by Laurence
A. Nixon, of New York, and H. E. Bennett is
general manager. Mr. Nixon is the executive
secretary of the general committee putting on
the Fourth Annual Radio Industries Banquet,
in New York, on September 21, and was asso-
ciated with last year's banquet.
On the opening day of the Rodeo, September
12, the trade will be given exclusive reservation
privileges with the public excluded, so that
the dealers and manufacturers who are inter-
ested in radio from a commercial angle will
have opportunity to review the exhibit and
place orders for their own stocking.
In conjunction with the entertainment fea-
tures of the show the appearance of artists will
tie up with the exhibition of the various types
of sets and accessories linked with allied lines
of merchandise. There will be no sale of
merchandise on the floors during the remainder
of the exhibit. The public is invited to attend
and to meet the various radio stars of Phila-
delphia and the broadcasting chains personages
who so far have been "voices on the air" and
who will entertain the public in person. More
than 400 radio artists are booked to entertain
during the Rodeo.
Mayor Kendrick, of Philadelphia; Senator
William S. Vare and City Treasurer Harry
Mackay, candidate for Mayor in the coming
Fall elections, will officially preside at the open-
ing of the show. Stations WIP, WCAU, WFI
and WABQ all are occupying individual broad-
casting stations in the great hall at the Com-
mercial Museum, where the show is to be held.
The radio trade dinner, which is to be broad-
cast, is to be held in the dining hall at the
Commercial Museum, Monday, September 12,
at 6 p. m., and will be attended by prominent
radio men from every section of the country,
among them the following:
Paul B. Klugh, executive chairman, National
Association of Broadcasters; Major J. Andrew
White, vice-president, Columbia Broadcasting
Co.; Harold J. Wrape, president. Federated
Radio Trades Association; C. C. Colby, presi-
dent. Radio Manufacturers' Association; Ad-
miral W. H. G. Bullard, chairman. Federal
Radio Commission; O. H. Caldwell, Federal
Radio Commissioner from New York; A. H.
Bellows, Federal Radio Commissioner from
Minneapolis; L. S. Baker, executive vice-
chairman, Radio Manufacturers' Association;
L. B. F. Raycroft, chairman. Radio Section, N.
E. M. A.; M. F. Flanagan, executive secretary.
Radio Manufacturers' Association; Irwin Kurtz,
president, Talking Machine and Radio Men,
Inc.; H. H. Eby, member board of directors.
Radio Manufacturers' Association; J. T. Peirce,
Philadelphia Radio Trade Association; H. H.
Frost, past president. Radio Manufacturers'
Association, and others.
Fundamentals of Retail
Merchandising Practice
{Continued from page 76)
persons entering and leaving your place. You
can also keep your eye on the door all the
time without having to turn your head around
while selling your customers.
A customer coming in to purchase records
should be seated at a table used only for
record lists and catalogs. Ask to be called
when a customer has made his selection. When
called, note the desired numbers on a small
pad, go for the records, bring them back, make
sure they are what the customer asked for,
and then show him politely into a booth. Ask
him to be seated while you wind the phono-
graph. Change the needle, start the first
record playing, and leave the booth with a
smile. Isn't this far better salesmanship than
just pushing records over a counter at the
customer a,nd ignoring him till he comes back
to pay for a record or leave it?
Selling by Suggestion
Ask record customers if they are using fiber
needles at home, explaining that you can ad-
vise them beforehand which records play
successfully with fiber needles. Quite often
this results in a request for a fiber needle
demonstration and may lead to the purchase
of a fiber needle cutter and needles when the
customer realizes how beautifully and noise-
lessly the record will play with such needles.
It is not so much in the way of a sale, but
means much more from the standpoint of fully
satisfying the customer.
After a sale of records, when putting records
into envelopes never forget to put in the latest
monthly lists.
The Talking Machine World, Nczv York, September, 1927
79
Improvement
X Batteries
The WHITE "A" SOCKET POWER
UNIT is not a substitute for "A" Bat-
teries. It is vastly superior to batteries
— more dependable — more efficient —
more economical. Requires no bat-
teries of any character — no trickle
charger. Never charged. Never dis-
charged. Gives even, constant, unfail-
ing current — without slightest noise.
Always ready for constant and con-
tinued use. Not affected by disuse.
Trouble proof. On when "on" and off
when "off". Induces full clear-toned
reception. Costs practically nothing to
operate. Moderate in price. Quickly
pays for itself by abolishing expense
of battery charging. Designed for
standard 6 volt sets from 1 to 9 tubes.
Compact — convenient. The most sat-
isfactory and scientific "A" current
supply. Saves money — time and trou-
ble. Attractive in appearance. Housed
in substantial 20 gauge metal cabinet
— handsomely finished in sage-green
Duco. Liberal dealer discounts. Desir-
able franchises now available. Partic-
ulars on request.
Julian M. White Manufacturing Co., Siowx City, Iowa
'White "A" Socfcet Power is li-
censed by Andrems-Hammond
Corporation under Andrews
Condenser and other Andretvs-
Hammond patent applications.
Our complete line of "A",
?'B" and "A-B" power
units gives a wide, active
range of sales.
80
The Talking Machine World, New York, September, 1927
the season for fine
FINE PHONOGRAPM
at sensible prices
^ Dealers and Jobbers made sub-
stantial profits with two models of
Artones in 1926.
q The larger 1927-8 line offers
more sales and more profits.
Artone No. 65, nickel finish
Artone No. 75, gilt " $75,
SIX MODELS
of
CONSOLES and CONSOLETTES
$65 to $125
Ask your Jobber
or
Write us To-day
Artone No. 79. two tone brown finish
Artone No. 125. two tone brown finish
$125.
BERG A. T. & S. CO., Inc.
The Talking Machine World, New York, September, 1927
and fine
IS
here I
Reg.D.S.Pat.Off.
We emiBhaske the new
BERG ARTONE GRAND
A strictly
De Luxe Portable
with 53 inch tone column
and Artone De Luxe reproducer;
padded top and finest trimmings
Rich in Tone and Appearance I
$35
— and worth it
EIGHT OTHER
PORTABLE MODELS
$15 to $30
^ gf^^ Please mail this coupon to-day
V^^^ Coming October 1st
j Flat Compact Artone Portable
I Small in Size and Price <Jn >^
I Big in Tone and Volume X. ^
I List
j BERG A. T. & S. CO., Inc., Long Island City, N. Y.
j Gentlemen:
^ "W "I Z'^* "TWr "^T" I Please ship sample of your flat compact Artone portable.
Long Island City, JN* !♦ I 1^^^:^:::;::::::;:::;:::::::::;:;:::::::::::::::;:::
J
JOHN H.WILSON, Manager
324 WASHINGTON ST.,BOSTC>N,MASS.
ENGLAND
F. D. Pitts Co. Named Kellogg Radio
Distributor for New England Territory
Boston's Annual Radio Show to Be Held Week of September 26 — J. H. Burke Co. Reports 400
Per Cent Increase in August Business — Victor Artists Make Local Appearances — Other News
BosTox, AIass., September 9. — The annual radio
show will be held in Mechanics' Building during
ihe week of September 26. This year it will be
in conjunction with an aero exhibition, so that
there will be a double or divided interest. This
will be the seventh radio show in this city, and
the slogan of "art in industry" will be kept to
the fore in arranging for the show, and this will
be featured wherever possible in loud speakers
and the other radio accessories. "
400 Per Cent Gain in August
The J. H. Burke Co. at 219 Columbus avenue,
dealer in radio and talking machines, reports
I hat the August business in radio has exceeded
all expectations, and "Toe" himself is authority
for the statement that it beats the business of
August of last year by nearly 400 per cent. The
outlook, therefore, for September and the suc-
ceeding months is most encouraging. Such
orders as were placed earlier were for Septem-
ber delivery. Despite the fact that the staff is
working nights and the facilities are better than
ever before, and the shipping force increased,
it is not easy to keep up with the demand.
The Burke Co. is doing a big business espe-
cially in batteries and tubes, which is a sort of
forerunner to the big forthcoming prize fight
at Chicago, when everyone will want to be
listening in. The house is now carrying a
complete line of Sonora radio outfits and the
samples are on display. One type that is
attracting especial attention is known as the De
Luxe Highboy, which requires no outside aerial.
Enthusiasm Over Columbia-Kolster Tie-Up
From the Columbia Co. your correspondent
hears that dealers of the Columbia are very en-
thusiastic over the Columbia-Kolster tie-up and
are looking forward anxiously to the receipt of
the first sample machine, which is expected at
this branch office about the middle of the month.
They look for many visitors who are eager to
see this latest Columbia product.
Music dealers will be glad to learn that Dave
Bedrick has joined the Columbia family. "Dave,"
mil
as he is familiarly known to the trade, will cover
Maine, New Hampshire and Vermont in the
New England territory under Manager Parks.
Bill Parks, the New England manager of the
Columbia Co., is back at his desk after spending
a pleasant vacation at Eastham, down on Cape
Cod. Judging from his bronzed appearance his
vacation did him a world of good.
George L. Donnelly, who is forging along fast
with the local Columbia, is now "doing" the
states of Rhode Island, southeastern Connecti-
cut and the central and eastern portions of
Massachusetts. He succeeds J. J. Moore, Jr.,
who is now actively enga,ged in selling the
Stromberg-Carlson line.
Panatrope Installed in Statler
One of the latest installations of a Brunswick
Panatrope is in the Hotel Statler where one is
most effectively in use in the Statler service.
The instrument is located on the mezzanine
floor where daily there is a motion picture show
with which the Panatrope is used to good ad-
vantage and attracting attention.
Appointed Kellogg Distributor
The F. D. Pitts Co., Boston, has been ap-
pointed distributor of the complete Kellogg
radio line for New England territory by the
Kellogg Switchboard & Supply Co., Chicago.
The Pitts organization, headed by F. D. Pitts,
has made an outstanding success of radio dis-
tribution in the territory it covers. Mr. Pitts is
widely known in the radio trade, having been
connected with the industry since its inception.
He is a radio engineer of recognized ability and
has a reputation for specializing in those lines
which his engineering experience tells him em-
body quality and performance.
The Pitts Co. travels nine men in New Eng-
land territory and will feature Kellogg radio as
its high grade line. A. H. Holke, of the Kel-
logg sales force, is cooperating with the sales
force of the Pitts Co. in arranging dealer repre-
sentation for Kellogg products in the New Eng-
land States. The reputation of the F. D. Pitts
Co. backed by the experience in merchandising
policies of the Kellogg organization should
make a strong combination.
Excellent Brunswick Publicity
A projector for Brunswick records has been
installed in the Boylston street warerooms of
Charles M. Stiefl, Inc. Through the medium of
this device the music may be heard by those
passing on the sidewalk outside, the record be-
ing controlled from the record counter.
Victor Artists in Local Appearances
The Tremont street warerooms of Charles S.
Norris have come considerably into the lime-
light lately as Victor distributors, for several
leading Victor artists made their appearance at
this place. First there was Franklyn Baur, the
Victor tenor, who had been appearing at the
Colonial Theatre in the "Ziegfeld Follies," and
one afternoon he entertained fully 200 people
with some of the songs which have brought him
into fame. Two numbers which the audience
especially enjoyed were Irving Berlin's "Russian
Lullaby," and "Learn to Sing a Love Song."
Between the songs Mr. Baur's records were
played on a Victor Orthophonic and this helped
to stimulate sales which were made then and
there. A few days later the eight Victor Art-
ists appeared jointly at the Norris warerooms,
having been at that time at the Metropolitan
Theatre. So successful were these appearances
from the commercial point of view that Mana-
ger Norris may plan other similar features dur-
ing the Fall and Winter.
News Briefllets
The many friends of Ernest A. Cressey, of
the C. C. Harvey Co., will be glad to learn of
his continued improvement from the serious up-
set which he experienced in the Spring. He is
now able to get to his office daily though he
does not stay as long as in the old days, con-
tenting himself with a few hours up to noon.
Alexander Steinert, head of M. Steinert &
Sons, and Mrs. Steinert, spent several weeks up
in Bar Harbor, Me.
William Stevens, who has been with the
record department of the Brunswick Co. for
several months has been advanced, and is hence-
forth to go on the road in New England.
Louis Dean, of Dennis, down on the Cape, is
one of the latest dealers to take on the Bruns-
wick line.
The Greatest Victor Line in History
The Victor line of Orthophonic Victrolas, Victrola-
iRadiolas, Electrolas, Automatic Orthophonic Vic-
trolas, Portables and their various combinations, offers
something of interest to, and within the means of every
prospect. Never before have Victor dealers had so
much to offer.
Qapiiciiize This Opporttinity
Oliver Ditson Go.
BOSTON
Chas. H. Ditson & Co.
NEW YORK
lUlllllllllllUllliilllllllllllllllllUlllllllllllllllllllllllllllllllH^
82
The Talking Machine World, New York, September, 1927
83
There is no question which Boston
Newspaper is the BEST Radio ^^buy'^
in New England* Advertisers seem
to be somewhat ^^at sea^' on the ques-
tion of SECOND BEST, but why
worry over that when the BOSTON
POST alone will ^^o the trick
The
Boston Post
published only in
the morning
SELLS MORE THAN
100,000 copies more than
the combined Morning
HereJd-Evening Traveler
or Morning Globe-Eve-
ning Globe.
The Post's great circula-
tion has NO duplication.
COMBINED morning and
evening papers MUST
have considerable dupli-
cation.
There is no FORCED
ADVERTISING C O M -
BINATION in the Boston
Post. Advertisers who
buy the Boston Post buy
nothing but the Post.
Most of the Post's huge
circulation is HOME-
DELIVERED.
POST is 108,963 lines Ahead of
SECOND Paper and carried nearly
as much as the next two combined*
For 5 consecutive years — ever since the radio industry made its
first appeal to the public — The Boston Post has published far more
Radio advertising than any other Boston newspaper.
The Boston Post has exceeded its big
lineage of last year while the next
two Boston Papers show heavy
losses.
During the first 8 months of this year radio lineage in Boston
papers was as follows:
^ocai
1927
National Jan. 1 to Sept. 7
POST 156,673 92,685 249,358
Globe 96,512 43,883
Herald 81,687 34,622
POST GAINED
GLOBE LOST
HERALD LOST
140,395
116,309
1926
Jan. 1 to Sept. 7
247,028
178,210
164,728
2,330 lines
37,815 lines
48,419 lines
(From figures supplied by the Boston Newspapers Statistieal Bureau)
Leadership for 5 Years Means that for 5 Years
Post Advertisers have received Profitable Results
NATIONAL REPRESENTATIVES:
The Kelly-Smith Co.
New York— Chicago— Boston — Philadelphia
^'Boston Post Radio Ads Puir\
84
The Talking Machine World, New York, September, 1927
Early Showing of New Models Advances
Radio Season in Cleveland Territory
North American Auto Supply Co. Appointed Freed-Eisemann Distributor — General J. G. Har-
bord Guest of Honor at Luncheon — Sterling Co. Leases Additional Space to Expand
Cleveland, O., September 10. — Radio business is
six weeks ahead this season in Cleveland over
that of other years. This is due to a great ex-
tent to the early showing of the new models by
the retail trade, and the aggressive advertising
being done in newspapers by manufacturers,
jobbers and retailers. Phonograph sales are
showing a gain and record sales have been very
good. Harmonicas sold exceptionally well on
account of the great interest shown in the play-
ground contests. Band instruments are moving
much better than they did and a good demand
is looked for this Fall by the trade.
New Freed-Eisemann Distributor
The Freed-Eisemann radio receivers will be
distributed in Cleveland and northeastern Ohio
by the ISTorth American Auto Supply Co., 4608
Prospect avenue. The appointment has just
been made by the factory. The new distributors
are well known in the radio trade and have
ample facilities to insure prompt deliveries and
will maintain a complete service department.
Luncheon for General J. G. Harbord
Radiola distributors of Cleveland, Detroit,
Toledo and Canton were present at a luncheon
in honor of a visit of General J. G. Harbord,
president of the Radio Corp. of America. The
affair was held on Friday, September 2, at the
Hotel Cleveland. General Harbord is on a
good-will tour and stopped off at a few of the
principal cities, including Cleveland. Accom-
panying him were Quinton Adams, Meade
Brunei and Pierre Boucheron, RCA adver-
tising and sales executives. Distributors' execu-
tives attending the luncheon were: Henry Hal-
lack and Warren R. Cox, of the Radio Appara-
tus Co., Cleveland; J. M. Bateman, Erner Elec-
tric Co., Cleveland; H. M. Moock and P. E.
Mooek, of the Moock Electric Supply Co., Can-
ton; W. G. Nagel, Lakes States General Electric
Supply Co., Toledo; Fred Bissell, of F. Bissell,
Toledo; G. W. Smith, Beckley-Ralston Co., De-
troit, and F. W. Woolrich, Commercial Electric
Supply Co., Detroit.
Exhibited Federal and Mohawk Lines
There was a very large and enthusiastic at-
tendance of radio dealers from all over north-
ern Ohio to view the new models of the Fed-
eral and Mohawk lines of receivers at the Hotel
PHONOGRAPH
MOTORS
//"WIDE variety of
'^lyl. Motors made by
Hermann Thorens,
Ste. Croix, Switzer-
land, Manufacturer
of Europe's most
celebrated phono-
graph motor.
High quality — rea-
sonably priced. In
different capacities,
playing up to 10
records.
Statler on September 9. The affair was spon-
sored by B. W. Smith, Inc., distributor for these
well-known lines, and there were short talks by
executives from the factories and also by of-
ficials of the distributors.
Sterling Co. Expands Plant
The Sterliiig Co., manufacturer of radio equip-
ment, has negotiated a lease of additional space
in the McBride Building at East Fortieth street
and Perkins avenue. This will be used for the
manufacture of the new dry "A" radio socket
power unit recently developed b)' the company's
engineers.
Radio Association to Meet
The first meeting of the Northern Ohio Radio
Trade Association for the Fall and Winter sea-
son will take place on Monday evening, Sep-
tember 12, at the HoUenden Hotel. Dinner is
to precede the meeting and the speaker of the
evening will be W. B. Burruss, of New York,
nationally known for his talks on sales subjects.
Herbert Buckman, secretary-manager of the as-
sociation, is to have floor plans ready for in-
spection of the annual radio show that will take
place in the Public Auditorium November 8 to
13. Quite a number of applications for space
were received.
Receives A-K Sets by Airplane
The Cleveland Ignition Co., distributor for
Atwater Kent in Cleveland and northern Ohio,
had the distinction of receiving the first radio
receivers by the new American Railway Express
airplane service in Cleveland. A shipment of
.A-twater Kent receivers left the company's fac-
TT FV'C GRAPHITE PHONO
m tjiJ AjJJ » J SPRING LUBRICANT
lUley'a Lobricaat make* tkt Motor nuko ■e«d.
It prepared in tke proper couiileoc^. will not ran
out. dry t>P or become itieky or rwieia. Rem line in
iti original form indefinitely.
Put up in I. S, 10, 25 and 50-pouod cant {or dealer*.
Thif lubricant ii alio put up in 4-«unc< earn ta
retail at 35 centt eack under the trade name of
FTTRFKA noiseless talking
Mu\JM\,M^MXt%. MACHINE LUBRICANT
fVritt for tpecial proptsiticn tc jtbiirt
ILSLEY-DOUBLEDAY & CO., 229-231 Front St., NewTaik
THORENS, Inc.
Sole Distributors for U. S. A.
450 Fourth Ave. New York City
^ r
tory in Philadelphia September 1 at noon, and
arrived in Cleveland in four hours and twenty
minutes.
New Crosley Jobber Appointed
Cleveland now has a new Crosley distributor
in the Cleveland Crosley Sales Co., which has
opened up a very attractive salesroom on Euclid
avenue. During the month a private shewing of
all Crosley models was held at the Hotel Cleve-
land for several days. R. W. French and E. L.
Shepherd, special representatives from the fac-
tory, were also present and assisted.
Industrial Exposition Attracts 640,000
The Cleveland Industrial Exposition that was
held during August gave the manufacturers of
Ohio engaged in the radio industry an opportu-
nity to exhibit their products and a number
took advantage of it and had some very fine
displays which attracted public attention.
Sonora Outlook Is Good
C. C. Price, general manager of the Cleveland
branch of H. C. Schultz, Inc., Sonora distribu-
tor, reports that business is picking up fast. All
the new models are on display and Sonora is go-
ing to have a big season by the looks of things.
Mr. Price spent three days with the McLean
Music Store, of Painesville, assisting it at its
exhibit at the Lake County Fair at which
both Sonora phonographs and radio sets were
shown.
Business Throughout the Salt Lake City
District Remains at Satisfactory Level
Records Are in Particularly Good Demand at This Time, Report Retailers and Wholesalers-
Consolidated Music Co. Revives Educational Department — Important Trade Activities
Salt Lake City, Utah, September 7.— The
phonograph business in Salt Lake City and Utah
continues good, in both the instrument and
record departments. This does not mean that it
is rushing, but that it is very good for the time
of year. Records of all kinds are selling well.
The Columbia Stores Co., distributor of Co-
lumbia products, far from reporting a let-up in
business this Summer, reported: "Business is
good. In July our sales were greater than for
last December. Dealers throughout the terri-
tory seem to be doing more business and making
more money and paying their bills better than
for a long time. This is significant."
A number of other wholesalers and retailers
were in a happy frame of mind. The Jones
Music Co., of Ogden, a retail firm, reported a
larger sale than normal of portable phonographs
with the prices ranging from $15 to $25. No ad-
vertising of any consequence was done in the
newspapers this year, it was stated, but it is be-
lieved that the generous use of newspaper space
in 1926 left a good impression and helped to
sell the merchandise this year. Window space,
however, was used to good advantage.
The Daynes-Beebe Music Co. had a fine win-
dow display during August, advertising "Char-
maine," the new waltz hit. There were many
neat little figures in pasteboard representing
couples in the act of dancing, whilst part of the
first verse of the waltz, in bold manuscript so as
to be easily read from the street, was on yiew
in the back of the window.
J. C. McClain, of the Utah Music Co., who
has been ill for some time past, is much im-
proved.
Beth Erickson, well known in local phono-
graph educational circles, has revived the educa-
tional department of the Consolidated Music Co.
The Consolidated is the only store in town that
has this department.
Pompa Music Co., of Boise, Idaho, has taken
on the Columbia phonographs, as has the M. A.
Vial Music House, of Weiser, Idaho.
John Elliot Clark, head of the John Elliot
Clark Co., Victor distributor, has returned from
a visit to the Victor factory. The Sampson
.Music Co., of Boise, Idaho, has purchased the
T. C. Martin Co., of Pocatello, Idaho. Victor
products will be carried.
PHONOGRAPH
RADIO CASES
Reinforced 3-ply Veneer
The Standard Case for Talking
Machines and Radio Sets
L»t at figur* en yoar rtqairammntM
MADE BY
PLYWOOD CORPORATION, Goldsboro, N. C
Mills in Va., N. C. and S. C.
The Talking Machine World, New York, September, 1927
— and the fastest
seller represents the
greatest profit , ♦ , ♦
I
"CpVERY result has an
actuating force — a
definite reason for final
commission.
Musicone superiority is a
result that has behind it
real and tangible cause for
the flood of profit enjoyed
by Musicone dealers.
WORLD'S
SPEAKER
t
This claim for
MUSICONES is
based on actual facts
and figures gained
from authentic
sources.
ll/^UltiaMUSICONE
^975
Prices
slightly higher
west of the Rocky Mts.
Write Dept. 26 for descriptive literature
The Crosley Radio Corporation
Cincinnati, Ohio
Powel Crosley,
Jr., President
MUSICONE
The reasons are in the
MUSICONE itself—
— in the patented Crosley
actuating unit which has
demonstrated its tremen-
dous capacity for magnified
reproduction in more sales
than any other loud speaker
on the market.
— in the special Crosley
magnet coil coating which
keeps Musicones constantly
efficient in any climate.
— in the Bakelite, instead
of cardboard bobbins which
prevent retention of mois-
ture.
— in the higher voltage ca-
pacity which results in
louder, finer tones.
—in the simplicity of arma-
ture adjustment.
— in the new metallurgical
discovery which increases
vibrations ten times over
other types, resulting in an
amazing range of tone ca-
pacities from the piccolo
shrill to the booming of the
deepest bass.
— in the all around virtues
which have made MUSI-
CONES the most widely
imitated — but still un-
equalled — radio accessory
brought out.
86
The Talking Machine World, New York, September, 1927
Business Exceeds All Expectations in
Baltimore Field, According to Reports
Entire Trade in Optimistic Frame of Mind Regarding the Outlook for Fall, as a Result of Un-
precedented Activity Throughout the Past Month — Wide Interest in New Models
Baltimore, Md., September 9.— Talking machine
and radio jobbers and dealers in this territory
unite in reporting that business for the month
of August exceeded all expectations, surpassing
the same month of last year, and in fact either
equalling or surpassing the sales volumes
achieved during the Fall and Winter months of
1926. Seldom has the trade been in a more
optimistic frame of mind regarding the outlook
for the coming season.
Fine Outlook for Columbia Wholesalers
Conditions in the territory served by Co-
lumbia Wholesalers, Inc., distributors for Co-
lumbia phonographs and records, Fada and
Crosley radio sets and accessories were never
as promising as at the present time, according
to the statement of L. L. Andrews, president
of the distributing concern.
"Never in the history of our business have we
seen such a stream of orders coming in during
the relatively slow month of August," says Mr.
Andrews. "We thought that last year was pros-
perous beyond our fondest hopes, but if orders
are any indication for the coming season, busi-
ness will be just about twice as good as last
year. For example, A. M. Calais, Columbia's
representative for North Carolina, turned in the
largest day's business on record for August of
any year, by selling ninety phonographs for im-
mediate delivery in one day's work. August
record business was greater than either Sep-
tember, October or November of 1926, which
months, of course, were record breakers at that
time.
"It is hard to account for the almost m-
satiable demand for records. We think that
broadcasting has been very largely responsible
for a good share of this increased record busi-
ness, but it is evident that interest in the phono-
graph by the owner of the average home was
never greater and as usual will increase greatly
as the season advances.
"Radio business also is far more active in the
Baltimore section than last year at this time.
The big iight, the announcement of the Co-
lumbia Broadcasting Chain with a station
(WCAO) located in Baltimore, with the
World's Series just beyond, have gotten all
dealers on their toes much earlier than last
year. Demand for the new Fada six, seven and
eight-tube sets and the new Crosley 'Bandbox'
is extremely gratifying and all first class acces-
sories are finding a ready sale."
Wm. H. Swartz, vice-president of Columbia
Wholesalers, in charge of phonograph and
record sales, is reported as having a marvelous
time in Europe and will soon be sailing home
to take up his work for the coming season.
The new Columbia-Kolster combinations are
anxiously awaited by all Columbia and Kolster
dealers alike, because it is evident that a very
ready market awaits this long heralded instru-
ment. Deliveries are said to be somewhat de-
layed, but will be made in a limited way by
the latter part of September.
Excellent Victor Demand
I. Son Cohen, president of Cohen & Hughes,
Victor distributors, recently returned from a
four-month trip through the Southern territory
and reported business well over the mark of last
year, with every prospect for the largest Victor
year ever enjoyed in this territory. Soon after
his return Mr. Cohen again left for an extended
trip through Virginia, West Virginia and North
Carolina for the purpose of taking up with deal-
ers their requirements on the new models an-
nounced at the recent distributors' meeting at
Camden.
Mr. Cohen took a hurried trip to New York
the early part of this month for the purpose of
meeting Mrs. Cohen, who arrived on the S.S.
"Rotterdam" after a four-months' trip abroad.
A meeting of Victor dealers was held early
this week at the Raleigh Hotel, Washington,
under the auspices of Mr. Davis, Victor factory
r«presentative, for the purpose of working out
ways and means of putting across the Victor
Red Seal record campaign.
Tie-up With Tunney-Dempsey Fight
The Maryland Radio Board of Trade which
was organized a few months ago is planning
a widespread hook-up on the Tunney-Dempsey
bout this month. Amplifiers will be placed in
four or five of the most central points of this
city, and the progress of the fight will be heard
by thousands of residents direct from the ring-
East to Meet West in
R. M. A. Golf Tournament
Finals to Be Held During Radio World's Fair
— Final Game of Western Division Has Been
Held and Winners Go East
The final game of the Western Division of
the Radio Manufacturers Association Golf
Tournament was held on September 8, at the
Tam-O-Shanter Country Club, Chicago. The
winners of the game, whose names had not
yet been announced when The Talking Machine
World went to press, will compete with the
Eastern Division in New York City during the
week of September 19 at which time the
Radio World's Fair will be in progress. More
than forty representatives of the R. M. A. have
entered the Western tournament which has
been played over the past two months. Four
of the best golfers in the Western Division will
be sent East during the Radio World's Fair,
and during the week of October 10, during
the annual radio show in Chicago, the two
winners of the Eastern and Western divisions,
respectively, will compete for final honors.
Jesse B. Hawley, secretary and treasurer of
the Newcombe-Hawley Co., who has been one
of the leaders in the Western tournament, left
late in August to resume his duties as Dart-
mouth College football coach and was not able
to finish the tournament.
In the game played on September 1, Albert
Hess, of the Trav-Ler Mfg. Corp., finished with
a low score of 71 and among the others who
have had low scores throughout the closing
games of the tournament are Albert Newcombe,
of the Newcombe-Hawley Co.; Henry C. For-
ster, of Utah Radio Products Co., and John C.
Tully, of the Bremer-Tully Mfg. Co.
side. Dealers are also planning to secure the
maximum benefit from tying up with this event.
Radio dealers are much pleased with the re-
sults of August, reports placing business in
many establishments as being 100 per cent over
the same month of last year. The new Radiola
and Zenith receivers have been received with
great enthusiasm by the trade.
Early Ordering of Brunswick Line
Jos. G. Mullen, assistant to R. J. Bowell,
manager of the local Brunswick branch, reports
that the Fall season has opened ahead of
schedule. Dealers are anticipating their re-
quirements and are placing their orders accord-
ingly.
Brunswick record contracts recently obtained
by J. B. Elliott, North Carolina representative,
include Paragon Furniture Co., Shelby, N. C. ;
Scotland Neck Furniture Co., Scotland Neck,
N. C. ; Lumberton Furniture Co., Lumberton,
N. C, and H. Roy Martin, Mayodan, N. C.
The Parker Gardner Co., Charlotte, N. C, has
also been appointed a dealer and this organiza-
tion is now merchandising the entire line of
Brunswick Panatropes and records. Hal Kemp
and His Orchestra appeared personally during
the formal opening of the Brunswick depart-
ment, and were heartily received by the many
who crowded their way into the Parker Gardner
store.
R. H. Cagle, a newcomer to the Brunswick
branch, has been appointed to W. D. Lord's ter-
ritory in the State of Virginia. Mr. Lord is now
operating in M. M. Kuhn's former territory,
Mr. Kuhn having been assigned to the City of
Washington.
Braiterman-Fedder Activities
Philip Kaufman, of the Braiterman-Fedder
Co., recently returned from a trip which took
him as far West as St. Louis. He returned
quite satisfied with results, chiefly happy be-
cause of the enthusiastic reception accorded the
Mel-O-Art player rolls by many new accounts
in the territory covered.
William Fedder, of the above mentioned com-
pany, is recuperating from an illness and con-
sequently is able to spend an hour or two at
{Continued on page 88)
Every Month Is
a Portable Month
FROM now on, every
month will prove a
big portable phonograph
month for the dealer who
carries the new Viva-
tonal Columbia Portable
No. 160.
Here's a portable, light
enough to be carried
around easily, retailing at
$50.00, yet with a tonal
quality and playing vol-
ume associated with cabi-
net models.
Write us for complete
details. People in apart-
ments, as well as the
usual portable buyer, will
want to know them.
ColumbiaWkole
LL. Andrews Wm.H. Swartz '
ExclasivelyWholes ale
205 W Camden St.. Baltimore, Md
ac.
The Talking Machine World, Nezu York, September, 1927
87
:ater Kent
RADIO ■
■B" POWER UNIT
Finished in brown crystalline with
bakelite binding post panel. Length,
5 in.; depth, 11 in.; height, 9 in.
Type R. for 60-cycle 110 to IIS
volt A.C., with rectifying tube and
7 feet of flexible cable ^50
Type S, for 25-cycle 110 to 115
volt A.C., with rectifying tube and
7 feet of flexible cable $S5
Prices slightly higher from t^f Rockies IVesU
and in Canada
ANNOUNCING
The Atwater Kent "B" Power Unit
npHE Atwater Kent **B" Power Unit delivers up to 135 volts and is
designed for use with any model of Atwater Kent Receiving Set or
other make consuming not more than 40 milliamperes.
Operation is entirely automatic, due to a special built-in relay actu-
ated by the power supply switch located on the receiving set. If a
charger is used (it should be of the trickle type) provision is also made
for connecting the "A" battery and charger to the **B" Power Unit,
in which case the relay also automatically starts and stops the charger.
A special rectifying tube is included as part of this equipment.
This Atwater Kent "B" Power Unit insures true and even tone
quality. No adjustment is needed for dilTering voltages, as fluctuation
is compensated for by transformer and circuit design. It is therefore
trouble-proof and fool-proof. Dealers will find it is the kind they can
install and forget. ^
Write for illustrated booklet telling the complete story of Afwater Kent Radio.
ATWATER KENT MANUFACTURING CO., A. Atwater Kent, President, 4725 WISSAHICKON AVE., PHILADELPHIA, PA.
88
The Talking Machine World, New York, September, 1927
The Best Money Makers
in Radio for the 1927-28 Season
FADA— CROSLEY
SOCKET POWER DEVICES
Philco — Sterling — Powerizer
SPEAKERS
Crosley — Fada — Newcombe-Hawley — Tower
Burgess Batteries Philco Storage Batteries
BRACK EQUIPMENT— CUNNINGHAM TUBES— R.C.A. TUBES
You buy cooperation as well as the best
the market affords ivhen you deal ivith us
COLUMBIA WHOLESALERS, inc.
205 W. Camden St.
Baltimore, Md.
Trade Activities in
Baltimore Territory
(Continued from page 86)
the office each day. William Braiterman has
assumed full charge and is directing sales on
Mel-O-Art player rolls, Valley Forge and
Brafco products for the remainder of the sea-
son. He will not make any trips to the trade
as was his original intention.
I. Braiterman has assumed charge of the
Oriole Phonograph Co. M. I. Speert, president
of this company, is formulating plans for an ex-
tensive campaign on this line of portable phono-
graphs in the very near future.
News Brieflets
William Braiterman, of the Braiterman-Fed-
der Co., is the father of a new-born son, and
although J. A. Fischer, of Philadelphia, offered
to give the youngster 100 No. 84 Valley Forge
main springs if he be given the name of Julius,
the offer was respectfully turned down by the
wise father, for, as he puts it, "100 No. 84's can
surely start one into a fine business and we
don't wish a new competitor in this territory."
The Hamilton Music Shop announces that it
will open a branch store in Overlea, Md., in the
near future.
The Southern Hardware Co. has just com-
pleted its new showroom and has sent invita-
tions to the public asking their inspection.
Johnson Bros., radio dealers, recently reno-
vated their store and as a result it is one of
the most attractive showrooms in this terri-
tory.
Heavy Advance Ordering
William C. Roberts, manager of E. F. Droop
& Sons Co.. Victor distributor, reports:
"The prospects for our Fall business are de-
cidedly encouraging; in fact, our advance orders
have exceeded our expectations by approxi-
mately 300 per cent.
"Relative to the record business, we can say
emphatically that it is really phenomenal, with
the demand daily on the increase, and if the Vic-
tor Co. can satisfy our requirements promptly
we would not venture to estimate how many
100 per cent increase the present year would
exceed last."
Important Happenings in
Los Angeles Territory
Tremendous Demand for "Two Black Crows"
Columbia Record — Sherman, Clay Gives Up
Wholesale— Passing of Leo. J. Meyberg
Greatly Regretted — Other Trade News
Los Angeles, Cal., September 3.— There was a
very large attendance at the August meeting
of the Music Trades Association of Southern
California.
Through the efforts of W. H. Lawton, Los
Angeles branch manager of the Columbia
Phonograph Co., Moran and Mack, exclusive
Columbia artists, appeared in costume from
between acts at the Pantages Theatre, where
they had been playing to capacity audiences
for the past three weeks. The famous comedi-
ans were very generous in giving their famous
act as recorded on the Columbia record and
also added some further jokes which will prob-
ably appear on their next records.
L. E. Fontern, president of the Association,
in extending thanks to the two distinguished
Columbia artists, stated that the famous Co-
lumbia record had not only sold in enormous
quantities but it had caused thousands of per-
sons to bring out their phonographs, which
had not been used for years, and put them in
shape and buy other records as well.
Sherman, Clay Co. Gives Up Wholesale
Sherman, Clay & Co., who have been dis-
tributors of Victor products for more than a
quarter of a century, have given up the dis-
tribution of Victor products as well as the job-
bing of radios, in order that they may devote
their entire time to the retail business. The
distribution of Victor products in southern Cali-
fornia has been taken over by the California
Victor Distributing Corp. Joe Spain, who is
well known in Los Angeles, has been appointed
branch manager and the majority of the former
Sherman, Clay & Co. staff have been retained.
Martin Music Co.'s Important Move
L. E. Fontern, secretary and treasurer of the
Martin Music Co., has announced that his firm
will sell outright or in the form of concessions
the phonograph and radio departments as well
as the small goods and sheet music. Mr. Fon-
tern stated that the future policy of the house
would be to devote its entire energies toward
the sale of pianos, retail and wholesale, only,
in spite of the fact that last year a handsome
profit had been made from these departments,
especially the phonograph and radio.
Dealers Discuss Radio Show
About two hundred radio dealers and sales-
men met at the Alexandria Hotel early last
month in order to hear the latest reports on the
plans for the Radio Show Beautiful, which will
take 'place September 4 to 10, inclusive. Waldo
T. Tupper, managing director, described the ar-
rangements which were being made in order
that this show might be of benefit to those con-
nected with the trade. He had models of the
booths and decorations and described in detail
the program of broadcasting and entertainment.
The Radio Show Beautiful promises to be
the most successful and best attended in history.
Leo J. Meyberg Passes
Leo J. Meyberg, president of the Leo J. Mey-
berg Co., Radiola and Radiotron distributor for
San Francisco and Los Angeles, passed away on
the afternoon of August 30 very suddenly.
Mr. Meyberg was chairman of the Radio Show
Committee in San Francisco and through his
untiring efforts the Radio Show, which closed
on the night of August 27, had been a phe-
nomenal success. He had planned to leave for a
long vacation after his arduous duties. Univer-
sal sympath}' has been extended by the members
of the various associations to the family and ex-
treme regret is felt by all at the loss of a man
who was especially respected and loved by all.
R. R. Karch, of Edison
Co., Returns From South
R. R. Karch, general supervisor of the. Edison
Phonograph Distributing Co., has just returned
from a six weeks' trip through the South.
He reports the general business outlook for
Texas as very bright indeed. Prospects for a
record-breaking volume of business this Fall
are far better than at any time during the past
seven years. With cotton at 20 cents or better
and the Texas crops far above normal, the
optimism of this section of the South can be
readily appreciated.
The lower Mississippi Valley is fast recover-
ing from the effects of the recent disastrous
flood, and although cotton and sugar crops
will be greatly curtailed, merchants look for
considerably more business this Fall than they
have had during the past few months.
Mr. Karch reports that advance orders for
the new Golden Jubilee "Edisonic" coming into
the Atlanta, New Orleans and Dallas branches
are exceeding all expectations and that un-
usual interest is being displayed by all dealers
in the new forthcoming "Edisonic."
VAN VEEN SOUNDPROOF BOOTHS
are more necessary than ever before. You cannot demonstrate the wonderful volume and
beauty of tone of the improved talking machine and records without boodis. The new in-
strument has unlimited possibilities. Meet it half way by adequate demonstration.
Complete ^uipment for muMical merehandiie
dealers. Write for deUiiU and catalogue.
VAN VEEN & COMPANY, Inc.,
313-315 East 31 it Street, New York City
PHONE LEXINGTON 9t56-2163
The Talking Machine World, Nezv York, September, 1927
89
Small Portables CAN Be
Noiseless, Sturdy y Safe —
1/ TheyWe Equipped with Junior Motors
FOR the first time the well-known qualities of the famous Flyer
Motor are made available for smaller, lighter portable phono-
graphs* The Junior Motor is a reproduction of the Flyer in smaller size,
and has the same precise workmanship, the same careful inspection, the
same sturdy construction that have made the Flyer the most popular and
most widely used motor for portables.
The frame of the Junior is of cast iron. Bearings are of everlasting
bronze. The tough spring is made of the finest steel. Like the Flyer, the
Junior is inspected at every step and cannot leave the factory unless it is
100% right in every particular. The result is perfectly fitted parts which
work smoothly and silently for years, without the vibration and wear
which tear down cheaper^made motors in a few months.
The Junior does not add to the cost of the portables you buy. It does
add to their value and to the satisfaction they give. And it makes any
portable easier to sell and insures you against returns.
Insist on Junior or Flyer Motors in all portables you sell, and you'll he safe—^
covered by two guarantees, the maker's and our own.
[ ELYRIA, OHIO
1 Formerly named The Qeneral Phonograph Mfg. Co.
Makers of Precision Products for a Quarter of a Century
90
The Talking Machine World, New York, September, 1927
New Stores and Changes Among Talking
Machine Dealers During the Past Month
New Stores Opened Recently Throughout Country and Changes of Management Compiled for
Benefit of Talking Machine and R?dio Manufacturers and Distributors
California
San Francisco — The Union Music Co. has opened
its attractive new warerooms at 11 Mason street,
handling Brunswick and Columbia phonographs.
Napa — Li. C. Wells, of Oakland, has purchased the
AVeyand Music Shoppe, of this city, and will conduct
it in the future.
San Luis Obispo — The E. E. Long Piano Co. has
moved into new quarters at 777 Marsh street.
Georgia
nainesvlUe — The White Music Co., of Columbus,
has opened a branch store on lower Washington
street, this city, with C. E. Vaughan as manager.
Illinois
Chicago — Lyon & Healy, Inc., have moved their re-
tail store from lOlS to 870 East Sixty-third street.
Streator — The Baldwin Piano Co., formerly of 408
East Main street, has taken new quarters at 109
South Bloomington street.
Cliicago — The Chicago Musical Instrument Co. has
opened a new store at 311 South Wabash avenue,
with M. H. Berlin as manager.
Chicago — The bankruptcy proceedings of the Ben-
jamin Katz Music Co. were closed when a first and
final dividend of 5.8 per cent on all claims was fixed
by the referee.
Chicago — L. M. Glassman has been made general
manager of the Cole & Dunas Music Co., 430 South
Wabash avenue.
Indiana
South Bend — Leslie A. Tempsett, formerly man-
ager of the North Shore Talking Machine Co., Win-
netka, has been appointed manager of the J. F.
Boyer Music Co., 417 South Main street.
Iowa
Waterloo — Larger quarters at 503 Commercial
street have been taken by the Hartmann-Whaylen
Music Co., formerly located at 500 Commercial street.
New Tube
Checker
The widespread use of power tubes has created an urgent de-
mand for a new tube checker which will test power tubes as well as the
less powerful types.
Jewell have provided a new tube checker of the above type in their
No. 115, which is now available. It will take care of all standard
tubes with UX and UV bases and all power tubes up to the UX-210.
The case is of moulded black bakelite and is equipped with a re-
movable leather carrying handle. The voltmeter reads to 8 volts.
The milliammeter has a double scale of 8 and 40 milliamperes.
The checker operates on the grid shift principle, as do all Jewell
tube checkers, and is equally as simple and reliable in operation.
Write for descriptive circular No. 111.5.
Jewell Electrical Instrument Co.
1650 Walnut St. - Chicago
"27 Years Making Good Instruments"
Des Moines — The entire assets of the Massey Piano
Co., bankrupt local piano house, have been sold to
T. I. Stoner, of the Stoner-McCray system, and the
store has been reopened at 914-16 Walnut street un-
der the new management.
Kentucky
Owcnsboro — The new music store of R. M. Thorn-
berry has been formally opened here with a line of
phonographs and small goods.
Maryland
Baltimore — Abraham A. Quail, trading as the
Quail Musical Merchandise Co., 219 West Baltimore
street, has been declared bankrupt and Eugene G.
West has been appointed receiver.
Massachusetts
Chelsea — The Chelsea Music Co. has opened a new
store at 1.52 Chestnut street, handling a full stock of
musical merchandise.
Lynn — George Sykes, connected for the past
twenty-five years with the C. C. Harvey Co., in Bos-
ton, has been placed in charge of the company's
branch here.
Michigan
Muskegon — A new retail branch of the Kimball
Piano Co. has been opened at 28 East Broadway, un-
der the management of T. J. McGinn, formerly of
Detroit.
Betroit — H. C. Schulz, Inc.. 442 East Lafayette
street, has been incorporated with a capital stock of
.$75,000, to deal in musical instruments.
Missouri
Springfield — Herbert L. Hoover has opened a new
music store in the McDaniel Building, 318 St. Louis
street, handling a complete line of small goods and
accessories.
Edina — Klote's Music House has discontinued its
radio and sewing machine departments and will han-
dle pianos exclusively in the future.
Montana
Billings — The Nelson Music House, local repre-
sentative for the Gulbransen line, has moved into a
new, attractive store on Broadway.
New York
.\lbany — Louis H. Schutter, president of the
Thomas Music Stores, Inc., has purchased all other
interests in the company.
Moravia — The McComber Piano Co., of Fulton, has
opened a brahfih music store in the Masonic Block
here.
Ohio
.\kron — The new and enlarged music store of
Joseph Rudick, at 143-45 South Main street, this city,
has been formally opened.
Marietta — The Wainwright Music Co. has taken
the musical merchandise department of the Cullen
& Myers Co., 125 Putnam street.
Cincinnati — The E. M. Abbott Piano Co., this city,
has completed alterations in its store, removing sev-
eral demonstration booths from the ground floor to
the basement.
Pennsylvania
Bloosburg — W. H. Myers, of this city, has opened
a branch music store in the Hendrick Block, Bridge
and William streets, handling a complete stock of
musical instruments.
Erie — Lyle E. Markham has purchased the small
goods department of the Winter Piano Co., and will
operate it in the future.
Mifflinburg — A new branch music store has been
opened by C. A. Meiser & Son on Chestnut street,
this city, in addition to another branch at Northum-
berland, Pa.
Pittsburgh — Scheidlmyer's Music Store has moved
into new and larger quarters on the third floor of
the Real Estate Board Building.
Washington
Belliiigham — The Watson-Riecker Music Co., this
city, has been incorporated with a capital stock of
$9,000; the officers are A. H. Kinney, president:
W. B. Watson, vice-president and manager, and
H. M. Riecker, secretary-treasurer.
Seattle — The University Music Co. has moved into
new quarters in the University Centre, Fourteenth
and Forty-seventh streets, N. E.
Ballard— The Bagdad Music Co. has been opened
at 2212 Market street, with C. W. Dawley as man-
ager.
Yakima — The Bradbury-Priese Music Store has
been incorporated with a capital stock of 512,000.
West Virginia
Williamson — The Grimes Music Shop, of Logan,
AV. Va., has been opened here, handling phonographs
and small goods, with David A. Grimes and J. B.
Goodman In charge.
Wisconsin
Jlilwaukee — Norbert J. Beihoff, well-known local
sa.xophone teacher, has opened a new music store at
Nil Forty-seventh street.
Business Is Incorporated
H. E. Lindenberger and M. O. Smith, who
have been conducting a piano and radio busi-
ness at 86 East Main street, Patchogue, L. I.,
for a considerable period on a partnership basis
have incorporated the business with a capital
stock of $25,000.
The Talking Machine World, Neiv York, September, 1927
91
a d i o
eaOi
99
Think of it! Harmonated Reception to
retail at a moderate price. This amaz-
ing achievement of Fada engineering
pnts in your hands the most astounding
value and performance the industry has
ever offered — AT ANYWHERE NEAR ITS
PRICE. Of course, they are Fada-de-
signed and Fada-built. And you know
what that means in workmanship.
Here, gentlemen, is THE profit -maker
of them all. Hear it— NOW.
F. A. D. ANDREA, Inc., Long Island City, N. Y.
Licensed under Hazeltine Corp. patents, Latour Corp, patents. Radio Corp. of America patents.
General Electric Company patents, W estinghouse Electric and Manufacturing Company patents,
American Telegraph and Telephone Company patents — Licensed only for Radio amateur,
experimental and broadcast reception.
^ Fada 'Special"
6 tube — 3 radio frequency
stages — detector — 2 audio am-
plification stages. ludividual
stage shielding. Equalized
amplification.
Fada 17 Cone
17-in. free-floating cone — per-
manent Parkerized magnet.
Cone of Grecian design. An-
tique bronze finished trifoot.
Prices slightly higher
tresl of the Rockies
Jf n«ADELPniA'
and
IPCALITX
Dealers in Quaker City District Pre-
paring for a Prosperous Fall Season
Business Held Its Own in All Lines Throughout the Summer — Organization of the Radio Trades
Association Is Scheduled for October — ^Tie-Ups With Artists Prove Sales Boosters
Philadelphia. Pa., September 8. — Despite the
Summer curtailment in business, which ' ordi-
narily brings about a lagging interest in the
music trade, the talking machine division of
the industry has been able to hold fairly well
throughout the days of August. Dealers fea-
turing portables were gratified with the number
of these vacation specialties purchased through-
out the Summer.
As the trade becomes more interested in the
preparation for Fall stocking distributors a,re
experiencing activity on the part of out-of-town
retailers, who now are making inquiries on
future purchases which will be required to re-
place depleted stocks. There are no advance
Fall showings being featured by manufacturers'
representatives in the trade or distributors of
talking machines at this time, but it is expected
that by mid-September the 1927-28 models will
be ready for exhibition to the trade.
Summer Record Sales Good
The most gratifying branch of the talking
machine trade, insofar as a business record for
the Summer months is concerned, is that of the
record departments. There is evidence in prac-
tical figures of the satisfactory sales showing of
these entertaining discs throughout the season
of 1927, and, summarized, the demand for rec-
ords was shown to be far above that of
1926. Popular numbers held sway and dealer.*:
tied in with the appearance of celebrities who
were featured in the local theatrical programs.
E. R. Keene, Inc., Holds Radio Show
Radio shows, either by private enterprises
or the trade as a whole, now occupy the atten-
tion of the Quaker City industry. There
already has been featured a display on the
Lorraine Hotel Roof Garden by E. R. Keene,
Inc., local representative of the Westinghouse
radio devices and with headquarters at 1413
Fairmount avenue. The newest developments
were featured in the Keene Show on September
1. They comprised receiving set equipment
operated from electric current in the home
and accessories, such as "A" eliminators, rec-
tifying tubes, new ideas in loud speakers, tubes
for receiving sets and "B" battery eliminators.
Most of these devices were for home connec-
tion with electric power service.
To Organize Radio Association in October
While the August gathering of the proposed
Philadelphia Radio Trade Association was not
productive of definite organization, there was
laid before those members attending the plans
for the framing of by-laws and constitution
for such a purpose. Owing to the absence of
many associates from the city in vacation pur-
suits, it was decided that the question of
organization be taken up in late September or
early October. The tentative body which is
directing the organization is headed by Presi-
dent J. T. Pcirce, of the firm of Peirce & Pliolps,
Inc. The new organization will include in its
membership the jobbers, manufacturers' agents
and dealers engaged in the radio business in
Philadelphia and vicinity.
Victor Jobbers' Sales Staffs to Confer
Plans for the coming Fall business and sales
campaigns for Victor talking machines will be
discussed at the conferences to be held in mid-
September by the Philadelphia Victor Dis-
tributors, Inc., when the sales representatives
now on vacation will return, preparatory to
starting on their rounds of the trade. President
Louis Buehn will preside at the coming con-
ferences and will outline a broad sales drive
to include the Fall months' exploitation of the
newest of Victrola models which were featured
in the August exhibition for the jobbers. There
will be outlined the extensive campaigns on the
Red Seal records at this early September con-
ference. It is the purpose of the Victor Co.
to conduct a broad sales drive on the Red Seal
records and President Buehn will lay before
the sales forces the details as they have been
planned by the manufacturers. . He will be
supplemented in the talk on the Red Seal drive
by Louis Morgan, who will represent the Victor
Co. Another speaker at this conference is C.
B. Gilbert, formerly assistant sales manager
of the Victor Co. for the Southeastern district
of the United States a,nd who now is president
of the Northwestern Victor Distributors, re-
cently organized to take over the distribution
of the Victrola in the Northwest with head-
quarters at Seattle, Wash.
Tie-Up With Visiting Artists
Tying in with the appearance of Paul White-
man and George Olsen in "Good News," the
(Continued on page 94)
iTig_
three otustanding instruments
with many additional features
M At" illX K^t.OM V C' \ M D E X.
Victor Records
, meet the demand of all classes. No
one can enter your store without
hearing some one Victor record that
will be purchased unless you haven't
it. What they don't hear they don't
buy. Maintain a proper record
stock and your record sales will be
INCREASED.
Remarkable Fall Sales
for
Victor Dealers !
The new Orthophonic Victrolas
represent the latest art of design-
ing musical instruments, placing
Victor dealers in the foremost
position for securing VOLUME
Fall Sales.
Be prepared with all the models to
get this business, for the Victor
advertising campaign will domi-
nate the country and develop a
great number of sales.
Philadelphia Victor Distributors, Inc*
835 Arch Street
Philadelphia, Pa.
92
The Talking Machine World, New York, September, 1927
93
Popularity
Licensed under
Lektophone Patents
T^VER since its introduction the Sandar
*^ Speaker has been immensely popular,
both with fans and dealers.
Marking a new refinement in radio recep-
tion, Sandar caught on immediately, and
the demand for it has been steadily on the
increase.
Add to its perfect performance and pleas-
ing appearance its notably low price, ^27.50
— the lowest of any speaker of its size — and
you have ample reasons why Sandar has
been such a sensational success.
Now there is a Junior model also, retail-
ing at ^16.50, which has already registered
strongly with those who recognize high qual-
ity at a low price.
The opportunity is still yours to share in
the profits and prosperity that go with a
Sandar franchise — write TODAY for terms
and full information.
SANDAR
S PCAK£R
Senior J^odeL SO
(1SO.X5)
West of the "Rockies $30^
(No.ai) ^3\J
West of the 'Rockies ^ 17 ^
SANDAR CORPORATION, Crescent Plaza Building, Long Island City, New York
94
The Talking Machine World, New York, September, 1927
THE TRADE IN PHILADELPHIA AND LOCALITY— (Continued from page 92)
Victor wholesale department of H. A. Wey-
mann & Sons gave its services to the dealers
in window displays and newspaper campaigning
on the recordings of both these Victor artists.
There were many sales of the Whiteman rec-
ords "The Hat" and "When Day Is Done" and
of the Olsen records "Good News" and "Lucky
in Love." Manager Charles W. Bahl, under
whose direction the exploitation was made,
reports that the record department of the Wey-
mann Co. was way above last year in its
Summer sales and advance Fall orders during
August are in excess of the same period of
1926.
Heppe Reports Excellent Business
As the Summer doldrums prevailed in the
talking machine trade the forces of the C. J.
Heppe & Son Co., 1117 Chestnut street, were
kept alert to sales possibilities by the novelty
introduced as stimulation for the sales of
records and machines in the hot weather.
Continuous concerts on the Orthophonic, in-
terspersed with th€ classes in the Melody Way
in the store wifidows, drew crowds of patrons
to the Heppe talking machine department and
to the window concerts. Both windows were
turned over to the concert features so that
continuous performances were available by the
hook-up of the loud speaker in the window
with the Orthophonic from the store interior.
Record sales were increased 100 per cent while
sales of machines were very satisfactory, and
the venture has been so successful that the
company will continue the novelty sales promo-
tion feature for the remainder of the month.
The talking machine department, under Man-
ager C. J. Cromson, will conduct a special
exhibition for the current month on the At-
water Kent and RCA receivers and com-
bination sets, backing the displays with an
advertising campaign to begin September 15.
Lee Morse and Ted Lewis at Local Theatres
Among the popular Columbia record sellers
that have been moving in volume are the "Black
Crow" records of Moran and Mack, and the
Lee Morse records that gained in popularity
in the Philadelphia trade through the appear-
ance of the singer at the Stanley Theatre. The
tie-in with Ted Lewis on September 12, at the
Stanley, also proved to be a timely sales pro-
moter for dealers.
Finds Columbia Products in Demand
A booster for the Columbia among the fair
sex is Mrs. E. W. Wild, who is one of the
liveliest dealers affiliated with the trade in the
For Talking Machines
It's only first-quality felt, properly and particularly made, that
keeps on the job longer . . . that always proves most economical
in the final test. You can look to American Felt Company's
Felts for these "built-in" qualities — and get them!
For American Felt Company's Felts are made by an organiza-
tion as particular as its most exacting customers — an organiza-
tion backed by many years of sound experience in advising
talking machine manufacturers ... in recommending the grade
of felt best suited to each requirement. Our customers profit
by all this. Write us for quotations.
AMERICAN FELT COMPANY
211 Congress St., Boston 114 E. 13th St., New York City
325 So. Market Street, Chicago
coal regions of eastern Pennsylvania and
whose store is in the town of Shenandoah.
As active head of the Wild Music Shop, her
ingenuity is given considerable opportunity in
developing novel sales drives. Throughout the
hot weather she has kept four girl employes
and two street men employed through her win-
dow display and advertising sales promotion
novelties that attract customers from sur-
rounding towns to her store.
Panatrope Given Wide Exploitation
As Isham Jones gave his banner showing
at the Stanley Theatre, the Brunswick Co.
joined with the dealers in placing the Pana-
trope and its noted orchestra artist in the
limelight at that leading movie house and in
the dealers' shops through special featu.-ed dis-
plays of his recordings. A Panatrope was
placed in the Stanley Theatre for the entire
appearance of the orchestra, while the Isham
"Trilling & Montague, wholesale radio merchandisers,
Philadelphia, are recognized as one of the few whole-
salers actually giving dealers service with a cap-
ital 'S'."— A TALKING MACHINE PUBLICATION
DISTRIBUTORS FOR
KOLSTER
Radiotrons
Acme Products
Amperite
Balkite
Bremer-Tully
Burgess Batteries
Carter
Dubilier
Durham Power Units
Eagle Chargers
and Power Units
Exide Batteries
Farrand
Federal-Brandes
General Radio Co.
Write for our
Haumarlund
Hartford Battery
Heath
Jewell Meters
Kodel
National Products
Peerless
Sangamo
1927 Catalog
Silver-Marshall
Sterling Meters
Stewart
Timmons
Tower's Products
Weston
Yaxley
and many others
TRILLING 6c MONTAGUE
WHOLESALE RADIO MERCHANDISERS
N. W. Comer 7th and Arch Sts. ^groWWtkW
Philadelphia, Pa.
Jones records were proclaimed in posters, win-
dow cards and in newspaper advertisements in
co-operation with the dealers and manufac-
turers and the theatre management. The
Panatrope also was a leader in the opening
performance of the Walnut Street Theatre for
the Winter season of 1927-1928. It was made a
part of the show, "Command to Love," which
made its debut here September 1. A Panatrope
is now installed in the Hudson Recreation
Center, the welfare organization building of
the Hudson Motor Car Co., on North Broad
street.
Herman Smith With Eckhardt Corp.
Herman Smith, who has earned a reputation
in radio circles as a speaker authority, has
joined the staf? of the Eckhardt Corp., Phila-
delphia, Pa., manufacturer of the Eckophonic
radio speaker, covering the Atlantic Coast for
that organization. Mr. Smith was previously
associated with Mr. Eckhardt as New York
manager of the Music Master Corp.
Additions to Philco Socket Power Line
The Philadelphia Storage Battery Co.. of
this city, has announced a number of changes
and improvements in its 1928 models of Philco
socket powers. Two new Philco AB socket
powers have been added for sets up to and
including six tubes, using the 112 or 171-power
tubes. Two additional AB units have also been
added for sets containing six to ten tubes, in-
cluding either the 112 or 171-power tubes. Both
units have relay control. Philco also announces
a larger six-volt glass case battery for the
larger radio sets.
Victor Jobber Suggests Big Fight Tie-up
Philadelphia Victor Distributors, Inc., has
suggested an interesting tie-up with the forth-
coming big fight for use of Victor dealers. The
suggestion is in the form of a cartoon poster
stating "Gene Tunney health exercises on
Orthophonic Victor records — Tunney-Dempsey
ringside seats for everyone with a radio com-
bination."
George A. Lyon Returns From Holiday
^Manager George A. Lyon, of the Brunswick
Co., is now ready to show the new models of
the Panatrope No. 87 in the Consolette at $90
and the Consolette 10-7 at $125. There has
been a lively sales record for the Cordova Com-
bination with the Exponential Panatrope
throughout recent weeks and dealers have been
{Continued on page 96)
The Talking Machine Jl'orld, New York, September, 1927
95
General Electric Battery Chargers
Push these profit-makers with the
3 Punch Plan
The new low prices on General Electric Battery Chargers
(Tungar) make them easier than ever for you to sell — $14
for the 2 -ampere — $24 for the 5 -ampere and $10 for the
trickle charger.
A million of them now in use — convincing proof of their
popularity.
The popular 2 -ampere Tungar gives both trickle and boost
charging rates.
And we have a big new 3 -PUNCH PLAN to help you cash
in on General Electric Battery Charger advertising.
Prepare for October — General Electric Battery Charger
month — by sending in the coupon for full details of the
3 -PUNCH PLAN. Send it now!
October is
GENERAL
ELECTRIC
battery
charger
month
Afai7 this ^
coupon ^
unpar
REG. U.S
PAT. OFF.
BATTERY CHARGER
Tungai — a registered trademark — /s found only
on the genuine. Look for it on the name plate.
Merchandise Department,
General Electric Company,
Bridgeport, Connecticut.
Gentlemen :
I I Please send me full details of your 3-PUNCH PLAN for
dealers.
I I Please send me the name of the nearest distributor of
General Electric Battery Chargers.
GENERAL ELECTRIC
MERCHANDISE DEPARTMENT ^ GENERAL ELECTRIC COMPANY ^ BRIDGEPORT, CONNECTICUT
^" The Talking Machine World, New York, September, 1927
THE TRADE IN PHILADELPHIA AND LOCALITY— (Continued from page 94)
Velvaloid Record Brush
Ideal for advertising purposes or resale. Write us for full information.
PHILADELPHIA BADGE CO.
Manujacturers
942 Market Street Philadelphia, Pa.
stocking largely with the model for Fall.
Manager Lyon has just returned from a trip
to Niagara Falls, accompanied by young
George and Mrs. Lyon, the journey having
been made to the noted resort upon a promise
given to the seven-year-old scion of the Lyon
family when he was a wee tot of three years
after he had viewed the beauties of the Falls
in a movie theatre.
Concludes 10,000-Mile Business Trip
Following a 10,000-mile swing around the
nation and ta,king in all four points of the com-
pass, Irvin R. Epstan, of the J. A. Fischer
Co., manufacturer of Valley Forge Springs and
accessories, is back at headquarters, enthusi-
astic over the bright business outlook for the
company. Taking in the country from the
northern extremity of Winnipeg to the south-
ernmost point of Mexico and a coast-to-coast
cross-country swing, he called on the majority
of dealers and linked with the Valley Forge
distribution many new accounts. The growth
of popularity of the Val Phonic Reproducers
was particularly notable, as he found it was
well stocked in the dealers' shops of the nation.
A. W. Loser Enlarges Store
A. W. Loser, Victor dealer, of Lebanon, Pa.,
has been enlarging his store. The rear has
been extended several feet and the interior
decorated into attractive surroundings to ha,r-
monize with the new furnishings and comforts
that will be provided for patrons.
To Distribute Bosch Radio Line
The Girard Phonograph Co. has been ap-
pointed Philadelphia, eastern Pennsylvania,
Delaware and southern New Jersey distributor
for Bosch radio products. There are on dis-
play at the company's headquarters the com-
plete new Fall models of the Bosch ready for
trade selection for the coming season.
Peirce-Phelps, Inc., Holding Radio Show
Peirce-Phelps, Inc., now are featuring a.
complete display of the Sonora, Mohawk and
Crosley radio receivers, for which the com-
pany is wholesale distributor in this city and
surrounding territory. The display shown
since late July has been drawing many patrons
from the trade and now that stocking for the
coming season is under way the shipping de-
partment is kept at a high speed of activity
meeting the requirements of the dealers. One
of the most successful and favored lines of the
Peirce-Phelps corporation this season is that
of the Majestic "B" eliminators, made by the
3H Indin dUmet«r
Patented 1922
Grigsby-Grunow-Hinds Co., of Chicago. Sales
of these have been kept at top notch all Sum-
mer and they a,re among the most popular of
Fall stocks.
Ties Up With Championship Bout
Miss Elizabeth Ertelt, who has been suffer-
ing from a broken arm resulting from a fall,
is now able to have the broken member
removed from the braces, although still carry-
ing it in a sling. The Ertelt store is making a
drive on the Atwater Kent and the RCA radios
as means for being able to tie in with the
Dempsey-Tunney fight, to be staged at Chicago
on September 22. For the past two weeks
the Ertelt store has been blazoning the At-
water Kent and the RCA in window display
announcements as a means of keeping tabs on
the fight as it is fought by the stay-at-homes
who will be unable to personally attend the
bout. Sales have followed the suggestion.
Honest Quaker Parts in Demand
Honest Quaker mainsprings and parts have
been moving from the Everybody factory at
810 Arch street in greatly increased volume in
the late August days. There also has been
growth of interest in the new Honest Quaker
types of portable talking machines for the
coming Fall trade.
Remodels New Holland Music House
As the retail distribution of the Victor ex-
tends in the store of the New Holland Music
House, of New Holland, Pa., it has been found
necessary to remove and enlarge the floor space
devoted to the sales of these machines and
accessories. The Victor department has been
removed to the main floor from the second
and the display space extended so as to afford
broader exhibition of models of the Ortho-
phonic and demonstration concerts for the
benefit of patrons.
Novel Victor Portable Publicity
Taking advantage of the assembly of large
numbers of rural patrons at the Pitman Grange
Picnic, featured at Alcyon Park, in Pitman,
N. J., in the early days of August, the firm
of McFadden & Nutt, of Glassbro, N, J., Victor
dealers, arranged a novel publicity drive for
the portable Victor machines. The McFadden
& Nutt store owners set out to break the
auto endurance record of 82 hours' steady driv-
mg and took along the Victor portable to while
away the hours that the car was subjected to
the endurance test. Broad banners adorned
the car proclaiming the Victor portable as pro-
viding enjoyable entertainment for outings.
Guarantee Portables Selling Well
As the preparation for the coming Autumn
occupies the attention of the trade in these
early September days, the Guarantee Talking
Machine Supply Co. is being heavily listed with
orders for its Guarantee special portable ma-
chines, selling at $8.50 to the trade. There
also has been a gratifying advance business
for the Guarantee parts and accessories manu-
factured by the company. E. Bauer, who
travels for the manufacturers, has been vaca-
tioning at Tuckerton and is now back at head-
quarters with a "reel" story that involves his
piscatory pursuits while at the New Jersey
resort — the fish weighed fifty-two pounds — so
his associate, William Posner, reports. He is
now setting bait for the Fall "catch" of orders
for the Guarantee Co. and will start on his
round of the trade this week, making the first
stops in the coal regions of Pennsylvania.
J. T. Donohue Back at His Desk
Following a prolonged confinement to the
University Hospital after a serious operation.
Manager J. T. Donohue, of the Girard Phono-
graph Co., is now able to be at his desk. Manager
Donohue was promoted to the managership of
the Girard Co. while he was ill in the hospital
last June, having undergone the operation in
May. He spent two weeks in recuperating at
Atlantic City previous to his taking up his
duties last week.
Strong Sales Effort Effective
It is interesting to note in connection with
the retail end of the trade that those dealers
who put forth the strongest effort are the ones
who report the greatest sales volume and who
are most optimistic over the outlook. Local
conditions, while they affect this type of dealer
to some extent, do not cause the drop in sales
experienced by retailers of the more sluggish
type. Retailers throughout this section of the
State generally are keeping the merits of the
new products before the public through the
medium of advertising, window displays, out-
side selling and other equally strong sales pro-
motion tactics. Tie-ups with visiting artists,
concrete instances of which have been noted in
this letter almost every month, have also been
found excellent in increasing the sales volume
of radio and records as well as drawing atten-
tion to the new talking machines. Apparently
dealers realize that the missionary work in-
volved in making known the good points of the
improved models is of the utmost importance
in building for the future on a solid foundation.
Sam Frieberg Sells One Store
Sam Frieberg, who has been operating two
retail stores in this district, and who is one of
the most progressive retailers in this city, re-
cently sold his Ridge avenue establishment to
Herman Solotist. Mr. Frieberg plans to confine
his entire attention to his attractive store at
Broad and South streets, where he has devel-
oped a good business in the Brunswick line of
instruments. This dealer is one of the largest
sellers of race records in this territory. This
department of the business has been carefully
built up until now it is one of the most profit-
able branches of the business. The field for
race records in this city is worthy of intense
(^Continued on page 98)
The New
Victor Instruments
have many additional
features
Place your orders with
us now for immediate
and future sliipments
H. A.WEYMANJV & SONjNC.
1108 Chestnut Street -Philadelphia, Pa.
WictoY Wholesalers
The Talking Machine World, New York, September, 1927
97
A Big Christmas Business^ then increasing
sales and repeats through warmer months
o
iMovie Qamera and Equipment
A SKED if you could plan your sales ahead three months, or
±\, even a year, you would say "Certainly! I expect to be in
business much longer than that." Here, then, is information
of importance to you NOW.
This page offers you the greatest Christmas gift proposition
of the season. Lyon ^ Healy and other leading music stores have
proved it. You can sell a Filmo Movie Camera, Projector and
Filmo Library films where you would fail to sell a piano, radio
or phonograph. Because the selling field is newer. Fewer families
own them. All are eager to have them.
Powerful Bell ^ Howell full page advertising, some in col'
ors, will make thousands of Christmas sales for Filmo movie
equipment. On'the-spot mailing pieces and selling helps will
be furnished all Film.o dealers. Here's a sales, prestige and profit
builder. All your old customers are excellent new prospects.
Mail this coupon NOW for complete Christmas proposition
to music dealers.
MAIL THIS
To
BELL dc HOWELL CO,
1810 Larchmont Ave., Chicago. lU.
Gentlemen: Please rush me complete details of your
Christmas proposition to music dealers.
yiame
Address .
Cit>._
. State..
Automatic
MOTION
PICTURE
CAMERA
Filmo Library films offer the
same repeat business for home
movies as you have had on rec'
ords for the phonograph. Hun'
dreds of entertaining subjects
to sell outright or rent.
Filmo Library
BELL & HOWELL COMPANY
"H'CA50-Ne:v/ rasK •Hoii.Ywooo - lcnT-C'
Those hot weather months
You know how music sales drop as the months grow warmer. During
these months Filmo sales grow better and better. The momentum you gain
making Christmas gift sales will identify you as the Filmo dealer in your
community. Then January is a big travel month — a big Filmo Movie
Camera month— to start the New Year off. Sales grow constantly better.
By vacation time next year your main profits will be Filmo movie profits.
Look into this proposition. Mail the coupon.
0 BELL & HOWELL CO.
1810 Larchmont Avenue, Chicago, Illinois
NEW YORK HOLLYWOOD LONDON [B <9' H Co. Ltd.]
Established 1907
This illustrates how the Filmo Projector is used in showing
home movies. Simply attach to any electric light soc\et, in'
sert film and press button. So easy a child can do it.
98
THE TRADE IN PHILADELPHIA AND LOCALITY—
The Talking Machine World, New York, September, 1927
(Continued from page 96)
PATHEX Cameras and
Projector
Radio Accessories
Penn Phonograph Co.
913 Arch St. Philadelphia
cultivation as several merchants, like Mr. Frie-
berg, have found to their satisfaction. Prac-
tically every large city throughout the country
contains a section or sections where the de-
velopment of race record business can be made
profitable without great cost or trouble.
Death of George Gewehr
The death of George Gewehr, of the music
store bearing his name in Wilmington, Del., is
keenly regretted in this city, where the de-
ceased had a host of friends. Mr. Gewehr spent
considerable time among the local trade and
was widely known and respected for his ability
as a merchandiser and for his many fine quali-
ties as a man.
Strong Demand for Radio
Fada and Zenith sets are enjoying unpar-
alleled popularity, if the orders being received
at the headquarters of the Penn Phonograph
Co., distributor, may be taken as an indication.
The shipping department of this enterprising
wholesale house has been rushed to keep the
merchandise moving out to fill the immediate
needs of the dealers scattered throughout the
territory covered by the company. Early buy-
ing on the part of the public has been largely
responsible for the advance ordering by the
dealers, according to a report emanating from
the Penn Phonograph Co.'s headquarters, and
all indications point to a continuation of this
excellent demand throughout the remainder of
the season.
Death of Frank A. Cotton
Frank A. Cotton, formerly advertising man-
ager of the Bell & Howell Co., Chicago,
makers of Filmo home moving picture appa-
ratus, and who for the past year has been
Eastern manager for that organization with
headquarters in New York City, was killed in
an automobile accident a few weeks ago on the
Motor Speedway on Long Island. The accident
occurred under unknown circumstances as the
Long Island police made no investigation, since
the Speedway is a private thoroughfare upon
which rapid driving is permitted. Mr. Cotton
suffered a fracture of the skull, from which he
died a few hours later. He was thirty-five years
of age and unmarried, and during the several
years in which he was active in the music-radio
trade, dealing in motion picture apparatus, he
made numerous friends and acquaintances.
Van and Schenck's Columbia
Record Is in Big Demand
Initial Orders for "Pastafazoola" Indicates
Popularity of Novelty Selection
Initial large orders for Van and Schenck's
record of "Pastafazoola," on the Columbia
Phonograph Co.'s September 10 release, indi-
Van and Schenck
cate that this comedy Italian-American song is
going to carry over into the record field its big
success in the vaudeville and picture houses
which is, perhaps, unparalleled.
"Pastafazoola," it seems, is "the stuff to eat"
if you want to be Babe Ruth, Lindbergh, or a
sheik, as taste may dictate. Van and Schenck,
the recording artists, have been explaining this
in person at Saratoga, N. Y., all during the re-
cent racing season, to uproarious holiday
crowds. They are now on tour on the Eastern
circuit, enlightening others from Philadelphia
to Boston.
Entertainment a Feature
of Pacific Radio Show
Broadcasting Stations of Bay Section Co-
operate With Pacific Radio Trades Associa-
tion in Providing Wealth of Talent
San Fr.ancisco, Cal., September 2. — The Pacific
Radio Show, which was held here the latter
part of last month, included the exhibits of
the latest products of practically every na-
tionally known radio set and parts manufac-
turer, and attracted large crowds to the Civic
Auditorium. The show was held under the
auspices of the Pacific Radio Trade Associa-
tion, and this organization was successful in
securing the co-operation of all the broadcast-
ing studios in the Bay section. The entertain-
ment program was a feature of the show, and
hundreds of artists were heard by visitors. The
artists broadcast from an open platform in
full view of the audience — a feature of the pro-
gram that was greatly enjoyed.
Speed Up Production of
Organ-Tone Reproducer
Herma.n Segal, of the Unique Reproduction
Co., New York, has been advised of favorable
action by the Patent Office in Washington on
Part of the Unique Reproduction Co. Plant
his application for patent papers on the new
Organ-Tone reproducer, which he has just in-
troduced to the trade. Production on the
Organ-Tone is being speeded up at the manu-
facturing plant in New York, a portion of
which is illustrated herewith. On the right is
seen the machinery used in producing the deli-
cate metal diaphragms, and the inspection,
testing and packing departments are also
shown. The well-known Add-A-Tone repro-
ducer, another model, continues to enjoy its
popularity of many years.
Two new models of metal diaphragm repro--
ducers are now being prepared by the Unique
Reproduction Co., according to Mr. Segal.
Interesting Plaza Bulletin
The September issue of the Plaza Music Co.
Bulletin, in addition to listing the many products
which this prominent manufacturing and dis-
tributing organization handles, features the new
Pal Phonopact and the Fine-Arts Micro-Phonic
table phonograph, both of which are the prod-
ucts of the Plaza Music Co., as well as the
Ultra-Phonic reproducer, made by the Audak
Co., New York City.
Guarantee
Special
Furnished in
COBRA GRAIN BLACK
CROCODILE BROWN
SPANISH BLUE
SPANISH GREEN
SPANISH RED
Made to meet the
popular demand
COSTS YOU $8.50— RETAILS FOR $15.00
GUARANTEE TALKING MACHINE SUPPLY CO.
35 N. NINTH STREET PHILADELPHIA, PA.
^^^^^Write for our latest Main Spring Chart S^^hhhm^hb
The Talking Machine World, New York, September, 1927
99
imrr
A. J. KENDRICK
GENERAL SALES MGR
Ml
H. T. ROBERTS
PRESIDENT
C. T. McKELVY
MGR. OF
SALES PROMOTION
C. D. MACKINNON
EASTERN SALES MGR.
J. L. WOODS
SPECIAL REP
M. E. SAMUELS
SPECIAL REP.
BRINGING
REAL PROFIT
TO YOU
As you well know, net profit is the
life of all business. To enjoy a healthy
net, two things are necessary. Quality
merchandise, which sells quickly, and
a ynargin of profit ample enough to af-
ford a real net profit. Products pre-
sented by the H. T. Roberts Co. will
absolutely bring real profit to both Job-
bers and Dealers!
II III II —
I J. PIERl
ENG INEER
J. K. ROSE
SERVICE DEPT. MG
DONALD
VIRG INIA
R DELAWA
SOUTHERN
MACKENZIE
DISTRICT COL
RE MARYLAND
PART N. JERSEY
P. R. HAWLEY
EASTERN OHIO WEST VIRGINIA
PENNSYLVANIA
ORVILLE G WHITE
NEBRASKA lOW/A
THE DAKOTAS
Cy^THE Roberts Organization is composed of experts in radio cabinet
^ ^construction and merchandising. Men you have known for
years in a friendly and business way. A group who, perhaps,
more fully appreciate the problems of this trade than any other single
organization ever assembled in the industry.
Understanding your needs, they have for months worked, planned,
and developed a line of radio cabinets which will sell readily and bring
you a real cash yxet profit. In so doing, they have secured the exclusive
backing of manufacturing plants with assets in excess of $20,000,000.
Today, through selected Jobbers, they present to the trade a line of
radio cabinets which in price and all-around excellence, is beyond coni'
parison with any on the market. And through Crosley Jobbers
exclusively they offer the beautiful Crosley Approved Consoles.
Jobbers and Manufacturers, interested in radio cabinets, will find
it mighty worth-while to address us. And we will appreciate the
privilege of submitting our plan and catalog to you.
DEALERS — Our next announcement will
introduce the most startling radio - musical
product ever shown in this industry. Watch
for it — or better, write for pre-information .
HARRY SCHOENWALD
ILLINOIS
B. J. KOLLROS
IND. KEN, TENN.
WESTERN OHIO
OBERTS CO
L H. RAGSDALE
MO,. ARK OKLA KAN
1338-40 South
Michigan Ave.
Chicago
Illinois
Selling Exclusively to Crosley
Distributors Crosley Approved Consoles
Manufactured by
SHOWERS BROTHERS CO.ViPAAfT
THE WOLF MFG. IT^DUSTRIES
New York
Office
33 W. 42nd St.
Suite 1536 N.Y.C.
G. R DUNGAN
WISCONSIN MINNESOTA
NORTHERN MICHIGAN
4
100
The Talking Machine World, New York, September, 1927
Michigan Music Merchants Association
Holds Annual Convention in Detroit
Talking Machines and Other Musical Instruments on Exhibit — Industrial Depression Having
Effect on Music Trade — Coming Events Stimulate Radio Sales
Detroit, Mich., September 8. — Dealers locally
feel quite relieved that the months of July and
August have passed, because from the standpoint
of talking machine sales they have not been
very lucrative. Nothing unusual, however,
about this, as these are always the dull months
of everj' year. This year they were behind
other years owing to the industrial depression
due almost entirely to the fact that Detroit's
largest concern — the Ford Motor Co.— has not
turned a wheel in several months. Operations
will be resumed soon and all business is certain
to increase.
High Priced Models in Demand
Some of the dealers handling the higher-
priced lines of talking machines have sold quite
a number and on certain models there is still
a shortage, and of course, selling the expensive
machines makes up for the loss of the lower-
priced instruments.
Music Merchants Hold Meeting
The annual convention held in Detroit last
month of the Music Merchants' Association
brought to the city many hundreds of dealers
cf pianos and talking machines from all over
the State. A feature of the convention wa.s an
exhibit at the hotel headquarters and three or
four of the talking machine manufacturers had
displays. There were many interesting talks
on general merchandising, instalment buying,
etc., by prominent tradesmen, some of them in
other lines. Many praises were heard for Frank
J. Bayley, of the Bayley Music House, Bruns-
wick dealer, for the spendid work he did in
The WORLD'S Largest Producers of Die-Castings
Ask the big users of Die Castingsl ASK
the manufacturer of precision products! ASK the manu-
facturer who demands prompt deliver)'. ASK us to show
YOU how the facilities of the Doehler organization with
its four great plants . . . with its 20 years experience and
its resourceful engineering and metallurgical depart-
ments can serve your Die Casting needs . . . C Consult
with us on your new project . . . Our Catalog should be
in your files. A copy will be mailed on request.
SOIMUl
"'^ ad,
ing
'"■pos,
<<«l-
Planty lit
doehler DIE-CASTING CO. Brooklyn, N. Y.^ Toledo. U Ba.avU.NV
PoUbIoh 11. I'a.
making the affair so successful. The really big
entertainment feature was a music carnival, ap-
proved by the city, held in Washington Boule-
vard district, which was roped off for the carni-
val. Six bands furnished the music on two
nights and public dancing on the pavements was
a feature. At least 150,000 persons participated.
It was all done in the interest of music.
Radio Activities Increase Sales
Radio business has had quite a stimulus lately
owing to the promises that there would be
many events broadcast, such as special con-
certs, entertainments, fights, world series, foot-
ball, etc. But the trend in radio seems to
be towards the batteryless sets. Dealers look
for good business on these new sets for the
Fall. The public like the new models because
they don't have the worry of batteries, but as
yet the prices are quite high and hundreds of
prospects are still on the fence, although no
doubt they will buy. The trouble is in getting
them to accept a total loss on their old radio
sets, as they really cannot be sold £or much as
second-hand. Many people want the best radio
and they also want a good talking machine and
are willing to pay the price. The combination
sets costing around $1,000 have been popular
sellers.
Starr Co. Plans Important Move
The Starr Piano Co. here is planning to give
up its Broadway location. The store is for
lease by the Starr Co., which plans to either
discontinue entirely having its own store or
move to a smaller store in a less expensive loca-
tion. W. H. Huttie, former general manager
of the Starr wholesale and retail sales in Michi-
gan, has gone into business for himself, having
taken over the talking machine store of Alva
Hunn at Grand River.
The Sonora Phonograph Co. is now conduct-
ing its entire business from the factory at Sagi-
naw, Mich.
J. L. Hudson Anniversary
The J. L. Hudson Store is celebrating this
month its forty-sixth anniversary with special
offerings in all departments, which includes the
music store on Library avenue. Ed Andrew,
manager of the talking machine and radio de-
partment, is planning some special sales for the
month of September, especially in the radio de-
partment.
Record sales by talking machine dealers are
reported as being up to normal. This is true
in both the city and State, and is confirmed
by the local jobbers of Victor, Columbia and
Brunswick.
Sonora Line in Demand
H. C. Schultz, Inc., 422 East Lafayette ave-
nue, Detroit, who is Michigan distributor of
Sonora phonographs and radio, state that they
have a lot of splendid orders for delivery this
Fall,, indicating that merchants throughout the
entire State are getting prepared for a good
October, November and December business.
At the Brunswick offices it is stated they are
behind on orders on their highest-priced models,
particularly the $1,200 combination radio and
phonograph model.
Introducing New Portable
Needle Gup to the Trade
Bloomfield, N. J., September 7.— The Star Ma-
chine & Novelty Co., of this citj', manufac-
turer of radio and phonograph hardware, has
recently placed upon the market an improved
portable needle cup. The new cup, which was
devised by Anthony F. Zega, president of the
company, has a cover which is so attached that
it holds its position firmly whether opened or
closed. Mr. Zega reports that the new product
has already met with great success although
only a month old, with 30,000 needle cups sold
to date and 100,000 more in production.
Mr. Zega is well known throughout phono-
graph and radio circles, as he has supplied an
automatic lid support and other hardware to
this industry for a number of years, large sales
of these products being enjoyed.
The Talking Machine World, New York, September, 1927
101
Above is illustrated the Royal Series
Neutrodyne "Hastings" Console, 7 tubes,
single dial control, completely shielded.
Equipped with latest AC tubes for lamp
socket operation.
Amrad Sets Are
Distinctive !
1. Single dial control.
2. Complete shielding.
3. Exclusive tone filter.
4. Illuminated dials.
5. Extremely selective.
6. Dial calibrated with wave
lengths.
7. 6 and 7-tube models in Compact
and Console types.
8. The prices range from $138 to
$395.
9. Fully protected by R.C.A., La-
Tour and Hazeltine patents
and licenses.
10. Amrad electrical models use
genuine AC tubes, are of lat-
est design, and are now being
delivered to dealers.
11. All Amrad Sets may be operated
by either loop or antenna.
12. Cabinets are of rare artistic
beauty.
13. And a tone quality of exquisite
richness and purity.
At the
New York
The point of highest interest will be
AC Radio Sets, operated with newest
R. C. A. tubes, requiring no batteries
and giving perfect tone quality.
There will be few of them! * * *
AMRAD
Electrical Models
displayed at the New York Show in space 3-
Sec. N., are genuine lamp socket sets, using the
latest AC tubes, perfected by the engineers of
six great laboratories — and are now in full pro-
duction! Amrad models are NOT makeshift
electric sets. We earnestly invite your critical
comparison of these AMRAD electric models
with other lines that may be on exhibition.
A full line o/ Amrad 6'tuhe and
7'tube models will he on display in
Space 3, Sec. N, New York Radio Show
September 19th to 24th
NEUTRODYNE
THE AMRAD
CORPORATION
Medford Hillside,
Mass.
Amrad sets are
manufactured under
license contract be-
tween Radio Corpora-
tion of America and
Crosley Radio Cor-
poration. L i c ensed
under Hazeltine and
LaTour patents is-
sued and pending, for
radio amateurs,
perimental and broad-
cast reception.
raulo
\ perimei
\ casi
102
The Talking Machine World, New York, September, 1927
Cabinet Experts and Merchandising Spe-
cialists Head H. T. Roberts Co., Chicago
H. T. Roberts Is President and A. J. Kendrick General Manager — Other Executives Include
C. T. McKeIvy, D. J. Fieri and C. D. MacKinnon— All Salesmen Have Had Wide Experience
One of the most important trade announce-
ments of the month is that of the H. T. Roberts
Co., of Chicago, 111., which is a development of
H. T. Roberts
the highly successful radio cabinet business
which has been operated by H. T. Roberts for
several years. The executives of this new or-
ganization are men who have held highly re-
sponsible posts in the talking machine and
radio industries for a number of years and are
possessed of friendships from Maine to Cali-
fornia and from Washington to Florida.
The organization is composed of two types
of men: experts in radio cabinet construction,
and specialists in the merchandising of these
products; men familiar with every phase of
radio marketing and thoroughly conversant with
the problems confronting dealers and jobbers at
the present time.
H. T. Roberts, president of the company, has
been actively identified in a selling capacity for
the past twenty years. For the past three years
he has had direct contact with the radio cabinet
industry and through his executive ability, busi-
ness perspective and knowledge of the trade
has grown to be one of the largest factors in
the cabinet field.
A. J. Kendrick, general sales manager, oc-
cupied a similar post with the music division
of the Brunswick-Balke-Collender Co. for the
past ten years. He was a director of the Bruns-
wick organization but resigned to become asso-
ciated with the H. T. Roberts Co. Mr. Ken-
drick was connected with the Victor Talking
Machine Co. for a number of years as special
sales supervisor and sales representative.
Other prominent executives of the new com-
pany include: C. T. McKelvy, sales promotion
manager, who has been connected with the
music trades for the past seven years as Bruns-
wick territorial salesman, special representative
and, more recently, sales promotion manager;
D. J. Fieri, chief engineer, who for the past
four years has been manager of the technical
division of the Brunswick Co. and prior to that
was connected with the Radio Corp. of America
for a number of years; C. D, MacKinnon, East-
ern sales manager, was for seven years assistant
general sales manager of the Vocalion division
of the Aeolian Co., and for three years served
as manager of record sales for the Brunswick-
Balke-Collender Co.
J. L. Woods, Jr., and M. E. Samuels, special
representatives, both have had a wealth of ex-
perience in the radio field. Mr. Woods was
associated with the American Bosch Magneto
Co. as one of the sales executives and was for
five years special representative of the Crosley
Radio Corp., and for a time acted as Eastern
sales manager for the same concern. Mr. Sam-
uels has been associated with Mr. Roberts in
the radio cabinet business. Prior to that he
was connected with the Freshman Radio Co.
The sales stafif of the Roberts Co. boasts of
similar trade experience. P. R. Hawley, who
will cover Pennsylvania, Maryland, Virginia and
eastern New Jersey, was for six years general
sales manager of the Gerard Phonograph Co.,
and before that was with the Victor and Co-
lumbia companies; Donald MacKenzie, cover-
MannfacUiVi'd by
Argus Radio Corp.
See Our
Exhibit
Booth
CC9
Radio
World^s
Fair
Iviadison Square
Garden
New York
September 19-24
257 West 17th Street
New York, N. Y.
ing Delaware, West Virginia and the District
of Columbia, was for five years with Thos. A.
Edison, later assistant general manager of the
Gerard Phonograph Co., and then sales man-
ager of the DeForest Radiophone Corp.; B. J.
Kollras, covering Indiana, Kentucky, western
Ohio and Tennessee, was for three years a
special representative of the Brunswick Co.;
H. D. Schoenwald, covering Illinois, was a
member of the sales stafif of the Columbia
Phonograph Co., later becoming general man-
ager of the Consolidated Talking Machine Co.;
A. J. Kendrick
O. G. White, covering Nebraska, North and
South Dakota and Iowa, has been for ten years
a member of the Brunswick Co. stafif, the last
four of which he was manager of their Omaha
branch; G. R. Dungan, covering Wisconsin,
Minnesota and Michigan, has been in the radio
trade for the past five years, and L. H. Rags-
dale, covering Missouri, Oklahoma, Kansas and
Arkansas, has spent ten years in the retail and
wholesale radio and music field. J. K. Rose,
service department manager, was for two years
service manager of the Reichmann Co.
The H. T. Roberts Co.'s advertising is being
handled by the Dearborn Advertising Agency,
Chicago, being given special consideration by
H. D. Leopold, vice-president, who for the past
eight years has been directly associated with
the radio and talking machine industries.
Studner, Gumming & Go.
Now in Enlarged Quarters
Studner, Gumming & Co., Inc., manufacturers'
representative, New York City, has taken pos-
session of enlarged headquarters located on the
eighth floor of the same building in which they
have been located for the last year at 67 West
Forty-fourth street. In addition to the attrac-
tively furnished executive ofifices of Myron Stud-
ner and J. M. Studner, there have been provided
sumptuously furnished display rooms for the
Erla products, and cabinets of the Superior
Cabinet Co., Muskegon, Mich., Buckeye Incuba-
tor Co., Springfield, O., and Salisbury Bros.,
Randolph, Vt. Attractive furnishings, heavy
carpets and tapestried walls provide a fitting
setting for this display, and there have also
been installed a number of colored spotlights
to add to the attractiveness.
The new quarters provide over 1,000 square
feet, three-quarters of which are for display.
Timely A-K Dealer Helps
Two timely dealer helps have been issued by
the Atwater Kent Mfg. Co. in the form of win-
dow strips. One makes the suggestion "Hear
the outstanding broadcast of the year on an
Atwater Kent Radio — September 21, 1927, the
Fourth Annual Radio Distributors' Banquet,"
and the other "Hear the Tunney-Dempsey fight
on an Atwater Kent radio — September 22, 1927."
The Talking Machine World, New York, September, 1927
103
ARISTOCRAT
"THE SPEAKER OF THE HOUSE''
ART vs.
MECHANISM
BECAUSE The Aristocrat is a lamp of such rare
beauty is no reason to believe that the mechan-
ism of the unit is not equally perfect. On the con-
trary, there is an even match; a very judicious com-
bination.
The quality of the speaker is far, far superior,
because of its workmanship and material, to most
other speakers, and is equal to the best.
The diagram, on the right, illustrates the con-
struction of the speaker showing the new ARISTO-
CRAT non-adjustable, sealed Unit.
Every Unit is GUARANTEED if seal is not
broken. The Unit is protected from weather con-
ditions and dust by the specially designed ARISTO-
CRAT housing made of aluminum alloy. The
dotted lines show the placement of the beautiful
ARISTOCRAT crackled parchment shade.
U. S. & Foreign Patents Pending.
List Price
A Thing of Beauty^
FOR the discriminating this graceful com-
bination of lamp and silver-toned loud
speaker has been modelled to replace the old-
fashioned, ugly, impractical horn.
The new and improved ARISTOCRAT "The
Speaker of the House" has a GUARANTEED
non-adjustable ETnit which brings out both
the high and low tones of all music, along
with a perfect speaking voice.
Don't fail to see the Lamp and
hear the Speaker
/
/
5
\
■
\
\
\
\
\
\
\
$3750
Trade Mark Reg. U. S. Pat. Off.
See it at the Radio World's Fair, Madison Square Garden,
New York, September 19 to 24^, 1921. Booth il— Section J J.
ARISTOCRAT CORPORATION OF AMERICA
One Fifteen West Twenty-Third Street
NEW YORK
i04
The Talking Machine World, New York, September, 1927
Western New York Ortho-sonic Dealers
Hold Annual Meeting at Statler, Buffalo
Wholesale Radio Equipment Co. Is Host to 200 Federal Ortho-sonic Dealers at Annual Conven-
tion— Atwater Kent Dealers Also Hold Annual Meeting — Radio Sales Good
Buffalo, N. Y., September 8. — Radio sales have
taken on new impetus since the middle of
August, and dealers are looking forward to an
unusually early radio season. Jobber conven-
tions have kept the radio trade on its toes for
the greater portion of August. Enthusiasm
stirred at these meetings has been transmitted
through the dealer to the consuming trade.
Tom A. White presided at a dealer conven-
tion of the Wholesale Radio Equipment Co.,
which Frought together nearly 200 dealers from
western New York in the Hotel Statler. Lunch-
eon preceded the business meeting, at which the
new Federal Ortho-sonic line, Kellogg sets and
Farrand speakers were introduced. Factory
representatives from the Federal Radio Corp.
who addressed the meeting were Kenneth Reed,
sales manager; Henry Cook, assistant advertis-
ing manager, and Ken Henderson, of the re-
search and engineering laboratory.
Alex Osborn, of the advertising agency. Bar-
ton, Durstine & Osborn, was the principal
speaker at the convention called by Roth &
Zillig, at the Hotel Lafayette, September 1,
bringing together present and prospective At-
water Kent radio dealers, for which this house
is distributor. Close to 300 attended the busi-
ness session in the Hotel Lafayette Plans for
Fall were discussed.
Sparton and Grebe radio dealers were called
together by H. B. Alderman Co., distributors,
at the new Elks Club on Delaware avenue.
Captain William Sparks, head of the Sparks-
Withington Co., manufacturer of Sparton radio,
was the guest of honor at the banquet in the
ballroom in the evening. The dinner and en-
tertainment which followed the sales and serv-
ice meeting of the afternoon was worthy of the
attendance of the 250 dealers who brought their
lady guests. Dancing featured the late evening
program. H. B. Alderman presided at the sales
meeting in the afternoon. Other speakers were
R. H. Davison, sales manager, and Jack Stayley,
city salesman for the H. B. Alderman Co.
Victor record sales have moved in better
volume since the recent appearance here of
Victor artists, including the Imperial Quartet,
at Shea's Buffalo Theatre. Effective newspaper
advertising hailing the aggregation was con-
ducted by the Victor association and the theatre
management. Particularly effective was the
double-page spread appearing in The Times on
Sunday of the organization's initial appearance.
E. M. Vester, Victor factory manager here, was
one of the most enthusiastic supporters of this
bit of publicity, and saw to it that the dealers
were given every advantage of this rare oppor-
tunity to cash in on this popular event.
E. A. Jackson has joined the radio sales force
of the Buffalo Talking Machine Co.
Oregon Fada Radio Dealers Hold Two-Day
Convention Sponsored by L. C. Warner Co.
Portland, Ore., September 3 — Announcement of
tlie discontinuance as Pacific wholesale repre-
sentative of the Victor Talking Machine Co.
by Sherman, Clay & Co. will no doubt have
a decided effect on the Portland branch, which
for many years has been under the management
of Elmer Hunt and has covered the Oregon
field most effectively. A complete announce-
ment of the change appears on another page
in this issue of The Talking Machine World.
Fada radio dealers of Oregon and southwest-
ern Washington held a two days' convention in
Portland August 26 and 27 with headquarters
at the Hotel Multnomah. The convention was
under the personal supervision of J. W. Con-
don, Jr., vice-president of the L. C. Warner Co.
and manager of the Portland branch. Mr. Con-
don was assisted by Mr. Warner, president of
the L. C. Warner Co., of Seattle, who made a
special trip to Portland to attend the conven-
tion. Among the prominent speakers were
L. J. Chatten and F. A. D. Andrea, representa-
tive and general sales manager of the central
office on Long Island. The first day was de-
voted to sales and service conferences. The
chief feature of the second day was the un-
veiling of the new Fada merchandise on display
at the L. C. Warner store.
The new Portland firm of the McDougall-
Freiheit Music Co. has opened for business at
167 Broadway and will carry a complete line
of small goods and accessories. W. A. Mc-
Dougall is well known in music trade circles,
having been identified with the small goods
business for many years. He has taken A.
Charles Freiheit as partner.
Tlie Conn-Portland Co., located at 416 Alder
street on the ground floor of the million-dollar
Elks Building, is staging a removal sale in
preparation to moving to 211 Broadway.
MICA DIAPHRAGMS
For Loud Speaker* and Talking Madiinu
RADIO MICA
American Mica Works
47 Weat Streat Maw York
E. D. Coots Made Majestic
Western Sales Manager
Will Direct the Sale of Products of Grigsby-
Grunow-Hinds Co. in About Twelve Western
States — Has Wide Trade Experience
E. D. Coots, of the Grigsby-Grunow-Hinds
Co., manufacturer of Majestic power units, was
recently appointed Western sales manager of
the organization, according to an announcement
E, D. Coots
made a few days ago at the Chicago headquar-
ters of the concern. Mr. Coots is well known
throughout the trade, as he was formerly as-
sistant sales manager of the Sonora Phono-
graph Co., and since joining the Grigsby-Gru-
now-Hinds Co. has attained exceptional suc-
cess in the development of jobber good-will
and the promotion of Majestic sales plans. In
his new position he has charge of the sale of
Majestic power units in about twelve Western
States.
The Columbia Phonograph Co., New York, is
supplying its dealers with an attractive window
streamer, three and a half feet long by fifteen
inches high, calling attention to the Columbia
Phonograph Hour, the first radio broadcast of
the company, which will be heard on Wednes-
day, September 28.
Announcing
SONOCHOROt
Senior Model
IT'S HERE! The Junior Model of the nationally
famous SONOCHORDE Cone— with all the
quality — even to the beautiful silk front and pro-
tected back. SONOCHORDE is ONE radio
speaker that the Talking Machine Dealer can afford
to sell.
Just try Sonochorde! If you do not find
<t2C " equals or excels the most expensive
speakers, we'll refund your money.
BouDETTE Mfg. Co. - -
Dept. E
$15
Chelsea, Mass.
The Talking Machine World, New York, September, 1927
105
This is all there
is to it!
Ten great features —
Here they are:
A. C. Tubes selectivity
patented circuit • •
built-in power unit
single dial control • • low
operation cost • • low serv-
ice costs ■ . beautiful ex-
clusive cabinets • • • spe-
cial audio transformers
rigid sub-base
panel.
XO GREAT
FEATURES
Make this the greatest
Batteryless Receiver
EMPLOYING A. C. Tubes
and operating direct
from a light socket — the
new 10-feature McMillan is
a year advanced in design.
Write for prices now.
The McMillan radio corp.
1421 S. Michigan Ave. Chicago
MCMILLAN E
CTRIC
Trade Mark Reg. U. S. Pat. OfE.
5 models
Prices range
from
$170 to $325
Pacific Coast Prices
Slightly Higher
THE IVANHOE
Exclusive McMillan design. Sides and top
Striped Walnut. Doors of Butt Walnut,
Mahogany overlay. Veneered moldings. Built-
in speaker. Four-foot tone chamber. Utah Unit.
Size of top, 2SVs" X 17^"— 50" high. Shipping
weight 117 pounds.
We also make a
complete line of
battery models
THE ORLEANS
Doors of figured walnut. Heavy plywood con-
struction. Equipped with built-in speaker-Utah
Unit^ Four-foot air column. Size of top 265^'
X 19" — 43^" high. Shipping weight, 135 pounds.
106
The Talking Machine World, New York, September, 1927
O. N. Frankfort Addresses
Blackman Go.'s Sales Staff
Vice-President in Charge of Sales of the Mo-
hawk Corp. of Illinois Principal Speaker at
Enjoyable Dinner Recently Given at Aldine
Club — J. N. Blackman Makes Notable Address
The Blackman Distributing Co., Inc., distribu-
tor of Victor and radio products, gave a very
enjoyable dinner recently to the members of its
sales staff at the Aldine Club in the Fifth Ave-
nue Building, New York. C. L. Johnston, vice-
president and general manager of the company,
was the first speaker on the program, introduc-
ing J. Newcomb Blackman, president of the
organization, who presided as toastmaster and
who gave one of his usual forceful addresses,
outlining the company's plans for the coming
season and telling in detail just how the organ-
ization is planning to co-operate with its dealers.
The featured guest speaker on the program
was Otto N. Frankfort, vice-president in charge
of sales of the Mohawk Corp. of Illinois, who
welcomed the members of the Blackman sales
stafT as one of the most capable and efficient
organizations now merchandising Mohawk
products. Mr. Frankfort's many years of ex-
perience in the sales and advertising worlds
were reflected in the practical ideas which he
advanced in connection with sales and sales
promotion activities. Among the other guests
present were W. G. Peirce, Jr., and C. M.
Phelps, president and secretary respectively of
Peirce-Phelps, Philadelphia, Pa., Mohawk dis-
tributors and well known in the radio industry,
who told the members of the Blackman staff
how they had accomplished unusual results in
the development of Mohawk sales.
United Music Go. Holds
Managers' Sales Conference
Benjamin Gross and Herbert Brennan Deliver
Talks on Stromberg-Carlson Products — Plans
for the Coming Season Are Outlined
New Harmony Record Artists
The Bar Harbor Society Orchestra and the
Kensington Serenaders have been signed to
record, exclusively, for Harmony records for
the next three years. The first selections to
be recorded by the Bar Harbor unit are "Para-
dise Isle" and "Worryin'."
— makes them want to buy I
This is the
ITE
'Luxuriously Rich in Ptpgeamnce
Unusual in Performance"
This beautiful new WORKRITE
Window Display —
As different as the WorkRite itself
WorkRite dealers are facing a most prosperous sea-
son— they are handling an outstanding line of radio
receivers and products and they are being supplied
with sales helps that are as different as the WorkRite
Receivers themselves. Witness this five-piece window
display.
WorkRite 37 — the model illustrated — is an 8-tube re-
ceiver having all metal chassis, complete copper shield-
ing, single illuminated dial control, loop or antenna
operated and a host of other features that place it
among the best receivers on the market. And the
price is only $160.00.
There are two 6-tube models — one a table receiver
and the other a console model — that are just as effi-
cient and as attractive, price considered, as the Model
37. They complete a line that offers a remarkable op-
portunity for profits.
Wire or write for complete information.
WorkRite Cone Speaker
This Beautiful cone speaker has
exceptional efficiency, great vol-
ume and wide tone range due
to its double magnet and bal-
anced armature, which gives
greater undistorted volume with
less input e-nergy than single
magnet types. The cabinet is
of walnut finish. Price. . .$32.00
WorkRite Silver Mast
Antenna
A jointed aluminum antenna
that can be quickly erected and
occupies smaU space. More ti-
fective than 95% of the an-
tennas in use today. Price. $12.50
Work
Manufactured by
The WorkRite Mfg. Co.,
1812 East 30th St., Canadian Factory: WoRkRite R.^dio^ Ltd.,
Cleveland, Ohio Brantford, Ontario
Sales Department
The Zinke Company.
1323 So. Michigan Blvd.,
Chicago, III.
Licensed under R.C.A. Haseltine and La Tour patents.
Providence, R. L, September 7. — Store man-
agers and salesmen of the United Music Co.
stores of Massachusetts, Rhode Island and Con-
necticut were entertained at the Biltmore
Hotel here the latter part of last month by
Charles Feldman and Charles Popkin, found
ers of the company. About 100 were present,
including various guests who accompanied the
managers.
During the afternoon a sales conference of
the managers was held at which Mr. Popkin
outlined the work to be accomplished during
the coming season and detailed the methods to
be used. Herbert Brennan and Benjamin
Gross, of Gross-Brennan, Inc., Stromberg-Carl-
son representative, spoke, explaining the out-
standing features of the latest models of Strom-
berg-Carlson receivers. Following the business
sessions dinner was served and an enjoyable
evening of dancing followed.
It was announced that the United Music Co.
would, within the next few years, establish
retail branch stores in Vermont, New Hamp-
shire and Maine.
Ortho-Type Radio Cabinets
Introduced to the Trade
Pierson Co., of Rockford, 111., Brings Out New
Lme Consisting of Seventeen Models De-
signed to Meet Every Need
The Pierson Co., Rockford, III, one of the
oldest and most prominent builders of radio
cabinets in the industry, recently introduced to
the trade its 1927-28 line of Pierson Ortho-type
radio furniture. The new line, consisting of
seventeen different models, has been designed
to meet practically every furniture taste from
large period art models to small speaker cabi-
nets and tables.
The Pierson Co. is said to have produced in
1923 one of the first stock model radio cabinets
ever marketed and in the Summer of 1924
placed in the hands of the trade a pretentious
line of radio furniture. Officials of the company
state that the firm manufactured console cabi-
nets for the first manufactured set in the Fall
of 1922. Stock models are manufactured and
marketed exclusively and the firm employs a
designer permanently as well as display rooms
in Boston, New York, Chicago, Seattle and
Los Angeles. The Pierson Co. was incorporated
in May, 1917, and during the past two years the
volume of output at the Rockford plant has
been practically doubled.
Among the models which the Pierson Co. is
featuring in its 1927-28 line are the Arlington,
a Renaissance period art model in American
walnut; the Umbrian, a Washington desk'
model; the Aragon, which shows a Spanish in-
fluence in its rich carvings and heavy Spanish
hardware; the Intermezzo, and the Castilian,
which is illustrated elsewhere in this issue. The
Castilian is equipped with a Newcombe-Hawley
loud speaker powered by a Nathaniel Baldwin
unit, a product that is very well known.
Daven Radio Corp. Produces
New Electrical Pick-up
A new electrical pick-up for phonographs has
been produced by the Daven Radio Corp., New-
ark, N. J. It is made of brass, fits into the
detector socket of the radio, and is said to
improve the musical reproduction of old stj^le
phonographs.
A 201-A type tube, a resisto-coupler for use
with "B" eliminators, a coupling condenser and
an amplifier kit are other new products of the
Daven Radio Coro.
The Talking Machine World, New York, September, 1927
107
// / "Volume -Tone Quality
Indestructible-Original
TYPE M-28
SUN REPRODUCER
Reproducers
With the Solden Jane '
Why You Will Prefer
the Sun Phonograph
Reproducer
The Sun Reproducer will change your mind of all
you thought about reproducers and the reproduc-
tion of records. You will be amazed at its living
tone, its full-throated volume. Every note is faith-
fully reproduced, free from excessive surface noise,
blasting and metallic shrill. The Sun Reproducer
has eliminated all of these undesirable defects and is daily adding new Friends to its already large list
of satisfied Dealers who have been convinced by the quality reproduction that only the Sun Repro-
ducer can give.
Every Sun Dealer is in a position to demonstrate a superior performance that will make quick sales
and large profits. The Willett patented diaphragm is considered the ultimate in construction and is
instrumental in developing the remarkable results o btained in the Sun Reproducer.
A Valuable Dealer Franchise
The Sun Phonograph Reproducer Dealer will have an exclusive
selling franchise in his locality. All inquiries received from our
advertising will be referred to the Dealer in whose locality the
prospect resides. A guarantee assuring satisfaction to both
Dealer and Consumer is embodied in every transaction.
Sun Dealers are furnished with direct mail advertising, news-
paper advertising and Dealer helps. Extra inducements will be
offered to the Dealers' salesmen, to help stimulate sales. Dealers
will also cash in on the Sun National Advertising.
Fully Quaranteed
Every Sun Reproducer is warranted to give the ultimate in re-
production of phonograph records. It is guaranteed to be free
from defective material and workmanship. We will under this
guarantee repair or replace any Sun Reproducer so proving de-
fective.
Write for Details Today!
Patented Aluminum Diaphragm
This pure aluminum diaphragm, ^with its
spring bronze spider, securely riveted to the
diaphragm at three points, is positively the
ultimate in diaphragm construction and is cov-
ered by the Willett patent dated August 23,
1921. Over six years have been spent in its
developmeTit. The tried of post suspension
of the spider develops the finest tone quality
offered in a reproducer.
The GOLDEN-SUN CO., Louisville, Ky.
INCORPORATED
108
The Talking Machine World, New York, September, 1927
Dubilier Condenser Corp.
Sees Antenna Plug Demand
Demand Influenced to Great Extent by Popu-
larity of Electric Light Socket Outlets —
Antenna Plug Adds to Strength, Is Claim
S. O. Martin Optimistic
Over Business Outlook
President of Sonora Co. a Recent Visitor to
New York — Declares Trade is Enthusiastic
Over the New Sonora Receivers
The Dubilier Condenser Corp., New York
City, reports that the antenna plug has come
back strong. It points out that this is due in
a large measure to the improved receivers of
to-day which, with greater sensitivity combined
with marked stability, work well with the light
socket aerials that create an enormous antenna
system out of the nearest electric light socket
or convenience outlet.
The Dubilier Corp. produced a Dubilier 'light
socket aerial and has found particularly heavy
demands for this product during the Summer
months because of the elimina-
tion of the lightning hazard and
because it is claimed to reduce
both static and interference. It
is also reported that in recent
tests conducted in the crowded
city with a usual super-heterodyne
receiver and an improved antenna
plug in place of the usual loop
a marked gaij: in signal strength
and distance covered was noted.
The experiments were performed
with a Dubilier light socket aerial
plugged into an electric light
socket and a coupling coil in
place of the loop.
S. p. Martin, president of the Sonora Phono-
graph Co., Inc., with headquarters at Saginaw,
Mich., visited New York recently to attend the
regular monthly directors' meeting of the com-
pany. While here, Mr. Martin commented very
optimistically upon the outlook for the coming
season, stating that the new Sonora radio re-
ceivers had received the enthusiastic approval
of the trade and that there was every reason
to believe that sales, during the next few
months, would be far ahead of any correspond-
ing period in recent years.
Mr. Martin states that the Sonora sales totals
for August were the greatest since August, 1920,
the previous high-water mark for this month
being two-and-a-half times greater than figures
for August, 1926. Moreover, the company's
profit for August of this year was larger than
the profit for August, 1923, which was the ban-
ner August in Sonora history from the stand-
point of profit. Mr. Martin conferred with
Frank V. Goodman, general sales manager of
the company, regarding prospects in the East-
ern territory and was delighted with the prog-
ress made by Sonora products throughout the
East during the past few months.
Wedding bells have rung for Arthur B. Mil-
ler, of the Pacific Music Co., Seattle, Wash.,
with his marriage to Miss Olive G. Ryder, of
Vancouver, B. C. Mr. Miller operates music
stores in Seattle, Tacoma and Vancouver.
Pfanstiehl Go.
Has RCA Patents
Negotiations Completed by Carl
Pfanstiehl and David Sarnoff —
Introduce New Six-Tube Set
An agreement was signed by
the Pfanstiehl Radio Co., Wau-
kegan. 111., and the Radio Corp.
of America on August 1, whereby
the Pfanstiehl Radio Co. secured
a license under the group patents
of the Radio Corp., General Elec-
tric, Westinghouse Electric and
American Telephone & Telegraph
companies. The negotiations
were completed by Carl Pfan-
stiehl, of the organization which
bears his name, and David Sar-
noff, of the Radio Corp., and the
announcement of the license was
made on August 26.
The Pfanstiehl Radio Co. re-
cently introduced a new six-tube
receiver known as the Pfanstiehl,
Jr., Model 28, a table type receiver
which lists for $80 and may be
operated by batteries or with the
use of the Pfanstiehl-Philco
socket power unit. According to
advices received from the Wau-
kegan headquarters of the firm,
orders received up to September
1 are far in advance of the same
period last year and according
to present indications the Pfan-
stiel company will enjoy the most
profitable year in its history.
The second annual convention
of the Indiana Association of
Music Merchants will be held on
Monday and Tuesday, October 10
and 11, at the Indianapolis Ath-
letic Club, Indianapolis, Ind. The
business sessions, luncheons and
banquet will all be held at the
Athletic Club.
The board of directors of the
Association report that the con-
vention will be a strictly business
m.eeting.
im mm wis.
The Silver Electro-plated Phonograph Needle
Assures Best Results
On Electrically Recorded Records
Can Be Used on All Discs
Absolutely Different From Any Other Needle
Be the First in Your Territory
to Introduce This Wonderful Needle
Manufacturers of the
Wall-Kane, Jazz, Concert,
Best Tone and Petmecky
Needles.
■ Best Tone and
^ Needles.
Jll 3922-
WAiL'YiMt^E Needle Mfg. Cb.,inc
3922-14thv/Iuenue. Brookli^n, K.Y.
The Talking Machine World, New York, September, 1927
109
AUDITED AMPLIFICATION
HAS ELIMINATED ALL GUESS-WORK
FROM THE RADIO.
THE SUPERIOR SENSITIVITY, RANGE
AND TONE-Q.UALITY
OF ALL ERLA SETS ARE CHARTED AND
MADE CLEARLY APPARENT
BY AUDITED AMPLIFICATION.
DEALERS WHO MUST HAVE THE BEST
WILL WRITE FOR PARTICULARS.
MADE BV ELECTRICAL RESEARCH LABORATORIES, CHICAGO
110
The Talking Machine World, New York, September, 1927
Okeh Opens Distributing
Branches on Pacific Coast
New Offices to Be Located in San Francisco
and Los Angeles — Bill Ockenden, Formerly
Columbia Kansas City Manager, in Charge
San Francisco, Cal., September 6. — The Okeh
Phonograph Corp. has opened distributing
branches here and in Los Angeles, the better
to serve its California dealers. Bill Ockenden,
formerly manager of the distributing branch of
the Columbia Phonograph Co. in Kansas City,
is in charge of the new offices. L. D. Heater
will continue to distribute Okeh records in
Oregon and Washington. The San Francisco
offices are located at 239 Bryant street.
maker of the Basco line of radio power units,
by C. F. Crane, sales manager of the organiza-
tion. Mr. Rocke and his stafi of three traveling
representatives will represent the Briggs &
Stratton Corp. in metropolitan New York and
the entire State of New Jersey. The Briggs
& Stratton Corp. now has eighteen representa-
tives in the field covering practically every ter-
ritory in the United States.
Arthur Rocke in New Post
Arthur Rocke, New York City, was re-
cently appointed a district factorj' representative
of the Briggs & Stratton Corp., Milwaukee,
H. Parker Made Sales and
Ad. Mgr. of Magnavox Go.
Oakland, Cal., September 3. — Heckert Parker,
well known in the radio industry, and who has
for some years been connected with the Mag-
navox Co. of this citj' in various capacities,
was recently promoted to the post of general
sales and advertising manager.
The Magnavox Co., which announced the dis-
continuance of its line of radio receivers some
time ago, is featuring a new power amplifiei
this season that is reported to possess several
new and valuable features.
The Outstanding
'^adio Power Tlnits
What does it mean to you that over fifty leading manufacturers of light
socket power units submitted their designs to the Raytheon research labora-
tories for approval and right to use Raytheon long life rectifying tubes?
Just this — that Ravtheon's technical personnel and unusual scientific facili-
ties in conjunction with the use of the Raytheon rectifier are invaluable aids
m the making of a reliable radio power unit.
Look over the Ravtheon-approved devices. They are the outstanding
radio power units by reason of their highly dependable performance. To-
day, over 700,000 receivers are performing at the height of their efficiency
by being poAvered with Raytheon-approved light socket power units.
Ask your jobber for Raytheon-equipped power units, look for the green
Seal of Approval — and then buy with full assurance that the devices so
marked will give complete satisfaction with a profitable absence of "serv-
ice charges."
RAYTHEON MANUFACTURING CO.
Cambridge, Mass.
f Ray the on\
THE HEART OF RELIABLE RADIO POWER
When you see this green Seal of Approval on a pozuer unit you
knoiii that it is a Raytheon-approved unit and can buy it with full
confidence in the integrity of its makers and the performance of
the device. Only manufacturers whose units have been tested and
approved by Raytheon may use this seal on their products.
B. B. L. Radio Speaker
Introduced to the Trade
New Twenty-Four-Inch Double Cone Loud
Speaker to Be Placed on Market Supported
by Tri-foot Base or Can Be Hung on Wall
A new twenty-four-inch double cone loud
speaker will shortly be announced to the trade
by B. B. L. Speaker, Inc.,
New York City. The
speaker is of the bal-
anced armature type,
using a large wide arma-
ture in the unit. The
sloping pole pieces are
built up of laminated
silicon steel. The speak-
er is supported on a tri-
foot base and may be
hung on the wall if the base is removed. The
overall height is twenty-seven inches. Ten feet
of cord is provided with the speaker.
J. W. C. Price, executive head of the B. B. L.
Speaker organization, is well known in the mu-
sic-radio and electrical industrv.
B.
B. L. Speaker
New Electric Reproducer
Is Named the Via-Rad
The Brooklyn Metal Stamping Corp., Brook-
lyn, N. Y., has placed upon the market a new
product which has been named the Via-Rad.
It is an electric phonograph reproducer that can
■VIA-TECTOS'
GOES !N
DETECTOR
TUBE SOCKET
Hook-up of Via-Rad
be attached, without tools, to any phonograph
to make it a radio-operated instrument. The
Via-Rad outfit consists of three units, namely,
an electric phonograph reproducer, the Via-
Tector, which fits into the detector socket of the
radio set, and the Via-Trol, to regulate volume.
W. G. Fuhri Enjoys First
Vacation in Eight Years
W, C. Fuhri, vice-president and general sales
manager of the Columbia Phonograph Co., Inc.,
returned to New York recently after his first
vacation in eight years. Mr. Fuhri, accom-
panied by his son, George, who is associated
with the Columbia branch in St. Louis, made a
delightful motor trip to Montreal, returning
through the New England States. Comment-
ing upon business conditions, Mr. Fuhri stated
that August sales had been very satisfactory,
showing an increase of 50 per cent over last
year. The sales of Columbia products the first
eight months of this year showed a gain of
60 per cent over 1926 with record business far
beyond all expectations and making steady
gains, he declared.
Major E. H. Gooper Bremer-
Tully Boston Representative
Major Edwin H. Cooper was recently ap-
pointed Boston representative of the Bremer-
Tully Mfg. Co., of Chicago. Major Cooper is
well known in the radio industry and has a
wide acquaintance throughout New England.
He has appointed the Mountain Electric Sup-
plies Co., Pittsfield, Mass., a well-known organ-
ization, a Bremer-Tully Distributor.
The Talking Machine World, New York, September, 1927
111
Factory Direct to Dealer
BETTER SERVICE REAL VALUES
CLOSER CO-OPERATION
That big jobber profit is saved for the consumer
©iaiMond Receioing Sets
Selectivity
Volume
Tone Quality
Value
TWIN SPEAKERS
produce that rich
tone quality you
have longed for
"Bahy Qrand" Console
6 AC Tubes
Complete^ nothing more to buy. List $195^^
South Bend" Model
6 AC Tubes
Complete, except speaker
List $140.00
Our complete line is priced to obtain volume
sales for you with a quality that will stay sold
Send This Coupon for a Big Qenerous Dealer's Starting Offer
Diamond T Radio Mfrs.
South Bend, Ind.
New York Show, Booth 19, Sec. CC
112
The Talking Machine World, New York, September, 1927
Braslau and Hackett on
First Columbia Radio Hour
Fritz Reiner Will Direct Columbia Symphony
Orchestra on September 28 on Occasion of
the First Columbia Phonograph Tour
On Wednesday, September 28, the first radio
program of the Columbia Phonograph Hour
will be broadcast over the Columbia Broadcast-
ing System, a network of stations covering the
United States east of the Rockies, with station
WOR as the Key station.
In order to participate in the initial concert,
Charles Hackett, famous tenor of the Chicago
Miss Sophie Braslau
Opera Co., and Fritz Reiner, one of the world's
famous symphony orchestra conductors, have
canceled European engagements. In addition
to Mr. Hackett, who will sing several of the
tenor solos which he has recorded for the Co-
lumbia catalog, and the Columbia Symphony
Orchestra, under the direction of Fritz Reiner,
a third artist in the person of Sophie Braslau
will also appear.
Every resource of the great Columbia organ-
ization is being used so that the programs of
the Columbia Phonograph Hour will be the
best, in a musical way, that the broadcasting
stations can ofifer. Ben Selvin, program direc-
tor, in a recent interview with The Talking Ma-
Chas. Hackett
chine World, stated that the present plans call
for one program of concert music each month,
with the other programs being in a lighter vein.
Display Cards for Dealers
New counter and window display cards have
been prepared by the DeForest Radio Co., Jer-
sey City, N. J., attractively displaying the full
line of DeForest Audions.
COTTON FLOCKS
Air floated, all injsriew farcifB matter tilMlBilad
for
Record and Radio Manafactiriag
THE PECKHAM MFG. CO. nT'
Gold Seal Electrical Co.
Issues Booklets to Trade
Literature for Consumer Distribution Features
Gold Seal Tubes
Two booklets, designed for distribution to
prospective customers, have been prepared in
several colors by the Gold Seal Electrical Co.,
New York, manufacturer of Gold Seal tubes.
One booklet describes and illustrates the Gold
Seal line of general purpose tubes, and the
other tells the story of the Gold Seal AC and
lectifier tubes. The Gold Seal trade-mark, sym-
bolic of the sturdy dependability of the line,
is stressed in this literature.
An Interesting Bulletin
The Zinke Co., of Chicago, sales department
of the Workrite Mfg. Co., radio receiver manu-
facturer of Cleveland, O., recently forwarded to
the trade an interesting bulletin headed "Patent
Litigations." The bulletin stresses the point
that all Workrite receivers are now manufac-
tured under RCA, Hazeltine and Latour li-
censes, affording complete protection to the
trade against patent litigation from any angle.
Jaffe's, a new department store which re-
cently opened at Barberton, O., with units in
other Ohio cities, in addition to many other
lines of commodities, will carry radio receivers,
talking machines and records.
Balsa Wood Wall type
speaker in colors
Designed to Win Sales
Leadersliip
WHERE musical instruments be-
come a definite part of home
furniture, style is an outstanding
sales factor.
Lata Balsa Reproducer is a musical
instrument of the home furniture
type which can be used in conjunc-
tion with any phonograph or radio,
improving the tone qualities of re-
production. Because of its twofold
use in the home, great care and con-
sideration have been given in creat-
ing more salient designs and styles.
Its remarkable non-resonant charac-
teristics, its ability to reproduce any
frequency in the musical scale com-
bined with beauty and its decora-
tive schemes have gained for this
speaker immediate acceptance
among radio set owners.
Lata Balsa Wood speakers are
made in a variety of attractive de-
signs and color variations ranging
in price from $30.00 to $50.00.
"^•C 1 1 Balsa Wood Speaker with
wrought iron stand
Send for our booklet which fully describes the complete line of
Lata Balsa Wood Reproducers in different styles, shapes and prices.
Balsa Wood Reproducer Corporation
331 Madison Avenue New York City
Sole Distributor
Arthur H. Lynch, Inc., General Motors Building
1775 Broadway at 57th Street, New York City
The Talking Machine World, New York, September, 1927
113
New Lyon,& Healy Store
Opened on August 27
South Side Branch Now Located in Larger and
Handsome Quarters at 870 East Sixty-third
Street— 5,000 Square Feet of Floor Space
Lyon & Healy held the formal opening of
their new Woodlawn store at 870 East Sixty-
third street, Saturday, August 27, which now
gives the large Chicago house one of the largest
and finest music stores on the south side of
Chicago.
The new store has 5,000 square feet of floor
space, which is twice the amount occupied in the
old building at 1018 East Sixty-third street and
gives ample room to display adequately the
complete line of pianos, including the Stein-
way and Lyon & Healy apartment grands,
phonographs, radios, records and musical mer-
chandise.
The interior is decorated in the new crackle
finish in antique ivory while the exterior is
equally attractive and constructed of verdi
marble and wrought iron. One of the features
of the new store are the attractive windows,
which allow a co.iiplete view of the interior.
The three Lyon & Healy branch stores
have been unusually successful and are located
on the north, south and west sides of the city,
each carrying the same merchandise and giving
the same service that the large loop institution
has adopted. E. C. Lundquist, who has been
manager of the south side branch, will con-
tinue in charge.
Formal Opening of the
Brooklyn Radio Salon
Blumenthal's Phono & Radio Shop Opens
With Display of Leading Makes of Radio
Receiving Sets — Many Attended Opening
Blumenthal's Phono & Radio Shop, 42 Lee
avenue, Brooklyn, N. Y., held the formal open-
ing of its new radio salon last month with ap-
propriate ceremonies. A display of the new
models of the leading makes of radio receivers
was shown. Invitations were sent by the estab-
lishment to its large mailing list and a large
crowd attended. This concern is planning an
aggressive merchandising campaign in the in-
terest of the line it handles.
An Astounding DIFFERENCE
in Sharper Tuning and Clarity beyond belief — •
until your own Ears
PROVE IT!
STEADY AS A RIVER'S CURRENT
SILENT AS A SUNSET
This new, complete GREENE "B"
5-6-7 model lists at $27.50 east of
Rockies, including Tube. NOTH-
ING ELSE TO BUY. No liquids,
no acids. All battery annoyances
ended. Brings results unequalled.
No adjustments — all voltages fixed.
Will operate all sets of 7-tubes or
smaller. Any set-owner can con-
nect it. Never needs
servicing. Insured
against short-circuiting.
OnS wait
to Compare,,, ACCLAIM.,, and Demand
this ''finest'of-alV Radio POWERS
Radio "A" Power
, Simplified!
Practical in design. Unfailing in per-
formance.
A 2V2 ampere, 6-volt unit for all sets
up to 10 tubes. All advantages of super-
battery power with all troubles banished.
Superior to any other "A" power now
available. Entirely Automatic. List, east
of Rockies $30.00. Complete.
PROBABLY never before, has any industry witnessed a change
in dealer and public preference more phenomenal than accorded
this new, low-priced GREENE-BROWN line, since first exhibited
at the RMA Trade Show in June.
In this greatest-of-all radio selling
seasons our new enlarged plant pro-
duction is keyed up to the highest
peak in our history — working day
and night to meet an unprecedented
demand — a demand that week after
week shows greater gains.
Sales leadership was inevitable for
the GREENE-BROWN line this
year. No dealer fully acquainted
with the wants of his set-owner cus-
tomers, will fail to provide this "bet-
ter than batteries" satisfaction; the
unfailing serv-
ice
and
supreme
vanced
the
ad-
en-
gineering
principles
which enable
GREENE-
BROWN
Power Units
to outperform
so many
SOLD WITH AN ABSOLUTE
GUARANTEE
higher-priced devices. Words cannot
adequately describe such perform-
ance. Utterly beyond comparison,
provable in any test.
Here is an entirely FOOL-PROOF
line for battery-less Radio — an "A"
and "B" model for every set. Here
are scientific, yet highly simplified
devices for over-the-counter selling.
Any qualified dealer, by concentrat-
ing on the GREENE-BROWN line
with enthusiastic support can profit
richly. No servicing necessary. The
sale completes the deal.
Dealer outlets
POWER
Better
UNITS
Batteries
in all terri-
tories will be
limited. Be-
fore too late,
write now, or
WIRE for
selling fran-
c h i s e , and
names of
nearb);- job-
"AB" ALL-IN-ONE
An incomparable combination of the
GREENE "A" and "B" Hi-Power units
in one case, for all sets up to 10 tubes.
Automatic, controlled, by receiving-set
switch. Sold complete with tube. List
east of Rockies, $60.00.
Get the FACTS
Grcene-ISiown Mfg. Co. (Dept: F3)
510Q Kavenswood Ave., Chicago, U. S. A.
Please send full description o( GREENE Units.
Name
Address
PIN COUPON TO YOUR LETTERHEAD
The New Complete
GREENE "B" Hi-Power
For heavy-dut.v 10-tube sets.
List, east ot Rockies $30.
The BROWN "B"
SUPER-POWER ^33.50
For all e.xtra-sensitive sets
up to 13 tubes. Formerlr
$39.50.
TOMORROW'S RADIO POWER FOR TODAY'S ENJOYMENT
114
The Talking Machine World, New York, September, 1927
Three Cabinet and Two Table Model Radio
Receivers in New Stewart- Warner Line
Each Item of Stewart-Warner Line of Matched Unit Radio Apparatus Minutely Described in the
Announcer, the Pubhcation Issued for the Benefit of Company's Radio Dealers
A recent issue of The Announcer, a publica-
tion devoted to the interests of Stewart-Warner
radio dealers, published by the Stewart-Warner
Speedometer Corp., of Chicago, carried a com-
plete description of each of the corporation's
new line of matched unit radio receiving ap-
paratus.
The Stewart-Warner line of receivers con-
sists of five difJerent stvles, a DeLuxe Con-
Stewart- Warner Model 520
sole, Model 710, containing the Model 700
chassis, fully shielded and custom-built. The
receiver employs six tubes, and is tuned with
a single control, and both this set and the
Model 500 chassis, which will be described later,
were subjected to exhaustive tests in the cor-
poration laboratories, and throughout the
United States under the most adverse condi-
tions, in order to determine the ability of the
set to perform satisfactorily under handicap.
Model 710 is of the Seventeenth Century Eng-
lish period design, the frame and artistically
grooved posts being made of turned solid wal-
nut overlay. The rest of the cabinet is of fine
selected walnut veneer treated with four coats
of hand-rubbed lacquer. A silk grille conceals
a DeLuxe model of the Stewart-Warner Organ-
Voiced reproducer, which is placed below the
receiver chassis. Ample space is provided for
"A" and "B" batteries or for light-socket-op-
erated power units.
Another model which embodies the model 700
chassis is Model 705, a table type cabinet. Par-
ticular attention has been paid to the top of the
cabinet, which is of beautifully figured burl
walnut. The instrument panel of selected wal-
nut veneer and the embossed bronze hardware
are integral parts of the beauty of the cabinet.
The Model 500 chassis is used as equipment
in console Model 520 and in table cabinet
Model 525. Model 500 is a six-tube single-dial
receiver with two tuned stages and one untuned
stage of radio frequency amplification. The
tuning is accomplished by a locomotive type of
TEST IT.
OUR VICTOR
Record Service
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Suppose you try it
E. F. DROOP & SONS CO.
1300 G. STREET. WASHINGTON, D. C.
204-6-S-lO CLAY STREET. BALTIMORE, MD.
drive mechanism that uses positive condenser
action without lost motion and keeps the vari-
able condensers in phase permanently. The
chassis is sturdily constructed on an all-steel
frame, every part is readily accessible and in-
tercircuit wiring has been reduced to a mini-
mum. Console Model 520, embodying the Alodel
500 chassis, is made of selected straight striped
walnut veneer in the popular deep brown finish.
The Stewart-Warner Organ-Voiced reproducer
is mounted behind a metal grille in the lower
half of the front panel. The grille being deco-
rated with figures of graceful dancing girls in
rich walnut bronze. Within the cabinet is
ample space for both "A" and "B" batteries or
for light-operated substitutes.
Table Cabinet Model 525 employs single-dial
control and weighs only twenty-six pounds.
The cabinet is of solid walnut finished with a
wear-resisting lacquer of rich dull brown.
For those radio listeners who prefer three
tuning dials, the corporation has made Model
300, a five-tube receivrr. Thi- raViinet is attrac-
Stewart- Warner Model 710
lively finished in stippled bronze metal with
solid walnut top and bottom.
Other Stewart-Warner radio products shown
in this issue of The Announcer are Stewart-
Warner radio tubes. Models 501-A and 501-AX,
the Stewart-Warner antenna kit, and the Stew-
art-Warner reproducers, Models 425 and 420,
and Model 400 horn speaker.
Triangle Radio Supply Co.
to Move to New Quarters
The Triangle Radio Supply Co., distributor of
I'ada receiving sets, located at 120 West Twenty-
third street for a number of j'ears, will move
shortly to new and larger quarters at 381 Fourth
avenue. Herman A. Linde, head of the concern,
states that the new location will permit of
greater efficiency.
H. R. Fletcher, for some time director of sales
of the Algonquin Electric Co., New York, manu-
facturer of Thermiodyne receivers and Algon-
quin speakers, was recently made a vice-presi-
dent and director of the company. Mr. Fletcher
was formerly connected with the Apco Manufac-
turing Co. as sales director.
Recording WAX
ALL TYPES
"G" Wax Specially for
Electrical Recording
F. W. MATTHEWS ^«o^^TG=l,^r 5!
Latest Summary of Exports
and Imports of "Talkers"
Figures on Exports and Imports of Talking
Machines and Records for July — General
Increase Over the Year Previous
Washington, D. C, May 7. — In the summary
of exports and imports of the commerce of the
United States for the month of July, 1927, the
following are the figures bearing on talking ma-
chines and records.
The dutiable imports of talking machines and
parts during July, 1927, amount in value to
S56,619, as compared with $72,940 worth which
were imported during the same period of 1926.
The seven months' total ended July, 1927,
showed importations, valued at $372,855; in the
same period of 1926, $289,345, a very substantial
increase.
Talking machines to the number of 10,297
valued at $429,555 were exported in July, 1927, as
compared with 11,366 talking machines, valued
at $362,951, sent abroad in the same period of
1926. The seven months' total showed that we
exported 72,588 talking machines, valued at
$2,739,642, as against 58,848 talking machines,
valued at $1,801,949, in 1926.
The total exports of records and supplies for
July, 1927, were valued at $267,593, as compared
with $188,848 in July, 1926. The seven months
ending July, 1927, show records and accessories
exported valued at $1,632,379, as compared with
$1,239,048 in 1926.
The countries to which these machines were
sent during July and their values were as fol-
lows: Europe, $14,479; Canada, $26,590; Centra!
America, $29,851; Mexico, $36,202; Cuba, $32,000;
Argentina, $68,163; Brazil, $19,558; Chile, $10,880;
Colombia, $75,286; Peru, $9,060; other South
America, $40,901; British India, $1,768; China,
Hong Kong and Kwantung, $11,970; Philippine
Islands, $10,770; Australia, $6,644; New Zealand,
$14,026; British South Africa, $1,225; other
countries, $20,182.
National Music Merchants
Assn. to Meet in New York
Conventions of National Associations to Alter-
nate Between New York and Chicago
The 1928 convention of the National Associa-
tion of Music Merchants will be held in New
York, according to a recent statement from the
association's headquarters. ' The question of
holding the convention in cities other than New
York and Chicago was discussed from all angles,
and it was decided that the policy of meeting
ifi these cities alternately be continued.
The Demand for Quality Never Ceases
To learn the difference between ordinary Cotton Flocks and
"QUALITY" Cotton Flocks, order a sample bale of our Stand-
ard No. 920 for Phonograph Record Manufacturing.
^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^^
CLAREMONT WASTE MFG. CO.
E. B. Latham Increases Capital
E. B. Latham & Co., New York, Atwater
Kent distributors, recently increased their capital
from 20,000 shares at five dollars a share and
1,000 shares at $100 per share to 2,000 shares of
common and 1,000 shares of preferred, each at
$100 per share.
^^^^^^^^^^^^^^^^ Wi
I
Claremont, N. H.
The Talking Machine World, Nezv York, September, 1927
The ''Moor''
A cabinet of unusual de-
sign and rare beauty. It
is finished in 'highly fig-
ured Mahogany as shown
in the illustration, and
also in feathery Burl Wal-
nut. Antique bronze tone-
arm and reproducer, plush
turntable and every fit-
ment in keeping with the
beautiful exterior. Its vis-
ible beauty will delight
you ; its marvelous tone
values and volume will
charm you. Arrange to
hear it.
The "Renaissance''
The illustvation shows
the exquisite Burl Walnut.
We also furnisti it in
choice figured Mahogany,
two-tone finish. Nickel-
plated equipment. Felt
turntable. See and hear
this beautiful instrument
and you will be won to
the Crown line.
r
it has EVERYTHINQ
Ear Appeal-
Every desirable tone value which the ear may detect in any repro-
ducing; instrument.
Eye Appeal-
Noticeably distinctive cabinet designs. Craftsmanship and finish
comparative to the fine piano.
Purse Appeal-
A base price surprisingly moderate for the visible and demonstrable
value in the instrument — a complete line of models to satisfy every
trade demand from Consolette to Electric. A price range from
$70 to $210. Each carrying a satisfymg margin for you.
Hear the Crown —
and be convinced. We make it easy for you to do so. Write or
wire today.
Geo, p. Bent CoMn^nr
Establisl^ad I67O
LOUISVILLE
CRCWN PIANOS
PHONO GRAPHS
n4b
The Talking Machine World, New York, September, 1927
Electrical
Recordings-^
MAKE — Yo ur own side line of records
OF Your most popular local talent
WITH — Yo ur own special label on them
AT Factory-wholesale price, direct
WE SPECIALIZE in the independe nt record-
ing field and produce records for the gen-
eral public market.
Our customers consist of record companies,
dealers, schools, clubs, advertising concerns,
musicians, business houses, concert agencies, etc.
Our Electrical Recordings are being used on
such records as :
Paramount Sllvertone Puritan
Gennett Rainbow Broadway
Wallace Autograph Etc.
We also produce records, at wholesale, for vari-
ous uses, for such others as :
Lyon & Healy, Inc., Chicago, 111.
Packard Motor Car Co., Detroit, Mich.
Chicago Telephone Co., Chicago, 111.
Delco Light Company, Dayton, Ohio
Greek Record Company, Chicago-New York
Chicago Motor Club, Chicago, 111.
The Hoover Company, Columbus, Ohio — Etc.
Write for further particulars of this new plan :
MARSH LABORATORIES, Inc.
"The Originators of Electrical Recording"
64 East Jackson Blvd.,
CHICAGO, ILLINOIS
Sir Thomas Beecham Is
Philharmonic Guest Leader
Famous British Musician Who Records Exclu-
sively for Columbia Catalog to Conduct in
January — Molinari Also to Lead
Sir Thomas Beecham, famous British musi-
cian, has been announced as the guest conductor
of the New York Philharmonic Orchestra for
four concerts in January. It is said that Sir
Sir Thomas Beecham
Thomas has done more for the establishment of
grand opera in England than any other living
man.
This famous musician whose insistence upon
exact interpretation is proverbial, records ex-
clusively for the Columbia catalog, including in
his selections two works of Mozart, the com-
poser whose spirit he catches better than any
other living composer, it is said.
During January also, the New York Philhar-
monic will have as a guest conductor, Bernard-
ino Molinari, Italian orchestral leader who re-
cently accepted membership in Columbia's com-
mittee for furthering next year's Schubert Cen-
tennial.
Harger & Blish "Mike"
Has Interesting Features
Des ^Moines, Iowa, September 7. — The current
issue of The Mike, issued monthly by Harger
& Blish, Atwater Kent jobbers, contains a num-
ber of bright, interesting and profitable articles
and news notes. The leading editorial by H. H.
Blish, Sr., is on "Loafing Dollars," in which Mr.
Blish compares the difference in profit between
"working dollars" and "loafing dollars." "Things
an A-K Dealer Should Do," by E. H. Curley, of
the Atwater Kent Mfg. Co., is another interest-
ing feature. George D. Phillips, of the Pooley
Mfg. Co., Philadelphia, gives the answer to
"Why Is a Pooley Cabinet?" and the retail trade
is represented by Byron Jeffrey, radio manager
of the Guest Piano Co. of Burlington, Iowa, who
writes on "Sales and Service Policies."
Columbia System Opens With
"The King's Henchman"
Colorful American Opera Will be Heard Over
the Columbia Broadcasting System's Network
on Sunday, September 18
All precedent for formal openings will be dis-
regarded at 3 p. m. Sunday, September 18, when
the new Columbia Broadcasting System launches
on its career of nation-wide broadcasting.
Within two minutes thereafter the program will
be under way, going out over the network of
sixteen strategically located stations, supplying
metropolitan entertainment to America east of
the Rockies.
In this program America at large will have
its first chance to hear the much-talked-of and
colorful American opera, "The King's Hench-
man," which the composer. Deems Taylor, will
direct as a part of the opening day's program
over the new Columbia Broadcasting System.
The opera, which was the outstanding high
spot of the Metropolitan Opera Co.'s last season,
so far has been heard only by those who were
able to attend the crowded performances in New
York.
Its sensational reception brought new world
recognition to Deems Taylor, and, it is said,
jumped it almost overnight to a permanent place
among the standard great operas.
Aside from the fact that this will be the first
time that the opera has been put on the air,
it will also mark the first appearance of the
grand opera company just organized to tour
America with this production. The singers, es-
pecially picked with voices ideally suited to the
roles, include Marie Sundelius, Metropolitan
Opera Co. soprano; Rafael Diaz, also from the
Metropolitan; Richard Hale, Giovanni Martini
and Henry Scott. A large grand opera chorus
and an augmented orchestra will add impor-
tance to the premier radio presentation by the
Columbia Broadcasting System.
Wholesale Radio Equipment
Go. Receives Record Order
Bosch Metropolitan Distributor Receives Truck
Shipment of Over a Quarter-Million Dollars'
Worth of Bosch Radio Products
An extraordinary shipment of Bosch radio,
said to be in excess of a quarter-million dollars,
was recently dispatched by truck caravan from
the factory of the American Bosch Magneto
Big Bosch Shipment
Corp., Springfield, Mass., to the Wholesale
Radio Equipment Co., New York, Bosch dis-
tributor in the metropolitan district. The ship-
ment was scheduled for sidewalk delivery to
dealers on the following afternoon. Members
of the Wholesale Radio Equipment Co. organ-
ization met the truck caravan on its approach
to New York City with definite route slips,
showing the order of delivery of the merchan-
dise to the dealers' stores.
Sparks-Withington Host
to Metropolitan Dealers
The Sparks-Withington Co., Jackson, Mich.,
manufacturer of Sparton radio receivers, was
host on Friday night, September 9, at the
Hotel Commodore, New York, to 350 Sparton
dealers in metropolitan territory, Connecticut
and New Jersey. A very interesting program
was presented to the dealers under the direction
of Harry Sparks, vice-president and general
manager of the company. Captain William
Sparks, president of the company, attended the
dinner prior to sailing for France Saturday to
attend the American Legion gathering in that
country. The feature of the dinner was an ex-
hibition drill given by the Sparks-Withington
team of the American Legion under the direc-
tion of Captain Sparks. The drill team of
thirty-six men, winners of the Elks National
Drill Contest for the last five years, sailed with
Captain Sparks on the "Leviathan" for the "big
doings" abroad.
From Coast to Coast!
At These Strategic Points:
KOKOMO, INDIANA
Plant and General OfBces
NEW YORK aXY
250 W. 57th Street
NEW YORK CITY
44 White-hall Street
(Export Dept.)
BOSTON
21 West Street
CHICAGO
1500 Republic BIdg.
ST. PAUL
100 Midland Trust Bldg.
NEW ORLEANS
1046 Camp Street
SAN FRANCISCO
1054 Mission Street
DETROIT
1501 Saratoga Ave. W.
DENVER
3235 West 29th Street
908
DALLAS
S. St. Paul
The MASTERCRAFT organization
goes considerably farther than the
confines of the big plant. Its man-
agement does not regard simply the
manufacture of fine cabinets as the
end of its responsibility.
For example, eleven sales and dis-
tributing offices, in cities scattered
from coast to coast, have been estab-
lished for the convenience of MAS-
TERCRAFT buyers— to put these
excellent products within your easy
reach.
The whole interesting story of
MASTERCRAFT Consoles is
yours for the asking. Address
the nearest branch or the gen-
eral offices at Kokomo.
THE WOLF INDUSTRIES
KOKOMO
INDIANA
The Talking Machine World, New York, September, 1927
11
Signal VoltaBf
going into am
Dlifying tube
Nature always puts obstacles in our
way. When men begin to study a new
invention or discovery
fhey find that there are
many problems to solve
before a successful de-
vice can be built. This
was the case with the
steam engine, the print-
ing press, the automobile,
the aeroplane and every
other major invention
that you can think of.
The vacuum tube is, per-
haps, one of the most re-
markable inventions ever made. We
found that we could use it to amplify
the radio signals. But when
we tried to tune these ampli-
fiers, so that they would help
us select the desired signal, we
found that the vacuum had a
tendency to misbehave.
When a tube is used
to amplify, the output
voltage is much „.
.1 • Signal Voltages leav-
stronger than the in- ing tube greatly am-
put voltage. This is PUfled but some run
\ , , around to entrance
the natural result of and crowd in with
the amplification. But ""'l„jf""°'°'^
I . til Signals
there is a path back
through the tube through which some of
the strong output voltage can get back to
the input side of the tube.
This voltage is then again
amplified and again re-
turns, getting stronger each
time, the result being that
the tube goes wild. It be-
comes a miniature broad-
casting station on its own
hook.
If we can provide a second
path from the output cir-
coming signals ^^jj ^^ jj^^ jj^p^j circuit, SO
arranged that the voltage
which comes back through this second
path is opposed to the voltage that
comes back through the tube
itself we can prevent the
trouble. This is called "bal-
ancing," because the second
path is adjusted so
that it exactly bal-
ances the path through
the tube.
The Hazeltine method
of balancing (or neu- Hazeitinie divides
*„-,t' • \ Bolstie^Lk Voltages.
tralizing) this path Balancing each oUier
through the tube has by ocposing each
, . 1 otner mey cause no
several unique advan- rumpus m
Amplified
signals return
ing to
tube miring
It up with in-
new Crosley ^and box
6 TUBE RECEIVER c/e luxe
is the national radio hit at ^SS.
Its amazing performance is the result of its remarkable con-
struction— the introduction of features found in the most
expensive of radios and possible at $55 only thru mass pro-
duction methods, plus the licensing of Crosley for use of the
patents, research resources and discoveries of The Radio
Corporation of America, The General Electric Co., The
Westinghouse Co., The American Telephone & Telegraph
Co., and The Hazeltine and Latour Corporations.
Check any radio at any price against these Crosley features
— standards of comparison that indicate the Bandbox's su-
periority.
Approved Consoles
$65
$85
1 — Completely shielded coils,
condensers and wiring.
2 — Acuminators for sharpest
tuning.
3 — Completely balanced genu-
ine Neutrodyne.
4 — Volume Control.
5 — Single tuning knob.
6 — Illuminated dial.
7 — Single cable to outside con-
nections.
8 — Designed for easy installa-
tion in consoles.
9 — Beautiful frosted
crystalline finish.
brown
tiic tube
tjjg and program signals
, go thru amplifier
methods that without interference
over
all
tages
other
have been proposed.
This is why Crosley radios use the
Hazeltine "neulrodyne" method.
AC model using new R.C.A. AC tubes and working directly from
electric light socket through Crosley Power Converter $65. Power
Converter $60.
The value of this Bandbox receiver and the excellence of its per-
formance can best be judged by seeing it and hearing it at the
nearest Crosley distributors. If you cannot locate the nearest one,
write Dept. 26 for bis name and address and Crosley literature.
Selected by Powel Crosley, Jr.,
IS ideal, acoustically and me-
chanically for the installation of
the Crosley "Bandbox." Genuine
Musicone built in. Crosley deal-
ers secure them from their job-
bers through
H. T. ROBERTS C(J.
1340 S. Michigan Ave.,
Chicago, 111.
Sales .\gents for Approved
Console Factories
Showers Brothers Company
The Wulf Mfg. Industaes
IMPROVED
MUSICONBS
Musicones im-
prove the recep-
tion of any radio
set. They are per-
fect affinities in
l?eauty and repro-
ductive effective-
ness for Crosley
Radios, A tilt-
table model ivith
brown mahogany
finish stands 36
inches high,i27.50
— 16 -inch Super-
Musicone as pic-
tured above with
"Bandbox", %\2JS
— 12-inch Ultra-
Musicone, $9.75.
THE CROSLEY RADIO CORPORATION
Powel Crosley, Jr., Pres. Cincinnati, Ohio
Prices slightly higher west of the Rocky Mts.
Crosley is licensed only for
Radio Amateur, Experimental and
Broadcast Reception.
116
The Talking Machine World, New York, September, 1927
Manufacturer of
PHONOGRAPH AND RADIO
CABINET HARDWARE AND
METAL SPECIALTIES
Samples for the asking
155 Leonard Street
Near the Xew Court House
New York N. Y.
Including the Popular
NONSPILL NEEDLE CUP
the COVER of which STAYS
OPEN and "snaps"
CLOSED
Prices on request
Kern-O'Neill Co. Organized in Minneapolis
to Distribute Columbia Phonograph Line
Elmer L. Kern, E. F. "Doc" O'Neill and Mort S chaffer Are Executives of New Columbia Whole-
sale Representative — All Have Wealth of Music Trade Experience
Minneapolis, Minn., September 3. — A new-
phonograph and record distributing concern, the
Kern-O'Neill Co., has been organized to dis-
tribute the products of the Columbia Phono-
graph Co. in Minnesota, North Dakota, South
Elmer L. Kern
Dakota, eastern Montana, northern Wisconsin
and the upper peninsula of Michigan. On
September 1 the new company took over the
interests of the local branch of the Columbia
Phonograph Co., and the officials of the new
concern look forward with the greatest opti-
mism to a busy season promoting the Colum-
bia and Columbia-Kolster interests in the
Northwest. No changes will be made in the
personnel of the Columbia branch.
The officials of the new concern need no in-
troduction to the talking machine trade, for
Elmer L. Kern, E. F. O'Neill and Mort Schaf-
fer have long been well-known trade figures.
E. F. O'Neill, president of the Kern-O'Neill Co.,
is known to thousands of music dealers and
possesses an intimate knowledge of the busi-
ness. The Columbia line is not new to "Doc"
O'Neill, for he started in business with the
Eastern Talking Machine Co., Columbia jobber
in Boston, more than thirty year.= ago. He
E. F. O'Neill
later traveled for the Zonophone Co. and then
joined the staff of the Victor Talking Machine
Co., becoming assistant traveling manager of
the company. During his connection with the
Victor organization Mr. O'Neill visited the
Orient for four years on two recording and
selling expeditions.
He helped organize the Beckwith-O'Neill Co.,
Victor distributor, in 1915 and continued with
this company until 1922, when he sold his in-
terests to George C. Beckwith. During the
same year he was appointed manager of the
Minneapolis branch of the Brunswick Co.
Elmer L. Kern, vice-president and treasurer
of the new company, has been connected with
the Brunswick-Balke-CoUender Co. for a period
of twenty-seven years. As long ago as 1900 Mr.
Kern opened the Brunswick branch office at
Butte, Mont., and remained as manager until
1906. He then went to San Francisco to assist
in opening up headquarters in that city after
the big fire. He next opened a branch of the
company at Seattle and while in charge of this
office made a special trip to Alaska, covering
all the important coast cities. In 1915 he was
appointed branch manager at Minneapolis.
Since the entry of the Brunswick Co. into the
phonograph business Mr. Kern has taken an
active interest in this end of the business and
Mort Schaffer
has built up an extensive interest in merchan-
dising and financial circles in the Northwest.
Mort Schaffer, sales manager of the Kern-
O'Neill Co., and one of the incorporators of the
company, is one of the most popular men in the
sheet music and record end of the music busi-
ness in the Northwest. Mr. Schaffer joined the
Leo Feist interests in Chicago in 1909 and cov-
ered the entire country promoting Feist pub-
lications. In 1921 he located in Minneapolis
and joined the Stone Piano Co., distributor of
the Aeolian Vocalion line. Since 1925 Mr.
Schaffer has been connected with the Minne-
apolis branch of the Brunswick Co. He is
widely acquainted with music dealers in the
Northwestern territory.
Audak Co. Introduces
New Brass Tone Arm
The Audak Co., New York City, is placing
upon the market a high-grade tone arm of heavy
drawn brass. This arm is doubly supported at
the back so that it does not pull 'out at the base.
In presenting the new arm Maximilian Weil,
president of the company, pointed out its cor-
rect mathematical taper, and that the product
is absolutely airtight at the base without
the use of felt packing.
Lloyd L. Spencer Returns
From Extended Trade Trip
General Sales Manager of Amplion Corp. Visits
Representatives in Middle and Far West —
New Amplion Loud Speakers Win Favor
Lloyd L. Spencer, general sales manager of
the Amplion Corp. of America, manufacturer of
Amplion loud speaker products, returned to his
desk a few days ago after a three weeks' trip,
which included a visit to the Pacific Coast as
well as Chicago, St. Louis, Omaha, Denver and
Salt Lake City. Mr. Spencer visited the jobbers
in all of these trade centers and was delighted
with the enthusiastic approval accorded the new
Amplion line for the coming season. He not
only appointed a number of prominent concerns
as Amplion jobbers, but also received substantial
orders from distributors who have handled the
Amplion product the past few years. The new
AC 21 and 12-Amplion loud speakers give every
indication of being two of the most popular
speakers in the trade during the coming season,
and orders in hand at the present time for these
models together with the other new Amplion
speakers are keeping the Amplion factory busy
to capacity.
Commenting upon the general conditions, Mr.
Spencer stated that practically without exception
jobbers and dealers are looking forward to the
best season in radio history. The stabilization
of the industry the past six months is reflected
in the confidence of the wholesalers and retail-
ers and the permanent prosperity of the trade
as a whole.
Columbia Model Featured
The Columbia-Kolster Viva-tonal, electric re-
producing phonograph is illustrated and de-
scribed in a leaflet recently sent the trade.
No More Handle Needed to Wind
Up Phonographs
Wanted: Efficient firm dealing in talking
machines for sale of this new amazing inven-
tion. License may either be acquired or motor
without handle purchased from Germany.
Sample motor for 10" records, with disc will
be sent postage paid upon receipt of $3 and
references from Johann Krauss, Stuttgart, Gar-
tenstrasse 37.
The Talking Machine World, New York, September, 1927
117
I
TANTLY! YOU KN
I
E T T E
foils the thieves that would
steal the music from Radio!
DeLexe Model
(Patents Pending)
The largest edition of the Oper-
adio line. Has an 84 inch air
c'lumn. Tone chamber weighs
36 pounds — capacity for hand-
ling tremendous volume with-
out distortion. Not affected hy
weather — saf el> used wUhpower
amplification. Beautiful cabi-
net— stumj) walnut quarter
veneer.
Price $80.00
WAVE absorption and distortion cannot de;
from your radio if your speaker is an Op
at a whisper^—ricli and rounded though the
volume of a brass band is coming through the
air. Every instrument in its place-^-every note
pleasing !
troy the charm of music
er. Clear
Stonite, a new inert material from which the
tone chamber of the Operadio Speaker is cast
en bloc, makes such re»creation possible. Its
monolithic structure cannot vibrate, conse-
quently no false notes, no wave absorption.
Tones are all there— true, clear*"— with their original fascinating charm.
You can test the Operadio
instantly! Write or wire for
prices, your profit is certain.
Speaker for yourself. You will say it is better
details of the profitable dealer plan. At these
Prices Slightly Higher West of the Rockies and in Canada
Manufactured by
CPERADIO MFG. CO.
700 East 40th Street
Chicago, 111.
( Patents Pending)
Senior Model
Its weight is its greatest asset — abso-
lutely prohibits vibration and distor-
tion. 54 inch air column.
Price $25.00
Junior Model
Unusual volume and tone quality
though small size. 30 inch exponential
air column. Both models beautifully
finishedin gold and brown--leatherized.
Price $15-00
Sales Department
THE ZINKE CO.
1323-25 South Michigan Avenue
Chicago, 111.
1
18
The Talking Machine World. New York, September, 1927
DANCING TAMBOURINE
Makes Beauty Live in Dancing - - -
The rare loveliness in the melody of
"Dancing Tambourine" marks it for tremendous popu-
larity. The Okeh release of this selection is an early one. Ask for
an immediate shipment and profit by an Okeh Master Selling Dance Record.
HO. 4»,4. X. H.. ,«
ta^^pl^ ''DANCING TAMBOURINE'' ^^Kanfefc
Records ''PAREE'' Records
PLAYED BY SAM LANIN AND HIS FAMOUS PLAYERS
Consolidated Talking Machine Co^
227 W. Washington St. Chicago, 111.
BYancWes : 2957 Grariot Ave., Detroit, Mich. 1424 Washington Ave., MinneapoUs, Minn.
vm
Oo
Rtneuc ^.sQ&toum mn n telephone wabash mi
LEONARD P. CANTY
Business Outlook Throughout the Middle
Western Territory Is Very Satisfactory
All Factors of the Trade in Better Condition Than for Some Time Past to Make This Fall
and Winter Prosperous and Profitable — Optimism Marks the Entire Trade — The News
Chicago, III., September 10. — Cool weather
during the latter half of August turned the in-
terest of the Middle Westerner to indoor enter-
tainment devices, and talking machines, records,
and radio receiving equipment came in for more
than their share of attention. No individual in
the trade can dispute the fact that this year the
consumer is evincing a keener interest at an
earlier date in both phonographs and radio ap-
paratus than for several years past, for sales
records bear out the contention.
Phonograph motor makers' plants are run-
ning to capacity, with an exceptionally heavy
demand for motors during the month of August,
and there was a decided upturn in retail talking
machine sales during the month. The sale of
records continued to increase, with a far better
demand than existed in July. Portable phono-
graph makers, after a brisk Summer, are turn-
ing their attention to new models, several of
which have already made their bow to the trade,
with more to follow within the next month.
Dealers received shipments of radio receiving
sets and speakers at an earlier date this year,
allowing them to display them as Summer
started to wane, and to stir up enthusiasm and
interest. As an example, an observer noted one
evening late in August that during a fifteen-
minute period nine people passing a music-radio
dealer's store in a neighborhood district, paused
and entered the store to inquire the name and
price of an AC console which stood in the show
window, and which was tuned in at the time.
Distributors report sales of radio apparatus
during the month'of August are far in advance
of the same date last year, and reports from
manufacturers throughout the Middle West
state that plants are hard pressed to fill the
rush of orders. The attention of the trade is
centered on the Radio World's Fair, to be held
in New York City in a few days, and the Chi-
cago Radio Show, which will take place in the
Coliseum, October 10 to 16, and it is expected
that public interest will be climaxed in the
Windy City at the time of the latter event, in
the middle of one of the best Fall selling sea-
sons which this section has ever enjoyed.
Sonora Dealers View New Models
A three-day meeting and display of new
Sonora phonograph and radio products was
held at the Wisconsin Hotel in Milwaukee on
August 10, 11 and 12, by the Tay Sales Co.,
distributor, for the benefit of Sonora dealers
in the State of Wisconsin and the upper Michi-
gan Peninsula. All of the new models of Sonora
phonograph and radio receivers were displayed
and in attendance were Ray Reilly, Chicago dis-
trict manager; George W. Marquis, and C. S.
Tay, of the Tay Sales Co., Chicago, and I. F.
Shallek, manager of the Wisconsin Tay Sale«
Co. branch. Over fifty dealers attended the
three-day gathering.
Mr. Shallek was appointed manager of the
Wisconsin office of the Tay Sales Co. on August
1, and the new branch office of the organiza-
tion is located at 465 Milwaukee street, Milwau-
kee, Wis.
G. W. Marquis Enjoyed Vacation
George W. Marquis, vice-president of the Tay
Sales Co., Sonora distributor in the Chicago and
Wisconsin territory, spent the last two weeks of
August vacationing at Hayworth, Wis. Mr
Marquis claims unusual success as a fisherman
and to bear out his statement before his return
he forwarded to C. S. Tay, president of the Tay
crganization, a shipment of the finny tribe.
Record Columbia Business
According to advices received from the Chi-
cago branch of the Columbia Phonograph Co.,
record sales during the month of August ex-
ceeded every other month in a number of
years, and the demand for phonographs enjoyed
a sudden rise, with a result that August proved
to be the best month in that department since
November, 1926.
"The Two Black Crows," a comic Columbia
recording, which won immediate popularity
when it was introduced a few months ago, con-
tinues to enjoy a good sale throughout the Mid-
dle West, and the Columbia branch office has
been literally deluged with orders for the popu-
lar recording. The Rialto Music House, operat-
ing two stores in Chicago's Loop, has had un-
(Coiiti)iucd on page 120)
New KIMBALL
PHONOGRAPHS
Kimball
Style 110
Consolette
One of the Winners
for Quick Selling
Brown Mahogany and
Walnut in Tivo-Tone
Art Lacquer Finish.
Space for Records
"I always said Kimball could make
the best phonograph in the world' ^
(Penn. Dealer)
The enthusiasm evident on the part of many dealers over the
Kimball new construction phonograph is due to the appreciation
of the retail buyer — hence ready selling.
Write or ivire for particulars
W. W, KIMBALL CO,
1857—1927
306 S. Wabash Ave. Kimball Bldg., Chicago
Makers Kimball Phonographs — Distributors Columbia Records
119
120
The Talking Machine World, New York, September, 1927
FROM OUR CHICAGO HEADQUARTERS— (Continued from page 119)
usual success in the sale of "Two Black Crows,"
due to attractive window displays and advertise-
ments in the Chicago newspapers.
Banquet Opens Kellogg Campaign
One hundred and twenty dealers who handle
Kellogg radio receiving apparatus were enter-
tained at a dinner given by the Kellogg Switch-
board & Supply Co., Chicago, in the East Room
of the La Salle Hotel on August 30. Retailers
within a forty-mile radius of Chicago attended
the affair, which signalized the starting of an
intensive sales and advertising campaign in the
Chicago territory in behalf of Kellogg radio
products.
H. C. Abbott, sales manager of the radio
division of the Kellogg organization, acted as
according to Mr. Abbott, and indicates that the
consumers are displaying a keen interest in the
development of radio along that particular line.
Mac Harlan, advertising manager of the Kel-
logg Switchboard & Supply Co., using a large
chart, outlined to the dealers the vast radio
market which still awaits cultivation, stating
that almost 50 per cent of those people who
now own receivers desire new and better appa-
ratus. He stressed the policy of a dealer hand-
ling one make of receiver in each price range
and concentrating on fewer lines of merchan-
dise. The Kellogg advertising campaign, which
has been running in Chicago for the past two
months, and which will continue throughout the
Fall, was discussed, as well as the cooperative
Radio Dealers at Kellogg Switchboard & Supply Co. Banquet
chairman of the meeting which followed the
dinner, prefacing his remarks with a message
from William L. Jacoby, president of the Kel-
logg company, who because of illness could not
attend the meeting. Mr. Abbott outlined the
principal features of the new Kellogg receivers,
such as tone quality, selectivity and ease of
tuning. For a period of five minutes a model
510 Kellogg receiver was operated by one of
the engineers to demonstrate its exceptional
tone and volume.
Mr. Abbott in the course of his address stated
that public interest in the development of radio
receivers which will operate with only the use
of light socket current is running extremely
high and, in order to find out public feeling, a
number of "teaser" advertisements were re-
cently inserted in the Chicago daily newspapers
by the Kellogg company. The response by let-
ter and by telephone was extremely gratifying,
advertising arrangement which allows the Kel-
logg dealer to e^ect a tie-up with large adver-
tisements which the Kellogg Switchboard &
Supply Co. will use in Chicago newspapers.
In his concluding remarks, Mr. Abbott
pointed out that Kellogg dealers in and near
Chicago have been chosen carefully, and that
each retailer is free and unhampered in the cul-
tivating of his own territory, no competing
dealers being allowed near his store.
Music Trade Radio Corp. in New Home
The Music Trade Radio Corp., prominent
radio distributor of Chicago, moved on Septem-
ber 1 to new and larger quarters at 154 Erie
street. The organization is discontinuing its
retail department and will now function exclu-
sively as a distributor of radio receiving appa-
ratus. The new offices of the firm are located
on the first floor of the building, and are con-
Repair Parts
For All and Every Motor
Tbat Was Ever Mannfactured
We can supply any part. The largest and most
complete assortment of repair parts — in the
United States — on hand, for old, obsolete and
present-day motors. If your order cannot be
filled from stock, we will make it up special.
Special prices on main springs, governor
springs, micas, repair parts, motors, tone arms,
steel needles, etc., in quantity lots.
Expert repairing on all makes of phonographs
and motors.
OICORPORAftD UNDER THB
L*WS OF ILLINOIS
B^k Grade TcJ^n^MacJuncs, Di5c Beconis»
Talking Madune Supplies, Etc
TRAOe MARX
•CONSOLA."
SUCCESSORS^
SlaMJarJ Talking Machln* Co.
C'lif*^ Talking Maehina Co.
Harmony TalMtag Uafkln*
O'N-ia jaaias Co.
ArufaC 227-229 W. WASHINGTON ST. CHICAGO ILL.
Brsnelie*: 2tS1 Orstlot At*., Detroit, Hleh. 1424 Washington At*., Sonth, MInneapolU. Minn.
Every Store Needs Valances!
Valances Will Improve
Your Store Front
Camden Tailored Valanoes add 50 %
to the appearance of your display
windows. Just give us tiie size of
your windows and we will quote
prices and send samples of fabrics,
trimmings, colors and designs. No
obligation.
CAMDEN ARTCRAFT CO.
160 N. Wells St. Chicago
siderably larger and more attractive than those
at the old address.
The organization now employs nine travel-
ing representatives, three in Illinois, three in
Wisconsin, one in Indiana and two in the city
of Chicago. Under the leadership of Percy
Kimberly, president, the Music Trade Radio
Corp., during the four years since its founding,
has made an enviable record as a radio distribu-
tor and is well known throughout the country.
The lines which the firm now handles include
Zenith radio receivers, Newcombe-Hawley,
Peerless, Temple and Utah loud speakers,
Kingston, American Electric and Grigsby power
units and Burgess batteries.
Vesta Marketing New Power Unit
Another new product of the Vesta Battery
Corp., Chicago, the Automatic A-B socket
power unit, recently made its appearance upon
the market. This complete unit contains an
"A" battery enclosed in a clear glass case, a
built-in hydrometer, a "B" unit, a dry rectifier
and an automatic relay. The hydrometer is in
plain view, visible through a cut-away in the
case, as is also the level of the battery solution.
In the new Vesta A-B unit, all that the opera-
tor needs to do is to turn the switch on the
set, on or off, and the power is automatically
controlled. It is equipped with two variable
controls, which give perfect regulation over the
entire "B" voltage in both the amplifier and de-
tector circuits.
The dry recti-
fier contained
in the unit is
of the Vertrex
type, which is
said to be
noted for its
steady service
for thousands
of hours and
its cool opera-
tion.
The "B" section of the Vesta unit is furnished
in two sizes of "B" current supply, 40 and 60
mils, at 180 volts. The 40 mils, at 180 volts, with
a 6-volt, 50 ampere hour battery within the unit,
retails for $72, and with the 60 mils. "B" unit
at $77. The Vesta "B" socket power unit which
is embodied in the complete unit may also be
had separately in a handsome case, including
the automatic relay. The 40 mils, unit retails
for $39.50 and the 60 mils, unit at $44.50.
Radio Protective Association Formed
The Radio Protective Association, Inc., was
formed recently in this city with headquarters
at 134 South La Salle street. Oswald F. Schu-
ette is executive secretary of the association,
which, according to the literature sent out to
the trade, has been formed "to protect the radio
industry against monopoly whether under the
pretense of patent claims or otherwise."
New Stewart- Warner Display Room
The Stewart-Warner Speedometer Corp.,
Chicago, manufacturer of radio receiving ap-
paratus, recently opened a new display room
in its factory. The room is sumptuously fur-
nished with period furniture, floor lamps and
other attractive decorations, and in this room
visiting dealers and trade friends may see and
hear the new Stewart-Warner radio receivers
and reproducers. In an adjoining room there
is a complete display of automobile accessories.
Death of E. K. Marshall
Word was recently received of the death of
E. K. Marshall, sales engineer during the past
three and one-half years, of the All American
Radio Corp., Chicago. Death occurred Satur-
(Continued on page 122)
The Talking Machine World, New York, September, 1927
121
Note complete shielding ol coils,
condensers, transformers and wir-
ing. Most rigidly built chassis on
market. All metal, re - enforced.
Beautiful metal panel 7' x 18".
Illuminated dial, graduated in
kilocycles and degrees, moves
horizontally. No oscUlatioa.
The trouble-proof
one dial Shielded Six^ Guaranteed
Buckingham Perfect Orthopkonic Model 20.
Built of rare imported woods, strikingly fin-
ished. Built-in 84 in, tone chamber, Utah
unit. Gives the finest of full range, tone
quality and volume.
r y HEN the season is at its height,
you want sets to arrive in 100%
perfect condition — ready for you
to deliver with confidence that they
will work as promised and stay
sold without "servicing."
The new Buckingham All-Metal
Chassis insures this. It is the most
rigidly built chassis on the marhet
— re-enforced — with every part
completely protected. It ships with-
out damage.
For selectivity, tone, volume, dis-
tance and ease of operation, the
new Buckingham Shielded Six
will thoroughly please even your
"fussiest" buyers — giving anything
that any radio can oSer.
All parts scientifically matched
before and after assembly. They are
highest quality. They bear famous
names. The coils, for example, out-
performed lOOothertypes inarecent
official laboratory test.
The one-dial enclosed control,
a Buckingham invention, cannot
back-lash, will not get out of order.
Small vernier permits fine tuning,
giving 3 dial accuracy.
Three stages of powerful distance
amplification, detector (in cushion
socket) and two audio stages de-
liver equal volume without oscil-
lation from 200 to 550 meters.
Positive replacement guarantee.
The beauty of the Buckingham
instantly strikes the eye. The panel
is rich and dignified. The shielded
chassis "looks like a million dol-
lars"— and performs the same way.
The "eye -appeal" is completed
by handsome cabinets — from fine
table consoles to gorgeous Ortho-
phonic-type consoles.
Perfect, trouble -proof perform-
ance plus distinctive appearance
— at low prices, with provision for
a "long" profit to yourself! The
Buckingham Dealer Franchise will
give you a most decided edge on
competition. Send coupon today
for full particulars.
Buckingham Perfect Console. Model 18. Builr
of beautiful woods, delightfully contrasted.
Built-in 52 in. tone chamber, Utah unit. A
big seller at its attractive price. Fit to grace
the £nest homes.
Buckingham Semi-Hihoy CoTisole.
Model 2. Constructed of genuine
walnut plywood, beautifully fin-
ished. Long travel lone chamber,
Utah unit. The price will astonish
you.
BUCKINGHAM
Buckingham Orthophonic Junior.
Models • Constructedof genuine wal-
nut plywood, high -light two tone
eSect. Built-in 48 in. tone chamber.
Utah unit. Orthophonio reception
at low cost
CORPORATION
CHICAGO
Solid walnut, matched burl sides and top,
beautiful lacquer finish. Full nickel piano
hinged top with stop. A real piece of fine
furniture, guaranteed to ship without damage
and not to warp or blemish in use.
RADIO
J
REMINDER
Write
BUCKINGHAM RADIO CORPORATION,
DEPT. 1209
General Offices: 25 East Austin Ave., Chicago
Without obligation, you may send your catalog
illustrating the complete line of Buckingham console
cabinets — also particulars of the Buckingham Dealer
Franchise.
Firm..
Individual-
Addr.
City. .:
..State
I
122
The Talking Machine World, New York, September, 1927
FROM OUR CHICAGO HEADQUARTERS— (Continued from page 120)
day, August 13, after a lingering illness of more
than a year. Besides the widow he is survived
by a son three years old.
Mr. Marshall's winning personality, and his
keen appreciation of the importance of technical
merit in radio products won for him a wide
circle of friends in the industry. In his passing
the radio trade loses one of its most promising
and capable members.
Otto N. Frankfort on Extensive Trip
Otto N. Franfort, vice-president in charge of
sales of the Mohawk Corp. of Illinois, Chicago,
left his desk shortly before the middle of
August on a trip which carried him to prac-
tically every important point in the United
States. His first stop was Boston, where he
visited the Lewis Electric Supply Co., North-
eastern Radio Inc., and the Geo. H. Wahn
Co., Mohawk distributors. He then traveled
down the Atlantic Coast to New York, and on
to Florida, visiting the French Nestor Co.,
Jacksonville, a recently appointed Mohawk dis-
already has a large number of hardware houses
distributing its line of Counterphase receivers,
recently appointed two new distributors, Ft.
Wayne Iron Stores, Ft. Wayne, Ind., and the
Canton Hardware Co., Canton, O.
The Illinois Electric Co., Chicago, radio dis-
tributor, held at its Peoria, 111., branch office
on September 14 a meeting for the radio deal-
ers in the district served by the Peoria office.
All of the new models of the various lines
which the Illinois Electric Co. distributes were
displayed and a sales and service program held
at which many radio executives delivered ad-
dresses. Among those who spoke were P. G.
Parker, district manager. Radio Corp. of
.America; John M. Spangler, district manager.
National Carbon Co.; R. L. Heberling, central
division manager, Philadelphia Storage Battery
Co., and J. T. Jeter, farm specialist. Radio Corp.
of America.
In the evening the visiting dealers were en-
tertained at a dinner followed by a program
the pioneer firms in the radio industry. J.
McWilliams Stone, president of the organiza-
tion, needs no introduction to the radio trade,
for he has been an important factor in the
development of radio receiving apparatus for
many years.
Laurence A. King, sales manager of the com-
pany, has also been associated with Mr. Stone
and the Operadio organization for some time,
and E. G. Laughlin, secretary and treasurer,
has had extensive experience in the banking
and investment fields as well as in manufactur-
ing, having been connected in the past with
the Firestone Tire & Rubber Co.
The Operadio Manufacturing Co. entered the
loud speaker field with a bloc type reproducer
early this season, and Mr. Stone recently an-
nounced that the firm expected to manufacture
portable radio receivers in the near future.
Visitors to Stewart- Warner Plant
Many Stewart- Warner service station owners
have visited the Stewart-Warner Speedometer
Corp. factory and general offices on Diversey
Parkway recently, and among those whose
names are found in the visitors' book at the
corporation headquarters are J. N. Magna,
owner of the Memphis service station; L. W.
Peterson, of the Omaha station; Dan Hyland,
of St. Louis; C. V. Carpenter, of Columbus,
O., and Mort Zucker, of Des Moines, la.
Radio Profits Through Fine Cabinets
In introducing their new line of radio cabinets
to the trade, the H. T. Roberts Co., Chicago,
exclusive sales representatives of radio manu-
facturing plants with assets in excess of
$20,000,000, advances the thought that every
radio set sold creates a definite demand for a
radio cabinet. The appearance of the set in a
beautiful cabinet nine times out of ten is the
determining influence in making the retail sales.
.'\nother point — not only does the cabinet sell
the set, but every set sold creates a demand for
an attractive cabinet — a double profit. In fact,
dealers to-day are just beginning to see the
additional market they have created in thou-
sands of homes already supplied with sets.
However, in spite of these facts, up to the pres-
ent time very little concerted attention has
been paid to the sale of quality cabinets, manu-
factured by leading reputable manufacturers.
Just now the picture is beginning to change.
The jobber is starting to go after this addi-
tional profit, and by so doing will double his
gross sales. The same is true of the dealers.
The margin of profit for them in this end of
the business is even greater than in selling
sets, and there is no comeback or service neces-
sary. The two units — the set and the cabinet
— sell in harmony. One sells the other. Cre-
ating a new and greater opportunity for jobber
and dealer profits.
With this introduction, the H. T. Roberts
Co. is now presenting two highly interesting
cabinet models, built under its direction by
Showers Bros. Co., one of America's largest
furniture makers. This line is marketed exclu-
sively through selected jobbers.
Model 440, shown on page 124, has an artistic
satin finish of walnut veneer. Front, top and
sides are of walnut veneer, beautifully high-
lighted, with fluted side pilasters. Equipped
complete with 2G-inch modern cone speaker.
Will accommodate any radio set now being sold
for installation in a cabinet. Radio set com-
partment measurements are 28 inches wide, 12
inches deep and 9 inches high. The panels are
supplied either blank, cut for Atwater Kent,
Radio Corp sets or other standard make sets,
as desired. Height 44 inches, width 30 inches
and depth 15 inches.
Model 445 is a beautiful hand-rubbed full
walnut veneer cabinet, with top, sides and front
artistically highlighted, with fluted side pilas-
ters. The panels are of four-way matched
highly figured walnut. Hinged top lid — con-
venient desk type front drop panel — lower doors
enclosing handsome grille. Complete with long.
{Continued on page 124)
11
Executives of Operadio Manufacturing Co.
(1) Lawrence A. King, Sales Manager. (2) J. McWilliams Stone, President. (3) E. G. Laughlin, Treasurer
Keith Simmons Co.
tributor. Keith Simmons Co., of Nashville,
Tenn., and Battery Exchange, Inc., St. Louis,
also a new Mohawk distributor, were visited
by Mr. Frankfort and in each city a sales meet-
ing and convention was held by the distributors
at the time of his visit.
"New Bremer-Tully Distributors
The Bremer-Tully Mfg. Co.. Chicago, which
which consisted of motion pictures showing the
uses of radio receivers. Mr. Jeter, during the
evening program, addressed the dealers on the
topic, "Selling Radiolas in the Small Communi-
ties."
The Men in Back of Operadio Co.'s Success
Pictured herewith are three executives of the
Operadio Manufacturing Co., Chicago, one of
Depemdalbility = Success
!AY in and day out dependability of serv-
ice, plus quality products at fair prices is
the really vital factor in the success of any
enterprise.
[ITANOLA Service is dependable and
quality is paramount in Vitanola products.
Try us for your wants, and be really
satisfied.
»etvice Bureau
11 East Austin Ave. Chicago, 111.
Supplies and replacement materials for all types of phonographs
The Talking Machine World, New York, September, 1927 123
High grade two-tone brown
leatherette case with nickel
trimmings. Beautifully em-
bossed loop panel in gold relief.
28 lbs., completely equipped.
^AC* without
^3 accessories
Entertainment
in ANY room of
the house with
THE
HYATT PORTABLE
If you have a standard radio, it belongs to
the family. If you have a Hyatt Portable,
it belongs to you. Take it to any room —
to your office — on trips, etc. When you
travel, it provides entertainment en route, -
and at your destination it is still on the
job.
The Hyatt Portable is a complete, self-
contained unit, possessing the ideal charac-
teristics of selectivity and tone quality. It
is a receiver that practically eliminates
static, reproducing the programs you like
to hear clearly and with pleasing volume.
6 tubes — Single Dial — Loop Aerial —
Built-in Loud Speaker.
Cash in on these possibihties
with the Hyatt. Demonstra-
tions resuh in sales. If your
jobber cannot supply you with
details, get in touch with us.
Try it and you'll buy it — Hyatt.
836 N.WELLS STREET
CtilCAGO, ILLINOIS
124
The Talking Machine World, New York, September, 1927
FROM OUR CHICAGO HEADQUARTERS— (Continued from page 122)
modern air column horn, equipped with speaker
unit. The panel will accommodate any of the
larger sets now being sold. Radio set com-
H. T. Roberts Model 440
partment measurements are 29 inches wide;
14^ inches deep and 9]/?, inches high. Supplied
^ither blank or cut to specifications.
Belden Mfg. Co. Adds to Line
The Belden Mfg. Co., Chicago, has added an
improved radio lightning arrester to its large
list of radio acces-
sories. The arrester
is of the non-air gap
type, sturdy in con-
struction and with a
heavy porcelain body
which provides a
Belden Lightning weatherproof enclos-
Arrester ure for the electrodes
It is said to be a reliable radio protector and
may be installed either inside or out-of-doors.
The new Belden product is approved by the
National Board of Fire Underwriters.
The Mohawk News Makes Big Hit
The first issue of Mohawk News, the house
organ of the Mohawk Corp. of Illinois, Chicago,
reached Mohawk dealers early in September.
The publication is in the form of an eight-page
newspaper, and contains news i)f late develop-
UNITED MOTOR No. 5
Improved
"6 -Record"
Motor
at a
LOWER PRICE
SPIRAL WfUPt^G G£A/iJ
B£LOW TH/S CAST/rfG
V/mPMOJHAfT
TWQ FULL.
8APR£LS
— Perfected and proven by more than 2 years'
successful operation
— Plays 6 records with one winding
— Very quiet and easy winding
— Runs evenly and noiselessly
— Very rugged in construction
— All parts standard United parts
— Built to give years of satisfactory service
— Carries our absolute guarantee
— The lower price makes this the outstanding
value in high-grade motors
W rite for quotation and sample — Phonograph Motor Division
UNITED AIR CLEANER CO., 9702 Cottage Grove Ave., Chicago, Dl.
Makers of
PHONOGRAPH MOTORS
nients in radio, illustrations of dollar-pulling
window displays and a discussion of the Mo-
liawk advertising campaign.
Prepared newspaper advertisements of vari-
ous sizes are reproduced for the benefit of the
Mohawk dealer so he may order the mats by
number, and insert the name of his firm in a
space at the bottom. In addition a number of
dealer aids, which the dealer may secure from
the distributor in his territory, such as window-
streamers, authorized dealer signs, envelope
stuffers, etc., are also illustrated.
Master-Craft Tube Renewer Popular
The Master-Craft tube renewer, recently
placed on the market by the Master-Craft
Products Co., Chicago, is an article which has
met with exceptional success since its intro-
duction. The product has been subjected to
exacting tests by many leading manufacturers,
who have forwarded the results of their tests
to the Master-Craft executives, complimenting
them highly on the merits of the product. It
has been approved by six leading radio labora-
tories and rejuvenates any type of radio tube
on the batteries of a receiver, no other current
being required. Any type of tube base can be
accommodated without an adapter or attach-
Nowhere Else in the'World^
Can You Find Radio
Cabinets Like These
The Castilian Model 192
"Positively Foremost" has always been the
"PIERSON SLOGAN." The continued
growth of our business to where we are
now serving thousands of America's Finest
Stores is the best evidence-ef how we have
always maintained our slogan in Practice.
You can search the "World" over for
better cabinets and you cannot find them.
Why are we not serving you ?
Rp'tWER
! CHICAGO
201-A 199
PAT.
WRITE NOW FOR CATALOG OF COMPLETE LINE
- THE
PIERSON COMPANY
Master-Craft Tube Renewer
ments and the tube renewer is made of red
bakelite.
The radio tube is inserted in the tube re-
newer, which is connected to a 22^-volt "B"
battery. The tube then lights and is flashed
tor forty-five seconds. The tube is quicklv
transferred to a socket of the receiver, the
"A" current being turned on, where it will light
immediately upon being inserted. The tube is
allowed to remain in the receiver socket for a
period of fifteen minutes for "aging." The
Master-Craft tube renewer is exceptionally
light and compact, measuring one and one-half
by three inches, and retails for $1.00.
The Talking Machine World, Nezv York, September, 1927
The Newcombe - Hawley
Drum Speaker is a com'
pact reproducer of excep'
tional quality and volume.
The Newcombc'Hawley
Drum Speaker is ruggedly
constructed throughout
and beautifully finished.
Newcombe-Hawle}) Radio Reproducers
A superlative series of radio repro-
ducers, so outstanding in tone quality
and volume that they have estab-
lished a new standard of radio pro'
gram re-creation. Every Newcombe-
Hawley demonstration has amazed and
delighted the most critical audience.
The remarkable Newcombe-Hawley
tone chamber (86 inches long in
the console models shown below) is
the secret of this exceptional per-
formance. You should investigate
the Newcombe-Hawley hne- It is a
prestigc'builder and profit'maker.
A Wide Selection
of Console Models
There is a Newcombe-
Hawley Console Repro-
ducer, with the 86-inch
tone chamber, for every
purpose. Model 53 is
the most compact form.
Model 55 has room for
power units or battery
installations, and Model
56 is equipped with doors
to cover the tone cham-
ber grill. Other models,
with room to install
radio receiving sets, are
included in the line.
Send /or latest catalog with
complete description
of all modtls.
MAIL THE COUPON
k8^
Newcorrbe Hawley, Inc.,
203 First Ave., N., St. Charles, Illinois
Please send us full it formation about the
Newcombe-Hawley Hne.
NIewcombe-Haw ley console
cabinets are made of finest
5-ply genuine walnut.
126
The Talking Machine W odd, New York, September, 1927
Sampson Electric Co., Chicago, Stages
Its Third Annual Dealer Convention
More Than Eight Hundred Dealers Gathered at Luncheon and Business Meeting of Prominent
Atwater Kent Distributor — New Models Viewed With Enthusiasm by Merchants
The third annual Sampson Electric Co. At-
water Kent radio dealers' convention took place
at the Stevens Hotel, in this city, late in Au-
gust. Over 500 dealers were present at the
The introduction of the Atwater Kent line
for the 1927-28 season was made by Charles
O. Weiser, of the Atwater Kent Mfg. Co.,
Philadelphia, Pa., who thoroughly explained
Atwater Kent Dealers at Sampson Electric Co. Banquet That Ended Conclave
Operation" was the subject presented by
George Wertzler, country sales manager of the
Sampson Electric Co., and "Our Advertising,"
by Irving Auspitz, president of Auspitz-Lee-
Harvey, advertising counselors for the Samp-
son Electric Co.
George Jaud, district manager of the Atwater
Kent Co., in a short talk presented the news
that the company this season will have the
largest force of factory men in the territory.
Mr. Jaud pointed out it was the duty of these
men to call on dealers and give aid in solving
merchandising problems.
Mr. Sampson then introduced T. Wayne
MacDowell, convention manager of the Atwater
Kent Mfg. Co., who followed Mr. Auspitz's
presentation of the distributors' advertising by
an interesting and instructive talk on "Atwater
Kent National Advertising."
The meeting was closed by R. E. Smiley,
assistant sales manager of the Atwater Kent
Co., who gave a highly inspirational address
on "The Penalty of Leadership." During the
afternoon business session the ladies were en-
tertained on a sight-seeing tour. The period
between the business session and the banquet
in the evening was devoted to an inspection of
the merchandise displayed in the ballroom. The
entire evening was devoted to the banquet,
which was followed by a number of interesting
entertainment features.
luncheon and the business meeting which fol-
lowed it and these dealers with their families
and guests brought the attendance at the ban-
quet in the evening to 1,200.
Mr. Sampson opened the business session
of the afternoon with an address of welcome.
He expressed the appreciation of both his own
organization and the Atwater Kent Co. for the
way the dealers had handled and sold Atwater
Kent products in the past and stated that the
opportunity for the future was a much bigger
cne than was ever before presented.
the features of each model of the Atwater Kent
line. Frank Horning, city sales manager of
the Sampson Electric Co., then spoke from his
experience on the subject of "What Makes a
Successful Radio Dealer."
A new note was struck at the meeting when
H. R. Beatty, president of the National Retail
Hardware Association, and also president of
the Illinois State Hardware Dealers' Associa-
tion, spoke on "Atwater Kent from a Dealer's
Viewpoint."
"The \'a'ue of System and a Definite Plan of
F. A. Cotton Is Killed
The many friends of F. A. Cotton, Eastern
district representative of the Bell & Howell Co.,
maker of Filmo and Eyemo motion picture
cameras, were shocked to hear of his death, the
result of an automobile smash-up on the Motor
Parkway, Long Island. Mr. Cotton made his
headquarters in New York about a year ago
and had many friends in the talking machine
and radio trades.
New!
A Low-Priced
Full-Curved Arm by
ORO-TONE!
Here is the ORO-TONE'S latest offering— the Model
M-1 full-curved brass and copper tone arm. This is a
standard size, high grade, full-curved arm that is made
available to you at a remarkably low price.
The new Model M-1 arm has all the features embodied
in the construction of the highest quahty product. It is
so solidly and substantially made that we guarantee it
imreservedly. The throw-back is our own lock nut type.
This positively prevents looseness or binding, yet the
throw-back goose neck is firm and cannot shake or rattle.
The Model M-1 is supplied in an Sj^-inch length. It
can also be supplied in a 7^/2 -inch length under style nuni-
This arm, complete with reproducer, can b
List Prices
M-1 8i/^-inch length §3.75
J-1 7i/<-inch length S3.75
No. 24 Chieftain Reproducer $3.50 *>^/ *vr
1010 George Street
QUALITY FIRST
her J-1. The reproducer shown on the arm in the illus-
tration is our No. 24 Chieftain, which has achieved such
wonderful success since it was placed on the market a
few months ago.
This is a splendid tone arm and reproducer unit for
manufacturers. The combination possesses 100% eye
value and can be depended upon to give satisfaction in
the fullest sense of the word. For jobbers and dealers
this arm offers an unusually attractive replacement propo-
sition. The dealer can now offer a complete tone arm and
reproducer to replace old style arms at the remarkably
low price of $7.25. And he can make a handsome profit
at this price!
e retailed for $7.25 at a splendid profit
Mail your order today, and lei this' 'le-ji
ORO-TONE product sell itselj to you!
Samples will be forwarded on ap-
proval to all legitimate manufacturers,
jobbers and dealers.
Chicago. 111.
The Talking Machine World, New York, September, 1927
127
When all is said^
--and done^ the fad remains^
the permanent satisfadion
of your customer comes first
HE wants the maximum that his money will buy
in radio satisfaction. You can give it to him in
the Slagle— a Receiver which will bring in both dis-
tance and local stations clear as a bell— a Receiver
that will separate different stations with a sharpness
nothing short of marvelous — a Receiver that operates
without batteries of any kind. And you can offer this
satisfa&ion guaranteed Radio to him in a variety of
designs at a scale of prices which are sure to please.
Slagle Superiorities in Outline
batteries
DRY socket unit
furnishes
A, B and C Power
Wonderful oAmplification
System ^^erfed Tone
One Dial Control
Exceptional
Seledivity
^uilt to Qive Qenuine
^ Satisfaction
Chassis— Cast aluminum chassis
swung on rubber, assures rigid-
ity without vibration.
Circuit — The Technidyne —
the outstanding circuit of recent
years — in both 9 and 10 tube
models.
Selectivity— Most exceptional
selectivity we as radio builders
of many circuits have ever
known. Separates locals and
gives distant reception through
local broadcasting.
Control— One control makes
station finding easy. Illuminated
dial, calibrated in kilocycle fre-
quencies, enables user to pick
up any station almost instantly.
Audio Amplification— Here
Slagle again sets a new standard.
The use of Ferranti audio trans-
formers in the 9 tube model and
push-pull amplification in the
10-tube receiver, along with
Newcomb-Hawley horns, give
tone quality which cannot be
excelled — undistorted volume
for an auditorium or a little for
the home — always under per-
fect control.
Cabinet Work— The one con-
sole model illustrated is typical
of Slagle's beautiful cabinet
work. Cabinets all walnut, de-
signed and executed by one of
the leading makers of fine pianos.
Each style is a beautiful piece of
furniture welcome in any home.
The Slagle Sales policy is just as satisfying to the Jdhh&r
and. Dealer as Slagl& receivers are to Radio listeners!
You ought to have the facts. Write for them today.
SLAGLE RADIO COMPANY
C^ort li^yne, Indiana
128
The Talking Machine World, New York, September, 1927
Service Is the Pass-Key to the Inner
Door of Success, Says Otto N. Frankfort
Vice-President in Charge of Sales of the Mohawk Corp. of lUinois, Chicago, Emphasizes the
Growing Need for Service to Insure the Continued Progress of the Industry
That a new era of merchandising radio prod-
ucts is developing is recognized by those most
familiar with activities in the industry. Manu-
facturers and dealers are not limiting them-
selves to the sale of radio alone, but are selling
something vastly more important, namely,
service.
Otto N. Frankfort, vice-president in charge of
iales of the Mohawk Corp. of Illinois, Chicago,
maker of the Mohawk one-dial radio receivers,
who has advocated a strict and standardized
code of ethics for the radio industry, is an
ardent disciple of this new era.
Mr. Frankfort recently stated, "Service is the
pass-key to the inner door of success in any
business. It is surprising to find that the auto-
motive industry up to the past few years failed
to appreciate this. The mushroom-like growth
of that industry has been a subject of much
comment, but the newer radio industry, which
is really a post-war baby, regardless of the fact
that Marconi and others blazed the trail many
years before the war, has eclipsed it in many
respects. Service in the radio industry has as-
sumed proportions unthought of by those in the
automotive world at a corresponding period in
its development.
"While sensational changes are not antici-
pated, those in close touch with radio are not
given to the belief that development has pro-
gressed as far as possible. More and more
money is being expended year after year for
improved equipment and research work."
Heretofore the manufacturer's activities were
based upon production, but in the new order of
things sales precede production. Performance
has been improved to such a point that the old
established Hues, according to Mr. Frankfort,
enjoy the confidence and good will of the public.
New radios are being sold for their beauty and
utility as home furnishings.
"Stabilization, as it comes closer to a fully
consummated fact day by day," continued Mr.
Frankfort, "brings to us the realization that
service is and will be one of the outstanding
factors determining' the progress and future of
the industry. We may say with certainty that
this one point will, for those ignoring it, make
success uncertain, to say the least. Merchan-
dising campaigns of the more successful manu-
facturers are steeped in service.
"Manufacturers believe in the 'practice what
you preach' theory, and are extending them-
selves in the services they render, in an efifort
to teach the dealers that service is worth while.
Already the service feature is taking a firm hold
with dealers as a result of the efforts of the
manufacturers, and service departments are be-
ing installed everywhere. The day when a
dealer considered his task at an end after he had
made the installation is over. His efforts are
now devoted to keeping the radio receiver sold.
"The wide-awake dealer realizes that such
service brings business into his sto.-e, which he
otherwise might lose. His customer is satisfied,
thus insuring the future of his business. The
public is appreciative and responds to good serv-
ice. It is a good will creator that has no equal."
New Aristocrat Speaker
Is Popular With Trade
The new Aristocrat speaker, recently intro-
duced to the trade by the Aristocrat Corp. of
America, New York, is meeting with favorable
comment wherever demonstrated. It is sold as
a table lamp which combines the advantages
of an efficient radio speaker. The bowl of the
Aristocrat is said to be made of Fulper Pot-
tery, and the speaker unit is claimed to be
liust-proof and unaffected by weather or tem-
perature changes. Twenty feet of silk radio
cord and eight feet of lamp cord come as regu-
lar equipment with the Aristocrat. The shade
is a forty-five-degree cone of specially prepared
parchment.
Sparton Brooklyn Dealers
Inspect the New Models
The Bushwick Auto Supply Co., 1755 Bush-
wick avenue, Brooklyn, N. Y., Sparton radio
distributor, recently held a meeting of Sparton
dealers of Brooklyn and Long Island at the of-
fices of the company. The new line of Sparton
models was on display for a week and received
enthusiastic endorsement from the trade.
Big Stromberg-Garlson Order
Charles Feldman and Charles Popkin, pro-
prietors of the chain of music stores operating
in the New England territory under the name
of the United Music Co., recently visited the of-
fices of Gross-Brennan, Inc., Stromberg-Carlson
representative in New York, and placed an
order which is said to be one of the largest
initial orders placed by any retailer with a single
radio manufacturer.
Ed Wallerstein a Benedict
Edward Wallerstein, sales promotion man-
ager of the New York offices of the Brunswick
Co., was married on Friday, September 2, to
Miss Helen Ault. The wedding was a complete
surprise to Mr. Wallerstein's many friends in
the trade.
The SCANLAN SPEAKER CHEST
An Output Transformer for Power Tube Equipment
Protection — lB,conomy — Clarity
Combines charm of appearance and perfection in operation to fill
the increasing demand for an output transformer which will protect
the speaker unit from the higher plate voltage required by power
tubes. Manufactured by a company who for several years have been
furnishing transformers as standard equipment to over 25 set manu-
facturers.
ELECTRIC MANUFACTURING @.
7773 -19 North Fmnklin Street
CHICAGO
Our Jobbers Sales
Plan is a real money-
making opportunity.
Upon receipt of your
inquiry we will be glad
to send full details.
The Talking Machine World, New York, September, 1927
129
B CURRENT SUPPLY UNIT
For a Richer Radio Experience
THE KINGSTON B CURRENT SUPPLY UNIT brings to your programs
a new thrill and a deeper fulfillment clearness, full tones, and perfect
reception. It maintains your set at its highest peak, operates silently, and
removes the expense and trouble of batteries. The unit is handsomely fin-
ished in satin black, is built with exceptional accuracy by experts, and will
bring to your radio evenings a new and satisfying completeness. Three
voltage terminals, each adjustable over a wide range, making possible any
desired voltage from 5 to 200. Raytheon 125 milliampere tube used as a
rectifier. Fully guaranteed;
Make this Fine Unit the Leader in your Winter Business
KoKOMO Electric Co. " kokomo, ind.
130
The Talking Machine World, New York, September, 1927
Jack Redell Announces
the Redell-Gorbridge Go.
New Concern Represents the Sentinel Mfg. Co.,
Temple, Inc., and Zetka Labs. — Head of Firm
Is Prominent in Association Work.
is secretary of the Midwest Radio Trades Asso-
ciation, Chicago, and a member of the Chicago
Radio Representatives' Association, St. Louis
Radio Trade Association, Wisconsin Radio
Trade Association, Northwest Radio Trade
Association, Michigan Radio Trade Association
and the Federated Radio Trade Association.
Associated Music Publish-
ers to Open September 17
Exclusive Columbia, Okeh and Sheet Music
Store to Have Gala Formal Opening on Sat-
urday— Fred L. MacNeil Is Manager
Chicago, III., September 8. — A new radio dis-
tributing firm, the Redell-Corbridge Co., was
recently established, with offices at 360 North
Michigan avenue, this city, to represent the fol-
Ghristine Raetz in New Post
Little Rock, Ark., September 8. — The Hollen-
berg Music Co. has announced the appointment
of Miss Christine Raetz as manager of the
phonograph record department. Miss Raetz has
had a wide experience, having been connected
formerly with Pfeifer Bros, and with the Gus
Blass Co. The Hollenberg store recently added
the complete Victor Orthophonic line of talking
machines and records.
T. M. & R. M. to Meet
The next meeting of the Talking Machine and
Radio Men, Inc., will be held at the Cafe Boule-
vard, New York City, September 20. Following
the meeting the members will proceed in a body
to the Radio World's Fair at Madison Square
Ca-'den.
Jack Redell
lowing manufacturers: Sentinel Mfg. Co., Chi-
cago; Temple, Inc., Chicago; Zotka Labora-
tories, Newark, N. J., and the Malone-Lemmon
Products, Inc., Plainfield, N. J. Other lines will
be announced in the near future.
Jack Redell, head of the new concern, is one
of the best known figures in radio circles. He
Gast Bros. Shop Moves
The Gast Bros. Music Shop, formerly located
at 826 Bergenline avenue, Union City, N. J., has
moved to new and larger quarters at 836 Ber-
genline avenue. The formal opening of the new
quarters took place on September 2.
Davega Opens Newark Store
Davega, Inc., otherwise known as the United
Sports Shops, is opening a new store in Newark,
N. J., in the Military Park Building. The new
shop will contain 15,000 feet of floor space.
The formal opening of the Associated Music
Publishers, 140 West Forty-second street, New
York( is scheduled for Saturday, September
17th, and will be a gala event, with a number
of Columbia recording artists assisting in the
ceremonies. This store, which carries the Co-
lumbia, Okeh and Harmony records exclusively
and in full, has on its racks approximately 20,-
000 discs, including popular, classical, foreign-
language recordings and Columbia Masterworks
albums. In addition the full line of Columbia
phonographs is carried.
In the sheet music section not only popular
and standard titles are carried but also all of
the foreign and classical editions, numbering
some 3,000,000 titles. A large mail order busi-
ness is carried on and it is expected that the
purchasers of sheet music by mail will also be-
( ome record buyers. A full line of stringed
instruments is also handled.
Fred L. MacNeil, manager of the store, has
had a wide experience in Eastern retail music
circles. He was last connected with the Aeo-
lian, New York, warerooms and prior to that
was associated with the Widener chain of mu-
sic stores. He has been in the retail talking
machine business for about twelve years.
Philip Kerness, assistant manager of the
store, is also well experienced, having been in
the retail business for upward of seven years.
Although the formal opening is still in the
future, the store has been open for drop-in
trade for some time and the volume of phono-
graph, record and sheet music sales has been
most satisfactory. Present plans call for ex-
tensive advertising in the metropolitan and for-
eign-language newspapers and a frequent send-
ing out of direct mail literature.
Plymouth Consoles
FOR
Model 1221
Furnished with or without
5 foot air column buiU-in
tone chamber and Utah unit.
All Makes of Radio Receivers
Twelve models to choose from.
Walnut veneer and fine cabinet
hardwoods, beautifully finished,
used in all models.
All models packed in plywood
containers insuring safe shipment.
Attractive list prices; $25.00 and
up. Liberal discounts to the trade.
Send for complete information
today.
"Plymouth Built Means Best Construction"
Plymouth Furniture Company
25 E. Juneau Avenue MILWAUKEE, WISCONSIN
The Talking Machine World, New York, September, 1927
131
LUND LINE LEADERS
IN
Radio Cabinets
MOPEI. T93
LIST PRICE S39.00
Takes any size panel up to
21 X 8% inches
Popular Two'Door Model
Closed View
MODEL 799
LIST PRICE $50.00
Takes any size panel up to
21 X SVz inclies
Open View
MODEL, 799
MODEL 791
LIST PRICE $44.00
Takes any size panel up to
21 X 8V2 inches
MODEL 751
LIST PItlCE $85.00
Takes any size panel up to
24 X 8Vz inches
MODEL 75.5
LIST PRICE $90.00
Takes any size panel up to
30 ,x S'/a inches
MODEL 750
LIST PRICE $70.00
Takes any size pniol
up to 21 X 8Vx inches
Cahinets hy a Cabinet Maker
1018-1024 South Wabash Ave.
CHICAGO
Grouped here are seven models from the LUND
LINE that have taken the Radio Industry by
storm. Every cabinet an exclusive design and an
unparalleled value. Write for discounts, illus-
trated catalogue and descriptions.
All LUND radio Cabinets are equipped with
Sliding I^ull-out Panels and Mounting Boards.
All compartments are accessible from front. New
improved horns with long tone travel are supplied
throughout the entire LUND LINE.
Write for Catalogue
and Discounts
MODEL 754
LIST PRICE $70.00
Taktts any size panel up to
21 X 8Vi inches
132
The Talking Machine World, New York, September, 1927
Scanlon "Speaker Chest"
Makes Its Trade Debut
Latest Product of the Scanlon Electric Mfg.
Co., Chicago, Has Made a Strong Appeal
that it will harmonize with practically any set
and speaker novf on the market.
The Scanlon Electric Mfg. Co., which is
headed by J. R. Scanlon, president, is marketing
the "Speaker Chest" through distributors, and
has launched a national advertising campaign.
The Scanlon Electric Mfg. Co., Chicago,
which for several years has furnished trans-
formers as standard equipment to over twenty-
five radio receiver manufacturers, has placed
upon the market a new idea in an output trans-
former. The new product, called the Scanlon
"Speaker Chest," is an output transformer for
power-tube equipment. The increasing demand
Scanlon "Speaker" Chest
by radio enthusiasts for greater amplification
in radio receivers b}- means of placing a power
tube in the last audio stage without coupling
the loud speaker through a specially designed
output transformer has been the cause of much
grief and trouble for both the radio set owner
and the dealer who made the sale. Power
tubes require a higher plate voltage, and in order
to protect both the speaker and the set, and
to obtain the greatest volume with clarity, the
Scanlon organization has perfected the "Speaker
Chest," and placed it in the hands of the trade.
This accessory of metal, with the transformer
.sealed inside, has the appearance of a cigarette
container in the shape and design of a treasure
box. It is finished in antique bronze, antique
silver, antique brass and a walnut shade, so
Famous Talent to Enter-
tain at Annual Banquet
The cream of radio talent will appear to en-
tertain the diners at the Fourth Annual Radio
Industries Banquet on Wednesday, September
21, and the millions of radio owners who will
listen in on the program which will be broad-
cast over a network of seventy-five stations will
hear the following artists:
Moran and Mack, B. A. RoUe and Palais D'Or
Orchestra, Swanee Crooners, Ernie Golden and
Hotel McAlpin Orchestra, Nolle, Whalen and
Kenny, Don Voorhees Blue Bottle Orchestra,
Red Nichols Ginger-Mint Julep Julipers, Kala-
ma's Hawaiians, Speakers, Eveready Orchestra,
Revelers and Walter C. Kelly, Senator Ford
from WOR, Maxwell House Ensemble, Major
Bowes and the Capitol Family, Sam 'n' Henry
from WGN, Radiotrons, Van and Schenck, N.
B. C. Combined Opera Companies, Ipana Trou-
badours, Happiness Boys, Royal Stenographers,
Dodge Brothers Fast Four, Evelyn Herbert, Sil-
ver Masked Tenor and Goodrich Four, Philco
Ensemble, Cavaliers and Reinald Werrenrath.
M'f'g. Radio & Phonograph
HARDWARE
PERFECT
Portable Needle Cup
Open Stays Open
Closed Keeps Closed
STAR MACH. &NOV. CO.
Bloomfield, N. J.
New Artone Portable to Be
Introduced to Trade Soon
Model Produced by Berg A. T. & S. Co. to
Meet Demand for Cheaper Instrument in
More Compact Form, Says E. R. Manning
RCA Home Demonstration
Week Announced to Trade
September 14 to 20 has been specified by the
Radio Corp. of America as "Home Demon-
stration Week." A striking poster has been
sent to all RCA authorized dealers for promi-
nent display in windows inviting the public to
operate a Radiola in their own home under
their own conditions.
The Berg A. T. & S. Co., Long Island City,
maker of Artone portables and phonographs,
will place on the market on October 1 a new
portable of the compact, flat variety, which is
only 3J4 inches thick.
E. R. Manning, treasurer and general manager
of the company, in referring to the new model,
said: "We are producing this model in response
to the decided demand for cheaper portables
and portables in more compact form. The chief
difficulty was to secure a motor thin enough
and at the same time dependable. We have
overcome this difficulty and have a motor that
is equal to any $15 or $20 portable. Another
distinctive feature of our new model is the
ingenious tone arm, which is an idea of Joseph
Berg, president of our company. This is a
real tone arm, and enables us to secure a regu-
lar full tone."
Mr. Manning left the early part of this week
for a five weeks' business trip, covering a num-
ber of the principal cities of the country. Presi-
dent Berg, who recently took a much-needed
rest, is now back at his desk directing the
affairs of the company.
Model 266
is only one of a number of attractive
cabinets composing the
"Burt Built^^ Line
for 1927-1928
Everyone equipped with
1 Foot Air Column Horn
Model ^(>. 266
Write for catalogue — or better still — see them at
Section J. J., Booth 29, Radio World's Fair
Madison Square Garden, New York
Sept. 19-24
BURT BROS., Inc.
Radio Division
Sales Offices: 24 East 2 1st St., New York
Factories: Philadelphia, Pa.
The Talking Machine World, Nezv York, September, 1927
133
A single switch snpplies
"A" and controls "B" poiver.
The Last Word
in light socket "A" power
T^UE new Kathanode Unipower — the
finest ever built by Gould — and it sells
at new low prices.
■f -f -t -t
Time-tested principles of design are em-
bodied in the new Unipower. But in ad-
dition it contains a striking advance in
battery practice that makes this econom-
ical form of ''A" power equal in most
and superior in some ways to costly
batteryless sets. This new exclusive
feature of Unipower is the Gould
Kathanode assembly (patented).
The Kathanode principle was first used
by Gould in submarine batteries. It is
now applied for the first time to radio.
The new
Improved
With it, care is reduced to a minimum;
service expense is practically eliminated;
and richer, smoother power is attained.
There are no tubes to replace, and it
is practically fool-proof.
It appeals to both kinds of customers.
Those who know so little about radio
mechanics that they want the most reli-
able equipment, and those who know
so much that they appreciate the supe-
riority of the new Gould Unipower
construction.
Write today for complete informa-
tion and new low price list. Gould
Storage Battery Co., Inc., 250 Park
Avenue, New York City.
Price
35
upwards
GOULD PRODUCT
134
The Talking Machine World, New York, September, 1927
H. O. Drotning Now With
the Berg A. T. & S. Go.
Engaged in Laying Out Plant of Company to
Make Most Efficient Use of Space Added to
Factory of Well-known Organization
H. O. Drotning, formerly in charge of pro-
duction at the plant of the Carryola Co. of
America, has now joined the stafif of the Berg
A. T. & S. Co., Long Island City. Mr. Drot-
NOW-The ELECTRIC Phonograph
Write for prices and detailed description
Phonographs have advanced consid-
erably with new types of sound-boxes,
tone arms and amplifying chambers.
To complete the advancement, an Ar-
nold electric motor should be installed
not only because it adds to the appear-
ance by eliminating the unsightly
crank which means tiresome winding,
but also because it is essential for
plaj'ing the new records.
The Arnold is a substantial motor
which operates on either AC or DC
current and delivers a_uniform speed.
""lakeside supply CO.
73 West Van Buren Street
CHICAGO, ILL.
Louis Buehn Co., Motor Parts Co. and
Garrett Miller & Co. Hosts to A. K. Trade
H. O. Drotning
ning is now engaged in using his knowledge of
production efficiency in laying out the plant of
the Berg A. T. & S. Co., so that the most
efficient use will be made of the space which
was recently added. When this work is done
it is expected that Mr. Drotning will act as
assistant to E. R. Manning, treasurer and gen-
eral manager. Mr. Drotning is well known in
trade circles and in his new connection his
ability will have ample scope.
Philadelphia, Pa., September 9. — The Motor
Parts Co., the Louis Buehn Co., both of this
city, and Garrett Miller & Co. of Wilmington,
Del, Atwater Kent distributors, were hosts to
their dealers at a dealer convention held at
the Penn Athletic Club, this city, yesterday.
J. A. Prestele, of the Atwater Kent Mfg. Co.,
convention chairman, opened the business ses-
sion at 2:15 in the afternoon with a brief word
of welcome. Following this welcome, Louis
Buehn, president of the Louis Buehn Co., ad-
dressed the dealers on "What Advertising
Means to Us." "Observations by a Newcomer"
was the subject selected by E. P. H. Allen,
sales manager of the Motor Parts Co., who was
the next speaker. A prominent speaker on all
Atwater Kent programs followed, Richard E.
Smiley, assistant sales manager of the Atwater
Kent Mfg. Co., who chose as his subject, "At-
water Kent Radio — the World's Standard." Miss
Mae B. Columbo, of the sales promotion depart-
ment of the Atwater Kent Mfg. Co., presented
"Selling from the Woman's Viewpoint." C. W.
Geiser, district manager of the Atwater Kent
Co., announced a merit club and its conditions,
and awarded medals to a number of the dealers.
The concluding address of the afternoon ses-
sion was by F. A. Delano, merchandising
counsel of the Atwater Kent Mfg. Co.
Following the business session the dealers
inspected the display of not only the Atwater
Kent line, but the Pooley and Red Lion cabi-
nets as well. Dinner was served in the ballroom,
and after a unanimous demand for a few words
from Vernon W. Collamore, general sales man-
ager of the Atwater Kent Co., the speaker of
the evening was introduced, O. H. Caldwell, of
the Federal Trade Commission.
The Full Automatic With Electric Amplification
One must see and hear this wonderful in-
strument to appreciate it. With its New
Tone Grandeur, Astonishing Volume, Beau-
tiful Cabinet Lines and Full Automatic Fea-
tures, it is as far ahead of the old single
record machine as a modern automobile with
self starter and other new features is ahead
of those of years ago without these modern
features.
This instrument changes its own records and
plays continuously until you stop it. No re-
loading.
Automatics are the coming phonographs. Are
YOU in the parade or are YOU on the curb
watching it go by?
The New Deca Disc
With Electric Amplification
53" high, 36" wide, 22" deep
Write for Information
Manufactured hy
The DECA-DISC PHONOGRAPH COMPANY, Waynesboro, Penna.
The Talking Machine World, Nezu York, September, 1927
135
Tie Speaker
of
The Day '
N
i:OIJE SPJARER
15 ins. Hi^^h
13 ins. Wide
PRICE IN CANADA $25
The Wirt Speaker Is
Making Radio History
There is nothing amazing about the
spectacular success of the Wirt Cone
Speaker. This was assured — even be-
fore the Wirt appeared on the market.
What has amazed both the trade and the
public is the technical and manufacturing
achievement represented by the product
itself.
For the first time in radio history the
dealer can offer, and the public can buy,
a speaker whose performance satisfies
the most exacting ear, at a price within
the means of anyone who can afford to
own a set. Such a double triumph of in-
ventive genius and manufacturing experi-
ence sets a new standard in radio de-
velopment.
The first public announcement of the
Wirt Speaker made its appearance in the
form of a full page advertisement in the
Saturday Evening Post dated August 13th.
Set owners were deeply impressed and
even at this early date are requesting
dealers to demonstrate the Speaker of
the Day.
The Wirt Speaker is just beginning its
irresistible march to popularity. National
advertising in big space will continue
through the Fall and Winter. The tre-
mendous force of popular approval is just
beginning to be felt. The coming months
hold out a money-making opportunity in
retail selling that has had no counterpart
in previous radio history.
If you are not already selling the Wirt
speaker it will be very much to your ad-
vantage to send your jobber a substantial
order without delay.
Manufacturer of DIM-A-LITE and other Electrical Specialties for over Twenty Years
5245 Greene Street
Philadelphia, Pa.
136
The Talking Machine World, New York, September, 1927
Howard Radio Co. Appoints
Territorial Representatives
Five Agents Named Who Will Concentrate on
Middle and Southwest — New Distributors Ap-
pointed in the Chicago Territory
The Howard Radio Co., Chicago, recently
announced the appointment of five territorial
representatives, who are concentrating their ac-
tivities in the Middle West and Southwest, and
have been in the field for the past month. W.
E. Woods makes his headquarters in Kansas
City, covering Oklahoma, Kansas and Missouri;
H. E. Morton covers the Detroit, Toledo, Cleve-
land and surrounding territory; F. H. Hoxie,
Illinois, outside of Chicago; P. C. Dulitz, Michi-
gan, and George Windmiller, Indiana and part
of Illinois.
The Howard executives report a healthy early
demand for receivers with every evidence of a
record-breaking Fall. Many distributors are
being added to the firm's list and the new A. C.
models are now being shipped to various sec-
tions of the country. The firm has secured
active distribution for its products in the Chi-
cago territory through the Commonwealth Edi-
son Co., Chicago Radio Apparatus Co., Inland
Radio Co., National Radio Co., and the Tatch-A-
Radio Co.
No. 807 Walnut Veneer and Gum — with
beautiful Butt Walnut Veneer Fronts
A GOOD NUMBER
from
A GOOD LINE
of
Radio Cabinets
Write today for catalog
and prices
The H. LAUTER COMPANY
West Washington, at Harding
INDIANAPOLIS, IND.
McLagan-Erla, Ltd., Formed
to Serve Canadian Trade
Operating Merger Between McLagan Furniture
Co. and Electrical Research Laboratories
Formed to Make Erla Sets For Canada
Chicago, III., September 7. — Prominent Cana-
dian and American radio and cabinet manufactur-
ing interests were joined in an operating merger
concluded between the McLagan Furniture Co.,
of Stratford, Ontario, and the Electrical Re-
search Laboratories (Erla) of Chicago. A new
company, to be known as McLagan-Erla, Ltd.,
has been formed, with headquarters and plant at
Stratford, Ontario, to take over manufacture of
Erla receivers, phono-radio combinations, power
units, reproducers and accessories for all Cana-
dian provinces.
Ofiicials of the new company are D. M. Wright,
president; G. A. Pearson, vice-president, and L.
J. Salter, secretary-treasurer. Messrs. Wright
and Salter are president and secretary-treasurer,
respectively, of the McLagan Furniture Co.,
while Mr. Pearson is president of the Electrical
Research Laboratories.
License has been granted the new concern to
operate under all Canadian radio patents con-
trolled by Canadian Radio Patents, Ltd., corre-
sponding to patents held in the United States
One of the many new
designs in the most
comprehensive line of
Radio Cabinets on the
market.
Thirty-five patterns to
select from in all the
leading finishes and
with panel sizes for all
receiving sets.
Write today for cata-
log and prices of Radio,
Record and Roll Cabi-
nets.
H-54, W-31, D-I914
Antique Walnut
Panel 8J< x 25
With Newcombe-Hawley Horn
THE UDELL WORKS
Established 1873
Indianapolis, Ind,
by the Radio Corp. of America. In addition, the
concern is licensed under patent applications of
Radio Frequency Laboratories covering the
bridge balanced circuit used in Erla models.
Temple Speaker Shipped
to D. W. May, Inc., by Air
Chicago, III., September 3.— Temple, Inc., of
this city, manufacturer of the Temple air column
speaker and other radio apparatus, was the first
Shipping Temple Speaker by Plane
radio manufacturer to ship its product by air
express over the American Railway Express Air
Line from Chicago to New York, which went
into service on September 1.
On that day Temple, Inc., sent a Temple air
column speaker to D. W. May, Inc., Newark,
N. J., well-known radio distributor. The plane
left the Chicago flying field at 8:25 standard time
and arrived at Brunswick, N. J., field at 7 p. m.
Downtown Radio Dealers
Hold Jubilee Celebration
While it is true that the annual radio show to
be held next week at Madison Square Garden
will have a larger number of exhibits and a
larger attendance. New York's first radio show
of the season was held last week when Cortlandt
street had its radio jubilee. All of the down-
town dealers participated and the entire section
was decked in holiday attire. The week's cere-
monies opened when Charles E. Keegan, repre-
senting the Acting Mayor, made a brief address
saying that he hoped I he dealers would do an
ever-increasing business. George L. Modell, on
behalf of the dealers, presented Mr. Keegan with
a huge "Key to Cortlandt street."
One of the features of the celebration was the
choosing each day of the "Queen of Cortlandt
."Street." The leading broadcasting stations in
the city furnished artists who entertained the
crowds at the jubilee.
opening of School Season Brings Oppor-
tunities for Dealer Promotional Work
"A Hundred Million Dollars Would Be a Small Amount for the Schools of the United States
to Spend on Musical Equipment," Says Musical Educator — Are Ycu Doing Anything About It?
As this issue of The Talking Machine World
reaches its readers the school system of the
country has been reopened for another year
and again the opportunity for interesting the
educational authorities in musical activities
awaits the dealer. As each twelve-month
passes by the interest in school band and or-
chestra work increases, as is evidenced by the
interest which the annual school band contests
arouse. These contests, which are under the
direct auspices of the Music Supervisors' Na-
tional Conference, have served very definite pur-
poses, namely, promotion of the organization
of school bands; the encouragement of bands-
men and their directors to improve the quality
of their performance to a point where they
might properly participate in the contest; se-
curing of publicity devoted to school bands,
and last, but far from least, the stimulation of
;he sale of band instruments.
Regarding the contest work, C M. Tremaine,
director of the National Bureau for the Ad-
vancement of Music, recently stated: "The mu-
sical development of the school bands has
dumfounded those who have been called upon
lo judge the contest and observe school band
work generally, and this development of exist-
ing bands is quite as important as the steady
organization of bands.
"The aim of the committee is the extension
and improvement of bands and instrumental
music generally in the schools of the country.
The chief gain to the participant is the stimulus
fciven to band members to strive for higher
attainment, and the opportunity to compare
their playing with that of other school en-
sembles and to receive the constructive criti-
cism of the judges. The interest aroused, it is
felt, will result in winning more adequate recog-
nition of the educational importance of bands."
So much for the good work which is being
done by the bands already in existence. Some
300 bands took part in the various contests
leading up to the national competition in 1927,
which means that many dealers throughout the
country have lent aid and encouragement and
are now reaping the rewards and profits from
their work. There still remains a great un-
touched market which the dealers would do
well to study and reach. Ernest L. Owen, head
of the music department of the Tamalpais High
School, Mill Valley, Cal., in a recent address
said in part: "Although the past half-dozen
years have seen a large growth of school bands
and orchestras, a considerable beginning of
class instruction in string and wind instru-
ments and the piano, we are hardly at the
threshold of really comprehensive organization
and equipment of complete, well-balanced school
instrumental music departments with sufficient
well-prepared, specially trained teachers to carry
on the instructional work.
"A hundred million dollars would be a small
amount for the schools of the United States
to spend within the next three or four years
on necessary instrument equipment alone. To
balance these, pupils would purchase three or
four times that amount of violins, cellos, flutes,
clarinets, cornets, trombones and saxophones,
while many learning the school-owned instru-
ments would want them for their own future
use."
These statements from an outside source,
from an educational authority with no interest
in either the industry or trade, should carry
weight. His estimate of the money which
should be spent by the schools of the country
exceeds even the most optimistic estimates of
the manufacturers of orchestral or band instru-
ments, yet the facts presented by Mr. Owen
seem to warrant the estimate.
In another portion of his address Mr. Owen,
in referring to the necessity of music being
regarded as a major subject of the curriculum
with proper credits given, said: "That the
music trades organizations are now openly
evincing an interest in this subject is both for-
tunate and encouraging. You have been too
reserved, too modest, too much afraid of the
possible suggestion of selfish motives, and per-
haps have not realized the great help that the
active support of your live, hustling, well-organ-
ized associations might justly contribute."
Meditate on these facts, plan a campaign and
then approach the educational authorities in
your city or town and ask them why the school
is not represented by a band and orchestra.
Have your local association take steps to have
action taken. If you are in doubt as to what
steps to take, get in touch with Mr. C. M.
Tremaine at the Bureau for the Advancement
of Music, who will be only too happy to lend
every possible assistance, advice and aid.
Protecting
Your Profit
SELLING musical merchandise demands time
and energy. The dealer must go out and create
business. He invests many dollars in developing
prospects.
Are you getting a full and fair return on your
selling effort?
The King Exclusive Franchise dealer receives
absolute protection. Every inquiry is referred to
him. He knows that he will get full profit on every
sale in his territory. complete protection of the King plan and the high
quality of King instruments make a good combination. Sales
are easier and profits more certain.
Full information is yours for the asking. There are enough
rich territories still open to make your immediate inquiry
well worth while.
Write for our booklet on "The Advantages of Becoming a 'King' Dealer."
THE H. N. WHITE CO.
5215-91 Superior Avenue, Cleveland, Ohio
Manufacturers
of
BAND
INSTRUMENTS
137
138 The Talking Machine World, New York, September, 1927
IN THE MUSICAL MERCHANDISE FIELD— (Continued from page 137)
nOHNER
f r/f£ WORLD'S B£S7^^Jt^.
''Si' -IS 5-"
M. HOHNER, Inc.
The Fall season is HERE. How is your
Hohner Harmonica stock?
Write us for our "Big Business Builders." They will help you.
114-116 East 16th Street
New York City
HOHNEH PRODUCTS /IWARDED FIRST PRIZE AT THE PANRMfl
PACIFIC tNTER,NATIONAL EXPOSITION SAN FR/\NCISC0 1915"
Grawley-Milner, Detroit,
Opens Small Goods Section
M. H. Lebow Appointed Manager of New De-
partment— Will Handle the Lyon & Healy
Lines in Large Department
Detroit, Mich., September 7. — One of the large
department stores here, which has long had a
piano department and handled music as a side
line, has decided to go into the business of
M. H. Lebow
handling musical instruments extensively. This
is the Crawley-Milner Co. and they have allot-
ted considerable space in their down town store
to the new music department and appointed
M. H. Lebow as manager.
Much Interest Displayed
in Cleveland Music Revue
Public Demonstration of Various Types of
Musical Instruments During Ohio Convention
to Be Given On Elaborate Scale
Cleveland, O., September 6.— x\. L. Maresh,
president of the Cleveland Music Trades' Associa-
tion, reports that a great amount of interest is
being shown in the coming musical instrument
show that is to be staged in the two ballrooms
of the Winton Hotel in connection with the con-
vention of the Music Merchants' Association of
Ohio, September 12th to 14th. The musical pro-
gram of the convention is to be furnished by
Hruby's Orchestra and it will be broadcast
through station WHK. One of the composi-
tions to be played is the waltz, "Life is But a
Dream," the author of it being Anthony L.
Maresh. Another feature will be the playing
of the Cellophone, an instrument invented by
Alois Hruby, and which will be heard in public
for the first time. A boy violinist, known as a
prodigy, Eugene Bergen, eleven years of age, is
to play at the luncheon. Master Bergen claims
that music is an international language and
should be studied by all children.
Harmonica and Gucki Flutes
Termed Musical Instruments
United States Customs Court Overrules Origi-
nal Classification as Toys Under Which Duty
of Seventy Per Cent Was Assessed
Harmonica flutes and merchandise described
as Gucki flutes were the subject of a tariff dis-
pute that has just been determined by the
United States Customs Court in favor of the
importers, Koons, Wilson & Company, of
Philadelphia.
On entry, these flutes were classified as toys,
and duty exacted at the rate of 70 per cent ad
valorem under paragraph 1414, act of 1922.
Judge Sullivan fixes duty at only 40 per cent
ad valorem under paragraph 1443 as musical
instruments.
"The testimony shows," Judge Sullivan
writes, "that tunes can be played on these in-
struments, and in view of the Barnard, Judae
case, G. A. 8885, T, D. 40462, affirmed in 12 Ct.
Cust. Appls. 306. T. D. 41230, we hold these
articles dutiable as musical instruments at 40
per cent ad valorem under paragraph 1443. The
protest is sustained to this extent."
L. A. Elkington Buys
Wurlitzer Fife Business
Entire Business and Lines to be Brought from
North Tonawanda to New York City
L. A. Elkington manufacturer of musical in-
strument accessories, 220 East Thirty-fourth
street. New York, announced this week that he
had purchased the iife business, including both
manufacturing and sales, of the Rudolph Wur-
litzer Co., North Tonawanda, N. Y. The com-
plete equipment for manufacturing the well-
known brand of U. S., H. K., American Star,
Silvertone, Clark's London, and Model fifes and
flageolets, have been transferred to the Elking-
ton plant in New York.
A drum and bugle corps contest in which
all the organizations in the State are invited
to participate will be a feature of the mid-
Nebraska Exposition, to be held next week at
Columbus, Neb.
Wilson Music Go. Has
Handsome Warerooms
Wilmington, Del., Music House Occupies Three
Floors of Building — Handles the Entire King
Line of Band Instruments
Wilmington, Del., September 7. — Incorporating
all the latest improvements and newest depart-
ures, the completed J. B. Wilson Music Co.
building, at 922 Shipley street, stands today as
one of the finest music houses in this city, com-
paring favorably with those in larger cities.
The striking three-story structure is finished
in buflf stucco. Extending fifteen feet across,
a spacious show window gives ample space for
elaborate displays.
On the first floor of this building are in-
stalled five large cabinets for the showing of
the complete line of King musical instruments
handled by the concern.
The stairway, ascending to the second and
third floors, is in three sections. One encoun-
ters it immediately on entering the door. It
is a beautiful piece of work with polished oak
treads, ivory posts and mahogany railing.
A glass-enclosed section is part of the second
floor front. It will be used for radio demon-
strations. Except for this portion and the of-
fice, the remainder of the floor will be devoted
to the display of Ludwig drums and traps.
2,400 Boys and Girls Try
for Harmonica Band
Cleveland, O., September 8. — Harmonica activ-
ities fostered by the Board of Education in the
playgrounds under its control have assumed
amazing proportions, according to the advices
received from that city.
In a total of fifty playgrounds, all having
harmonica clubs, no less than 2,400 boys and
girls are striving to acquire proficiency on this
miniature orchestra. Out of this group 500
skilled players were formed into an all-city
band, which led the Cleveland playground
pageant parade held at its famous public audi-
torium on July 29.
The individual playground elimination con-
tests are now in progress and the grand finals
will be held at Loew's State Theatre on the
night of August 25.
Prizes will be awarded to the successful con-
testants in addition to the medals and choice
harmonicas which will be donated by the firm
of M. Hohner, Inc.
These activities are under the direct super-
vision of Alfred O. Anderson, Board of Edu-
cation supervisor for division of community
centers and playgrounds, and in his work he
is ably assisted by H. William Holsinger, direc-
tor of musical activities.
The Talking Machine World, New York, September, 1927
139
IN THE MUSICAL MERCHANDISE FIELD— (Continued from page 138)
Toledo Musical Merchandise Merchants
Report Good Demand All During Summer
J. W. Greene Co. Reports August Thus Far Shows 30 Per Cent Increase Over Same Month of
Last Year— Methods That Have Created Better Business
Toledo, O., September 8. — Wind and band
instrument dealers have experienced a Sum-
mer volume equal to last year and in certain
instances considerably ahead. The task of hold-
ing up sales has not been an altogether diffi-
Ciilt one, for perhaps no group of musicians is
bo susceptible to advance merchandising as the
members of an orchestra or band. A large per-
centage of them are youths ever on the alert
for new ideas and always willing to purchase a
horn or string instrument which will improve
their art or give them more prestige. And then
there is always a new crop of players coming
up and to this group must be given the credit
for purchase of more new brass and wood in-
struments than to the older players.
The J. W. Greene Co. has experienced the
most successful Summer small goods season
since the department was established, accord-
ing to Sam Santelli, manager. July registered a
fine increase over the preceding month and also
over the corresponding month of last year.
August, up to the middle of the month, is show-
ing an increase of 30 per cent. Mr. Santelli be-
lieves that much of the growth is due to the
efforts both he and his assistant have put forth
to interest the professional musician. In turn
each has visited the Union headquarters, taken
part in the meetings and endeavored in a gen-
eral way to be of service to them. In a few in-
stances instruments have been loaned for trial
to players. Letters were mailed to saxophone,
banjo and other players inviting them to come
in, inspect the new merchandise and become
acquainted with the improvements manufac-
turers have made within recent months. These
drew many into the store, several of whom pur-
chased instruments and others are live pros-
pects.
The plan of sending letters was also followed
with members of the high school orchestras.
Every saxophone, clarinet and other player re-
ceived a letter asking him to visit the store, in-
spect the new merchandise and learn about
plans manufacturers have for improving their
p.oducts. No obligation was stressed. A list of
the members and the instruments played was
obtained from the director of the high school
bands. Mr. Santelli reported that the letters
produced a large amount of repair business,
brought in a fair percentage of players to in-
spect goods and made a few sales.
Grinnell Bros, recently drew attention to
brass instruments and banjos by means of an
elaborate window display of King instruments
with a gold finish saxophone mounted upon a
stand as the central attraction. Bacon banjos
were also shown in connection with the brasses.
The house has closed a goodly proportion of
Summer business by featuring outfits such as
violin, saxophone, banjo and the like. Begin-
ners in particular are interested in purchasing
complete outfits of the instruments. It is also
hoped to duplicate the success attained this
Spring with the harmonicas in the schools. A
few schools started clubs and their success will
no doubt spur on other schools and classes to
compete in contests to be arranged by school
heads. Harmonica bands are planned for sev-
eral schools this Fall.
The Union Music Co., according to George
Terry, manager, closed a seasonal small goods
business. The Buescher line, on account of
the number of widely known orchestras using
these instruments, was given much prominence,
for many of these bands appeared at Lune Pier
during the past few weeks. Mr. Terry stated
he has given much time recently to ordering
new merchandise and putting the stock in order
for Fall. A feature, which it is believed will
increase the sale of accessories, is a new dis-
play case lighted and placed close to the front
of the store. Customers will see the display upon
entering and again upon leaving, thus being re-
minded of small items they may need. The
Eagle Drum and Bugle Corps was equipped re-
cently with the new Buescher long model
bugles. It will use the instruments for the first
time in the prize contests of the lodge at the
Milwaukee meeting.
RUNQ
The Oldest and
Largest Musical
Merchandise House
IN America
Exclusively Wholesale
ESTABLISHED 1834
G.BRVi^o ^ SoN,iNc.
35I-53FourthAve.NewYorkCity
"Silver Bell"
Banj OS
Send for illustrated book of Prominent
Orchestra and Professional Players
The Bacon BanjoCo. Jnc.
GROTON - . CONN.
The Fischer Music House, which as a special
feature of the business maintains several studios
in the store in charge of competent instructors,
has been able to maintain a steady flow of trade
throughout the Summer by selling ten lessons
with each saxophone and five lessons with each
banjo. While that number of lessons will not
make the player a star, it will give him an in-
sight into the work and show him the need of
continuing the study of his instrument until he
is able to handle it properly. The store en-
deavors to place students who have finished a
course of training. Martin band instruments
are carried by it.
Lyon & Healy Manager
Sees Heavy Fall Trade
Manager of Musical Merchandise Department
of Chicago House Reports Dealers Order-
ing Early to Fill Depleted Stocks
Chicago, III., August 27. — "So far in August
our sales are materially ahead of the same
month in 1926 and last year was much ahead of
1925," said R. H. Roberts, manager of Lyon &
Healy's musical merchandise department this
week. "I don't think there is the slightest
doubt but what we will have an exceptionally
good Fall and Winter trade. I don't mean a
small increase; I mean a marked increase. I
base my judgment on what the dealers them-
selves tell us about their business prospects
?nd about their own stocks."
D. L. Day Ends Vacation
Groton, Conn., September 7. — David L. Day,
treasurer and general manager of the Bacon
Banjo Co., of this city, recently returned from
a vacation trip which included New York,
Montreal, Boston and Cape Cod. Mr. Day
reports that a number of telegraph orders have
been received from various parts of the coun-
try for immediate delivery, presaging an early
start of Fall business, and that the B & D
Super string business has been hitting a high
mark right along.
Opens New Store
Helena, Mont., September 6. — The Sherman
Music Co., Inc., successor to the Curtain Music
House, has opened in its new quarters at 310
North Main street. Under the management of
E. H. Sherman, the company has made rapid
growth and has outgrown its former location
on Sixth avenue,
[UtOPEAN HEADQUARTER
■■Wl^^i^^ I mm ml 1 68MiltonSt. (ForeSt.)E.C.2.Clorkenwein448 ^
British Radio Manufacturers Recognize
Gramophone Dealers as Trade Outlets
Protracted Coal Dispute of Last Year Has Appreciable Effect on Retail Music Trade — Steady
Improvement in Electrically Recorded Discs — New Concerns in Gramophone Field
London, Eng., September 5. — The gramophone
industrj', although still doing a considerable
business in records, and a fairly satisfactory vol-
ume in gramophones, is appreciably feeling the
effects of the protracted coal dispute of last
year. Not that the manufacturers are wanting
in efforts to invigorate the trade, for, if any-
thing, they are planning more vigorous sales
campaigns than have hitherto been inaugurated
within the industry. Every month, too, wit-
nesses improvements in the uses of the new elec-
trical recording system, and the potentiality of
the gramophone record for giving forth repro-
duction of instruments and choirs of a magni-
tude never before contemplated is being increas-
ingly recognized and exploited each month.
Radio broadcasting programs are not hurting
the gramophone industry as some thought they
would. As a matter of fact, business is being
helped by the increased demand for music, and,
moreover, radio manufacturers are recognizing
the ability of gramophone and music dealers as
handlers of wireless goods in a most efficient
and resultful way.
The gramophone industry is still somewhat
disturbed by the action of the Vocalion Gramo-
phone Co. in issuing a record called "The
Broadcast" at the price of 1 s. 3 d., which was
referred to in last month's letter. Hitherto
this company made the "Vocalion" and "Aco"
records, retailing at 3 s. O.d. and 2 s. 6 d. respec-
tively— the price at which the majority of rec-
ords are sold in this country. The change of price
plan, however, has greatly disturbed the very
pleasant conditions which have prevailed in the
past in the matter of nearly uniform prices cov-
ering records. As a result of this move by the
Vocalion Gramophone Co., the factorship for
"Vocalion" and "Aco" records held by Messrs.
Perophone, Ltd., has been given up by this
well-known company. This new price trend
in records has caused a rather disturbing con-
dition of affairs, but it is not expected that
music dealers will lower their standard and
tliat the cheaper class of records will find their
way into the bazaars and cheap stores.
Remarkable Record by Ernest Lough
Master Ernest Lough, a member of the choir
of Temple Church of London, has recently made
a record for "His Master's Voice" of Mendels-
sohn's "Hear My Prayer," which has made a
veritable sensation in the way of popularity.
The boy has the most beautiful voice ever
recorded, and it is much to be doubted if for
beauty of tone, exquisite diction and artistry of
interpretation the famous aria of Mendelssohn
has ever been equaled by any singer, juvenile
or adult. The demand for the record has been
so great that His Master's Voice Co. has had
to ration its dealers and ten presses have been
yet aside at the factory, working continuously
in special shifts, to meet the demand which is
destined to be world-wide.
Financial Standing of Companies
As I write, gramophone shares on the market
stand at; Columbia Ord. 113 shillings, Columbia
Pref. 22/101/2; Columbia (International) 6i/%
Debs. 101; The Gramophone Co., 119/3; Duo-
phone & Unbreakable Record Co., 8 per cent.
Pref., fully-pd. S/6; Edison Bell Ord. 26/3; Voca-
lion Gramophone Co., 12/9; Victor Talking Ma-
chine Co., 36j4-
To Be Introduced
Shortly to be issued by the Gramophone Co.,
(His Master's Voice) is a new set of language
records in Colloquial French. Within the next
World's Classified Advertising
Any member of the trade mjay forward to this office a
"Situation" advertisement intended for this Department to
occupy a space of four lines, agate measure, and it will
be inserted free. Replies will also be forwarded without
cost. Additional space will be at the rate of 25c per line.
If bold-faced type is desired the cost of same will be 25c
per line. Rates for all other classes of advertisinE on
application.
POSITION WANTED— Phonograph and ac-
cessories salesman; experienced; comprehensive
knowledge of phonograph products and mer-
chandising; pleasing personality; ability to "talk
and sell music" to all classes of trade; capable
of managing department. Wishes connection
with high grade music house, or department
store, interested in improving existing or de-
veloping new music department. Box 1623 The
Talking Machine World, 420 Lexington Avenue,
New York City.
SOUTH AMERICAN PIANO SALESMAN,
EXPERIENCED, DESIRES TO CONNECT
WITH MANUFACTURER OF PIANOS,
PLAYER-PIANOS AND PHONOGRAPHS.
CAN DEVELOP EXCELLENT BUSINESS.
ROXBURG, 356 EAST 50TH STREET. NEW
YORK CITY.
REPRESENTATIVES WANTED
To sell our complete line of portables
and large phonographs, electrics, radio
cabinets, etc. Associated Manufacturers
Company, 2538 Calhoun Street, New Or-
leans, La.
FOR SALE
Entire Phonograph, Radio, Small Goods,
Records, Sheet Music departments of the
Martin Music Company, Los Angeles.
$300,000 annual business. Entire first floor
for lease. Balance of space retained by
Martin Music Company for exclusive
Piano Business. Splendid opportunity. No
investment in fixtures necessary. Address,
Martin Music Company, 734 South Hill
Street, Los Angeles, California.
WANTED
Representative of good standing, active
— reliable — for large Swiss manufacturer
of TALKING MACHINE MOTORS-
SOUNDBOXES— TONEARMS. Highest
references required. Address "Box 1622,"
The Talking Machine World, 420 Lexing-
ton Avenue, New York City.
ATTENTION, RADIO CABINET
MANUFACTURERS!
Sales executive of unusual ability in-
timately acquainted with the largest buy-
ers in the Metropolitan district, seeks ex-
clusive New York representation for re-
sponsible manufacturer of Radio Cabinets.
Can furnish highest credentials. Box 1621,
Talking Machine World, 420 Lexington
Avenue, New York.
month or two, also, a new sound-box will make
its appearance, as well as a new instrument with
an electrical pick-up device.
New Concerns in Gramophone Field
One by one the big piano houses, in order to
tide them over a protracted period of depression,
are allying themselves with the gramophone
and record industries. According to the latest
company announcements I see that, under the
title of Columbia Salons, Ltd., Ernest Marshall,
managing director of Sir Herbert Marshall &
Sons, Ltd., is associated with others in the com-
pany, domiciled at the Regent House, Regent
street, to carry on the business of Gramophone
and phonograph salesmen and dealers in records,
etc. The company has a nominal capital of
£10,250.
Another recent corporation under the Com-
pany's Acts is that of The Mellow Tone Co.,
Ltd., and which was registered on August 22, to
carry on the business of manufacturers of and
dealers in needles and other parts for gramo-
phones, with a nominal capital of £100.
Sleeper Corp. Announces
Changes in Personnel
Robert C. Cameron Promoted to District Man-
ager— Other Important Changes — New York
and Pittsburgh Distributors Appointed
Important changes and additions to the sales
staff of the Sleeper Radio & Mfg. Corp. have
been announced by Gordon C. Sleeper, presi-
dent and general sales manager, in furtherance
of intensive sales and advertising plans on the
new Sleeper AC and DC all-electric receivers.
Robert C. Cameron has been promoted from
service manager to district sales manager for
the States of Pennsylvania, Maryland, Dela-
ware and Ohio. Howard M. VanCIeaf has been
appointed metropolitan sales manager in New
York, Long Island and Westchester County.
T. T. Peters is a new representative in New
England and upper New York State, and Ken-
yon W. Mix is back again in his former post
as district manager in the Middle West' with
headquarters in Chicago.
The Franklin Electric Co., Pittsburgh, Pa.,
and R. H. McMann Co., Inc., New York City,
are new distributors of the Sleeper line, which
operates direct from the electric light socket,
with a line voltage control which is said to give
the desired 110 volts irrespective of whether
the actual line of voltage is low or high.
New Lyon & Healy
Store Opened in Chicago
Between Two and Three Thousand People
Attended Opening of Establishment
Lyon & Healy, prominent music house of
Chicago, opened a new retail store at 870 East
Sixty-third street on August 27 and it is es-
timated that between two and three thousand
people attended the event and inspected the
establishment on that evening. The new store
is two blocks west of the former Lyon & Healy
store and it is in the heart of the Woodlawn
business district. Edward W. Lundquist, for-
merly associated with the American Piano Co.
and the Victor Talking Machine Co., is man-
ager of the new branch store.
Window^ Display Competition
In a window display contest conducted dur-
ing the week the Vim Electric Co. was selected
as the winner, with the Walthal Electric Co.
in second place and the Perfection Radio Stores
won honorable mention.
140
LE\NI[KS^WOKliyMU5l
Four De Sylva, Brown and Henderson
Song Hits the Feature of "Good News"
Repeat Success of "Scandals" Score in "Good News" Which Arrived on Broadway Last Week
and Won Instant Favor — "Varsity Drag," "Good News," "Lucky in Love" Among Hits
A glance at the theatrical sections of the
New York newspapers on Wednesday, Septem-
ber 7, was sufficient to inform readers that
De Sylva, Brown and Henderson had repeated
in the first paragraph of his review. In addition
to the numbers mentioned by Mr. Hammond in
his review, "Happy Days" and "Just Imagine"
are of a similar appeal.
The book of the comedy is by Laurence
Schwab and B. G. De Sylva, and the music and
lyrics by Mr. De Sylva, Lew Brown and Ray
Henderson.
It was unnecessary, however, for "Good
News" to arrive in New York to enter the
hit class. Opening in Atlantic City some few
weeks ago it registered instantaneously, later in
Philadelphia it continued to find its way into
public favor. The accompanying photograph of
a window display in the J. G. McCrory Co.,
in Philadelphia, gives an indication of the man-
ner in which dealers are realizing the profit-
making possibilities of featuring the song "hits"
of the production.
Paul Klepper, of E. B. Marks,
Making Extensive Trade Trip
Manager of the Foreign and Classical Depart-
ments of the Edward B. Marks Music Co. Is
Covering the New Englemd Field
McCrory's Attractive Display
their success of the score of the "Scandals,"
with "Black Bottom," "Lucky Day," "Birth of
the Blues" and other "hits," for unanimously
did the critics pay tribute to the music of "Good
News," the musical comedy, which opened on
Tuesday at Chanin's Forty-sixth street theatre.
Typical of the reviews which "Good News"
received from the New York critics is that of
Percy Hammond, which appeared in the Herald-
Tribune, which reads in part: "The music was
canny, the nonsense clean, and the romance as
rational as the laws of extravaganza will allow.
No fewer than four song 'hits' were added to
<he national anthems in the course of the night,
breaking many of the records of minstrelsy.
These 'hits,' according to the farsighted
prophets, were a serenade, "The Best Things in
Life"; a loud black bottom dance, "The Varsity
Drag"; a dancing ballad, "Lucky in Love," and
"Good News." Mr. Hammond, keep in mind,
paid this tribute to the music of the production
Paul Klepper, who has been in charge of the
foreign and classic departments of the Edward
B. Marks Music Co., New York, for more than
a year, left this week on an extensive trip for
the house. He will cover the entire New Eng-
land trade, spending considerable time in Bos-
ton, and will be gone about a month. His first
trip to Philadelphia and vicinity, made earlier
in the Summer, proved so successful that Mr.
Marks decided that he was too valuable a man
to retain constantly in New York.
Mr. Klepper came to the Marks firm in 1926
with twenty years' experience here and abroad,
including important positions in France, Ger-
many and Switzerland
"Yes She Do" Is Winning
Favor With Orchestra Heads
"Yes She Do," the fox-trot number of the
Broadway Music Corp. which leaped into na-
tion-wide popularity a short time ago, is now
winning favor with orchestra leaders through-
out the country. Will Von Tilzer, head of the
Broadway Corp., recently stated that requests
for special arrangements have been received
from Vincent Lopez, Paul Specht, Cookie Han-
neford of the House of David Band, Wayne
King, leader of the Arragon Dance Orchestra
and numerous other dance aggregations. Irving
Abrams and his Hotel Manger orchestra are
featuring the number in their programs. "Yes
She Do" is going particularly strong in the Mid-
West district.
"Muddy Water" and "After You've Gone,"
the other two big sellers in the Broadway cata-
log, show steadily growing sales. Von Tilzer
has several new selections which will be released
in the near future and which bear every promise
of immediately jumping into the "hit" class.
Seven Berlin Hits in
Nev^ "Ziegfeld Follies"
Score by Irving Berlin Wins Praise of Press
and Public— Four Outstanding "Hits" and
Three of Almost Similar Caliber
The new "Ziegfeld Follies" of 1927 which
opened in New York the latter part of last
month was acclaimed by the metropolitan press
as being the greatest of all "Follies," which is
the highest meed of praise. The success which
has been accorded the production is due in no
small measure to the orchestral score composed
entirely by Irving Berlin.
This score has been said by many to be the
best ever been heard in a musical comedy
or revue, and contains no less than seven selec-
tions of the "hit" variety. The four outstanding
songs which found instant favor all over the
country are "It All Belongs to Me," "Ooh, May-
be It's You," "Shaking the Blues Away" and
"It's Up to the Band." Scarcely less meritori-
ous are "Learn to Sing a Love Song," "Jimmy"
and "Rainbow of Girls."
Irving Berlin, Inc., which has released these
seven numbers, is planning a vigorous campaign
on the first four numbers, and orchestrations
have already been distributed throughout the
country.
An interesting fact regarding the production,
and one that should prove of interest to talk-
ing machine dealers, is that practically all of
the principals of the "Follies" are recording
artists, and it is probable that the "hits" of the
show will be available in record form, sung by
the principals as they sing them from the
stage of the New Amsterdam Theatre. The
principals in mind, who are also record stars,
are Eddie Cantor, Franklyn Baur, Ruth Etting,
Cliff Edwards and the Brox Sisters.
FIVE RECORD RECORD BREAKERS
FROM THE ZIEGFELD FOLLIES OF 19Z7
/MWm M-Mt MWM\
Hi h
OOH, MAYBE
IT'S YOU
bA-w^M B a m m m m A
I r M m M m m m m\
w M m M m M m ^41
a M M_m m » M M M
-f m m M m m
Above Songs Featured By Orchestra And Vaudeville Acts From Coast To Coast
IRVING BERLIN INC., I G07 Broadway, New York
141
142 (World of Music)
The Talking Machine World, New York, September, 1927
A\0'' FoxW Son
SOME DAYi^i/
YOVUSiYVllv
tyWal-ler Donaldson
The Walh Ballad Hft-
AREYOVTHINKINC
OFMETO-NICIIT?
by Benny Davts,
Hai'i'y Aks\- and L.Wolfe G»lb<iv^
The Big Suvpn'seHil-
MYBWEHE&YEH
bv Ggov^€ Whiting and
WaliGv Donaldson
T(?4 Lewis New Fo>!,ii'oVHTl-
THERE $ HOEHDTO
HY LOVE FOR YOV
b/led Lewis Fi'ank Govbett and
Tvank Poss"
And the New
Sensation
byTheWviter of
AT SUNDOWN"
A
SHADY
TREE
by
Wali-Gi'Doimldson
Witmark Sues Candy
Concern for Infringement
Declares Use of Part of Music and Words on
Candy Wrapper an Infringement of "Sweet
Adeline" Copyright Held Since 1903
A damage and injunction suit has been in-
stituted by M. Witmark & Sons, New York,
against the W. P. Chase Candy Corp^ Brook-
lyn, for infringement of the former's copyright
on the song, "Sweet Adeline," a single bar of
■which has been used by the candy company on
the oiled paper wrapper on a five-cent piece
of taffy. The suit is to restrain the candy con-
cern from printing the music on its wrappers
and the Witmark firm also seeks damages of at
least $250. The copyright on "Sweet Adeline"
has been held by M. Witmark & Sons since
1903. The name of the Chase Co.'s candy is
"Sweet Adaline," spelled with an "a" and not
an "e," but the basis for the suit is in printing
the words, "Sweet Adaline, my heart doth
pine," and in using the fragment of the music
which the Witmark attorneys contend forms
the basic melody of the song.
Berlin Standard Music Corp.
Takes Over Fisher Numbers
The Irving Berlin Standard Music Corp.,
New York, has announced that it has taken
over from Fred Fisher, Inc., the exclusive pub-
lishing rights to "Little Town in the Ould
County Down," written by Monte Carlo and
Alma Sanders. "My Home in the County
Mayo," by the same composers, has also been
taken over by the Irving Berlin standard de-
partment. The former was recorded by John
McCormack several years ago and will now be
given an extensive campaign. A substantial
advance was paid to Fred Fisher, Inc., in the
transaction.
A. L. Sloane Added to Staff
of the Robbins Music Corp.
Will Cover Eastern Section of Country and
Canada for That Concern
A. L. Sloane, one of the best-known music
salesmen in the field, has just joined the Rob-
bins Music Corp., New York, and will travel
for the house in the Eastern section of tUc
country and Canada. In adding Mr. Sloane to
its selling staff the Robbins firm has advanced
a step further in its steady program of ex-
pansion. At the present time they have three
traveling representatives, besides those located
in the principal cities of the country, and all
of them are thoroughly "sold" on the Robbins
catalog.
"Enchanted Isle" Proves Hit
The score of "Enchanted Isle," a musical
romance, is being published by the Edward B.
Marks Music Co. This production, the cast of
which is headed by Greek Evans and Kathryn
Reese, opened in Toronto and was most favor-
ably received by press and public. The out-
standing hits of the production are "Julianne,"
"Close in Your Arms" and "Dream Girl."
Dellwoods Music House Sold
The retail and wholesale business of Dell-
woods Music House, organized in 1917 by
Wendell Hall, has been purchased by Wendell
Hall Music Publishers, Chicago.
To Write Piano Novelties
Lee Sims, record and radio favorite, is to
write a series of piano novelties for the Rob-
bins Music Corp., New York.
Twenty-four Copyright
Actions Are Filed
Hotels, Cabarets, Etc., Defendants in Suits
Brought by American Society of Composers,
Authors and Publishers
Twenty-four damage and injunction suits al-
leging the unauthorized use of copyrighted
musical compositions were filed in Federal
Court in New York City last week by Nathan
Burkan, in behalf of Gene Buck, as president of
the American Society of Composers, Authors
and Publishers, and six prominent publishers,
all of New York. The suits were brought
against managers of hotels, cabarets, road-
houses and amusement halls in ten towns in
New York State. The publishers taking action
in this matter are: Irving Berlin, Inc., Jerome
H. Remick & Co., Leo Feist, Inc., Harms, Inc.,
DeSylva, Brown & Henderson, and Shapiro,
Bernstein & Co.
A permanent injunction is sought against
each of the defendants and damages of not less
than $250 in the case of any one. According to
Mr. Burkan, the defendants have ordered or
permitted the infringement of "Rio Rita," "At
Peace With the World," "In the Middle of the
Night," "Bam, Bam Bammy Shore," "For My
Sweetheart" and other song and dance hits.
H. R. H. the Prince
Requests "At Sundown"
Walter Donaldson's rhythmic and haunting
number, "At Sundown," published by Leo Feist,
Inc., New York, won new laurels for itself in
Ottawa, Canada, recently, when it was sung be-
fore the Prince of Wales and Prince George at
the big state dinner and dance. Al and Bob
Harvey sang the number which was applauded
enthusiastically by both of their royal high-
nesses, and the song was repeated many times.
A few days later, when the Prince of Wales was
in Toronto, he requested "At Sundown" for his
Charleston dance. His liking for the number
was commented on extensively by the Toronto
Daily Star and other Canadian papers.
E. B. Marks Publishes
Score of "White Lights"
The Edward B. Marks Music Co., publisher
of the score of "White Lights" believes it has
one of the choicest propositions of the season
in the production. It opened in Stamford,
Conn., early in August and received a hearty
reception.
The book of "White Lights" was written by
Paul Gerard Smith, whose vaudeville and legi-
timate stage successes are numerous. The
music is the work of J. Fred Coots, who wrote
the scores of "Sally, Irene and Mary," "Artists
and Models," among other hit shows. Al Dubin
is responsible for the lyrics. Among the out-
standing song numbers are "I'll Keep on Dream-
ing of You," "Eyeful of You" and "Don't Throw
Me Down."
"Kinkajou" Selected As
Coming Season's Dance Step
The action of the Dancing Masters of Amer-
ica in selecting the "Kinkajou" as the ac-
cepted new dance step at their annual conven-
tion gave added impetus to the song hit of the
same name which was featured in "Rio Rita."
Leo Feist, Inc., took advantage of the pub-
licity accorded the decision of the "Dancing
Masters," and issued an attractive leaflet to
dealers reproducing several of the newspaper
clippings, which told of the "Kinkajou's" sec-
ond rise to fame. The Feist organization has
started a vigorous campaign on behalf of the
number, and expects a large increase in sales
of it during the Fall season.
The Talking Machine World, New York, September, 1927
(World of Music)
143
'You Cant Go Wrong
With Any ^EEISTl Song^''
songs
THAT H(T THe MARK!
I
Here Am I —
BROKEN" HEARTED
Mix the Lot — What Have Yoii Got?
MAGXOI.IA!
SO BLUE
IT ALL DEPENDS ON YOU
BABY FEET GO FITTER PATTER
Does She Love Me?
POSITIVELY— ABSOLUTELY !
I'LL BE LONELY
SOUTH WIND
WHO'S THAT KNOCKIN' AT MY DOOR?
SW"EETHEART MEMORIES
MY HAWIIAN SONG OF LOVE
Song: Hits from the Collegiate Musical
Comedy
''GOOD N E W" S ' •
GOOD NEWS
THE VARSITY DRAG
LUCKY IN LOVE
THE BEST THINGS IN LIFE ARE FREE
HAPPY DAYS
JUST IMAGINE
BIG SELLERS IN FOLIOS
SAXOPHOLIO
TENOR BANJOK FOLIO
(Each containing fifteen great songs)
De Svm,BjTO)WN AND HenpersohJInc
zsic 'Publishers
OgyWA.BaOftfN*»»MEhPEE50N BUILDING
7U5 SEVENTH AVtNUt HW YOOK
How "Barbara" Game
to Be Written by Silver
New Number from Harms, Inc., the Result of
Inspiration Given by Barbara Barondess
Incidents which show that song writing is
not always a cold-blooded business proposition
are always interesting and the following episode
concerning the way the song "Barbara," a new
Barbara Barondess
release of Harms, Inc., was composed is highly
entertaining. It seems that one morning not so
long ago, Abner Silver, composer of the Harms
staff, strolled into the office and heard a beauti-
ful soprano voice singing "When Day is Done,"
in one of the professional booths. Not recog-
nizing the voice, Mr. Silver glanced within and
saw the charming lady of the accompanying
photograph.
Another member of the Harms stafif, who was
playing the accompaniment, promptly intro-
duced Mr. Silver to the young lady who was
the winner of a national beauty contest a year
or two ago. She is Barbara Barondess, of the
production "A Night in Spain," and the meet-
ing so impressed the composer, that he entered
another booth, sat down at the piano and
started to improvise. In five minutes he re-
entered the booth in which Miss Barondess was
rehearsing and asked her what she thought of
his new composition, which he was going to call
"Barbara." Billy Rose chanced upon the scene
about this time and after hearing the song
dashed off the words for the lyric. The rest, as
the saying goes, is history and the number was
accepted by Harms, Inc., for immediate release
and has developed into a best seller instru-
mentally and vocally.
Feist's Thirtieth Anniver-
sary Brings Special Offer
'You Can't Go Wrong With Any Feist Song,"
Slogan Thirty Years Ago, the Same as It Is
To-day — Bulletin Has Foreword on Growth
A special September bulletin being mailed to
the trade by Leo Feist, Inc., New York, con-
tains a foreword mentioning the thirtieth an-
niversary of the firm. The front cover shows
the original "shingle" of the concern, known in
1897 as Feist & Frankenthaler and located then
at 1227 Broadway. The developments that have
come about in the past thirty years leading to
the establishment of Leo Feist, Inc., in the Feist
Building at 231-3-5 West Fortieth street, are
too well known to the trade to need extensive
comment.
As the folder states, thirty years ago some-
body said: "You can't go wrong with any
Feist song," which became the principal slogan
of the company. Even then everybody looked
to Feist for song hits, and the history of the
house has been simply the succession of the
hits published by it. In addition to the curren*
songs and dance numbers listed in a special an-
niversary offer, there are also listed the Feist
Dance Folio, No. 12, with thirty late numbers
arranged for dancing, as well as the Feist Sa.xo-
phone Folio, No. 4, and "Good Old Timers,''
containing seventy-five old-time songs and
choruses, with words, inusic and ukulele accom-
paniment.
Witmark Plans Drive
on "Ivy Covered Shack"
Steadily Increasing Popularity of Number
Warrants Exploitation Company Will Give It
Due to the steadily increasing popularity of
the Witma.k Black and White Series ballad,
"Just an Ivy Covered Shack," a substantial pro-
motion campaign will be launched this Fall for
the number by M. Witmark & Sons, New York.
The song has been tested in the laboratory, as
it were, this Summer in Atlantic City, where it
could be heard many times a day, being played
by the various musical organizations in the ball
rooms and other pleasure resorts of that vaca-
tion center. Vaughn Comfort, the well-known
tenor, has featured "Ivy Covered Shack" with
the minstrels on the Steel Pier, while on the
Million Dollar Pier, Emmett Welch, manager
of the well-known musical show bearing his
name, presented his famous quartet in the same
number. Tiiat the laboratory experiment was
successful and that the popularity of the ballad
was reflected in retail sales there is no room
for doubt; the projected campaign by the Wit-
mark firm is the result.
"C Est Vous" Going Strong
The song, "C Est Vous," which was taken
over several months ago by Irving Berlin, Inc.,
began to show up exceedingly well a short time
ago and the company is planning an extensive
campaign on the ballad.
Govering Los Angeles Field
Carl Lamonte, Formerly San Francisco, Cal.,
representative for Ager, Yellen & Bornstein,
is now covering- the Los Angeles field. Joe
Graham, formerly at Los Angeles, changed his
territory to San Francisco.
AT
SUNDOWN
Donaldson's Distinctive
and Qiarmiiig Ballad/
^4
(j>medy Fox Trot Sorg
WEi^ATRICK'
_ INPICKIN'*
^ ijCHAKLIE TOBIAS, COIEMM GOETZ.
^ WW ^ RUSSELL ,
ROBINSON ,
IVA6AB0ND!
Fox 9'rot Ballad
That's Just A L ittle j
fk Different/ i|
i|f[|^iy KAHN W DONALDSON ^
LEO. FEIST, Inc
FEIST BLDG.
231 --5 W. ST,
NEW YonJL cirv
144
(World of Music)
Berlin Corp. to Issue Sheet Music Main Customer Garo Roma Places
Second Saxophone Folio Attraction in "Talker" Store New Songs With Witmark
The standard department of Irving Berlin,
Inc., New York, under the name of the Irving
Berlin Standard Music Corp., has begun to
make an excellent sales showing, in spite of the
limited time that has elapsed since its organ-
ization about four months ago. At present this
department has a catalog of motion picture
music of over 100 numbers, and a collection of
novelty solos for piano, violin, saxophone,
banjo and various other items.
Among the outstanding items in the stand-
ard department is "Fiddlin' the Fiddle,"
a novelty violin solo by Dave Rubinoff, that has
struck a popular appeal. The firm is now at
work on a series of twelve novelty violin and
piano solos of a similar nature. The first sa.xo-
phone folio that was issued recently has en-
joyed an unusually large sale and a second
saxophone folio is now in work for release early
in September.
"If we were to discard our music stock we
would lose the main customer attraction of our
trade and probably lose 50 per cent of our
talking machine and piano business in a very
short time."
The above statement was recently made by
the manager of one of the leading music houses
in New York State. The average annual gross
of the business is $80,000 and when this man-
ager attributes 50 per cent or $40,000 worth of
business to the sheet music department it is
praise indeed. On page 16 of this issue of The
Talking Machine World the story appears un-
der the caption, "Sheet Music Is the Key to
$80,000 Annual Sales of the Thomas Store."
Tony Colucchi, tenor banjoist, is under con-
tract to write a series of original novelty banjo
solos, a new folio on the art of improvising for
the Robbins Music Corp.
DOUBLE YOUR MONEY
NO MATTER What You Sell — This Is a 100% PROPOSITION!
For Any Piano Dealer, Record Store or Music Shop
A SURE-FIRE CAN'T-MISS MONEY-MAKER
SHEFTE SHOWS THE>r HOW
TO V\.J^ PO^UJ:AK.MZ/SrC
IN A FEW MONTHS-
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A MILE AHEAD OF EVERYTHING AND EVERYBODY
The Biggest
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the
Music Ituiiistry
Has
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Nearly
1,000
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Already
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For!
Today, when miles are measured in seconds — pushing a button brings instantly two-thirds of our need.— ^he turning of a dial
brings music seemingly from nowhere — SPEED is everything.
ART SHEFTE, master musician, has made it possible to learn to play popular music in a few months instead of a few yearSs
A boot for everything — from the beginning of music to the last "Z" m JAZZ: HOT BREAKS — BLUE BREAKS —
JAZZ BREAKS — KEYBOARD HARIVIONY — JAZZ BASS — etc.
$22,000.00 Being Spent in Advertising in the Mediums Mentioned Below:—
Saturday Evening Post
Liberty
Etuda
Musical Leader
Mtuical Courier
Musical America
Music New*
Wire, Phone or Write for
Musical Observer
Music and Musicians
Pacific Coast Mtuical Review
Musical Advance
Pacific Coast MiuicUn
Musical Digest
The Metronome
Billboard
International Musician
Jacobs Orchestra Monthly
Jacobs Band Monthly
Melody
Musical Enterpriso
Our Special Proposition!
Caro Roma, writer of both secular and sacred
songs, recently motored to New York from her
home in California, the trip consuming four
weeks. She stayed just long enough to place
some interesting material with her exclusive
publishers, M. Witmark & Sons, and then hur-
ried back to attend to her interests in the West.
Caro Roma is still drawing substantial royal-
ties from her successful songs, which include
the beautiful ballads, "In the Garden of My
Heart" and "Can't Yo' Hear Me Callin' Caro-
line?" Her other compositions in the Witmark
Black and White Series all continue to hold
their own nicely. Among the biggest sellers,
principally sacred songs, are "God Shall Wipe
Away All Tears," "I Come To Thee," "O, Lord
Remember Me," "The Silent Voice" and many
others. Out in California, Madame Roma lives
in the sunshine among her flowers and busies
herself with her music shop, teaching studio and
composition.
Numbers Going Well
on Northwest Coast
Bill Jacobs, of Irving Berlin, Inc., Reports De-
mand on the Irving Berlin Catalog
Portland, Ore., September 6. — The local sheet
music dealers were visited this week by Bill
Jacobs, of Irving Berlin, Inc., New York, who
presented the Berlin catalog for their considera-
tion. The outstanding features for the Fall, ac-
cording to Mr. Jacobs, are "Me and My
Shadow" and "Dew, Dew, Dewy Day," which
are going over big, as well as two other new
numbers, "Is It Possible?" and "Are You
Lonesome To-night?" Mr. Jacobs also reports
excellent sales of "Russian Lullaby," "What
Does It Matter?" and "C'est Vous."
I. E. Sklare, Northwest manager of Jerome
H. Remick & Co., with headquarters at the
Portland store which he manages, anticipates
big business for the Fall and Winter and is
planning an elaborate campaign. Of the newer
Remick numbers, which, according to Mr.
Sklare, are going over big, are "Give Me a
Night in June," "Swanee Shore" and "Blue
River." The Summer business, Mr. Sklare said,
was excellent, with "Just Like a Butterfly"
leading the sales. Other numbers that were
popular with the buying public were "Gor-
geous," "No Wonder I'm Happy" and "Hello
Cutie." May Shurr, who for years was Mr.
Sklare's assistant, and who left about a year
ago for her home in Detroit, has returned and
is being greeted by her host of friends.
Tom Timothy and his band have succeeded
Ben Selvin's orchestra at the Frivolity Club.
The Latest Record Bulletins
Victor Talking Machine Go.
LIST FOR SEPTEMBER 2
20820 The Sweetheart of Sigma Chi— Waltz,
Waring's Pennsylvanians
Sweetheart Memories — Waltz,
Waring's Pennsylvanians
20819 What Do We Do on a Dew-Dew-Dewy Day? —
Fo.x-trot Nat Shilkret and Victor Orch.
Is It Possible? (That She Loves Me) — Fox-trot,
Johnny Hamp's Kentucky Serenaders
20823 One Sweet Letter From You — Fox-trot,
Charles Dornberger and His Orch.
I Haven't Told Her, She Hasn't Told Me— Fox-
trot ....Johnny Hamp's Kentucky Serenaders
20S21 Sweet Marie Henry Burr
Loved One Henry Burr
20822 I'm Gonna Dance Wit De Guy Wot Brung Me,
Aileen Stanley-Billy Murray
I Walked Back From the Buggy Ride,
Aileen Stanley-Johmiy Marvin
LIST FOR SEPTEMBER 9
20829 She's Got "It" — Fox-trot,
Ted Weems and His Orch.
I'm Afraid You Sing That Song to Somebody
Else — Fox-trot,
Johnny Hamp's Kentucky Serenaders
20828 My Blue Heaven — Fox-trot,
Paul Whiteman and His Orch.
All By My Ownsome — Fox-trot,
Roger Wolfe Kahn and His Orch.
20827 The Tap Tap— Fox-trot,
Roger Wolfe Kahn and His Orch.
If I Had a Lover — Fox-trot,
Nat Shilkret and Victor Orch.
20826 Gorgeous Correll-Gosden
Who Is Your Who? Correll-Gosden
LIST FOR SEPTEMBER 16
20837 It's a Million to One You're in Love — Fox-trot.
The Virginians
Nothing Could Be Sweeter — Fox-trot,
The Virginians
20832 It's a Million to One You're in Love,
Johnny Marvin
I'm Afraid You Sing That Song to Somebody
Else Johnny Marvin
20825 Broken Hearted Aileen Stanley
Who Are You Fooling To-night?,
Vaughn de Leath
20833 Bye-Bye, Pretty Baby — Fox-trot,
Jan Garber and His Orch.
Sweet Marie — Fox-trot,
Jan Garber and His Orch.
20838 When Day Is Done Jesse Crawford
Dawn of To-morrow ^ . .Jesse Crawford
LIST FOR SEPTEMBER 23
20847 Who's That Pretty Baby ?— Fox-trot.
Jack Crawford and His Orch.
Swanee Shore- — Fox-trot,
Jack Crawford and His Orch.
20846 Barbara — Fox-trot. .. Ted Weems and His Orch.
Miss Annabelle Lee — Fox-trot,
Ted Weems and His Orch,
20848 Tired Hands— Waltz The Troubadours
Sixty Seconds Every Minute (I'm in Love With
You) — Fox-trot. .. .Jan Garber and His Orch.
20845 Rosy Cheeks Tack Smith
Oo! Golly Ain't She Cute? Jack Smith
LIST FOR SEPTEMBER 30
VOCAL AND INSTRUMENTAL
35833 Dance of the Hours — Part 1 (La Gioconda),
Victor Symphony Orch.
Dance of the Hours — Part 2 (La Gioconda),
Victor Symphony Orch.
35830 Eili, Eili (My Lord, My Lord),
Victor Salon Orch.
Kol Nidre (AH Vows) Victor Salon Orch.
35827 Semiramide — Overture — Part 1,
Creatore and His Band
Semiramide — Overture — Part 2, .
Creatore and His Band
35832 Pilgrim's Song of Hope (Batiste),
Henry Gordon Thunder
Liebestratim (Dream of Love) (Liszt).
Henry (jordon Thunder
20793 Deep River Paul Robeson
I'm Goin' to Tell God All o' My Troubles,
Paul Robeson
20794 Molly and the Baby, Don't You Know,
Homer Rodeheaver
My Wonderful Dream Homer Rodeheaver
20792 Watching the World Go By, , _
The Silver-Masked Tenor
Bells of KiUarney The Silver-Masked Tenor
20873 Are You Lonesome To-night? Henry Bun-
Baby Your Mother (Like She Babied You),
Vaughn de Leath
DANCE RECORDS
20885 Shaking the Blues Away (From "Ziegfeld Fol-
lies")— Fox-trot, . . ,
Paul Whiteman and His Orch.
Ooh! Maybe It's You (From "Zie'gfeld Fol-
lies")— Fox-trot,
Paul Whiteman and His Orch.
20874 Broadway — Fox-trot, . „ ,
Paul Whiteman and His Orch.
Manhattan Mary — Fox-trot, . „ ,
Paul Whiteman and His Orch.
20884 Paree — Fox-trot International Novelty Orch.
Here I Come — Fox-trot,
International Novelty Orch.
20830 Paradise Isle— Waltz The Troubadours
Can't You Hear Me Say I Love You — Waltz,
The Troubadours
35831 Popular Songs of Yesterday — Medley Waltz No. 1,
The Troubadours
Popular Songs of Yesterday— Medley Waltz No. 2.
The Troubadours
RED SEAL
3043 Tales of Hoffman — Barcarolle,
Lucrezia Bon-Lawrence iibbett
Calm as the Night (Goetze),
Lucrezia Bon-Lawrence libbett
6693 Don Quichotte^Finale— Part l.Feodor Chaliapin
Don Quichotte— Finale— Part 2.Feodor Chaliapin
4018 Lassie o' Mine Royal Dadmun
Oh Mother, My Love Royal Dadmun
1276 Deep River (Arr. by Pochon) .Flonzaley Quartet
Irish Reel (Arr. by Pochon) . Flonzaley Quartet
6694 Lohengrin — Elsas Traum (Elsa's Dream),
Mana Jeritza
Tannhauser — Elisabeths Gebet (Elizabeth's
Prayer) Maria Jeritza
6692 Caprice Viennois Fritz Kreisler
Humoresque (Dvorak) .Fntz Kreisler
2
2
6708 Panis Angelicus (Oh, Lord, Most Holy),
John McCormack 12
Christ Went Up Into the Hills. John McCormack 12
FOR THE AUTOMATIC ORTHOPHONIC VICTROLA
Symphony No. 1, in C Minor (Brahms, Op. 68),
Symphony No. 7, in A Major (Beethoven, Op. 92),
Lepold Stokowski and Philadelphia Symphony Orch.
Complete on 11 Double-Faced Victor Records, in Unit-
Program Carrier A-6 (6679-6689) with Explanatory
Folders, including an Outline of Themes with
Piano by Leopold Stokowski.
Columbia Phono. Co., Inc.
CELEBRITY SERIES
7128- M Norwegian Dance, No. 1, in D Minor (Allegro
marcato) (Grieg; Op. 35) — Instrumental,
G. Schneevoigt and London Symphony Orch. 12
Norwegian Dance, No. 2, in A Major (Alleg-
retto tranquillo) (Grieg; Op. 35) — Instru-
mental,
G. Schneevoigt and London Symphony Orch. 12
7129- M Norwegian Dance, No. 3, in G Major (Allegro
moderato aller marcia) (Grieg; Op. 35) —
Instrumental,
G. Schneevoigt and London Symphony Orch. 12
Norwegian Dance, No. 4, in D (Allegro
molto) (Grieg; Op. 35) — Instrumental,
G. Schneevoigt and London Symphony Orch. 12
136- M Widmung (Dedication) (Schumann) — Soprano
Solo Elsa Alsen 10
Er, der Herrlichste Von Allen (He, Most
Glorious of All) (Schumann) — -Soprano Solo,
Elsa Alsen 10
7126- M Otello: Brindisi (Drinking Song) (Verdi)—
Vocal,
M. Stabile, A. Venturini, G. Nessi and
Chorus of La Scala Theatre 12
Tosca: Te Deum (Puccini) — Vocal,
M. Stabile and Chorus of La Scala Theatre 12
4038-M Sto Penzanno 'A Marie (I Am Thinking of
Mary) (De Curtis) — Baritone Solo,
Riccardo Stracciari 10
Luntananza (DeCurtis) — Baritone Solo,
Riccardo Stracciari 10
9031-MAir for G String (Bach)— Violin Solo,
Toscha Seidel 12
Romanze (Albumblatt) — Violin Solo,
Toscha Seidel 12
205I-M Mazurka in D Major (Chopin) — Piano Solo,
Igiiaz Friedman 10
Serenata (Moszkowski; Op. 15, No. 1) —
Piano Solo Ignaz Friedman 10
7127- M I Vespri Siciliani: Bolero (Verdi) — Soprano
Solo Maria Kurenko 12
Barbiere Di Siviglia; Una voce poco fa (The
Voice I Heard E'en Now) (Rossini) —
Soprano Solo Maria Kurenko 12
137- M Spring Song (Mendelssohn) — Instrumental,
Cherniavsky Trio 10
Tales of Hoffmann "Barcarolle ' (Offenbach) —
Instrumental Cherniavsky Trio 10
1079-D Russian LuUaby — Pipe Organ . .Milton Charles 10
At Sundown (When Love is Calling Me
Home) — Pipe Organ Milton Charles 10
1078-D Fantasy on St, Louis Blues, Part 1,
D. Voorhees and His E. Carroll's Vanities Orch. 10
Fantasy on St. Louis Blues, Part 2,
U. Voorhees and His E. Carroll s Vanities Orch. 10
50048-D The Missouri Waltz — Waltz,
Eddie Thomas' Collegians 12
Till We Meet Again — ^Waltz, with Vocal
Chorus by Vaughn De Leath and Irank
Harris Eddie Thomas' Collegians 12
50046-D Morning, Moon and Night in Vienna, Part 1
(Suppc) — Instrumental,
Columbia Symphony Orch. (Dir. R.H. Bowers) 12
Morning, iNoon and Niglit in Vienna, Part 2
(.Suppe) — Instrumental,
Columbia Symphony Orch. (Dir. R.H. Bowers) 12
i0047-D Aida: Grana March (Verdi) — Instrumental,
Columoi'a Symphony Orch. (Dir. R.H. Bowers) 12
Prophete: Coronation March (Meyerbeer) —
Instrumental,
Columbia Symphony Orch. (Dir. R.H. Bowers) 12
DANCE MUSIC
1084- D Alexander's Rag Time Band — Fox-trot, with
Vocal Chorus by Ted Lewis,
Ted Lewis and His Band 10
The Darktown Strutters' Ball — Fox-trot, with
Vocal Chorus by Ted Lewis,
Ted Lewis and His Band 10
1066-D Ain't That a Grand and Glorious Feeling? —
Fox-trot, with Vocal Chorus by Paul Small,
Paul Ash and His Orch. 10
I Ain't That Kind of a Baby — Fox-trot, with
Vocal Chorus by Paul Small,
Paul Ash and His Orch. 10
1083-D Leonora — Fox-trot, with Vocal Chorus by Don
Howard Leo Reisman and His Orch. 10
Paree! — Fox-trot, with Vocal Chorus by Don
Howard Leo Reisman and His Orch. 10
1088- D Who's Wonderful, Who's Marvelous? Miss
Annabelle Lee — Fox-trot, with Vocal Ctorus.
The Knickerbockers 10
Roam on My Little Gypsy Sweetheart — Fox-
trot, with Vocal Chorus by Irving Kauf-
man The Knickerbockers 10
1089- D Here Am I — Broken Hearted — Fox-trot, with
Vocal Chorus by Franklyn Baur,
Cass Hagan and His Park Central Hotel Orch. 10
Havana — Fox-trot, with Vocal Chorus by
Franklyn Baur,
Cass Hagan and His Park Central Hotel Orch. 10
1087-D Swanee Shore — Fox-trot, with Vocal Chorus
by Tom Stacks. . Harry Reser's Syncopators 10
Meet Me in the Moonlight — Fox-trot, with
Vocal Chorus by Tom Stacks,
Harry Reser's Syncopators 10
1077-D Wy-Lets (Violets) — Fox-trot, with Vocal
Chorus,
Gerald Marks and His Hotel Tuller Orch. 10
Aw, Gee! Don't Be That Way Now — Fox-trot,
with Vocal Chorus,
Gerald Marks and His Hotel Tuller Orch. 10
1072-D Who-oo? Vou-oo! That's Who! — Fox-trot,
with Vocal Chorus by Al Lentz,
Al Lentz and His Orch. 10
Zulu Wail — Fox-trot, with Vocal Chorus by
Al Lentz Al Lentz and His Orch. 10
1085- D Bye-Bye Pretty Baby — Fox-trot, with Vocal
Chorus by Bob Carroll .. Broadway Nitelites 10
Just Another Day Wasted Away — Fox-trot,
with Vocal Ctorus by Bob Carroll,
Broadway Nitelites 10
1068-D Do You Love Me? (When Skies Are Gray)
— Fox-trot, with Vocal Chorus by Franklyn
145
1067-D
1076-D
1070- D
1071- D
1075-D
1081- D
1082- D
1080-D
1069-D
1086-D
1073- D
1074- D
15173-D
15170 D
15171- D
15172- D
15167- D
15168- D
15166-D
15165-D
15169- D
33182- F
33183- F
33184- F
33185- F
33186- F
33187- F
33188- F
33189- F
Baur The Columbians
Honey — Fox-trot, with Vocal Chorus by
Vaughn Ue Leath The (Columbians
Moonflower of Love — WaltZj with Vocal
Chorus by Elliott Shaw.... The Columbians
The Sphinx — Fox-trot, with Vocal Chorus by
Charles Kaley The Radiolites
Delirium — Fox-trot,
The Charleston Chasers(Dir."Red" Nicols)
Down in Our Alley Blues — Fox-trot,
Duke Ellington and His Washingtonians
Slue-Foot — Fox-trot,
"Doc" Cook and His 14 Doctors of Syncopation
Willie the Weeper — Fox-trot, with Vocal
Chorus By Andi ew Hildaire,
"Doc" Cook and His 14 Doctors of Syncopation
VOCAL NUMBERS
Ain't That a Grand and Glorious Feeling? —
Vocal Duet Van-Schenck
Vo-Do-Do-De-0 Blues — Vocal Duet,
Van-Schenck
Swanee Shore — Vocal Ruth Etting
Just Once Again — Vocal Ruth Etting
rhat Saxophone Waltz,
The Whispering Pianist(Art Gillham)
I Could Waltz On Forever With You, Sweet-
heart . .The Whispering Pianist(Art Gillham)
We (My Honey and Me) — Vocal.. Lee Morse
Rosita — Vocal Lee Morse
Baby Your Mother (Like She Babied You)
— Vocal. Duet Ford-Glenn
My Kid — Vocal Duet Ford-Glenn
I Ain't That Kind of a Baby,
The Girl Baritone(Kitty O'Connor)
Lazy Weather,
ihe Girl Baritone (Kitty O'Connor)
A Mother's Prayer at Twilight — Vocal,
Little Jack Little
The Rosary — Piano Solo,
Little Jack Little(His Own Interpretation)
Oh, the Whippoorwill Sings in the Sycamore
Just the Same — Novelty Jack Major
Indian Dawn — Novelty Jack Major
Gid-Ap, Garibaldi — Vocal Duet,
Billy Jones-Ernest Hare(The Happiness Boys)
Oh! Ya! Ya!— Vocal Duet,
Billy Jones-Ernest Hare(The Happiness Boys)
FAMILIAR TUNES— OLD AND NEW
Trace the Footsteps cf Jesus,
Smith's Sacred Singers
He Is Coming Back. .. Smith's Sacred Singers
The Old Gray Mare,
Gid Tanner and His Skillet-Lickers, with
Riley Puckett and Clayton McMichen
The Girl I Left Behind Me ,
Gid Tanner and His Skillet-Lickers, with
Riley Puckett and Clayton McMichen
Little Log Cabin in the Lane — Vocal, with
Fiddle Accomp. by Clayton McMichen,
Riley Puckett
Sleep. Baby, Sleep — Vocal, with Fiddle Ac-
comp. by Clayton McMichen. .Riley Puckett
In the Garden — Vocal Duet . Williams- Williams
Though Your Sins Be as Scarlet — Vocal Duet,
Williams- Williams
Lonesome Valley — Sacred Music,
Elzie Floyd-Leo Boswell
The Two Orphans — Vocal Duet,
Elzie Floyd-Leo Boswell
Soldier's Joy — Mountain Dance Music,
Blue Ridge Highballers(Led by C. LaPrade)
Skidd More — Mountain Dance Music,
Blue Ridge Highballers(Led by C. LaPrade)
A Trip to the City — Comedy Monolog,
Green H. Adair
Talkin' About My Gal — Comedy Monolog,
(Jreen B. Adair
Baby Lou — Vocal ...Gid Tanner-Fate Norris
Football Rag — Vocal. ..Gid Tanner-Fate Norris
Ihe Death of Lura Parsons — Vocal,
Al Graver
Pearl Bryan — Vocal Al Graver
IRISH RECORDS
The Gatehouse Maid — Reel; Instrumental.
P. Doran-T. Cawley-F. Malone
The Castle Bar Lasses — Jig; Instrumental,
P. Doran-T. Cawley-F. Malone
Haste to the Wedding — Jig,
Sullivan's Shamrock Band
Dan* Sullivan's Favorite — Hornpipe; Violin
Solo Michael C. Hanafin
The Milliner's Daughter — Reel,
Sullivan's Shamrock Band
Fire in the Mountains — Jig,
Sullivan's Shamrock Band
McFadden Reels — Violin Solo J. P. Dolan
The Fair of Drumlish — Jig; Violin Solo.
J. P. Dolan
That Old Irish Mother of Mine — Tenor Song,
George O'Brien
A Shawl of Galway — Tenor Song,
George O'Brien
Tickling the Keys (Medley of Irish Clogs) —
Accordion and Banjo Duet,
Flanagan Brothers
Mick From Tralee — Vocal Duet, with Instru-
mental Accomp Flanagan Brothers
Bantry Bay — Song; Basso John Oakley
Bold Jack Donohue — Song; Basso. John Oakley
The Star of the County Town — Vocal, with
Instrumental Accomp Shaun O'Nolan
The Donegal Widow — Vocal, with Instrumental
Accomp Shaun O'Nolan
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Brunswick Record's
RELEASES OF SEPTEMBER 1
3605 Baby Feet Go Fitter Patter ('Cross My Floor)
(Kahn) — Fox-trot, with Vocal Chorus,
Abe Lyman's California Orch.
There's One Little Girl Who Loves Me (And
One Little Girl Who Don't) (Kahn-Whiting)
— Fox-trot, with Vocal Chorus,
Abe Lyman's California Orch.
3607 Ain't That a Grand and Glorious Feeling?
(Yellen-Ager) — Fox-trot, with Vocal Chorus,
Colonial Club Orch.
Love and Kisses (From Baby to You) (Baker-
Silver) — Fox-trot, with Vocal Chorus,
Colonial Club Orch.
3604 No Wonder I'm Happy (My Baby's in Love
With Me) (Dayis-Akst) — Fox-trot, with Vocal
Chorus. .. .Ernie Golden and Hotel McAlpin Ocli.
Just Once Again (Donaldson-Ash) — Fox-trot,
{Continued on page 146)
146
The Talking Machine World, New York, September, 1927
THE LATEST RECORD BULLETINS — (Continued from page 145)
with Vocal Chorus,
Ernie Golden and His Hotel McAlpin Orch.
3590 Just a Memory (De Sylva-Brown-Henderson)
— Tenor, with Orch Franklyn Baur
My Heart Is Calling (Garden-Therrien) — Tenor,
with Orch Franklyn Baur
3079 Indian Lullaby ("Ewa-yea") (Glick-Wilson) —
Contralto, with Orch Elizabeth Lennox
Chinese Flower (De Witt-Bowers) — Contralto,
with Orch Elizabeth Lennox
10243 Oh, for the Wings of a Dove (MeTidelssohn) —
Soprano, with Orch Edith Mason
Serenade (La Serenata) (Tosti) — Soprano, with
Violin. Flute and Harp Edith Mason
12S Golden Slippers — Fiddle, Guitar and Auto-Harp;
Vocal Effects by Hub Mahaffey,
Dykes' Magic City Trio
Hook and Line (A Country Breakdown)
Fiddle, Guitar and Auto-Harp; Vocal Effects
by Hub Mahaffey Dykes' Magic City Trio
161 The Old-Time Religion — Male Voices, with Or-
gan Old Southern Sacred Singers
I Am Bound for the Promised Land (The
Promised Land) (Stennett-Dunhara) — Male
Voices, -with Organ.. Old Southern Sacred Singers
35S1 Doll Dance (Brown)— Played on Kimball Or-
gan Lew White
Charmaine (Rapee-PoUack) — Violin Solo by
Fredric Fradkin; Played on Kimball Organ,
Lew White
RELEASES OF SEPTEMBER 8
3606 Me'et Me in the Moonlight (David-Conrad)—
Fox-trot, with Vocal Chorus,
David Conrad, Jules Herbuveaux and His Orch.
I'm Coming, Virginia (Cook-Heywood) — Fox-
trot, with Vocal Chorus,
Jules Herbuveaux and His Orch.
3600 Under the Moon (Yoo-oo-oo-oo) (Lyn- Wheeler-
Snyder) — Fox-trot. .. .Frank Black and His Orch.
It's a Million to One You're in Love (Davis-
Akst) — Fox-trot, with Vocal Chorus,
Frank Black and His Orch.
3583 Ain't That a Grand and Glorious Feeling?
(Yellen-Ager) — Comedian, with Orch.,
Harry Richman
Magnolia (De Sylva-Brown-Henderson) — Come-
dian, with Orch Harry Richman
3497 Shout All Over God's Heab'n (Negro Spiritual)
(White) — Male Voices,
West Virginia Collegiate Institute Glee Club
I'm So Glad Trouble Don't Last Always (Negro
Spiritual) (White) — Male Voices,
West Virginia Collegiate Institute Glee Club
20053 Happy Bill Daniel's Quadrille (Part I) (Trib-
ute) (McDermott) — For Dancing,
John A. McDermott (Pioneer Fiddler and Caller)
Happy Bill Daniel's Quadrille (Part II) (Trib-
ute) (McDermott) — Intro. "Turkey in the
Straw"; for Dancing,
John A. McDermott (Pioneer Fiddler and Caller)
30119 Largo (From "Xerxes") (Handel) — Soprano,
with Orch., in Italian Elizabeth Rethberg
Rendi L' Sereno Al Ciglio (Cast From Thy
Brow That Sadness) (Handel) — Soprano, with
Orch., in Italian Elizabeth Rethberg
169 The Bright Sherman Valley — Vocal Duet, with
Harmonica, Mandolin and Guitar,
Lester McFarland and Robert A. Gardner
The East-Bound Train — Vocal Duet, with Har-
monica, Mandolin and Guitar,
Lester McFarland and Robert A. Gardner
3609 Can't You Hear Me Say^ I Love You (Derick-
son-Brown) — Waltz, with Vocal and Whis-
tling Effects Regent Club Orch.
Homeward Bound (Alexander-BouteljeO — Waltz,
with vocal and Whistling Effects,
Regent Club Orch.
3596 Razor Edge (Jackson) — Fox-trot.
Fess Williams' Royal Flush Orch.
Number Ten (Rose) — Fox-trot,
Fess Williams' Royal Flush Orch.
3588 \\Tien Day Is Done (De Sylya-Katscher)— Vocal
Duet, with Piano and Guitar,
Radio Franks (White and Bessinger)
No Wonder I'm Happy (My Baby's in Love
With Me) (Davis-Akst) — Vocal Duet, with
Piano and Guitar,
Radio Franks (WTiite and Bessinger)
3498 Ezekial Saw De AVheel (Negro Spiritual)
(White) — Male Voices,
West Virginia Collegiate Institute Glee Club
Walk in Jerusalem Just Like John (Negro Spir-
itual) (White) — Male Voices,
West Virginia Collegiate Institute Glee Club
15128 Carmen — Haberna (Love Is Like a W'ood Bird)
(Act I) (Bizet) — Contralto, with Orch., in
French Sigrid Onegin
Carmen — Seguidilla (Near the Walls of Se-
ville (Act I) (Bizet) — Contralto, with Orch.,
in French Sigrid Onegin
140 Till We Meet Again (Egan-Whiting) — Tenor.
with Fiddle. Guitar and Piano. . .Vernon Dalhart
Meet Me Tonight in Dreamland (Whitson-
Friedman — Tenor, with Fiddle, Guitar and
Piano Vernon Dalhart
RELEASES OF SEPTEMBER 22
3603 She's Got "It" (Davis-Akst-GilbcTt)— Fox-trot,
with Vocal Chorus Six Jumping Jacks
Gonna Get a Girl (Lewis-Simon-Ash) — Fox-
trot, with Vocal Chorus Six Jumping Jacks
3536 Mary Dear (I Miss You Most of All) (Creara-
er-Dowling-Hanley) — For Dancing, with Vo-
cal Trio,
Hal Kemp and His Orchestra,
Formerly of the University of North Carolina
Go. Joe, Go (Blues Stomp) (Kretzmer-Napoleon-
Signorelli) — For Dancing, with Vocal Trio,
Hal Kemp and His Orchestra.
Formerly of the University of North Carolina
3608 Baby Feet Go Fitter Patter ('Cross My Floor)
(Kahn) — Comedienne, with Orch.,
Vaughn De Ltath
Sometimes I'm Happy (From "Hit the Deck")
(Caesar- Youmans) — Comedienne, with Orch^
Vaughn De Leath
South Sea Dream Girl (White)— Waltz, for
Dancing, with Hawaiian Guitars.
Palakiko and Paaluhi
Sunny Hawaii (Bernard-Stept) — Fox-trot, for
Dancing, with Hawaiian Guitars.
Palakiko and Paaluhi
La Paloma (The Dove) (Yradier) — Baritone,
with Orch., in Spanish Giuseppe Danise
Torna a Surriento (Come Back to Sorrento)
(De Curtis) — Baritone, with Orch., in Italian.
Giuseppe Danise
50099 Nocturne in G Major (12 Nocturne— Op. 37,
No. 2) — Violin Solo; Pianoforte by Andre
Benoist Albert Spalding
Introduction and Tarantelle (Op. 43 — (Sara-
sate) — Violin Solo; Pianoforte by Andre
Benoist Albert Spalding
174 Sweet Bunch of Daisies (Owen) — Guitar by
Elbert Bowman,
2307
30117
Al Hopkins and His Buckle Busters
Daisies Won't Tell (Owen) — Guitar by Elbert
Bowman Al Hopkins and His Buckle Busters
RELEASES OF SEPTEMBER 29
3615 Bye-Bye, Pretty Baby (Gardner-Hamilton) —
Fo.x-trot, with Vocal Chorus,
Abe Lyman's California Orch.
Just Another Day Wasted Away (Tobias-Turk)
— Fox-trot, with Vocal (Chorus,
Abe Lyman's California Orch.
3576 Down the Lane (With You Again) (Klages-
Spier) — Waltz, with Vocal Chorus,
Joe Green's Novelty Marimba Band
Broken Dreams (Kcrr-Spitalny) — Waltz, with
Vocal Chorus by Frank Munn,
Joe Green's Novelty Marimba Band
3602 Broken-Hearted (De Sylva-Brown-Henderson)
Voice and Guitar, with Piano; Piano by Bill
Wirges.Nick Lucas ("The Crooning Troubadour")
Sing Me a Baby Song (Kahn-Donaldson) —
Voice and Guitar,
Nick Lucas ("The Crooning Troubadour")
3460 Stockholm Stomp (Pettis-Goering) — Fox-trot,
for Dancing. .. Fletcher Henderson and His Orch.
Have It Ready (Henderson) — Fox-trot, for
Dancing Fletcher Henderson and His Orch.
3611 Wedding of the Winds (Hall)— Waltz, with
Concert Orch Miniature Concert Orch.
Over the Waves (Sobre Las Olias) (Rosas) —
Waltz, with Concert Orch.,
Miniature Concert Orch.
152 I'm All Alone in This World— Male Voices,
with Violin, Guitar and Piano,
Biue Ridge Gospel Singers
I'm Going Home to Die No More (Morris) —
Male Voices, with Violin, Guitar and Piano,
Blue Ridge Gospel Singers
Vocalion Records
S162
5157
RELEASES OF SEPTEMBER 1
15586 Doll Dance (Brown) — Pipe Organ; Played on
Kimball Organ Lee Wilson
One Summer Night (Coslow-Spier) — Pipe Or-
gan, with Vocal Chorus; Played on Kimball
Organ Lee Wilson
15591 Me and My Shadow (Rose-Jolson-Dreyer) — Fox-
trot, with Vocal Chorus Jay's Chelsea Orch.
Sometimes I'm Happy (From "Hit the Deck")
(Caesar-Youmans) — Fox-trot, with Vocal Cho-
rus Jay's Chelsea Orch.
15589 Do You Love Me? (When Skies Are Gray)
(Wolf-Merrick) — Fox-trot, with Vocal Cho-
rus Night Club Orch.
Blue Heaven (Donaldson-Whiting) — Fox-trot,
with Vocal Chorus New England Ramblers
In the Sweet Bye and Bye — Singing, with Old-
Time Orch Dixie Sacred Singers
Shall We (Jather at the River (Lowry) — Sing-
ing, with Old-Time Orch. ...Dixie Sacred Singers
I'se Gwine Back to Dixie — Singing, with Old-
■Time Orch.,
Uncle Dave Macon and His Fruit Jar Drinkers
Take Me Home, Poor Julia — Singing, with Old-
Time Orch.,
Uncle Dave Macon and His Fruit Jar Drinkers
8086 El Rancho (The Ranch) (la Parte) — Duo con
Orquesta; Arr. Roberto (}uzman,
Roberto Guzman y Prospero Ponce
El Rancho (The Ranch) (2a Parte) — Duo con
Orquesta; Arr. Roberto Guzman,
Roberto Guzman y Prospero Ponce
1118 My Lord's Gonna Move This Race,
Pilgrim Jubilee Sinjers
I'm in His Care Pilgrim Jubilee Singers
1117 Ozark Blues (Rose) — Fox-trot,
Fess Williams' Royal Flush Orch.
Alligator Crawl (Waller) — Fox-trot,
Fess \\'illiams' Royal Flush Orch.
RELEASES OF SEPTEMBER 8
15596 She's Got "It" (Davis-Akst-Gilbert)— Fox-trot,
with Vocal Chorus The Six Hayseeds
Gonna Get a Girl (Lewis-Simon-Ash) — Fox-trot,
with Vocal Chorus The Six Hayseeds
15588 Mary Dear (Miss You Most of All) (Creamer-
Dowling-Hanley) — Fox-trot, with Vocal Trio,
Southland Syncopators
Sweet Someone (Waggner-Keyes-Schulz) — Fox-
trot, with Vocal Chorus Night Club Orch.
15592 I Walked Back From the Buggy Ride (Adams-
Cursinger-Bibo) — Comedienne, with Violin,
Guitar, Clarinet and Accordion. ... Peggy English
Oh How I Love My Boatman (Gilbert-Sher-
man)— Comedienne, with Violin, Guitar, Clari-
net and Accordion Peggy English
5171 My Family Has Been a Crooked Set — Singing,
Guitar and Banjo. .McGee Brothers (Sam and Kirk)
The Tramp — Singing, Guitar and Mandolin,
McGee Brothers (Sam and Kirk)
13052 Ich Hab a Git Harts (I Am Too Generous)
(Jewish Song) — Soprano, mit Orkester Beglei-
tung Bessie Weissman
Ein Ehrlich Meidel <A Good Girl) (Jewish
Song) — Soprano, mit Orkester Begleitung,
Bessie AVeissman
13055 Liebe (Love) (Jewish Folk Song) — Tenor, mit
Orkester Begleitung David Medoff
Blue Oigen (Blue Eyes) (Jewish Folk Song)
• — Tenor, mit Orkester Begleitung. . David Medoff
1101 Down in Black Bottom (Hatton) — Cornet and
Violin, with Piano Accomp..
Bert (Snake-Root) Hatton
Freakish Rider Blues (Hatton) — Cornet and Vio-
lin, with Piano Accomp. Bert (Snake-Root) Hatton
8088 De Que Me Sieve Quererte (I Don't Get Any-
where Loving You) — Cancion Popular Mexi-
cana; Duo con Violines y guitarras; Arr. de
J. C. Valencia y T. R. Gonzales. . Guzman y Cruz
Corrido de Polito Olivarria — Corrido de Polito
Olivarria; Duo con Violines y guitarras; Arr.
de J. C. Valencia y R. Gonzales. .Guzman y Cruz
8100 El Te-jon — Duo con Guitarras y Mandolin,
Magda Del Pino y Roberto Guzman
La Marihuanna (Marianna) — -Cancion Mexi-
cana; Arr. Ernesto Rubio; Acompanamiento
del Trio Fernandez; Duo con Guitarras y
Mandolin. .. .Magda Del Pino y Roberto Guzman
RELEASES OF SEPTEMBER 15
15595 Bye-Bye Pretty Baby (Gardner-Hamilton) —
Fox-trot, with Vocal Duet Tuxedo Orch.
Lock a Little Sunbeam Down in Your Heart
(And Throw the Key Away) (Malie-Newman-
Sizemore) — Fox-trot, with Vocal Duet,
Tuxedo Orch.
15593 Charmaine (Rapee-Pollack) — Pipe Organ, with
Violin Solo; Played on Kimball Organ. Lee Wilson
Forgive Me (Yellen-Ager) ■ — Pipe Organ, with
Violin Solo; Played on Kimball Organ,
Lee Wilson
5153 Jordan Is a Hard Road to Travel — Singing,
with Old-Time Orch.,
Uncle Dave Macon and His Fruit Jar Drinkers
Tell Her to Come Back Home — Singing, with
1105
1114
8106
15590
15594
15463
5169
1094
1091
1119
5163
8104
Old-Time Orch.,
Uncle Dave Macon and His Fruit Jar Drinkers
North Wind Blues (Miller) — Comedienne, with
Orch. ..Luella Miller and Her Dago Hill Strutters
East St. Louis Blues (Miller) — Comedienne,
with Orch.,
Luella Miller and Her Dago Hill Strutters
Every Tub (Barbarin-Oliver) — Slow Fox-trot,
King Oliver and His Dixie Syncopators
Showboat Shuffle (Bigard-Oliver) — Slow Fox-
trot King Oliver and His Dixie Syncopators
Chismitos de Vecindad (Neighborhood Gossip)
(2a Parte) — Escena Mexicana; Ricardo (Jar-
cia de Arrellano; Acompanamiento de Or-
questa Tipica; Dialogo y Canto,
Beatriz Noloesca, Angelica Chacel
y Hermanos Areu
Clismitos de Vecindad (Neighborhood Gossip)
(la Parte) — Escena Mexicana; Ricardo (Gar-
cia de Arrellano; Acompanamiento de Or-
questa Tipica; Dialogo y Canto,
Beatriz Noloesca, Angelica Chacel
y Hermanos Areu
RELEASES OF SEPTEMBER 22
Down the Lane (With You Again) (Klages-
Spier) — For Dancing, with Vocal Chorus,
Miami Marimba Band
Can't You Hear Me Say I Love You (Derick-
son-Brown) — With Vocal and Whistling Ef-
fects Night Club Orch.
When Day Is Done (De Sylva-Katscher) — Vo-
cal Duet, with Piano and Guitar.. The Radio Duo
No Wonder I'm Happy (Davis-Akst) — Vocal
Duet, with Piano and Guitar. .. .The Radio Duo
Moonlight and Roses (Bring Mem'ries of You)
(Black-Moret) — Violin Solo, with Piano;
Piano Played by Walter Golde. .. Godfrey Ludlow
Souvenir (Drdla) — Violin Solo, with Piano;
Piano Played by Walter Golde Godfrey Ludlow
Salt Lake City Blues — Singing, with Fiddle and
Guitar McGee Brothers (Sam and Kirk)
Hannah, Won't You Open the Door (Sterling-
Von Tilzer) — Singing, with Banjo and Guitar,
Mc(jee Brothers (Sam and Kirk)
John Henry — Voice, with Whistling and Guitar,
Henry Thomas ("Ragtime Texas")
Cottonfield Blues — Voice, with Whistling and
Guitar Henry Thomas ("Ragtime Texas")
God Heard Prayer — Sermon, with Singing;
Assisted by Rev. Sister Worrell and Sister
McBride. .Rev. S. W. Worrell ("Steamboat Bill")
Black Horse Pawin' Around in the Valley —
Sermon, with Singing; Assisted by Rev. Sister
Worrell and Sister McBride,
Rev. S. W. Worrell ("Steamboat Bill")
RELEASES OF SEPTEMBER 29
The Lord's Prayer Pilgrim Jubilee Singers
King of Kings Pilgrim Jubilee Singers
Roe Rire Poor Gal — Singing and Banjo,
Uncle Dave Macon
When Reubin Comes to Town — Singing and
Banjo Uncle Dave Macon
Batalla del 5 de Mayo de 1862 (Battle of May
5, 1862) (la Parte)— Descriptivo,
Hermanos Areu y Roberto Guzman
Batalla del 5 de Mavo de 1862 (Battle of May
5, 1862) (2a Parte')— Descriptivo,
Hermanos Areu y Roberto Guzman
Edison Disc Releases
52061
Meet Me
Fox-trot,
FLASHES
52058 She's Got "It"! (Davis-Akst-Gilbert) — Fox-trot,
with Vocal Chorus by Arthur Fields,
Oreste and His Queensland Orch.
Sweet Marie (Rcse-Frankl) — Fox-trot, with
Vocal Chorus by Arthur Fields. Kaplan's Melodists
52059 Cornfed (A Sun-Baked Tune) (Effros-Wall)—
Fox-trot Joe Herlihy and His Orch.
S-L-U-E-F-O-O-T (Saunders)— Fox-trot.
B. A. Rolfe (Trumpet Virtuoso) and
His Palais d'Or Orch.
the Moonlight (Davis-Conrad) — •
with Vocal Trio,
Julian Webster and His Bay State Aces
Just Once Again (Donaldson-Ash) — Fox-trot,
Julian Webster and His Bay State Aces
52078 Simple Spanish Maid (From "A Night in
Spain") (Bryan-Schwartz) — Fox-trot, with
Vocal Chorus Duke Yellman and His Orch.
Under the Moon (Lyn-Wheeler-Snyder) — Fox-
trot, with Vocal Chorus,
Duke Yellman and His Orch.
52072 Say It With a Red Red Rose (From "Padlocks
of 1927") (Rose-Greer) — Fox-trot,
Green Bros. Novelty Band
Oh, Doris! Where Do You Live? (Kahn)— Fox-
trot, with Vocal Chorus by Arthur Fields,
Don Voorhees and His Orch.
52065 (What Do We Do On a) Dew-Dew-Dewy Day
(Johnson-Tobias-Sherman) — Fox-trot, with
Vocal Chorus Clyde Doerr and His Orch.
Here Am I Broken Hearted (DeSylva-Brown-
Henderson) — Fox-trot. Clyde Doerr and His Orch.
52071 Sweet Yvette (Davis-Akst) — Fox-trot (Xylo-
phone, Saxophone, Guitar and Piano),
Geo. Hamilton Green's Star Trio
Havana (Egan-Rose) — Fox-trot (Xylophone,
Saxophone, Guitar and Piano),
Geo. Hamilton Green's Star Trio
52070 Two Little Pretty Birds (Schuster-Tucker) —
Fox -trot Don Voorhees and His Orch.
Show Me That Kind of a Girl (Dubin-Heath-
Marr) — Fox-trot ....Don Voorhees and His Orch.
52075 Who's Wonderful. Who's Marvelous? Miss
Annabelle Lee (Clare-Pollack) — Fox-trot,
Golden Gate Orch.
When Erastus Plays His Old Kazoo (Coslow-
Fain-Spier) — Fox-trot Golden Gate Orch.
52076 The Light House Blues (Schuster-Yellman) —
Fox-trot Duke Yellman and His Orch.
State and Madison (Peary-Raymond-Morton) —
Fox-trot (A Chicago Stomp),
Joe Herlihy and His Orch.
J2086 Me and My Shadow (Rose-Jolson-Dreyer) —
Fox-trot, with Vocal (Thorus by J. Donald
Parker Al. Lynn's Music Masters
At Sundown (When Love Is Calling Me Home)
(Donaldson) — Fox-trot, with Vocal Chorus by
J. Donald Parker Al. Lynn's Music Masters
52087 Side by Side (Woods) — Fox-trot, with Vocal
Chorus by Jack Kaufman,
Oreste and His Queensland Orch.
Eyeful of You (From "Bright Lights") (Dubin-
Coets) — Fox-trot. with Vocal Chorus by
Arthur Fields. . .Oreste and His Queensland Orch.
SPECIALS
52060 Do They Think of Me at Home? (Intro.: "Silvery
Waves," "Jingle Bells," "Embarrassment."
"Annie Laurie") — Medley Waltz, with Inci-
dental Singing Kaplan's Melodists
Home, Sweet Home — Medley Waltz, with In-
cidental Singing Kaplan's Melodists
The Talking Machine World, New York, September, 1927
147
THE LATEST RECORD BULLETINS — (Continued from page 146)
52062 Oh, How I Love My Boatman (Gilbert-Sher-
man) Jack Kaufman
I Walked Back From the Buggy Ride (Adams-
Curtsinger-Bibo) Jack Kaufman
52064 Hold Me and Fold Me Close to Your Heart
(Heagney),
C. Sharpe-Minor on the Wurlitzer Organ
The Officers of the Day March (Hall),
C. Sharpe-Minor on the Wurlitzer Organ
52079 Jalousie (Jealousy) (Gade) — Tango Tzigane,
Hotel Commodore' Ensemble (Dir. B. Levitow)
Clair de Lune — Suite Bergamasque (Debussy),
Hotel Commodore Ensemble (Dir. B. Levitow)
52063 I'll Be With You When the Roses Bloom
Again (Whitmore-Hilliard-Cobb-Edwards),
Walter Scanlan and Chorus
Red Wing (An Indian Fable) (Chattaway-Mills),
Walter Donaldson and cfhorus
52073 Baby Feet Go Fitter Patter (Kahn),
Vaughn de Leath (The Radio Girl)
Yep! 'Long About June (Heagney),
Vaughn de Leath (The Radio Girl)
52067 Scotch Reel— (Calls by B. B. Levett,
Henry Ford's Old-Time Dance Orch.
The Club Quadrille — Calls by B. B. Levett,
Henry Ford's Old-'Time Dance Orch.
52068 Spring, Beautiful Spring (Lincke)— Waltz,
Joe Green and His Novelty Marimba Band
Danube Waves (Ivanevici) — Waltz,
Joe Green and His Novelty Marimba Band
52069 Let Me Call You Sweetheart (I'm in Love
With You) (Whitson-Friedman),
Walter Scanlan and Chorus
When the Harvest Moon Is Shining on the
River (Lomb-Henry) . .Walter Scanlan and Chorus
52074 Belere in D Major (Moszkowski) — Spanish
Dances — Xylophone Geo. Hamilton Greene
Polemaine Militaire (Chopin) — Xylophone,
Geo. Hamilton Green
52077 My Horses Ain't Hungry — Singing, Harmonica,
Jews-Harp, Fiddle and Guitar Vernon Dalhart
The Orphan Girl — Singing, Fiddle, Harmonca
and Guitar,
E. V. Stoneman and The Blue Ridge Mountaineers
80883 A Birthday (Rossetti-Woodman) Alma Peterson
Without Thee (Fargus-d'Hardelot) . . . Alma Peterson
52085 Pictures From Life's Other Side — Male Voices,
The Sam Patterson Trio
Where We'll Never Grow Old (Moore)— Male
Voices The Sam Patterson Trio
TWENTY-FOUR-MINUTE SACRED RECORD
10007 All Hail the Power of Jesus' Name (Helden),
Metropolitan Quartet; Old Rugged Cross (Ben-
nard), Helen Clark and Ray Roberts; Onward,
Christian Soldiers (Sullivan), Calvary Choir
Choir Boys of St. Andrew's Church, New York
Lead Kindly Light (Dykes), Metropolitan Quar-
tet; After Toiling Cometh Rest (Blake), Betsy
Lane Shepherd and Male Chorus; O, Come
AH Ye Faithful (Adeste Fideles) (Reading),
Metropolitan Quartet
GERMAN GENERAL GROUP
S7024 Schier dreiszig Jahre bist du alt (Mantellied)
- — In German Eduard Mittelstadt
Der gute Kamerad (The Good Comrade) (Ich
hatt' einen Kameraden) — In German,
Eduard Mittelstadt
Edison Blue Amberol Records
5366 That's the Reason Why I Wish I Was in Dixie,
The Four Aristocrats
5368 When the Pussy Willow Whispers to the Catnip
— Pst! Pst! Pst! Vaughn de Leath
5381 Aloha Means I Love You..Waikiki Hawaiian Orch.
5382 Tell Mother I Will Meet Her— Singing, Fiddle,
Harmonica and Guitar,
E. V. Stoneman and the Dixie Mountaineers
5383 The Bright Sherman Valley— Singing, Fiddle,
Banjo, Harmonica and Guitar,
Ernest V. Stoneman and The Dixie Mountaineers
5385 Say It With a Red, Red Rose (From "Padlocks
of 1927") — Fox-trot. .. .Green Bros. Novelty Band
5386 The Light House Blues— Fox-trot,
Duke Yellman and His Orch.
5387 Under the Moon — Fox-trot, with Vocal Chorus.
Duke Yellman and His Orch.
5388 Hop Light, Ladies — ■ Fiddle, Banjo, Harmonica
and Guitar The Dixie Mountaineers
5389 Moonbeam! Kiss Her for Me — Fox-trot, with
Vocal Refrain Markel's Orch.
5390 La Gypsy — Mazurka Ecossaise Sousa's Band
5391 Son of God Goes Forth to War and Now the
Day Is Over — Sacred Songs. Edison Mixed Quartet
5392 Mr. John Mackie' — Comic Song Harry Lauder
5393 Humoreske — Violin Solo Isidore Moskowitz
5395 The Mississippi Flood — Singing, Violin. Har-
monica and Guitar '..Vernon Dalhart
5396 I Walked Back From the Buggy Ride. Jack Kaufman
Okeh Records
AUGUST 25 RELEASE
DANCE MUSIC
40860 Bless Her Little Heart (Denniker) — Fox-trot,
with Vocal Refrain .. .The New York Syncopators
Who-oo? You-oo! That's Who! (Yellen-Ager) —
Fox-trot, with Vocal Refrain.
The New York Syncopators
40863 Just Once Again (Donaldson-Ash) — Fox-trot,
with Vocal Refrain,
Sam Lanin and His Famous Players
Cheerie-Berrie-Be (From "Sunny Italy") (Lewis-
Young-Wayne) — Waltz, with Vocal Refrain,
Justin Ring's Okeh Orch.
40864 I Ain't That Kind of a Baby (Kahal-Britt-Fain)
— Fox-trot, with Vocal Duet,
Irwin Abrams and His Hotel Manger Orch.
Bye-Bye, Pretty Baby (Gardner-Hamilton) —
Fox-trot, with Vocal Refrain,
Irwin Abrams and His Hotel Manger Orch.
VOCAL RECORD
40859 Hallelujah! (From "Hit the Deck") (Robin-
Grpy-Youmans) — Vocal, with Piano. .. Sissle-BIake
Sometimes I'm Happy (From "Hit the Deck")
(Caesar-Youmans) — Vocal, with Piano . Sissle-Blake
INSTRUMENTAL RECORDS
40861 I Ain't Got Nobody (And Nobody Cares^ for
Me) (Williams) — Saxophone and Clarinet,
with Piano; Guitar by Ed Lang Boyd Senter
Sigh and Cry Blues (Russell) — Clarinet, with
Piano: Guitar by Ed. Lang Boyd Senter
40862 Just Like a Butterfly (That's Caught in the
Rain) (Woods) — Organ Solo Neil Allen
Under the Moon (Lyn-Wheeler-Snyder) — Organ
Solo Neil Allen
OLD-TIME TUNES
45130 My Precious Saviour — Vocal, with Organ,
Allen Quartet
My Old Cottage Home — Vocal, with Organ,
AlleTi Quartet
45X31 Preacher Blues — Vocal, with Instrumental,
Bill Chitwood and His Georgia Mountaineers
45132
8489
8490
8491
40865
40869
40870
40871
40866
40S68
40867
45129
45133
45134
8492
8493
8494
3203
5121
5122
40872
40874
40876
40875
40877
40873
45135
I Had But Fifteen Cents — Vocal, with Inbtru-
mental.
Bill Chitwood and His Georgia Mountaineers
Little Brown Jug — Banjo, with Voice,
Uncle Tom Collins
'Tain't No Lie — Banjo, with Voice,
Uncle Tom Collins
RACE RECORDS
Mine's as Good as Yours (Gray) — Contralto,
with Piano and Guitar Alma Henderson
Soul and Body (He Belongs to Me) (Jackson)
— Contralto, with Piano and Guitar,
-ri, ,-. . , ^, . Alma Henderson
Ihe Crucifixion of Christ — Contralto with In-
strumental .. Jessie May Hill
God Rode in the Windstorm — Contralto, with
Instrumental Jessie May Hill
Cotton Patch Blues (Brown) — Vocal, with Piano
and Guitar joe Brown
Superstitious Blues (Brown) — Vocal, with Piano
and Guitar joe Brown
SEPTEMBER 5 RELEASE
DANCE MUSIC
My Carolina Home (McMichen-Lane-Stokes) —
Waltz, with Vocal Refrain,
,„, „ , , . Southern Melody Artists
1 U Be With You When the Roses Bloom Again
(Cobb-Edwards)— Waltz, with Vocal Refrain,
Southern Melody Artists
\\ ho s Wonderful! Who's Marvelous? Miss
Annabelle Lee (Clare-Pollack)— Fox-trot, with
Vocal Refrain Justin Ring's Okeh Orch.
It's a Million to One You're in Love (Davis-
Akst) — Fox-trot, with Vocal Refrain,
_., , _ The Gotham Troubadours
Gid-Ap, Garibaldi (Johnsoii-MoII-Warren) — Fox-
trot, with Vocal Refrain The Jazz Pilots
Oh, Dons! Where Do You Live? (Kahn) —
Fox-trot, with Vocal Refrain The Collegians
For No Reason at All in C (Trumbauer-Beider-
becke)— Fox-trot Tram-Bix-Eddie
Trumbology (Trumbauer) — Fox-trot,
F. Trumbauer and His Orch., with Bix and Lang
VOCAL RECORDS
Are You Lonesome To-night? (Turk-Handman)
— Vocal Duct, with Piano and Celeste . Macy-Ryan
Carolina Mine (Your Rolling Stone Is Rolling
Home) (Friend-Rosoff) — Vocal Duet, with
Piano and Whistling Macy-Ryan
I've Been Working on the Railroad — Vocal
Quartet. .Missouri Pacific Diamond Jubilee Quartet
Southern Medley — Vocal Quartet,
Missouri Pacific Diamond Jubilee Quartet
INSTRUMENTAL RECORD
Spring Fever (Bloom) — Piano Solo Rube Bloom
Soliloquy (Bloom) — Piano Solo Rube Bloom
OLD-TIME TUNE RECORDS
Dixie — Instrumental, with Vocal Refrain,
Earl Johnson and His Dixie Entertainers
I'm Satisfied — Instrumental, with Vocal Refrain,
Earl Johnson and His Dixie Entertainers
Just Before the Battle, Mother (Root) — Vocal
Quartet Monroe Quartet
Old Folks at Home (Foster) — Vocal Quartet,
Monroe Quartet
Only a Prayer (Jenkins) — Vocal, with Mandolin
and Guitar Jenkins' Sacred Singers
Pictures From Life's Other Side — Vocal, with
Guitars Jenkins' Sacred Singers
RACE RECORDS
She's Forty With Me (Crawley) — Clarinet Solo,
with Piano and Guitar Wilton Crawley
Geechie River Blues (Heywood-Gilbert) — Oari-
net Solo, with Piano and Guitar. . Wilton Crawley
He Took My Sins Away — Spiritual,
The Thankful Quartet
I'm Troubled, Lord, I'm Troubled — Spiritual,
The Thankful Quartet
No. 12, Let Me Roam (Spivey-Erby) — Vocal,
with Piano and Guitar Victoria Spivey
T-B Blues (Spivey) — Vocal, with Piano and
Guitar Victoria Spivey
EUROPEAN RECORDINGS
(Odeon Label)
Rustle of Spring (Sinding) — Orchestra,
Edith Lorand and Her Orcli.
To Spring (Grieg) — Orchestra,
Edith Lorand and Her Orch.
Parsifal, Part I (Good Friday Spell) (R. Wag-
ner)— Symphony Orchestra,
Siegfried Wagner and State Symphony Orch., Berlin
Parsifal, Part II (Good Friday Spell) (R. Wag-
ner)— Symphony Orchestra,
Siegfried Wagner and State Symphony Orch., Berlin
Parsifal (Good Friday Spell) K. Wagner) — Sym-
phony Orchestra,
Siegfried Wagner and State Symphony Orch., Berlin
Die Meistersinger (Apprentice's Dance) (R.
Wagner) — Symphony Orchestra,
Dr. Weissmann and Orchestra
of State Opera House, Berlin
SEPTEMBER 15 RELEASE
DANCE MUSIC
Are You Happy? (Yellen-Ager) — Fox-trot, with
Vocal Refrain Harry Reser and His Orch.
Roam On, My Little Gypsy Sweetheart (Wheeler-
Kahal-Snyder) — Fo.x-trot, with Vocal Refrain,
Justin Ring's Okeh Orch.
Paree (Padilla) — Fox-trot, with Vocal Refrain,
Sam Lanin and His Famous Players
Dancing Tambourine (PoUa) — Fox-trot, with
Vocal Refrain,
Sam Lanin and His Famous Players
The Varsity Drag (DeSylva-Brown-Henderson)
— Fox-trot, with Duet Vocal Refrain,
The Okeh Melodians
Lucky in Love (DeSylva-Brown-Henderson) —
— Fox-trot, with Vocal Refrain,
The Okeh Melodians
VOCAL RECORDS
I Ain't That Kind of a Baby (Kahal-Britt-
Fain) — Vocal, with Piano Accomp . . . . Beth Challis
You Don't Like It — Not Much (Miller-Kahn-
Cohn) — Vocal, with Piano Accomp. .. Beth Challis
Just Once* Again (Donaldson-Ash) — Vocal, with
Piano Accomp. by Rube Bloom Noble Sissle
Here Am I Broken Hearted (DeSylva-Brown-
Henderson) — Vocal, with Piano Accomp. by
Rube Bloom Noble Sissle
INSTRUMENTAL
Sweet Hawaiian Moonlight (Tell Her of My
Love) (Klickmann) — Hawaiian Selection,
Ferera-Paaluhi
One, Two, Three, Four (Alan) — Hawaiian
Selection Ferera-Paaluhi
OLD-TIME TUNES
In the Shade of the Old Apple Tree (Williams-
VanAlstyne) — Vocal Duet, with Instrumental
Trio Frank and James McCravy
Hello, Central, Give Me Heaven ,(Harris-
Clauder) — Vocal Duet, with Instrumental Trio,
Frank and James McCravy
(Continued on page 148)
148
The Talking Machine World, New York, September, 1927
THE LATEST RECORD BULLETINS— (Continued from page 147)
45136 May, Dearest May — Vocal, with Guitar and
Banjo.. Bela Lam and His Greene County Singers
Poor Little Bennie — Vocal, with Guitar and
Banjo.. Bela Lam and His Greene County Singers
45137 The Great Ship Went Down — Vocal, with Instru-
mental Accomp Cofer Brothers
Where the Morning Glories Grow — Vocal, with
Instrumental Accomp Cofer Brothers
RACE RECORDS
S495 Do, My Lord, Remember Me — Sermon, with Sing-
ing; Assisted by Sisters Jordan and Norman,
Deacon Leon Davis
Some of You Members — Sermon, with Singing;
Assisted by Sisters Jordan and Norman,
Deacon Leon Davis
8496 Keyhole Blues — Fox-trot, with Scat Chorus by
Louis Armstrong,
Louis Armstrong and His Hot Seven
8496 Melancholy Blues — Fox-trot,
Louis Armstrong and His Hot SeTen
8497 Mean Old Bed Bug Blues (Wood) — Vocal,
with Guitar Lonnie Johnson
Roaming Rambler Blues — Vocal, with Guitar.
Lonnie Johnson
Regal Records
DANCE RECORDS
8373
8374
8375
8376
8377
8378
8379
8380
Girl-
Salon Orch.
When You Play With the Heart of
Waltz Adrian Schubert's
Linger Longer — Waltz,
Adrian Schubert's Salon Orch.
Give Me a Night in June— Fox-trot,
Sam Lanin s Dance Orch.
I Can't Believe That You're in Love With
Me — Fox-trot Sam Lanin's Orch.
Is It Possible? — Fox-trot Imperial Dance Orch.
Someday You'll Say O. K. — Fox-trot,
Sam Lanin's Dance Orch.
Farewell Blues — Fox-trot California Ramblers
Delirium— Fox-trot California Ramblers
Someday, Sweetheart — Fox-trot . California Ramblers
You Sing That Song to Somebody Else — Fox-
trot Harry Reser's Orch.
Worryin' — Waltz Adrian Schubert's Salon Orch.
If My Dreams of You Could Only Come True
— Waltz Adrian Schubert's Dance Orch.
Roam On, My Little Gypsy Sweetheart— Fox-
trot Harry Reser's Orch.
I Ain't That Kind of a Baby— Fox-trot,
Harry Reser's Orch.
Tiger Rag — Fox-trot '..Missouri Jazz Band
Beale Street Blues — Fox-trot. ... California Ramblers
VOCAL RECORDS
8381 Here Am I — Broken-Hearted — Tenor Solo, with
Orch. Accomp Irving Kaufman
Rock Me in a Cradle of Roses — Tenor Solo,
with Orch. Accomp Howard Wilson
8382 Miss Annabelle Lee — Male Duet, with Piano
Accomp Smith Brothers
What Do We Do on a Dew-Dew-Dewy Day? —
Male Duet, with Piano Accomp.. .Smith Brothers
8383 Baby Your Mother (Like She Babied You) —
Tenor Solo, with Orch. Accomp. . .Irving Kaufman
That's 'Why I'm So Lonesome — Tenor Solo,
with Orch. Accomp Howard Wilson
8384 Highways Are Happy Ways — Tenor Solo, with
Orch. Accomp Irving Kaufman
Baby Feet Go Fitter Patter — Male Duet, with
Piano Accomp Smith Brothers
8385 Are You Lonesome To-night? — Tenor Solo,
with Orch. Accomp Charles Harrison
After I've Called You Sweetheart — Baritone
Solo, with Orch. Accomp Harold Lambert
NOVELTY RECORDS
8386 At Sundown — Piano Solo Jimmy Andrews
The Doll Dance^Piano Solo Jimmy Andrews
8387 The Memphis Blues — Hawaiian Blue Guitars,
Sam Ku West
Hawaiian Hula Blues — Hawaiian Blue Guitars,
Sam Ku West
8388 Dreamy Hawaii — Duet Guitars, with Vocal Re-
frain Frank Ferera's Hawaiians
Lonely Nights in Hawaii — Duet Guitars, with
Vocal Refrain Frank Ferera's Hawaiians
8389 Put My Little Shoes Away — Vocal Duet, with
Nov. Accomp Smoky Mountain Twins
Love Always Has Its Way — Vocal Solo, with
Nov. Accomp John Sackett
8390 Sara Jane — Vocal Duet, with Nov. Accomp.,
Smoky Mountain Twins
I Was Born 4,000 Years Ago — Vocal Duet, with
Nov. Accomp Smoky Mountain Twins
BROADWAYS LOUD SPEAKERS
Muddy Water
i<327 j" Greatest HlCi
A'
-^'0
Yes She Do
( I'l^ Satisfied With my Girl 7
After You've Gone
One. oF ttie Greatest Songs of dl time.
.<^^ .ov ^oy^
9^
Stoleh Moments
A New Ballad — Wotch it Gro\j^!
hoTTEftThAN Mot/
My Special Friend
Is Back In Town
I BROADWAY MUSIC CORP l&OOB'WAY NEW YORK [ ,
i!^ tJ<^ .(A"" ..^.^ , . 't^' <^
RACE RECORD
8391 Hard-Headed Mama — Mixed Duet, with Piano
Accomp Frankie & Jones
I've Got the Joogie Blues — Comedienne, with
Piano Accomp Maude Mills
Bell Records
DANCE RECORDS
530 (Here Am I) Broken-Hearted — Fox-trot, with
Vocal Chorus California Syncopators
Marvelous — Fox-trot, with Vocal Chorus,
California Syncopators
531 On a Dew-Dew-Dewey Day — Fox-trot, with Vo-
cal Chorus Marlborough Dance Orch.
■You're Goin' to Miss Me — Fox-trot, with Vocal
Chorus Marlborough Dance Orch.
532 Bye-Bye, Pretty Baby — Fox-trot, with Vocal
Chorus Pennsylvania Players
Stop Your Cryin' — F'ox-trot, with Vocal Chorus,
Pennsylvania Players
533 It's a Million to One You're in Love — Fox-trot,
with Vocal Chorus Bell Record Boys
Oh, Constantine — Fox-trot, with Vocal Chorus,
Bell Record Boys
534 Sing Me a Baby Song — Fox-trot, with Vocal
Cno.us Imperial Orch.
See What You're Doin' — Fox-trot, with Vocal
Chorus Imperial Orch.
535 Sunset Dreams — Walz Fred Hall's Orch.
All for You— Waltz The Melody Men
528 Who s Wonderful, Who's Marvelous — Fox-trot,
with Vocal Chorus Imperial Orch.
One More Waltz With You — Waltz, with Vocal
Chorus Fred Hall and His Orch.
527 You Don't Like It — Not Much — Fox-trot, with
Vocal Chorus Club Mirador Orch.
Waiting for You — Fox-trot, with Vocal Chorus,
Fred Hall and His Orch.
526 Just Once Again— Fox-trot, with Vocal Chorus,
Johnnie Johnson's Orch.
Let's Get Together — Fox-trot, with Vocal Cho-
rus Marlborough Dance Orch.
521 There's a Trick in Pickin' a Chicken — Fox-trot,
with Vocal Chorus California Melody Orch.
She's Got "It"! — Fox-trot, with Vocal Chorus,
PeTinsylvania Syncopators
520 Sweet Marie — Fox-trot, with Vocal Chorus,
Marlborough Dance Orch.
Sa-Lu-Ta! — Fox-trot, with Vocal Chorus,
Pennsylvania Syncopators
519 Hallelujah — Fox-trot, with Vocal Chorus,
Club Mirador Orch.
Just Another Day Wasted Away — Fox-trot,
with Vocal Chorus Club Mirador Orch.
VOCAL RECORDS
536 Arc You Lonesome Tonight? — Tenor Solo,
Charles Hart
Mississippi Sweetheart — Tenor Solo. . .Leslie Strand
537 Forgive Me — Baritone Solo Arthur Fields
When Day Is Done — Tenor Solo Charles Hart
538 Worryin' — Tenor Solo Charles Hart
Roarain' — Baritone Solo Ernest Hare
529 Just Like a ButterBy — Tenor Solo Arthur Fields
Ain't That a Grand and Glorious Feeling? —
Tenor Solo Arthur Fields
Gennett Records
(Electrobeam Black Label Records)
POPULAR DANCE
6170 Lady Do— Black Bottom Rhythm, with Vocal
Chorus. ... Harry Pollock and His Blue Diamonds
S-I-u-e Foot — I'Ox-trot-Stomp
■The California Vagabonds
6171 Rainbow of Love — ^Waltz; Hawaiian Novelty,
with Vocal Chorus,
Franchini's South Sea Serenaders
Since I Lost My Gal — Waltz, with Vocal
Chorus The New Yorkers
6172 Yes, She Do (No She Don't) — Fox-trot, with
Vocal Chorus The California Vagabonds
(Hold Me and Fold Me) Close to Your Heart
— Fox-trot, with Vocal Chorus.. The New Yorkers
6182 Hymn to the Sun (From "Le Coq D'Or") —
r ox-trot Geo. Osborn and His Orch.
By the Waters of the Minnetonka — Dance,
Geo. Osborn and His Orch.
6183 Buffalo Rhythm — Fox-trot,
Johnny Ringer's Rosemont Orch.
Oh, Miss Hannah! — Fox-trot,
George Matthews' Carolina Nighthawks
6184 The Bucket's Got a Hole in It — Fox-trot, with
Vocal Chorus Tom Gates and His Orch.
Indiana Mud — Fox-trot,
Eddie Carlew's Baby Aristocrats
POPULAR VOCAL
6173 When Day Is Done Elliott Stewart
Your Land and My Land (From "My Mary-
land") Elliott Stewart
6185 Ain't That a Great and Glorious Feeling?,
The Radio Franks
Under the Moon The Radio Franks
6186 (ihat s the Reason Why) I Wish I Was in
Dixie Dreon Sisters
Are You Lonesome To-night? Edythe Handman
STANDARD VOCAL
6174 Memories Gold Medal Four
Cant Yo' Heah Me Callin' Gold Medal Four
INSTRUMENTAL
6191 Skaters' Waltz — Waltis. .New Hotel Lowry Ensemble
The Glow- Worm New Hotel Lowry Ensemble
6192 I Saw My Mother Kneeling — Sacred Duet,
Ruth Donaldson-Helen Jepsen
When I Take My Vacation in Heaven — Sacred
Duet Ruth Donaldson-Helen Jepsen
OLD-TIME SINGIN' AND PLAYIN'
6175 The Lonesome Valley David MiUer
Don't Forget Me, Little Darling David Miller
6176 Take Me Back to the Sweet Sunny South,
Ben Jarrell
When You Ask a Girl to Leave Her Happy
Home Ben Jarrell
6177 The Dixie Cowboy Aulton Ray
Just as the Sun Went Down,
Marion Underwood-Sam Harris
6188 Two Little Orphans David Miller
That Bad Man Stacklee David Miller
6189 Drunken Hiccoughs Holland Puckett
The Broken Engagement Holland Puckett
SPECIALS
6179 Old Music Box Melodies, Part I — Novelty,
Gayle Wood
Old Music Box Melodies, Part II — Novelty,
Gayle Wood
6190 Farewell Blues — Hawaiian Guitar Novelty, with
Accomp. by Ernest Manase of Irene West
Royal Hawaiians ; Sam Ku, Jr.
6193
6187
6178
6180
6181
6194
6195
6196
Sweet Georgia Brown — Hawaiian Guitar Nov-
elty, with Accomp. by Ernest Manase of Irene
West Royal Hawaiians Sam Ku, Jr.
Mariechen Waltzer — International,
Joseph Soukup-Joseph Peroutka
Swedish Hart Waltz — International,
John Strom-How
OLD-TIME PLAYIN'
Lost Train Blues — Harmonica Solo,
Da Costa Woltz's Southern Broadcasters,
F'eaturing Frank Jenkins
Baptist Shout — Banjo Solo,
Da Costa Woltz's Southern Broadcasters,
Featuring Frank Jenkins
BLACK-FACE COMEDY
The Defunct Treasure (Rev. Dr. Take-All),
Will Henry Lucas
Brother Noah (Rev. Dr. Take- All),
Will Henry Lucas
I Want to Be Ready (To Walk in Jerusalem
Jes' Like John) — Race Record — Spiritual,
Nazarene Congregational Church
Choir of Brooklyn, N. Y.
You Gonna Reap Just What You Sow — Race
Record — Spiritual,
Nazarene Congregational Church
Choir of Brooklyn. N. Y.
RACE RECORDS
Devil in the Lion's Den — Vocal Blues.. Sam Collins
Good Time Blues — Vocal Blues.. Jelly Roll Anderson
Wild Women Blues — Vocal Blues. .Katherine Baker
I Had to Come Back Home Blues — Vocal Blues,
Katherine Baker
Sport Model Mama Blues — Vocal Blues,
Lizzie Washington
Fall or Summer Blues — Vocal Blues,
Lizzie Washington
Good News (The Chariot's Comin') — Spiritual,
Brooklyn Male Choral Club (Brooklyn,
N. Y.; C. H. Waters, Dir.)
Gonna Shout All Over God's Heav'n — Spiritual,
Brooklyn Male Choral Club (Brooklyn,
N. Y.; C. H. Waters, Dir.)
6046
6047
6048
6049
6050
6051
6052
6053
6054
6055
6056
6057
6058
6059
6060
6061
6062
6063
6064
6065
2162
2163
2164
2165
Banner Records
DANCE RECORDS
Worryin' — Waltz ....Adrian Schubert's Salon Orch.
Linger Longer — Waltz, „ .
Adrian Schubert s Salon Orch.
Is It Possible? — Fox-trot Missouri Jazz Band
When My Baby Comes Home — Fox-trot,
Missouri Jazz Band
Farewell Blues — Fox-trot. .Golden Gate Dance Orch.
Beale Street Blues— Fox-trot,
Golden Gate Dance Orch.
Tiger Rag — Fox-trot New Orleans Jazz Band
Delirium — Fox-trot Golden Gate Dance Orch.
Someday Sweetheart — Fox-trot. . California Ramblers
I'm Always on the Road to Nowhere — Fox-trot,
Missouri Jazz Band
I'm Coming, Virginia — Fox-trot, . , „ ,
Imperial Dance Orch.
You Sing That Sons' to Somebody Else — Fox-
trot Harry Reser's Orch.
I Ain't 'That Kind of a Eaby---Fox trot,
Harry Reser's Orch.
Oh Constantine!— Fox-trot. .Hollywood Dance Orch.
Roam On, My Little Gypsy Sweetheart—
Fox-trot Harry Reser s Orch.
You Won" My Heart With Your Smile—
Fo.x-trot Imperial Dance Orcti.
I Can't ijVli'e've That You're in Love With
Me Fox-trot Sam Lanin's Dance Orch.
You're Goin' to Miss Me Someday— Fox-trot,
Imperial Dance Orch.
When You Play With the Heart of a Girl
Waltz Adrian Schubert's Salon Orch.
If My Dreams of You Could Only Come True
Waltz Adrian Schubert's Salon Orch.
Give Me a Night in June— Fox-trot,
Sam Lanin's Dance Orch.
Back of Every Cloud— Fox-trot,
Hollywood Dance Orch.
Someday You'll Say 0. K.— Fox-tr9t
Sam Lanin's Dance Orch.
Blame It on the Black Bottom Craze— Fox-trot,
Red Hot Dogs
VOCAL RECORDS
Miss Annabelle Lee-Male Duet, with fianp,, ^
Accomp • Lambert and Hillpot
Who Do You Suppose? — Baritone Solo, with
Orch. Accomp Arthur Fields
Here Am I — Broken-Hearted — Tenor Solo, with
Orch. Accomp Irving Kaufman
Mississippi Sweetheart — Tenor Solo, with Orch.
Accomp -Mort Stanley
Highways Are Happy Ways— Tenor Solo, with
Orch.
Accomp Irving Kaufman
Waltzing — Tenor Solo, with
Orch. Accomp.,
Charles Harrison
Are You Lonesome To-night? — Tenor Solo,
with Orch. Accomp Charles Harrison
It's Breaking My Heart— Tenor Solo, with
Orch. Accomp Charles Harrison
What Do We Do on a Dew-Dew-Dewy Day?—
Male Duet, with Piano Accomp.
Lambert and Hillpot
That's Where I Live— Tenor Solo, with Orch.
Accomp Mort Stanley
Baby Feet Go Fitter Patter— Male Duet, with
Piano Accomp Lambert and Hillpot
That's Why I'm So Lonesome — Tenor Solo,
with Orch. Accomp Howard Wilson
Baby Your Mother (Like She Babied You)—
Tenor Solo, with Orch. Accomp/. .Irving Kaufman
I Wonder How You're Spending Your Eve-
nines — Baritone Solo, with Orch. Accomp., ■
* Arthur Fields
After I've Called You Sweetheart— Baritone
Solo, with Nov. Accomp Harold Lambert
Rock Me in a Cradle of Roses— Tenor Solo,
with Orch. Accomp Howard Wilson
NOVELTY RECORDS
Hawaii Land — Hawaiian Quintette, with Vocal
Refrain South Sea Islanders
Back to Hawaii and Me— Hawaiian Quintette,
with Vocal Refrain South Sea Islanders
St. Louis Blues — Hawaiian Blue Guitars,
Sam Ku West
The Memphis Blues — Hawaiian Blue Guitars,
Sam Ku West
Where We Never Grow Old — Vocal Duet, with
Nov Accomp Lonesome Pine Twins
You'll Never Miss Your Mother 'Till She's
Gone — Vocal Duet, with Nov. Accomp., .
Lonesome Pine Twins
K C. Whistle — Vocal Solo, with Guitar
Accomp John Sackett
If I Could Hear My Mother .Pray Again —
Vocal Duet, with Nov. Accomp., _ .
Lonesome Pine Twins
The Talking Machine World, New York, September, 1927
149
6066 At Sundown — Piano Solo Jimmy Andrews
Sailin' Along — Piano Solo Jimmy Andrews
RACE RECORD
6067 Hard-Headed Mama — MLxed Duet, with Piano
Accomp Frankie and Jones
Golden Brown Blues — Mixed Duet, with Nov.
Accomp Frankie and Jones
438-H
479 H
471-H
476-H
477-H
465-H
478-H
473-H
474- H
,466-H
467- H
468- H
482-H
472-H
470-H
470-H
464-H
469- H
480-H
475- H
Harmony Records
DANCE SELECTIONS
Ooh! Maybe It's You (From "2iegfeld Fol-
lies of 1927")— Fox-trot, with Vocal Chorus,
F. Farrell and Greenwich Village Inn Orch.
Shaking the Blues Away (From "Ziegfeld Fol-
lies of 1927") — Fox-trot, with Vocal Chorus,
F. Farrell and Greenwich Village Inn Orch.
It Was Only a Sun Shower — Fox-trot, with
Vocal Chorus by Harry Lambert,
Broadway Bell Hops
Some Day You'll Say "O.K.!" — Fox-trot,
with Vocal Chorus by Harry Lambert,
Broadway Bell Hops
Are You Happy? — Fox-trot, with Vocal
Chorus by Arthur Fields,
F. Farrell and Greenwich Village Inn Orch.
Cheerie — Beerie — Be — Waltz, with Vocal
Chorus by Arthur Fields,
F. Farrell and Greenwich Village Inn Orch.
Joy Bells — Fox-trot, with Vocal Chorus by
Irving Kaufman ... Lou Gold and His Orch.
Give Me' a Night in June — Fox-trot, with
Vocal Chorus by Irving Kaufman,
Lou Gold and His Orch.
Nothin' Does — Does Like It Used to Do-Do-
Do — Fox-trot, with Vocal Chorus by Irving
Kaufman Lou Gold and His Orch.
Havana — Spanish Fox-trot. Royal Troubadours
Baby Feet Go Pitter Patter ('Cross My
Floor) — Fox-trot, with Vocal Chorus,
Royal Troubadours
Bye-Bye Pretty Baby — Fox-trot, with Vocal
Chorus Royal Troubadours
Dreaming — Waltz Medley Waltz Orch.
Dirty Face — Waltz Medley Waltz Orch.
I'm Gonna Dance Wit De Guy Wot Brung
Me — Fox-trot, with Vocal Chorus by Tom
Stacks The Night Club Orch.
Wlo-oo? You-oo! That's Who! — Fox-trot, with
Vocal Chorus by Tom Stacks,
The Night Club Orch.
Paree!— Fox-trot The Night Club Orch.
Pastafazoola — Fox-trot, with Vocal Chorus,
University Six
Roam On, My Little Gypsy Swe'etheart — Fox-
trot, with Vocal Chorus University Six
Swanee Shore — Fox-trot University Six
Have It Ready — Fox-trot,
The Dixie Stompers
St. Louis Shuffle — Fox-trot.
The Dixie Stompers
Rock, Jenny, Rock — Fox-trot, with Vocal
Chorus Georgia Strutters
It's Right Here for You — Fox-trot, with Vocal
CThorus Georgia Strutters
VOCAL SELECTIONS
Just a Memory — Vocal Charles Hart
Ooh! Maybe It's You (From "Ziegfeld Fol-
lies of 1927")— Vocal (Tharles Hart
Blue River — Novelty Singing Quartet,
The Harmonizers
Baby Your Mother (Like She Babied You) —
Novelty Singing Quartet.. The Harmonizers
Roam On, My Little Gypsy Sweetheart —
Vocal Sid Garry
I Love No One But You — Vocal... Sid Garry
Since Henry Ford Apologized to Me — Vocal,
Irving Kaufman
Nothin' Does — Does Like It Used to Do — Do
— Do — Vocal Irving Kaufman
Who's Wonderful. Who's Marvelous? Miss
Annabelle Lee — Vocal Jane Gray
Are You Happy? — Vocal Jane Gray
Troo-Le-oo-Le-Ay — Vocal Duet,
The Record Boys
10
10
10
10
10
10
10
All Men Are Devils — Vocal Al Bernard
Steamboat Bill — Vocal Jack Wilson
Osey Jones — Vocal Duet,
Jack and Tom Wilson
Silver Threads Among the Gold — Tenor Solo,
Harold Barr
The Rosary— Tenor Solo Harold Barr
10
10
10
10
10
Domino Records
DANCE RECORDS
4012 Linger Longer — Waltz.
Adrian Schubert's Salon Orch.
When You Play With the Heart of a Girl-
Waltz Adrian Schubert's Salon Orch.
4013 I Can't Believe That You're in Love With
Me — Fox-trot Sam Lanin's Dance Orch.
Give Me a Night in June — Fox-trot,
Sam Lanin's Dance Orch.
4010 Some Day You'll Say O. K.— Fox-trot,
Sam Lanin's Dance Orch.
Is It Possible? — Fox-trot Imperial Dance Orch.
4014 Delirium — Fox-trot California Ramblers
Farewell Blues — Fox-trot California Ramblers
4009 You Sing That Song to Somebody Else — Fox-
trot Harrv Reser's Orch.
Some Day Sweetheart — Fox-trot .California Ramblers
4015 If My Dreams of You Could Only Come True —
Waltz Adrian Schubert's Salon Orch.
Worryin' — ^Waltz ."..Adrian Schubert's Salon Orch.
4008 I Ain't That Kind of a Baby — Fox-trot,
Harry Reser's Orch.
Roam On, My Little Gypsy Sweetheart — Fox-
trot Harry Reser's Orch.
4011 Beale Street Blues — Fox-trot. .. .California Ramblers
Tiger Rag — Fox-trot Missouri Jazz Band
VOCAL RECORDS
4018 Rock Me in a Cradle of Roses — Tenor Solo,
with Orch. Accomp Howard Wilson
Here Am I — Broken Hearted — Tenor Solo, with
Orch. Accomp Irving Kaufman
4017 What Do We Do on a Dew-Dew-Dewy Day-
Male Duet, with Piano Accomp. ... Smith Brothers
Miss Annabelle Lee — Male Duet, with Piano
Accomp Smith Brothers
4016 That's Why I'm So Lonesome — Tenor Solo, with
Orch. Accomp Howard Wilson
Baby Your Mother (Like She Babied You) —
Tenor Solo, with Orch. Accomp. .Irving Kaufman
4019 Baby Feet Go Pitter Patter — Male Duet, with
Piano Accomp Smith Brothers
Highways Are Happy Ways — Tenor Solo, with
Orch. Accomp Irving Kaufman
4020 After I've Called You Sweetheart — Baritone
Solo, with Orch. Accomp Harold Lambert
Are You Lonesome To-night? — Tenor Solo, with
Orch. Accomp Charles Harrison
NOVELTY RECORDS
4021 The Doll Dance — Piano Solo Jimmy Andrews
At Sundown — Piano Solo Jimmy Andrews
M»tM)d>ti>a«iirfi>d»aMaanti«MM>aM»^
CONSTRUCTIVE ARTICLES IN THIS
ISSUE OF THE WORLD
Ready Reference for Salesmen, Dealers and Department Heads
Success in Retail Field Measured by
Efficiency of Operation 3
Concessions to Customers Eliminate
the Profits of Dealers 4
Crouch Radio Co. Exacts Protest Fee
When Instalment Buyer Delays
Payment 6
Sell the New Phonograph — Then Talk
of the Trade-in 8
How One Live Dealer Made His Rec-
ord Department a Good Invest-
ment 10
Constructive Suggestions of the Train-
ing of Salesmen by Means of Meet-
ings 11
Increasing Radio Sales — Set the Step
for Demonstrations 12
Profit-Winning Sales Wrinkles 14
Sheet Music Is the Key to $80,000
Annual Sales of the Thomas Stores 1 6
Latest Talking Machine and Radio
Patents Granted 18
How Two Dealers Solved the Prob-
lem of Selling on Time Payment on
a Basis of Safety 22
Edison Is Honored at Golden Ju-
bilee 26-27
Halloween Revels Open Way to
Sales 28
J F. Brogan, Metropolitan Dealer,
Tells of Gramophone Trade in
iLuropean Cities 30
How the Park Slope Talking Ma-
chine Shop Keeps in Touch With
Customers by Means of Direct Mail 32
Canvassing, Window and Street Dis-
plays Used by Daynes-Beebe Co.
Aid Business 34
Last-Minute News of the Trade. . 34a"34d
Trade Confident in Coming Business. . 34b
Meeting the Trade-in Problems Suc-
cessfully 34b
Co-ordination Makes for Increased
Sales 34b
Turning Non-Producers Into Pro-
ducers 34c
Radio Corp. Announces Addition to
Time Payment Plan for Benefit of
Dealers and Jobbers 46
Featuring the Musical Possibilities of
the Talking Machine 52
"Beauty That Charms the Eye as
Well as the Ear" Is Splitdorf Ad
Slogan 54
iMoney-Making Suggestions for Am-
bitious Merchants 60
Victor Executive Manufacturing Per-
sonnel 70-72
Fundamentals of Efficient Retail
Salesmanship 76-78
New Stores and Changes Among
Talking Machine Dealers During
the Past Month ..."
"Service Is the Pass-Key to the Inner
Door of Success," Says Otto N.
Frankfort
In the Musical Merchandise Field. 1 37-
Opening of School Season Brings Op-
portunities for Dealer Promotional
Work 137
Toledo Musical Merchandise Mer-
chants Report Good Demand
Throughout the Summer I 39
Gleanings From the World of
Music 141-144
Latest Record Bulletins 145-149
90
128
39
CORRESPONDENCE FROM LEADING CITIES
Minneapolis and St. Paul, 37 — Milwaukee, 42 — Cincinnati, 67 — Pittsburgh, 68 —
Richmond, 68 — Toledo, 74 — St. Louis, 75 — Kansas City, 78 — Boston, 82 — Cleve-
land. 84 — Salt Lake City, 84 — Baltimore, 86-88 — Los Angeles, 88 — Philadelphia, 92-
98 — Detroit, 100 — Buffalo, 1 04— Portland, I 04— Chicago, 119-125 — News From
the World's European Office, 1 40.
0188 Hawaiian Hula Blues — Hawaiian Blue Guitars,
Sam Ku West
The Memphis Blues — Hawaiian Blue Guitars,
Sam Ku West
0189 Lonely Nights in Hawaii — Guitar Duet, with
Vocal Refrain Frank Ferera's Hawaiians
Dreamy Hawaii — Guitar Duet, with Vocal Re-
frain Frank Ferera's Hawaiians
0190 Love Always Has Its Way — Vocal Solo, with
Novelty Accomp John Sackett
Put My Little Shoes Away — Vocal Duet, with
Novelty Accomp Smoky Mountain Twins
0191 I Was Born 4,000 Years Ago— Vocal Duet, with
Novelty Accomp Smoky Mountain Twins
Sara Jane — Vocal Duet, with Novelty Accomp.,
Smoky Mountain Twins
RACE RECORD
4022 I've Got the Joogie Blues — Comedienne, with
Piano Accomp Maude Mills
Hard Headed Mama — Mixed Duet, with Piano
Accomp Frankie- Jones
that his company is looking forward to a pros-
perous Fall and Winter business, with the phono-
graph industry apparently in excellent shape.
Orders received indicate a decided trend towards
popular-priced consoles and consolette models.
The four factories producing Playertone products
are co-operating with the company's dealers to
splendid advantage and the new models embody-
ing distinctive cabinet designs with the latest type
of acoustical equipment are meeting with a cordial
reception from the trade.
I. Goldsmith Home From
Successful Western Trip
Pittsburgh, Pa., September 7. — I. Goldsmith,
president of the Playertone Talking Machine Co.,
of this city, returned recently from a very suc-
cessful Western trip upon which he booked an
excellent business with prominent syndicate buyers
and representative dealers. M. L. Levenson, sec-
retary of the company, is now visiting the trade
in the East, sending in good-sized orders to take
care of immediate requirements.
In a chat with The World, Mr. Goldsmith stated
Illinois Music Merchants
Assn. to Meet in October
The State convention of the Illinois Music Mer-
chants Association \m\\\ be held October 11 and
12 at the Palmer House, Chicago. It is expected
that a large number of Illinois dealers will attend
the session, for an attractive program is being
arranged at this writing, and because of the fact
that Chicago, one of the leading convention cen-
ters in the countrj', has been chosen as the meet-
ing place. The officers of the Illinois association
are E. E. Hanger, president ; Lloyd Parker, first
vice-president, and G. B. Wiswell, second vice-
president and secretary.
Acme Elec. & Mfg. Co 22
American Bosch Magneto Co 53
American Felt Co 9-*
American Mica Works 104
Araplion Corp. of America . Insert between pages 26 and 27
Amrad Corp ... 101
Andrea, Inc., F. A. D 91
Apex Elec. Mfg. Co Insert betwt-en pages 42 and 43
Arco Electrical Corp 35
Argus Radio Corp • 102
Aristocrat Corp. of America 103
Atlas Plywood Corp 34
Atwater Kent Mfg. Co 87
Audak Co 24, 25
Audiola Radio Co 48
A-Z Corp 13
B
Bacon Banjo Co 139
Balsa Wood Reproducer Corp 112
Barker Wholesale Co 72
Bell & Howell Co 97
Bell Record Co 76
Bent Co., Geo. P 114a
Berg Auto Trunk & Specialty Co 80, 81
Berlin, Inc., Irving 141
Blackman Distributing Co.. Insert between pages 66 and 67
Borkman Radio Corp 59
Boston Post 83
Boudette Mfg. Co 104
Briggs & Stratton Corp.. . .Insert between pages 66 and 67
Brilliantone Steel Needle Co 73
Broadway Music Corp 148
Bruno & Son, Inc., C Insert facing page 75, 1S9
Brunswick-Balke-Collender Co Front cover, 5, 7
Buckingham Radio Corp 121
Buescher Band Inst. Co 18
Burt Bros 132
Camden Artcraft Co 120
Carryola Co. of America. .Insert between pages 34 and 35
Caswell Mfg. Co Insert between pages 42 and 43
Charmaphone Co 52
Claremont Waste Mfg. Co 114
Classified Want Ads 140
Columbia Phonograph Co., Inc Insert facing page 18
Columbia Wholesalers, Inc 86, 88
Commercial Associates 72
Consolidated Talking Machine Co 77, 118, 120
Crosley Radio Corp 85, 115
Deca Disc Phonograph Co 134
De Sylva, Brown & Henderson 143
Diamond T Radio Mfrs Ill
Ditson & Co., Chas. H 82
Ditson & Co., Oliver 82
Doehler Die Casting Co 100
Doerr-Andrews-Doerr 72
Droop & Sons Co., E. F 114
Dubilier Condenser Corp 42
Duro Metal Products Co. Insert between pages 42 and 43
E
Edison, Inc., Thos. A Back cover, 64, 65
Electrical Research Labs 109
Empire Mfg. Co 67
Empire Phono. Parts Co Insert facing page 34
Excel Phonograph Mfg. Co 26
Fansteel Products Co., Inc 38, 39
Farrand Mfg. Co 63
Federal-Brandes Corp 44, 45
Feist, Leo, Inc 142, 143, 147
Fischer Co., J. A Insert facing page 26
Forster-Chicago 144
Fox Pub. Co., Sam 144
Frangipane & Co., Andrew P ^ 34c
Fresliman Co., Chas 15
General Elec. Co 95
General Industries Co 71, 89
Gennett Records Inside back cover
Gibson-Snow Co., Inc 72
Gold Seal Electrical Co 43
Golden Sun Co 107
Gould Storage Battery Co 133
Greater City Phonograph Co 72
Greene-Brown Mfg. Co 113
Grigsby-Grunow-Hinds Co 50
Guarantee T. M. Supply Co 98
Guden & Co., H. A 60
H
Hassler Texas Co 72
Hohner, Inc., M 138
Hyatt Electric Corp 123
I
Ilsley, Doubleday & Co 84
International Mica Co 42
Jewell Elec. Inst. Co 90
Jewel Phonoparts Co 54
K
Kellogg Switchboard & Supply Co 36, 37
Kent Co., F. C 46
Kimball Co., W. W 119
Kohler Distributing Co 72
Kokomo Electric Co 129
Krasco Phono. Motor Co 8
Krauss, Johann 116
Lakeside Supply Co 134
Lauter Co., H 136
Lorentzen, H. K 116
Lund Corp., I. A 131
M
Magnavox Co 78
Marsh Laboratories 114t>
Matthews, F. W 114
Mayer & Co 72
McMillan Radio Corp 105
Metro Elec. Co 17
Mohawk Corp. of Illinois 23
Moore-Bird Co 22
N
National Carbon Co 29
National Lead Battery Co Insert facing page 35
National Lock Co 30
National Publishing Co 11
Nt'wcombe-Hawley 125
New York Album & Card Co 4
Northwestern Cooperage & Lumber Co 16
Okeh Phonograph Corp 74, and insert facing page 50
Operadio Mfg. Co 117
Oriental Loud Speaker Co 68
Oro-Tone Co 126
Pathex, Inc 19
Peckham Mfg. Co 112
Peerless Album Co 6
Penn Phono. Co 98
Pennsylvania Phono. Dist. Co 72
Ferryman Elec. Co 55
Philadelphia Badge Co 96
150
Philadelphia Victor Distributors 92
Pierson Co 124
Playertone T. M. Co Insert facing page 43
Plaza Music Co Insert facing page 27
Plymouth Furniture Co 130
Plywood Corp 84
Polk Co., Inc., James K 72
Pollack-Welker, Ltd 66
Radio Corp. of America Insert facing page 10
Radio Mfrs. Show Assn 27
Raytheon Mfg. Co 110
Red Lion Cabinet Co 51
Reliance Battery Products Co 72
Richards, Inc., C. A 72
Roberts Co., H. J 99
Sandar Corp 93
Scanlan Elec. Mfg. Co 128
Schultz, Inc., H. C 72
Sentinel Mfg. Co Insert between pages 42 and 43
Shamrock Mfg. Co 40
Simplex Radio Co 56
Slagle Radio Corp 127
Smith Co., C. D 72
Sonatron Radio Corp Insert facing page 58
Sonora Phono. Co., Inc.,
72, and insert between pages 74 and 75
Splitdorf Radio Corp 69
Star Machine & Nov. Co 132
Starr Piano Co 12, Inside back cover
Sterling Mfg. Co 41
Sterling Roll & Record Co.; 72
Stevens & Co 47
Stewart-Warner Speedometer Corp 61
Strevell-Paterson Hdw. Co 72
Stromberg-Carlson Telephone Mfg. Co 9
Superior Cabinet Co., New York 58
Swan-Haverstick Corp 75
Symphonic Sales Co 33
Tay Sales Co 72
Teletone Corp. of America 32
Televocal Corp 14
Temple, Inc Insert facing page 67
Thorens, Inc 34
Toman & Co., E Inside front cover
Trilling & Montague 94
Twentieth Century Radio Corp 72
u
Udell Works 136
Unique Reproduction Co 57
United Air Cleaner Co 124
Utah Radio Products Co 31
Van Veen & Co., Inc 88
Vesta Battery Corp 49
Victor Talking Machine Co 20, 21
Vita-Phonic Products Corp 62
Vitanola Service Bureau 122
w
Wall-Kane Needle Mfg. Co 108
Weston Elec. Inst. Corp 28
Weymann & Son, H. A 96
White Co., H. N 137
White Mfg. Co., Julian M 79
Wirt Co 135
Wolf Mfg. Inds., The 114b
Wondertone Phono. Co Inside front cover
Work-Rite Mfg. Co 106
Zenith Radio Corp Insert facing page 74
Zinke Co., The 117
The Tedking Machine World, New York, September, 1927
I
I
I
I
I
I
I
HERE IT IS!
THE
RECORD
WITH
JUST A MELODY
(BobiJon)
Vernon Dalhart * Carson
Robison
Guitar, Violm « CtUo Acc,
•mHCTT Rcoono*
RICHMOMtl. tHO.
I
iBtmttt
Black Label — Seventy-five Cents
The improved Gennett Sales Plan eliminates all possibility
of dead stock. New quotations guarantee larger profits.
GENNETT RECORDS
RICHMOND, INDIANA
We asked you to
keep your eye on
AAA
See pages
64 and 65
of this issue
VOL. xxin. NO. 10
SINGLE COPIES, 25 CENTS
PER YEAR, TWO DOLLARS
Published Elach Month by Federated Business Publications, Inc., at 420 Lexington Ave., New York, October, 1927
2 New Profit Features
A Ibum Sets of Complete
1 { Symphonies directed by
noted conductors.
Foreign Language
2{ Records by leading
artists.
O
Entered as second-class matter May 2, 1905, at the post office at New York, N. Y., under the act of Congress of March 3, 1879.
The Talking Machine World, New Yorh, October, 1927
The NEW
Toman Reproducer No.
A Beautiful and Original Design
Improves Wonderfullyt Old Phonographs as Noted Below
2
Heavy metal diaphragm — -practically
indestructible.
Constructed on an entirely new prin-
ciple.
Cannot get out of order — will stand
severest shocks.
Needle holder is the only part ex-
posed— all other parts are enclosed
and protected.
Enunciation of every kind of voice
or instrument is clear and full.
Reproduces perfectly, extreme high-
est, or lowest tones.
The Toman non-friction stylus sus-
pension (no springs) gives instant
response to the most delicate
tones — this method also increases
considerably the life of each rec-
ord played.
No. 2-V. —to fit old style Victor—
also fits Toman helical
tone arm.
No. 2-0. —To fit Orthophonic Vic-
tor.
No. 2-C. — to fit Columbia old style
machines.
No. 2-VG. — to fit very old style Vic-
tor horn type machines
— also fits German-
made tone arms, meas-
uring 19 mm, at hub
connection.
Produces a very fine Deep, Richf Mellow and Powerful Tone
The Toman ''Helicar' Tone Arm Set
Does not infringe any U. S. Patent Not a copy or imitation
Constantly curves and tapers — Airtight in construction
No vibration or jingling on loudest tones
This illustration shows Toman
Reproducer No. 1. The Helical
tonearm can he supplied with
either reproducer, as desired.
The walls of the Helical
tonearm progressively in-
crease in thickness from
3/32 inch at the repro-
ducer, to 3/16 inch at the
base — this construction
prevents any - losses or
modification of sound
waves as this tonearm
does not vibrate even on
ioudest tones — whereas
tonearms made with thin-
ner walls will vibrate and
frequently lose and also
modify some of the sound
waves. The "Helical"
tonearm has a constantly
tapered air column meas-
uring 15 inches from re-
producer to amplifying
horn connection, and the
inside walls being perfect-
ly smooth offer absolutely
no resistance to the sound
waves — and, due to the perfect helical curves throughout, there
absolutely no alteration of the natural characteristics of either
or low tones, which are perfectly transmitted to the amplifying horn
Manufactured by
E. Toman & Co.
2621 West 21st Place
CHICAGO, ILL.
Sales Distributor
Wondertone Phonograph Co<
216 No. Michigan Ave., Chicago, 111.
Cable Address — "Wondertone Chicago"
Cable Codes — Western Union A.B.C. (3th Edition).
\
The Talking Machine World
Vol. 23. No. 10
New York, October, J 927
Price Twenty-five Cents
Controlled Credit Is an
Important Aid to Success in Retailing
The Retail Dealer Who Passes Up Interest on Instalment Sales and
Who Does Not Stand Firm in His Demand for an Adequate First
Payment Is Running a Tremendous Risk of Losing His Capital
w
*'*""¥'TE will put this talking machine in
your home without any deposit and
it can be paid for on easy monthly
terms." Such is the general tenor of many ad-
vertisements of talking" machine houses in vari-
ous sections of the country, and the excuse for
the generosity of the merchants is that the
method serves to build up business volume, and
it at least gets the instrument into the home,
where it would not ordinarily find a place if a
substantial down payment was required.
Whatever can be said in favor of the system,
the fact remains that it is fundamentally wrong
from the standpoint of sound credit practice.
It may be that the individual dealer has suf-
fered few losses as a result of following that
method, that is, apparent losses, but in nine
times out of ten when he takes into considera-
tion all the various factors of his business he
hnds that the process is 3 costly one. In the
first place, whenever he sends out an instru-
ment with, for example, a retail value of $150,
he is lying up just that much capital without
adequate security or returns. Actually, from
a cash standpoint, the dealer is allowing the
customer the free use of the money that the
.instrument cost him wholesale, ranging from
$75 to $90, plus the proportion of overhead
that must be charged against that particular
instrument, perhaps as much as $35 or $40.
A Ruinous Policy
Where no interest is charged on deferred
payments the policy is ruinous, regardless of
how the individual may view it, and even where
interest is charged at the legal rate of 6 or 8
per cent, the dealer ife not in any case receiving
a return on his money in proportion to what
he could realize if the sale were made for cash
and that amount of capital returned to the
business for further turnover.
The credit risk, or the danger of loss, is
not confined to the caliber of the dealer's own
customers or the condition of his particular
business, but rather to the situation as it pre-
vails nationally. It is estimated that the
instalment sales amount to six and one-halt
billion dollars annually, and that if down pay-
ments average 26.6 per cent, the annual out-
standing on such accounts would be 42.5 per
cent of the year's sales, or two and three-
quarter billion dollars. This figure represents
about 2 per cent of the estimated total of
approximately 130 billion dollars owed to this
country, 100 billions of which are in Federal,
State, municipal and corporate bonds and mort-
gages, and thirty millions in bank debts.
Were there any national depression of a
serious nature it would mean that instalment
accounts would be the first to suffer, for bonds
and mortgages are of a nature that cannot
readily be repudiated or liquidated, and the
man on the street must needs give up that
which he finds easiest to give up. It may be
that the talking machine payment represents
only a small proportion of his income, but
under existing conditions he may be paying
also on his car, his furniture, his home, and
even his wife's jewelry. There have been vari-
ous experiences to prove this fact. During
the coal miners' strike in Pennsylvania some
time ago sellers of goods on instalments had
to face the problem of getting their money
or of losing the customer. In many cases in-
struments were repossessed and shipped to
other parts of the country for sale. In other
cases the instruments were stored and later
redeemed by the purchasers. In many other
instances customers were allowed to keep the
The instalment business has
developed so rapidly that the
retailer must take precautions
to prevent loss. The accom-
panying article gives some
suggestions that should be
seriously considered by every
talking machine dealer who is
operating on an instalment
basis. Time sales are safe
sales only when the dealer
protects himself by the use of
better credit methods.
goods without making payments until their
circumstances warranted a resumption of pay-
ments. It all rested upon the credit sagacity
of the merchant just how heavy was his loss
in each instance. The same situation developed
in Florida following the land slump and the
hurricane, and is to be faced in the Mississippi
Valley as a result of the flood damage — all this
with the business of the country in good shape
and with the possibility of business interests
in one section coming to the aid of distressed
brethren in another.
A Method Worthy of Emulation
It is significant that the smallest losses were
those sustained by automobile dealers, and for
several excellent reasons. In the first place,
the down payment demanded on a new auto-
mobile ranges from 30 to 33 per cent, and in
the great majority of cases the contracts pay
out within a period of twelve months. Then
the automobile dealer does not simply charge
interest, but fixes a carrying charge for in-
stalment accommodation that amounts to 15
per cent or more of the deferred payment. The
paper is then at once turned over to a finance
company and the dealer gets the full amount
of his contract, the carrying charge being suf-
ficient to cover the financing cost.
What is the result of this system from a
credit standpoint? If the customer defaults
on payments after the first month, the finance
See second last page for Index of Articles of Interest in this issue
company can seize the car upon which it holds
about a two-thirds equity, and resell that car,
which is practically new, at a 25 per cent dis-
count from list. On this basis it is excellent col-
lateral. Even if the customer keeps up pay-
ments for six months he has paid for about
two-thirds of the car and it is easily salable in
that same neighborhood or another for 50 per
cent of its list price. In short, it represents
tangible collateral.
When the talking machine is sent out with
no down payment and on instalment terms
that run a year or more, the dealer is at the
mercy of the customer for four months before
he has realized one-third of the price of the
Instrument. If he repossesses within that
period the customer's equity is so small that
it will not cover the discount that must be
allowed on the resale of the repossessed in-
strument and in fact is not sufficient to make
the customer think twice before he defaults
in the payments and encourages repossession.
Moreover, on a straight interest-charging basis,
the dealer must carry the paper himself and
assume all the risk, or, having no carrying
charge, pay himself to the discount company
a fee of 10 to 15 per cent of the balance due,
which comes out of the profits, and then submit
to the retention by the discount company of
20 per cent of the face value of the paper as
a margin of safety. In other words, it is a
losing proposition to the dealer from any angle.
Extending Credit on a Safe Basis
The dealer's safety lies in demanding an in-
itial payment of at least 20 per cent of the price
of the instrument. It should be more, but we
are bound to hear the argument of the com-
petitor who is taking 10 per cent or nothing
at the outset. Next, the payments should be
so arranged that they will be cleared up within
the year, or sooner, if possible, and a definite
or fixed charge made for the accommodation,
a charge sufficient to cover the dealer for any
financing costs and for losses incident to poor
credit risks.
Volume and frequent turnover in the talking
machine business are much to be desired as
they are the elements of profit, but volume that
simply means the piling up of instalment paper
and tying up of cash capital can lead to busi-
ness stagnation that proves very embarrassing
to the retailer. It is no new thing to learn
of a talking machine or radio dealer who has
enjoyed good business volume, but finds him-
self lacking in cash to meet his obligations
and with paper on hand that does not provide
a sufficient margin, either through the carrying
charge or interest to permit of financing with-
out suffering real loss. It has been pretty well
demonstrated that the dealer with limited cap-
ital must build up a substantial percentage of
cash business in machines and records and of
short-term accounts if he is to enjoy financial
freedom for any extended period. If he follows
(Continued on page 11)
of The World
Don Y Chase Fireflies-
Concentrate on the Live Prospects
Expense an Important Factor in Obtaining the Names of Really
Live Prospects — Wasted Effort Increases the Cost of Selling
PROSPECTS are naturally essential to
any well-organized business, whether it
be the selling of phonographs or records
or other merchandise, for without a field in
which to operate it is impossible to build sales
volume. The cost of securing prospects in re-
lation to overhead, however, varies greatly, and
although some lists are built up with a mini-
mum of trouble and expense, others represent
a cost that actually eats seriously into the
profits.
Inasmuch as any method designed to develop
a prospect list means expense, the logical thing
is to follow a method that will bring the most
satisfactory results with a minimum expenditure
of effort and money, and some dealers have
shown considerable ingenuity in devising such
methods. Theoretically, a prospect list for a talk-
ing machine house can be made up of every one
in the dealer's territory who is not possessed of
some sort of phonograph, or, in the case of rec-
ords, those who are known to own machines
but do not buy regularly from that particular
dealer. For this purpose a dealer can make a
musical canvass of his territory, or perhaps
take advantage of a general canvass made by
some public institution or newspaper and put
on file a list of names that is really imposing.
The main difficulty with such a list, however,
is that only a proportion of those who do not
own machines are in a position or in a mood
to buy, and any plan that will determine this
proportion at smallest cost with the least waste
of time is the one that is going to save the
dealer trouble. The most direct method is
admittedly the personal call by the outside sales-
man, and although at the outset this may appear
to be sending a good man on a wild goose
chase, such calls properly and intelligently
made can saive a vast amount of wasted effort
in the future. In the first place, a salesman can
get a fairly good line on the financial status of
the family from the character of the home. He
can usually find out if there are any children;
whether there is a desire for music as ex-
pressed through the possession of other instru-
ments, and whether members of the family are
likely to be sufficiently interested in the phono-
graph to make an actual purchase. In any case
of doubt, the name goes on the permanent
prospect list- as a matter of precaution, but it
One of the most difficult tasks
in merchandising talking ma-
chines and radio is not the
actual selling, hut to develop
a prospect list for the sales-
men to work on with minimum
expense and trouble and maxi-
mum effectiveness translated
into sales. Nor can the dealer
afford to build up a list of
prospects in a hit or miss
manner. A systematic plan of
procedure is essential. . .
is surprising how much deadwood can be elimi-
nated as a result of a few weeks of effort in
checking up on the list as a whole.
There is an oft-expressed theory in selling
that the greater number of prospects who are
seen and canvassed the greater will be the pro-
portion of sales, on the basis of the natural
law of averages, but the ordinary dealer with
a limited sales force and perhaps a limited
amount of capital to invest in promotional sales
effort cannot afford to spread that effort too
thinly. He must go after sales among those
who are most likely to respond to his appeal.
This means that his prospect list must be so
weeded out that sales efforts can be con-
centrated upon a reasonable number of really
live prospects, and that is the reason for some
weeding-out process that will provide that list.
The present-day retailer who appreciates the
fact that much of the business to be done in
the near future will be on a replacement basis
will find that he has a wealth of opportunity
lurking in the customers' files at his store. Every-
one of those customers has shown his or her
interest in the talking machine by purchasing
one, or by buying records more or less regu-
larly for the machine in the home.
There are none who appreciate the revolu-
tionary developments that have taken place in
the phonograph and phonograph music during
the last couple of years more than the same
owners of old instruments, and if they are
properly solicited and persuaded to visit the
store for a demonstration, form in themselves
the nucleus for a most substantial business.
Even should they hesitate to accept the dealer's
fair allowance for their own instruments in part
payment for one of the new type they can at
least be persuaded to add a number of the new
types of records to their library, and thus partic-
ipate in some measure at least in the great de-
velopment. They may even be persuaded to re-
place the old sound box with a new model and
thus secure increased value from their old instru-
ments until they are in a position to buy a new
one. With prospects such as these, the only
checking up necessary is to verify the present
addresses and the credit status as indicated by
their former business transactions with the
store.
In any event, there is too much business
available on the surface to make it necessary
for the average dealer to chase fireflies and
get nowhere. If he follows up the cream of
his community — the elite and those who from
every angle may be considered to be in com-
fortable circumstances — he has a promising field
to work. In those classes both those who have
no phonograph or those who may be possessed
of the older models may be considered dis-
tinctly worth-while prospects and followed up
for instrument, record and various accessory
sales.
^ WACCO^^ Manufactured Products
NYACCO Record Albums
NYACCO Radio Sets
NYACCO Portable Phonographs
NYACCO Photograph Albums
NYACCO Autograph Albums
Twenty years' manufacturing experience enables us to offer the trade a line that is tried and proven.
Jobbers and Dealers: Write us for full information.
NEW YORK ALBUM & CARD CO., Inc.
Estahlished 1907
Note New Address - - - - 64-68 Wooster Street, New York
4
The Talking Machine World, New York, October, 1927
5
(Announcing.
/
BRUNSWICK'S NEW HALL OF FAME
SYMPHONY ALBUM SETS
(RECORDED IN EUROPE)
Featuring noted composers and conductors
RICHARD STRAUSS, one of the foremost living com-
posers and conductors, leads the orchestra of the State
Opera, Berlin — recorded electrically by Brunswick
WE release this month the first six of
a series of Symphony Album Sets
that are destined, we believe, to occupy first
place in this field of recorded music.
Brunswick's New Hall of Fame Sym-
phony Series Album Sets will present dis-
tinguished European conductors directing
the famous orchestras of Europe in the re-
cording without cut, other than the con-
ventional repeats, of the symphony classics
and other extended instrumental works.
The Philharmonic Orchestra and that
of the State Opera, both of Berlin, are two
of the organizations over which these great
conductors will wield the baton.
The educated music lover who buys this
type of record knows and admires such great
conductors as Richard Strauss and Wilhelm
Furtwaengler. His acquaintance with these
personalities and orchestras will immedi-
ately reflect itself in Brunswick sales.
Thus these Symphony Album Sets ofl^er
the Brunswick dealer a unique opportunity.
Plan to feature these new Brunswick Elec-
trical Records from the first. Our nearest
branch will supply you with full informa-
tion. Or write our Dealer Service Depart-
ment at Chicago.
THE BRUNSWICK-BALKE-COLLENDER CO., CHICAGO . NEW YORK
Branches in all principal cities
IN CANADA: TORONTO
0
The Talking Machine World, Nezv York, October, 1927
Efficiency of the Sales Organization
Has an Important Bearing on Profits
Salesmen Can Make or Break a Dealer — Indifference Is the Enemy of Sales — Problem for the
Management of the Business to Solve — Intelligent Selling Vital
No matter how well managed a business may
be, or how effectively the dealer operates to
bring people into the store to view the various
lines of merchandise he handles, his success de-
pends to a large extent upon additional factors.
Probably the most important one is the
efficiency of his sales organization. If the sales
organization falls down on the job the' business
volume suffers. If the individual salesmen do
not thoroughly understand what they are sell-
ing they are not capable of taking the most
complete advantage of the visit to the store of
a prospect.
The Fall season is here and with it come
bigger and broader opportunities than have ever
fallen to the lot of the talking machine dealer.
He has merchandise that is distinctive, that is
new, that is immeasurably superior to any-
thing he has hitherto offered the public, and,
last but not least, all evidence points to an in-
tensified interest in these products on the part
of the public. No retail merchant can make the
most of an opportunity unless he is prepared
in every sense of the word. Competition is keen
to-day, and it will be keener during the Fall and
Winter seasons.
Of what advantage is it for a merchant to
spend thousands of dollars in advertising to
bring the merits of the various lines he fea-
tures before the public if he has no means of
handling prospects who take the trouble to
come to his store and who have shown their
interest? After all advertising of any kind is
simply an interest-creator. Its purpose is to
develop the dormant interest of the public to
the point where a visit to the store follows;
after that it is up to the sales organization. If
the salesman does not show sufficient zeal or
has not the knowledge to crystallize the interest
of the prospect to the point where a deal is
closed the dealer is paying the piper.
There are many vital problems confronting
the retail merchant in the talking machine field
to-day, but perhaps the most important is one
of trained salesmen. It is cheaper in the long
run to secure the best type of man and pay
him what he is worth than it is to hire the
services of some indifferent clerk who has no
interest in what he is doing beyond "sticking it
out" and gathering in the weekly pay check. It
takes a real salesman to put over the sale of
an instrument costing in the neighborhood of
several hundred dollars. It takes a high-caliber
man, a man with ambition and foresight, who is
resourceful enough to overcome objections, a
man who can present to the prospect in the
strongest possible terms the good features of
the line he represents.
The talking machine business to-day has
reached the point where it is a battle for sales,
it has reached the point where competitors are
fighting for every advantage. Every customer
you lose goes to another dealer and eventually
that customer is sold.
In a recent issue of Printer's Ink W. B. Ed-
wards, in an article entitled "Adventures in
Buying a Radio," makes some startling state-
ments regarding his experience in some of the
leading stores in Eastern cities. Mr. Edwards
was seeking a particular radio set, a model that
had just come out and that was being rather
extensively advertised. He did not buy the set
for the simple reason that he was unable to
secure a satisfactory demonstration. In every
one of the stores he visited the reception given
him bv the clerks and their evident lack of
knowledge compelled him to leave the store and
seek further. Now the big point in all this is that
if things such as these happen in stores that
have the reputation of being the most progres-
sive in their field, it is quite evident that deal-
ers and business managers had better get busy
and bring about certain reforms. Plain speak-
ing hurts no one, and when the statement is
made that many dealers are slack in their busi-
ness methods it is the truth. All this crying
about poor business and business going to the
dogs may have a basis of truth, but it rests upon
the unsound foundation of inefficient business
Jnanagement. Advertise! Interest the public in
the new products. Get people into the store
and then give them the intelligent attention
that results in sales.
H. D. Simmons and F. H.
McGowan in New Posts
Cincinnati, O., October 6. — ^Announcement was
recently made by the Crosley Radio Corp. of
the appointment of Harold D. Simmons as dis-
trict manager covering the States of Washing-
ton, Oregon, Utah, Idaho and Montana. Mr.
Simmons was formerly Indianapolis district
manager. He is assisted in his new post by
H. C. Kercheval.
Fred H. McGowan, who was recently ap-
pointed Pacific Coast sales manager, has moved
to San Francisco, where he will make his head-
quarters. Mr. McGowan has entire charge of
Crosley radio sales in the entire Pacific slope
territory.
The duty on phonograph records invoiced to
Australia at less than 15^ cents has been in-
creased from 10 per cent to 33 1/3 per cent, ac-
cording to the Music Industries Chamber of
Commerce. This will have little effect on ex-
porters in this country, as the minimum price of
phonograph records for consumption abroad is
about ZlYi cents.
PEERLESS
the Album
Peerless Artkraft Album
BEAUTIFUL GOLD-EMBOSSED COVER— HEAVY
BROWN KRAFT POCKETS
Peerless Loose Leaf Album
REMOVABLE POCKETS FOR RECORDS
Write for quotations on our
Genuine Leather Portable
— absolutely unlike any ma-
chine on the market — as
well as our popular $15-00
model.
The easiest way of
carrying records to
camp and seashore
is in a Peerless
Carrying Case.
Appeals to every
Portable owner.
Now made o£ wood
in two sizes. To
hold 25 and 50 rec-
ords.
PEERLESS ALBUM COMPANY
PHIL RAVIS, Pres.
636-6S8 Broadway New York City
The Talking Machine World, New York, October, 1927
7
In Cabinets , . , as in Musical
Quality . . . Unequalled
Brunswick Panatrope ( Exponential Type ) Model 14-7. List Price $160
The Brunswick Panatrope
10 Models, $90 to $1275
PRESENT models of the Brunswick Every music dealer knows the important
Panatrope reveal more convincingly than part that cabinet work plays in making a sale,
ever Brunswick's supremacy in the art of We invite comparison of the Brunswick
cabinet design and manufacture. The instru- Panatrope with any line of musical instru-
ment illustrated above is a distinctive new ments or radios. No matter what price,
consolette type, the 14-7.
This Brunswick Panatrope
(exponential type) is another
example of Brunswick's
amazing ability to produce
quality at low price.
'"ite for Samples
of Christmas
Selling Helps!
Brunswick Panatropes have a
richness of design, wood, and
finish that you don't find
anywhere else. Look them
over. Judge for yourself.
You'll agree it's true.
THE BRUNSWICK-BALKE-COLLENDER CO., CHICAGO, NEW YORK
Branches in all principal cities
IN CANADA: TORONTO
Building Sales Volume by
Better Salesmanship
Setting the Stage for the Demonstration — How to Increase
Sales on the Inside— Going Out After Sales— Other Hints
By Louis J. C aid or
(Louis J. Caldor, the author of this article, has spent sev-
eral years in the retail talking machine field and has, as
a background for his selling, a wide knowledge and appre-
ciation of music, having heard leading artists and orches-
tras in this country and on the Continent. — Editor.)
YOUR demonstrations should be as pleas-
ing and impressive as possible. Do not
crowd your store or showroom entirely
with stock and machines. Try and leave room
for a few nice chairs, a handsome floor lamp for
appearance's sake, and a handsome table for aid-
ing your demonstrations. Always keep on this
table one each of the most popular records of
band, operatic, jazz, violin, vocal, patriotic, musi-
cal comedy, symphony and sacred numbers. Place
the table reasonably near to the machine you
usually demonstrate, and in the drawer of the
table (be sure it has one) keep some stationery,
order blanks, instalment contract forms, and
blotters. Never leave these on the table!
Effective Demonstration
When giving a demonstration, first invite the
customer to have a seat alongside the table and
don't forget the point about having his back to
the door! Direct his attention to the records
right at hand, and ask him whether he has any
preference in the records you will play for him.
Wind the machine slowly and appear to make
adjustments while he is examining the records
in front of him. Give selling talk about the
electrical records before playing them; let the
customer examine each record and read the
labels before he hears them, and his expecta-
tions will be keener and his pleasure from the
demonstration greater. Should the customer
ask to hear some record not on the table, al-
ways let him handle it before playing. Do not
wait till afterwards, thus keeping his interest
at the maximum. Have only records on the
table, no catalogs or record lists to distract his
attention from you, the machine, and the
records. Record lists may inspire him to ask
for other records to be played, and in getting
them he is left alone, or the demonstration in-
terrupted.
Once the demonstration has been sufficient,
sit down at the table in a friendly way and talk
things over. If possible, demonstrate, sell the
machine, and even close the deal with your cus-
tomer before he once gets up after having been
comfortably seated. Remember to take your
order blank or contract form out of the table
drawer only at the right moment, not too soon.
If the customer gets up to inspect the phono-
graph during the demonstration, use your head
and your tactfulness to have him sit down again
after he has looked the machine over to his sat-
isfaction. Stand up while demonstrating the
machine to the customer, but it is good man-
ners to sit down with him to talk business and
close the deal.
Getting Extra Business on the Inside
New customers may be obtained on the in-
side in stores having phonograph departments,
without any money spent on newspaper or
other outside advertising. In furniture stores,
piano stores, and sheet music and musical in-
strument stores, it is good business to have a
phonograph playing a. suitable program of pleas-
ing numbers arranged to give variety. Cus-
tomers and visitors are always apt to be inter-
, ested in the music and may become customers
sooner or later. Have sales literature placed
A new piu'jack voltmeter
of attractive design
and WESTON accuracy
These handsome httle meters will aid you in making
sales. Try it ! Plug them into the pin-jacks of all
your Radiola, Victor and Brunswick sets on display.
Note the difference! Makes a set look professional —
and worth more. Ohserve your customer's interest. Ex-
plain the use of this little meter in conserving the life
of tuhes and hatteries. Helping a customer operate
a set as the manufacturer intended repays you in many
ways — and lowers your service costs. No other plug-in
voltmeter compares with this new Weston in charm
and accuracy. Green gold case with black dial, gold
pointer and markings. Mounts vertical on any set — a
new Weston feature. The price is right — they are
being extensively advertised in set owner publications
this fall and winter — and they are ready for immediate
delivery.
WESTON ELECTRICAL INSTRUMENT CORPORATION
190 Weston Ave.
Newark, N. J.
iNSTRI
PIONEERS
SINCE 1888
near the phonograph so any one may have ac-
cess to it without going out of his way, un-
less the phonograph department is right next to
the other portions of the store.
Department stores, however, have the finest
opportunities for increasing their phonograph
business through inside methods. There are
sure to be certain parts or departments of a
store where an automatic or properly attended
phonograph playing a well-selected miscel-
laneous program will not be an intrusion, but
a pleasant feature, and at the same time create
new customers for the phonograph department.
In a modern department store there are rest
rooms, waiting rooms, tea rooms, restaurants,
beauty parlors, barber shops, book shops and
completely furnished model apartments or cot-
tages— in all of which places customers usually
stay for some length of time whether they are
actually customers or not, in other departments
or even sometimes in the department con-
cerned.
Music adds to the success of such depart-
ments because it is welcome and pleasant wher-
ever people linger. A carefully arranged pro-
gram can invariably surprise numbers of peo-
ple who have never heard the new phonographs,
who have remained indifferent to all store and
manufacturers' advertising. But once they hap-
pen to hear the wonderful playing of the phono-
graphs they are liable to change their minds
and realize how far superior the new is to the
old, and that the phonograph they have at
home, if they do have one, is completely out-
classed. Automatic machines can be readily
fitted with neat locks to prevent interference
with operation, and the sound chamber doors
can be fixed to remain open in more than one
simple way. Appoint phonograph salesmen to
take turns on different days to make the rounds
of the machines in the store, and to service
them. At the same time they can observe the
effect produced by the machines, answer ques-
tions put to them by interested patrons and use
their judgment in conducting interested patrons
back to the phonograph department, in case
they are asked how to reach that department.
Do not put a machine to work in front of the
store elevators or escalators, except on the floor
where the phonograph department is situated.
On every machine outside of the phonograph
department put a neat show card stating where
the phonograph department is and giving the
name of the machine and the price ranges.
Don't leave catalogs at the machines if you find
they are scattered and found lying around else-
where. Let your salesmen making the rounds
carry sales literature in their pockets to dis-
tribute when answering questions. Let the
phonograph advertise and demonstrate itself
wherever possible, but do it right, and with the
co-operation of the departments where the
machines are placed.
Getting More Business on the Outside
All business originating on the inside of a
store cannot be finally obtained there, and some
you can never get unless you go out of the
store and hunt it up on your own initiative.
Sometimes after a demonstration you are told
that other members of the family of the pro-
spective customer must come in to hear it and
help decide. In that case inquire of the cus-
(Continued on page 11)
The Talking Machine World, Nezv York, October, 1927
C/pr'HIS magnificent Ewer, masterpiece
^-^ of Benvenuto Cellini, stands as a
classic of the silversmith's art during
the High Renaissances
®piere is notkinq
fimr than a
&irom/)erq'Ccfrlsofi
OTHING in radio is more outwardly beautiful than a Strom-
berg-Carlson. Nothing is more finely built, of better
materials or more accurate in inward construction. And — ■
nothing is more efficient, more durable nor designed with greater
knowledge.
There are six New A. C. Stromberg-Carlsons to satisfy the demand
for all direct light socket operation wherever 105-12.5 volt, 50-60
cycle alternating current is available. Four Universally Powered Strom-
berg-Carlsons give indirect A. C. operation with "B" eliminator and
Unipower; or complete operation with batteries where house current
is unavailable or unsuitable.
«
It is natural that the Stromberg-Carlson line with its complete
patent protection and its factory guarantee not to reduce prices should
be eagerly sought after by progressive radio dealers.
'^Stromberg-Carlsons range in price. East of Rockies from $ig}.jj to $124^;^'
\Kockies and West $206.2; to $i2gg.oo; Canada $24;. 2} to $i6}0.oo jj
The Stromberg-Carlson Telephone Mfg. Co.
Rochester, New York
Makers of voice transmission and voice reception apparatus for more than thirty years
Don't Always Blame the Radio Set
Investigation Shows Many
Factors Interfere With Radio Reception
(The data on radio interference presented below is of
extreme importance to dealers and radio service men. It
is noteworthy that much radio trouble is due to other
causes than defects in the sets themselves. These facts
were obtained from the report on Radio Co-ordination
of the Inductive Co-ordination Committee of the National
Electric Light Association, headed by M. D. Hooven, and
represents research extending over a period of two years
and therefore the conclusions presented may be consid-
ered authoritative. — Editor.)
THE only place absolutely free from man-
made radio disturbances would be a desert
island reached by a rowboat. Even there
Nature's reluctance to keep her various atmos-
pheric strata charged at the same potential
would present the radio receiver with undesired
noises. In the civilized community every snap
switch, every doorbell, every one of the almost
infinite variety of elec-
tric mechanisms used in
this day and age is a
possible source of dis-
turbance.
The recent tendency
toward the use of in-
creased power by broad-
casting stations is a
proper effort toward
raising radio reception
above the noise level of
the community which is
to receive the program.
The past two years
have witnessed a won-
derful exhibition of
community co-operation,
as applied to broadcast
receiving conditions.
Manufacturers, amateur
and broadcast listeners'
associations, newspapers,
magazines, the power and
light utilities, the wire
communication utilities
and the electric rail-
ways have co-operated
in solving the mutual
tics cover a period of several years; a compila-
tion for the past year would show the percent-
age attributable to the power company still less,
as the present tendency seems to be to turn in
to them all sorts of complaints. Complaints
also show great seasonal variation.
The complainant should do his part in at-
tempting to clear his own difficulties. The fol-
lowing instructions, sent to complainants by
one power company, outline a general procedure
that has proved quite successful.
On receiving any indications of noise in the receiving
set, the first procedure should be, of course, to examine
the receiver thoroughly for any defects which may have
developed.
Loose connections, broken wires in transformers, defec-
tive tubes with a possibility of contact between elements,
130
120
1 10
100
problem of making the
ether as free from ex-
traneous noises as possible.
The commercial radio associations, i.e., asso-
ciations of dealers, merchants, etc., are also ex-
panding their activities and becoming potent
forces in our national radio life. They are be-
coming interested in general noise problems,
and are educating their personnel in the detailed
technique of servicing the sets sold. It is not
too much to expect that in the near future the
complaints of noise traceable to loose connec-
tions, faulty tubes or defects in battery or elimi-
nator power supply will be reduced to a
minimum.
Statistics on radio complaints have been re-
ceived from power companies in hundreds of
communities scattered throughout almost every
state in the Union.
Unfounded complaints (those which disap-
peared before jjinvestigator called, etc.) 3,242
Due to complainant's defective receiving set 1,211
Due to electric supply companies' equip- .
ment 3,433
Due to other sources 2,241
Total 10,127
It must be remembered that these complaints
are those which came to power companies, and
which- were investigated by them. The statis-
^ ^ % ^
Seasonal Variation of Complaints, Public Service Electric & Gas Co., Newark
and like troubles should be sought. For instance, if a
noise is received^on the first or second audio stage and is
not noticeable on the detector tube alone, it is quite
ol)vious that the noise source lies between the detector
and the point where the receivers are connected to the
amplifier; a loose connection may also become apparent
in the receivers themselves or in the loud-speaking unit.
Then, if the noise still persists, it will generally fall
into one of four large classes. The first class of noise is
a smooth, continuous hum experienced constantly, ap-
pearing as soon as the set is put in operation. This hum
may come from the normal operation of the ordinary
house lighting circuit when the house wiring is of the old-
fashioned open-wiring type in which the two wires of
the circuit are run as single leads throughout the house
and not paralleled as in the modern-day practice. Only
receivers of a certain type will pick up this hum. The
same hum is often caused by proximity of the audio fre-
quency transformers of the set to the lighting circuit.
This hum then transfers itself from the lighting circuit
to the audio transformer and thence into the receivers, a
condition which may be easily rectified by moving the
set, as a disturbance of this sort does not travel more
than a few feet. This noise, by the way, is not a noise
of radio frequency, and, when present, it can be heard
by simply placing the phones between the antenna and
ground connection, no radio receiving set being needed.
Poorly designed or improperly installed battery elimi-
nators are also often a source of a hum of this type.
A second class of noises can be described as "whis-
tling" noises. These are the well-known whistles caused
by certain radio receiving sets. No description of them
is necessary as they are familiar to every broadcast lis-
tener.
The third class of noise is the familiar crashing sound
known as "static" which also requires no description.
The fourth general class of radio disturbance gives rise
to any one of a number of sounds in the receivers which
are especially hard to describe. They have been termed
gurgling, frying, hissing, rumbling, etc. In this class
fall most of the noises due to violet-ray machines, spark-
ing motors and all other of the many and variable elec-
trical devices which are a potential source of annoyance
to the radio user.
On receiving a noise of this kind, the first thing to do
is to turn off all electrical circuits in the house, provided,
of course, that the receiving set is not supplied with its
energy by battery eliminators. If the noise still persists,
the next step is to detach the antenna from the receiver.
If the noise stops when both the antenna and ground are
disconnected and a wire is connected between the antenna
and ground binding posts on the set it may be considered
as proof that the noise received is coming from some out-
side source. If the noise remains it is quite probable that
its source is in the radio receiving set itself.
Logically, the next step is to
get in touch with other radio
enthusiasts in the immediate
neighorhood and find out if
they are receiving the same
disturbance. The thing most
to be feared in hunting down
disturbances of this kind is
the ease with which the search-
ers may deceive themselves as
to the exact noise being sought.
A complete log kept by a half
dozen persons located over a
fairly large area will be in-
valuable in the next step of
the search. If the noise is
found to come on and go off
at regularly spaced intervals
or to come on and remain on
at a certain time for a long
period, half the battle is won.
It is only necessary then to tie
up some electrical operation in
the neighborhood with the
noise. The search thus be-
comes a community affair. It
must be remembered that such
things as heating pads, any
sort of rotating apparatus,
washing machines, fans, vacu-
um cleaners, violet-ray ma-
chines, electro-therapy outfits
and the like may be possible
noise sources. Manufactur-
ing plants in the neighborhood
and the hours of their opera-
tion should be investigated, all
data of any sort being retained
for possible future analysis of the trouble. A loop set
which is portable may be pressed into service and direc-
tions taken. Care must be exercised in the operation of
the loop set, however, as it is probable that more er-
roneous readings will be obtained than true ones, due to
possibilities of reflection and to the extent with which
all overhead telephone, telegraph and electric lines act
as conductors of the disturbance, it being propagated
along these wires in much the same manner as "wired
wireless."
Following are some very excellent bits of ad-
vice for investigators culled from the instruc-
tions of several different companies.
A list of possible sources of radio disturbance would
look like a complete catalog of electrical apparatus;
suspect everything.
In order to generate a radio frequency current in an
electrical system in the great majority of cases an arc
or spark must take place somewhere in the system; be-
tween parts of the same conductor; between a conductor
and a metallic or other conducting object; between two
conductors; or between a conductor and ground.
This arc or spark can also occur in apparatus operating
in a perfectly normal manner on the system.
The amount of energy in the spark or arc can be, and
usually is, extaemely small. The slightest discharge from
a live conductor, of any considerable voltage, into a
small body of metal can cause a disturbance heard over
a considerable area.
The wires of the system act as antennas distributing
the disturbance. The disturbance may transfer itself to
a paralleling wire system by induction.
N. J.
The disturbance is picked up by radio receivers along
(^Continued on page 18)
10
Talking Machine IJ'orld, New York, October, 1927
A Radiotron
for every purpose
RADIOTRON UX-201-A
l),1,rl„r AmpHfirr
RADIOTRON UV-199
Drlrclor A rtplifitr
RADIOTRON UX-199
Pctertfit Amplifier
RADIOTRON WD-11
Detector Amplifier
RADIOTRON WX-12
Dctfctor Amplifier
RADIOTRON UX-200-A
Ptirclvr Only
RADIOTRON UX-120
Potecr Amplifier Last
Audio Stagt Only
RADIOTRON UX-112
f'viter Amj'lifirr
RADIOTRON UX-171
I'oirer AmpUfirr /.umI
A udio 'Siaije Only
RADIOTRON UX-210
Fotrtr AmjtlifieT (tacillator
RADIOTRON UX-240
Detector A mpUfitr fur
lie HMtancc-cou pled
A mplificalion
RADIOTRON UX-213
RADIOTRON UX-216-B
IJalJ-H ave HecUfier
RADIOTRON UX-226
A.C filament
RADIOTRON UY-227
A.C. flfulrr
RADIOTRON UX-280
Ftill-Wace Rerlifur
RADIOTRON UX-281
Htilf-Watc lUclifitr
RADIOTRON UX-874
Vt'llage RegulatoT Tube
RADIOTRON UV-876
Ballast Tube
RADIOTRON UV-886
Bnllast Tube
TKe suindard by
which other vacuum
tubes are rated
A Radiotron
tor ettry (HirfMtu
RADIOTRON UX-»I-A
MoioTnoN uv-m
RAOIOTnOM UX'IM
RAOIOTHON WD-11
KACIOTRDN WX-ll
RADIOTRON UX-aoo-A
HADIOTflON UX-I»
RADIOTRON UH-HZ
RADIOTBON UXOTI
RADIOTRON UI-210
RADIOTnON U)U«>
RADIOTRON UX-11I
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RADIOTRON iiX-Ufi
RADIOTRON UV-Z37
RADIOTRON UX-iSO
RADIOTRON UX<ZSI
RAOIOTRON UX^TA
RADIOTRON UV-87S
RAOIOTRON UV-SSe
The siandard by
which other vaaium
Radio set manufacturers rec-
ognize the vital importance
of the vacuum tube.
That is why the leading
makers of sets sold on a
quality basis use Radiotrons
throughout and specify them
for replacement.
In ihe grcar laboraiories of RCA, Wesiinghousc and General
Elearic. the world's leading radio scic-ntisTS liavc developed
and pLrffcred the vacuum tube known as the Radiniron.
KCA Kadiotron
M A U C r. V T H t M A K L Ik S OF THE (!, A 0 I O L A
RAD J O CORPORATION OF AM E RICA - NEW YORK • CHICAGO - SAN FRANCISCO
To iLccp y.
pioducinjE (
Why not carry the vacuum
tube line which is the big-
gest seller — the most widely
advertised — and the most
complete line on the market?
You are only penalizing your
profits if you do not carry
RCA Radiotrons.
RADIO CORPORATION OF AMERICA
New York Chicago San Francisco
One ot the twelve stnkmg
color pages advertising
RCA Radiotrons to the
consumer during 1927 in
leading magazines. More
national advertising to
the consumer has been
placed on RCA Radio-
trons than on all other
makes of vacuum tubes.
RCA Radiotron
A D E
B Y
MAKERS
O F
THE
RADIOL
The Talking Machine World, New York, October, 1927
Socket ?ower
operated
Heteto'ivnc « Operated directly
CWetew.'hK.atotro.s
. , .,, ,hrectW from the
TICA R ADIOLA 1 - \ ■ : batteries or bittecy
!i«cr,c l.^>>-''";U:-s ou«tand.n« achi^veoj-
elim.natots. This ^ eat. rCA alter
■:„*^rr„:tuJrCed«.-„e..^^^^^^^^^^
less accessories . . ■ • " ' tl57.50
With Radiotron
Rodiolos
to *895
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Storage battery or d^^^^^^^
Outdoor ^^''"^ZX^^^V^^"^^'
Built^n or separate lou y
^.HBTHB. you Uve . ^ -
farm, there . m the new F ^^^^ ^^,3^.
set exactly suued to you Loudspeaker gives
r RrARadiolaandanK>^^ fine orosrams
Possession of an R^AKa ^ ^.^^ ^^^^ fine pr g
you the assurance of P *c .^^^^
lom the great broadcastmg ^^^^^ ^^^^
For the same engineers ^ /^^^^^^who designed the famous
Westinghouse, and Gen-l E ^^^^ ^^^^^ ^^,^,1,3 and Loud
broadcasting -"on. a^so d s ^ p,,g,ams.
speakers to get the utmost ^^^^^^^ ^^^^^^
„ ATION OF AMERICA
„ 4— This tefincnieot
KCA LOUDSPEAKER- l^'^J^l, ,„,prove-
of the popular ^odel JOO e
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RCA RADIOIA 2('-^''"J"fhe average anterina
'nta:te;^:ta;a-tatcar>readdvhe
rdap«d't"A"c. operation.
Uss accessories
■WithRadiotrons . . - • ■
S78.00
. $89-50
RCA RAD.OEA. ^^l^^t^
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RCA LOUDSPEAKER 1^4-When^;^^^^^^
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RCA RADIOLA ^-^-iXX^^
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MADE
TH E • W
^.hre you see this sign.
The Talking Machine World, Nezv York, October, 1927
The new complete line
of Radiolas
—for all methods of operatiom
—for all requirements of location
DESIGNED by the same engineers who
planned the great broadcasting stations.
BUTLX by the world's greatest electrical manu-
facturers— General Electric and Westinghouse.
CHOSEN by Victor and Brunswick for ex-
clusive use in their de luxe instruments.
ACCLAIMED everywhere as the fiiiest
achievements of the radio art.
"This is a Radiola year," is the verdict of all dealers
who have seen the new Radiola line. Dealers can
assure themselves of their share of the big Fall busi-
ness by placing their orders with distributors now.
■^^"The neiu corci^oX^ line of KadiwXas iy\,ciuA,ts re.-
ceivers for storage hattery, dry hattery and socket
power operation {^alternating or direct ^current].
RADIO CORPORATION
New York Chicago
OF AMERICA
San Francisco
RCA ^Rudio I a
The Talking Machine World, New York, October, 1927
RCA
Loudspeaker 100-A
$35
\
r
Another RCA Achievement
REFINEMENTS of acoustical design
^ and construction, worked out in
the research laboratories of RCA,
Westinghouse and General Electric,
have produced in the new RCA Loud-
speaker 100-A an instrument of re-
markable performance over the entire
musical range. ''Unbelievably realis-
tic," say the musical critics.
RADIO CORPORATION OF AMERICA
New York ^ Chicago ^ San Francisco
RCA::" Loudspeaker
R A D I O L A
The Talking Machine World, New York, October, 1927
11
Increasing the Sales Volume by Mer-
chandising Along More Modem Lines
{Continued
tomer where he lives, and oflfer to demonstrate
a machine right at the customer's home at a
time when the family is in. If possible, arrange
for a demonstration before the customer leaves.
If that fails, the mails and telephone follow-ups
will have to be used.
You never can tell, but sometimes a relative
or friend may be on hand or be invited over
when you are expected to make a home demon-
stration, and you may without knowing it be
approaching more than one prospect at a time.
Be well supplied with catalogs, sales literature
and an assortment of good records. Use a
popular-priced model for giving home demon-
strations and you will not always have to bring
it back to the store. It is desirable to set
the phonograph in the middle of the narrowest
side of the largest room in a home, so that
the sounds will have the longest straight travel
back and forth and help to give the finest effect
to the music. If two rooms connect directly
with large doors between, open the doors if
permitted and place the phonograph on the side
opposite to the doors opening into the connect-
ing room, if that gives the sounds the longest
straight travel before striking the other wall.
Sometimes the phonograph will sound better
than in your own store.
Go after outside business systematically. Fol-
low up all names and addresses of persons men-
tioned to you as likely to be interested in a
phonograph, or who own old machines. Use
polite letters, or telephone talks, inviting a visit
to your store, or requesting the privilege of a
home demonstration. Don't forget that there
are many unsold prospects, for automatic
machines especially, in businesses where music
will contribute to success and satisfaction of
customers that hitherto have been unable to
afford music or thought it too unreliable or
bothersome. A big field exists in restaurants,
tea rooms, hotels, barber shops, beauty par-
lors, Summer hotels and boarding houses, city
clubs, country clubs, Chinese restaurants and
chop suey parlors, ice cream parlors, kinder-
gartens, private schools, public schools, Sunday
schools, dancing schools, churches having social
activities and even steamship lines. The largest
coastwise steamship line operating from Bos-
ton has been sold several expensive machines
by a wide-awake dealer in that city. Go after
such prospects and show them how cheaply they
may have the best music with the least expense
and trouble, to promote the success of their
businesses. Get there before some one else
does!
Profiting by Local Affairs
It pays handsomely to take full advantage of
all amusement events taking place in your city,
whether the attraction be a local one or a visit-
ing one. Read the papers carefully for ad-
vance news of coming attractions such as musi-
cal comedies, famous vaudeville teams, nation-
ally famous dance orchestras, operatic com-
panies, bands, symphony orchestras, pianists,
singers, violinists and so forth. Find out what
they are going to play or sing, and see what
your catalogs contain to match. If you can
produce the same selections by the same artists
or organizations, that is a strong selling aid, if
not, locate the music anyway, even with dif-
ferent artists.
Feature such records before, during and
after the visiting attraction or local attraction
is before the public. Advertise the fact that you
have what the public is eager to hear in every
way you possibly can. Stock up in advance on
what your experience shows you will positively
sell, but do not be afraid to be found short of
enough stock to take care of an unexpected
rush on a particular record. If it happens to
be a popular number, it may be found on more
than one make of record, or pretty nearly every
dealer in town will be sold out and you can
from page 8)
take orders for delivery without losing your
customers.
Should your shortage happen on the higher-
priced symphony or operatic numbers, the cus-
tomers wanting them know pretty well what
they want, and are also more willing to wait
for the music they are demanding. A music
lover knows what the records he buys will give
him in the way of true pleasure and usually is
your most patient, if not most dependable, cus-
tomer. This type of customer always appre-
ciates it if, in addition, you mail him informa-
tion of the newest releases as far in advance of
their official selling date as possible.
And it is readily understood that the smaller
Controlled Credit an Aid
to Successful Retailing
(Continued from page 3)
the policy of getting nothing down and the
balance at the customer's convenience, then he
must have available sufficient capital to carry
on his business and provide for its expansion
over a period of at least two years, and even
then he must give thought to the fact that
if the bulk of that capital is to be tied up in
long-time instalment paper, 6 per cent interest
or less, he is enjoying something less than a
savings bank return on his money and throwing
in his own efforts gratis.
Danger of Frozen Assets
A well-arranged instalment business should
provide enough cash through initial payments
and through monthly maturing instalments to
cover the expenses of operating the business
and leave a little balance of profit. If it falls
short of that goal trouble is in the offing, for
a cash deficiency month after month is bound
to lead to a situation where capital is frozen
and the business cannot be carried on except
through expensive financing.
the town in which you are doing business, the
more dependent your community is upon the
visiting attractions for their entertainment and
pleasure, the more interest is awakened by such
touring organizations, the more your custom-
ers depend upon the music stores to provide
sources of home entertainment and the more
effective will your sales promotion be if you
just keep at it and push the right thing at the
proper time.
Careful Planning Is Necessary
Success in the retailing of phonographs and
records is largely based on careful planning, and
perfect confidence in the bright future ahead of
the modern phonograph industry. Every man,
woman and child is interested in some form
of music and responds to it. Bear in mind that
even now nine out of ten people have not yet
realized how perfect phonograph music has be-
come and will always be astonished when they
actually hear it for themselves.
It is estimated that credit losses on instal-
ment sales are something less than 1 per cent
per annum, but that figure is dangerous because
it detracts attention from the fact that long-
time paper, on instruments that do not offer
proper collateral to cover the amount owed on
them, represents a constant menace. If the
dealer who is so willing to extend generous
credit to every Tom, Dick and Harry will him-
self go out to the bank or the finance company
to raise funds, he will find that the question
of quick collateral is a mighty important one.
He will find that while it may be more blessed
to give than to receive, it is also easier.
Pacific Coast to Hear
Crosley Radio Broadcasts
Cincinnati, 0., October 5. — Powel Crosley, Jr.,
president of the Crosley Radio Corp., recently
completed arrangements with the National Broad-
casting Co., whereby the Crosley Moscow Art
orchestra will go on the air from seven stations
on the Pacific Coast in addition to the Eastern,
Southern and Middle Western stations now
broadcasting the Crosley hour.
The Electric Reproducer of Living
Tone and Full Throated Volume
r- -.- ......
Via-Rad is a proven B.M.S. product that can
be quickly attached, without tools, to any pho-
nograph to change the phonograph into a
radio operated instrument of unsurpassed
quality for the true and life-like reproduction
of voice and music.
The Via-Rad set consists of the following
units — one electric phonograph reproducer to
replace the phonograph sound box, one Via-
Tector which fits into the detector socket of
the radio set and one Via-Trol which regulates
the reproduction from a mere whisper to the
loudest volume.
List price of \'ia- ^ *fl ^
Rad set complete, A w
VIA-TECTOR-
GOES IN
DETECTOR
TUBE SOCKET
This illustration shows the units and
connections of the Via-Rad reproducer
and the simplicity of the entire
arrangement.
Best Made Regardless o£ Price
Although far superior in performance, VIA-RAD
costs less than any other reproducer. Every owner
of a phonograph is a prospect for a VIA-RAD.
Simply give a demonstration and four out of five
prospects buy. It surpasses any other electric
pick-up for quality and value.
Write or wire today for complete particulars and discounts
Brooklyn Metal Stamping Corp.
718-728 Atlantic Avenue, Brooklyn, N. Y.
Striking Ads Sell
Radio for the White Shops
There Is No Difference Between Advertising and
Selling, Says Radio Manager of Danbury Store
Advertising should sell the merchandise
featured, regardless of whether small or large
space is used, according to Bradley S. Fry,
manager of the radio department of White
Music Shops, Inc., Danbury, Conn., whose ad-
vertising has been responsible for building an
excellent volume of radio business and estab-
lishing the single line handled in a strong
position in that community.
Danbury is not a large city. It is a thriving
village, similar to thousands of others through-
out the country, and the merchandising prob-
lems of the White Music Shops are those
faced by other dealers in small communities.
Mr. Fry uses small space in the local news-
papers, but his advertisements are so striking
and original and emphasize the quality of the
radio line so strongly that this publicity has
unmistakably resulted in steady increases in
business. The three reproductions of adver-
few dry or exaggerated statements thrown in
is publicity, not advertising. The matter of
price should be the very last consideration in
advertising as in selling and you never will see
a price stated in our advertisements.
"You will observe, of course, that this method
does not confine the writing of advertisements
to any particular style. I try to make my
advertisements fit the time, occasion or
emergency. I am of the opinion that the first
essential of an advertisement is to catch the
attention of a reader and that the second is
to hold the reader's attention until you have
told him your story. And I mean just that.
Tell the reader what you have to say in a
direct, personal manner, as though you were
face to face.
"The effect of our advertising has been to
bring potential customers to our store to in-
quire the price of the line we h'andle before
Bradley S. Fry
a high-priced, high-grade set to not only the
man of means, but to the man who depends
upon a small income. It is no trouble to
convince the vast majority of our prospects
that they cannot afford to buy a 'cheap' radio
set. We have sold to dozens of individuals
who have first sought to economize by the
purchase of cheaper sets, but have eventually
come to Stromberg-Carlson. We feel that we
can sell just as many radio sets by devoting
It Takes
NineDaysl!
STROMBERG-CVULSON R.\DIO*
For A Cat to Get Its Eyes Open
It takes about Nine Years for some buyers to
get their eyes open to RADIO VALUES.
The Buyer Who Gets His Eyes Open Soonest
Gets Off Cheapest.
Sttomber^-Carison
IS AN EYE OPENER-COME IN AND SEE
Don't Look
For
TRE.\SrRi; CUEST MODEL
Sttombei^-Gerisoiii
— on the bargain counter.
If you buy a Radio set now and next spring .
find the market flooded with the same kind at half^
the price you paid, there's but one conclusion-
STUNG.
The STROMBERG-CARLSON is a standard
set. The price is standard. It's worth the price
LET US DEMONSTRATE.
J'TRO^fBEnG-.
"3 man
'nee Up
a Time
on
fd a radio set th,
t-ptt"whr:f''r:r';r''^'7";^^
and groaned (while his
Adjoining Empress Theater.
^e')fwTifniusicJmPS,i
ADJOINING-EMPRESS THEmE-OPEN EVENINC
whistled
neighbors cursed) an^ tf.
Band would comi f^ou'gh withth"/ ^ ""^^^
°f a Tom-tom: or the vnil c ^ sweetness
the depth and v"" um°e o'f 3^""^^^°"
Dacchante o'ume ot a screaching
One day the man heard a
^^liMJ'KESS IHEAmE-OPEN EVENINGS
Three of the Striking Small Ads That Are Creating Business for White Music Shops, Inc., of Danbury, Conn.
tisements on this page show the type of
advertising that is bringing people into the
White establishment.
Mr. Fry has very definite views regarding
the function of advertising. He says:
"My one and only 'method' in advertising
is to write advertisements that sell my ideas
and therefore help us to sell merchandise.
There is no distinction between advertising
and selling up to a certain point — closing, but
there is a vast difference between advertising
and mere publicity. Every advertisement
should create interest, confidence and desire
just as a salesman must create interest, con-
fidence and desire before he can close a sale.
The listing of merchandise and prices with a
deciding upon a radio set. And what more
could we ask of advertising? It's up to us
then.
"I could write pages on the policy of one
line only. We have been exclusively Strom-
berg-Carlson since that firm put their first sets
on the market and we soon became the ex-
clusive dealer in a large territory because of
the job we were able to do by- exerting our
undivided effort on this line, while several
merchants in this territory who divided their
selling energy were obliged to relincjuish the
representation.
"Our sales have been almost evenly divided
between cash and time payment. This is a
fair indication of the fact that we have sold
our whole effort to one line as we could by
dividing it with some so-called popular-priced
set. I say 'so-called' because the higher-priced,
quality sets are fast becoming the popular sets
to-day. Why break our necks to sell three
cheap sets where one sale, which won't require
as much time, will represent the same profit?
Let the other fellow sell the cheap stuff and
take the grief. We can't sell all the radio sets
in the world, anyhow, but we aim to sell as
good as we can get."
Although the White Music Shops make a
strong effort to sell the latest model radio sets
to people who have old models, and make many
sales of this character in the course of a year,
no trade-in deals are considered.
STARR PIANOS STARR PHONOGRAPHS
GENNETT RECORDS
^epresmt the Hiqhest oAttainfyi tnt in cMusical OVbrth
Wfe STARR PIANO COMPANY i
Established l872 ■ Ridimond. Indiana i
The Talking Machine World, New York, October, 1927
13
WITH TONAL
RANGE FROM A^oZ
Developed by
ORO-TONE
World's Largest Exclusive
Manufacturers of Tone Arms,
Reproducers and Amplifying
Devices.
THE A-Z REPRODUCER
The Speaker that Reproduces the ^^Origin^^ of the Original Notes
The A-Z Reproducer represents over eight
years' experiment and its development marks
the attainment of real perfection in a irue-toned
reproducing musical instrufrient. It is designed
on the same basic principle that has been fol-
lowed for centuries in the construction of the
violin, piano, mandolin and
guitar.
The entire construction is of
wood with the exception of the
actuating unit, base and grille.
The wood sound board or dia-
phragm is glued to a resonating
box and operates under tension.
The vibration delivering element
is of a springy, quivering char-
acter similar in its action to the
strings of musical instruments.
The A-Z Reproducer
is made in walnut
finish with ebony
black base. Dimen-
sions 21 in. high, 19
in. wide and 4H
deep.
List Price $30.00
There is no paper, metal, mica or composi-
tion used in the diaphragm. The sound is not
derived from any INERT material. There
is no push-pull unit or horn. It is not an air
pump.
The A-Z Reproducer has great volume, and
a tonal range from A to Z.
Every note is clear, retaining
the original fullness and round-
ness of all overtones. In the
reproduction of voices or in-
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each separate voice or instru-
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Samples ivill be sent on 10 days' approval to reliable
jobbers and dealers. Complete literature on request.
THE A-Z CORPORATION
1010 George St.
Chicago, IIL
14
The Talking Machine World, New York, October, 1927
Preii'tWmiii^ Safes'WWiiklcs
How a London Music Store Speeds Up Demonstration and Selection of Records — San Francisco
Columbia Dealers Cash in by Record Tie-Up — Clark Music Co.'s Balloon Stunt
Brought Fine Publicity — Artists in Store Aid Sales — Other Profit Producers
On liis return from an extended visit to
European countries, J. F. Brogan, manager of
the talking machine department of one of the
retail stores of the New York Band Instrument
Co., told of a device for expediting the demon-
stration of records which is used in one of the
largest music stores in London. It consists
of a rack with three compartments which is
hung on the walls of the record demonstration
booths. One section is labeled, "To Hear,"
another, "Accepted," the third, "Rejected." The
dealer and his record sales force find that this
adds considerably to the convenience of both
the customer and the salesman. The customer
is given a dozen or more records to play and
TELEVOCAL
TUBES
tor A. C. Sets
E now offer to the
trade Televocal A.
C. 226 and A. C. 227 Tubes
which operate receivers
direct from A. C. Current
without the use of "A"
batteries.
Televocal T. C. 112A and 171A
Power Tubes made with an ox-
ide-coated filament. This cuts
current consumption one-half—
from i; to 1 4 amperes.
Televocal Tubes come in all
standard types, featured by the
exclusive Televocal Support,
and guaranteed. Stock and sell
these nationally advertised
tubes of highest quality.
Televocal Corp'n
Televocal Building
Dept. G-2, 588 12th Street
West New York, N. J.
after hearing them immediately files them in
either the "Rejected" or "Accepted" compart-
ments. Upon completing his purchase, he calls
to the salesman, who takes out the purchase
without the necessity of having the buyer in-
dicate or show which records won his favor.
This idea is so simple and inexpensive and yet
has such merit that dealers in this country
would do well to copy it.
Featuring Special Record
During the appearance of Moran and Mack,
the Two Black Crows of Columbia record fame,
in San Francisco, Cal., the Columbia dealers
in that section tied up most effectively by ad-
vertising profusely the recent Columbia record
made by the team. In addition to being lavish
with the advertising, it was of a character
which immediately caught the attention of the
reader, as witness the following, which might
well be copied by Columbia dealers in other
sections of the country. Try this question-
naire— then get the answer from the Columbia
record.
1. Who is the early bird?
2. What is his idea in catching a worm?
3. What is the worm's idea in being there?
4. Which bird is early?
5. What causes that?
6. How are olives made?
7. What are Goofer feathers?
8. What is a head man?
9. Why do white horses eat more than black
horses?
It might also be mentioned that taking ad-
vantage of the public interest in Moran and
Mack, the San Francisco Columbia dealers are
taking orders for the new record of the famous
blackface team to be released shortly.
Dinner Hour Radio
Herbst's, Fargo, N. D., have found that it
pays exceptionally well to broadcast an enter-
taining program during the dinner hour.
Practically everyone likes music with his meals,
so every evening between 6 and 6:30 Herbst
is on the air with an entertaining program of
vocal and instrumental music. The residents
of the city know that every evening, rain or
shine, hot or cold, they can get good music
between 6 and 6:30, and almost everyone who
has a set tunes in at that time. It is a par-
ticularly appropriate time, as there is little
on the air so early in the evening, and Herbst
has the field almost to himself. The store
makes the radio advertise their record, piano
player and sheet music departments, as records
are frequently played, and whenever a song is
sung it is announced that the words and music
can be procured at the store. A local station
is rented from which to do the broadcasting
and many citizens have expressed their interest
in this form of entertainment, while the young
folks are loud in their praise of the dance music
and latest song hits and flock down to the store
in large numbers to purchase such as strike
their fancy when they hear them over the radio.
Publicity via Balloors
At the New York State Fair, held at Syra-
cuse, N. Y., a short time ago, the Clark Music
Co., of that city, released about 2,000 small
balloons. Attached to the stems of these bal-
loons, which were inflated with oxygen gas,
were tiny advertisements for the Brunswick
Panatrope. The m.essage was printed in small,
clear type on "Butchers' Tissue." This paper
is used for wrapping bacon and similar meats
by butchers and is as near waterproof as can
be. The balloons with the Brunswick message
tightly wrapped about the stem were released
at intervals starting Monday afternoon. A
certain percentage of the messages carried an
additional paragraph, entitling the finder to a
Brunswick record. The first of the replies by
mail reached the Clark Music Co. from Bethel,
Vt., from H. V. Green. The letter stated fhat
the balloon bearing Brunswick Panatrope ad-
vertising was picked up by him thirty-two miles
East of Rutland in the town of Bethel. The
balloon, he stated, came down some time during
the night. The distance traveled by the little
aircraft was approximately 300 miles and it
carried its Panatrope message faithfully.
Bring Artists to Store
During the past month the Brunswick shop
of Snyder Bros. & Poris, 204 Main street,
Johnson City, Tenn., staged a personal ap-
pearance in their store of the Original Hill
Billies with Al Hopkins and His Buckle
Busters, Brunswick and Vocalion recording
artists. In a recent letter A. Poris stated:
"We sure made this effort a success. We carry
a full line of the orchestra's records, and as
they played the different tunes the salesmen
made the rounds among the visitors and sold
them. We had a real successful business. The
store was filled to capacity and there were at
least 500 people on hand. We have made
arrangements with the same Hill Billies to
appear in the near future."
Showing the Merchandise
Dealers in the Rocky Mountain district are
being introduced to Miss Esco, who is visiting
all points in the territory covered by the Equip-
ment Service Co., of Denver. Miss Esco is a
capacious truck in which the Crosley Bandbox
and consoles, R. C. A. Radiotrons, Majestic
eliminators, Utah speakers, Vesta units and
batteries, and Eveready batteries are displayed
and demonstrated. G. W. Forman, assistant
manager, in referring to this method of show-
ing radio equipment, said that many daale.s
would not have an opportunity to see the me:-
chandise otherwise, and that "Miss Esco" has
resulted in considerable business with still
greater benefits anticipated. Retailers might
emulate this plan of arousing interest to ad-
vantage.
The Art of Display
One of the leading retail music houses in the
metropolitan territory, which devotes quite a bit
of space to its musical merchandise and band
instrument department, recently rearranged
this section of the store, executing a much more
attractive layout of the instruments and con-
sequently greatly increasing" sales through
arousing a stronger interest in the line. A spe-
cial lighting system was installed so that the
beauty of the highly polished instruments would
be shown to best advantage. The background
of the wall cases in which the instruments re-
pose is formed of a thick, soft velour drapery,
and the instruments which are placed on the
counter for customer inspection all bear price
tags so that the prospective purchaser can at a
glance see whether or not the instrument in
question is in the price class in which he is
interested. Too many dealers feel that stock-
ing this branch of musical instruments, with an
occasional and perfunctory window display, is
all that is necessary and they lose by failing to
put the same efforts behind band and stringed
instruments that they do behind other mer-
chandise.
Card Rack Aids Sales
Speaking of band instruments, as we were in
the above paragraph, a dealer in the Middle
West has a clever idea. He has had installed
around the wall of the store a card rack in
which professional musicians and teachers can
insert their business cards, telling of the dates
they are available and the instruments which
they teach.
A new music store, the Pelton Music Salon,
was '-ccently opened on the street floor of the
Western Hotel, Callicon, N. J., by Daniel M.
Pelton A full line of Brunswick Panatropes
and Columbia Viva-tonal phonographs and
records is carried
w
The Talking Machine World, Nezv York, October, 1927
15
THE
FRESHMAN
'T "/-ny
RADIO
Freshman
EQUAPHASE
Model G-7 here illustrated is panelled
entirely of genuine mahogany, and con-
tains a large cone speaker mounted on
a Baffle Board, which is placed in a
remarkably resonant tone chamber, ren-
dering exceptionally fine tone quality
and "true-to-life" reproduction.
$18
COMPLETE
Ready to Operate
A Freshman development — licensed under patents;
RCA — General Electric Co. — Westinghouse
Electric & Mfg. Co. and American Tel. & Tel. Co.
THE LIGHT SOCKET
SUPPLIES
ALL POWER
acids
trouble
batteries
water
excuses
makeshifts
Sold to Authorized Freshman Dealers Only
CHAS. FRESHMAN CO., Inc.
FRESHMAN BUILDING, NEW YORK
CHICAGO LOS ANGELES
The Radio of Superior Performance
How the "Modern Touch"
Stopped Dechning Sales of a Music Store
The Chalmers Godley Corp. Suffered From Ancient Sales Methods Until
F. Johnston Discovered the Cause and Revised the Merchandising Plan
IT took just ten years for the management
of the East Orange, N. J., branch of the
Chalmers Godlei' Corp., radio and talking
machine dealer, to find the leak in its fast-
declining sales receipts. And as a coincidence
in time, it took F. Johnston exactly ten months
to patch the sales leak by boosting receipts
$2,000 above the corresponding month of last
year. He discovered the store suflEered from
ancient sales methods.
Mr. Johnston's immediate results prompted
his district manager to lift the conservative
ban of the old regime and let him run the
store according to his own idea. His best
assets were a strategic location in the com-
munity; a bright, spacious store, and a big,
attractive store window. Yet with all these
ready-made facilities the store may have just
as well been handed to him empty, for, to
quote Mr. Johnston's own opinion, "The sight
of the old store did more to frighten away
customers than it did to invite them in to buy.
A little modern touch was all it needed."
The Modern Touch
And this is exactly what Johnston did, he
gave it a "modern touch," not only in its ap-
pearance, but also in every branch of its man-
agement.
Mr. Johnston went to East Orange in Sep-
tember, 1926, not knowing a person in the
community, but he knew radio and talking
machine merchandising thoroughly, having had
seven years' experience behind the counter of
a leading New York City store. His first
move in taking over the management of the
store was to discard everything that looked
out of date. He built in six new listening
booths and had the whole interior painted a
cheery color. All decorations were made to
his own taste. Black-and-white tiled linoleum
was spread the entire length and breadth of
By Clarence J. O'Neil
on the walls, and attractive blue silk trimmings
hung over the booth windows. These inviting
finishing touches, together with a set of wicker
furniture placed in the store front, gave the
place an atmosphere of welcome. It was only
a matter of weeks when the residents recognized
the Chalmers Godley Music Store as a nice
store to visit.
Complete Stock of Records
Having accomplished his first ambition of
getting people acquainted with the store, John-
ston next studied their demands and then
prepared to give them what they wanted. Up
to this time very few records were sold, the
net receipts averaging about $60 a month. Yet
in speaking to his customers he learned that
they were not particular where they bought
their records provided they knew the one place
in the neighborhood where a complete stock of
music was carried so they could avoid shopping
about town for just a couple of new numbers.
This idea prompted Mr. Johnston to stock up
on records right away. He hung attractive
posters listing the latest numbers, put the same
posters underneath the glass counter cover
and in every conceivable place to attract the
prospect's attention.
This was one simple and very effective
method that helped pull the sales column out
of the rut, for included in Mr. Johnston's re-
port after his first ten months' management
was a handsome item of $500 average monthly
sales for records alone, as against $60 for the
year previous.
Selling by Suggestion
Besides applying the methods mentioned, Mr.
Johnston, in speaking of his sales plan, said:
"Together with carrying a very attractive stock
of records on hand, I make the prospect feel
as though I am personally interested in her
home entertainment. For instance, when I see
she wants to buy for a contemplated party at
her home, I immediately find out if she cares
to have vocal, jazz or classical music. Then,
knowing about what average of each she pre-
fers, I prepare a record program of the numbers
running in present popular musical shows and
other recent classical hits. For each selected
number I explain why I think it is suitable
for her party. In most cases she will be
acquainted with titles of musical numbers, hav-
ing read about them in newspapers, and- so
readily consents to buying them. Through this
idea of suggesting, I can safely say that most
customers leave my store with about twice as
many records as they actually intended to buy,
yet they are perfectly contented in knowing
they have the latest and most popular records."
Ten months previous Chalmers Godley's
stock of records was almost nil, today they
have $7,000 worth of records on hand.
Personal Contact Beats Competition
Now that Mr. Johnston had the trend of
trade leading to his store, he was next con-
fronted with the problem of holding it from
local competition. One plan was certain and
that was to keep in personal touch with his
trade as frequently as possible. Previous to
his arrival at East Oange the prospect mailing
list, numbering about 300, was circularized
about every two or three months. This list
was promptly revised. The number of names
was doubled and the customary new number
announcements were sent out each month reg-
ularly. Occasionally he sent out special in-
vitations to have his customers visit his
comfortable booths and listen to new records.
These invitations were mailed to his entire
prospect list in addition to regular monthlj'
announcements.
Four Per Cent for Advertising
Johnston is a firm believer of advertising
his business for increased trade. During his
first ten months in East Orange his advertising
bill, including both newspapers and the cost
of printing circulars, totaled $3,900, or about
4 per cent of his sales volume, while the gross
returns of his business increased 15 per cent
in the same period. His advertising results
are so good that he is prepared to spend $7,000
the next year for general advertising.
Building Good Will
In building up his trade by popularizing
himself in having one of the most complete
stocks of records in town, Mr. Johnston has
automatically increased his sales volume of
both talking machines and radio sets. His
theory is that one branch of the trade should
sell the other. An example of the service
policy he inaugurated may be had through his
practice of going halfway with his customers
in order to establish good will. In the event
he may run short of records or that one of his
customers would like to purchase the latest
numbers, but is not in a position to buy all
she needs immediately, Mr. Johnston will re-
lieve her and tell her he'll loan her a radio
set for the evening. If the gathering happens
to consist of neighbors, the publicity given the
radio set will, according to Mr. Johnston's
experience, eventually pay for the cost of loan-
ing the set. At any rate he feels positive he
will be assured of the sales of the dozen or
so records his customer intended to buy, be-
cause of his exceptional generosity in loaning
a substitute music device.
the floor; four artistic tapestries were placed a woman doubtful as to what kind of records
Jiffycase
THE SPEEDY SAFE ECONOMICAL PACK FOR. FURNITURE. PHONOGRAPHS AND RADIO CABINETS
Lighty Safe and Tidy!
Jiffycases are very light — being built up of thin plywood
panels.
Jiffycases are very safe because the plywood panels have the
laminated, cross-banded structure which offers maximum re-
sistance to breakage and because they are scientifically re-
inforced.
Jiffycases are tidy.
They make good-looking, clean-cut packs which advertise the
progressive methods of manufacturers who use them.
Best of all, though— the use of JIFFY-
CASES pares packing costs to the bone
and makes possible utmost speed and
efficiency in the shipping room.
Jiffycases are profit savers and good will
makers.
Write for details
Northwestern Cooperage and
Lumber Company
Gladstone
Michigan
16
The Talking Machine World, New York, October, 1927
17
HAVE YOU H EARD TH E ^£li^
THE ONLY COMPLETE LINE-RANGING FROM $10 TO $100
I6'high ~l3'wide-
4'/2'deep
WeighMOibs
$16
Makes a Radio
Reproducer out
of any Piano
no
BEFORE YOU BUY TRY THE UTAH
UTAH RADIO PRODUCTS CO.
1615 SO. MICHIGAN AVE., CHICAGO
EVE RY ONE G U A R A N T E E D
18
The Talking Machine World, New York, October, 1927
Investigation Shows That Many Factors
Are Responsible for Poor Reception
(Continued from page 10)
the route of these wire systems. The volume of noise complained of
depends upon the sensitivity of the receiver, its distance
from the wire system carrying the disturbance, and the
type of the pickup used with the receiver.
A disturbance from an overhead system often is much
less in wet weather than in dry. The reason for this is
that the better conductivity afforded the leak by the
moisture tends to subdue the arc or spark discharge,
thereby lessening the noise.
On the other hand, some types of interference, such as
tree grounds, and in some cases leaks across insulators,
are produced by wind or rain or a combination of both.
In these cases the disturbance is greater in wet weather,
as moisture is necessary to start the leak.
The customer is "always right," but his engineering
education may be scanty; avoid technical arg^uments.
Legitimate complaints will come eventually; unwise
publicity will needlessly multiply work.
A too obliging noise investigator will soon become a
radio set service man; one not obliging enough loses
friends for the company; the ideal man does his job well
and quickly and adds constantly to the number of power
company friends.
Be sure the noise you are working on is the noise
others are interesting but not so im-
portant.
In determining the source of a noise, the easiest person
in the world to deceive is yourself.
Do not neglect your imagination, but do not overwork
it; several technically qualified radio men have convinced
themselves that the noise they heard in their own sets
covered the whole State, and found out later it only ex-
tended a few blocks.
Call when the complainant is home; if you miss him,
leave your card.
The power company causes very few of the total num-
ber of complaints; each complainant should realize this.
Telephone the complainant before going out on a job
in order to make sure the noise is present and that your
trip will not be useless. In the case of a street lighting
trouble, however, it might be wise to be on the ground
at the time the lights go on in order to make certain
there are no noises from other sources.
Never fail to find out the time the noise occurs; you
may then allocate it to street lighting, factories, etc.
Do not trust the loop implicitly as pointing in the di-
rection of the source of the noise; usually it is paral-
leling some nearby power or communication line.
The WORLD'S Largest Producers of Die . Castings
D o ehl er Die Cast
Aluminum Condenser
Mounting for Radio
PEADERS in American industry recognize that price
alone does not constitute the "last word" in buying
Die Castings. Where accuracy, uniformity, finish and
prompt deliver)' are determining factors, the unequalled
facilities of the four great Doehler plants strongly rec-
ommend themselves. Repeated experience in the past
20 years proves Doehler Die Castings DO save time and
money. We will gladly show you examples and confer
with you on your problems . . . Ct, A copy of our Cata-
log will be mailed on request.
OlHLll
'for
DOEHLER DIE-CASTING CO. Brooklyn, N.Y.-^ Toledo, O. Batfv?a?N.Y! Pott8touT.,P<;,
In hunting a noise on a street lighting circuit a map
saves hours of valuable time.
If the disturbance is one not easily found, enlist the
services of the complainant and his friends; they enjoy
it, and will obtain some idea of your difficulties. A
collection of records kept by people in the vicinity of
the noise will help you considerably.
If the noise complained of emanates from an outside
source, and there is no chance of remedying it, let the
complainant go over the ground with you and make his
own conclusions.
Do not discredit the radio amateur; the art in general
owes a lot to these young people, and they very seldom
cause interference. They will usually be more than glad
to remedy any interference they are causing.
Never hesitate to enlist the services of any manufac-
turer or of any person you suspect of causing a noise;
almost everybody is a radio enthusiast and will help you.
Occasionally a radio listener with a supersensitive set
will complain of a noise that is almost inaudible in your
set; take him along with you on your noise investigation,
allowing him to operate the receiver and at the same
time endeavoring to explain to him that in all civilized
communities there are thousands of noises in the ether,
and that there is a certain "noise level" beyond which
enthusiasts use supersensitivity only at their own in-
convenience.
.\utomobiles make good noise broadcasting stations on
the lower wave lengths; they can be heard on your re-
ceiving set at short distances.
Treat every customer with an equal amount of courtesy
and consideration, of course. Time spent with any person
who has contact with a large number of the public is
never wasted.
Make a record of every radio complaint and of its dis-
position.
Once the source of the noise is found, it is
usually comparatively easy to clear it if the fault
lies in defective power company equipment. If,
as is more often the case, it lies with the ap-
paratus of a customer or with another utility,
the solution is more difficult, although almost
invariably any person or company owning ap-
paratus which is a radio disturber will be more
than glad to co-operate. While the problem is
distinctly not one belonging to the power com-
pany, the investigator has a moral obligation to
assist in remedying a complaint at least to the
extent of providing technical advice concerning
the manner in which the disturbance can be
eliminated.
Three Metropolitan Stores
Add the Sonora Radio Line
Gimbel Bros., Bloomingdale Bros, and Ludwig
Baumann & Co. to Feature Product of the
Sonora Phonograph Co. in a Big Way
Three large retail outlets in New York C'ty,
Gimbel Bros., Bloomingdale Bros, and Ludwig
Baumann & Co., have arranged to concentrate
selling activities on the radio product of the
Sonora Phonograph Co., according to an an-
nouncement by Maurice Landay, of the Greater
City Phonograph Co., Sonora distributor in the
metropolitan area. Mr. Landay states that these
large stores will shortly inaugurate a special
newspaper advertising campaign running
through the Fall and Winter emphasizing the
Sonora line, which comprises seven models
ranging in list price from $69.50 to $375. Ship-
ments of Sonoras during the month of August
in the metropolitan district of New York were
two and one-half times greater in volume than
the same month last year, according to Mr.
Landay, and all indications point to a very suc-
cessful business on the entire Sonora radio line.
Arcturus Radio Go. Sends
Out Consumer Literature
.Attractive folders in color have been pre-
pared by the Arcturus Radio Co., Newark, N.
.T., for dealer distribution to prospective cus-
tomers illustrating and telling in detail the
story of Arcturus AC tubes. The characteris-
tics and operating data of the detector, ampli-
fier and power tubes which comprise the Arc-
turus AC line are given in detail.
A new music store was recently opened on
Courthouse Square, Inverness, Fla., by Frank
Saunders. A complete line of Victor talking
machines and Radiola products are carried.
Columbia
c^Announces
another of a series
of advertisements ^
2 pa^es facing
in color
in
THE S/irUI{pAY
EVENING POST
^Uiis Advertisement Appears in THE
2^3v^^^\lva-tonal Columbia
ALL THE MUSIC OF ALL THE WORLD - 'like life itself^
mTUI^DAY EVENING POST Nov. 5
Columbia Viva- tonal Records
made the new way -electricallif -without scratch
Moran and Mack Again
on a Columbia Record
Two Black Crows, Columbia's
exclusive Moran and Mack hit, is
making millions laugh. Here's
their next one just as funny — parts
3 and 4 — same lazy drawl, same
soft music, same side-splitting
comedy. Get it now while your
dealer still has his first lot.
^JMoran and ^SMack
Two Black Crows Part 3, andTwo
Black Crows Part 4
iVo. ioc)4-D JO in. y^c
Dance Selections
on Columbia Records
J^eo %eisman "^f^ Orchestra
Cheerie- Beerie - Be (From Sunny
Italy) ('Vocal Chorus b) Don Howard i
and 'Waters of Perkiomen — Waltzes
No. II12-D 10 in. 75f
South Sea Islanders
Song of Hawaii Hawaiian Hula
Medley No. iiii-D lo in. jjc
Harold X^eonard and His
Waldorf-Astoria Orchestra
Just a Memory ( 'Vocal Chorus by
Elliott Shaw) and Joy Bells CVocal
Chorus by 'Vaughn De Leath) — Fox
Trots No. iio^-D lo in. 75c
Ted J^ewis and His ^and
The Memphis Blues and Beale
Street Blues — Fox Trots
No. iO')0-D 10 in. 75f
Taul oAsh and His Orchestra
Coiiimbia
Set
N
Set
No
Set
No
Instrumental Selections
on Columbia Records
lyon Voorhees and His Sari
Carroll Vanities Orchestra
Fantasy on St. Louis Blues Parts 1
No. ioj8-D 10 in.
Sir Henry J. Wood and the
'H.ew Queen's Hall Orchestra
The Merry Wives of Windsor;
Overture, Parts 1 and 2 (Nicolai)
Instrumental
No. -ji^2-M 12 in. $1.^0
Columbia
Masterworks Series
Set "TO Mozart: "Jupiter"
No. / Z. Symphony (No. 41,
in C)
/;/ E/g/jt Parts, with Album $6.00
n Mozart: Concerto
for Bassoon and
Orchestra, in B Flat,
Opus 191
//; File Parts, with Album $4.30
"7 r\ Beethoven: Quartet
/ U in B Flat, Opus 130
I12 Ten Parts, with Album $7.50
:t -7 9 Tschaikowsky: Trio
<) / 0 in A Minor, Opus 50,
""To the Memory of
a Great Artist"
In Twelve Parts, ivith Album $9.00
Set Beethoven: Sym-
^- J J phony No. 9 (Choral)
inDMinor, Opus 125
In Sixteen Parts, with Album $12.00
Good news for record-
ers who have radios,
and vice versa
Hear Columbia artists on the radio as
well as on Columbia 'Vi-va-tonal Rec-
ords. Listen for Columbia's "Magic
Notes."
The Columbia hour of musical
Broadcasting is presented every
Wednesday night by the Columbia
Phonogtaph Company over the entire
chain of the Columbia Broadcasting
System. This is one of the ten hours
broadcast weekly by the System, and
is on the air from 9 to 10 Eastern
Standard Time, 8 to 9 Central Time,
7 to 8 Mountain Time, and 6 to 7
Pacific Time.
Columbia Phonograph Company
1819 Broadway, New York City
1
I
Second Columbia Record by
A.ND
(TWO BLACK CROWS)
You laughed at parts 1 and 2 — You'll scream at parts 3 and 4
The Talking Machine World, Ne-zv York, October, 1927
Splitdorf Corp. Announces
Electric Radio Receiver
New Model Contains Many Features — May Be
Obtained in Various Art Fiimiture Cabinets
— Six-Tube, One-Dial Control
In keeping with its policy of meeting the
public demand for advanced radio, the Splitdorf
Radio Corp. announces an all-electric receiver
with exclusive features. The simplicity of op-
erating this new model is designed to meet the
requirements of those who desire their radio
as nearly automatic as possible. Encasing of
the all-electric unit in the various art furniture
cabinets brings to this manufacturer's line the
distinction of the latest technical refinements
while retaining completely the aesthetic in hous-
ing equipment.
The receiver is designed for alternating cur-
rent using the new AC tubes, said by the
Splitdorf engineers to give entire satisfaction,
is very simple to operate and entirely "self-
contained." The Splitdorf All-Electric is a
six-tube set, with one-dial tuning. The four
distinct tuning circuits are all controlled auto-
matically by this single dial. There is an
antenna "trimmer," a new feature, which com-
pensates for various antenna sizes. It is ex-
plained that with this "trimmer" the set cannot
get out of resonance.
The Splitdorf receiver employs no batteries,
acids or such intermediate devices as elimi-
nators in the accessory sense. It is operated
with the new AC tube. The "B" supply ap-
paratus is built right into the Splitdorf set
as an integral part of the chassis. There is
provided a device to take the current of the
last, or power, tube out of the loud speaker.
The effect of this is to improve the quality
of tone considerably and also to take the high
voltage out of reach of the person operating
the receiving set.
Grosley Dealers Supplied
With Electric Globe Signs
Globe-Type Electric Sign Featuring Slogan,
"You're There With a Crosley," Is Being
Sent to Dealers for Exterior Displays
Cincinnati, O., October 5. — A new globe-type
electric sign is being supplied by the Crosley
AT /SALES AHDStRN\«\
New Crosley Electric Sign
Radio Corp. to its dealers. The frame of the
sign is finished in black, while part of the
lettering matter is in white on a red background
and the rest is in bufif on a black background.
The sign may be hung in front of the dealer's
store or used as a window display. It features
the new Crosley slogan, "You're There With
a Crosley."
An involuntary petition in bankruptcy was
recently filed against the Waring Music Co.,
Ltd., St. Petersburg, Fla.
BRIILIANTONE
in
true
reproduction
C\ CHAIN is no stronger
^^^^ than its weakest link.
And so it is in the true re-
production of music by
phonograph.
Brilliantone Needles are as
essential to true reproduc-
tion as either the phono-
graph or the record. Serve
your customers best by sup-
plying them exclusively with
Brilliantone Steel Needles.
DEALERS: — Mail this coupon
today for attractive Brilliantone
record display material. Keep the
latest hits before the public on these
record easels and watch your sales
increase.
Brilliantone Steel Needle Corporation of America
370 Seventh Avenue, New York City
Gentlemen :
Kindly send free samples and full line of attractive ad-
vertising display material; also the beautifully colored
Brilliantone Record easels. Of course, I incur no obligation.
Very truly yours.
Name-
Address—
20
The Talking Machine World, New York, October, 1927
The
"line
Least
Resistance
IS
Model 1-90
Model 9-40
Model 8-30
Model 10-70
VICTOR TALKING MACHINE CO.
The Talking Machine World. New York, October, 1927
CAMDEN, NEW JERSEY, U. S. A
Utilizing Direct-by-Mail to
Develop Retail Radio Sales
Over An Expanded Territory
By /. R. Moore
A RADIO dealer located in a town that has
but 3 small resident population must, in
order to merchandise profitably, extend
his activities to include the territory for many
QUALITY
RADIO
APPARATUS
TO OUR
CUSTOMERS
April 20th. 1296.
Dmj Sir:
Do you knoN great day Snnday. Way 9th la,
tliia yaar? lfiO?HKF ' S DAY. Reaeraber Hotier. Give
Her & gift that will bo ^ssTmI and a pleasure every
Hour. Have you really ever thc't eerlouely of the
trials and tribulations that your iiotlier went thru In
order that you night be what you are today?
MOTHSJi does not get out to enjoy the pleasuree
that you do. Give her a Radio ao that she nay fill In
the long hours tetseer. Brea/faat and Dinner. tetSeen
naoB and night , af tar ihe supper hottr. BoclpeB for
gDcrd things Xo eat. talks by wonen, great In their
line, tnljring on subjecte of Interest, Opera Stars.
flM music.
Did you ever stop to think that with your line of
work you are bro't in contact with other people .
actlTlty, a change and when you go home at noon some-
one hee your dinner, when you come hone at nl^ht some
one has your supper. It took tine and work to prepare
thoBs tteals ?jid hcuaewor): is verj- confining and hard.
Many Sunday nomlngB are dj eagreeable or HOTHIR
eamiot gst a cJ :e neal for noon or nlrfit and go to
Church. Radio offers great Semons by great oen In
U»e eo«vf orta of your ho=e .
A constant pr:^g^acl of the finest tplent of any
nature that might be desired is at the finger tip.
VOTKSk le alifaye thinking of others. K0TH3R get:-
.tired and lonesome.
Remeober *1 th Bedio . Be carry a larg» complete
line with Serrtoc-
MDTHKR'S DAY. 3DHDAY. MIY FIBTE
Yours verj' truly,
SHHLDOS AIR LINS .
work for the retail dealer is that of the Sheldon
Air Line, of Sheldon, 111., which, operating a
retail radio establishment in a town of approxi-
mately 1,600 population, did a gross business
of nearly $25,000 in 1926, making a net profit
of about 11 per cent. Two cardinal principles
are followed by Harold B. Snow and Gordon
H. Snow, who own and operate the business.
They are: Keep the overhead to the lowest
possible minimum, and secure practically all
the radio business in the territory for fifty
miles around.
To do this the Sheldon Air Line employs
four or five outside salesmen during the busy
RETAIL
WHOLESALE
RADIO
APPARATUS
Tying up With a Holiday
miles around. The difficulty which presents
itself when such a program is decided upon,
however, is that of keeping the selling cost
within reasonable proportions, for such methods
as canvassing cost money, and unless a large
volume of business is closed the selling cost
reaches a figure that makes this type of mer-
chandising practically profitless. Direct mail
has been found by many dealers to be the
solution of the difficulty.
An interesting example of the manner in
which Uncle Sam's mail men can be put to
S
E
R
V
I
c
E
Dear Sir:
There Is going to be a free entertainaent pel
on tocight that we doubt whether your far-.ily o.-
ycMTeolf might mlse If It is possible at all for you to
attend.
V« rftallze that the roads a.nd streets are bad
Id the rsoent eoos and tb^t It Is very cold outdoors
and that the Doet oomfortable pl&oe lb right at hoica
near the fire.
The artiste appearing are the best in thel-
profeeslone , good olean entertalrirent and the bc = t
thlng about It is that If you don't like the Solo voi,
can stop It t'lthout mailEg any fuse at all. just turn
three email XnoDs and listen to the Eanoe UugIc played
for you In the Blltoore Hotel . New York Clt.v or the
lec lure on your favorite subject from Dalian , Texa-j
or the Uarket Peporte . a Sermon , the tforlda crtle'.o al
your finder tips rlgbt In your hone . near ih-9 fire
mbore the ctiolo faally oan enjoy the golnge on of the
world.
We have a Radio that will suit your Bank
Account and if It Is too cnjch rl^ht now y/i hnvo cade
arrangeoento to sell you on sy^iall oonthly peyraents.
Sc want to eell you and we want ,vou to rcT:.e In
our ehop aorooe from the State BanJ; of Sheldon and look
over our stock or telephone 141 or 193 and cnc of our
salesmen will trail.
The air is full of entertalCRient every minute
and yon should Oe enjoying It now. Our Service meane
a great deal to,#very owner and we are trylns to
perfect It every day. Think It oyer, talk it over and
then I't uo knoT7 that you ere intc'rested. Attend
tonight 's Bhon right where yov ere most eor.fortable .
Yours v^ry truly.
S
E
R
V
I
C
E
SHSLDOH 1
Selling Radio Entertainment
months. These men work on a strictly com-
mission basis and service the sets they sell.
This accounts for a goodly percentage of the
business, but direct mail letters are sent to a
Makes £ast| Sales fov Radio Sets
NEW ACME PRODUCTS
Aik us about the new Acme PEAKL-O-COXE
Speaker. Lists at S17.50. See your Jobber
on our sptecial "B" Unit, using the new
UX 280 tube, and our A & B Unit, 180
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Also our new Dry Automatic Charger with
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FACTORY REPRESENTATIVES
in all the principal cities.
A&B" Socket Power Unit
will give your customers PEAK PERFORM-
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It is all in one compact cabinet — always ready
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TYPE AB-l-R, 40 mills, at 180 volts, lists at
only $67.50 East of the Rockies. Built for six
to eight tube sets and Radiolas.
TYPE AB-2-R, giving 60 to 80 mills, at 180 to
200 volts, lists at only $72.50 East of the Rockies.
Very efficient on sets with any number of tubes.
Sold by leading Jobbers everywhere,
at once.
Established in 1917
Order
THE ACME ELECTRIC and MANUFACTURING COMPANY.
Hanilton Avenue Cleveland, Ohio
large mailing list a few days prior to any
event which can be linked with radio. On this
page are reproduced three letters that are
typical of those sent out by the Snow brothers.
One mailed in the early Summer told of the
advantages of buying a radio set when the
household expenses are light, a second stresses
the enjoyment of home entertainment via the
ether when outside conditions are stormy, the
third links up with Mother's Day.
In a recent statement to The Talking Ma-
chine World, Harold B. Snow, sales manager
of the Sheldon Air Line, states: "Our average
of replies runs about 15 per cent and our
percentage of sales traceable to these mailings
averages 6 per cent, which we considered good.
"Direct results obtained from these are hard
to trace and we depend for results more on
keeping in constant contact with the buying
public and our house name before them in
their homes."
With each piece of mail matter sent out the
following postal card is enclosed to be filled
QUALITY
RADIO
APPARATUS
Dear Sir:
SERVICE
TO OUR
CUSTOMERS
Th« {ftpdma sra sure Cine, tren't thoy, the bcrt
thing about It is that we da not bM.vo to buy all the
food K8 eat rljht now. Ho ooal to tMj, long days. Lx-
p«nBes are 5ure low aa they can bo at tUs tl&o of the
y»ar.
Bat6 you ever tho'* of buying a Sidi© wttii Its
thousandB of ho^rs a y:uir er.sertalcne-it and that this
la tho tlaa of year to do It. Expensea ara Itm, 1»» .
Pood blllB, no coal bills and the coney that you
put in-o ?:idlo KCWwo-jld r.ot be niasod, 30 to 40 cents a
day biiys yaur !li.dlo Tor yo-J J=d your faally. It Is »ery
•asy to spend this =ith i dty on thlnga that eight give
you cnjoj-.cnt. and pleasure but only for 'the Eooent,
■hlle this ia.-;e or-.our.t spent on a Hadlo ceane thcusanda
or hours of the finest entr;r*.iin.-«nt oMatnable TWu
the long, cold, dreary hout-; of the TTlnter.
in a fcTf tenths your rj."cd nil turn toward fllnter
preparations, ChriatcSs ^rl.t^ its Jraln on ycur pocltet-
boat. The finest thing that you cin possiily do 1* buy
a Radio, i;cw ohen you *111 not =ias tho ar«ll ar^unt
Inreated, tho 1926-2T ne^r codela etc In *toclt and nay
be installed and paid for in easy piynents by Christ,
naa.
Your neighbors have spoken of the ca^y hours of In-
structive entertaiment that they hSTc received, you can
do the sare, T^lth a 1tecelT«r in your hoae tho entert»ln-
r.ent Is FSEI.
Don't ;ay this Sinter, 'l mnt a Radio, but with
ny Copl Sills and h»avy Xsas and Klnter ejtperses, 1
can't buy it." DO II NOW.
Every day »-e are reeelTlne new Sadlo Apparatus.
Hione 193 or 141 and a salesaaa =^11 call and CTplaln
-our, easy paynent offer, stop Ir. at our 3tore_or call ot
our house, and then say this Sinter and Pall"^ "the
nocey thot I spent on thla Radio la ths best investrcnt
that 1 ever aade and I -ould ha-.-c spent the saeo a^unt
during the Sur^ser on thirds that nwuld not give oe one
hundredth the aoour.t of f-jn and entertaliraent' . Fill
in the enclosed Card and cail TODAT.
' Barold B.Sno*
A "Do It Now" Letter
in and returned by the prospective purchaser.
I am interested in buying a Radio
Now
Later and would
like details regarding different models and prices. I will
see your salesman
At my home
At your store on
at
A. M.
P. M.
I understand that no obligation is incurred.
Name
Address
Telephone Number
The question of what expert radio service
means to the purchaser is broadcast to pros-
pects and it forms the basis of the following
letter, which was sent out the early part of
this year. It reads:
Dear Sir:
Reduced prices on radios and installation. Radio, the
wonder invention that brings enjoyment, education and
family happiness 365 days a year into your home.
Our lines are complete to meet every pocketbook size,
with time payments also. Reduced prices above means
cheap radio. We give you cheap radio because we are
not just selling radio this Winter but because we are
here to stay and are equipped to give you service on
{Continued on page 27)
22
Th
c Talking Machine World, Nezv York, October, 1927
23
Id , corroded
wire aerials with the
SUPER-BALL Antenna
OOONER or later every outdoor wire aerial will
^ have to be replaced. Constant exposure to all
kinds of weather causes corrosion of the wire —
which means poorer "pick-up" and impaired reception.
Replace old, corroded wire aerials with the corrosion-
proof, all-directional Super-Ball Antenna — at a
good profit per installation, and excellent satisfac-
tion for the customer. He gets better reception
than he ever enjoyed before — greater selectivity,
less static, better clarity and equal reception from
all directions.
Read this letter from a California dealer — Homeside Radio
Shop, San Francisco — who is cashing in on this idea:
"/ am enclosing a piece of a wire aerial that has been
up about 3 years. I have two or three pieces and
use them to show customers why they should
change their wire aerial to a Super-Ball Antenna.
It works! They buy!"
Hundreds of dealers are selling the Super-Ball
Antenna in profitable volume — with sales in-
creasing right along. Order a stock from your
jobber — and let us send you one of our attrac-
tive Super-Ball Antenna window displays. Cash
in on Super-Ball demand this Fall.
YAR TRUE-TONE SPEAKER
Get behind this revolutionary speaker. Em-
ploys new principles of tone reproduction.
Faithfully reproduces highest treble and deep-
est bass. Furnished with 20 feet of power
cord — may be placed anywhere in room for
best acoustic effect or to harmonize with fur-
niture groupings — stands 40 inches high. Cast
aluminum construction. List price, complete,
$35.00. Order a sample for your display floor.
Super-Ball Antenna Kit
Contains all supplies required for
complete installation of Super-Ball
Antenna, including Super - Ground
Clamp. List price of kit, complete,
$4.50. List price of Super-Ball An-
tenna, $10.00. (Prices slightly higher
west of Rockies.)
YAH R- LANCE
MILWAUKEE INCORPORATED Wisconsin
24
The Talking Machine World, New York, October, 1927
Indispensable
to a Talking Machine
as to an Automohile Motor —
This tag is always attached to
every Genuine ULTRA
Accept No Imitations
For your onn protection, look lor
"The Audak Company" stamped
on every genuine instrument.
AN automobile engine must be air-tight in every cylin-
der, because high compression is essential to efficient
operation. The humble piston ring, insignificant enough
in appearance, insures air-tightness, maintains high com-
pression and keeps the engine functioning at high efficiency.
In the same manner, the talking machine's acoustic passage
must be air-tight to reproduce properly. The junction between
reproducer and tone arm must be sealed. This is the vital spot!
Without this quality a talking machine will reproduce, but only
in a manner comparable to the faulty operation of an engine
whose piston rings have worn down. Leakage means loss of
w compression to engine and talking machine alike. Result — poor
performance. You can't get away from it.
AVDAK Reproducer automatically seals itself to the
tone arm, assuring air-tightness and high compres-
sion. One of the many exclusive AUDAK fea-
tures which cannot rightfully be used by others
The AUDAK
565 Fifth Ave.
Makers of Acoustical and Electrical
The Talking Machine World, New York, October, 1927
25
A Model
£or
Every Need
List Prices
$5*50 to
$12.50
AUDAK
REPRODUCER
The Standard hy Which Others
Are Judged and Valued
High compression is one of the many
reasons for its scientifically correct performance
To DEALERS:
If you need scientific backing to sell
AUDAK, here it is! But you won't
need it. Just let a customer play any
record twice — first without and then
ivith the AUDAK Reproducer.
You'll sell an AUDAK every time.
COMPANY
New York
Apparatus for More Than 10 Years
At;i>AK
It is not incongruous that the most
scientific reproducer ever devel-
oped should have plenty of scien-
tific support, like that at the left.
But the beautiful part of AUDAK
Reproducers, from the merchjmt's
viewpoint, is that they sell them-
selves on performance. You'll sel-
dom have to cite science in selling
these remarkable instruments. We
merely give the trade these facts
so it will be thoroughly posted.
A year ago we prophesied that
AUDAK Reproducers would re-
vive interest in recorded entertain-
ment, create new record sales and
build new prospects for the new
talking machines. This prophecy
was based on a deep-rooted con-
viction of the positive educational
force of AUDAK'S wonderful
tonal qualities. What we predicted
has come true! Dealers are selling
new machines to patrons who
never would have turned in their
old ones if they had not first
bought AUDAK Reproducers.
A customer would have to be
stone-deaf not to detect the vast
improvement between ordinary re-
production and the marvelously
life-like AUDAK performance.
Talk AUDAK, then— for three
good business reasons: AUDAK
sales are desirable and profitable
in themselves. AUDAK sales lead
to greatly stimulated record sales.
AUDAK gives an idea to listeners
of what the splendid new machines
are like and brings them straight
into the market for one of them,
— which you will sell, if you're on
your toes!
The new electrically cut records
and AUDAK Reproducers match
perfectly. Vast improvements over
their predecessors. Think of these
two as a pair — a sturdy, sales-
pulling tandem that, properly man-
aged and driven, will bring extra
profits and help you offset high
overhead.
Radio hurt talking machine sales?
Never. They're allies. Radio has
its field. But after the public has
heard a broadcasting of a new
ballad or dance or any other musi-
cal composition, only the talking
machine can render that composi-
tion over and over again at the
listener's pleasure. Do you see
the hook-up? Do you see the
strong sales argument in favor
of talking machines? Do you see
how radio, seemingly an enemy to
all other forms of reproduction,
can be harnessed and set to work
to produce talking machine busi-
ness for you?
Striking Windows Pay Big Dividends
Products Handled by Talking Machine Dealer Lend Themselves
to Eye- Arresting Exhibits — Inexpensive and Profitable Publicity
THE store window is one of the most im-
portant merchandising assets the retail
dealer has. An ej^e-arresting window dis-
play provides unequaled advertising. A display
that makes passers-by stop and look is per-
forming the first function of advertising, namely,
attracting attention. The second step in the pro-
cess of chalking up sales is to arouse interest,
and in this respect also the window display does
Window Display of Imhof's, London
the work. An exhibit of merchandise that
does these two things is bound to result in
sales and that is what the dealer is after.
Reproduced on this page are several unusual
displays. Note that in each instance not only
is the merchandise featured in a strikingly
original manner, but the merits of the products
are emphasized as strongly as possible. In
other words, in each instance the dealer did
more than merely make a pleasing showing of
the line. More important, a sales message
was incorporated in each display. These are
business-building exhibits.
Advertising is expensive. Individual dealers
spend thousands of dollars annually to sell
their stores and their wares to the public via
advertising in the newspapers and through
direct mail. The window space of a store
located in a good business district also is ex-
pensive. Therefore, the dealer who neglects
this avenue of publicity, for which he pays a
substantial sum in rent, is shortsighted and
foolish.
There is no need to go into the technique
of the window display art. Much has been
said and written along these lines. However,
the value of window displays that are planned
along original lines cannot be emphasized too
strongly. It is significant that the largest and
most successful stores throughout the country
are the ones that arrange windows which at-
tract the most attention. While the success
of these establishments is not wholly due to
their windows, these displays indicate the pro-
gressiveness of the merchant in every depart-
ment of his business, and that in the course
of a y«ar considerable merchandise is sold
because the window attracted the attention of
the public is not open to argument.
In the columns of The Talking Machine
World have appeared many news items con-
cerning displays that caused crowds to gather,
in some instances blocking traffic. The point
is this: People do not collect in front of a
store unless they see something that interests
them. That, as has been mentioned, is the first
step in creating business. It is a safe bet that
when a person stands in front of a store win-
dow viewing a display of radio sets, talking
Another Striking Imhof Window
machines, records, neither the store nor the
merchandise will be forgotten very soon.
The public as a class is ignorant of what
is new in talking machines, radio, records, etc.
There are many similar products on the market
and selection is difficult. The prospect wants
the instrument or set best suited to his pocket-
(Coiifiinied on page 27)
STYLE 21
Genuine Mahog-
any
only.
or Walnut
STYLE 21-B
Same with both
top panels hinged
to accommodate
Radio Panel.
Phonographs and
Radio Cabinets
These illustrations show several
of the many late models of
our line, which have been re-
designed, right up to the min-
ute, with especial reference to
the Radio-Phonograph Combina-
tion, destined to be the standard
household unit.
STYLE 17
Genuine Mahog-
any or Walnut
Phonograph only
STYLE 85— RADIO CONSOLE
Accepts Panels Up to 8x26 Inches.
These instruments arc produced
in all the popular finishes and
styles, including Uprights, Con-
soles and Wall Cabinets, and
our facilities enable us to make
prompt deliveries and most at-
tractive trade prices. Catalog
and price list mailed on request.
STYLE 1
Gum Mahogany,
G«14es or Fumed
Oak.
Excel Phonograph Manufacturing Company
402-414 West Erie St., Chicago, Hlinois
STYLE 2
Gum Mahogany.
Golden or Fumed
Oalc
26
The Talking Machine World, New York, October, 1927
The
Improved
VAL
EING one of the
^ aceomplishmeiits
of the Valley
Forge orgaeiza^
tioiij the Improved VAL^
PHONIC naturally had
to be a prodmct of
high superiority
to obtain the
recognition it
has thus far re^
ceived thrniout
the worlds and
while this is boast
fiilj facts neverthe
less remain f acts*
Known internationally
and selling in huge qiian^
tities daily^ the Improved
VAL-PHONIC is a just
reward to those who
labored over it long and
patiently^ in an endeavor
to make it perf ect^ and
we are doubly compen*^
sated by the encourage^
ment we receive con^
stantly from our good
friends^ who know it.
To those who are not as
yet acquainted with this
most attractive repro^
ducer^ which is
rich and mellow
in tone and ex^
ceptionally deep
in volume^ we
suggest that no
time be lost in
securing samples
with our full guaran^
tee that nothing less than
lasting pleasure and satis^
faction will be the result.
It is good to reach a goal^
and we feel that we have
done this^ when we mas^
tered the intricacies in the
manufacture of the Im^
proved VAL-PHONIC
and made it the truly won^
derful reproducer it is.
73 O MARKET STREET
PHI LA. DEL PHI A, U.S.A.
The Talking Machine World, New York, October, 1927
aMPLIOn
LION CONE
AC 21.... $25
Height including handsome
moire bronze base . . . 22 ^ "
This splendid new repro-
ducer employs the latest
scientific construction de-
velopments— including the
new Amplion balanced
armature units with sttaight
bar magnets of the finest
English tungsten steel.
If you want to bring out
your set's best performance
—use a, LION.
i
part of home
Amplion has stood
the world over.
Few people realize how vitally important a good repro-
ducer is in real radio entertainment. It is the "vocal cords"
of the set.
Prove to yourself how different — how much better —
the program comes over with an Amplion reproducer.
Your dealer will be glad to demonstrate.
f
Amplions from $12 to $145
THE AMPLION CORPORATION OF AMERICA
531-535 West 37th Street, New York
the line
★★★★★★★
EXTRA
New Amplion
phonograph
PICK-UP
now ready
Write for details
J
This model is also supplied as a wall
decoration. Instead of the bronze
base, the cone is equipped with brown
silk picture cord and tassel. Amplion
Mural AC24 — $25.
AMPLION Beauty in Newspaper Advertising
This is the first of a series of newspaper advertise-
ments which focus national magazine advertising on
the local Amplion distributor.
The atmosphere of quality that surrounds the entire
Amplion line is carried into all Amplion advertising.
Write for full details of the
THE AMPLION CORPO
531-535 West 37th
The Talking Machine World, New York, October, 1927
vith least resistance
addition to these popular priced models which are featured in
current advertising for the early fall trade, the three de-luxe
cabinet models illustrated below are ready for demonstration and
display. The cuts themselves can be supplied for dealers^ and
distributors* advertising, on request.
Amplion Shield
AC27— $67.50
New process embossed wal-
nut panelling, attractively
curved, combining grille-
front and back. 163^-inch
Cone. Height, 22 inches.
Amplion Fireside
AC30— $97.50
Height inches. New
process embossed walnut pan-
elling, .attractively curved,
combining grille-front and
back. 16j'2-inch Cone. 20-
foot Cord.
vnplion line and sales policy
LATION OF AMERICA
reet, New York
Amplion Grand
AC15— $145.00
Walnut cabinet with fine
piano finish and polychrome
decoration, 34" x 33" x 18".
New Amplion balance arma-
ture unit with straight bar.
Cobalt steel magnets.
oOALITv
The Talking. Machine World, New York, October, 1927
It's Up to Usl
Nothing in the history of the
talking machine business has
been so conspicuous, control-
ling and conclusive as the pres-
ent dominance of the Victor
products. Like the skies above,
they transcend everything and
anything in their field to, and
beyond, the horizon.
Reflect then, Mr. Victor Dealer,
what a valuable asset you have
in this merchandise. Here is
not alone potential but actual
selling power that is worth
dollars and more dollars for
the red-blooded and up and go-
ing merchants.
Let us then step on the gas, get
out and ring door bells, pep
up our advertising, awaken our
selling force, doll up the show
windows, circularize the mail-
ing list, talk and act big busi-
ness, for that's what it is. Let
us concentrate and combine
our efforts as never before
and then we will close the ban-
ner of all banner years.
*'Bruno*' is here to help you
do iu What is your pleasure?
a BRUNO & SON, Inc.
Victor Distributors to the Dealer Only
351 FOURTH AVENUE NEW YORK, N. Y.
1834 — Almost a Century of Dependable Service to the Music Trade — 1927
The Talking Machine World, New York, October, 1927
27
Striking Window Displays Briggs & Briggs Add
Increase Retail Sales Victor and Brunswick Lines
{Continued from page 26)
book or purpose. He shops around, looking
into windows and listening to demonstrations.
His interest may be heightened or lessened,
according to the appeal of the window display.
If the exhibit is interesting enough to cause
the prospect to enter the store it is up to the
dealer or his salesmen to make the most of
the opportunity.
The Atwater Kent display which is repro-
duced at the head of the preceding page ap-
peared in the window of the Knight-Campbell
How Landay Featured Freshman Line
Co., Denver, Col., and attracted great attention
and resulted in stimulating sales. The prestige
of the radio receiver is stressed in the center
piece reading: "Atwater Kent Covers the
World." The complete line of sets and speak-
ers is shown and the display as a whole is
eye-inviting.
The other two reproductions of window dis-
plays are fine examples of the manner in which
British gramophone dealers use their show
space to attract attention. In the first display
featuring the dancing pair, the circle surround-
ing their heads was made of gauze to allow an
aureole illumination at night from behind the
poster. The figures of Moran and Mack, "Two
Black Crows," together with the trees were cut
out and placed in relief for perspective in the
other display. Both of these displays were
shown in the windows of Imhof's, one of the
leading London, England, Columbia dealers.
The Freshman display shown above appeared
in the windows of the Landay Bros, re-
tail stores in New York. It is of a different
type than those shown on the preceding page
but is effective in its attention attraction and
in the information it imparts in the poster
which occupies the foreground. The various
models of the Freshman receiving sets are
shown, with price tags in plain view and with
their outstanding features indicated.
Five New Tubes Announced
By the Daven Radio Corp.
Five new AC tubes have been announced to
the trade by the Daven Radio Corp., Newark,
N. J., for many years manufacturer of the
Mu-20 and Mu-6 type tubes. The new Daven
AC tube is a four-prong type. The filament
is made of platinum with a special coating.
It is non-microphonic and free from hum, ac-
cording to the manufacturers. AC-1 is a radio
frequency amplifier, AC-l-D-1 is a special de-
tector, AC-15 is an audio amplifier, AC-10 is
a power tube, and AC-R-1 is a rectifier.
New Owners of Long-Established Music House
to Expand Operations This Fall— Add Talk-
ing Machine Line — Big Stock Carried
Cambridge, Mass., October 5. — The retail music
house of Briggs & Briggs, which was recently
acquired by W. M. Rice and Herbert G. Olson,
will extend its operations this Fall, having
added the Brunswick and Victor lines, and will
feature these instruments in addition to the
pianos and musical merchandise carried. The
new owners have been connected with the music
trade for a number of years. Mr. Rice was
connected with Briggs & Briggs since 1898 as
a specialist in fretted instruments. Mr. Olson
was also connected with the firm as a mem-
ber of the piano department.
The long-established name of Briggs &
Briggs is being retained by the new owners. In
addition to the talking machine lines mentioned
above, Bacon and Vega banjos, Martin guitars
and Gibson mandolins are carried.
Utilizing Direct Mail
to Boost Radio Sales
(Continued from page 22)
the machine that we sell you. Expert service, anything
that arises is taken care of in our shop. Ask your friend
who owns a radio, no doubt he bought it of the Sheldon
Air Line. Ask him how we take care of his needs and,
most important, how much our service has cost him, has
he gone without a radio, has he found the machine he
owns to be one of the finest for the amount of money
invested.
We do not service any radio but what we sell because
we owe our time to those who have patronized tis and
have so many radios out that it occupies a good portion
of our time giving our customers attention in the form
of prompt and efficifc*nt service.
Our radio is not strictly in the sense of the word "re-
duced" but in the course of one or two years it is. If
you pay $150 for a radio to-day and many times this year
require service that may be delayed due to the fact that
the house from whom you bought have other lines to take
their attention besides radio, and on top of this perhaps
be put to added expense by having the radio sent in or
a part sent for it makes the radio cost high.
The initial expenditure is quite a bit of money that is
hard to get and the time of purchase should not be the
only time that is thought of. Our business is radio with
service and we stand ready at all times to give satisfac-
tion, which is our advertising. A satisfied customer is
our greatest asset, as it means more sales and our desire
is to have satisfied customers and keep them.
You need a radio in your home, every hour the air is full
of entertainment that you owe yourself and your family.
It is here, there and everywhere FREE. A radio to
bring it into your home is all you need. Phone 193 and
we are at your service.
It will be noted in the above letter that the
Sheldon Air Line does not service sets other
than those purchased from it. This policy has
proved most successful, due to the fact that
both Harold and Gordon Snow and their staff
have the reputation of being radio experts and
people hesitate to buy from some other dealer
who may perhaps be less well informed as to
what should be done in repairing or servicing
a set.
Jobber Multiplies Order
Minneapolis, Minn., October S. — The meeting
of Crosley radio dealers, held at the Radison
Hotel recently under the auspices of the Lucker
Sales Co., resulted in such enthusiasm and
interest on the part of the dealers that the
Lucker Co. increased its specifications to ten
times the number of Bandbox sets originally
called for.
Columbia Gets Grand Prix
Lowenstein's, Memphis, Tenn., is celebrating
its third anniversary in its new building.
The Columbia Phonograph Co., New York,
has just received the certificate of Grand Prix
awarded it at the International Music Exhibition
held in Geneva, Switzerland, during the Sum-
mer. The award is one of a long series made to
Columbia at various World's Fairs during the
past forty years.
Distributors of
STMt INSTKUMCNT or QUALinr
onor
Sonera Selective Radio
and the Tonalic
Sonera Phonograph
Sonora Distributors
Barker Wholesale Company,
Barker Building,
Los Angeles, Cal.
.J. H. Burke Company,
221 Columbus Ave.,
Boston, Mass.
Belmont Corporation,
316 South Third St.,
Minneapolis, Minn,
and
1210 University Ave.,
St. Paul, Minn.
Gibson-Snow Co., Inc.,
312 West Willow St.,
Syracuse, N. Y.
Greater City Phonograph Co.,
^7G Fifth Avenue,
New York City.
Hassler Te.vas Co.,
2216 Commerce St.,
Dallas, Texas.
Kohler Distributing Co.,
63-07 Minna Street,
San Francisco, Cal.
Mayer & Company,
2820 Locust St.,
St. Louis, Mo.
Moore-Bird & Co.,
1720 Wazee St.,
Denver, Colo.
Peirce-Phelps, Inc.,
224 North 13th St.,
Philadelphia, Penn.
James K. Polk, Inc.,
217 Whitehall St.,
Atlanta, Ga.
and
811 West Broad St.,
Eichmond, Va.
Reliance Battery Products Co.,
2211 South Eighth Street,
Council Bluffs, la.
H. C. Schultz, Inc.,
442-448 E. Lafayette Blvd.,
Detroit, Mich.
and
1743 Chester Ave.,
Cleveland, Ohio.
Sterling Roll & Record Co.,
137 West Fourth Street,
Cincinnati, Ohio.
Strevell-Paterson Hardware Co.,
Salt Lake City, Utah.
Tay Sales Company,
231 North Wells St.,
Chicago, 111.
and
465 Milwaukee St.,
Milwaukee, Wis.
Twentieth Century Radio Corp.,
104 Flatbush Avenue,
Brooklyn, N. Y.
C. A. Richards, Inc.,
100 East 45th Street,
New York City.
Canadian & Export Distributors.
J
Armistice Day and Thanksgiving Displays
Both Days of Celebration Offer Talking Machine and Radio Dealers
Unlimited Opportunities for Eye- Arresting Institutional Displays
UNLIKE Memorial Day, with its sadly
sweet remembrances, Armistice Day is
a most joyful occasion. Everyone re-
calls the riotous demonstrations that took
place when the news was flashed over the coun-
try that an Armistice had been declared after
the terrible World War. And ever since that
first celebration the event each year has been
an occasion of joy — of music, and singing and
dancing. Consequently, it is a fitting occasion
for advertising music of all descriptions. There
will be Armistice Day programs in countless
towns and cities, with patriotic readings and
much good music, so now is the time to get
your radios before the public, and suggest that
one be installed in time to "tune in" on these
joyful demonstrations.
Striking Armistice Day Windows
On such occasions as this an institutional win-
dow will often prove more effective than a mer-
chandise one. It calls attention to the store and
fixes it on the public mind. Indirectly, one's
line of phonographs or radio sets may be
brought to the attention of the public by hav-
ing one in operation which can be heard as the
display- is being viewed. A very beautiful set-
ting was arranged by Bullocks, Los Angeles,
Cal. The window was floored with green turf.
On this reposed a large basket of red roses and
white chrysanthemums, the high handle being
tied with streamers of red, white and blue rib-
bons. A tall panel with light behind it visual-
ized the poem "In Flanders Fields." Here
were shown a cluster of ghost-like soldiers
ascending from a field strewn with poppies. At
one side was a framed copy of "In Flanders
Fields" and at the other "America's Answer."
The May Co., Los Angeles, had a large island
window floored with green turf. From the ceil-
ing hung the flags of all the allies, and standing
under the American flag was an American
soldier, with metal helmet and short sword.
Beside him was a Red Cross nurse. In the
corner was a stand of guns, and down front on
a strip of black velvet was a vase of white
By W. B. Stoddard
chrysanthemums. A card observed: "Armistice
Day — America Can Never Forget What They
Did There."
Cashing in on the Hsirvest Season
November is the Harvest Season and a Har-
vest Sale at this time with a "harvest of bar-
gains" will put the department in excellent
shape to show the new holiday stock. Nugents,
St. Louis, conducts an annual Harvest Sale, at
which time all the departments are decked with
the fruits of the orchard and the field. Here is
the way in which they called attention to radio
in one of their "harvest" ads:
IN HARVEST TIME
" — the air's, so appetizin'; and the landscape through the
haze
Of a crisp and sunny morning of the airly autumn days,
Is a oictur' that no painter ha'^ the colorin' to mock —
When the frost is on the pumpkin an' the fodder's in
the shock.
WATCH FOR PARTICULARS
There's a hint of Fall in the air to-day— little folks
hurry home from school. Long, cozy evenings on the way.
Saffron skies and cool, keen winds. Cuddly furs and rosy
cheeks. Easy chairs and a bright fire. The "homey"
time of the year is here.
Better add to the comfort of these long winter evenings
by installing a Blank radio. See them at our great
GOLDEN HARVEST SALE
The Geo. J. Birkel Co., Los Angeles, took oc-
casion to play up phonographs at this time.
Their ad showed at the top a phonograph, in a
wreath of autumn leaves, and suggested:
ON THANKSGIVING
GIVE A THOUGHT TO MUSIC
To-day we are offering up thanks for the things that
have come to us, for the favors that have come to bless
this land of plenty. It is a day when our minds turn to
higher and better things, a day of retrospection, truly a
day of Thanksgiving.
Let us be thankful for the rewards the year has brought
us — for the influences that have inspired nobler thoughts
and deeds. Give a thought to music — and be thankful for
it. Let appropriate music play an important part in our
every day lives — let it guide us to loftier ideals.
How Kimbrell Co. Sets the Stage
Another firm that staged a very successful
Harvest Sale was the Kimbrell Co., Columbia,
S. C. The entire store was trimmed with corn-
stalks, pumpkins and apples. They ran a big ad
FULL LINE of HARDWARE
For Radios and Phonographs
H. A. GUDEN CO., Inc.
87 WALKER STREET
NEW YORK, N. Y.
showing a phonograph surrounded by a number
of turkeys, captioned "You buy the phonograph
—We'll furnish the turkey." Both windows
showed different types of phonographs and rec-
ords. In one the phonograph was mounted on a
lofty platform, and the floor was covered with
straw, among which a number of live turkeys
were seen scratching for grain. Owing to the
high price for turkeys their ad and exhibit at-
tracted a great deal of attention, and a number
of people who had talked for some time of get-
ting a phonograph took this opportunity of
investing.
Eye-arresting Exhibit of Rhodes-Burford Co.
The Rhodes-Burford Co., St. Louis, Mo., set
out a decidedly interesting window at this sea-
son to call attention to the phonographs. It
showed a cornfield strewn with dead leaves and
stalks. In the background were vines, the
leaves of which were turning red and brown.
Scattered over the floor were big pumpkins, on
whose sides were painted "Price is our last
argument — but look at the price." "One dollar
delivers the machine to your home." "Twelve
records free with each machine." In the back-
ground was a scarecrow, with head made of a
lighted jack-o'-lantern. In one of the corn
shocks was a lighted jack-o'-lantern, and the
entire window was flooded with an orange glow.
Set out in the midst of the corn and pumpkins
were three cabinet phonographs.
A single-column ad used last season by a
Western firm was set up in the form of the
column conducted by "K.C.B." — broken up into
very short phrases, the first two words of each
being set in capitals:
AN IDEAL THANKSGIVING
With apologies to K. C. B.
Goodness, how we are looking forward to our next visit
to the Smith's. Each year it has been our custom to
spend Thanksgiving with them. And how well do I
remember that wonderful turkey, with gravy, and all th"e
delicious trimmings that go with it. But best of all,
after everyone is stuffed to the gills, we joyfully repair
to the drawing-room and sit and listen to the wonderful
music that comes through the air and is wafted to us
through the radio, which I vow is the best I've heard in
all my life.
New Algonquin Unit
Arousing Wide Interest
The new Algonquin Remote Control radio
tuning unit, said to be the first device ever
invented for the control of radio reception and
set operation at a distance from the set, is
arousing sensational interest wherever demon-
strated, according to Leo Potter, president of
the Algonquin Electric Co., New York, and in-
ventor of this new control unit. It is manu-
factured in two forms, mechanical and electri-
cal. Both models are easily attached to any
single dial receiver with a removable dial,
according to Mr. Potter, without cutting the
set or in any way disfiguring it. The mechani-
cal unit operates automatically, while the elec-
trical unit is operated by a reversible motor.
Columbia 1928 Catalog Out
The Columbia Phonograph Co. recently is-
sued its 1928 record catalog, which has grown
to fifty additional pages over last year. It
follows the system of index and descriptive
matter previously used, with a new and at-
tractive cover, featuring' a graceful design ot
ancient Greek musical instruments tied together
by white ribbons on a barred background of
cerise and white. The design is one of formal
elegance in the Japanese manner.
28
The Talking Machine World, New York, October, 1927
29
Modem
Radio is better with Battery Power
Not because they are new in
themselves, but because they
make possible modern per-
fection of radio reception,
batteries are the modern
source of radio power.
Today's radio sets were
produced not merely to make
something new, but to give
new enjoyment. That they
will do. New pleasures await
your customers; more espe-
cially if they use Battery
Power. Never were receivers
so sensitive, loud-speakers so
faithful; never has the need
been so imperative for pure
DC, Direct Current, that bat-
teries provide. Owners of sets
must operate them with cur-
rent that is smooth, uniform,
steady. Only such current is
noiseless, free from disturb-
ing sounds and false tonal
effects. And only from bat-
teries can such current be had.
So batteries are needful if
your customers would bring
to their homes the best that
radio has to offer. Sell the
Eveready Layerbih "B" Bat-
tery No. 486, modern in con-
struction, developed exclu-
sively by Eveready to bring
new life and vigor to an old
principle — actually the best
and longest-lasting Eveready
Battery ever built. It gives
Here is the Eveready Layvrbilt
*'B" Battery /Vo. 186, Ever-
eady's longest-lasting provider
of Battery Power*
Battery Power for such a long
time that your customers will
find the cost and effort of in-
frequent replacement small
indeed beside the modern
perfection of reception that
Battery Power makes pos-
sible.
Order from your jobber.
NATIONAL CARBON CO., INC.
New York flTi S San Francisco
Atlanta Chicago Kansas City
Unit of Union Carbide and Carbon Corporation
Tuesday night is Eveready Hour Night —
9 P. M., Eastern Standard Time
WEAF-Weit. York
WJAR-Pi-oi-ideiicp
WEEi-Boston
WFl-Philadell>hia
■WGK-Bnffalo
WCAE-Pi((s6ursfc
WSA\— Cincinnati
WTAM-Cleveland
WWJ-nftroil
WGN-Cfticogo
WMC-
WOC— Do ven port
wcco-(f""'"'°f'''"
I Si. Paul
KSD-S(. Louis
W&AF— Kansas City
WRC— IV ashington
WGY—Schenectady
WHAS-Louisville
M^SB— Atlanta
WSM-y ashville .
'Memphis
Pacific Coast Stations —
9 P. M., Pacific Standard Time
KPO-KGO-San Francisco
KFOA-KOMO-Seal«le
KFI— ios Angeles
KGW-Portland
Radio Batteries
-they sell /aster
The air is full of things you shouldn^t miss
The Talking Machine World, New York, October, 1927
EVERYTHING YOUR
AT PRICES TH EY
SONORA OFFERS A BRILLIANT
NEW LINE OF RADIOS PRICED
FROM *69l'^ to *375«?
G-880— Light Six
Table Radio
In compact, selected walnut cabinet. Three-
tuned radio frequency, amplifying stapes,
detector and rwo stages of transformer audio
amplification. Truly astounding in ability
to pick up selected stations ana fidelity of
tone. Price $69-50.
E-850 — Selective Six
Table Radio
Beautiful burled walnut case. Supremely
selective and sensitive. Three stages of
famous R. F. L. (balanced bridge) radio am-
plification. Copper-shielded to eliminate
interference. Dial illumination. Shadow-
line tuning. A definite advance in tone
qualit>' and performance. Price $99-50.
V-ONORA DEALERS everywhere are enthusiastic about their quick
\^ turnover. For Sonera radios fulfill the first condition of good
merchandising. They give the customer just the radio he has been
looking for, and at a price lower than he expected to pay.
There is no question about their beauty. Such exquisite cabinet
work has never before been associated with radios. Sonora is as
beautiful with doors wide open as with them closed. It stands
comparison favorably with the finest examples of period furniture
from the hands of master craftsmen. A Sonora is not only a mag-
nificent reproducing instrument but an ornament to the most
tasteful home. Men, always critical of good workmanship, appre-
ciate this quality. To women the appeal is irresistible. In truth,
the customer is already favorably impressed before a hand is
placed on the selector dial.
And to hear a Sonora is at once to desire possession. The speed
v^dth which the desired station is picked up, the simpHcity of
adjustment to clear beU tones, the natural reproduction of the
announcer's voice and the amazingly faithful rendition of the entire
range of musical sounds, from highest treble to deepest bass, is a
new revelation of what radio can offer. He would be a poor sales-
ALL MODELS SINGLE DIAL CONTROL
G-88 5 — Light Six Highboy
Completely A. C. operated
tn rich, lacqucr-fioished walnut cabinet.
Built-in, latest type, Sonora Cone Speaker.
Four-tuned circuits. Vernier control. Un-
usually selective. Operates directly from
light socket on 60-Cyclc A. C. current. No
batteries required. Price S250.
E-860 — Junior Highboy
Specially designed for those who desire their
radio in an attractive highboy cabinet but
prefer that speaker shall not be included.
Remarkable range, sharp selectivity, natural
cone and absence of oscillations. Cabinet
in high grade walnut with two-tOQcd doors.
Price $165.
CLEAR
AS A
BELL
The Talking Machine World, New York, October, 1927
CUSTOM m WANT-
WANT TO PAY
SUPREMELY SELECTIVE,
SENSITIVE AND BEAUTIFUL
NEW RADIO VALUES
man indeed who could not interest the majority of his prospects
to the point of purchase.
Sonora offers, too, a wide price range from which to choose. The
customer who cannot afford the De Luxe Seven-Tube Sonora
Highboy at $375 has before him the choice of seven models, one
of which is suited to his purse. He finds in his selection that golden
mellowness of tone, that keen sensitivity to each wandering wave,
the honest quality of material in cabinet and chassis alike that
have made Sonora famous. He is frankly astonished at the value
received. Sonora, because it fits the cottage and the mansion, offers
the widest market in the radio field.
Is it any wonder that with these advantages, both to customer and
dealer, that Sonora sales are increasing in a sensational manner —
that they are grovvdng in momentum every month.-*
Sonora's advertising policy is sound and ample. Sonora has a
strong financial background. Sonora deals equitably with its deal-
ers. Sonora alone sells a complete line of radios and phonographs.
Sonora is growing at great speed. Why not grow with Sonora
SONORA PHONOGRAPH CO., INC., SAGINAW, W. S., MICH.
Exquisitely housed in special grade burled walnut Neo-
Renaissance cabinet with hand-rubbed glow's finish. Bronze-
inlay walnut-burled control panel. Unequalcd for range,
tone and volume. Special loop with full 180° rotation built
into hinged door. Built-in Sonora Cone Speaker. Nothing
to equal it at any price. Yet only $375.
PHONOGRAPHS
AND
RADIOS
E-865— Standard Highboy
All rhe performance value of the Sonora Se-
lective Six housed in beautiful burled walnut
cabinet with built-in Sonora Cone| Speaker.
Operates with either outside or inside an-
tennae. Dial light. Shadow-line tuning.
A dollar-for-doUar value hitherto unap-
proacbed. Price $H8
E-870 — De Luxe Highboy
In period design cabinet of hand-rubbed burled walnuc,
with latest type built-in Sonora Cone Speaker. Unrivaled
among six-tube receivers for ability to pick up selected
stations and for sensitivity to every wave length. A
revelation in tone quality. Price $250.
Clock Type Cone Speaker
Remarkable volume and freedom from distortion made
possible by newly perfected Sonora magnetic unit. Deep,
sonorous tcnes, delicate overtones and pianissimo passages
reproduced faithfully in their proper intensity. Can be
used with any loud speaker receiver. Price $27.50.
Eliminate Interference
Help Improve Radio Reception
The Radio Public Is Steadily Becoming More Critical of Tone
and Resentful of Interference — The Situation Can Be Remedied
RADIO and the phonograph are sold by ap-
peal to the ear. However attractive the
cabinet of a radio receiver the purchaser
IS not really sold, in the complete sense of the
word, until the music or words emanating from
the loud speaker satisfy his ear.
This does not mean that in the past the
thousands of radios now in the homes of
Americans have not satisfied what they were
craving at the time. Largely they were buy-
ing the romance of radio. The marvel of it
sold them. Do you remember when you first
tuned in a station? It sounded like a voice
from another world. Your own mind painted
the illusion that it sounded heavenly.
Catering to a More Critical Public
As the weeks and months and years went on
you became more and more "radio ritzy." You
became critical of the high soprano whose
upper B or C titillated the diaphragm of the
microphone beyond its capacity to register
purity of tone. You began after a while to
notice the outside interference. The buzzing,
sizzling, crackling noises began to get under
your skin. You protested vehemently to the
electric light company, perhaps, and they sent
out an electrician to look over the "leaky trans-
former" you reported.
The electric company declared the trans-
former to be without leak, but still the inter-
ference continued. It grew worse. Electric
heating pads, door bells, street cars, electric
refrigerators, radiating receivers, high-power
lines, faulty motors or generators in the neigh-
borhood and a multitude of other possible
sources harassed you and you had no way of
combating the pests. This has been the ex-
perience of almost every listener living in a
community large enough to have the sort of
machinery capable of causing annoying radio
interference.
The Listeners' League
The writer has been through the strife and
turmoil attendant upon a community effort to
clear the air. I was writing a column for a
DesMoines newspaper in 1925-26, when the air
became so clogged with extraneous noises one's
radio adventures became a form of torture.
Through high pressure publicity in all the Des
Moines newspape/s we brought about the or-
ganization of a listeners' league. It was con-
trolled by listeners but radio dealers and job-
bers contributed financially and were on the
board of directors. The central lighting station
and the street car company contributed also.
By Gordon Lathrop
Listeners were made members at a cost of $1
a year. Dealers and jobbers contributed enough
to swing the organization and enable us to
purchase trouble-shooting equipment. Then
with the eight or nine hundred dollars collected
from listeners we set about to clear the air.
It was a heart-breaking task but the league
did some good the first year and the second
year got down to a systematic program.
This program consists of a basic movement
to raise the standard of servicing and installa-
tion, to educate service men and fans in
methods of hunting down and clearing inter-
ference; in brief, to produce a, half hundred
competent radio electricians where but one or
two were available before. The league — (it was
called the Iowa Radio Listeners' League) — hired
one good radio technician and made him the
official trouble shooter and instructor of the
school for service men and fans. We took ad-
vantage of the Federal Smith-Hughes law on
vocational training which, by the provisions per-
mitting utilization of Federal and State funds
for establishment of the school, enabled us to
charge each student less than ten cents a school
night of two hours' instruction.
Co-ordination of Effort Needed
Extension of such a plan as this to communi-
ties all over the country is necessary before
radio interference may be said to be properly
opposed. In addition, there should be compiled
an authoritative text book on installation,
servicing and trouble shooting. Such a book
should have national distribution; radio tech-
nicians, competent to instruct in schools,
should be developed where needed and a dozen
other details attended to before a national
movement to clear the air can be initiated. All
groups involved in radio must be represented
in such a national movement, for, all groups,
the manufacturer, jobber, dealer, listener, cen-
tral lighting station and service man, to say
nothing about the manufacturers of electrical
apparatus which are potential sources of inter-
ference, are either financially, morally or tech-
nically involved in the problem.
A Dealer Problem
Many times, during my year as president of
the Iowa Radio Listeners' League, I was called
up by a. distracted radio dealer who reported
that a customer had refused to buy a set when
it was installed in his home because of the in-
terference. "What can j'ou do to clear the
blankety-blank interference?" we were asked.
"If you can't the sale is lost."
We would try and sometimes were success-
ful in removing the interference which unsold
the set; often we were unsuccessful. The pur-
chaser was of that class which is now becom-
ing preponderant — the non-technical, critical
purchaser, one who demands purity of tone and
dependability of performance. He is willing to
pay the price for what he wants.
What the Radio Fan Wants
The condition of bad reception will not last
forever, but while it is here it may be capital-
ized by jobbers and dealers. This capitaliza-
tion may be based on actual facts, not fictions.
There have been too many fictions dealt with
in radio. The time has passed when the cus-
tomer could be sold anything which was labeled
a radio receiver. The time has passed when an
aerial could be stretched from a window to a
tree and be called a satisfactory antenna. Lis-
teners have their very definite idea, of what the
quality of reception should be. If it is not given
them by one type of set they turn to another.
If all types fail they realize that good reception
is impossible in their locality unless interfer-
ence is cleared. If it cannot be cleared they
are not in the market for new radios. They
hold on to their old sets or look about for
other forms of home entertainment.
Grosley Dealers Attend
Annual Sales Conventions
The Sherwood Hall Co., Ltd., Crosley dis-
tributor of Grand Rapids, Mich., recently held
an unusual dealer meeting instead of the cus-
tomary hotel gathering. The dealers gathered
at the home of one of the sales force of the
distributing concern for an evening smoker.
The Crosley Bandbox receiver was shown in
home surroundings and an informal sales dis-
cussion was indulged in.
The National E. & A. Supply Co., Crosley
jobber of Peoria, 111., recently held meetings
of its dealers at Peoria and Champaign. The
new models were displayed and demonstrated
and sales and advertising plans were outlined
and discussed.
Crosley dealers in the Cincinnati territory
were the guests of Powel Crosley, Jr., at the
annual Cincinnati Radio Show last month. Sev-
eral meetings were held at which sales policies
were discussed.
R
E
C
O
R
D
S
B
E
L
L
MR. DEALER:
We know what you must get in mark-up and turn-over to show a good net profit for
your record department. We know that service, quality and price makes this possible.
We know we can give you quality product, quick service, and the lowest record price in
the market. For ten years the merit of our merchandise has made money for others,
why not you?
Get the following big hit numbers and convince yourself that BELL RECORDS mean
bigger business.
541_IT WAS ONLY A SUN-SHOWER
539— CHARMAINE WALTZ
536— ARE YOU LONESOME TONIGHT?
533 — SING ME A BABY SONG
531— DEW, DEW, DEWEY DAY
537— FORGIVE ME
527— YOU DON'T LIKE IT
530— A SHADY TREE
THE BELL RECORD CORPORATION
38 CLINTON STREET
NEWARK, N. J.
32
The Talking Machine World, New York, October, 1927
33
I
I
For those who want the finest reproducer that
can be made, we present the Low-Loss Sym-
phonic Reproducer, the result of the most pains-
takmg experiments and trials. Exquisitely made,
it is encased in a handsome bronze finished
housing, with nickel or gold plated centerpiece.
LOW fl LOSS
^HONOBfirPH REPRODUCER
LIST PRICE
Nickel Plated . . HO^^
Gold Plated . . $1200
(Slightly higher -west of the Rockies)
This is the $8.00 number that has been so popu-
lar with phonograph dealers everywhere. A won-
derful reproducer whose performance is so un-
usual that it sells immediately on demonstration.
'PHONOGRAPH REPRQDDCER
LIST PRICE
Nickel Plated . . « S^o
Gold Plated . $1000
{Slightly higher -west of the Rockies)
A remarkable reproducer at a remarkable price.
Beautifialiy finished in oolished nickel or gold
plate. A great seller.
PflDNOGRAPH REPRODUCER
MADE SY SYMPHONIC
LIST PRICE
Nickel Plated . . ^S^o
Gold Plated . . ^7^^
(Stiihily higher ■wtit of the Rockies)
An acoustical gem in a
magnificent setting — Each
Symphonic and Low-Loss
Reproducer is beautifully
encased in a silken con-
tainer commanding atten-
tion and bespeaking its
quality.
SELLS FAST- STAYS SOLD!!
REGULAR repeat orders from the four corners of the earth (U. S. and
.26 Foreign Countries) prove that symphonic reproducers sell
fast and stay sold.
Many of the largest and most important independent manufacturers of
phonographs, who specify SYMPHONIC REPRODUCERS as standard equip-
ment, demonstrate that symphonic reproducers sell fast and stay sold.
There can be no substitute for SYMPHONIC REPRODUCERS. If your
jobber does not stock genuine SYMPHONIC REPRODUCERS, write us.
SYMPHONIC SALES CORPORATION
370 seventh avenue
Pioneers and Leaders in the IndeptndeHt
Reproducer Industry
NEW YORK
34
The Talking Machine World, New York, October, \927
Let Atlas Cases Protect Your
Radios and Phonographs
When you use Atlas Plywood Packing Cases for radio and phonograph shipments you
are not only packing in the strongest, most rigid plywood containers made for the
purpose, but you are receiving the benefit of their extreme lightness in weight — in
lowered freight costs; their simple construction — in slashed assembling expenses; and
their smooth sides, which prevent finish marring within and provide excellent fields for
marking and advertising without. Safe, economical Atlas Cases are cut to fit any
cabinet. What are your sizes?
C^HRY THE WEIGHT " S/IVE FREIGMT
ATLAS PLYWOOD CORPORATION
PARK SQUARE BUILDING, BOSTON, MASS.
New York Office: 90 West Broadway Chicago Office: 649 McCormick Building
Nat'l Music Bureau Suggests
New Use for the Phonograph
National Bureau for the Advancement of Music
Is Distributing Booklet to Public Entitled
"Giving Opera With the Phonograph"
Another example of the work being done by
the National Bureau for the Advancement of
Music in stimulating interest in the various
musical instruments is provided by its new
pamphlet, "Giving Opera With the Phono-
graph." This publication is a companion book-
let to the Bureau's pamphlets on the piano, the
band and orchestra instruments, the harmonica
and other instruments. Of the latter there are
five publications devoted definitely to the piano,
besides several others that treat it in less de-
tail; eight relating to the band and orchestra
instruments, one on the harmonica and one on
the toy symphony.
In presenting the ingenious scheme for "Giv-
ing Opera With the Phonograph," the pamphlet
on that subject begins as follows: "One of
the reasons why so many people have remained
or become devotees of the phonograph during
these recent years is well expressed by a song
of the late Victor Herbert. That song was
T Want What I Want When I Want it' The
gratifying of this feeling in a musical way
by the phonograph is what— in addition to the
great improvements in recording and reproduc-
ing— has enabled that instrument to hold its
own and to win countless new friends amid
the remarkable advance of the radio."
It is then pointed out that it is impracticable
for the average American to have "what he
Electrical
Recordings^
MAKE — Your own side line of records
OF Your most popular local talent
WITH Your own special label on them
AT Factory-wholesale price, direct
WE SPECIALIZE in the independent record-
ing field and produce records for the gen-
eral public market.
Our customers include record companies,
dealers, schoois, clubs, advertising concerns,
musicians, business houses, concert agencies, etc.
Our Electrical Recordings are being used on
such records as:
Paramount Silvertone Puritan
Gennett Rainbow Broadway
Wallace Autograph Etc.
We also produce records, at wholesale, for vari-
ous uses, for such others as:
Lyon & Healy, Inc., Chicago, 111.
Packard Motor Car Co., Detroit, Mich.
Chicago Telephone Co., Chicago, 111.
Deico Light Company, Dayton, Ohio
Greek Record Company, Chicago-New York
Chicago Motor Club, Chicago, 111.
The Hoover Company, Columbus, Ohio — Etc.
Write for further particulars of this new plan :
MARSH LABORATORIES, Inc.
"T/ic Originators of Electrical Recording"
64 East Jackson Blvd.,
CHICAGO, ILLINOIS
wants when he wants it" in the way of grand
opera in its original form or even on the radio.
1 he scheme of opera with the phonograph is,
therefore, offered logically as a solution to the
problem. The scheme is described as "an
elastic plan for utilizing the talking machine
in a creative way as an educational and recrea-
tional instrument."
This method of opera performance, in its
simplest form, is as follows: The story of the
chosen opera is narrated and the records of
the various arias are played in the correct
sequence. Certain choral numbers may be sung.
The action may be illustrated in part by
tableaux or by the enacting of the scenes from
the libretto. Incidental dances, appropriate
scenic effects and special costuming are also
suggested.
The pamphlet contains complete directions
for presenting in this form three favorite
operas, "Aida," "Carmen" and "Martha." These
include lists of all the records from the three
operas now available in the catalogs of the
different manufacturers. It is pointed out that
those lists will be gradually swelled as the
companies issue more of the opera records with
the new improved recording.
It is further emphasized the finest phono-
graph obtainable should be used for the per-
formance, and that the most desirable machine
is one of the newly perfected instruments of
the various companies.
This new pamphlet is prepared for the use
of schools, music clubs, women's study groups.
Junior Chautauquas, Camp Fire Girls, Boy
Scouts, Girl Scouts, Girl Reserves, 4-H Clubs
and other educational or recreational groups of
various kinds.
Paratone Speaker Unit
Growing in Popularity
The Paratone speaker unit, recently brought
out by the Paratone Mfg. Co., of New York, is
proving decidedly successful, according to L.
C. Shapiro, president, and inventor of the unit.
It is said to embody a number of exclusive
features and is of the balance armature type.
The various parts are enclosed in a bakelite
housing to exclude dust and eliminate the pos-
sibility of tampering with the device. It is
said to operate successfully with a 171 type
tube without overheating or rattling and with-
out the necessity of employing the usual output
transformer.
Cameo Corp. in New Home
The Cameo Record Corp., New York City,
manufacturer of Cameo and Lincoln records,
took possession on October 1 of its new head-
quarters at 114 East Thirty-second street. The
new location was selected to provide larger
facilities for taking care of constantly increas-
ing business.
A. E. Garmaize, Columbia
Executive, on Foreign Trip
Head of Export and Copyright Departments of
Columbia Phonograph Co. Is Making Ex-
tended Trip to South American Countries
Arthur E. Garmaize, attorney for the Co-
lumbia Phonograph Co., head of the copyright
department, executive in charge of Columbia
A. E. Garmaize
export activities and treasurer of the Columbia
firoadcasting System. Inc., sailed recently for
an extended trip throughout the South Ameri-
can countries, studying conditions and securing
first-hand information on the trade situation in
that field.
Mr. Garmaize has been connected with the
Columbia organization for eighteen years and
has made several trips to the territory to which
he is now en route. His principal stops will be
at Rio de Janeiro, Santos, Sao Paulo, Monte-
video, Buenos Aires, Santiago and Lima. The
trip was necessitated by the tremendous in-
crease in Columbia's export business during the
past few years.
Powel Crosley's Gift to Blind
The American Foundation for the Blind, New
York, recently announced the distribution of
500 radio receivers, the gift of Powel Crosley,
Jr., president of the Crosley Radio Corp., Cin-
cinnati, O. This organization has distributed
3,000 radio sets to blind persons in the United
States.
Oberlin Firm Chartered
The Burgess Music Store Co., Oberlin, O.,
was recently incorporated with a capital stock
of $10,000. The incorporators are Margaret G.
Averil, Ralph T. Lamb and Aleatha L. Lamb.
Radio World's Fair and
Chicago Show Focus Thought on Radio
Sixth Annual Chicago Radio Show Getting Under Way as Talking
Machine World Goes to Press — Attendance Records Broken at New
York Radio World's Fair— 220,265 Present— Splendid Sales Volume
As this issue of The Talking Machine
World goes to press, the Sixth Annual
Chicago Radio Show is taking place at
the Coliseum in that city, having opened on Oc-
tober 10 and continuing up to and including
October 17. Advance reports indicate that this
show will be the most successful and productive
exposition that has yet been held in this series
of public radio events, and gives every indica-
tion of outdistancing in attendance and trade
interest the Fourth Annual Radio World's Fair
held in New York last month.
This Radio World's Fair in New York broke
cess of the Trade Show in June, the dealers
and jobbers were keenly interested in the pres-
entation of the perfected products for the 1927-
28 season. Millions of dollars of merchandise
were sold during the week of the Fair in New
York, and a large number of exhibitors were
particularly pleased with the New York dealer
representation, which they established as a di-
rect result of their exhibits.
While there were no radical developments ex-
hibited in New York last month, the mercha.n-
dise equaled the highest anticipations of the
jobbers and dealers and fulfilled the promises
1927 Radio World's Fair in New York City.
On Wednesday, September 21, during Fair
week in New York, the greatest banquet in the
history of radio and probably the most impres-
sive banquet that ever took place in America
was held at the Hotel Astor, New York, under
the auspices of the Radio Manufacturers' Asso-
ciation a.nd affiliated radio organizations. Eighty-
seven stations, the largest number that has yet
been linked together, broadcast the marvelous
program presented at this banquet. Rear
Admiral W. H. G. Bullard, chairman of the
Federal Radio Commission, was the speaker of
Partial View of Immense Crowd Present at Fourth Annual Radio Industries Banquet, Hotel Astor, New York.
all attendance records, demonstrating con-
clusively that the public is vitally interested in
new developments in the radio art. The total
paid attendance during the week was 220,265,
being far ahead of preceding years, and setting
a new figure for radio shows. On Friday dur-
ing the week of the show, 55,376 visitors were
recorded at the gates, representing the largest
attendance for any single day in the history of
New York and Chicago radio shows.
Aside from the total large number of visitors
to the Radio World's Fair in New York, the
most interesting phase of the week was the gen-
eral character of the attending public. Wher-eas
in former years boys and young men from 14 to
20 yeaxs of age were greatly in evidence during
the Fair week, this year the attendance was pri-
marily among home owners and home lovers
who visited the Fair in order to become ac-
quainted with the newest radio products with
the idea of purchasing them for their homes.
These visitors manifested keen interest in the
acoustical properties of the different radio prod-
ucts as well as in their designs, giving the at-
tendants at the different booths an opportunity
to discuss intelligently the merits of the prod-
ucts exhibited.
It is estimated that nearly 10,000 deal-
ers and jobbers from all parts of the country
visited the Radio World's Fair in New York
this year, for, notwithstanding the gigantic suc-
which were evidenced at the Trade Show in
June. Radio receivers were housed in the most
artistic and attractive cabinet designs that have
ever been presented at any radio show, and
there seemed to be a tendency on the part of
manufacturers to provide cabinet designs of
dignified simplicity rather than ornate work-
manship. The new designs were received with
hearty praise from the trade and public, and
electrically operated sets and the various new
types of cone speakers were also received with
approval on all sides. The public evinced the
keenest, interest in the new power equipment
products, indicating by their questions that they
were regarding the purchase of these products
with care and consideration and with due re-
gard to their practicability for home use.
During the course of the week broadcasting
programs of exceptional merit were presented
from the broadcasting studio in Madison Square
Garden on the Exposition floor, and throughout
the course of the Fair timely and effective news-
paper publicity was used to attract the atten-
tion of the public. Clayton Irwin, Jr., general
manager of the Radio World's Fair as well as the
Chicago Radio Show, was in personal charge
of each and every detail incidental to the Fair,
and to his exceptional knowledge of exposition
presentation as well as his intimate familiarity
with the radio business may be attributed in a
large measure the tremendous success of the
the evening, and there was an array of artists,
which one newspaper designated as "a quarter
of a million dollars' worth of talent." Over
2,500 people were present at the banquet, which
started at 7 o'clock in the evening and continued
till after 1 o'clock the next morning.
Every possible phase of radio broadcasting
entertainment was provided at this banquet,
with artists on the program whose names are
household words the country over. The vari-
ous broadcasting organizations as well as the
prominent commercial organizations who spon-
sor the different radio hours, contributed their
most popular and prominent artists, and if en-
cores were permitted, the banquet would have
lasted until noontime of the following day. Paul
B. Klugh, as usual, presided as toastmaster at
the banquet with consummate skill. Major An-
drew J. White functioned with maximum effi-
ciency as master of ceremonies, and Rear-
Admiral Bullard's talk was a most interesting
resume of radio's accomplishments and aims
for the future. He stressed particularly the
importance of radio as a factor in the educa-
tional growth of the country and commented
upon the fact that the Federal Radio Commis-
sion was not considering censorship of radio in
any detail whatsoever.
The entertainment which was presented at
the banquet beggars description. Every artist
(Continued on fourth page of insert)
The Talking Machine World, New York, October, 1927
items tkat will sell big during
titeFaltand Holiday Seasons
Kiddie - P act — Tlie
Kiddie Portable
Plionograpii
Something new and different! Kiddie-Pact
is a real portable phonograph — light — com-
pact— sturdily built — the youngsters can
tcike it with them wherever they go.
It is an exact replica of the newest type of
portables on the market today for the
grown-ups. The happy juvenile-designed
covering is water-proofed.
Equipped with a real motor and metal
shielded reproducer. Size: 11^4 in. wide,
12 in. long, 3' ; in. deep, weight 7^4 lbs.
Plays four 7-inch Little Tots and Playtime
Records with one winding. Plays 10-inch
records, also.
1// y
i I!
RETAIL PRICE
$10
Little Tots^ Record Books,
Songs, Games, Stories £or
the Kiddies
Now packed in gay little
boxes covered with all the
amusing and delightful char-
acters so familiar to children.
This new packing enhances
the eye value and increases
the salability.
A new book has been added
this year. The No. 10 "Moth-
er Goose" book — which will
also be a big seller. Little
Tots' Record Books are recog-
nized and established as an
article of unusual merit.
Over 10,000,000 of these
records have been sold within
the last few years.
Retail Price
•00
^AYTIME
RtCORDi
PUatlMEfiEiCBgi
Playtime Records
Wonderful 7-inch double-faced records at a
price which makes everyone a prospect.
Playtime Records never lose their charm.
Recorded with the greatest of care, they re-
produce perfectly. The voices are clear, the
music simple so that the child can readily fol-
low the story or the song. The finest artists in
the country record these selections.
The display stand illustrated will be sent to
dealers gratis with an initial order of 72 rec-
ords. It is an attractive combination in green,
yellow, and black. Folds together, occupies
little space, and sells records on sight.
There are 43 numbers (over one hundred
selections), all the popular nursery rhymes,
songs, games, as well as lullabys, patriotic num-
bers, Christmas numbers, etc.
RETAIL PRICE
EACH
Retail Price
$1Q.00
The Market Is Unlimited— The Merchandise Is Unbeatable
Kiddie Kompact Ceonera-
Style Phonograph
This is our regular Kompact port-
able, well known to the trade,
equipped with the same attractive
juvenile-designed coverings as the
Kiddie-Pact pictured above. An ex-
cellent selling children's portable
phonograph. Plays 10-in. records.
Its size is 8 in. by 51/4 in. by 6 in.
Weight 41/2 lbs. Strong, durable
motor.
Plaza Music CO«, west 20th St., New York
The Talking Machine World, Nezu York, October, 1927
Glhc PAL Family
j/ie Greatest Portable Phono/fraph Line
/ — . in the Industry/
PAL DeLuxe $30
Equipped with a lO-inch amplification
chamber and a highly efficient tone-arm and
metal shielded reproducer. Covered in
Rich DuPont Fabrikoid with embossed bor-
der, finished in antique gold. Includes large
built-in album for records. Its two-spring
motor plays three records with one wind-
ing. Weight 17 lbs. Supplied in blue, black,
red, brown finishes. Size 15'/^ inches long,
12 inches wide, 7% inches high.
PAL Jiiiiior $15
List
Very sturdily constructed and beautifully
finished. Equipped with a new type metal
shielded reproducer and a large built-in
record album. Plays t\.o records with one
winding. Covered in Genuine DuPont lab-
rikoid. Weight 11% lbs. Supplied in red,
black, blue, green, brovvn finishes. Size 13'/^
inches long, 121/4 inches
high.
Staedard PAL
List
An instrument of remarkable tone quality and volume. Smartly de-
signed— and constructed for a lifetime of use. Equipped with a heavy
duty, double spring motor which plays three records with one winding.
Carries latest type of tone-arm and metal shielded reproducer. Equipped
with large built-in record album. Covered with genuine DuPont Fabri-
koid with embossed border. Weight 16 lbs. Supplied in red, black,
blue, brown finishes. Size 15'/^ inches long, 12 inches wide, 7% inches
high. ■ ,
>i PAL Phono-pact
$12 List
The last word in a modern phonograph. It is so small
it will actually fit into a small traveling bag. But. not-
withstanding this compactness, its tone quality and vol-
ume are equal to that of the standard size portable pho-
nographs. Ultra smart in design and finish — built for a
lifetime of use — and finished in a manner which makes
it plain that it is a quality instrument. Supplied in
blue, red, giay, black and brown. liquipped with a
guaranteed high-grade worm driv.- motor and special
reproducer. Weight 7% lbs. Size 12 inches square,
31/; inches deep.
PAL Kompact
The smallest real phonograph made. Plays
standard make ten inch records. Comes
ready to play with noth-
ing to remove. Its vol-
ume is equal to that of
many of the large size
portable phonographs
on the market. Weight
4% lbs. Size 8 inches
long. 5V4 inches wide
and 6 inches high. Sup-
plied in black Fabri-
koid only.
Radio World's Fair and Chicago Radio Shozv
The Talking Machine World, New York, October, 1927
a hcadliner, every artist a radio favorite. Oper-
atic stars, concert favorites, from the leading
successes of Broadway, from the popular sta-
tions of the mid-West, for six all too short
hours they paraded before the microphone.
Abox Co., A-C Dayton Co., Acme Apparatus
Co., Acme Wire Co., Aerovox Products, Inc.,
Aerovox Wireless Corp., Algonquin Electric Co.,
All-American Radio Corp., Allen Bradley Co.,
Aluminum Co. of America, American Bosch
Magneto Corp., American Electric Co., Inc.,
Amplion Corp. of America, Amrad Corp., Apex
Electric Mfg. Co. (Division United States Elec-
trical Corp.), Arco Electric Corp., Argus Radio
Corp., Atwater Kent Mfg. Co., Arcturus Radio
Corp.
Bakelite Corp., Nathaniel Baldwin, Inc., Bel-
ven Mfg. Co., Best Mfg. Co., Borkman Radio
Corp., L. S. Brach Mfg. Co., Bremer-TuUy
Mfg. Co., Briggs & Stratton Corp., Bright Star
Battery Co., Burgess Battery Co., Buckeye Mfg.
Co.
Carter Mfg. Co., Carter Radio Co., C. E. Mfg.
Co., Central Radio Labs., Chicago Solder Co.,
Cornell Electric Mfg. Co., Crosley Radio Corp.,
E. T. Cunningham, Inc., Camfield Radio Manu-
facturing Co.
Richard T. Davis, Inc., Day-Fan Electric Co.,
Diamond Electric Specialties Corp., Diamond T.
Radio Mfg. Co., Dubilier Condenser Corp.
Electrad, Inc., Electric Storage Battery Co.,
Electrical Research Laboratories, Engineers
Service Co.
Fansteel Products Co., Farrand Mfg. Co.,
Federal-Brandes, Inc., Federal Radio Corp.,
Formica Insulating Co., Freed-Eisemann Radio
Corp., French Battery Co., Charles Freshman
Co., Herbert H. Frost, Inc.
General Radio Co., Gould Storage Battery
Co., A. H. Grebe & Co., and the Grigsby-
Grunow-Hinds Co.
Hammarlund Mfg. Co.
Indiana Mfg,' & Electric Co. (Division United
States Electrical Corp.).
Jewell Electrical Instrument Co., Howard B.
Jones.
Karas Electric Co., Kellogg Switchboard &
Supply Co., King Manufacturing Corp., the
Advance Battery Corp., American Mechanical
Labs., Aristocrat Corp. of America, Balsa Wood
Products Co., Batteryless Radio Corp., Bodine
Electric Co., Bosworth Elec. Mfg. Co., Brook-
lyn Metal Stamping Corp., Browning-Drake
Corp., Burt Bros., Inc., Cable Supply Co., Allen
D. Cardwell Mfg. Corp., Celeron Mfg. Co., Co-
lonial Radio Corp., Commercial Metal Works,
Consolidated Battery Co., Corbett Cabinet Mfg.
Co., Cornish Wire Co., Crown Phonograph Co.,
Inc., DeForest Radio Co., Dongam Electric
Mfgrs., Eagle Charger Corp., Egbert Mfg. Co.,
Elkon Works, Inc., Empire Elec. Products Co.,
Fergus Co., J. B. Ferguson, Inc., Ferranti, Inc.,
Gem Tube Co., General Electric Co., Gold Seal
Electric Co., Grimes Radio Engineering Co.,
Hamilton Mfg. Co., Hartford Battery Mfg. Co.,
Harold Herbert, Inc., Homer Products, Inc.,
Hoyt Electrical Instrument Works, Igrad Con-
Adler Mfg. Co., Inc., Art Novelty Co., A-Z
Corp., Buckingham Radio Corp., Buckwalter
Radio Corp., Central Radio Corp., Chicago
Telephone Supply Co., Cleartone Radio Co.,
Cloverleaf Mfg. Co., Continental Corp., Conti-
nental Fibre Co., Dooley Electrical Mfg. Co.,
Duro Metal Products Co., Dynatrope Co., Ehlert
Radio Furniture Co., Ekko Co., Esenbe Radio
Devices Co., General Instrument Corp., Gray
& Danielson Mfg. Co., Greene-Brown Mfg.
Co., G. R. P. Products Co., Inc., Heinafone Co.,
giving to the assembled thousands and the mil-
lions of listeners throughout this and other
countries a varied and most delightful program
that will seldom be equaled, and probably never
e.xceeded.
Kodel Radio Corp., and Kokomo Electric Co.
Lignole Corp., Arthur H. Lynch, Inc.
Magnavox Co., Martin-Copeland Co., May-
olian Radio Corp., MacMillan Radio Corp., Mi-
nerva Radio Co., Mohawk Corp. of Illinois, Les-
lie F. Muter Co.
National Carbon Co., National Co., Inc., the
National Lead Battery Co., and Newcombe-
Hawley, Inc.
Oxidite Battery Co.
Perry Wire Works, Pfanstiehl Radio Co.,
Polymet Mfg. Corp., Pooley Co., Potter Mfg.
Co., G. R. Penn Products Co.
Q R S Music Co.
Radio Corp. of America, Raytheon Mfg. Co.,
Red Lion Cabinet Co.
Samson Electric Co., §andar Corp., Sangamo
Electric Co., Schickerling Prods. Corp. Sentinel
Mfg. Co. (Division United States Electrical
Corp.), Shamrock Mfg., Co., Showers Bros. Co.,
Silver-Marshall, Inc., Sirian Wire & Contact
Co., Slagel Radio Co. (Division United States
Electrical Corp.), Sonatron Tube Co., Sonora
Phonograph Co., Inc., Sparks-Withington Co.,
Splitdorf Radio Corp., Steinite Laboratories,
Stevens & Co., Inc., Stewart- Warner Speedo-
meter Corp., Stromberg-Carlson Tel. Mfg. Co.,
Superior Cabinet Co., Muskegon, Mich.
Temple, Inc., Thordarson Electric Mfg. Co.,
Timmons Radio Products Corp., Tower Manu-
facturing Co.
United Radio Corp., United States Electric
Corp., Utah Radio Products Co.
Vesta Battery Corp., Victoreen Radio Co.,
Vitalitone Radio Corp.
Walbert Mfg. Co., Webster Co., Westing-
house Electric & Mfg. Co., Weston Electrical
Instrument Co., Willard Storage Battery Co.,
Workrite Mfg. Co. (Division United States
Electrical Corp.)
Yale Electric Corp., Yaxley Mfg. Co.
Zenith Radio Corp., Zetka Laboratories, Inc.
denser & Mfg. Co., Inc., C. R. Lutz, Inc., Ma-
lone-Lemmon Products, Inc., Marko Storage
Battery Co., Musical Products Distributing Co.,
Oriental Loud Speaker Co., Pacent Electric Co.
Paragon Electric Corp., Pathe Phonograph &
Radio Corp., Perrine Quality Products Corp.,
Perryman Electric Corp., Philmore Mfg. Co.,
Pilot Electric Mfg. Co., Plaza Music Co., Phil-
adelphia Storage Battery Co., Frank R. Porter
Co., R. G. S. Mfg. Co., Scoville Mfg. Co.
Sleeper Radio & Mfg Co., Spaulding Fibre Co.,
Inc., Stettner Phonograph Corp., Sturges Mul-
tiple Battery Co., Superior Cabinet Co. (New
York), Sylvania Products Co., Teletone Corp.,
United Scientific Laboratories, Inc., LT. S. L.
Battery Corp., George W. Walker Company,
Ward-Leonard Electric Co., Watsontown Table
& Furniture Company, Westerland Corporation.
High Frequency Labs., Howard Radio Co.,
Hyatt Electric Corp., Jenkins & Adair, Mathie-
son-Sandberg Co., Molded Wood Prods. Co.,
Northern Mfg. Co., Operadio Mfg. Co., Quam
Radio Corp., Reichmann Co., Robertson-Davis
Co., Inc., Rola Co., Scientific Products, Canada,
Ltd., Scott Transformer Co., Serpa Mfg. Co.,
Stewart Battery Co., Super-Ball Antenna Co.,
Swan-Haverstick, Inc., Talking Machine World,
Tyrman Electric Corp., United Cabinet Mfgrs.
Corp., Universal Battery Co., Welty-William &
Co., Julian M. White Mfg. Co., Windsor Furni-
ture Co., World Battery Co., W-K. Electric Co.,
Yahr-Lange, Inc.
Engineering Division Work
Features R.M.A. Meetings
Work of Engineering Division of R. M. A.
Under H. B. Richmond Toward Standardiza-
tion and Better Reception Progressing
During the week of the Radio World's Fair
in New York City the feature of the Radio
Manufacturers' Association meetings were the
important matters receiving the attention of the
Engineering Division.
The Radio Manufacturers' Association has
been working consistently towards simplifica-
tion within the radio industry. Definite stand-
ards of manufacture are assuming greater im-
portance in the industry, and the Engineering
Division of the R. M. A. under the leadership
of H. B. Richmond has done much to forward
the standardization movement.
A peculiar situation has arisen, due to the
fact that several standards of practice have
been developed, and while the Radio Manufac-
turers' Association represents the largest group
of people in the industry it has been willing to
-sacrifice its own personal efforts in order to
forward the standardiza.tion movement, and ac-
cording to an announcement made at the meet-
ing, previous standards of the Radio Manufac-
turers' Association will all be reconsidered. This
will be done in order to bring all existing
groups of standards within the industry to-
gether into one group with the ultimate aim
of forming one standard of practice. This is
an important move, and this program if suc-
cessful will save the manufacturers and the
public as well many hundreds of thousands of
dollars a year.
Another important matter that came before
the Radio Manufacturers' Association meeting
at the Hotel Astor was that of assisting the
Federal Radio Commission in its problem of
bringing about better receiving conditions.
This work is also being carried on by the En-
gineering Division of the R. M. A.
In this connection two problems are at pres-
ent in consideration. The first is that known
as the La,ngley System which provides for the
numbering of the broadcasting channels. An-
other known as the Furness System provides
for a group of single and multiple channels
so as to avoid heterodyning.
Many technical problems are involved, and
these will be given the most complete study
possible, with the result that the radio set own-
ing public will have the best engineering talent
in the country working in the interest of better
reception.
H. B. Richmond, director of the R. M. A.
Engineering Division, deserves the greatest
credit for his untiring efforts in behalf of the
work of his division. The importance of
the activities of this branch of the R. M. A.
to the trade at large has been mentioned and
in the selection of Mr. Richmond, the Associa-
tion has been fortunate.
National Association of
Broadcasters Holds Meeting
The fifth annual convention of the National
Association of Broadcasters, at the Hotel Astor,
during the week of the Radio World's Fair
closed with the election of officers and the selec-
tion of Washington, D. C, as the place for
the ne.xt convention, to be held early next year.
The convention failed to endorse or criticize
the Federal Radio Act passed by Congress last
February. The shelving of this matter caused
surprise, as some members had expressed the
belief that the commission had done valuable
{Conlinued on page 118)
Exhibitors at New York and Chicago Shows
Exhibitors at New York Radio World's Fair
Exhibitors at Chicago s Annual Exposition
Last-Minute News of the Trade
P. L. Deutsch Now President
of the Sonora Co.
Phonograph Executive and Associates Organize Acoustic Products Co.,
Inc., and Buy Sonora Phonograph Co., Inc. — Directors Include Leaders
in Finance, Industry and Science — A. J. Kendrick Is General Sales
Manager of the Sonora Co. and Walter G. Haenschen, Recording Director
One of the most important and far-reaching
deals that have been closed in the talking ma-
chine industry in recent years was consum-
mated a few days ago when P. L. Deutsch, for
two decades associated with the Brunswick
organization and one of the foremost figures in
the phonograph industry, became president of
the Sonora Phonograph Co., Inc., and the
Acoustic Products Co., Inc. In order to prop-
erly understand the importance of this trans-
action a history of the various companies now
identified with Mr. Deutsch and his new activi-
ties is not only essential but will undoubtedly
prove of interest to the trade.
The Bidhamson Co., a patent-owning cor-
poration, comprising a group of prominent
leaders in the business, financial and engineer-
ing worlds, is identified with this new organiza-
tion, together with the Premier Laboratories, a
well-known research and scientific organization
headed by Dr. Miller Reese Hutchinson, for ten
years chief engineer of Thomas A. Edison, Inc.,
and famous the world over as one of the lead-
ing authorities on acoustical engineering. The
Premier Laboratories control valuable patents
embracing radical and vital developments in the
radio, electric phonograph, recording and loud
speaker arts. The Bidhamson Co. includes
among its stockholders many prominent and
successful leaders in American business activi-
ties, including John Hays Hammond, eminent
engineer and metallurgist; Ogden Mills, promi-
nent in America's financial life; Louis Kaufman,
head of the Chatham & Phenix National Bank,
one of New York's strongest financial institu-
tions; James J. Burden, steel magnate; E. F.
Hutton, head of E. F. Hutton & Co., prominent
investment and bond house; Harris Hammond,
son of John Hays Hammond, and for many
years a leading figure in the oil industry, and
Anthony J. Drexel Biddle, Jr., internationally
prominent capitalist and financier.
The Acoustic Products Co., Inc., has been
formed to take over the Bidhamson Co., the
Premier Laboratories and the controlling in-
terest in the Sonora Phonograph Co., Inc., and
will actively further the research work as well
as the development and manufacture of the
electrical equipment which will be made and
marketed under the Sonora name through the
Sonora selling organization. The control of
the Sonora Phonograph Co., Inc., was obtained
by the Acoustic Products Co., Inc., through an
exchange of stock, share for share, common and
preferred. Hayden, Stone & Co., well-known
financial and investment house, which for the
past several years has been actively interested
in the management of the Sonora Co., was in-
strumental in arranging this exchange of stock.
The board of directors of the Acoustic Prod-
ucts Co., Inc., includes P. L. Deutsch, Richard
F. Hoyt and Arthur Sherwood, of Hayden,
Stone & Co.; Harris Hammond, Anthony J.
Drexel Biddle, Jr., and Dr. Miller Reese Hutch-
inson.
P. L. Deutsch is president of the Acoustic
Products Co., Inc., and of the Sonora Phono-
graph Co., Inc., and a complete list of the of-
ficers of the two companies will be announced
shortly. Harris Hammond is chairman of the
Board of directors of the Acoustic Products
Co., Inc., and Willis Pratt, who is identified
with Mr. Hammond's oil interests, is secretary
and treasurer of the company. The headquar-
ters of the Acoustic Products Co., Inc., will be
P. L. Deutsch.
in New York City and at the present time
offices are being maintained at the Sonora
headquarters, 16 East Fortieth street, at which
address the Sonora Phonograph Co., Inc., will
also have sales offices for the Eastern territory.
A. J. Kendrick, for many years general sales
manager of the music division of the Brunswick
Co., has been appointed general sales manager
of the Sonora Phonograph Co., Inc., whose
headquarters will be located in Chicago, with
Mr. Kendrick in charge of the sales organiza-
tion. This appointment will be of interest to
the phonograph industry generally, for Mr.
Kendrick is one of the most popular members
of the industry and recognized as a foremost
authority on the merchandising of phonograph
and radio products. He has been identified with
the trade for twenty years and he brings to
his new association an exceptional knowledge
of marketing conditions from coast to coast as
applied particularly to the music industry.
There will also be established at the New
York offices modern and thoroughly well-
equipped recording laboratories under the di-
rection of Walter G. Haenschen, who was for
many years identified with Brunswick recording
and who is recognized internationally as one of
the most prominent authorities on present-day
recording. Mr. Haenschen needs no introduc-
tion to the trade, for he is one of the "veterans"
of the industry, and a leader in the constructive
development of the recording art.
Dr. Miller Reese Hutchinson will continue
in active charge of the Premier Laboratories,
contributing his inventive genius to the new
products which will be presented in the near
future by the Acoustic Products Co., Inc. Asso-
ciated with Dr. Hut-
chinson in his re-
search work will be
a group of well-
Is: n o w n inventors
and scientists, in-
cluding Dr. Riggs,
who is internation-
allly renowned in
the scientific world.
The financial
structure of the
Acoustic Products
Co., Inc., comprises
40,000 shares of
eight per cent cum-
u 1 a t i v e preferred
stock with a par
value of one hun-
dred dollars per
share and 825,000
shares of common
slock with no par
v a 1 u e. Twenty
thousand shares pre-
ferred stock have
been issued; 10,000
in exchange for the
outstanding prefer-
red Sonora stock
and 10,000 shares of
new capital. The
balance of this issue
will be treasury
stock, to be sold as
the business re-
quires. There will
be no stock for sale
and no public offer-
ing of any kind
whatsoever. All
stock involved in
this transaction was
negotiated with the
Bidhamson Co.,
Hayden, Stone &
Co., and the Sonora
Co. stockholders
The manufacturing and marketing program
for Sonora will be announced in detail very
shortly and Mr. Deutsch states definitely that
a Sonora record line will be ready for the
market in the near future, including electrically
recorded products embodying new and vital
improvements. One of the Sonora products
will be an electrical reproducing instrument
which will be marketed not only for use in
the home but for auditoriums as well.
From a trade angle, this announcement of
the future plans of Sonora is of exceptional in-
terest, for the Sonora name is world-famous
and for over a decade has stood for quality in
the phonograph industry. The new organiza-
tion, headed by P. L. Deutsch, not only em-
bodies financial and commercial strength, but
{Continued on page 118)
34a
■34b
The Talking Machine World, New York, October, 1927
\ z3^or dealers ^
wl;olesalers-
pmanufachum
(>radiojaoducts^
(Registered in the U. S. Patent Office)
FEDERATED BUSINESS PUBLICATIONS, Inc.
President, Raymond Bill; Vice-Presidents. J. B. Spillane, Randolph Brown; Secre-
tary and Treasurer, Edward Lyman Bill; Assistant Secretary, L. B. McDonald;
Assistant Treasurer, Wra. A. Low.
RAYMOND BILL, Editor
B. B. WILSON, BRAID WHITE, Associate Editors
C. R. TIGHE, Managing Editor
LEE ROBINSON, Business Manager
FRANK L. AVERY, Circulation Manager
Trade Representatives: E. B. Munch, Victor C. Gardnee,
V. E. MOVNAHAN, ROYCE CoDY, A. J. NiCKLIN
Western Division: Republic Building, 209 So. State Street, Chicago, 111. Telephone.
Wabash 5242. Leonabd P. Canty, Manager.
Boston: John H. Wilson, 324 Washington Street.
London, Eng., Office: 68 Milton St. (Fore St.) EC. 2. Oerkenwell 1448.
The Talking Machine World has regular correspondents located in all of the principal
cities throughout America.
Published the 15th of every month at 420 Lexington Ave., New York
Sl'BSCKIPTION (including postage) : United States, Mexico, $2.00 per year;
Canada, $3.00; all other countries, $4.00. Single copies, 25 cents.
ADVERTISEMENTS: $6.50 per inch, single column, per insertion. Advertising
pages, $172.00. On yearly contracts for display space a special discount is allowed.
REMITTANCES should be made payable to The Talking Machine World by check
or Post Office Money Order.
NOTICE TO ADVERTISERS — Advertising copy should reach
this office before the first of each month. By following this rule
client* will greatly facilitate work at the publication headquarter*.
Long Distcince Telephone — Number 1760 Lexington
Cable Address: "ElbiU," New York
NEW YORK, OCTOBER, 1927
Opportunity for Greater Retail Profits
WITHIN the next month or so approximately a billion dol-
lars will have been put into circulation in these United
States through the redemption of Liberty Bonds issued as part
of the second loan, for, according to Secretary of the Treasury
Mellon, bond investors with holdings of that amount have not
taken occasion to turn them in for other securities offered by
the Government. In short, in November or thereabouts Uncle
Sam must distribute cash amounting to about $10 per capita, and
it is to be expected that a large part of the actual amount will
find its way into the channels of trade rather than into banks or
other investments.
The fight in business to-day is not so much to get sales away
from a competitor in the same line as it is to capture that share
of the public's dollar which, unchecked, might go for the purchase
of some other commodity. This billion dollars in cash when re-
leased to holders of Liberty Bonds will not automatically find its
way into this or that channel of trade, but most of it will go to
those merchants who make the earliest, strongest and most logical
fight for it. If talking machine and radio dealers expect to get
their share they must make themselves familiar with the situation ;
when and how the money will be paid, how much may be ex-
pected to be released in their own particular territory and, where
possible, to whom.
It will be the fellow who gets there first who is going to get
the greatest share of this Liberty Bond money, and there are so
many after it that the last in line will have little to show for his
efforts. Timely advertising is going to help some, but personal
effort and a thorough understanding of the situation are going
to do much to produce . results.
The fact that in March only a small proportion of the bonds
of denominations of from $50 to $L000 were offered in exchange
for the 3^2 per cent notes, while the actual exchanges had most
to do with bonds of larger denominations, was taken to indicate
that most of the outstanding bonds are in the hands of the original
investors, and for the most part in denominations of less than
$1,000. This means widespread distribution and, therefore, a wider
opportunity for selling. It is an opportunity that should not be
neglected by the wise merchandiser, and_ it is coming this year—
not next vear or the vear after.
Analysis of Radio Apparatus Consumption
THE announcement from Washington to the effect that the
Electrical Equipment Division of the Department of Com-
merce will carry on an extensive national survey to determine the
domestic consumption of radio apparatus at the request of the
radio industry is of great interest and importance. The survey,
said to be the first of its type ever undertaken by the Government
for a particular industry, will first determine the amount of stock
being carried by dealers at -the present time, and then secure figures
relative to sales covering a 'given period. This method, it is be-
lieved, will give a very accurate idea of the number of radio sets
rhat are going into American homes.
The radio industry has grown so rapidly and in its early days
was so scattered that any figures offered by the trade itself must
be regarded simply as surmises. l""igures offered by one manu-
facturer or another often mean duplication of demand, and when
quoted as on a national basis must of necessity represent pure
conjecture. A national survc}' of home equipment conducted
>ome time ago liy the ( reneral Federation of Women's Clubs, and
based on responses from nearly 2,000,000 homes, indicated that
only 18.7 per cent had radio receivers. This has been held by the
trade to be far Ux) low, but must be accepted as representing the
most complete survey of the sort to date. Any other figures are
pure conjecture.
The report of the Department of Commerce when it is made
)>utjlic some time next year should provide the industr\ with very
accurate information relative to the market and its possibilities,
information that should pr(jve of definite value in guiding manu-
facturing plans.
Right and Wrong Kind of Demonstration
DEMONSTRATION is properly- regarded as the most direct
and convincing means for impressing the musical qualities
of an instrument on the mind of the prospective customer, and
that method always has and probablj- always will be used by
music dealers in selling their wares. It is the onh- possible gauge
of the quality of the instrument regardless of how attractive in
appearance it may be, or who is responsible for its production.
But there arc two kinds of demonstration, that which pleases
and impresses the prospect, and that which, blatant and noisy,
offends the ears and annoys the neighbors. There are so many
dealers in various localities who are inclined to depend upon vol-
ume and repetition for their effect that they are fast running up
strong and dangerous opposition on the part of those who are
oft'ended bv their tactics. The unfortunate part is that this oppo-
sition is calculated to operate against the interests of the careful
and considerate dealer quite as much as against the primary
offender.
In practically every large cit)- during the past year or so
official or unofficial action has been taken to put a stop to door-
way and sidewalk demonstrations of talking machines and radio
apparatus. In most cases (ordinances are found on the books to
check legallv such operations, and business men in the vicinity of
the offending store have been called upon to have such ordinances
enforced so that they might carry on their affairs without constant
interference. Through the medium of associations and by other
means members of the trade have been warned on numerous oc-
casions to so conduct demonstrations as to avoid offending the
public, but there are those who still persist, thus forcing action that
proves damaging to the trade as a whole.
In Portland recently the police warned music merchants,
against any demonstrations that could be heard on the street,
whether the}- were conducted in the store proper or not, and in
certain Ohio cities within the past few months dealers have been
summoned to court for demonstrating talking machines at some
distance inside the store door. In both cases the police in enforc-
ing the ordinance took it literally and made no attempts to dis-
criminate between the good and the bad. Steps were immediately
The Talking Machine World, New Yoyk, October, 1927
34c
taken, of course, to have the ordinance amended to permit demon-
strations within the store, but such action would not have been
necessary had not unthinking dealers persisted in demonstrating
in a way that carried the sound for blocks around.
Fortunately, the majority of the trade use discretion in the
matter of demonstration and avoid giving offense, but it is a
very small minority that causes the trouble. The unfortunate
part is that the great majority must suffer for the faults
of the few, and there is a welcome inclination in certain quarters
for this majority to do some policing for its own protection. The
demonstration of musical instruments as such is not on trial, but
the dealer who persists in making a nuisance of this practice is
causing trouble that is unwarranted, for it places the trade in a bad
light and does nothing to make the public more enthusiastic re-
garding the merit of the fine new instruments that have been
placed on the market. He should be .curbed for the benefit of the-
retail trade as a whole. . ; : .:
"Dangerous" Credit Jeopardizes Success
ONE of the bright bits of dialogue in that verv popular record
of the "Two Black Crows," by Moran and Mack, concerns
certain farming experiences, with Moran telling <jf buying hogs
for $4 each in the Fall, feeding them during the Winter, and then
selling them for $4 each in the Spring. "You can't make money
doing that," says Mack. "We found that out," replies Moran.
And so many talking machine dealers have found out, or are
going to find out, that in buying machines and radio receivers on
approximately a cash basis and then selling them on long terms
and often without interest there can be no profit. It may take
\'ears for some of them to realize what is the matter with their
business, and it may be too late to remedy the situation when they
do find out, but the lesson will be learned sooner or later.
The basis of all credit is collateral, whether it has to do with
the Federal Reserve Bank or the side-street merchant. To be
worth considering as ;m asset, all business paper must have some-
thing behind it of tangible value, whether it be wheat, or iron, or
^.ome manufactured product. Instalment paper may be considered
good for two reasons~fir>t, the merchandise that has been sold
against it, and secondly, the good character of the purchaser, but
from the cold credit standpoint the tangible value of the merchan-
dise and the ease with which it may be liquidated is the outstand-
ing factor.
All this means that instalment paper in the talking machine
trade is valuable only in proportion to its relationship to the value
i,f the product it covers, to the length of time the contract runs,
and the interest or cariying charge that is paid for the instalment
accommodation. When dealers make a practice of offering and
sending out machines without a first payment, and on terms that
do not give the purchaser a worth-while equity in the instru-
ments for several months, at least, then the credit risk attached
to the instalment contract becomes dangerous. In the first place,
the customer feels, and has reason to believe, that the dealer him-
self cunnfit value his product highly; in the second place, the
financial investment of the purchaser over a period of several
months is not sufficienth- large to make him hesitate about abro-
gating ihe contract and allowing the instrument to be repossessed,
and, thirdly, the loss that must be taken on the resale of the in-
strument, when repossessed, greatly exceeds any cash the dealer
may have realized through the deal. Under the most favorable
circumstances the prospect of this loss always exists.
The campaign that was for a time waged against instalment
selling on principle was born largely of the type of instalment
selling that prevails too generally in this trade of ours. The
automobile man gets a third of the price of the car as first pay-
ment, and then a carrying charge of 15 per cent or more on de-
ferred instalments. In other lines a 20 per cent first payment and
maximum terms of a year are considered standard. Even with
the more expensive types of combination instruments on the mar-
ket to-day, a down payment of 20 or 25 per cent should not dis-
c<jurage the customer who feels in a position to afford that par-
ticular instrument.
A readjustment of credit methods will serve in the first place
• to preserve the cash capital of the dealer, enabling him to finance
himself successfully and at a minimum expense, and provide busi-
ness volume that is profitable and not merely impressive. If the
ctjmpetitor still insists on doing business on the nothing-down-and-
take-vour-time-plan, then he will be the sufferer. The question
of business survival hinges upon sound credit methods.
50,000,000 People "Listen in"
IT is estimated that close to 50,000,000 people in the United States
and beyond its borders listened in on two highly important
radio broadcast events occurring within about a week of each
other during the past month. In the first place over eighty stations
throughout the United States broadcast the entertainment at the
Fourth Annual Radio Industries Banquet at the Hotel Astor, New
York, on September 21, where, it is believed, the greatest array
of talent ever assembled on one evening blended in entertainment
that lasted between six and seven hours and was broadcast for
over four hours. This event, more so than anything that has
occurred since the advent of radio, emphasized to the public the
great value of this medium of entertainment. On the next night
approximately as many people listened in on the broadcasting of
ihe Dempsey-Tunney fight in Chicago, and through the medium
of the radio were able to visualize the championship battle, blow
for blow, and were made acquainted with the final results in ad-
vance of some of those whose seats were in the far reaches of
the arena. This emphasized the value of radio in the dissemina-
tion of important news.
If this was simply in the nature of propaganda, it would have
been worthy of serious attention from the trade, but as a matter
of fact, the two events, and particularly the fight, had the effect
of stimulating the retail business in radio receivers and equipment
to an unprecedented degree. Reports received indicate that in that
single week more radio apparatus was sold to the public than in
any previous week in the history of this fast-growing industry,
and there still remains to be capitalized the profound impression
created on the public generally by these two outstanding demon-
strations of the possibilities and the usefulness of radio and radio
broadcasting.
National Record Albums
Made of the best materials and finished by experienced
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ALBUMS FOR CABINETS
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National Publishing Co., 239-245 South American St., Philadelphia, Pa.
Last-Minute News of the Trade
Radio Corp. of America
Announces Promotions
Elmer E. Bucher Made Assistant Vice-Presi-
dent of the Radio Corp. of America, and
Joseph L. Ray General Sales Manager
Following the promotion of Elmer E. Bucher
to assistant vice-president of the Radio Corp.
of America, a statement by David Sarnoff,
E. E. Bucher
vice-president and general manager of that
corporation, to-day announced the appointment
of Joseph L. Ray as general sales manager.
"The growth in the business of the Radio
Corp. of America is responsible for the pro-
motion of Mr. Bucher and the addition of Mr.
Ray as general sales manager," said Mr. Sar-
nofJ. "We are fortunate in obtaining the
services of Mr. Ray, who until recently was
general supply sales manager of the Graybar
Co., which position included supervision of all
sales excepting telephone apparatus, line con-
struction, materials and appliances. Mr. Ray
has been with the Western Electric Co. for
twenty-three years. He was born at Carnegie,
Joseph L. Ray
Pa., in 1884. He will assume his new duties
as general sales manager of the Radio Corp.
October 15.
"Mr. Bucher successively has been com-
mercial engineer, sales manager and general
sales manager and his promotion is a recog-
nition of unusual services rendered to RCA
since its inception in 1919. Prior to that he
occupied important positions for seven years
with the Marconi Co. Mr. Bucher has been
continuously identified with and employed in
the radio industry since 1903.
"Probably the most important assignment of
the assistant vice-president, who now becomes
an ui^icer of the corporation, will be contact
with the various licensees under RCA patents.
His promotion also carries with it increased
responsibilities in connection with the major
policies of the company, in its programs for
commercial expansion."
J. B. Hess Made Apex
Division Sales Manager
Last month was announced in The Talking
Machine World the merger of five radio and
power equipment manufacturers into a new
organization known as the United States Elec-
tric C<3rp., and the election of Carl D. Boyd as
first vice-president and general sales manager.
Mr. Boyd was previously first vice-president in
charge of sales of the Apex Electric Mfg. Co.,
Chicago, one of the merging companies.
Following this announcement comes the news
J. B. Hess
from the new general offices which have been
established at 307 North Michigan avenue, Chi-
cago, to the efifect that John B. Hess has been
appointed sales manager of the Apex Division.
Mr. Hess' contact with the radio industry dates
back to the days when the first commercial
sets were built, and as he has sold radio ap-
paratus in both the jobbing and manufactur-
ing divisions, he is particularly well fitted for
ihis new work. Since the first of the year he
has been contacting the Apex distributors in
the Chicago territory and surrounding States.
A. S. Cobb Made Brunswick
Seattle Branch Manager
A. S. Cobb, according to an announcement
from the general offices of the Brunswick-Balke-
Collender Co., Chicago, has been appointed
district manager of the Portland and Seattle
branches of that company, with offices at
Seattle, Wash. Mr. Cobb is one of the old-tim-
ers in the industry, and has had a most interest-
ing career.
He began his life in Massachusetts, but soon
moved to Alaska, where he lived for many
years, and his first work was as a prospector
and jack-of-all-trades. However, he eventually
tired of the prospecting game and in 1910
moved to Seattle, where he joined the organiza-
tion of Sherman, Clay & Co. as a salesman.
This was at the time that the first cabinet in-
struments were introduced to the market, but
the great majority of sales were on the old horn
type instruments. He was detailed to sell
phonographs and records on a commission
basis, covering the city of Seattle only, but
when Sherman, Clay & Co. entered the whole-
sale business he was offered a position as a
traveling representative covering western
Washington, and his territory was gradually in-
creased until he covered Washington, Oregon,
Idaho and western Montana.
Mr. Cobb then became the manager of the
Spokane wholesale department, where he re-
mained until 1925 when he was appointed to
the same position in the larger Seattle office,
until the wholesale distribution was dispensed
with by his company. Mr. Cobb then joined
the Brunswick forces and comes to the manu-
facturers of the Panatrope with a wealth of
experience and a host of friends in the trade
on the Pacific Coast. He has always main-
tained a contact with all dealers of the Western
district, so that he numbers among his friends
and acquaintances practically everyone associat-
ed with the industry in that section.
Joseph K. Utz Appointed
Kellogg Radio Sales Mgr.
Joseph K. Utz was recently appointed sales
manager of the radio division of the Kellogg
Switchboard & Supply Co., according to an an-
nouncement received from the Kellogg general
offices in Chicago. Mr. Utz joined the Kellogg:
organization in July, and he has had extensive
Joseph K. Utz
experience in the electrical supply field. For
fifteen years he was associated with Harvey-
Hubbell, Inc., Bridgeport, Conn., as Central
States representative and during that period of
time he developed a national acquaintance with
electric distributors and dealers. Prior to that
time he was connected with the Western Elec-
tric Co. of Chicago. Mr. Utz brings to his nevif
position a background of wide experience.
R. V. Emmert in New Post
C. K Burton, general sales manager of the
Carryola Co. of America, Milwaukee, Wis.,
manufacturer of Carryola portables, announced
recently the appointment of R. V. Emmert as
Southern sales representative. Mr. Emmert is
ideally qualified to co-operate with Carryola
trade throughout the South, for he has been
visiting dealers and jobbers in this territory for
many years. He was associated for five years
with the Southern Sonora Co., and was also
identified with F. A. D. Andrea, Inc., as regional
representative in the same territory.
34rf
The Talking Machine World, New York, October, 1927
35
Important Hearings on
Revenue Act to Be Held
Music Industries Chamber of Commerce Has
Made Application to Present Its Views on
Double Taxation Feature of Bill
The recent announcement of the chairman
of the Ways and Means Committee that hear-
ings on the revenue act will commence on
October 31 is of particular consequence to mu-
sic dealers for, according to the schedule, the
double taxation feature of the bill will be
brought up in the first sessions. In accordance
with this notice the Music Industries Chamber
of Commerce has made application for a date
to present its views.
Co-operation in its fight is already promised
the Chamber by other Associations similarly
affected by the instalment tax ruling, especially
the National Automobile Chamber of Commerce,
the National Association of Retail Furniture
Dealers and the National Retail Dry Goods
Association.
The Joint Congressional Committee on Tax
Revision has officially requested the National Dry
Goods Association to submit a report suggest-
ing a satisfactory revision of the Revenue Act.
The report when completed will be the result
of the joint efforts of all of the trade associa-
tions as a unit, and will present a complete
picture of how the various retail interests are
affected by the double taxation feature.
Auditorium Victrola Model
Purchased by Women's School
O. J. DeMoll & Co., Washington, D. C, Make
Sale Representing Total of $10,000 to Na-
tional Park Seminary in Maryland
An Auditorium Orthophonic Victrola was re-
cently installed in the grand ballroom of the
National Park Seminary for Young Women,
Forest Glen, Md., and represents the first pur-
chase of the Auditorium model by an educa-
tional institution. The sale was made by O. J.
DeMoll & Co., of Washington.
The school authorities have also purchased
an Automatic Victrola which the students can
play for recreation. The Auditorium model will
be used for formal dances, for concerts and
for courses in musical appreciation. An espe-
cially designed mahogany cabinet encloses the
operating unit of the Auditorium model and
this also provides unusually large space for
record storage, so arranged that any desired
record may be located with the maximum ease
in a minimum of time. The installation with all
of the special features represents an expendi-
ture of about $10,000.
Many New Artists in A-K
1927-28 Radio Programs
Announcement of the 1927-28 series of At-
water Kent Sunday evening radio programs has
been made by A. Atwater Kent. Concerts over
nineteen stations were resumed on Sunday eve-
ning, October 2. Mr. Kent has authorized the
statement that many world-famous artists who
have never broadcast before have been con-
verted to radio and will make their first bow
to the "Mike" in the forthcoming Atwater Kent
series. Nahan Franko, former conductor of the
Metropolitan Opera Company's orchestra, with
which he was connected for twenty-five years,
will this season conduct a twenty-piece orches-
tra supporting the artists in the Atwater Kent
series. Another newcomer from the Metro-
politan will be Nina Morgana. Miss Morgana
is widely known, having toured the United
States in concert with Caruso. Giuseppe de
Luca, baritone, is another star artist scheduled
for his first broadcasting in this series. Other
artists who will appear for the first time include
Mary Chainey, concert violinist; Mildred Seeba,
first recipient of the award of the Caruso
Foundation, and a number of the popular favor-
ites of the Atwater Kent artists in past seasons,
including Reinald Werrenrath, Margaret Matze-
nauer and Beniamino Gigli.
Grosley Plans Extensive
Billboard Ad. Campaign
Beginning October 15, the Crosley Radio
Corp. in co-operation with its distributors will
post thousands of large colored billboard post-
ers from coast to coast throughout the United
States carrying the message "You're There
With a Crosley." The new posters carry a pic-
ture of a huge tent in front of which are ban-
ners inviting the crowd outside to come in and
enjoy jazz from Broadway, concert orchestra,
opera stars, prize fights, baseball, market re-
ports, comedians, etc. Along the top of the
sign in large letters runs the caption, "You're
There With a Crosley When the Biggest Show
in History Thrills the World."
Louisville Public Hears
Harmonated Reception
Peaslee-Gaulbert Co. Stages Dealer Meetings
in the Evening — Public Invited to Hear the
Latest Development in Fada Radio
An innovation in radio trade meetings has
just been successfully inaugurated by Peaslee-
Gaulbert Co., of Louisville, Ky., Fada distribu-
tor in that section. The innovation consisted
in having the public attend dealer meetings in
the evening and listen to a demonstration of
Fada Harmonated Reception. Under the direc-
tion of C. C. Baines, radio sales engineer for
the Peaslee-Gaulbert Co., meetings were held
in Evansville, Ind., Nashville, Tenn., Chat-
tanooga, Tenn., Knoxville, Tenn., and Lexing-
ton, Ky. Louis J. Stutz, east central zone
manager for Fada radio, attended each of the
meetings and related the story of Fada from
its inception. All of the meetings were well
attended and successful.
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38
The Talking Machine World, New York, October, 1927
service
IM-PMOMC
PRODUCTS CORP.
83 Greene St., New York.
"Reason to Be Happy Over the Present and
Future of Radio," Says A. Atwater Kent
President of the Atwater Kent Mfg. Co. Comments on Work of Radio Commission, the High
Standards of Manufacturers and the Vast Improvement in Broadcast Programs
Reason to be happy over the present and
future of radio was expressed in a recent inter-
view with A. Atwater Kent, president of the
come a great advance in the quality of broad-
cast entertainment and in the number of im-
portant, thrilling events of world-wide conse-
quence brought into the home by radio — such
as the Lindbergh celebrations, the trans-oceanic
airplane flights, etc. During the last two years
broadcast programs have become better and
better, until now the millions of people con-
stituting the great radio audience may hear the
best in music at almost any hour.
"Hand in hand with the foregoing has come
a wider use of radio for educational and busi-
ness purposes. Schools are adopting it. Broad-
casting stations are putting on educational pro-
grams for students. The Department of Agri-
culture, colleges and others are broadcasting
both instruction and entertainment in an in-
teresting way, which means dollars and cents
to farmers and business men. While we do not
perhaps hear so much about it, this practical
US'- of radio has, I think, grown in the same
ratio as its cultural use.
"I have been delighted to note that there is a
keen appreciation on the part of the public of
the advantages and privileges it now enjoys
from radio. The public realizes that this great
growth has been made possible by the willing-
ness of manufacturers, broadcasters and others
to spend millions for development and promo-
tion. Surveys of the industry indicate that the
public is showing its appreciation in the most
effective manner — by the purchase of radios in
steadily increasing volume."
Popularity of Period Cabinets Reviving
Interest in Woods in Instrument Furniture
"Walnut Has a Position of First Place So Far as the Bulk of Better Cabinet Work Is Con-
cerned," Says Noel Dunbar, of Splitdorf Radio Corp.
A. Atwater Kent
Atwater Kent Mfg. Co., Philadelphia, Pa. Mr.
Kent stated in part:
"I am gratified at the past, delighted with the
present and enthusiastic over the future of
radio. Great things have been done. Even
greater things will be done. Two important
developments are rapidly bringing more and
more satisfaction to radio users. One is the
working out of the problem of regulation and
allocation by the Radio Commission. The other
is the production by manufacturers of reliable
sets and equipment, simplified as to operation
and maintenance and at reasonable prices. The
public no longer hesitates to buy radios because
of unsatisfactory broadcasting conditions or be-
cause of uncertainty as to quality and character
of sets.
"Simultaneously with these developments has
The coming of the period cabinet in radio
has caused a great revival of interest on the
part of the American public in woods as utilized
in musical instrument furniture, points out Noel
Dunbar, who has designed, the art furniture
models for the Splitdorf Radio Corp.
"Mahogany was the first wood to be featured
in radio cabinets," said Mr. Dunbar. "All the
cabinets, of course, were not of real mahogany.
As a matter of fact, most of them were, per-
haps, of mahogany finish. While mahogany
is still a staple article in radio furniture, walnut
has come to the position of first place so far
as the bulk of the better cabinet work is con-
cerned. When one studies the history of
walnut the reasons for the ascendancy of wal-
nut are at once apparent.
"As most everyone knows, walnut has been
used in the making of furniture for hundreds
of years. If you go back to the Italian
Renaissance you will find recorded the fact
that early in the Renaissance walnut was used.
That was about 1400. All through the various
Renaissance periods walnut was the favorite
cabinet wood with the designers, history
records. Other equally important periods gave
due credit to walnut, as, for instance, the
Queen Anne period, and all the classic English
designers are known to have been greatly in-
terested in walnut.
"Because native American walnut is so fine
and was so greatly used in early designs of
our own furniture development, this wood has
a peculiarly American flavor and it is fitting
that it should now be used in radio. There
are many reasons why walnut is distinctively
an American wood, even though, of course, it
grows elsewhere. Because it grows widely it
is all the more favored everywhere in this
country.
Walter Rautenstrauch, president of the Split-
dorf-Bethlehem Electrical Co., Newark, N. J.,
recently announced the purchase of the Per-
fection Appliance Co. of Detroit by the Split-
dorf-Bethlehem Co.
VAN VEEN SOUNDPROOF BOOTHS
are more necessary than ever before. You cannot demonstrate the wonderful volume and
beauty of tone of the improved talking machine and records without booths. The new in-
stnmient hsa unlimited possibilities. Meet it half way by adequate demonstration.
Complete equipment for mtuical merchandite
dealen. Write for details end catalogue.
VAN VEEN & COMPANY, Inc
313-315 East 3 lit Street, New York City
*9 PHONE LEXINGTON 9956-2163
The Talking Machine World, New York, October. 1927
39
Jjou no longer need
gambler's luck to stay in the radio business
Licensed
under
U mmotid-
Andrews
patent
applications
Balkite "A" Qo'^tains no battery.
The same as Balkite "AB," but for
the "A" circuit only. Not a battery
and charger but a perfected light
socket "A" power supply. One of
the most remarkable developments in
the entire radio field. Price ^32.50.
Balkite "B" One of the longest
lived devices in radio. The accepted
tried and proved light socket "B"
power supply. The first Balkite "B,"
after 5 years, is still rendering satis-
factory service. Over 300,000 in use.
Three models; "B"-W, 67-90 volts,
^22.50; "B"-i35,* 135 volts, ^32.50.
"B"-i8o, 180-volts, ^39.50. Balkite
now costs no more than the ordinary
"B" eliminator.
Balkite Chargers Standard for
"A" batteries. Noiseless. Can be used
during reception. Prices drastically
reduced. Model "J>"* r^tes 2.5 and
.5 amperes, for both rapid and tric-
kle charging, ^17.50. Model "N"*
Trickle Charger, rate .5 and .8 am-
peres, ^9.50. Model "K" Trickle
Charger, ^7.50.
'Special models for 25-40 cycles
at slightly higher prices
Prices are higher West of the
Rockies and in Qanada
Time was when no radio dealer
could tell at the beginning of the
season whether the devices he
would sell would stay sold. When
it required as much gambler's
luck as selling ability to make a
profit.
Look, for example, at the ^'B"
field. Of 3 "B" eliminators offered
the first year Balkite "B" was put
on the market, and of i6 offered
during the second, except Balkite
"B" not one remains in its orig-
inal form. All others have either
been radically revised in principle
or withdrawn. And every device
that turned out to be wrong or
was withdrawn cost some radio
dealer money.
Today luck is no longer the
determining factor in your profit.
What deter-
mines whether
your business
is profitable is
whether you
choose sound
merchandise to
sell. You need
no longer sell
experiments.
In the radio
power field the
established
Balkite "AB" Contains no battery.
A complete unit, replacing both "A" and "B" batteries
and supplying radio current directly from the light
socket. Contains no battery in any form. Operates only
while the set is in use. Two models: "AB"6-i35,* 135
volts "B" current, ^59.50; " AB" 6- 180, 180 volts, ^67.50.
leader is Balkite. Established by
its pioneering — by a laboratory
that produced the first noiseless
battery charger, the first trickle
charger, and today most impor-
tant of all, Balkite "AB" and
Balkite "A," both without bat-
teries. But more important still,
established by performance at the
hands of its owners. It is a well
known fact that Balkite Radio
Power Units are today among
the longest lasting devices in
radio. Balkite owners have been
satisfied owners. Balkite dealers
have always made money.
Balkite — the tried and reliable
— offers you a complete line, to
serve every radio power require-
ment, at the lowest prices in
Balkite history, backed by one of
the largest ad-
vertising cam-
paigns in radio.
(Balkite is the
third largest
radio adver-
tiser.) Concen-
trate on Bal-
kite instead
of scattering
your effort and
you'll make
money.
FANSTEEL PRODUCTS COMPANY, INC., NORTH CHICAGO, ILLINOIS
Balki
ite
J^dio Thwer Units
40
The Talking Machine World, New York, October, 1927
Standard Talking Machine Co. Is Host
to Its Victor and Sparton Dealers
New Victor Orthophonic Models Demonstrated and Displayed — S. R. O. Record Campaign De-
scribed— Harry G. Sparks, of Sparks- Withington Co., Makes Principal Address
The various Victrola models which will con-
stitute the 1927-28 Fall and Winter line were
one by one graphically described and presented
at a meeting of Victor dealers in Pittsburgh,
Pa., in September, at the plant of the Standard
Talking Machine Co., Victor distributor of that
city. H. L. Tangert, Pittsburgh representative
of the Victor Talking Machme Co., was in
charge of this feature of the Standard's pro-
gram and gave the one hundred and seventy-
five dealers present the assurance that the
models which he presented to them were defi-
nitely established in the Victrola line for the
coming season. A sample of the new Victrola
9-25 with an approximate list price of $1,150 was
shown to the dealers present for the first time
f^ockford
__Hardware
HARDWARE
is visible to
the eye, in con-
stant use and plays
an important part
in giving satisfac-
tion to a customer.
Rockford Hard-
ware merits closer
attention by you.
It stands the stiff est
test of all — side by
side comparison.
Ask for catalog
1 8 and samples.
Rational [[ock Co»
Hockford, III.
U.S.A.
Cable Address: NatZocfe
Branch Sales Offices:
Chicago, 111. _ St. Louis, Mo.
Cincinnati, Ohio Indianapolis, Ind.
Detroit, Mich. Jamestown, N. Y.
Evansville, Ind. Los Angeles, Cal.
Grand Rapids, Mich. Milwaukee, Wis.
High Point, N. C. Seattle, Wash.
Sheboygan, Wis.
in this section and created great enthusiasm.
S. S. Larmon, of N. W. Ayer & Son, de-
scribed the Victor Co.'s remarkable S. R. O.
sales campaign, which is just beginning to func-
tion, and in a most effective address convinced
those present of the profit to be derived from
a very active and close tie-up with this splendid
campaign to sell Victor Red Seal records. C.
R. Moore, of the Victor Co., also spoke on the
Red Seal campaign.
In the evening the guests of the Standard Co.
were taken through the new Webster Hall in
the Schenley District. Dinner was served in
the beautiful court of the hotel, during which
a very entertaining program by vocal and danc-
ing artists was given.
Following the dinner, Harry G. Sparks, of the
Sparks-Withington Co., maker of Sparton
radios, delivered the principal address of the
evening.
Mr. Sparks outlined his company's sales plan
for the Fall and gave an intimate sketch of the
manufacturing facilities of the Sparton plant
and of the personnel of the company. He stated,
among other things, that the ownership of the
company rested very largely among a very little
group of Sparks and Withingtons; that the
owners were actively engaged in the business
and in its management; that the reputation of
his company was at stake in the manufacturing
of Sparton radio and that they had no intention
of endangering this reputation, which had been
built up during the past twenty-six years of op-
eration. This company, Mr. Sparks said, has
secured the best organization they are able to
secure; the factory is equipped with the best
manufacturing facilities obtainable, only the very
highest grade materials are purchased; and the
result is the very best AC receiving apparatus
which all of these elements combined can create.
The success of the Sparton line this year is
in part demonstrated by the enthusiasm of the
trade who have sold Sparton radio last year and
this and by the fact that August saw the largest
volume of manufacture in the Sparks-Withing-
ton plant of any Summer months in its twenty-
six years' history.
J. C. Roush, president of the Standard Talk-
ing Machine Company, was present and was
cordially greeted by his friends in the trade
after his three months' vacation in Europe. The
afternoon and evening sessions were in charge
of Wallace Russell, manager of the Standard
Company. ■
E. R. Johnson Donates Large
Sum to Develop Science
Founder of the Victor Talking Machine Co.
Makes Gift of $800,000 to University of Penn-
sylvania for Research Foundation
Philadelphia, Pa., October 6: — Eldridge R.
Johnson, founder and for twenty-five years
president of the Victor Talking Machine Co.,
recently made a gift of $800,000 to the Uni-
versity of Pennsylvania for the establishment
of the Eldridge R. Johnson Foundation for
Research in Medical Physics. This is said to
be one of the largest sums ever donated to the
University.
The only stipulation accompanying the gift
is that not more than one-fourth of the amount
is to be used for building and equipment, the
income from the fund to be used in perpetuity
for "the study and development of physical
methods in their relation to disease and its
cure and in their varied relations to the life
of man." ♦
Acme Elec. & Mfg. Go. to
Market the Pearl-O-Gone
New Acme Loud Speaker Is Made of Pyralin
and Possesses a Number of Distinctive Fea-
tures— Has a Seventeen-Inch Cone
Cleveland, O., October 6.— The Acme Electric
& Manufacturing Co., of this city, recently an-
nounced its latest loud speaker, the Acme
Pearl-O-Cone, standing nineteen inches high
with a cone which is seventeen inches in
diameter. It is made of Pyralin, which, because
of its uniformity of texture, has no vibrating
period and is assured of great amplification.
The nature of the cone permits of sound vibra-
Acme Pearl-O-Cone
tion spreading in exact uniformity from the
center to the circumference with nothing added
or taken away from the original tones with
the exception of an increase in volume.
The Pearl-O-Cone is not affected by mois-
ture, is not easily damaged or affected by heat
or cold. It comes in a variety of colors, so
that the purchaser is enabled to select a color
which will best harmonize with the home sur-
roundings.
Nev^ York Album & Card Co.
Purchases Outing Patents
Max Willinger, president of the New York
.A-lbum & Card Co., New York City, recently
purchased the trade-mark, patents and dies from
the receiver of the Outing Talking Machine
Co., of Mt. Kisco, N. Y. It is Mr. Willinger's
intention to put out a new line of up-to-date
portables under this well-known trade-mark.
This new Outing line of portables will be manu-
factured at the Nyacco factory in New York
City and will be readv for the market soon.
Death of W, F. Hubley
Warren F. Hubley, president and general
manager of the American Transformer Co.,
Newark, N. J., died on Monday, September 19,
of heart disease.
i
The Demand for Quality Never Ceases
To learn the difference between ordinary Cotton Flocks and
"QUALITY" Cotton Flocks, order a sample bale of our Stand-
ard No. 920 for Phonograph Record Manufacturing.
CLAREMONT WASTE MFG. CO. Claremont, N. H.
The Talking Machine World, New York, October, 1927
41
Mohawk's famous
Interchangeable Drawer Unit
either battery or
ctrically Qtmrated
The radio world was amazed wheij|
hawk first introduced the One Mal|jLadio
set — and housed it in an inter^g^Sgeable
drawer unit to fit all co^pl^in the Mo-
hawk liil# — givi^^ a range from
$67.50 ^$385. I
It ^2Mpirther ai^^fl when, i
with the^^^untinji; popula
socket op^ation,^ohawk a|ilounce|^ a
AC electri^yUp^perated Drg,w^r U^iit
also interchangeable, of preci^l^^grfe same
dimensions, to fit every Mohawk console.
Entirely aside from the unrivalled qual-
ity of the Mohawk One Dial Radio set,
this interchangeable feature is a merchan-
dising achievement that makes the Mo-
hawk Dealer's position the strongest and
soundest in the industry.
Still Mohawk has not been satisfied,
but has continued piling one sales advan-
tage upon^qtff^, to make the Mohawk
Dealer Firanchise the one outstanding
dealei^roposition — finally adding the
urable advantage of becoming a
le'under RCA, General Electric and
pJ^^estinghouse patents.
Your opportunity for a "Close-up" of
the Mohawk proposition awaits you in
the showrooms of the Mohawk Exclusive
Distributor in every State in the Union.
Or wire for details of the Mohawk Dealer
Franchise.
MOHAWK CORPORATION OF ILLINOIS
Established 1920 •• Independently organized 1924 •• Chicago
Manufactured under Mohawk patents and RCA License
42
The Talking Machine World, Netv York, October, 1927
Season Will See Total Radio Sales Ex-
ceeding $600,000,000, Says C. C. Colby
President of Radio Manufacturers' Association Declares That Analysis of Fundamental Prin-
ciples Involved Leads to Forecast — Says "Radio Has Graduated From Realm of Fantasy"
"Before the close of the radio year which was
formally opened with the Radio World's Fair and
the Fourth Radio Industries Banquet, I believe
we will see total radio sales exceed six hundred
million dollars, thereby smashing all previous
C. C. Colby
records," declared C. C. Colby, president of the
R. M. A.
"This is because radio has graduated from the
realm of nebulous fantasj-, and holding within
its grasp possibilities of tremendous significance
it stands to-day solidly entrenched in the hearts
of the American people.
"The flashing of timely information, the dis-
semination of educational matters, the spreading
of the solace of religious thought and the fur-
nishing of diversified programs — all these have
added materially to the fullness and richness of
our modern life. There can be no debate of
that. Even the chronic kicker must bow to this
when it is recalled how the listening public by
hundreds of thousands urged upon Congress by
letter, telegram and personal calls the enact-
ment of adequate legislation, and Congress was
deliberate about radio in the face of political
filibusters and appropriation bills of essential
character; while many other measures had to
wait for further attention, radio was singled out
and recognized as something that could not wait
— and we have the Radio Act of 1927.
"The Federal Radio Commission as a result of
that law has entered upon its difficult work, and
by the exercise of sound judgment has already
improved broadcasting conditions to a marked
degree. I have found the members of the Fed-
eral Radio Commission on the job every
minute, and one only has to counsel with them
for a short time to know that they are bending
every effort to do a real job for this country.
"The broadcasters are up to the minute with
their efforts in furnishing programs of which
this nation should be justly proud.
"The manufacturers have done their bit too,
and in spite of the high mortality of the last few
years, the ranks have been well filled and the
radio receivers and equipment for this year are
without qualification outstanding examples of
American engineering genius.
"From these fundamental points, which are ab-
solutely sound, I believe we are now operating
under conditions that should beget from every
angle the utmost confidence, and the American
MICA
DIAPHRAGMS
Immediate delivery — all sizes
Send for free samples and prices
All Mica Products
INTERNATIONAL MICA CO.
Barlns 53S PHILADELPHIA, PA. fiIum. Phili.
public, quick to sense successful achievement,
will, I am sure, appreciate the efforts of the
radio industry in their behalf, and give to it
their full-hearted support."
Burt Bros. Add New
Radio Cabinet Models
Philadelphia, Pa., October 5. — Burt Brothers,
Inc., of this city, have recently added two new
models to their line of radio cabinets. These
models are known as the Louis XIV and
Spanish model, both medium priced. F. H.
Amann, who has been for many years New
York sales manager of the company, has been
made sales manager of the radio division and
is dividing his time between the Burt Bros,
factory in Philadelphia and his headquarters in
New York Citv.
Sylvania Co. Broadcasts
Emporium, Pa., October 7. — The Sylvania Prod-
ucts Co., of this city, maker of Sylvania tubes,
has recently inaugurated a series of Wednesday
evening programs broadcast at 8 o'clock
through stations WJZ, KDKA, KYW, WBZ
and WBZA. The Sylvania artists are known
as the Sylvania Foresters.
MILLIONS
WILL SEE
THIS AD
EVENINi
n^HEY will again read about the handy "AERO" — the
A Complete Aerial Outfit. Our last year's advertising
brought a wonderful response so that dealers from Maine
to California found it profitable to stock AERO KITS
and other S-H products.
This year's publicity will be on a bigger scale. Our new-
est specialties will also be advertised. They include Light
Socket Antennae, Indoor AERO Aerial Kits, Dry 'A"
Power Units, and Combination Lead-in and Lightning Ar-
resters. Each device carries some unique feature to im-
prove reception and win the public.
You can't go wrong when you stock S-H products. Ask your
jobber about them. But if he can't supply you, write us direct.
^^^^
SWAN-HAVERSTICK, Inc.
TRENTON, N. J.
Getting
RSQ)ti(ai'
X
n-l bsYmr Aerial
hJjJi irwJ law fot tfi* aoaHt
Ytnt t»r"™» hf* rirnn o! julc*
w >iw -i^'
Set iriatlwt b t> BTrn (Hit- GitciT,
•oot-cc-^wrf TITO and inmlaton.
t Uttr l«ii-in *hc or ■ drfcefi*^
h.-ij»o-A< AERO fn-i.-^' KH ■
ivailabk- It canni'w c*crrthlnc
WP<"C^ temj'u. Ir'i t but
jod corJ»- TKc toriUritm form*
?T\C£ Si. CO pCT pk^
IGHT
SOCKET
'Antenna.
mi
The Talking Machine World, New York, October, 1927
For your protection use
EMPIRE TONE ARMS!
EMPIRE
REPRODUCERS
Empire Tone Arm No. 75
A drawn brass "S" shaped arm for all
large machines.
Vremier Sound Box
Equipped with a specially treated all-
metal diaphragm. It is particularly
adapted to machines having the new
amplifying chambers and Tone Arms.
^mpironic Sound Box
Every sale of an Empironic Repro-
ducer means renewed interest in the
phonograph. Figure it out for your-
self! There's a good profit on a sale
of Empire units.
Their Reputation Protects
Your Good Name
When you buy parts from some other
manufacturer to use in your machines
you are dependent upon him for the qual-
ity of the parts which he suppHes to you.
Your reputation is in his hands.
In the matter of Tone Arms you can
safely trust your reputation to the Em-
pire Phono Parts Co. Thirteen years of
experience have so perfected Empire
Tone Arms that they are the last word in
Tone Arms today.
In addition to the model illustrated we
have two other types — Model 50 for reg-
ular machines and Model 25 for portable
machines.
Because of our large production we are
able to turn out Empire Tone Arms at
prices that are remarkably low, quality
considered.
Write or wire for quotations
The Empire Phono Parts Co.
(Established in 1914)
WM. J. McNAMARA, President
10316 Madison Ave. Cleveland, Ohio
The Talking Machine World, New York, October, 1927
'T«HE MASTER is the world's
most popular portable. It is
modem. Has all the new fea-
tures— full curved throw'back
tone-arm — an exclusive repro-
ducer — self-contained record
album. Case built to last a life-
time— decorated embossed cover
in five attractive colors.
The FLAPPER is a novelty
instrument of unusual appeal.
The CUB is the one high
quality portable priced low.
For full profit sell
products — the one line
in public demand.
Thruout
THE Year
ARRUDLA
National
Advertising
Helps
LTou
Sell
Section of Box Shop
WORLD'S LARG
The Talking Machine World, Nezv York, October, 1927
Section of Shipping Department
profit
"^HIS is the biggest portable year in the history of
the business. Dealer sales for the first eight months
are far in excess of any similar period, and the big
selling season is just opening.
A good part of all portable sales are for cash, and
successful merchants today are deeply interested in
keeping this end of their business in proper proportion
to credit sales. Another good reason why portable
selling is active — and profitable — the year 'round.
The outstanding standard of values in this field
is r»RRMOLA Portables. Manufactured for you in the
largest and most completely equipped factory, of its
kind, in the world.
The fARRgoLA Company oS America
Milwaukee* Wisconsin
The Talking Machine World, New York, October, 1927
Guarantee Greatest Phonograph Values
Marvelous
Tone Reproduction iiheyi
played with the
Audak Reproducer
With
The Audak Reproducer
Our Tone Quality
Is Complete
22" deep
Fifteen New Models. Consoles, Uprights and Con-
solettes. Here's the phonograph, artisticeJIy de-
signed, with new tone quality. And is specially low-
priced, quality considered. Write us today for book-
let and prices.
SOME TERRITORY OPEN FOR LIVE,
WIDE-AWAKE, EXPERIENCED SALESMEN
Player-Tone Talking Machine Company
Office and Sales Rooms: 632 Grant St.
PITTSBURGH, PA.
Model 90-5
34" high— 36" wide
21" deep
The Talking Machine World, Nezv York, October, 1927
43
San Francisco Columbia
Branch Features Artists
Seven Full-Page Newspaper Advertisements
Used During Appearance of Moran and Mack
at San Francisco and Oakland Theatres
San Francisco, Cal., October 6. — Possibly the
largest short-term newspaper advertising cam-
paign ever known has just been completed by
A. J. Schrade, manager of the Columbia Phono-
graph Co. branch of this city. Moran and Mack,
exclusive Columbia record artists, better known
as the "Two Black Crows," recently played at
the local Pantages Theatre for ten days. Dur-
ing their stay in San Francisco the Columbia
branch supported them with seven full-page
newspaper ads — one each in the following
papers: Call, Bulletin, Daily News, Chronicle,
E.xaminer, Oakland Post Inquirer and Oakland
Tribune. The Columbia dealers in the San Fran-
cisco territory co-operated in a way that has
never before been equaled for the appearance
of any artist. The seven full pages released
for the appearance of these popular artists were
in addition to six full pages run in the San
Francisco press about two months ago, shortly
after the Black Crow record was released. All
previous records on newspaper campaigns of
this kind were broken as thirteen full pages
were run on one record.
During Moran and Mack's stay in San Fran-
cisco they made personal appearances for the
purpose of autographing their Columbia record
at the Quarg Music Co., San Francisco, and the
Jackson Furniture Co., Oakland. The Quarg
Co. announced the appearance with a full page
in the Examiner and Chronicle, while the Jack-
son store ran similar copy in the Post Inquirer
and Tribune. Huge crowds turned out for both
appearances and a large number of the Black
Crow records were sold on the strength of the
personal autograph. Both dealers had special
printed forms to distribute to the crowds which
when filled out constituted an order for the new
Moran and Mack Columbia record which is to
be released in the near future.
Fifteen New Cabinets in the
Superior Cabinet Corp. Line
Physical Appearance of the Radio Set Is Tm-
portant. Says Bernard J. Greenbaum, Presi-
dent of Cabinet Manufacturing Firm
Fifteen new cabinet models are now being
displayed for the benefit of the trade at the
New York offices of the Superior Cabinet Corp.,
and are meeting with unqualified success,
according to executives of the company.
"No longer is the radio considered purely a
mechanical sound producing device," said Ber-
nard J. Greenbaum, president. "With its whole-
hearted acceptance into the everyday life of
the American home an effort has been made
to beautify the physical appearance of the set
in order to provide a decorative note in the
room. This is responsible for the beauty of
design and unique methods of construction re-
flected in the Superior Cabinet Corporation's
product."
Atwater Kent Radio '
IN A
Announcing a ISIew and Beautiful Console
THE latest addition to Red Lion's catalog of smart radio
furniture is Model 4750 Console — a cabinet of rare beauty
and superlative value. Hand-rubbed walnut veneers with
doors of carefully matched burl walnut make this model one
of the most exclusive pieces ever offered to the radio trade.
Yet it is far from being expensive, especially when you con-
sider the selected woods and fine workmanship that have gone
into its manufacture. With Atwater Kent Model 33 receiver
and the new E-Speaker, the list price is but $157.00; with
Model 30 receiver and the new E-Speaker retails for $147.50.
Those of your customers who already own Atwater Kent sets
and speakers may buy the cabinet from you for $47.50.
All list prices carry a worth-while profit.
Get in touch today with the nearest Atwater Kent distributor
and be the first to display and sell this latest Red Lion
Console.
RED LION CABINET COMPANY, Red Lion, Pa.
44
The Talking Machine World, New York, October, 1927
Kolster
/I This is a 6 tube table model electric set, enclosed in
*- an attractive mahogany cabinet. It may be connected
directly to any no volt 6o cycle lighting line. The new A. C.
tubes are used as follows: four UX 226 or CX 326, one UY
227 or C 327, one UX 171 or CX 371, one UX 280 or CX
380. Price ^160. Tubes extra.
The model illustrated is the Kolster full console 6
V X.X. tube electric set. Cabinet of walnut with special built-
in cone speaker. This set operates from any no volt 60 cycle
electric line. The tubes useci in this set are as follows : four UX
226 or CX 326, one UY 227 or C 327, one UX 171 or CX
371, one UX 280 or CX 380. Price, ^250. Tubes extra.
The Talking Machine World, Nezv York, October, 1927
45
Hectilc Sets
Kolster Electric Sets are the logical result of the high
standards of production and value which characterize all
Kolster products.
To steadily deliver radio products whose sheer dollar
by dollar value must create the most favorable permanent
impression upon both dealer and consumer is the only
way of solid growth for Kolster and for the entire indus-
try. This will bring radio an increasing share of the
nation's income.
There are still profitable Kolster franchises open which
give you the right to display the Authorized Kolster
Dealer Sign, as below.
Sign and mail the coupon now for further details.
■~1
FEDERAL-BRANDES, Inc.
200 Mt. Pleasant Ave.
Newark, New Jersey
Please send me information regarding the 1927- 1928
Kolster proposition.
Na
Street-
City—
-State-
L.
.J
10
46
The Talking Machine World, New York, October, 1927
Results From First Radio Exposition
of Seattle Surpass All Expectations
Two Floors of Auditorium of Masonic Temple Given Over to Eighty Booths Showang Latest
Models of Receivers and Other Apparatus — Dealers From Entire State Attend
The first annual Radio Exposition of Seattle
proved one of outstanding success and returns
resulting directly have far surpassed all antici-
pations. The exposition lasted for a period of
four days, during which time thousands visited
the Masonic Temple, which was the scene of
the show. Dealers from all over the State
attended and were deeply impressed with the
immensity of the affair.
Geo. J. Thompson was managing the show
for the Association, and imported some very
good talent to furnish entertainment through-
out the afternoons and evenings with a com-
plete change every day.
Two floors of the auditorium were given over
to the display of merchandise, with eighty
booths filled with the very latest in radio.
Practically every line of radio equipment was
represented with merchandise valued at $250,000.
The value of the merchandise varied from the
very inexpensive receiving sets to the most
ornate and expensive electric models.
A distinctive and attractive feature of the
show was the Radiola Hall occupying one large
annex on the first floor very artistically fur-
nished; and displaying the very latest RCA
models.
The exposition was officially opened by Gov-
ernor Roland H. Hartley and Mayor Bertha
K. Landes. Remarks from some of the prom-
inent men in the industry were addressed to
the audience with musical entertainment fol-
GET THE CHRISTMAS PACKAGE!
Arco "AB" Power-
no hum. Just plug in
and forget it. Size
87/^x834x934 inches.
Weight 26 lbs. 4 taps
— 135-I80V, 90V, 67V
and detector bariable
20 to lOOV. Rates 254
amp. at 6V and 80
M. A. at :80V. Use
on sets up to ten
tubes. Price $67.00.
The ARCO Line
Build business — build profits with Arco Power Units
and Hi-Rate Chargers. They offer something better
— and strange to say, at lower cost — get the jump on
competition. Arco Units are compact, about half
again smaller than the average heretofore produced;
neat and definitely lower in price — that's why they're
easier to sell,
Arco Units need little attention and consume but a
small amount of current — that's why they stay sold!
Tie up with this better line. Get them into your store
—put the Arco up against any of equal performance
and appearance and then you'll realize why Arco Sales
are growing rapidly.
The Christmas Package
An Arco Unit makes an ideal Christmas gift..— We're
helping dealers ca:h in on the gift idea — furnishing
Arco Units in Holly paper containers. Ask for
sample right away if you want bigger Christmas busi-
ness. You can make your store popular Christmas
Headquarters. Tell folks about the clean Arco Christ-
mas package — show it in your window — then watch
sales climb.
The Arco Electrical Corp.,
827 Barr St., Fort Wayne, Ind.
□ Send me more dope on Arco,
□ Send me Arco "AB" Unit to be billed through by jobber who is
My Name
My Address,.
Arco *'A" Power. No hum,
r. D g'.ass tubes. Size 8Vax3V4X
!:3 4 inches. Weight 17 lbs.
2''2 amp. at 6V. Good for
sets up to ten tubes.
Price $37.00
Arco "B" Power. No hum.
Size 8'8x3?^4x9?-i. inches.
Weight 17 lbs. 4 taps — ^^135
— ISOX, 90V, 67V, and de-
tector variable 20 to lOOV.
50 M. A. at 180V $32.50
60 M. A. at 180V..... $37.50
80 H. A. at 250V — on
application.
Arco Automatic "A" Unit
Complete with 60 amp. or 40
amp. battery, 2^2 amp. Hi-
Rate Charger and Automatic
Cut Out. All in handsome
metal case. Size 87 8x8?8X
9?4 inches. Weight approxi-
mately 26 lbs.
Prces range from
$20.50 to $37.50
Arco Hi-RatR Chagers
Furnished with or without
metal case. With or without
automatic cut out in both
2^A amp. and 5 amp. charg-
ing rates.
Prices range from
$11.50 to $19.50
lowing. The programs over the entire period
of the show were broadcast over Fisher's Blend
station, KOMO and FFOA, Rhodes Depart-
ment Store, from the floor of the auditorium,
thus bringing the sensations of the show to
many unable to be in attendance.
The success of the show may largely be at-
tributed to L. C. Warner, director of the radio
group of the Radio and Music Trades Associa-
tion and chairman of the show committee; E.
R. Mitchell, president; Harry J. Martin, first
vice-president; F. S. Kuhn, second vice-presi-
dent; H. C. Phillips, treasurer; Dwyer C. Mc-
Lean, executive secretary, and the show com-
mittee.
Varied Sales Helps at
Disposal of Fada Dealers
Displays, Direct Mail and Other Literature
Prepared Under the Direction of L. C. Lin-
coln, Fada Advertising Manager
An unusually striking assortment of dealer
sales helps, displays, signs, direct mail cam-
paigns and printed literature, has been prepared
by F. A. D. Andrea, Inc., Long Island City,
under the direction of L. C. Lincoln, advertis-
ing manager, for the benefit of Fada authorized
dealers.
A monthly poster service has been inaugu-
rated, and all Fada dealers are being supplied
with a metal display easel on which to mount
an attractive series of posters in full color.
Movie slides for showing in local theatres, with
space for the dealer's name and address, are
also available.
A large display, lithographed in nine colors,
supplied with replicas of the Fada Special,
Fada 7 Console, Fada 7 Table and Fada 8
Table models, is an effective piece of sales pro-
motion, lending itself readily to lighting effects
at night. Packed with this display is a wall
card illustrating all current receivers and
speakers with a complete description.
Free Lesson Plan Boosts
Sales in Albany Store
Frederic Tietz, Progressive up-State Music
Dealer, Inaugurates Plan That Arouses In-
terest of Public in Instruments
An interesting experiment is being tried by
Frederic Tietz, one of the leading music dealers
of Albany, N. Y., and one of the oldest music
firms in the United States. This consists of free
lessons to purchasers of musical instruments, the
number of free lessons depending upon the
amount of the purchase. In connection with
the idea Frederic Tietz, head of the business,
states: "Something had to be invented to attract
beginners. Our free lesson plan has exceeded
expectations. After they graduate from the free
lesson department pupils may enroll in our paid
lesson department." The idea is being adver-
^tised quite extensively in the Albany, Troy and
Schenectady newspapers by Frederic Tietz, and
as a result a marked increase of sales has been
noted.
The Tietz establishment is widely known
to the music lovers in and around Albany. The
store operates a free booking service which is
being taken advantage of by many artists as
well as those who desire entertainers. Service
of this character has made the Tietz store a
leader in the community.
New Columbia Artists
New acquisitions to the long list of exclusive
Columbia artists will make their initial appear-
ance in the November Columbia releases. They
are Bessie Coldiron, the Sunflower Girl of
WBAP; Oscar Grogan, of Dallas, Tex., and
Mr. and Mrs. R. N. Grisham, from Mississippi,
singers of sacred songs. All of these artists
have a wide following in the South.
The Talking Machine World, New York, October, 1927
This proposition measures u
One good brand
in a range of
models to fit
every selling
possibility - " -
means greater
net profits
Speakers
the complete line
With the Stevens line you can SELL the
biggest total of business on the one hand
—and SAVE on your "stocking-up" invest-
ment on the other hand.
The Stevens range of models gives you
speakers for all requirements — and every
model sells with the public prestige of the
name "Stevens."
Every Stevens has the Conoidal Continu-
ously Curved Diaphragm — "The scientific
curve of true sound reproduction" — made
possible by the Burtex material.
Stevens Speakers convince by their ability
to give all the over-tones clearly and nat-
urally— and by their ability to perform uni-
formly regarcDess of heat or cold, damp air
or dry, and regardless of high voltages. This
is because of the "6 Exclusive Scientific Su-
periorities" in the construction of the
Stevens.
They were a sensation at
the Radio World's Fair —
New York and Chicago
Made by the Pioneers in Cone Speakers
Stevens & Company, Inc.
46-48 East Houston St.,
New York
Model PT.27
19 in.
Height ft., on Span-
ish Renaissance metal
standard — gracing the
most elaborate interior —
every decorative and
electrical feature of the
Stevens line — 20-ft. exten-
sion cord — peerless in the
speaker field.
Price
$65.00
Model WT-27
19 in.
Smooth beaded frame in
hand rubbed Jasper
brown mahogany finish —
Stevens Armature Unit
and special output trans-
former— seamless Burtex
conoidal diaphragm i n
bronze with "Golden
Chime" — silk hanging
cord witii rosette.
Price
$45.00
Model CT-27
17 in.
Colonial model — ■ hand
rubbed frame in Jasper
brown mahogany — seam-
less Burtex conoidal dia-
phragm in bronze with
"Golden Chime." Stevens
Armature unit and spe-
cial output transformer.
Price
$35.00
Model B-27
17 in.
Equipped with Stevens
2-poini. suspension arma-
ture unit — seamless Bur-
tex conoidal diaphragm
— hand rubbed frame —
Jasper brown mahogany
and bronze finish witli
"Golden Chime."
Price
$25.00
Model A-27
141/2 in.
Seamless Burtex conoidal
diaphragm — substantial
sounding board — Jaspei'
brown mahogany a n d
bronze finish with
"Golden Chime."
Price
$18.50
There^s a Stevens to clinch the sale
wherever a speaker can he sold
48
The Talking Machine World, New York, October, 1927
New Type Phonographs Will Sell Them-
selves if Demonstrations Are Arranged
H. B. Sixsmith, in Interview With Gordon Lathrop, Tells How Electrical Dealer With No Pre-
vious Experience in Selling Phonographs Ran Up Sales Total of $2,500 in Two Weeks
On a bet an electrical dealer in Iowa recently
sold within a v/eek a $1,200 phonograph in a
community described by an old-fashioned music
dealer as dead to the appeal of the modern talk-
ing machine. The week following the sale of
the $1,200 machine this electrical dealer sold
two more phonographs for $600 and $700.
Before setting forth to win his bet the elec-
trical dealer first had to become sold. This was
accomplished by the appeal of the phonograph
to his ear.
Present-day broadcast listeners are demand-
ing purity of tone and dependability of per-
formance. What appealed to me in the incident
of the electrical dealer's success in selling, with-
out previous experience, a $1,200 phonograph in
a community declared dead by the old-fashioned
music dealer was the quick receptivity of the
electrical man.
Extend the experience of the electrical dealer
to its logical sequence. If the dealer became
quickly enthusiastic upon hearing a high-grade
phonographic demonstration why would not the
radio listener, with ear equally sensitized to
good and bad tone, be just as receptive?
There is a psychological situation, in other
words, ready made for the phonograph man or
the combination radio and phonograph dealer.
This situation is recognized by many jobbers
and dealers. The incident of the electrical
dealer and the old-fashioned music dealer was
related to me by the sales manager of Harger
& Blish Co., one-time pioneer phonograph dis-
tributor, later radio jobber exclusively, and this
year combination radio and phonograph jobber
for the State of Iowa. Harger & Blish were
in the phonograph business for thirty-five years;
then phonographs were dropped for several
years. This year the firm is handling a firmly
established, intensively advertised radio line,
the Atwater Kent, and a high-class phonograph,
Brunswick Panatrope. Mr. Sixsmith tells of his
experiment upon the ears of the two types of
dealers as follows:
"We had fixed up our demonstrating room
until it was acoustically perfect. We had tested
it repeatedly until satisfied it was the last word
in hearing rooms.
"On this occasion I had a conference in my
office between two disgruntled radio dealers of
the same town. Each seemed to think that one
radio dealer in that town was sufficient to de-
velop the business. Each thought he should be
the dealer. One of them was a music dealer. He
had been in the game for ten or fifteen years
retailing a line of phonographs.
"The other man was an electrical dealer
handling no phonographs. The arguments were
becoming rather pointed and in my fear of dire
consequences I endeavored to change the sub-
ject. I sent a note to my secretary instructing
her to put a good snappy dance number on the
demonstration phonograph and leave the door
of the demonstrating room wide open so that
we could hear quite plainly in my room.
"As the record began to be heard it gave me
H. B. Sixsmith
the opportunity to switch the conversation un-
til the attitude of the two men cooled.
"Finally the electrical dealer said he could
sell the phonograph which was playing. The
electrical dealer wagered he could sell the
$1,200 type of machine within a week. The music
dealer declared the wagered money was al-
ready his, that he knew his home town too well.
It was a dead town for phonographs."
The result has been related. Not only did
the electrical dealer sell the type of instrument
heard, but additionally sold a $300 and a $700
phonograph the following week.
Mr. Sixsmith has the following to say about
the combination of radios and phonographs:
"While all lines of business usually show their
peak during December and the low mark during
the Summer months, yet phonographs sufifer
less in this respect than most other lines, and if
they do some of the blame is laid to the jobber
and dealer.
"Radios and phonographs have common, uni-
versal appeal. Both phonographs and radios
are in one sense musical instruments and ap-
peal similarly. In selling, I believe the same
arguments which apply to the one apply to the
other. The new electrical reproducing instru-
ments resemble radio in a. great many respects.
They require servicing. The radio dealer is
familiar with this branch and has been through
it so as to know its pitfalls.
"That there is a strong trend of buying com-
bination instruments is evidenced by the leading
manufacturers of phonographs combining sev-
eral of their models with radio.
"As simple and easy as it might seem to
market the two, it is folly for a merchant to at-
tempt it along the old lines. To me the whole
success of selling the line hinges upon one
single word, NEW.
"And it is folly to expect that literature, ad-
vertisements or clever salesmanship alone will
sell the new products of the phonograph indus-
try. The only method by which they may be
sold is by demonstrating them. The purchaser
must have his ear satisfied. This also applies
to the dealer and jobber. When we began to
demonstrate our line of phonographs to dealers
they became interested, not before. The ear
of the American listening public has become
highly sensitized."
Gennett Recording Expedi-
tion Returning to St. Paul
Local Talent Made Several Gennett Recordings
and All Are Selling Steadily— To Make
Records of Pipe Organ Selections
St. Paul, Minn., October 4. — The recent re-
cording expedition of the Gennett Division of
the Starr Piano Co. to this territory resulted in
the securing for the Gennett record catalog of
a number of "hits" by new and locally famous
talent. Harry Bernstein, of the Northwestern
Phonograph Supply Co., selected all talent and
arranged all numbers and he was instrumental
in digging up several finds and securing much
valuable publicity.
Among the selections recorded were "Rain"
and "Love Me," by Les Backer; "Gypsy Love
Song," "Love's Old Sweet Song," "Memories,"
etc., by the Gold Medal Four; "Old Music Box
Melodies," by Gayle Wood, and the "Colonial
March," by the St. Paul Police Band.
So successful was the recording expedition
that the Gennett Electrobeam recording appa-
ratus is scheduled to return to this territory to
secure pipe organ recordings of several of the
local organists.
Starts Holiday Campaign
The Frederick Piano Co., Uniontown, Pa.,
recently started its Orthophonic Victrola Christ-
mas Club sales campaign.
Values £oi* the Phonograph Buyer
AMPLIPHONIC
New Type Phonographs
Remarkable for tone and volume
Up to the Minute Equipment
Cast Iron Horn
Heineman 77 Motor
Automatic Stop
Ultra Reproducers
Write for Our Complete Catalogue
CHARMAPHONE CO.
Pulaski
Manufacturing Since 1914
New York
The Talking Machine World, New York, October, 1927
49
fSEE THE VESTA DISPLAY AT THE CHICAGO SHOW]!
Coliseum — Booths 32 and 33; Section HH — October 10 to 16jj
Battery
solution
level and
T
'HERE is a multitude of radio Power Units on
the market but very few of them are advertised
to the millions of set owners in the great national
publications.
Vesta is one of the few who get behind their pro-
ducts with powerful advertising to help the dealer.
With Vesta's Complete Line of Power Units, and
the quality of Vesta products known to millions,
coupled with a continuous flow of messages to the
public, it should be very easy for the dealer to de-
cide that THIS IS THE LINE WITH WHICH
TO DO THE GREATEST VOLUME OF
BUSINESS and MAKE THE MOST MONEY.
The advertisement reproduced herewith is one of a
series running through the season. This one uvill
appear in Saturday Evening Post, October 8 and
Liberty, October 15. This series began in Satur-
day Evening Post, August 20 and appears regularly
in Saturday Ei;ening Post, Liberty, Country Gentle-
man and Successful Farming.
VESTA BATTERY CORPORATION
2100 Indiana Avenue - Chicago, Illinois
VESTA BATTERY CORPORATION T. M. W. 10-27
2100 Indiana Avenue. Chicago, 111.
Please have your central distributor near us present the Vesta Dealer Plan.
V^ame .
Jiddrcu
Citu Slate
'That's What I've Wanted!
Vesta again leads the world with something
new and better — a complete A and B socket
power plant all in one case.
The handsome, compact case contains [1] "A"
battery enclosed in clear glass; [2] built-in hy-
drometer; [3] "B" unit; [4]Vertrex type rectifier;
and [5] automatic relay, which disconnects the
AC charging current from battery when set is
in operation and re-connects current when set
is idle. Just plug the Vesta A-B unit into the
light socket and it operates automatically with
your set switch.
There is a Vesta dealer near you. It
pays to consult him about radio power.
VESTA
QUALITY RADIO UNITS
MAKERS OF VESTA AUTO-RADIO BATTERIES FOR 30 YEARS
VF.STA BATTERY CORPORATION
2100 Indiana Ave.. Chicatfo, HI.
Piease send illusiraicd loldeis on ihe Froducis ] have checked below
t«n.i)!
(Olher Items illusiraled and described]
□ A B Socket Power Unit*. (60 mils
Bi ISO Volis. SO Amp. Hr»: S77.)
VESTA"A" UNITS
SocVei power. Vesta '"A"
Units now come with cither
Vcrirex or Balkite rectifiers
in both 4 and 6 volt siies.
With or without automatic
relay. In a cicof gla,) case
with built-in hydrometer—
«vcrrihine visible. With
i-^lay, 37.50; wiihoui
relay. $12.50. I 1
VESTA DRY
TRICKLE CHARGER
Socket Power, without re-
lay $15; with relay. $17,50-
•Licenwd U S. Pdtent
Serial No. 161ie5i>.
Complete line ol Veita
Non - Mlcrophortic
Tubei ioi every radio
purpose; the height ol
|IEW "B" UNIT
Socket power with atito-
tnatic relay. 40 mill. IBO
voltB.SW SOiMmiU. I 1
ISO volts. $44.5tt I I
AJJiCSS—
50
The Talking Machine World, New York, October, 1927
Adler Mfg. Go. Announces
New Tudor Radio Cabinet
New Adler-Royal Product Made in Walnut and
Possesses Several Outstanding Features-
Spacious Compartment for Batteries
Louisville, Ky., October 5.— N. P. Bloom, gen-
eral sales manager of the Adler Manufacturing
Co., recent!}- announced a new radio cabinet
lift
It
inet is a spacious compartment large enough
to house any combination of battery or power
units with access to the units from the front,
similar to the construction of a piano. In ad-
dition, the drawer construction for the radio
panel chassis is easily accessible without re-
moving the cabinet from the wall, and the
cabinet may be used with or without a horn
speaker. The dimensions of the cabinet are:
height 50^ inches, width 29^ inches and depth
20j4 inches.
The production of this Tudor cabinet is the
result of a request by a number of New York
distributors and Mr. Bloom announces that
owing to the capacity production at the Adler
plant it has been found impossible to make up
a sufficient quantity of the new Tudor design
to supply the trade in general, and for the
present the company must confine its efforts
on this design to the group of distributors
originally requesting it.
Columbia Portable Phono-
graph in Chilean Forests
Columbia Phonograph Co.'s South American
Representative Sends Interesting Photograph
Showing Instrument in Use
The ever-increasing popularity of the Colum-
bia portable phonograph is not limited to this
country but has extended to all lands and all
climes. The accompanying photograph shows
the Columbia portable doing yeoman work in
New Post for Theo. Hohtanz
Theo. Hohtanz, who has taken over the Des
Moines Music Co., Des Moines, la., occupying
the position of vice-president and general man-
ager, is well and favorably known in the trade,
his previous connection having been with the
Peyer Music Co., St. Paul, Minn.
Bill's Music Store Opened
A new retail music store. Bill's Music Store,
was recently opened at 38 East Eighth avenue,
Gary, Ind., by W. M. Lauterbach. The Bruns-
wick Panatrope line is carried.
Columbia Portable in Chile
the forests in Southern Chile near Peulla. A
party of South American farmers on a picnic
brought along the instrument to supply the en-
tertainment.
In the background can be seen several Arau-
canian Indians, servants of the farmers. This
photograph was recently sent to the headquar-
ters of the Columbia Phonograph Co. by A. G.
Linsig, Columbia traveling representative, who
is on a tour of the South American field at the
present time.
Adler-Royal Tudor Cabinet
of authentic Tudor period design. This new
Adler-Royal product is made of walnut and
has a rich and pleasing design.
Among the outstanding features of the cab-
Adds A-K Line
Drive on Fada Radio
The Ed Patton Music Co., Omaha, Neb., re-
cently added the Atwater Kent line of receivers
and speakers to its radio department.
The Innes Music Co., of Wichita, Kan., re-
cently inaugurated a sales and advertising drive
on the new Fada radio receivers, with success-
ful results.
The Peer o£ All Reproducers
THE JEWEL No. 33
Because of its scientific construc-
tion and because all of the most
advanced principles of sound re-
production are embodied in its
construction, the Jewel No. 33
will reproduce the selection near-
est to the way it was originally
recorded by the artists.
No jangling — no distortion — no
tin-canny noise — nothing but per-
fect harmony from the rumble of
the kettle drums to the high
tremulous silver tones of the vio-
lin and flute. Each instrument
distinctly heard, yet all combined
in one glorious harmonious whole.
The combination of the Jewel No.
33 Reproducer and the Jewel In-
strument taper brass tone arm is
the "last word" in equipment for
tone reproduction.
Price, Nickel $7.50 — Qold $8.50 Jobbers and Dealers write for discounts
JEWEL PHONOPARTS CO.
510 N. DEARBORN ST. CHICAGO, ILL.
lorirnn
OF VITAL importance to all distributors is the
announcement of a new star on the Radio
horizon— the UNITED STATES ELECTRIC
CORPORATION.
This radio merger of nationally known rrianufac-
turers embraces a line of dependable merchandise
at a price range covering "everything from a Chev-
rolet to a Cadillac" and an equally comprehensive
patent coverage.
A notable feature is the establishment of a cen-
tral engineering laboratory, including some of
America's foremost radio engineers.
The strategical location of the divisional factories
makes available to the UNITED STATES ELEC-
TRIC CORPORATION economic sources of
material, production and distribution second to
none in the radio industry.
The products of the various divisions are
described on the following pages of this issue.
APEX presents^
%e OnlvNEW
Radio Circuit
5 Tears
in
"Troubadour"
Console
9.Tube
TECHNIDYNE
Internal Loop
$325
TECHNIDYNE
The Apex Technidyne is a new depar'
ture — the most outstanding advance in
radio engineering in recent years.
The Technidyne Circuit makes use of
an epochal discovery, the ''feed for-
ward." This is a new type of neutraliza-
tion far surpassing former methods. It
is inherent in the design and circuit con-
tacts; not dependent on adjustments.
'Simpassin^y beautiful in design;
Amazing in Performance
The Apex Technidyne Circuit gives extreme sensitivity of radio fre-
quency amplification over the whole broadcast band. It provides a higher
degree of true selectivity than ever before attained — over the whole
broadcast band. The exquisitely designed and
finished cabinets by the Plymouth Radio 6?
Phonograph Company of Plymouth, Wiscon-
sin, complete an ensemble of beauty and radio
efficiency unexcelled at Apex prices—
$90 to $325.
Licensed Under
Patents of
Radio Corporation of
America, Westing'
house Company, Gen-
eral Electric Company,
American Telephone
G? Telegraph Company
(Super'heterodyne ex-
cepted), Latour Cor-
poration, Hazeltine
Corporation and Tech-
"ifdyne Corporation.
Table Model
"Lyric" 6-Tiibe Neutrodyne $90
^ it*s a mighty fine thing to be known as the
Apex Dealer, and profitable, too
APEX DIVISION
UNITED STATES ELECTRIC CORPORATION
1410 West 59th Street, Chicago, III.
Formerly APEX ELECTRIC MANUFACTURING COMPANY, Chicago
y4NewStar onOw JladioHoriion jl^
<^tX)X\\\ ^lory-A and Dry^A^BC
are Guaranteed to You
^ and you can
Guarantee them to
your own customers
Sentinel Dry "^4" units are the first to carry such a guarantee.
Their goodness makes it possible. Months of the most exhaus-
tive research and rigid tests prove their dependabiKty. There are
no acids — no liquids of any kind used in the Sentinel Dry A or
the Sentinel Dry ABC.
They^re "Bone-Dry" \Jnits
Sentinel "Dry- A" delivers a constant 6 volts up to
2V2 amperes. It is absolutely instantaneous in action.
In combination with Sentinel BC, the radio set owner
has a perfect power supply for every radio need. The
Sentinel BC is the finest power unit of its kind ever
— — ^
jppi
Sentinel "~
DRY-ABC /or every
Power Need of Radio
There is a
Sentinel Power Unit
for every Radio need
Sentinel
DRY-A
$4900
developed, delivering plate voltage for ANY
set regardless of si2,e — with ample reserve
power — 80 milliamperes of current at 180 volts.
Sentinel Dry A and Sentinel Dry ABC are
the latest additions to the already famous Sen-
tinel line of Radio Power Units. You should
know every Sentinel product. Pushing Senti-
nel pays big dividends.
Every Sentinel Unit Carries a
Guarantee which cUnches sales
Sentinel division
UNITED STATES ELECTRIC CORPORATION
9705 Cottage Grove Avenue
Formerly SENTINEL MANUFACTURING COMPANY, Chicago
Licensed Under
Patents of
Radio Corporation
of America, West-
inghouse Company,
General Electric
Company, the
American Tele-
phone 6? Telegraph
Company.
^NewStar onthe JladioBorizon
combines the
marvelous Technidyne--
AC equipped^ with Electric Phonograph
in the new
GLORITONE5
Case "Gloritone" Model 92D
No Batteries — Light Socket Operated
T^ine tubes — loop operated — true single control —
equipped with AC tubes also "B" & "C" power
umts, ready to attach to light soc\et. Contains high
grade electric phonograph — Beautifully cased m
antique walnut with highly figured ^77^
veneered walnut panels. Price complete . . i I
This marvelous instrument is a splendid contribution to the music
loving world. It supplies reproduction at its best in either broad-
cast or record.
^^Gloritone^^ provides every possible
enjoyment that sound affords
Without a single program on the air, ''Gloritone's'' superb electric
phonograph is always ready to dispense any type of music, jazz or
classical. When one desires broadcast reception — ''Gloritone"
reaches out and selects the one program which pleases the operator's
fancy. Its tonal quality is superb — its selectivity is almost knife'like
— its volume may be regulated from a whisper to a tornado of sound.
''Gloritone" sells because it excels.
Licensed Under
Patents of
Radio Corporation of
America, Westing-
house Company, Geo'
era! Electric Company,
American Telephone
Telegraph Company
(Super-heterodyne ex-
cepted), Latour Cor-
poration, Hazeltine
Corporation and Tech-
nidyne Corporation.
The Case
PRICE RANGE
from
makes it easy for the
Dealer to satisfy any
Customer's exacting
price requirements
^and here is another
Case Radio
Triumph
AN AC'6 TUBE
TABLE MODEL, 62B
X« Batteries — Light Circuit Operated
A highly selective set with splendid tonal quality and
satisfying volume. Fully equipped with 6 AC Tubes
also "B ' and "C" power units, ready to attach to
light socket. Price $200.00.
CASE DIVISION
UNITiED STATES ELECTRIC CORPORATION
Marion, Indiana
Formerly INDIANA MFG. & ELECTRIC COMPANY, Marion
on the Radio Horizon
1
Quality Receivers
In every sense of the word
Long before the public dreamed of radio as a means of entertainment,
the makers of today's Slagle Receivers were building radio equip-
ment. The Slagle policy has always been highly selective — only the
finest materials and craftsmanship are used.
Slagle engineers are never handicapped by the possibility of certain
operations or materials costing too much. Slagle Radio, from design-
ing room to testing table, is a quality product in every detail — in
engineermg, materials, assembly, cabinet work and performance.
The Slagle line consists of 9 and 10 tube Technidyne Receivers,
either battery or "dry-power'' operated.
9 and 10
Tube
Technidyne
RECEIVERS
either battery
or
^^dry'power'^
operated
The Technidyne is
without question, the
most remarkable radio
receiver in the field to-
day. Its tonal quality,
selectivity and distance
getting ability are phe-
nomenal. The beauty
of Slagle cabinets and
consoles are an added
reason for Slagle popu-
larity and salability.
This model is available equipped with either the Slagle
6'tuhe circuit or with the famous 9'tube Technidyne
circuit, with built'in l^lewcomb'Hawley spea\er.
The Slagle 6'tube All-Electric Receiver operates on
outside antenna and uses dry soc\et power through'
out. Without tubes or antenna, otherwise complete,
$300.00.
Same model, 9'tube Technidyne circuit, built'in'
loop, battery operated, $360.00, without tubes or
batteries.
Slagle Radio
Console Model "C"
The Slagle lO'tuhe Technidyne has no superior in any
quality demanded of a radio receiver. Operates on dry
soc\et power, without aerial or ground. Employs push'
pull amplification. Unsurpassed in tonal quality, sen'
sitivity, selectivity, clarity and volume. Equipped with
built'in'loop and J^ewcomb'Hawley spea\er. Cabinet
of beautiful burl'walnut, handsomely high lighted and
durably made. Frice complete (except tubes), $560.
When you
Sell
i
Slagle ^
Radio ^
you sell
more
— you sell
satisfaction
Licensed Under
Patents of
Radio Corporation of
America, Westing-
house Company, Gen-
erai Electric Company,
American Telephone
C5? Telegraph Company
(Super'heterodyna e.x-
cepted), Latour Cot'
poration, Hazeltine
Corporation and Tech-
nidyne Corporation.
Slagle DIVISION
UNITED STATES ELECTRIC CORPORATION
Fort Wayne, Indiana
Formerly SLAGLE RADIO CO., Fort Wayne
Flll lY SHIEIDED
WORK RH
6 Years
of Successful
Radio Building
'--A mighty strong sales argument
for the dealer to use
The name WorkRite has been identified with quality radio almost from
the beginning of general broadcasting. When you handle the product of a
concern with such a splendid record you find sales easier to make — Work'
Rite's reputation will help you to establish yours as the leading radio store
in your community. WorkRite Radio Receivers, perfected through 6 years
of radio manufacturing are properly constructed. Servicing is reduced to a
minimum. You make a good profit on every WorkRite and you keep it
after it is earned.
i
i
Licensed Under
Patents of
Radio Corporation
of America, West-
inghouse Company,
General Electric
Company, the
American Tele-
phone Telegraph
Company (Super-
heterodyne ex-
cepted), Latour Cor-
poration, and Hazel-
tine Corporation.
Work Rite Radio
Offers Extraordinary
Quality at
Moderate Prices
$95 to $205
Write for Discounts
WorkRite Division
UNITED STATES ELECTRIC CORPORATION
1812 East 30th Street, Cleveland, Ohio
Formerly THE WORK RITE MFG. COMPANY, Cleveland
WorkRite Consolette
Table
The table shown with the WorkRite 37,
an 8 Tube J^eutrodyne, fully shielded, was
designed and built especially for use with
this model. It is of walnut finish — pleasing
in appearance, substantial in construction,
and useful for holding batteries, power
units and loud speal^er. Magazine racl{s
optional. Price of Model 37 with table,
S205.00.
WorkRite Table Model
No. 17
This 6-Tube 7\{eutrod)ine meets the demand
/or a high'class reliable radio priced under
$100. Has all metal chassis and fully
shielded radio frequency coils. 2 controls.
Cabinet of walnut, beautifully paneled.
Price $95.00.
J
Sales Department
THE ZINKE COMPANY
1323 So. M.ichigan Avenue
Chicago, U. S. A.
The Talking Machine World, Nezv York, October, 1927
51
Music-Radio Merchants 0
Can Increase Their Sales •
Just as 150 other national advertisers in as many lines of
industry have — so can you.
Such companies as Standard Oil Co. of N. J., Coca-Cola,
Remington Arms Co., American Chicle Co., Morse & Rogers
Shoe Co., Not-A-Seme Hosiery Co., United Fruit Co., Liggett
& Myers Tobacco Co., etc., find Schilling Press SERVICE
and QUALITY the Keynote to increased sales.
Write for information on Schilling Glassads, for Window
Advertising, Blotters, Direct Mail, Catalogs, Booklets,
Broadsides, House Organs, or other forms of Printed Ad-
vertising that invite attention and consideration.
THE SCHILLING PRESS, Inc.
PRINTERS OF QUALITY
Schilling Bldg., 137-9 East ZSth St. * New York City
[^^[PRINTING— THE MOTHER OF PROGRESS}^^^
Arthur Smith Music Go.
Moves to New Quarters
Tampa Brunswick Dealer Is Now Occupying
Larger Quarters — Demonstrating Records on
Panatrope Has Greatly Increased Sales
lion into effect, for in the last thirty days he
liad more than doubled his record business.
The accompanying illustration shows the inte-
rior of the store, and Mr. Smith and his aggres-
sive organization are also pictured.
Favorite Stage Stars
Feature Columbia Hours
Tampa, Fla., October 6.— The Arthur Smith
Music Co. recently moved to a store next to
the one it formerly occupied and remodeled
Seattle Radio Trade Assn.
Sending Sets to Shut-ins
Radio and Music Trade Association Co-operat-
ing With Local Newspaper to Lighten the
Burdens of the City's Invalids
Weekly Broadcast Programs of the Columbia
Phonograph Co. Recording Artists Include
Stars of Popular Current Musical Shows
New Home of Arthur Smith Music Co.
the entire establishment. The firm handles
Brunswick merchandise exclusively and the en-
tire organization is confidently anticipating a
great increase in business because of the en-
largement of the store. Incidentally, the firm
has again proved, at the suggestion of Ralph
Hooke, district manager of the Brunswick
Panatrope division at Atlanta, that playing the
Panatrope in the store is a valuable medium
of increasing record sales.
A short time ago Mr. Hooke placed a Bruns-
wick Panatrope, Model P-14, in front of the
store for record demonstrations, and after giv-
ing it a thorough trial Mr. Smith sent a very
interesting testimonial letter to the Atlanta of-
fice, enclosing the largest record order he had
yet authorized. The theme of Mr. Smith's let-
ter was the encouragement of all Brunswick
dealers to put this plan of record demonstra-
Seattle, Wash., October 5.- — Plans have been
consummated by the Radio and Music Trade
Association whereby it is hoped to bring to
the shut-ins of Seattle a touch of the outside
life and activity, and help bring some cheerful-
ness into their lives. It has always been the
endeavor of the Association to supply a radio
or accessories to cases brought to their atten-
tion, but now, through the co-operation of the
Seattle Post Intelligencer, a drive is being
made through which means it is hoped to pro-
vide all the shut-ins with radio sets, and in the
case where parts or accessories are required to
build up the set, obtain the accessories and
place the set in working condition.
The Association has invited the people of
the Pacific Northwest to join in a whole-hearted
eflfort to relieve this condition and do some-
thing for the shut-ins in this district. Persons
with old sets or equipment that can be spared
are being asked to send them in to the Asso-
ciation headquarters or leave them at the news-
paper offices. The dealers of the Association
have offered their co-operation.
Eldridge R. Johnson, founder of the Victor
Talking Machine Co., recently purchased a
Rembrandt portrait valued at $100,000. It de-
picts a gray-haired woman, said to be the art-
ist's mother.
The Columbia Phonograph Co. hour of radio
broadcasting which opened on September 28
with a concert by Charles Hackett, tenor;
Sophie Braslau, soprano, and the Symphony
orchestra under the direction of Fritz Reiner,
continued on the succeeding Wednesday to
entice more and more listeners of the radio
audience to dial in on the stations of the
Columbia Broadcasting System, which covers
the entire country east of the Rockies.
On October 5 the Columbia hour was en-
titled "Stars and Songs From the Great White
Way," and during the hour artists who are
starring in current musical comedy hits were
heard in songs from the shows in which they
are now appearing. Among the artists heard
were Five Locus Sisters, from "Hit the Deck";
Franklyn Baur, from Ziegfeld's "Follies of
1927"; Morton Downey, from "Strike Up the
Band"; Keller Sisters and Lynch, from "Allez-
Oop," and the South American Troubadours,
from "Rio Rita," In addition the Knickerbocker
and Cavaliers' orchestras were heard playing
hits from other musical shows. All of the
artists heard were Columbia recording artists,
and the broadcast afforded dealers an excellent
opportunity for a record tie-up.
On la.st Wednesday, October 12, a joint pro-
gram was given by Ted Lewis and His Band
and Miss Lee Morse, playing and singing sev-
eral of their record releases. Ted Lewis sprang
a surprise by introducing a poem which he had
written in honor of the day, Columbus Day.
The Leu-Lieberstein Co., St. Louis, Mo., is
representing the Hyatt radio receiver.
52
The Talking Machine World, New York, October, 1927
How the McDowell Music Co. Staged a
Drive That Developed $100,000 Sales
Oklahoma Dealer, Operating Four Retail Store s, Launched a Sales Campaign of Little More
Than Two Months' Duration That Resulted in Substantial Gain in Business
In the September issue of The Talking Ma-
chine World an interesting article telling of
the contest conducted by the McDowell Music
Co., Ponca City, Okla., appeared, giving the
names of the winners of the various divisions
of the contest. Further information has been
received telling of the manner in which the con-
test was conducted, and should prove interest-
ing to dealers who might wish to inaugurate
similar sales campaigns. When it is taken into
consideration that the McDowell contest re-
sulted in bringing in practically $100,000 worth
of business in the four stores of the McDowell
Co. in sixty-six working days, it is obvious that .
a contest among the sales staff does result in
stimulating them to exceed their average efforts.
In order that each of the four stores should
Nature^s
Sounding Board
Lata Balsa Wood Reproducers which use
as a diaphragm a wide expanse of carefully
selected and treated Balsa Wood can be
used in conjunction with any radio set or
phonograph, improving the tone qualities
of reproduction.
These speakers are made in four attractive
styles ranging from $30 to $50 in price.
Write for our illustrated booklet
One of the four attrac-
tive Balsa Wood Repro-
ducer Models.
Sole Distributor
ARTHUR H. LYNCH, Inc.
General Motors Building
1775 Broadway, at 57th Street
NEW YORK CITY
Manufacturers
Balsa Wood Reproducer Corp.
331 Madison Ave. New York City
have an equal chance of winning the main
prize, the winner was decided, not on the basis
of the gross amount of business but on the
greatest number of sales units. These units
were decided upon by taking the average yearly
volume of business and then deciding a just
sales unit for each store. The units were as-
signed as follows: Pawhuska store, $40; Black-
well store, $45; Ponca City store, $50, and Enid
store, $60. When the contest was decided it was
found that the Pawhuska store had the greatest
number of units, and a silver cup was awarded
it to be retained until the next annual contest.
Should a store win the contest two years in
succession the cup becomes its permanent pos-
session.
The prize for credit management which was
won by T. J. Clark, of the Enid store, was
awarded on the basis of reduction in "past due"
on a percentage basis. At the beginning of the
contest, each store manager was given a detailed
statement of the amount of "past due" on the
ledger. Mr. Clark's reduction was over 50 per
cent, a real achievement.
In awarding the prize for store management
a committee composed of the Mayor of Ponca
City, the secretary of the Chamber of Com-
merce and one of the stockholders of the Mc-
Dowell Co. visited each store and made a pur-
chase. They awarded the prize, taking into con-
sideration the general appearance of the store,
the courtesy of the clerks, the ma.nner in which
sales were handled, etc. The committee re-
ported that the judging of the winner was most
difficult as each of the stores merited praise.
Several other prizes were awarded to indi-
viduals who turned in the greatest amount of
net business, the greatest amount of phono-
graph, record and piano business.
Phonograph Mechanism
Resembles Human Body
"The mechanism of a phonograph is like the
human body in many ways," declares Myron T.
Sorenson, proprietor of the Phonograph Sup-
ply Co., 404 Sixth street, in the Sioux City, la.,
Tribune.
"A phonograph, or so-called talking machine,
is practically everything but human, from a
standpoint of the working mechanism.
"For example, it talks, it records or re-
members what it hears, it is an educator and
entertainer. It speaks in foreign languages, and
even gives lessons in physical training.,
"When we look at a record, we cannot in-
terpret the meaning hidden away in the tiny
grooves, but the phonograph will translate it for
us.
"The heart of the motor is the main spring,
where the power is stored. It acts in the same
capacity as our muscles.
"The backbone is the motor frame, holding
the gears and bearings in place. -
"The first and second intermediate gears, and
the driving gears, helical and straight-cut, are
like our arms and legs. They make the motor
go, turning the turntable to play the record.
"The governor controls the speed of the
motor, and the speed-regulating arm regulates
the speed from slow to fast, the same as our
brain regulates and controls our whole nervous
system.
"Under the turntable is a shoe brake, to stop
and start the motor.
"And then there is the crank, also sometimes
found among people.
"Other terms used to designate parts of a
phonograph motor are: tung clutch sleeve,
spring cup, head, coarse tooth gear, sliding
governor collar, helical-cut teeth gear, dog
ratchet, brake lever cam; male, female shafts.
"The throat of the tone chamber, neck of the
tone arm, stylus-bar diaphragm or soundbox re-
producer, and record, all have their part to do
in reproducing the sound waves, similar to our
mouth, teeth, tongue, throat and vocal cords.
"This will give you a little insight into the
mechanism of the phonograph and why it is
called a talking machine."
Special Radiola Part of
Equipment in Balloon Race
Belgian Entry in Gordon Bennett International
Balloon Race Equipped With Radiola Super-
heterodyne Supplied by RCA
A special adaptation of a Radiola Superhet-
erodyne, supplied by the Radio Corp. of
America, was part of the equipment of the Bel-
gica, piloted as the Belgian entry by Ernest
Radiola Equipment Used in Belgian Balloon
Demupeter in the 1927 Gordon Bennett Interna-
tional balloon race. This set, illustrated here-
with, was mounted in a weatherproof cabinet,
including the batteries and a loop antenna.
The loud speaker was of the 100-A cone type,
also mounted in a special weatherproof cab-
inet with a leather carrying strap. The re-
ceiver was suspended from the ring of the gas
bag so that the entire cabinet with its enclosed
loop could be orientated to take direction
bearings by means of intercepted broadcast sig-
nals. To increase the receiving range, a trail-
'.ng antenna was also provided.
Op ins Radio Department
Renf ro-Waderstein, Seattle, Wash., is open-
ing a radio section with the Atwater Kent line
of radio receiving sets.
PHONOGRAPH
MOTORS
WIDE variety of
Motors made by
Hermann Thorens,
Ste. Croix, Switzer-
land, Manufacturer
of Europe's most
celebrated phono-
graph motor.
High quahty — rea-
sonably priced. In
different capacities,
playing up to 10
records.
THORENS, Inc.
Sole Distributors for U. S. A.
450 Fourth Ave. New York City
^ r
The Talking Machine World, New York, October, 1927
15^
,1927,
Security andBusiness
forecast
, Public utility ;
Textile ^.^^
infmnced by
Gold Seal advertising
/CONSCIOUSLY or unconsciously the radio
set owners of the United States have been
impressed with the fact that Gold Seal Radio
Tubes are efficient, uniform, and reliable.
They all believe that Gold Seal is a good tube —
very many of them have become convinced that
Gold Seal is a superior tube. That accounts for
the unprecedented and rapidly growing sale of
these quality products.
Advertising has created and will maintain this
popular good will. Gold Seal dealers appreciate
its value to them and the sturdy fair deal policy
which is behind it.
Are you sharing in this Success? In
the Profits this fast sellingline brings
to youl Ask us about the famous
Gold Seal "Square Deal" Policy
of dealer co-operation and aid.
Gold Seal Electrical Co,, Inc.
54
The Talking Machine World, New York, October, 1927
Murray M. Kirschbaum RCA Broadcast Program
With Brunswick Branch Campaign an Aid to Sales
Appointed Sales Representative in the Minne- Drive Launched to Direct Public Attention to
apolis Territory— Has Had Wide R«tail and the Good Things on the Air— Window Posters
Wholesale Radio and Record Experience for Dealers and Postcards Used
Sellmann C. Schulz, district manager of the
Panatrope division of the Brunswick-Balke-Col-
iender Co. office at Minneapolis, recently an-
The RCA broadcast program campaign is a
real and vital force in making radio sales, ac-
cording to a report reaching the headquarters
of the Radio Corp. of America in New York.
This campaign aims to direct public attention
to the good things on the air, with confidence
that the programs, in turn, will help to sell
radio sets.
Two main methods are employed to direct
program features to the attention of the public
in the dealers' locality. First, the use of attrac-
tive weekly window posters featuring the out-
standing programs from network broadcasting
stations in the dealers' vicinity; second, a series
of eight highly attra.ctive postcards printed in
vivid colors, mailed to the dealers' prospects
and customers calling attention to the outstand-
ing program features for the coming week.
The "On the Air" bulletin service is avail-
able to all RCA authorized dealers who wish to
use it as a sales help.
H. E. Marschalk Appointed
to Important Fada Post
Murray M. Kirschbaum
nounced the employment of Murray M. Kirsch-
baum as sales representative. Mr. Kirschbaum
has lived in Minneapolis for the past six years
and is thoroughly familiar with the territory
covered by the Minneapolis Brunswick branch,
for he has been connected with several large
department stores, including the L. S. Donald-
son Co., of Minneapolis. He has also traveled
the territory for representative manufacturers
of radio supplies and portable phonographs, and
Mr. Kirschbaum's years of retail and traveling
experience will be a valuable asset in his new
sales work.
Henry E. Marschalk, Jr., has been appointed
manager of sales promotion in the franchise de-
partment of Fada radio, according to an an-
nouncement by F. A. D. Andrea, Inc., Long
Island City. Mr. Marschalk has been interested
in radio since he was thirteen years old. Hav-
ing been a radio dealer for several years he is
especially qualified to meet retail problems and
work to the best advantage with the Fada fran-
chise holders throughout the country.
New Vita-Phonic Models Soon
A supplement to the service bulletin on the
Victor Orthophonic speaker has been issued.
Two new models will soon be added to the
Vita-Phonic line of tone arms and reproducers,
manufactured by the Vita-Phonic Products
Corp., New York. Joseph E. Rudell, president
of the company, states that they will be popu-
lar-priced products, but will be manufactured in
accordance with the well-known Vita-Phonic
quality standards.
PLYWOOD BOX SHOOKS
Birch and Majf>Ie Plywood
Spruce Cleats
Mills equipped throughout with new ma-
chinery of the latest design, are located
at Houlton, Maine, in the heart of the
finest Birch and Spruce timber section.
The Company owns 10,000 acres of timber-
land.
The managers have had 18 years suc-
cessful experience in the manufacture of
Plyv/ood Box Shooks.
In production October 10, 1927
Northern Maine Plywood Company
Statler Building Boston, Mass.
If FV'^ GKAPHITE PHONO
MRjCfRjMj M. ^ SPRING LUBRICANT
Ilaler't Lnbricaat ni*ku the Motor mMkt food.
It prepared in the proper coouatcncT, will not run
out. dry op or become iticky or raneio. Remaint in
its original form indefinitely.
Put up in 1, S. 10. 25 and 50-pouod cam for dealers.
This Ijubricaot is also put up in 4-ounce cans to
retail at 25 cents each under the trade name of
FITRFKA NOISELESS talking
j-i^Mm.J-immr> MACHINE LUBRICANT
IVritt for special proposition to jobbtrt
ILSLEY-DOUBLEDAY & CO., 229-231 Front St.. NewTork
Federal-Brandes Nine
Makes a Glean Sweep
Winning all sixteen games on their schedule
the baseball nine of Federal-Brandes, Inc., made
a clean sweep of the Newark Industrial Twilight
League this Summer and now possess the
Federal-Brandes Charnpionship Team
championship cup. The trophy was presented
lo them -a few days ago, and is now on display
at the Thomas street, Newark, plant, one of
the Kolster factories
Baseball is not the only form of athletics in
which the Federal-Brandes employes shine. Last
Winter they finished near the top of the Iron-
bound Basketball League, and this Winter the
girls are going to form a team and a league also.
A soccer football team will play this Fall, a
track team of thirtj^-two represented Kolster in
the Newark Industrial Field Meet, and a bowl-
ing team will compete during the Winter.
Newark Grosley Jobber
Holds Three Trade Shows
Fred D. Wilson, general manager of E. M.
Wilson & Son, distributors of radio equipment
and electrical specialties in Newark, New Jer-
sey, is a firm believer in display- and demon-
stration and has applied this belief in the dis-
tribution of Crosley radio sets. As soon as
samples were received, Mr. Wilson arranged
for a showroom display in three cities. Letters
were sent to their entire list of dealers invit-
ing them to visit these displays. This was done
instead of inviting all of the dealers to a cen-
tral dealers' meeting. Mr. Wilson stated that
this plan was found to be very successful, par-
ticularly in the outlying districts. He recom-
mends to any distributor having outlying terri-
tory that they arrange for temporary display
space and invite the nearby dealers in to see it.
David Sarnoff Heads Radio-
Phonograph Red Gross Group
The entire radio industry and talking machine
field in New York City will be intensively cov-
ered in the 1927 Red Cross Roll Call, according
to the plan of David Sarnoff, vice-president and
general manager of the Radio Corp. of America,
who, as volunteer chairman of a specialty organ-
ized radio industry and talking machine group,
is already formulating a comprehensive Roll
Call program.
Mr. Sarnoff, who also served as chairman of
a similarly organized group in the Roll Call en-
deavor last year, anticipates even more gener-
ous support for the forthcoming appeal and
aims at a unanimous enrollment.
The Talking Machine World, New York, October, 1927
55
nograph
eproducers
with the SoldenJvne"
Claims vs. Results
It is an absolute fact that claims of quality and per-
formance, unless substantiated with results, become
fictitious statements. It appears that phonograph re-
producers are no different from other merchandise
and it therefore becomes a part of every Dealer s
business to investigate the claims made by manu-
facturers and be convinced with results before offer-
ing the article for sale to his customers.
Sun Reproducers are sold with a positive guaran-
tee. They will faithfully reproduce every note in
the record, free from excessive surface noise, blast-
ing and metallic shrill. They will give maximum
volume and a tone quality so far unequaled. Test
this claim, let us prove it with results.
TYPE M-28
SUN REPRODUCER
PRICES
Finished in nickel -
Finished in gold
Finished in oxidize -
$8.00
9.00
9.00
Patented Diaphragm
This scientifically developed, pure
aluminum diaphragm, with its spring
bronze spider securely riveted to the
diaphragm at three points, is positive-
ly the ultimate in diaphragm con-
struction and is covered by the Wil-
lett patent dated August 23, 1921.
Over six years was spent in its de-
velopment. This diaphragm develops
the finest tone quality obtainable
from a reproducer.
More Profits for
SUN Dealers
It is not necessary to misrepresent the Sun Reproducer to
create sales. The many points of superiority, when demon-
strated to your prospect, will not only make a sale, but will
create such interest that your customer will tell his Neighbors
and Friends, which all means additional sales and a continuous
profit.
The Sun Dealers Franchise allows a maximum discount and a
profitable connection with a responsible manufacturer, who
offers the highest quality merchandise at prices which will
prove very attractive to your trade.
We are establishing Dealers and Distributors all over the
Country under a very liberal selling plan which covers co-oper-
ation and profits never before offered in the phonograph in-
dustry.
Write today for our Illustrated Catalog
The GOLDEN-SUN CO., Louisville, Ky.
56
The Talking Machine World, New York, October, 1927
Attention of the Toledo Trade Centered
on Annual Exhibit of Radio in Coliseum
Business in All Lines Continues Good and the Outlook for a Satisfactory Year-end Sales Vol-
ume is Excellent, According to the Reports of the Retailers and Wholesalers
Toledo, O., October 8. — Phonograph, record
and radio sales here have started an upward
climb which promises to result in a very fine
volume of Fall trade. In the leading stores
sales totals have exceeded last year's bj' a com-
fortable margin for months. Radio sales were
given a wonderful boost by the Tunney-Demp-
sey fight. Consequently retail radio sales for
September are at a high level. Jobbers report
increases running as high as 200 per cent. New
broadcasting hook-ups, the football games, the
world series and other timely events have and
are contributing to the ever-increasing demand
for standard radio receiving sets.
The Toledo Radio Show at the Coliseum dur-
Every
Set Owner
Is a Prospect
Who prefers an unsightly decoration of
■ crazy poles and sagging wires to an
aerial that you just connect to the set
and plug into the nearest light socket?
Certainly not the thousands who are
getting better reception the year round
with Dubilier Light Socket Aerials !
Every set owner and every set buyer
is a prospect for this modern antenna.
It's neat, efBcient, reliable and consumes
absolutely no current. Dealers find
them convenient for demonstration pur-
poses as well as profitable with the
sale of every radio set.
Adequately Advertised
— and soundly sold. Get the display
carton on your counter now and watch
Dubilier's advertising bring in the buy-
ers. If your jobber has not yet stocked
this salable, profitable device, get in
touch with us at once.
DUBILIER CONDENSER CORP.
4377 Bronx Blvd. New York City
Dubilier
LIGHT- SOCKET AERIAL
ing the week of October 10 promised to still
further promote radio sales.
The Lion Store Music Rooms and radio shop,
managed by Lawson S. Talbert, both have re-
cently expanded. Additional listening booths
have been added in the music rooms and the
radio section has been rearranged and facilities
increased. Analyzing phonograph sales here,
which are ahead of last year, reveals that patrons
are buying nearly as many of the high-price
Orthophonies and Panatropes as they are of the
popular models.
The J. W. Greene Co. with October began
issuing a monthly store magazine. It is known
as J. W. Greene's Musical Revue, and will be
mailed to a list of several hundred every month.
The new 1150 Victrola is upon the floors, this
model together with others forming the basis
of a Fall advertising drive on machines. The
Panatrope will also be featured in a similar
campaign.
Fight returns were received in the store, cus-
tomers packing the radio department. Demon-
stration of sets before and after the fight secured
several prospects, a few of whom have pur-
chased outfits. The Sparton, RCA, Atwater
Kent and Zenith lines are featured by the house.
Robert C. Elwell, manager, stated sales exceed
last year by a considerable margin.
The Atlas Book & Music Store, 2921 La-
grange street, on October 1 moved into its fine
new store which was erected especially for its
needs. John Szaeolata, proprietor, stated that
the growing trade with the Polish people in
the section made the expansion necessary. Vic-
tor and Columbia machines are featured, as well
as the foreign record catalog of these lines.
In addition Odeon discs have a large sale here,
the Whitney-Blaine-Wildermuth Co. has taken
on the Sparton electric models. These, along
with the Federal battery sets, will be stressed
in an early drive, Henry C. Wildermuth stated.
Frank Flightner, Cherrj^ street, Columbia
dealer, reports Fall machine demand up to ex-
pectations. The 810 model is moving briskly.
The house recently added a complete radio re-
pair and service department. Radio lines will
be exhibited at the Toledo Radio Show.
Walter Bryan & Son, London, O., who have ^
long handled the Columbia line, are inauguratihg '
an aggressive drive on the new Kolster-Viva-
tonal combination. The concern recently added
the Victor Orthophonic line of machines.
Max Mayer, Lorain, O., Columbia dealer, is
experiencing an excellent Fall demand for small
machines. The new portable No. 160 is finding
favor with the steel workers of the city. These
customers likewise purchase many Mexican and
Hungarian records. New releases of these for-
eign discs are eagerly sought.
John E. McCutchen, Maumee, O., has pur-
chased the music business formerly conducted
by H. L. Dennis. A number of improvements
are contemplated by the new owner in the store
arrangement.
Stilson's Music Store, Gibsonburg, O., Victor
and Columbia phonograpli and Sparton radio
dealer, has been converted into one of the finest
music stores in the count}'. Additional display
space for machines and radio has been added.
The People's Outfitting Co., Springfield, O.,
has enlarged its phonograph department and
taken on the Victor and Columbia lines.
C. L. Yockey, Newark, O., Columbia dealer,
has a large following of farmers. Instead of
Recording WAX
ALL TYPES
"G" Wax Specially for
Electrical Recording
F. W. MATTHEWS ^«o^^TGE.Nn!
waiting for the people to come to the store to
purchase machines he takes the store to them.
Several machines are loaded upon a truck, to-
gether with a quantity of records, and the
rounds of the farmers are made. Phonographs
are either sold outright or left on approval. Sel-
dom are any brought back.
The United Music Store in the theatrical dis-
trict reports a pleasing volume of Panatrope
and Orthophonic trade, also Sparton and At-
water Kent business of good proportions. Re-
cently the RCA line was added. Edward A.
Kopf, manager of the radio department of the
J. W. Greene Co. for a. number of years, has
joined forces with the house. He will have
charge of the Eastern territory of the concern.
Don O. Flightner, Columbia district repre-
sentative, after attending the Ohio Music Mer-
chants' convention and exhibiting the Columbia-
Kolster Model 900, is again making the rounds
of the trade. He reports trade good and the
Autumn outlook very promising.
Kenneth E. Frederick, formerly of the J. W.
Greene Co.'s radio department, is now represent-
ing the Heat & Power Engineering Co., Zenith
jobber, in the northern Ohio territory.
R. F. Bensinger Is Six-
Time Winner of Golf Crown
Vice-President of Brunswick Co. Holds the Dis-
tinction of Winning the Championship of
the Lake Shore Golf Club Six Times
R. F. Bensinger, vice-president of the Bruns-
wick-Balke-Collender Co., Chicago, is a golfer
of no mean ability, and he plays the game with
R. F. Bensinger
the same spirit and enthusiasm that has made
for his success as vice-president of the manu-
facturers of the Panatrope. Mr. Bensinger now
holds the distinction of winning the champion-
ship of the Lake Shore Golf Club in Chicago
six times. He wrested the title in a hard-fought
finals contest of the elimination tournament,
seven up and five to play in a scheduled thirty-
six hole contest. Mr. Bensinger had a 75 and
was 4 up at the end of the morning round. He
took a 35 on the first nine of the afternoon
round, having only one more hole to go to fin-
ish the match.
Featuring Cabinet Lines
Steelman, Inc., Fada Metropolitan distribu-
tor, will carry the Adler-Royal, Duo-Craft, Su-
perior, Knickerbocker and Wolf cabinet lines
this season.
COTTON FLOCKS
Air floated, all iajonevi fenicB matUr «<hiliii>«<
for
Record and Radio ManifactariBf
THE PECKHAM MFG. CO. "N^.tr^l:
The Talking Machine World, Nezv York, October, 1927
57
Patented
The Willett patented diaphragm is
covered by United States patent No.
1388626, dated August 23, 1921. De-
veloped over six years ago and is now
improved to a point of perfection. It
is guaranteed to reproduce records
with absolute fidelity and maximum
volume, rich in quality. The spider
attached to the diaphragm, at three
points, is considered the ultimate in
construction.
Phonograph Dealers
Take Notice
Be certain the phonograph repro-
ducer you are selling does not infringe on the
rights of the Willett patent. Violators of this
patent will be prosecuted to the fullest extent
of the law. j
Licensed manufacturers will indicate
the patent date on the reproducer they make.
This is your protection and assurance, the re-
producer contains the Willett diaphragm.
Investigate the claims of manufac-
turers using the Willett patented diaphragm.
You will find these reproducers not only scien-
tifically constructed, but that a new quality
of reproduction will be released to your ear.
GUY L, WILLETT, Louisville, Ky,
INVENTOR
58
A
Complete List
of
Distributors
JAMES K. POLK, INC.
217 Whitehall St., S.W., Atlanta, Ga.
CONSOLIDATED TALKING MA-
CHINE COMPANY
227 W. Washington St., Chicago, 111.
JUNIUS HART PIANO HOUSE, LTD,
123 Carondelet St., New Orleans, La.
CONSOLIDATED TALKING MA-
CHINE COMPANY
2957 Gratiot Ave., Detroit, Mich.
CONSOLIDATED TALKING MA-
CHINE COMPANY
1424 Washington Ave. So.,
Minneapolis, Minn.
THE ARTOPHONE CORPORATION
1624 Pine St., St. Louis, Mo.
IROQUOIS SALES CORPORATION
210 Franklin St., Buffalo, N. Y.
OKEH PHONOGRAPH CORP.,
(New York Distributing Division)
15 W. 18th SL, New York City
STERLING ROLL AND RECORD
COMPANY
137 W. 4th St., Cincinnati, Ohio
OHIO SALES & SUPPLY CO.
1231 Superior Ave., Cleveland, Ohio
L. D. HEATER
46954 Washington St., Portland, Ore.
JAMES K. POLK, INC.
1315 Young St., Dallas, Texas
JAMES K. POLK, INC.
811 West Broad St, Richmond, Va.
The Talking Machine World, New York, October, 1927
Wisconsin Music and Radio Associations
Hold Conventions During Radio Show Week
Fifth Annual Wisconsin Radio Music Exposition Attracts 60 Per Cent More Exhibitors Than
Ever Before — Both Music and Radio Associations Hold Conventions — Season Advanced
Milwaukee, Wis., October 8. — Radio business is
thirty days ahead of the last year's season
both in the date of purchasing and the amount,
and the jobbers and retail dealers report a
great gain in business.
The success of the Fifth Wisconsin Radio
Music Exposition, which is now being held, has
been assured by the registration of 60 per rent
more exhibitors than took part in any other
previous showing held by the 'Wisconsin Radio
Trades Association.
It would be very diiificult for the public to
escape reading about radio week, for the w'in-
dows of all the dealers who are taking part
in the show carry cards announcing the expo-
sition, and a quarter showing on bill boards
has been contracted for and covered with
large posters which have attracted a great deal
of attention. In addition to this, newspaper ad-
vertising and publicity given to the show have
totaled a heavy amount of lineage.
Everything in the line of radio and music is^
on exhibition during the show. Instead of hav-,
ing exhibits only in the main arena of the^
^Municipal Auditorium, as in former years, the
first floor of the building has been given up
to exhibits with both" side halls being used,
while Plankinton Hall, on the second floor, is
devoted to convention meetings.
In connection with the Radio Music show,
two conventions allowed music merchants and/
radio dealers from Milwaukee and Wisconsin
to save time by taking in the exposition and at-
tending the meetings. The Wisconsin Asso-
ciation of Music Merchants held its conven-
tion on October 4 and 5, with headquarters at
the Wisconsin Hotel. Following registration
and the opening sessions of the first day, the
remainder of the time and the evening had
been left free so that the dealers could attend
the exposition. The Wisconsin Radio Trades
Association met on October 6 and 7 in Plan-
kinton Hall at the hotel.
"Our business has far surpassed anything we
have had in the past," said Harry Weber, of
Harry E. Weber, Inc. "The principal trouble
at present with us, as seems to be the case with
a good many other jobbers in this territory, is
the slowness in delivery."
Walter C. Kluge, of Julius Andrae & Sons
Co., stated that he believes this season will be
by far the greatest the radio industry has ever
seen. It is fully thirty days ahead of the
normal opening.
Phonograph business has also been going
ahead of last year, according to the reports of
prominent retailers and jobbers of the various
lines. The opening of the Fall season in phono-
graphs began at an early date, and while a
slight lessening in action was noticed during the
extremely warm weather in early September,
the general activity has opened up well.
Henry M. Steussy, of the Kesselman-O'Dris-
coll Co., states that the Orthophonic has been
selling particularly well in this connection, and
that the company is continuing to make good
progress on phonograph business by working
in this field as well as catering to the interests
of private homes and schools. Another inter-
esting development pointed out by Mr. Steuss v
is that this makes record business particularly
good because these places keep well posted on
the latest numbers and also keep working up a
good library of the classical recordings.
Walter E. Pugh, Columbia representative for
southern Wisconsin and northern Illinois, re-
ports business generally as continuing at a sat-
isfactorj' active rate with record business show-
ing great gains.
"Record business has increased S3 per cent
over last year," declared Mr. Pugh, "and the
outlook for the season on records is particularly
good. 'Two Black Crows' is still by far the best
seller." Mr. Pugh announces that the E. J.
Bazandt Furniture Co., Wausau, Wis., has be-
come a Columbia dealer.
Golden Sun Go. Issues
Booklet Describing Line
Various Models of Golden Sun Reproducers,
Tone Arms and Adapters Attractively Pic-
tured and Described in New Catalog
Louisville, Ky., October 5. — The Golden Sun
Co., Inc., of this city, recently issued to the
trade an attractive booklet illustrating and de-
scribing in detail the reproducers and tone arms
manufactured by it. The Sun reproducers,
which bear the slogan, "The phonograph
reproducer with the golden tone," were experi-
mented with in the laboratories of the company
for a long period of years and in 1921 the
sensitive diaphragm was patented by the Golden
Sun Co. The type M-28 Sun reproducer can
be applied to any old or new type phonograph,
has a pure aluminum diaphragm with a spring
bronze spider riveted to the diaphragm at three
points. It is finished in nickel, statliary bronze,
gold and oxidized. The type G-29 Sun repro-
ducer, the latest development of the Golden
Sun Co., is extremely simple in construction
and this feature permits of it being marketed
at a slightly lower price than the one described
above. A special aluminum metal is used in
the diaphragm which is considerably heavier
than any metal ever used in a sensitive
diaphragm reproducer and is practicallj' inde-
structible. This reproducer is finished in nickel,
gold and oxidized.
The type GH-1, full-curved, large-size tone
arm has a base opening of two inches and an
outside base diameter of three ^nd a half inches.
It is available in eight and a half and ten inch
lengths. This tone arm is finished in nickel,
statuary bronze, gold and oxidized.
Six types of adapters are described in the
catalog. The No. 0 adapted is for attaching
Sun reproducers to the new Orthophonic in-
struments for playing Victor and all other steel
needle records; No. lYi adapter is for plaj'ing
Columbia, Victor, Brunswick and other steel
needle records on the old and Viva-tonal Co-
lumbia phonographs; the No. 9 adapter is for
attaching the Sun reproducer to old type
Brunswick phonographs for playing Brunswick,
Victor, Columbia and Edison records, the latter
plained when adapter is turned; the No. 10
adapter plaj's all-steel needle records on the
Cheney phonograph; the No. 11 is for playing
all records, including the Edison, on the Pathe
phonograph, and the No. 165 is for playing
all-steel needle records on the Edison phono-
graph. It will not pla}- the Edison records.
Oro-Tone Go. Introduces
Nevs^ Model M-l Tone Arm
The latest phonograph product to be intro-
duced by the Oro-Tone Co., Chicago, is the
Model i\I-l tone arm. This product is a full
curved arm of standard 8j2-inch size, retailing
for $7.25. It is also furnished in another model,
J-1, in a 75^-inch size, particularly adapted for
use on portable phonographs. The smaller arm
will be furnished in nickel only, while Model
iI-1 may be secured in gold, statuary bronze,
oxidized bronze and nickel. According to
Leigh Hunt, treasurer and general manager of
the Oro-Tone Co., both models will be ready
for delivery before October IS.
The Talking Machine World, New York, October, 1927
Interesting Events of
the Trade in Pictures
Above: Mr. and Mrs. Jack Kapp, the mate member
of the couple being one of the best known and most
popular members of the music and radio fraternity, vis-
iting the showrooms of the Brunswick Panatrope Ex-
hibit at .'itiantic City, N. J.
.Above: Festive gathering of Iowa's Atwater Kent and Brunswick dealers at convention banquet given
by Harger & Blish. wholesale distributors. More than 350 dealers attended the convention. Miss Iowa
is shown in the center of the floor with the Atwater Kent set presented her. "A Night in Spain" ivas
the motif of the gathering.
Left: D. J. Quuin.
general sales man-
ager of the Sonu-
tron Tube Co.. be-
lieved in going to
nature's beaut y
spot in order to
get himself in trim
for a strenuous
si'ason. Mr. Quinn
is shown vacation-
ing in the ) ellow-
stone Park region.
Above: J. A. Johnson scarcely needs an intro-
duction to the radio trade throughout the United
States, for he has met and is known to prac-
tically every radio manufacturer in his capacity
as right-hand man to G. Clayton Irwin, of the
Radio Manufacturers' Shotv .Association.
.4bove: Lois Delunder. who for the coming
year bears the title of ".Miss .America." won la.ft
month at Atlantic City, was a visitor to the
Radio Rodeo at Philadelphia, Pa., and ivhile
there was photographed standing alongside of
her new Farrand loud speaker.
The above photograph s/io/iv ihr arrival of the first
plane under the National Air fransportation Co.'s juris-
diction at Cleveland with a consignment of Atwater Kent
sets for the Cleveland Ignition Co. The photograph
shows: .4n armed guard. T. F.. Chadwick. radio sales
manager of the Cleveland Ignition Co.: Pilot Henry
Brown, and R. H. Bechtol, general manager of the
Cleveland Ignition Co.
Above: Officials of ihe newly formed United States Electric Corp. attended the recent Fourth Annual
Radio Industries Banquet and were photographed while at the Astor. The above photo shows: .Allen
G. Messick. president of the corporation {seated} : from left to right, Hugh B. Wilkinson, vice-president
of the Case division: John T. Beatty, Jr., treasurer of the new corporation: Harold E. Bristol man-
ager of sales promotion of the .Apex division: Carl D. Boyd, vice-president of the United State's Elec-
tric Corp.: R. J. Spencer, Jr., president of the Marion Insulated Wire & Cable Co.: A. E. Case, presi-
dent of the Case division, and U. II. Meyer, president of the Wor' "-te division.
The Talking Machine World, New York, October, 1927
EAR
The Talking Machine World, Nezv York, October, 1927
'ewjjne
^ake yourProJit
DEALERS taught us all we know about
portables. Told us what they needed to
mike a real profit, and that's the basis
we've used in developing this fine new line
for you. 1^
There's no substitute for actual experience
in this business. Only with a full appreciation
of the trade's needs can merchandise, in
actual demand, be produced.
Now take your profit. Start today to sell
Allen Portables — the greatest new line ever
presented to the public. Equipped with every
modern development that the science of sound
reproduction affords. Perfectly built in our
excellent big plan ts- New ^brk and Racine
Production is now in full force«|
Call upon the best Jobber near you for samples. Or, write
direct for local Jobber's address, and beautiful free cata-
log in colors. Act today — you built this profitable new line!
FALLEN -HOUGH MANUFACTURING COMPANY
r-- MILWAUKEE, WISCONSIN facfories; N«w York and Racine
;-::;;;!n::n.-ta:r
THE DIFFERENCE
■M
The Talkiui] Machine World, New York, October, 1927
I
AMBASSADOR
Trade ma»
RETAIL
The Most Amazing Advance in
a Portable Phonograph Value
OUTSTANDING FEATURES:
1. The remarkable new BELL-
PHONIC reproducer, with a
metalHc diaphragm.
2. An S-shape tonearm, with the
throwback feature.
3. A fully guaranteed General In-
dustries Flyer Motor.
4. A fully closed record compart-
ment holding fifteen records.
5. Furnished in smart alligator-
finish genuine leatherette.
6. Measures 153^ inches wide, 12
in. deep, 93^ in. long.
7. Weighs only 1434 pounds.
Amazinq in tone quality — amazing in appearance — truly
a value so far ahead of any other portable phonograph that
it eliminates competition.
Larger in size — more imposing in design — richer in finish —
more rugged in construction, permitting you to offer your
customers the most remarkable portable that has yet been
perfected.
Bellphonic Standard Portable
1. BELLPHONIC Repro-
ducer.
2. Nickel polished solid
brass tone arm.
3. Spring tone arm holder.
4. GENERAL -INDUS-
TRIES FLYER MO-
TOR Junior.
5. Fully closed, solid rec-
ord album, holding 15
records.
6. Seamless heavy leather
handle, metal reinforced,
in colors to match.
7. Nickel polished, double
side catches.
8. COLORS: BLACK,
BLUE, MAROON.
9. Sizes 1434" wide; 1134"
deep; 6Ya" high.
10. Weight, 111/2 lbs. net:
individually cartoned
141/2 lbs.
RETAIL
Order Your Samples Today — At Our Risk
Allen-Hough Mtg. Co., 40-46 West 20th St.,
Successor to Phonograph Division, Lifton Mfg. Co.
The Talking Machine World, New York, October, 1927
Charles Beisel Special
Vocalion Representative
Brunswick Co. Announces Appointment of Mr.
Beisel to the Vocalion Division — Has Had
Wide Experience in the Trade
59
Word was recently received from the Chicago
office of the Brunswick-Balke-Collender Co.
that Charles Beisel had become associated with
Charles Beisel
that firm in the capacity of special representa-
tive of the Vocalion division of the record de-
partment, where he will maintain contact with
all of the Vocalion jobbers.
Mr. Beisel is eminently suited to this impor-
tant task, and has been connected with the in-
dustry for many years, starting with the Colum-
bia Phonograph Co. years ago, and later having
been with the Starr Piano Co., maker of Gen-
nett records, for which he traveled practically
the entire United States and covered nearly
every town of one thousand population or more.
Mr. Beisel was sales comptroller for the Starr
Piano Co. until recently. He will work in close
contact with J. E. Henderson, newly appointed
Brunswick record sales manager, and is already
operating in his new capacity.
Oregon Fada Dealers Meet
in Annual Convention
Portland, Ore., October 6. — Fada radio dealers
from the State of Oregon and southwestern
Washington met here recently at the Multno-
mah Hotel for the annual Fada dealers' conven-
tion held under the auspices of the L. C. War-
ner Co., Fada distributor for this district. Con-
vention sessions were presided over by J. W.
Condon, Jr., vice-president of the Warner Co.
L. J. Chatten, general sales manager of F. A.
D. Andrea, attended the convention and made
an interesting address. Other talks were given
by L. C. Warner and R. M. Klein, president
and general manager of the Warner organiza-
tion respectively. The new models of Fada
merchandise were displayed and demonstrated.
Joins Stieff in Harrisburg
Harrisburc, Pa., October 6. — I. L. Chilcoat,
manager of the local branch "of Chas. M. Stieff,
Inc., has added to his stal¥ J. 'C. Erickson, form-
erly with the Pomeroy music department. Mr.
Erickson will have charge of the recently organ-
ized Brunswick department of the store, and
bring with him to his new position wide trade
experience and an extensive acquaintanceship.
ts the I{einforced Construction
that makes possible this
Unconditional Guarantee /
THE unusual guarantee that accompanies
every Crusader Radio Tube is not a
chance proposition built on shallow hope nor
the unrestrained pride of the manufacturer.
In every Crusader Tube, including the 201 A
and 199 types, the plate, grid and filament
are solidly locked together and cannot be
iarred out of position in transit or by rough
handling.
Microphonic howls are eliminated because
it is impossible for the filament to sag and
vibrate; the filament remains taut throughout
the entire life of the Tube.
Burdensome replacements are reduced to a
negligible factor.
Infinitely longer life, pure tone, greater vol-
ume are achieved and a revolutionary guar-
antee made possible.
Built by a substantial company who believes
thoroughly in the jobber and gives the
dealers vivid selling support, CRUSADER
deserves your immediate consideration.
RADIO Quaranteed TUBES
The Sunlight Lamp Company
Est. 1922. Newton Falls, Ohio
60
The Talking Machine World, Nezv York, October, 1927
Licensing Policy of the Radio Corp. of
America Explained by David Samoff
Vice-President and General Manager of the Radio Corp. of America Issues Statement Regarding
Licensing Agreement Entered Into by RCA With Other Manufacturers
"Baseless rumors and speculation which
have followed the agreements negotiated in
recent months by the Radio Corporation
of America, whereby twenty-three manufac-
turers in the radio industrj' have been licensed
under certain of its set patents, require some
statement, perhaps, as to what this policy does
mean, and does not mean, in relation to the
RCA and its distributors and dealers," declared
David Sarnoff, vice-president and general man-
ager of the Radio Corp. of America.
"The licensing policy adopted by the Radio
Corp., we believe, is a contribution towards a
greater and sounder radio industry, in which
those who serve best will profit most. Regard-
less of the royalties received from licensees, the
Radio Corporation of America, in addition to
NocifiaROE
CONE
"The Speaker of Eloquence" now offers
a complete line, with prices and models
to suit the most exacting tastes.
The New
JUNIOR
$15
The silk front wins in-
stant approval — the
protected metal back
practically guarantees
its being trouble proof
Improved
SENIOR
$25
Larger, of course
— a masterpiece
of rare beaut}'.
One demonstra-
t i o n will in-
stantly prove its
superiorit}\
Dealers! Get busy! Once
seen and heard everybody
wants a Sonochorde.
WALL MODEL
FLOOR
STANDARD
$27 $35 ■
Dealers now selling these speakers are
making real money. Write today
jar details
BOUDETTE MFG. CO.
CHELSEA, MASS.
Dept. E.
its communication interests, will remain a de-
velopment and sales organization, vitally con-
cerned also with research and manufacture, and
engaged in the development and sale of broad-
cast receivers and other radio devices.
"Its present plans call for greatly increased
programs of research and production to retain
and maintain RCA leadership in the radio art
and in the radio industry. The recent introduc-
tion of a complete line of Radiola receivers, in-
cluding the four new perfected radio receivers,
Radiolas 32, 30-A, 16 and 17, and new Radiola
Loud Speaker 100-A, is the first step in this
direction. The latter set, employing our new
AC tubes, is an important landmark in the de-
velopment of low-priced receivers for socket-
power operation. So much for the general posi-
tion of the RCA in the radio industry.
"With regard to some of the detailed pro-
visions in our licensing agreements, it should be
made clear :
First, that the Super-Heterodyne circuit, a basic fea-
ture of our line, is exclusively reserved to the Radio
Corporation.
Second, that the agreements executed with our licensees
grant manufacturing rights only under our patents for
tuned-radio frequency receivers, and power supply de-
vices.
Third, that contrary to rumors, these agreements do not
debar the Radio Corporation from manufacturing and
selling receivers of the tuned-radio frequency type.
Fourth, that the position of Eadiotron jobbers remains
unaffected bj' the provision that licensees shall equip
their sets with a sufficient number — and only with that
number — of our standard vacuum tubes to make the sets
initially operative.
"With reference to the latter point, it should
be evident that licensees are in no sense job-
bers of our tubes; it is our recommendation that
these tubes be sold for no other purposes than
for the equipment of their licensed sets. Suit-
able arrangements have been effected with our
tube distributors whereby the matter of obtain-
ing replacements of defective tubes supplied as
initial equipment will be adequately taken care
of, and in a manner that will be convenient to
the dealer.
"We believe that the day is near when radio
manufacturers will equip their sets with the
principal accessories at the manufacturing
source, and one step in this direction is our
present policy of supplying vacuum tubes as in-
itial equipment to our licensees. If this policy
is sound in the automotive industrj-, it is many
times more necessary in the radio industry,
where a vacuum tube may make all the differ-
ence between an operative and an inoperative
set.
"Nor is the plan without definite and growing
advantages to our distributors and dealers.
Radiotrons, the perfected products of the lead-
ing electrical laboratories of the country, have
already attained impressive and nation-wide con-
sumer acceptance. The wider use of our stand-
ard tubes in initially equipped radio sets, the
better qualitj' of reception that will thus be
made evident and the consumer satisfaction thai
will naturall}- result must inevitably- broaden the
market for our vacuum tubes.
"In brief, the policy adopted by the Radio Cor-
poration of America towards the stabilization of
patent rights in the radio industry in no way
affects its position as a research, development
and sales organization, nor detracts from the
opportunities of its distributors and dealers to
build up a solid, permanent and increasingly
successful business."
Jesse French & Sons in New
Home in Montgomery, Ala.
Attractive New Warerooms Three Times Larger
Than Old Quarters Are Opened With Formal
Musical Program — H. E. Poston, Manager
Montgomery, Axa., October 4. — The new
elaborate home of the Jesse French & Sons
Piano Co., located in an L-shaped building,
fronting on Montgomery and Lee streets, was
opened here recently with a formal, dedica-
tory music program. The new warerooms con-
tain three times as much floor space as the com-
pany's former establishment in the Exchange
Hotel Building. The Montgomery street por-
tion of the building is devoted to the phono-
graph and sheet music departments, and the
Lee street side houses the piano department.
In addition the concern conducts an extensive
band instrument department and a piano repair
department. H. E. Poston, who became iden-
tified with the Jesse French & Sons organiza-
tion at Newcastle, Ind., in 1917, and later became
manager of the Montgomery and Mobile stores,
will have complete charge of the new store,
being assisted by a competent staff.
Fred D. Williams, president of the company,
in a statement said:
"During the eight months of this year oui
orders show an increase of 33 1-3 per cent over
the total business of last year, with most of
the increase coming during July and August.
We have been obliged to turn down a vast
amount of business, because of lack of greativ
facilities, even with our remodeled plant. In-
deed, we could utilize a plant three times oui
present capacity at this moment, in taking cart-
of the available business for our condensers.
Our research and pioneer development in the
paper condenser field is beginning to bear the
fruits which we have long and patiently antici-
pated."
Dubilier Condenser Corp.
Reports Gain in Earnings
The condensed statement of income and
profit and loss of the Dubilier Condenser Corp.
for the fiscal year ending June 30, 1927, issued
under date of August 30, shows the net sales
as $1,621,331.03, or $1,214,443.78, after deducting
the cost of sales. The gross profit is given
as $406,887.25, and the selling and administra-
tive expenses as $482,171.61. There is a net
loss from operations of $75,284.36, and a further
charge of $47,695.99 for valuations, write-
downs, adjustments, etc., making a net decrease
in surplus of $122,980.35. However, in the state-
ment there is $214,397.72 for a reserve to ad-
just the merchandise inventories which are
lower, cost or market.
James G. Widener Eastern
Yahr-Lange Representative
James G. Widener was recently appointed
Eastern representative for Yahr-Lange, Inc.,
makers of the Super-Ball antenna and the Yar
speaker.- Mr. Widener was formerly connected
with the retail talking machine trade and is
well known in the Eastern market. He will
make his headquarters at the Poyaton Hotel,
New York City, and will cover a territory con-
sisting of New York State and New England.
Mr. Widener was appointed by Fred E. Yahr,
president of Yahr-Lange, while the latter was
in New York attending the Radio World's Fair.
Gimbel Bros., Philadelphia, have opened a
record department on the main floor.
M'f'g. Radio & Phonograph
HARDWARE
PERFECT
Portable Needle Cup
Open Stays Open
Closed Keeps Closed
STARMACH.&NOV.CO.
Bloomfield, N. J.
The Talking Machine World, New York, October, 1927
62
000
DEALERS
Have Ordered This
HOHNER
Flasher-Combination
YOU RECEIVE;
Assortment oi Style.]
No. 34b •■Old Standby"
1896
605
254
3CND
152
105
3101
453
146
608
461/2
260
"Marine Band"
"Echo"
"Sportsman"
"World Renown"
"Marine Band
Trt'molo"
"Auto- Valve"
"Harmonette"
"Goliath"
"Marine Band
Tremolo"
"Echo"
"Up-to-date"
"Chromonica"
.50
.5:1
.60
.75
.75
3.50
4. on
1.20
1.50
1.50
32 PCS.
YOU INVEST for these harmonicas
AND the flasher
YOU GAIN Over 40ci Cash Profit
PLUS a valuable attention
getter for your window , . .
1.00 2.00
1.00 2.00
1.00 2.00
1.50 1.50
1.50 1.50
2.00 2.00
2.00 2.00
2.75 2.75
527.45
$19.50
J7.95
IN 5,000 store windows through the length and
breadth of the land, you will see these Hohner
Electric Signs flashing their message of bigger
and better sales for the merchants who have been
shrewd enough to capitalize their valuable display
space with a REAL attention-getter like this.
Harmonica sales
everywhere are
forging ahead as
never before —
and the biggest
gains are being
secured by deal-
ers who take ad-
vantage of the
public demand by making their stores stand out
conspicuously as Harmonica Headquarters.
If you are not among the 5,000—
the big Fall Sales are starting.
Assortment listed above, and
T :
5 SBS
i
-get in now, when
Order the No. 800
get the Flasher
with it.
Flasher operates
on ordinary elec-
tric current. Just
plug it in on any
light socket —
and watch it GO !
M, HOHNER, Inc., Dept, 72, 114 E» 16th St., New York
Canadian Address: HOUGH & KOHLER, 468 King Street, W., Toronto
62
The Talking Machine World, Nezv York, October, 1927
Announces New Tube
for Battery Operation
Latest Product of Radio Corp. of America Said
to Give Greater Amplification With a Mini-
mum of Howls — Radically Different Tube
A new four-element tube, UX-222, designed
for battery operation and said to give greater
amplification with a minimum of howls, has
been announced by E. E. Bucher, general sales
manager of the Radio Corp. of America. The
new tube, radically different from standard
tubes now in use, is being circulated among
manufacturers licensed under the RCA patents
to see what application can be made of it.
"This tube when placed on the market will
not render present sets obsolete," said Mr.
Bucher, "nor will it cause any revolutionary
developments in the radio industr}^ It is
merely a means of improving radio frequency
amplification. It is still in the experimental
stage and will not be adaptable to present sets."
It has not yet been decided when this tube
will be marketed, according to Mr. Bucher. The
addition of the fourth element in the bulb is
said by engineers to make the circuit more
stable, by preventing feed-back.
Industrial Activity in
Akron Booms Music Sales
Prosperity of the Rubber Industry Reflected
in Akron Dealers' Sales — Canton Is Less
Fortunate — News of the Music-Radio Trade
Akron-Canton, O., October 10. — While the rub-
ber industry continues to prosper, making
Akron one of the most active cities in the
Middle West so far as retail sales are con-
cerned, Canton is less fortunate and is going
along at a somewhat slower gait. Phonograph
and record demand has been most encouraging
in Akron, with sales for September far ahead
of the same month a year ago.
Bear', well-known Akron furniture store,
which recently moved into its enlarged quarters
on South Main street, announced the opening of
a phonograph department located on the third
floor of the newly opened store.
Four prominent retail music houses of East
Liverpool took part in the Annual Fall Style
Exposition of the East Liverpool Retail Mer-
chants held recently. The newest in talking
machines and radio was presented by the
Crook Co., Smith & Phillips Co., and Olen
Dawson, Victor dealer.
Newest type talking machines were stressed
b\- several Canton music houses at the annual
Stark County Fair which concluded recently.
The music stores exhibiting at the fair this
year included the Rhines Edison Shop, Wil-
liam R. Zollinger Co., Willis Co., and J. H.
Johnson's Sons, Alliance, O.
The People's Outfitting Co., Market avenue,
N. Canton, announces the opening of a new
radio department to be located on the main
floor of the store.
Alterations to the front of the store of the
D. W. Lerch Music Co., Canton, have been
completed. A complete new front has been
installed, including two new windows.
Earle G. Poling, of the Windsor-Poling
Music Co., Akron, is busy with details of his
annual concert course which he will present
again this year in the Akron Armory.
With a complete line of pianos, talking ma-
chines and radios, as well as small goods the
Paul Winters Piano Co., with original store
at New Philadelphia, has opened a new store
at 307 East Third street, Urichsville.
Alart Vernon, of the Vernon Piano Co., has
been elected president of the Radio Dealers
of Alliance, a new organization just formed.
Mr. Vernon for many years has been one of
the leading phonograph dealers of Alliance and
has conducted one of the most complete talk-
ing machine and record stores in that city.
More than twenty music stores are affiliated
with the new organization.
Much attention is being given the music and
talking machine departments of the new M.
O'Neil Co. store now nearing completion on
South Main street, Akron. The new store will
be similar to the Alay Co. at Cleveland, parent
store of the Akron concern. More space will
be allotted pianos, phonographs and radio sets
and accessories.
Radiola Home Demonstration
Week Was Very Successful
Event Sponsored by Sales Department of
Radio Corp. of America Tied up With Im-
portant Broadcasting During Radio Fair
Radiola Home Demonstration Week, Sep-
tember 14 to 20, was very successful, according
to reports reaching the headquarters of the
Radio Corp. of America, New York. It was
fostered and promoted by the sales department
of the Radio Corp. to precede National Radio
Day, September 21, when the program from
the Fourth Annual Radio Industries Banquet
was broadcast. The daj^ following, the Demp-
sey-Tunnc}- fight was also broadcast, thus giv-
ing RCA authorized dealers a splendid oppor-
tunity to bring these events into the home with
a free trial of a Radiola.
A special window display poster was used,
inviting the public to make appointments for
Radiola demonstrations during the week. Deal-
ers have reported not only a satisfactory in-
crease in sales of sets, but by thus awakening
interest dormant sets were put into first-class
condition for the big broadcasting event, with
resulting orders for batteries, tubes and other
accessories.
New Store in Yonkers
Frank Rice and William Rice have formed
a partnership recentlj'' to operate a music
business at 244 Nepperhan avenue, Yonkers,
N. Y., called the Ideal Music Store.
Attachment No. 2
KENT
ATTACHMENTS
EXCELS IN
Value
Quality
Material
Workmanship
Simplicity
Durability
Practicability
"WIN THEIR WAY
BY THEIR PLAY.
Reg. U. S. Pat. Off.
Noteworthy for
Grace
Beauty
Tone and
Execution
With its full curved, continuously tapered
goose-neck, made of seamless brass tubing,
correct in principle, faultless in design, delight-
fully harmonized and carefully assembled, it is
The Latest and Best Device for Playing
LATERAL CUT RECORDS on the
EDISON DISC PHONOGRAPH
MuiiLifuctiireJ by
F. C. KENT COMPANY, Irvington, N. J.
The Talking Machine World, New York, October, 1927
63
No other make
of the cone'
type radio repro-
ducer has ever
equalled the
Farrand Speaker
No other type of
Farrand Speaker
has ever equalled
the New Oval
order from your
distributor NOW
Farrand
NEW (Dmi
FARRAND MANUFACTURING CO., INC., LONG ISLAND CITY, N. Y.
64
The Talking Machine World, New York, October, 1927
Buffalo Radio Show and Championship
Bout Stimulate Radio Sales in Territory
Dealers Report That Radio Demand Was Not Temporary, but Has Continued in Stable Fashion
— Members of Buffalo Radio Trades Association Guests of Rochester Dealers
Buffalo, N. Y., October 10. — There was some
doubt about the stability of the sudden activity
in radio sales immediately after the exposition
of the Buffalo Radio Trades Association and
preceding the Dempsey-Tunney fight in the
minds of quite a number of retailers, here, but
this doubt has been practically removed, for
the activity has kept up a holiday pace ever
since that week, which shall long linger in the
minds of the radio trade here. Jobbers and
dealers in talking machines and radio find what
seems to be a peculiar condition in their trade,
and that is, sales in phonographs have greatly
increased in voJume simultaneously with radio.
The Buffalo Talking Machine Co. and Curtis
N. Andrews each is handicapped to some ex-
tent through a shc?rtage here of Victor models
4-40 and 10-50. In each of these the demand
has been greater than the supply. Victor dealers
are expressing considerable enthusiasm over
the new 9-25 Electrola-Radiola, and the ship-
ment received by the Buffalo Talking Machine
Co. was moved from the floor immediately
after arrival. Dealers are finding an excellent
outlet for these sets.
M. O. Grinnell, sales manager of B. T. M.,
expressed complete satisfaction with results of
their exhibit at the show, of Bosch and Mur-
dock radio, two new lines for the house this
Fall. Very satisfactory contacts were made,
and a surprising volume of business was closed
at the Buffalo Talking Machine Co.'s booths.
Prospects for Sparton electric radio in this
territory are very bright. R. H. Davison, sales
manager of H. B. Alderman Co., jobber, said
that since the first of September their entire
staff has been rushed with a volume of busi-
ness unequaled since the busy season of last
November. If this is an indication of what Fall
and Winter business is going to be, Mr. Davi-
son said, there will be little to do but fill
orders. George Gleber, an aggressive Sparton
dealer on Tonawanda street, was one of those to
cash in on the Tunney-Dempsey fight and with
the assistance of Jack Stayley, city salesman
for Alderman, installed a 7-tube Sparton elec-
tric set in the Riverside Theatre, and filled the
house to capacity with eager listeners to re-
ceive the returns. Since then there has been
much enthusiastic praise for the Sparton set
in Riverside.
Members of the Buffalo Radio Trades Asso-
ciation, accompanied by a peppy band, filled
two buses on their trip to Rochester, where
they were guests of the Rochester Radio Deal-
ers Association. The Buffalo group was met
by officials of the Rochester Association, and
after parading through the principal streets of
the city went to Convention Hall, where the
show was under way.
F. D. Clare, of the Iroquois Sales Corp., is
one of the jobbers looking forward to a big
Columbus, O., October 8. — Orthophonic, Pana-
trope and Viva-tonal machines are moving
ahead in a stream in keeping with Fall expecta-
tions. Dealers are very optimistic.
F. & R. Lazarus & Co. recently completed
extensive alterations and improvements to the
phonograph department. New demonstration
booths have been installed. Each is equipped
to produce its own lighting effect, depending
upon the mood of the record demonstrated,
late afternoon, night, mid-day and the like are
a mere matter of turning a switch. Windows
too are built to permit of the most elaborate
and enticing effects. "Two Black Crows," the
Columbia hit, was shown with an exclusive
background of black and white, which attracted
much attention and sold the records. Colum-
bia, Victor and Brunswick lines are dealt in.
The Quality Music Shop, High street, Sonora,
Brunswick and Columbia retailer, states Fall
trade is showing promise of a busy season
ahead. The store is located in the heart of the
downtown shopping district, therefore enjoys
a large transient record business.
Heaton's Music Store has taken on Columbia
Winter's business. September business, he said,
showed an increase of 40 per cent over that of
a year ago, and at the present rate October
sales are going to show a vast increase over
those of last month. This jobbing concern has
been doing a consistently increasing volume of
business in Crosley radio since the opening of
the active season the first of September. Mr.
Clare said that although the Dempsey-Tunney
fight obviously had a stimulating effect on radio
sales, this great interest has not waned to any
appreciable extent, and it is expected to con-
tinue throughout the remaining months until
Christmas, at least. Three booths at the radio
exposition exhibited amid attractive floral set-
tings Crosley, Bremer-Tully and Amrad, the
latter a recently added set, to great advantage,
and Mr. Clare is another one of the enthusiastic
supporters of the show. Okeh records, par-
ticularly Polish recordings, are selling in in-
creased numbers. Odeon records also are in
better demand than for some weeks.
dance numbers and Masterworks series. Victor
and Brunswick lines are also dealt in. Fall
trade has opened up since the opening of
school and the return of the college students.
Economic conditions are steady here, there-
fore the flow of trade is comparatively steady.
The University Music Store, which has a
large following of students from Ohio State
University, is preparing for a rush of record
trade, since the students are gradually coming
back to the school. Dance numbers have in
the past claimed first place with the pupils,
Wilber Collins, proprietor, stated. Colum.bia,
Victor and Brunswick discs are dealt in. The
house has added small goods to its other lines
of things musical. It is believed a large num-
ber of band instruments sales will be made to
-Students of the University. Miss Helen Croaker
is a new member of the record staff. She was
formerly connected with Heaton's.
The Music Box, Max Levy proprietor, has
doubled its display space and has launched an
aggressive Victor and Columbia sales drive.
The house has achieved much success with its
plan of specializing in two or three records at
a time.
The Home Music Co., exclusive Columbia
retailer, according to Howa.-d Young, pro-
prietor, is closing an excellent Fall record and
machine trade. Old Familiar Melodies, Italian
records as well as current popular selections,
are running up a satisfactory volume. The
store was redecorated recently and new display
windows installed. Mr. Young is looking for-
ward to a brisk Autumn business.
The Snyder Phonograph Co. during recent
months has experienced a fine g.-owth in Col-
umbia machine and record volume. Models 800
and 810 are among the most popular. The firm
maintains one of the largest phonograph repair
and service stations in the city. Through this
department business is carried on with talking
machine dealers throughout Central Ohio.
Dubilier Corp. Files Suits
The Dubilier Condenser Corp., New York
City, has filed three suits in the United States
District Court of Wilmington, Delaware, against
the Radio Corporation of America, charging in-
fringement of patent rights. The patents are
claimed to be of great value in the radio art,
and to cover the means whereby radio re-
ceiving sets and loud speakers are operated from
alternating current electric light circuits. The
plaintiff asks the Court for an injunction re-
straining the manufacture and sale of infringing
apparatus and for an accounting of profits and
damages.
—JOBBERS—
Handle the
Oriental Speaker
New and novel design, illuminated with
brilliant jewels, Buddha base, with fine
clock in center of cone shield. Splendidly
ornamented and perfect in tone reproduc-
tion. Connections for receiver and for
lamp socket with 9 ft. cords. Arouses en-
thusiastic comment wherever shown. The
best buy in better grade speakers. Write
for attractive proposition.
Height 22 in.
Width 12 in.
Adj. Unit
LIST
$45
00
Finishes:
Bronze
Brass
Pompeian Green
Green Bronze
Polychrome
etc., etc.
ORIENTAL LOUD SPEAKER CO.
238 Sixth Avenue New York City
Telephone Watkins 7541
AH Lines of Phonographs Moving Well
With Approach of Fall in Columbus Area
Dealers Unanimous in Reporting Steady Sales and Bright Outlook for Coming Season — F. & R.
Lazarus Complete Alterations — Heaton's Music Store Adds Columbia Line
The T alking Machine World, New York, October, 1927
6,^
"B" Power — Exclusive hook-up brings
out deep, low notes and highest-pitch-
ed tones. Easily adjustable to all pow-
er tubes. Output of 30 milliamperes
at 185 volts. Tube rectification.
"A" Power — Automatic operation.
Glass-jar Exidc"A" battery; Basco au-
tomatic charger— full rate iVz ampere.
Raytheon tube. No Hne noises. Low
power consumption.
t wpen oeasonjor
RADIO POWEF^ /
THE big hunt is on! Basco dealers are out "gun* /
ning" for radio power business — and many of •
them are bagging the limit! The hunting is good,
and profits proportionate.
Every purchaser of a new radio set is a logical pros-
pect for a Basco Power Unit — in many instances, is
pre-sold by Basco advertising which includes national
and localized newspaper advertising and all sorts of
effective dealer "tie-up" material — booklets, folders,
window display, dealer sign, ad electros, etc.
Authorized!
Dealer
Every owner of a radio who is still using batteries (or
an unsatisfactory eliminator) can be sold a Basco
Power Unit under our "satisfactory performance
guaranteed" policy.
Basco reputability and Basco Power Unit perform-
ance in the home of the user stand back of the Basco
dealer's endorsement of the product — safeguard his
prestige and add to the good-will of his trade.
Ask your jobber about Basco Radio Power Units.
BRIGGS & STRATTON CORPORATION, Milwaukee, Wisconsin
BASCO
RADIO
POWER
UNITS
Get one of these "Au-
thorized Dealer" signs
for your store. It is the
mark of super - quality
radio power and de-
pendable service. It is
featured in all Basco
newspaper advertise-
ments — identifies the
Basco dealer's store
with Basco advertising
and the Basco Line of
Radio Power Units.
Basco "A & B" Unit. Entirely auto-
matic in operation. Radio switch con-
trols everything. Employs 45-ampere-
hour Exide glass-cell battery, Raythe-
on rectifying elements, and Basco au-
tomatic charger. No Hne noises or dis-
tortion. Entire unit contained in com-
pact, crystalline - lacquered steel case.
Charger — Small, compact, 2V2 ampere
charging rate. High efficiency. No mov-
ing parts. Raytheon rectifying cartridge.
Absolutely noiseless. Economical.
^ Radio Pow(gr Units
66
The Talking Machine World, Nezv York, October, 1927
Cincinnati Talking Machine Dealers
Report Increasing Instrument Sales
Higher-Priced Models in Greatest Demand — Records Also Moving Steadily — W. M. Purnell
Joins Brunswick Sales Staff — Sprague Bros.' Radio Store Adds Record Line
Cincinnati, O., October 10. — Dealers in talking
machines report the demand for instru-
ments and records has been increasing steadily
for the past few weeks. Not only are they
selling more instruments than at this time last
year, but they are also selling more of the ex-
pensive models now than they disposed of then.
Sprague Bros. Radio Store, operated by Gene
Sprague and William Sprague, which has just
been opened at the northeast corner of Vine
and McMillan streets, is carrying a line of
records and may add talking machines later
on. Amor Emmert, 2702 Vine street, has also
added a line of radio.
W. M. Purnell, who for several years has
been sales manager of the Cincinnati branch
of the Starr Piano Co., maker of the Gennett
records, has joined the Brunswick sales force
and is covering southern Ohio and adjacent
portions of Indiana and Kentucky. E. I. Paul-
ing, formerly vice-president of the Starr Piano
Co., and who was manager of the Cincinnati
branch, has retired from the business and has
returned to his former home in Portland, Ind.
Charles J. Meinberg is now manager of the
local branch and G. E. Hunt has been made
manager of retail sales.
An event which took place here the latter
part of September and which was of great in-
terest to dealers in talking machines was the
big Radio Show, held up on Walnut Hills, in
Hotel Alms.
The Sensations of the Radio World's Fair
6th Annual
Radio Show
Chicago
Space 1-T
No. 25 Consolette
List Price,
$70.00
— the Yearns Greatest Loud Speaker Values!
AMONG the many new develop-
ments exhibited at the Radio
World's Fair last month, none cre-
ated wider enthusiasm than these
Velvet Speakers. Interest in them
was intense, with dealers and set
owners alike. All were agreed that
here was truthful reproduction of
broadcast sound, together with unob-
trusive beauty of design.
The Velvet Consolette Speaker,
with its nine-foot air column horn,
produces a tone of unbelievable rich-
ness, so like that of the original as to
be almost indistinguishable from it.
The double-stylus, balanced diaphragm
aids materially in the production of
this glorious tone. The case is of
beautiful walnut.
The Jewel Case Model continues
daily to gain in popularity among
radio lovers who demand full, round-
ed tone from a smaller speaker. With
its 65-inch air column, the Jewel Case
pours forth a surprising volume of
perfectly pitched tone. There is no
distortion. As its name suggests, this
model represents an old-time chest
for jewels. It enhances the beauty of
any living-room.
See the Velvet Speaker line at the
Chicago Show. The many fine models
will suggest wonderfui sales. possibili-
ties to you. Or write to the General
Sales Office for details and discounts.
iiMflioj'pea
M anufactured by
BoRKMAN Radio Corp.
Salt Lake City, Utah
GENERAL SALES OFFICE
230 East Ohio St.
CHICAGO
No. 21 Jewel Case
List Price,
$40.00
G. E. Griszmer has opened a talking ma-
chine and record business at 123 East Sixth
street, in the Gerke Building, in connection
with the small goods store of Ray Lammers.
W. G. Woodmansee, who had retired from
business for about two years, has once more
opened a store, it being located in the Ninth-
Court Arcade. Among the lines carried are
Edison phonographs and records.
Because of the record he made as Brunswick
representative in Tennessee, Frank Gaskins
has been transferred to territory in central
Ohio, and the former -teritory will be covered
by R. E. Koon. "The thing that is troubling
us most at this time is to keep up with the
orders that are coming in for our more ex-
pensive models," explained H. H. Sellers,
assistant manager of the Brunswick branch.
"The way we are shipping out records makes
it seem as though it were the holiday season,"
stated Miss Rose Helberg, manager of the
local branch of the Columbia Phonograph Co.
Richmond Victor Distributor
Planning to Erect Building
Corley Co., Which Suffered Large Fire Loss,
Is Planning Five-Story Fireproof Building —
Jack Herbert With Crosley Radio Corp.
Richmond, Va., October 7.— The Corley Co.,
Victor wholesaler and retailer, is planning to
erect a five-story fireproof building on the site
of its establishment at 213 East Broad street,
which was recently swept by fire, and hopes
to get into the new building some time next
year. It is now established in temporary quar-
ters at 217 East Broad street, carrying on busi-
ness as usual. Temporary quarters were first
established at 205 North Second street, being
transferred a day or two later to the present
site. There was no cessation of business activi-
ties, although the firm suffered practically a
total loss on its large stock of phonographs,
pianos and other musical instruments.
Following the fire the employes held a meet-
mg at which wholehearted co-operation was
pledged the management, all agreeing to put
their shoulders to the wheel and lend every
assistance possible in its time of stress. In
addition to its retail store in Richmond, the
Corley Co. operates similar establishments in
Durham and Greensboro, N. C.
Fifteen Virginia cities have linked up with
the national radio Audition program of the At-
water Kent Foundation. Music lovers in the
various cities entered enthusiastically into the
local contests held early in October. It was
planned for the State Audition to be broadcast
over radio station WRVA here the evenings of
October 18 and 19. The State committee, of
which Mrs. Harry F. Byrd, wife of Governor
Byrd, is honorary chairman, and Frank W.
Corley, vice-president of the Corley Co., is
active chairman, urged all interested communi-
ties to complete their local organization with-
out delay and arrange for' selection of their
candidates for the State Audition. It was an-
nounced that winners would have their ex-
penses paid to the District Audition to be held
in Atlanta, November 22 and 23. Winners of
the District Audition will have their expenses
paid to the National Audition in New York.
Jack Herbert, formerly manager of the radio
department of the Columbia Furniture Co., of
this city, is now division sales manager for
Virginia and Carolina territory of the Crosley
Radio Corp. Though only 21 years old, he is
considered an authority on radio. He was re-
cently appointed to his new position.
Goldberg Bros., distributors of the Lyric line
of phonographs, announce the addition of John
N. Walker to their sales staff. He will travel
Kentucky, Tennessee and Mississippi. The firm
is just beginning to develop this territory. Mr.
Walker is an experienced salesman. For sev-
eral years he has been traveling out of Roanoke,
Va., handling another line of goods. He enters
upon his new duties October 10.
The Talking Machine World, New York, October, 1927
Heineman Motor of Quality
mo
EXCLUSIVE SALES AQENTS for
HEINEMAN MOTORS— OKEH-TRUETONE NEEDLES
Okeh Phonograph CorporatioTT
OTTO HEINEMAN, President and Qeneral Manager
25 West 45th Street New York, N. Y.
The Talking Machine World, New York, October, 1927
SSI
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lis
this is
not . .
LEVEE CAMP
MOAN BLUES
The story of Albert, taken
captive by the Arabs and car-
ried to the emperor of
Cairo's court, where the prin
cess of Cairo, falling in love
with him. keeps him thirty
years in prison for the love
of his Alberta.
IT IS an Okeli Race Record for which all Oke)i Dealers
are recei\^ng three Goddesses of Liberty, in silver, every
time a customer asks for
8498 1 LEVEE CAMP MOAN BLUES
10 in. SECTION GANG BLUES
i 5c J Sung by "Texas" Alexander
\^ lietlier by taking bis eye
too suddenly from the key-
hole ...
Or whether ...
Or wliether a man may fill
bis eye with the picture of
another's pleasure — 'tis cer-
tain, at least, the other eye
gets a mean touch of "Kev-
bole Blues."
ALL OKEH CUSTOMERS
are learning the bare facts as
sounded on - ,
8496 1 KEYHOLE BLUES, Fox-trot
10 in. MELANCHOLY BLUES, Fox-trot
75c J Played by Louis Armstrong and His Hot Orch.
Sir, said I. confusing myself
— it is not my intention to
ask the lady's . . .
But you may — said he, "She's
Forty ith Me" . . .
. . . This is a pithy problem,
quotli I — to me might she be
8492 r SHE'S FORTY WITH ME
10 in. I GEECHIE RIVER BLUES
75c [ Clarinet Solos by Wilton Crawley
'Tis nothing, said the bitten man,
jerking his toe aloft. I did not lose
ten drops of blood by the nip — it
is not worth calling in the sur-
geon— but the police — these mean
l)ed bugs are accessories in murder.
Bring me my pen and I will write
bhies e
8497
10 in.
75c
MEAN OLD BED BUG
BLUES
ROAMING RAMBLE
BLUES
Sung by Lonnie Johnson
And he did — and Okeh Race Dealers are selling this bug-
nipped Blues to all who come their way.
and whom
among us can
say . . .
I am not!
OKiJk
OLD TIME TUNES
Nou il >ou were a record dealer
susceptible to profits — profits in good.
M)und sums — profits that gave the
family a happier, more luxurious
home — profits that encouraged your
business and aided it to grow bigger
and more impressive —
Now if you were just such a man,
susceptible to the human ambition
of profits we would say —
Let an Okeh Distributor be the
guardian of your profits, ask him —
he knows best the records that sell
quickly in your neighborhood. He
not only knows, but has the best sell-
ing records.
Jazz records so hot flappers sunburn
while they pace the modernistic
measures. Songs that range from
lullaby treasures to a winsome
mamma and sugar daddy blues.
Ask for our latest Okeh supplements.
Popular Old Time Tune and Race,
If you like our generous classifica-
tion, let us introduce you to an Okeh
Distributor.
ELECIRIC
RECORDS
Okeh Phonograph Corporation
OTTO HEINEMAN, President and General Manager
25 West 45th Street NEW YORK, N. Y.
P
m
ii
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ft
m
m
Ma
m
I
The Talking Machine World, New York, October, 1927
r
ODEO
October Releases
Ludwig van Beethoven, Richard Wagner,
Franz von Suppe, Johann Strauss
and Vienna Melodies
are our ODEON features for this month
5123
12 in. $1.50
5124
12 in. $1.50
5125
12 in. $1.50
5126
12 in. $1.50
,^{204
12 in. $1.25
3207
12 in. $1.25
3205
12 in. $1.25
3206
12 in. $1.25
THE BATTLE SYMPHONY or Wellington's Victory at Vittoria
(L. van Beethoven) Part I and II
Dr. Weissmann and the Orchestra of the State Opera House,
Berlin.
THE BATTLE SYMPHONY or WeMington s Victory at Vittoria
(L. van Beethoven I Part III and IV
Dr. Weissmann and the Orchestra of the State Opera House,
Berlin
DIE WALKUERE (Richard Wagner I
Wotan's Farewell and Magic Fire Spell, Part I and II
Siegfried Wagner and the State Symphony Orchestra, Berlin
DIE WALKUERE (Ricliard Wagner)
Wotan's Farewell and Magic Fire Spell, Part III and IV
Siegfried Vv agner and the State Symphony Orchestra, Berlin
LIGHT CAVAI-RY (Franz v. Suppe) Overture, Part I and II
Grand Symphony Orchestra
DIE FLEDERMAUS, The Bat (Johann Strauss)
Overture, Part I and II
Dajos Bela and his Orchestra
MEDLEY OF VIENNA TUNES, Wiener Spaziergange,
Part I and II
Edith Lorand and her Orchestra
THE OLD TOWER OF ST. STEPHEN (Brandl-Kreisler )
OLD FOLKS AT HOME, Swanee River (Kreisler)
both played hy Edith Lorand with piano accomp.
Okeh Phonograph Corporation
OTTO HEINEMAN
Pres. & Gen. Mgr.
25 West 45th Street
NEW YORK CITY
ODEONy
n Y n Y n Y fi Yn
The Talking Machine World, New York, October, 1927
The Talking Machine World, New York, October, 1927
67
Perfect Scores Home Run
With Ruth-Gehrig Record
"Bustin' Babe and Larrupin' Lou" Make Dia-
logue Record for Perfect Record Co. — Dealers
Supplied With Tie-up Material
One of the most timelj- record releases in
quite some time was that of the Perfect Record
Co., Brooklyn, N. Y., which placed on the mar-
ket on September 30, a dialogue record, "Babe"
and "Lou" recorded personally by the "home-
run twins," Babe Ruth and Lou Gehrig. Placed
on their counters by Perfect dealers on the
day that Babe Ruth broke his 1921 record for
home runs and but a few days before the start
Ruth and Gehrig Hear Own Record
of the W Grid Series, the record immediately
met with a hearty welcome from the record-
buying public.
The company has supplied the dealers with a
number of sales aids, chief among which is a
striking window poster, three feet wide by a
foot and half high, depicting both of the "fence-
busters" in action at the completion of their
swings. In addition to the photographs the
full home-run record of each of the Yankee
players is given.
Prior to the game with the Washington Sena-
tors on Thursday, September 29, Ted Col-
lins, of the sales staff of the Perfect Co., pre-
sented Babe Ruth and Lou Gehrig with the first
records made and then gave a demonstration
of the record on a portable phonograph with
the assembled Yankee team interested listeners,
as can be seen in the accompanying photograph.
The records have an added interest to the
general public in that each one bears a facsimile
of the signatures of Ruth and Gehrig.
Red Lion Cabinet Go.
Announces Two New Models
Red Lion, Pa., October 4. — The Red Lion
Cabinet Co., of this city, has added two new
models to its line. These models were produced
in time for initial showing at the New York
Radio Show.
Model 9000 is of the highboy type in period
design. It provides space for the chassis of
the models 30 or 33 of the Atwater Kent line
of receiving sets and is furnished with or with-
out built-in speaker. When furnished without
the speaker the amplifying chamber behind the
grille is large enough to permit a model "E"
speaker of the Atwater Kent line to be placed
within it.
The model 4750 is of two-tone design and is
a variation of other models in the Red Lion
cabinet line. Tt provides space for the models
30 or 33 receiving sets and model "E" panel
speaker of the Atwater Kent line. There are
doors in front of the speaker and a drop lid
in front of the panel of the set so that when
closed all radio is hidden.
The United Music Co., which operates music
stores throughout the New England territory,
has opened another store at Fall River, Mass.,
making the eleventh store of its chain. The
concern is expanding steadily.
FERRYMAN RADIO TUBES
PERRTMAN
Three things
you ought to know a
right away!
J The new Ferryman
A. C, Tubes,
2 The new Ferryman
volume discounts.
2 The new Ferryman
dealer cooperative
plan.
Be sure you are getting the most out of
your tube business and mail this coupon
back to us. You place yourself under no
obligation.
ut
Ferryman Electric Company, Inc.
33 West 60th Street New York, N. Y.
Plant: North Bergen, New Jersey
FERRYMAN RADIO TUBES
A Complete Line of Stayidard Equipment for every Radio Purpose
FERRYMAN ELECTRIC COMPANY
33 West 60th Street, N. Y. C.
Gentlemen: Kindly send me complete information on your
new volume discounts, dealer assistance and the new Ferryman
A. C. Tubes.
Name
Address
Metropolitan T rade Activities
Associated Music Publishers,
Inc., Holds Formal Opening
The formal opening of the Associated Music
Publishers, Inc., West Forty-second street, took
place on Saturday, September 17, and was made
a festive occasion through the co-operation of
•S^/ nvOBUCKCROWS
/ \ ^ hrandmw Columbia Ricord by
MORAN^
during the following few weeks. That the new
store is determined to put strong sales efforts
behind the Columbia line is evidenced by the
advertising which it is doing. The accompany-
ing illustration is a reproduction of a full-page
advertisement which appeared in the Evening
Journal and the Daily News on the day the
second record of the "Two Black Crows" was
placed on the market.
September Columbia Sales
Show Increase Over 1926
^ sole todoF
g^|e first time
pic t« [in* •! Co lam bit
BtG«rdt — iBclatflnc ■
laU Ub* t rMttrtf La
whose first record is the
most seUinest in years
ANOTHER "Two Blick Crov.,- dm
- icMlav^ -You've all piobibly
Lughed your bcadi ciff ai ihc quipi and
HAci in the fim "Two Black Crimi",
a Cotumbu record br ihc inimiable
Moran and Madt. the cdtbmcd black-
fate comediaiu — il u the bat KUint
reCDid in ten yeits,
for vou. for a brand nc» Ta-o Blade
Crtni-j" wiH be on lale for the fim litne
associats) Muac PUBUSHEHS. Im.
1 to WEST *tvo imiil
—a dcwblc-Eace ColLcnbia r^torA chock-
ful of rib-iuJJint; rcmarki by the rone
Eamous pair — all new inalerial inJ all
irrcsixdblv Kmnv-
Don"! mils chii fim oppommirr to
lecurr chit taien baich oi Monn and
Mack DonieitM and drollcrv — ii xiHIl
Si^t vou and txui fnendi the laughi of
your life! Ask for the "Ti^o Black
Crowj" Columbia recDtd Pam 1 and 4.
On sale, suninf cocLit.
ASSOCIATED m
MUSIC PUBUSHERS, INC. ^g^^^^
i4o WfesT 42ND Street, New 'VbRK
Unusually Clever Advertising
the Columbia Phonograph Co., which supplied
a number of its recording artists to entertain
the visitors to the new store. The Associated
Music Publishers carry the Columbia Viva-tonal
line of phonographs and Columbia, Okeh and
Harmony records exclusively, in addition to a
most complete line of sheet music.
Among the artists who appeared during the
ceremonies from 3 to 5 p. m. on the opening
day were the Knickerbockers, Frank Farrell
and His Greenwich Village Inn Orchestra and
the Indiana Five, all Columbia dance orches-
tras; Irving and Jack Kaufman, vocalists of
record and radio fame; Whispering Billy Day
and Joe Davis, the Melody Man.
The results of this gala opening celebration
were reflected in the volume of sales reached
E. W. Guttenberger, manager of the New
York wholesale department of the Columbia
Phonograph Co., Inc., reports that sales for
the month of September were far in advance of
those of August, and showed a considerable
gain over the figures for September, 1926. The
increase is not confined to any one type of
merchandise, but includes Viva-tonal phono-
graphs, Columbia and Harmony portables and
Columbia and Harmony records. The releas(.'
of Parts III and IV of "Two Black Crows"
with Moran and Mack continuing their argufy-
ing, met with a tremendous welcome, and on
the day following the release of the record not
a single disc was available at the wholesale
headquarters.
A sample instrument of the new Columbia-
Kolster Viva-tonal Electric phonograph has
been on demonstration at the offices for some
time past, and Columbia dealers have expressed
themselves as being anxious to secure instru-
ments to place on the market.
Lawrence J. Rooney With
the Times Appliance Co.
Lawrence J. Rooney, long prominent in the
talking machine and radio trade in the metro-
politan territory, recently joined the staff of
the Times Appliance Co., as a special repre-
sentative. Mr. Rooney is doing special mission-
ary work among the dealers, particularly those
of the music field, supplementing the work of
the regular sales staff.
The L. J. Rooney Co., retail music store at
1451 St. Nicholas avenue, will continue to oper-
ate under the ownership of Mr. Rooney.
THE ABBEY — Patterned
after an Old World jewel case.
Antique walnut. Carved or-
nament. Equipped with the
famous Splitdorf Single Dial
Six-Tube Receiver. List
price for battery operation
$100, for all-electric opera-
tion direct trom socket with-
out batteries or eliminators,
$175. Tubes not included.
Splitdorf Period Cone Tone,
$35.
SPLITDORF Radio Receivers
A series of beautiful period furniture models
Twelve models that are leading the radio world in the new swing to
beauty in appearance as well as excellence of performance. Designed
after period furniture, reproducing the full beauty of line and finish.
Splitdorf is the one line offering the dealer complete coverage of the
most profitable radio market, with a minimum investment.
List prices range from $45 to $800
SPLITDORF RADIO CORPORATION
Subsidiary of Splitdorf-Bethlehem Electrical Company
NEWARK, -0 nsri^ NEW JERSEY
Several Additions to Okeh
Phonograph Corp. Sales Stafi
L. E. Hilduser, manager of the distributing
division of the Okeh Phonograph Corp. cover-
ing New York and the States in the Northeast-
ern section of the country, reports that sales
of Okeh-Odeon records are steadily increasing
and that many new accounts are being opened.
During the past few weeks more than thirty new
accounts were opened in the metropolitan New
York territory alone. The Caswell True-Tone
portable was recently added to the lines car-
ried, and it has met with much favor from the
trade. The Distributing Division has also
secured the exclusive distributing rights in the
Eastern territory for the Induphon Piccolo
nursery phonograph. Sales of the 3,000 and 5,000
series of Odeon recordings, consisting of Eu-
ropean orchestral works have increased more
than 300 per cent during the past month.
Mr. Hilduser has added several new men
to the outside sales staff, and has revised the
territory covered by the staff. The changes in
the staff are K. F. Crombie, formerly with
the Columbia Phonograph Co., now covering
the New Jersey territory; W. E. Titus, well
known in Eastern wholesale and retail talking
machine circles, covers Massachusetts; C. E.
Hodgkins is covering New Hampshire, Ver-
mont and Maine, and A. J. Boudria, who has
been covering Connecticut exclusively has
added Rhode Island to his territory.
D. W. May Has Radio Exhibit
A complete exhibit of the radio lines carried
by D. W. May, Inc., was held in the Wood-
ward Hotel, New York, during the week of the
Radio World's Fair for the benefit of metro-
politan dealers. Among the lines shown were
the Shamrock, Amrad and Marti receiving sets,
RCA Radiotrons, Pacent speakers, Elkon prod-
ucts, Philco eliminators, Ray-O-Vac batteries
and Superior cabinets. The display rooms and
reception rooms were visited by crowds of
dealers w-ho found the May exhibit a retreat
from the hustle and bustle of the Garden.
Emerson Exhibit at Astor
The Emerson Phonograph & Radio Co., Inc.,
had an exhibit of the products it distributes at
the Hotel Astor during the week of September
19. Harry Fox, general sales manager of the
company, was in charge of the display and
acted as host to the many dealers who found
time to visit the rooms. Among the lines shown
were the Adler-Royal, McMillan receivers, Utah
speakers and the Artone portable phonographs.
Extra Davega Dividend
The board of directors of Davega, Inc., oper-
ating a chain of talking machine, radio and
sporting goods stores in the metropolitan dis-
trict, recently declared an extra dividend of
twenty-five cents a share and the regular quar-
terly dividend of twenty-five cents, payable on
November 3 to holders of record of October 17.
A. R. Goldsmith a Benedict
A. R. Goldsmith music buyer for the chain
of fifty-five stores of the F. & W. Grand 5-
10-25-cent Stores, Inc., was married on Sun-
day, September 25, to Miss M. Sullivan.
•ODfTinCAUr COWKI
Many additional square feet of floor space
have been added to Silver's Music Shop, 316
Roebling street, Brooklyn, N. Y., with the com-
pletion of an addition to the store. Radio equip-
ment and musical instruments are carried in
separate sections under the new arrangement.
68
The Talking Machine World, New York, October, 1927
69
The Mark of Service on Radio "A" Batteries
Power Units — "B" Eliminators
To the hundreds of thousands who have purchased National "
Radio Batteries and Units, the name NATIONAL means service
to the Nth. degree.
To the jobbers and dealers handling the National line, the name
National also means service — a profitable line that builds
goodwill by making satisfied customers, plus a factory sales
policy that guarantees protection and profits.
National's advertising in the Saturday Evening Post, Literary
Digest, etc., is telling millions of radio owners about National
products. And National jobbers and dealers will profit accord-
ingly on the increased business.
Write today for details of the National Franchise
National Lead Battery Co.
Qeneral Offices: ST. PAUL, MINN.
FACTORIES: St. Paul, Chicago, Kansas City, Los Angeles
BRANCHES: New York City, Dallas, Oakland, Atlanta, Portland, (Ore.) Baltimore,
St. Louis, Cincinnati, Seattle
The New National Home-
power is the latest type
of "A" Power Unit devel-
oped. No acid — no bulb!
It consists of an Elkon
charging device in com-
bination with any type or
size National "A" Battery
desired except type 45
Glass. The Homepower
is fully automatic, com-
plete with built-in Brach
relay switch and "B"
Eliminator. .
NATIONAL Radio "A"
batteries are available in
composition containers in
six sizes. They are
equipped with bail handles
and rubber terminal nuts.
One of the terminal nuts
is of red rubber to desig-
nate positive and the
other black to designate
negative.
The National "B" Elim-
inator is unquestionably
the outstanding "B" Elim-
inator on the market this
season. Operates on any
set using 201A tubes or
Power tubes. Has only one
dial — simple and easy to
operate. Taps for 45-67^4-
90-135 and 180 volts. Can
also be used with any Na-
tional Homepower Unit
to give a compact, auto-
matic, efficient "A B"
Power supply.
The well-known, sturdy
NATIONAL BATTERY
can now be had in glass
cases in three types. These
cases are equipped with
the three-ball type of au-
tomatic indicator which
shows the condition of
charge at a glance. These
batteries are also complete
with rubber terminal nuts.
70
The Talking Machine World, New York, October, 1927
Annual Northwest Radio Show Brings Sets
and Accessories to Fore in Twin Cities
Municipal Auditorium in Minneapolis the Scene of One of the Most Successful Exhibits of
Radio Ever Staged in the Northwest Territory — Other News of the Month
St. Paul, AIinn., October 6. — Radio held the
spotlight at the annual Northwest Radio Show
from September 26 to October 1. The wonder-
ful new Municipal Auditorium in Minneapolis
was the setting for the most elaborate show
ever held in the Northwest. Nationally known
favorites were on the program. The exhibits
were unusually beautiful and attracted many
out-of-town dealers and the radio public.
The Kern-O'Neill Co., which took over the
Columbia interest in the Northwest, has com-
pleted the first month of its new association.
E. F. O'Neill, president of the company, makes
the following statement: "The Kern-O'Neill
Co. was organized after watching the progress
of the Columbia Phonograph Co., not only in
a sectional sense, but from a national view-
point. Anj' observer in this industry fully
realizes how a business, regardless of size, re-
volves around the ability of a comparatively
few individuals. It was very apparent to us,
shortly after the acquisition of the Ameri-
can Co. by Louis Sterling, that Columbia was
headed for first place, or at least would con-
test desperately for that position. The policy
followed so successfully by Andrew Carnegie
was inaugurated. When men of the ability
and knowledge of the industry such as Messrs.
Cox, Fuhri, MacDonald and others join a com-
pany the result is inevitable. Our optimism has
been justified by our first month's business.
Approximately fifty new accounts opened dur-
ing the first month have convinced us of the
wisdom of our action. Machines are moving
steadily, and the record business has been splen-
did. The arrival of the Columbia-Kolster, which
will shortly be shown, opens up a new vista of
business for the retail trade.
"The phonograph business in the Northwest
is healthier than it has been in years. One
might say that it is 'robust.' In conclusion we
might say that the support of our friends in the
Northwest has been greatly appreciated." The
Kern-O'Neill Co. offices have been remodeled
to make a much larger and more attractive dis-
play space, and a much improved audition room
for the Viva-tonal line, and Columbia-Kolster
combinations. The many friends of Mrs. Helen
D. Beggs will be glad to know that she remains
an associate of the Columbia Kern-O'Neill Co.
C. K. Bennett, formerly with the George C.
Beckwith Co., and later of Des Moines, has gone
with the Chicago office of the Brunswick Co.,
and will shortly visit Western points.
There have been one or two slight changes
within the ranks of the George C. Beckwith
Co., Victor dealer. E. E. Ells has taken over
entire charge of the record department, and
E. W. Brown is assistant manager to the gen-
eral and radio department. There are quite
a number of new salesmen, who with their ter-
ritories are listed as follows: W. S. Olson,
northern Iowa, Victor and radio salesman; W.
H. Taplin, northern Minnesota, radio; W. J.
Hoy, southern Minnesota, radio; Troll Brahy,
Minnesota, Victor; A. R. Shields, North Dakota
and Montana; Harry Dillon, Montana and
North Dakota; F. H. Stone, Wisconsin and
northern Michigan; J. A. Williams, Twin Cities,
radio, and J. E. McGarvey, southern Iowa, Vic-
tor and radio.
C. C. Hicks, sales manager of the Beckwith
Co., recently returned from the Victor confer-
ence at Camden, and has since made short trips
in the territory. The Beckwith Co. has six
booths at the Minneapolis radio show and three
in St. Paul, featuring the lines it handles.
Brunswick enjoyed a progressive month in
September, and the prospects for a similar in-
crease in the following months are excellent.
S. G. Shultz, the new manager, is very well
pleased with the territory.
Murray M. Kirschbaum, formerly with the
L. S. Donaldson Co., and in business as a radio
jobber, has joined the Brunswick force as sales-
man in the Minnesota and Dakota territory. H.
L. Davies now covers the Twin City field.
Eddie Dunstedder, the Northwest's most
popular broadcasting organist, will make records
for Brunswick exclusively, according to a re-
cent announcement.
The Panatrope radio combinations are attract-
ing a great deal of attention at the radio show,
and a heavy demand is anticipated. The Duluth
show starts October 3, and Brunswick will have
a complete .display. Shipments are coming in
on the $1,100 and $1,250 instruments, and there
is a ready sale for the high-priced units. Bruns-
wick is entering into an advertising feature with
the Outdoor Sign Advertising Co. on seasonal
displays. An unusual line of artistic and color-
ful posters will soon be ready for advertising
by both plain and illuminated signboards.
Many new Brunswick accounts were opened in
September, and Mr. Shultz expects to cover part
of Minnesota and Dakota territory in October.
The Miller Music Shop of Duluth is moving
from 8 West First street to larger and more
attractive quarters on Superior avenue.
Plaza Merchandise Designed
to Boost Holiday Sales
Kiddie-Pact Portable for the Nursery Is the
Leader of the Line for the Holidays
The Plaza Music Co., New York City, is
featuring at this time merchandise numbers
from the Plaza line designed to provide extra
holiday business for the talking machine trade.
The leader of this line is the Kiddie-Pact, a thin
compact type of portable suitably covered for
use in the nursery. Another portable talking
machine featured by the Plaza Music Co. for
the child is the Kiddie Kompact, a camera-style
phonograph. In the record field the Plaza Co.
is featuring the Little Tots' record in books
of songs, games and stories for the children.
Indiana Incorporation
The Circle Sales Co., of Indianapolis, Ind.,
has been incorporated with a capital stock of
$10,000 to deal in musical instruments.
PHONOGRAPH
RADIO CASES
Reinforced 3-ply Veneer
The Standard Case for Talking
Machines and Radio Sets
MADE BY
Lmt aa figarm mn your rmquirammntt
PLYWOOD CORPORATION, Goldsboro, N. C
Mill* in Va.. N. C. and S. C.
SCULLY
RECORDING
MACHINES
SHAVING
MACHINES
MASTER
WAX
SUPPLIES
JOHN J. SCULLY
3265 MAIN STREET
BRIDGEPORT, CONN.
TEr.EPHO.v;E BARNUM 4998
Attractive Raytheon Sales
' Help for Retail Trade
Cambridge, Mass., October 6. — The Raytheon
Mfg. Co., of this city, has recently issued a
counter display card for Raytheon tubes which
is being rapidly accorded a prominent position
Raytheon Counter Display
in the warerooms of a number of leading deal-
ers throughout the country. The card is a very
attractive display in colors which the dealer or
jobber can use and plug the cord of the elimi-
nator right into the light socket on the card.
The BH Raytheon tube which is used in the
eliminator is set in a little window cut-out, as
shown in the accompanying illustration. The
Raytheon Mfg. Co. is sending this new card to
all jobbers and dealers requesting it.
Southern Victor Dealers Meet
New Orleans, La., October 4. — More than 100
Victor talking machine dealers from Louisiana,
Mississippi, Alabama and Texas attended a dis-
trict meeting at the Hotel Roosevelt, New
Orleans, last week. The program was arranged
by John A. Hofheinz, manager of the whole-
sale department of Philip Werlein, Ltd., Victor
distributor.
H. W. Murray, factory engineer and Miss
Madeline Davies, in charge of Red Seal record
promotional work, both of the Victor Co., were
the principal speakers.
TEST IT.
CAM VICTOR
Record Service
haa a reputation for efficient.
Suppose you try it
E. F. DROOP & SONS CO.
1300 C STREET, WASHINGTON. D. C.
204-6-8-10 CLAY STREET. BALTIMORE. MO.
The Talking Machine World, New York, October, 1927
71
IL a d i o
c
a d i o
UTHORIZED
DEALER
Sales - Sei\vice
Fada National and Local Adver-
tising states that we guarantee
Fada Receivers and Fada speak-
ers only when purchased from
an Authorized Fada Dealer.
This free decalcomania sign
identifies the dealer definitely
as our fully authorized repre-
sentative.
A Sweeping Victory in the
World^s Biggest Radio Market
NEW YORK CITY obviously affords to both the public
and the dealer the widest possible range of selection
and comparison in radio today. Yet, it is here where
every make of radio is readily available, that the
phenomenal .rise of Fada popularity is most notice-
able. New York City is going "Harmonated Reception."
It is the most interesting and most talked-of topic in
radio circles today. It illustrates the value of a single
sales appeal in a market where every Tom, Dick and
Harry is claiming everything.
In a limited number of cities there are still oppor-
tunities for Fada distributorships and dealerships.
Your city may be one of them. Wire or write today
for details on America's most valuable radio franchise
— the right to say and sell ^'^Harmonated Reception."
F. A. D. ANDREA, Inc., LONG ISLAND CITY, NEW YORK
Uceneed under Hazeltine. Latour. R.C.A.. Geo. Elec. Co., Wtstinffhouse Elec. & Mfg. Co.. Atner. Tel. & Tel. Co..
patents, only for Radio Amateur, Experimental and Broadcast Reception.
There are five Fada models — all Neutrodyne receivers — priced from $95 to $400.
Prices West of the Rockies slightly higher.
72
The Talking Machine World, New York, October, 1927
Fall Season in St. Louis Opens With a
Spurt of Business That Creates Optimism
All Branches of the Trade, Retail and Wholesale, Expecting a Banner Year-end Business —
New Models of Talking Machines and Radio Arouse the Enthusiasm of the Trade
St. Louis, Mo., October 10.— Talking machine
dealers and jobbers in the St. Louis territory
unite in declaring that business conditions dur-
ing September were unusually good, surpass-
ing all expectations, and that the outlook for
the remainder of the Fall season and Winter
is exceptionally promising.
Typical of this was the statement of H. E.
Brown, head of the Panatrope Sales Division
of the local branch of the Brunswick Co., tliat
"business is improving and September of this
year exceeded last year's record by quite a good
percentage. We are anticipating a great Fall."
The new Columbia-Kolster Viva-tonal Elec-
tric Reproducing phonograph is meeting with
great reception in the territory served by the
St. Louis branch of the Columbia Co., accord-
ing to N. B. Smith, manager. He declared that
substantial orders for this new model have al-
leady been received, and added that the con-
sensus among local dealers was that sales of
the new machine would be large.
With the Orthophonic instrument line per-
manently set, and with the new Electrolas and
Radiola combinations arriving, Victor dealers'
are looking for the biggest Fall in history,
according to E. C. Rauth, of the Koerber-Bren-
ner Co., St. Louis distributor.
Special activity on the part of dealers to ex-
ploit their products was one of the dominant
features of the month in the St. Louis trade
territory. Foremost in this connection is the
Davis Music Stores of Farmington and Flat
River, Mo., Brunswick distributor. OfiFicials of
that store have devised a novel plan to obtain
new prospects and new business. They take a
Panatrope on a truck to small country fairs,
picnics, and other similar affairs, and furnish
the music. Cards are passed out which, in
addition to the names and addresses of the sign-
ers, also request information as to whether
the holder has a piano, music box, radio or
other musical instrument.
The Brunswick Co. also reported a consider-
able increase in the volume of sales of Gene
Austin's records as a result of the recent stage
appearance here of the famous Brunswick
tenor, and the intensive sales campaign that
was waged simultaneously with his visit here.
The Columbia Music Co. also conducted a
campaign to boost the sales of many of the
records containing scores from the musical
show of "Countess Maritza," which opened the
local theatre season here. The company also
has embarked upon an extensive advertising
campaign to exploit the latest releases of the
"Two Black Crows."
The Finke Furniture Store of Evansvillc,
Ind., Columbia dealer, has begun broadcasting
Columbia records from its own radio station,
with the restilt that the volume of sales has in-
creased materially.
The Koerber-Brenner Co. recently conducted
an important sales conference in St. Louis. Mr.
Walter Hiers, of the Victor Co., stressed the
entire Red Seal Program of the Victor Co.,
while A. R. Huffnagel, also of the Victor Co.,
discussed better music channels. E. R. Rauth,
vice-president of the Koerber-Brenner Co., ex-
plained the new Electrolas and Radiola com-
binations.
Officials of Strauss & Co., St. Louis Kolster
distributors, are W'orking with Columbia of-
ficials in an effort to make trade arrangements
and in assisting to train the local retail sales
people in the fine points of the new Kolster-
Columbia Viva-tonal Electric Reproducing
phonograph.
During the month also fifty dealers and dis-
tributors representing the Kolster line met at
the Coronado Hotel here and organized a Kol-
ster Club to promote fellowship among the
dealers and to discuss methods and means of
marketing the Kolster radio. Lee M. Schlude,
of Hellrung & Grimm Co., was elected presi-
dent; E. E. Bruns, of the Baldwin Piano Co.,
first vice-president; C. E. Krummenacher, sec-
ond vice-president, and Thomas G. Krabb, of
Strauss & Co., secretary and treasurer.
Fiftjf members of the local Stromberg-Carl-
son dealer organization attended a banquet at
the Hotel Chase recently. Orval C. McCann,
local representative of the company, officiated,
and interesting talks were made by George
A. Scoville, sales manager, and Roy H. Mason,
chief engineer of the company, who came here
from Rochester, N. Y., to be present at the
meeting.
More than 300 Stewart-Warner dealers from
Missouri, Kansas, Arkansas, Illinois and Okla-
homa also attended a convention and banquet
held at the Coronado Hotel here during the
month. The meeting was arranged by Dan
Hyland, local manager of the Stewart-Warner
Co. Problems connected with the radio in-
dustry, particularly as they relate to the Stew-
art-Warner Co., were discussed at the one-day
conference and at the dinner in the evening.
Carrington Stone, chief engineer of the Stew-
art-Warner Co., and other officials came here
to address the meeting, which was an outstand-
ing success from every viewpoint.
Symphonic Sales Head Re-
ports Increasing Demand
Lambert Friedl, President of the Symphonic
Sales Corp., Reports a Pleasing Volume of
Business With Bright Outlook for Fall
The Symphonic Sales Corp., New York, manu-
facturer of Symphonic Overture and Low-loss
Symphonic Phonograph Reproducers, reports a
Lambert Friedl
very pleasing volume of business for August
and September with all indications of a banner
Fall and Winter season. In a recent chat with
The Talking Machine World, Lambert Friedl,
president of the company, and well known
throughout the phonograph industry, said: "Our
business is growing from every angle, and job-
bers are actively pushing the Symphonic line
as a profitable item in their catalogs. Dealers
in increasing numbers find that their sales of
Symphonic reproducers constitute a lucrative
source of direct profit in addition to the re-
sulting profits from increased record business
and the sale of a larger number of the new
type phonographs.
"If we can get a distributor in Hindustan
and one in Omsk I think we will have Asia
sewed up with 100 per cent distribution. Our
Central and South American business is excep-
tionally good, and in fact we are making regu-
lar shipments to twenty-six countries outside
of the United States. Within the past sixty
days we have added a number of the most pro-
gressive independent phonograph manufacturers
to our fast-growing list of those who are using
Symphonic products in their equipment. Yes,
we have every reason to state that business is
fine and we are shipping reproducers as fast as
we can make them. Our back-order chart is
now working overtime, but recent additions to
our manufacturing and shipping facilities should
enable us to take care of our increasing volume
of business within a very short time."
Give Efficient
Service
It isn't enough for a dealer to give service. He
must give efficient service — service that stands
out in his customer's memory as being complete.
This service must cure the trouble and be accom-
plished in the minimum of time, otherwise the
customer's set will be a constant reminder of the
necessary excessive bill which he had to pay.
In the Jewell radio set analyzer the dealer has
an instrument that will equip his service men
with means for quickly determining the exact
trouble on any radio set, and enable them to
make the proper repairs in the minimum of time.
Write for our descriptive
service circular No. 1129.
Pattern No. 133 Radio Set An-
alyzer.— Grid, plate and filament
conditions of all tubes in a radio
set can be quickly analysed. Sepa-
rate terminals provide for making
circuit tests with the instrument
used either as a high resistance
voltmeter or as a milliammeter.
Scale ranges are 0-8-80-200 volts
and 0-20 milliamperes.
Carrying case is genuine
' morocco leather covered.
Jewell Electrical Instrument Co,
1650 Walnut St. Chicago
"27 Years Making Good Instruments"
The Talking Machine World, Nezv York, October, 1927
Backed by
77 Guarantees
^T/^OU'RE as safe as the Bank of England when you sell a
C-x portable phonograph equipped with a Flyer Motor. Every
part and every operation — 77 in all — in the making of the Flyer
is inspected and guaranteed perfect by the inspector — every Flyer
must be 100% perfect before it can come to you in any portable
at any price.
Cast iron frame, sinewy, athletic spring, bronze bearings, specially
cut precision governors and gears — every part of the Flyer is
designed and made by experts to stand years of hard use and
deliver years of satisfaction.
The Flyer plays two 10 inch selections, is absolutely noiseless,
and weighs but 4H pounds. It improves the value and helps the
sale of any portable, and portables equipped with the Flyer are
the safe, profitable portables for you to sell.
ENEIAl MDUST:
ELYRIA, OHIO
Formerly named The Qeneral Phonograph M/g. Co.
Makers Precision Products for 25 Years*
74
The Talking Machine World, New York, October, 1927
Fifth Annual Radio Exposition in Kansas
City Centered Attention on Radio Sets
More Than 10,000 Attended Show on the Opening Night and Attendance During the Week
Broke All Past Records — Sterling Radio Co. Becomes Columbia Phonograph Distributor
Kansas City., Mo., October 6. — The fifth annual
radio exposition, under the direction of the
Kansas City Electric Club, held the center of
the stage in Kansas City during the past week.
The largest and most elaborate exhibit ever
staged here by the club took place in Conven-
tion Hall September 26 to October 1. More
than 10,000 persons attended the first night of
the opening, and the largest attendance ever
recorded for a local radio show marked the
event. A more extensive entertainment pro-
gram was arranged this year, which provided
for music by orchestras or soloists at every
hour of the afternoon and evening. The Kan-
STEWART-WARNER
cKatched ~'Vnit H.adio
I digits
i that will guide you
I to Projit Town
Stop! Look! Listen!
Start right— it's half the finish. The road to Profit
Town starts with the manufacturer. What can he
do for you? Stewart- Warner starts you with a name
and a line of merchandise that carry prestige and
real net profit.
Caution! Sharp Curve Ahead!
What line should you carry? There's a sharp curve!
Slow Down! J^ow many obsolete radios can you
recall? They took the investments of thousands of
Dealers. Play safe. Travel with Stewart-Warner
and you're in business to stay.
Down Grade Ahead!
Over stocking is as easy as going down hill. It
spells disaster for many. Stewan- Warner Dealers
carry a small, well-selected stock and draw oo their
nearby exclusive Distributor as needed. Quick
turnover is the foundation for their success.
Change Gears! Steep Grade!
Some men won't be guided by the experience of
others. They stock up heavily with the products of
a comparatively new Company. Here is a dangerous
situation. The dealer doesn't know if he can make
the grade. Usually he lands at the bottom of the hil!
with an unsaleable stock oo his hands.
Careful! Road Washed Out!
In spite of many warning signs, some dealers still
listen to the talk of long-discount salesmen. The
dealer who believes that long discounts on an un-
known line mean bigger profits must find a way to
get out of the hole the high-pressure salesman has
talked him into.
Look! Cross Road!
Here's where the collisions occur— the crash be-
tween you and a next door competitor. Tragedy
for both is the usual resi^lt. There are no cross
roads for Stewan-Warner Dealers — no "next door"
competitors. This danger is removed and the road
to Profit Town is clear.
Profit Town — Welcome To Our City
Any Stewart-Warner Dealer will tell you he is in
Profit Town. He wasn't sold by high pressure
methods. He weighed all the facts and selected
Stewart- Warner as the surest way. Why not investi-
gate the Stewart-Warner plan today. The franchise
in your territory may be available. Write us. We'll
send a road guide to Profit Town — the safe way —
the sure way — the Stewart- Warner way!
^STE WAR.T-WARNER SPEEDOMETER CORP
CHICAGO.
L L I N O I S
'Y'HE SlewartWarner
J- line is- complete in
every detail— Receivers,
Reproducers and Tubes.
Prices on sets range from
$jo to $26^.5o. There's
a model to fill every de-
mand!
Modtl 705, $125
- o/ ««».>/, |/2«
/ f//- Model 425 Repro-,
ducer. $25
- Ifc.i of HoiiU- 126
sas City Power and Light Co. orchestra fur-
nished the music.
The dealers and distributors, more than fifty-
five of them, expressed themselves as more
than satisfied with the response on the part
of the public. The booths were crowded
throughout the afternoons and evenings and
experts from various factories explained the
finer points of the new models, although of
course no actual demonstrations were allowed.
Both dealers and distributors had exhibits
at the show. Among the distributors were the
Sterling Radio Co., showing Crosley, Kolster,
Zenith radios, and Columbia phonographs; the
Western Radio Co., exclusive distributor for
the Atwater Kent line, Philco, French and
Burgess batteries; the Graybar Electric Co.
showed for the first time in Kansas City the
Vitaphone units for amplifying phonograph
records; Mid-West General Electric Supply
Co. exhibited RCA radios; Schmelzer's showed
Freed-Eisemann and Mohawk; J. W. Jenkins
Sons Music Co. showed the Kellogg Switch-
board & Supply Co. radios, for which they are
exclusive distributors in this section, RCA
radios and Victrolas; A. H. Harwi Hardware
Co., of Atchison, Kan., showed Steinite radios;
Central States Electric Co. showed King radios,
and Basco radio power units; Brunswick Co.
displayed Panatropes, and combinations of
Panatrope and Radiola; Gustin Bacon Mfg. Co.
showed U. S. L. radios, Pathe speakers, and
Peerless speakers; F. A. D. Andrea, Inc., showed
the Fada radios; Richard and Conover, dis-
tributors, showed Bremer-Tully sets and
speakers; Coluiiibia Radio showed RCA sets;
Gist Cabinet Co. displayed their line of radio
cabinets; Beach Wittman exhibited Bosch
radios; Townley Metal & Hardware Co. fea-
tured Grebe sets.
The retail dealers were the Jones Store Co.,
showing Atwater Kent, Crosley and Kolster;
Logan Jones, Stewart-Warner; Dufl: & Repp
Furniture Co., Stromberg-Carlson, Radiola,
Zenith and others; Kansas City Power & Light
Co., Kolster, RCA, Stromberg-Carlson and
Brunswick phonographs and combinations; the
Modern Appliance Co., Stewart-Warner; Broad-
way Electric, Bosch.
The Sterling Radio Co., distributors for Kol-
ster and Crosley radios, have been appointed the
exclusive distributors for the Columbia Phono-
graph Co. in western Missouri, Kansas and
northwestern Arkansas. As exclusive represent-
atives of the Columbia in this territory, they
take the place of the Columbia wholesale branch
which was under the management of W. B.
Ockenden, and which has been closed by the
Columbia Co.
The Sterling Radio Co. is a partnership com-
posed of Thomas B. Lee, Thomas W. Lee, and
H. C. Bonfig, who organized it for the whole-
sale distribution of radio apparatus in 1923.
With the installation of the new Columbia de-
partment they have rearranged and enlarged
their quarters to some extent to take care of
the additional stock. All the force of the Co-
lumbia branch office has gone with the Ster-
ling, with the exception of Mr. Ockenden, who
has gone to California. The field force has
been increased as well. The Sterling Radio Co.
has 750 active dealers in its territory.
W. G. Fuhri, of Columbia
Co., on Extended Trade Trip
W. C. Fuhri, vice-president and general sales
manager of the Columbia Phonograph Co., New
York, is at present away on an extended Middle-
western and Southwestern trip, including in his
itinerary Chicago, St. Louis, Kansas City, Okla-
homa City, Minneapolis and Cincinnati. Mr.
Fuhri is visiting Columbia branches and jobbers
in this territory, and the reports that he has
sent in to date indicate a very enthusiastic re-
ception for the new Columbia-Kolster product.
Columbia record No. 1094D representing the
third and fourth parts of Moran and Mack's
famous version of "Two Black Crows" is meet-
ing with a tremendous sale, with every indica-
tion 'of outdistancing the original "Black
Crows" record.
Alfred Marchev, of Temple,
Inc., Has Broad Experience
President of Speaker Manufacturing Concern
Has Had a Lifetime of Engineering Experi-
ence— Interested in Aeronautics
Alfred Marchev, president of Temple, Inc.,
Chicago, manufacturer of Temple speakers, has
brought to the radio industry the fruits of a
broad engineering technical training here and
Alfred Marchev
abroad. He has been closely identified with the
two major industries which have astonished the
world in recent years, namely, aviation or aero-
nautics and radio. Mr. Marchev was born in
Zurich, Switzerland, and his early technical
training was chiefly in experimental work, which
ranged all the way from lighter-than-air bal-
loons to flying machines and Zeppelins. Centered
around a close study of the physics of the air,
he had the opportunity of working with aero-
nautic engineers whose exploits during the
World War were to lead to the remarkable
developments which to-day we see in trans-
Atlantic flights and commercial aviation.
After spending a number of years in this
work he came to America seeking broader ex-
perience and opportunity, and became associ-
ated with the Thomas Morse Aircraft Corp.,
Ithaca, N. Y. After spending several years
with this organization Mr. Marchev formed a
private partnership under the name of Thomas
& Marchev in order to perfect a line of auto-
matic machinery which he had invented. At
the conclusion of this work he became engi-
neer for the Ithaca Gun Co., following which
he came West, joining the Western Electric Co.,
Chicago, as a development engineer, in charge
of the engineering department.
In these years Mr. Marchev had made an
intense study of radio from every angle and
saw its immense possibilities for development.
After four years with the Western Electric Co.
he became a member of the radio division of
the Chicago Signal Co., then manufacturing
Temple speakers, and remained with this com-
pany until the organization of Temple, Inc., of
which he is president. Associated with Mr.
Marchev are F. W. Temple and Prof. P. G.
Andre, who have made engineering their life
work, and the success and prominence to which
Temple speakers have risen is a tribute to the
aggressiveness of Mr. Marchev and his asso-
ciates.
The Talking Machine World, Nezv York, October, 1927
Hblf RCA^Radiotron
WHOLESALE DISTRIBUTORS
VICTROLAS - RADIO — ACCESSORIES
DISTRIBUTING CO. mc
2S West 23rd St., New York, N. Y.
WESTON
Raytheon
The Talking Machine World, New York, October, 1927
THREE LATEST
and
more
A Toy Portable
Yet a Real Phonograph
Substantial and durable.
Covered with genuine
Dupont Fabrikoid.
Weight only 5 Ihs.
Price only $9.50
Both models made in
six attractive colors
A Compact Portable
Big in Tone but Small in Size
A sensational and revolu-
tionary small portable.
Weight only 8H Ihs.
Price only $12.00
BERG A. T. & S. CO., Inc.
The Talking Machine World, New York, October, 1927-
to come I
— watch for them
TEN PORTABLE MODELS
$9.50 to $35
SIX CONSOLES and CONSOLETTES
$65 to $125
Berg Artone Grand
A Strictly De Luxe Portable
With 53 inch tone
column and Artone
De Luxe reproducer;
padded top and finest
trimmings. Rich in
tone and appearance.
Price $35.00
— and worth it
Ask your jobber for infor-
mation on the complete Hne
LONG ISLAND CITY
NEW YORK
The Talking Machine World, New York, October, 1927
The Secretes in the Circuit •
That's why the McMillan Electric operates
perfectly direct from a light socket with-
out batteries, eliminators or other devices.
A YEAR ahead in design - — embodying the
following 10 great features putting it far
ahead of anything else of the kind ever offered.
A.C. Tubes
Patented circuit
Single dial control
Low service costs
Special audio transformers
Selectivity
Built-in power unit
Low operating cost
Beautiful exclusive cabinets
Rigid sub-base panel
Make this the greatest
batteryless receiver
McMIIiLAN
Trade Mark Reg. U. S. Pat. Office
ELECTRIC
The ORLEANS
Doors of figured walnut. Heavy plywood con-
struction. Equipped with built-in speaker —
Utah Unit. Four-foot air column. Size of top
26i.2"xl9"x43' /' high. Shipping weight, 135
pounds.
5 Models
Prices range from
$170 to $325
Pacific Coast prices slightly higher
This is all there is to it*
Write for prices now
The McMillan Radio Corporation
1421 S. Michigan Ave., Chicago, 111.
W e also make a complete line of battery models
The IVANHOE
Exclusive McMillan Design. Sides and top
striped walnut. Doors of butt walnut, ma-
hogany overlay. Veneered moldings. Built-in
jspeaker. Four-foot air column. Utah Unit.
Size of top, 25^i"xl7^"x50" high. Shipping
weight, 117 pounds.
. . . THE LINE OF DISTINCTION . . .
The Talking Machine World, New York, October, 1927
75-
To Make Survey of Turn-
over of Radio Equipment
Electrical Equipment Division of the Depart-
ment of Commerce to Receive Quarterly
Statements of Sales From DejJers
The turnover of radio equipment by dealers
throughout the United States will be determined
by a survey that has been undertaken by the
Domestic Commerce Division of the Depart-
ment of Commerce.
Announcement to this effect was made in a
statement recently, in w^hich it was said that
quarterly returns on questionnaires were ex-
pected from radio dealers throughout the coun-
try in order to determine the aggregate dis-
posals of apparatus in the different areas of the
country. The following is the text of the state-
ment:
"At the request of the radio industry a com-
prehensive survey to determine the domestic
consumption of radio apparatus has been inau-
gurated by the Commerce Department's Elec-
trical Equipment Division.
"The survey will be accomplished by means
of questionnaires which it is planned to send
quarterly to radio dealers, starting October 1.
Dealers will be asked to state the number of
units on hand as of October 1 of receiving sets,
loudspeakers, batteries, etc. The returns will
be pooled and compiled by States and it will
then be possible to ascertain the total radio
apparatus on hand in a given area.
"In three months the questionnaires will
again be sent out and the information received
compared with the previous returns. The stocks
on hand on January 1 next deducted from the
October returns, plus the manufacturers' ship-
ments during the three-month period, will indi-
cate accurately the actual consumption of radio
apparatus."
In announcing this survey the Electrical
Equipment Division emphasizes the fact that
the returns made by dealers will be held strictly
confidential and under no circumstances will
individual reports be made public.
Will Help Retail Dealers
With Advertising Costs
Announcement has just been made by Powel
Crosley, Jr., president of the Crosley Radio
Corp., that his company will assist its dealers
by paying part of their advertising costs dur-
ing the coming season. This co-operative plan
will apply to all dealers' advertisements above
a minimum size limit.
The Crosley Radio Corp. has shared expense
with its distributors in billboard advertising,
etc., for several years, but this is the first move
that has been made by the corporation to assist
dealers in their advertising appropriations.
"This plan is simply one detail in an elaborate
advertising program which will carry our mes-
sage to every part of the country," says Powel
Crosley. "We have already launched a more
extensive magazine campaign than we have
ever indulged in before, and will follow it up
with newspaper advertisements, billboards and
other forms of advertising."
Kellogg Switchboard and
Supply Co. Has New Model
To meet the demand for a complete range of
prices the Kellogg Switchboard and Supply Co.,
Chicago, is offering to Its dealers a six-tube
table model, which can be retailed at $125 less
accessories. In addition there is also available
in the Kellogg line a six-tube console model in
a walnut cabinet, which can be retailed at $260
less accessories. These Kellogg receivers in-
corporate the system of Kellogg inductive tun-
ing and can be operated with power units or
batteries.
Typical of Sterling News-
paper Advertising now ap-
pearing in the leading news-
papers in the country.
lift Sterling
Socket Power Units
OUT of COMPETITION!
R-81 "B" Power
for 3 to 8 large tube sets
and for Radiolas. 160
volts at 140 mils. Silent.
Raytheon BH approved.
All voltages variable.
"On" and "Off" control
switch. Compact and
permanent. Complete
with Raytheon BH
Tube.
$2850
R-98"B-C" Power
The universal "B-C"
unit. Has 4 "B-f " taps.
Operates up to 100 mils,
without hum. Maximum
"B" voltage 180, "C"
voltage 40. Raytheon
BH approved. "On" and
"Off" switch. Unsur-
passed in voltage control
and permanency. Com-
plete with Raytheon BH
Tube.
$3800
Any dealer who is handling the Sterling line side by side
with others knows how Sterling Units completely outsell.
Why? Because time after time demonstration proves that
Sterling "B" Units will do the job in 90% of all sets and sell
at a price that 90% of radio owners will gladly pay, and will
stay sold.
The Sterling R-81 "B" Power is the lowest-priced Ray-
theon approved unit on the market.
Sterling offers features of voltage control that enable you
not only to promise but to prove real improvements in the
tone quality of any set !
Sterling insures adjustment of power to the radio set of
small power or abundant power for as many as 8 tubes.
Sterling offers you Raytheon approval — the green seal
that means double protection — high quality performance and
long tube life.
Sterling "B" Power Units offer you quality that builds
confidence in your store, then price that is attractive to all.
Sterling stands for reliability — backed by 21 years' electrical
experience.
Join the Sterling fold — get the attractive dealer helps —
cash in on Sterling. Write or phone your jobber.
''B*' POWER UNITS
THE STERLING MFG. COMPANY, 2831 Prospect Ave., Cleveland, Ohio
76
The Talking Machine World, New York, October, 1927
Kellogg Radio Dealers From New England
at F. D. Pitts Co. Dinner in Boston
More Than Seventy-five Field Representatives of New England Distributor of Kellogg Radio
Line Present — Plans and Products for Coming Year Discussed — Kellogg Executives Present
Boston, Mass., October 7. — What will go down
in local radio histor)^ as the Kellogg-F/ D.
Pitts Co. dinner took place at the Copley-Plaza
on the evening of September 29, this date hav-
ing been selected because of the number of
dealers throughout New England who would
be in town for the annual radio show in Me-
chanics' Building, which is given consideration
in another part of this issue. From every
angle the occasion was a great success.
The dinner was tendered to the field repre-
sentatives of the F. D. Pitts Co., and of the
seventy-five men present a number came from
far corners of New England. At the head
table sat the leading men of the local company
with H. C. Abbott, sales promotion manager
of the Kellogg Switchboard & Supply Co., of
JffAGJVAYOX
Magnetic
Cone Speaker
M— 7 Unit
Distortion-free on
power tube volume
This speaker goes far beyond previous mag-
netic cone reproducers. By reason of the new
type pole piece construction, patented by Mag-
navox, new beauty of tone and new range of
equalized volume are possible.
The M-7 pas.ses low frequencies down to about
100 cycles with substantial volume. It also
reproduces unusually high frequencies without
distortion provided tubes are not being over-
loaded. It is extremely sensitive and responds
easily and with a little energy to weak signals
and low notes. Takes volume from biggest
sets and power tube.
The unit is only 8^" in diameter, — it fits into
any_ radio or phonograph cabinet and is simple
to install, only 4 screws to turn. Unit list
price $15.00.
Warwick Cabinet Model
Has standard M-7 unit mounted on beau-
tiful burl walnut circle on enamel e<] metal
base. List- $27.50.
Dynamic Power Cone Speaker
Built under electro dynamic
patents made famous by Mag-
navox. Operates from A bat-
tery. Gives full power volume
but at a fraction of the cost of
other power speakers. You
should hear this speaker and
realize the great advance in
musical reproduction. R-4 6-voU
unit £50. In mahogany cabi-
net $75.
R-5 llO-volt D. C. unit only for
electric phonograph and A. C.
circuits $55.
Send for Speaker Bulletins
They give full information on Magnavox magnetic and
dynamic type speakers. We will also give name of your
nearest distributor.
THE MAGNAVOX CO.
OAKLAND, CALIF.
Chicago Sales Office, 1315 S. Michigan Ave.
Chicago, as a special guest. Others grouped
about him were L. J. Pitts, who acted as toast-
master of the evening, McC. Harlan, advertis-
ing manager of the Kellogg Co., and Allan J.
Holke, field representative of the same com-
pany, both of whom came on to Boston for
this dinner; William J. Parker, assistant gen-
eral manager of" the Pitts Co., Thomas B.
Croke, service manager, and William B. Pitts
secretary of the Pitts Co.; and Fred P. Oliver,
vice-president, Boley-Oliver Co. of New York.
During the dinner an orchestra furnished
music and when it came time for cigars L. J.
Pitts called the company to order and from
then on the New England dealers listened to
much informing data as to the line of goods
they were handling, and the up-to-date methods
to be used in promoting sales.
Mr. Abbott told of the wonderful co-operation
the Kellogg Co. was getting from the Pitts Co.,
and he congratulated the dealers in having
linked up with a splendid combination. He
said he was delighted that Kellogg was so
strong in this field. He said the dealers knew
the company's merchandise and there was no
question that they heartily approved of it, and
he assured the group that they were handling
the highest standard of quality. There were
two outstanding things about the Kellogg sets,
the A C tubes and the single dial idea. He
made a point in his statement that the radio
public is changing, and he thought that it ought
never to be lost sight of that in handling the
Kellogg goods there always was flawless repro-
duction or, to pint it another way, fidelity of
reproduction. Speaking for the Pitts Co., Mr.
Abbott said the dealers could be assured that
they would always get the fullest support.
Mr. Oliver, who brought greetings from New
York, said that this industry has got to go
through identically the same experience as has
the talking machine business. The Kellogg Co.
is one that has been forging ahead marvelously
and it has something to offer that is worthy the
closest and most serious attention of the trade.
He concluded with the remark that the Kel-
logg-Pitts make a 100 per cent combination.
From the Kellogg advertising manager, Mr.
Harlan, the dealers got an immense amount of
valuable information. By means of a series of
charts, most creditably put together, Mr. Har-
lan showed the saturation point of the radio
industry, pointing out that at the present time
only 24 per cent of the homes in this country
have a radio, and then he called attention to
the vast replacement opportunities, and the
value of concentration on some one particular
thing, admonishing the men to ahvaj'S put their
intensive pressure on high-grade lines. He
pointed out the value of always tying up with
strong manufacturers. He noted, too, the lib-
eral policy which the Kellogg Co. pursued in
its advertising co-operation with dealers.
Mr. Croke stressed the question of service
and told of his visit to the Kellogg factory,
where he was given the widest opportunity of
studying every department at close, range, and
he came back fully convinced that the Kellogg"
goods were being made as perfect as was hu-
manly possible.
Samuel W. Lukas Killed in
Accident by Motor Truck
The metropolitan radio and talking machine
trade read with sorrow of the sudden death of
Samuel W. Lukas, for twenty years a member
of the wholesale miisic-radio trade in the New
York territory. Mr. Lukas was struck by a
truck as he was alighting from a street car at
the Bowery and Fourth street last month. He
was dragged for some distance by the truck and
died a few hours later in St. Vincent's Hospital.
At the time of his death Mr. Lukas was con-
nected with the Superior Cabinet Co. and prior
to that was a member of the staff of the Whole-
sale Radio Equipment Co. Mr. Lukas was con-
nected with the wholesale department of the
Columbia Phonograph Co. many years ago and
for a time was a member of the firm of Brun-
ner & Lukas, handling the Adier-Royal line of
phonographs.
Demonstration Is Key to
Sales, Says M. G. Rypinski
Radio Reception, Due to Improved Products,
Much Better, Declares Vice-President of
Federal-Brandes, Inc.
Demonstration of the latest radio receiving
sets will be a revelation to any one who is
using a set that is two years ol<i|or older, ac-
cording to M. C. Rypinski, vice-president of
Federal-Brandes, Inc., makers of Kolster radio,
and a member of the board of governors of
the National Electrical Manufacturers' Ass'n.
"New developments in tubes and sets make
possible a degree of reception with wliich radio
of a year or two ago cannot compare," said Mr.
liypinski. "Dealers should strive to arrange a
demonstration of the new sets for the conser-
vative radio fan, who will not only be delighted
but will feel a tremendous urge to become the
pround owner of the latest in radio."
Northern Maine Plywood Go.
Opens Offices in Boston
Boston, Mass., October 3. — The Northern Maine
Ph'wood Co. has opened executive offices in the
.Statler Building, in this city.
The new corporation started operations Octo-
ber 1 in Houlton, Aroostook County, Me.,
for the manufa.cture of plywood box shooks.
The company owns 10,000 acres of timberland
and large tracts of privately owned virgin tim-
ber are available both in Aroostook and nearby
Canada. Houlton, where the new company has
its mills, is said to be the second richest town
in the United States, and is located at the heart
of this timber district.
The incorporators of the Northern Maine Ply-
wood Co. are experienced plywood box manu-
facturers. The treasurer, Allen Quirtjby, as-
sisted in clearing the land in northern Aroos-
took for his first mill in 1903. He was one of
the pioneers in veneer manufacturing in New
England, and has headed several large and suc-
cessful companies.
The president, T. R. Winchell, began his ap-
prenticeship in the veneer industry in 1908. He
worked through all the departments in the mills
and later managed them. For some years he
has been identified with the marketing of the
products, and was formerly vice-president of
the Atlas Plywood Corp.
S. J. Antworth, vice-president and in charge
of the company's mills, was born and brought
up in the Aroostook woods. His entire life
has been spent in timber operations and lum-
ber mills, and since 1912 he has been superin-
lendent and manager of plywood shook plants.
Opens Store in Macon
A new music store, the Custis N. Gutten-
berger Co., was opened at 208 Cotton avenue,
Macon, Ga. The new store will carry victrolas,
pianos and other musical instruments.
MICA DIAPHRAGMS
For Loud Speakers and Talkine Machinas
RADIO MICA
American Mica Works
47 We«« Stft N«w Yoric
The Talking Machine World, Nczv York, Ociobcr, 1927
77
A NEW IMPROVED UNIPOWER
Gould Kathanode batteries were first de-
veloped for navy submarines. They have
been used both here and in Europe for
years. With Kathanode design, porous mats
of glass wool are placed next to the posi-
tive plates. They serve two purposes; first
they prevent buckling or disintegration of
plates due to continuous charging or over-
charging; second, they constantly draw fresh
acid to the plates by capillary attraction,
thus increasing power and efficiency of the
battery. In radio operation, furthermore, the
smooth even current supplied by Kathanode
batteries is found to improve greatly the
results given by any set.
The same reliable tested design
.... i)lus Kathanode
A mw suhmarim ty^e, hatte,ry
element giv^s Gould JJnipow^r
still long^r life- — and practically
ends all service expense.
Dealers have always sold Gould Unipo wer
with full confidence in its reputation for
perfect performance and reliability. The
same time-tested design that won this rep-
utation is retained in the new Unipower.
But in the hidden battery element is an
important improvement— almost a sensa-
tional advance. Gould Kathanode*
construction — an exclusive feature, first
developed for Gould submarine batteries,
is now applied for the first time to radio.
This latest advance greatly increases the
life of Unipower, lessens care, reduces the
chance of damage from careless or inex-
perienced operation, and improves the
results from the set.
The new Gould Unipower appeals to both
kinds of customers — those who know so
little that they want "fool-proof equip-
ment; and those who know so much that
they understand why Kathanode means a
new standard of performance and dura-
bility. For full details write at once to the
Gould Storage Battery Co., Inc., 250 Park
Ave., New York City.
The new
Improved
T Jnipower
^^^^^r A^^GOULD PRODUCT
JOHN H.WILSON, Manage
324- WASHINGTON ST.,BOSTC)N,MASS.
am
ENGLAND
Leading Lines of Radio and Accessories
Featured at Annual Radio Show in Boston
Music and Radio Trades Turned Out in Force to View the Many Fine Exhibits — Attendance
Records Smashed — Business Improved as Result of Show — Other Trade Activities
Boston, Mass., October 8. — Business here has
started off in a way to greatly encourage the
trade. Comment of a not altogether optimistic
nature is not applicable to all dealers, for there
are some going concerns that have begun the
Fall season well, and this is quite true, also, of
the jobbers such a.s the Eastern, the Brunswick
and Sonora, which make encouraging reports.
The big radio show of the last week of Sep-
tember in Mechanics Building proved a tre-
mendous stimulus to business and in point of
attendance it was the biggest show ever, which
naturally is an indication of the growing in-
terest in radio, though patrons also had an op-
portunity of inspecting some fine new models
of talking machines.
Columbia Headquarters a Busy Place
There's no feeling of discouragement at the
Boston headquarters of the Columbia Co., where
one finds Manager "Bill" Parks in a highly
elated frame of mind, a.nd why not, when he
reports that the Columbia business has practical-
ly doubled all over the country, which means
that his department has done a lot to bring
about such a creditable showing. And speaking
of individual numbers of the Columbia list, he
says that the second edition of "Two Black
Crows" has orders ahead which are phenomenal,
the number and volume of orders being way
beyond expectation. As might be the expected
thing, the Masterworks are doing splendidly.
Among some of the new converts to Columbia
as a worth-while proposition, and especially the
New Process records, are the C. C. McCoy
Stores, Inc., which maintain places at Hartford,
Waterbury, New Britain and Torrington, Conn.,
Forbes & Wallace at Springfield, Northampton
and Greenfield, this State, and Fred Gardner's
Temple of Music at Lawrence.
A Boston visitor, here for a few days the end
of September, was John C. Hodge, field repre-
sentative for the Columbia trade promotion
department, who has a lot of friends here,
illlllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllllli
Two new employes just added to the Colum-
bia Co.'s Boston staff are Kirk Boot and Joe
Donohue. Unfortunately the latter, just as he was
about to begin his work, was stricken and had
to go to a hospital for an operation. However,
he is mending fast and is likely to be at work
in a week or so.
Manager Parks was in New York for a few
days, motoring over the road, having gone to
the metropolis to confer with Vice-President
and General Sales Manager W. C. Fuhri.
Radio Show Draws Public
Additional interest was given the annual radio
show in this city this year by the inclusion of
aeronautical exhibits. The exposition, which was
given in Mechanics Hall the latter part of last
month, attracted the entire attention of the mu-
sic and radio trades and many of the leading
houses were represented by exhibits.
The latest models of the Atwater Kent line
dominate several of the booths. In addition to
the company's own exhibit, both the J. H. Burke
Co. and Howe & Co., local distributors, featured
the A-K products. M. Steinert & Sons and
the Eastern Talking Machine Co. were both
represented at the show, and the Atwater Kent
line occupied a prominent position in each of
these booths. The Sonora line was featured in
a display of the J. H. Burke Co., distributor.
Among the other exhibitors were Stromberg-
Carlson Tel. Mfg. Co., represented by the local
district manager, Arthur W. Chamberlin; Dray-
ton-Erisman, Inc., featuring the "Gloritone," an
electric phonograph and radio combination,
Freed-Eisemann Radio Corp., Bush & Lane
Piano Co. and the Q R S Co.
Outlook for Brunswick Is Excellent
Manager Harry Spencer, speaking for the
Brunswick, says that business has made a good
start for the Fall and Winter seasons, and he
sees no reason why it should not gather impetus
as the weeks roll on. Two Brunswick men who
have just been in town and who share Harry
!llll
Spencer's views are J. E. Henderson, manager
of the record sales department, and Robert Jack-
son, sales manager for Chicago. A new man
just added to the personnel of the Brunswick
is W. H. Stevens, who is in charge of the
record department, succeeding Edward Richard-
son, who has gone back on the road.
Many Visitors to Burke Headquarters
During the week of the radio exhibit the
Burke headquarters was the rendezvous of a
number of dealers, but they did not see much
in the display room, for with constant deliveries
and the demand made upon the stock at the
show there was little goods on hand, though
it was quite another story in the large stock
rooms which were filled to the ceiling with
goods. Indeed the storage facilities are being
so taxed that extra space will soon have to be
leased outside.
Some of the welcome visitors to the Burke
warerooms were B. C. Collamore, of Philadel-
phia, sales manager of the Atwater Kent Co.;
W. E. Richards, field manager of the same com-
pany, as well as others from the same concern;
George E. Coleman, of the Red Lion Cabinet
Co., and Arthur E. Fair, of the Pooley Cabinet
Co., of Philadelphia, and they all were most
enthusiastic over the Fall and Winter prospects.
Thomas E. Burke — "Tom" he's known by the
trade — went over to New York for the big radio
show there during September, and he also took
the opportunity of looking over the new Sonora
line which is now ready for the Fall trade.
Jordan Marsh Co.'s Fine Exhibit
During the radio show week there was an
extensive exhibit in one of the Washington
street windows of the Jordan Marsh Co., which
included the New Victor 8-30-S model, with a
special arrangement whereby the Orthophonic
tone chamber can be used as a loud speaker,
according to the announcement. There also
was a Stromberg-Carlson art console radio re-
ceiver. The exhibit attracted considerable at-
tention.
Lang Bros. Music Store, South Bend, Ind.,
recently moved to new and larger quarters at
119 West Washington avenue. This store car-
ries a full line of Brunswick Panatropes a,nd
records, Atwater Kent and Sparton radio re-
ceivers and several nationally known piano lines.
Everything For Everybody
The Victor line for this Fall is the most complete in
trade history, with an instrument of type and price to
meet practically every requirement. Never before has
the Victor/ dealer had such a money-making opportunity.
Are you prepared to get your share?
Ditson "S^ervice Will Help You
Oliyer Ditson Go.
BOSTTON
Chas. H. Ditson & Co.
NEW YORK
iiiiiiiiiiiiiiiiiHiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiHiiiiii liiiiiiiiii I iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiitiiiiiiiiii iiiiiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^^ iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin
78 .
The Talking Machine World, New York, October, 1927
79
With
in every socket
any good radio receiver can
deliver its utmost in tone quality
Music dealers everywhere will be interested in the Cunningham mer-
chandising and sales helps now ready , for the radio season of 1927. The
illustration above shows a suggested window trim using the entire set of
6 Cunningham displays made in full color lithography.
In selling Cunningham Radio Tubes as equipment for every socket in
— every set that leaves your store, you have insured customer satisfaction
and customer satisfaction is your greatest asset.
Twenty different types — all
in the Orange and Blue carton
E. T. CUNNINGHAM, Inc.
New York Chicago San Francisco
80
The Talking Machine World, New York, October, 1927
Phonograph Business in Europe Booming
Says Otto Heineman, Home From Abroad
President of the Okeh Phonograph Corp., Who Has Just Returned From a Ten Weeks' Trip in
Europe, Gives Some Interesting Facts Regarding Business on the Continent
Otto Heineman, president of the Okeh
Phonograph Corp., New York, returned on the
"Mauretania" recently, accompanied by Mrs.
Heineman, after spending ten weeks abroad on
a combined business and vacation tour during
Otto Heineman
which he visited Germany, France, Switzerland,
Italy and England.
In an interview with The Talking Machine
World Mr. Heineman stated that he found
phonograph conditions throughout Europe far
beyond all his expectations, with every indica-
tion of 1927 being the best year in the phono-
graph history of the past decade. Radio has
not exerted any appreciable influence upon
the buying habits of the people throughout
Europe and the sale of phonograph records to-
day is greater than ever.
Mr. Heineman found the leading phonograph
factories working day and night to take care
of their orders. The new electrical recordings
which are also made in Europe have aroused
a decided interest on the part of the public
and are meeting with the increased apprecia-
tion of music lovers. Recent recordings made
by the leading companies of world-famous
orchestras conducted by men like Weingartner,
Strauss, Wood, Bodansky and many others
have won the enthusiastic commendation of
musicians and critics as well as the praise of
the general public.
Economic Conditions Improving
Economic conditions in Europe are steadily
improving, unemployment is decreasing and a
better feeling is prevailing in industrial circles
all over Europe. In Germany, especially, eco-
nomic conditions have improved. Deposits with
the savings banks have increased very heavily
during the last twelve months, and so have
the deposits with other banks. Leading bankers
and industrialists look forward to further im-
provements. If the German industry today is
again able to work, it is largely due to the
working capital which has been provided the
last few years by American investors.
"I had the great fortune to discuss the Ger-
man economic situation with one of the finan-
cial leaders of Germany," said Mr. Heineman,
"and he expressed himself very clearly that he
considered Germany absolutely sound, and that
investments made the last few years could
be considered as safe and good. There is no
doubt in the mind of German leaders that the
Dawes plan will be fulfilled to the limit, but
there is a serious doubt in the minds of bank-
ers how the Allies will be able to withdraw
from Germany these large amounts of repara-
tion payments without endangering the German
financial structure."
Optimistic Over Outlook
Upon his return Mr. Heineman was de-
lighted to find that the Okeh Phonograph Corp.
as well as the other companies with whom he
is connected had closed an excellent business
during the Summer months, and, judging from
the volume of business now on hand, the com-
ing season will be the best in many years.
Record business is far ahead, and the report
received from the American phonograph in-
dustry as a whole indicates a substantial pros-
perit}' throughout the country.
Operadio Speakers Popular
With the Trade and PubHc
The Operadio Mfg. Co., Chicago, which en-
tered the field of loud speaker manufacture sev-
eral months ago, is receiving an unusual demand
lor the Operadio Bloc-type speaker, which is
sold to the trade through the Zinke Co., also
Operadio Senior Model Speaker
of Chicago. There are three speakers in the
Operadio line, and according to the manufac-
turer neither a cone nor a horn is used, but a
coiled exponential air column is fashioned in a
solid block of inert material called Stonite,
which it is said prevents distortion and wave
absorption. The three Operadio speakers are
known as the Junior, with a thirty-inch air
column, the Senior with a 54-inch air column,
and the DeLuxe, a walnut cabinet speaker, with
an 84-inch air column. In addition these speak-
ers are also produced in a manufacturing type
for radio set manufacturers.
The Senior Model Operadio speaker shown
in the illustration weighs twenty-five pounds
and is especiallj' designed for great volume and
clarity. It is finished in gold and brown, leath-
erized, and stands twelve inches high. The
Operadio speaker unit is of the balanced arma-
ture type and has been designed to match the
air column.
New Grosley Distributor
The Emmons-Hawkins Hardware Co., Hunt-
ington, W. Va., has made arrangements to han-
dle the Crosley line of radio sets and acces-
sories this season. The firm will be a whole-
sale distributor with West Virginia and part of
Kentucky as its territory.
H. H. Southgate a Daddy
H. H. Southgate, sales manager of Federal-
Brandes, Inc., manufacturer of Kolster radio,
and Mrs. Southgate are enjoying letters and
telegrams of congratulation on the arrival of
Richard Southgate, a young radio salesman
weighing eight and three-quarter pounds, at
their home in Bloomfield, N. J.
Announcing
TALK
BACK
The PERSONAL
Recording Instrument
Attaches to any Phonograph
Will Record Voice, Music, Radio
A practical instrument that will make and play records on List Price, $7.50
an}' phonograph. The patented double-faced composition
records reproduce good volume, are permanent and can be Three Double /
played any number of times. , /
„ , race Records /
Records play two minutes on each side. /
$1.00 /
There is absolutely nothing on the market to compare *
\vith it. ^<>^
Sells itself, appeals to all. A sensational $7.50 seller. Re- . c^'^ ins^\1^''"^
peat sales on records make it the outstanding money maker ,<^. ^'^^ ^- sot" st.
r . 1 • . J " Los Angeles.
of the music trade. -N/
' Please ship sample
Talli Bact and rec-
^ . ord« and jobbers' prop-
Patented and Manufacture a by X'/ ositicn.
Pacific Recording Instrument Co. ^/ ^^"^
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LOS ANGELES, CALIF. / city
y State
The Talking Machine World, New York, October, 1927
81
Most popularB RwerUnit-
radio sets in tlicwld
7/ie Super B" illustrated abope
is only ^29^, complete with
^ ^Atajesiic Supers-Power
GRIGSBY-^ GRUNOV^ HINDS CD 4572 ARM ITAGE AVE, CHICAGO-ttL
82
The Talking Machine World, New York, October, 1927
Beethoven and Schubert
Favorites of Radio Fans
New York Edison Co. Reports Interesting Re-
sults From Questionnaire Designed to De-
termine Musical Tastes of Listeners-in
A nation-wide expression of opinion bj' radio
listeners shows that the favorite composer is
Beethoven, and Wagner's overture to "Tann-
haeuser" the favorite type of music, according
to a statement made public recently by Arthur
Williams, vice-president Commercial Relations
of the New York Edison Company. These
opinions were obtained through a questionnaire
recently distributed by his compan3' in connec-
tion with the Edison Hour, which is broadcast
weekly over WRNY.
"The standard of musical taste of radio audi-
ences is very much higher than perhaps it is
commonly rated," said Mr. Williams, reviewing
the results of the questionnaire, in which 4,800
radio listeners cast a total of 79,800 votes for
fifty composers and eighteen types of musical
compositions. "Following close after Bee-
thoven— considered by musicians the master of
composers — with 3,245 votes, comes another of
the great immortals, Franz Schubert with 2,971
votes. Third is our popular American composer,
Victor Herbert, whom 2,935 of the 4,800 in-
cluded in their preference.
"Second in popularity to Wagner's master-
piece, the overture to 'Tannhaeuser,' as a type
of musical composition, comes the 'Poet and
Peasant' overture bj^ Franz von Suppe, with
the 'Marche Militaire' of Franz Schubert third.
The musical tastes of men and women are prac-
tically alike. Instrumental solos proved to be
more popular than vocal solos, with 2,720 votes
favoring the former, and 1,422 for the latter;
2,110 votes were cast for orchestral music alone.
"One of the significant things shown in the
questionnaire, which seems to indicate that the
tastes of listeners everywhere are alike, is that
the relative positions of the leading compriier*
and compositions were the same for each thou-
sand of the questionnaires tabulated. The space
left on the questionnaire for remarks provoked
much lively comment. The men had more to
say and were much more positive in their
opinions than women. Thirty asked for jazz
and more than 135 denounced it in no gentle
terms.
"Radio announcements came in for their
share of comment. Seventeen hundred and
forty-one desired brief annauncements, while
2,465 indicated a preference for longer descrip-
tive announcements. Few, however, contented
themselves with a mere indication of choice.
The opinions of most on this score were ex-
pressed very definitely and positively and even
at great length.
"In the few questions appended concerning
the broadcasting of household matters the
women indicated a preference for talks relating
to cooking."
The first ten composers in order of choice
are Ludwig van Beethoven, Franz Schubert,
Victor Herbert, Richard Wagner, Felix Men-
delssohn, Fritz Kreisler, Franz Liszt, Charles
Gounod, Peter Tschaikowsky, Wolfgang Ama-
deus Mozart.
The first ten compositions are Overture to
"Tannhaeuser," Wagner; "Poet a,nd Peasant"
overture, von Suppe; "Marche Militaire," Schu-
bert; Fifth Symphony, Beethoven; Unfinished
Symphony, Schubert; Ballet Music from
"Faust," Gounod; "Meditation" from "Thais,"
Massenet; "Liebesfreud," Kreisler; "H. M. S.
Pinafore," Sullivan; Nutcracker Suite, Tschai-
kowsky.
Following are the results of the questionnaire.
The figures indicate the number of votes:
1. Overture to "Tannhaeuser" (2778). Richard Wagner.
2. "Poet and Peasant" overture (2631), Franz von
Suppe.
3. "Marche Militaire" (2578), Franz Schubert.
4. Fifth Symphony (2325), Ludwig von Beethoven.
5. Unfinished Symphony (2363), Franz Schubert.
6. Ballet Music from "Faust" (2243). Charles Gounod.
7. "Meditation" from "Thais" (1941) Jules Massenet.
8. "Liebesfreud" (1912). Fritz Kreisler.
9. "H. M. S. Pinafore" (1675). Sir Arthur Sullivan.
10. ISlutcracker Suite (1619), Peter Tschaikowsky.
11. "The Firefly" (1600), Rudolph Friml.
12. "Syniphonie Pathetique" (151S), Peter Tschailo w-ky.
13. Dagger Dance from "Natoma" (1495), Victor Her-
bert.
14. "In the Morning" (1318), Edward Grieg.
15. "Invitation to the Dance" (1282), Carl Maria von
Weber.
16. Overture to "The Marriage of Figaro" (1178),
Wolfgang Amadeus Mozart.
17. "Scherazade" (970), Nikolai Rimsky-Korsakoff.
18. "Poupee Valsante" (521), Edwin Poldini.
Registers Complaint With
Federal Radio Commission
Formal complaint has been made to the Fed-
eral Trade Commission at Washington hy Ar-
thur D. Lord, receiver of the DeForest Radio
Co., Jersey City, N. J., against the "tube" clause
in the licenses issued by the Radio Corp. of
America to a number of important radio manu-
facturers throughout the country.
This is the clause in the license agreement
which compels the licensees to buy from the
Radio Corp. of America the tubes "required to
make initially operative the apparatus licensed,"
according to the announcement, and it is
charged that under this clause the DeForest
Radio Co. and other independent tube manu-
facturers are prevented from selling tubes to
the licensees. For this reason the complaint
charges that the Radio Corp. of America will
have a monopoly of vacuum tube sales for re-
ceiving sets in the United States, thus violating
the Clayton Anti-Trust Law and the Federal
Trade Commission act.
Brunswick Dividend
The directors of the Brunswick-Balke-Col-
iender Co. authorized a dividend of 1J4 per cent,
payable October 1, 1927, on the outstanding pre-
ferred stock of the company, as of record Sep-
tember 20, 1927.
The Salak Bros. Piano Co., Racine, Wis., has
been enlarged and entirely redecorated. The
Brunswick line of Panatropes and records is
carried. This company is one of the best known
in thi^ section of the State.
New!
A Low-Priced
FuUoCurved Arm by
ORO-TONE!
Here is the ORO-TONE'S latest offering— the Model
M-1 full-curved brass and copper tone arm. This is a
standard size, high grade, full-curved arm that is made
available to you at a remarkably low price.
The new Model M-1 arm has all the features embodied
in the construction of the highest quahty product. It is
so solidly and substantially made that we guarantee it
xmreservedly. The throw-back is our own lock nut type.
This positively prevents looseness or binding, yet the
throw-back goose neck is firm and cannot shake or rattle.
The Model M-1 is supplied in an 8 3/2 -inch length. It
can also be supplied in a 7^-inch length xmder style num-
This arm, complete with reproducer, can be
List Prices
M-1 Si^-inch length J3.75
J-1 7^-inch length $3.75 ^/^^r%
No. 24 Chieftain Reproducer $3.50 <^ ^
1010 George Street ^-^^PV
her J-1. The reproducer shown on the arm in the illus-
tration is our No. 24 Chieftain, which has achieved such
wonderful success since it was placed on the market a
few months ago.
This is a splendid tone arm and reproducer xmit for
manufacturers. The combination possesses 100% eye
value and can be depended upon to give satisfaction in
the fullest sense of the word. For jobbers and dealers
this arm ofifers an unusually attractive replacement propo-
sition. The dealer can now offer a complete tone arm and
reproducer to replace old style arms at the remarkably
low price of $7.25. And he can make a handsome profit
at this price!
retailed for $7.25 at a splendid profit
MaU your order today, and let this new
ORO-TONE product sell itself to you!
Samples will be forwarded on ap-
proval to all legitimate manufacturers,
jobbers and dealers.
Chicago, 111.
The Talking Machine World, Nezv York, Ociohcr, 1927
Sonatron, manufacturing the
"World's LargestTube Line"
offers every radio dealer the
living profit of 50% as com-
pared to the losing profit of
30%. Thousands of aggres-
sive Sonatron dealers, backed
hy Sonatron' s 50% discount,
are making a successful fight
against the 30% evil. These
dealers are not only sup-
ported by consistent Sonatron
ADVERTISING but by un-
questioned Joncz^ro?2 STAND-
ARD QUALITY. Your job-
ber carries the Sonatron line
... if he doesn't . . . write to
us to show you how INITIA-
TIVE—plus 50%— can meet
the challenge of 30%!
Absolutely STANDARD! Every tube in the Sonatron
line is rated STANDARD by the leading engineers and
radio experts ! The Sonatron tube is all quality — the
product of sound engineering and careful manufacture!
This label identifies the genuine to
hundreds of thousands of Sonatron
enthusiasts!
NEWARK, N. J.
SONATRON TUBE COMPANY
108 West Lake St., CHICAGO 16 Hudson St., NEW YORK CITY
320 Lafayette Building, DETROIT WINDSOR, ONT., CAN.
The Talking Machine World, New York, October, 1927
83
New Talking Machine Equip-
ment Introduced to Trade
Jewel Phonoparts Co., of Chicago, Brings Out
New Tone Arms and Reproducer Combina-
tions That Can Be Sold as a Single Unit
is ten inches, but the manufacturer also fur-
nishes them in nine and one-half and nine-inch
lengths. All combinations are manufactured in
both nickel and gold, as are the No. 33 and 34
Jewel reproducers, when furnished separately.
Schubert Centennial Contest
Rules Explained in Booklet
New needle equipment for talking machines
was recently introduced by the Jewel Phono-
parts Co., Chicago, maker of Jewel tone arms,
reproducers and SafJo needles, consisting of
several tone arms and reproducer combinations,
each of which can be sold by the retailer as a
complete unit. One combination, known as
No. 35, consists of a tone arm and reproducer
which is perfectly balanced for playing lateral-
cut records on the Edison diamond disc phono-
graph. The tone arm has a continuously
curved tapered gooseneck of brass and is
equipped with the latest model Jewel repro-
ducer.
Another combination consists -of the Jewel
brass tone arm fitted with either the No. 33 or
34 reproducer. These reproducers are the same,
except that No. 34, DeLuxe model, is finished
by a two-carat Saffo brilliant in the center of
the grille.
The tone arm is made with an instrumental
taper, a principle employed by makers of brass
band instruments for many years, and the new
design is said to embody every feature to make
it mechanically perfect, as well as the proper
proportions to produce a rich quality of tone.
7he throw-back reproducer support has a
soundproof jamb connection with a threaded
collar and lock nut which can be adjusted to
any degree of accuracy. The tone arm is fitted
with a new die-cast base which sets flat on
the motor board and is finished in ebony black.
The cushioned floating ring or flange has a
felt washer fastened to the under side, making
a sound, tight joint which insures delivery of
sound waves into the tone chamber. The
standard tone arm length of the combinations
Vesta Battery Corp.
Celebrates Anniversary
The Vesta Battery Corp., Chicago, maker of
automobile batteries and radio power units, is
celebrating the thirtieth anniversary of its
founding this year. The Vesta organization
looks back over the entire history of the auto-
mobile industry and the firm has shown a
continuous upward growth with a substantial
increase in sales each year. According to re-
ports from the Vesta headquarters, sales for
1927, both in the automotive and radio divisions,
are far in excess of all previous years. The
number of dealer outlets has been greatly
increased and the list of central distributors
handling the Vesta line has more than doubled.
National Headquarters for Centennial Explains
Composers' Contest Which Is Being Spon-
sored by the Columbia Phonograph Co.
Becker Reports Business Good
Milwaukee, Wis., October 5.— The Foto Shop,
Columbia Viva-tonal dealer, owned and oper-
ated by John H. Becker, reports a steady in-
crease in the sales of both phonographs and
records. Of the latter "Two Black Crows," of
Moran and Mack, are selling very well. The
Foto Shop also maintains a repair department
which does work for both the public and for
dealers and this department is showing a hand-
some profit to Mr. Becker.
The Meuer-Seeger music store of Appleton,
Wis., is being remodeled and enlarged. The
rear of the main floor is being fitted as talking
machine and radio display rooms, and a radio
repair and service department is being installed
on the second floor.
The national headquarters of the Schubert
Centennial which has completed plans for an
international observance of the death of Franz
Schubert during 1928 with special concerts, re-
citals and other activities in 1000 American com-
munities, and equally widespread observances in
European countries, recently issued a booklet
containing the terms and specifications for the
International Composers Contest for the Schu-
bert Centennial which is being sponsored by
the Columbia Phonograph Co., Inc.
Briefly, the contest is for: a composition in
the orchestral form used by Schubert, to con-
sist of two movements, which the contestant
proposes for the continuation of the "Unfin-
ished Symphony." The movements submitted
must use the same instruments that were used
by Schubert, or the contestants may submit an
original work in two movements, composed in
the romantic spirit which animates Schubert's
music and especially his "Unfinished Sym-
phony."
The prizes will be awarded to the first and
second best in each of ten zones, to the extent
of $10,000, and the remaining $10,000 will be
given to the winner selected by a Grand In-
ternational Jury. All entries must be submitted
on or before March 31, 1928. All entries for
the American Zone must be submitted to New
York University, Department of Music.
The booklet which contained the specifica-
tions for the contest also includes some of
Schubert's Sketches for the continuation of
the "Unfinished Symphony."
The Advisory Body of the Schubert Cen-
tennia,!, which is headed by Otto H. Kahn, in-
cludes many prominent figures.
Helycon Motors
Precision Built
The use of the Helycon Motor
has proven profitable to makers
of phonographs because of :
— ease of installation
— its few parts
— the interchangeability of
parts
— absence of trouble when in-
stalled.
No dimension of any Helycon
Motor has ever been changed.
Helycon Motors are precision
built to furnish smooth, silent,
dependable power.
Power !
Helycon Motor No. 102 pro-
vides ample power for the
new electrically recorded
records. Smooth, silent, de-
pendable power.
Power !
Power to play from four to
four and a. half 10-inch rec-
ords with unvarying speed
with one winding.
No. 102
Illustrated catalogue of Helycon Motors, Tone Arms
and Reproducers sent on request
POLLOCK-WELKER, Limited
Kitchener, Ontario, Canada
Established 1907
Cable Address: Polwel, Kitchener.
Code: A.B.C., 5th Edition, Bentley's
84
The Talking Machine World, New York, October, 1927
designed especially for use where a reproducer is
needed which will give good service through a
long and vigorous life; and where considerable
VOLUME is needed at a not excessive cost.
The APP^^^^ Superior is equipped with an
exclusive UNIQUE stylus suspension which gives
great volume and clarity of tone, and at the same
time affords almost perfect protection to the
metal diaphragm.
The well known
Junior, "the repro-
is now for the first
Superior
32 1/nion Sq.
ducer with the little horn.
time being manufactured with a metal diaphragm
We s}\q\[ be pleased to quote
you special quantity prices
Junior
^REPRODUCTION
^ COM PA NY
Makers of Tone-Arms
Ana Tteproducers
Higher Priced Talking Machines in
Great Demand in the Detroit Territory
Business on Upgrade Since Middle of September — Annual Radio Show at Orchestra Hall Attracts
Trade Exhibits — Dealers Campai gning to Stimulate Collections
Detroit, Mich., October 7. — One can hardly
write these days of talking machines without
mentioning radio, as the two seem to go hand-in-
hand. In fact, every talking machine dealer
to-day is just as much interested in radio be-
cause 50 per cent of his sales are represented
by radio equipment. All of the dealers are
greatly interested in the sixth annual Detroit
Radio Show being held this week in Orchestra
Hall, even though all of them have not taken
space.* Among those who did take exhibit
space are the J. L. Hudson Music Store, Grin-
nell Bros., Dupraw Music House, the Mitchell
Co. and the Rudolph Wurlitzer Co. It is ex-
pected that more than 100,000 persons will at-
tend the show. E. K. Andrew, of the J. L. Hud-
son Music Store, manager of the talking ma-
chine and radio departments, is former presi-
dent and one of the officials of the Radio
Trades Association of Detroit, and is verj^ ac-
tive in the management of the Radio Show.
"Talker" Sales Increase
Talking machine sales have shown quite a
spurt since the middle of September, especially
the high-priced models, and in the combination
sets. Dealers are realizing more and more that
the combination sets have splendid talking
points, and it is just a matter of selling the
"price." Of course, price is no object to the
ultra; in fact, dealers are still unable to get
certain models around the thousand-dollar
class, but, of course, for volume it takes busi-
ness around the $250 and $300 class, and there
is no difficulty in getting machines in this class.
Problem in Collections
Collections have been a problem all Summer
and still are, for that matter. Retailers looked
for collections to improve with the coming of
Fall, but this has failed to materialize, and
dealers, many of them, are scratching their
heads to figure out what they are going to use
for money if the situation keeps up. In all
lines of business collections have been the
poorest Detroit merchants have experienced in
fifteen years — and while this does not sound
very encouraging, nevertheless, it is the truth.
The one bright star on the horizon is that
our biggest motor car manufacturer is adding
more men steadily, and it won't be long now
before at least another hundred thousand men
will be re-employed. One dealer expressed,; it
just right when he said, "It is easy, enough- to
make sales to a lot of substantial people, but
the problem is will they be able to meet their
monthly obligations."
Tie Up With Artists
The Rudolph Wurlitzer store here put over
a good stunt the past ten days in connection
with the personal appearance of Paul White-
man's Band at the Michigan Theatre. It in-
vited the public to make suggestions in writ-
ing as to the favorite selections they would like
to have the band play. It stirred up a lot of
interest in Paul Whiteman records.
The Detroit Music Store on Woodward ave-
nue, near Adams avenue, has been making a
strong feature lately of Columbia machines and
records with very good results. In fact, this is
now one of the leading Columbia retail stores
in the city, and Manager Smith sa3's sales have
been gratifying the past few months.
Public Seeking Quality
One thing dealers are finding out — that the
cheap-priced talking machine is fast on the
wane — if people buy them at all they are will-
ing to get a good one and pay for it. Outside
of the portable machines for resorters, boats,
etc., anything under $150 seems to have no
market, except possibly in the foreign sections
— and even there the bulk of the demand is for
higher-priced machines.
The light-socket, all-electric-operated radio
has surely stimulated sales, and to some extent
has hurt the talking machine business. As we
said, however, in the forepart of our letter, De-
troit dealers feel that there will be plenty of
good business before the year is out.
Noble Sissle Makes Okeh
Records Before Sailing
Noble Sissle, who starred in "Shuffle Along"
and "Chocolate Dandies," has recently been de-
voting most of his
musical entertain-
ing to private
social festivities.
He is so popular
as a singer in so-
ciety, and has so
many engagements
to fill, both here
and in Europe,
he says it will be
some time before
he will return to
musical plays.
Noble Sissle is
an exclusive Okeh
artist. His singing
is now accompan-
ied by another ex-
clusive Okeh art-
ist, Rube Bloom.
Noble Sissle
Rube Bloom plays the piano and so finished is
his technic and so sympathetic is his rendering
that he has attained a very enviable position
among pianists.
Mr. Sissle made a number of recordings for
the Okeh catalog before sailing to fulfill en-
gagements in London and Paris.
The Talking Machine World, New York, October, 1927
^hen ihe hall
goes round ihe
end for yds.
Several different names have been
used for the fine tuning adjustments
on radio sets. It is well-nigh im-
possible to build a
set in the factory
so fhat the three or
more tuned circuits
will always be ad-
justed exactly to far away or weak
signals. So the Acuminators were
developed as secondary adjusters.
For nearby or powerful stations
they are never needed. The name
"Acuminator" was coined from the
word "acumen."
With all ordinary local broadcast-
ing which is reasonably strong, the
adjustment of the circuits with the
master selector is plenty close
enough. Full volume is easily ob-
tained. But for the very weak and
distant signals and in order to get
the highest possible degree of am-
plification, to bring them up to
maximum volume, it is necessary
that the circuits be tuned very ex-
actly. The Acuminators provide
for this. They are very fine tuning
adjustments on the first and second
tuned circuits and permit the user
to tune these two circuits exactly to
the same signal to which the third
circuit has been adjusted by the
master selector. The first two cir-
cuits will, of course, be very nearly
right but with the Acuminators
they can be made exactly right.
The effect of the Acuminators is a
good deal like usir^g a telescope.
They bring the weak, distant sig-
nals closer like far-away scenes are
brought into the foreground. The
Acuminators are an additional re-
finement provided on Crosley re-
ceivers in order that the user may
get the maximum possible results.
th
fHIS new Crosley Sandbox
6 TUBE RECEIVEK c/e /uxe
is the nafional radio hit at
The "All American" radio of 1928! With license to partici-
pate in the enormous radio resources of The Radio Corpo-
ration of America, The General Electric Co., The Westing-
house Co., The American Telephone and Telegraph Co.,
and The Hazeltine and The Latour Corporations, the Cros-
ley Bandbox of 1928 is an "eleven" of super-efficient fea-
tures and amazing co-ordinated performance. In it are in-
corporated:
1 — The best idea of balancing.
2 — The best ideas of shielding.
3 — The best ideas of sharp tuning.
4 — The best idea of controlling volume.
5 — The best idea of station selection.
6 — The best idea of finish and color.
7 — The best idea of power tube use.
8 — The best idea of console installation.
9 — The best idea of power supply connections
by enclosing all leads in a cable.
10 — The best idea of AC tube operation.
11 — The best idea of converting AC current to .
necessary radio DC.
Operation of the Bandbox receiver from house current is
possible with the AC model at $65, which uses the new
amazing R.C.A. AC tubes. Power converter costs $60 more.
These new Bandbox receivers are now on display at over
16,000 Authorized Crosley dealers. Their faultless recep-
tion of the many wonderful events constantly on the air is
proving such a startUng demonstration that a national en-
thusiasm sweeps the country in the natural exclamation —
"You're there with a Crosley!" Write Dept. 26 for descrip-
tive literature.
Approved Consoles
SelcctMl by Powel Ciosluy. Jr., as
ideal, acoustically and mechanically,
for the installation of the Crosley
■■Bandbox." Genuine Musiooi^e built
in. Crosley dealers secure them from
their /jobbers through
H. T. ROBERTS CO.
1340 S. Michigan A\8.,
Chicago, 111.
Sales Agents for Approved
Console li'actorlies
Showers Brothers Company
Bloomington, Ina.
The Wolf Mfg. Industries
Kokomo, Tnd.
IMPROVED
MVSICONES
Musicones i m
prove the recep-
tion of any ra-
dio ict. They
are_ perfect af-
finities in beauty
and reproductive
effectiveness for
Crosley Radios.
A tilt-table mod-
el with brown
mahogany finish
stands 36 inches
high, $27.50 —
16 - inch Super-
Musicone as pic-
tured above with
— 12-inch Ultra
"Bandbox", $12.75
Musicone, $9.75.
THE CROSLEY RADIO CORPORATION
Poiuel Crosley, Jr.. Pres.
Cincinnati, Ohio
□
Crosley is licensed only for
Radio A mateur, Experimental and
Broadcast Reception.
Montana, Wyotning, Colorado, Neiv Mexico and West prices slightly lii/jher.
86
The Talking Machine World, New York, October, 1927
Allen-Hough Manufacturing Co. Intro-
duces Artistic New Line of Portables
Don T. Allen and George P. Hough, President and Vice-President of New Concern, Have Had
Wide Experience in Portable Manufacturing Field — Three Attractive Models Introduced
A distinctive new line of portables has just
been introduced to the trade by the Allen-
Hough Manufacturing Co., Milwaukee. Three
very attractive models have been presented, cov-
Model 21 has been designed specifically to
meet the gift market. It is a most appealing
portable in design, size and general arrange-
ment. This instrument has practical playing
New Line of Portables Just Brought Out by the Allen-Hough Manufacturing Co.
ering the accepted range in prices offered by
this market.
The Model 5 has several interesting features,
including striking new developments in the re-
producer, tone arm, sound chamber and design.
This instrument is being oflfered to the trade,
through selected jobbers, in colors blue, black
and red of waterproof Du Pont Fabrikoid.
The Model 18 also has a number of exclusive
features. This model is attractively finished in
blue, black and red of waterproof Du Pont
Fabrikoid.
value, and at the same time is so attractively
arranged that it has a real novelty appeal. Fin-
ished in colors red, blue and black of water-
proof Du Pont Fabrikoid.
The Allen-Hough Co. is composed of men
thoroughly experienced in manufacturing port-
able phonographs, and who appreciate the neces-
sity of keeping their products up to the times
musically. Don T. Allen, president of the com-
pany, has been associated with the industry for
a long period, and is one of the best-informed
men on portable design and manufacture in
One of the many new
designs in the most
comprehensive line of
Radio Cabinets on the
market.
Thirty-five patterns to
select from in all the
leading finishes and
with panel sizes for all
receiving sets.
Write today for cata-
log and prices of Radio,
Record and Roll Cabi-
nets.
H-54, W-31, D-19i^
Antique Walnut
Panel 8i<x25
With Newcombe-Hawley Horn
THE UDELL WORKS
Established 1873
Indianapolis, Ind.
America. George P. Hough, vice-president, has
a long record of excellent service in this busi-
ness, and is known favorably by the trade
throughout the country. B. B. Conheim, special
sales representative, is thoroughly familiar with
the portable field, and fully appreciates the
needs of his dealer friends, located everywhere.
Henry Halperin, Eastern sales manager, has
for years operated the Halperin Distributing
Co., Carryola jobber of New York. He recent-
ly joined the Allen-Hough forces and will act
in a very important capacity in the Eastern ter-
ritories. J. G. Helmwig is a manufacturer and
designer of portables. He occupies the position
of development engineer in the Racine plant.
T. E. Bullard will handle sales correspondence
with the trade for the new company. He has
been in this end of the portable business for
the past three years.
The Allen-Hough Co. has exceptional manu-
facturing facilities. Its product for the Aliddle
West is being handled through a well-equipped
factory in Racine, Wis. For the East and West
Coasts, production will go forth from the big
plant of the Lifton Manufacturing Co. The
modern equipment of this plant is now devoted
exclusively to the manufacture of portables for
the Allen-Hough Co.
It is stated that officials of this new factor in
the portable business are now busily engaged
in making final negotiations with recognized
jobbers in all parts of the country. As soon as
these connections are completed a full program
of national advertising, dealer sales helps, dis-
play material, etc., will be announced.
Talking Machine and Radio
Men Visit Radio World's Fair
The regular monthly meeting of the Talking
Machine and Radio Men, Inc., of New York,
New Jersey and Connecticut, was held at the
Cafe Boulevard, New York, on Tuesday, Sep-
tember 20, and due to several factors the at-
tendance at the meeting was rather slim. The
chief reasons for the absent ones, and a good
reason it was too, was the rush of business in
preparation for the broadcast of the Radio In-
dustries Banquet and Tunney-Dempsey fight.
The business accomplished was chiefly that of
a routine nature although President Irwin
Kurtz said that discussions are being held with
the end in view of establishing permanent head-
quarters for the association with a paid sec-
retary so that the organization can function in
a more efficient and efTective manner. It was
also announced that E. W. Guttenberger has
been appointed to represent the talking machine
and phonograph jobbers on the executive com-
mittee and E. J. Ingraham. was to act in a
similar capacity for the radio distributors.
George Model! is vice-president of the "down-
town" radio dealers, pro tem.
The assembled members stood in silence as
a token to Samuel W. Lukas who had died
the week before as the result of an accident.
The next meeting of the association is to be
held Wednesday, October 19. Following the
adjournment, the members proceeded in a body
to visit the Radio World's Fair at IVfadison
Square Garden.
Van and Schenck Honored
Van and Schenck, vaudeville, radio and ex-
clusive Columbia recording artists, were pre-
sented, on behalf of the citizens of Brooklyn,
N. Y., with a silver loving cup recently. The
occasion marked the eighteenth anniversary of
the first vaudeville engagement of the team,
both of whom are natives of Brooklyn. The
presentation was made by Borough President
Tames J. Byrne on the steps of Borough Hall,
Brooklyn.
Paul Specht and His Orchestra, exclusive Co-
lumbia recording artists, have been signed for
a six months' engagement at the Capitol
Theatre, New York, starting last week.
The Talkinq Machine World Nciv York, October, 1927
Atwater Kent
RADIO
A Baltimore dealer said this:
EVERY SUNDAY EVENING:—
The Atwater Kent Radio Hour
brings you the stars of ope^'a and
concert, in Radio's finest program.
Hear it at 9:15 Eastern Time, 8:15
Central Time, through:
wEAF Neui York
WEEI Boston
WCAE Pittsburgh
WSAI Cincinnati
WTAM Cleveland
WON Chicago
WRC IVashinglon
WGR Buffalo
woe Davenport
WDAF Kansas City
wwj Octroi'
WFI Philadelphia
wcco Mpls.-St. Paul
WGV Schenectady
WSB Atlanta
wsM Nashville
WMC Memphis
WHAS Louisville
KSD Si. Louis
Model E Radio Speaker.
The result of nearly three
years' laboratory work.
FaithfuUycovers the entire
range of musical tones,
from the lowest to the
highest register. With 9
feet of flexible cord. . ^30
"One of the big advantages of Atwater
Kent Radio is that there's practically no
night work for the dealer. Show your
customers how to operate it in the day-
time. It's so simple you don't have to
go back."
And dealers everywhere know it's true.
When running around at night can be
avoided— why not avoid it by concentrating
on the Radio that people understand the
minute you show them?
Write for illustrated booklet telling the complete story of Atwater Kent Radio
ATWATER KENT MANUFACTURING COMPANY
4725 Wissahickon Ave. A. Atwater Kent, Pres. Philadelphia, Pa.
One Dial Receivers licensed
under U. S. Patent 1,014,002
Prices slightly higher from the
Rockies JVest, and in Canada
'B' POWER UNIT. Automatic-
ally controlled by switch on receiv-
ing set. "A" battery and trickle
charger can be connected to this
" B" Power Unit, in which case the
automatic switch also starts and
stops charger, if one is used. Plugs
into A.C. light socket. Delivers up
to 135 volts. Operates Atwater
Kent Receivers or other make con-
suming not more than 40 milliam-
peres. Brown crystalline finish.
Including long-life rectifying tube
(no filament to burn out) and 7-foot
flexible cord.
Type R, for 60-cycle 110 to 115
volt .Alternating Current, ^50. ■
Type S, for 25-cycle no to 115
volt Alternating Current, ^55.
Model 30, six-tube. One Dial Re-
ceiver. Solid mahogany cabinc"'
gold-plated name plate, power sup ■
ply switch and vernier knob. $io
Model 35, six-tube. One Dial Re-
ceiver. Crystalline-finished cab-
inet; gold-plated ship-model name
plate, decorative rosettes and
power supply switch. 1^65
Model 33, six-tube. One Dial Receiver
with antenna adjustment device. Unu-
sual selectivity. Solid mahogany cab-
inet; gold-plated name plate, power
supply switch and vernier knob, i^o
Model H Radio
Speaker. Entirely
of metal. Crystal-
line-finished 'n two
shades of brown.
With 9 feet of
flexible cord. S21
IT WORKS . . . AND KEEPS ON WORKING
88
The Talking Machine World, New York, October, 1927
New Stores and Changes Among Talking
Machine Dealers During the Past Month
New Stores Opened Recently Throughout Country and Changes of Management Compiled for
Benefit of Talking Machine and Radio Manufacturers and Distributors
Arkansas
Hot Springs — New quarters have been taken by the
local branch of the Bean Bros. Music Shop at 820
Central avenue.
Delaware
WiLmingrton — The J. B. Wilson Co. has formally
opened its new three-stoiy building at 922 Shipley
street.
Florida
Arcadiiv — The Arcadia Music Store lias enlarged its
quarters to include the store adjoining it on the west.
Inverness — A new store carrying the Victor and
Radiola lines has been opened on Courthouse Square
by Frank Saunders.
Tampa — The Arthur Smith Music Co. recently
moved to the store next to the one it occupied after
remodeling the entire premises. This company fea-
tures the Brunswick line.
St. Petersburg: — An involuntary petition in bank-
ruptcy was recently filed against the Waring Music
Co., Ltd.
Illinois
Chicago — Tlie new Woodlawn store of Lyon &
Healy, located at S70 East Sixty-third street, has
been formally opened with E. C. Lundquist as man-
ager.
Chicago — Jacob Cohen. Inc., recently purchased the
N'ictor department of Reichardt's, and now carries
the complete line in his furniture store at 6408 Hal-
sted street.
Chicago — Tom Carey has opened a banjo specialty
shop at 339 South Wabash avenue, handling a full
line of these instruments.
Flora — The Luthmers Piano Co. has opened its
new warerooms in the J. Valbert Building on Main
street, handling Baldwin pianos and Brunswick
phonographs.
Savannaih — The Swan Music Store of Freeport has
opened a new branch on Main street, this city, with
W. H. Alley in charge.
Indiana
Gary — A new music store. Bill's Music Store, car-
rj'ing the Brunswick line, has been opened at 38
East Eighth avenue by W. M. Lauterbach.
Indianapolis — The Rinne-Henry Music Co. has
opened a small goods store in the Pembroke Arcade
Building, handling King band instruments, Leedy
(Ii-ums and Selmer reed instruments.
Indianapolis — The Circle Sales Co. has been in-
corporated with a capital stock of $10,000 to deal
in musical instruments.
South Bend — Land Bros. Music Store, Brunswick
dealer, has moved to new larger quarters at 119
West Washington avenue.
Iowa
Anamosa — J. E. McKillip, of Bellevue, has opened
a new music store in tlie Gillen Hotel here, and will
later secure permanent quarters.
Des Moines — Theodore Hohtanz, formerly of St.
Paul, Minn., has been made manager of the Des
Moines Music Co. store here.
Kansas
Independence — Earl Hille and Jay Richmond have
opened a new music store here, featuring the Bald-
win line of pianos and a stock of small goods.
WicMta — The Innes Music Co., 405 East Douglas
avenue, has leased additional floor space to house its
stock.
Massachusetts
Boston — Rudolph Toll, who formerly conducted a
■music store at 53 Stuart street, has moved the busi-
ness to 170 Tremont street, where larger quarters are
afforded.
Boston — Decorations have been completed in the
Rosen Talking Machine Shop, 11 School street.
Fall River — The United Music Co. has added the
eleventh link to its chain of retail music stores with
the opening of a new branch at 394 Soutli Main
street with Natlian Feldman as manager.
New Bedford — The store of M. Steinert & Sons.
109 William sti-eet, has been entirely remodeled and
the phonograph demonstration booths have been en-
larged.
Michigan
Adrian — The music shop of John G. Porter, located
on Michigan avenue, has been completely remodeled.
Muskegon — The Collins Music Co. has remodeled
its warerooms and has greatly increased the size
of its display space.
Missouri
Kansas City — The E. B. Guild Music Co., formerly
located at 1327 Grand avenue, has taken new quar-
ters at 15 West Fourteenth street.
Kansas City — O. D. Standke, proprietor of the
music shop bearing his name on Main street, has
opened a second store at 1210A Main street.
Montana
Helena — The Sherman Music Co., Inc., successor
to the Curtain Music House, has opened its new ware-
rooms at 310 North Main street, handling Steinway,
Baldwin, Sohmer and Milton pianos as well as the
Steinway Duo-Art.
Billings — Alterations have been completed in the
vv'arerooms of tlie C. M. Lindamood Music Co., and
five new demonstration booths have been added.
New Jersey
Union City — Gast Bros, music and radio store has
been opened in elaborate new quarters at 836 Ber-
genline avenue, this city.
Newark — Jacob L. Newman has been appointed
receiver for the Broad & Market Music Co., 103 Mar-
ket street, which has filed a petition in bankruptcy.
I
Callicun — A new music store, the Pelton Music
Salon, carrying the Brunswick and Columbia lines,
lias been opened in the Western Hotel by Daniel M.
Pelton.
New York
Patcliogue— H. E. Lindenberger and M. O. Smith,
proprietors of the music and radio business at 86
East Main street, this city, have incorporated the
concern with a capital stock of $23,000.
Sclienectady — The George A. Cassedy Co., operating
a chain of music stores through this region, has been
granted an equity receivership, Alfred F. Smith and
T. Earl Furman being the receivers.
Brooklyn — The Orpheus Music Shop, established for
the past eight years at 537 Fifth avenue, has moved
to new quarters at Fifth avenue and Fourteenth
street.
Yonkers — Frank Rice and William Rice have es-
tablished the Ideal Music Store, 244 Nepperhan ave-
nue, this city.
Syracuse — The music business of Burton Michael
has been incorporated with a capital stock of 100
shares of common stock, no par value.
New York — The new Aeolian Shop of the Adams
Flanigan Co. department store, the Bronx, has been
formally opened with E. M. Wheatley in active
charge.
New York — G. Lipskin & Son have moved to new
quarters at 222 East Eighty-sixth street, where a
complete stock of violins is handled.
Valley Stream — An involuntary petition in bank-
ruptcy has been filed by the Jacobs Music & Radio
Shop.
Brooklyn — Silver's Music Shop, of 316 Roebling
street, has added considerably to its floor space.
Ohio
Springfield — Earl K. Hawken & Sons have been
incorporated with a capital stock of $25,000 to con-
duct a music and radio store.
Barberton — A musical instrument department has
been opened by JafCe's, a new department store,
handling phonographs, radio and some musical mer-
chandise.
Cleveland — Roy Mclnerny has succeeded John
Kalva as manager of the Rudolph Wurlitzer Co.'s
downtown store.
Columbus — F. & R. Lazarus & Co., recently com-
pleted alterations and improvements in their phono-
graph department, adding new demonstration booths
and installing several new display windows.
Canton — The People's Outfitting Co., Market ave-
nue, recently announced the opening of a radio de-
partment.
Canton — The D. W. Lerch Music Co. has com-
pleted alterations to its store which include a com-
plete new front with two new windows.
Toledo — The Atlas Book & Music Store moved to
its new quarters at 2921 Lagrange street on Octo-
ber 1. The Victor and Columbia lines are featured.
Maumee — John E. McCutchen has purchased the
music business formerly conducted by H. L. Dennis.
Springfield — The People's Outfitting Co. has en-
larged its phonograph department, and has added
the Victor and Columbia lines.
Oklahoma
Tulsa — H. A. Yost and his son, H. G. Yost, have
opened a new music store at 219 South Boulder ave-
nue, handling Columbia phonographs, radio and musi-
cal accessories.
Oregon
Portland — Tlie McDougall-Freiheit Music Co. has
been incorporated with a capital stock of $20,000, the
proprietors being: AV. A. McDougall, A. C. Freiheit,
Jesse M. McDougall and Helen Freiheit.
Vale — Mrs. H. AVade has been made manager of
the new store of the Sampson Music Co., here.
Medford— B. J. Palmer has sold the business of the
Palmer Music Store to Clayton Isaac and William
H. Fluhrer, who will conduct it under the name of
Isaac & Fluhrer.
Pennsylvania
■Johnstown — The local store ofUhe F. A. North Co.
has moved to 1201 Eleventh "street, where modern
three-story warerooms are afforded with Burt Best
as manager.
Kidgway — Klugh's Mtlsic Store, formerly located
in the Bogert Hotel -Building, has moved to the
Haggerty Block at Main and Mill streets.
Philadelphia — Milton Emmert who - tOok over the
business of the Meyers T. Hall Co., 2626 German-
town avenue, has installed a. piano department and
a small goods department. -*
Erie — The Winter Haven 'Music & Radio Co. has
been established in the Broadway Arcade, this city.
Philadelphia — The Land Piano Co., Columbia and
Okeh -dealer, recently opened a new branch store at
I. 504 South street, with Maurice Lang in charge.
South Carolina
Seneca — The Palmetto Piano Co., this city, has
been incorporated with a capital stock of $5,000; Roy
M. Abbott and D. S. .Vhbott are the proprietors.
Washington
Puyallup — Clayton Thwing and Al Parmalee have
opened a new complete music store in the Knight-
Montgomery Building, handling pianos, phonographs,
.'Small goods and sheet music.
West Virginia
laeger — The Rev. B. F. Overbay has taken over
the Hamlin Music store on West Virginia avenue.
For Talking Machines
It's only first-quality felt, properly and particularly made, that
keeps on the job longer . . . that always proves most economical
in the final test. You can look to American Felt Company's
Felts for these "built-in" qualities — and get them!
For American Felt Company's Felts are made by an organiza-
tion as particular as its most exacting customers— an organiza-
tion backed by many years of sound experience in advising "A
talking machine manufacturers ... in recommending the grade
of felt best suited to each requirement. Our customers profit
by all this. Write us for quotations.
AMERICAN FELT COMPANY
211 Congress St., Boston 114 E. 13th St., New York City
325 So. Market Street, Chicago
The Talking Machine World, New York, October, 1927
89
MODEL is easier
to cany
Made in All
Popular Colors
Improved Tone
Quality
XJO detail of mechanical
perfection has been sacri-
ficed in re-designing the
Swanson THIN MODEL. A
tone chamber of improved
design and the phonic repro-
ducer give the new machine
even better tone quality.
T^HE trend of popular de-
mand points to the thin-
model portable. No more
bulky machine that bangs
your leg as you carry it. The
THIN MODEL Swanson has
taken its place. The new
machine is graceful, easy to
carry and easy to stow away
in crowded quarters. .
Consolidated Talking Machine Co.
CONSOLIDATED BUILDING
227-229 W. Washington Blvd., Chicago
Minneapolis: 1424 Washington Ave. S.
Detroit: 2949 Gratiot Ave.
90
The Talking Machine World, New York, October, 1927
Personnel of California
Victor Jobber Firm Named
Otto L. May, President of the California Victor
Distributing Co., Has Gathered Staff of
Widely Experienced Salesmen
Otto L. May, president of the California Vic-
tor Distributing Co., has issued a statement
regarding the personnel and the policies of
his company. In part Mr. May said:
"The California Victor Distributing Co. was
organized to assume the functions usually
found in the wholesale distribution of products
of the Victor Talking Machine Co. It will be
the pleasure of the new company to serve deal-
ers in the California trade area, and dealers in
contiguous territory as can be properly served
from the two branches of the company at Los
Angeles and San Francisco.
"The headquarters of the company are estab-
lished at 536 Mission street, San Francisco, and
the Los Angeles branch is located at 948 Santee
street. The company is especially pleased with
the personnel in both organizations. Each
department is well equipped with trained men
who are in a position to help dealers in their
various problems, regardless of the nature of
those problems. The management of the Los
Angeles branch rests with Joseph M. Spain, a
man rich in experience, ability and personal-
ity. He will be assisted by O. M. Keiss, also
well versed in the talking machine and radio-
combination business, due to his varied asso-
ciations in the several branches of the industry.
"Robert M. Bird returns to the wholesale
branch of the Victor industry in assuming the
responsibilities as sales manager of the San
Francisco branch. His experience in the indus-
try covers every phase of it; there are very
few men in the industry throughout the coun-
try who can match his qualifications, gained
through many years of association with the fac-
tories and in the trade. He will be assisted by
Ray Cook, former executive in the automobile
industry as well as in the music business.
"The treasurership of the company presents a
new personality to the West, in the person of
W. J. L. Skerten, who assumes his duties after
transferring his affections to this section from
New York. He will have as credit managers
Mr. McElroy, San Francisco, and Mr. Locke,
Los Angeles, both being well known in the
trade.
"The California Victor Distributing Co. will
confine its efforts to the promotion of the busi-
ness in products manufactured by the Victor
Talking Machine Co., and will handle only such
other products as may be necessary accessories
to them or replacements for certain phases of
the Victrola-Radiola combinations particularly.
For the purpose of enabling dealers in Victor
products to obtain complete service from the
California Victor Distributing Co. we are at
present negotiating a contract with the Radio
Corporation of America, the completion of
which will enable us to supply Radiotrons to
our trade.
"We look forward to a happy experience in
the wholesale field. We are at this time enjoy-
ing a volume of business in both branches that
exceeds our expectations for the first month of
our existence. We are requisitioning mer-
chandise from the factories in quantities, the
complete shipment of which will help us to ac-
complish our main purpose — to be in position
to meet every reasonable need of our dealers.
We look forward to a willing trade co-operation,
which seems already assured by our short ex-
perience and by trade manifestations."
C. K. Bennett Appointed
Brunswick . Sales Specialist
Special Representative for Eastern Territory
Has Had Twenty Years Experience in Music
Field — Was President of Des Moines Co.
Charles K. Bennett, associated with the talk-
ing machine industry for a score of years, was
recently appointed special sales representative
of the Eastern Panatrope sales division of the
Brunswick-Balke-Collender Co., with headquar-
ters in New York City. The announcement of
Mr. Bennett's appointment followed the visit
of Robert W. Jackson, general sales manager
of the company, to the New York offices and
follows the company's program of expansion.
For the past two years Mr. Bennett was
president of the Des Moines Music Co., Des
Moines, la., and prior to that was secretary
and general manager of the Victor distributing
firm, the George C. Beckwith Co., in Minneap-
olis, Minn. Mr. Bennett made his entrance
into the business as a clerk in the law offices
of the Victor Talking Machine Co., later join-
ing the factory forces and then becoming assist-
ant to George D. Ornstein when the latter was
sales manager. Following this experience he
became vice-president and general manager of
the Eclipse Musical Co.
Completing Alterations in
United Music Co.'s Store
Prof. Leo Theremin recently demonstrated
before a group of musicians and scientists in
Berlin, Germany, an instrument which is a
modification of radio, in which the tones are
lessened, enlarged and vibrated to any pitch de-
sired simply by gestures of the hands.
Brockton, Mass., October 6. — Alterations are
rapidly being completed at the United Music
Co., 19 Main street, which will give the store
considerably more display space for its stock
of talking machines, radios, etc. The rear-
rangement was made necessary by the increase
in business and the addition of a wholesale de-
partment known as the Felkin Supply Co.
— ^ m<5^ =
The Full Automatic With Electric Amplification
A DeLuxe Art Model, finished in rich walnut with
disappearing doors and other unique features add-
ing elegance, color, beauty and refinement to the
most luxurious home.
By turning a switch this instrument will play a
program of selected music continuously changing
its own records.
Plays both 10" and 12" records, all makes. They
center themselves, no fussing around putting them
on.
Our method of electric amplification gives us a
wonderful range of volume. It can be toned down
to a whisper or turned on full and is as loud as the
orchestra or band itself.
Live jobbers and dealers are requested to write for
information, some good territory yet open.
With Electric Amplification
53" high, 36" wide, 22" deep
Manufactured by
The DECA-DISC PHONOGRAPH COMPANY, Waynesboro, Penna.
The Talking Machine World, New York, October, 1927
91
Pat.
App. For
Electrical Remote Control operates set from any dis-
tance. Price, $60.
Pat.
App. For
Mechanical Remote Control operates set within 6-foot
"(i'us. Price, J18.
Remote Control Radio Tuning Unit
Not since the sensational Thermiodyne Master Control of 1924 has any
radio tuning device attracted so much favorable attention. Test it in
your own home. Place your receiver on the opposite side of the room,
in the attic, another room, or even a closet and locate stations, tune,
regulate volume — from your easy chair! Quickly attached to any
single dial receiver with removable dial. No tools needed. No cutting
of set.
Thermiodyne TA7 Assembly
Period treatment of Receiver-Speaker-Console outfit in XV Century Spanish Chest
style, finished throughout in polychrome gold stipple. RECEIVER — Seven tubes.
Three radio stages before detector for distance and three audio steps for quality and
volume. Individually, doubly and totally shielded electrically. Price $180. SPEAKER
— Full-floating, 18-inch moisture-proof cone, not paper. Electro-magnetic direct-drive
unit. Price, $30. CONSOLE — Rigid, non-folding construction. Ample room for all
accessories. Price, $40. Complete Assembly, Price $250.
Algonquin Speaker
High quality but popular price. Full-floating,
moisture-proof, 18-inch cone, not paper, elec-
tro-magnetic, direct-drive unit. Free from
blast and distortion. Art-metal scroll frame
and ship model design in polychrome gold
stipple finish.
Every part of every Algonquin-Thermiodyne
Thermiodyne WT7 Receiver
Thoroughbred radio performer. Best value on
market today regardless of number of tubes,
or price of set. Same circuit and construc-
tion as Thermiodyne TA7. All-metal walnut
finish cabinet, lighter than wood and practi-
cally indestructible.
product manufactured in our own factories.
ALGONQUIN ELECTRIC COMPANY, Inc.
LEO POTTER, President
245 Fifth Avenue NEW YORK CITY
Pat.
App. For
Full-floating, 18-inch cone, direct-drive, electro-magnetic
unit- Price, J15. West of Rockies, »17.
Pat. App. For
Thermiodyne \VT7. Seven tubes. Same
circuit as Thermiodyne TA'7. Price, $150.
All prices 10% additional west of
Rocky Mountains unless other-
wise noted.
jfnLADELPHIA
IPCALIiy
Quaker City Retailers Experiencing
Brisk Demand for Radios and Phonographs
Distributors Report Heavy Orders for Future Deliveries — Victor Red Seal Record Campaign
Well Under Way— Q R S Roll Co. to Distribute Okeh-Odeon Records—Other News
Philadelphia, Pa., October 10. — Much interest
has been manifested in the radio and talking
machine trade with the awakening of the Fall
activities in the business world and the in-
dustrial life of the Quaker City. While the
retailers are experiencing a brisker demand for
both radio and talking machines the distributors
are gaining in orders for future deliveries, and
for the present needs of restocking depleted
merchandise that was cleared throughout the
Summer months from shelves and display rooms
to make way for new Autumn wares. Many
of the manufacturers' representatives an.d whole-
salers are now showing the new models of both
radio and talking machines and advance orders
are gratifying evidence of the interest of the
public in the latest products.
Victor Drive Aids Record Scdes
Record sales are the practical factors that
convince the dealers of the continued interest
of the consumers in the talking machine, and
as the demand increases the dealers are placing
larger orders with the distributors and manu-
facturers for renewals of popular favorites, and
the new numbers as issued monthly. The cam-
paign of the Victor Co. on the Red Seal records
in the series of albums that are to be among
the Fall specialties of that concern has resulted
in increased orders and unusually active market
for the better class of recordings.
With the co-operation of the Victor Co., the
Philadelphia Victor Distributors and H. A. Wey-
mann & Son, Inc., have been furthering the
.S. R. O. Red Seal Sales-Plan, launched this
month throughout the U. S. A. by the Victor
Co. Details of this drive appear elsewhere in
this issue.
Suggest Victor Record-Movie "Tie-up"
Tying up with movies is the suggestion made
by the Philadelphia Victor Distributors, Inc., in
a special bulletin which it is sending to its deal-
ers. It is headed "Two selections inspired by the
movies," and calls attention to the sales possibil-
ities in a tie-up through the two Victor records
of "Charmainc" and the record of "My Dream
of the Big Parade" wherever and whenever the
moving pictures of "What Price Glory" and
"The Big Parade" are shown.
Distributing Okeh and Odeon Records
With the return of Don Rockwell, district
manager of the QRS Roll Co., 1017 Samson
street, from his honeymoon in the Canadian
Rockies and Yosemite, announcement was made
that there will be added to the distribution of
music rolls the Okeh and Odeon records.
Weymann Doing Excellent Promotion Work
Under the personal direction of Charles
P)ahls, of H. A. Weymann & Son, wholesale
Victor department, the Red Seal campaign has
been spurred to a successful drive for the deal-
ers. More than 100,000 copies of the Musical
Art Libraries pamphlets containing the descrip-
tion of si.\ symphonies and classical works have
been distributed to the dealers in line with the
promotion work of the Weymann department
under Alanager Bahls, and these have been
further augmented by attractive window fea-
tures outlined in conjunction with dealers' dis-
plays through the service of the Weymann staff.
New Panatrope Ready for Trade
With October 1 the Philadelphia branch of
the Brunswick Co., 40 North Sixth street, sent
out an announcement to the dealers stating that
the new 14-7 Model of the Brunswick Panatrope
was ready for display and subject to orders of
the dealers. The new $160 Panatrope is of a
distinct type of the highboy construction, and
with features of the Consolette model. It is in
dull finish walnut, and has the attractiveness
of a piece of high-class furniture.
Conference of Brunswick Branches
In the combined conferences of the Philadel-
phia and Baltimore branches of the Brunswick
Co. held in Atlantic City this week there will
be outlined the sales campaigns for the Fall.
These conferences will be held at the Atlantic
City headquarters, of the Brunswick Co. on the
Boardwalk with J. E. Henderson, record sales
manager of the Chicago headquarters, and sales
promotion representatives O. P. Harris and
Sydney Schwartz, also of the Chicago stafif,
p.-esiding on the speakers' platform. Branch
Manager Edward E. Neil and Panatrope Di-
vision Manager George A. Lyon, of the Phila-
delphia offices, and R. J. Bowell, of the Balti-
more division, will also be among the leaders in
outlining the sales campaign plans for their
respective territories at the shore meeting.
Visitors to the Philadelphia headquarters pre-
(Contimted on page 94)
YOU SHOULD NOW BE READY
For your needs during the balance of this
year. Victrola sales have improved and Victor
Record sales have gone forward w^ith leaps and
bounds.
You can only reap the full revs^ard that
should be yours by having the merchandise the
public w^ill demand,
THIS IS A VICTOR YEAR
Philadelphia Victor Distributors, Inc.
835 Arch Street Ptiiladelphia
92
The Talking Machine World, New York, October, 1927
93
The
SI] CCBS^>
>n * „nv recep
=ind tans no Sai
$27.50— l^^^^jiocd
Headliner
Licensed under Lektophone Patents
SANDAR has been big news for more than a
year, since it first appeared in the speaker
field, and its sensational success has kept it con-
stantly in the radio headlines.
Measuring up to the highest standards in per-
formance and appearance, Sandar's exceptionally
low price, ^27.50 — the lowest of any licensed
speaker of its size — has given it added appeal in
the eyes of dealers and fans all over the country.
Now the Sandar Junior, recently introduced and
retailing at ^16.50, bids fair to duplicate the
great first year record of its senior, and despite
its youth is already riding on the crest of a
wave of widespread popularity.
Sandar franchises are still available in certain
territories — they offer splendid opportunities for
steady, sustained profits — write TODAY for
terms and full information.
SANDAR
S PEAKER
Senior JKorteL ifJTf
(No.a5) /
West of the T^ckies $30^
JumonJilodeL i 1
(No.ai) ^3X3
West of the 'Rockies $ 17 —
SANDAR CORPORATION, Crescent Plaza Building, Long Island City, New York
The Talking Machine World, Ne-cv York, October, 1927
THE TRADE IN PHILADELPHIA AND LOCALITY— (Continued from page 92)
Guarantee
Special
Furnished in
COBRA GRAIN BLACK
CROCODILE BROWN
SPANISH BLUE
SPANISH GREEN
SPANISH RED
Made to meet the
popular demand
COSTS YOU $8.50— RETAILS FOR $15.00
GUARANTEE TALKING MACHINE SUPPLY CO.
35 N. NINTH STREET PHILADELPHIA, PA.
— i^— — ^Write for our latest Main Spring ru^^t
paratory to the Atlantic City conferences were
General Sales Manager R. W. Jackson and J.
E. Henderson.
Columbia-Kolster Combinations Received
As the October days bring about a renewal
of activities in the local offices of the Columbia
Phonograph Co., the management announces the
display of samples of the new Columbia Viva-
tonal Kolster Electric Reproducing phonograph.
Those dealers who already have viewed the new
model have been placing generous orders in
anticipation of a big sales record for the Au-
tumn and holidays. Initial orders on the Two
Black Crows records marked "3 and 4 April 1"
have exceeded expectations, and daily the popu-
larity of this recording is being demonstrated by
continued interest and large sales for future de-
liveries. Trade associates and friends of Joseph
T. Callahan, Philadelphia sajes representative of
the Columbia Co., are extending congratulations
upon a new arrival to the family circle. She
weighed nine pounds and arrived September 27.
Experiences Demand for Victor Line
With a prominent display of the Nut Cracker
Suite from the Red Seal Album Series now be-
ing featured by the Victor Co. the J. Ralph
Wilson Stores at 929 North Broad and S528
Germantown avenue have been enjoying in-
creased sales on the noted Russia,n classic.
There also has been an extensive demand for
the No. 40 Model Orthophonic, which appears
to be a popular Fall seller. The Wilson Co.
now has an attractive store in the Germantown
district, having removed from 5439 Germantown
avenue to the present quarters at 5528 German-
town avenue.
Leading Dealers Add Mohawk Line
The Mohawk radios, distributed by the firm
of Peirce & Phelps, now are among the promi-
nent stocks in the radio department of the
leading central city stores. Among the large
stores handling these are the John Wanamaker
and Lit Bros, department stores and H. A.
Weymann & Son, Cunningham Piano Co. and
B. B. Todd and other leading music houses.
Other types of radio that are being featured by
leading stores and sold through this distributor
are the Crosley and the Sonora radio combina-
tions. A tremendously popular Fall article in
the way of radio equipment which this whole-
saler is now featuring are the Newcomb-Hawley
Air Column Speakers in the three styles, to re-
tail at $65, $75 and $85. The $75 model is the
ment for the a.ccessories. This compartment
is also combined with central doors in the
higher-priced model.
Dempsey-Tunney Fight Sold Radios
The Dempsey-Tunney fight was a big asset
to the radio dealers and distributors during the
past month. It aided in the stimulation of sets
for the big fight later in the month, and since
then orders have been mounting. The Penn
Phonograph Co., distributor of the Fada and
Zenith, was cleaned out of all available sets
for the big fight, and since that event passed
into history the shipments from the factory
have been sent on their way to the dealers
iust as fast a.s they arrive at the headquarters.
J. A. Fischer Co. Speeds Production
While the Autumn needs of the dealers are
bringing into the headquarters of the J. A.
tered demand for the Valley Forge . Main
Springs and parts the factory is being placed
on wider range of operation in order to speed
up production. The Val-Phonic reproducer has
been heavily ordered by dealers in all parts of
the country for the modernizing of old ma-
chines and the attachment to the present-day
types. Irving F. Epstan, of the firm, left last
week for a tour through the South and West.
Giraxd Phonograph Co. Adds to Lines
Having taken over the distribution of the
Bosch radio sets a few weeks ago the Girard
Phonograph Co. has augmented the radio de-
partment by the addition of the Murdock types,
for which the firm now is wholesale representa-
tive in this territory. The new Edisonic phono-
graph is proving popular. The new Edisonic is
being featured in the central city store of the
Ludwig Piano Co. under Manager Charles
Luedeke.
Lang Co. Opens Branch
The Lang Piano Co., with three stores, and
headquarters at 1204 Columbia avenue, has
opened this week the newest of its branches at
1504 South street. While a general line of musi-
cal merchandise will be carried there will be
among the wares a line of Okeh and Columbia
records and machines. Maurice Lang will be
in charge.
Park Executives Hear Auditorium Speaker
There was shown at the Benjamin Franklin
Hotel during the late September days when the
Park Executives' Association met in annual
convention the Auditorium Loud Speaker unit
of the Orthophonic demonstrated under the Vic-
tor Co.'s direction. Throughout the day con-
certs were given for the benefit of the Park
Executives from all parts of the nation, while
a representative of the Victor Co. remained
at the hotel to give information of the Park
concert possibilities of the Orthophonic.
Radio Rodeo a Huge Success
From the practical business project to the
gamut of a broad amusement enterprise the
Philadelphia Radio Rodeo proved to be one of
the most popular shows ever held in the annals
of the industry. During the week of September
12 the Commercial Museum was daily thronged
with crowds of people showing deep interest in
the newest of 1928 models of radio that will
be featured in trade circles this Winter Season.
(Continued on page 96)
most sought because of its additional compart- Fischer Co., 730 Market street, a widely scat-
"Trilling & Montague, wholesale radio merchandisers,
Philadelphia, are recognized as one of the few whole-
salers actually giving dealers service with a cap-
ital 'SV— A TALKING MACHINE PUBLICATION
DISTRIBUTORS FOR
KOLSTER
Radiotrons
Acme Products
Amperite
Balkite
Bremer-Tully
Burgess Batteries
Carter
Dubilier
Durham Power Units
Eagle Chargers
and Power Units
Exide Batteries
Farrand
Federal-Brandes
General Radio Co.
Hammarlund
Hartford Battery
Heath
Jewell Meters
Eodel
National Products
Peerless
Sangamo
Silver-Marshall
Sterling Meters
Stewart
Tlmmons
Tower's Products
Weston
Yaxley
and many others
Write for our 1927-28 Catalog
TRILLING €c MONTAGUE
WHOLESALE RADIO MERCHANDISERS
N. W. Comer 7th and Arch Sts. ^^^rOUfWjthXls''
Philadelphia, Pa.
The Talking Machine World. Nciv York, October, 1927
95
Here*s Why the Junior
Makes Any Portable Better^
THE new improved Junior Motor is the smaller edition ot
the famous Flyer Motor. It is the ideal motor for
smaller, lighter portable phonographs because—
Made Like a Watch
Every part is made of the finest materials, as precisely made and as
carefully inspected as though it were for a fine watch. Gears are cut on
special gear-hobbing machines. These machines make gears so much
better, so much more true than has ever before been possible that large
concerns in many lines are asking us to cut gears for them. This is cited
only as an example' — 'every part of the Junior is made with the same
unusual care and precision.
Noiseless
Before it can come to you in a portable, a Junior must pass the Listen-
ing Test. It is run without a record, on a special sound box which
magnifies any sound many times. If either of two experts can notice the
slightest sound, the entire motor is rejected.
Exclusive Design
The Junior is the result of 12 years' experience in motor design and
manufacture. Only the Junior (and its bigger brother, the Flyer) can
offer the sturdy construction, the freedom from vibration and noise, the
long life which these motors assure.
No wonder the great majority of all portables sold are equipped with
Junior or Flyer Motors. Dealers know that these motors mean easier
sales, more satisfied customers and no returns.
ENEIAL HDUSimES CO
ELYRIA, OHIO
Formerly named The Qeneral Phonograph Mfg. Co.
Makers of Precision Products for a Quarter of a Century
^° ■ The Talking Machine World, New York, October, 1927
THE TRADE IN PHILADELPHIA AND LOCALITY— (Continued from page 94)
Velvaloid Record Brush
Ideal for advertising purposes or resale. Write us for full information.
PHILADELPHIA BADGE CO.
ManujactureTs
942 Market Street Philadelphia, P«.
This 3'ear's exhibit was marked by the per-
sonal appearance of noted radio stars who gave
nightly performances at the Museum, and who
attracted the thousands of visitors that left the
purely commercial side a matter of business
contact with the various firms congregated in
the displays, and the promotion of interest in
the newest sets, with sales prospects to be de-
veloped in the future, as no orders were taken
on the floor of the showrooms. The absence
of the commercial interests between the ex-
hibitors and the visitors through floor sales
made for a keener attention on the part of the
public who felt at liberty to examine the various
models of 1928 radios without fear of being
pressed for orders and thereby livened the at-
tendance throughout the week.
In this 1927 exhibit Executive Secretary Laur-
ence Nixon and General Manager H. E. Bennet
brought before the public all the newest devices
in the way of radio developments for the new
year. More than 100 firms and affiliated in-
dustries were represented in the booths.
Among the exhibitors were Acme Apparatus
Co., All-American Radio Corp., Apex Electric
Manufacturing Co., Atwater Kent Manufactur-
ing Co., Central Radio Stores, Chadwin Radio
Co., L. B. Clark, distributor; Electric Storage
Battery Co., Elliott Lewis Electrical Co.
Erla Radio Products, Farrand Manufacturing
Co., Inc., Federal Radio Corp., Freed-Eisemann
Radio Corp., Charles Freshman Co., Inc., Federal-
Brandes, Inc., Minerva Radio Company, Murad
Laboratories, Pooley Co., Radio Corporation of
America, Samson Electric Co., Sentinel Manu-
facturing Co., Shamrock Manufacturing Co.,
Standard Radio Co., Sta.ndardyne Radio Corp.,
Steinite Lab., Sterling Manufacturing Co., Stew-
art-Warner Radio Products, Strawbridge &
Clothier, Sylvania Products Co., Temple, Inc.,
Timmons Radio Products Corp., U. S. L. Bat-
tery Corp., Valley Electric Co., Vitalitone Labs.,
Zenith Radio Corp., Zetka Laboratories.
Pertinent Information for Dealers
Philadelphia Victor Distributors, Inc., of this
city, have supplied their dealers with interesting
information regarding Victor releases and Vic-
tor artists through "Philadelphia Victor Dis-
tributors' Notes," issued periodically.
Wholesaler Makes Record Sales
The sale of more sets in two weeks this
year than in the entire last season is the record
set by the Rumsey Hardware Co., Philadelphia,
iiccording to reports from its sales department.
The Riini-;e\- Hardware Co. is wlmlesale dis-
3^^ inches diuneter
Patented 1922
tributor for Crosley radio products in the Penn-
sylvania territory. Rumsey dealers are cleaning
their shelves as fast as new stock comes in,
and the number of retail customers is increasing
daily. Considerable stimulation was apparently
given to set buying by the Dempsey-Tunney
fight, but radio enthusiasm continues as strong
or stronger now that the fight is over.
Victor Featured in Displays
Notable displays of the Victor held during
the month were those at the AUentown Fair,
AUentown, Pa., and featured by the Werley
Piano Co., Thomas Piano Co. and Kramer Mu-
sic House, all of AUentown. Each had a booth
at the Fair Grounds and demonstrated in con-
With the co-operation of the Victor Talking
Machine Co., the Philadelphia Victor Dis-
tributors and H. A. Weymann & Son, Inc.,
have been furthering the S. R. O. Red Seal
Sales Plan, which was launched this month
throughout the country by the Victor Co.
The first dealers' meeting was arranged for
in Philadelphia on September 15 at the Ritz-
Carlton Hotel and was largely attended by
Victor dealers and sales organizations in Phila-
delphia and surrounding territory.
H. H. Murray, chief engineer of the service
department of the Victor Co., made the opening
address, in which he outlined the importance
for dealers, in their own interest, to service the
Orthophonic Radiola and Electrola-Radiola
combination Victor instruments and to have the
thought in mind that the instrument sold to
their customer was practically on exhibition
and when giving entire satisfaction was the
best publicity possible for future sales to
prospective customers.
Victor Moore, of the Victor Co., outlined
certs the Orthophonic along with piano pro-
grams. The Aschback Music House gave a nov-
elty advertising feature as its part of the ex-
ploitation with special airplane flights over the
grounds, while advertising was dropped from the
clouds.
Red Seal Record Publicity
Philadelphia Victor Distributors, Inc., of this
city, are mailing to Victor dealers a series of
pen-and-ink cartoons featuring sales ideas. A
recent issue of this series features the Nut-
cracker Suite of Tschaikowsky, played by
Leopold Stokowski and the Philadelphia Sym-
phony Orchestra, the first of this type of Red
Seal advertising.
the national sales plan and explained details
of the contents of the S. R. O. book.
Lew Morgan, of the Victor Co., presented
the initial showing of the new Electrola-Radiola
style 9-25.
Louis Buehn, of the Philadelphia Victor Dis-
tributors, and Harry A. Weymann, of H. A.
Weymann & Son, Inc., both made short ad-
dresses assuring those present of the jobbers
in Philadelphia being 100 per cent behind the
S. R. O. sales plan.
The following Monday evening the S. R. O.
meeting was held in Lancaster, Pa., at the
Hotel Brunswick; Tuesday evening in Harris-
burg, at the Hotel Penn Harris; Wednesday
evening in Sunbury, at the Hotel Neff, and in
Reading on Friday, at the Hotel Berkshire.
Dealers from nearest surrounding territory
and their sales organizations attended these
meetings and all evinced keen interest in the
address made by Arthur Wertheim, of the
Victor Co. Harry W. Weymann, in closing the
meetings at Lancaster, Harrisburg and Sunbury,
expressed the appreciation of the Philadelphia
Victor Distributors and H. A. Weymann & Son,
Inc., for the interest manifested and assured
those present that the jobbers in Philadelphia
were 100 per cent behind the S. R. O. sales
plan.
Lew Morgan, of the Victor Co., joined Ar-
thur Wertheim at the meeting in Reading.
Charles Bahls and William Doerr represented
H. A. Weymann & Son, Inc., and Harry Ellis
represented the Philadelphia Victor Dis-
tributors at all the meetings.
Oriental Loud Speaker Go.
Moves to Larger Quarters
Enjoying a steady increase in business, the
Oriental Loud Speaker Co., manufacturer of
the Oriental speaker, recently moved into new
quarters at 238 Sixth avenue, New York, which
provides more than 15,000 square feet of manu-
facturing space.
M. L. Borris, executive head of the organiza-
tion, states that the novel appearance of the
Oriental speaker, combined with its tone qual-
ity, has aroused a great deal of interest in the
trade and volume production is under way.
Mr. Borris says that several large retail outlets
have proposed to take the entire output of
speakers on an exclusive basis, but the policy
of the Oriental Loud Speaker Co. based on
sales through jobbers and dealers on a national
scale will be continued in effect.
S.R.O.
"Standing Room Only"
Thousands of Americans stand in line patiently for hours
waiting to pay high admission prices to concerts and operas.
Thousands are turned away disappointed. "Sold out." "Stand-
ing room only."
America's enthusiasm for the best music has an especial
significance for all of us who sell Victor Talking Machines
and Records.
Capitalize on the sales-plan outlined in the S. R. O. book.
H.A.WEYMANN & SONjNC.
1108 Chestnut Street -Philadelphia, Pa.
Victor Wholesalers
Philadelphia Victor Dealers Meet to
Launch S.R.O. Red Seal Record Sales Drive
Philadelphia Victor Distributors, H. A. Weymann & Son, Inc., With Co-operation of Victor
Talking Machine Co., Sponsor Meeting at Ritz-Carlton Hotel — Sales Plan Outlined
The Talking Machine World, New York, October, 1927
97
.0^
Model 400
List Price $35
(Including Crosley Musicone)
AUTHORIZED
CROSLEY
CABINETS
Model 405
List Price $65
(Inchidhig Crosley Musicone)
ROSLEY DISTRIBUTORS are finding a neiv market of opportunity with
these beautiful art furniture radio cabinets. Dealers everywhere are selling
the merchandise quickly and at a real profit. And the vast factories of
the manufacturer are delivering 2000 cabinets per day to serve them well.
There's a real policy and organization behind the striking success of these attractive
products. The H. T. Roberts Company, presenting them, is composed of a group
of recognized specialists in the production of radio furniture and radio musical
instruments. A group of men, who from actual experience, understand the needs
of the trade, and are able to develop merchandise for you with a quick, profitable
market before it.
If you aren't selling "Authorized Crosley Cabinets" now, send today for free, illustrated
catalog, and we will gladly put you in touch with your nearest Crosley Jobber.
And other Distributors, not handling Crosley, will be more than interested in our
new line of distinctive cabinets for selected Jobbers. Write .today for attractive,
free catalog.
All Roberts Products are Fully Guaranteed
in ^orl^anship and Is/laterials.
HX ROBERTS CO.
Executive Offices
I338'40 S. Michigan Ave.
Chicago
7\ieiv Yor)( Offices
33 W. 42nd Street
New York City
Exclusively representing
factories with assets
over $zo,ooo,ooo
4
98
The Talking Machine World, New York, October, 1927
THE TRADE IN PHILADELPHIA AND LOCALITY— (Continued from page 96)
Pittsburgh Holds
Annual Radio Show
More Than 140 Exhibits Shown in Duquesne
Garden During Exposition — Buying Public
Shows Interest in New-Type Phonographs
Pittsburgh, Pa., October 8. — Marked interest
is being taken by the buying public in the new
models of the Victor, Brunswick, Edison,
Columbia and Sonora lines, with the fact being
emphasized that the buying factors are more
than ever interested in new models of the
best and most advanced type.
Radio dealers agree that radio receiving sets
are finding a ready sale, it being noticed that
the large majority of the buyers are more in-
terested in obtaining a high-grade receiving set
than any other kind.
Leading Lines Exhibited at Radio Show
The outstanding event of the season here
was the Second Annual Radio Show that was
held in Duquesne Garden, October 3 to 8.
There were over 140 exhibits in a floor space
of 30,000 square feet. Among the local ex-
hibitors were the Standard Talking Machine
Co., Kaufmann-Baer Co., W. F. Frederick
Piano Co., Schroeder Piano Co., Volkwein
Bros, and the Esenbe Co.
The O-M-C Supply Co., distributor of the
Bosch radio line, had a fine display of five new
models. An assortment of Atwater Kent radio
receiving sets were displayed by the Esenbe
Co., the local distributor. The new A. C.
receivers of the Stromberg-Carlson Co., includ-
ing the Stromberg-Carlson radio-phonograph
combination, came in for a generous share of
the attention of the visitors. J. A. Williams
& Co. and the Allied Electric Supply Co., dis-
tributors of the Freed-Eisemann line, joined in
a very fine display of these sets.
Much interest was also taken in the new
Freshman Electric radio, "Freshman Equa-
phase," shown by the local distributors, the
Cameradio Co. The Pittsburgh Auto Equip-
ment Co., distributor of the Eveready radio
batteries, Philco batteries and Farrand speak-
ers, had a fine showing of the three lines. The
same firm is also the local representative of
F. A. D. Andrea, Inc., and the showing of the
Fada radio sets was one of the most elaborate
seen at the show. The new Winthrop style
^^^^
PATHEX Cameras and
Projector
and
Kaaio Accessories
Penn Phonograph Co.
jJL JFLa d I o
-
913 Arch St. Philadelphia
of the Splitdorf radio was displayed by the
Jackson Motor Supply Co. A full line of the
Crosley radio sets were shown by the U. S.
Radio Co. of Pennsylvania, Inc., distributor.
The corporation also handles the Shamrock
radio sets, which were shown.
One of the most attractive displays at the
show was that of the W. F. Frederick Piano
Co., exclusive Zenith distributor. There were
sixteen Zenith models shown, priced from $100
to $2,500. The firm also had a showing of
the new Orthophonic Victrola and other new
Victor models. George H. Rewbridge was in
charge of the display. The RCA line of
Radiolas was easily one of the outstanding
features of the show. The Schroeder Piano
Co., in addition to a display of Radiolas, also
had a showing of the Brunswick Panatrope
and Brunswick records. George Schroeder, Jr.,
vice-president of the firm, was in charge of
the display'.
I. Goldsmith Optimistic Over Outlook
I. Goldsmith, president of the Playertone
Talking Machine Co., is very enthusiastic con-
cerning the outlook for Fall and early Winter
business for the fifteen new models of the
Playertone. Mr. Goldsmith stated that there
was a marked trend on the part of the buying
public to popular-priced console and consolette
models. He stated that the four factories en-
gaged in producing Playertone products are
co-operating in a most gratifying manner with
the company's dealers. M. L. Levenson, sec-
retary and sales manager of the company, stated
that the sales for the past few weeks for the
IMayertone line were very satisfactory and that
he was looking forward to a marked improve-
ment in business later in the year. The most
popular sellers of the Playertone console styles
Nowhere Else in the World^
Can You Find Radio
Cabinets Like These
The Castilian Model 192
"Positively Foremost" has always been the
"PIERSON SLOGAN." The continued
growth of our business to where we are
now serving thousands of America's Finest
Stores is the best evidence of how we have
always maintained our slogan in Practice.
You can search the "World" over for
better cabinets and you cannot find them.
Why are we not serving you ?
WRITE NOW FOR CATALOG OF COMPLETE LINE
PIERSON COMPANY
Rockford, 111.
are the Sonnet, the Saxophonic, the Grand, the
Model 175-B and Model 90-5.
Brunswick Dealer Renovates
The J. M. Hoffmann Co., Brunswick dealer,
has just completed a rather extensive renovation
of its first floor. A new mezzanine floor has
been added and will be utilized for the further
display and demonstration of Brunswick phono-
graphs and records. Theodore Hoffmann,
treasurer of the company, stated that Fall
business was ofi to a good start.
The new Brunswick Panatrope installed in
Donahoe's Cafeteria, one of the largest in the
State, seating over 2,500 persons, is growing
in popularity. The Brunswick was obtained to
supplement the orchestra that furnishes music
twice daily.
A Profitable Market for Dealers
A number of small restaurants, tea rooms
and other eating places operated along high-
ways frequented by motorists in western
Pennsylvania are finding it to their interest to
install phonographs and to keep on hand a
supply of records, mixed, classical and popular.
At many of the tea rooms the patrons are
allowed to operate the talking machines. In
others there is an attendant who takes care of
the phonograph and plays the records as they
are requested. This has been the means of
stimulating business. One owner of a tea
room near Altoona stated that he noticed a
sharp upward trend in his business within a
week after he had installed a Brunswick Pana-
trope. Another dealer close to Uniontown has
a new Orthophonic Victrola that he finds is a
good business bringer. The Summit House, a
noted resort on the National Highway, outside
of Uniontown, has had for some time an Ortho-
phonic Victrola that is popular with patrons.
Cambridge Firm Starts Suit
Hartford, Conn., October 4.— The Raytheon
Mfg. Co., of Cambridge, Mass., recently filed
suit in the Second Circuit Federal Court, in
this city, against the Southern New England
Electric Co. for selling tubes which it claimed
infringed upon Raytheon patents. The tube
sold by the Southern New England Electric
Co. was the Majestic tube used by Grigsby-
Grunow-Hinds in Majestic power units, and
which tube, it is stated, is manufactured for
the latter company by the Q R S Music Co.
Mrs. Max L. Goldbert Dead
Max L. Goldbert is receiving the condolences
of his many friends in the talking machine trade
on the death of his wife, Dorette Kendis Gold-
bert, who died the latter part of last month at
the Memorial Hospital. Mr. Goldbert was for-
merly prominent in the talking machine job-
bing and manufacturing business.
Window Display for Dealers
The Crosley Radio Corp. has recently released
a new window display, called "The Big Top,"
for its dealers. The display, in full colors, rep-
resents a huge circus tent, in front of which
are posters representing football games, grand
opera, championship fights, baseball, etc.
The Talking Machine World, New York, October, 1927
98a
Manufacturer of
PHONOGRAPH AND RADIO
CABINET HARDWARE AND
METAL SPECIALTIES
Samples for the asking
^^^^^^
155 Leonard Street
Near the New Court House
New York N. Y.
Including the Popular
NONSPILL NEEDLE CUP
the COVER of which STAYS
OPEN and "snaps"
CLOSED
Prices on request
Brunswick Co. Releases First Sets of
"New Hall of Fame Symphony Series"
Six Sets of Complete Symphony Classics and Extended Instrumental Works Recorded in Europe
by Famous Musicians in First Release — Supplied in Beautiful Albums
The record department of the Brunswick-
Balke-Collender Co., after devoting a great
length of time to research and investigation, re-
leased on October 15 the first six sets of
what is known as the "New Hall of Fame Sym-
phony Series." These are recordings of com-
plete symphony classics and extended instru-
mental works, recorded in Europe by famous
musicians. Included in this list are Ein Helden-
leben (A Hero's Life), composed by Richard
Strauss and played by the Orchestra of the
State Opera of Berlin, conducted by the com-
poser, Richard Strauss, and the Richard Strauss
Intermezzo, which is also conducted by the
composer, and various compositions by Bee-
thoven, Mozart, Rheinberger and Handel, con-
ducted by Wilhelm Furtwaengler and Richard
Strauss.
These records are in sets of from three to six
twelve-inch records, which are supplied in beau-
tiful artificial leather record albums, and with
each set there is an explanatory booklet in
which the particular composition is completely
described so that the listener can follow the
action of the music in perfect sympathy. These
booklets are the work of Felix Borowsky, fa-
mous composer, musician and conductor, former
president of the Chicago College of Music, and
at present director of the Civic Music Associa-
tion of Chicago, and program annotator for the
Chicago Symphony Orchestra. Into each of
these booklets Mr. Borowsky has injected the
fruit of years of research in the musical field.
He has made so thorough a study of the vari-
ous composers and their works that his descrip-
tions are said to be most accurate and complete.
A complete list of the first release of Bruns-
wick Album Sets includes the following: Al-
bum No. 1. — Ein Heldenleben (A Hero's Life)
by Richard Strauss — conducted by the com-
poser. This album consists of five double-faced
records, electrically recorded, and it is expected
to be the most popular of the initial release. It
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is a work not previously issued in this country
and is a long symphonic composition generally
known as "Symphonic Poem" or "Symphonic
Picture." The work is divided into six divisions,
and the complete story is interestingly told in
the explanatory booklet which accompanies
each album. A most interesting feature is that
this composition is supposed to reflect the life
of the composer, Richard Strauss, and is gen-
erally considered one of the greatest musical
compositions ever written. Played by the Or-
chestra of the State Opera, Berlin.
Album No. 2. — Beethoven, Symphony No. 5
in C Minor. Played by the Philharmonic Or-
chestra of Berlin, conducted by Wilhelm Furt-
waengler, the famous conductor who is well
known in this country through his association
with the Philharmonic Orchestra of New York.
Five twelve-inch double-faced records. The
Fifth Symphony is generally acknowledged to
be Beethoven's most popular symphony and is
one of the most beautiful of all symphonies
ever composed. The rendition is brilliant and
different from other available recordings and
represents the finest recording and interpreta-
lIou of this symphony yet to appear on records.
Since the symphony requires only nine sides,
the tenth side is given over to the Duet in E
Flat Major for viola and violoncello, played by
Paul and Rudolf Hindemith, famous modern
German musicians.
Album No. 3. — Beethoven, Symphony No. 7
in A major, played by the State Opera Orches-
tra of Berlin, conducted by Richard Strauss.
This is another of the German master's most
popular symphonies and expresses the jubila-
tion of Germany at being delivered from the
yoke of Napoleon. This is the symphony which
Richard Wagner declared to be the "Apotheosis
of the Dance." Four twelve-inch double-faced
".lectrically recorded records. The Allegretto
in A Minor, the theme of which, played piz-
zicato on the strings, is one of the most pleas-
ing movements of this work.
Album No. 4. — (A) Richard Strauss, selec-
tions from the Opera Intermezzo. (B) Richard
Strauss, waltz from the opera, Rosenkavalier
(The Knight of the Rose), played by the State
Opera Orchestra of Berlin and conducted by
the composer, Richard Strauss. Three twelve-
inch double-faced electrically recorded records,
selections from Richard Strauss' most recent
opera. Intermezzo, performed for the first time
about two years ago in Germany, are recorded
on two records and the delightful waltz from
the popular Rosenkavalier (The Knight of the
Rose), an opera frequently performed by the
Chicago Civic Opera and the Metropolitan com-
panies, is also given the composer's own inter-
pretation. These compositions also appear for
the first time in this country on records.
Album No. 5. — Mozart, Jupiter Symphony C
Major No. 41 Op. 551 (Kochel), played by the
Slate Opera Orchestra, Berlin, conducted by
Richard Strauss. Four twelve-inch double-faced
records electrically recorded. This symphony,
so-called Jupiter, was not so named by the com-
poser, but was a title later given to it to dis-
tinguish this work as being to the symphonies
of its time what Jupiter was to the Gods. This
was the last and probably the greatest of
Mozart's symphonies and one of the greatest of
the classical symphonies.
Album No. 6. — Jos. Rheinberger, Organ Con-
certo Op. 177, organ solo with orchestra, played
by Walter Fischer of the Berlin Cathedral.
Three double-faced electrically recorded
records. (B) Handel, Organ Concerto No. 4
Op. 4, organ solo with orchestra, played by
Walter Fischer. Two twelve-inch double-faced
electrically recorded records. For the first time
on records, complete Concertos for organ and
orchestra are recorded completely. Jos. Rhein-
berger, the famous old organ master, and Han-
del, one of the greatest classical composers,
are represented in these two Concertos. The
organ is played in these works by Walter
Fischer, one of the most prominent European
organists, and recorded in the Berlin Cathe-
dral with complete orchestral accompaniment.
These sets are expected to be welcomed by
music lovers, musicians and collectors of
records.
Edison Old-Timers Are
Honored on Field Day
Or-A-Nge, N. J., October 1. — Age and youth
shared the spotlight at the second annual field
day of the Edison Industries' Athletic Associa-
tion, held at Colgate Field, West Orange, N. J.,
on Saturday, September 17, and witnessed by
several thousand people.
Age held the stage in a parade of more than
a hundred "Edison Old-Timers," employes
Mrs. Thos. A. Edison Pinning Rose on Lapel
of W. H. Meadowcroft, Personal Assistant to
Edison and Forty-six Years With Inventor
whose connection with the company started at
least twenty-five years ago. Youth held the
spectators' attention in the running off of the
field day competition between the various
branches of the industries.
Thomas A. Edison was to have shaken hands
with all the veterans but was unable to attend,
his place being taken by Mrs. Edison and their
son, Charles Edison, president of the industries.
Each "old-timer" received a rose from Mrs.
Edison, while Charles Edison presented to each
a life membership in the Edison Athletic Asso-
ciation. The dean of veterans is Joseph F. Mc-
Coy, who has been with !Mr. Edison since the
latter's experimenting days at Menlo Park. His
services stretch back over forty-seven years,
one more than those of William H. Meadow-
croft, personal assistant to the great inventor.
At the conclusion of the presentations athle-
tic events were held between the various divi-
sions of the Edison industries. "
98b
The Talking. Machine W.orld, New York, October, 1927
Latest Summary of Exports
and Imports of "Talkers"
Frgures on Exports and Imports of Talking
Machines and Records for August — General
Increase Over the Year Previous
Washington, D. C., October 8. — In the summary
of exports and imports of the commerce of the
United States for the month of August, 1927,
the following are the figures bearing on talking
machines and records.
The dutiable imports of talking machines and
parts during August, 1927, amount in value to
$53,368, as compared with $75,396 worth which
were imported during the same period of 1926.
The eight months' total ended August, 1927,
showed importations, valued at $426,223; in the
same period of 1926, $364,741, a verj^ substantial
increase.
Talking machines to the number of 14,429,
valued at $552,188, were exported in August,
1927, as compared with 8,328 talking machines,
valued at $249,502, sent abroad in the same
period of 1926. The eight months' total showed
that we exported 87,017 talking machines, valued
at $3,291,830, as against 67,176 talking machines,
valued at $2,051,451, in 1926.
The total exports of records and supplies for
August, 1927, were valued at $279,382, as com-
pared with $180,894 in August, 1926. The eight
months ending August, 1927, show records and
accessories exported valued at $1,911,761, as
compared with $1,419,942 in 1926.
The countries to which these machines were
sent during August, and their values were as
follows: Europe, $20,244; Canada, $11,384; Cen-
tral America, $35,311: Mexico, $65,377; Cuba,
$20,017; Argentina, $85,264; Brazil, $41,481;
Chile, $62,353; Colombia, $49,220; Peru, $10,618;
Other South America, $56,731; British India,
$1,851; China, Hong Kong and Kwantung, $11,-
965; Philippine Islands, $6,366; Australia, $19,-
523; New Zealand, $8,586; British South Africa,
$5,127: Other Countries, $40,770.
passengers enroute. Nate Hast, general sales
manager of the Shamrock Mfg. Co., states that
the Shamrock receiver functions perfectly in
the airplanes and was selected by the Intercity
Co. because it did not pick up outside noises
and the roar of the airplane motor had no effect
upon reception.
Incidentally, Mr. Hast traveled from Newark
to the Chicago radio show in one of the Inter-
city passenger planes, and among his baggage
were two of the latest Shamrock models.
Columbia Phonographs in
Canadian Music Exhibition
Latest Talking Machine
and Radio Patents Granted
Phonograph Record. . Arthur A. Johnson, Bridgeport,
Conn., assignor to the Dictaphone Corp., same place. Pat-
ent No. 1,641,142.
Phonograph. Joseph N. Pepin, Chicago, 111. Patent No.
1,641,291.
Synchronized Attachment for Phonographs. Frederic H.
Strom, St. Paul, Minn. Patent No. 1,642,702.
Phonograph. Burdette Stump, Denver, Col. Patent No.
1,643,228.
Repeating Device for Phonographic Records. Sydney M.
Bookman, New York, N. Y. Patent No. 1,643,369.
Phonograph Record. Ne-wman H. Holland, East Orange,
N. J. Patent No. 1,643,770.
Radio Receiving System. Chester W. Rice, Schenectady,
N. Y., assignor to the General Electric Co., New York,
N. y. Patent No. 1,640,427.
Rectifying R-adio Shield. Tom Moore', Cincinnati, 0.
Patent No. 1,641,395.
Loud Speaker. Charles \V- Peterson, Detroit, Mich.
Patent No. 1,643,029.
Radio Device. George R. Anderson, Rockford, 111. Pat-
ent No. 1,643,290.
Device for Supporting Radio Parts. Meyer Seligman,
New York, N. Y. Patent No. 1,643,319.
Radio Aerial Pole and the Like. William H. Woodin,
Jr., Painfield, N. J. Patent No. 1,643,689.
Loud Speaker. Joseph Slepian, Swissvale, Pa., assignor
to the Westinghouse Electric & Mfg. Co., a corporation of
Pennsylvania. Patent No. 1,643,791.
Shamrock Radio Receivers
for Air Transport Planes
The Shamrock radio receiver has been se-
lected by the Intercity Air Transport Co., Inc.,
as standard equipment in its airplane service be-
tween New York, Cleveland, Montreal, Chicago
and Southern points, for the entertainment of
Fada Set Delights Visitors
Through the courtesy of the Blackman Dis-
tributing Co., Inc., a handsome Fada receiving
set was one of the attractive entertainment fea-
tures at the headquarters of the Carpet & Rug
News in the Textile Building, New York, where
Alexander Smith & Son's Carpet Co.'s rug and
carpet auction sale, which has just closed after
a week's activity, attracted an army of buyers
from all parts of the United States. During
the broadcast of the World Series interest in
the results of the games was at high pitch, and
visitors were most appreciative of the thought-
fulness and courtesy of the staff of the Carpet
& Rug News.
Walnut veneer and hardwoods,
beautifully finished.
Height - - - 40 inches
Width - - - - 27 inches
Depth - - - 18 Inches
Model 1221
$55.00 iList
including £ive £oot tone
chamber and Utah unit
LIBERAL DISCOUNTS
to the trade can be arranged for
R. C. A., Atwater Kent, Crosley,
Fada, Kolster, Bosch
and other receivers
Send for complete catalogue
Plymouth Furniture Co.
25 E. Juneau Ave.
Milwaukee, Wisconsin
This spacious and tasteful display shows the
Columbia Phonograph Co.'s exhibit at the 1927
Canadian Music Show
Canadian National Music Exhibition in Toronto,
at which attendance totaled the amazing num-
ber of almost two million people.
Metropolitan Bosch Dis-
tributors Visit Bosch Plant
Members of the sales staff of the Progressive
Musical Instrument Corp., New York, and the
Bosch Distributors Visit Plant
Wholesale Radio Equipment Co., New York,
and Newark, N. J., recently assembled at
Springfield, Mass., for a conference with execu-
tives and sales representatives of the American
Bosch Magneto Corp. The gathering is pic-
tured herewith. Inspection of the Bosch plant
and a discussion of sales promotion plans fea-
tured the meeting.
Excelda Portable Phono-
graph Placed on Market
The E.xcelda portable phonograph, having the
outward appearance of a camera, has just been
placed on the market by Thorens, Inc., New
York, American branch of Hermann Thorens,
Ste. Croix, Switzerland. The Excelda plays
with one winding a twelve-inch record and has
an exceptionally pleasing tone as well as satis-
factory volume, according to the manufacturers.
It is equipped with the Thorens wormgear
motor, Excelda soundbox and tonearm. Her-
mann Thorens announced an improved toy
phonograph which plays a ten-inch record.
Farrand Executive Sees
Improvement in Speakers
Designs of radio loud speakers are more and
more becoming attractive to the eye, according
to George H. Kiley, vice-president of the Far-
rand Mfg. Co., builders of cone type speakers.
"Compared with the crude horn type speak-
ers of a few years ago, the present-day repro-
ducer is truly a tremendous step forward both
in eye value and ear value," said Mr. Kiley.
"The standard types of cone speakers today are
so designed that they harmonize with almost
any living room furniture."
T!i<- Talking Machine World, New York, October, 1927
99
L. J. Chatten of Fada Finds Improved
Broadcasting Aids Radio in Far West
Musical instrument dealers represent the back-
bone of retail distribution of radio in the Far
Western States at this time, according to Louis
J. Chatten, general sales manager "of F. A. D.
Andrea, Inc., on his return to headquarters in
Long Island City, from a recent 10,000-mile
trip in the interests of Fada radio.
"I particularly noted this to be the case in
the Seattle territory," said Mr. Chatten. "This
was easily discernible in a rapid survey along
principal streets of communities I visited and
at various dealer meetings. It is nothing to
the discredit of the technician to point out that
men whose lives have been spent in merchandis-
ing musical instruments, and in many cases
their fathers before them, understand the
science of selling better than he does as a gen-
eral rule. Another thing I observed at dealer
meetings was certain evidence that music mer-
chants are more and more interested in radio
and its retail selling rather than, as in the
earlier days, the ex-amateurs who have con-
tributed so much to the technical advance of
the art.
"Intercepting a record purchaser and turning
a one-dollar to five-dollar sale into a three-
hundred-dollar to five-hundred-dollar radio in-
stallation is all in the order of the day now
at musical dealer establishments where radio is
sold. Intelligence, and I particularly mean sell-
ing intelligence, is seen in high degree at every
dealer-group meeting, and this is a wonderful
thing for the future of radio."
Mr. Chatten reports that he found renewed
interest in radio in the Far West because of
the improved broadcasting conditions there.
Local programs paralleling the sponsored fea-
tures of the National Broadcasting Co.'s East-
ern chain are now being broadcast through its
West Coast chain. As a result, tonal quality
rather than capacity for distance is demanded.
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POWER FOR TODAY'S ENJOYMENT
100
The Talking Machine World, New York, October, 1927
Irving J. Westphal Appointed Southern
California Brunswick Panatrope Manager
Succeeds Howard L. Brown, Who Resigned Recently — Has Had Wide Experience as Head of
Phonograph and Radio Departments of Southern California Music Co. — Succeeded by Herb Fish
Los Angeles, Cal., October 5. — Irving J. West-
phal has been appointed Southern California
manager of the phonograph division of the
Brunswick-Balke-Collender Co., succeeding
Howard L. Brown, who recently resigned
this position, which he had held for near-
ly eight years. Mr. Westphal has been in
charge of the phonograph and radio depart-
ments of the Southern California Music
Co. since 1919, and has met with unqualified
success in that position over the entire period.
He was selected by General Manager Simpson,
of the Brunswick Co., from the number of ap-
plicants for the position, and received a won-
derful endorsement from the president of the
company which he was leaving, namely, Ed. H.
Uhl, of the Southern California Music Co. He
received the best wishes from the entire trade,
with which he is very popular.
Herb Fish to Head Department
H. H. Fish, assistant manager of the phono-
graph and radio departments of the Southern
California Music Co., has been appointed man-
ager of those departments, succeeding Irving J.
Westphal, who recently resigned. Herb Fish
is one of the best-known phonograph men in
Los Angeles, and has been assistant manager
of the phonograph and radio departments of
the Southern California Music Co. for several
years and is, therefore, well qualified and pre-
pared for his new position.
New Victor Jobbers Optimistic
J. M. Spain, Southern California manager of
the California Victor Distributing Co., which
succeeded Sherman, Clay & Co., in the dis-
tribution of Victor products in Southern Cali-
fornia, is very much gratified with the first
month's business, and the prospects for the ap-
proaching season in the Southland. Mr. Spain
has been very busy in the details of transferring
the business from one company to the other,
and at the same time has been endeavoring to
call on some of the members of the trade.
Radio Show Tremendous Success
Exceeding all expectations and anticipations,
the Radio Show Beautiful of 1927 proved a re-
markable success. The floor space was much
increased through the addition of a pavilion
which increased the square footage by 40 per
cent. The most gratifying result of the radio
show was the large number of sales effected,
and prospects secured. There were many ex-
pressions of congratulation extended both by
the visiting public and the exhibitors them-
selves. A very interesting instance of direct
sales was shown when the Piatt Music Co. re-
ceived a telegram from out-of-town addressed
to them at Booth No. 118, Radio Show Beauti-
ful, ordering a Freshman radio set complete.
A-K Sets by Air
On the first ship of the trans-continental air
express line which arrived in Los Angeles, was
a cargo of Atwater Kent radio receivers and ac-
cessories consigned to Ray Thomas, Inc., South-
ern California distributor of this line. The
radio receivers and accessories were immedi-
ately rushed to the Radio Show Beautiful in
the Ambassador Auditorium and placed upon
display in the Ray Thomas booths. Other ele-
ments are also employed by Ray Thomas, Inc.,
in receiving radio. The "Lillian Luckenbach,"
of the Luckenbach lines, recently arrived at Los
Angeles from New York with a cargo of four
carloads of Atwater Kent radio receivers and
speakers.
Add-A-Tone Superior Re-
producer Placed on Market
Unique Reproduction Co. Announces Addition
to Line — New Style Suspension Entirely
Enclosed Is Feature of Product
The Add-A-Tone Superior, a new reproducer
especially designed for portable phonographs,
has been added to the line of phonograph ac-
cessory products manufactured by the Unique
Reproduction Co., New York City. An exclusive
feature of the Add-A-Tone Superior is a new
style suspension, entirely enclosed, designed by
Herman Segal, executive head of the Unique
organization. Mr. Segal states that the dia-
phragm is so protected that it is almost impos-
sible to injure it in any way.
Patent No. 73,448, dated September 13, has
been issued by the United States Patent OfHce
at Washington on the Organ-Tone reproducer,
also designed by Herman Segal, which was an-
nounced to the trade a short time ago and has
proved very popular. The Organ-Tone has the
distinction of being the only reproducer on the
market finished in three colors.
The Unique Reproduction Co. also announces
a change in design of the Add-A-Tone Junior
reproducer, which is now equipped with a metal
diaphragm. The Add-A-Tone Junior has been
used by the Carryola Co. on the Carryola Mas-
ter portable phonograph for many years.
Named Symphonic Distributor
Jacob H. Keen, manufacturer of Keen port-
able phonographs, with offices at 109 North
Tenth street, has been appointed a distributor
of the Symphonic reproducers made by the .
Symphonic Sales Corp. of New York.
A direct high-power radio communication
service between the United States and Belgium
was officially opened to the public on October
3, according to an announcement by General J.
G. Harbord, president of the Radio Corp. of
America.
RAYXHEOli
.Type bh izs m.a,
. "ATEnTEO JULY 7 (925- I
iYTHEON MFG. Wm
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TYPE BH
An improved Heavy Duty rectifier for radio
power service. When used in B-power
units it affords an exceptional factor of
safety and is the recognized standard in
those units designed to supply the type
171 amplifying tube.
Its rugged characteristics make it ad-
mirably suited for rectifying (without
overloading) the heavy currents needed in
the Ai-B-C-power units supplying special
receivers using the type 199 tubes in
series.
Rating: 125 m.a. at 300 V.
List Price, $4.50
TYPE BA
A remarkable example of what the
Raytheon Research Laboratories
have accomplished through their
study of gaseous rectification. This
one tube, when used with the prop-
er circuit, provides a constant
noiseless flow from the lamp socket
of all radio power to receivers us-
ing the standard type 201-A radio
tubes in series. All batteries,
chargers and outside power equip-
ment are eliminated.
Rating: 350 m.a. at 250 V.
List Price, $7.50
TYPE A
A simple, compact, unbreakable metal
cartridge of revolutionary principle and
design. Type A is the efficient rectifier
for battery chargers and A-power units.
Rating: 2% amps.
List Price $4.50
TYPE R
Type R, when incorporated in the
proper B-power circuits, maintains
constant voltage on the 90 and
lower voltage taps and greatly im-
proves the voltage regulation cn
the 180 and 135 volt taps, regard-
less of vaiiatlons in either the line
voltage or load current. The vari-
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the unit simplified.
Type R can be used iu any pow-
er unit circuit now on the niaikct
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Raytheon, Type R, 90 Volts
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Battery chargers, A-power units, B-eliminators and complete A-B-C-power
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Raytheon Research Laboratories can be relied upon for long hours of unin-
terrupted duty.
RAYTHEON MANUFACTURING CO., Cambridge, Mass.
/Raythe on \
THE HEART OF RELIABLE RADIO POWER
The Talking Machine World, New York, October, 1927
101
At Last! — The Practical Automatic Phonograph
THE DAILY ELECTRIC
Plays All Makes of Standard Records
The Daily Electric Automatic phonograph is a decided innovation in
that it may be used as an ordinary phonograph, electrically operated,
and by simply touching a button, it is instantly converted into an auto-
matic instrument, playing as many records, for as long a time, as the
user desires. Another feature of interest to dealers — the Daily Electric
plays all standard makes of records.
MODEL 505— $360
Handsome walnut cabinet. 23 inches deep. 30 inches
wide. 45 inches high.
No Magazine
to Load
Preparing the Daily
Electric for an enjoy-
able program consumes
only a second, as there
is no record magazine
to fill. The mechanism
is guaranteed to be fool
proof and there is
nothing to get out of
order. The Daily Elec-
tric brings with it no
service problem — it is
the answer to it.
Amazing fidelity of re-
production, with no ac-
cent on either high or
low notes. The com-
plete register is heard
in a pure rounded tone.
The cabinet work and
finish is in harmony
with the latest in fur-
niture design and will
lend beauty to the sur-
roundings of any home.
The Daily Electric line is complete, with
models from $175 to $1500, including
a coin operated, "nickel in the slot"
model at $350
EXCLUSIVE TERRITORY AVAILABLE
Liberal Discounts — Distributors and Dealers, Write or Wire for Details
Manufactured hy
AMERICAN SALES CO.
932 WRIGHTWOOD AVE.
CHICAGO, ILLINOIS
102
The Talking Machine World, New York, October, 1927
Baltimore Wholesalers and Retailers
Report an Excellent Volume of Sales
Broadcasting of Program of Annual Radio Banquet and Dempsey-Tunney Fight Greatly Stimu-
lated Radio Sales — Columbia and Victor Record Sales Campaigns Under Way
Harrisburg Mohawk Dealers
Hear 1927-28 Sales Plan
Baltimore, Md., October 7. — The talking ma-
chine and radio trades in this territory have
spent an extremely busy September, and are
preparing for a Fall and Winter season which,
if present indications are fulfilled, will prove
the best that has been enjoyed for several
years. The broadcast of the Fourth Annual
Radio Industries banquet on September 21 and
the Tunney-Dempsey fight were responsible to
a great degree for the interest in radio, and
practically every radio dealer reported increased
sales in receivers, accessories and in the number
of calls for service. In records the Victor
S.R.O. Red Seal record campaign is rapidly
getting under way, and Columbia dealers wel-
comed with open arms the arrival of Parts III
and IV of "Two Black Crows," by Moran and
Mack, which found a ready market.
A Busy Distributor
Columbia Wholesalers, Inc., report that the
second release of the Moran and Mack record-
ing premises to exceed in volume of sales the
first recording by these comedians. In the first
place, it took time for the record-buying public
to become acquainted with the value of the
record and its mirth-provoking qualities, but
with the thousands that have been sold of the
first record, it is simply a case of keeping the
supply up with the demand, for everyone that
has the first record automatically purchases the
second. The radio lines, Fada and Crosley,
distributed by this company, have also enjoyed
a brisk sale, due to the nation-wide broadcasts
of last month. Dealers are also eagerly await-
ing the arrival of stock of the Columbia-Kolster
Viva-tonal electric phonograph, and predictions
that this instrument will be one of the big
sellers this season are in order.
Pushing Red Seal Record Campaign
William Biel, secretary of Cohen & Hughes,
Victor distributors for this territory, reports
great activity in pushing the Victor Red Seal
record campaign and in promoting the Gene
Tunney Health records. Regarding the first
item Mr. Biel said: "Mr. Smith of our organiza-
tion represented us at the meeting of the Vic-
tor dealers held at Charleston, West Virginia,
at which the Red Seal plan was presented, and
he reported great enthusiasm among the dealers
present. Among the dealers present were the
McKee Music Co., of Charleston, and the
Kenney Music Co., of Huntington, Mr. Kenney
coming over with his entire, selling organiza-
tion of twelve people. A similar meeting was
conducted at Roanoke, Va., at which Mr.
Mezick represented the company. Among the
important dealers at this meeting were the
Grand Piano Co., of Roanoke, Mrs. Adams, of
the Caldwell-Sites Co., and the Fulwiler Hill
Co., also of that district."
Featuring Tunney Records
Cohen & Hughes are arranging an intensive
presentation of the Tunney records. They have
engaged J. DeWolf, one of the leading um-
pires in a local baseball league, to demonstrate
the records in the windows of the various dealers'
stores. During one week during the latter part
of last month Mr. DeWolf presented the en-
tire series ten times a day in the windows of
Pollack's, Inc., at Howard and Saratoga streets,
and aroused interest not only in the Health
records but in all of the Victor merchandise
presented in the window. An Electrola was
used in the window, giving the demonstrator
something to work by, and an extra loud
speaker was used at the front door so the
passers-by knew what was going on. Similar
demonstrations have been given in the windows
of the Hub Furniture Co., Washington, D. C;
the Levy Page Co., Norfolk, Va.; Talking Ma-
chine Shop, Hagerstown, Md., and the Weaver
Piano Co., York, Pa. Cohen & Hughes plan
to use Mr. DeWolf in a similar capacity on one
or two-day demonstrations in Pennsylvania,
West Virginia and North Carolina.
I. Son Cohen, president of Cohen & Hughes,
is on an extensive trade trip through North
and South Carolina, and reports business con-
ditions excellent in that territory.
Reports a Record Month
Joseph M. Zamoiski, president and treasurer
of the Jos. M. Zamoiski Co., distributor of
Radiolas, Zenith receivers, Philco units and
Majestic eliminators, reports that the past
^^Two Black Crows^^
Again Piling Up Sales
MORAN and Mack's
new "Two Black
Crows," parts III & IV,
Columbia New Process
Record 1094-D, is repeat-
ing the unparalleled suc-
cess of parts I & II.
Never before has such a
wave of record buying
swept the country. Peo-
ple everywhere are ask-
ing for the "Two Black
Crows" records. Stock,
display, and play these
two tremendous sellers.
ColtimtiaWliolej
L L. Andrews Wm. H. S wart z
Exclasively Wholes ale
205 W Camden St.. Baltimore, Md
salers,ll
IC.
Meeting Sponsored by the Excelsior Auto &
Battery Co.— Otto N. Frankfort Outhned
Sales Plans for the Coming Year
Radio distributors in practically all sections
of the country have found it advantageous to
sponsor gatherings of their dealers at which the
distributors' merchandise may be properly dis-
played and described. The accompanying photo-
graph shows a large group of dealers assembled
at a meeting of the Excelsior Auto & Batterv
Meetmg of Mohawk Dealers in Harrisburg
Co., Harrisburg, Pa., one of the distributors
of the Mohawk Corp. of lUinois. Otto N.
Frankfort, vice-president and general sales man-
ager of the Mohawk organization, made a spe-
cial trip to Harrisburg to address the dealers
and to outline to them Mohawk sales plans for
the coming year. In his address Mr. Frank-
fort stated that Mohawk was a pioneer in the
one-dial receiver field and would be one of the
pioneers of A. C. electric receivers. He pre-
dicted that soon 95 per cent of the radio re-
ceivers sold in United States would operate
from the hght socket, but he expressed the be-
lief that that time would not arrive before an-
other year or two.
Harry Meyers, president of Excelsior Auto &
Battery Co., in his welcome to dealers, de-
scribed the rapid growth of his firm and
thanked the dealers for their co-operation dur-
ing the past year. Excelsior Auto & Battery
Co., in order to adequately handle the increased
business which it is enjoying, recently moved
to a new building.
month was the best September in its radio his-
tory. The dealers served by the company make
similar reports, attributing a major share of the
business to the interest in the Tunney-Dempsey
fight. The Radio Board of Trade of Maryland
established power amplifiers at the Homewood
Athletic Field and invited the public to listen
to the program. The excellence of the recep-
tion proved fine publicity for radio.
Adds Complete Brunswick Line
The M. A. Lease Co., 720 Eleventh street,
N. W., Washington, D. C, owner and operator
of station WMAL, recently added the complete
line of Brunswick Panatropes, Panatrope-Radi-
olas and Brunswick records to the merchandise
it carries. At the same time, arrangements were
completed with Washington dealers for the
Brunswick Hour of Music which was inaugu-
rated on September 28 and will continue
through the Fall and Winter season. A similar
tie-up has been arranged with station WSEA,
Norfolk, Va., through Chas M. Stieflf, Inc., and
the broadcasting of Brunswick records is now
a daily feature at that station. The M. A. Lease
Co. is making plans for an intensive Brunswick
sales drive, and is being assisted by Sidney
Schwartz, special representative of the Bruns-
wick Co.
Among the new Brunswick dealers appointed
during the past month were H. Roy Martin,
Mayodan, N. C.; A. W. Turner, Ashland, Va.;
Dreschler Music Shop, Baltimore, Md., and
Frey Brothers, Red Lion, Pa.
Attend Brunswick Sales Meeting
Members of the Brunswick Baltimore branch
office, headed by R. J. Bowell, branch manager,
and his assistant, J. G. Mullen, attended a sales
meeting on September 30, October 1 and 2
(Continued on page 104)
The Talking Macliinc World, Ncxv York, Oclobcr, 1^)27
1
i
The Remarkable Tone Chamber
tnat sells Wewcomte-Hawley Reproducers
A RADIO reproducer must be more
than fine furniture. It must be a
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organ note to the highest human voice.
Such a combination is
offered in the Newcombe'
Hawley line of Console
Reproducers. The remark'
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inch tone chamber, used in
these Console Reproducers,
is so outstanding in per'
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volume, that Newcombc'Hawley Repro'
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radio reception. Every demonstration
has amazed and delighted the most
criticalaudience.Youshould
investigate the wide selec
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MAIL THE COUPON
Newcombe-Hawley, Inc.
203 First Ave., N., St. Charles, Illinois
Please send us full information about the
Newcombe-Hawley line.
Name . . .
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Newcomte-Hawley console
cabinets are made of finest
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104
The Talking Machine World, New York, October, 1927
The Best Money Makers
in Radio for the 1927-28 Season
FADA— CROSLEY
SOCKET POWER DEVICES
Philco — Sterling — Powerizer
SPEAKERS
Crosley — Fada — Newcombe-Hawley — Tower
Burgess Batteries Philco Storage Batteries
BRACH EQUIPMENT— CUNNINGHAM TUBES— R.C.A. TUBES
You huy cooperation as well as the hest
the market affords when you deal with us
COLUMBIA WHOLESALERS, inc.
205 W. Camden St. Baltimore, Md.
Baltimore Dealers Expect
Record-Breaking Season
{Continued from page 102)
which was held at the National Brunswick Ex-
hibit at Atlantic City, and was conducted by
J. E. Henderson, national manager of record
sales. The meeting, which was attended by
members of the Philadelphia branch, was de-
voted to a discussion of record sales for the
coming season.
E. M. Fedder Home From Trip
E. M. Fedder, of the Braiterman-Fedder Co.,
manufacturer and distributor of portable phono-
graphs, needles, parts and music rolls, recently
returned from a trip through South Carolina
and Georgia doing a substantial business on
Mel-O-Art player rolls, Valley Forge products
and the new and improved Mel-O-Art portable
phonographs. The latter item is so far over-
sold that there is doubt whether all deliveries
will be made by Christmas despite the fact that
several shifts are working at the factory of
the Oriole Phonograph Co. and are producing
500 portables a week. On a recent visit to New
York Mr. Speert and W. Braiterman inter-
viewed several of the leading jobbers on the
Oriole and Mel-O-Art portables. N. Cohen
president of the Wall Kane Needle Co., and
Mr. McCarthy, president of the Symphonic
Sales Corp., were recent visitors to the Braiter-
man-Fedder Co. headquarters.
Business Gaining, Says C. J. Levin
C. J. Levin, president of the Kranz-Smith Co.,
one of the leading retail music houses in this
territory, reports business on the upward trend.
Mr. Levin expresses himself in a most optimistic
vein, saying: "Piano sales are increasing very
satisfactorily, but the talking machine business
is jumping by leaps and bounds. We look for-
ward to a Fall sales record similar to 1920-21.
I don't think any dealer who has the proper
merchandise and sales force can have any cause
for complaint for the year of 1927."
Brief but Interesting
The F. P. Altschull Co., operator of radio
departments in various department stores, re-
cently established a section in the Eisenberg
store, featuring the Radiola, Atwater Kent and
Zenith lines.
The sale of the Bernheimer Leader Depart-
ment Store to the May Co. has not affected the
lease of the R. B. Rose Co., which still conducts
the radio section.
Johnson Bros, and the Radio Mart have been
running extensive advertising campaigns on
the Radiola Model 17 electric set and have found
a ready response from the public for this popu-
lar product.
Phonograph Business in
Salt Lake City Prospers
Despite the Fact That the Industrial Situation
Is a Little Disappointing Dealers Report
Sales Showing Big Increase Over 1926
Salt Lake City, Utah, October 7. — The phono-
graph business is in fine shape here this Fall,
in spite of the fact that the industrial situation
is a little disappointing, due to three or four
causes; one of which is less activity in the
metal mining and smelting field.
The manager of one firm reported more busi-
ness in July, August and September than in
December of 1926. This was D. H. Dalzell,
Columbia Stores Co., distributor of the Colum-
bia products.
G. G. Spratt, local manager of the Brunswick
Co., said: "Business is very good, and we are
well satisfied with it." R. H. Perry, traveling
representative of this company in the local field,
who has just returned from Idaho said, "Every-
thing is looking fine. Business is excellent all
over the territory."
John Elliot Clark, head of the John Elliot
Clark Co., Victor distributor, "Business is good
and is better than it was a year ago." Mr.
Clark said "everything" was selling at this
time.
Before these lines appear in print Salt Lake
City will be crowded with visitors who will
come from every section of the West, and
from parts of Canada and from Mexico, the oc-
casion being the great Latter-day Saint or Mor-
mon Church conference, an institution dating
back to 1831, years before Salt Lake City was
thought of. These big crowds stimulate busi-
ness in all lines.
The Chas. L. Joy Drug Co., of Nampa, Ida.,
will move to a more convenient location in that
city in two weeks. A special phonograph de-
partment will be provided on the balcony of
the new store. , -
The Bancroft l4iannacy, Bancroft, Ida., has
added a phonograph department and will carry
the Brunswick line.
The Sampson Music Co., with headquarters in
Boise, Ida., has bought out the T. C. Martin
Music Co., of Pocatello, which it will operate
as its first Pocatello branch.
Ted Lewis, well known in local radio circles,
is now with the radio department of Z. C. M. I.
The Dixon-Taylor-Russell Co., of Prove, a
company with a good music and phonograph
department, has opened a branch at the town of
American Fork.
Ira Holbrook Co., of Dayton, Utah, has been
appointed a Brunswick dealer.
Walker Bros. Dry Goods Co., of Salt Lake
City, old-established department store, has just
opened a phonograph-radio department which
will be managed by Robert Nevins, who has
been manager of the Browning Bros. Co., of
Ogden.
O'Loughlln's, prominent phonograph firm of
this city for years past, has been made a dealer
for the Victor products.
Illinois Music Men Meet
As The Talking Machine World is closing its
last form the Illinois Music Merchants' Asso-
ciation is holding its annual meeting at the
Palmer House in Chicago, the exact dates be-
ing October 12 and 13. A very fine entertain-
ment and program has been worked out from
a business standpoint, and a large attendance is
in evidence. Inasmuch as the Radio Show is
being held in Chicago the same week as the
convention invitations have been extended to
the radio dealers to drop in and shake hands
with members of the Association.
Berg A. T. & S. Go. Adds
Tw^o New Portables to Line
Popular "Flat" Model and Toyola, Also of
"Thin" Construction, Are Additions to the
Line — E. R. Manning Returns From Trip
The Berg A. T. & S. Co., Long Island City,
manufacturer of Berg Artone consoles, con-
solettes and portables, has added two new
models to its portable line, making ten in num-
ber. One model is of the popular type of "flat"
Berg Toyola Portable
portable built in a very compact manner, and
in spite of its compactness equipped with a
metal tone arm, and the other model is a toy
portable which has been named the Toyola,
also of the thin construction.
The Toyola, while having a toy sales appeal,
is substantially constructed and well equipped,
and is a portable phonograph in every sense of
the word.
In spite of the recently acquired increased
facilities the plant is running at full capacity,
and several new models of portables, which will
be placed upon the market at an early date, are
in the process of development.
E. R. Manning, sales manager of the com-
pany, returned last week from an extensive and
very satisfactory trip in the interest of the Ar-
tone line.
Change Victor Exchange Plan
A change in the Victor record exchange plan
has been put into effect whereby records will
be returned on a semi-annual basis instead of a
quarterly basis. The next settlement period will
be on April 1, 1298, and will apply on records
purchased by the retail trade during the pre-
ceding six months.
The Talking Machine World, New York, October, 1927
105
m
0iat no one
even thought
was pos^le''*'
has been accomplished with
the TEMPLE DRUM SPEAKER
The sensation of every radio show
in the country! Dealers who thought
they had heard the last thing in tone
reproduction were positively amazed
when they heard the TEMPLE. By
means of the TEMPLE Comparator
they were convinced beyond a doubt
that here was the clearest, most
marvelous tone quality they ever
listened to. Our Factory has been
swamped with orders simply because
the TEMPLE, once demonstrated,
means instant sales.
Not a Cone
The long exponential air column
type of speaker. Scientifically
perfect and acoustically without
an equal in radio speakers today.
Quality Product Backed
By a Rigid Sales Policy
The Temple Speaker is not just another speaker
for you to sell. To the contrary it is truly a
musical instrument that sells itself. The long com-
pensated exponential air column type. Here is a
speaker worthy in every way of your most en-
thusiastic support. It will add many more dollars
to your profits this season.
The
TEMPLE
DRUM SPEAKER
ONCE BEARD-
INSTANTLY SOLD
Will add steady profits to your radio sales
this season. It is a quick seller and brings
repeat sales because it lives up to every
claim we or you make. The TEMPLE
sells itself. It has responded to the most
astonishing tests, as for example, being
heard for a distance of six miles off Chi-
cago across Lake Michigan. On sea or
land, in an auditorium or a living room,
TEMPLE SPEAKERS give a clarity and
purity of tone that you never dreamed
was possible.
Get a Temple Comparator FREE
Write for our special offer or ask your jobber
Console Cabinet Model No. 65 —
priced at $65.00; west of Rockies, $75.00
Drum Ty|>e Model No. 13, 13 inch —
priced at $29.00; uiest of Rockies, $32.00
Drum Type Model No. 18, 18 inch-
priced at $48.50; west of Rockies, $55.00
LEADERS
TEMPLE, Inc.
213 S. Peoria St., Chicago
Representatives in all principal cities
IN SPEAKER
DESIGN
106
The Talking Machine World, New York, October, 1927
Radios, Talking Machines, Records,
Band Instruments Selling in Cleveland
All Lines of Musical Instruments Enjoying Good Demand in Cleveland Territory — B. W.
Smith, Inc., Holds Dealer Meeting at Hotel Statler — Dreher Co. Celebrates Anniversary
Cleveland, O., October 6. — All lines of instru-
ments are enjoying a good demand in Cleve-
land and there is every indication that business
will continue good. Radio in particular has
sold well, due to the big fight and other features
that have been broadcast, and which were well
backed up with publicity by the trade. The
demand for phonographs, especially the higher-
priced units, is coming along strong. Record
business is steadily mounting. Now that the
schools are settled down to work there has
been a good increase in band instrument sales.
B. W. Smith, Inc., Holds Open Meeting
B. W. Smith, Inc., which is distributor for
Mohawk and Federal receivers in Cleveland and
charge of sales of the Mohawk Corp. of Illinois,
maker of Mohawk radio sets.
Strong Demand for Crosley
The Crosley line of receivers, especially the
Bandbox, is proving a whirlwind seller this sea-
son. Dealers throughout greater Clevela.nd are
to-operating in full with the distributor, the
Cleveland Crosley Sales Co., which has opened
beautiful showrooms on Euclid avenue near
East Thirty-eighth street.
Radio Show Plans Abandoned
The executive board of the Northern Ohio
Radio Dealers' Association has announced that
the radio show planned for early in No-
vember will not take place. The reason for
Dealers at Banquet of B. W. Smith, Inc.,
northern Ohio as well as Edisonic phonographs
and a number of lines of nationally advertised
accessories, held an open meeting at the Statler
Hotel to which all the trade of northern Ohio
were invited. There was a very large turnout
of dealers who were very favorably impressed
with the new models of the various instruments
on display. Short talks were given by com-
pany executives and also by officials from the
factories, among whom were Gus Frankel, presi-
ilent, and Otto Frankfort, vice-president, in
Mohawk and Federal and Edisonic Distributor
the change in plans was due to the Public
Auditorium not being available until so late in
the season, and it was felt that the show would
not produce the results that it otherwise might.
Dreher Co. Celebrates Anniversary
The Dreher Piano Co. is celebrating the
seventieth anniversary of its founding, and co-
incident with this celebration comes "the an-
nouncement that the Dreher organization has
taken on the Atwater Kent line of radio re-
ceivers and speakers. The Dreher Co. is one
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Write for quotation and sample — Phonograph Motor Division
UNITED AIR CLEANER CO., 9702 Cottage Grove Ave., Chicago, HI.
Makers of
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PHONOGRAPH MOTORS
of the oldest music stores in the country and
has a national reputation. Among the lines
carried are the Victor Orthophonic, Steinway
piano and the Aeolian pipe organ.
Association Plans Broadcasting Week
Directors of the Northern Ohio Radio Trade
Association have decided to put on the air for
listeners of the Cleveland area a week of un-
usual broadcasting, beginning November 5.
Programs so attractive as to make ownership
of radio receiving sets highly desirable will go
on the air under the auspices of the Associa-
tion. Association members think this will prove
a great stimulant to trade.
Distributes Freed-Eisemann Radio
The Freed-Eisemann line of receivers is be-
ing distributed in Cleveland and northern Ohio
by the North American .'^uto Supply Co., of
4608 Prospect avenue, announcement to this
effect being made by the factory a short time
ago. This distributing organization is well
known to the trade.
Enthusiastic Over New Victor Models
Victor dealers in this section have all re-
ceived their portfolio of new Victor models, and
are expressing much pleasure over it. The dis-
tributor, the Cleveland Talking Machine Co.,
reports that there has been an exceptionally
good demand for the model No. 925, which re-
tails at $1,150, which plainly shows that there
is a better market for this type of instrument
than many realize.
Opens Phono-Radio Department
The Young Furniture Co., Superior avenue
at East 105th street, opened a new radio de-
partment this month, and is carrying a fine line
of merchandise, which includes nationally known
phonographs and receivers as well as a com-
I'lete line of accessories.
News Brieflets
The Euclid Music Co. has completely re-
decorated its downtown store on East Ninth
street.
The new catalog of H. C. Schultz, Inc.,
is expected to be in the hands of the trade
within a very short time now. It will show
the Sonora line, U. S, line of band instruments
and other lines of small goods and radio acces-
sories that the company distributes.
The Bailey Co., one of the city's largest de-
partment stores, has taken the agency for the
King line of band instruments, and has a very
attractive display on the mezzanine floor, where
its musical instrument department is located.
Buffalo Mohawk Jobber Pays
Tribute to Blackman Go.
A compliment from one radio distributor to
another is found in a newspaper advertisement
which appeared in the Buffalo, N. Y., Courier
several weeks ago. The advertisement, carry-
ing the signature of the Cycle Auto & Supply
Co., Mohawk distributor of Buffalo, read as
follows: "A Mohawk tribute by the largest Vic-
tor distributors in New York State — The Black-
man Distributing Co., Inc. after carefully inves-
tigating the performance, tone quality and re-
liability of the Mohawk one-dial radio, an-
nounce their appointment as exclusive metro-
politan wholesale distributors — quite a tribute
to Mohawk."
"Thin" Model Portable
Is Added to Swanson Line
The "Thin" model portable phonograph is
the latest addition to the Swanson line manu-
factured by the Consolidated Talking Machine
Co., Chicago. The new portable is 4>4 inches
high, inches. wide, 10)4 inches deep and
weighs slightly over eleven pounds. It will
retail for $15 and is finished in leatherette, in
six different colors. The "Thin" model em-
bodies a nickel tone arm and new type alumi-
num diaphragm sound box. The cabinet is
equipped with piano hinges and the record
compartment will hold seven discs.
The Talking Machine World, New York, October, 1927
107
BEYOND ALL HORIZONS
REACHING FAR INTO ROMANCE-LAND,
THIS SUPERLATIVE RADIO SET
DISCOVERS NEW AREAS OF ADVENTURE.
ITS SENSITIVITY AND RANGE
ARE MADE OUTSTANDINGLY APPARENT
BY AUDITED AMPLIFICATION,
AN EXCLUSIVE ERLA IMPROVEMENT.
DEALERS WHO MUST HAVE THE BEST
WILL WRITE FOR PARTICULARS.
MADE BY ELECTRICAL RESEARCH LABORATORIES, CHICAGO
IN CANADA BY ERLA-McLAGAN, LTD., STRATFORD, ONTARIO
108
The Talking Machine World, New York, October, 1927
Okeh Corp. Records Chicago
and Minneapolis Talent
Recording Expedition of Okeh Phonograph
Corp. Completes Trip in Middle West — Mark
Fisher, Orchestra Director, Makes Records
The recording expedition of the Okeh Phono-
graph Corp., of New York City recently com-
pleted a trip to the Middle West, spending some
time in Chicago and at the Radisson Hotel, Min-
neapolis. T. G. Rockwell, P. Decker and W. A.
Timm, manager of the foreign department, com-
posed the party, and while in Chicago many
recordings were made in the Consolidated Talk-
ing Machine Co. laboratories on Washington
street.
Mark Fisher was one of those who recorded,
his first number being "Baby Feet Go Fitter
Patter" and "Just Another Day Wasted Away."
Mr. Fisher, who possesses an exceptional tenor
voice, directs his orchestra at the Harding and
Senate theatres, two of the largest houses of
the Lubliner & Trinz chain, and his band has
been one of the most popular appearing in
the local motion picture houses. A newspaper
campaign advertising the Mark Fisher record-
ings will start in the Chicago territory on Oc-
tober 15.
Federal-Brandes Announces
Additions to Its Radio Line
New Products Include a Six-Tube Console Re-
ceiver With Built-in Power Cone, Separate
Power Cone and AC Table Model
A six-tube console receiver with a built-in
power cone supplying "B" power to the set
from the light socket, a separate console power
cone requiring no batteries which can be used
with any receiver, and supplies "B" power to
the set, also a table model and a console using
AC tubes, are outstanding additions to the line
of Kolster radio, manufactured by Federal-
Brandes, Inc., Newark, N. J., which arc proving
very successful.
Most popular among the console sets is model
6-H, with built-in power cone. A special tuned
radio frequency circuit is used in the 6-D table
model. Models 6-F and 6-K, table and console,
respectively, use the AC tubes, operate entirely
from the light socket and have a single tuning
control. A separate cone speaker, type 1,500,
and the Kolster "B" power unit for use with
any set, supplying up to 135 volts, complete
the Kolster line.
Battery Manufacturers' Assn.
Holds Its Annual Convention
The National Battery Manufacturers' Asso-
ciation held its annual convention on September
29 and 30 at the Hotel Niagara, Niagara Falls,
N. Y., and it was voted one of the most suc-
cessful and instructive gatherings ever held by
the organization. D. H. Kelly was re-elected
president, and the following other ofScers were
elected: C. H. Smith, first vice-president; Ward
S. Perry, second vice-president; J. B. Perlman,
secretary; Paul M. Marko, treasurer; Leon A.
Doughty, director, and J. D. Wanvig, director.
It was decided to hold the next meeting of
the Association in Chicago in February,, 1928.
Victor Tunney Health Exer-
cise Records Selling Well
Striking Window Posters Supplied by Victor
Talking Machine Co. Used to Good Advan-
tage— Sold in Specially Prepared Album
The new Gene Tunney Health Exercise
records, which were recently announced by the
Victor Talking Machine Co., are proving to
be highly successful, according to reports reach-
ing the Victor headquarters in Camden, N. J.
A striking window poster showing Gene Tunney
listening to a Model 9-40 Orthophonic has been
used to good advantage in promoting the sale
of these records.
The Tunney Health Exercises are sold com-
plete in a specially bound album with a photo-
graph of Tunney and his signature on the cover
with strips of small photographs on each side,
depicting Tunney engaged in performing the ex-
ercises. A chart is also furnished with each
set of records giving in printed form the
details of each of the twelve exercises and
illustrated by photographs of Tunney going
through every motion.
This special release is being pushed by Vic-
tor dealers everywhere, and gratifying sales re-
sults are steadily piling up.
Buys Victor Department
Jacob Cohen, Inc., furniture dealer, has pur-
chased the Victor department of Reichardt's,
and now carries the complete Victor line in its
very attractive retail establishment located at
6408 Halsted street, Chicago.
Takes Over Hamlin Store
The Rev. B. F. Overbay,^ pastor of the laeger
Baptist Church, has taken aver the Hamlin
Music Store on West Virginia avenue, laeger,
W. Va., and will carry a complete line of talk-
ing machines, records and sheet music.
Rescind Harmful Order
The mayor and city commissioners of Port-
land, Ore., recently rescinded an order issued
by the chief of police for the enforcement of a
law restraining music merchants from playing
initninicnts at their store door?.
Rudolf Alexander Fehr the
Roger Wolf Kahn of Germany
Son of Executive of Largest G«rman Bank Is
Saxophone Artist, Leader of Orchestra and a
Staunch Admirer of American Records
The activities of Roger Wolf Kahn, son of
Otto Kahn, and director of his own dance
orchestra in addition to being a prolific writer
of popular song hits, has attracted considerable
Rudolf Alexander Fehr
attention from the newspapers and the general
public. This young musical genius has a proto-
type in Germany whose affiliations are very
similar to that of the son of Otto Kahn, and
whose activities run along identical lines. He
is Rudolf Alexander Fehr, and is the son of one
of the general managers of the Deutsche Bank,
the large German banking institution.
Mr. Fehr is a great admirer of American
dance records, and has a library of practically
all the dance records made in the United States.
In addition he is a skilled performer on the
saxophone, and is the leader of an orchestra,
"The White Crows."
Fada September Sales
Establish a New Record
Fada Radio's billings in September will be
three times the volume for the same month of
1926, thus establishing another record, accord-
ing to R. M. Klein, general manager of F. A. D.
Andrea, Inc. Even though the new Fada fac-
tory in Long Island City is three times the size
of the plant just vacated, Mr. Klein stated that
it is running at full capacity with night work
a necessity in order to meet the steadily grow-
ing- demand of the trade.
Announcing
the
SYMBOL OF QUALITY
Lyrephonic Senior
Send for sample, prices, etc.
Andrew P» Frangipane & Co., Inc.
32 Union Square, New York Factory : Lyndhurst, N. J.
The Talking Machine World, New York, October, 1927 109
you know it is
BETTER
WHEN you first liear an Operadio
Speaker, you instantly remark
the completeness of the sound repro-
duction—the tone values are all there.
True beauty in the recreation of music
or the spoken voices is at last made
possible by 0 Stonite-^-the inert
material of m which the unique
tone cham ft bers are made---
it prohibits \irVp»^ vibration,
vi'ave absorp JaP^- ijSIMik. tion -or
d istortion.
THE SENIOR MODEL
A Better Speaher^^-pTice(d
nPHE Operadio Speaker is epoclh'makiing in its aclhieve-
ment. It is better! Not just anotlier speaker, but an en-
tirely new type with definite and original superiorities over
old types. The Bloc-type is unique— a coiled exponential air
column cast en bloc in Stonite— infinitely better than any
type of horn or cone and never affected by weather. Just
demonstrate it, compare it with any speaker at any price,
to prove it.
And it is backed by a Sales Plan that assures your profit. Dealer
helps, effectively designed, newspaper ads, etc., help you bring
prospects in— and Operadio performance clinches the sale.
Have something new, different, better, to offer— that means Oper-
adio Bloc-Type Speakers this year!
The line is cofnplete. A model for every price range. Eye-value,
inherent value, performance-— all there! Supremely!
The Junior Model sells at $15.00. The Senior Model, $25.00.
Write today f&r interesting details
of our iohher-deaUr plan. Act quick-
ly— arid reap the profit Radio offers
always to those who haridle the ruw-
est and best developments.
The largest edition of the Operadio line.
The last word in tone chambers — power,
volume, heauty of performance — plus wonder-
ful exterior heauty. Has an 84 inch exponen-
tial air column of Stonite — no vibration,
distortion or wave absorption. Not affected
by the weather, Easily handles power
amplification.
Manufactured by
OPERADIO MFG. CO.
700 East 40th Street
CHICAGO. ILL.
Prices slightly higher west of the
Rockies and in Canada
Sal&s Dept.
THE ZINKE CO.
1323-25 South Michigan Avenue
CHICAGO, ILL.
PATENTS PENDIING
no
The Talking Machine World, New York, October, 1927
Sophie
Tucker
ELECIRIC
RECORDS
By Exclusive
Okeh Artists
They are . . .
Frankie
Trumbauer
Boyd Senter
40895
10-in. 75
40837
10-in. 75c 1
BLUE RIVER
THERE'S A CRADLE IN CAROLINE
—Both sung by Sophie Tucker with Orchestra
r I AIN'T GOT NOBODY (And Nobody Cares for Me)
J AFTER YOU'VE GONE
—Both sung by Sophie Tucker, with Miff Mole's Molers;
Ted Shapiro at Piano
40813
10-in. 75c
40879
10-in. 75c
40871
10-in. 75c
r FIFTY MILLION FRENCHMEN CAN'T BE WRONG
J ONE SWEET LETTER FROM YOU
] —Both sung by Sophie Tucker, with Miff Mole's Molers;
I Ted Shapiro at Piano
BLUE RIVER— Fox Trot
THERE'S A CRADLE IN CAROLINE— Fox Trot
—Both played by Frankie Trumbauer and His Orchestra
with Vocal Refrain
[FOR NO REASON AT ALL IN C— Fox Trot— Tram— Bix and Eddie
\ TRUMBOLOGY— Fox Trot
[ —Frankie Trumbauer and His Orchestra with Bix and Lang
,„=A-, fJ^'M COMING, VIRGINIA— Fox Trot
in j 7"; i '^-^^ DOWN YONDER IN NEW ORLEANS— Fox Trot
lU-in. /5c y —Both played by Frankie Trumbauer and His Orchestra
>,n<.,i f OSTRICH WALK— Fox Trot
in i 7? 1 RIVERBOAT SHUFFLE— Fox Trot
10-ln. 750 [ —Both played by Frankie Trumbauer and His Orchestra
.^■m-, f CLARINET MARMALADE— Fox Trot
40772 j siNGIN' THE BLUES— Fox Trot
10-in. 75c [ —Both played by Frankie Trumbauer's Orch., with Bix and Lang
..... [HOT LIPS— Clarinet with Piano; Guitar by Ed Lang
in • « \ THE GRIND OUT— Clarinet with Piano; Guitar by Ed Lang
lO-in. 75C [ —Both played by Boyd Senter
..Ao,^ fBEALE STREET BLUES— Clarinet with Piano; Guitar by Ed Lang
,.''?*^^, -I NOT MAYBE— Clarinet with Piano; Guitar by Ed Lang
10-in. 75c 1^ —Both played by Boyd Senter
f CHRISTINE— Clarinet with Piano; Guitar by Ed Lang
40819 J SOME DAY, SWEETHEART— Clarinet with Piano; Guitar by
10-in. 75c [ E j Lang —Both played by Boyd Senter
40777
10-in. 75c
BLUIN' THE BLUES— Clarinet with Piano; Guitar by Ed Lang
CLARINET TICKLE— Clarinet with Piano; Guitar by Ed Lang
—Both played by Boyd Senter
[NEW ST. LOUIS BLUES— Clarinet with Piano; Guitar by Ed Lang
407» .j BAD HABITS— Clarinet with Piano; Guitar by Ed Lang
10-in. 75C [ —Both played by Boyd Senter
ri AIN'T GOT NOBODY (And Nobody Cares for Me)— Saxophone
40861 J and Clarinet with Piano; Guitar by Ed Lang
10-in. 75c 1 SIGH AND CRY BLUES— Clarinet with Piano; Guitar by Ed Lang
{ —Both played by Boyd Senter
And they sell ♦ ♦ ♦
Quickly and Constantly
Consolidated Talking Machine Co^
227 W. Washington St.
Chicago, Illinois
Branch-esi 2957 Gratiot Ave., Detroit, Mich. 1424 Washington Ave., So., Minneapolis, Minn.
Oo
ftlVmK Gm)ft,«Q9|Pimf IWe n telephone WABASH 524!
LEONARD p. CANTY
Thirty Days' Advance in Fall Buying
Season in Mid- West Music-Radio Trade
Public Demand for Talking Machines and Radio Sets Formerly Apparent in October Was Felt
This Year at End of August — Heavyweight Bout Boosted Radio Sales — Other Trade News
Chicago, III., October 8. — "A Fall buying season
thirty days earlier than in years past," tells the
story of the Middle West music-radio trade
this year. Heretofore, the public interest has
not noticeably increased in talking machines
and radio products until October 1, but the
trade in this territory felt the demand starting
in August. In fact, one distributor of phono-
graphs reports a shortage of several of its most
popular models, and there are many makers
of radio receivers who were unable to supply
the early demand for their products.
Talking machine record sales are reported to
have been very satisfactory during the month
of September and in most quarters ahead of
the corresponding period last year. The public
is rapidly becoming acquainted with the merits
of electrical reproducing phonographs, and later
this Fall sales for this particaular type of instru-
ment are expected to soar. At this writing,
consolettes and large consoles, selling for be-
tween $125 and $300, are enjoying the largest
demand on the part of the public.
Radio sales were given the biggest boost
in September in this territory in the history
of the industry, because of the Dempsey-Tun-
ney championship fight, held in Chicago. Co-
operative advertisements by manufacturers,
dealer copy, window streamers and every
conceivable form of publicity brought the radio
broadcasts of the event before the public at-
tention for weeks prior to the fight. Consumers
purchasing new receivers, power units, tubes,
or needing service on their old receivers,
brought an unprecedented rush of business to
retail stores. The result was a shortage of
some makes of radio merchandise, a situation
which was quickly remedied, as the manufac-
turers' plants were geared to capacity produc-
tion. In fact, there are several radio factories
in the Middle West working in twenty-four-
hour shifts in order to make adequate shipments
to distributors and dealers whom they serve.
The publicity given to electrically operated
receivers has stirred up a tremendous amount
of consumer interest in that type of receiver,
and the makers and sellers of those instruments
are predicting unusually large sales totals when
the 1927 figures are compiled.
Evolution of the Talking Machine
During the Fall Exposition held by Marshall-
Field & Co., Chicago's largest department store,
the evolution of the talking machine was
graphically portrayed in the phonograph de-
partment. The display was prepared by the
Chicago Talking Machine Co., local Victor dis-
tributor, and showed the progress made in the
phonograph industry over a period of thirty-
five years. Replicas of the first Victor models
manufactured, the first cabinet-type phono-
graphs, made in 1911, and on down to the
Orthophonic, were on exhibition.
Victor-Radiola Tie Up With Fight
Through the courtesy of the Chicago Talking
Machine Co., Victor distributor, patrons of the
Balaban & Katz motion picture theatres listened
to a round-by-round description of the recent
Dempsey-Tunney fight broadcast by radio.
A Victor Radiola 20 was placed upon the stages
of the various Balaban & Katz theatres and
the Model 12-25 Electrola was used as a loud
speaker.
The volume and clarity of the combination
brought many messages of commendation to
the offices of the Chicago Talking Machine Co.
for several days following the fight.
Kimberly Radio Corp. Formed
According to an announcement made a few
days ago, the Music Trade Radio Corp., promi-
nent distributor of Chicago, will henceforth be
known as the Kimberly Radio Corp. The firm,
which recently moved to new offices and ware-
rooms at 154 East Erie street, is one of the old-
est strictly radio distributing houses in the Mid-
dle West, and under the direction of Percy R.
Kimberly, president, has made rapid strides in
the distribution of Zenith radio products, and
other well-known lines of radio merchandise.
New Sonatron Display Meets With Favor
The Sonatron Tube Co., Chicago, recently
prepared and placed in the hands of its dealers
a novel display which met with immediate favor.
It is a counter display depicting a story without
words, with a lady tuning a radio receiver, and
(Continued on page 112)
New KIMBALL
PHONOGRAPHS
Kimball
Style 150
Widely Praised
Dealers' Enthusiasm Continues
MINNESOTA: "Really is marvelous — beau-
tiful tone. Each sale makes a new friend."
TEXAS: "O. K. in every respect. Finest
TONE.'
MISSISSIPPI: "Greatest value."
KENTUCKY: "Finest tone ive have heard."
LOUISIANA: "Tone ivonderfully clear. Pre-
dict large sale."
WISCONSIN: "No trouble beating compe-
tition with this."
TENNESSEE: "Much pleased. You will
hear frequently with orders."
Write or Wire About Agency Franchise
W. W. KIMBALL CO.
Established
1857
306 S. Wabash Ave. Kimball Bldg., Chicago
Makers Kimball Phonographs — Distributors Columbia Records
111
112
The Talking Machine World, Nezv York, October, 1927
FROM OUR CHICAGO HEADQUARTERS— (Continued from page 111)
ihe results she may secure shown in the back-
ground in form of a vocal concert, popular jazz
band music, symphonj' orchestra entertainment
and boxing exhibition. Surmounting the set is
an opening in which the retailer may place a
Sonatron tube, and below appears the phrase
"Command the Air — Sonatron Radio Tubes."
The firm has also mailed to the trade a broad-
side, giving the dealer in detail the Sonatron
merchandising plan. The full line of Sonatron
tubes, 33 types in all, is illustrated in color on
one page of the pamphlet. This broadside is
the first of a series which will be mailed to every
legitimate radio dealer in the United States by
the Sonatron Tube Co.
W. D. Montgomery in New Post
W. D. Montgomery, well known throiighout
the trade as one of the veterans of the piano
and phonograph industries, is now associated
with the Vogel-Peterson Co., Chicago. The firm
manufactures store, bank and office fixtures,
making and installing anything from a counter
to a complete store interior. It is said that the
firm will also match any fixture regardless of
origin in case the dealer wishes to alter his in-
terior arrangement or expand. The Vogel-
Peterson Co. has many Chicago music store in-
stallations to its credit, including the M. Z. Hol-
land Music Shop, Click's Music Store, Rose-
land Music Shop, Gordon's Music Shop and the
Cable Piano Co.
Mr. Montgomery will direct most of his time
and attention to the music-radio retail field,
where his past experience in this particular line
of work makes him well fitted for his new posi-
tion. He was formerly Chicago district man-
ager of the Unit Construction Co., Philadelphia,
Pa., and has spent a total of fifteen years in
the trade.
R. O. Bradley in New Post
R. O. Bradley, who has been connected with
the sales department of Electrical Research
Laboratories, Chicago, for the past five years, is
now in charge of sales for the American Elec-
trical Supply Co., Chicago distributor of Erla
radio products.
H. T. Roberts Co. in New Home
The H. T. Roberts Co., Chicago, a prominent
firm in the radio cabinet field, recently moved its
headquarters to 1430 South Michigan avenue.
The new offices are much larger, consisting of
an attractive display window, warehouse facil-
ities, a display floor, clerical and executive
offices, and the office force has been greatly en-
larged, thus enabling the firm to render increased
service to the trade. The H. T. Roberts Co. is
exclusive sales representative for authorized
Crosley console cabinets, manufactured by Wolf
Manufacturing Industries, Kokomo, Ind., and
Showers Bros. Co., Bloomington, Ind., and the
executives of the Roberts organization report
an unusual demand for radio furniture this sea-
jon.
Plan to Standardize Radio Retailing
The Mid-West Radio Trades Association,
Chicago, recently designed and placed in the
hands of its dealer members a radio sales and
service sign, which is planned to standardize
retail radio practices. In the past there have
been so many irregularities and half-hearted
methods in radio sales and service that the pub-
lic has taken advantage of loopholes to secure
cut rates and impose upon the dealer. The
standard rulings printed upon the sign are ap-
plicable to any section of the country, and many
standardization committees have unanimously
adopted them as most acceptable to the distribu-
tor and dealer.
The Association estimates that carelessness in
retail sales, returned radio merchandise, and
service, has resulted in a loss of an average of
25 per cent in point of cut in selling prices,
and 20 per cent on -returns or rebates because
of misrepresented conditions and performance.
Many consumers have had receivers placed in
their homes for trial, with no intention of pur-
chasing, but merely for entertainment at the
expense of the dealer.
Proper rules of selling and guarantee have
now been devised and accepted by the Associa-
tion, and with the dealers' co-operation will
cause a saving of millions during the year. They
will also teach the public that the industry is
stable, reliable, and operating to make money
for proper services rendered. The conspicuous
display of the printed rules by dealers will act
not only as a warning but as a declaration that
the dealer will enforce them strictly.
Harry Alter, head of the large radio distrib-
uting house which bears his name in Chicago,
as chairman of the publicity committee of the
Association, had charge of the making of the
sign and its distribution. The Van Doorn Co.,
Quincy, 111., makers of metal radio panels, cabi-
nets, art and novelty .display materials, de-
veloped the attractive plaque of steel, litho-
graphed in a variety of color effects and with
pronounced type material to attract the eye
Repair Parts
For All and Every Motor
That Was Ever Manufactured
We can supply any part. The largest and most
complete assortment of repair parts — in the
United States — on hand, for old, obsolete and
present-day motors. If your order cannot be
filled from stock, we will make it up special.
Special prices on main springs, governor
springs, micas, repair parts, motors, tone arms,
steel needles, etc., in quantity lots.
Expert repairing on all makes of phonographs
and motors.
INCORPORAfTD IrHDER THE
LA WS OF ILLINOIS
''Hign. GrajdeTklSnq IvfacJiines, Dlsc Ksccrds^
TfilVing Machine Supplies, Etc
•CONSOIiA."
SlaJiJarJ Tatkbig MachiM Co. ^—
V^*J TaOtiitg Machina Co,
HarjKamjr TaUimg Uethint
0'H*m-Jamu Ca.
227-229 W. WASHINGTON ST. CHICAGO ILL.
Brmnehvi: U57 Orstlot Are., Detroit, Hleh. 14t4 Waihlngtcn At*., Booth, Hlime»poU«, Hlnn.
Valeinces Will Improve
Your Store Front
Camdes Tailored Valances add 50 %
to the appearance of your display
windows. Just give us the size of
your windows and we will Quote
prices and send samples of fabrics,
trimmings, colors and designs. No
obligation.
CAMDEN ARTCRAFT CO.
Every Store Needs Valances! 160 N. Wells St. Chicago
01 the customer to the rules and the guarantee.
Dealer members of the Association have been
supplied with the sign and are enthusiastic re-
garding its possibilities, believing that, if uni-
versally displayed in all retail radio stores, the
influence for better conditions in the retail trade
will be tremendous. The Mid-West Radio
Trades Association, working in co-operation
with many distributors in Chicago and surround-
ing territory, will distribute the sign to non-
members, for a price of $1.00. The printing is
so arranged that it may bear the name of any
trade association, thus having its specific value
wherever used.
P. R. Kimberly Co. Formed
The P. R. Kimberly Co. was recently formed
in Chicago to act as sales agent for radio manu-
facturers in the Middle West territory, with
headquarters at 154 East Erie street. P. R.
Kimberly and R. C. Bradley, two pioneer figures
in the radio industry, head the new firm, which
will sell to distributors in Illinois, Indiana,
Michigan, Wisconsin and Minnesota. Nine rep-
resentatives will cover this territory for the
P. R. Kimberly Co., and the firms which the
new organization represents are the Ken-Rad
Corp., Owensboro, Ky., radio tubes; Universal
Power Supply Co., makers of the Dependo A-B
power unit; Scanlan Electric Mfg. Co., manu^
facturer of the Speaker Chest, and the Ken-
tucky Electric Lamp Co., Owensboro, Ky.
Growing Demand for Temple Comparator
The practice of having several loud speakers
in the home, connected with the receiving set,
which is usually placed in the living room, has
brought with it consid-
erable demand for the
f^^^^^^^ Temple C o m p a,r a t o r,
made by Temple, Inc.,
loud speaker manufac-
turers of Chicago. Many
Temple Comparator radio fans are using
more than one loud speaker, and with the Com-
parator it is a simple matter to arrange the cir-
cuits so as to project the output from the re-
ceiver to any one of five speakers located in
different rooms.
The product is also extensively employed by
dealers for quickly demonstrating the compara-
tive merits of several different speakers for
their customers. The Temple Comparator con-
sists of a bakelite turret, moulded in the form
of a hollow truncated cone. Around the base
of this cone five pin jacks are mounted, all
electrically connected on the inside of the cone,
and form the common lead to five speaker cir-
cuits. Directly above each of these pin jacks
are mounted five more jacks, so as to allow
the switch arm to make individual contact with
the terminal of each one. The switch arm
passes from one to another of five speakers al-
most instantaneously, which allows the same
tones to be heard in each of the speakers.
R. Fractman to Open Fourth Store
Rudolph Fractman, owner of the Rialto
Music Shops, will open in the near future his
fourth store, to be located on Randolph street,
adjacent to the Oriental Theatre. The Rialto
Music Shops handle records, portable phono-
graphs, sheet music, music rolls and small
goods, and Mr. Fractman is generally con-
sidered to be one of the outstanding record
merchandisers in the United States. Five years
ago he opened his first shop on South State
street, next door to the Rialto Theatre, followed
it with a store on North State street, and a
short time after that opened a shop in Gary,
Ind. He follows the policy of establishing his
{Continued on page 114)
The Talking Machine World, New York, October, 1927
113
-^LONG DISTANCED-
TRADE MARK RCG*
RADIO
Model 16
8 Tubes
The radio industry has reached its quality
stage! Cheapness, novelty and mediocrity
are out — the demand for quality and su-
perior radio performance is the outstand-
ing feature of the radio market for 1927-
28. This situation finds the Zenith dealer
ready with the finest line of high grade in-
struments ever offered to the public — and
a reputation for quality manufacture un-
surpassed in radio. Zenith has never built
a mediocre instrument and this season ut-
terly proves the wisdom of Zenith's policy
ZENITH RADIO CORPORATION
3620 IRON STREET - CHICAGO
World's largest manufacturers of High
Grade Radio — 3 different circuits — 6, 8
and 10 tubes — battery or electric — some
with antenna — some with loop — others
without loop or antenna — 16 Models.
^100 to ^2500
Licensed only for Radio amateur, ex-
perimental and broadcast reception.
Western United States prices
slightly higher.
English Electric
T>e Luxe Model
10 Tubes
114
FROM OUR CHICAGO HEADQUARTERS — (Continued from page 112)
The Talking Machine World, New York, October, 1927
business as close to a theatre as possible and
the attractive new retail establishment will be
in the heart of Chicago's Rialto.
Columbia Trade Activities
A. J. Heath, manager of the Chicago branch
of the Columbia Phonograph Co., returned late
in September from a two weeks' vacation spent
in Philadelphia, New York and Atlantic City.
He has just returned from a visit to the Lin-
coln Fixture & Supply Co., Lincoln, Nebr., and
the Kern-O'Neill Co., Minneapolis, Minn., Co-
lumbia distributors.
At the annual Fall Exposition held early in
October by Marshall Field & Co., the first
cylinder model of the Columbia graphophone,
with its long metal horn, was displayed. All
subsequent models, including the Columbia
Viva-tonal and the Kolster-Columbia Electrical
Reproducing instrument, were shown in the dis-
play.
Among the Chicago music dealers who have
recently added the Columbia line are T. P.
Flannery Co., 2711 North Clark street, and the
Music Box, located next door to the North
Shore Theatre on Howard street.
The Columbia record, "Two Black Crows,"
parts three and four, was placed on sale in
Chicago, October 1, and, according to the
local Columbia office, the initial orders indicate
that the demand for this recording will exceed
that of parts one and two, which has been the
largest selling record in Columbia history.
Many Columbia dealers throughout the city are
featuring the new recording and the Lyon &
Healy loop store devoted a window to its ex-
ploitation the second week in October.
Otto N. Frankfort Home From East
Otto N. Frankfort, vice-president and general
sales manager of the Mohawk Corp. of Illinois,
recently returned from a combination business
and vacation trip in the East. He visited the
New York Radio World's Fair with Mrs. Frank-
fort and after a short trip to Atlantic City went
on to Boston to attend the Radio Exposition
in that city.
"Audited Amplification" for Erla Sets
Each Erla radio receiver, made by the Elec-
trical Research Laboratories, Chicago, carries
with it a certificate of "audited amplification,"
detailing the exact amount and quality of am-
plification delivered by that particular model
and certifying that it has been audited and
found to conform to the predetermined stand-
ard. . A pamphlet, issued by the firm recently,
discussed the "audited amplification" principle
as follows: "Actually, the real commodity that
is bought and paid for in every receiver is am-
plification, or the power of the receiver to
magnify faint and distant stations, without los-
ing any part of the original quality of voice or
music broadcast upon the air.
"Amplification has finally been established to
be a definite, measurable quantity, as real as a
bushel of grain. It has two aspects: 1, Radio
frequency amplification, the amount of which
mdicates a receiver's ability to amplify faint
and distant stations; and 2, Audio frequency
amplification, the measure of which determines
the receiver's ability to respond to the full
range of audible sounds, and which, conse-
quently, fixes quality of reproduction.
"Moreover, both kinds of amplification can
actually be visualized and recorded, so that
anyone can use them as an accurate, scientific
basis of comparison, with guesswork left out."
Mohawk Radio Entertains in Theatres
All Orpheum circuit theatres in the city of
Chicago, as well as many other large motion
picture and va,udeville houses received the radio
broadcast of the Dempsey-Tunney champion-
ship fight, recently held at Soldiers' Field, upon
their stages through the use of Mohawk A. C.
receiving sets. The Seminole Spanish console,
one of the most attractive models in the Mo-
hawk line, was used in each instance, and for
several days prior to the fight, over one hun-
dred dealers displayed signs and advertised in
their neighborhood newspapers, advising the
public that in a certain theatre a Mohawk re-
ceiver would bring them a blow-by-blow ac-
count of the battle. The Mohawk Corp. of
Illinois attributes nearly one hundred sales to
this event, and on the day following the fight
many consumers telephoned the Mohawk fac-
tory to compliment the executives of the firm
upon the performance and clarity of tone of
the Mohawk receivers.
Announce New Kellogg Sales Campaign
A radio sales team composed of H. Curtiss
Abbott, sales promoter, and Mac Harlan, ad-
vertising manager of the Kellogg Switchboard
& Supply Co., have been making one-night
stands in the various cities where Kellogg
radio is distributed. For the purpose of stag-
ing the comprehensive merchandising plan
which the Kellogg Co. has prepared for the
coming season, Mr. Abbott and Mr. Harlan
have worked out an elaborate presentation.
Dependability = Success
AY in and day out dependability of serv-
ice, plus quality products at fair prices is
the really vital factor in the success of any
enterprise.
[ITANOLA Service is dependable and
quality is paramount in Vitanola products.
Try us for your wants, and be really
satisfied.
etvice Bureau
11 East Austin Ave.
Chicago, 111.
Supplies and replacement materials for all types of phonographs
The event is usually staged at a dinner meet-
ing of dealers called together by the KelJogg
distributor. After the dinner Mr. Abbott
opens by giving those present a very compre-
hensive sketch of the history and importance
of the Kellogg company in the radio industry.
Then he emphasizes the talking points which
the good retail salesmen should use in present-
ing the Kellogg line to the consumer. The im-
portant points which the Kellogg Co. wishes
the dealer to remember are brought out graph-
ically in a series of illustrated charts which Mr.
Harlan uses in giving his talk.
During the past several weeks the Kellogg
executives have been received enthusiastically
at dinner meetings held for dealers by Lucker
Sales Co., Minneapolis; Grinnell Brothers, De-
troit; the Standard Radio Co., Milwaukee, and
the F. D. Pitts Co., Boston. Recently a large and
enthusiastic meeting of Kellogg's Chicago deal-
ers was held at the Hotel LaSalle, attended by
about 100 retailers and their salesmen.
At the meetings the extensive Kellogg cam-
paign of newspaper advertising for the coming
season is presented in detail, and dealers are
given proved methods for cashing in on that
advertising. The Kellogg executives report that
this plan of presenting its sales and advertising
story to the leading merchants in each territory
is working out very satisfactorily.
Newcombe-Hawley Introduces Drum Speaker
Newcombe-Hawley, Inc., St. Charles, 111., has
recently placed on the market a new drum
New Drum Speaker
fpeaker of distinctly different design from the
conventional cone speaker of the same general
exterior dimensions. The Newcombe-Hawley
drum speaker is equipped with an expotential
tone chamber or horn which provides 54 inches
of tone travel and assures maximum volume
and quality for a speaker of this compact type.
The new speaker sells for $32.50.
Introduces New "A" Battery
The latest radio product to be announced by
the Vesta Battery Corp., Chicago, is an "A" bat-
tery in a clear glass case,
through which the water
level in the battery is clear-
ly visible at all times. This
is a distinct advantage, for
the user may plainly see
when to add water, thereby
adding greatly to the efficien-
Nfc, ► V cy of the battery and pre-
^■^-^ venting the level going be-
Vesta "A" Battery low the top of the plates.
In addition to the clear glass case on the
new Vesta radio "A" battery, there is a "three-
bair' type hydrometer built into the case. This
shows the state of charge at all times and no
hand-hydrometer is needed. The new battery
is supplied in both 50 and 100-ampere hour sizes.
The positive plates are 25 per cent oversize,
and the separators are also oversize.
Universal Co. Issues New Catalog
Universal Battery Co., Chicago, recently
issued a new radio products catalog, which de-
scribes and illustrates the complete line of Uni-
versal socket power units and radio batteries.
Louis Frankel in East
Louis Frankel, treasurer of the Mohawk Corp.
of Illinois, was recently a guest of J. Newcomb
Blackman, president of the Blackman Distrib-
uting Co., Inc., New York City. Mr. Black-
{Continued on page 116)
The Talking Machine World, New York, October, 1927
115
AN APOLOGY!
The unprecedented response to our recent
announcement of the
UNITED
Electric Pick-Up
and Tone Amplifier
and our insistence on protecting the trade
by going slowly to make sure that all
United Equipment be fool-proof and reli-
able has naturally made prompt delivery
impossible. All orders are being given
careful attention, and above all
else, the United reputa-
tion for quality is being
jealously safeguarded. If
you have not already en-
tered orders for your sea-
son's requirements, we
urge you to do so
PICKS UP
MORE!
NOW!
DELIVERS
MORE!
The United Electric Pick-Up
Designed by United Engineers — not an imitation, but a distinct
improvement. Small — compact — dust-proof — trouble-proof. Least
wear on the records. Will last a lifetime. Richly finished in either
gold, silver or bronze. Furnished separately or complete with
United Spring or Electric Motors.
The United Tone Amplifier
Amazing tone volume of natural quality — as loud or as low as
operator wishes. Enough volume for large theatre or dance hall,
or as soft as desired for the home. All tones and necessary over-
tones of all instruments and voices faithfully reproduced. Fool-
proof in construction. Simply snap current on and off to operate.
The phonograph of today and the future is the electrically-
amplified machine. Again United leads. Wonderful op-
portunity to put new life into your phonograph business
Write for Prices
PHONOGRAPH DIVISION
UNITED AIR CLEANER CO.
9702 Cottage Grove Ave.
Chicago, Illinois
116
The Talking Machine World, New York, October, 1927
FROM OUR CHICAGO HEADQUARTERS — (Continued from page 114)
man, whose firm became a distributor of Mo- the radio business. Mr. Frankel also spent con-
hawk one-dial receiving sets a few months ago, siderable time at the Radio World's Fair, where
stated that he anticipated the largest sales vol- Mohawk products were displayed and attracted
ume this year that his firm has ever enjoyed in much attention.
Chicago Better Business Bureau Wants
Carrying Charge in the Advertisements
Believes Price Quoted Without Statement That This Is Added for Instalment Service Likely
to Shake Confidence of the Purchaser in Store
With the increasing number of Chicago
dealers who are adopting the carrying charge
in merchandising on the instalment basis, the
question of advertising the price of merchan-
dise in connection with this method of selling
has been brought to the attention of the
Better Business Bureau of Chicago. Does
the price attached to merchandise offered on
the instalment basis constitute the whole price,
or is there a carrying charge or other charge
to be added? Does the person attracted to the
advertising believe that the price featured is
the whole price or does she expect to pay an
additional sum?
These are the questions that confront the
buyer in connection with the numerous sys-
HYATT — HYATT — HYATT — HYATT
r
1!3
i
iiil!
1
i
Model A
Radio Reason
Portable radios have been sold during sumrrier months be-
cause no other type of radio was salable. Consequently,
good reception has been expected under the most adverse
conditions.
This Corporation has an engineering staff that is respon-
sible for building the World's Best Portable, and they are
constantly striving to make it better because we have con-
fidence in the commercial value of all portable products.
Portability adds to general utility and opens up commercial
possibilities that require but reasonable effort to develop.
The HYATT Portable is not a summer receiver. The fact
that it renders superior service during the summer months
is but added proof of its efficiency during the winter.
The HYATT Portable is designed for the home. The selec-
tivity, tone quality and attractive appearance are respon-
sible for its installation in the homes of many of the coun-
try's most responsible and prominent persons.
The volume of business this Corporation is doing comes
from the recommendations of its customers.
Dealer licenses for HYATT Portable Radio Receivers
are available only to those who have a good
business reputation in their own communities.
tems of merchandising being used by Chicago
concerns selling goods on the partial payment
plan. Under some of the plans the price quoted
is the total price and includes all charges, while
others add either a carrying charge, installation
charge, etc., to the price quoted.
It is pointed out by the Chicago Better Busi-
ness Bureau that where advertisements have
been run that have not indicated that the cus-
tomer was expected to pay more than the ad-
vertised price the fact that a carrying charge
was to be added to the price has tended to
shake the confidence of readers in advertising
after they have responded to one offering goods
on the instalment plan at a price, to which the
salesman advises a carrying charge must be
added. This led the Bureau to make the fol-
lowing recommendation, and as a great many
of the music merchants not only in Chicago
but throughout the country are rap.dly adopt-
ing the carrying charge, they will be interested
to know that this recommendation is now being
followed by many stores interested in getting
full return from their advertising:
"When goods are offered on the instalment
plan, if the price at which they are offered is
tiot the total price, then the fact that an in-
stallation charge, carrying charge, or interest
charge is added, should be clearly stated."
Chicago concerns that have adopted the car-
rying charge are enthusiastic over the results
and recommend its practice in selling musical
instruments. It is said that this plan has over-
come many objections to the interest charge
formerly used, and the public is rapidly favor-
ing the carrying charge.
Paul G. Dittman President
of the LaSalle Radio Corp.
Manufacturer of La Salle High Vacuum Radio
Tubes Announces New Executive — Labora-
tories Now Developing a New A. C. Tube
The directors of the LaSalle Radio Corp.,
Chicago, maker of LaSalle High- Vacuum radio
tubes, recently announced the election of Paul C.
Dittman as president of the corporation. Mr. Ditt-
man has been active in the lamp industry for
quite some time and has cultivated many friends
in the radio trade, who will be glad to learn tj^j
his appomtment. _ -V ,>,i«*"!t
Frank J. Berndt is secretary and tr-easuref of,
the company, and the LaSalle tube line includes.';
seven of the most popular sizes of radio tubes. 5
The Matchless Electric Co., also of Chicago,-'!
• has the selling rights for LaSalle tubes, and
an aggressive sales campaign is already under-
way. The laboratories of the LaSalle Radios
Corp. are now developing an A. C. tube which,-
is expected to be ready early in 1928.
In discussing the high-vacuum tube, Mr. Ditt-
man recently stated: "There is no secret of the
costly and intricate processes by which higher
vacuum is created in radio tubes. The methods
employed are expensive and lessen production be-
cause of the time required. The bridge con-
struction in the LaSalle High- Vacuum tube is
another feature of superiority. A mica bridge-
support separates the main support wires to
which the grid and the plates of the filaments
are spot-welded at the correct distance. This
insures rigidity, also the exact spacing and dis- ■
tance of the grid to the filament, and of the
grid to the plate. This type of construction
is obtainable only in the very finest tubes, and
is responsible for the uniformity in results ob-
tained from LaSalle High-Vacuum tubes. It
also adds extra life to the tube and eliminates
microphonic noises to a degree that is a revela-
tion."
Beginning on October 26, and continuing
once a month thereafter, the Columbia Phono-
graph Co. - Hour which is broadcast over the
Columbia System will be devoted to an in-
formal studio party of Columbia artists.
The Talking Machine World, New York, October, 1927
Nationally Advertised— Nationally Accepted
THE KINGSTON B CURRENT SUPPLY UNIT will
lead your sales this season. Nationally known, nationally en-
dorsed, nationally advertised (The Saturday Evening Post, the
National Geographic Magazine and others) a unit that will
keep the set always at its perfection peak, that is handsome,
expertly made and positively guaranteed — here is a unit that
has everything the consumer demands, everything the dealer
desires. Has three different voltage terminals, each adjustable
over a wide range, making possible any desired voltage from
5 to 200. Fourth variable voltage may be easily had by con-
necting separate variable resistor to one of the terminals.
Size: 9 inches long, 8^ inches high, 5j4 inches wide.
KOKOMO ELECTRIC COMPANY, Kokomo, Indiana
118
Tlie Talking Machine World, New York, October, 1927
P. L. Deutsch and Associ-
ates Purchase Sonora Go.
{Continued from page 34a)
in its personnel insures the prosperity and
stability of Sonora products. So far as the
phonograph industry itself is concerned, the
outstanding figure in the new Sonora organiza-
tion is P. L. Deutsch, who needs no introduc-
tion to the phonograph trade in any part of the
civilized world.
Associated for more than twenty years with
the Brunswick organization and since 1916 ac-
tively directing the musical interests of this
company, Mr. Deutsch has gained the esteem
and respect of every factor of the phonograph
industry. A keen and exceptionally able execu-
tive, Mr. Deutsch has combined with his execu-
tive ability an understanding and appreciation
of the musical art which is unexcelled by phono-
graph or radio executives in any part of the
world. His vision and foresight have been re-
sponsible in a large measure for the develop-
ment and perfection of the modern electric re-
producing phonograph and, notwithstanding
many unusual problems, he succeeded in plac-
ing this type of instrument in the foremost
ranks of the world's greatest musical products.
For many years Mr. Deutsch has been an analyt-
ical student of recording, and under his direc-
tion many invaluable suggestions toward the
betterment of the recording art have been de-
veloped and perfected. It is the rare combina-
tion of executive ability and true appreciation
of the music art that has made P. L. Deutsch
a leader in the constructive growth and de-
velopment of the phonograph industry. He is as-
sociated to-day with world-famous industrialists
and financiers, who will undoubtedly support
him in all of the many progressive and far-
reaching plans which he has in mind for the
furtherance of the phonograph and radio arts
under the name of Sonora.
National Association of
Broadcasters Holds Meeting
(Continued from insert facing page 34a)
work. When the matter was brought up at
the meeting action was postponed pending in-
vestigation by a special committee.
It was pointed out that Admiral Bullard,
chairman of the Federal Radio Commission,
and Commissioners Bellows and Caldwell spoke
before the convention and that the reaction fol-
lowing Commissioner Bellow's frank talk on
programs may have had some bearing on the
postponement of comment on the work of the
commission.
At the closing session a committee represent-
ing the Broadcasters, the Radio Manufacturers'
Association and the Federated Radio Trade As-
sociation handed in a secret report on general
conditions in the radio industry. The report,
it was said, would probably be made public
within a month.
The Association, through L. S. Baker, man-
aging director, announced a widely extended
program of service to broadcasting stations.
"Such great strides have been made in the
development of the art and science of broad-
casting during the past five years that the Na-
tional Association this year determined that
its program must be greatly expanded for the
further development of broadcasting," said Mr.
Baker. "Instead of being merely a defensive
organization, seeking to protect its members
trom legislation dangerous to the interests of
broadcasters, the Association will seek to as-
sume leadership in the education of its own
members in the perfection of the art of broad-
casting."
The officers elected were president, Earle C.
Anthony; first vice-president, S. E. Baldwin;
second vice-president, George H. Phelps; treas-
urer, W. W. Kideney. Directors for term of
three years: Joseph. B. Groce, Frank W. Elliott,
J. W. Laughlin, Paul fi. Klugh, George F. Mc-
Clelland. Directors for term of two years: Wal-
ter A. Strong, Edgaf E. Bill, Alfred J. McCos-
ker, O. D. Fisher, Ha.rold J. Wrape. Directors
tor term of one year: Powel J. Crosley, Jr.,
William H. Heinz, Prof. Earle Teury, George
C. Furness. One to be appointed.
Erla Electric Phonograph
Pick-up Being Introduced
An electric pick-up for phonographs is being
introduced to the trade at the present time by
Electrical Research Laboratories, prominent
Erla Electric Pick-Up
radio manufacturers of Chicago. The firm,
whose products are well known through the
trade name, Erla, entered the phonograph field
last Spring, when it perfected an electric pick-
up and amplifying unit which is sold complete
to phonograph manufacturers.
The tone arm of the Erla electric pick-up is
finished in antique bronze, while the pick-up it-
self is finished in black. A volume control is
solidly attached to the base, so that the tone
arm, base and control are manufactured as one
unit. The Erla pick-up will be sold through
Erla distributors and will retail for $20.
H. O. Bodine, Bell &
Howell Eastern Manager
Has Been Prominently Connected With Motion
Picture and Photographic Industry for
Twenty-five Years — Succeeds F. A. Cotton
The Bell & Howell Co., Chicago, manufac-
turer of professional and amateur moving pic-
ture equipment, recently appointed H. O. Bodine
to take charge of the New York office of the
firm and serve as Eastern sales manager. This
position was formerly held by F. A. Cotton,
who a short time ago met with an accident
which proved fatal. Mr. Bodine has been
prominently connected with the motion picture
equipment industry during his entire business
experience of twenty-five years, and Filmo deal-
ers will find him to be thoroughly conversant
with every phase of the business. First inter-
ested in amateur photography, Mr. Bodine en-
tered the commercial field as a profession, gain-
ing a practical experience in commercial, por-
trait and scientific photography.
The development of the American Photo-
graphic Salon was materially aided by Mr.
Bodine's ability, as was the organization of
the Photographic Dealers' Association of Amer-
ica. In the management of the first Interna-
tional Exposition of the Photographic Arts and
Industries at Grand Central Palace, New York
City, 1914, and of the International Photo-
graphic Exhibition, Grand Central Palace, 1923,
Mr. Bodine was a prime mover. His business
experience has included the following connec-
tions: sales manager of Raw Film Supply Co.,
New York City; advertising and sales manager
of the following firms: Wollensak Optical Co.,
Rochester, N. Y.; Herbert & Huesgen, New
York City; Agfa Products, Inc., and Gevaert
Co. of America, New York City. Through this
extensive experience in photographic activities
Mr. Bodine is exceptionally well qualified for
his new position.
'Trilling & Montague Radio
Talks" Increases in Size
"Trilling & Montague Radio Talks," the
periodical issued by Trilling & Montague, radio
distributors, Philadelphia, Pa., struck a new
note in its latest issue. The latest number of
this house organ has for the first time a cover
which is printed in two colors. The 32 pages
gives it magazine substance. This issue was
published as a triple celebration number com-
memorating the occupation of the new quarters
at Seventh and Arch streets, the fourth anni-
versary of the business and the showing of the
1927-28 lines. Considerable advertising space
is taken by manufacturers of products distrib-
uted by Trilling & Montague and the issue
also includes a price list, discount schedule and
order blank.
We have used thousands of Krasco
Motors and they are giving good satis'
faction.^
For more than 10 years KRASCO Motors have given satisfaction.
A new Catalog gives complete details of KRASCO Motors — 1, 2, 3
and 4 springs — 2 to 10 records with one winding. Ask for a copy.
The above is an excerpt from a letter of a
user of KRASCO Motors.
Satisfaction at low cost is the basis on which
all KRASCO Motors are sold.
KRASCO Motors have superior features
which sell phonographs and keep customers
satisfied.
Krasco Phonograph Motor Co.
Elkhart, Indiana, U. S. A.
Tlie Talking Machine World, New York, October, 1927
119
Opportunity for Live Dealers to Cash in
Through Tie-Ups With Visiting Artists
Concert Dates of Leading Artists Who Make Records — Tie-ups Provide an Excellent Means of
Interesting the Public in Records and Promoting Sales
The following list of concert dates of a num-
ber of recording artists has been compiled for
the benefit of dealers who wish to stimulate the
sale of records of artists appearing in their
cu'es or towns. Tie-ups can be effected through
the mediums of window displays or by direct
mail, calling the attention of customers to the
scheduled appearances and a mention that the
artist's recordings are available:
EDISON AKTIST
Arthur Middleton — October 18, Ripon, Wis.; October
24 Belton, Tex.; October 25, Abilene, Tex.; October 27,
Edmond, Okla. ; October 28, Oklahoma City, Okla. ; Octo-
ber 31, Omaha, Neb.; November 1, Grand Island, Neb.;
November 3, Ada, Okla.; November 5, Norman, Okla.;
November 7 Enid, Okla.; November 8, Hutchinson, Kan.;
November 10, Durnat, Olka., and November 11, Carthage,
Mo.
COI>rMBIA ARTISTS
Sophie Br.\slau— October 17, Winnetka, 111.- October
20, New Brighton, Pa.; OctobtT 27. Peoria, 111.; November
2, Salina, Kan.; November 4, Des Moines, la.- November
9, San Francisco, Cal.; November 10, Oakland, Cal. ; No-
vember 15, Piedmont, Cal.
Ir:N.\z Friepm.^.v — Novembe-.- 3, Stanfora, Cal.; Novem-
ber 4, San Francisco, Cal.; November 6, San Francisco,
Cal.; November 8, Los Angeles, Cal.; November 9, Santa
Monica, Cal.; Nove-mber 10, Los Angeles, Cal.; Novem-
ber 11, Anaheim, Cal. ,
Louis Graveure — October 18, Montclair, N. J.; Octo-
ber 24, Bristol, Va.; November 7, Concord, N. H.; No-
vember 15, Scranton, Pa.
Charles Hackett— October 20, Steubenville, O.; Octo-
ber 24, Pontiac, Mich^; -October 28, Texarkana, Ark.;
October 31, Hattiesburg, Miss.
Joseph Szigftt — November 4, Des Moines, la.; Novem-
ber 5, Des Moines, la.
VICTOR ARTISTS
Lucrfzia Bori — October 27, Cincinnati, O
Mme. Renee Chemet — October 28, Freeport, N. Y.;
November 14, Huntington, N. Y.
Richard Crooks — October 26, New York, N. Y. ; Octo-
ber 30, New York, N. Y. ; November 8, Paterson, N. J.;
November 11, St. Louis, JIo.; November 12, St. Louis,
Mo.; November 15, Philadelphia, Pa.
Galli.Curci — October 16, afternoon, Akron, O. ; Octo-
ber 23, evening, Nt-w York, N. Y. ; October 30, afternoon,
Chicago, III.
DusoLiNA Giannini — October 16, afternoon, Boston,
Mass.; October 20, evening, Richmond, Va.; October 22,
evening, Middleburg, Conn.; October 24, evening. New
V^ork, N. Y. ; November 4, evening, Minneapolis, Minn.;
November 7. evening, St. Paul, Minn.; November 10,
evening, St. Louis, Mo. ; November 14, evening, San
Antonio, Tex.
Louise Homer — October 15, evening, Spokane, Wash.;
October 19 evening, Seattle, Wash.; November 1, evening.
Long Beach, Cal.; November 4, evening, Santa Ana, Cal.;
November 7, evening, Claremont, Cal.; November 10,
evening, Pasadena, Cal.
Jascha Heifetz — October 16, afternoon, San Francisco,
Cal.; October 18, evening, Oakland, Cal.; October 20,
e-vening, Los Angeles, Cal.; October 21, evening, Pomona,
Cal., October 25, evening. EI Paso, Tex.; October 28,
evening, Tucson, Ariz.; October 30, afternoon, San Fran-
cisco, Cai. ; October 31, evening, Los Angeles, Cal.; No-
vember 2, evening, San Diego, Cal. ; November 6, after-
noon, San Francisco, Cal.; November 8, e-vening, Seattle,
Wash.; November 14, evening, Portland, Ore.
Mary Lewis — October 19, evening. Van Wert, O. ; Oc-
tober 21. Battle Creek, Mich.; October 25, afternoon,
Kansas City, Mo.; October 26, evening, Chanute, Kan.;
October 28, evening, Tulsa, Okla.; October 31, evening.
Little Rock, Ark.; November 2, evening. El Dorado, Ark.;
November 7, evening, Normall, 111.; November 9, Chat-
tanooga, Te-nn.
Giovanni Martinelli — October 21, Bloomington, HI.
John McCormack — October 16, New York, N. Y., Octo-
ber 19, Cleveland, O. ; October 21, Jamestown, N. Y.; Oc-
tober 24, Buffalo, N. Y.; October 27, Rochester, N. Y.;
October 29, Grand Rapids, Mich.
Tito Schipa — October 21, evening, Montclair, N. J.;
October 23, evening, Chicago, 111.; October 25, evening,
Urbana, 111.; October 27, evening, Urbana, 111.; October
28, evening, Urbana, 111.
Madame Schumann-Heink — October 16, afternoon,
Chicago, 111.; October 18, evening, Cleveland, O. ; October
21, evening, Huntington, W. Va. ; October 24, evening,
Youngstown, O.; October 26, evening, Reading, Pa.; Octo-
ber 28, evening, Richmond, Va. ; October 31, evening,
Washington, D. C. ; November 2, evening, Hagerstown,
Md.; November 4, evening, Baltimore, Md. ; November 6,
afternoon, Hartford, Conn. ; November 8, evening, Syra-
cuse, N. Y.; November 10, evening, Rochester, N. Y.
Marion Talley — October 17, evening, Flint, Mich.;
October 19, evening. Canton. O.; October 21, evening,
Delaware, O.; October 23, afternoon, Indianapolis, Ind. ;
October 25, evening, Lexington, Ky.; October 27, evening,
Atlanta, Ga. ; October 29, evening, Knoxyille, Tenn.; Octo-
ber 31, evening, Louisville, Ky. ; November 2, evening,
Pittsburgh, Pa.; November 4, evening, Lima, O.; Novem-
ber 7, evening, Cleveland, O.; November 9, evening, Evans-
ville, Ind.; November 11, evening, Charleston, W. Va.
Lawrence Tibbett — October 17, evening. Seattle, Wash.;
October 20, evening, Tacoma, Wash. ; October 22, evening,
Spokane, Wash.; October 24, evening, Portland Ore.;
October 26, evening. Salt Lake City, Utah; October 29,
evening. Pueblo, Col.; October 31, evening, Denver, Col.
United States Marine Band — October 16, Tarrytown,
N. Y. ; October 17, Poughkeepsie, N. Y. ; October 18, Port
Chester. N. Y.; October 19, Danbury. Conn.; October 20,
Bridgeport, Conn.; October 21, New Haven, Conn.; Octo-
ber 22, Waterbury. Conn.; October 23, New Britain,
Conn.; October 24, Meridcn, Conn.; October 25, Provi-
dence, R. I.; October 26, Fall River, Mass.; October 27,
New Bedford, Mass.; October 28, Woonsocket, R. I.;
October 29, Boston, Mass.; October 30, Cambridge, Mass.;
October 31, Framinghani, Mass.; November 1 Salem, Mass.;
November 13, Syracuse, N. Y.; November 14, Binghamton,
N. Y. ; November 15, Wilkesbarre, Pa.
Reinald Werrenrath — October 18, evening, Quincy, 111.;
October 21, evening. Bay City, Mich.; October 24, evening.
South Bend, lud.; October 29, evening, Atlantic City, N.J.;
October 30, afternoon. New York, N. Y.; November 3,
evening, Rochester, N. Y.; November 8, evening, Pougli-
keepsie, N. Y,; November 10, evening, Greenville, Pa.;
November 13, afternoon, Boston, Mass.; November 15,
evening. New Haven, Conn.
"Prosperous Radio Season
Ahead," Says Gen. Harbord
President of Radio Corp. of America, Who Has
Just Completed Tour of Principal Radio Cen-
ters, Found Optimism Everywhere
A prosperous season is ahead of the radio
industry for 1927-28, in the opinion of Gen.
James G. Harbord, president of the Radio Corp.
of America, who has just completed a tour of
the principal radio centers of the United States,
during which he conferred with leading radio
distributors. Chicago, Philadelphia, Pittsburgh,
Cincinnati, St. Louis and many other cities
were visited, and Gen. Harbord states, that he
found optimism everywhere.
Gen. Harbord advanced the thought that the
.radio audience scattered around millions of
American firesides and listening tia the voices
of the various candidates as'they come over the
air will be the determining factor in the elec-
tion of . the next President of the United States.
"Single audiences which President Coolidge
has addressed over the radio have been esti-
mated as high as thirty million people," said
Gen. Harbord. "Millions are familiar with his
voice and have first-hand opinions of the poli-
cies for which he stands. No little share of his
great popularity is due to the radio."
Gen. Harbord pointed out that remarkable
progress has been made by the great electrical
laboratories in the perfection of a new system
of synchronizing sight with sound on the mo-
tion picture screen.
Radio Corp. Announces New
Tube of Screen-Grid Type
Amateurs and experimenters will be inter-
ested in a recent announcement of the Radio
Corp. of America concerning a new Radiotron,
UX-222, of the screen-grid type, a new develop-
ment in the field of vacuum tubes. It is in-
tended primarily for radio frequency amplifica-
tion without neutralization or stabilizing re-
sistance, in circuits especially designed for it.
The tube has a voltage amplification factor of
over 250, according to the announcement, mak-
ing possible an actual voltage amplification of
about 20 to 30 per stage, as compared with
about 4 to 6 per stage when using tubes of
the general purpose type.
E. E. Bucher, assistant vice-presid'ent of the
Radio Corp. of America, explains that Radio-
tron UX-222 cannot be utilized in the present-
day receiver, as special circuits and specially
shielded apparatus are necessary to realize its
maximum capabilities. The new tube will be
placed on the market before the end of the
present year, according to Mr. Bucher.
Southwest Annual Radio
Show Most Successful
St. Louis, Mo., October 8. — The third annual
Southwest National Radio Show which closed
September 24 was most successful and proved
that the St. Louis Radio Trades Association
can successfully manage its own radio show
and make them as national in character as
those of any other city. Each of the 109 ex-
hibits at the show carried the name of the
manufacturer or the product and no jobbers'
names were used. The elimination of the local
jobbers' names was a show rule.
The registry of the show indicated that the
retail, wholesale and manufacturer representa-
tives. attended the exposition, for 876 dealers
registered and the manufacturer and jobber at-
tendance was in the neighborhood of 100. The
total income of the show was $34,731.98, and
the expenses $23,520.21, leaving a balance of
more than $11,000 to be used to further trade
association activities.
The show was the last word in beauty of
arrangements, displays and decorations. The
building was decorated in pale blue and silver,
and in the center of the building against a pale
blue sky ceiling was suspended a life-size model
of the famous Lindbergh plane, the "Spirit of
St. Louis."
Among the features of the exposition was a
talk given on September 24 by Federal Radio
Commissioner H. A. Bellows, which was broad-
cast over local stations. The entertainment
was also of high caliber and included such well-
known radio stars as Graham McNamee, Allen
McQuhae, Silver Masked Tenor, Ray-O-Vac
Twins and many others.
The program of the show was an outstand-
ing feature and received well-merited enthu-
siasm and praise. It was distributed free and
consisted of 116 pages. In addition to contain-
ing information regarding the exhibits, a num-
ber of interesting and instructive ; articles of
value to the radio set owner were included.
The total attendance was 75,000 during the
si.x days, and would have been much larger ex-
cept for the fact that many radio enthusiasts
stayed away from the show on the night of the
Tunney-Dempsey fight, preferring to hear the
blow-by-blow description on their own sets at
home.
Fada Issues New Booklet
on Harmonated Reception
A new booklet on harmonated reception has
been issued by F. A. D. Andrea, Inc., setting
forth the distinguishing features of Fada Radio
receivers and speakers. The new booklet lists
the complete Fada line with brief descriptions
of the various models, including the Fada Eight
console, Fada Eight table model, Fada Seven
console, Fada Seven Table model, Adler console
No. 107 with Fada special chassis, the Fada
Special and Fada cone speakers in various
models.- Chassis views of the Eight, Seven
and Special are also given in the booklet.
Meyer-Seeger Remodeling
Appleton, Wis., October 10, — The ^Meyer-Seeger
Music Store is being completely remodeled and
considerably enlarged, in accordance with the
expansion program which the company is put-
ting under way. Work is going forward at
present on the rear rooms, the largest of which
will be used for a phonograph and radio display
room. The offices will be moved to a mez-
zanine floor, which is being constructed, and
the second floor of the building, excluding the
offices in front, is to be used as a piano display
room and recital room. The rear portion of
the second floor will be devoted to a radio
repair and piano repair department.
New Radio Channel Opened
A new direct radio communication channel
between the United States and Porto Rico was
recently opened with the transmission of a
congratulatory radiogram from Gen. James G.
Harbord, president of the Radio Corp. of
.America, to the Hon. Horace H. Towner, gov-
ernor of Porto Rico.
120
The Talking Machine World, New York, October, 1927
Sherman, Clay & Co. Now Merchandising
Brunswick Panatrope and Record Line
Pacific Coast Music House, Operating Forty-odd Stores in Northern California, Ofegon and Wash-
ington, Handling Exponential and Electrical Panatropes and Brunswick Records
The most important announcement emanat-
ing from the general offices of the Brunswick-
Balke-Collender Co., Chicago, for some time is
portant move was made following final nego-
tiations between P. T. Clay, president; Fred
Sherman, vice-president, and L. W. Sturdevant,
to the effect that Sherman, Clay & Co. have
taken on the complete line of exponential and
electrical Brunswick Panatropes and records to
be merchandised through their various branch
stores on the entire Pacific Coast. This im-
director of branch house operation of the Sher-
man, Clay & Co. organization, and F. P. Simp-
son, C. P. MacGregor, and W. C. Hutchings,
assistant sales manager of the Brunswick Co.
Sherman, Clay & Co. is one of the largest
Manufactured by
music houses in the United States, operating a
chain of forty-odd retail stores throughout
northern California, Oregon and Washington,
and commanding a dominating position in the
music world. In the fifty-seven years of its ex-
istence, Sherman, Clay & Co. has carried its
name and fame to the far corners of the world,
and on the rockbed of these years of unflagging
service has built a mighty organization.
The decision of Sherman, Clay & Co. was
made after the executives carefully weighed and
tested the developments of the Brunswick Co.,
and when their investigations proved the worth
of the products, they decided that Brunswick
Panatropes deserved an outstanding place in
their merchandising activities.
The first public announcement of the tie-up
between the Sherman, Clay and Brunswick
organizations was made in the San Francisco
Examiner on September 23, in a double page
advertisement in which Sherman, Clay used one
page to present the Brunswick Panatrope and
Panatrope-Radiola, and in which it briefly
described the reasons for taking on the Bruns-
vvick line, and on the opposite page appeared
the caption, "Brunswick Panatrope Welcomes a
Great Music House" with appropriate copy in
which the extensive operations of Sherman,
Clav & Co. were described.
A. F. Garter Appointed to
Important Garryola Post
Made Eastern Sales Representative of Weil-
Known Portable Phonograph Manufacturer —
Identified With Trade for Ten Years
C. K. Burton, general sales manager of the
Carryola Co. of America, manufacturer of
■ Carryola portable phonographs, announced this
week the appointment of A. F. Carter as East-
ern sales representative covering the important
territory of New England, New York, New
Jersey, Pennsylvania, Maryland, Washington,
D. C, and Delaware. This appointment will be
welcome news to Carryola jobbers and dealers
throughout Eastern territory, for Mr. Carter
has been identified with phonograph activities
for the past ten years, concentrating his efforts
on jobber and dealer sales promotion work.
During his connection with the talking ma-
chine trade, Mr. Carter has been associated
with Victor wholesalers and Victor retailers
and for several years was identified with The
Talking Machine World organization, including
special dealer service work as well as sales
promotion work for the circulation division.
More recently, he was connected with the Co-
lumbia Phonograph Co., Inc., where he attained
exceptional success in Southern territory in be-
half of the special Beethoven anniversary cam-
paign inaugurated by this company. He brings
to his new post an exceptional knowledge of
merchandising in the talking machine industry
as well as an intimate familiarity with dealer
problems which will undoubtedly be utilized to
advantage in his Carryola activities.
Columbia Phonograph Co.
to Reduce Share Value
Directors of the Columbia Phonograph Com-
pany, Inc., have called stockholders to meet
October 25 to vote on reducing the stated value
of the company's outstanding 85,000 shares
from $6,000,000 to $5,000,000. The statement by
the directors says:
"The equity back of the shares is in no wise
affected by this change. The purpose and effect
will be to eliminate the deficit now showing and
thereby advance the date when the company
should be able to declare and pay dividends out
of current and future earnings."
Argus Radio Corp.
257 West 17th Street
New York, N, Y,
Within the next few days, the United Phono-
graph Co. will open its second store at 233 King
street, Charleston, S. C.
The Talking Machine World, New York, October, 1927
121
Moisture
does not
affect-^
WORLD'S
J
Montana, Wyoming, Col-
orado, A'ett Mexico and
West prices slightly
Write Dept. 26 for descriptive literature
The Crosley Radio Corporation
POWEL CROSLEY, JR., Pres.
CINCINNATI, OHIO
€ROS«¥
MUSICONE
For more than a year keen
engineers have labored in
Crosley laboratories, intent
on the application of a new
metallurgical discovery. Per-
fected at last, vibrations of
the famous Crosley patented
actuating unit have been in-
creased many times. Smoother
reproduction, a sensitiveness
that responds to the most
SPEAKER
delicate of notes, and a clear
louder tone results.
This, and rust-preventive con-
struction, keep the Musicone
constantly efficient in any cli-
mate.
Musicone superiority has be-
hind it real and tangible cause
for the flood of profit enjoyed
by Musicone Dealers.
The reasons are in the MUSI-
CONE itself.
— in the simplicity of arma-
ture adjustment.
— in the higher voltage ca-
pacity which results in loud-
er, finer tones.
— in the Bakelite, instead of
cardboard bobbins which pre-
vent retention of moisture.
— in the special Crosley mag-
net coil coating which keeps
Musicones constantly efficient
in any climate.
— in the patented Crosley ac-
tuating unit which is the se-
cret of the World's fastest
selling loud speaker — the
Crosley Musicone.'
Non-imitable principles and
constant refinements promise
and deliver the LEADING
loud speaker VALUE on the
market.
122
The Talking Machine World, New York, October, 1927
Radio and Phonograph Ex-
hibits Feature Ohio Meet
Leading Phonograph and Radio Companies
Exhibit Their Products at Annual Convention
of the Ohio Music Merchants' Association
with various accessories. Other exhibitors of
phonographs and radio receivers and accessories
included: Bush & Lane Piano Co., Ohio Sales
& Supply Co., Haas Electric Sales Co. and the
Day-Fan Co.
One of the features of the eighteenth annual
convention of the Music Merchants' Association
of Ohio held at the Hotel Winton, Cleveland,
from September 12 to 14 inclusive, was the in-
teresting exhibit of musical instruments offered
hy manufacturers and local distributors, among
them numerous late models of phonographs,
radio receivers and accessories.
Among the official displays at the hotel head-
quarters were included: the Art Novelty Co.,
Goshen, Ind., which showed some attractive
radio cabinets, in addition to music roll cabinets
and piano benches; Berg Auto Trunk & Spe-
cialty Co., Inc., Long Island City, N. Y., which
exhibited several patent models of portable ma-
chines, including the new flat compact Artone
portable. E. R. Manning was in charge of the
display.
The Brunswick-Balke-Collender Co. was rep-
resented by an extensive exhibit, which in-
cluded all the various models of Brunswick
phonographs, Panatropes and Brunswick-Radi-
olas. The Cleveland Ignition Co., Cleveland,
distributor for the Atwater Kent radio, dis-
played the full line of receivers, together with
various accessories. The Cleveland Talking
Machine Co., Cleveland, Victor wholesaler, had
a most attractive display of Victor Ortho-
phonics, together with the Automatic Ortho-
phonic Victrola, the Electrola and various com-
bination instruments.
The Columbia Phonograph Co. display in-
cluded various models of the Columbia-Viva-
tonal phonograph, and an interesting showing
of the new Columbia-Kolster electric pick-up
instrument and radio combination. Details of
the company's Schubert Centennial celebration
and its radio broadcasting program were also
explained. H. C. Schultz, Inc., of Cleveland
and Detroit, displayed for the first time in
Cleveland the new Sonora combination of
phonographs with electric pick-up and six-tube
radio receivers, together with several lines of
musical merchandise. B. W. Smith Co., Inc.,
Cleveland, displayed the new Edisonic phono-
.graph, which aroused wide interest because of
its excellent tonal qualities, and also featured
Federal and Mohawk radio receivers, together
Sherman, Clay & Go. Sup-
plement Phonograph Stock
Brunswick and Columbia Instruments and Rec-
ords Added to Lines Carried — Manager
Reports Increase in Sales of Radios
San Francisco, Cal., October 3. — An announce-
ment of much interest to the trade was issued
last week by L. W. Sturdevent, manager of
the phonograph and radio departments of Sher-
man, Clay & Co. He stated:
"Our various retail stores are showing a re-
markable increase over last year in the sale
of radio sets and combination radio and talking
machines. The demand apparently is for the
better class of radio receiving sets, particularly
those equipped to work direct from the lighting
power. We attribute the demand for the
better-class instruments to the fact that the
public is demanding tone quality in both phono-
graphs and radio sets.
"We have supplemented the Victor line with
the Brunswick line of Panatropes and records
and the Columbia line of Viva-tonal machines
and records."
Kolster Receiver Brings
Fight to Theatre Patrons
" Patrons of the Rivoli and Rialto Theatres in
New York, on the night of the Tunney-Demp-
sey championship bout in Chicago, received a
complete description of the fight through a new
Kolster receiver with built-in power cone.
When Graham McNamee began his word pic-
ture of the champion and challenger entering
the ring, the movies and orchestral music ended
their part of the program as the curtains parted
to disclose a console receiver in the spotlight.
The announcer's voice filled the theatre, accord-
ing to reports of the theatre managers. The
whistle, the bell and cheers of the crowd were
plainly audible as well as the voice of Joe
Humphries, announcing to the throng at Sol-
diers' Field. Cordial letters of appreciation
were received by Federal-Brandes, Inc., from
the theatre managers.
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SHAMROCK
^1 ^ Ct^apio setts ~^Jm,
ALL ELECTRIC
Model BL— $151*>o
with Tubes— $185*00
No Batteries
No Eliminators
No Liquids
Just plug into light socket
IMMEDIATE DELIVERY
Shamrock Manufacturing Co.
195 Waverly Ave. Newark, N. J.
Accurate!
The Alto
Automatic Stop
For Phonographs
Accuracy at low cost means
satisfied customers. Fits un-
der the turntable. Simple to
attach. With a record of
ten years satisfactory serv-
ice in the phonograph in-
dustry.
Alto Mfg. Co., 1647 Wolfram St., Chicago, 111.
Canadian Distributor: Universal Supply Co.. Toronto. Ont.
Pacific Coast Okeh Dealers
Tie Up With Sophie Tucker
Sophie Tucker, who has made nationally
famous "Fifty Million Frenchmen Can't Be
Sophie Tucker
Wrong," is appearing on the Pacific Coast. Her
two latest songs are "There's a Cradle in Caro-
line" and "Blue River," on Okeh records.
Sophie Tucker is an exclusive Okeh artist,
and because she is so tremendously popular
Okeh dealers are profiting by the sale of her
recordings.
Omaha Distributor Shows
Mohawk Radio in Exhibit
The illustration below shows the display of
Alohawk one-dial radio receivers at the Omaha
An Excellent Mohawk Exhibit
Radio Show. The display was sponsored by
the Interstate Electric & Radio Corp. of Omaha,
Mohawk distributors.
T. M. Rozelle in New Post
T. M. Rozelle, formerly production manager
of the Canadian branch of F. A. D. Andrea, Inc.,
has been called to New York to take up an im-
portant phase of sales work in the metropolitan
territory. L. Leslie has been appointed super-
intendent of the Canadian factory of Fada Radio,
Ltd., at Toronto, succeeding Mr. Rozelle.
First Prize for Edisonic
r.iiiiiniiiiiiiiiiiiiiiiinin>iiiiiiNiiiii)iniiiiiiiiiiiiiiii!iiiiniiiiiiiiniiiiniiiiiiiiii<:iiiiiiiiiiiiiiiiiiiiiiiiiiiiiii^
I A report was received at the factory of Thos.
1 A. Edison this week to the effect that the
I Edisonic has been awarded first prize at the
I California State Fair recently held in Fresno.
I The instrument attracted considerable attention
I on the part of the large number of people
present.
The Talking Machine World, New York, October, 1927
123
You can sell more
General Electric Battery Chargers
Put a big wallop into
your sales this fall with
the ammunition sup-
plied by our new Three
Punch Plan. Write us
today for complete
information.
If you know all the talking points of the Tungar
(the General Electric Battery Charger), if you
sell General Electric 's name, if you demonstrate
Tungars, if you tie right in with our new Three
Punch Plan — then you'll see sales mount.
More than a million Tungars are now doing
valiant service. Tungars have been advertised
consistently for ten years. Tungars do not eat
up your profits with service calls. Tungar is
the name they know. General Electric is the
name that clinches the sale.
This year the dealer's service is being played up
in every national ad. Make your service really
helpful and profit by G'E's advertising.
Merchandise Department
General Electric Company
Bridgeport, Connecticut
unpar
REG. U.S
PAT. OFF.
Tungar — a registered
trademark — is found
only on the genuine . Loo\
for it on tlie name plate.
BATTERY CHARGER
AL ELECTRIC
124
The Talking Machine World, New York, October, 1927
McMillan Electric Radio
Popular With the Trade
Walter Magill, President of Company, Directly
Responsible for the Merchandising Success
of Products — Directing Sales Policies
Blair & Brodrib to Open
New Store in New Britain
Prominent Connecticut Dealers With Stores in
New Haven and Waterbury Arrange to Ex-
pand Their Business — Featuring the Edisonic
acquaintance with the Edisonic and were greatly
impressed by the beauty of the new cabinets
and the extraordinary musical performance of
the instruments. They anticipate a large vol-
ume of business in all music lines in the New
England States.
Chicago, III., October 7. — The McMillan Radio
Corp., of this city, reports the closing of a very
excellent September and October business, with
the trade keenly enthusiastic regarding the new
McMillan electric radio receiver, which is a
completely self-contained unit operating from a
light circuit. Walter Magill, president of the
company, and for many years associated with
the phonograph industry before becoming iden-
tified with radio activities, is directly respon-
sible for the merchandising success of the Mc-
Millan products and he is personally directing
the sales policies. In a chat with
The Talking Machine World,
Mr. Magill said:
"The big thing in radio this
year is the electric set and judg-
ing from the comments of our
dealers, our new product is meet-
ing with their most exacting
requirements. In perfecting our
set we determined to utilize the
most advanced ideas in radio
receiver construction and as a
result of our experiments and
research work, the McMillan
Electric is an associated, one-
dial, six-tube receiver using the
exclusive McMillan patent circuit
for which patents are pending in
connection with AC tubes. Oui
audio amplifier has also won
considerable praise from the
trade, representing as it does
many months of work in out
experimental laboratories.
"In developing the McMillan
electric set, we realized that the
bugaboo of service from the
dealer angle must be reduced to
an absolute minimum in order
that the dealer may make a
worthwhile profit. Our dealers
tell us that they are experienc-
ing no service defects with oui
new product, but that, on the
other hand, every sale of a re-
ceiver brings new customers to
their establishment with conse-
quent increased profits. We are
continuing with the production of
our complete line of battery
models owing to the fact that
there are so many places where
electric current is not available
and the battery set is, therefore,
essential."
The firm of Blair & Brodrib, who now have
music stores in New Haven and Waterbury,
Conn., will open a new branch at 170 Main street,
New Britain, Conn., on October 15, 1927. They
will carry all lines of musical merchandise, and
aim to make their New Britain branch a model
music store, embodying the latest ideas in mer-
chandising.
The firm consists of H. E. Blair and C. G.
Brodrib, both extremely energetic young mer-
chandisers. On a recent visit to the Edison
factory at Orange, N. J., they made their first
E. R. Peel, Pfanstiehl
Radio Sales Manager
E. R. Peel, of Chicago, 111., has been appointed
radio sales manager for the Pfanstiehl Radio
Co. of Waukegan, 111. For the past two years
Mr. Peel was radio sales engineer and head of
the radio division of the Benjamin Electric
Mfg. Co., of Chicago The Pfanstiehl Co has been
licensed by the Radio Corp. of America, and Mr.
Peel will look after its "Special Chassis" busi-
ness throughout the United States.
Oval Speaker
Improves Tone
The well-balanced symmetrical
design of the new Farrand Oval
Speaker is the result of an effort
to improve the tone quality of
the cone type, which has proved
so popular since its introduction.
Engineers discovered that the
shortest radii reinforced the high
tones and the longest the low
tones, therefore, the oval design
was decided upon by the Far-
rand organization. The various
resonating surface lengths are
doubled in this design, according
to Farrand officials, and for
every imaginary line drawn from
the center to a given point on
the edge of the cone there is an
identical imaginary line on the
other side of the center point.
w£ mm^ WIS
The Silver Electro-plated Phonograph Needle
Assures Best Results
On Electrically Recorded Records
Can Be Used on All Discs
Absolutely Different From Any Other Needle
Be the First in Your Territory
to Introduce This Wonderful Needle
Manufacturers .of the
Wall-Kane, Jazz, Concert,
Best Tone and Petmecky
Needles.
Wall-Kante Needle Mfg. Cb.,toc.
3922-14ths/Iuenue, Brookli^n, KY.
The Talking Machine World, New York, October, 1927
125
Price in Canada $25
The
%Oirt
^/ 15 ins. high
r 13 ins. wide
CONE SPEAKER
WIRT
Wall Insulator
in
Retail Price NOW $.35
The outstanding "buy'
the fine speaker field . . .
This statement stands with-
out qualification. At its price the
Wirt Speaker's performance has
no equal ... it is comparable to the
best, whatever the price.
Quality dictates every step in the manu-
facture of this speaker. Every part is an
, example of absolute mechanical precision.
Amazingly accurate throughout entire musical
scale — Records extremes in bass and treble with-
out distortion — Reproduces volume without blasting
— Form and finish satisfies every requirement of good
taste — Graceful and quietly attractive in any home sur-
rounding. Unconditionally guaranteed for workmanship and
performance. If you will demonstrate the Wirt Speaker to
your customers it will sell itself.
WIRT COMPANY
yianuiacturers of Dim-A-Lite and other electrical specialties for over Twenty Years
WIRT
Lightning Arrester
Retail Price NOW $1.00
5245 Greene Street
Philadelphia
126
The Talking Machine World, New York, October, 1927
Big Advertising Campaign
Planned for the Edisonic
Thomas A. Edison, Inc., to Feature New In-
strument in National Magazines and in Lead-
ing Newspapers Throughout Country
On October 19 there will be fired the first
gun of an extensive advertising campaign
launched by the phonograph division of Thomas
A. Edison, Inc., in the interest of the new Edi-
sonic, the latest development of Mr. Edison's
genius, which has aroused so much interest
everywhere it has been displayed and demon-
strated.
In many respects the campaign will be unique
for the reason that it presents the appeal of
music, and particularly the phonograph, in an
entirely new manner, calculated to arouse and
maintain public interest at high pitch. The copy
will appear in the Saturday Evening Post, and
in some other general magaz.ine of national cir-
culation, and in over one hundred leading news-
papers throughout the country. The magazine
copy appearing monthly, and that in the news-
papers weekly.
Preliminary details regarding the campaign
have been sent to all Edison dealers, and be-
fore the first advertising appears they will be
advised as to all the features in order that they
may tie up most effectively with the general
publicity. It will be one of the most extensive
advertising campaigns in the interests of the
Edison products that have been carried on in
many years, and the company officials, as well
as distributors and dealers who have seen and
heard the new Edisonic, are convinced that the
instrument is well worthy of the publicity to
be given to it.
The new Edisonic phonograph was first
shown to the trade at the Music Industries
Convention in Chicago, in June, and then
displayed at the convention of the Western
Music Trades Association in San Francisco in
July, and at other gatherings of dealers, in-
cluding the Ohio convention in Cleveland last
month. Everywhere it has created a most
favorable impression for its faithfulness of
reproduction, its tonal qualities and its volume.
Boyd Senter, Exclusive Okeh
Artist, Makes New Records
The importance of the clarinet is being shown
every day by a very skilled musician, Boyd
Senter, who is making the clarinet notable as
a solo instrument, and to do
this requires a very finished
technic.
When Boyd Senter makes
an Okeh recording he con-
tributes to the Okeh catalog
music of a very definite char-
acter. And it is this indi-
vidually defined music that is
doing a great deal to increase
the sale of Okeh records.
The technic employed by
Boyd Senter accomplishes
music that is beyond and su-
perior to jazz. It shocks the
■^Boyd Senter listener into a new realm
iof harmony and melody. Boyd Senter has mas-
tered an ultra-modernistic style, and the result
is music that has an assured fascination for
record buyers. His latest successes are heard
on Okeh records, coupling "Hot Lips" and "The
Grind Out." All Boyd Senter's recordings in-
clude the superb guitar playing of Ed Lang.
Argus Electric Radio
Receiver Is Introduced
The Argus Radio Corp., New York City, has
placed upon the market a new model Argus
electric radio receiver which has been termed
the model B195. It has three stages of radio
frequency and two of audio frequency and uses
standard half wave rectifying tubes for deliver-
ing the necessary direct current at high voltage.
The voltage applied to the plate of the power
tube is 400 volts which makes possible tre-
mendous volume, when desired. The Argus
electric radio receiver presents an innovation
for this season through being equipped with
two tip jacks in which a phonograph pick-up
unit can be plugged in and a switch. By throw-
ing this switch on the radio receiver is turned
off and the set is transformed into a phono-
graph amplifier.
At the initial showing of this new model it
was shown both as a table and floor model.
When used in the floor model it is equipped
with a nine-foot air column horn which further
adds to its tonal value. A particularly attrac-
tive panel has also been evolved with the dials
brightly illuminated from behind.
The Buckingham & Moak Co., of Utica, N. Y..
has opened a branch music stere at 11 Court
street, Binghamton, N. Y.
It Speeds the sale to say
Cabinet work hy ADLER-ROYAL
An unusual design of tlie Jewel Casket type. Fashioned
from the choicest burl walnut, and exquisitely finished.
The front-door panel opens down to form an attractive
desk and a lift top makes the chassis conveniently acces-
sible. When used for the Radiola Model 17, the electric
set, the battery compartment may be readily rem«ved.
Special Adler-Royal Console
for RADIOLA 16 and 17
This charming console, portraying the
distinctive technique of its famous artist-
designer, was fashioned by Adler-Royal craftsmen
especially for the Radiola Models 16 and 17. Adler-
Royal Cabinets, by their distinctive charm, project
an appeal all their own. They contribute this notice-
able sales advantage to the sets which they enclose.
However favorably known the set, it speeds the sale
to say "Cabinet work by Adler-Royal."
Adler
/ m Mdtiii/^cturing Co.
I Y^Lou.svaLE f^^^^ Kentucky
^^B^ ^A^^^. L CABIN ETS^J
The Talking Machine World, Neiv York, October, 1927
127
CASWELL'S
GYPSY
NOT ONLY THE FINEST IN TONE
BUT NOW THE MOST BEAUTIFUL
FURNISHED IN FIVE ATTRACTIVE
HARMONIOUS C O LORS
J^EVER before has there been as wonderful a portable
as the new Caswell Gypsy. In tone, in volume and
faithful reproduction, it is a delight to those who ap-
preciate music. Into the Gypsy is built the Caswell standard
of better quality.
And, as a final touch to make it even finer, the Gypsy
is now furnished in five attractive, harmonious colors, to
match the decorations of the home.
In the Gypsy, Caswell offers to the trade the greatest
opportunity in the phonograph field.
Retails at $25.00
CaswelVs
Complete Range
The Aristocrat $35.00 Retail
The GianTone $30.00 Retail
The Gypsy $25.00 Retail
The Melody $15.00 Retail
Prices slig h t ly h ig h e r in
Far West and South
ELL
Tortable ^Phonographs of 1)istindion
Milwaukee , U.SA.
128
The Talking Machine World, New York, October, 1927
"\ A 7 E are just now offering to the trade some sparkling new
numbers in Mastercraft Radio Consoles and Mastercraft
Phonographs. Coming at this time — just prior to the Holi-
day season, we believe that they will be big sellers.
W rite our nearest branch for booklet which
illustrates these numbers and gives de-
tailed information as to size, finish, etc.
New York City
250 W. 57th St.
Detroit
1501 Saratoga Ave. W.
Denver
3235 W. 29th St.
Dallas
908 S. St. Paul
-BRANCHES-
Boston
21 West Street
Chicago
1500 Republic Bldg.
New York City
44 Whitehall Street
(Export Dept.)
St. Paul
100 Midland Trust Bldg.
New Orleans
1046 Camp Street
San Francisco
1054 Mission Street
The Wolf Industries
KOKOMO
INDIANA
Central New York Kolster
Dealers Meet in Rochester
Kolster dealers from Rochester and Central
New York State, who recently gathered for a
banquet at the Rochester Club, were introduced
to a new Kolster baby when two trained nurses
carried in a bundle wrapped in a pink blanket
with a blue bow of ribbon. It was carefully
uncovered and the AC operated model 6-J was
disclosed and given a rousing reception.
Important points in salesmanship were illus-
trated in a playlet written and acted by mem-
speaker, relating the factors which enter into
the success of both radio manufacturers and
dealers. Other speakers were Thomas J. North-
way, president of the Northway organization;
Ray Smith, secretary; Charles W. Frisbie and
A. G. Nordholm, district sales manager of Fed-
eral-Brandes.
Edward Wallerstein Directs
Brunswick Record Promotion
Edward Wallerstein, assistant sales manager
of the Panatrope division of the Eastern head-
Central New York Kolster Dealers at Rochester Meeting
bers of the Thomas J. Northway organization, quarters of the Brunswick-Balke-Collender Co.,
Kolster jobbers in Rochester. D. S. Spector, has been placed in charge of record sales pro-
general manager of the merchandising division motion for the New York office. Mr. Waller-
of Federal-Brandes, Inc., was the principal stein will devote his entire time to this end of
the business. Brunswick records have been
showing a steady sales increase, and this is ex-
pected to be materially assisted by the inclusion
of foreign-language records, including those in
the following languages: Italian, Polish, Ger-
man, Russian and Ukrainian.
Court of Appeals Upholds
Dr. Lee DeForest Claims
Dr. Lee De Forest, on October 6, was de-
clared by the United States Circuit Court of
-A.ppeals to be the original inventor bf the oscil-
lating audion and the radio feed-back circuit.
This decision overrules the claims of the Gov-
ernment that Alexander Meissner is the inven-
tor, of the Westinghouse Elec. & Mfg. Co. that
Major Edwin H. Armstrong is the inventor, and
-the claims of the General Electric Co. that
the discoveries were made by Irving Lang-
muir. The decision is more or less a matter of
record, for in a recent suit between Dr. De Forest
and the Radio Corp. it was agreed that should
the Court decide in favor of Dr. De Forest
the Westinghouse and General Electric or-
ganizations would be permitted to use the
inventions without payment of royalties inas-
much as they have licenses from the American
Telephone & Telegraph: Co., to whom De For-
est gave a license years ago.
Commenting upon th& effect of this decision,
David Sarnoflf, vice-president and general mana-
ger of the Radio Corp. of America, said:
"The decision by the Circuit Court of Appeals
in Philadelphia is to the effect that the two De-
Forest patents therein involved are of inven-
tions actually made by DeForest. The De-
Forest Co. therefore has a right to use those
inventions subject to the rights which had al-
ready been granted under those patents to the
American Telephone and Telegraph Co., and
those to whom the latter might extend such
rights, among whom are the Radio Corp. of
America, the General Electric Co. and the
Westinghouse Electric & Mfg. Co. The rights
of these companies with reference to the De-
Forest patents are in no way altered by the
decision just rendered."
Entire Building for Wolfe
Cleveland, 0., October 5.— The Wolfe Music
Co. will use the entire floor space of the build-
ing now being erected at Euclid avenue and
East Twenty-second street and which consists
of three floors. They have taken a ten-year
lease on the building.
Opens Branch Store
The McCumber-Hyde Piano Co., operating
stores in Cortland and Fulton, N. Y., has
opened a new branch at 270 State street. Water-
town, N. Y.
Model No. 264
It Is a Big Year for RADIO CABINETS
The "Burt Built" line has a model to meet every requirement
of this great demand.
Model 264 illustrated herewith is only one of a large line. It
has proved a very popular leader in dealers' warerooms. Try
it in yours.
Beautiful in Appearance and "Burt Built"
Write to-day for full details
BURT BROS., Inc.
Radio Division
Sales 0££ice, 24 East 2 1 st St., New York— Factories, Philadelphia, Pa.
The Talking Machine World, New York, October, 1927
AMAZING - POPULARITY- HAS- PROVED-ITS - MERIT
Matched Combination
TONE ARM V REPRODUCER
Solid Brass — Heavily Nickeled
QUALITY UNEQUALED
' I 'HE amazing popularity of the Quali-Tone Matched Com-
bination Tone Arm and Reproducer has proved its merit.
Ahnost overnight it revolutionized completely the large and
profitable replacement market.
This "Matched Combination" will outperform any repro-
ducer, regardless of price. It is scientifically correct, gracefully
curved, finished in rich, deep nickel, vibrationless and leak-
proof throughout. Furnished in four sizes to meet every con-
dition as follows :
No. 7, Length 7% in. No. 9, Length 9% in.
No. 8, Length 8 H in. No. 10, Length 10 in.
Order today from your johher
Sensation of
the Industry
Packaged in an attractive carton, ready
to hand out to your customers, the Quali-
Tone Matched Combination solves the
replacement problem. Anyone in the
store can now intelligently handle re-
placement business. No more dead
stock. No more disappointed customers.
Full instructions and new screws packed
in every carton.
DURO METAL
2649 KILDARE AVE.
PRODUCTS CO.
CHICAGO . ILL.
130
The Talking Machine World, New York, October, 1927
Many New Distributors
Handling Erla Radio Line
Electrical Research Laboratories, in Recent An-
nouncement, State That Fifty Distributors in
United States and Canada Carry Line
According to a recent announcement, fifty
distributors in the United States and Canada are
now handling the radio products manufactured
bv Electrical Research Laboratories, Chicago.
Ainong the recenth- appointed distributors are:
Atnerican Electric Supply Co., Chicago; The
Lukko Co., Chicago; Lance Electrical Co., St.
Louis, Mo.; Motor Parts Co., Boston, Mass.;
Miller Co., Inc., Waco, Texas; American Wire-
less Corp., New York City; Stuyvesant Electric
Co., New York City; Lattin's Music Co., Okla-
homa City, Okla. ; Henrjr L. Walker Co., De-
troit, Mich.; Washington Auto Supply Co.,
Washington, 111.; Anchorlite Appliance Co.,
Pittsburgh, Pa.; L. & L. j\Iotor Supply Co.,
Sioux Falls, S. Dak.; Turner-Lippe Co.,
Newark, N. J.; Honej'man Hardware Co., Port-
land, Ore.; Southern Minnesota Alotor Supply,
Mankato, Minn.; Sanford Motor Supply Co.,
Williamsport, Pa.; Standard Radio Supply Co.,
Ford Dodge, la., and Hartz & Bahnsen, Rock
Island, 111.
W. G. Hutchings Ends
Extended Western Trip
W. C. Hutchings, assistant sales manager of
the Brunswick-Balke-Collender Co., Chicago,
returned to his desk on September 12 after an
extended Western trip upon which he visited
Brunswick branch offices and discussed with
the division executives matters pertaining to
sales and service on Brunswick Panatropes and
records. During his ten weeks' journey Mr.
Hutchings visited Los Angeles, San Francisco,
Portland, Seattle, Salt Lake City, Denver and
Omaha.
Special Adler-Royal Radiola
Cabinet Is Placed on Market
Cabinet of Unique Des!gn Made at Request of
New York R.C.A. Distributors Who Have
the Exclusive Metropolitan Rights
Louisville, Ky., October 8. — The Adler Manu-
facturing Co. of this city has designed and is
producing a console cabinet of the Jewel Casket
type, requested by Stanley & Patterson, and
the Times Appliance Co. of New York. These
two companies will have the exclusive distribu-
tion of the product in New York territory.
The new cabinet is made to house the Radiola
model 16 and model 17, and is of unusual de-
sign. It is 39y'2 inches high and 30^ inches
wide and 3034 inches deep and while compact
has ample room to accommodate either model
Radiola and the regular battery equipment for
model 16.
The front door panel of the cabinet opens to
form an attractive desk and a lift top makes
the chassis conveniently accessible. The model
is finished in matched burl walnut.
The Tafel Electric Co., R.C.A. distributor of
Louisville, has applied for and will be supplied
with the special Adler-Royal console for Ra-
diola Models 16 and 17.
Indiana Music Merchants
Hold Annual Govention
Indianapolis, Ind., October 10. — The second an-
nual convention of the Indiana Association of
Music Dealers was held at the Indianapolis
Athletic Club, this city, on Monday and Tues-
day, October 10 and 11. The sessions on Mon-
day were devoted to the reports of the officers
and addresses on the following topics: "Inter-
esting Young Men in the Music Business," "In-
stalment Selling To-day," "Carrying Charges
Versus Interest Charges" and "Profitable Ad-
vertising— Special Sales, Do They Pay?"
The Tuesday sessions were devoted to a num-
ber of interesting trade topics, including address-
es on "The Talking Machine a Necessity in the
Modern Home" and "Radio Merchandising for
Music Dealers." The annual banquet concluded
the convention, which was voted one of the
most successful ever held.
Film Shows Manufacture
of DeForest Audion Tubes
A motion picture film 1,000 feet in length and
requiring about thirteen minutes to project it,
depicting in detail the various processes in-
volved in the manufacture of DeForest audion
tubes, is being shown at various radio shows and
other assemblages throughout the country under
the auspices of-nhe DeForest Radio Co., Jersey
City, N. J. A historical collection of audions
and oscillions, including a contemporary of Dr.
DeForest's original commercial audion, is also
being placed on exhibition.
Riddle-Semels Go. Formed
The Riddle-Semels Co. has organized during
the past month with headquarters in the Lig-
gett Building, 41 East Forty-second St., New
York City. Although newly organized the ex-
ecutives of this company can rightfully use the
slogan of "Twenty Years in the Trade." Cass
B. Riddle and Sam Semels are both well known
in the talking machine industry, Mr. Riddle
through his work as manager of the Victor job-
bing business of Emanuel Blout, and Mr.
Semels as talking machine buyer for L. Bam-
berger & Co., of Newark, N. J.
The new company will specialize in the sale
of radio furniture to the trade, representing a
group of prominent furniture factories, and
anticipates a strong demand for the well-known
lines which it will feature.
CWWN
P M C N <^SR A P H S
Made t>y tn^^^aKgri of
it has E VER YTHINQ
The "Moor'-
A cabinet of unusual de-
.sign and rare beauty. In
highly figured mahogany as
shown in the illustration
and also in feathery burl
walnut. Antique bronze
tonearm and reproducer,
plush turntable. Every fit-
ment in keeping with the
beautiful exterior. Its -visi-
ble beauty will delight you,
its marvelous tone values
and volume will charm jou.
The "Renaissance"
The illustration shows the
exquisite burl walnut. We
also furnish it in choice fig-
ured mahogany, two-tone
finish. Nickel-plated equip-
ment. Felt turn-table. See
and hear these beautiful in-
struments and you will be
won to the Crown line.
Ear Appeal
Every desirable tone value which the ear may detect in
any reproducing instrument.
Eye Appeal
Noticeably distinctive cabinet designs,
and finish comparative to the fine piano.
Craftsmanship
Purse Appeal
r
A base price surprisingly moderate for the visible and
demonstrable value in the instrument — a complete line
of models to satisfy every trade demand from Consolette
to Electric. A price range from $70 to $210. Each carry-
ing a satisfactory margin for you.
Hear the Qrown
and be convinced. We make it easy for you to do so.
Write or wire today.
Geo.R Bent CoMi^liif
Es+ablisH\ad I67O
LOUISVILLE
CROWN PIANOS
The Talking Machine World, New York, October, 1927
131
The Fight Made Sales— and
How I— Now Try Football
The Broadcast of the Dempsey-Tunney Fracas at Chicago Resulted in Sales of Sets and Acces-
sories for Dealers in All Sections — How Several Dealers Reported Sales
— Opportunity in Football Games Broadcast Now Faces Dealers — Tie Up
The championship fight between Tunney and
Dempsey had the effect of enriching a great
many people, including the champion, who was
presented with a million dollars, the contender,
who received half that much, and Tex Richard,
who benefited to the same extent approxi-
mately as Mr. Dempsey. No figures are avail-
able as to the extent to which the Chicago
hotel, restaurant and night club proprietors
profited, but one can rest assured that plenty
of the coin of the realm found its way into
their pockets.
But the profits were not all confined to those
actively engaged in the promotion of the bout
and its contestants or to the merchants of
Chicago. The radio trade prospered and
profited in a way that was limited only by the
extent of the efforts which they expended in
effecting a tie-up with the radio broadcast of
the fight.
No one event in the history of radio broad-
casting proved so conclusively as did this heavy-
weight bout the truth of the assertion oft re-
peated in these columns that the public should
be sold on the entertainment that the radio re-
ceiver supplies rather than upon the technical
or semi-technical details of the instrument.
Never before, to the knowledge of the writer,
ElectrolaSy Panatropes and A-C Radios Can
Now Be Demonstrated — and SOLD in Direct
Current Districts
ANOTHER big sales problem
has been removed from the
path of the music-radio dealer
located in a Direct Current dis-
trict, namely ; his inability to dem-
onstrate A-C machines.
The new Janette "Rotary Con-
verter v\dth Filter" enables him to
demonstrate ALL his A-C instru-
ments— Electrolas (or Panatropes) ,
combination machines and A-C
radios — right on the sales floor.
The special dealers' type Janette
Converter will operate several in-
struments at one time.
Dealers handling the smaller
types of Janette Rotary Converter
can sell A-C instruments to pros-
pects living in Direct Current local-
ities— and get the sale of the Con-
verter as well. To many dealers
this means a much wider market.
Janette Converters are absolutely
noiseless — will not distort even the
most delicate overtones. May be
obtained for as low as $60.00 list.
Write or wire today for full in-
formation on Janette Rotary Con-
verters— and liberal dealer dis-
counts.
JANETTE MANUFACTURING
COMPANY
554 West Monroe Street
Ch
icago
NEW YORK
Singer aidg.
147 Broadway
Illinois
PHILADBI^PHIA
637 Real Estate
Trust Bldg.
Janette Rotary Converter CB 12. The
machine as shown in the illustration
is designed to operate several Elec-
trolas or Panatropes at one time.
Equipped with Filter, it operates sev-
eral combination machines, phono-
graphs or A-C radios simultaneously.
Ideal for dealers' demonstrations.
List $78.00
Janette Rotary Converter "C 13, with
Filter" for the A-C radio or com-
bination machine in the home situat-
ed in a Direct Current locality. Oc-
cupies a very small space and can
be located in any out-of-the-way
corner. List $63.00
Janette Rotary Converter C 13. This
machine now being used in hundreds
of Electrolas and Panatropes. De-
signed for phonograph use only.
Must not be used on radios.
List $45.00
have radio manufacturers, distributors and deal-
ers co-operated to take advantage of a radio
broadcast, and throughout the entire length and
breadth of the country newspapers carried
pages of advertisements telling of the capabili-
ties of the radio in bringing the action of the
boxing match into the homes of set owners,
and from all accounts the public read the ads,
were interested and purchased receivers.
The following report from the correspondent
of The Talking Machine World in Atlanta, Ga.,
was typical of the results achieved from the
broadcast of the bout in practically every city
and town. It reads:
"Co-operation with radio manufacturers and
distributors in the matter of advertising and
displays for the ten-day period before the
Tunney-Dempsey fight has sold $100,000 worth
of radios for Atlanta electrical dealers, radio"
shops and music stores, it is estimated. ' '' '
"Practically every store in the city selling
radios made special displays and carried special
newspaper advertising during the ten-day
period, and a rough estimate of results indicates
that at least 200 radios were sold at prices
ranging from $50 to $1,000. One store reports
the sale of thirty-five combination radios and
talking machines. Another reports an increase of
400 per cent in the business of the radio depart-
ment over an ordinary ten-day period. While
a third reports an advertising expense of ap-
proximately $60 with a return in sales of more
than $15,000. Needless to say, officials of this
store are enthusiastic and will spend more in
advertising for the next radio event. In every
instance, stores carrying radios sold them upon
the condition that they were to be installed in
time for the fight.
"While some of the radios were sold for cash,
many were sold on time, the amount of the
first down payment ranging from 10 per cent
to as high as 50 per cent. ■ One big music
store refused to sell an instrument on time un-
less a down payment of 25 per cent of the
price was made, and then only upon the best
of references. It lost some customers by fol-
lowing this policy, but its manager reports
sales as very satisfactory, and anticipates little
trouble in making collections on the radios sold
during the campaign."
The following reports were received by The
Talking Machine World from radio dealers
located in various parts of the country telling
of the results in sales of the broadcast. Sales
of sets and accessories and profits through
calls on the service departments were reported
in practically every instance.
J. F. Mills, Radiola dealer of Ashdown, Ark.,
states that sales of $1,200 in receivers and $600
in accessories resulted.
A. Floyd Knight, of Railroad street. New
Canaan, Conn., states that sales of accessories
were fully 60 per cent over the sales of the
previous two weeks, and that the store had
received service calls from many new pro-
spective customers leading to new contacts and
possible sales.
J. A. Schillinger, of 718 North Salino street,
Syracuse, N. Y., did $800 set business and $175
accessory business as a direct result of the
fight broadcast.
J. Bacon & Sons, of Louisville, Ky., who
tied up with the fight through newspaper ad-
vertising, reported set sales attributable to the
broadcast exceeding the sales volume of the
past four months and said, "accessory sales
were wonderful, and in fact exceeded the sales
of sets. The service department was working
night and day."
The Baldwin Piano Co., of Chicago, also
profited to the extent of increasing its sales of
receivers by more than 50 per cent.
R. N. Cardozo & Bro., 140 East Seventh
street, St. Paul, Minn., sold fifteen sets and did
an accessory business of $500, and kept the
service department on its toes by attracting
customers by its window displays and through
newspaper advertising of the fight program.
{Continued on page 132)
[ yPOPEAN HEADQUARTER
La Vl IVi^^^^ I mmi ml 1 68 Milton St. (Fore St.) £-C. 2. Clerken well 1448 '
Conditions in the British Gramophone
Industry Are Satisfactory, Reports Show
Columbia Gramophone Co. Sponsoring a Huge Dance Contest — Awards at International Music
Exhibition at Geneva Announced — To Make New Edison Bell Record
London, Eng., October 4.— Conditions in the
gramophone industry here, based upon detailed
reports from the big recording companies, who,
of course, set the pace for the whole industry,
are most satisfactory, indicating continued
progress. It is true that at times things are slow,
but every month holds the record of some
progress. This, despite the other attractions
that industry and invention have brought to
the fore during the last few years and which,
indeed, only seem to have added fuel to the
flames of activity that seem to burn everybody
connected with the industry.
Columbia Activities
Ever to the fore in keeping its name before
the public the Columbia Co. also is as ver-
satile in its methods as it is ceaseless in its
activity. A few months ago it sponsored the
huge Beethoven centennial scheme, and now has
in contemplation, I understand, another big
scheme for finishing the Schubert Unfinished
Symphony. Now comes the news that huge
dance contests are to be organized by this com-
pany and held in the most important centers
in the United Kingdom. Two thousand pounds
are to be devoted to prizes, and the finals of
the contests will probably be held in the Royal
Albert Hall. The accompaniments will be pro-
vided, of course, by Columbia machines and
records.
New H. M. V. Machine
Most of the superlative phases in the Eng-
lish language have already been used up by
gramophone enthusiasts, so that is hard to find
or coin a new word in praise of the new His
Master's Voice Electrical machine, which, al-
though not yet shown to the trade at the time of
writing, the writer was privileged to hear as a
journalist. For months the experimental staff
at Hayes has been engaged in perfecting an
instrument which would give electrical amplifi-
cation to records, and in a few weeks the new
machine will be put upon the market. I am not
permitted, at the moment, to dilate on details,
but sufficient to say that the electrical or mag-
netic pick-up is marvelously efficient and differ-
ent from the other types on the market here.
New Edison Bell Records
The Edison Bell six-inch "Bell" record is, I
understand, not to receive any additions to
the existing catalog. The company states that
owing to the great advance in the cost of ma-
terials, heavy recording expenses and overhead
charges, it finds it impossible to profitably pro-
duce new "Bell" Records at present prices.
A new type of electrically recorded record is
to be sponsored by the company, named the
"Crown," a six-inch record, which is to retail
at 9d.
Honors at Geneva
The principal awards in the Gramophone sec-
tion at the recent International Music Exhibi-
tion at Geneva have now been announced and
are as follows: Hors-Concours; the Gramo-
phone Co., Ltd., "His Master's Voice," Hayes,
England. Grand Prix: Columbia Gramophone
Co., Ltd, London; E. Paillard & Cie, S. A., Ste.
Croix; Herman Thorens, Ste. Croix. Grande
Medaille d'Or; Chantecliar, S. A., Ste. Croix.
Medaille d'Or: R. Reinert, La Chaux de Fonds.
Brunswick-Clifton Deal
British Brunswick, Ltd., recently acquired, I
understand, a controlling interest in the Clifto-
phone Co., Ltd., and is now in the throes of
a big press campaign for the Brunswick records
and the Cliftophone gramophone.
Large Columbia Foreign Trade
In an interview given by Mr. Sterling im-
mediately prior to his journey to Japan, he
said that since April 1 100,000 Columbia ma-
chines had actually been shipped abroad, and
that it was anticipated that by the end of the
Columbia financial year at least 250,000 gramo-
phones would be sold and delivered. In no
way behind the Columbia Co. is the Gramo-
phone Co., and, I understand, that the output
of machines for this year is 110 per cent greater
that that of last year.
The Fight Made Sales— and
How! — Now Try Football
(Continued from page 131)
The Utica Radio Supply Co., of Utica, and the
C. L. Stone Piano Co., of Syracuse, also re-
ported substantial gains of both sets and acces-
sories.
So much for the bout broadcast and its most
satisfactory results. Columns of reports of
satisfied dealers could be written, but the fore-
going is typical of what every radio dealer
who was alive to his opportunities could report.
It should be evident that no matter what
efforts are put into a tie-up with events of
wide public interest, the results are more than
commensurate with the time and money ex-
World's Classified Advertising
Any member of the trade may forward to this office a
"Situation" advertisement intended for this Department to
occupy a space of four lines, agate measure, and it wil<
be inserted free. Replies will also be forwarded withoui
cost. Additional space will be at the rate of 25c per line.
If bold-faced type is desired the cost of same will be 25c
per line. Rates for all other classes of advertisinK on
application.
One of Chicago's largest phonograph and
musical instrument jobbers has good territory
open for either side line or full time salesmen.
Box No. 1624, c/o Talking Machine World, 420
Lexington Avenue, New York.
WANTED : Three salesmen to sell the Bruns-
wick line of Panatropes and combinations. Sal-
ary and commission contract. Chance for ad-
vancement. Write or apply to: Charles M.
StiefT, Inc., 24 North Second Street, Harrisburg,
Pa.
WANTED
Representative of good standing, active
— reliable — for large Swiss manufacturer
of TALKING MACHINE MOTORS-
SOUNDBOXES— TONEARMS. Highest
references required. Address "Box 1622,"
The Talking Machine World, 420 Lexing-
ton Avenue, New York City.
pended. So — the football season is well on its
way, but the big games are still to come. In
the accompanying columns a partial list of the
games of greatest interest which will be broad-
cast is given. Football has its enthusiasts, and
the number of them is steadily growing. Tell
them of the play-by-play reports which will
come over the air for the next couple of
A Few of the Football Games Which Will
be Broadcast
Oct. 15 Notre Dame-Navy.
Oct. 22 Yale-Army.
Harvard-Dartmouth.
Oct. 29 Pennsylvania-Navy.
Yale-Dartmouth.
Nov. 5 Pennsylvania-Harvard.
Ohio State-Princeton.
Nov. 12 Michigan-Navy.
Yale-Princeton.
Nov. 19 Harvard- Yale.
Nov. 24 Pennsylvania-Cornell.
Nov. 26 Army-Navy.
months. They all cannot attend every game,
for their favorit^; teams travel, but with the
purchase of a radio receiver, they can follow
their teams through their Schedule, and groan
audily when a fumble is made and thrill when
the halfback intercepts a pass and runs through
a broken field for a sixty-yard touchdown.
Merger of Wells-Gardner
and Precision Products Go.
Wells-Gardner & Co., Chicago, 111., and the
Precision Products Co., Ann Arbor, Mich., have
merged their radio manufacturing businesses
and organized a new Delaware corporation,
known as the Consolidated Radio Corp., with
C. A. Verschoor, president; A. S. Wells, vice-
president; F. E. Royce, secretary, and Frank
Dillbahner, treasurer. The merging companies
will continue their present manufacturing plants
in Chicago "and Ann" Arbor, but in future the
combined business, will be conducted by the
new corporation operating the two plants, as
separate units, one as the Wells-Gardner di-
vision, and the other as the Arborphone Di-
vision.
One of the first steps of the Consolidated
Radio Corp. was the taking out of the licenses
under the radio patents of the Radio Corp. of
America, the Westinghouse Electric Mfg. Co.,
General Electric Co., and the American Tel. &
Tel. Co. This license combined with their own
patents places the company in a very favorable
position in the radio field.
W. W. Kimball Go. Plant
Operating at Gapacity
The W. W. Kimball Co., Chicago, according
to recent reports, has been operating its phono-
graph factory at capacity speed for some time
past. Reports that the phonograph business is
not enjoying prosperity are met at the Kimball
office with production and sales figures denoting
the contrary. It is not unusual for the Kimball
factory to work overtime many days in succes-
sion in order to keep pace with the demand for
its products. Excerpts from letters received by
the Kimball Co. indicate the enthusiasm among
dealers for the Kimball phonograph, especially
Style 110. The firm has received numerous
complimentary letters from dealers throughout
the country praising the tone quality and vol-
ume of this particular style.
Plaza Go. Announces New
Table Model Phonograph
The Plaza Music Co., New York City, has
announced the Fine Arts micro-phonic table
phonograph designed on the new improved
sound reproduction principles. The equipment
consists of a micro-phonic reproducer and tone
arm and despite the fact that it is a table model
contains a four-foot sound chamber. It is at-
tractively cabineted in genuine mahogany and
has a duo-tone finish.
132
Bureau for Advancement of Music Will
Aid Dealers in Developing School Bands
C. M. Tremaine, Director of Bureau, Sees De alers as Negligent in Their Failure to Push
School Band Exploitation — Booklets A vailable to Dealers Who Wish Them
THE average band instrument and musical
merchandise dealer is asleep at the switch
in his neglect of doing exploitation work
in organizing school bands and orchestras, in
the opinion of no less an authority than C. M.
Tremaine, director of the National Bureau for
the Advancement of Music. Many times dur-
ing the past few years columns in this pub-
lication have been devoted to telling in detail
of the work which communities are doing,
dealers are doing and the National Bureau is
doing, yet the great majority of dealers have
failed to take advantage of successful prece-
dents to follow or to ask the co-operation of
Mr. Tremaine and his fellow-workers in in-
fluencing the school authorities in the com-
munity served by the dealer to organize and
develop school orchestras or bands. Not alone
is the dealer who fosters this work developing
a love and inclination toward music that will
eventually, and after not too long a wait, bring
in customers for his general line, but he is
making an opportunity for immediate sales that
will run into many thousands of dollars.
Perhaps the reason why dealers have failed
to take advantage of their opportunities is that
they are at a loss as to how to proceed. Again
let us listen to Mr. Tremaine, who in a chat
with The Talking Machine World said: "The
first thing a dealer should do is investigate
the situation, find out how the music super-
visor feels toward the promotion of music in
the school. The second step is to report his
findings to the National Bureau for the Ad-
vancement of Music and the Bureau will write
to the supervisor in question and do everything
possible to assist the dealer in developing the
movement.
"The next thing for the dealer to realize,"
continued Mr. Tremaine, "is that he has a
large, nation-wide organization working with
him in this field and he should not hesitate
to call on it for every possible assistance." It
might be well to. .mention here that when the
Bureau writes a music supervisor or any other
personage to whom the dealer refers, a copy
of the letter is sent the dealer, so that he is
at all times in exact touch with the situation
as it develops."
Another activity of the Bureau for the Ad-
vancement of Music which should be of interest
to dealers are the booklets and pamphlets which
are issued from time to time and are sent
gratis to any . dealer who wishes to receive
them. Among the 155 now in circulation there
are many which are devoted in their entirety
to school bands and orchestras and should
prove interesting reading to dealers. Among
them are "School Orchestras — How They May
Be Developed," a thirty-six-page booklet by
J. E. Maddy, outlining in full the necessary
work for the development of a school band,
touching on the suitability of the instrument
as regards the pupil, the purchasing of instru-
ments, what kind of instruments should be
purchased and which instruments should be
bought first, the different types of orchestras,
and so on, a full, comprehensive statement of
just what is necessary to secure the maximum
benefits of an orchestra.
Another piece of literature issued is "A Sur-
vey of Music Material for Bands in Elementary,
Junior and Senior High Schools," compiled by
Russell V. Morgan, director of music in the
public schools of Cleveland, O., and Harry F.
Clarke, supervisor of bands in the public
schools of the same city. This pamphlet gives
full lists of the various kinds of music, in the
order they should be played, with the easiest
selections in the beginning and the more dif-
ficult pieces for the more advanced bands. A
list of publishers is included.
"The Value of Musical Training to Children
in Schools of America" is the caption of an-
other reprint, written by George H. Gartlan,
director of music of the public schools of
Greater New York. The title of this is self-
explanatory and the writer is an authority on
the subject matter of which he treats.
"School Bands— How They May Be De-
veloped" is similar in treatment to the first-
described booklet and is by the same author.
.Sufficient to say, that it is fully as compre-
hensive as his work on the development of
orchestras.
"Music and the Sacred Seven" is the reprint
of an address delivered before the Department
of Superintendence of the National Education
Association, held at Dallas, Tex., early this
year. It was delivered by W. F. Webster,
superintendent of schools of Minneapolis,
Minn., and is extremely interesting and impor-
(Continued on page 134)
Protectin
Your Profit
SELLING musical merchandise demands time
and energy. The dealer must go out and create
business. He invests many dollars in developing
prospects.
Are you getting a full and fair return on your
selling effort?
The King Exclusive Franchise dealer receives
absolute protection. Every inquiry is referred to
him. He knows that he will get full profit on every
sale in his territory. complete protection of the King plan and the high
quality of King instruments make a good combination. Sales
are easier and profits more certain.
Full information is yours for the asking. There are enough
rich territories still open to make your immediate inquiry
well worth while.
Write for our booklet on "The Advantages of Becoming a 'King' Dealer."
THE H. N. WHITE CO.
5215-92 Superior Avenue, Cleveland, Ohio
^Manufacturers
of
BAND
INSTRUMENTS
133
134 The Talking Machine World, New York, October, 1927
IN THE MUSICAL MERCHANDISE FIELD— (Continued from page 133)
Over 25i000,000 sold last year. Are you
getting your share o£ this pro£lt?
Write us for our ''Big Business Builders." They will help you.
M. HOHNER, Inc. "'^"1^^"
HOHNER, PRODUCTS AWARDED FIRST PRIZE /iTTHE PANAMA-
PACIFIC INTERNATIONAL EXPOSITION SRN FRANCISCO 1915"
Music Bureau Ready to Aid
Dealers in Band Development
{Continued from page 133)
ant, owing to its evidence of the marked
change in the appraisal of music among edu-
cators.
Other pamphlets available to dealers who
write for them are "A Speech That Raised
$2,000 for the Band," "Instrumental Music in
the Schools of Rochester and Louisville" and
"School Band Contests."
Even if you are not interested in the imme-
diate formation of a musical organization in
the schools in your vicinity, write C. M. Tre-
maine, of the National Bureau for the Advance-
ment of Music, 45 West Forty-fifth street, New
York, secure one or more of these pamphlets
and see what work is being done for your
immediate benefit and then decide whether or
not you are going to take advantage of it.
L. Bamberger & Go. Offer
Two Violin Scholarships
Announcement Follows the Granting of Two
Piano Scholarships Last Year — Auditions to
Be Held Some Time in January
Following the granting of two scholarships
in piano instruction last year, one for advanced
students and one for junior aspirants, both
providing for four years' tuition, the L. Bam-
berger & Co. Music Scholarship Committee,
of which Spaulding Fraser is the chairman,
has announced two similar scholarships in vio-
lin instruction, both covering four years' in-
struction.
The senior scholarship for advanced violin
students will be placed at the Institute of
Musical Art in New York, presided over by
Frank Damrosch, and the junior scholarship at
a New Jersey institute or with some carefully
chosen teacher. Auditions looking to the award-
ing of the scholarships will be held in January
and will be open to students of both sexes
between ten and twenty-two years of age and
resident in specified counties in northern New
Jersey.
Band Instrument Sales
Washington, D. C, October 5. — Band in-
strument sales for the first six months of 1927
ending June 30 totaled $2,683,543, according
to figures released by the government officials.
One million five hundred and fifty-eight thou-
sand seven hundred and seventeen dollars rep-
resented saxophone sales, $984,891 cup mouth-
piece band instruments and $139,935 wood-wind
instruments.
Importance of School Bands
Stressed by Vesey Walker
Offer Increasing Opportunities for Current and
Future Sales of Band Instruments of All
Types — Many New Bands Organized
Milwaukee, Wis., October 4. — An interesting
trend in band instrument music is pointed out
by Vesey Walker, of Kesselman-O'Driscoll Co.,
in commenting on the outlook and trend of Fall
business.
"School business is going to be good again
this year," asserted Mr. Walker, "and in fact
I find that business of this type is already be-
coming active. More schools will form bands
and orchestras this year than ever before, and
with the encouragement which musical competi-
tions such as festivals, band tournaments, etc.,
have had in Wisconsin this year I look for an
extremely big season in instruments.
"There is a new trend in the business, how-
ever," Mr. Walker stated, "and it is a develop-
ment of the school business. The interest in
school bands has caused the development of
community bands, opening up a practically new
field for the music dealer. These community
bands will probably prove even more profitable
than school bands because their players will be
older and will in many cases purchase better
instruments. There will be more individual buy-
ing and more individual interest in the merchan-
dise.
"Recently I have organized two community
bands, one at Slinger, Wis., and the other at
Wakesha," said Mr. Walker. "Some time ago
I also organized the Nowiny band in a Polish
community in Milwaukee. The field for this is
practically unlimited. Foreign communities in
large cities are easily organized into bands.
Orders for Bacon Banjos
Make Satisfactory Gains
Groton, Conn., October 5. — September marked
a decided increase in orders received at the
headquarters of the Bacon Banjo Co., of this
city. These orders were literally received from
all quarters of the globe. Particularly large
shipments were sent to Sherman, Clay & Co.,
San Francisco, and the Chicago Musical Instru-
ment Co., of Chicago, and an order of twenty-
seven instruments was sent to Melbourne, Aus-
tralia.
Ludwig & Ludwig, drum and banjo makers,
have had the famous Ludwig oil painting of
the "Drummer of Valley Forge" reproduced in
statue form. It has been modeled in clay by
^'asileos Th. Goumas, and the statue cast in
metal, bronze or silvered finish.
Hancock Music Go. Sells
to the Pasadena Elite
Originally Starting as Phonograph Dealers the
Company Has Built Up a General Music'
Business of Large Proportions
Los Angeles, Cal.^ October 6. — The Han-
cock Music Co. recently put on a sale which
has proved very successful. The Fitzgerald line
of pianos, including the Knabe, were featured
and the sale in Pasadena has paralleled the sale
inaugurated in Los Angeles by the Fitzgerald
Music Co. Newton Hancock, president of the
Hancock Music Co., has made a wonderful
record in the music business during the last few
3'ears. First opening a music store in 1920 at
the same location on Colorado street as at
present occupied, Mr. Hancock directed all his
eflforts at first to the sale of phonographs. A
band and string instrument department and
sheet music department and radios were next
installed and later pianos. The business has
grown to big proportions so that the Hancock
Music Co. is recognized as one of the leading
mercantile houses in Pasadena. Sales of grand
pianos, Knabe Ampicos, period design phono-
graphs and radios have been made by the Han-
cock Music Go. to many leaders of society in
the exclusive Pasadena circles as well as to
famous stars in movieland living in Beverly
Hills and Hollywood.
Ray Lammers Moves
Store to Larger Quarters
Cincinnati, O., October 10. — Ray Lammers,
dealer in small goods, who for about two years
has occupied a portion of the store of the Starr
Piano Co., moved his business on October 8 to
the Gerke Building, 123 East Sixth street, where
he will have much more room than he has at
present. An added feature of the new estab-
lishment will be a studio for teaching, with the
best of instructors. Mr. Lammers will also
handle orchestrations and all kinds of repairing.
Another addition to the business will be a talk-
ing machine and radio department, conducted
by G. E. Griszmer. Among the lines handled
by Mr. Lammers are King, Ludwig, Weymann,
Paramount-Kenzel, Miller, Couesnon, Micro-
Products, Deagan and Weisenborn, all of which
are standard goods.
Ludwig & Ludwig, Chicago, have introduced
something new in rhythm effects in announcing
the Llidwig Soloblox, said to be a distinct im-
provement over any of the block effects being
used. They are played with two yarn-wound
mallets, or three mallets for triads on the after-
beat.
The Talking Machine World, New York, Octohtr, 1927
135
IN THE MUSICAL MERCHANDISE FIELD— (Continued from page 134)
Milwaukee Dealer Sees School Sales
Field for Band Instruments Just Begun
Promotion Work Thus Far Done, Says A. J. Niemiec of Flanner-Hafsoos, Has Only Laid the
Groundwork for a Future Great Volume of Sales
Milwaukee, Wis., October 6. — Band instrument
business has opened up considerably during the
past two weeks, and local musical instrument deal-
ers are planning on a good Fall season in all lines
of band instruments.
School interest in bands is already good, ac-
cording to A. J. Niemiec, of the Flanner-
Hafsoos Music House, Inc., and there are indica-
tions that business in this field will exceed that
of previous years.
"The school field for band instruments has
just begun to be worked up," Mr. Niemiec
said, "and the interest created in instruments
last year will be an excellent foundation on
which to build this year's business. People are
beginning to realize the value of bands in school
and civic life, and in fact in the life of any
organization. Perhaps the best example of the
powerful influence of band music on large
groups of people was seen at the Wisconsin
State Fair here. I believe that the numerous
civic and professional bands playing at the fair
were the biggest drawing card of the entire pro-
gram. The music kept the people interested in
remaining at the fair, and kept them in the holi-
day mood to enjoy the entertainment and
exhibits.
"People are realizing more and more the
value of band music in public gatherings as a
means of attracting a big attendance, and of
keeping the attendance. This will result in a
greater demand for bands, and consequently
greater interest in the development of bands
by sectional civic and fraternal groups, as well
as by schools and smaller cities, and business
for the musical instrument dealer follows."
Mr. Niemiec is leaving for Grand Haven,
Mich., to spend his vacation at his home. He
expects to enjoy some excellent fishing on the
Grand River, and has included a number of
iong motor trips in his vacation plans.
Theatre orchestras which are being developed
for the opening of the new movie season are a
great aid to band instrument business, accord-
ing to William Holzhaeuser, of the Frank Hol-
ton band instrument retail store in this city.
"The fact that three new theatres have been
opened here recently and that all of the
theatres, finding that their orchestras are a
major attraction, are making plans for the de-
velopment and enlargement of their orchestral
entertainment, has been very good for busi-
ness," declared Mr. Holzhaeuser. "However,
the young professional musician is not buying,
but the great number of more experienced pro-
fessional men who have been out of work have
been taken into orchestras for theatres.
"Another point I might emphasize is that
many of the theatres are now starting to fea-
ture their orchestras on the stage, and are be-
ginning to give them a lot of space and time on
the program. Such orchestras are in the mar-
ket for new instruments, and we can say that
a great many Holtons are favored. The new
Oriental theatre orchestra will be fitted largely
with Holton instruments. In my opinion the
general run of business will be better than the
school business this season, as I feel that the
school field for band instruments is rather over-
sold."
Vesey Walker, manager of the band instru-
ment and small goods department of the Kes-
selman-O'Driscoll Co. store, is spending his
vacation in St. Paul.
A Milwaukee park board has announced that
it will not issue another harmonica concert pc"-
mit because of the failure of the scheduled
appearance of a harmonica band. The band i«
composed of 100 players, but when the hour
for their performance arrived only three of the
players appeared, and these attempted to enter-
tain the assembled crowd with solos, duets and
trios, featuring the harmonica.
Music dealers in Milwaukee and throughout
the state have been interested in the announce-
ment of Professor E. B. Gordon, of the Uni-
versity of Wisconsin School of Music, that an
all-State orchestra of high school musicians will
be organized soon to play before the convention
of the Wisconsin Teachers' association in Mil-
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waukee next Fall. Some 200 students will be
members of the orchestra and they will be
chosen from high school orchestras in all parts
of the State. This plan has been inaugurated
with the resumption of all-State high school
competition in music in 1928. Following the
abandonment of organized forms of competitive
work in the State it has been announced that the
musical contests will be the only ones to be
resumed, due to the large number of protests
which were voiced from all sections of Wiscon-
sin, when it was found that the music contest
would be abandoned from the schedule of the
university music school. The 1928 contest, how-
ever, while providing instrumental and vocal
competition, will be combined with a festival.
The Holzem Music Co., of Barron, Wis., is
remodeling the entire rear portion of the store
in order to make for a better display of stock,
and a better demonstration of instruments. The
piano display room will be entirely enclosed,
and it has been enlarged by the addition of
the space formerly given to record rooms. The
record rooms have been moved across from the
piano rooms, and three sound-proof booths
have been built for the demonstration of the
recordings. T. J. Holzem, proprietor of the
store, has announced that he will also install a
thoroughly modern new front and display win-
dow, and that the floor of the window will be
lowered, a particularly desirable feature in
showing musical goods. The entire interior of
the store will be redecorated in an ivory-colored
finish, and new lighting and lighting display
fixtures have been installed. The improvement
plans also call for a new pictorial electric light
sign to be built on the corner of Summit and
Eighth avenue. The Holzem store is the exclu-
sive agent for the Victrola, the Gulbransen. and
the Steinway Duo-Art pianos.
Handles Lyon & Healy Line
Lyon & Healy band instruments will be
handled in New York by a new concern, the
United Band Instrument Co., 1587 Broadway,
according to an announcement made by R. H.
Roberts, head of the musical merchandise de-
partment of Lyon & Healy, Inc., Chicago. The
new concern will devote its entire attention to
its exclusive agency for Lyon & Healy instru-
ments, which are being pushed by a big adver-
tising campaign in national magazines.
The Rinne-Henry Music Co., Indianapolis, .
Ind., opened a music store and school in the
Pembroke Arcade, of that city, where it will
carry King, Leedy and Selmer instruments.
136
The Talking Machine World, New York, October, 1927
r
.r Inc.
/
On All Records and Rolls
LcmswoKiiyMusi
Pathe Film "Words and Music" Shows
Broadway's Song Writers Composing Hits
Film Review Takes the Public into the Offices and Workrooms of the Broadway Music Publish-
ing Houses, into the Rehearsal Rooms and onto the Stage — Famous Composers Appear
The show business has always had a fas-
cination for the general public and no other
angle of the business has had the allure to Mr,
men responsible for the songs that are being
whistled, sung, hummed, presented on the stage,
and, of recent years, broadcast through the
1 — George Gershwin, responsible for "A Rhapsody in Blue." 2 — Harry Von Tilzer, now celebrating his thirty-fifth an-
niversary as a song writer. 3 — Jimmy McHugh and Irving Mills, who gave "Hinky Dink" to the Army. 4 — Ray
Henderson, Bud DeSylva and Lew Brown, of "Scandals," "Good News" and "Manhattan Mary" fame. 5 — James
Hanley, who wrote "There's a Little White House." 5— L. Wolfe Gilbert, who wrote many old-time and modern
successes. 7 — Alfred Bryan, who wrote "Joan of Arc." 8 — Jimmy Monaco, author of "Nesting Time," and Pete
Wendling, responsible for
and Crazy Tune."
'Oh, What a Pal Was Mary." 9— Milt Agev and Jack Yellen, who told of "Crazy Words
Everyman and Mrs. Everywoman than has that
of the song writer, for the personage who said
that he would rather write the songs that a
nation sings than frame the laws that it is
ruled by expressed aptly the feelings that most
of us have. The great theatre-going public
will soon have an opportunity of seeing the
air, for Pathe has announced the release of a
film review, "Words and Music," which shows
the writers responsible for the song "hits" of
the last decade or two at work.
The public will be taken into the offices and
workrooms of the Broadway music publishing
houses, into the rehearsal rooms, onto the
stages of the great theatres where the leading
artists of the day first give voice to the offer-
ings of the composers and lyricists. The film
is undoubtedly the most comprehensive treat-
ment of the subject which has been a matter
of public curiosity for these many years.
The review has been prepared by S. Barret
McCormick and he has brought into it such
celebrities of "Tin Pan Alley" as Harry Von
Tilzer, L. Wolfe Gilbert, W. C. Handy, Irving
Mills, Jimmy McHugh, Pete Wendling, Bud
De Sylva, Lew Brown, Ray Henderson, Jimmy
Monaco, Alfred Bryan and a dozen others of
the song-writing fraternity. A host of popular
entertainers, including Paul Whiteman, George
Gershwin, Ann Pennington, Al Jolson and
others, have been enlisted to add to the interest
of the presentation.
The musical score is a treat in itself as it
is made up largely of the "hits" of the men
who are being portrayed on the screen. The
appeal of the film should be widespread and it
should register in New York and the other
big cities, as well as in the outlying sections
of the country, for the popular songs of the
day recognize no one locality, but spread
throughout the entire world.
Ben Goldberg in Advance
of Whiteman Orchestra
Ben Goldberg, the Boston representative of
Robbins Music Corp., has been selected to work
ahead of Paul Whiteman and His Orchestra
during their forthcoming tour of the Publix
Theatres and to co-operate with the dealers in
making sales for Paul Whiteman Publications,
Inc., for which the Robbins Music Corp. are the
sole selling agents.
Mr. Goldberg, who has achieved an enviable
reputation as a music salesman in Boston, will
travel two weeks ahead of Paul Whiteman, and
will effect tie-ups between the theatres where
Whiteman plays and the local music stores. Un-
doubtedly he will be instrumental in creating
large sales for the numbers which are repre-
sented in his catalog and which are played by
Whiteman at every performance.
Sam Fox Issues "Ghopinata"
The Sam Fox Publishing Co. has issued a
new fox-trot entitled "Chopinata," consisting
of several Chopin melodies woven into a fox-
trot arrangement that has won wide favor with
orchestra heads. Among the orchestras playing
it are the Ipana Troubadours and Sam Lanin's
Orchestra, which has recorded the number for
the Pathe catalog.
FIVE RECORD RECORD BREAKERS
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ABOVE SONGS FEATURED BY ORCHESTRA AND VAUDEVILLE ACTS FROM COAST TO COAST
IRVING BERLIN INC., 1607 Broadway, New York
137
138
(World of Music)
The Talking Machine World, New York, October, 1927
Harry Von Tilzer Gelebrat- "DeSylva, Brown, Henderson
ing 35th Year as Writer Week" a Great Success
k \0" Fox-l-vol Song
SOME DAY|%|/
tyWal-tev Donaldson
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MYOVTHIMKMC
OFHETO-NICHT?
by Benny Davis,
Harry AksV and L.Wolfe Q>\\h^-i'^
TKg Bi'g Surprise H;i-
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bv GGov^eWhitm^ and
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Tvank Ros?
And i'he New
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byTheWi'ii"GroF
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A
SHADY
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Wali-GV Donaldson
Head of the Harry Von Tilzer Music Publishing
Co. Has Great Number of Hits to His Credit
— New Numbers Promise Well
Chain Stores and Music Departments Co-
operate in Featuring the Six Big Selling
Numbers Published by That House
Harry Von Tilzer, head of the music pub-
lishing house bearing his name, is this year
celebrating his thirty-fifth year as a song writer.
Mr. Von Tilzer is con-
centrating his efforts at
the present time on three
numbers: "Whether It
Rain s — W h e t h e r It
Shines," "All I Want Is
Just Your Love" and
"When It's Necking Time
in Great Neck," and from
present indications all
three will prove to be
among the most popular
of the -season. Jones and
Hare, the Happiness Boys,
sang the last-named song
over the radio on Sep-
tember 23 from the new
Happiness store in Fifth
avenue, and it was en-
thusiastically received by
the diners at the res-
taurant, and there is every
reason to believe that the
vast radio audience re-
ceived it equally well.
"Whether It Rains—
Whether It Shines" is,
however, winning the
greatest amount of favor,
and among the leading
stage and radio favorites
who have signified their
intention of placing the
song in their repertory
are Nora Bayes, Healy
and Cross and Ted Lewis.
A special dance orchestra-
tion of the number has
been made and it has reg- McCrory Display
istered particularly well with radio orchestras
and vocalists.
Extensive co-operation with the New York
publishing house of DeSylva, Brown & Hen-
derson Week was given by leading chain stores
J. B. Kalver Passes Away
Suddenly in Minnesota
Chicago, III., October 4. — The entire sheet
music trade has been shocked to hear of the
sudden death of J. B. Kalver, at Rochester,
Minn., following an operation. Mr. Kalver,
who was known to his friends in the trade as
"Jake" Kalver, had been identified in recent
years with the motion picture department of
Leo Feist, Inc., in Chicago, and spent prac-
tically his whole life in the music publishing
field. He entered the business about twenty
years ago and was associated for a time with
the Jerome H. Remick Co., Irving Berlin, Inc.,
and others. Mr. Kalver was born in Fort
Wayne, Ind., and was forty-three years old. He
is survived by his widow, Mrs. Lena Wertham
Kalver, and by two sons, Walton R. and Jerome
H., both of whom are students in an Eastern
preparatory school.
"Broken Dreams" Wins Favor
"Broken Dreams," the waltz song published
by the Sam Fox Publishing Co., Cleveland, O.,
continues to win widespread favor all over the
country. During the past week the number
proved especially popular with radio artists,
being featured by "The Four Bards" from sta-
tion WEAF; Helen Clark and Vivian Holt, of
the Royal Stenographers, and Joe Green and
His Orchestra. The latter-named aggregation
have recorded the number for the Brunswick-
catalog.
of DeSylva, Brown & Henderson Music
and sheet music departments of the larger
cities in the East and Middle West during the
week ending September 17. The steady rise
in popularity of six numbers of the DeSylva,
Brown & Henderson catalog lately led to the
plan of having the trade focus attention on
them for the period of a week, to be designated
by the name of the publishers.
"DeSylva, Brown & Henderson Week" was
a distinct success in such cities as Philadelphia,
Washington, Cleveland, Toledo, Detroit and
others, many stores creating window displays
and still others getting admirable results with
counter displays and phonograph plugs. The
numbers featured were "Magnolia," "Broken-
Hearted," "So Blue," "Positively— Absolutely,"
"Baby Feet Go Fitter Patter" and "South
Wind."
A specially attractive window, showing these
six hits, was arranged by the McCrory store
No. 63, in Philadelphia. In the foreground was
a large poster, listing the hits, and the back-
ground was made up of DeSylva, Brown &
Henderson numbers exclusively. Phonograph
records of these numbers were set among the
sheet music on white paper doilies. The re-
sult of the display here was most satisfactory,
as the sales of both music and records of these
numbers reached a new high figure during the
week. The experience of this McCrory branch
was duplicated by many other stores and sheet
music departments during DeSylva, Brown &
Henderson Week.
Charles A. Bayha, formerly connected with
Shapiro, Bernstein & Co., and who for the past
two years has been at Coral Gables. Fla., has
returned to New York, and is managing
Tommy Christian's orchestra, which is making
a tour of the larger moving picture houses.
Tkc Talking Machine World, New York, October, 1927
(World of Music)
139
Sot^GS
THAT HIT THE MARK!
Here Am I —
BROKEN HEARTED
Mix the I-ot-
MAGXOLIA
-What Have Tou Got?
SO BtVE
IT AI.L DEPENDS ON YOV
BABY FEET GO FITTER PATTER
Does She Love Me?
POSITIVELY — ABSOLUTELY !
I'LL BE LONELY
SOl'TH WIND
WHO'S THAT KNOCKIN' AT MY DOOR'?
SWEETHEART MEMORIES
MY HAWAIIAN SONG OF LOVE
Song Hits from the Collegiate Musical
Comedy
'•GOOD NEWS'
GOOD NEWS
THE VARSITY DRAG
LI CKY IN LOVE
THE BEST THINGS IN LIFE ARE FREE
HAPPY DAYS
JUST IMAGINE
BIG SELLERS IN FOLIOS
SAXOPHOLIO
TENOR BANJO FOLIO
(Each containing: fifteen great songs)
DE SMm.,BjTOWNAM)H]ENDElRSOH]lNC
isic Publishers
7^5 SEVENTH AVENUE NEV VOfiK
Shapiro-Bernstein iPublish
Music of Two Broadway Hits
"Sidewalks of New York" and "Burlesque,"
Each of Which Has Outstanding Song Hits,
Assured of Lengthy Stops on Broadway.
With "Sidewalks of New York" ensconced in
the Knickerbocker Theatre for a lengthy run if
the opinion of the press and public counts for
aught, and with "Burlesque" at the Plymouth,
acclaimed as the first "hit" of the new thea-
trical season, Shapiro, Bernstein & Co, pub-
lishing the music from both of these produc-
tions are assured of a big and sustained de-
mand for the song "hits" of both shows, for
each contains several above the average.
In the Eddie Dowling success, "Sidewalks of
New York," the following numbers have been
decided upon as the highest in public favor:
"Wherever You Are," "Playground in the Sky"
and "Headin' for Harlem," although several
others are of almost identical merit and appeal.
"Burlesque" likewise boasts three outstanding
in "I'm Wonderin' Who," "Either You Do or
You Don't" and "Just an Hour of Love."
In addition to its production successes, Sha-
piro, Bernstein & Co., report "Did You Mean
It," "Clementine," "Here Comes the Show
Boat," "Everybody Loves My Girl" in big
demand.
Robbins Traveler Sends
Good Reports From Road
Communications of a most optimistic char-
acter are being received almost daily by the
Robbins Music Corp., New York, from Bernard
Prager, who is in the midst of his coast-to-
coast trip in the interest of the house. Mr.
Prager has been particularly gratified to find
the various Robbins novelty editions for piano,
as well as the announced series for trumpet,
trombone, violin, etc., meeting with such favor
in the trade. He expects that his travels will
keep him on the road until about December 1.
Will Von Tilzer Is Mysterious
Ever since Will Von Tilzer, president of the
Broadway Music Corp., boosted "Muddy
Water" into the hit class he has been growing
more mysterious each day. Bill admitted that
he has discovered something marvelous in the
song line, but he won't tell what it is. From
time to time he takes some big act or orchestra
leader into one of his rooms and has him listen
to something. Of course it must be a new
song.
Bill also has corralled two young song
writers who look as though they will make
folks sit up and take notice before long. Other
publishers have looked the boys over with one
eye turned away, but Bill gave them the twice-
over with two' eyes and in all probability snared
a goose with a golden egg — twenty-two karat.
"Old Names of Old Flames"
Proving a Popular Number
The ballad, "Old Names of Old Flames,"
which was released early in the Summer by
Bibo, Bloeden & Lang, New York, has de-
veloped a wide following and is now one of the
leaders in the firm's catalog. In addition to be-
ing in the repertoire of headline vaudeville antl
motion picture acts, the song is being featured
over the air almost nightly by such radio celeb-
rities as: Vaughn de Leath, The Happiness
Boys, Cookie (the California Sunshine Girl),
the Stromberg-Carlson Hour, May Singhi Breen
and Peter de Rose, Kamplain and O'More,
Gypsy and Marta, the Royal Typewriter Hour
and others. The title appeal of the number is
so great that "Old Names of Old Flames" has
been used to designate picture house presenta-
tions and radio hours over Station WJZ. The
song has a lasting idea and sympathetic melod\-
that should establish it in the standard category.
Berlin Sets New Record
for Composer's Royalties
From Karl K. Kitchen, in the Evening World,
is gleaned the information that Irving Berlin
was not particularly elated at being asked to
compose the score for the current "Follies."
Says Mr. Kitchen: "When he was asked to do
so he made his royalty demands so high — 5 per
cent of the gross — that he did not believe they
would be accepted. But they were, and so he
is receiving between $2,300 and $2,400 a week
from this one show, for its weekly receipts vary
between $46,000 and $48,000. They established
a new record for a composer's royalties on
Broadway."
"A Shady Tree" and "My
Blue Heaven" New Feist Hits
On the October bulletin recently sent to the
trade, Leo Feist, Inc., lists two new publica-
tions which until October 31 are graded as
Class "A," selling at twenty cents per copy,
after that day they go into the Class "B" grade,
or twenty-two cents per copy. They are "A
Shady Tree," Walter Donaldson's successor to
"At Sundown," a waltz melody with a special
fo.x-trot chorus, and "My Blue Heaven," writ-
ten by Walter Donaldson and George Whiting,
which is being featured at the present time
by Paul Whiteman and His Orchestra. "At
Sundown" still continues at the top of the Feist
-catalog and shows no signs of diminishing de-
mand.
Adds "Pest of Budapest"
The Harry Von Tilzer Music Publishing Co.
recently added a new ' novelty song to its
catalog. It is called "Svengali? the Pest of
Budapest," and is written by Jack Meskill,
.\llen Frederick and Joe Schuster. The song
has been introduced by George Olsen and His
Music and also over the air by Van and
Schenck. The latter team likes the song so
well that they are including it in their routine.
Special dance arrangements are being made.
140
(World of Music)
The Talking Macliinc Wotld, Nezv York, Ociohcr, 1927
Music of "The Merry Ma-
lones" Published by Witmark
New George M. Cohan Musical Comedy Wins
High Praise From Newspaper Reviewers —
Song "Hits" Galore Feature Production
"The Merry Malones," the musical comedv
which opened at the Erlanger Theatre recently,
received unanimous praise from every critic of
every paper, and predictions of a record-break-
ing run were heard from all sides. The comedy
was written, composed and staged by George
M. Cohan, who returns to Broadway playing
a typical Cohan part.
The musical numbers plaj'ed no small part
in the success of the play, for it is fertile with
"hit" numbers, including "Like a Wandering
Minstrel," "God Is Good to the Irish," "Blue
Skies," Gray Skies," "The Easter Sunday Pa-
rade," "Molly Malone" and a number of others.
All the music of "The Merry Malones" is pub-
lished by M. Witmark & Sons.
The following extract from the review which
appeared in the Evening Journal is typical of
the manner in which the performance was re-
ceived: "To give the list of song hits that
hummed their way into instantaneous favor
would be to give the array of musical numbers
bodily."
George Cohen, known professionally as
George Remoy, who until a short time ago was
band and orchestra manager for the Edward B.
Marks Music Co., died on September 22. Mr.
Cohen had been in ill health for some time and
relinquished his duties with the Marks organ-
ization in order to visit California to regain
his health.
DOUBLE YOUR MONEY
NO MATTER What You Sell — This Is a 100% PROPOSITION I
For Any Piano Dealer, Record Store or Music Shop
A SURE-FIRE CAN'T-MISS MONEY-MAKER
A MILE AHEAD OF EVERYTHING AND EVERYBODY
The Biggest
Rtveldtion
the
Music Industry
Has
Ever Had!
NOW TOU CAN L£A.»V Tu PL4<
POPULAR MUSIC
IN A FF.W MONTHS
Nearly
1,000
Displays
Already
Contracted
For!
Todty. when milea are meuured in iecond»— pmhing a button bringi iiutantJy twothirds of our ne«d*— ttkc turning of a dial
brinsB nuuic •eemingly from nowtiere — ts eTerythmf.
ART Shu It, martrr mu»icii>n. Kaa mitde it po««ibl« to leam to plajr popular music in a fevf montha outad of a few yeu*.
Abook for everything — ^from tKe beginning of munc to the la*l "Z" in JAZZ: HOT BREAKS — BLUE BREAKS —
JAZZ BREAKS — KEYBOARD HARMONY — JAZZ BASS — etc.
$22,000.00 Being Spent in Advertising in the Mediiuns Mentioned Below:--
Liberty
Ettide
fifonol Leader
Mineil Courier
Muncal Amcria
Vlxaae News
WirCt Phone or Write for
Maakal Obacrrer
Mtnie and Mundina
PKifie Coast Mutical Rericw
Murical Adnoce
Pacific Coaat Mnncna
Musical Difest
FORSTER
.MUSIC PUBLISHER. INC. .
Tbe MetroDOcne
Billboard
Interna tip naJ Muticiaa
Jacobt Ordke*tra Mootbly
Jacob* Band Monthly
Melody
Musical Xaterpria*
Our Special Proposition}
Feist Branch Managers and
Executives Hold Convention
Thirtieth Anniversary of the Founding of Feist
Firm Fittingly Observed in Week's Conven-
tion— Attend Dinner at Feist Home
During the week starting September 19 the
branch office managers and the main office
executives of Leo Feist, Inc., New York, met in
Leo Feist
convention at the New York headquarters to
discuss plans for the coming season. The meet-
ings were particularly timely, coinciding as they
did with the celebration of the thirtieth anni-
versary of the founding of the business. On
the Saturday prior to the opening of the con-
vention the managers and executives attended
a dinner at the home of Leo Feist, in Mount
Vernon, N. Y. The business sessions during
the week were attended by approximately
twentv-five Feist executives.
"Down South," from the catalog of the Ed-
ward B. Marks Music Co., has within the past
few weeks leaped into sudden popularity, going
to the head of the catalog with the two other
Marks best sellers, "Kiss Before the Dawn" and
"Sugar Foot Strut." A splendid presentation of
"Down South" was given at the Radio banquet.
The Latest Record Bulletins
Victor Talking Machine Go.
LIST FOR OCTOBER 7
20875 Varsity Drag — Fox-trot,
George Olsen and His Music 10
Good News — Fox-trot,
Geofge Olsen and His Music 10
20872 Lucky in Love (From "Good News") — Fox-
trot George Olsen and His Music 10
The Best Things in Life Are Free (From "Good
News") — Fox-trot,
George Olsen and His Music 10
20881 Just a Memory — Fox-trot,
Paul \\Tiiteman and His Orch. 10
Cheerie Beerie Bee — Waltz,
Paul Whiteman and His Orch. 10
20892 Roam On, My Little Gypsy Sweetheart — Fox-
trot Ted Weems and His Orch. 10
Charmaine! — Waltz,
B. F. Goodrich Silvertown Cord Orch. 10
20893 Marvelous Johnny Marvin 10
It All Belongs to Me Johnny Marvin 10
LIST FOR OCTOBER 14
20907 Highways Are Happy Ways,
Harold Yates-Cooper Lawley 10
Just a Memory. ... Harold Yates-Cooper Lawley 10
20906 What Do We Do on a Dew-Dew-Dewy Day?.
Jim Miller-Charlie Farrell 10
It Was Only a Sun Shower,
Jim Miller-Charlie Farrell 10
20883 It Won't Be Long Now— Fox-trot,
Paul Whiteman and His Orch. 10
Five- Step — Fox-trot,
Paul Whiteman and His Orch. 10
20882 The Calinda (From "A La Carte")— Fox-trot,
Paul Whiteman and His Orch. 10
Baby's Blue (From "A La Carte") — Fox-trot,
Nat Shilkret and the Victor Orch. 10
20899 Are You Thinking of Me To-night?— Waltz,
Nat Shilkret and the Victor Orch. 10
Are You Happy? — Fox-trot,
Nat Shilkret and the Victor Orch. 10
LIST FOR OCTOBER 21
20876 Baby Feet Go Fitter Patter Jesse Crawford 10
After We Kiss Jesse Crawford 10
20910 Highways Are Happy Ways — Fox-trot,
Ted Weems and His Orch. 10
It Was Only a Sun Shower — Fox-trot,
Ted Weems and His Orch. 10
20900 Someday You'll Say "O. K." — Fox-trot,
Johnny Hamp's Kentucky Serenaders 10
It All Belongs to Me — Fox-trot,
Johnny Hamp's Kentucky Serenaders 10
20901 Marvelous— Fox-trot. Ted Weems and His Orch. 10
I'd Walk a Million Miles— Fox-trot,
Jack Crawford and His Orch. 10
20908 No Wonder I'm Happy Correll-Gosden 10
Somebody and Me! Correll-Gosden 10
LIST FOR OCTOBER 28
VOCAL AND INSTRUMENTAL
20925 Since Henry Ford Apologized to Me,
The Happiness Boys 10
Pastafazoola The Happiness Boys 10
35843 Andantino (Lemare) Edwin H. Lemare 12
Traumerei (Reverie) (Schumann),
Edwin H. Lemare' 12
20921 Cohen at the Telephone — Part I.. Julius Tannen 10
Cohen at the Telephone — Part II. Julius Tannen 10
20924 Me and My Shadow Victor Salon Orch. 10
Charmaine Victor Salon Orch. 10
35786 Madame Butterfly — Fantasie — Part I,
Victor Symphony Orch. 12
Madame Butterfly — Fantasie — Part II,
Victor Symphony Orch. 12
20915 Tales from the Vienna Woods— Waltz — Part I,
Marek Weber and His Orch. 10
Tales from the Vienna Woods — Waltz — Part II,
Marek Weber and His Orch. 10
20703 Hawaiian Love Kane's Hawaiians 10
Hawaiian Rose — Medley Kane's Hawaiians 10
35844 Sea Songs — Medley Victor Mixed Chorus 12
War Songs — Medley Victor Male Chorus 12
20894 To a Wild Rose (MacDowell) Venetian Trio 10
The Rosary (Nevin) Venetian Trio 10
20920 Roam On, My Little Gypsy Sweetheart,
The Revelers 10
Blue River The Revelers 10
20919 Bye-Bye, Pretty Baby Frank Crumit 10
Some Day You'll Say "O. K!",
Jim Miller-Charlie Farrell 10
20693 Dear Old Girl Maurice J. Gunsky 10
When You Were Sweet Sixteen,
Maurice J. Gunsky 10
DANCE RECORDS
20926 Zulu Wail — Fox-trot,
Nat Shilkret and the Victor Orch. 10
Slow River — Fox-trot,
Jean Goldkette and His Orch. 10
20902 Where Have You Been All of My Life (From
"AUez-Oop!") — Fox-trot,
Nat Shilkret and the Victor Orch. 10
Pull Yourself Together (From "Allez-Oop!") —
Fox-trot ...Nat Shilkret and the Victor Orch. 10
20923 Dawning — Fox-trot,
Johnny Hamp's Kentucky Serenaders 10
I Fell Head Over Heels in Love — Fox-trot,
Johnny Hamp's Kentucky Serenaders 10
20922 Roses of Picardy— Waltz The Troubadours 10
Kiss Me Again — -Waltz The Troubadours 10
35845 Ziegfeld Follies— Medley— Part I,
Nat Shilkret— Victor Orch. 12
Ziegfeld Follies — Medley— Part II,
Nat Shilkret— Victor Orch. 12
RED SEi?L
4020 Battle Hymn of the Republic (Howe),
Julia Arthur 10
America (Smith-Carey) Julia Arthur 10
6697 Sonata Appassionata — Part 1 (In F Minor),
Harold Bauer 12
Sonata Appassionata — Part 2 Harold Bauer 12
6698 Sonata Appassionata — Part 3 Harold Bauer 12
Sonata Appassionata — Part 4 Harold Bauer 12
1267 Parla! Valse (Oh, Speak) (Arditi)— Italian,
Amelita Galli-Curci 10
The Gypsy and the Bird (Oxenford-Benedict) —
English Amelita Galli-Curci 10
6691 Ave Maria (Schubert-Wihelmj) . . Jascha Heifetz 12
Rondo (Schubert) Jascha Heifetz 12
4019 Beautiful Ohio (Macdonald-Earl),
Olive Kline-Elsie Baker 10
Dear Little Boy of Mine (Brennan-Ball),
Elsie Baker 10
6711 Good-Bye (Whyte-Melville-Tosti) . . Rosa Ponselle 12
Serenade (Lasare-Tosti) Rosa Ponselle 12
6696 Afternoon of a Faun — Part I (Debussy),
L. Stokowsky and Philadelphia Symphony Orch. 12
Afternoon of a Faun Part II (Debussy),
L. Stokowsky and Philadelphia Symphony Orch. 12
6713 Mignon — Polonaise — Je suis Titania (I'm Fair
iitania) ( i homas)— French ... Marion Talley 12
Tales of Hoffman — Les oiseaux dans la Char-
mille (Doll Song) (Offenbach)— French.
Marion Talley 12
1280 Gypsy Love Song (From "The Fortune Teller")
(Herbert Reinald Werrenrath 10
Duna (Pickthall-McGill) .. .Reinald Werrenrath 10
THE MENDELSSOHN VIOLIN CONCERTO WITH
ORCHESTRA IN SPECIAL ALBUM
Concerto in E Minor (Mendelssohn, Op. 64),
Fritz Kreisler and the State Opera Orch. (Berlin)
Conducted by Dr. Leo Blcch
A May Breeze (Song Without Words) (Mendelssohn-
Kreisler) Violin, Fritz Kreisler
Complete on 4 Double-faced Victor Records, in Album M-19
(8080-8083) with explanatory folder.
Columbia Phono. Co., Inc.
CELEBRITY SERIES
9032-M Carmen: 11 fior che avevi a me tu dato
(Flower Song) (Bizet) — Tenor Solo,
Charles Hackett 12
Mignon: Ah! non crede vi tu (Ah! Little
1 bought the Maid) (Thomas) — Tenor Solo,
Charles Hackett 12
7130- M Un Ballo in Maschera: Eri Tu (Is It Thou)
(Verdi)— Baritone Solo Carlo GalefR 12
Ernani: O Sommo Carlo (Oh, Noble Carlos)
(Verdi)— Vocal,
Carlo Galeffi and Chorus of La Scala Theatre 12
7132-M The Merry Wives of Windsor: Overture,
Parts 1 and 2 (Nicolai) — Instrumental,
Sir H. J. Wood and New Queen's Hall Orch. 12
7131- M Zephyr (Hubay; Op. 30, No. 5)— Violin Solo,
Joseph Szigeti 12
Siciliano and Rigaudon (Francoeur-Kreisler)
— Violin Solo Joseph Szigeti 12
5072-M Hungarian Rhapsody, No. 8, Parts 1 and 2
(Liszt) — Piano Solos Ethel Leginska 12
140-M For Thee (Gordon) — Mezzo-Soprano Solo,
Barbara Maurel 10
From Out the Long Ago (Stratton-Dick) —
Mezzo-Soprano Solo Barbara Maurel 10
138- M Cavalleria Rusticana: Intermezzo (Mascagni)
— Instrumental Cherniavsky Trio 10
Serenade (Widor) — Instrumental,
Cherniavsky Trio 10
139- M Church Bells of Novgorod (Arr. by Karno-
vich) — Russian Folk bong,
Kcdorff Male Quartet 10
A Life for the Czar; Introduction (Glinka),
Kedorff Male Quartet 10
INSTRUMENTAL MUSIC
1099-D Just Once Again — Pipe Organ. Milton Charles 10
When Day Is Done — Pipe Organ,
Milton Charles 10
1097- D Worryin' — Piano Solo Art Kahn 10
Swanee Shore — Piano Solo Art Kahn 10
1M5-D 'Tis the Last Rose of Summer,
The Artist Ensemble 10
Silver Threads Among the Gold,
The Artist Ensemble 10
Ii02-D Serenatella Spagnuola,
Mandolin Band of Leghorn (Dir. G. Verdi) 10
Suite Marinaresca: Uanza delle Ondine,
Mandolin Band of Leghorn (Dir. G. Verdi) 10
DANCE MUSIC
1090-D Just Once Again — Fox-trot, with VocaJ Chorus
by Franklyn Baur.Paul Ash and His Orch. 10
Love and Kisses (From Baby to You) — Fox-
trot, with Vocal Chorus by Paul Small and
Milton Watson Paul Ash and His Orch. 10
1098- D Are You Happy? — Fox-trot, with Vocal Chorus
by Frank Harris,
Ipana Troubadours (S. C. Lanin,' Dir.) 10
Give Me a Night in June — Fox-trot, with
Vocal Chorus by Frank Harris,
Ipana Troubadours (S. C. Lanin, Dir.) 10
1112-D Cheerie-Beerie-Be — (From Sunny Italy) —
Waltz, with Vocal Chorus by Don Howard,
Leo Reisman and His Orcli. 10
Waters of the Perkiomen — Waltz,
Leo Reisman and His Orch. 10
1095-D Is It Possible (Ihat ^he Loves Me)— Fox-
trot, with Vocal Chorus by Don Howard,
Leo Reisman and His Orch. 10
Just Call on Me — Fox-trot, with Vocal Chorus
by Don Howard,
Leo Reisman and His Orch. 10
1114-D The Varsity Drag (From "Good News")—
Fo.x-trot, with vocal Chorus by Baur, James
and Shaw,
Cass Hagan and His Park Central Hotel Orch. 10
Dancing 'lambourine — Fox-trot. The Radiolites 10
llOS-D Just a Memory — Fox-trot, with Vocal Chorus
by Elliott Shaw,
Harold L^eonard and His Waldorf-Astoria Orch. 10
Joy Bells — Fox-trot, with Vocal Chorus by
Vaughn De Leath,
Harold Leonard and His Waldorf-Astoria Orch. 10
1109 D Ooh! Maybe It's You (From "Ziegfeld Follies
of 1927 ') — Fox-trot, with Vocal Chorus by
Franklyn Baur. ..Harry Reser's Syncopators 10
Shaking the Blues Away (From "Ziegfeld
Follies of 1927") — Fox-trot, with Vocal
Chorus by Franklyn Baur,
Harry Reiser's Syncopators 10
1117- D Barbara — Fox-trot, with Vocal Chorus by
Johnnv Morris.. Paul Specht and His Orch. 10
Who's That Pretty Baby? — Fox-trot, with
Vocal Chorus by Johnny Morris,
Paul Specht and His Orch. 10
1108-D Good News (From "Good News") — Fox trot,
with Vocal Chorus by Baur, Shaw and
Luther,
Fred Rich and His Hotel Astor Orch. 10
Lucky in Love (From "Good News") — Fox-
trot, with Vocal Chorus by Baur, Shaw and
Luther,
Fred Rich and His Hotel Astor Orch. 10
1093-D Somebody and Me! — Fox-trot, with Vocal
Chorus,
Guy Lombardo and His Royal Canadians 10
I Haven't Told Her— She Hasn't Told Me—
Fox-trot, with Vocal Chorus,
Guy Lombardo and His Royal Canadians 10
1118- D Sing Me a Baby Song — Fox-trot, with Vocal
Chorus by Vaughn De Leath,
George H. Green Trio 10
No Wonder I'm Happy (My Baby's in Love
With Me) — Fox-trot, with Vocal Chorus by
Vaughn De Leath. .. George H. Green Trio 10
141
1103- D Swamp Blues— Fox-trot.. .The Little Ramblers 10
Play It Red— F'ox-trot The Little Ramblers 10
IIU-D Song of Hawaii — Waltz, with Vocal (Chorus,
South Sea Islanders 10
Hawaiian Hula Medley — Medley Fox-trot,
with Vocal Chorus South Sea Islanders 10
VOCAL NUMBERS
1094-D Two Black Crows, Part 3— Comedy Sketch,
Moran-Mack 10
Two Black Crows, Part 4 — Comedy Sketch,
Moran-Mack 10
1092-D Magnolia— Vocal Duet Van-Schenck 10
Pastafazoola — Vocal Duet Van-Schenck 10
1113-D Shaking the Blues Away (From "Ziegfeld
Follies of 1927")— Vocal Ruth Etting 10
It All Belongs to Me (From "Ziegfeld Follies
of 1927")— Vocal Ruth Etting 10
1104- D You Don't Like It— Not Much — Vocal,
Ruth Etting 10
I'm Nobody's Baby — Vocal Ruth Etting 10
1116-D I'd Walk a Million Miles (To Be a Little
Bit Nearer to You),
Art Gillham and His Southland Syncopators 10
Flutter By, Butterfly,
Art Gillham and His Southland Syncopators 10
1096-D Who-oo? You-oo! That's Who!— Vocal,
Billy Day 10
Sweet Onions — Vocal Billy Day 10
1100-D It's a Million to One You're in Love — Vocal,
Edith Clifford 10
Yodle Song— Vocal Edith Clifford 10
1119-D Charmaine! — Tenor Solo Franklyn Baur 10
The Far-Away Bells — Tenor Solo,
Franklyn Baur 10
1091-D I'm Gonna Dance Wit De Guy Wot Brung
Me — Vocal Duet,
Vaughn De Leath-Frank Harris 10
Just a Little Old School House (Up on Top of
the Hill)— Vocal Duet,
Vaughn De Leath-Frank Harris 10
1110-D Since Henry Ford Apologized to Me — Vocal
Duet,
Billy Jones-Ernest Hare (The Happiness Boys) 10
I Walked Back From the Buggy Ride — Vocal
Duet Vaughn De Leath-Frank Harris 10
I107-D You Went Away Too Far (And Stayed Away
Too Long) — Vocal,
The Sunflower Girl of WBAP (Bessie Coldiron) 10
I Hold the World in the Palm of My Hand —
Vocal,
The Sunflower Girl of WBAP (Bessie Coldiron) 10
II06-D Gorgeous — Vocal Oscar Grogan 10
I'm in Love Again — Vocal Oscar Grogan 10
SACRED MUSIC
nOl-D In the Dawn of Eternal Day — Vocal Duet,
Homer A. Rodeheaver-Doris Doe 10
Dearer Than All — Vocal Duet,
Homer A. Rodeheaver-Doris Doe 10
FAMILIAR TUNES— OLD AND NEW
15I7S-D My Fat Girl — Talking-Singing,
Chris Bouchillon 10
Let It Alone — Vocal Chris Bouchillon 10
15179- D The Letter That Never Came — Vocal,
Charlie Poole, with North Carolina Ramblers 10
Falling by the Wayside — Vocal,
Charlie Poole, with North Carolina Ramblers 10
15175- D Salty Dog Blues — Vocal Allen Brothers 10
Bow Wow Blues — Vocal Allen Brothers 10
15180- D Shack No. 9— Vocal,
Arthur Tanner and His Corn-Shuckers 10
Two Little Children — Vocal. . .Arthur Tanner 10
15182-D I'm (ioing Away From the Cotton Fields —
Vocal Hugh Cross 10
The Parlor Is a Pleasant Place to Sit in Sun-
day Night — Vocal Hugh Cross 10
15174-D The Wreck of Virginian, No. 3 — Vocal.
Roy Harvey 10
The Brave Engineer — Vocal Roy Harvey 10
15176- D Be a Daniel — Sacred Music. The Deal Family 10
Working and Singing — Sacred Music,
The Deal Family 10
(^Continued on page 142)
142
151S1-D When the Moon Shines Down Upon the Moun-
tain — ^Vocal Vernon Dalhart
Golden Slippers — Vocal Duet,
Vernon Dalhart-Charlie Wells
13177-D Reaching to You — Vocal,
Mr. and Mrs. R. N. Grisham
We'll Be at Home Again — Vocal,
Mr. and Mrs. R. N. Grisham
IRISH RECORDS
33190- F Jockey Thro' the Fair — Long Dance; Violin
Solo Michael C. Hanafin
Green Groves of Erin — Reel,
Sullivan's Shamrock Band
33191- F Ireland— Vocal Shaun O'Xolan
The Shamrock — Vocal Shaun O'Nolan
33192- F The Merry Blacksmith: Fair Athenry — Reels;
Bagpipe and Violin Duet,
Joseph Sullivan-William McCormick
Tuohy's Favorite — Hornpipe; Bagpipe and
Violin Duet,
Joseph Sullivan- William McCormick
33193- F Frank Quinn in His ?^ew Irish Jaunting Car
• — Vocal Frank Quinn
John McCaggrey's Favorite Reel — Reel,
Frank Quinn
33194- F Killarney, My Home O'er the Sea— Tenor,
George O'Brien
Come Back to Erin — Tenor. .. George O'Brien
33195- F Cod Liver Oil — Vocal Duet. Flanagan Brothers
The Auld Blackthorn— Reel,
Flanagan Brothers
33196- F When It's Moonlight in Mayo — Tenor.
Seamus O'Doherty
Xellie, 'Me Love and Me — Tenor,
Seamus O'Doherty
Brunswick Records
The Talking Machine World. New York, October, 1927
THE LATEST RECORD BULLETINS— (Continued from page 141)
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
10
3610
3624
3571
3570
3543
3617
1S9
3595
3619
3597
3613
3620
3395
10266
178
166
3623
3625
3634
3635
3599
LIST FOR OCTOBER 6
Dew Dew Dewy Day (Johnson-Tobias-Sherman)
— Fox-trot, with Vocal Chorus,
Ben Selvin and His Orch.
Oh. Doris! mere Do You Live? (Kahn)— Fox-
trot, with Vocal Chorus; Ben Selvin and His Orch.
Just .-Another Day Wasted Away (Tobias-Turk)
• — Tenor, with Piano Prince Piotti
I May Learn to Forget Some Day (Hunt-Corn-
well-Piantadosi) — Tenor, with Piano. Prince Piorti
Hike, Notre Dame! (Fagan-Casasanta) — Male
Voices,
Univ. of Notre Dame Glee Club (J. J. Casasanta, Dir.)
Down the Line! (Fagan-Casasanta) — Male Voices.
Univ. of Notre Dame Glee Club (J. J. Casasanta, Dir.)
O Salutaris (Gounod) — Male Voices.
Univ. of Notre Dame Glee Club (J. J. Casasanta, Dir.)
Ave Maria (Vittoria) — Male Voices.
Univ. of Notre Dame Glee Club (J. J. Casasanta, Dir.)
Temple Bells Ring On (A Far East Fantasy)
(Alexander-Boutelje) — Gypsy Orch.,
The A. & P. Gypsies (Harry Horlick, Dir.)
Madam Lu! Lu! (Russian Air) — Gypsv Orch.,
The A. & P. Gypsies (Harry Horlick, Dir.)
Me and My Shadow (Rose"-Jolson-Dreyer) —
Piano Solo Lee Sims
I'm Coming, Virginia (Cook-Heywood) — Piano
Solo Lee Sims
Golden Slippers — Male Voices, with Harmonica,
Fiddle, (juitar and Banjo Accomp.,
Kanawha Singers
Hear Dem Bells. Al Hopkins and His Buckle Busters
Bamboola (DeLeath-Brown) — Fox-trot, with
Vocal Chorus "Kenn" Sisson and His Orch.
Blue Heaven (Donaldson-Wliting) — Fox-trot,
with Vocal Chorus. .'*Kenn" Sisson and His Orch.
LIST FOR OCTOBER 13
Highways Are Happy \^'ays (When They Lead
the Way to Home) (Harris-Malie-Shay) —
Fox-trot, for Dancing; with Vocal Duet,
Frank Black and His Orch.
I'd Walk a Million Miles (To Be a Little Bit
Nearer to You) (Lewis-Marks) — Fox-trot, for
" Dancing; with Vocal Chorus,
Frank Black and His Orch.
Mean Dog Blues (Jackson) — Fox-trot,
Red Nichols and His Five Pennies
Cornfed (Effros-Wall) — Fox-trot,
Red Nichols and His Five Pennies
You Don't Like It — Not Much (Miller-Kahn-
Cohn) — Baritone and Piano.
Chester Gaylord (The Whispering Serenader)
Dew. Dew, Dewy Day (Johnson-Tobias-Sher-
man)— Baritone and Piano,
Chester Gavlord (The 'WTiispering Serenader)
Don't Play Aloha ' Oe When I Go (Bradley-
Noble-Lukens) — Hawaiian Instrumental, with
Vocal Chorus Royal Hawaiians
The Hula Blues (Cunna-Noble) — Hawaiian In-
strumental, with Vocal Chorus. . .Royal Hawaiians
Sax-o-trix (Wiedoeft-Savino) — Saxophone Solo,
with Piano Rudy Wiedoeft
In the Orient (Dans L'Orient) (Wiedoeft-
Savino) — Saxophone Solo, with Piano.
Rudy Wiedoeft
Sweet Little Woman o' Mine (Stanton-Bartlett)
— Baritone, with Orch Richard Bonelli
Calling Me Home to You (Teschemacher-Dorel)
— Baritone, with Orch Richard Bonelli
Steamboat Bill (Shields-Leighton Brothers) —
Singing, with Fiddle, Guitar, Banjo and Traps,
Al Bernard
Casey Jones (Seibert-Newton) — Singing. With
Fiddle, Guitar, Banjo and Traps Al Bernard
Going Down the Valley One by One (Pounds-
Fillmore) — Male Voices, with Organ,
Old Southern Sacred Singers
Onward, Christian Soldiers (Baring-t^ould-Sulli-
van) — Male Voices, with Organ,
Old Southern Sacred Singers
LIST FOR OCTOBER 20
I'm Gonna Dance With De Guy Wot Brung Me
(O'Keefe-Archer) — Fox-trot, for Dancing;
with Vocal Chorus Six Jumping Jacks
She's Just What the Doctor Ordered (Rose) —
— Fox-trot, for Dancing; with Vocal Chorus,
Six Jumping Jacks
Who-oo? You-oo! That's Who! (Yellen-Ager) —
— Fox-trot, with Vocal Trio.
Bernie Cummins and His Orch.
Who Was the Lady (Jaffe-Bonx)— Fox-trot, with
Vocal Effects .... Bernie Cummins and His Orch.
Cheerie-Beerie-Be (From "Sunny Italy") (Lewis-
Young-Wayne) — Waltz, with Vocal Chorus,
Ben Selvin and His Orch.
I Could Waltz on Forever (With You Sweet-
heart) (Baskette-Bennett) — Waltz, with Vocal
Chorus Ben Selvin and His Orch.
.\re You Happy (Yellen-Ager) — Tenor and
Piano, with Violin Ray Perkins
Me and My Shadow (Rose-Jolson-Dreyer) —
Tenor and Piano, with Violin Ray Perkins
At Sundown (Donaldson) — With Vocal Chorus;
Played on Kimball Organ; Recorded at Roxy
Theatre, New York Lew White
Underneath the Weeping Willow (Ford-Breau)
— With Vocal Chorus; Played on Kimball Or-
gan; Recorded at Roxy Theatre, New York,
„ „ Lew White
3621 One Summer Night (Coslow-Spier) — Violin Solo,
with Orch Frederic Fradkin
Just Another Day Wasted Away (Tobias-Turk)
— Violin Solo, with Orch Frederic Fradkin
3539 Pride of the Wolverines (Sousa) — March;
Concert Band Walter B. Rogers and His Band
Gridiron Club March (Sousa) — Concert Band,
Walter B. Rogers and His Band
142 Down on the Farm — Tenor, with Fiddle and
Guitar Vernon Dalhart
My Mother's Old Re-d Shawl (Moreland)— Tenor,
with Fiddle and Guitar Vernon Dalhart
177 The Nine Pound Hammer — Hammer and Steel
Effects by Elbert Bowman,
Al Hopkins and His Buckle Busters
C, C. & O. No. 558 (Hopkins-Bowman)— Chas.
Bowman and Elvis Alderman, Fiddlers,
Al Hopkins and His Buckle Busters
LIST FOR OCTOBER 27
3633 Someday You'll Say "O. K." (Donaldson) —
Fox-trot, with Vocal Chorus,
Vincent Lopez and His Casa Lopez Orch.
Just a Memorj' (DeSylva-Brown-Henderson) —
Fox-trot, with Vocal Chorus,
Vincent Lopez and His Casa Lopez Orch.
3629 A Night in June (Friend) — Fox-trot, with Vocal
Duet. Ernie Golden and His Hotel McAlpin Orch.
All by My Ownsome (Dubin-Kahn) — Fox-trot,
with Vocal Duet,
Ernie Golden and His Hotel McAlpin Orch.
3626 Ida's Sweet as Apple Cider (Leonard) — Fox-trot,
Red Nichols and His Five Pennies
Feelin' No Pain (Livingston) — Fox-trot,
Red Nichols and His Five Pennies
3614 I Can't Believe That You're in Love With Me
(Gaskill-McHugh) — Voice and Guitar,
Nick Lucas (The Crooning Troubadour)
Sweet Someone (Wagner-Keyes) — Voice and
Guitar, with Accordion Nick Lucas
3616 Somebody and Me! (Klages-Golden) — Tenor and
Piano Freddie Rose
Bye-Bye, Pretty Baby (Gardner-Hamilton) —
Tenor and Piano Freddie Rose
3612 Call of the Desert (Katzman) — Popular Concert,
Anglo Persians (Louis Katzman, Dir. )
Down South (Spaeth-Myddleton) — Popular Con-
cert, with Vocal Trio,
Anglo Persians (Louis Katzman, Dir.)
15134 Pagliacci— Vesti La Giubba (On With the Play)
(Act I) (Leoncavallo) — Tenor, with Orch.; in
Italian Mario Chamlee
Tosca — E Lucevan Le Stelle (The Stars Were
Shining) (Act III) (Puccini) — Tenor, with
Orch.; in Italian Mario Chamlee
135 Liza Jane — Vocal Duet, with Fiddle and (iuitar,
John and Emery McClung (McClung Brothers)
Chicken — Vocal Duet and Whistling, with Fiddle
and Guitar,
John and Emery McClung (McClung Brothers)
Edison Disc Releases
SPECIALS
52084 Gid-Ap, Garibaldi (Johnson-Moll-Warren).
Jack Kaufman
Wy-lets (Violets) (Johnson-Russell-Bensen),
Jack Kaufman
52082 Mv Lord's Gonna Move This Wicked Race-
Negro Spiritual; Male Voices,
Hann's Emperors of Song
What Band Is This — Negro Spiritual ; Male
Voices Hann's Emperors of Song
52080 If I Had You (Malie-Wright-Bessinger)—
Obbligato bv Esther Nelson Charles Hart
On That Old Beaten Track (Piantadosi-Stept),
James Doherty
80884 Concerto in E Minor — Andante (Mendelssohn)
— Violin Solo Vasa Prihoda
Concerto in E Minor — .Allegro Molto Vivace
( Jlendelssohn) — Violin Solo Vasa Prihoda
52081 What Shall the Han^est Be? (Oakley),
Frederick Kinsley on the Midmer-Losh Pipe Organ
Rock of Ages (Hastings) ; I Surrender All
(Weeden),
Frederick Kinsley on the Midmer-Losh Pipe Organ
52083 Cluck Old Hen — Country Dance of the Southern
Mountaineers, with Singing,
Fiddlin' Powers and Family
Sugar In the Gourd — Country Dance of the
Southern Mountaineers, with Singing,
Fiddlin' Powers and Family
52088 The Mississippi Flood (Robison) — Singing, Vio-
lin. Harmonica and Guitar .Vernon Dalhart
The Wreck of Number Nine (Robison) — Sing-
ing, Jews Harp, Harmonica, Whistling, Fiddle-
and Guitar Vernon Dalhart
52090 Paradise Isle — Valse Sentimentale (Klages-Goer-
ing-Pettis),
Murray Kellner's Dinner Music Ensemble
Fate — Tango de Concert (MacBoyle-Shilkret),
Murray Kellner's Dinner ilusic Ensemble
52089 Here Am I — Broken Hearted (DeSylva-Brown-
Henderson) T. Dona'd Parker
I'm Gonna Settle Up (Then I'm Gonna Settle
Down) (Frisch-Ingham-Osborue-McConnell) ,
J. Donald Parker
52092 Nola (Arndt),
Murray Kellner's Dinner Music Ensemble
March of the Toys — Babes in Toyland (Herbert),
Murray Kellner's Dinner ilusic Ensemble
52093 There's a Cradle in Caroline (Lewis- Young-
Ahlert) Vaughn de Leath (The Radio Girl)
Someday You'll Say "O. K.!" (Donaldson),
Vaughn de Leath (The Radio Girl)
52095 My Blue Ridge Mountain Home (Robison) —
Vocal and Instriamental,
Vernon Dalhart-Carson Robison
When the Moon Shines Down Upon the Moun-
tain (Austin) — Vocal and Instrumental,
Vernon Dalhart
52096 Dawning (Silver-Pinkard) J. Donald Parker
Mister Aeroplane Man (Take Me Up to Heaven)
(Meskill-Conrad-Sherman),
The Radio Franks (Bessinger- White)
52079 Jalousie (Jealousy) — Tango Tzigane (Gade).
Hotel Commodore Ensemble (Dir. B. Levitow)
Clair de Lune — Suite Bergamasque (Debussy),
Hotel Commodore Ensemble (Dir. B. Levitow)
FLASHES
52091 I Can't Believe That You're in Love With Me
(Gaskill-McHugh)— Fox-trot,
Dave Kaplan, with His Happiness Orch.
It's a Million to One You're in Love Davis-
Akst) — Fox-trot,
Dave Kaplan, with Hi.s Happiness Orch.
52094 Dancing Tambourine (PoUa) — Fo-x-trot,
B.A.Rolfe(Trumpet Virtuoso)and Palais d'Or Orch.
It Was Only a Sun Flower (Kahal-Wheeler-
Snyder) — Fox- trot,
B.A.Rolfe (Trumpet Virtuoso) and Palais d'Or Orch.
52097 You Don't Like It— Not Much (Miller-Kahn-
Cohn)— Fox-trot Golden Gate Orch
Shaking the Blues .^wav From "Ziegfeld tollies
of 1927") (Berlin)— Fox-trot,
- „ „ Winegar's Penn. Boys
52098 Bye-Bye, Pretty Baby (Gardner-Hamilton)— Fox-
trot, with Vocal Trio.. Joe Herlihy and His Orch
(WTiere Have \ ou Been) .^11 Mv Life (From
"Allez — Oop!") (Robin-Charig-Myers) — Fox-
trot, with 'Vocal Chorus by J. Donald Parker,
^ Duke Yellman and His Orch.
52099 Ooh! Maybe It's You (From "Ziegfeld Follies
of 1927" (Berlin)— Fox-trot,
Winegar's Penn. Boys
-Marvelous (Breen-DeRose) — Fox-trot, with Vocal
Chorus by Arthur Fields. Al Lynn's Music Masters
52100 Rolling Aroimd in Roses (Since Rosie RoUed
Her Eyes at Me) (Dubin-Raskin-Burke) —
Fox-trot Joe Herlihy and His Orch.
Roam On, My Little Gj'psy Sweetheart (Wheeler-
Kahal-Snyder) — Fox-trot, with Vocal Chorus
by Theo Alban Duke Yellman and His Orch
LONG PLAYING
10008 The Merry Widow Selections (Lehar) ; Oh!
Promise Me, from "Robin Hood" (DeKoven) ;
The (Thocolate Soldier Selections (Oscar
Straus),
B.A.Rolfe(Trumpet Virtuoso)and Palais d'Or Orch.
My Lady's Boudoir — Suite; 1. Chiffon; 2. Lace;
3. Perfume; 4. High Heels and Buckles
(Luella Lockwood Moore),
B. A. Rolfe and His Concert Orch.
Don't Be Cross (Carl Zeller),
B. A. Rolfe (Trumpet Virtuoso)
GENERAL GROUP
SPANISH
60063 .\mapola (Lacalle) Juan PubHo
El Relicario (Padilla) Juan Pulido
60064 El Sacristan (Oteo) Juan Pulido
Mananita fria (Ruiz-Oteo) Tuan Pulido
60065 j^mapola del Camino (Arr. Rubio) Jaun Pulido
Fuiste una Estrellita Blanca (Dorticos-Delfin),
Juan Pulido
60066 Mocosita (Solino-Rodriguez) Juan Pulido
Morir por tu amor (Garcia) Juan Pulido
Edison Blue Amberol Records
5383
5384
5394
5397
5398
5399
5402
5403
5404
5405
5408
5410
5411
5412
5415
The Bright Sherman Valley — Vocal and Instru-
mental,
E. V. Stoneman and His Dixie Mountaineers
Yep! 'Long About June Vaughn de Leath
The Wreck of Number Nine — Vocal and Instru-
mental Vernon Dalhart
Peter on the Sea and the Ole Ark,
The Fisk University Jubilee Quartet
Le Cid — Ballet Music. Victor Herbert and His Orch.
Aye Waken O — Comic Song Harry Lauder
Side by Side — Fox-trot, with Vocal Chorus by
Jack Kaufman. . Oreste and His Queensland Orch.
Honolulu Home Sweet Home. Aloha-Land Serenaders
Me and My Shadow — Fox-trot, with Vocal
Chorus by J. Donald Parker,
Al. Lynn's Music Masters
At Sundown (\\Tien Love Is Calling Me Home)
— Fox-trot, with Vocal Chorus by J. Donald
Parker Al. Lynn's Music Masters
Just a Little Old School House (Up on Top of
the Hill) — Dave Kaplan at the Piano,
The Happiness Boys (Ernest Hare-Billy Jones
There's a Trick in Pickin' a Chick-Chick-Chicken
— Fox-trot, with Vocal Chorus by Jack Kauf-
man (Jolden Gate Orch.
The Tramp ^\'altz,
John Baltzell (Champion Old Time Fiddler"!
Wal, I Swan Al Bernard
Good Bye, My Love, Good Bye..Reinald Werrenrath
Okeh Records
LIST FOR SEPTEMBER 25
DANCTE MUSIC
40879 Blue River (Bryan-Meyer) — Fox-trot, with Vocal
Refrain hy Seger Ellis,
Frankie Trumbauer and His Orch.
There's a Cradle in Caroline (Young- Ahlert) —
Fo.x-trot, with Vocal Refrain by Seger Ellis,
Frankie Trumbauer and His Orch.
40880 Shaking the Blues Away (Berlin) — Fo.x-trot,
with Vocal Refrain by Seger Ellis,
Irwin Abrams and His Hotel Manger Orch.
It All Belongs to Me (Berlin) — Fox-trot, with
Vocal Refrain by Seger Ellis,
Irwin Abrams and His Hotel Manger Orch.
40881 Worryin' (Fairman) — Waltz, with Vocal Refrain,
The Royal Music Makers (Joe Green, Dir.)
I Love No One But You (Spitalny) — Waltz,
with Vocal Refrain,
The Royal Music Makers (Joe Green, Dir.)
VOCAL RECORDS
40878 Magnolia (DeSylva-Brown-Henderson) — Vocal,
with Piano The Palm Beach Boys
Lender the Moon (Lyn-Wheeler-Snyder) — Vocal,
with Piano The Palm Beach Boys
40882 Give Me a Night in June (Friend)— Vocal, with
Piano and Clarinet Noble Sissle
Are You Happy? (Yellen-Ager) — Vocal, with
Piano and Guitar Noble Sissle
INSTRUMENTAL MUSIC
408S3 Charmaine! (Rapee-Pollack) — Organ Solo. Neil Allen
Here Am I — Broken Hearted (DeSylva-Brown-
Henderson) — Organ Solo Neil Allen
OLD TIME TUNES
45138 Hilo March — Accordion and Guitar,
Homer Christopher and R.aney Van Vink
Alabama Jubilee — Accordion and Guitar,
Homer Christopher and Raney Van Vink
45139 Swanee River — Instrumental, with Singing,
Fiddlin' John Carson and His Virginia Reelers
Jesse James — Instrumental,
Fiddlin' John Carson and His Virginia Reelers
45140 Every Race Has a Flag But the Coons — Banjo,
with Singing Uncle Tom Collins
Chicken, 'You Can't Roost Too High for Me —
Banjo, with Singing Uncle Tom Collins
RACE "RECORDS
8498 Levee -Camp Moan Blues — Vocal, with Guitar,
"Texas" Alexander
Section Gang Blues — Vocal, with Guitar,
"Texas" Alexander
S499 Dead Drunk Blues (Thomas) — Vocal, with Orch..
Sippie Wallace
Have Vou Ever Been Down? (Thomas) — Vocal,
with Orch Sippie Wallace
EUROPEAN RECORDINGS
(Odeon Label)
3204 Light Cavalry — Overture, Part I (Suppe) —
(3rch Grand Symphony Orch.
Light Cavalry — Overture, Part II (Suppe) —
Orch Grand Symphony Orch.
The Talking Machine World, New York, October, 1927
143
LATEST RECORD BULLETINS— (Continued from page 142)
3205 Medley of Vienna Tunes— Part I (Komzak) —
Orch Edith Lorand and Her Orch.
Medley of Vienna Tunes — Part II (Komzak) —
Orch Edith Lorand and Her Orch.
5123 The Battle Symphony, or Wellington's Victory
at Vittoria, Part I (Beethoven) — Symphony
Orch.,
Dr. Weissmann and Orch. of State Opera House, Berlin
The Battle Symphony, or Wellington's Victory
at Vittoria — Part II (Beethoven) — Symphony
Orch.,
Dr. Weissmann and Orch. of State Opera House, Berlin
5124 The Battle Symphony, or Wellington's Victory
at Vittoria, Part III (Beethoven) — Symphony
Orch.,
Dr. Weissmann and Orch. of State Opera House, Berlin
The Battle Symphony, or Wellington's Victory
at Vittoria, Part IV (Beethoven) — Symphony
Orch..
Dr. Weissmann and Orch. of State Opera House, Berlin
LIST FOR OCTOBER 5
DANCE MUSIC
40S84 Give Me a Night in June (Friend) — Fox-trot,
with Vocal Refrain Mike Markels' Orch.
It Was Only a Sun Shower (Kahal-Wheeler-
Snyder) — Fox-trot, with Vocal Refrain,
Mike Markels' Orch.
40885 Dawning (Silver- Pinkard) — Fox-trot, with Vocal
Refrain by Seger Ellis,
The New York Syncopators
Just a Memory (Henderson) — Fox-trot,
The New York Syncopators
40886 Clementine (From New Orleans) (Creamer-War-
ren)— Fox-trot, with Vocal Refrain,
The Goofus Five
I Left My Sugar Standing in the Rain (And
She Melted Away) (Kahal-Fain) — ■ Fox-trot,
with Vocal Refrain The Goofus Five
VOCAL RECORDS
40887 Dawning (Silver-Pinkard) — Vocal, with Piano,
Noel Taylor
Baby Your Mother (Like She Babied You)
(Donnelly-Morse-Burke) — Vocal, with Piano.
Noel Taylor
40889 Someday You'll Say "O. K." (Donaldson) —
Vocal, with Piano by Rube Bloom; Guitar by
Ed Lang Alma Rotter
Got Everything (Don't Want Anything But You)
(Razaf-Palmer) — Vocal, with Piano by Rube
Bloom; Guitar by Ed Lang Alma Rotter
INSTRUMENTAL
40888 Hot Lips (Busse-Lange-Davis) — Clarinet, with
Piano; Guitar by Ed Lang Boyd Senter
The Grind Out (Russell) — Clarinet, with Piano;
Guitar by Ed Lang Boyd Senter
OLD TIME TUNES
45141 The Bulldog — Vocal Monroe Quartet
Bruddah Brown (Rowe-Beazley) — Vocal,
Monroe Quartet
45142 My Own lona (Friedland-Morgan) — Instru-
mental Scottdale String Band
Carolina (jlide — Instrumental .. Scottdale String Band
45143 Don't Sell Pa Any More Rum — Vocal, with
Mandolin and Guitar Giddens Sisters
Where Is My Wandering Boy To-night? — Vocal,
with Mandolin and Guitar Giddens Sisters
» RACE RECORDS
8500 Useless Blues (Weaver-Martin) — Vocal, with
Guitar by Sylvester Weaver Sally Roberts
Black Hearse Blues (Jackson-Ray) — Vocal, with
Guitar by Sylvester Weaver Sally Roberts
8501 Earth Is No Resting Place — Sacred, with
Guitars and Piano,
Jessie May Hill and Sisters of Congregation
Lion of the Tribe of Judah — Sacred, with In-
strimiental Accomp.,
Rev. F. N. McGee, with Church
of God in Christ Jubilee Singers
LIST FOR OCTOBER 15
DANCE MUSIC
40890 Imagination (Livingston) — Fox-trot,
Miff Mole and His Little Molers
Feelin' No Pain (Livingston) — Fox-trot,
Miff Mole and His Little Molers
40891 Someday You'll Say "O. K." (Donaldson) — Fox-
trot, with Vocal Refrain,
Fred "Sugar" Hall and His Sugar Babies
Is It Possible (That She Loves Me) (Dixon-
Woods) — Fox-trot, with Vocal Refrain,
Fred "Sugar" Hall and His Sugar Babies
40892 Barbara (Rose-Silver) — Fox-trot, with Vocal
Refrain The Texans
Baby Feet Go Fitter Patter ('Cross My Floor)
(Kahn) — Fox-trot, with Vocal Refrain. The Texans
40893 There'll Be Some Changes Made (Overstreet)
— Fox-trot Red McKenzie and His Music Box,
with Venuti and Lang
My Syncopated Melody Man (Merriel-Cox) —
— Fox-trot Red McKenzie and His Music Box,
with Venuti and Lang
VOCAL RECORDS
40894 Baby Feet Go Fitter Patter ('Cross My Floor)
(Kahn) — Vocal, with Piano Mark Fischer
Just Another Day Wasted Away (Waiting for
You) (Tobias-Turk) — Vocal, with Piano,
Mark Fischer
40895 Blue River (Bryan-Meyer) — Vocal, with Orch.,
Sophie Tucker
There's a Cradle in Caroline (Lewis-Young-
Ahlert) — Vocal, with Orch Sophie Tucker
OLD TIME TUNE RECORDS
45144 All Night Long — Guitar and Voice. Frank Hutchison
Lightning Express — Guitar and Voice,
Frank Hutchison
45145 On the Resurrection Morning We Shall Rise —
Vocal, with Guitar and Banjo,
Bela Lam and His Greene County Singers
The Sweetest Story of Old — Vocal, with Guitar
and Banjo,
Bela Lam and His Greene County Singers
45146 The Old Arm Chair— Vocal, with Instrumental,
Williamson Brothers and Curry
Lonesome Road Blue's — Vocal, with Instrumental,
Williamson Brothers and Curry
RACE RECORDS
8502 You're No Count Triflin' Man (Maxey) — Vocal
Duet, with Eddie Heywood's Jazz Trio,
Butterbeans and Susie
Oh, Yeah! (Hammed) — Vocal Duet, with One-
String Fiddle and Piano by Eddie Heywood,
Butterbeans and Susie
8503 Potato Head Blues (Armstrong) — Fox-trot,
Louis Armstrong and His Hot Seven
Put 'Em Down Blues (Armstrong) — Fox-trot,
Louis Armstrong and His Hot Seven
8504 Penitentiary Bound Blues (Jones) — Guitar and
Voice Sylvester Weaver
Can't Be Trusted Blues (Jones) — Guitar and
Voice Sylvester Weaver
EUROPEAN RECORDINGS
(Odeon Label)
3206 Old Folks at Home (Swanee River) (Kreisler)
— Violin Solo, with Piano Accomp. .. Edith Lorand
The Old Tower of St. Stephen (Brandl-Kreisler)
— Violin Solo, with Piano Accomp. .. Edith Lorand
3207 Die Fledermaus (The Bat)— Overture, Part I
(Strauss) — Orch Dajos Bela and His Orch.
Die Fledermaus (The Bat) — Overture, Part II
(Strauss) — Orch Dajos Bela and His Orch.
5125 Die Walkuere, Part I (Wotan's Farewell and
Magic Fire Spell) (Wagner) — Symphony Orch.,
Siegfried Wagner and State Symphony Orch., Berlin
Die Walkuere, Part II (Wotan's Farewell and
Magic Fire Spell) (Wagner) — Symphony Orch.,
Siegfried Wagner and State Symphony Orch., Berlin
5126 Die Walkuere, Part III (Wotan's Farewell and
Magic Fire Spell) (Wagner) — Symphony Orch.,
Siegfried Wagner and State Symphony Orch., Berlin
Die Walkuere, Part IV (Wotan's Farewell and
Magic Fire Spell) (Wagner) — Symphony Orch.,
Siegfried Wagner and State Symphony Orch., Berlin
Vocalion Records
LIST FOR OCTOBER 6
15601 I'm Coming, Virginia (Cook-Heywood) — Fox-
trot, with Vocal Chorus Club Royal Orch.
Just Once Again (Donaldson-Ash) — Fox-trot,
with Vocal Chorus The Bostonians
15599 Oh, Doris! Where Do You Live? (Kahn)—
Fox-trot, with Vocal Chorus. Kensington Serenaders
No Wonder I'm Happy (My Baby's in Love
With Me) (Davis-Akst) — Fox-trot, with Vocal
Chorus The Bostonians
5170 Rufus Blossom — Singing, Banjo, Guitar and
Fiddle McGee Brothers (Sam-Kirk) Todd
Ragged Jim — Singing, Mandolin and Guitar,
McGee Brothers (Sam-Kirk)
5172 You've Been a Friend to Me — Singing and Banjo,
Uncle Dave Macon-McGee Bi others
More Like Your Dad Every Day — Singing and
Banjo Uncle Dave Macon
1066 My Good Lord's Done Been Here (Jubilee)
(Grainger) — Vocal Trio, with Piano,
Swanee Jubilee Singers
I've Openexl My Soul (To You, My Lord)
(Grainger- Ricketts) — Spiritual — Vocal Trio,
with Piano and Saxophone. Swanee Jubilee Singers
1100 Easy Come, Easy Go Blues (Bergere) — Fox-trot,
for Dancing,
Jimmy Bertrand's Washboard Wizards
The Blues Stampede (Mills) — Fox-trot,
Jimmy Bertrand's Washboard Wizards
8105 Battalia Del 5 De Mayo De 1862 3a Parte
(Battle of May 5, 1862) — Descriptive,
Hermanos Areu y Roberto Guzman
Battalia Del 5 De Mayo De 1862 4a Parte
(Battle of May 5, 1862)— Descriptive
Hermanos Areu y Roberto Guzman
LIST FOR OCTOBER 13
15602 Cornfed (Effros- Wall)— Fox-trot,
Red Nichols and His Five Pennies
Mean Dog Blues (Jackson) — Fox-trot,
Red Nichols and His Five Pennies
15598 Song of the Wanderer (Moret) — Tenor and
Piano Phil Worth
You're the One for Me (Donaldson-Ash) — Tenor
and Piano Phil Worth
5154 Hop High, Ladies, the Cake's All Dough — Sing-
ing, with Old-time Orch.,
Uncle Dave Macon and His Fruit-Jar Drinkers
Walk, Tom Wilson, Walk— Singing, with Old-
time Orch.,
Uncle Dave Macon and His Fruit-Jar Drinkers
1103 Triflin' Man Blues (Miller) — Comedienne, with
Piano, Cornet and Guitar Luella Miller
Jackson's Blues (Miller) — Comedienne, with
Piano, Cornet and Guitar Luella Miller
1123 God's Gonna Separate the Wheat From the
Tares — Voice and Guitar Blind Joe Taggart
The Storm Is Passing Over — Voice and Guitar,
Blind Joe Taggart
13050 Eriich Sein (To Be Honest) (Laskowsky) —
Tenor, with Orch.; in Yiddish ....Aaron Lebedeff
Wos Mein Mame Not Gesuot (What My Mother
Has Said) (Tanzman) — Tenor, with Orch.; in
Yiddish Aaron Lebedeff
13057 Es Is Nisch Tu Kein Ehrlicher Mensch (There
Are No Honest Men) — Jewish Song, Sop. Mit
Orkester Begleitung Bessie Weissman
Ich Lieb Zu Tuen a Toive (I Like to Do a
Favor) — Jewish Song; Sop. Mit. Orkester
Begleitung Bessie Weissman
13056 Briss Mihle (Babtising) — Jewish Comic Sketch;
Comedian Mit Orke'ster Beleitung. . . . Max Willner
Die Drei Chasonim (The Three Bridegrooms) —
Jewish Comic Sketch; Comedian Mit Orkester
Beleitung Max Willner
8118 Adolorido (In Pain) (Corrido Del Bajio-0)
(Oteo) — Soprano y Baritono con Orquesta,
Pilar Arcos y Juan Pulido Con The Castilians
En Una Villa de Espana (In a Little Spanish
Town) (Wayne) — Soprano y Baritono con Or-
questa,
Pilar Arcos y Juan Pulido Con The Castilians
LIST FOR OCTOBER 20
15609 She's Just What the Doctor Ordered (Rose) —
Fox-trot, with Vocal Chorus Six Hayseeds
I'm Gonna Dance Wit de Guy Wot Brung Me
(O'Keefe-Archer) — Fox-trot, with Vocal Chorus,
Six Hayseeds
15610 Someday You'll Say "O. K." (Donaldson) —
Fox-trot, with Vocal Chorus. . -Jay's Chelsea Orch.
Just Another Day Wasted Away (Tobias-Turk)
Fox-trot, with Vocal Chorus. .Jay's Chelsea Orch.
15605 I May Learn to Forget Someday (Hunt-Corn-
well-Piantadosi) — Tenor, with Pia'no Bob Cole
Just Another Day Wasted Away (Tobias-Turk)
— Tenor, with Piano Bob Cole
1124 The Prayer Meeting in Hell — Sermon, with
Singing Rev. A. W. Nix and Congregation
After the Ball Is Over — Sermon, with Singing,
Rev. A. W. Nix and Congregation
1107 Moving Day Blues (Lowery) — Comedienne, with
Piano and Guitar Accomp Florence Lowery
Thirty Day Blues (Lowery) — Comedienne, with
Piano, Cornet and Banjo Flo'.'ence Lowery
5160 Walking in the Sunlight (Zelley-C^ook)— Singing.
with Old-time' Orch Dixie Sacred .Singers
0 Bear Me Away on Your Snowy Wings — Sing-
ing, with Old-time Orch Dixie Sacred Singers
5165 Go Along Mule — Singing, with Old-time Orch.,
Uncle Dave Macon and His Fruit-Jar Dr'.nkers
Tom and Jerry — Singing, with Old-time Orch.,
Uncle Dave Macon and His Fruit-Jar iJrinkers
8116 Adolorido (In Pain) — Fox-trot The Castilians
Marinero (Marine) (Ruiz) — Fox-trot. .The Castilians
LIST FOR OCTOBER 27
15611 Just a Memory (DeSylva-Brown-Henderson) —
Fox-trot, with Vocal Cborus. . .Jay's Chelsea Orch.
(Continued on page 144)
answer I nlo one ^
Some ueteran mus/c/ans can reco^n/^e
a/moxt ani/ Popu/ar composer 6^ A/s
sti/le and rAt/f/im— Can. ^oa fe//ii/Ao
u/mfe m/s Af£u^ copypmreo tfi/MBf/? ?
144
LATEST RECORD BULLETINS— (Continued from page 143)
The Talking Machine World, New York, October, 192/
Harry Von Tilzer's
3 Big Hits
WHETHER IT RAINS
WHETHER IT SHINES
ALL I WANT IS
JUST YOUR LOVE
WHEN ITS NECKING
TIME IN GREAT NECK
HARRY VON TILZER MUSIC
PUBLISHING CO.
1587 Broadway New York City
Baby Feet Go Fitter Patter ('Cross My Floor)
(Kahn) — Fox-trot, with Vocal Chorus,
Jay's Chelsea Orch.
15607 Who-oo? That's Who! (Yellen-Ager)— Fox-trot,
with Vocal Trio Cascades Orch.
A Night in June (Friend) — Fox-trot, with Vocal
Duet The Bostonians
15606 Bye^Bye, Pretty Baby (Gardner-Hamilton) —
Tenor and Piano Phil Worth
Somebody and Me! (Klages-Golden) — Tenor and
Piano Phil Worth
1097 Let Jesus Lead You — Voices and Guitar,
The Guitar Evangelist (Edward W. Clayborn)
Bye and Bye When the Morning Comes — Voice
and Guitar,
The' Guitar Evangelist (Edward W. Clayborn)
5161 Heartaching Blues — Singing and Banjo,
Uncle Dave Macon
The Mocking Bird Song Medley — With Guitar
and Fiddles Uncle Dave Macon
8117 Tus Besos Fueron Mios (Your Kisses Wrre
Mine) (Aieta) — Tango; Solista, Jose Santos.
Los Fldridians
Siempre Sufriendo (Always Suffering) (Soto) —
Waltz Los Floridians
Bell Records
530 Broken Hearted — Fox-trot ...California Syncopators
A Shady Tree — Fox-trot California Syncopators
531 Dew, Dew, De-wy Day — Fox-trot,
Marlborough Dance Orch.
You're Goin' to Miss Me — Fox-trot,
Marlborough Dance Orch.
532 Bye-Bye, Pretty Baby — Fox-trot.
Pennsylvania Players
Stop Your Cryin' — Fox-trot,
Pennsylvania Players
533 It's a Million to One You're in Love — Fox-trot,
Bell Boys
Oh, Constantine! — Fox-trot Bell Record Boys
534 Sing Me a Baby Song — Fo.x-trot Imperial Orch.
See What You're Doin' — Fox-trot .... Imperial Orch.
535 Sunset Dreams— Waltz Fred Hall's Orch.
All for You— Waltz The Melody Men
536 Are You Lonesome To-night — Tenor Solo,
Charles Hart
Mississippi Sweetheart — Tenor Solo ...Leslie Strand
537 Forgive Me — Baritone Solo Arthur Fields
When Day Is Done — Tenor Solo Charles Hart
538 Worryin' — Tenor Solo Charles Hart
Roamin' — -Baritone Solo Ernest Hare
539 Charmaine — Waltz The Melody Men
Silver Moon — Waltz Imperial Dance Orch.
540 Dancing Tambourine' — Fox-trot The Melody Men
On the Road to Nowhere — Fox-trot,
Imperial Dance Orch.
541 It Was Only a Sunshower — Fox-trot.
Bell Record Boys
Back of Every Cloud — Fox-trot. .. Bell Record Boys
542 Give Me a Night in June — Fox trot. .Imperial Orch.
Just Dreaming of You — Fox-trot Imperial Orch.
543 Are You Happy — Fox-trot ....Pennsylvania Players
A Nice Honey Moon — Fox-trot. Pennsylvania Players
544 Someday You'll Say "O. K."— Fox-trot,
Bell Record Boy.s
To-night I'm Thinking of You — Fox-trot,
Bell Record Boys
545 Ooh — Maybe It's You — Fox-trot Melody Men
Never — Waltz Melody Men
546 Baby Feet Go Fitter Patter — Fox-trot,
Marlborough Dance Orch.
I'll See You in Kentucky — Fox-trot,
Marlborough Dance Orch.
547 Varsity Drag — Blues Follies Club Orch.
Low-Down, Sawed-OfI Blues — Blues,
Original Indiana Five
548 Just a Memory — Tenor Solo Charles Hart
Wonderful Waltz of Love — Baritone Solo,
Arthur Fields
549 You Only Want Me When You're Lonely — Tenor
Solo Charles Hart
When a Fellow Needs a Sweetheart— Baritone
Solo Joseph Slee
550 My Blue Heaven — Tenor Solo Charles Hart
What's the Use — Baritone Solo Arthur Fields
Gennett Records
ELECTROBEAM (BLACK LABEL) RECORDS
POPULAR DANCE RECORDS
6198 Darktown Shuffle — Fox-trot, with Vocal Chorus,
Baby Aristocrats' Band
Wabash Blues — Blues Tom Gates' Orch.
6199 Swamp Blues — Fox-trot,
Johnny Ringer's Rosemont Orch.
Rubber Heels — Instrumental Blues,
Johnny Ringer's Rosemont Orch.
6200 At Sundown — Fox-trot, with Vocal Chorus,
Eddie Miles and His Club Florentine Orch.
One o'clock Baby — Fox-trot, with Vocal Chorus,
Eddie Miles and His Club Florentine Orch.
6215 Brain Storm — Fox-trot. . Geo. Osborn and His Oreh.
Love's Melody — Waltz, with Vocal Chorus,
Geo. Osborn and His Orch.
6216 Sweet Violets — Fox-trot, with Vocal Ensemble,
Bernie Schultz-Crescent Orch.
Sweetheart of Sigma Chi — Fox-trot, with Vocal
Ensemble Bernie Schultz-Crescent Orch.
6217 Meet Me in the Moonlight — Fox-trot, with Vocal
Chorus.. Milt Teller and His Golden Pumpkin Orch.
Sa-lu-ta! — 6/8 Fox-trot, with Vocal Chorus,
The Broadway Strollers
POPULAR VOCAL
6201 Gorgeous — Tenor, with Guitar Accomp...Les Backer
I'd Love to Be a Baby Again — Tenor, with
Guitar Accomp Les Backer
6202 At Sundown Carroll-Grady
We (My Honey and Me) — Vocal Duet.
The Radio Franks
6218 Someday Sweetheart Gene Carroll-Al Grady
There's One Little Girl Who Loved Me,
Gene Carroll-Al Grady
6219 Baby Your Mother (Like She Babied You),
Vivian Lawrence (The Ukulele Girl)
Just Imagine (I Had Someone Like You),
Vivian Lawrence (The Ukulele Girl)
STANDARD VOCAL
6224 Gypsy Love Song Gold Medal Four
Indiana Gold Medal Four
, OLD TIME SINGIN' AND PLAYIN'
6204 Billy Boy — Harmonica and Guitar Ray Covert
The Engineer's Dream — Guitar, Harmonica and
Fiddle Vernon Dalhart
6205 Maxwell Girl— Fiddle, Banjo and Guitar. Aulton Ray
Soldier Joy — Fiddle, Banjo and Guitar. .Aulton Ray
6206 He Lives On High — Guitar Accomp. . Holland Pucket
I'll Remember You Love in My Prayers —
Guitar Accomp Holland Pucket
6222 The Burglar Man — Accomp. by Short Creek Trio,
Ruben Burns
Nobody's Business — Accomp. by Short Creek Trio,
Ruben Burns
6223 Old Joe Clark,
Ben Jarrell of Da Costa Woltz's Southern Broadcasters
Roving Cowboy,
F. Jenkins of Da Costa Woltz's Southern Broadcasters
OLD TIME PLAYIN'
6203 Medley of Old Favorites— Part 1 — Harmonica,
with Guitar Accomp Billy Bishop
Medley of Old Favorites — Fart 2 — Harmonica,
with Guitar Accomp Billy Bishop
6221 Pony Boy; Down in Jungle Town; The Old
Gray Bonnet — Harmonica and Guitar,
Walter Peterson
On a Sunday Afternoon; Just One Girl; My
Wild Irish Rose — Harmonica and CJuitar,
Walter Peterson
SPECIALS
6207 Grandpa's Courtship — Waltz, International; with
Accordion, Concertina and Tuba,
Joseph Soukup- Joseph Peroutka
Grasshopper Polka — International, with Fiddle
and Accordion John Strom and How
6225 Old Black Joe — Hawaiian Guitar.
Sam Ku, Jr., of Irene West's Royal Hawaiians
Like-No-Like (I Love You — I Love You Not) —
Hawaiian Guitar,
Sam Ku, Jr., of Irene West's Royal Hawaiians
6229 Swedish Love Waltz (International) — Fiddle and
Accordion John Strom and How
Heel Polka (International) — Accordion Duet,
Erickson- Anderson
6230 U-Boat Waltz (International) — Accordion Duet,
Erickson- Anderson
Jampland's Mazurka (International) — Fiddle and
Accordion John Strom and How
6231 Skansen Waltz (International) — Fiddle and Ac-
cordion John Strom and How
Waltz by the River (International) — Fiddle and
Accordion John Strom and How
STANDARD
6208 Souvenir De Moscow — Banjo Novelty .Albert Bellson
Ticklin' the Strings — Banjo Novelty. .Albert Bellson
6209 Love's Old Sweet Song — Standard Vocal,
Gold Medal Four
Old Black Joe— Standard Vocal... Gold Medal Four
RACE RECORDS
6210 Bugahoma Blues — Instrumental Blues,
Black Birds of Paradise
Tishomingo Blues — Instrumental Blues,
Black Birds of Paradise
6211 Muddy Water — Instrumental Blues, with Vocal
Chorus Black Birds of Paradise
Sugar! — Instrumental Blues, with Vocal Chorus,
Black Birds of Paradise
6212 Tuxedo Blues — Instrumental and Vocal Blues,
Whistlin' Fete and Daddy Stovepipe
Harmonica and Guitar Accomp.
Black Snake Blues — Instrumental and Vocal Blues,
Whistlin' Pete and Daddy Stovepipe
Harmonica and Guitar Accomp.
6226 Mill Log Blues — Vocal Blues Jay Bird Coleman
Salt Tear Blues — Vocal Blues. . .Jelly Roll Anderson
6227 Blues Rode Me All Night Long — Vocal Blue-s,
Bertha Ross
My Jelly Blues — Vocal Blues Bertha Ross
6228 Money Women Blues — Vocal Blues. Katherine Baker
Daddy Sunshine Blues — Vocal Blues. Katherine Baker
BARN DANCE WITH CALLS
6220 Richmond Cotillion — Barn Dance, with Calls by
Ben Jarrell. Da Costa Woltz's Southern Broadcasters
John Brown's Dream — Barn Dance, with Calls
by Ben Jarrell,
Da Costa Woltz's Southern Broadcasters
8393
8394
8395
8396
8397
8398
8399
8400
8401
8402
Regal Records
DANCE RECORDS
A Shady Tree — Fox-trot. . Sam Lanin's Dance Orch.
Baby Feet Go Fitter Patter — Fox-trot,
Missouri Jazz Band
It Was Only a Sun Shower — Fox-trot,
Yoeng's Dance Orch.
'Way Back When — Fox-trot,
Harry Reser's Dance Orch.
Cheerie Beerie Be (From Sunny Italy) — ^Waltz,
Adrian Schubert's Salon Orch.
Lonesome for You — Waltz,
Adrian Schubert's Salon Orch.
Dawning — Fox-trot Yoeng's Dance Orch.
I Ain't Got Nobody — Fox-trot,
Golden Gate Dance Orch.
Silver Moon (From "My Maryland") — Waltz,
Adrian Schubert's Salon Orch.
Diane (I'm in Heaven When I See You Smile)
Waltz Nathan Glantz and His Orch.
Are You Happy? — Fox-trot. Fred Rich's Dance Orch.
Dancing Tambourine — Fox-trot,
Sam Lanin's Dance Orch.
Just a Memory — Fox-trot Imperial Dance Orch.
Marvelous — Fox-trot Imperial Dance Orch.
Lucky in Love (From "Good News") — Fox-
trot Harry Reser's Dance Orch.
Good News (From "Good News") — Fox-trot,
Sara Lanin's Dance Orch.
Baby Your Mother (Like She Babied You) —
Fox-trot Sam Lanin's Dance Orch.
Blue River Sam Lanin's Dance Orch.
Ooh, Maybe It's You (From "Ziegfeld Follies")
— Fox-trot Yoeng's Dance Orch.
Shaking the Blues Awav (From "Ziegfeld
o,o, Fox-trot ...Harry Reser's Dance Orch.
8403 C'est Vous (It's You)— Waltz,
„ , Nathan Glantz and H;s Orch.
o.,, 4,°^' Saxophone Waltz. Nathan Glantz and His Orch.
8413 The Varsity Drag (From "Good News")— Fox-
T fr°' ■ Sam Lanin's Dance Orch.
Jelly Roll Blues— Fox-trot Golden Gate Orch
VOCAL RECORDS
8404 You Don't Like It— Not Much— Male Duet, with
Piano Accomp Billy Jones-Ernest Hare
Who's That Pretty Baby?— Male Duet with
„.nr , P'ano Acconip Billy Jones-Ernest Hare
8405 Me and My Shadow — Tenor Solo, with Orch
Accomp. Irving Kaufman
AIississippi Sweetheart — Tenor Solo, with Orch
, Accomp Charles Harrison
8406 Mister Aeroplane Man (Take Me Up to Heaven)
— Tenor Solo, with Orch. Accomp . Irving Kaufman
I'm Making Believe That I Don't Care — Bari-
tone Solo with Orch. Accomp. .. Scrappy Lambert
8407 Worryin' — Baritone Solo, wiih Orch. Accomp.,
„. . Scrappy Lambert
Are You Thinking of Me To-night? — Tenor
Solo, with Orch. Accomp Irving Kaufman
8408 My Blue Ridge Mountain Home^Male Duet,
with Novelty Accomp Dalhart-Robison
Golden Slippers — Male Duet, with Novelty Ac-
comp Dalhart-Robison
8409 When the Moon Shines Down Upon the Moun-
tain— Tenor Solo, with Novelty Accomp.,
„„ , Vernon Dalhart
When the Work's All Done This Fall— Tenor
Solo, with Novelty Accomp Vernon Dalhart
NOVELTY RECORDS
8410 At Sundown — Pipe Organ Edmund Cromwell
Under the Moon — Pipe Organ Edmund Cromwell
8411 Sweet Hawaiian Moonlight — Hawaiian Guitars,
with Vocal Refrain ....Frank Ferera's Hawaiians
Hawaii Land — Hawaiian Quintette, with Vocal
Refrain South Sea Islanders
8412 Back to Hawaii and Me — Hawaiian Quintette,
with Vocal Refrain South Sea Islanders
My Hawaiian Melody — Hawaiian Guitars, with
Vocal Retrain Frank Ferera's Hawaiians
8414 You'll Never Miss Your Mother 'Til She's
Gone — Vocal Duet, with Novelty Accomp.,
, Smoky Mountain Twins
There's No Disappointment in Heaven — Vocal
Duet, with Novelty Accomp.,
Smoky Mountain Twins
Domino Records
DANCE RECORDS
4026 A Shady Tree — Fox-trot. . Sam Lanin's Dance Orch.
Baby Feet Go Fitter Fatter — Fox-trot,
Missouri Jazz Band
4023 It Was Only a Sun Shower— Fox-trot,
Yoeng's Dance Orch.
'Way Back When — Fox-trot,
Harry Reser's Dance Orch.
4025 Che'erie Beerie Be (From "Sunny Italy") — Waltz.
Adrian Schubert's Salon Orch.
Lonesome for You — Waltz,
Adrian Schubert's Salon Orch.
4027 Dawning — Fox-trot Yoeng's Dance Orch.
I Ain't Got Nobody — Fox-trot,
Golden Gate Dance Orch.
4028 Silver Moon (From "My Maryland")— Waltz,
Adrian Schubert's Salon Orch.
Diane (I'm in Heaven When I See You Smile)
— Waltz Nathan Glantz and His Orch.
4032 Are You Happy? — Fox-trot. Fred Rich's Dance Orch.
Dancing Tambourine — Fox-trot,
Sam Lanin's Dance Orch.
4030 Just a Memory — Foxtrot Imperial Dance Orch.
Marvelous — Fox-trot Imperial Dance Orch.
4031 Lucky in Love (From "Good News") — Fox-
trot Harry Reser's Dance Orch.
Good News (From "Good News") — Fox-trot,
Sam Lanin's Dance Orch.
4033 Baby Your Mother (Like She Babied You) —
Fox-trot Sam Lanin's Dance Orch.
Blue River Sam Lanin's Dance Orch.
4024 Ooh. Maybe It's You (From "Zie'gfeld's Follies")
— Fox-trot Yoeng's Dance Orch.
Shaking the Blues Away (From "Ziegfeld
Follies") — Fox-trot ...Harry Reser's Dance Orch.
4029 C'est Vous (It's You)— Waltz,
Nathan Glantz and His Orch.
That Saxophone Waltz. Nathan Glantz and His Orch.
4039 The Varsity Drag (From "Good News") — Fox-
trot Sam Lanin's Dance Orch.
Jelly Roll Blues — Fox-trot. Golden Gate Dance Orch.
VOCAL RECORDS
4035 You Don't Like It — Not Much-;— Male Duet, with
Piano Accomp Billy Jones-Ernest Hare
Who's That Pretty Baby? — Male Duet, with
Piano Accomp Billy Jones-Ernest Hare
4036 Me and My Shadow — Tenor Solo, with Orch.
Accomp Irving Kaufman
Mississippi Sweetheart — Tenor Solo, with Orch.
Accomp Charles Harrison
4037 Mister Aeroplane Man (Take Me Up to Heaven)
— Tenor Solo, with Orch. Accomp . Irving Kaufman
I'm Making Believe That I Don't Care — Bari-
tone Solo, with Orch. Accomp. .. Scrappy Lambert
4034 Worryin' — Baritone Solo, with Orch. Accomp.,
Scrappy Lambert
Are You Thinking of Me To-night? — Tenor
Solo, with Orch. Accomp Irving Kaufman
0193 My Blue Ridge Mountain Home — Male Duet,
with Novelty Accomp Dalhart-Robison
Golden Slippers — Male Duet, with Novelty Ac-
comp Dalhart-Robison
0192 When the Moon Shines Down Upon the Moun-
tain— Tenor Solo, with Novelty Accomp.,
Vernon Dalhart
When the Work's All Done This Fall — Tenor
Solo, with Novelty Accomp Vernon Dalhart
NOVELTY RECORDS
4038 At Sundown — Pipe Organ Edmund Cromwell
Under the Moon — Pipe Organ .... Edmund Cromwell
0194 Sweet Hawaiian Moonlight — Hawaiian Guitars,
with Vocal Refrain ....Frank Ferera's Hawaiians
Hawaii Land — Hawaiian Quintette, with Vocal
Refrain South Sea Islanders
0195 Back to Hawaii and Me — Hawaiian Quintette,
with Vocal Refrain South Sea Islanders
My Hawaiian Melody — Hawaiian Guitars, with
Vocal Refrain Frank Ferera's Hawaiians
0196 You'll Never Miss Your Mother 'Til She's
Gone — Vocal Duet, with Novelty Accomp.,
Smoky Mountain Twins
There's No Disappointment in Heaven — Vocal
Duet, with Novelty Accomp..
Smoky Mountain Twins
RACE RECORD
4040 Kissin' Mule Blues — Comedienne, with Novelty
Accomp Miss Frankie
Peepin' Jim Blues — Comedienne, with Novelty
Accomp M'ss Frankie
The Talking Machine World, New York, October, 1927
145
CONSTRUCTIVE ARTICLES IN THIS
ISSUE OF THE WORLD
Ready Reference for Salesmen, Dealers and Department Heads
^^a>^'^'3'B^a^r»^'l^q^|•'I^l'^'^'l^g'aa'a^I^a»^^l^■»
Banner Records
DANCE RECORDS
60/3 Are You Happy? — Fox-trot. Fred Rich's Dance Orch.
Vvay Back When — Fox-trot,
Harry Reser's Dance Orch.
6074 A Shady Tree — Fox-trot. .. Sara i.anin's Dance Orch.
Rock Me in a Cradle of Roses — Fox-trot,
Missouri Jazz Band
6075 Dawning — Fox-trot Al Friedman's Dance Orch.
Pretty Molly — Fox-trot Imperial Dance Orch.
6076 Baby Feet Go Fitter Patter — Fox-trot,
Imperial Dance Orch.
I Can't Fool Around With Someone — Fox-trot,
Six Black Diamonds
6077 C'est Vous (It's You) — Waltz. Majestic Dance Orch.
Never — Waltz Majestic Dance Orch.
607S It Was Only a Sun Shower— Fox-trot,
Al Friedman's Dance Orch.
That's Why I'm So Lonesome — Fox-trot,
Imperial Dance Orch.
6079 Just a Memory — Fox-trot. .Fred Rich's Dance Orch.
Memories of You — Fox-trot Missouri Jazz Band
6080 Blue River — Fox-trot Sam Lanin's Dance Orch.
To-night I Am Thinking of You — Fox-trot,
Imperial Dance Orch.
6081 Cheerie Beerie Be (From "Sunny Italy") —
Waltz Hollywood Dance Orch.
Let's Be the Same Again — Waltz,
Hollywood Dance Orch.
6082 I Ain't Got Nobody — Fox-trot,
Golden Gate Dance Orch.
Jelly Roll Blues — Fox-trot. Golden Gate Dance Orch.
6083 Dancing Tambourine — Fox-trot,
Sam Lanin's Dance* Orch.
Marvelous — Fox-trot Missouri Jazz Band
6084 That Saxophone Waltz — ^Waltz. Majestic Dance Orch.
Lonesome for \'ou — Waltz. .Hollywood Dance Orch.
6093 The Varsity Drag (From "Good News") — Fox-
trot Sam Lanin's Dance Orch,
Hello, Miss Liberty — Fox-trot. . Six Black Diamonds
VOCAL RECORDS
6085 Mister Aeroplane Man (Take Me Up to Heaven)
— Te-nor Solo, with Orch. Accomp.. Irving Kaufman
Sick and Tired — Tenor Solo, with Orch. Ac-
comp Irving Kaufman
6086 My Blue Ridge Mountain Home — Male Duet,
with Novelty Accomp Dalhart-Robisor.
When the Work's All Done This Fall— Tenor
Solo, with Novelty Accomp Vernon Dalhart
6087 You Don't Like It — Not Much — Male Duet,
with Piano Accomp Billy Jones-Ernest Hare
That's When a Feller Needs a Sweetheart — Bari-
tone Solo, with Orch. Accomp. .. .Harold Lambert
6088 Are You Thinking of Me To-night? — Tenor
Solo, with Orch. Accomp Irving Kaufman
Who's Got the Blues for You Now — Baritone
Solo, with Orch. Accomp Arthur Fields
6089 Who's That Pretty Baby?— Male Duet, with
Piano Accomp Billy Jones-Ernest Hare
I'm flaking Believe That I Don't Care — Bari-
tone Solo, with Orch. Accomp. ... Harold Lambert
6090 Golden Slippers — Male Duet, with Novelty Ac-
comp Dalhart-Robison
WTien the Moon Shines Down Upon the Moun-
tain— Tenor Solo, with Novelty Accomp.,
Vernon Dalhart
NOVELTY RECORDS
2168 On the South Sea Isle — Hawaiian Guitars, with
Vocal Refrain Frank Ferera's Hawaiians
My Hawaiian Melody — Hawaiian Guitars, with
Vocal Refrain Frank Ferera's Hawaiians
2169 Sweet Hawaiian Moonlight — Hawaiian Guitars,
with Vocal Refrain Frank Ferera's Hawaiians
Lonely Nights in Hawaii — Hawaiian Guitars,
with Vocal Refrain Frank Ferera's Hawaiians
6091 At Sundown — Pipe Organ Edmund Cromwell
Mighty Lak' a Rose — Pipe Organ. Edmund Cromwell
RACE RECORD
6092 Hard Hearted Papa — Comedienne, with Novelty
Accomp Miss Frankie
Kissin' Alule Blues — Comedienne, with Novelty
Accomp Miss Frankie
Harmony Records
DANCE RECORDS
488- H The Varsity Drag (From "Good News") —
Fox-trot, with Vocal Chorus,
F. Farrell and His Greenwich Village Inn Orch. 10
The Calinda (From "A La Carte") — Fox-trot,
Manhattan Dance Makers 10
497- H Dream Kisses — Fox-trot, with Vocal Chorus,
The Astorites 10
Moonlit Waters — Fox-trot, with Vocal Chorus,
The Astorites 10
493- H Dancing Tambourine — Fox-trot,
WMCA Broadcasters 10
Flapperette — Fox-trot,
Victor Irwin and His Orch. 10
491- H Good News (From "Good News!") — Fox-
trot, with Vocal Chorus. WMCA Broadcasters 10
A Shady Tree — Fox-trot, with Vocal Chorus,
WMCA Broadcasters 10
495- H Beneath Venetian Skies — Waltz, with Vocal
Chorus Bar Harbor Society Orch. 10
Worryin' — Waltz, with Vocal Chorus,
Bar Harbor Society Orch. 10
496- H Molly Malone (From "The Merry Malones")
— Waltz, with Vocal Chorus. .. .The Astorites 10
Paradise Isle — Waltz, with Vocal Chorus,
Bar Harbor Society Orch. 10
487-H I'll Be Lonely-^Fox-trot, with Vocal Chorus,
Victor Irwin and His Orch. 10
I Can't Believe That You're in Love With Me
— Fox-trot, with Vocal Chorus,
Victor Irwin and His Orch. 10
494- H My Blue Heaven — Fox-trot, with Vocal
Chorus Royal Troubadours 10
Barbara — Fox-trot, with Vocal Chorus,
Broadway Bell Hops 10
498- H Highways Are Happy Ways (When They
Lead the Way to Home) — Foxtrot, with
Vocal Chorus Royal Troubadours 10
After I've Called You Sweetheart (How Can I
Call You Friend) — Fox-trot, with Vocal
Chorus Royal Troubadours 10
486-H Just a Memory — Fox-trot, with Vocal Chorus,
Manhattan Dance Makers 10
Dawning — Fox-trot, with Vocal Chorus,
Manhattan Dance Makers 10
489- H Oh, Doris! Where Do You Live? — Fox-trot,
with Vocal Chorus University Six tlo
Who's That — Knocking at My Door? — Fox-
trot, with Vocal Chorus University Six 10
501-H Someday Sweetheart — Fox-trot, with Vocal
Chorus Original Indiana Five 10
I'm Coming, Virginia — Fox-trot,
Original Indiana Five 10
VOCAL
485-H Dawning— Vocal Jane Gray 10
There Ain't No Land Like Dixieland to Me—
Vocal Jane Gray 10
492- H (What Do We Do on a) Dew, Dew, Dewy
Day — Vocal Duet Tom-Jerry 10
Controlled Credit Is an Important Aid
in Retailing 3-11
Don't Chase Fireflies — Concentrate
on Live Prospects 4
Efficiency of the Sales Organization
Has an Important Bearing on
Profits 6
Building Sales Volume by Better
Salesmanship 8-11
Don't Always Blame the Radio Set —
Investigation Sho-ws Many Factors
Interfere With Radio Reception. . 10-18
Striking Ads Sell Radio for the White
Shops 12
Profit-Winning Sales Wrinkles 14
Ho'w the "Modern Touch " Brought
Success to Chalmers 16
Utilizing Direct Mail to Develop Re-
tail Radio Sales 22-27
Striking Window Displays Pay Divi-
dends 26-27
Armistice Day and Thanksgiving Dis-
plays 28
Eliminate Interference — Help Im-
prove Radio Reception 32
National Music Bureau Suggests New
Use for the Phonograph 34
Radio World's Fair in New York and
Chicago Show Center Interest of
1 rade and Public on Radio
Insert facing page 34
Last-Minute News of the Trade. .34a-34d
Opportunity for Retail Profits 34b
Analysis of Radio Apparatus Con-
sumption 34b
Right and Wrong Kind of Demonstra-
tion 34b
"Dangerous" Credit Jeopardizes Suc-
cess 34c
50,000,000 Peopie Listen-in ...... 34c
Important Hearings on Revenue Act
to Be Held 35
Swanee Shore — Vocal Duet Tom-Jerry 10
500-H Just Another Day Wasted Away (WaitinR for
You) — Vocal.. The Mdody Man (Joe Davis) 10
Here I Am — ^Broken Hearted — Vocal,
The Melody Man (Joe Davis) 10
484-H It Was Only a Sun Shower — Vocal. Sid Garry lu
Sing Me a Baby Song — Vocal Sid Garry 10
499-H Get Away, Old Man, Get Away— Vocal,
Jack Kaufman 10
You Can't Walk Back From an Aeroplane (So
What Are You Girls Gonna Do?) — Vocal,
Jack Kaufman 10
490-H What's to Be Will Be— Comic Monologue,
Al Bernard 10
Mister Black Boy, Good Night — Comic Mono-
logue Al Bernard 10
Lefavour Music House Cele-
brates 54th Anniversary
The fifty-fourth anniversary of the founding
of the Lefavour Music House of Salem, Mass.,
is being fittingly celebrated this month. This
establishment, which was started in Beverly,
Mass., in 1873, moved after a short successful
career in that city to Salem. William Lefavour,
the founder, took an active interest in the busi-
ness until his death in 1916.
A beautiful brochure illustrating the exterior
and interior views of the three-story building
occupied by the concern at 186 Essex street
was sent to the customers of the store in com-
memoration of the anniversary. The Victor,
Brunswick, and other lines of talking machines
Reason to Be Happy Over the Pres-
ent and Future of Radio, Says A.
Atwater Kent 38
Popularity of Period Cabinets Reviv-
ing Interest in Woods in Instru-
ment Furniture 38
Season Will See Total Radio Sales
Exceeding $600,000,000, Says
C. C. Colby 42
Free Lesson Plan Boosts Sales in Al-
bany Store 46
New Type Phonographs Will Sell
Themselves if Demonstrations Are
Arranged 48
How the McDowell Co. Staged a
Drive That Developed $100,000
Sales Volume 52
Licensing Policy of the Radio Corp.
of America Explained by David
Sarnoff 60
To Make Survey of Turnover of Ra-
dio Equipment 75
New Stores and Changes Among
Talking Machine Dealers During
the Past Month 88
Philadelphia Victor Dealers Meet to
Launch S. R. O. Red Seal Record
Sales Drive 96
L. J. Chatten, of F. A. D. Andrea,
Inc., Finds Improved Broadcasting
Aids Sales in Far West 99
Opportunity for Live Dealers to Cash
in Through Tie-Ups With Visiting
Artists 119
In the Musical Merchandise Field, 133-136
Bureau for the Advancement of Mu-
sic Will Aid Dealers in Developing
School Bands 1 33-1 34
Gleanings From the World of Mu-
sic 137-140
The Latest Record Bulletins 141-145
are carried, and a complete stock of radios,
pianos and other musical instruments are al-
ways at hand.
To Mark Anniversary of
Edison Electric Light
The name of Thomas A. Edison in the role
of inventor will again be brought prominently
before the public of the country on the evening
of October 21, when over forty radio stations
throughout the country will broadcast a special
program arranged by the General Electric Co.
in celebration of the forty-eighth anniversary of
the invention of the electric light by Edison.
The radio program has been arranged on an
original basis so that listeners-in in various
parts of the country may enjoy it at the appro-
priate hour. A notable list of speakers will
make addresses regarding the electric light and
what it has meant in business and home life.
The occasion will be known as "Edison Day"
and a noteworthy feature will be the broadcastiny
by Mr. Edison personally of a series of questions
and answers, thus giving the general public listen-
ing in to a hookup of over fifty stations the oppor-
tunity of hearing the voice of the inventor of the
incandescent light.
CORRESPONDENCE FROM LEADING CITIES
Toledo, 56 — Milwaukee, 58 — Akron-Canton, 62 — Buffalo, 64 — Columbus, 64 — Cin-
cinnati, 66 — Richmond, 66 — Minneapolis and St. Paul, 70 — St. Louis, 72 — Kansas
City, 74— Boston, 78— Detroit. 84— Philadelphia, 92-96— Pittsburgh, 98— Los An-
geles, 100 — Baltimore. 102 — Cleveland, 106 — Chicago, 111 — News From the World's
European Office, 132.
Acme Mfg. Co 22
Adler Mfg. Co 126
Algonquin Electric Co., Inc 91
Allen-Hough !Mfg. Co Insert between pages 58 .'^n-l 59
Alto Mfg. Co 122
American Felt Co 88
American Mica Works 76
American Sales Co 101
Amplion Corp. of America. .Insert between pages 26 and 27
Andrea, Inc., F. A. D 71
Apex. Div. U. S. Elec. Corp.,
Insert between pages SO and 51
Arco Electrical Corp 46
Argus Radio Corp 120
Atlas Plywood Corp 34
Atwater Kent Mfg. Co 87
Audak Co 24, 25
A-Z Corp 13
B
Bacon Banjo Co 135
Balsa Wood Reproducer Corp 52
Barker Wholesale Co 27
Belmont Corp 27
Bell Record Co 32
Bent Co., Geo. P 130
Berg Auto Trunk & Specialty Co.,
Insert between pages 74 and 75
Berlin, Inc., Irving 137
Blackman Distributing Co Insert facing page 74
Borkman Radio Corp 66
Boudette Mfg. Co 60
Briggs & Stratton Corp 65
Brilliantone Steel Needle Co W
Broadway Music Corp 141, 143
Brooklyn Metal Mfg. Co 11
Bruno & Son, Inc., C 135, insert facing page 27
Brunswick-Balke-Collender Co Front cover, 5, 7
Burke. Co., J. H 27
Burt Bros 128
Camden Artcraft Co 112
Carryola Co. of America .. Insert between pages 42 and 43
Case Div. U. S. Elec. Corp.. . Insert between pages SO and 51
Caswell Mfg. Co 127
Charmaphone Co 48
Claremont Waste Mfg. Co 40
Classified Want Ads 132
Columbia Phonograph Co., Inc Insert facing page 18
Columbia Wholesalers, Inc 102, 104
Consolidated Talking Machine Co 89, 110, 112
Crosley Radio Corp 85, 121
Cunningham, E. T., Inc 79
D
Deca Disc Phonograph Co 90
De Sylva, Brown & Henderson 139
Diamond T Radio Mfrs 35
Ditson & Co., Chas. H 78
Ditson & Co., Oliver 78
Doehler Die Casting Co 18
Droop & Sons Co., E. F 70
Dubilier Condenser Corp 56
Duro Metal Products Co 129
E
Edison, Inc., Thos. A Back cover
Electrical Research Lalis 107
Empire Phono. Parts Co Insert facing page 42
Excel Phonograph Mfg. Co 26
Fansteel Products Co., Inc 39
Farrand Mfg. Co 63
Federal-Brandes Corp 44, 45
Feist, Leo, Inc ...138, 139
Fischer Co., J. A Insert facing page 26
Forster-Chicago
Fox Pub. Co., Sam
Frangipane & Co., Andrew P.
Freshman Co., Chas
140
140
108
15
General Elec. Co 123
General Industries Co 73, 95
Gennett Records Inside back cover
Gibson-Snow Co., Inc 27
Gold Seal Electrical Co 53
Golden Sun Co 55
Gould Storage Battery Co 77
Greater City Phonograph Co 27
Greene-Brown Mfg. Co. 99
Grigsby-Grunow-Hinds Co 81
Guarantee T. M. Supply Co 94
Guden & Co., H. A 28
H
Hassler Texas Co 27
Hohner, Inc., M 61, 134
Hyatt Electric Corp. 116
I
Ilsley, Doubleday & Co 54
International Mica Co 42
Janette Mfg. Co 131
Jewell Elec. Inst. Co 72
Jewel Phonoparts Co 50
K
Kellogg Switchboard & Supply Co 36, 37
Kent Co., F. C 62
Kimball Co., W. W HI
Kohler Distributing Co 2/
Kokomo Electric Co 117
Krasco Phono. Motor Co 118
LorentzcTi, H. K
Luxem & Davis Mfg. Co.
98a
98a
M
Magnavox Co 76
Marsh Laboratories 34
Matthews, F. W 56
Mayer & Co 27
McMillan Radio Corp Insert facing page 75
Mohawk Corp, of Illinois 41
Moore-Bird Co 27
N
National Carbon Co 29
National Lead Battery Co 69
National Lock Co ^
National Publishing Co 34c
Newcombe-Hawley 103
New York Album & Card Co 4
Northern Maine Plywood Co 54
Northwestern Cooperage & Lumber Co 16
o
Okeh Phonograph Corp 58, and insert facing page 66
Operadio Mfg. Co 109
Oriental Loud Speaker Co 64
Oro-Tone Co 82
Pacific Recording Inst. Co.
Peckham Mfg. Co
Peerless Album Co
Peirce-Phelps, Inc
Penn Phono Co
Perryman Elec. Co
80
: 56
, 6
27
98
67
Philadelphia Badge Co 96
Philadelphia Victor Distributors 92
Pierson Co 98
Playertone T. M. Co Insert facing page 43
Plaza Music Co Insert between pages 34 and 35
Plymouth Furnitui-e Co. .
Plywood Corp
Polk Co., Inc., James K.
Pollack-Welker, Ltd
98b
70
, 27
, S.i
Radio Corp. of America Insert facing page 10
Raytheon Mfg. Co ]C0
Red Lion Cabinet Co 4?
Reliance Battery Products Co 27
Richards, Inc., C. A 27
Roberts Co., H. J, y;
Sandar Corp _ 93
Schilling Press, Inc 51
Schultz, Inc., H. C 27
Scully, John J 70
Sentinel Div. U. S. Elec. Corp.
Insert between pages 50 and 51
Shamrock Mfg. Co ]22
Shapiro, Bernstein & Co 136
Simplex Radio Co 55
Slagle Div. U. S. Elec Corp.,
Insert between pages 50 and 51
Sonatron Radio Corp Insert facing page 82
Sonora Phono. Co., Inc 27, 30, 31
Splitdorf Radio Corp fig
Star Machine & Nov. Co 60
Starr Piano Co 12, inside back cover
Sterling Mfg. Co 75
Sterling Roll & Record Co 27
Stevens & Co 47
Stewart-Warner Speedometer Corp 74
Strevell-Paterson Hdw. Co 27
Stromberg-Carlson Telephone Mfg. Co 9
Sunlight Lamp Co 59
Swan-Haverstick Corp 42
Symphonic Sales Co 33
Tay Sales Co 27
Televocal Corp 14
Temple, Inc 105
Thorens, Inc 52
Toman & Co., E Inside front cover
Trilling & Montague 94
Twentieth Century Radio Corp 27
u
Udell Works 86
Unique Reproduction Co 84
United Air Cleaner Co 106, 115
United States Elec. Corp Insert facing page 50
Utah Radio Products Co 17
Van Veen & Co. Inc 38
Vesta Battery Corp 49
Victor Talking Machine Co 20, 21
Vita-Phonic Products Corp 38
Vitanola Service Bureau 114
Von Tilzer, H. J 144
w
Wall-Kane Needle Mfg. Co 124
Weston Elec. Inst. Corp 8
Weymann & Son, H. A 96
White Co., H. N 133
Willett, Guy L 57
Wirt Co 125
Wolf Mfg. Inds., The -128
Wondertone Phono. Co Inside front cover
Work-Rite Div. U. S. Elec. Corp.,
, Insert between pages SO and 51
Yahr-Lange, Inc.
Zenith Radio Corp H-*
Zinke Co., The Insert between pages 50 and 51
146
The Talking Machine World, New York, October, 1927
I
HERE IT IS!
THE
RECORD
WITH
Vocal Nxrdtr
11T
A
JUST A MELODY
(Kobison)
Veraon Dalhsrt & Caraon
Robison
Cuiur, Violin S Cello Aec .
RGF IT
(Btmttt
I
I
Black Label — Seventy-five Cents
The improved Gennett Sales Plan eliminates all possibility
of dead stocks New quotations guarantee larger profits*
GENNETT RECORDS
RICHMOND, INDIANA
.1
Ordinary
Phonograph Music'"
Here is a visualization of
music as played by an ordi-
nary phonograph. It is far-
away formless ^ a mere
outline of thin sound, un-
. shaded and incomplete.
^^Close-up^^ music
is Thomas A. Edison's
latest achievement... with the new
o
r
"Close-up" music
sums up in three
words the whole
astounding story of the
Edisonic. It comes on
Mr. Edison's 50th Anni-
versary of the invention
of the Phonograph and
marks a milestone in a
.-t-^ .-t-K
great career.
The Edisonic ^vill be an-
nounced in the Saturday
Evening Post of October
22 ... a double spread
based on what we believe
to be the most dramatic
idea ever used in phono-
graph advertising. I »- | >-
Yet dramatic as is the
presentation, it is also a
conservative statement of
facts about the Edisonic.
For in this new instru-
ment, Mr. Edison imparts
a neiv dimension to music.
c
EDISONIC
Edisonic Close-up Music
Here is a visualization of the same
music as Re-Created bv the new Edisonic.
The music, like this picture, is close up,
is complete. There is full detail ++ form
to ever^' sound. There is depth, per-
spective, beauty . . . the living artist
seems present in the room.
TTie Schubert Edisonic, to
retail at S135 — for the
moderate size home.
Handsomely finished in
two-tone English Brown
Mahogany.
160TUC
The Beethoven Edisonic^
to retail at $225. A ma-
jestic example of the cabi-
netmaker's art. Finished
in two-tone English Brown
Mahogany.
Think how this
will interest your
patrons . . . what
selling material it pro-
vides for you! Think
what it means to
feature an instru-
ment bearing the greatest
name in the phonograph
world . . . backed by the
great Edison Laboratories.
The Edison franchise is
limited to the better class
music dealers in each lo-
cality. Order now ... be pro-
vided with window displays
and the interest -arousing
"Tonoscope Demonstra-
tion" before the big adver-
tisements appear. Write us
for name of nearest distrib-
utor. Thomas A. Edison,
Inc., Orange, New Jersey.
^00^""''^ TRAI
TRADE MARK
a&ii
I9ST T. A. E. inc.
VOL. XXIU. NO. 11
SINGLE COPIES, 25 CENTS
PER YEAR, TWO DOLLARS
dealers^
wholesalers'
pmanidackims
f^Tadioptodacts
Published Elach Month by Federated Business Publications, Inc., at 420 Lexington Ave., New York, November, 1927
Sherman, Clay & Co.
take on the
Brunswick Panatrope ?
Entered as second-class matter May 2, 1905, at the post ofiSce at New York, N. Y., under the act of Congress of March 3, 1879.
The Talking Machine World, New York, November, 1927
The NEW
Toman Reproducer No. 2
A Beautiful and Original Design
Improves Wonderfully, Old Phonographs as Noted Below
Heavy metal diaphragm — practically
indestructible.
Constructed on an entirely new prin-
ciple.
Cannot get out of order — will stand
severest shocks.
Needle holder is the only part ex-
posed— all other parts are enclosed
and protected.
Enunciation of every kind of voice
or instrument is clear and full.
Reproduces perfectly, extreme high-
est, or lowest tones.
The Toman non-friction stylus sus-
pension (no springs) gives instant
response to the most delicate
tones — this method also increases
considerably the life of each rec-
ord played.
Produces a very fine Deep, Rich, Mellow and Powerful Tone
No. 2-V. —to fit old style Victor—
also fits Toman helical
tone arm.
No. 2-0. —To fit Orthophonic Vic-
tor.
No. 2-C. — to fit Columbia old style
machines.
No. 2-VG. — to fit very old style Vic-
tor horn type machines
— also fits German-
made tone arms, meas-
uring 19 mm. at hub
connection.
The Toman ''Helicar' Tone Arm Set
Does not infringe any U. S. Patent Not a copy or imitation
Constantly curves and tapers — Airtight in construction
No vibration or jingling on loudest tones
This illustration shows Tommn
Reproducer No. 1. The Helical
tonearm can be supplied with
either reproducer, as desired.
The walls of the Helical
tonearm progressively in-
crease in thickness from
3/32 inch at the repro-
ducer, to 3/16 inch at the
base — this construction
prevents any losses or
modification of sound
waves as this tonearm
does not idbrate even on
ioudest tones — whereas
tonearms made with thin-
ner walls will vibrate and
frequently lose and also
modify some of the sound
waves. The "Helical"
tonearm has a constantly
tapered air column meas-
uring 15 inches from re-
producer to amplifying
horn connection, and the
inside walls being perfect-
ly smooth offer absolutely
no resistance to the sound
waves — and, due to the perfect helical curves throughout, there is
absolutely no alteration of the natural characteristics of either high
or low tones, which are perfectly transmitted to the amplifying horn.
Manufactured by
E« Toman & Co<
2621 West 2ist Place
CHICAGO, ILL.
Sales Distributor
Wondertone Phonograph Co.
216 No. Michigan Ave., Chicago, 111.
Cable Address — "Wondertone Chicaeo"
Cable Codes — Western Tnion A.B.C. (5th Edition).
The Talking Machine World
Vol. 23. No. n
New York, November, t927
Price Twenty-five Cents
A $1,000,000 Business
Built by Partners With a $100 Start
When Charles Feldman and Charles Popkin Opened Their First
Retail Store Their Combined Capital Was $100 — Merchandising
Policies That Made the Unusual Success of These Dealers Possible
FROM an investment of a hundred dollars
in talking machine merchandise in a small
portion of a store on the main street of
Brockton, Mass., to an inventory of $100,000 in
eleven stores throughout New England, is the
achievement of Charles Feldman and Charles
Popkin, who in 1909 founded the business. Each
year the enterprise has grown and new stores
have been added until at the present time the
combined stores have a total annual sales vol-
ume of over one million dollars, and the stock
has been diversified to include, in addition to
talking machines, pianos and musical instru-
ments of all kinds.
In an interview with The Talking Machine
World, Charles Feldman outlined the policies
that have made this one of the most successful
talking machine retail stores in the entire coun-
try. He also tells something of the struggle
for a start, and his message is one of encour-
agement to dealers who are fighting for busi-
ness, handicapped by small capital. "When we
took the plunge, Mr. Popkin and I each had a
capital of fifty dollars. Our first stock con-
sisted of a few phonographs and records sent
to us by a manufacturer on a consignment
basis. We had to make a cash settlement at
the end of each thirty days," said Mr. Feldman
Systematic Canvassing
"Our method of procedure of getting business
at that time was absolutely nothing new, but a
straight cold-turkey canvass; getting the per-
mission from the owners of homes to place
phonographs on trial. We made a systematic
house-to-house canvass, leaving a machine in a
home with a selection of records anywhere
from twenty-four to forty-eight hours and
then calling in the evening to do our closing.
Of course, at first all work had to be done by
ourselves; delivering, selling and repairing our
own merchandise.
Expand With Aid of the Bank
"At that time we were selling a phonograph
.and competing with another make for which
there was a considerably larger demand, and
we realized it was necessary to obtain the fran-
chise on that particular make of phonograph,
but due to the fact that they already had a suf-
ficient number of agencies in town, we could
not obtain it unless we bought out one of the
dealers who at that time was not doing much
business. His stock consisted of around $1,100
worth and he wanted $1,500 for the stock and
the franchise. Of course, $1,500 to us looked
unusually large. We had no possible means of
obtaining same, as the person who wanted to
sell insisted upon cash. However, after several
conferences between ourselves we decided that
we would go to one of the local banks, place
our cards on the table and ask for the loan.
The bank loaned us the money, we giving them
to understand that we would pay them back so
much each month. This new line added con-
-iderable to our business and gave us an oppor-
tunity of getting sales that we were unable to
get before, with the result that in conjunction
with the house-to-house canvass we got many
demonstrations by the use of the telephone.
We tried to get as many demonstrations as
possible, working upon the plan of the law of
averages. Verj' soon after that we leased all
of the store, put in several booths and went
after the record business strong.
"Later on we understood that there was a
store for sale about twenty-five miles from
Brockton, in Plymouth, Mass. We investi-
gated and found that it would require about
No dealer ever started with as
great a handicap as confronted
the two men whose story ap-
pears on this page and few
have had such a remarkable
success in such a short period
of time. How the partners
embarked on a sound policy
of expansion, as told in the
accompanying article, is a
story replete with merchan-
dising suggestions that every
dealer should find interesting,
instructive and valuable. . . .
$3,000 to purchase stock and fixtures, and the
.'iame procedure followed there. We again
went to the banks, told them our story and
they were glad to furnish us the money at
that time. We put a manager in charge of
the store and gave him a salary and a percent-
age of the profits.
$50,000 Sales in Small-Town Store
"Our next venture was purchasing a store in
Willimantic, Conn. This particular store gave
us our first experience in handling pianos, as
that store handled pianos in conjunction with
phonographs, records and musical supplies.
The manager of that store employed a sales-
man who lived in Stafford Springs, a town
about twenty-five miles away, and who was
doing business for our company in that terri-
tory, and in order for us to get the best results
we thought it advisable to open a store there,
so that it would not be necessary for him to
go back and forth to get our merchandise. The
result was a permanent store in the town of
Stafford Springs, Conn., with a population of
only 4,000 people, but where we have done busi-
ness to the extent of $50,000 per annum. Most
of this business is brought in from outside
^olicitation and the use of the telephone. Our
next ventures were as follows: Webster, Mass.;
New London, Conn.; Westerly, R. L; Rockland,
Mass.; Taunton, Mass.; Fall River, Mass., and
Providence, R. L
"We to-day are operating eleven stores, doing
a business in excess of $1,000,000, and in con-
junction to that we are operating the Felkin
Supply Co., which is the wholesale department
of the United Music Co. That is, the Felkin
Supply Co. buys its merchandise direct from
the manufacturers and resells to the United
Music Co. stores.
Large Unit Sales of Radio
"When the radio business started we at first
hesitated about going into this particular enter-
prise, as we thought it was entirely out of our
field, but we waited until the time we thought
was right and entered into the radio business
and to-day our radio business is the largest
part of our entire business. We handle only
nationally advertised merchandise and sell in
large unit sales in preference to smaller sales,
and find by so doing we are able to handle
merchandise which is a better grade, giving us
less service i-'nd, of course, more profit. We
firmly believe in the trial system in the homes,
as we find that doing so creates an interest, that
interest creates the desire and with a good
closing man on the job it works splendidly.
Managers Made Partners
"Our organization to-day consists of over
one hundred people. Each of our managers is
given an interest in the store that he manages,
giving him, of course, an incentive to see that
things are properly taken care of. Our credits
are watched very carefully, no special system
used, but leaving that to the discretion of the
manager. We might add that a good deal of
our business is done on the instalment plan,
but we insist that a carrying charge be added
on every lease, as we feel that it is nothing
but just and right that there be a distinction
made between the cash buyer and the instal-
ment buyer. We do not pledge any of our
paper, carrying it all ourselves, getting aid
from our various banks from time to time.
"We believe that if every music store
would make a carrying charge on instal-
ment accounts, in most cases where they
are not operating at a profit they would
show a profit."
James R. Sheffield Elected
Director of the Radio Corp.
James R. Sheifield, former United States
Ambassador to Mexico, was recently elected a
director of the Radio Corp. of America. Mr.
Sheffield was an RCA director at the time of his
Ambassadorial appointment, and his re-election
follows his retirement from diplomatic service.
Isaac Berkovitz, music dealer, of 2487 Seventh
avenue. New York, is in bankruptcy.
See second last page for Index of Articles of Interest in this issue of The World
4
The Talking Machine World, New York, November, 1927
Announcing I
Another Great Knickerbocker Accomplishment
The Reward
of Over a
Half Century
of Faithful
Dealer Service
PANATROPES - RADIOLA COMBINATIONS - ELECTRIC RECORDS
THE BRUNSWICK-BALKE-COLLENDER CO.
623-633 SO- WABASH AVENUE
CHICAGO
EXECUTIVE
OFFICES
Office and
Showroom
114 E. 23d St.
New York City
October 14th, 1927.
Messrs Knickerbocker, Schuv crling, Daly & Gales, Inc.,
114-120 East 23rd Street,-
ITev/ York City, K. Y.
Gentlemen:
We take this opportunity to welcome you into*
the "Brunsv/ick Family" for musical advancement.
We know that your slogan: "Sixty-eight Years
Of Dependability", will be applied to Brunswick products
to the great advantage of Dealers in the New York field.
Brunswick National Prestige, combined v/ith
the excellent local acceptance of Knickerbocker, Schoverlingj
Daly & Gales Dependability and Service v/ill, we are sure,
prove to be a combination of irresistable force.
Very truly yours.
THE BEnrTSMCK-BALKE-COLLEL'DER CO.
d Division.
Ask About Our Special Dealer's Franchise Proposition
nickerbocker'
Warehouse
526 W. 25th St.
New York City
Phones: Gramercv 1444-1449
The Talking Machine World, Nezv York, November, 1927
5
Make Plans Now for
Christmas Record Sales
This special
Christmas envelope
is in Jive colors
[HRISTMAS ofFers the greatest op-
portunity of the year to stimulate
record sales. Always there are thou-
sands of shoppers looking for the
inexpensive gift with which to dispose of many
of the names on their Christmas lists.
Brunswick has prepared specially attractive
displays this year to help Brunswick dealers cash
in more on Brunswick Records as Christmas
remembrances. A special Christmas mailing
piece, a beautiful six-color Christmas banner
and special gift envelopes, are available now.
A Few Outstanding Christmas
Records to Feature
"Silent Night" (Christmas Hymn) . . . "Holy Night"
(Cantique de Noel) — sung by Florence Easton, So-
prano, and chorus with orchestra. 10296
"Shepherd's Christmas Song" (Reinan Dickinson) . . .
"Three Kings" (Christmas Song) — sung by Collegiate
Choir, mixed voices with orchestra. 3693
"The Birthday of a King" (Neidlinger) . . . "For Unto
Us a Child Is Born" (Messiah) — sung by Collegiate
Choir, mixed voices with orchestra. 3694
"O Little Town of Bethlehem" . . . "The Infant Jesus"
— sung by Collegiate Choir, mixed voices with or-
chestra. 3690
"Santa Claus Hides in the Phonograph" (Ernest
Hare) . . . "Christmas Morning at Clancey's" — Irish
Comedy by Steve Porter. 3689
"Night Before Christmas" (recitation by Ernest Hare)
. . . "De Sandman" — sung by Criterion Male Quartet.
3688
BruHszvick Symphony Album
Sets Make Ideal Gifts
THE. BRUNSWICK-BALKE-COLLENDER CO., Chicago, New York • In Canada: Toronto • Branches in All Principal Cities
Averages Seventy-five
Sales a Month in Small Community
The Carlisle Radio Co. in Salina, Kans., Does Not Consider
Its Small Town Location a Handicap But Reaches Out for Sales
"S
ALES in our retail radio department
have been averaging seventy-five sets a
month," explained R. C. Carlisle, mana-
ger of the Carlisle Radio Co., Salina, Kan. "We
find aggressive sales methods are needed for
keeping business on the up-grade. An impor-
tant essential is to keep in close touch with the
buying public. Salina has 18,000 population,
and is surrounded by a rich agricultural section.
.A. portion of our trade comes from the rural
districts.
"We have a well-defined sales policy. Our
first consideration is to feature a well-diversi-
This card is Sood for
50c
on the purchase of one No.
486 B Batterv
OK
25c
On any 20I.V Tube
OU
SI. 00
On any I'sed Radio Set
This Card ^ood until .March 10.
Put thi§ in Your Radio Cabinet
for Future Reference.
GET ACQUAINTED OFFER
This Card Is \\'orlh Money
THIS IS (iOOU K)i;
85.00
^ on
I his card is good for
.Sl.OO
on n I*hilco Radio Batterv
OR
Sl.OO
On any Radio Speaker
Wben applied od the Purchase of a Complete Set
CARLISLE R.VDIO CO.
147 S.Santa Fe SALINA, KANS. I'hono 4X1)
Type of Direct Mail Sent to Farm Homes
fied stock. We handle three leading makes of
radio, which are not conflicting lines, owing to
the fact that the prices vary. Our paramount
idea is to feature a quality stock which meets
the needs of every purpose and every purse.
We display ten sample sets in the main show-
room. Incidentally, attractive display is one of
our major sales aids. We tie up stock display
in the showroom with our window trims, which
are changed two or three times a week. Attrac-
tive display focuses attention upon our stock,
and encourages prospective customers to inves-
tigate our service facilities.
"Radio is a line which responds favorably to
aggressive publicity. Newspaper advertisi-ng,
in particular, will keep a stock of radio moving.
Our expenditure for newspaper advertising runs
By Clement White
4 per cent on sales. This is a profitable invest-
ment, as it recruits new business, which is es-
sential to a permanent success. The leading
newspaper in Salina covers both the city and
surrounding rural territory. We advertise regu-
larly with the definite purpose of giving pro-
spective customers buying ideas.
"The majority of our prospective customers
are familiar with the radio idea. Our purpose
in advertising is to induce individual prospects
to consider their need of radio, and to show
them the wisdom of investing in sets which
give lasting pleasure and satisfaction. In addi-
tion to describing
the merits of our
radio in newspaper
advertisements, we
also emphasize our
service facilities.
"Incidentally, this
firm has the most
up - to - date service
department in cen-
tral Kansas, and
can repair any make
of radio set. This is
why we are pre-
pared to back up claims made in our news-
paper advertising. I find expert service for
patrons is an outstanding factor in winning
trade. Since my initial start in the radio busi-
ness, I have adhered to the idea that sales
should be made on a service basis. This is the
logical way to create confidence among pros-
pective customers. Moreover, the satisfied cus-
tomer is a booster for the firm from which he
bought his radio set. Satisfied customers are
essential to business expansion.
"We use direct mail publicity in company
with newspaper advertising, as the two are
most efTective when used in combination.
"We distribute a house organ, called Timely
Topics, which is appreciated by prospective cus-
tomers because of its pertinent articles and at-
OR
SLOO
On Trickle Charger
W'e repair any make of
radio set. We have the
most up-to-date serviie
department in lentrnl
Kansas.
tractive illustrations. This house organ carries
our firm name on the front cover, and proves a
helpful advertising medium, as it induces pro-
spective customers to keep our firm in mind
when in the market for radio sets.
"We also distribute circulars and mailing
cards. Recently we decided to make the ac-
quaintance of more rural patrons, so we mailed
advertising literature to every farm home in
Salina county, offering farmers a special get-
acquainted offer. We secure good results from
this kind of publicity.
"An important essential when advertising-
radio is to avoid the rut of generalization. It
is necessary to offer specific values, and to
emphasize quality and service. Original adver-
tising copy is of maximum value for attracting
new prospects.
"During the past five years I have had ample
opportunity to test the merits of various sales
aids. I find newspaper advertising remarkably
effective, because a good newspaper goes into
the homes of many desirable prospects.
"An important essential is to advertise regu-
larly; regular distribution of house organs, cir-
culars, etc., gives best results from a sales-
building standpoint.
"We favor illustrated advertisements, as they
are of maximum value for catching the atten-
tion of prospective customers. The public is
seeking worth-while buying opportunities; we
aim to make each advertisement give the im-
pression of quality goods and superior service.
"Demonstration is one of our effective sales
aids. It isn't unusual for my firm to have
twentj- sets in the homes of prospective custom-
ers at one time for demonstration purposes.
Six salesmen canvass our territory, seeking de-
sirable prospects. Systematic canvassing en-
ables us to reach prospective customers who
are interested in quality and service. We are
succeeding in our aim to develop a permanent
business, because our customers are pleased
with our merchandise and with our service."
"NYACCO" Manufactured Products
NYACCO Record Albums
NYACCO Radio Sets
NYACCO Portable Phonographs
NYACCO Photograph Albums
NYACCO Autograph Albums
Twenty years' manufacturing experience enables us to offer the trade a line that is tried and proven.
Jobbers and Dealers: Write us for full information.
NEW YORK ALBUM & CARD CO., Inc.
Established 1907
Note New Address - - - - 64-68 Wooster Street, New York
6
The Talking Machine World, New York, November, 1927
7
Brunswick Welcomes
a Great Music House
From Sherman, Clay & Co/s 2 -Page Announcement
in West Coast Newspapers:
"Spectacular developments in the reproduction of recorded and
broadcast music by The Brunswick-Balke-Collender Co., develop-
ments that have been weighed and tested, have convinced us that the
inclusion of the new 1928 series of Brunswick Panatropes and Pana-
tropes with Radiola will greatly enhance our service to the public."
Sherman Jpiay & Go
Everything Cjfine in ^J)((!usic
SHERMAN, CLAY & CO., a chain of
forty retail stores throughout northern
California, Oregon and Washington, is one
of the largest music houses in the country.
The position of this firm in the music
field is indicated by the fact that one in sixty
of all the pianos manufactured in the United
States reaches the public through this single
far-western outlet.
That this hrm, animated by a conser-
vatism and idealism that have i>t\\ parallels
in business, after searciiing iin estigation and
careful decision has now added to its line
the Brunswick Panatrope and Brunswick
Electrical Records, is highly significant.
It can mean only one thing: Tliat the
Brunswick Panatrope and Brunswdck Elec-
trical Records by their merit have w^on this
music house as they have won the trade and
the great American public ever3^where.
THY. liRlJNSWICK-BALKE-COLLENDER CO., Chicago • New York . • In Canada: Toronto • Branches in All Principal Cities
8
The Talking Machine World, New York, November, 1927
Exchange of Credit Information Between
Merchants Increases Chances Against Loss
Credit Men of Columbus, O., Have Organized a "Skippers' Club" Which Is Working Out to
the Advantage of All Merchants Who Do Business on the Instalment Plan
not connected with an organization of this type
would do well to take the initial step in form-
ing a group of merchants to protect their in-
terests.
Dealers who have and are encountering dif-
ficult)-^ in tracing the movements of delinquent
customers who have changed their addresses
without giving notice to creditors would do
well to cooperate with other credit-granting
merchants in supplying information so that the
latest information would be available to every
dealer and the number of "skips" materially
reduced. The credit men of Columbus, O., have
formed an association, the "Skippers' Club,"
which meets monthly. At each meeting there
is an interchange of information through which
the credit grantors secure many new addresses
of "skip" accounts.
On or before a certain date each month each
member of the club sends in a list of "skips"
or lost accounts. The post office receives a
copy of the list and checks it and each member
receives a copy which he checks over and adds
any later addresses he may have. He brings
this copy to the monthly meeting.
The benefit of such an organization to any
dealer who sells on the time-payment plan
cannot be overestimated. The eost of issuing
the lists is comparatively small and when a
number of dealers join in would scarcely be felt.
Not only dealers who sell on a time-payment
basis would be interested but grocers, butchers
and other credit grantors would prove willing
to cooperate to end the menace of the dishonest
customers.
Talking machine and radio dealers who are
Knickerbocker Go. to
Market Freed-Eisemann
The Knickerbocker Talking Machine Co.,
well-known wholesale distributor in New York,
will market the Freed-Eisemann radio line in
Manhattan and the Bronx, in conjunction with
the present Freed-Eisemann distributors in this
territory, according to an announcement of the
Freed-Eisemann Radio Corp., Brooklyn, N. Y.
The Automatic Phonograph Co., Indianapolis,
Ind., was recently incorporated to manufacture
and sell musical instruments with a capital
stock of 5,000 shares of no par value. The in-
corporators are H. L. Purdy, Homer McKee
and Fred B. Johnson.
I
I!
5!
ANOTHER PEEELESS ACHIEVEMENT
THE PEERLESS VANITY
Almost the size and appearance oS
a lady^s vanity bag.
Weighs 8 lbs.
Dimensions: in. high, 1ZV2 in.
wide, 12 in. deep.
Always Ready to Play When Opened
No Portable Like It on the Market
Nothing to Erect
Nothing to Dismantle
Nothing to Adjust
The Peerless Vanity is covered in attrac-
tive fabrics in tw^o-tone effects.
Carrying capacity of six records.
Plays two ten-inch records with one
winding.
Equipment includes genuine Flyer motor,
and phonic type reproducer and tone arm
giving the volume of larger phonographs.
— List Price $12.00 —
Write for sample of the Peerless Vanity. Also the Peerless Vanity De Luxe in genuine
leather, gold tooled, padded top, attractive colorings. These two models are in a class
by themselves. The complete line of Peerless Portables range in price from $12 to $30
list.
Two Sales Winning Styles of Recof^d Albums
Peerless Artkraf t Album
Beautiful Gold-embossed Cover — Heavy Brown Kraft Pockets
Peerless Loose Leaf Album
Removable Pockets for Records
PEERLESS ALBUM CO.
PHIL. RAVIS, President
636''638 BROADWAY, NEW YORK
The Talking Machine World, A^czv York, November, 1927
9
AC. Receivers that play
Phonograph Records,too
mOi
/
The Stromberg-Carlson Hour
Tuesday Evenings 8 to 9
Eastern Standard Time
through
WJZ, WBZ-WBZA, KDKA,KYW. WJR,
WBAL and the new Stromberg-
Carlson Station WHAM
POPULAR feature of the new Strom-
berg-Carlson Receivers is their ability to
play phonograph records through the audio
system of the Receiver itself, as well as to
receive broadcasting— a telling sales argument.
Another feature is the operation entirely
direct from A. C. lighting supply without
recourse to any "indirect" makeshifts; batter-
ies, chargers, so called dry rectifiers or dry "C"
batteries— they are fool-proof.
Besides these features there is the new
Stromberg- Carlson financing plan which
makes the purchase of a Receiver easy— help-
ful both to dealer and customer.
A. C. Stromberg-Carlsons range in price: East of Rockies, RaJio Sets, equipped
with phonograph input jack, to — Radio and Phonograph Combined
Si24j; Rockies arid West to $11^^; Canada $}go to $i6}0.
Stromberg-Carlson Telephone Mfg. Co., Rochester, N. Y.
VP,
Makers of voice transmission and voice reception apparatus for more than thirty years
Plan the Christmas Sales Drive Now
W. B. Stoddard Describes the Methods of Merchants Who Staged
Successful Holiday Sales Promotion Campaigns — The Big Chance
THE old saying "Two heads are better
than one," could well be amplified by
saying that "a dozen heads are' best of
all." This is the theory upon which Ira K.
Young, general manager of the Crews-Beggs
Co., Pueblo, Col., works each Fall. For sev-
eral years, about six weeks before Christmas,
he gives a dinner at his home. To this are in-
vited all department heads and buyers of the
store. In addition the head cashier is there,
the engineer, the display manager and the ad-
vertising manager. All of these, with their
wives, are the guests of "the boss" at his home.
Each one is asked to note down any sugges-
tions which he may have for making the store's
holiday business better. After the dinner is
over these suggestions are read,
discussed, picked to pieces and
talked over generally. "Under the
influence of a good meal, it is sur-
prising how much good can be
done," said Mr. Young. "We get
more good, sound selling ideas and
suggestions at this dinner than we
would in any other way. We have
done this for the last four years,
and every year it is more produc-
tive of suggestions that are worth
while. Last year the store had
twelve enormous Christmas trees,
each about thirty feet high, out
in front of the building. These
trees were all brilliantly lighted
and the effect was beautiful. It
was a suggestion that came up at
the November dinner."
Holiday Advertising
When the holiday advertising-
starts in earnest in December, the
newspapers will be flooded with
pages and half-pages from scores Holiday
of firms. What is a man going to do to make
his ad stand out in this ocean of printed pub-
licity? The Symons Co., Butte, Mont., has solved
the problem by having all of its holiday adver-
tising in color. Whenever readers in western
Montana pick up a newspaper and see publicity
in red and green they can tell without looking
at the signature that it is a Symons ad. Every
illustration is printed in green ink. Descriptive
copy and prices are set in black with just
enough red to carry out the holiday color
scheme. "The chief merit of these color ad-
vertisements," said the advertising manager,
"lies in the ink. It must be of a clear, bright
tone, otherwise it becomes quite mediocre. The
cost of using colors is about 1.5 per cent above
the regular price, but we find it an extremely
worth-while investment.
A Novel "Christmas Opening"
A novel "Christmas Opening," which greatly
stimulated business — especially early buying,
was adopted by W. H. Lyman & Co., Inc.,
Kewanee, 111. "A special feature with us last
year," said the advertising manager, "was a
'Christmas Opening' at which no merchandise
was sold. This was held at the store during
the first week of December, and we started it
by keeping the store open the first evening
from 7 to 9 o'clock. Although no merchandise
was sold all the employes were at their places
on the floors, and displayed and demonstrated
all lines. There was a live Santa Claus, who
Window Displays That "Broadcast" the Gift Suggestion
circulated about, distributing candy to the chil-
dren. Favors were given to all visitors. The
event was a big success and helped greatly in
L;etting the holiday season under way."
Setting the Stage for the Holidays
The Haverty Furniture Co., Atlanta, Ga., had
a striking setting for displaying its lines. The
front section of the store, for the distance of
100 feet, was given over to radios and phono-
graphs. Along one side of the wall, above the
heads of customers, was a long strip of blue,
spangled with silver stars. Against this were
shown life-size cut-outs of Santa and his sleigh,
with his six reindeer, the whole being suspended
from the ceiling and looking as though gallop-
ing through the air. A big yellow moon added
to the efl'ectiveness of the display. Towards
the rear was a large crimson throne, and on
this during certain hours of the day Santa sat
and listened to the wishes of scores of little
people who came to see him. In front of the
store was a life-size wooden cut-out of a sol-
dier carrying a sign: "Time to buy Christmas
Gifts," and a calendar of the month of De-
cember. Just over it was printed "Time Is Fly-
ing." Each day the previous date was painted
out, showing the number of shopping days re-
maining.
The Kelly-Duluth Co., Duluth, Minn., had a
very interesting radio window, featuring the
delights of it, and its appropriateness as Christ-
mas gifts. The window was backed with cur-
tains of dark brown silk, against
which was set a Radiola. Drawn
up to the cabinet was a large
crimson-covered easy chair. Next
to it was a stand with smoker's
set, and a big lamp with wide
spreading shade of crimson silk
shed its light over all. On the
floor, near the chair, was a care-
lessly dropped newspaper. A large
art card in deep blue, red and
green suggested "Give Dad a
Radiola for Christmas."
Dad, however, is not the only
one interested in radio, and Yo-
well-Drew Co., Orlando, Fla.,
made all who passed think long-
ingly of a radio set. The large
window was set to represent a
drawing room. At one side was
a fireplace, with candles on the
mantel and Christmas wreaths on
the wall. At the other side was a
big Christmas tree, laden down
with tinsel and ornaments. Be-
neath it was a phonograph cabinet. In the
foreground was an easy chair, with a number
of records scattered over it. In the rear was
a clock pointing to the hour of midnight.
Just beneath it was a radio and here sat a
young woman, tuning in, evidently with the
intention of getting the Christmas chimes.
Holiday Stag Party
Since men seem more attracted to radio than
women, and do the greater part of the buying,
Tepper Bros., Selma, Ala., staged a Stag Party
in their store at the opening of the holiday
season. To several hundred prospects they
sent out a letter:
Yo\] arc rei(uested to be present at our .Showing for
{Coniinucd on page 11)
10
The Talking Machine World, New York, November, 1927
A Kadiotron
for every purpose
RADIOTRON UX-201-A
Detect or Amplifier
RADIOTRON UV-199
DttectoT Amplifier
RADIOTRON UX-199
DetrrcUtT Amplifier
RADIOTRON WD-11
D^ector AmpiifieT
RADIOTRON WX-12
Detector Amplifier
RADIOTRON UX-200
Detector Only
RADIOTRON UX-200-A
Deiector Only
RADIOTRON UX-120
Povcr A mpdficr Last
Aiutio Stage Only
RADIOTRON UX-112
Power Amplifier
RADIOTRON UX-171
Power A mplifitr La»i
Audio Statje Only
RADIOTRON UX-210
Poicer Ampltfitr Oscillator
RADIOTRON UX-240
Detector Amplifier /or
Hetimta nce-coii pled
A mplificaiion
RADIOTRON UX-2I3
RADIOTRON UX-216-B
llalJ-Wate liirtifirr
RADIOTRON UX-226
A.C. yUament
RADIOTRON UY-227
A.C. lUaUr
RADIOTRON UX-280
FuU-n'ac- Itcctificr
RADIOTRON UX-281
Huif-Ware Iteclifier
RADIOTRON UX-874
I'oUa'je Reijidator Tube
RADIOTRON UV-876
Ballast Tube
RADIOTRON UV-886
Balliul Tube
RADIOTRON UV-877
Protective Tube
The standard hy
which other vacuum
tubes are rated
for tmj pvTpMt
fUOIOTRON uv-m
BADIOTROW UX-IM
fuoiomoN wo-ii
lUDIOTRON WX'II
lUOiOTROM UX-ZDO
fUOlOTnON l'X-2(»-A
RUHOTRON UI-t2D
RwiontoN ux-m
RADtOTnON UX-ITI
lUOIOTROM UX-I10
RADIOTRON UX-Z«0
RADIOTRON UX-Z1I
RADIOTRON
RADIOTRON UX-ZIC
RUHOTRON UV-m
RADIOTRON UX-2S0
RADIOTRON UX-2S1
fUDIOmON UX-I74
RADIOTRON WSTt
RADIOTRON UV<Sn
RADIOTRON UV-477
The standjiTd by
which other vaaaan
i0
Reception ot the finer
broadcasting programs of
today may be blurred into
a pitiable imitation of
the real thing by just one
"orphan" tube in an other-
wise first class radio set.
Rjdiotronsarc built (o the specifications ot'rhc cngincets of RCA,
Wcstifighousc jnd General ElcCTric, in grmi laboratory- factories
n hrch coniain the most remarkable elecincal equipment in the
KCA Kadiotron
Kvourvjcuum lubes
l)(ar— indaofnceili
rcplxms— much
(■eticr tesuJuwill be
oboined by iiplating
^11 lb, Radielra,,,
To keep your radio
pioducinj; eSidenfy,
M A II E (1
RAD 1 O CO RPO RATION OF AM E MCA
F THE f. V D 1 0
NEW YORK
CHICAGO
5 AN FRANCfSCO
Your tube customers
hold you responsible as their
purchasing agent. Make
sure of their continued good-
will by supplying them
with RCA Radiotrons. You
cannot afford to make your
customers a try-out field for
tubes of unproved quality
RADIO CORPORATION OF AMERICA
NEW YORK CHICAGO SAN FRANCISCO
One of the twelve striking
color pages advertising
RCA Radiotrons to the
consumer during 1927 in
leading magazines. More
national advertising to
the consumer has been
placed on RCA Radio-
trons than on all other
makes of vacuum tubes.
KCA Kadiotron
B Y
THE
MAKERS
O F
THE
RADIOL
The Talking Machine World, New York, November, 1927
. ..W.es. refinements
,,efinementsof
i embody *ela^^ m*ese
famous rese
1 _-SnU bet-
Si ,-,_-Sp«'^' or a.
w Victor and ^^dioVasare every-
tion
mellow
average „dvo. .^Luieuseof
adapted fo' j;^,vices. $-,8.00
„rl£ei po*" • ■ •
f * accessones ■ ■
^^^^^^ raee-batterV
laoge^"' j_.ed for A-"- /
RCA^'i^^.^bcaaon. op tubes. ^ _ .
, accessories
circuit
tol.
$130-00
$137.30
^Deration ■ • .; ^adioVa -.»
(.See .Uust""°"
of paS^ ''
and P^Vid selective- "petated ot
imtivaUedseie ^„oetarion
^UW-ottoti- •
PvC A ^ l\adi o I n
I H ^£^..M. A.K .£.jB. 5 ..Q J THE p a n r x . rr:^
I
I.
The Talking Machine World, Nezv York, November, 1927
The public accepts
RCA Radiolas
as the standard of
the radio art
The RCA mark on a radio receiver or
loudspeaker is a guarantee that back
of it are the resources of the Radio
Corporation of America, and the
world's greatest electrical manufacturers
— Westinghouse and General Elearic.
That is why the public compares
all radio instruments with the RCA
standard.
RADIO CORPORATION OF AMERICA
NEW YORK - - CHICAGO - - SAN FRANCISCO
PJCA^ Radiol a
BY THE MAKERS OF THE RADIOTRolU
The Talking Machine World, New York, N'ovember, 1927
A low-priced loudspeaker that carries
the RCA mark of fine manufacture
A good radio set, old or new, deserves
a good loudspeaker. Broadcast repro-
duction can be no better than the re-
producing instrument. And many a
good receiver is still suffering from the
handicap of an antiquated loudspeaker.
The new RCA lOOA embodies electri-
cal and acoustical refinements never be-
fore incorporated in a loudspeaker in this
price range.
'This sign marks the
leading dialer in
every cnmmiinily
RADIO CORPORATION OF AMERICA
New York Chicago San Francisco
RCA"" Loudspeaker
y^^^D B^Y THE M^lc^E"R^^^^~y T H E RADIOL
O F T H E RADIOL
The Talking Machine World, New York, November, 1927
11
G. T. McKelvy Promoted
to an Important Position
Now General Sales Manager H. T. Roberts Co.
—Well Known in Radio Cabinet Field— Mr.
McKelvy Long Connected With Trade
C. T. McKelvy, one of the best known young
men in the entire music industry, has been ap-
pointed general sales manager of the H. T.
C. T. McKeU-y
Roberts Co., succeeding A. J. Kendrick, who re-
cently resigned.
The H, T. Roberts Co. is a prominent factor
in the radio cabinet business, with salesmen
throughout the United States, and Mr. McKelvy
has been associated with it for the past eight
months, as manager of sales promotion.
Prior to his association with the Roberts Co.,
Mr. McKelvy spent five years with the Bruns-
wick-Balke-Collender Co., in the capacity of
sales promotion manager. He is one of the
brightest and most energetic members of the
trade and has to his credit a number of inter-
esting merchandising campaigns which have
been followed successfully by many retail
houses in this country to their profit.
C. T. McKelvy is one of those rare individuals
who loves work. He has an equal amount of
affection for the music business, and with his
dynamic, forceful personality and will to do, he
is constantly accomplishing things which are of
noticeable help to the jobbers and dealers with
whom he has contact.
AnuounccineiU also has been made of the
acquisition of Berkey & Gay radio furniture
by the H. T. Roberts Co. This concern now
exclusively represents a great number of the
best known furniture manufacturing houses in
the United States. Its program of action is
governed by a well-defined policy and an
aggressive method of selling. This policy has
been developed under the supervision of Mr.
McKelvy and it is announced that no change in
the general plan will be brought about by his
promotion to the sales management.
Fada Radio Distributor
Appointed in Alabama
Appointment of the Bill Pape Tire Co. of
Birmingham, Ala., as distributor of Fada Radio
in the State of Alabama has been announced
by Louis J. Chatten, general sales manager of
F. A. D. Andrea, Inc. This well-known
Birmingham wholesale organization will pre-
sent the complete line of Fada receivers and
speakers to the trade throughout the Alabama
territory. Specialty men will make contacts.
Plan Your Christmas
Sales Campaign Now
{Continued from page 10 j
Men Only, Wednesday evening, December 10, where you
may enjoy free smokes and a free radio concert.
Positively nothing will be sold. It will be an evening
of inspection and entertainment, from the hour of 7.45
to as late as you please.
All women folk are to be excluded, even our saleswomen,
for this is to be a real stag party — with no women to
criticize. It is to be a night for regular fellows and we
want you to compliment us by coming.
Very cordially yours.
The management said that the response was
very generous, and through the demonstrations
and discussions that took place that night a
number of sets were sold.
Victor Educational Records
The educational department of the Victor
Talking Machine Co. recently sent to Victor
dealers a booklet listing and describing thirteen
Victor records especially adapted to beginning
the work of Music Appreciation in the Rural
and Consolidated Schools. The records were
carefully selected as a basis for a beginning in
the different phases of the work. A supple-
mentary list containing additional listings is
also included in the folder for those schools
that have already made a beginning in music
appreciation studies and desire a broader field
of study. The thirteen records listed contain
seventy-five selections.
The Wolstone-Spiro Co., Toledo, O., was
recently incorporated to handle radio equip-
ment with a capital stock of $20,000, and the
issuance of 250 shares of stock of $100 par
value.
F. A. Magee Winner of
R. M. A. Golf Tournament
Presentation of Silver Cup for National Cham-
pionship Made by G. Clayton Irwin, Jr. —
Permanent Golf Club Organized
The final game of (lie R. M. A. (jolf Tourna-
ment was played at the Calumet Country Club
and all honors were carried off by F. A. Magee,
president of the Trav-ler Mfg. Corp., Chicago,
111. Presentation of a silver cup for the Na-
tional championship was made by G. Clayton
Irwin, Jr., general manager of the Chicago radio
show, to Mr. Magee on .Saturday night at the
show. So much interest has been taken in this
golf tournament that a permanent golf club
has been organized and following the comple-
Reading from left lo right, Bernays Tolmson, G. Clayton
Irwin, Jr., General Manager, Chicago Radio .Show: John
C. TuUy, President, Bremer-TuUy Mfg. Co., and Frank A.
Magee, President, Trav-ler Mfg. Corp., and winner of
R. M. A. Golf Tournament.
tion of the tournament, election of officers for
1928 was held. John C. Tully, president of
Bremer-Tully Mfg. Co., Chicago, present chair-
man and holder of National championship for
the past year, was re-elected chairman of Radio
Manufacturers' Association Golf Tournament.
Paul B. Klugh, of Zenith Radio Corp., Chicago,
vice-chairman; Harry Simpson, of Maring Wire
Co., Chicago, secretary; H. O. Larsen, of the
Ekko Co., Chicago, treasurer. Albert New-
combe, Newcombe-Hawley, Inc., St. Charles,
111.; Henry Forster, Utah Radio Products Co.,
Chicago, and Theo. Sheldon, Carter Radio Co.,
Chicago, further members of committee. Pres-
ent arrangements provide for qualifying con-
tests to be held in various sections of the coun-
try during 1928, with the championship contest
at Chicago during the R. M. A. Fall show.
The summaries of the final game follow:
Frank A. Magee 7.i
H. G. Vollmer 76
L. F. Muter 7R
W. F. Owsley : . 79
F. Reichraann SO
A. H. Hess 82
E. Williams 8.!
H. E. Osnnin 9ri
A. Braun 90
H. O. Larsen 92
T. K. Webster, Jr 101
H. H. Eby 10.1
P. H. Owsley 103
Announcing
the
SYMBOL. OF CfUALITY
Lyrephonic Senior
Send for sample, prices, etc.
Andrew P» Frangipane & Co», Inc^
32 Union Square, New York Factory : Lyndhurst, N. J.
Why Are Some Records Slow Moving?
Is It the Fault of the
Record or Is the Dealer to Be Blamed?
By B. C. Reber
TOO often in the distribution of musical
merchandise the complaint is made by
various retailers that certain records will
not sell well. They offer objections to the style
of recordings, the pieces that are offered, and
many times find their shelves stocked with
records which have but little or no demand. A
thorough study of the retailer's problems, how-
ever, has brought out the fact that in many
instances the fault lies, not with the manufac-
turer nor the wholesaler, but with the manage-
ment of the departments.
In the store of the J. R. Reed Music Co., of
.A.ustin, Tex., the record department is managed
with unusual success by Mrs. Dene S. Newton,
aided by Miss Doris McCoy, and the manner in
which these two women have created a large
volume of profitable business makes an inter-
tit ing story.
Clever Stock Control Plan
"In the operation of a department of this
kmd,'.' Mrs. Newton explained, in discussing her
methods, "it is necessary to make a careful
analysis of the customers, the merchandise, and
the store polic}'. Then, these may be supple-
mented by some basic principles which will ma-
terially add good will and prestige to the de-
partment.
"We keep a complete stock of records, but
we do not allow any record to remain on our
shelves for more than thirty days. We keep
a check on our record stock by having our
numbers numerically. One of each record is
placed in a green, or what we call a "master,"
envelope. All other records bearing the same
catalog number are placed in the brown en-
velopes. In this way we are able to tell at a
glance of what records we have more than an
ordinary amount.
"We know at all times which records we have
on hand and those of which we have a large
supply. If we find that we have a few slow-
moving records we make a list of those num-
bers and make a special effort that day to sell
them out. In this way we are always able to
keep our stock clear of old numbers.
"We have found that one of the greatest fac-
tors in the creating of dead stock is the fact
that the public does not know you have it on
hand.
Definite Record-Selling Plan
"There are a number of little courtesies which
may be practiced in the sale of records which
are often overlooked. We have made a definite
plan for promoting the sale of records which
we follow out in every instance. When a cus-
tomer asks to hear a new piece of a few
records which have been selected, we conduct
him to one of our booths, see that he is com-
fortably seated, wind the machine, place the
record and needle and wait until the music
starts before we leave the booth. We have re-
ceived many compliments for our complete
service in this respect and believe that it has
done much in building up the sales volume
which we enjoy.
"We always keep our booths and our record
stock in good order. There are quiet periods
during the day when this may be accomplished
and it makes it very easy to take care of the
business during rush periods without confusion
or loss of time.
"Telling our customers of the new records
we receive as fast as they come in is one of
cur prime assets in increasing sales. We go
over the list and show the customers the new
recordings whether or not they have asked for
any of these pieces. Of course, we do not force
ourselves upon the trade in this way, but merely
take advantage of an opportunity when we are
placing a record on the machine for them or
when we are wrapping up other records they
have purchased.
"Another thing which we have practised with
quite a little success is not to let a customer go
oui without buying, or at least wi.hout hea.ing,
so;ne record. If we have an inquiry for some
record which is not in stock at that time, we
try to play something new for the customer,
or recommend a substitute. In nine times out
uf ten this will lead to a sale.
Suggestion Sells Records
"Suggestion plays an important part in the
success of a sale, and we always have several
suggestions on hand for new records, new selec-
tions, or groups of records which will form a
pleasant evening's entertainment. We study
our stock very thoroughly and know every
record on our shelves. This enables us to sug-
gest something pleasing to any customer who
is in doubt as to just what is desired.
"Specials, such as health records, books of
the opera, etc., we order sparingly, but we pro-
mote just the same. If we know of a customer
who we believe would be inte.ested in some-
thing of this kind, we either 'phone and suggest
giving these records a trial, or we mention them
the next time these customers are in the store.
"We give as much attention to the comfort
of our booths as we do the upkeep of our stock.
We try to place as many of the streamers that
come in as possible, but do not hang them up
in such a way that they will be easily torn or
appear unsightly. Instead, we paste them up
in a uniform order, at the same time hanging
the new record charts and other matter of this
kind around the booth as attractively as pos-
sible.
"Another essential of good merchandising is
in knowing how soon new records may be re-
ceived. We get all of our supplies from a
branch in Dallas, so we get quick service.
This enables us to keep our stock down to a
minimum, and, where there is some doubt as
to how long a new hit will be popular, we are
able to order in small quantities.
Cater to Students
"A large portion of our trade comes from
students who attend the University of Texas,
which is located in this city. We have put
ourselves to great pains to make these students
feel at home here and always welcome them to
come in and hear our new records whether they
buy or not. This gives us a good prestige
among the students, and we have a large per-
centage of their sales.
"We do not believe in carrying inferior mer-
chandise, nor records which are an off-brand.
All of our stock is made up of nationally ad-
vertised and nationally known lines. The clas-
sic records which were so popular several years
ago have given way to dance records and jazz,
but there is still a fairly good demand for
these former if the field is properly worked.
"A thing well worth remembering in this
work is that the phonograph is the most widely
used and enjoyed musical instrument in the
world. Some people may have a preference
for the piano, others the violin, others a horn;
but all will appreciate hearing their favorite
musical instrument played on the phonograph
by some well-known artist. All of these things
must be taken into consideration if the record
field is to be thoroughly worked. While the
largest sales may be in orchestrations, novel-
ties, etc., it must be remembered that there are
others who prefer classics, religious numbers,
recitations, health records, and other selections.
By knowing your trade well and keeping each
regular customer in mind as new records are
brought out, it is possible to cover the entire
territory.
"I believe we have one of the smallest record
departments of its kind for the volume of busi-
ness which we enjoy. Our entire business, out-
side of the booths, is conducted in a space ap-
proximately nine feet square. Three sides are
utilized for record shelves; the fourth opens on
the aisle of the store and provides space for our
small counter.
"Summing up, I believe that courtesy to the
customer — and I mean doing those little things
v/hich are so much appreciated but seldom
expected — letting the customer know what you
have, especially in the stock which is moving
slowly, knowing the condition of your stock at
all times, and knowing your trade, are the prime
essentials- in the successful management of a
department of this kind."
Rollins' Pharmacy, Chipley, Fla., recently
Secured the agency for Victor Orthophonic talk-
ing machines and records.
STARR PIANO S STARR PHONOGRAPHS
GENNETT RECORDS
Represent the Hicfhest oAuainmmt in cMusicaL OVorth
^7)?eSTARR PIANO COMPANY
Established l872 - Richmond. Indiana
12
The
Talking Machine World, Nczv York, Novcinhcr, 1927
13
Tomorrow's Speaker
Today I
The yiarvdous Neiu A-Z Reproducer
Tomorrow's speaker — today! It's here — the most
advanced development in the radio reproducing
industry !
The A-Z Reproducer is the result of over eight
years of concentrated development and research
work. It is constructed on principles contrary to all
principles employed in the ordinary speaker. It is
original — the one and only speaker of its kind. It
employs hasic principles tested and proved over
centuries of time. These principles have remained
practically unchanged to this day in our best string
instruments such as the violin, guitar, mandohn,
piano, etc.
The A-Z Reproducer is in reality a true-toned
reproducing musical instrument.
Eight and one-half years is a long time to spend
in the solution of an apparently insignificant puzzle.
But every minute of that time has been devoted to
experimenting with diaphragms and sound boards
for the true reproduction of sound, as now achieved
in the A-Z Reproducer.
To Phonograph Manufacturers Interested
in Electric Pick-Up
The A-Z Reproducer has been carefully tested with
the electric pick-up method of amplification, in
direct comparison with the finest makes of speak-
ers. The results are a revelation! Samples, for
actual tests, will be sent on 10 days' approval to
reliable Manufacturers, Jobbers and Dealers.
Literature upon request.
THE A-Z CORPORATION, 1010 George St., Chicago, 111., U. S. A.
The Test Alone
Will Tell !
WITH TONAL
RANGE FROM AtoZ
There Is Nothing
Else Like It I
Demonstrate Radio Sets
as Quality Merchandise
AJ.'iM,\'h\'G tliL- sales lUfthods adapted to
selling high-class automobiles to those
of selling radio sets may seem like a
far-off comparison to some dealers, yet to
Jiobert S. Miner, of Hartford, Conn., it is his
every-day way of get-
ting new customers.
When one hears of
a display to be made
in a "salon," he is in-
clined to picture a
private exhibit of
Rolls-Royces in the
lobby of the best
hotel in town. If the
admission is free the
motor enthusiast will
drop in just to see
the most expensive
cars made.
This is exactly the
logic that Mr. Miner
puts behind every
radio sales appeal
that he makes. He
was salesman for a
1 e a ding automobile
company a good
many years before entering the radio field one
year ago September 1. Naturally he still clings
to a number of automobile selling ideas.
Miner's first year as a radio dealer was a
success, he claims, due to the fact that he con-
verted his storeroom into a •modern "salon."
In every piece of advertising literature or cir-
cular letter he distributes a paragraph was
always included extending an invitation to the
reader to drop in to "Miner's Salon" and see the
latest radio models.
The result, according to Miner's observation,
did not necessarily frighten off the middle-
class prospect and draw more of the elite. In-
stead it gave both classes the idea that a mod-
erate-priced radio was being displayed in an
extraordinary setting.
The intimate tone given to an invitation "to
a private advance display in Miner's Salon"
gave the reader the impression he was per-
sonally invited to a private display. Still it was
only a different way he had of asking his pros-
Partial View of Miner's Radio Salon
pect to drop into his store. To use Mr. Miner's
statement, "It was the automobile way."
Following is an example of the opening para-
graphs he used in his latest letter introducing
his "Autumn Salon Display";
"As in fine motor cars, so the manufacturers of finer
radio equipment have adopted a policy of introducing
early in the Fall the models which shall carry into the
following calendar year.
"FADA radio is brinjiint; out a marvelous new lii-i:; o'
instruments as their 1928 series. I have just received
an introductory shipment of these improved models,
and intend to display them in a kind of Autumn Salon —
a private advance showing — throughout the week of
September 12."
Such personal letters are, in Miner's experi-
ence, the most effective means of getting the
prospect to see his radio stock. He spent over
$800 during the first twelve months in mailing
m
m
Are YOU servicing radio sets
hy the WESTON METHOD?
The Weston IModel 519 Radio Set Tester is more
than an instrument. It offers a new method of
testing which, in less than ten minutes, will enable
you to make an accurate check-up of the condition
of any D. C. set — tubes, batteries and circuits — so
that you can make the required repairs or replace-
ments with no fear of a come-back or complaint.
Never necessary to remove a set to the shop to
locate a trouble. This explains why a radio service
man, with a Model 519 as his only equipment, can
average from -15 to 20 service calls a day and real-
ize large profits on the sale of accessories as well
as from service charges. The Model 519 is easy to
operate, merely requiring a few short turns of a
Rotary Switch provided on the instrument. A
complete instruction l)ook gives you full directions
for making all tests. Your jobber will supply you,
or write to us direct and ask for Circular J.
All tests made within 10 minutes!
1 — Tests filament and plate voltages.
2 — Tests A, B and C battery supply.
3 — -Measures plate current of each tube
with Zero or C-Battery Bias.
A — Gives true voltage of B-Eliminator.
5 — -Detects open transformer windings
in the audio circuit.
6 — Detects open circuits within the set.
7~ — Detects shorted or reversed wiring.
WESTON ELECTRICAL INSTRUMENT CORPORATION
190 Weston Ave. . . Newark, N. J.
a different type "salon" invitation to his pros-
pect list of 1,400 names, and the results obtained
in actual sales have been very satisfactory, ac-
cording to this aggressive retail radio mer-
chant.
If only one radio sale resulted from each
'if his twelve annual letters, it would more than
cover expenses. Miner, however, has had as
high as fifty visits resulting from a single letter,
plus the final sale of six sets from the same
"salon" invitation.
Clark Music Go. Sponsors
Unusual Broadcast Program
An unusual and interesting broadcasting stunt
was arranged and sponsored by Melville Clark,
president of the Clark Music Co., 416 South
.Salina street, Syracuse, N. Y., at the Annual
Radio and Electric Exposition held in the New
York State Armory in that city recently. Miss
Claudia Race, concert harpist and head of the
music appreciation department of the Clark
Music Co., and Miss Mary Becker, one of Syra-
cuse's leading violinists, figured in the program
in a most interesting manner. These two artists
were playing from the front balcony in the
large armory where the exposition was being
held and they were accompanied by Ernie Mills,
artist organist at the Strand Theatre in Syra-
cuse, who accompanied them directly from the
large four manual organ in the Strand. The
violinist and harpist received the organ accom-
paniment as the output of a Radiola 28 and Mr.
Mills heard the violinist and harpist through a
headphone connection with the Vitaphpne
\vhich is a permanent fixture in this beautiful
theatre. The combination broadcast most ex-
quisitely and it is the first time that this un-
usual feature has ever been done here.
Max Targ Mid- West Rep-
resentative for Lyrephonic
Andrew P. Franglpane & Co., of New York
City and Lyndhurst, N. J., announces the ap-
pointment of Max Targ, of 229 West Randolph
Street, Chicago, as Western factory representa-
tive of the company. Mr. Targ is one of the
well-known figures in talking machine circles
and has a host of friends throughout the Mid-
dle Western territory which he covers. Andrew
P. Frangipane recently returned from a visit
to Chicago which resulted in not only the ap-
pointment of Mr. Targ as Western factory rep-
resentative, but in the opening of a number of
new accounts for the Lyrephonic line as well.
New Fada Distributor
for the Philippine Islands
The Western Equipment & Supply Co., of
Manila, has been appointed Fada distributor
for the Philippine Islands, according to an an-
nouncement by R. C. Ackerman, export mana-
ger for F. A. D. Andrea, Inc. This company is
operating in the Northern portion of the
islands, while in the Southern section the Photo
Material & Paper Co. handle the Fada line in
Cebu and Ilo Ilo. Mr. Ackerman, who recently
returned from a visit to the Philippines, states
that the future of radio is very bright there.
Metropolitan Radio Supply
Go. Holds Formal Opening
Los Angeles, Cal., November 3. — The Aletro-
politan Radio Supply Co., carrying a full line of
nationally known radio receivers and acces-
sories, held its formal opening at 134 West
Seventh street on November 1, observing the
opening with appropriate ceremonies. The new
establishment, which has been equipped with
the most modern fixtures, is conveniently lo-
cated in the downtown section of the city.
The Talking Machine World, Nczv York, November, 1927
FRESHMAN
m
Mm
m
RADIO
Freshman
EQUAPHASE
Model G-7 here illustrated is panelled
entirely of genuine mahogany, and con-
tains a large cone speaker mounted on
a Baffle Board, which is placed in a
remarkably resonant tone chamber, ren-
dering exceptionally fine tone quality
and "true to lif e" reproduction.
«185
COMPLETE
Ready to Operate
A Freshman development — licensed under patents;
R C A — General Electric Co.— Westinghouse
Electric & Mfg. Co. and American Tel. & Tel. Co.
THE LIGHT SOCKET
SUPPLIES
ALL POWER
c/41wc^lle€ufy* • <^4hvay:s Right
acids
trouble
batteries
water
excuses
makeshifts
Sold to Authorized Freshman Dealers Only
CHAS. FRESHMAN CO., Inc.
FRESHMAN BUILDING, NEW YORK
CHICAGO LOS ANGELES
The Radio o£ Superior Performance
How C. C. Baker Doubled
Record Sales by Installing Soda Fountain
Live Columbus Dealer Uses Soda Fountain to Bring People Into Store
and Advertise Merchandise — The Fountain Keeps Them Occupied
CC. BAKER, of Columbus, is the type of
music mercfiant who watches what the
fellows in other lines of business are
doing, how they do it, and what results they
achieve, and has proved on numerous occasions
that he has the keenness and courage to adopt
an idea that is new and radical and applies it
with success to his own business. In other
words, he is not hindered by precedent, but
believes that modern business situations should
be met with modern methods.
A Radical Innovation
Mr. Baker's latest move has been the installa-
tion of a soda fountain in his store in Colum-
bus, where he devotes himself chiefly to the sale
of talking machines and records. The soda
fountain idea first caused a ripple of amusement
among Mr. Baker's friends, as well as his com-
petitors, then there was a period of serious
watching, and finally expressions of amazement
regarding the results of the innovation. Now
the soda fountain more than pays for itself and
has almost doubled the record business.
The idea of the soda fountain was conceived
by Mr. Baker through watching the methods
adopted by merchants in other lines to attract
attention to their wares. Every ballyhoo,
whether it was for a three-ring circus or a medi-
cine show, depended upon its band to bring the
crowds within reaching distance; the land auc-
tioneer also depended upon the band to bring
prospects to his sales; the new store, whether
it handled furniture, drugs, or what not, gener-
ally had an orchestra to bring people in on the
opening day. But what particularly impressed
Mr. Baker was the fact that the successful soda
fountains depended upon phonographs and
automatic pianos, and even, in some cases, small
orchestras, to attract their patrons and to keep
them coming.
"What struck me," said Mr. Baker, "was that
the soda fountain, for instance, was using music
to induce people to buy sundaes and mineral
waters, and I could not see why it was not just
as logical to reverse the process to bring
customers into the music store. The soda foun-
tain is simply a means for keeping them
occupied while they are in the store listening
to the music. It is a case where sauce for the
goose really proved to be sauce for the gander."
Investigation Preceded Installation
Mr. Baker did not install his soda fountain on
the spur of the moment. He first visited the
largest cities of Ohio and got the opinions of
his many friends in the music trade in that
State. Some of them smiled, but all of them
declared that, although radical, the plan seemed
to have possibilities. Then he went to Chicago
and New York and studied the soda fountain
situations in those cities. He learned, for in-
stance, that even a moderately successful foun-
tain could attract at least 500 people a day, and
he felt that if 500 people came into his store
each day he could find among them a good
many customers for phonographs, and particu-
larly records. Then Mr. Baker continued his
investigation to find out what kind of a foun-
tain was best suited to his needs, and finally
had the manufacturers develop one, with imita-
tion organ pipes adorning the top, so that
through them could issue the music played on
a phonograph.
Public Flock to Store
Finally came the day when the fountain was
installed and ready for operation. Its opening
was announced with becoming modesty. It was
"What struck me," says Mr.
Baker, "was that the soda
fountain, for instance, was
using music to induce people
to buy sundaes and mineral
waters, and I could not see
why it was not just as logical
to reverse the process to
bring customers into the music
store. The soda fountain is
simply a means of keeping
patrons occupied while they
are listening to the music."
termed "the musical fountain" and all that ad-
vertised it in the windows of the Baker store
was the small sign reading "visit our musical
fountain inside." Not only did the public of
Columbus respond immediately to the innova-
tion, but other merchants sat up and took notice
and the newspapers sent special writers to de-
scribe the newest business-getting medium. Mr.
Baker, however, was chary about certain types
of publicity. He installed the soda fountain not
to supplement the income from his music store,
but to bring more business to that music store,
and did not seek to have the tail wag the dog.
And the soda fountain came first. With all the
modesty, however, the results were immediate
and surprisingly satisfactory.
On the first day several hundred people visited
the fountain and within a few weeks the daily
average of customers was well over 1,000.
Perhaps the best illustration of the manner
in which the new idea took hold is found in
the fact that with the fountain Mr. Baker in-
stalled a small kitchen at a cost of $1,700 to
provide for the light lunches of sandwiches and
salads that are a recognized part of a soda
fountain to-day. In three weeks it was found
necessary to rip out that kitchen and install
one four times as large to take care of the
trade, and the three tables that were set about
to accommodate customers had increased to
twenty in number, with Mr. Baker's only worry
being that they would encroach too much on
the space that he insisted upon allotting to his
music shop.
As soon as the fountain was opened a mod-
ern phonograph was put into operation play-
ing the latest records, and the customers dis-
played real delight in having music with their
light meals and their refreshments. Then Mr.
Baker conceived the idea of having the fountain
clerks and the waitresses ask various customers
if there were any particular selections on
records they would care to have played. This
service made an immediate hit and the program
throughout the entire day soon consisted chiefly
of requested selections. Then Mr. Baker pro-
ceeded to talk to this fountain customer and to
that one regarding music and what he had to
offer. He was particularly impressed with the
fact that whereas at the outset the requests
were divided about equally between popular
numbers and the standards and classics, within
a short time the proportions changed until only
about 10 per cent of the selections requested
were of the popular order, and the balance of
the higher type.
100 Per Cent Successful
The main and most important fact is that
Mr. Baker's idea of using a soda fountain to
interest prospects in music, thus reversing the
method of the average fountain in using music
to interest customers in refreshments, has
worked out 100 per cent successful. It is inter-
esting of course to find that well over 1,000
people patronize the fountain each day, with the
number constantly increasing, and that this ven-
ture in itself is growing and producing a profit
at a rate that is embarrassing the sponsor. But
the main fact is that since the fountain was in-
stalled Mr. Baker's record sales have actually
increased 85 per cent and that the better class
of records are moving more rapidly than ever
before in the store's history despite the fact
that Air. Baker is one of those dealers who
have alwaj's consistently advocated good music.
Mr. Baker's soda fountain idea stands unique
in representing a form of publicity for music
that doubles sales, but in addition pays a profit.
Third Atlanta Radio Show
Proves Unqualified Success
Atlanta, Ga., November 3. — The third Atlanta
Radio-Electrical show held at the Auditorium-
Armory during the week of October 17 to 22
was an unqualified success, with thirty-five firms
exhibiting. The exposition was primarily a
radio show, although electrical appliances were
also shown and an aeronautical exhibition at-
tracted considerable attention.
The outstanding features of the radio exhibits
were the tendency toward the more expensive
models and the cabinet enclosed receivers. The
combination phonograph-radio receiver models
were also predominant in many displays. The
great majority of loud speakers shown were
those of the cone type, with the clock-shaped
cone speaker the most popular with the public.
VAN VEEN SOUNDPROOF BOOTHS
The standard for successful Talking Machine demonstration
for years. Radio dealers are losing sales without them.
Write for particulars and catalogue.
VAN VEEN <c COMPANY, Inc.,
313-315 East 31st Street, N.
PHONE LEXINGTON 9956-2163
16
The Talking Machine World, New York, November, 1927
17
Sounding as it does the very depths of the sub-
lime, reception with the Utah Speaker brings
into being those mystic qualities of reproduction
for which so many strive but so few ever attain.
The most complete line — ranging from $10 to $100
UTAH RADIO PRODUCTS CO., 1615 S. Michigan Ave., Chicago
18
The Talking Machine World, New York, November, 1927
Anvater Kent Mfg. Go.
Announces New Prices
Large-scale Operation Is Responsible for 20
Per Cent Average Reduction in Prices of
All Products Made by That Concern
Philadelphia, Pa., Xovcmbcr 6. — A new
schedule of prices for 1928, based on manufac-
turing economies possible only with operations
on a large scale, has been announced by the
Atwater Kent Mfg. Co.
At the opening of the 1928 radio sales season,
A. Atwater Kent announced to a national meet-
ing of radio distributors here, recentlj', that be-
cause of tremendous production facilities he had
put into operation for this season, the public
will receive the benefit of a twenty per cent
average reduction on all his radio products.
"It is right," said Mr. Kent, "that purchasers
.should share in the result of up-to-date manu-
facturing methods in everything. This is the
tendency of the time.
"In riur fifteen-acre faclory our production
engineers and experts, since the inception of
radio, have been working out manufacturing
economies which smaller factories perhaps
could not accomplish. These advancements
have not only enabled us to maintain but to
improve the standard of our product.
"The new prices are in keeping with the long
established Atwater Kent policy of sharing with
the public the results of economies as fast as
ihej- are put into practical operation."
Nineteen twenty-eight prices are announced
as follows: Model 30 receiver, $65; Model 32,
$90; Model 33, $75; Model 35, $49; Model E
speaker, $24; Model L speaker, $12.50 and
Models H and G $15. The "B" power unit,
Model R, complete with tube, is $39.50.
Brunswick Dividend
The directors of the Brunswick-Balke-Col-
lender Co., Chicago, recently authorized a divi-
dend of seventy-five cents per share on its out-
standing common stock pa3'able November 15
to stockholders of record as iif November 5.
The WORLD'S Largest Producers of Die-Castings
Doehler Die Cast
Zinc Alloy Unit Cup
and Base for Radio
Cone Type Loud
Speaker, unth inter-
nal and external
thread cast.
There is but one standard by which the Doehler organization
gauges production . . . the best. This uncompromising attitude
has attracted . . . and held . . . the patronage of America's greatest
industrial enterprises. Since 1906 the leadership of Doehler Die
Castings has rested on engineering and metallurgical expertness
. . . plus the mechanical resources to insure vast production. And
now, in 1927, three complete Die Casting plants and a separate
division for assembly, makes the certainty of deliveries a fact
beyond even unusual contingencies. CConsider us at your
service in solving YOUR Die Casting problems.
DOllilfl
oft)
'"es
'Sell.
V5I-
DOEHLER DIE-CASTING CO. Brooklyn, N. Y. Toledo, O. Batavia, N.Y. Pottstown, Pa.
Two New Grosley Whole-
salers Are Appointed
Southland Elec. Supply Co. and Kentucky Igni-
tion Co. Handling Crosley Line — Several Dis-
tributors Open Branch Offices
CiiSiCiNNATi, O., November 4. — Two new whole-
sale radio distributors have been added to the
list of those who handle Crosley radio products,
namely the Southland Electric Supply Co., of
Louisville, Ky., and the Kentucky Ignition Co.,
of Lexington, Ky. The Southland Co. will
handle the Crosley line exclusively and will
cover the southwest Kentucky territory.
The increase in the demand for Crosley mer-
chandise has led a number of Crosley distribu-
tors to open branch offices. Among them are
C. D. Franke & Co., Charleston, S. C, which
has opened a branch at Columbia, S. C; Harper
!Meggee, Inc., Seattle, Wash., which has a
branch at Spokane, Wash.; Noyes Bros. & Cut-
ler, St. Paul, Minn., have opened branches in
Fargo, N. D., and Billings, Mont. The Billings
branch operates under the name of Chappies,
Inc.
G. Bauer Sons, Inc., Open
New^ Store in Jamaica, L. I.
C. Bauer Sons, Inc., which for the past forty
years has maintained handsome quarters at
738 Broadway, Brooklyn, N. Y., has completed
arrangements to open a branch at 1602-04 Ja-
maica avenue, Jamaica, L. I. In addition to
handling leading makes of pianos, C. Bauer
Sons, Inc., will have a very handsome talking
machine department, showing the finest models
of Victor Orthophonic instruments and Victor
records. A complete radio stock w'ill also be
carried, including models in Radiola, Fada,
Freshman, Crosley, Atwater Kent and other
makes. A novel feature of the new Bauer store
will be a reception hall where entertainments
will be given, the establishment having a floor
space of more than seventeen thousand square
feet. Irving S. Lesser is general manager of
tlie new Tamaica store.
G.
L. Farrand Sees Season
Best for Trade and Public
"The 1927-28 radio season looks like one of
the best both for the trade and the listener,"
.^aid C. L. Farrand, president of the Farrand
Mfg. Co., in a recent discussion of business
conditions.
•"Radio users are in a much better position
than ever before, with manufacturers today
more reliable than ever," Mr. Farrand stated.
"The average manufacturer in the radio trade
this season has a heavy investment in patents,
and in addition is licensed under one or several
patent licensing agreements. As only respon-
sible manufacturers can be licensed under any
of the important patents, this automatically
raises the standard of responsibility of the
manufacturers in this industry."
Pelton Music Shop Opened
Callicoon, N. Y., November 5.— A new music
store, the Pelton Music Shop, was recently
opened here by D. M. Pelton. In its initial an-
nouncement of the new establishment the circu-
lar sent out to the residents of this town and
adjacent territory called attention to the com-
plete stock of Brunswick Panatropes and Pana-
trope-Radiola combinations, the Columbia Viva-
tonal phonographs and records. Attention was
also called to the Columbia Phonograph Hour
every Wednesday night from station WOR and
network of sixteen stations. In a P. S. message
the question was asked: "Have you heard 'Two
Black Crowds?' "
Columbia
V
Announces
another of a series
2pa^es facing
in color $
in
THE SJiTUIWAY
EVENING POST
'TZri^ Advertisement Appears in THE
Columbia
Viva-tonal Electric Reprt
"like life itself'
SATURDAY EVENING POST Dec.lO
ducing Phon
Two great companies have contributed to the producing of an entirely new
musical instrument — the Columbia Phonograph Company, makers of the
Viva-tonal Columbia and Columbia Records, and Federal-Brandes, Inc.,
makers of the Kolster Radio Set.
The result is the Columbia-Kolster Viva-tonal
Electric Reproducing Phonograph.
It plays any standard record. Elusive tonal shadings, actually in the records,
but impossible of reproduaion on the ordinary phonograph, are brought out
in all their beauty. The volume of sound can be increased or decreased at will,
from a whisper to a fortissimo. Changes in volume have absolutely no effect
upon the quality of reproduction. The definition and balance of the original
are retained in their entirety.
The Columbia-Kolster gets its power from the house current. Batteries
are eliminated. It requires no winding. An exquisite jewel-like topaz pilot
light, set on the line of vision, indicates when the current is on. Every detail
is designed to delight the eye and offer the utmost in service.
Before buying a new reproducing instrument, hear the
Columbia-Kolster Viva-tonal Electric Reproducing Phonograph.
The Columbia-Kolster is now being shown by leading dealers everywhere.
If you are uncertain as to the location of one of these, write us and the name
and address of one near you will be sent you.
Diagram showing installation of Kolster
Power Cone Speaker in the Viva-tonal
Columbia.
The Columbia-Kolster (Model 900) has an
"electric pickup" of new design, with unique
and exclusive features. The Kolster Power
Cone Speaker, inside the beautiful, high
lighted walnut cabinet with its mahogany
overiay, is of the electro dynamic type, and
introduces a new feed-back principle. The
instrument is equipped with five Cunningham
tubes. It is 40 h inches high, 31 Js inches
wide, and 21 U inches deep. Two drop
record-bins hold twenty records each. Im-
portant exposed metal parts are gold plated,
satin finish. The 12-inch turntable is over-
laid with green velvet. List price, $475.00
Columbia Phonograph Company
1819 Broadway, New York City
Canada: Columbia Phonograph Co., Ltd., Toronto
3<
jzsr Recording
Coliunbia
Comedy Sketch
TWO BLACK CROWS Part 3
(Mack)
MORAN and MACK
1094-D
(^^^^''8) ^^^^^
Columbia New Process Records
Celebrity Series
Sophie ^raslati
The Sweetest Story Ever Told (Stults) and Love's Old Sweet
Song (MoUoy)— Contralto Solos No. 20^2-M 10 in. Si. 00
Instrumental Music
Columbia Symphony Orchestra
{Dir. Robert Hood Bowers)
Wedding March (Mendelssohn) "Midsummer Night's
Dream" anJ Bridal Chorus from Lohengrin (Wagner)
No. ^oo^i-D 12 in. $1.2^
Vocal Numbers
jOe K^Morse .
My Idea of Heaven (Is to Be in Love with You) and Side
By Side No. 97.^-0 10 in. j^c
iittle Jack JCittle
Who's Wonderful, Who's Marvelous? Miss Annabelle Lee
atid Who Is Your Who.' No. 1 122-D 10 in. jyc
Columbia ^JMixed Chorus
Medley of Christmas Hymns— Parts 1 and 2 (Arr. by Bowers)
No. ^OO-yO-D
12 tn. $1.2%
Dance Music
Ted J^ewis and His Band
Alexander's Ragtime Band and The Darktown Strutters'
Ball— Fox Trots with Vocal Choruses by Ted Lewis
No. 1084-D 10 in. jjc
'Hen Selvin and His Orchestra
Play-Ground in the ?,k.y and Wherever You Are (from ' Side-
walks of New York")— Fox Trots with Vocal Choruses
No. iiii-D 10 in. jyc
Fred %ich and His Hotel i^stor Orchestra
Good News and Lucky in Love (from "Good News!")— Fox
Trots with Vocal Choruses
No. 1108-D 10 in. jyc
Cass Hagan and His Tark Central Hotel
Orchestra and The ^^adiolites
The Varsity Drag (from "Good News!") (Vocal Chorus by
Baur, James and Shaw) Dancing Tambourine — Fox Trots
No. 1114-D 10 in. yjc
Columbia Musical Master works
Set "7 0 Mozart: Symphony No. 41, in C Major
No. / ^ /,,T "\
("Jupiter ), Op. 55 1
Complete in Eight Parts {Four Records) with Album — $6.00
Set ~l X Tschaikowsky: Trio in A Minor, Op. 50
°' "To the Memory of a Great Artist"
Complete in Twelve Parts (Six Records) with Album— $9.00
Ask your Dealer for Complete
List of Recent Records
Columbia - Kolster
Viva-tonal
TheElectricReproducing Phonograph
"like life itself
Model 900 List Price $475
Plays any standard record. Batteries are elim-
inated. Five Cunningham tubes included in
equipment. The volume can be increased or de-
creased at will. Marvelous tone. Beautiful,
high lighted walnut cabinet with mahogany
overlay.
In this single instrument, are combined
the Columbia achievements in the repro-
duction of recorded music with the finest
and latest developments in power ampli-
fication,'the Kolster Power Cone Speaker.
(Vwa-tonal Recording
Columbia
Viva-tonal Columbia
Phonographs
Before buying another phono-
graph, hear the Viva-tonal
Columbia, the musical creation
of the Columbia Phonograph
Company. A wide choice of
models, prices, and sizes, from
the imposing No. 810 at $300
to the remarkable No. 160,
the Viva-tonal Columbia
Portable at $50. Some in
mahogany, some in walnut.
All "like life itself." Hear
their living tone. Mod. 160, List Price $50
COLUMBIA PHONOGRAPH COMPANY
1819 Broadway, New York City
•Ail Trade Werks Rcfi. U.S.P*(. Off.;
Day by day, week by week, month by month,
Columbia is constantly on the alert to interest
the prospective customer. The selection of
artists, the choice of what to record, the quality
of the record itself, plus Columbia's high standard
of service — all these features impress the cus-
tomer, and increase the dealer's sales.
Columbia Phonograph Company, 1819 Broadway, New 1 ork City
Canada: Colurnljia Plionograph Company. Ltd.. Toronto
The Talking Machine World, New York, November, 1927
19
Mark Strand Theatre to
Feature Victor Orchestra
Nathaniel Shilkret and the Famous Victor Salon
Orchestra to Be a Permanent Feature of Pro-
grams in Large New York Theatre
The Victor Talking Machine Co. announces
that, after several months of negotiations, ar-
rangements have been completed with the
Nathaniel Shilkret
Mark Strand Theatre, New York City, whereby
Nathaniel Shilkret and the world-famous Victor
Salon Orchestra will make their first appear-
ance as a permanent feature of the Mark Strand
program on November 5.
Mr. Shilkret is known to millions through his
records and his radio broadcasting activities.
For the Mark Strand he has augmented the
Salon Orchestra, bringing together an organ-
ization composed of several of the most popu-
lar Victor orchestras now playing under his
baton. In the series of programs which he will
introduce he will use his own musical arrange-
ments for which he has become famous, and it
is probable that on many of his programs other
widely known Victor artists will appear.
PoHcies of Temple, Inc.,
Are OutHned at Banquet
Chicago Firm Host to Its Executive and Sales
Organization — A. Marchev, President, Out-
lined Ambitious Plans For Expansion
Temple, Inc., Chicago, maker of Temple loud
speakers and radio reproducing equipment, en-
tertained the firm's executives, department
heads, Central States sales organization and
their wives, at a banquet at the Hotel Stevens
on October 11, during the Chicago Radio Show.
A. Marchev, president of Temple, Inc., was
toastmaster of the evening, and outlined the
Temple policy and plans for expansion. During
the course of his remarks he stated that con-
sumer acceptance of the Temple air column
speaker since the June trade show, and the in-
creased demand from distributors and dealers
had caused the company to purchase an addi-
tional factory in Chicago, which will increase
the present Temple output four times.
Another important announcement was to the
effect that Addison H. Brown, New York City,
had been appointed sales manager of Temple,
Inc. Mr. Brown has had many years of experi-
ence in radio merchandising, and is well known
to the trade throughout the United States. After
the banquet Temple, Inc., entertained the guests
at an evening performance of "Hoosiers
Abroad" at the Blackstone Theatre.
Among the guests at the banquet were Fred
Williams, president of the Dubilier Condenser
& Radio Corp., New York City; Prof, and Mrs.
P. G. Andres, Prof. Fred Temple, Irving Schu-
bot, district manager of territory No. 7; J. F.
Guppy, Northwestern district manager; V. W.
Behel, Jr., vice-president of Behel & Harvey,
Inc.; Jack Redeli, Chicago, and Franklin Mc-
Dermott, St Louis; Mrs. A. Marchev, F. F.
Husum, comptroller of Temple, Inc., and Caret
W. Denise, development engineer.
G. V. Hill With Fada
C. V. Hill, formerly with the French Nestor
Co., of Jacksonville, Fla., has been added to
the New York staff of F. A. D. Andrea, Inc.
Mr. Hill will devote his time to special work
among Fada dealers throughout the metropoli-
tan territory.
New Crosley Salesmen
New salesmen were recently added to the
staff of the Crosley Radio Corp., Cincinnati, O.,
in the persons of T. N. Thompson, who is cov-
ering the Northwest territory, and Roy Cum-
mings, who is working out of the New York
office.
Music Industries Conclave
to Be Held in New^ York
Hotel Commodore Again Selected as Conven-
tion Headquarters During the Week of June
4— Making Reservations for Exhibits
The Commodore is the official hotel for the
1928 convention to be held in New York during
the week of June 4, according to a vote of the
board of directors of the Music Industries
Chamber of Commerce. The hotel has been ad-
vised and tentative reservations for exhibits
are being received.
The 1926 convention was held at the Com-
modore and it was thought by many that the
accommodations were unusually good from the
•Standpoint of service, meals and rooms. An-
other important feature of this hotel is that it is
easily accessible from the Grand Central station
where most of the visitors from out of town
will arrive and to others arriving from other
points, since it is easily reached by subway
and train from any part of New York.
The Janette Rotary Con-
verter Type CB12-F, shown
at right, is designed espe-
cially for dealer's use in
demonstrating A.C. Receiv-
ers, combination sets and
electric talking machines.
A heavy duty machine capa-
ble of standing up under
years of continuous opera-
tion. List $104.00
Dealers in Direct Current Districts I
Boost Your A* C. Radio Sales
Almost any radio or talking machine
needs to be demonstrated before it can
be sold, but this is still more true of the
new A.C. Receivers and electric talking
machines of the Electrola or Panatrope
types. These more costly machines must
be demonstrated — and to their best ad-
vantage, too.
And, with the new Janette Rotary Con-
verter they can be demonstrated — every-
where. The Janette Rotary Converter
permits a perfect demonstration, free
from noise or hum, in direct current
districts. Dealers in these districts no
longer work under a big handicap — as is
shown by the sales records of dealers
using Janette Rotary Converters.
Also a special Janette Rotary Conver-
ter has been designed for use in the di-
rect current home, thus increasing the
number of prospective buyers of A.C.
Receivers and electric talking machines.
The dealer not only sells more instru-
ments, but he also makes a neat profit
on each Converter.
W rite for full information and discounts
Jaivette niamUactuuivg
Singer BIdg., 147 Broadway
New York
554 West Men roe Street
CHICAGO
Real Estate Trust Bldg.,
Philadelphia
"IVe ivish to express our thanks and appre-
ciation for the prompt and courteous atten-
tion that you gave our request Wednesday,
October 19. The Rotary Converter arrived
just in titne to complete the sale of a
$1,150.00 instrument."
Janette Rotary Converter Type
C13-F. For use with A.C. Re^
ceiver or combination set in the
home. Can be placed out of sight
anywhere in the house. List $84.00
Janette Rotary Converter Type
C13. For home use with talking
machine only. Not adaptable to
radio - - - - List, $60.00
20
The Talking Machine Worhi, Nciv York, November, 1927
music
lover
e
VICTOR TALKING MACHINE COMPANY
e Talking Machine World, Nezv York, November, 1927
21
should build
a library
SCHUBERT
SYMPHONY No.S
m B Minor
MUSICAL
MASTERPIECES
VICTOR RECtWDS
Viecords
Leading magazines with striking Victor Red Seal adver-
tisements are already on the news-stands and in the homes
of millions of subscribers. Other arresting advertisements,
dramatizing good music, are to follow. Already, Victor
dealers are reporting results from this powerful campaign.
You have no time to lose.
Sell your customers on the idea of having a musical
library. Red Seal Records bring them the finest of all the
world's music — interpreted by artists of international repu-
tation. And, long after the concert season is over, they have
the same magnificent music — ready for unlimited encores.
Of course you have read the great Red Seal merchandising
book, "S. R. O.," which points out definite ways to capitalize
the increasing appreciation of really fine music. It's worth
rereading for its sound selling suggestions.
Particularly the customer-booklet, "A Musical Galaxy."
Here's a valuable sales-maker to send to your list of special
prospects. Read over the Victor prize-offer for the most
effective window- display — using the marvelous Red Seal
posters in full color. In the back of the big merchandising
book, you'll find newspaper advertisements, specially pre-
pared to pull prospects into your store. Run them in your
local tie-up campaign. Work in as many of the publicity
stories as you can.
Most important of all, see that every one of your sales-
people has a copy of the practical treatise on "Getting
Acquainted." Encourage them to enter the Victor contest
for individual salesmen and saleswomen.
For more than a generation, Victor has exerted an im-
measurable influence on the growing musical appreciation
of our nation. Share that responsibility and reap the rewards
that go with leadership.
CAMDEN, NEW
JERSEY, U. S. A.
Boardman & Gray Receive
30 Per Cent of Radio Business
By C. J. O'Neil From Profitable Trade-ins
WHEN 30 per cent of a dealer's business
consists of sales resulting from trade-
ins he is certain to give this market
enough sales pressure to hold this volume.
Bradley C. Gray, of Boardman & Gray, Albany,
N. Y., realized the importance of this trade-in
demand when he was made manager of the
radio department a year ago, and immediately
he established a fixed trade-in policy.
Mr. Gray devotes just as much time to a sales
prospect seeking a little credit on a home-made
set as he does the cash customer. He does so
because he knows the trade-in man was re-
sponsible for $39,625 of his total business vol-
ume during the last year.
"There is no doubt," remarked Mr. Gray in
giving his opinion of the trade-in field, "that
the market for the sale of new radio receiving
sets comprises not only all people who have no
set of any kind, but in my particular location
there is a big demand from those who have
sets. During the past year I found many of
the so-called amateur radio makers coming out
for the better models. Besides the home-made
set owners, we have sold new sets to those with
one, two, and three tubes and receivers which
were acquired at cut-price sales, through mail
order houses, miscellaneous manufacturers and
similar selling outlets. It seems the more they
see of cheap sets, the more they crave the ex-
pensive ones.
Trade-in Prospect Is Half Sold
"The longer I study the trade-in situation the
more I realize that this prospect is a good new-
set customer already 50 per cent sold. In siz-
ing up this man's reaction to the radio you will
readily see that: first, he is interested in radio
either from a technical or program standpoint,
otherwise he would not have bought a cheap set
or made one himself; secondly, having a set,
he watches all new developments; and, finally,
his pride drives him to a dealer because of the
ancient appearance of his outfit or because he
finally admits his home-made set cannot com-
pete with standard receivers for reception."
Mr. Gray has had customers trade back used
sets for better merchandise from two to four
times. In each transaction he enjoyed a profit
on the original sale and still made 25 per cent
profit on the reselling of the returned set.
When as many as four sales resulted from
the original transaction, encouraged by accept-
ing a trade-in, one can readily see how this field
was responsible for almost one-third of Board-
man & Gray's annual business.
Must Know Values
But the secret of handling this branch of
the dealer job, according to Mr. Gray, is to
know the value of a second-hand set at a glance
and then make a price that will allow the house
50 per cent on the acceptance price. Knowing
the value of a set at a glance is very important,
otherwise a dealer may underestimate a receiver
so as to deprive him of a profit on the resale
and also on the ultimate sale of a new set.
When a trade-in prospect approaches Mr.
Gray for a credit on a new set proposition he
immediately discourages the customer's idea by
making a ridiculously low bid. If the original
quotation does not appeal to the customer, he
then suggests he try selling it himself, for per-
haps he can get a better price.
This all may sound like an independent air
on the part of Mr. Gray, but as a matter of
fact he is not willing to let a person interested
in a new set get away so quickly. He primarily
means to mark time; first to see how much the
trade-in customer expected to realize; and sec-
ondly, in the course of the conversation to give
the set a thorough inspection to see how much
it is really worth, in the event that he would
accept it as a trade-in.
Eliminating "Bargaining"
In speaking of the dealer's position at this
stage, Mr. Gray is of the opinion that, "The
dealer should examine the set and quickly make
an estimate of what it may promptly be resold
for and should offer its owner one-half that
figure. This procedure calls for an eye appraisal
made promptly and a statement of an exchange
offered in a manner that does not leave room
for bargaining.
"Very often the prospect for a new receiver
overestimates the value of his old set. This is
quite natural in view of the fact that he remem-
bers he paid two or three times the amount
offered not more than a year ago for the set.
He has to be reminded that manufacturers of
radio equipment have made astounding progress
since then, and also that his set has depreciated
considerably in that short time."
Reselling the Trade-ins
Mr. Gray never gives trade-in receivers any
particular sales attention until he has an accu-
mulation of about fifty, then he puts the entire
lot up for sale. About every six months he
calls in two repair men to check, test, put in
working order, and if necessary refinish s«me
of the cabinets. Hiring a couple of repair men
for a couple of weeks enables Mr. Gray to reno-
vate the sets at a minimum cost.
In pricing the trade-in sets for their resale
value he endeavors to make about 25 per cent
cn the set. At this rate of profit he allows 25
per cent of the original trade-in profit for re-
conditioning purposes.
A glimpse at the sales reports of the twelve
months Mr. Gray made a specialty of patroniz-
ing trade-in customers will reveal that he hit
on a new sales field that apparently makes his
time spent well worth the labor.
$3,750 Profit From Trade-ins
During the past year Boardman & Gray ac-
cepted 125 trade-ins ranging from $25 to $125.
At the rate of realizing $30 profit on each of
these sets, Mr. Gray registered a net profit of
$3,750 for his efforts in accepting trade-ins
during this period. Even with this wholesome
figure, the net profit made by Boardman & Gray
per transaction in trading with used receivers
has not been approached. The real harvest in
rhis market is the profit realized on new ma-
chines. In this particular dealer's case the 125
old sets were replaced by new ones averaging
$250 list price, or a total of $31,250 gross sales
for one year.
Guglielmo Marconi Sees
Vast Possibilities in Radio
Guglielmo Marconi, inventor of wireless teleg-
raphy, in a recent interview, said: "This is a
radio age. The world is coming more ■ and
more to doing everything by radio. So far it
is only communicating and amusing by it. It
will soon be educating its people and regulating
all its life by it. Radio will, furthermore, ac-
quire a larger and larger share in the life of
all people as it will become more and more
widely appreciated that as a science it is yet
in its swaddling clothes."
General Motors on the Air
Among the newest additions to the many fine
broadcast programs that are proving factors in
creating public interest in radio is the General
Motors program. The first program of this
series was broadcast on November 7 and will
be followed regularly each Monday evening
thereafter. Twenty-eight stations are in tTie
chain.
Makes £asi| Sales for Radio Sets
New Dri-Line Gives You Sensational
Radio Power With Its Flow of Strong,
Steady A & B Current
OUR NEW TYPE AB-280 delivers 180 volts at 40 mills.
Uses the new 280 tube. The A rectifier is the new approved
DRI type.
Economical on current, compact — attractive. An engineering
marvel thoroughly approved by the best radio laboratories.
Lists at Only $54.50
Tulje $5.C0 Additional
Faotory Repre-
sentatives i n
all of the
^ijy prmeipa] cities.
This Acme New "B'' Power Unit
TYPE B-280 uses the new 280 tube. Delivers 180 volts at 40
mills. Gives equally exceptional performance.
Lists at Only $22.00
With Tube $5.00 Extra
Acme Radio Products are sold at popu-
lar prices and are fully guaranteed.
Sold by Leading Jobbers everywhere
ORDER NOW — Send today for information on the complete
Acme Line
THE ACME ELECTRIC and MANUFACTURING COMPANY.
143S Hamilton Avenue Cleveland, Ohio
22
The Talking Machine World, New York, November, 1927
23
AMAZING - POPULARITY- HAS - PROVED -ITS - MERIT
Matched Combination
TONE ARM V REPRODUCER
Solid Brass — Heavily ISIickeled
QUALITY UNEQUALED
T^HE amazing popularity of the Quali-Tone Matched Com-
bination Tone Arm and Reproducer has proved its merit.
Almost overnight it revolutionized completely the large and
profitable replacement market.
This "Matched Combination" will outperform any repro-
ducer, regardless of price. It is scientifically correct, gracefully
curved, finished in rich, deep nickel, vibrationless and leak-
proof throughout. Furnished in four sizes to meet every con-
dition as follows:
No. 7, Length 7H in. No. 9, Length 9% in.
No. 8, Length 8^ in. No. 10, Length 10 in.
Order today from your johher
Sensation of
the Industry
Packaged in an attractive carton, ready
to hand out to your customers, the Quali-
Tone Matched Combination solves the
replacement problem. Anyone in the
store can now intelligently handle re-
placement business. No more dead
stock. No more disappointed customers.
Full instructions and new screws i>acked
in every carton.
DURO METAL
2649 KILDARE AVE.
PRODUCTS CQ
CHICAGO . ILL.
=4)
24
The Talking Machine World, New York, November, 1927
to a Talking Machine
as to an
incandescent
BULB
YOU can easily imagine the unsatisfactory
performance of an electric light bulb with
a puncture in its glass exterior. Everyone
knows that the bulb would not be worth much
with air leaking in. Exactly the same condition
exists when you consider a reproducer. Air-
tightness is one of the prime necessities; the
entire air passage must be sealed, so that sound
may be reproduced perfectly. Particularly the
junction between tone arm and reproducer
must be air-tight. Leakage means loss of com-
pression and consequent poor performance.
You can't go back on Nature.
One of AUDAK'S nnany exclusive
features which cannot rightfully he
used by others^ is the absolute air-
tightness of its acoustic passage* It
seals itself to the tone arm I
This tag is always attached to
every Genuine ULTRA
Accept No Imitations
For your oun protection, look for
"The Audak Company" stamped
on every genuine instrument.
The AUDAK
565 Fifth Ave.
Makers of Acoustical and Electrical
The Talking Machine World, N civ York, November, 1927
2-)
Shown, the
POLYPHASE
ULTRA
List Prices
$5*50 to
$12.50
AUDAK
REPRODUCER
The Standard hy Which Others
Are Judged and Valued
As Air-tight as an Incandescent Bulh!
One Secret of Its Wonderful Performance
To Music Merchants:
To increase your record sales, "the back-
bone of your business," try urging the sale
of AUDAK REPRODUCERS. AUDAK'S
performance brings out all the superfine
quality of the new electrically cut records
— so faithfully that no customer will be
satisfied with ordinary music after once
hearing AUDAK rendition.
COMPANY
New York
Apparatus for More Than 10 Years
"As ye sow, so shall ye reap.'
Every dealer will concede that rec-
ord business is good, profitable
business. Every dealer wants more
of it, and many progressive talking
machine merchants have been plan-
ning— definitely laying the founda-
tion for future record volume.
The finest fountain pen, with perfect
nib and micrometrically correct
feed channel, cannot give 1009'r re-
sults with an inferior ink. The best
motor ever put into a high-priced
car must have good oil and gas if
it is to realize full potentiality.
NOW— the point of all this: Of
what use are the improvements
that have been made in records, if
the reproducing system is ineffi-
cient, antiquated, unworthy of the
records themselves?
Coming to your own customers. Is
it good business to talk up the ar-
tistic excellence of the new elec-
tric records, only to have your
arguments fall flat through play-
ing them with an old-style repro-
ducer? Of course not!
The new records ARE marvelous.
Properlv reproduced, their music
is greatly superior to that of the
old-style records. But, just as a
fountain pen needs good ink, just
as a motor demands the right gas
and oil mixture, so must the new
records have the right reproducing
mechanism to do justice to them.
The splendid performance of
AUDAK enables a dealer to bring
out the full excellence of the new
records. No other reproducer has
as yet achieved the efficiency of
AUDAK Reproducers in this re-
spect. Those dealers who have
personally proved this, appreciat-
ing the strategic weapon placed in
their hands, have proceeded to
BUILD RECORD BUSINESS,
by demonstrating the new records
under the best conditions — WITH
AUDAK.
Volume and profit. It's a big dis-
cussion, with the factor of custom-
er confidence all interwoven. This
much, however, we have demon-
strated and can prove to you. If
you will let your trade hear the
difference between AUDAK and
other reproducers — as regards the
bringing out of the record's vir-
tues, we mean — you will sell more
records, make more friends, see
more familiar faces in your store
and come out considerably ahead
when the accounts are balanced.
"As ye sow, so shall ye reap."
Bear this in mind and resolve to
act upon our suggestion.
26
The Talking Machine World, New York, November, 1927
Artistry in Radio Design
Has Widened Market
"Blending of the Artistic With the Design of
the Engineer Most Important Advance in Radio"
By Walter Rautenstrauch
President Splitdorf Radio Corp.
WHEN beautj- came to grace radio cab-
inet design radio acceptance turned to
radio demand. For there is always a
demand for the beautiful. By the same token
ugliness became an immediate outlaw.
The most important advance in radio from
the viewpoint of practical selling was the blend-
ing of the artistic with the design of the en-
gineer. It would be a simple matter to justify
the attention now being given to the aesthetic
from the corner of the artist. Beauty is its own
justification, but, at the same time, in this age
of applications dealing strictly with practicali-
ties, the natural question arises: "Does it pay?"
car!" Beneath this and the radio remark is the
universal "demand" for things that are beauti-
ful. It was a great day for radio when this
fundamental was recognized and radio brought
in tune, so to speak, with this great fundamental
of life.
Times Have Changed in Radio Demand
It would be a simple matter of detailing
the various steps by which radio cabinet design
was improved to give a surface indication of the
increasing radio market during the compara-
tively few j^ears since radio broadcasting came
to thrill the world. The early boxlike, make-
shift enclosing of the apparatus interested a
SPLITDORF RADIO
Sold by JOHN W.WHITAKER Des Moines
Poster Emphasizing the Beauty of Radio
Nor is it enough to point to other fields where
beauty rules and pays handsome dividends. We
must confine the discussion to radio alone, to
prove our point, and draw on outside experience
onlj' to incidentally boost our argument and
conclusions.
Beauty Widens Radio Market
An immediate and, of course, most important
effect of the building of artistic radio products
has been to widen by a great margin the radio
market. It is not going too far, in my opinion,
to say that by making radio beautiful in design
we give to it universal acceptance if not uni-
versal demand. This, in effect, is the same as
stating that by housing radio apparatus in beau-
tiful cabinets a situation is created where im-
mediately upon observing the furniture one un-
consciously feels or consciously exclaims: "I
want that!" It is somewhat the sort of thing
that happens when an automobile with graceful
lines passes by and you say: "What a beautiful
limited number of
people. The novelty
of radio interested
more. So long as get-
ting of DX stations
was the principal lure
there was sufficient
urge to make a siz-
able market for radio
receivers. But there
came a day when
"getting" stations
near or far was not
enough. Here began
the desire for beauty
in radio, the beauty that charms the ear. This
was satisfied by improvements in engineering
design to give quality of tone. About the
same period simplicity of operation began to
be asked for and the demand was met. With-
out going through all the technical phases I
should like just to leap over everything to the
time of what we call the "modern" radio set,
that is to say, a receiver put out by a reputable
manufacturer, giving good performance and
embodying all the necessary technical frame-
work to do so, in a word, a receiver "that
works well."
But if the market for radio is widened be-
cause of the fact that untold thousands have
become interested in owning receivers because
of the appeal of the cabinet to the eye, the
responsibility of the manufacturer has increased.
It is virtually a duty to-day to design cabinets
that are in keeping with certain definite ac-
Walter Rautenstrauch
cepted furniture eras as much as such demand
must be met by the furniture makers themselves
for other articles of furniture.
The Dealers' Day Has Come
In the retail field of radio there never was a
time when the worth-while dealer had such a
marvelous opportunity as now. Because the
biggest element of the market by far is not in
the slightest degree interested in the technicali-
ties of radio and because two of the most pow-
erful elements are present to-day to enhance
the story to the customer, the average radio
dealer is in position to make real money and
cash in on the fact that radio has now caught
up with that generally elusive and generally un-
defined "what do the people want?" I refer to
the convenience and simplicity to be had in the
all-electric receiver and the beauty of the cab-
inets available to-day.
The standardization of individual manufac-
turers' receiver units makes it possible for the
dealer to feature beauty of design in a manner
to appeal to the individual taste of his custom-
ers. It is no longer a case of: "Here is the
set. I am sorry you don't like the cabinet. But
the set itself, you'll admit, works wonderfully
well." To-day the same unit is available in va-
rious artistic cabinets and this fact alone en-
ables the dealer to widen his range of cus-
tomers.
Strengthened Sales Appeal
In an article of this length it is not possible
to offer many specific suggestions to the dealer
on how he should feature beauty of design to
get the best results out of his advertising, win-
dow and interior displays and out of direct
mail. Nevertheless, it is apparent at a glance
that beauty of design gives an unending source
for variegated appeal to the people.
Broadly, there is the general appeal of beauty
in interior decoration which will permit the
dealer to say things in his advertising and do
things with his windows and interiors that were
{Continued on page 27)
National Record Albums
Made of the best materials and finished by experienced
workmen
PORTABLE ALBUMS
ALBUMS FOR CABINETS
ALBUMS BOUND IN CLOTH or ART MISSION
Churns for Export Our Specialty
Write tor list of 19X7 styles and prices
National Publishing Co., 2S9''245 South American St., Philadelphia, Pa.
The Talking Machine World, New York, November. 192
11
illlllllllllllllllllllllllllllllllllllllllllll^^^
N absolute seal of confideece Like our Justly good Valley
and a comfortable assuraece Forge Noe Jump main springs,
that something real is obtain- the IMPROVED VAL-PHONIC
able at a fair price, to improve reproducer, by virtue of its fine
the tone of old type phonographs, qualities and excellent workman-
This, of course, is the IM- - ■■■■z^ ship, has been placed in
PROVED VAL-PHONIC ■ this same category for
reproducer, renowned the ' O^fl class A-1 merchandise,
world over for its superi- It is entirely new, both
ority in performance, over ^^^^^^^Tf^^^ sis to construction and
similar products, A mas
ter reproducer, backed by
its makers and f uUv Muaran
materials used. Truly, it
can be said that the VAL-
PHONIC is the last word in
to be satisfactory in every respect, reproducers. Made to fit all
It had to be good and very good machines. In reproducer par-
at that, to gain popularity and to lance, let the IMPROVED VAL-
continue to sell in such tremen- PHONIC be the pass-word with
dous volume continuously, you
You can't go wrong.
730 MARKET STREET
PH I L ADEL PH I A , U.S. A
The Talking Machine World, New York, November, 1927
75^Z family
PAL Phonopact, $12 List
PAL Junior, $15 List
PAL Kompact, $10 List
PAL DeLuxe, $30 List
AL sells itself to your customers
— right over the counter — only
because it offers supreme quality and
unusual value*
Smartly designed — handsomely finished
— built ruggedly for years of use —
equipped with every known device to
guarantee perfect efficiency — the very
last word in portable phonograph
standards* And sold at a price that prac-
tically eliminates competition, quality
considered.
Five models — four and five colors in
each model! Order your holiday stock
from your nearest distributor today. If
you are not handling PAL now, wire us
collect, for the name of your distributor.
Plaza Music Co.
10 West 20th Street
New York
VAL Portable
The Talking Machine World, New York, November, 1927
Qreatest Portable Line in the Industry
An instrument of remarkable tone quality and volume. Smartly designed — and constructed for a life-
time of use. Equipped with a heavy duty, double-spring motor which plays thr^e records with one
winding. Carries latest type of tone-arm and metal- shielded reproducer. Equipped with large built-in
record album. Covered with genuine DuPont Fabrikoid with embossed border. Weight 16 lbs. Sup-
plied in red, black, blue, brown finishes. Size 15% inches long, 12 inches wide, 73/4 inches high.
PHONOGRAPHS
The Talking Machine World, New York, November, 1927
^^^^^
Medel 100-40
34" high— 33" wide
20" deep
Our Tremendous
Coast to Coast Outlets
Model 100-50
34" high — 33" wide
20" deep
Guarantee Greatest Phonograph Values
Marvelous
Tone Reproduction uhen
played uith the
Aiidak Reproducer
With
The Audak Reproducer
Our Tone Quality
Is Complete
Fifteen New Models. Consoles, Uprights and Con-
solettes. Here's the phonograph, artisticsJly de-
signed, with new tone quality. And is specially low-
priced, quality considered. Write us today for book-
let and prices.
SOME TERRITORY OPEN FOR LIVE,
WIDE-AWAKE, EXPERIENCED SALESMEN
Player-Tone Talking Machine Company
Office and Sales Rooms: 632 Grant St.
PITTSBURGH, PA.
Model 90-5
34" high— 36" wide
21" deep
The Talking Machine World, New York, November, 1927
27
Splitdorf President Writes
on the Artistry in Radio
{Continued from page 26)
impossible when the cabinet was not a dis-
tinctive piece of furniture.
While radio sets were shown in windows in
a "setting" now for the first time it is possible
to put a receiver in its real setting. This is
obvious when you consider the period cabinets
and other special designs that take symmetry
into account and are not just a box to house
the apparatus.
Selling Hints for Dealers
Here are just a few hints as to dealer possi-
bilities to-day in, directly or indirectly, bring-
ing to the attention of the public the artistry in
radio design:
Style. This is a companion urge to beauty
and, seemingly intangible, is one of the most
powerful forces of our times. It is the thing
that makes a person not satisfied with what he,
or she, has, and is correctly indicated by what
the French term "le dernier cri." Now "style"
is brought to radio for the first time by the
housing of the apparatus in cabinets and con-
soles to which first attention was paid to mak-
ing them correct from the viewpoint of the
artist. And, if the cabinet is a true reproduc-
tion of an accepted school of design, it will
remain in style for many years, or until people
turn to other periods for inspiration in fur-
nishing their homes. Even then such radio
furniture cannot wholly "go out," for the classic
examples of the art of the cabinet maker are
builded upon permanency.
Replacement. Tied in with the idea of style
and beauty is the weapon furnished the dealer
to urge replacement of an older model. In
those cases where performance is satisfactory
to the purchaser he will not replace the older
set with the newer one unless he is made to
feel that the artistry of the newer model places
him out front in being the possessor of some-
thing with strikingly new characteristics.
Replacement of complete outfits naturally
brings up the trade-in problem. Without tak-
ing that up, which is a great subject, surely I
must point out that the argument as to artistic
cabinet (without even considering better per-
formance) is by itself sufficient to keep dealers
busy with trade-ins over a considerable period.
Other Possibilities in Selling Artistry. Mere
suggestions that, studied out, would reveal hid-
den possibilities, may be summarized as fol-
lows: Grouping of furnjture to draw attention
to that element of radio with the attendant
widening of selection; the physical appeal of a
window showing carefully blended furniture, in-
cluding radio model, or the same within the
store, depending on individual requirements of
the dealer; associating radio with classic peri-
ods for the first time in furniture treatment;
studying of individual customer's home and
suggesting exact model that would fit in with
furnishings, this in contrast to general state-
ment of a set's being able to fit in any sur-
roundings, thus narrowing sales argument with
better chance of success; better opportunity of
working with the furniture dealer, where he
himself does not carry radio, in getting informa-
tion for type of set possible for installation;
and, for the first time, being able to suggest
radio as substitute for other pieces of furni-
ture, bringing in element of economy in that
radio can take place of at least one other
article and sometimes of two.
The above by no means exhausts the whole
subject, without even touching on some of the
obvious advantages to the dealer in being able
now to feature beautiful furniture as one of the
strongest, if not the strongest, appeal in radio
so far as the placing of one set of standard
make against another of standard make is con-
cerned. With performance assured, beauty in
radio stands out more and more. Hand-in-
hand with the development of artistry has come
the giving to the world of the all-electric set.
At almost a single stroke two of the great
motives in buying are brought into play, name-
ly, beauty, already discussed, and something
that may be summed up in the word "ease."
Edmond Franklin Sause of
Columbia Go. Died Recently
Manager of the Export Department of the Co-
lumbia Phonograph Co. Was Connected With
Organization for Twenty-five Years
Edmond Franklin Sause, for a ciuarter of a
century in the export department of the Colum-
bia Phonograph Co., first as assistant manager,
then as manager, died of heart failure on Oc-
tober 12th. Though the end was sudden, his
health had been a matter of concern for some
time. Mr. Sause was forty-three, and is sur-
vived by his widow and two young children.
Mr. Sause was known as a man of exception-
ally high ideals, and one who practiced them.
He was thoroughly approachable, and liked
Edmond Franklin Sause
nothing better than a worthwhile conference
with anyone who shared his constant great in-
terest in the phonograph industry. Similarly,
his knowledge of mechanical detail was a by-
word. Nothing was too small for his attention,
and it is characteristic that even in packing for
shipment his care was seen. But his construc-
tive vision was equal, and he wrote manuals
of salesmanship and mechanics which were
models of clarity, experience, and usefulness.
For these reasons his loss is deeply felt by a
very wide circle of his associates, both direct
and indirect. It was always Mr. Sause's happi-
ness to give of himself unsparingly to the work
he loved and adorned. An associate of his
among Columbia officials says of him that his
influence is of the sort to be felt and expressed
not all at once, but remembered and missed in
countless details of significant value.
Armor Radio Go. Formed
The Armor Radio Co. has recently been
formed with headquarters in New York City
to engage in the manufacture of radio receiv-
ing sets. Behind this enterprise are L. B. and
Harry Williams, Walter L. Eckhardt, Milne J.
Eckhardt and others. At the present time it is
planned to concentrate production upon one
model, which will be a six-tube set, either AC
or DC operated. The factory of the company
is located in Philadelphia, Pa., and production
will be entered into at an early date, according
to an announcement just made.
New RGA "Movie" Slides
A new set of colored motion picture slides
is being offered to RCA authorized dealers
for exhibition at local theatres. The slides may
be ordered from the nearest district office. They
are free, and for ten cents each the dealer's
store name and address will be imprinted in the
space provided.
Distributors of
Son or
CIEOR as ft BELU^
Sonora Selective Radio
and the Tonalic
Sonora Phonograph
Sonora Distributors
liiirker Wholos.ilp Company,
Barker Building,
Los Angeles, Cal.
J. II. Burke Company,
221 Columbus Ave.,
Boston, Mass.
nelmont Corporation,
31(j South Third St..
Minneapolis, Minn,
and
1210 University Ave.,
St. Paul, Minn.
Gibson-Snow Co., Inc.,
312 West Willow St.,
Syracuse, N. Y.
Greater Cit.v Phonograph Co.,
7(i Fifth Avenue,
New York City.
llasslcr Te.xas Co.,
221« Commerce St.,
Dallas, Texas.
Kohlcr Distributing Co.,
()3-()7 Minna Street,
San Francisco, Cal.
Mayer & Company,
2820 Locust St.,
St. Louis, Mo.
JMoore-Bird & Co.,
1720 Wazee St.,
Denver, Colo.
Peirce-Phelps, Ine.,
224 North 13th St.,
Philadelphia, Penn.
.lames K. Polk. Inc.,
217 Whitehall St.,
Atlanta, Ga.
and
811 West Broad St.,
Richmond, Va.
Keliance Battery Products Co.,
2211 South Eighth Street.
Council Bluffs. la.
II. C. Schultz. Inc.,
442-448 E. Lafayette Blvd.,
Detroit, Mich.
and
1743 Chester Ave..
Cleveland. Ohio.
Sterling Roll & Record Co.,
137 West Fourth Street.
Cincinnati, Ohio.
Strevell-Paterson Hardware Co.,
Salt Lake City, Utah.
Tay Sales Company.
231 North Wells St.,
Chicago. 111.
and
405 Mflwaukee St..
Milwaukee. Wis.
Tiventieth Century Radio Corp..
101 Flatbush Avenue,
Brooklyn, N. Y.
C. A. Richards, Inc.,
100 East 4.1th Street,
New York City.
Canadian & Export Distributes.
How Dealers Boost Business With Farmers
Analysis of Methods Used by Several Successful Kansas Dealers
Show Advertising, Demonstration and Service Are Big Factors
CAREFUL analysis of the business-build-
ing methods employed by a number of
dealers who are accelerating sales in the
rural districts shows that publicity, demonstra-
tion and expert service are preeminent factors
in winning the orders of prospects on farms.
Sells on Basis of Service
"We make sales on a service
basis," explained the manager of
the Bellinger Co., dealer at Junc-
tion City, Kansas. "We use
newspaper advertising, show win-
dow trims, attractive stock dis-
play in the store and personal
solicitation for turning prospects
into customers. We find a variety
of sales aids have maximum value
for broadening our sales field in
Junction City and surrounding
territory.
"An important essential in
winning the interest of farmer
prospects, and holding their con-
fidence and goodwill, is to feature
radio which has been advertised
in farm papers and other publica- ^^^^^^^^^^^^^
tions read by farmers. The aver-
age farmer has a preference for advertised prod-
ucts, and is most easily interested in radio
. . 1
which he has seen described and illustrated in
his favorite publications. We find it advisable
to tie up our local advertising with the manu-
facturer's publicity. In other words, our chief
object in publishing advertisements is to
acquaint prospective customers with the fact
that this store is a headquarters for quality
radio. While the average farmer isn't in the
market for one of the highest priced sets, he
demands a quality set which is guaranteed to
give satisfactory service."
The Bellinger Co. displays radio near the
front of the store, and keeps a well-assorted
stock on display at all times. Show window
displays add to the popularity of the firm's radio
department. When an intensive "drive" is con-
By J. K. Rodgers
ducted for the purpose of rounding up new
prospects, both show windows are employed
foT displaying radio.
This firm finds it pays to keep in close touch
with customers, and see that they secure maxi-
mum satisfaction from their radio investments.
Every Fifth Farmer Owns a Radio Set
ACCORDING to the report issued by the Radio Service of the
U. S. Department of Agriculture there is a radio set in every
fifth farm home in this country. The total number of radio sets
on farms April, 1927, was 1,251,126 among 6,372,263 farm families, as
compared with 553,003 in 1925 and 364,800 in 1924. The 1927 total
is 128 per cent greater than in 1925 and nearly fpur times as great
as the total of 1924. One of the interesting points of these statis-
tics, according to experts, is fomid in the fact that they indicate that
farmers have been more responsive to radio advertising during the
past two years than either city or town people, taking into considera-
tion the amount of selling eff ort and advertising directed toward each
market. The rural field offers rich rewards to aggressive dealers.
"We have a service car which is a big help in
giving our most remote patrons prompt serv-
ice," explained the manager. "Our paramount
object is to profit from the favorable testimony
ofifered by satisfied patrons, which is a salient
factor in attracting the farm trade."
Display Is Brown Co.'s Key to Sales
Attractive display is a major factor in pro-
moting radio sales for the Brown Electric Co.,
Junction City, Kans. When the firm first be-
gan to sell radio, little thought was given the
possibilities of building a profitable business in
the farming sections tributary to Junction City.
As soon as the firm began to display radio in
the show window, and in the sales room, farmer
prospects began to arrive, and in a short time
ten sales were made to farmers, which ofifered
conclusive proof of the "drawing power" of
FULL LINE of HARDWARE
For Radios and Phonographs
H. A. GUDEN CO., Inc.
87 WALKER STREET
NEW YORK, N. Y.
good displays and the buy^ing power of farmers.
Incidentally the Brown Electric Co. continues
to give prospective customers "buying ideas,"
through the medium of attractive stock display.
Advertisers in Farm Papers
The Miller Electric Co., Clay Center, Kans,
is another firm that finds farmers
are ready buyers of radio which
is advertised in their favorite
publications. The manufacturer's
publicity, coupled with the firm's
local advertising, permits the
Miller Co. to develop the farm
trade without interfering with its
sales activities in Clay Center.
"We are building a permaTient
business in radio and for this
reason are careful to please each
customer," explained a salesman.
"We make a practice of encour-
aging prospective customers to
fully investigate the merits of our
radio before -buying. This is why
we install sets on four days' trial.
The majority of prospects decide
to buy after testing the sets- we
install in their homes. ^This
policy makes for satisfied patrons. We are
mindful of our responsibilities to the rural pa-
trons who contribute to the growth of our busi-
ness, and cooperate with customers so they re-
ceive satisfaction. A firm that expects to profit
from the farm trade cannot afford to overlook
the importance of the service factor.
Uses Manufacturers' Literature
The radio department manager at Hull's
Hardware Store, Manhattan Kan., makes eflfec-
tive use of the advertising booklets and circu-
lars furnished by manufacturers, for focusing
the attention of farmer prospects on the but-
standing merits of his stock. This advertising
literature is arranged near the radio department;
special effort is made to distribute the booklets
and circulars among "live" prospects. This firm
finds well informed prospects are the best buy-
ers of quality radio.
An up-to-date service car is another "efficiency
factor" which wins the good will of farmers.
The interest of this firm in satisfying its cus-
tomers proves a salient factor in "besting" com-
petition.
"The fact that hundreds of farmers are in-
creasing their profits through the timely mar-
ket tips received over the radio is a sales argu-
ment which merits special attention," states a
country town dealer. "In fact, radio is a major
factor in enabling farmers to market all kinds
of products at top prices. I secure the testi-
mony of farmers who profit from this service,
and use it for winning the attention of practical
farmers who are seeking improved methods.
Selling their products at a profit is a problem
which confronts most farmers today. This is
why it pays to stress the need of receiving
market information ' regularly, and without de-
lay. Radio keeps the isolated farmer in touch
with the markets. He profits from the sugges-
tions ofifered by agricultural authorities. This
service, coupled with the amusement, cultural
benefits and educational advantages offered by
radio, puts farmers in a buying humor. I find
practical arguments of this nature are of special
benefit for winning the business of farmers."
Saul Birns, metropolitan music dealer, has
leased the ground floor of his main store at
111 Second avenue, New York, to the F. W.
Woolworth Co.
28
77; Talkinc/ Machine World, Nczv York, November, 1927
29
Silent
Magic
Here is the Eveready
Layerbilt *'B'* Battery
No. 486, Eveready" s
longest - lasting provider
of Battery Power,
.URN a radio dial, and
presto! the home becomes a
theater, a concert hall, a lec-
ture room, a cabaret, a church,
or whatever your customers
will. Turn the dial and their
attentive ears do the rest. That
is all there is to this magic of
radio.
Or almost all. If a radio set
is to work at its very best, at-
tracting no attention to itself,
creating the illusion that can
be so convincing, your cus-
tomers should pay a little at-
tention to the kind of power
they use. There is but one
direction, a simple one — use
Battery Power. Only such
power is steady, uniform,
silent. It is called by scientists
pure Direct Current. Any
other kind of current in a
Radio Batteries
-they sell faster
Radio is better with Battery Power
radio set may put a hum into
the purest note of a flute, a
scratch into the song of the
greatest singer, a rattle into
the voice of any orator.
Don't let your customers
tamper with tone. Beware of
interfering with illusion.
Power that reveals its pres-
ence by its noise is like a ma-
gician's assistant who gives
the trick away. Recommend
batteries — sell the Eveready
Layerbilt "B" Battery No.
486, the remarkable battery
whose exclusive, patented con-
struction makes it last longest.
It offers users the gift of
convenience, a gift that they
will appreciate almost as
much as they will cherish the
perfection of reception that
only Battery Power makes pos-
sible. Order from your jobber.
NATIONAL CARBON CO., INC.
New York UXS.^^ San Francisco
Atlania Chicago Kansas City
Unit of Union Carbide and Carbon Corporation
Tuesday night is Eveready Hour Night —
9 P. M., Eastern Standard Time
WEAF-AVic York
\i'J\R-Providence
WEEl-Bosfon
WFl-Philarl,lphia
^VGR-Buffalo
WC\E-Pittsburgh
WS\l— Cincinnati
WTAM-Cleveland
3-Detroil
WGN— Chicago
WiMC-
^'OC— Davenport
I bt. Faul
KSD-St. Louis
\s DAF-Kansas City
^'HC—ff'askington
^ —Schenectady
WH AS— touisriiZc
^SB-Atlanta
■WSM-Nashville
■Memphis
Pacific Coast Stations —
9 P. M., Pacific Standard Time
KPO—KGO— San Francisco
KFOA-KOMO-Sea«(fc
KTX—Los .ingeles
KGW~Portland
T h
air
I s
full of
t h
I n g s
you shouldn't
miss
The Talking Machine World, New York, November, 1927
THENEWXONOI^ OfFEBTO
INHADIOTHATTOTECAN
(jThE new Sonora Light Six Highboy No. G-885,
completely A. C. operated, is built to meet the
growing demand of those who ask for a moderately
priced but beautiful and highly efficient radio which
needs no batteries of any kind. This six-tube tuned
radio frequency set operates directly from the light
socket on 60 cycle A. C. current by use of the new A. C.
tubes. It is housed in a rich, lacquer-finished walnut
cabinet and has a built-in Sonora Cone Speaker of the
very latest type. Four tuned circuits operated by one
selector and one adjuster, vernier controlled, afiford
unusual selectivity and distance range. Tube sockets
are cushioned to prevent microphonic noises. Termi-
nals are provided for either short or long antennae.
In efficiency, appearance and faithful rendition this
model stands alone in its price class. There is nothing
to equal it at $250.
G-885— Light Six Highboy, $250
Ccmpleteiy A. C. operJtfd
/EVEN /ONORA MODEL/
E-850 — Selective Six
Table Radio
Beautiful burled walnut case, Supremclj
selective and sensirive. Three stages of
famous R. F. L. Cbalanccd bridge) radio am-
plification. &Dppcr-shieldcd to eliminate
interference. Dial illumination. Shadow-
line tuning. A definite advance in tone
quality and performance. Price $99-50.
Sonora now offers to the trade the finest radio instruments the world
has ever known. This claim is not made in a spirit of boasting but is
proved to the hilt by the enthusiasm with which Sonora radios are ac-
cepted both by Sonora dealers and their most critical customers. For
Sonora has improved its own wonderful product — improved the tech-
nical exactness of circuit and chassis — improved the beauty, material
and finish of its already famous cabinets — improved even the glorious
mellowness of tone through which Sonora first won to fame.
The seven new models offered by Sonora are taking the public by storm.
They are altering all preconceived ideas about radio performance and
-*►{ ALL MODELS SINGLE DIAL CONTROL
F-873 — De Luxe Highboy
Exquisitely housed in special grade burled walnut Neo-
Rena,is5ance cabinet with haod-rubbed gloss finish. Bronze-
inlay waJnut-burlcd control panel. Unequaled for range,
tone and volume. Special loop with full 180*^ rotation built
into hinged door. Built-in Sonora Cone Speaker. Nothing
rocqualitatanypricc, Yctonly$375»
E-860 — Junior Highboy
specially designed for those who desire their
ridio in an attractive highboy ca.binct but
prefer thit speaker shall not be included.
Remarkable range, sharp selectivity, natural
tone and absence of oscillations. Cabinet
in high grade walnut with cwo-toned doors.
Price $165.
CLEAR
AS A
BELL
r/;.-? Talking Machine World, Netv York, November, 1927
VOIR CUSTOM Et^SEVtmHING
DEMAND OR PI RSE DiaATE
Q jHE new Sonora Light Six Table Radio No. G880
JL more completely satisfies the customer than any
table radio yet built. Using six tubes, employing three
tuned radio frequency amplifying stages, detector, and
two stages of transformer audio amplification, this
latest Sonora creation is positively astonishing in its
ability to pick up stations, its sensitivity to every wave
length and in its remarkably faithful rendering of
every musical sound. Built with a fine regard for sym-
metry and efficient spacing, this compact receiving set
has had lavished on it the most careful craftsmanship
of Sonora's designers and skilled workmen. This is a
radio that you can recommend to your customers with
the assurance that their opinion of it will go far in
building up new business for you.
"^4
OFFER WIDE /ELECTION
radio values. They have created new conceptions of what is meant by
selectivity and sensitivity — ability to pick up any desired station, delicate
response to every wave length. To listen to their amazingly faithful
rendition of every tone and overtone in the entire range of acoustics is
to experience a new sensation and to gain a novel appreciation of what
radio can do. And their price is as astonishing as their performance. At
$69.50 to $375, there is nothing in their range of prices to approach
them in value received. Sonora is growing fast but there are still good
territories open to those who can represent Sonora properly. We shall
be glad to hear from you.
SONORA PHONOGRAPH CO., INC., SAGINAW, W. S., MICH.
G.880— Light Six Table Radio, $69-50
Clock Type Cone Speaker
Remarkable volume and freedom from'dis-
tortioD made possible by newly perfected
Sonora magnetic unit. Deep, sonorous tones,
delicate overtones and pianissimo passages
reproduced faithfully in their proper inten-
sity. Can be used with any loud speaker
receiver. Price $27.50.
PHONOGRAPHS
AND
RADIOS
E-865— Standard Highboy
All the performance value of the Sonora Se-
lective Six housed in beautiful burled walnut
cabinet with built-in Sonora Cone Speaker.
Operates with either out^ide or inside an-
tennae. Dial light. Shadow-line tuning.
A dollar-for-donar value hitherto unaf^
preached. Price $198,
E-870— De Luxe Highboy
In period design cabinet of hand-rubbed burled walnut,
with latest type built-in Sonora Cone Speaker. Unrivaled
among six-rube receivers for ability to pick up selected
stations and for sensitivity to every wave length. A
rcvclatioo in tone quality. Price $250.
32
Tlie Talking Machine World, New York, November, 1927
Pnofit^'nin'i^ Safes^'nktes
Pioneer Electric Co. Uses Talking Billboard— One Record Is the Admission to Armory's Fes-
tivities— Built-in Radio Sets as Permanent Home Equipment — Otto A. Buder Installs
Set on Rear of Truck — Dealer Groups Similarly Priced Sets — Other Stunts
A billboard sign that appeals to the ear as
well as to the eye is what the Pioneer Electric
Co. of St. Paul, Minn., is using to stimulate
interest in the line of radio receiving sets dis-
tributed by the company. This company
thought of the idea of a talking signboard
and immediately erected one on the road be-
tween St. Paul and White Bear, Minn., with
a radio set installed. The set is tuned in on
station WCCO and is automatic in its opera-
tion, being turned on with the illuminating
lights from 5.30 p. m. to 10.30 p. m. every day.
It attracts a large audience each night, but on
the night of the Tunney-Dempsey fight the
attendance broke all records and it was neces-
Here I
TELEVOCAL
TUBES
£op A. C. Sets
There's money coming to
dealers selling these Tele-
vocal A. C. 226 and 227
Tubes which operate from
A. C. and require no "A"
Batteries.
The imDroved Televocal
T. C. 112A and 171A Tubes
will also be in great de-
mand because their oxide-
coated filaments consume
but half the current — only
! 4 amperes.
Stock and sell Televocal
Quality Tubes. All stand-
ard types.
ITC tOIAi\
/TELEVOCAlX
■
III I
TELEVOCAI
QUALITY
TUBES
Televocal Corp^n
Televocal Building
Dept. G-3, 588 12th Street
West New York, N. J.
sary for police to direct traffic. The name of
the company appears in large letters above
the installed set and on each side are listed the
names of the various products carried.
A Military Tie-Up
The co-operation of the Morris Guards, of
Atlantic City, N. J., enabled C. H. Godfrey,
Victor dealer, to do an unusual amount of
record business. The Morris Guards, a mili-
tary organization with a membership of 800,
sent out invitations to their friends requesting
attendance at the dedication of an Orthophonic
Radiola combination in the Armory, the ad-
mission fee to be one Victor record. The
invitation contained the clause, "Go to God-
frey's, Victor dealer, Atlantic City, and ask for
John Shaff, who is keeping a list of the records
sold to members in order to avoid duplication."
•In this way the Morris Guards received a great
number of records for their library without a
single duplication from those who attended
the dedication ceremonies. The dealer, of
course, profited from the sale of the records
and also secured the names and addresses of
many likely prospects.
Bmlt-in Radios
Have you a built-in radio receiver in your
home? That the above ma}' become an every-
day question is indicated by the experience of
W. L. Garrison, Cincinnati radio dealer, who
also is a builder of homes in the section of
the city known as Madisonville. Mr. Garrison
installed a Crosley Bandbox set in a home
Crosley Bandbox Built Into Home
which he has just completed. This home, he
stated, was sold on the first advertisement, and
the receiving set proved to be a determining
factor in its selection by a young couple start-
ing up in housekeeping. Mr. Garrison is enthu-
siastic over the possibilities of radio as an
adjunct to home architecture, and believes that
architects generally would profit by providing
new homes with radio equipment. He said:
"Radio is something that people want; and it
is difficult to conceive of any built-in feature
that would be more attractive to the average
prospective home buyer than a receiving set.
Many young couples sacrifice a great deal to
purchase their first home. The down payment
often takes all the money they have saved, and
the monthly payments ensuing ta.x their budgets
for some time to come. Therefore, they realize
when buying their home that they will not be
in a position to afford many luxuries for a
while. A home with a built-in radio set cannot
fail to appeal, because it provides them with
something which otherwise they might have to
wait months or even years to obtain." Per-
haps you can "sell" this idea to builders and
architects in your community.
Truck Exploitation
Otto A, Buder, proprietor of the Buder Radio
Shop, is a firm believer in the adage that one
should not keep his light hidden Under a bushel,
and so he takes advantage of putting his store
name and the name of its products constantly
Publicity Via the Company's Automobile
before the eyes of the public. In the accom-
panying photograph can be seen the manner in
which Mr. Buder utilizes the rear of his service
wagon to display RCA signs. The Radiola,
which is installed on the wagon, does yeoman
service, for when the sales and service staffs
call on customers or prospective customers,
soliciting sales or service, the set broadcasts
while the service car is parked.
Group Sets as Per Price
L. Lesser & Co., of Cleveland, radio dealers,
have rearranged their stock of radio receivers
and state that the new arrangement has proved
must successful. This establishment carries a
varied line of sets, including the RCA, At-
water Kent, Freshman, Kolster, Crosley and
Grebe. Instead of having all of the various
models of receivers grouped in one or two
demonstration parlors, the store has been
divided into a series of rooms with open door-
ways, and each contains one line or group of
radio sets that are similarly priced. As a result,
the customer does not become confused as to
the various prices of sets listened to, and the
salesman's task is made much easier.
Uses Photographs
A shore time ago there appeared in these
columns the suggestion that outside salesmen
use good photographs of the various models
of talking machines and radio receivers to sup-
plement their verbal descriptions of the cabinet
types of instruments available. This same
system of selling can and should be used by
dealers whose floor space is inadequate for
stocking the full lines of the various makes of
instruments which they represent. As an in-
stance, listen to B. Shaw, of the Shaw Radio
Shop, New York City: "The size of my store
makes it impossible to carry samples of con-
sole radio sets in stock, but by selling from a
catalog made up of excellent photographs fur-
nished by various jobbers I have sold seven
high-priced outfits in a shore period of time."
Interesting A. K. Bulletin
An interesting feature of the latest issue of
the Atwater Kent Radio Jumbo Bulletin is a
picture page devoted to half-tone illustrations
of the many activities in the Atwater Kent
manufacturing, distributing and retailing fields.
Interesting articles regarding dealer sales
records, advertising campaign, dealer activities
and the Atwater Kent Foundation makes this
publication of value to dealers throughout the
country who handle the line.
TJtc Talking Machine World, New York, November, 1927
am the
Voice of the
radio receiver ♦ ♦ ♦ ♦Without
me, even the finest of sets is want*
ing^ For I speak where others whis*
per • ♦ ♦ ♦ and whisper where others are
mute* I tell everything and miss nothing
4 ♦ • ♦ I greet Volume with a smile, and snub
Distortion with disdain^ I am Music's mirror
• • ♦ ♦ friend to the brasses ♦ ♦ ♦ ♦ ally of the
winds and reeds ♦ ♦ ♦ • helpmate of the basso
• ♦ ♦ ♦ guardian of the soprano* Others,
masked in similar guise, attempt to
impersonate me. But in vain* For I
am the real Voice of the radio
receiver* I am the Farrand
Oval Speaker*
Farrand
NEW (Dmi
More than ever before -^^THE EAR SAYS BUY I
to a Farrand demonstration* Are YOU sharing in
this greater- than -ever Farrand season?
FARRAND MANUFACTURING CO>, INC-, LONG ISLAND CITY, N> Y
34
The Talking Machine World, New York, November, 1927
Atlas Vlywood
Cases
— the standard shipping containers
of far-sighted phonograph and
radio manufacturers
Years of continued use by many of the largest phonograph and radio
manufacturers have established Atlas Cases as best adapted in every
way for domestic or foreign phonograph and radio shipments. For
strength, protectiveness, assembling simplicity, lightness in weight,
attractive exteriors — in fact for genuine all 'round economy. Atlas
Plywood Cases are your best bet every time.
Let us show you what they will mean in your shipping room. Send
us your case sizes.
tyiJRRY THE WEIGHT - Sj^ FREIGHT
ATLAS PLYWOOD CORPORATIOIM
PARK SQUARE BUILDING, BOSTON, MASS.
New York Office: 90 West Broadway Chicago Office: 649 McConnick Building 1374
Broadcast for Goodwill and
Stop Praising Products
In Address Before Broadcasters Association George C. Furness, Manager of the Radio Division
of the National Carbon Co. Says Special Pleading in Programs Antagonizes Listeners
T N connection with our broadcasting over a
period of years, I have given the subject of
advertising over the radio a lot of thought and
tried particularly to get at the essentia! differ-
ence between commercial broadcasting and
printed advertising.
What is the tfi Imique of selling anything at
seller to obtain the good-will and fondness of
the buyer for the seller, in addition to wanting
to put before the buyer the special pleading as
to the merits of his product.
But it was difficult for the manufacturer sell-
ing through the retail trade to find ways of
building up this much desired good-will. Then
came radio. Radio has made it possible for
the manufacturer to entertain his customers
throughout the entire country, to put these
ultimate consumers, if you will, under obliga-
tion to him, not telling them that he is doing
it, but to put them in a position where they
feel kindly toward the manufacturer, where they
feel that that manufacturer, that vendor, has
done something for them and thev should show
their appreciation.
If that is true, if that is the right theory of
the function of commercial broadcasting, there
are very important corollaries that follow along.
There has arisen a certain etiquette of enter-
tainment, a code of social custom in the rela-
tionship between the person who is doing the
entertaining and the one who is the guest.
And the fundamental relationship is that while
you are entertaining you do not do special
pleading. You don't spoil the listeners' enjoy-
ment in the play by telling him how wonderful
your product is. That should be reserved for
another time and place, and in my judgment
that is the function of printed advertising and
has no place in radio. Each has its field; each
supplements the other; but one is special plead-
ing and the other is entertainment. If you mix
them on the air you break the rules of etiquette
and ofTend the listener. If you antagonize the
listener you fail in your purpose of broadcast-
mg. Some people maintain that there is no
essential difference between printed advertising
and radio advertising. I believe that there is a
vital and marked difference. I believe that
printed advertising is properly "special plead-
ing," that is, praising one's product. I believe
that radio advertising, if successful, can only
be in the form of entertainment and should be
absolutely free from special pleading of any
kind, and should only carry the name of the
donor, or the trade-mark name of the donor's
products, for the purpose of identifying to the
listener the company or product behind that
entertainment.
Baltimore Trade Gashed in
on Ted Lewis' Appearance
Appearance of Popular and Exclusive Columbia
Recording Artist in Local Theatre Greatly
Stimulated Sales of His Recordings
George C. Furness
any time? How are goods sold? There are
two ways or a combination of them. One is
to impress the buyer with the merits of your
product; it is cheapest, it wea-rs longest, it lasts
longest, it looks best, it has some particular
superior attribute. That I class under the gen-
eral term of special pleading.
Another method which is commonly em-
ployed when possible is to obtain the good-will,
the liking of the buyer for the seller. So that,
other things being equal, you get the break be-
cause he likes you. His friendship for you is
the deciding factor. But such friendship is prac-
tically impossible without personal contact.
Civilization and mass production have
brought about a separation of the manufacturer
and user, particularly in retail goods. Of course
there are still a great many cases of direct
contact betv^een the manufacturer and the user;
for example, between the manufacturer of loco-
motives and the operator of the railroad, and
in fact between most all who sell to manufac-
turers. There is the element of friendly con-
tact. And it is alwavs the aim of the
B.\LTiMORE, AId., November 5. — Sales of Colum-
bia records were much helped by the recent
week's appearance at the Century Theatre here
of Ted Lewis and his band. The management
of the theatre said this was the greatest artist
appearance they ever had at their house. The
theatre was packed night after night and hun-
dreds were turned away.
Ted Lewis' act was almost a riot. It brought
down the house. It stopped the show. On
the opening night Lewis played and sang for
jin hour and twenty minutes although only
scheduled for thirty minutes. When they finally
tried to go. on with the show, and started the
main movie feature of the evening, the audience
would have none of it, and stamped and cheered
and yelled and whistled for Ted Lewis, drown-
ing the house orchestra completely, until, for
the first time in the history of the theatre, they
had to stop the main feature of the theatre and
rewind the film and let Ted Lewis come back
and try to quiet the crowd. Lewis then made
Columbia dealers' hearts happy by saying in a
stage whisper, "You know you can hear me
any time on Columbia records."
The theatre co-operated by placing a sign on
the screen announcing Lewis as an exclusive
Columbia artist, ■ they announced this on all
their lobby posters and the dealers in turn did
fine newspaper advertising, put in special win-
dow displays, put six-foot posters in their win-
dows, and as usual the four Columbia trucks
carried big nine-foot Ted Lewis signs for the
week. To top it all Ted Lewis appeared in
person at the Kunkel Piano Co., where he was
greeted by a crowd of over 500 people who
filled and overflowed the store.
Sales of Fada Radio Sets
Continue to Break Records
Fada radio continues to break all its sales
records, according to Frank A. D. Andrea,
president. Mr. Andrea states that during the
pre-Fall season, the volume of Fada business
was more than three times that of the previous
year's similar period, and before the end of
September Fada had a day in which the largest
amount of merchandise ever shipped from its
factory went forward.
"Having only recently taken over our new
plant in Long Island City with several times
the floor space of the one formerly occupied
by us," said Mr. Andrea, "we could now use a
factory twice the size of this one. We are run-
ning at full capacity."
The Dunlap Music Store, Ossining, N. Y., is
featuring the new Radiola 17 and accepting
orders for future delivery of this popular radio
receiving set
The Talking Machine World, New York, November, 1927
* EMPIRE <
Tone Arms With Real
Tone Quality!
An S-shaped, drawn brass tone arm for
regular machines.
EMPIRE
REPRODUCERS
The Empironic
A reproducer that has caused thou-
sands of people to appreciate their
phonographs as never before.
There is a nice profit in the sale
of this item as well as the other
reproducers in the Empire line.
Write for complete
information
— and well madey tool
These two things — quality of tone and quality of manu-
facture— are essential in your tone arms if your ma-
chines are to please the ear and eye and give years of
reliable service.
Empire tone arms will satisfy the most exacting require-
ments in these essentials. Thirteen years of manufac-
turing tone arms have perfected Empire parts so that
tone quality and workmanship are perfect. The many
thousands of machines using Empire tone arms bear
testimony to this statement.
In addition to the above model we have three styles
of tone arms for portable machines and several other
styles for regular machines. There is an Empire Tone
Arm to fit every machine.
Write or v^^ire for quotation on your requirements. Em-
pire prices are extremely reasonable, quality considered.
The Empire Phono Parts Co,
Established 1914
WM. J. McNAMARA, Pres.
10316 Madison Avenue
Cleveland, Ohio
PHONO PARTS
The Talking Machine World, New York, November, 1927
NeWf Exclusive Features Add
Carryola's Leadership —
Value — In Sales — In Profits to You
CARRYOLA, already the world's
fastest selling phonograph, is
now still further improved — in
appearance, in construction, and
above all in tone quality and tone
volume! To hear the new Carryola
Master is to realize that never before
has such full-toned, mellow music
come from even a Carryola. To
examine and hear the new Carryola
Lassie is to know that never in the
history of the talking machine busi-
ness has such remarkable value been
offered at such a reasonable price.
How This Marvelous Tone
Quality Was Achieved
After many months of development
work in our experimental laboratories,
the efforts of our designing department
have been rewarded. An ideal combina-
tion of the units that affect tone quality
have been secured. First, we improved
the tone chamber — a new type grill was
developed — then a Bakelite tone arm was
designed and perfected. The results were
amazing! But still we were not satisfied.
We investigated and compared reproducer
after reproducer, to find one that lived up
to Carryola quality standards. We de-
manded the best reproducer available, at
any cost! And we have now secured it as
standard equipment on Carryola Portable
Phonographs, as an exclusive feature.
New Carryola Models Now
Equipped with Audak Ultra
( phonic) Reproducers
You know what the Audak Reproducer
means in terms of tone quality — how it
brings out not only the heavy bass notes,
but the ringing high notes as well. Com-
bined with the new Carryola tone cham-
ber and Bakelite tone arm a new standard
of portable phonograph music is set. You
know the Audak Reproducer is used on
many expensive cabinet machines. Think
what this means in sales value on a port-
able phonograph! And remember, this is
an exclusive Carryola feature.
Why Carryola Can Offer You
These Bigger Values
How can such values be offered at such
moderate prices.'
Here is the answer: Only Carryola can
give them to you. Only the Carryola
Company of America makes its own
motors, tone arms, and fittings. We have
our own super-finishing department for
embossing and air-brushing, instituted
by DuPont for us. We are manufacturers.
Our prices to you must be lower — our
values must be greater, for we do not have
to pay many profits to other manufacturers.
When these two new Carryola models are
demonstrated to you, you will know at
once that the extra value is there — where
you and your customers can hear it and
see it.
New Carryola Tine Is Backed
by Increased National Ad-
vertising Program
We prophesy that 1928 will be the big-
gest portable year in history. We are
getting ready for it — improving our
models — adding new models — keying up
our plant to a big production schedule.
Carryola national advertising is to be
conducted on a bigger scale than ever
before, with live merchandising helps for
the dealer included. We are doing every-
thing in our power to give our dealers the
finest line of portable phonographs ever
offered — and then help them build sales.
Send for our proposition. Let us tell
you what we have done what we are
doing — and what we are going to do.
We know that when you get our complete
story you will agree that Carryola offers
you the biggest profit opportunity in the
talking machine field. Write us today for
the name of the nearest Carryola dis-
tributor and details of our sales program.
THE CARRYOLA CO. OF AMERICA
647 Clinton Street Milwaukee, Wisconsin
World^s J^argest ^J^akers .
of Tortable "Thonographs
Features of the New
Carryola Master
Here are some of the new
Carryola features that are mak-
ing portable phonograph history:
The Tone Arm on the new Carryola
Master is made of Bakelite — in color to
harmonize with the case. The Improve-
ment in the tone quality is astonishing.
Surface noise is greatly reduced. And
clue to the lightness of the material,
records last longer when played only
on the Carryola Master.
Audak Reproducer^ — the last word in
high-grade reproducers. Carryola is the
only portable phonograph so equipped.
A high-price reproducer with no increase
in price to you.
Tone Chamber. Three factors govern
tone quality — reproducer, tone arm and
tone chamber, the tone chamber of the
new Caixyola Master has been improved
in design — equipped with a new-type
grill which refines and mellows the tone.
Its nickeled louvers add greatly to the
finished appearance of the instrument.
Motor. We are the only portable
phonograph manufacturers who make
our own motors. This improved single
spring motor is guaranteed to play three
records with one winding. Thousands
in use, giving satisfactory service-
Hardware Fittiags, of our own design,
lock the case easily and securely. Carry,
ola fittings are made of non-corrosive
brass — oxidized to harmonize in color
with beautiful Fabricoid which is design-
ed exclusively for us by DuPont.
Features of the New
Carryola Lassie
]Veat, new flat-type portable, with case
and record album embossed and air-
brushed.
Hew
Latest design, Vurved, throw-back,
die-cast tone arm. First $15 portable
to be so equipped.
Audak Reproducer — ^the finest repro-
ducer ever used on a machine at this
price. An exclusive Carryola feature.
These are the outstanding improve-
ments in the new Carryola models.
Words — or even pictures can't possibly
convey to you the quality they repre-
sent. See and hear them and you will
realize at once that such instruments
will sell readily on demonstration.
The Talking Machine World, New York, November, 1927
Reproduction Unparalleled
List
$18.00
No. 595
Tone travel, 8 feet
TRY THEN !
If these Tone Chambers and Fidelity
Units fail to furnish the best radio repro-
duction you have ever heard — return them
within ten days.
Money refunded with shipping charges
paid both ways by us.
Unqualified Money'Back
Quarantee
FAIRFAX MASTERS
No. 595 and No. 5
A Graceful, Compact, Non-Vibrating, Molded Wood
Tone Chamber, sweet and mellow as a violin, scien-
tifically constructed to reproduce naturally all notes,
high and low, without distortion or over-tone — this
is our proud contribution to radio enjoyment.
We save you cost and trouble of mounting. Both of
these Tone Chambers come to you already mounted
in this box. Just shove it into the cabinet, block and
it is ready to ship. Takes any standard size unit.
OVER ALL
DIMENSIONS
No. 595
No. 570
21/4"
High
15"
18"
Wide
12"
15" or 13"
Deep
12"
No. 570 — Tone travel, 6 feet
List, $7.00
Fidelity Super Unit
Guaranteed to stand 250 volts
DEALE R*S and JOBBER'S
NOTE!
Ideal for testing and demonstrating radio sets and
apparatus.
This is the last word in true reproduction and not only
satisfies the desire for the orthophonic effect, but com-
pletely captivates the lover of real music and beautiful
sound.
List, $13,00
MEMBER
MOLDED WOOD PRODUCTS
INCORPORATED
219 West Chicago Avenue
CHICAGO, ILLINOIS
Last-Minute News of the Trade
Frank V. Goodman Elected
Sonora Vice-President
Popular Phonograph Executive Is Also Eastern
Sales Manager of Sonora Phonograph Co.,
Inc. — Will Have Headquarters in New York
P. L. Deutsch, president of the Sonora
Phonograph Co., Inc., announced this week that
Frank V. Goodman had been elected vice-presi-
dent and Eastern sales manager of the com-
pany. Mr. Goodman, who is widely known
Frank V. Goodman
throughout the industry, will make his head-
quarters in New York City.
The appointment of Frank V. Goodman as
Sonora vice-president and Eastern sales man-
ager will be welcome news to Sonora jobbers
and dealers throughout the country, as Mr.
Goodman has been identified with Sonora activ-
ities for the past eight years and is generally
recognized as one of the most capable sales
executives in the phonograph industry. He
numbers among his personal friends Sonora
wholesalers and retailers everywhere and his
intimate familiarity with every phase of phono-
graph merchandising coupled with his personal
popularity have been outstanding factors in the
marked success he has attained with Sonora
since 1919.
United Air Gleaner Go.
Adds to Its Sales Staff
Several additions to the sales staff of the
United Air Cleaner Co., Chicago, were made
recently, according to advices received from the
headquarters of the firm. Jewell Midkirk has
been transferred to the sales department and
made assistant to Frank F. Paul, general sales
manager. George Nichols has also joined the
sales organization, covering the entire country
in the interest of United phonograph motors,
electrical phonograph pick-ups and power am-
plifiers. A. E. Dreier, special sales representa-
tive of the firm, returned recently from an
Eastern trip during which he visited New York
City in the interest of United products.
The phonograph division of the United Air
Cleaner Co., according to Mr. Paul, enjoyed
in October the second largest month in the
history of the firm, in point of sales volume.
Considering that the firm manufactures two of
the basic products of the industry, phonograph
motors and electrical pick-ups, this report is in-
dicative of extensive activities on the part of
the manufacturers who use those products.
Second Radio Trade Show to Dearborn Agency Is Allen-
Be Held in Ghicago in June Hough Mfg. Go. Ad. Gounsel
Fourth Annual Convention of Radio Manufac-
turers Association Will Be Held in Conjunc-
tion With Show at Hotel Stevens in June
The premier event of 1928 in the radio trade,
the second annual trade show of the Radio
Manufacturers Association, Inc., will be held
during the week of June 11-16, 1928, at the
Stevens Hotel, Chicago, III
Preliminary arrangements for this, the show
exclusively for the radio trade, have been made
by the R. M. A. show committee headed by
Major H. H. Frost, of E. T. Cunningham, Inc.,
New York.
At the Stevens Hotel, the largest in the
world, the radio trade will be given the oppor-
tunity to view the new lines of the leading
manufacturers of receiving sets, parts and acces-
sories.
During the week of the show many events
of interest to the radio industry will be staged.
A record-breaking attendance is expected. At
the first annual trade show this year, more than
21,000 attended and the 1928 show is expected
to draw upwards of 30,000 manufacturers, job-
bers, dealers and others connected with or in-
terested in the industry. The exhibitors are
confined to members of the R. M. A. who are
in good standing on February 15, 1928.
In conjunction with the trade show, the
fourth annual convention of the Radio Manu-
facturers Association will be held. Officers
will be elected for the 1928-9 year and reports
received from the standing and special com-
mittees on many matters of vital import. The
R. M. A. annual banquet also will be held dur-
ing the week of the show.
Applications of members for show space will
be received at the R. M. A. office, 32 West
Randolph street, Chicago, 111.
Golumbia Graphophone Go.
Stock Is Listed on Gurb
First Recognition Given to Any Foreign Stock
in American Financial History — Tribute to
Company's Remarkable Success
The Columbia Graphophone Co., Ltd., Lon-
don, England, was signally honored on Novem-
ber 4 when its stock was listed on the Curb
Exchange in New York, for this listing was the
first recognition given to any foreign stock in
American financial history. The stock , opened
up very strong, and gives every indication of
being one of the leading stocks on the Curb
Exchange. The listing of Columbia Grapho-
phone Co., Ltd., was sponsored by the Guaranty
Trust Co., one of the foremost financial insti-
tutions in this country.
The distinction accorded Columbia stock is
emphasized by the fact that under the newly
formulated rules the Curb Exchange is to ad-
mit to its unlisted section only issues of long-
established foreign companies, whose reputa-
tions are based upon experience that has
stood the test of time, are fully seasoned and
comprise what are termed investment securities
with long dividend records. It is felt that in
giving to the public an open market in a
foreign security of high standing the Curb Ex-
change will perform an important and beneficial
function to the public itself.
Foreign securities will be admitted to un-
listed trading privileges only when the commit-
tee on listing and its expert advisers are sat-
isfied as to their established character. The fact
that the stock of the Columbia Graphophone
Co., Ltd., met all these requirements is a defi-
nite tribute to the international achievements
of this organization, of which Louis S. Sterling
is managing director.
Announcement Made by Don T. Allen, Presi-
dent, Allen-Hough Co. — H. D. Leopold in
Charge of Account for Agency
Milwaukee, Wis., November S. — Don T. Allen,
president of the Allen-Hough Mfg. Co., of this
city, manufacturer of Allen portables, an-
nounced this week that the Dearborn Advertis-
ing Agency of Chicago had been appointed ad-
vertising counsel for the company. The most
interesting part of this announcement is the
H. Donaldson Leopold
fact that H. D. Leopold, who is generally
recognized as one of the foremost advertising
executives in the music industries, is vice-presi-
dent of the Dearborn Agency.
The Dearborn Advertising Agency will act
as counsel to the Allen-Hough Mfg. Co. in all
matters pertaining to advertising, with Mr. Leo-
pold in direct charge of these activities. This
will be welcome news to the trade, for Mr.
Leopold has been active in the phonograph in-
dustry for over ten years, and his experience
has included every phase of merchandising and
publicity. Prior to his election as vice-presi-
dent of the Dearborn Advertising Agency, Mr.
Leopold had been identified with the Victor
Talking Machine Co., the Brunswick-Balke-Col-
lender Co. and the Carryola Co. of America,
his activities including the merchandising of
phonographs and records as well as the direc-
tion of sales and publicity campaigns for the
various products manufactured by the two last-
named companies.
The Allen-Hough Mfg. Co. is to be congrat-
ulated upon securing Mr. Leopold as advertis-
ing counsel, for their advertising campaign will
be prepared along practical and efTective lines.
The Dearborn Advertising Agency is keenly
enthusiastic regarding the future for the Allen-
Hough Mfg. Co., as, under the direction of Don
T. Allen and George P. Hough, this company
gives every indication of being a vital factor in
the portable phonograph industry.
O. p. Smith Go. to Repre-
sent Sentinel Products
The O. P. Smith Co. has been appointed as
representative for the Sentinel Division of the
United States Electric Corp. in the Chicago
territory. The Smith organization's activities
in behalf of Sentinel power units will be cen-
tered in the city of Chicago, northern Indiana,
northern Illinois and southern Wisconsin.
34a
346
The Talking Machine World, New York, November, 1927
^ ^or dealers^
wl^olesalers
pmanufachrm
cf pljotwpmph^
(,radio products
(Registered in the U. S. Patent Office)
FEDERATED BUSINESS PUBUCATIONS, Inc.
President, Raymond Bill; Vice-Presidents, J. B. SpiUane, Randolph Brown; Secre-
tary and Treasurer, Edward Lyman Bill; Assistant Secretary, L. B. McDonald;
Assistant Treasurer, \Vm. A. Low.
RAYMOND BILL, Editor
B. B. WILSON, BRAID WHITE, Associate Editors
C. R. TIGHE, Managing Editor
LEE ROBINSON, Business Manager
FRANK L. AVERY, Circulation Manager
Trade Kepresentatives : E. B. Munch, Victor C. Gardkei,
V. E. MOYNABAN, ROYCE CoDY, A. J. NlCKLIN
Western DiTision: Republic Building, 209 So. State Street, Chicago, 111. Telephone,
Wabash 32*2. Leonard P. Canty, Manager.
Boston: John H. WfLSON, 324 Washington Street.
L.ondon, Eng., Office: 68 Milton St. (Fore St.) EC. 2. aerkenwell 1448.
The Talking Machine World has regular correspondents located in all of the principal
cities throughout America.
Published the 15th of every month at 420 Lexington Ave., New York
8CBSCKIPTION (including postage): United States, Mexico, $2.00 per year;
Canada, $3.00; all other countries, $4.00. Single copies, 25 cents.
ADVERTISEMENTS: $6.50 per inch, single column, per insertion. Advertising
pages, $172.00. On yearly contracts for display space a special discount is allowed.
REMITTANCES should be made payable to The Talking Machine World by check
or Post Office Money Order.
NOTICE TO ADVERTISERS — Advertising copy should reach
this office before the first of each month. By following this rule
clients will greatly facilitate work at the publication headquarters.
Long Distance Telephone — Number 1760 Lexington
Cable Address: "Elbill," New York
NEW YORK, NOVEMBER, 1927
An Encouraging Trade Condition
THE talking machine and record business is keeping up on a
most satisfactory basis, according to reports that come from
both manufacturers and dealers. Although many reasons are
ascribed for this steady volume of business, it is clear that no
small credit, so far as record sales are concerned, is due to the
widespread acceptance of the radio and the music that comes
through the air.
It is noteworthy that the demand for records of the better
class, that is, of the standard and semi-classical selections and of
symphony and concert numbers, has, during the past year or so,
shown a remarkable increase. This, no doubt, is due to the fact
that, having become acquainted with good music over the radio
and in a sense having that music forced upon their attention,
listeners-in have come to appreciate its real value and to accept
it for the permanent record library.
It is noticeable that the selections heard most frequently over
the radio show a corresponding strength in demand in record form,
and the records by artists and organizations first brought to popu-
larity through radio programs enjoy particular success. On the
other hand, talking machine artists of reputation and ability have
found a welcome place on radio programs until there may be said
to be an interlocking of entertainment that has proved of dis-
tinct benefit to both interests.
Another development growing out of the popular appeal of
record artists has been the booking of such artists, as well as
recording organizations, in vaudeville and motion picture theatres,
with the titles of the recording companies featured prominently in
connection with the names of the artists and organizations them-
selves. When the local dealer is sufficiently alive to take cogni-
zance of this form of billing and to tie up with the appearance
of the recording unit, the results, gauged by the volume of record
sales, can be made to prove most satisfactory.
The interchange of artists between radio and talking machines
has not only proved of advantage to both interests, but has bene-
fited the cause of music as a whole, for it has resulted in the
bringing to light and development of much latent artistic talent
that might never have been discovered had not competition made
necessary the careful combing of all available material for the
purpose of meeting the steadily increasing demand for entertain-
ment.
The remarkable manner in which record sales have kept up
and the wide diversity of demand for records, especially a tendency
toward the better sort, can be credited, too, with the strong stimu-
lation of the instrument business, for it is necessary to have talk-
ing machines to play records, which is reflected in the statement
of the Victor Talking Machine Co. that orders already on the
books for the next three months indicate a volume of business
exceeding all previous company records. This follows a report
covering the company's business for the third quarter of 1927,
showing sales of $10,883,519.12, as compared with $10,063,070.59
for the third quarter of 1926, or an actual gain of over $820,000.
These figures indicate that the revival of interest in talking ma-
chines and records has not been a flash in the pan.
Looking Ahead in Radio Merchandising
AT the present rate of distribulicn, according to O. H. Caldwell,
of the Federal Radio Commission, in a statement to the
officials and representatives of the Bureau of Foreign and Domestic
Commerce recently, it will take some fourteen years to place a
radio set in every home in the United States. He declared that
the present sale of radio sets is now approximately 1,750,000
a year, of which fully one-half are replacements, and declared
that only about 25 per cen; of the homes of the country, or about
seven million, are equipped with radio sets.
For those who have invested liberally of their money and
their time in establishing radio businesses, it might seem at first
glance as though fourteen years was a very short span of life to
look forward to, but it must be remembered that Mr. Caldwell
based his prediction on the situation as it now stands, without tak-
ing into consideration any important developments in broadcasting
or in the radio industry itself, or other factors that might have a
tendency to widen the market considerably. He simply stated that
on the basis of so many sets a year it would take so long to cover
the field that was plainly in evidence.
The main point to be considered is that while radio has devel-
oped to a point where it is stable and permanent, it will naturally
see many improvements, possibly radical enough after a few years
to warrant the replacing of even the most advanced receivers mar-
keted to-day. As to the position it has won in the American home
there can be no question, and as broadcasting and the programs
offered by broadcasting stations show constant and steady improve-
ment, there is being aroused a wide interest among those who,
for a time, were inclined to regard radio as somewhat of a fad.
Now it is past that stage, and those who do not buy are holding
back not from lack of faith in the permanence of the industry,
but through lack of personal interest, which may happen, or of
funds, which quite frequently does happen.
In setting fourteen years in the future as the time when radio
will probably reach the saturation point so far as existent markets
are concerned, Mr. Caldwell simply adopted basic figures to per-
mit the trade and the public to realize what was being done, and
what must be done, before the full opportunities created by the
introduction of radio could be said to have been realized. As a
matter of fact, the limit on the market itself will be measured by
what is done in a broadcasting way to hold the interest of listeners-
in and by the manufacturers in providing improved mechanism
for insuring perfect reception.
Meantime, the Electrical Equipment Division of the Depart-
ment of Commerce is proceeding with its survey of radio stocks
in the hands of dealers and jobbers carried on at the request of
manufacturers for the purpose of securing as accurate data as
possible regarding the status of the market ; how rapidly receivers
are being sold and of what type ; how manv units are on the
shelves of dealers and jobbers, and how rapidly production must
be carried on to fill in the gaps in those stocks as they occur.
Unfortunately, at the opening of the survev the investigators
did not receive the whole-hearted co-operation of either jobbers
or dealers, and although much valuable information was obtained
it was not broad enough to reflect the condition throughout the
The Talking Machine World, New York, November, 1927
34c
industry. As a matter of fact, of over 31,000 dealers, only 7,842
submitted reports, and they had an average of nine receiving sets
and loud speakers on hand October 1. Of 936 jobbers queried,
only 236 replied, their reports indicating an average of 373 re-
ceiving sets, and 385 loud speakers on hand, in addition to other
accessories. While the figures thus far may be taken by some
10 represent a cross-section of the entire trade, they reflect, as a
matter of fact, the status of only some 25 per cent of the industry.
It will require more frank co-operation on the part of the dis-
tributing factors in the trade if the survey is to prove of value.
man proposition, no matter how clever the individual mer-
chant or credit manager considers himself to be.
Protection Through Credit Bureaus
IF the money lost annually by the music merchants of the coun-
try through bad credit risks, and this includes sums lost through
ihe operations of recognized dead beats, as well as through nec-
essarv repossessions, were summed up into one total, the amount
would probably prove staggering. The same rule, in fact, applies
to any line of business where selling on instalments plays a promi-
nent part, and yet ways and means are frequently found for re-
ducing this loss to a minimum through the frank exchange of
credit information not only among members in one particular
trade, but between those in various lines of business in the same
locality.
]\lany cities and towns now have their credit bureaus, organized
by, or for the benefit of, retail merchants, and the dealer who
hesitates to make proper use of the facilities of such a bureau
and to give it his support is very likely to pay rather heavily for
his overcaution or neglect. The individual dealer or his credit
man, no matter how careful or how intelligent he may be, cannot
possibly get full and satisfactory information regarding the aver-
age customer except at a cost in time and money that would prove
prohibitive. Yet, by sharing the cost of information with other
merchants, and co-operating in the gathering and distribution of
credit information, he is able to command a service that is calcu-
lated to save many thousands of dollars.
Credit protection to-day, with instalment buying so widely in
vogue, is not in any sense confined to checking up and curbing the
activities of the professional dead beat, although this is an im-
portant matter. Proper credit information will concern itself with
ihe credit status of individuals conceded to be honest, but who,
falling victims to high-pressure salesmanship, are liable to pledge
on instalment accounts payments that they are unable to meet out
of current or prospective incomes. The modern trend of credit
information is to check up carefully on such individuals for their
own protection as well as the protection of local merchants and
the good name of the instalment method of selling merchandise.
The merchant who takes insurance against fire and other
losses might well consider any money invested in the local credit
bureau as a premium on credit insurance. It will return dividends
in time and money spent in investigating numerous prospective
customers, and will save credit losses in many cases where an in-
dividual investigation would not bring to light the experiences of
other merchants possibly on the same street. Credit, in short, has
developed to a point where it can be no longer regarded as a one-
Making Demonstrations More Elective
CC. IjAKER, the well-known music dealer of Columbus, O.,
• saw music being used to attract attention to, and facilitate
the sale of, a great many products besides those having to do with
music. For instance, the circus and the real estate auctioneer util-
ize the brass band to attract the crowds. The new furniture store
or haberdashery uses an orchestra to advertise the opening. The
soda fountain or soft-drink parlor keeps the automatic piano or
the talking machine going to bring in trade and entertain them while
they are buying refreshments. Mr. Baker, being a good merchan-
diser and susceptible to new ideas, reasoned that if music would
sell other products it might be utilized to advantage to sell musical
instruments.
The ordinary store demonstration was not proving as efficient
as formerly, and the idea was to find a means for getting the
public within earshot of the demonstrations and keep them within
reaching distance of the music. Mr. Baker, therefore, installed
a soda fountain in the belief it would attract a few hundred thirsty
souls each day and give him that number of prospects to
work on. He had imitation organ pipes built into the soda fountain
through which came music of the latest talking machine records —
continuously. His friends and his neighbors smiled and expressed
doubts, but at last reports Mr. Baker's plan had served to bring
in an average of 1,000 people a day, and required tripling the
space devoted to the soda fountain and its tables. Most important
of all, it actually increased record sales 85 per cent.
Perhaps every dealer would not care to install a soda foun-
tain, but every dealer might well consider ways and means for
making his demonstrations effective enough to attract prospects
and hold them up to the buying point. A soda fountain may not
be the answer in every case, but it worked for Mr. Baker, and
proved a form of publicity that has paid dividends on itself in-
stead of demanding a constant outlay. Any and everything is
worth considering that will bring people into the store. As a
pioneer Mr. Baker has given the trade something to think about.
ACCORDING to reports, trade associations in every field and
trade association membership are constantly on the increase,
for the reason that business men are fast learning the lesson that it
is only by co-operative effort in many directions that the members
of an industry can keep that industry in the front of the increasingly
strenuous fight for the consumer's dollar.
The trade association has ceased to be a social bodv, or one
designed for the purpose of legislating, generally unsuccessfully,
within the industry itself. The idea of business now is to meet for
the purpose of co-ordinating thought and action and to work to-
gether as a body against outside competition instead of carrving on
that competition among themselves. It has been proven that group
endeavor, so-called, by benefiting an entire industry benefits all
those within that industry as individuals in direct proportion to
their importance and energy.
TONE ARMS
REPRODUCERS
We Have Them
IM-PMOMC
PRODUCTS CORP.
83 Greene St., New York.
Last-Minute News of the Trade
Eastern Division of Radio Manufacturers'
Association Holds First Seasonal Meeting
Decide to Hold Second Annual R. M. A. Trade Show at Hotel Stevens, Chicago, During Week
of June 11 — Extra Exhibition Space Will Be Available — Talk by Federal Radio Commissioner
The first seasonal meeting of the Eastern
Division of the Radio Manufacturers' Asso-
ciation was held November 7 at the Hotel
Astor, New York, with C. C. Colby, president
of the Association, in the chair. The at-
tendance was very satisfactory, and it is ex-
pected to continue these meetings monthly as
heretofore.
Herbert H. Frost, chairman of the R. M. A.
Show Committee, stated that the directors of
the Association had decided to hold the second
annual R. M. A. trade show at the Hotel Stevens,
Chicago, the week of June 11. In addition to
the exhibition hall of the hotel, which was
available last year, arrangements have been
made for the presentation of exhibits in the
main ballroom at the Stevens. These extra
facilities provide for 30,000 square feet of floor
space, which in all probability, however, will
not be sufficient for the requirements of the
manufacturers. Demonstration floors in the
hotel will be available as in 1927, and the Na-
tional Broadcasting Co. has volunteered to
broadcast the annual R. M. A. banquet which will
be held at the Stevens during the week of the
trade show. This event will probably be one
of the outstanding high spots in radio history
and will act as a sales stimulant the country
over. Mr. Frost also commented on the signal
success of the New York and Chicago radio
Mohawk Corp. Announces
Price Gut on A.G. Sets
Broadened Field for Retail Sales Brought
About by Marked Reduction in Prices of
A.C. Operated Radio Receiving Sets
The Mohawk Corp. of Illinois, Chicago, maker
of Mohawk radio receivers, has announced a
reduction in price on each of its A.C. operated
receivers. Heretofore Mohawk A. C. operated
sets listed at $110 additional to the price of
the battery operated receivers, and a reduction
of $38 in this figure has been announced. Thus
the complete line of Mohawk electrics sells for
$72 more than the Mohawk battery models and
the range in price of the A.C. electric receiv-
ers is $139.50 to $347, complete.
The executives of the Mohawk Corp. pointed
out that the new A.C. receivers this year have
occasioned much interest and discussion, but
that the interest of many purchasers has been
short-lived because of the great diflerence in
price between battery operated and A.C. sets,
resulting in the impression that an A.C. re-
ceiver was a luxury. Because of the fact that
Mohawk electric receivers are placed within
the grasp of many more thousands of prospec-
tive set owners, it is expected that the Mohawk
price reduction will result in an increased num-
ber of sales for its dealers and distributors.
Louis S. Sterling on the
Way Home From Japan
Louis S. Sterling, chairman of the board of
directors of the Columbia Phonograph Co., Inc.,
and managing director of the Columbia Grapho-
phone Co., Ltd., London, England, has sailed
from Japan November 2 and is scheduled to
arrive at San Francisco November 17. Mr.
Sterling made a hurried trip from New York
in connection with the recent purchase by the
shows held this Fall, stating that over 500,000
people had attended these two expositions.
Mr. Colby announced that B. P. Geddes had
been appointed executive vice-president of the
R. M. A., succeeding L. S. Baker, who will in the
future devote all of his time to the Broadcast-
ers' Association in the capacity of managing
director. Both Mr. Baker and Mr. Geddes were
present at the meeting and made brief addresses.
The chief speaker of the gathering was Com-
missioner Sam Pickard, who, after many years
of service in various branches of the Govern-
mental radio division, had been appointed re-
cently a member of the Federal Radio Com-
mission. Mr. Pickard gave the R. M. A. members
present at the meeting an intimate and invalu-
able resume of the radio industry in farming
communities throughout the Middle West. He
emphasized the value of radio to the farmer
from a utilitarian viewpoint, and in response to
various inquiries told the manufacturers how
they could best develop this important and
practically unlimited sales market. Commis-
sioner Pickard has, during the past few years,
visited practically every farming center in the
country in the interest of radio, and he was,
therefore, able to give the members of the
R.M.A. informative merchandising data that will
undoubtedly be used to advantage in the mar-
keting of radio products in farm communities.
Columbia interests of the Nipponophone Co.,
in Japan, and his reports to his associates in-
dicate that important plans for Columbia ex-
pansion in Japan were consummated during his
stay in that country. In all probability Mr.
Sterling will be in New York around the first
of December.
Thomas Devine Manager
Columbia Detroit Branch
W. C. Fuhri, vice-president and general sales
manager of the Columbia Phonograph Co., Inc.,
announced recently the appointment of Thomas
Devine as manager of the company's Detroit
branch. Mr. Devine has been identified with
Columbia activities for many years past, having
been associated with Columbia interests in Kan-
sas City and the Dominion of Canada, and he
brings to his new post a thorough knowledge
of phonograph and record merchandising.
A. E. Emrick Joins Edison
Phonograph Distributing Go.
Alfred E. Emrick, who traveled for the Den-
ver Drygoods Co., former Edison phonograph
jobber until 1924 and for the past two years
secretary and business manager of the Denver
Retail Grocers' Association, has become travel-
ing representative of the Edison Phonograph
Distributing Co., with headquarters in Denver.
Mr. Emrick's long experience and wide acquaint-
anceship throughout the Rocky Mountain dis-
trict, should prove of distinct value in his new
connection.
E. T. Jones, formerly manager of the radio
department of the Electrical Supply Co., New
Orleans, has joined the staflf of the Victor Talk-
ing Machine Co. as radio engineer. Mr. Jones
will work with the technical division in the
Louisiana territory.
Lewis F. Rodrigues Is
Freshman Export Manager
New Executive Is Possessed of a Long and
Varied Experience in Foreign Trade — Was
Formerly Connected With Bruno Radio Corp.
Lewis F. Rodrigues, well known in export
circles, has been appointed export manager of
Charles Freshman Co., Inc., according to a re-
cent announcement. Mr. Rfulrip-ues bring'; to
Lewis F. Rodrigjues
the Freshman organization a long and varied
experience in foreign trade. He was formerly
export manager for A. P. Villa & Bros., and
was connected with G. A. Amsinck & Co. for
many years. More recently he has been serv-
ing as secretary and treasurer of the Bruno
Radio Corp., Long Island City.
H. F. Hopkins Acoustical
Development Gorp. President
H. F. Hopkins, formerly sales and advertis-
ing manager of the Borkman Radio Corp., has
resigned his office with that company effective
as of November 1, to take up his duties as
president of the Acoustical Development Corp.,
manufacturer of radio and phonograph tone
chambers and other acoustical devices, with
offices located at 230 East Ohio street, Chicago,
111., and factory located at Racine, Wis.
New Temple Distributors
Two new distributors were recently appointed
by Temple, Inc., loud speaker manufacturer, of
Chicago. G. J. Seedman & Co., New York
City, became distributors of the Temple prod-
ucts on November 1 in the New York City
territory, and Farrar Brown & Co., of Port-
land, Me., will represent the Temple line in
upper New England. Al Hedeman, of Boston,
who was appointed New England representative
of Temple, Inc., during the New York Radio
World's Fair, is maintaining a close contact
with Temple distributors and dealers through-
out New England.
New Victor Return Privilege
The Victor Talking Machine Co. recently in-
formed the trade of a new return privilege on
Victor foreign-domestic records. The offer
relates to a 10 per cent return privilege on all
m^echanically recorded records in the foreign-
domestic listings. The offer is in addition to
the current 3 per cent return privilege on elec-
trical recordings. The first return will be au-
thorized on or about April 1, 1928, but credits
will apply on all purchases of this class records
beginning with October 1 of this year.
The Talking Machine World, Nezv York, November, 1927
35
Ethel Leginska, Famous
Pianist, on Columbia Hour
World-renowned Pianist, Who Has Also Won
Fame as Conductor of Symphony Orchestra,
Heard Over Network on November 2
The Columbia Phonograph Co. Hours, one of
which is broadcast every Wednesday night over
a network of some sixteen stations, continues
Ethel Leginska
to bring before the microphone a galaxy of
famous artists of the operatic concert and legit-
imate and vaudeville stages. On Wednesday,
November 2, one of the most famous pianists
of the concert field represented Columbia to
the listeners-in in the person of Ethel Leginska,
who, in addition to her pianistic success, has
the distinction of being the first and foremost
woman conductor of the larger symphony
orchestras.
During her appearance before the microphone
of station WOR Miss Leginska, who records
exclusively for Columbia, alternated piano solos
with orchestral conducting. On the same pro-
gram appeared Fraser Gange, British concert
baritone, who is also an exclusive Columbia
artist.
On November 9 the Columbia Hour was
given over to old favorite songs, thirty-two of
which were broadcast by twelve different vocal
and instrument novelty combinations.
The Columbia Phonograph Co. recently an-
nounced that the following well-known concert
artists will appear during Columbia Hours be-
tween now and March: Elsa Alsen, Sascha Ja-
cobsen, Felix Salmond, Toscha Seidel, Musical
Art Quartet and Sophie Braslau.
Stewart-Warner Corp.
Secures an RCA License
Negotiations were completed a few weeks ago
between the Stewart- Warner Speedometer
Corp., Chicago, and the Radio Corp. of America,
whereby the Stewart-Warner Co. secured a
license under the group patents of the Radio
Corp., General Electric, Westinghouse Electric
and American Telephone & Telegraph Com-
panies. The Stewart-Warner Speedometer
Corp. also entered into an arrangement with
Canadian Radio Patents, Ltd., a holding com-
pany, having control of certain Canadian radio
patents, whereby Stewart-Warner radio receiv-
ers are now licensed for sale in the Dominion
of Canada.
Addition to Grosley Plant
Is Found to Be Inadequate
Cincinnati, O., November 5. — Although a new
addition to the factories which practically
doubled the floor space is now in use, the Cros-
ley Radio Corp. is finding itself cramped for
space to produce sets fast enough to keep up
with the demand. Production is being in-
creased daily and 3,500 sets of one model alone,
the 601 bandbox, are being made each day, the
increasing popularity of this model making this
production necessary.
There are now 3,000 employes on the Crosley
payroll and more are steadily being added. A
belt conveyor system has been installed to make
possible maximum production in the space now
occupied. Although every department was en-
larged with the addition of space, it is believed
that further expansion will be necessary in the
near future.
Makes Address by Records
Secretary of Commerce Hoover from his
office in Washington in October delivered
the address of welcome at the opening of the
convention of the American Institute of Steel
Construction at Pinehurst, N. C., on October
25. The Cabinet officer's address was made in
record form by the Victor Talking Machine
Co. and delivered by means of an Orthophonic
Victrola.
New Deca-Disc Automatic
Phono. Model Announced
Automatic Record Changing Mechanism and
Electric Tone Control Are Features of Latest
Deca-Disc Phonograph Product
Waynesboro, Pa., November 4. — The Deca-Disc
Phonograph Co., of this city, has announced its
newest model, which is known as No. 20. This
is an attractive period cabineted floor model
and is equipped with the full automatic record
changing mechanism which is owned, controlled
and manufactured by the Deca-Disc Co. A dis-
tinguishing feature of the new model is that it
has electric amplification with tone control
which permits it to be toned down to a whisper
or as loud as the orchestra or band itself. The
entire production facilities of the plant will be
centered on the new model and attractive litera-
ture has been produced on the new instrument,
which is expected to be in heavy demand be-
cause of its unusual features.
ee
1
YOU can keep your radio working at its
best, constantly and easily with Arco
Power Equipment. No "o2" nights. No
excuses — every hour a perfect one. Clear
direct current, smooth and unfailing, assures
faultless radio reception.
Just plug an Arco Power Unit in any con-
venient wall socket and no matter how fre-
quently or how much you use your radio —
Arco is ready instantly with snappy live
power waiting to be released. You can keep
the vivid beauty of life-like reproduction of
voice or music without the sacrifice of dis-
tance or selectivity.
Arco Power Units are less expensive — this
is an important feature for you to seriously
consider. The field of sale is vastly enlarged.
More sales — more profits. Send for the
poster and special oSer now.
Tkis is the attractive Arco
"AB" Power Unit. It will fit
in ideally with any home in^
terior. The color is unobtrusive
shadow brown in crystcl finish
Arco Units are small.
Arco "AB" Power. No hum.
Just plug in and forget it.
Size 87/8x85ix93-i inches.
Weight 26 lbs. Four taps —
135-180V, 90V, 67V, and de-
tector variable 20 to lOOV.
Rates 21/2 amp. at 6V and 80
M. A. at 180V. Use on sets
up to ten tubes.
Price ?67.00
Arco "A" Power. No hum,
no glass tubes. Size ZVi^ZViX
Wa inches. Weight 17 lbs.
21/2 amp. at 6V. Good for
sets up to ten tubes.
Price $37.00
Arco "B" Power. No hum.
Size 8^8x334x934. inches.
Weight 17 lbs. 4 taps— 135
—180V, 90V, 67V, and de-
tector variable 20 to lOOV.
50 M. A. at 180V S32.50
60 M. A. at 180V $37.50
80 M. A. at 250V — on
application.
Arco Automatic "A" Unit
Complete with 60 amp. or 40
amp. battery, 2J4 amp. Hi-
Rate Charger and Automatic
Cut Out. All in handsome
metal case. Size 8J'8X87'8X
9% inches. Weight approxi-
mately 26 lbs.
Prices range from
$20.50 to $37.50
Arco Ki-Kate. Chagirs
Furnished with or without
metal case. With or without
automatic cut out in both
2V1 amp, and 5 amp. charg-
ing rates.
Prices range from
$11.50 to $19,50
Arco Electrical Corporation
FORT WAYNE, INDIANA CHICAGO. ILLINOIS
Arco Electrical Corporation
211 East Columhia Avenue
Fort Wayne, iTiduimi
Send me the poster with the Special Ofier.
Name
Address
36
The Talking Machine World, New York, November, 1927
has Stampeded
the Market
Janette Go. Launches
Intensive Sales Drive
model with filter for home radio use and a
converter without filter for electrical reproduc-
ing talking machines only.
Movie Slides Available
for Fada Retail Trade
Manufacturer of Rotary Converters for Use in
Connection With A. C. Receivers and Electric
Phonographs Starts Sales Campaign
The Janette Mfg. Co., Chicago, manufacturer
of Janette rotary converters, recently launched
an ambitious sales campaign in the interest of
its products which are used in connection with
the operation of A. C. radio receivers and elec-
New Harmony Artists
Andy Sannella and His All-Star Trio of in-
strumentalists are a new addition to the Har-
mony record list. The trio includes Andy
Sannella, saxophone; Frank Banta, pianist, and
Sam Hermann, xylophonist. The first releases
include: "Wherever You Are," "My Lady,"
"Diane" and "Yesterday." Irving Kaufman
sings the vocal chorus for each record.
The accompanying photo shows one of a
series of movie slides available to all Fada
Radio dealers at nominal cost. Thev are in
Janette Rotary Converter
trie reproducing phonographs. Several days ago
the firm announced a new radio converter
equipped with a filtering device which i?. shown
in the accompanying illustration.
The Janette converters have been used for a
considerable length of time in changing direct
current to alternating current for the operation
of medical instruments and electric talking ma-
chines. The new filter is said to make the
converters remarkably successful in changing
direct current to alternating current for A. C.
radio receivers and combination instruments.
The converters are not afTected by nearby elec-
trical apparatus, such as is used in elevators or
street cars. Three types of converters are
made by the Janette Mfg. Co., a heavy duty
machine for radio store demonstrations a
Premier Piano Claim Upheld
The Premier Grand Piano Corp. was upheld
by the Patent Department in its contention that
the Premier Radio Corp. had no right to use
the name "Premier" in designating its radio
products. The earlier user of the trade-mark
for pianos was held entitled to the same mark
for radio receiving sets, the latter constituting
a normal extension of the piano business.
Radio
%fz Fada Special
a.nd ^
17m.lia(kCbne^3eater
^Dealer's Name and Address
Announces Resignation
Paul Susselman, founder and formerly presi-
dent of the Ideal Phono Parts Co., of Pitts-
burgh, Pa., has announced that he has severed
his connections with that organization. At the
present moment Mr. Susselman has not an-
nounced his plans for the future.
One of the Attractive Fada Movie Slides
three and four colors and provide space for the
dealer's name and address. The slides may be
obtained through all Fada distributors.
In Public Favor
After their recent broadcast for the Columbia
Phonograph Hour, Ted Lewis and His Band
and Miss Lee Morse received more letters,
telegrams and telephone calls than any radio
artists wJio haye y4;t__a.ppear€4--oy.er -the ■ chain.
Van and Schenck Popular
Van and Schenck, exclusive Columbia record-
ing artists, have signed a radio contract of
thirteen weeks with the Standard Oil Co. of
New York, at $2,000 for fifteen minutes on the
air. For the week of October 24 these ever-
popular artists received $9,500 for three en-
gagements, radio, night club and at the Capitol
Theatre.
TJie Talkiiii/ Mailiine World, Nc7v Ycrk, November, 1927
37
Mellows
In addition to the A. C. line we also offer a D. C. line priced from
$125 up. These lower priced Kellogg sets are unquestionably the
greatest values of the season.
Kellogg cooperative merchandising plans have proved their
genuine selling value. A few Kellogg distributors are in a position
to accept limited commitments for pre-holiday business. Write us
for details and the name of your territorial distributor.
Kellogg Switchboard 6c Supply Company
Dept. 25-98, 1066 W. Adams Street Chicago, Illinois
Gulf Coast Music Go. Ties
Up With Gommunity Dance
Recently Established Music Store Wins Many
Victor and Piano Prospects Through Partici-
pation in Greater Gulfport Week
GuLFPORT, Miss., November 3 — The Gulf Coast
Music Co., Inc., although in existence for less
than six months, has done a volume of business
that would be welcomed by stores established
for years and located in large cities. One of
the* reasons for the success of the business is a
willingness at all times to co-operate with local
activities. An example of this spirit of co-op-
eration took place during the past month.
During the week of October 7 to 13, Greater
Gulfport week was held, and during this period
some form of entertainment took place every
day and night. The events were advertised
widely and thousands of people from all over
the coast attended. On one of the evenings
when a street dance was being held, the Gulf
this stunt the music house received an un-
told arriount of good will and obtained a great
number of prospects for Victrolas and pianos.
J. C. Richards, president of the Gulf Coast
Music Co., was formerly president of the
Richard-Hereford Jewelry Co., New Orleans,
and E. L. Staples, the treasurer, has had a wide
experience in the music field, having been con-
nected with Philip Werlein, Ltd., L. Grunewald
Co. and the Brunswick Co.'s branch located in
New Orleands.
DeForest Develops a New
System of Radio Reception
Long Research by Dr. George A. Somersalo
Resulted in Fundamentally New System of
Obtaining Radio Frequency Amplification
Baltimore Golumbia Dealers
in Go-operative Ad Drives
t
Twenty Dealeirs Co-operate With Columbia
Wholesalers in Inserting Four Full Page
Advertisments During One Week
How Live Dealer Supplied Dance Music
Coast Music Co. supplied an Electrola and also
provided an instrumental trio of violin, saxo-
phone and piano, that alternated with the regu-
lar band and the Electrola in entertaining a
crowd of approximately 3,000. As a result of
Baltimore, Md., November 5. — Columbia deal-
ers in this city and adjoining territory have
found that exploitation of the "Two Black
Crows" records has been most profitable, for
not only have the Moran and Mack records sold
well, but other Columbia merchandise has bene-
fitted from the publicity which the Columbia
name has received.
Under the direction of the Columbia Whole-
salers, Inc., distributor of Columbia products,
of this city, local dealers joined in co-operative
advertising and the first "Black Crows" record
was given full-page newspaper space in Balti-
more, Washington, Norfolk, Va., and Charlotte,
N. C. The second record was also advertised
by full-page space in the Baltimore Evening
News, Baltimore Evening Sun and in the Balti-
more Morning American twice. Twenty Balti-
more Columbia dealers co-operated in placing
this advertising in the local dailies and dealers
in other cities served by the Columbia Whole-
salers inserted similar full-page ads. The re-
sponse to this efifort proved conclusively the
sales value of co-operation.
A fundamentally new system of radio recep-
tion has been developed and perfected by the
DeForest Radio Co. of Jersey City, N. J., ac-
cording to a recent announcement which states
that this new system is the result of long re-
search by Dr. George A. Somersalo, well-known
Finnish physicist and former research engineer
of the DeForest Co.
"The Somersalo system," the announcement
reads, "is controlled by Arthur D. Lord, re-
ceiver in equity of the DeForest Radio Co.,
and provides a fundamentally new method of
obtaining radio frequency amplification without
infringing any existing patents. Selectivity is
obtained by the use of a special form of high
frequency tuning filter placed in the antenna
circuit ahead of the first tube. The rest of the
circuit is untuned, the only variable or adjust-
able apparatus or values being the rheostats,
if such method of controlling the filament sup-
ply be used. An extremely important feature
is that the need of neutralization is practically
eliminated. Many attempts have been made to
construct an efficient and selective filter sys-
tem, but a proper solution seemed impossible
until Somersalo made his discovery, using a
peculiar arrangement of coils in the filter sys-
tem by means of which the signal passes
through a series of tubeless filters without any
voltage reduction whatsoever, and is later am-
plified by tubes. There is no oscillation pres-
ent."
Ray Miller and His Brunswick Recording
Orchestra are being featured at the Hotel Gib-
son, Cincinnati, O. -
38
The Talking Machine World, New York, November, 1927
"Amplion is
pleasant to
listen to^^
Amplion Grand
AC 15— $145.00
Walnut cabinet with fine
piano finish and polychrome
decoration, 34 in. x 33 in. x
18 in. New Amplion bal-
anced armature unit with
straight bar Cobalt steel
magnets. Cobalt steel has
the highest magnetic flux
density of any metal. It is
used in all the most delicate
measuring instruments.
Every Dealer Should Use an
AMPLION GRAND
for Showroom Demonstrations
/"T^HIS magnificent model brings to radio reproduction new stand-
/ ards of quality and efficiency. New Amplion balanced armature
unit with straight bar Cobalt steel magnets, new double curve
cone assembled on a laminated sound-board and resonating chamber.
Impartial tests by a well-know^n set manufacturer who wanted the
best reproducer to demonstrate his sets, showed the Amplion Grand
reproduced without distortion ioo% of the frequencies delivered by
his set.
Production of the Amplion Grand is limited by the fact that each
model is personally tested and adjusted by Amplion 's chief Research
Engineer — each one is a laboratory model.
The Amplion Grand will be the feature of our December consumer
national advertising.
The Lion Cone and Colonial Cone are the two models featured in
current newspaper advertising.
Other Amplion models from $12,00 to $97,50
AMP
The Amplion Corporation of America
The Amplion Corporation
The Talking Machine World, New York, November, 1927
39
NOW
aMPUON
AMPLION'S latest addition to
"the line with least resistance"
Easy to
Demonstrate
Easy to
Sell
The New Amplion Revelaphone, the
Ughtest weight electric pick-up on the
market — and of the highest efficiency
/T^HIS remarkable new attachment is
/ the result of exhaustive scientific
study and laboratory tests. The
Amplion Revelaphone was not offered for
sale until it could conform in every re-
spect to the Amplion world standard of
quality in materials, design, workmanship
and tone.
Light Weight
The Amplion Revelaphone is the lightest
electric pick-up made — the same weight
as a phonograph sound-box. This means
that it does not slow up the speed of the
turntable and alter the pitch of the record.
Nor does it injure or wear out phonograph
records; both very important points.
The magnets in the reproducing unit are
made of Cobalt Steel. This steel has a
greater magnetic flux density — "magnetic
power" — than any other metal. It is
more expensive too — but as it is the best,
Amplion uses it. Cobalt steel is also used
in all the most delicate electrical measur-
ing instruments. Owing to its extremely
high efficiency, smaller magnets are used,
with the resultant light weight. This
light weight, together with the "short
type" connection between needle and
magnetic field eliminates the distortion so
commonly found in the ordinary electrical
pick-up.
Angle of Contact
The Amplion Revelaphone is so con-
structed that the needle is applied to the
phonograph record at exactly the right
angle for the best tone efficiency. There
is no possibility of using the attachment
incorrectly. Its point of contact must
necessarily be perfect.
Other Features
The Amplion Revelaphone has a volume
control to suit the requirements of the
listener. It is equipped with a twenty
foot cord which makes it possible to have
the phonograph and the radio in different
parts of the room. Handsome antique
bronze finish.
The announcement of the Revelaphone to the
trade brought instantaneous response* Write
today for full details about this quality pick'Up
531-535 West 37th Street, New York
of Canada Ltd., Toronto
OUAIITV
40
The Talking Machine World, New York, November, 1927
Eye Value Plus Quality Features
the Most Modern Radio Cabinets
C. T. McKelvy, General Sales Manager of the H. T. Roberts Co., Shows the Progress
Made in Radio Cabinets and the Eff ect of Artistic Finishes on Sales — Fine
Cabinets Developing Growing Interest in Radio Among Women
THERE is a difference between radio cab-
inets and radio furniture.
You, no doubt, will recall the early
days of the phonograph business when the
horn-type talking machine reigned supreme.
Contrast this with the phonograph of today, the
success of which can be largely attributed to
the fine cabinetry employed in its manufacture.
Have you ever had the experience of selling
on the retail sales floor? — How many times have
your prospects turned on the way back to the
demonstration room at such an exclamation
from the lady of the household — (The lady
Men capable of doing
precision work are rare.
For a quarter of a century
the National Lock Co.
has been handpicking its
army of metal workers.
The result is hardware of
accuracy, durability and
uniformity of finish. Get
a catalog of Rockford
Hardware- it will pay you.
Rational liock Co,,
flockfordJlL
U. S. A.
Cable Address: NATLOCK
Rockford
Hardware
Branch Sales Offices
Chicago, 111.
Cincinnati, O.
Detroit, Mich.
Evansville, Ind,
Grand Rapids. Mich
High Point, N. C,
Shebovgai^* Wis.
St. Louis, Mo.
Indianapolis, Ind.
Jamestown, N. Y.
Los Angeles, Cal.
Milwaukee, Wis.
Seattle, Wash.
walking over to a phonograph cabinet that has
for some reason attracted her attention.) "Isn't
this a beautiful cabinet? This is just like the
one Maude has, and it would fit in our living
room splendidly." Just to what extent eye
value has contributed to the success of the
phonograph would be hard to estimate.
When the radio industry first sprang into ex-
istence, you no doubt remember how we all
used to sit up until the wee hours of the morn-
ing with a pair of head phones clasped tightly
about our heads — leaning forward, almost buried
from the world in the confines of a horn type
speaker which we all thought was about the
finest thing in existence. If anybody opened a
door, or should happen to speak above a whis-
per, we were highly offended. We were "listen-
ing"— intently listening, trying to hear some
faint voice or dying strains of an instrument
from some distant point.
The next morning we discussed with each
other the following all-important subject;
"What did you get last night? I had KFI so
loud you could hear it all over the house." And
so the argument began, and, as a consequence,
the writer feels that radio made more mem-
bers of the Ananias Club than any other one
factor. Inevitably, when one of us visited the
other fellow's house to "listen in," he never
could get that far-distant station which he had
told us about.
We thought nothing of housing radio equip-
ment. There were wires coming in from the
ceiling, wires coming up from the basement,
fastened to the water pipes down below. There
were batteries all over the table. Most of us
had ash trays, the remains of cigarettes, and
what-not, strewn all about us. The radio set
was not in the living room or music room, but
in the attic, spare room, or, in a great many
instances, on the window sill. Have you ever
stopped to realize that the only reason the radio
set has taken its place beside the piano and
phonograph is because of the cabinetry sur-
rounding the set?
Looking Back in Radio
In those days only those who were techni-
cally inclined had radio sets. Every kid became
interested in this new thing which had come
into American life— RADIO. He studied dia-
grams and appropriated his weekly allowance
for the purpose of buying parts for the building
of a radio set. Radio was a mystery and its
operation required the services of an expert to
match the tubes, adjust the ground, arrange the
aerial, and properly tune in with anywhere from
three to ten dials. The husband was the radio
fan. The wife only scolded because his first
interest in life seemed to be that radio set.
As in the evolution of the phonograph, these
conditions in the radio industry have gradually
changed. First came the radio cabinet. The
cabinet did not contribute a great deal to the
eye value of the set, because the basic motive
behind the manufacture of the cabinet was sim-
ply to house the radio receiving apparatus —
batteries, etc. This was a great step forward
in the right direction, but please bear in mind
that even at this time the radio set was a
highly technical device and the big question of
the day remained the same — "What did you get
last night?"
All during this period of evolution in the
radio industry the radio set remained a highly
technical, electrical device and it was generally
conceded that electricians and men with highly
developed technical minds were the only logical
ones to merchandise radio to the ultimate con-
sumer.
Then came the almosl^ miraculous improve-
ments in the radio receiving set, ■ cioSely fol-
lowed by just as great, if not greater, develop-
ments of our national broadcasting. Through
national broadcasting finer artists and better
music became available to the American home
with a radio set and suddenly almost overnight
we found the music merchant awakening to the
potential sales possibilities of radio. The music
trades began to realize that the radio receiver
was in reality a musical instrument and should
be presented to the buying public by men
trained to sell the musical value of radio. Grad-
ually broadcasting stations have been erected
until at the present time in practically all of
the larger cities throughout the country we find
a broadcasting station bringing to the homes in
that community the finest music by the finest
artists in the world.. In the development of the
radio receiver we find all of the complications
taken away until to-day every member of the
family operates the radio receiver, which is
just as simple, if not easier, to operate as the
phonograph. The tables have turned, the wife
and the girls are just as interested in the radio
receiver as the husband and the boys.
Eye Value Plus Quality
The radio has come into the American home
and people expect the same quality of musical
reproduction from the radio as they have ex-
pected in the past from the piano or phono-
graph, and, as a consequence, the radio receiver
is destined to occupy the foremost position in
the living room or music room of the Ameri-
can home. It, therefore, stands to reason that
the cabinetry surrounding the radio receiver
should be of the same quality, workmanship
and artistic design as is the phonograph or
piano.
To-day we find the wife becoming more and
more interested in radio, which means that eye
value of the radio set, even though important
to-day, will be a greater determining factor in
the sale to-morrow. It is our experience that
at this time the lady is also taking a more
active part in the buying of radio than ever
before, and eye value, plus the quality of musi-
cal reproduction of the speaker used in the cab-
inet, are the outstanding factors of the sale
rather than the circuit of the set, the grid, the
condenser, the couplers, etc.
Accordingly, the H. T. Roberts Co. has en-
tered into an agreement with the manufacturers
interested in developing radio furniture for its
company to use the Radio Corp. 100-A type
speaker in its cabinets, thereby insuring an ex-
cellent quality of musical reproduction from the
radio receiver placed in the cabinet in the con-
sumer's home.
The radio furniture business is a big, fine
business. There is no service in the sale of
radio furniture, and we confidently believe the
music trades will immediately recognize the
potential sales possibilities of this splendid line.
Just remember! When you sell a radio set
you create a sale for a piece of radio furniture.
The sale of the right kind of radio furniture
opens up a great field to the music and radio
merchants, not only for sets to be sold this
year or ne.xt year, but think of the sets pur-
chased prior to this time which are to-day sit-
ting on tables or placed in just plain box cab-
inets. The writer knows of a retail salesman in
a large mid-Western city who opened the eyes
of his employer by a house-to-house canvass
with four beautiful photographs of fine radio'
furniture for the home.
Columbia Dealer Co-operates
Erie, Pa., November 4. — The Erie Camera &
Phonograph Co., Columbia dealer, is co-oper-
ating with a local newspaper and winning
much publicity and good will by furnishing the
music at a cooking school through the medium
of the Columbia Viva-tonal and Columbia
records.
Canvassing for radio business is proviiig pro-
ductive of sales for many dealers
The Talking Machine World, Nczv York, November, 1927
41
The swing to Balkite
is no accident
Balkite "A" Qontams no battery.
The same as Balkite "AB," but for
the "A" circuit only. Not a battery
and charger but a perfected light
socket "A" power supply. One of
the most remarkable developments in
the entire radio field. Price ^35.00.
Balkite "B" One of the longest
lived devices in radio. The accepted
tried and proved light socket "B"
power supply. The first Balkite "B,"
after 5 years, is still rendering satis-
factory service. Over 300,000 in use.
Three models: "B"-W, 67-90 volts,
^22.50; "B"-i35,* 135 volts, ^35.00.
"B"-i8o, 180-volts, ^42.50. Balkite
now costs no more than the ordinary
"B" eliminator.
Balkite Chargers Standard for
"A" batteries. Noiseless. Can be used
during reception. Prices drastically
reduced. Model "J."* "^ates 2.5 and
.5 amperes, for both rapid and tric-
kle charging, ^17.50. Model "N"*
Trickle Charger, rate .5 and .8 am-
peres, ^9.50. Model "K" Trickle
Charger, ^7.50.
"Special models for 25-40 cycles
at slightly higher prices. Prices are
higher West of the Rockies and in
Qanada
That there is an enormous swing to
Balkite in the Radio Power Field
is now obvious. Balkite sales are
greater. The number of Balkite
dealers is greater. The number of
jobbers who want Balkite is greater.
This swing is not an accident.
In fact, when in the settling-down
stage of any industry the trade be-
gins showing a decided preference
for one manufacturer it is never an
accident. What has happened is that
time and experience have made clear
to both jobber and dealer which
lines are profitable and which not.
Why the swing should be so
decisive at this particular moment
in the case of Balkite is quite clear.
First: year after year Balkite has
been the pioneer in its field. This
year as usual the Balkite line is the
most advanced line of Radio Power
Units on the market. Outclaimed
all summer by a score of lines, the
season's best
sellers are again
Balkite.
Second: time
shows more and
more the cor-
rectness and re-
liability of the
Balkite electro-
lytic principle.
Electrolytic rec-
tification is not
only more pop-
ular than ever
LICENSED UNDER ANDREWS-HAMMOND PATENT
Balkite "AB" G
A complete unit, replacing both "A" and "B" batteries
and supplying radio current directly from the light
socket. Contains no battery in any form. Operates only
while the set is in use. Two models: "AB" 6-135,* 135
volts "B" current, ^64. 50 ; "AB" 6- 180, 180 volts, ^74. 50.
Special model for Radiola 28, ^63.50
with the trade but its advantages are
so great that other large manufac-
turers are using it under license. Bal-
kite has now three licensees in the
radio field: Vesta, USL and Gould.
Third: Balkite's reputation has
been built by performance at the
hands of its owners. Once sold Bal-
kite radio power units stay sold. We
believe that the Balkite service rec-
ord is unequalled in the radio field.
Fourth: Balkite is the third
largest advertiser in radio. Impor-
tant enough in itself, Balkite's
consistent advertising is only part
of a larger policy that believes that
a sale is never complete until the
merchandise has left the hands of
both jobber and dealer and is in
the hands of the consumer. Bal-
kite has always given, and will
continue to give every help it
knows how to enable the trade to
sell its goods to the public.
The swmg to
Balkite is only
an indication
that Balkite pol-
icies are bearing
fruit in profit to
the trade. The
line is complete.
With it you
need no other.
Concentrate
on Balkite and
you will make
money.
■ontains no
battery.
FANSTEEL PRODUCTS COMPANY, INC., NORTH CHICAGO, ILLINOIS
Balkite
HffdioPowerUnits
42
The Talking Machine World, New York, November, 1927
General James G. Harbord Outlines RCA
Activities at Meeting of Distributors
President of the Radio Corp. of America Delivered Interesting Talk Before Metropolitan
Distributors at a Luncheon in the Bankers Club — Other Executives Present
The Radiola and Radiotron distributors in
che metropolitan zone were recently enter-
tained by General James G. Harbord, presi-
General James G. Harbord
dent of the Radio Corp. of America, at luncheon
at the Bankers Club in New York City.
An informal talk was given by Gen. Har-
bord, in which he outlined in detail the wide
scope of the Radio Corp.'s activities through-
out the world, and pointed out that the strong
national and international organization of the
RCA places it in a position to be of real help
and service to distributors, dealers and the
general public in all phases of radio merchan-
dising. Gen. Harbord stated that the RCA line
of receiving sets would be extended and im-
proved from time to time with the object of
always making the best in radio available at
all times. Touching upon the patent situation,
Gen. Harbord said that the RCA licensing pol-
icy would be continued and broadened with a
view to aiding in the stabilization of the radio
industry.
J. L. Ray, the new general sales manager of
the Radio Corp., was introduced to the gather-
ing, and E. F. Bucher, former general sales
manager and recently elected assistant vice-
president, stated that his new responsibilities
would not entirely divorce him from the sales
department of RCA.
Among other RCA executives present were:
David Sarnoff, vice-president and general man-
ager; Quinton Adams and Meade Brunet,
assistant general sales managers; W. A. Graham,
I. E. Lambert, Van Ness Philip, M. S. Tinsley,
E. A. Nicholas, L. R. Galvin and J. Haber.
The following Radiola and Radiotron distrib-
utors were present: Irving Sarnoff and G. B.
Anthony, Stanley & Patterson; H. H. Lippe,
Essex Distributing Corp.; R. M. Keator, Mc-
Philben Keator, Inc.; A. S. Simons, Universal
Radio Co.; D. W. May, D. W. May, Inc.; G. J.
Seedman, G. J. Seedman Automotive ^ faHio
Co.; H. Futterman, Superior Lamp & Automo-
tive Equipment Co.; J. N. Blackman, Blackman
Distributing Co., Inc.; R. G. Pruden, W. E.
Pruden Co., Inc.; O. W. Ray, Silas E. Pearsall
Co.; H. C. Callahan, General Elec. Sup. Corp.;
Max H. Krich, Radio Distributing Corp.; W. H.
Alfring, Aeolian Co.; A. D. Baldwin, Alpha
Electric Co.; B. Marz and L. R. Henry, Man-
hattan Elec. Sup. Co.; F. I. Robinson and G.
Ollendorf, National Light & Elec. Co.; J. G.
Johannesen, W. A. Kennedy and V. M. Jensen,
General Elec. Sup. Corp.; E. B. Ingraham,
Times Appliance Co.; R. Randall and J. Stant-
ley. Continental Radio; M. W. Craddick, Mc-
Kenzie Radio Corp.; R. M. Kempton and W.
G. F. Steele, Aeolian Co.; N. Gertler, County
Elec. Sup.; A. D. Geisler, Standard Home Util-
ities; G. A. C. Halff, Southern Equipment Co.,
and F. S. Price, Pettingell Andrews.
Rome, N. Y., Holds Its
First Radio Exposition
Eleven Display Booths With Wide Variety of
Receivers, Speakers and Accessories Attract
Large Crowds at Radio Show
Rome, N. Y., November 5. — The first radio show
ever held in this city took place the latter part
of last month, and was most successful. The
exhibition was sponsored by the R. F. A. Radio
Club and large crowds visited the eleven booths
which were set up in the gymnasium of the
Rome Free Academy.
The exhibitors were: Rome Tire & Battery
Service, showing tubes, power units and other
accessories; Northern New York Utilities,
showing Philco "A" and "B" units; Spear's
Music House, showing Atwater Kent, Radiola
and Crosley receivers; Louis Gazitano, showing
the Hyatt portable, the Metrodyne, All-Ameri-
can and Tilman sets; F. K. Amann, showing
Bosch and Kellogg receivers; Ferguson Electric
Co., featuring the Willard "A-B" radio power
unit; Schuderer & Castle, showing Radiola,
Sonora, Kolster and Freed-Eisemann receivers;
Plunkett's Tire Shop, showing Mohawk one-
dial receivers; Kimball's, exhibiting batteries,
tubes, and power units; Gurley Bros., featuring
Atwater Kent sets in Pooley cabinets, and Sears
Auto Supply Co., featuring the Federal Ortho-
sonic line.
Stromberg-Carlson Receivers
Shown at Connecticut Fair
New Electric Model Radio Receivers Seen in
McCoy's, Inc., Exhibit at Hartford Fair-
Display Attracts Attention of Visitors
Hartford, Conn., November 5. — The Stromberg-
Carlson new electric radio receivers attracted
considerable attention from the thousands who
Stromberg-Carlson Exhibit of McCoy's, Inc.
attended the annual Connecticut Fair held here
last month. The line of receivers was attrac-
tively shown at the display booth of McCoy's,
Inc., and members of the sales staff were on
hand to answer inquiries and give information
regarding the qualities of the new model re-
ceivers. The accompanying photograph gives
an idea of the attractive manner in which the
Stromberg-Carlson products were shown.
Damrosch Heads Prize Jury
Walter Damrosch, world famous musician,
has accepted the chairmanship of the American
jury which will select the winner of the con-
test being conducted in conjunction with the
observance of the Schubert Centennial. The'
Schubert Centennial, together with the prize
competition for two movements to be written
as a tribute to the composer and in the manner
in which he composed, is being sponsored by
the Columbia Phonograph Co. This project has
aroused international interest among both the
public and the trade.
A BeautlSul Cone— Rich in Tone Quality—
the New Improved
SDNochorOE
Junior Model
SENIOR ^
IT'S READY ! The Senior Model of the nationally
famous SONOCHORDE Cone— with all the qual-
ity— plus the beautiful silk front and protected back.
SONOCHORDE is ONE radio speaker that the
Talking Machine Dealer can afford to sell.
tjust try Sonochorde! If you do not find p
it equals or excels the most expensive
^ speakers, we'll refund your money, «^
$15
BOUDETTE MFG. CO.
Chelsea, Mass.
Address Dept. "E"
The Talking Machine World, Nezv York, November, 1927
Interesting Events of
the Trade in Pictures
Left : Th e atliucti i c
Stiomberg ■ Carlson
exhibit arranged
by W estern Radio.
Inc., at the Los
Angeles Radio
Show, held re-
cently. The dis-
play was sitnated
in the center of the
exhibition hall and
attracted thousands
of visitors icho dis-
played great ititer-
est in the many dif-
ferent models of
Stromberg - Carl-
son products on
exhibit. Dealers
throughout the ter-
ritory felt the good
effects of the radio
show in sales.
Two illustrations t o
Right: Graham Amp-
lion, Ltd., London, Eng-
land, maintained attrac-
tive exhibit at British
Radio Show, Olympia
Hotel, London. Amplion
House was kept open to
welcome trade and show
Amplion speakers.
Below: Walter W. Clark,
head of the artists' de-
partment of Victor Talk-
ing Machine Co., instructs
Secretary of Commerce
Herbert Hoover as he
prepares to record ad-
dress to American Insti-
tute of Steel Construction.
Above: J. E. Henderson, the well-known
record sales manager of the Brunsieick-Balke-
Collcnder Co., Chicago, III., under whose direc-
tion Brunswick record sales have been steadily
mounting, with the outlook growing brighter.
Below: Ernie Golden, nationally knoivn con-
ductor of the Hotel McAlpin Orchestra,
listened to the Tunney-Dempsey fight on a
Shamrock radio receiver. He tvas too busy to
visit Chicago, so chose this method of
attending the championship contest.
Above: Earle C. Anthony, who ivas elected
president of the National Association of Broad-
casters at the annual meeting held recently.
Left: The highly successful
dealer convention staged by the
F. D. Pitts Co.. distributor of
Kellogg radio products, con-
cluded with a banquet at the
Copley-Plaza Hotel, Boston.
Mass. The gathering teas said
by dealers to be one of the
most progressive which they had
ever attended and the addresses
by the officials of the Kellogg
Switchboard & Supply Co. and
of the Pitts organization were
timely and of value. The sales
and advertising plajis outlined
imbued dealers with a feeling
of high optimism regarding the
season of 1927-28.
The Talking Machine World, New York, November, 1927
Make your plans
today. For this
is profit time.
Arrange your
display of
Allen Portables--
the most won-
derful, complete
line evercreated.
Act now! Call
the alert '4ive-
wire" Allen Dis-
tributor near you !
The Talking Machine World, Ne-iv York, Noveiiiher, 1927
HjQLLDAY
'E ARE ON THE EVE of the golden season
of opportunity for those who sell musical
instruments, and Dealers everywhere are
tuned up for the profit harvest.
Make the most of your opportunity this year by
selling ALLEN PORTABLES the one complete
line built to your measure.
The time is just right to display these wonderful
new portables. By an attractive showing in your
windows and store you are bound to gain a world
of new business and marvelous holiday profits.
Our Distributor, nearest you, will be glad to assist.
Happy to help you by supplying window displays,
posters, illustrated catalogs, stock, etc. Get in
touch with him today. Or if you prefer, wire or
write us for attractive catalog, and we will have
our nearest Distributor call upon you.
V
LLEW
^PORTABLESl^
Allen Hough Manufacturing Co«
MILWAUKEE, WISCONSIN
FACTORIES — RACINE and NEW YORK
The Talking Machine World, Nezu York, November, 1927
with the NEW YORK market!
In the crucible of the world's most com-
petitive market — New York — where many
manufacturers' hopes are shattered, the new
FREED
EISEMANN
Electrics ^7 and Go
(Using the New AC Tubes— 226 and 227)
— have swung into unquestioned leadership and unparalleled demand,
establishing a new low-price standard for highest quality electric radio —
compartment shielded.
These new models have jumped into a sensational success. 1229 sets were
bought by dealers the first day following the announcement of these new
models. Since then the huge modern plant a block long and 6 stories high,
has been working day and night to try to cope with the enormous demand.
WRITE OR WIRE YOUR DISTRIBUTOR TODAY!
Licensed under Latour, Hizeltine-Neutrodyne and Radio Corp. of America Patents
FREED-EISEMANN RADIO CORPORATION, Junius Street & Liberty Avenue, BROOKLYN, N. Y.
The Talking Machine World, New York, November, 1927
43
$250,000 Group Insurance for A. H. Grebe Go. Is Now
Newcombe-Hawley Forces a Hazeltine Licensee
Burns-Philp Go. Now Fada
South Sea Islands Jobber
Group life insurance totaling more than $250,-
000, partly supplemented by liberal health and
accident benefits, has been provided for the
employes of Newcombe-Hawley, Inc., a promi-
nent manufacturer of radio and phonograph re-
producers, St. Charles, 111. The contract is un-
der the administration of the Metropolitan Life
Insurance Co. and provides for life or total dis-
ability insurance of not less than $2,000 for each
employe. In the case of factory employes it also
provides health and non-occupational accident
insurance of $10 per week for a maximum of
thirteen consecutive weeks.
An agreement terminating all outstanding
patent litigation has been reached by the A. H.
Grebe Co., of Richmond, N. Y., and the Hazel-
tine Corp., Jersey City, N. J., according to a
joint announcement by officials of both com-
panies. The agreement includes the granting
of a complete license to the Grebe Co. under
all the radio receiving patents owned by the
Hazeltine Corp. and its subsidiary corporation,
the Latour Corp.
The Burns-Philp Co., of San Francisco, has
been appointed exclusive Fada Radio distribu-
tor for the South Sea Islands and the Western
Pacific Islands, R. C. Ackerman, export mana-
ger of F. A. D. Andrea, Inc., announced upon
his return from a trip which carried him half
way around the world. The Burns-Philp Co.
maintains offices in the Islands and operates
steamship lines between Sydney, Australia, and
various Island ports, also acting extensively as
traders.
Seek Golumbia Station ^ Forbes Makes Address
The Auditorium Orthophonic Victrola was
one of the features of the annual fair held at
Little Rock, Ark., last month. G. C. Moses, sales
manager of Pfeifer's, Victor dealer, arranged
for the showing of the instrument, which at-
tracted considerable attention.
The Columbia Radio Trades Association re-
cently started a movement to have one of the
Denver broadcasting stations included in the
Columbia Broadcasting System. The high qual-
ity of the programs is the factor responsible
for this movement by the dealers.
Roy A. Forbes, manager of sales and mer-
chandising for the Victor Talking Machine Co.,
was one of the principal speakers at the recent
luncheon to 1,200 welfare workers which opened
the Philadelphia Welfare Federation's annual
drive for funds to carry on the work.
Red Lion Cabinet
Suilt (Lxclusivzly for
(j Atwater Kent Radio
MODEL 9000
Cabinet, including
approved built-in
speaker with Atwater
Kent unit. Retails at $90
With Atwater Kent Model 30
Set $149
With Atwater Kent Model 33
Set $159
to trade and public through the three most powerful chan-
nels of publicity — the trade publication, the national mag-
azine and the great daily newspaper —
Red Lion Cabinets are quick and easy sellers. Their sales,
practically every month, have far exceeded the somewhat
optimistic quota which we set for them.
Retail Prices slightly higher west of Rocky Mountains
By the makers of the Famous Red Lion Furniture
RED LION CABINET COMPANY, Red Lion, Pa.
MODEL 4750
Cabinet. Retails at
$47. .-)0
With Atwater Kent Mod-
el E Speaker and At-
water Kent Set No. 30,
$130.50
With Atwater Kent Set No. 33 .
.$140.50
44
The Talking Machine World, New York, November, 1927
wave
Kolster 6-H - - - ^295.00
With Power Cone Reproducer:
Tubes and "A" Supply extra
Kolster 6-F - - - ^160.00
For Electric Operation
Kolster 6-D - - - ^89.50
For Battery Operation
RADIO /or ELECTRIC
and BATTERY OPERATION
I
TJie Talking Machine W orld, New York, November, 1927
45
prosperity/
The radi
le radio market is headed for the second great wave of prosperity,
which is a idling wave. A selling wave based on the retailer
showing more interest in the consumer's preferences and desires.
The public is more interested in radio today than ever it was,
but intelligent selling and intelligent service are required. The
public is learning value per dollar spent and discovering it in Kolster.
The retailer who will go to twenty homes and ask whether the
family is interested in improved radio reception, will pave the way
to a demonstration of Kolster, and will learn the meaning of the
second wave of radio prosperity in his locality.
Try it ! The fact that you are looked on as the local expert on
radio is worth money to you.
* * * *
If you wish to join the regiment of Kolster dealers who are re-
porting bigger and bigger sales sign the coupon below. This may
give you the right to display the Authorized Kolster Dealer Sign.
46
The Talking Machine World, New York, November, 1927
Ernest Ingold Re-elected President of
the Pacific Radio Trades Association
Officers and Directors of Progressive West Coast Trade Organization Are Trade Leaders —
Reports of the Various Committees Show Scope of Work Under Way
At the annual meeting of the Pacific Radio
Trade Association, held in San Francisco,
Ernest Ingold was re-elected president, J. W.
Laughlin was re-elected vice-president, and W.
gold, Inc.; W. G. Kaemper, manager Listen-
waiter & Gough; G. Harold Porter, Pacific
Coast manager Radio Corp. of America; Eric
M. Unmack, president Westwood Electric Co.;
Shirley Walker, assistant to the president, Sher-
man, Clay & Co., and J. W. Laughlin, director
KPO.
The report of the secretary-treasurer, includ-
ing the presentation of the auditor's report,
showed cash on hand of approximately $22,-
000, a very remarkable condition for a trade
association to be in. The list of those eligible
to vote at the annual meeting showed but two
members delinquent in dues, and the auditor's
report showed no unclosed items in the secre-
tary's office.
MICA
DIAPHRAGMS
Immediate delivery — all tixet
Send for free samples and prices
All Mica Products
INTERNATIONAL MICA CO.
Baring tit PHILADELPHIA, PA. FiuiiT. Phiii.
During the meeting C. B. Clendennin, chair-
man of the Radio Show committee, made a re-
port. Arthur Halloran made a report for the
nominating committee, and the year's activities,
including the association's work on the Radio
Exposition, interference elimination, Summer
broadcasting, and other activities, was covered
by President Ernest Ingold in a comprehensive
report.
Two New Sonatron Tubes
Now Being Marketed
Latest Products of Chicago Manufacturer Are
Designed to Operate Direct From an Alter-
nating Current Socket
Ernest Ingold
J. Aschenbrenner was re-elected secretary-treas-
urer for the ensuing year.
The board of directors elected reads like a
list of Who's Who in Coast radio. They are
George Campe, president George Campe Co.;
C. B. Clendennin, manager National Carbon
Co.; Don Gilman, manager National Broadcast-
ing Co.; Ernest Ingold, president Ernest In-
The Sonatron Tube Co., Chicago, recently
announced two new alternating current tubes,
No. X-226 A.C. and Y-227 A.C., designed to
operate direct from an alternating current
socket and dispensing with Fectifier and filter.
The X-226 A.C. for use in radio frequency and
audio frequency amplifier circuits takes a cur-
rent drain of 1.05 amperes at 1.5 volts, and
operates with a plate voltage of 90 to 135, to
a maximum of 180 volts under full power. The-
standard four-prong UX base is used.
. Y-227 A.C. is designed for use as detector in
a receiver using X-226 A.C. tubes as amplifiers.
A beautiful, new Radio
Cabinet Catalog ready
for you.
It illustrates and de-
scribes the most com-
plete line in the United
States.
We have design, con-
struction, finish and
price.
Radio Cabinets for all
popular receiving sets.
Write today.
No. 7661
(Open)
H-54, W-31, D-I914
Antique Walnut
Panel 8i4x25
With Newcombe-Hawley Horn
THE UDELL WORKS
Established 1873
Indianapolis, Ind»
though the Y-227 itself may be used as an
amplifier tube, particularly in the first audio-
stage. It is a heat-principle — self-stabiliz-
ing to eliminate the hum which sometimes oc-
curs when A.C. tubes are used as detectors.
Current drain in this type is higher than the
X-226, 1.75 am-
peres at 2.5 volts
being required for
perfect perform-
a n c e. A fi v e-
prong socket base
is used.
Operation o f
these tubes under
laboratory test
conditions are
said to have
proved them to
be remarkably ef-
ficient, free from
New Sonatron Tubes a.C. hum, and in
general affording sharp, clear-toned reception.
With the demand for light-socket operating
sets it is expected that the two new A.C. tubes
will meet with a ready sale.
"Two Black Grows" in
Booth at Radio Show
Cleveland, O., November 7. — Because of the
fact that there is no regular radio show sched-
uled for this year the Wm. Taylor & Sons Co.
recently devoted its entire arcade to a showing
of its radio products. Much interest and many
sales resulted not only in radio but in other
products. A special booth at the show was
devoted to "Two Black Crows." Pumpkin
Jack-o-lanterns surrounded by corn stalks were
at each corner, and at one end stood a tree in
which "two black crows" reposed. A number
of Columbia records hung from the branches,
and a yellow light played on the exhibit.
An Interesting Treatise
The technical service bureau of the Ray-
theon Mfg. Co., Cambridge, Mass., has issued a
very interesting treatise upon the subject of
"The Evolution of the B Eliminator." The
author is D. E. Replogle, of the Raytheon Re-
search Laboratories, and the growth and de-
velopment of the B eliminator is interestingly
traced from its inception up to the present date.
The technical service bureau of the Raytheon
Mfg. Co. has also issued articles on the Raytheon
"H," a high-voltage gaseous rectifier, and Ray-
theon "R," an improved voltage regulator tube.
A new music store has been opened at 19
South Clinton street, Middletown, O., by Clem
Imfeld. A full line of talking machines, records
and other musical instruments is carried.
The Talking Machine World, New York, November, 1927
47
CASWELL'S
GYPSY
NOT ONLY THE FINEST IN TONE
BUT NOW THE MOST BEAUTIFUL
FURNISHED IN FIVE ATTRACTIVE
HARMONIOUS COLORS
^p^EVER before has there been as wonderful a portable
as the new Caswell Gypsy. In tone, in volume and
faithful reproduction, it is a delight to those who ap-
preciate music. Into the Gypsy is built the Caswell standard
of better quality.
And, as a final touch to make it even finer, the Gypsy
is now furnished in five attractive, harmonious colors, to
match the decorations of the home.
In the Gypsy, Caswell offers to the trade the greatest
opportunity in the phonograph field.
Retails at $25.00
CaswelVs
Complete Range
The Aristocrat $35.00 Retail
The GianTone $30.00 Retail
The Gypsy $25.00 Retail
The Melody $15.00 Retail
Prices slightly higher in
Far West and South
ELL
Tortahle "Phonographs of t>istindion
Milwaukee , U.SA.
A
Complete List
of
Distributors
JAMES K. POLK, INC.
217 Whitehall St., S.W., Atlanta, Ga.
CONSOLIDATED TALKING MA-
CHINE COMPANY
227 W. Washington St., Chicago, 111.
JUNIUS HART PIANO HOUSE, LTD.
123 Carondelet St., New Orleans, La.
CONSOLIDATED TALKING MA-
CHINE COMPANY
2957 Gratiot Ave., Detroit, Mich.
CONSOLIDATED TALKING MA-
CHINE COMPANY
1424 Washington Ave. So-.,
Minneapolis, Minn.
THE ARTOPHONE CORPORATION
1624 Pine St., St. Louis, Mo.
IROQUOIS SALES CORPORATION
210 Franklin St., Buffalo, N. Y.
OKEH PHONOGRAPH CORP.,
(New York Distributing Division)
15 W. 18th St., New York City
STERLING ROLL AND RECORD
COMPANY
137 W. 4th St., Cincinnati, Ohio
OHIO SALES & SUPPLY CO.
1231 Superior Ave., Cleveland, Ohio
L. D. HEATER
4591/^ Washington St., Portland, Ore.
JAMES K. POLK, INC.
1315 Young St., Dallas, Texas
JAMES K. POLK, INC.
811 West Broad St., Richmond, Va.
THE ARTOPHONE CORPORATION
McCall Building
Memphis, Tennessee
OKEH PHONOGRAPH
CORPORATION
809 So. Los Angeles St.
Los Angeles, Cal.
OKEH PHONOGRAPH
CORPORATION
339 Bryant St.
San Francisco, Cal.
THE Q. R. S. MUSIC CO.
1017 Sansom St.
Philadelphia, Pa.
Need for a Broader Effort
in Radio Retailing
Big Field for Additional Business Among the Owners of Old
Sets and Those Who Have Never Purchased a Radio Receiver
By Carl H. Butman
EVERY American home should be equipped
to receive broadcast instruction, news,
entertainment and announcements of im-
port. Only 25. per cent of us are equipped to
listen in to-day, and millions of us live almost
under the shadows of broadcast antennas. It is
likened to living next door to a public library
and never entering or not subscribing to any
local newspaper.
What is now necessary is to sell the idea of
securing a receiving set, as good a one as pos-
sible, to every citizen and persuading those who
are not listening in to do so. The manufac-
turers and dealers have been endeavoring to do
this for some time, but they need the coopera-
tion of the other elements of a real radio coun-
try— the broadcasters, the press, and, of course,
the public at large.
Need for Co-operation
Many broadcasting stations have been trying
to increase the size of their audiences by increas-
ing their transmitting power and their range;
but it is now shown that this is unnecessary if
they will aid the local radio dealers and shops
in selling sets in their district. There are thou-
sands of potential fans within fifty miles of
every broadcasting station without radio recep-
tion facilities.
This is a new idea for the extension of radio
broadcast reception advanced by the Federal
Radio Commission. While it is one that will
at once have the hearty approval of every
branch of the industry, to reach fulfilment it
must receive the support and co-operation of
the broadcasters, the manufacturers and deal-
ers, as well as the listeners and potential listen-
ers. Collectively these interests can put the
scheme over and make the United States the
first nation to have universal radio equipment,
and reception. This country leads to-day in
radio development, broadcasting and reception,
but much remains to be accomplished before we
all are listening in. An exclusive statement of
the Commission's attitude just received by the
writer follows in part:
The Federal Radio Commission believes it
has improved radio reception conditions for the
six million families owning radio sets. It be-
lieves it is performing the task assigned it by
Congress, and getting it done 'conscientiously,
fairly, and with all the possible dispatch that
energy and long hours can accomplish.
But it has the following suggestion to offer
the industry, that is, the broadcasters and deal-
ers. As against the six million families with
radio sets which the Commission can benefit,
there are sixteen million homes in America to-
day without radio sets. What about them?
Who will bring the blessings of good radio to
them?
Radio in Every Home
There, as they see it, is the far bigger job
that faces the radio manufacturers, jobbers and
dealers of the country; the job of putting ade-
quate radio service into every one of America's
22,000,000 homes. For what will it avail the
American public to have good broadcast pro-
grams and clear, undisturbed reception if only
a small fraction of our citizens actually have
radio sets in their homes, as at present is the
case ?
So far only a start has been made on this
huge task of equipping the great American
family with radio. To date there are fitted up
only 6,000,000 homes with radios, out of the
22,000,000 on the Continent, a saturation of
barely 25 per cent. Only 6,000,000 radio sets
are in use, yet we have 18,000,000 automobiles,
15,000,000 electrically wired homes and 8,000,000
phonographs.
Our industry and distributors are now sell-
ing radio sets at the rate of only 1,750,000 a
year, a good part of that number as replace-
ments, so that the net gain is actually only a
million or less sets a year.
Important Problems
Two problems confront the industry: To
equip all with some sort of receiver and those
who have poor sets with the better ones. We
should equip the public with better radio sets,
encouraging them to make really adequate in-
vestments in this, the world's most marvelous
merchandise. In a home where furniture, rugs,
pictures and draperies are items running into
three and four figures, is there any justification
for economizing on a radio set and buying a
cheap, inadequate one?
If the average radio listener wants to take
full advantage of the total value of broadcasting
and wonderful programs which are now nightly
pervading his vicinity, he should in his own in-
terest invest in the best radio set he can aflord.
For the radio impulses, as thej' come in over
the air, are to-day of splendid tone value, and
far better than the reproduction limits of the
average receiving set.
Our broadcasting stations, especially the lead-
ing ones, are transmitting music of irreproach-
able tonal excellence. It is only when such
music is filtered through a cheap or poorly de-
signed receiver that its sound offends. Yet
nearby a good receiver may be taking the very
same ether impulses and converting them into
gorgeous harmonies.
Davega Stores Feature
Freed-Eisemann Radio
The complete new line of Freed-Eisemann
receivers and accessories is being featured by
the Davega Stores in New York City in a force-
ful sales and advertising campaign. The Freed-
Eisemann electric receivers, which are reported
to be enjoying a heavy demand, are given
prominence. A. Davega, president of the Da-
vega stores, and Henry Benjamin, vice-presi-
dent, state that the success of the campaign is
assured.
New Steinite Radio Go.
Plant Triples Facilities
A new factory containing thirteen thousand
square feet of floor space has been erected by
the Steinite Radio Co. of Atchison, Kan. This
plant triples the production facilities of the
original factory, and with the new factory it
is expected that the firm will be enabled to
fill all of its orders with greater speed. The
new Steinite receiver is manufactured in three
models, priced at $100, $135 and $165. Each re-
ceiver is complete in its cabinet, having no
outside attachments. The line is steadily be-
coming more popular.
48
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50
The Talking Machine World, New York, November, 1927
Sales People to Tell How They Sell
Victor Red Seal Orthophonic Records
Victor Talking Machine Co. Sponsors Competition Among Salesmen and Saleswomen to
Get Important Information Regarding Sales Methods in Retail Stores
One hundred and seventy cash prizes totahng
$3,000 are being offered by the Victor Talking
Machine Co. to retail salesmen and saleswomen
for statements, in the salesperson's own words,
on the subject "How I Sell Victor Red Seal
Orthophonic Records." It is announced that
these statements will not be judged as to liter-
ary merit, neatness of preparation or length, but
solely upon the merit of the selling suggestions
derived from the writer's own experience. There
are no other conditions or rules, except that
each statement shall be signed by the employer
as evidence that the contestant is a bona-fide
salesman or saleswoman of Victor Red Seal
Orthophonic records. The contest ends on
January 5, 1928, and prizes will be awarded as
soon thereafter as the judges can reach a final
decision as to the winners of the prizes.
Sixty-five cash prizes totaling $1,325 for the
best sales window displays on Red Seal records
are also being offered to Victor dealers. The
only restriction of this contest is that one of
the large colored posters, which are furnished
free, must form an important part of the dis-
play. This contest also closes on January 5,
1928. The announcement of the contests and de-
tails of a forceful national advertising campaign
in full color were made to Victor dealers in a
beautiful brochure recently distributed by the
Victor Co., with a letter signed by President E.
E. Schumaker, pointing out that the plan in-
volves more than the mere sale of Red Seal
records because it is incumbent upon the entire
merchandising organization to see that Victor
service lives up to the highest ideals, and lead-
ership in music presupposes leadership in every
other detail of the business.
The illustrations in the new Red Seal record
advertising were painted in oil by Eduard
Buk-Ulreich, internationally known artist of
New York and Paris, and the originals are be-
ing framed for exhibition purposes. The ad-
vertising and illustrations are designed to make
an immediate and colorful appeal to people who
are logical prospects for Red Seal records.
Pages and double pages will be used in the
leading national magazines and the scope of
the campaign will be' widened from month to
month, according to Victor officials, with the
addition of other publications and increased fre-
quency of insertions.
Pointing out that sales are made or lost at
the retail counter, the Victor Co. offers the Red
Seal handbook, entitled "Getting Acquainted,"
for distribution to retail salesmen or sales-
women. It was prepared by Miss Dorothy Mar-
tin, who is reputed to have had phenomenal
success in selling Red Seal records throughout
the country. The booklet tellls how to handle
different kinds of customers, how to close a
sale, how to get repeat orders, how to follow
up inquiries, how to use a telephone, how to
write sales-making personal letters and how to
conduct demonstrations. There are also sug-
gestions for cultivating the speaking voice, ar-
ranging counter displays, booth decorations, etc.
"A Musical Galaxy," a booklet offered to the
public in national advertising, strikingly illus-
trated with reproductions of the paintings by
Eduard Buk-Ulreich, and a foreword by Leo-
pold Stokowsky, is available to Victor dealers
at nominal cost. Three follow-up letters, win-
dow posters. Red Seal stickers, local newspaper
advertisements, publicity stories and other sales-
promotion material are also offered dealers, as
well as a beautifully illustrated booklet describ-
ing in detail the entire Victor line of combina-
tion Orthophonic Victrola, Electrola and Radiola
instruments.
Average Radio Price Quad-
rupled, Says L. J. Ghatten
The average price of radio has been multi-
plied by four since 1923, according to L. J.
Chatten, general sales manager of Fada Radio,
who recently returned to his desk in Long Is-
land City from an extensive business trip which
included the Pacific Coast. Mr. Chatten states
that his calculations were based on exhibits in
the Far Western shows, the average in 1923
being $56 and this year $269.
Radio Dialite Introduced
The Delta Electric Co., Marion, Ind., recently
announced a new addition to its line of electric
specialties, the Radio
Dialite. This new
product, a portable
radio light five inches
high, finished in old
gold, operates from a
six-volt "A" battery.
Ample length of silk
cord is furnished so
that it may be used as
a trouble light in addi-
Radio Dialite tion to tuning the radio
receiver. The Dialite, which retails at $2, may
be adjusted to any position desired.
New A.-K. Dealer Help
Philadelphia, Pa., November 7.— The Atwater
Kent Mfg. Co., of this city, has prepared a new
sales aid for its dealers in the form of a
flasher with special reflector, and designed for
attachment directly on the Atwater Kent "B"
power unit. The violet-colored light of the
flasher is distinctive and similar to the light of
the rectifying tube in the unit.
Attachment No, 2
KENT
ATTACHMENTS
EXCELS IN
Value
Quality
Material
Workmanship
Simplicity
Durability
Practicability
"WIN THEIR WAY
BY THEIR PLAY."
Reg. U. S. Pat. Off.
Noteworthy for
Grace
Beauty
Tone and
Execution
With its full curved, continuously tapered
goose-neck, made of seamless brass tubing,
correct in principle, faultless in design, delight-
fully harmonized and carefully assembled, it is
The Latest and Best Device for Playing
LATERAL CUT RECORDS on the
EDISON DISC PHONOGRAPH
Manufactured by
F. C. KENT COMPANY, Irvington, N. J.
The Talking Machine World, New York, November, 1927
This is a reproduction of a message appearing in James K. PoWs Fall Catalog
WE GIVE A
FIVE YEAR GUARANTEE BOND
t
^ We hereby guarantee that
' Weu) Reproducing Phonograph" No. Style,
in possession of
manufactured by JAMES K. POLK, Inc . is made of first class materials
by expert phonograph builders, in the most substantial manner. If any part proves
defective in material or workmanship of the cabinet or mechanism, through or-
dinary usage and under normal conditions, within five years from this date, we will
make satisfactory repairs, or if the defect cannot be repaired, v/e will make neces-
sary replacements free of charge, if the claim is presented to us through the under-
signed dealer.
Date,
Attest:
JAMES K. POLK, Inc.
Atlanta, Ga.
with every machine shipped from our factory
And This Is Why
We use nothing but Heineman Motors — the original and best and the only motor
with which we will equip our machines and then guarantee them — and then too,
we use the Heineman No. 77, the largest and finest of all Phonograph Motors —
this is why we can al¥ord to give our five year bond with each instrument.
•t' «J fc' «r' «5
A phonograph manufacturer's expression
of faith in ♦ ♦ ♦ ♦
HEINEMAN MOTORS
OKEH PHONOGRAPH CORPORATION
OTTO HEINEMAN, President and General Manager
25 West 45th Street NEW YORK, N. Y.
The Talking Machine World, New York, November, 1927
What you will
hear ♦ ♦ ♦ ♦
in this organ
music is a fault-
less recording . . .
tones of rounded
richness and
Sigmund Krumgold,
the master organist.
\ \
\
4
/ /
ELECIRie
The music lovers'
choice ....
No. 40904
10 in. 75c.
'INDIAN LOVE
CALL"
and
^^GYPSY LOVE
SONG''
Pipe Organ Solos by
Sigmund Krumgold
SIGMUND KRUMGOLD
OTTO HEINEMAN, President and General Manager
25 West 45th Street NEW YORK, N. Y.
The Talking Machine World, New York, November, 1927
THERE is no compar-
ison with any existing
record needed to reveal
the astounding success of
the AIDA and CAVAL-
LERIA RUSTICANA re-
cordings sung by EMMY
BETTENDORF, so-
prano, supported by the
full chorus and orchestra
of the State Opera House,
Berlin, conducted by
EDUARD MORIKE and
what may be justly ac-
claimed a Revolution in
Recording.
Oxl£OTV
ELECTRIC
RECORDS
AIDA
(Verdi)
2nd Act, 2nd Scene
"Gloria all' Egitto, ad
Iside"
No. 5127
12 in. $1.50
CAVALLERIA
RUSTICANA
(Mascagni)
"Regina coeli, laetare"
(Easter Hymn)
No. 5128
12 in. $1.50
OKEH PHONOGEAPH COEPORATION
OTTO HEINEMAN, President and General Manager
25 WEST 45th STREET NEW YORK, N. Y.
The Talking Machine World, Neiu York, November, 1927
The Talking Machine World, Nciv York, November, 1927
51
H. T. Roberts Go. Announces
Three New Radio Cabinets
Beautiful Design Is Feature of Latest Models
Sponsored by This Progressive Manufacturer
—Equipped With RCA 100- A Speaker
Three radio cabinets of beautiful design,
equipped with the RCA 100-A speaker, were
recently introduced to the trade by the H. T.
The New Trafalgar Cabinet
Roberts Co., Chicago.. The cabinets are built
in the factory of Berkey & Gay, Grand Rapids,
Mich., recognized universally by public and
trade alike as one of the outstanding leaders
in the field of fine furniture manufacture, and
each cabinet bears the famous Berkey & Gay
trade-mark. The H. T. Roberts Co., exclusively
representing the Berkey & Gay factory, and
others with assets over fifty million dollars, also
announces that in accordance with the Berkey
& Gay policy the cabinets will be sold direct
to dealers. This line of cabinets has been de-
veloped through the combined efforts of the
Berkey & Gay designing department and engi-
neering department of the H. T. Roberts Co.,
directed by Donald J. Fieri.
All three cabinets have been created in a
definite style, a modern interpretation of the
Jacobean period, and the bulbous turnings,
heavy mitered mouldings, colorings of the pieces
and selection of woods all harmonize with this
general style motif. The various figurings of
pollard, swirl and burl, lend a beautiful effect.
All doors, drawers and falls have been care-
fully fitted by hand so they fit snugly and
operate easily. The sliding drawers are on steel
rollers and move with freedom. The cabinets
are of five-ply veneered construction, and the
carvings are individually cut from solid wood.
Beautiful color combinations have been devel-
oped in these cabinets through the use of
selected woods, walnut, English oak swirls,
English elm burl, crotch walnut, English pol-
lard oak and satinwood. All doors have orna-
mented corner hinges and fold back flush with
the sides of the cabinets.
One of the interesting features of the Char-
ing model is the fact that it may be fittingly
used by the consumer in the center of any
room. This is possible because the cabinet is
finished on all four sides, and the arrangement
is such that the top need not be lifted to oper-
ate the set. The entire line of Berkey & Gay
radio furniture has been designed for specific
installations, the Charing being adapted for all
A. C. sets and particularly for the Radiola 17.
The Carlton is fitted for all battery-operated
sets, and is especially suited for use with At-
water Kent, Crosley, or the Radiola 16.
The Trafalgar is suited for all sets either
A. C. or battery operated.
Seattle Radio-Music Trade
Assn. Elects New Officers
W. H. Graham, of Hopper-Kelly Co., Is Presi-
dent of Trades Association — Group Directors
Include Leading Northwest Dealers
Seattle, Wash., November 7. — An inspiring
meeting was held by the Radio & Music Trades
Association, of Seattle, at the Washington Ho-
tel recently, at which time the election of offi-
cers to serve for the ensuing year took place.
There was a large attendance, and the spirit
and enthusiasm evidenced will serve as an in-
centive to the newly elected leaders. Reports
from the various group directors showed ex-
cellent progress and development during the
past year, and a very comprehensive program
has been outlined for execution in the immedi-
ate future. Plans will be completed shortly for
the launching of an intensive membership drive,
with an objective of making the Association
State-wide before the expiration of the year.
The results of the election are as follows:
President, W. H. Graham, Hopper-Kelly Co.;
first vice-president, Gordon Prentice, Sunset
Electric Co.; second vice-president, A. S. Kin-
caid. University Radio Co.; secretary-treasurer,
George J. Marsh, Sherman, Clay & Co. The
directors for the different groups are: Radio —
Harry J. Martin, National Carbon Co.; Piano —
Ned Douglas, University Music Stores, Inc.;
Phonograph — A. S. Cobb, Brunswick-Balke-Col-
lender Co.; Sheet Music — C. C. Engelhard, Mar-
tins Music House; Small Goods — A. B. Miller,
Pacific Music Co.
Moves to New Location
The Fine Lawn Music Store, St. Louis, Mo.,
of which John J. Long is proprietor, is now lo-
cated in its new quarters at 6207 Natural Bridge
road. The new location affords much more dis-
play and demonstration space.
Helycon Tone Arm No» 509
THE continuous taper of Helycon Tone Arm
No. 509 is acoustically correct. It is particu-
larly adapted to phonographs equipped with new
type reproducers and new long air column ampli-
fiers with enlarged bell-opening.
Made of heavy seamless drawn brass, nickel
plated; black enamelled bracket, that ensures
free sensitive swing and prevents tipping or
binding; all joints air-tight, felt-bushed to pre-
vent metallic vibration.
Helycon Tone Arm No. 509 is the outcome of
unceasing research, plus precision manufactur-
ing, a worthy representative of the Pollock-
Welker line of Helycon precision-built phono-
graph equipment.
Pollock 'Welker, Limited
Established 1907 — Pioneers in the Phonograph Industry
KITCHENER — CANADA
Cable Address — Polwel, Kitchener
Code — A.B.C. 5th Edition, Bentley's
52
The Talking Machine World, New York, November, 1927
S. T. Williams Victor Go.
General Superintendent
Former Chief Engineer of the Victor Talking
Machine Co. Succeeds to Post Made Vacant
by Resignation of C. S. Wickes
The executive ofifices of the Victor Talking
Machine Co. announced on October 20 the
resignation of C. S. Wickes, general superin-
tendent, who thereby ends a long and success-
ful career of twentv-five vears in the Victor
S. T. Williams
service. Mr. Wickes will be succeeded by S. T.
Williams, who is at present chief engineer at
the C amden plant of the Victor Co.
Mr. Wickes plans to take a long rest, an
experience which he has never allowed himself
during the quarter century of his connection
with the Victor Co. From his coming to the
organization in 1902 up to the present, his
career has been one of conspicuous success.
His first interest with Victor was the problem
of record manufacture, and for twenty-three
years he was superintendent of the record plant,
and one of the most important factors in de-
veloping its production from the comparatively
small volume of 1902 to its present enormous
output. In May, 1925, Mr. Wickes was ap-
pointed general superintendent of the Camden
plant, and shortly afterward undertook the
transition of manufacturing operations from
those incidental to the making of the old style
Victrola to those necessary to the production
of the radically new and different Orthophonic
Victrola and Electrola. In co-ordinating the
Victor manufacturing facilities to meet this
problem, Mr. Wickes accomplished what was
perhaps the most important achievement of his
Victor career. He leaves the company with the
good wishes of all his associates.
S. T. Williams brings to his new responsibil-
ities a background of technical' training and ex-
perience of the first order.
He is a graduate of St. Lawrence University
(1913) and three years later received a second
degree from Worcester Polytechnic Institute.
He has been technical editor of the Motor
World Magazine, has undertaken editorial work
for various kindred publications and is the au-
thor of a book on automobile repairing. During
the war the United States Government made
use of Mr. Williams' remarkably versatile tal-
ents and his extraordinary capacity for work.
He joined the staff of the Naval Aircraft plant
at Philadelphia, organized by the Government
shortly after the outbreak of the war. Here
he became experimental engineer and later as-
sistant chief engineer, and in these capacities
was responsible to a great degree for the de-
velopment of the flying boat known as the
Navy F-5L, a parent of the present PN-9. Other
military devices of a special nature were de-
veloped under his supervision.
Mr. Williams' Victor connection dates from
November, 1922, and shortly after it began he
was made chief engineer. In this capacity he
played a part of first importance in developing
the Orthophonic Victrola from a mathematical
formula to a perfected commercial product. The
world of science has paid tribute to Mr. Will-
iams' conspicuous ability with particular refer-
ence to accomplishments in the field of sound.
During the last commencement season St. Law-
rence University conferred upon him the degree
of Master of Science in recognition of Mr.
Williams' accomplishment in making the new
Victor instrument practically, as well as scien-
tifically, possible.
Mr. Williams will undertake his new duties
assured of the co-operation of all with whom
he comes in contact in the Victor organization.
His marked and generally acknowledged ability,
his geniality, his infinite patience and tact, are
regarded as highly valuable assets. The change
in the position of general superintendent is ef-
fective as of October 19.
Stewart-Warner Earnings
The Stewart-Warner Speedometer Corp. re-
ports a net income of $1,627,706 after all charges
during the quarter ended September 30. This is
equal to $2.71 a share on the outstanding 599,990
common shares. Net for the nine months
totaled $4,198,632, or $6.99 a share.
The Victor Talking Machine Co. recently
announced to dealers that Victor steel needles
can now be ordered in lots of 1,000 envelopes
with the dealer's imprint on each envelope. If
desired the needles can be ordered in assorted
lots 100 or more envelopes in each lot.
II FV'^ GRAPHITE PHONO
ai-ij i^i-i a ij SPRING LUBRICANT
Jlslcy's Lubricant makes the Motor make good.
Is prepared in the proper consistency, will not run
out, dry up or become sticky or rancid. Remains in
its original form indefinitely.
Put up in 1, 5, 10, 25 and 50-pound cans for dealers.
This lubricant is also put up in 4-ounce cans to
retail at 25 cents each under the trade name of
FIIRFKA NOISELESS TALKING
KuXJSk.luM.^n. MACHINE LUBRICANT
Write for special proposition to jobbers
ILSLEY-DOUBLEDAY & CO., 229-231 Front St., NewTork
Acme "Dri" Line of Radio
Power Units Finds Favor
Products .of the Acme Electric & Manufactur-
ing Co., Recently Introduced Find Favor
With Radio Dealers Throughout Country
Cleveland, O., November 7. — The Acme Eire
trie & Mfg. Co. reports that since the intro-
duction of its new Acme Dri line of radio power
units the response from the trade has exceeded
New Acme "A-B" Power Unit
all expectations. The "A" and "B" socket
power unit has been particularly in demand,
but the other units have also secured their
share of trade and public favor.
The "A-B" unit includes a "B" power unit
together with the Acme new dry charger and a
U. S. L. gravity ball, glass jar battery. It is
automatic in operation, being controlled by a
filament switch on the receiver. Due to the
use of gravity balls it is always possible to
tell the condition of the battery.
The Acme "B" power unit uses a 125-mlll
rectifier tube which has an oxide-coated fila-
ment giving smooth operation and long life. It
has a metal cased condenser designed for long
life which, together with the high-quality Acme
transformer and 107 Henry choke, will give sat-
isfactory service for years. The Acme Dri
charger, type AE-1, using a 1 ampere dry recti-
fier, is primarily designed for use on sets where
the owner already has a storage battery and
desires to make his radio completely electrical-
ly operated. It is automatic in operation.
The "Dri" A socket power unit, type AED,
starts charging at one ampere and tapers down
automatically as the battery becomes charged.
It is guaranteed for a minimum of 5,000 hours.
The Acme "A" current supply is designed to
serve socket-power sets employing the new A C
tubes.
Values for the Phonograph Buyer
^mpUpljonu
New Type Phonographs
Remarkable for tone and volume
Up to the Minute Equipment
Cast Iron Horn
Heineman 77 Motor
Automatic Stop
Ultra Reproducers
Write for Our Complete Catalogue
CHARMAPHONE CO.
Pulaski
Manufacturing Since 1914
New York
The Talking Machine World, New York, November, 1927
53
cVOW A
ohawk Electric
YOU CAN SELL FOR
$1395
o
oAnd a complete line of
Mohawk Console Sle&rics to
sell for only ^72^ more than
Mohawk battery models
Electric radio! The radio public wants
it. And Mohawk, Originator of One
Dial Radio, is first to oSer it at a price
within reach of every purse.
Every Mohawk One Dial Radio is
now available in an Electric model that
you can sell for $72.00
more than the standard
battery models. This
means that the Navajo,
the popular Mohawk
table model, can be sold
for the astounding price
of $139.50 [speaker ad-
ditional]. Other models
to $347.00.
The Mohawk Electric
is not a makeshift. It is
a real electric receiver,
operated by AC tubes.
And here U what you can sell other
Mohawk Electrics lor
Pawnee Console Electric -
Iroquois Console Electric -
Hiawatha Console Electric
Cortes Console Electric - •
Seminole Console Electric -
Alt ConsoUs commute with built-in
Pyramonic Sbeaket — nothing more to buy
This Is what you get for $7S.0O
Mohawk Radio wired for AC oper-
ation extra over battery wired set - $10.00
7 RCA or Cunningham AC Tubes
(4 No. 226 or 336 at $3.00, $12.00.
1 No. 227 or 327, $6.00.
1 No. 171A or 37IA, $4.50.
1 No. 280 or 380, $5.00) - ■ -$27.50
An Approved Power Pack, furnish-
ing all A, B and C power from the
light socket $34.50
Total $72.00
complete and ready to connect to the
light socket, with nothing more to buy.
Nor has performance been sacrificed.
The convenience of AC operation has
merely been added to the standard Mo-
hawk features.
The quality of Mohawk Electric is
not to be judged by its price. Just as
Mohawk battery models are the great-
est values in their field, for perform-
ance, Mohawk Electric can be matched
against any Electric Receiver at any price.
With the Mohawk Electric at this
price Electric Radio
ceases to be a freak prod-
uct that can be solcli^
only to wealthy cus-
tomers. It becomes a
reality that will bring
you tremendous vol-
ume sales. It makes the
Mohawk franchise even
more valuable than it
has been in the past.
Wire for deiailsl
$179.50
$202.00
$237.00
$267.00
$347.00
MOHAWK CORPORATION
of Illinois - •• - CHICAGO
B»il( and purarMcS by Mohowl. CoiJWroCion 0/ IUllw)»-Cll(c<l«. iaan« fa«ter«<i under RCA . Hogan and Mohawk vaunts
54
The Talking Machine World, New York, November, 1927
Delegates to International Radiotele-
graph Conference Guests of Radio Corp.
Special Train Brings Delegates From Washington tojnspect Receiving Plant at Riverhead, L. I.
—David Sarnoff Principal Speaker at Dinner at Hotel Plaza— Inspect Studios
Four hundred delegates to the International
Radiotelegraph Conference in Washington were
recent guests of the Radio Corp. of America in
New York. A special train in two sections
broueht these radio leaders from Washington
vidual nation represented at the International
Conference.
'.'The future of facsimile transmission," said
Mr. SarnofiE, "when the communication unit will
be the square inch rather than the word, of
r a d j o photography
generally, of better
broadcasting of
sound, and finally of
television, when both
sight and sound will
lie in the field of
practical radio trans-
mission, is dependent
very largely upon the
development of as-
sured channels of
transmission. Insofar
as the Radio Corp.
is privileged to
contribute to inter-
national communica-
tions, I may say that
we are committed to
a policy and program of continued research
and development. We are developing facsimile
transmission to the point where we believe it
will eventually be in the forefront of telegraphic
communications."
M'f'g. Radio & Phonograph
HARDWARE
PERFECT
Portable Needle Cup
Open Stays Open
Closed Keeps Closed
Star Mach. & Nov. Co.
Bloomfield, N. J.
Manual on Radio Inter-
ference Prepared by R.M.A.
"Better Radio Reception" Title of Manual Giv-
ing Radio Listeners Practical Information
Regarding Disturbing Factors
Delegates to International Radiotelegraph Conference Guests of RCA
to Riverhead, L. I. After inspecting the Radio
Central receiving equipment at that point, the
delegates traveled in a fleet of motor buses to
the Rocky Point Radio Central transmitting
station of the Radio Corp. Thence they were
driven to Patchogue for luncheon, followed by
a trip to New York City in ample time for a
dinner given in their honor by RCA at the
Hotel Plaza. After spending the night in New
York City, the delegates were conducted
through the new studios of the National Broad-
casting Co. and returned to Washington on a
special train.
Among the guests were Senator Guglielmo
Marconi, Secretary of Commerce Herbert
Hoover and members of the Federal Radio
Commission.
Addressing the delegates at the Hotel Plaza
dinner, David Sarnofif, vice-president and gen-
eral manager of RCA, declared that the greater
possibilities of radio communication are before,
not behind us, and the sum total of our igno-
rance on this subject is vastly greater than our
knowledge. Mr. Sarnof? stated that the past
achievements of radio are history, but the pres-
ent is largely bound up with inventive genius
and the industrial organization of each indi-
B. & O. Radio, Inc., New
A. K. Distributing Firm
B. & O. Radio, Inc., is the name of a new
radio distributing firm recently organized with
offices at 23-25 Sussex avenue, Newark, N. J.
The new company is carrying an extensive line,
including Atwater Kent receivers, speakers and
"B" power units; Pooley and Red Lion cab-
inets, Cunningham and Raytheon tubes, U. S.
L. batteries and power units and trickle and
taper chargers. Niagara batteries, Briggs &
Stratton "A," "B" and "A-B" combinations and
aerial wires, insulators arresters and other radio
requisites are among the other items carried.
The officers of the company are Ben. J. Op-
penheim, president; Harold A. Barter, vice-
president and treasurer, and M. T. Hicks, sec-
retary, all of whom have been identified with
the radio industry for a number of years.
The Radio Manufacturers' Association, Inc.,
recently issued a booklet on "Better Radio Re-
ception" sub-titled a "Manual on Interference."
The purpose of the manual is to provide listen-
ers-in with information based upon long re-
search to enable them to avoid the interference'
which distorts and disturbs the programs of
entertainment and instruction which are being
broadcast throughout the country.
A statement issued by the Radio Manufac-
turers Association relative to the booklet says
in part: "The manual was prepared after a sur-
vey covering the entire United States and a
classification of all the little items that conspire
lo make radio hard on the ears. It was dis-
covered that atmospheric static, long damned
as the worst trial in broadcast reception, is
actually a small factor in noise production,
especially in large cities. In communities where
populations are dense and the use of household
appliances widespread sparking leaks, often so
small as to be unsuspected, were shown to take
the lead as crackle propagators. The power
line transformer, so largely credited with re-
sponsibility for radio ills, was given a clean bill
I'f health in the survey.
"One of the notable conclusions set forth in
the manual compiled from the reports of the
survey is that the connection of small con-
densers and chokes across the source of inter-
ference is an effective and instant cure. In 99
out of 100 cases these remedies may be applied
at low costs and without experience in electrical
engineering."
This booklet is being distributed by the R. M.
A. at a price of twenty-five cents a copy, the
income derived to be set aside for further re-
search and study of causes of interference and
methods of eliminatinsr it.
STYLE 21
Genuine Mahog-
any or
only.
Walnut
STYLE 21-B
Same with both
top panels hinged
t o accommodate
Radio Panel.
THE LINE OF PROFIT
PHONOGRAPHS AND
RADIO CABINETS
Excel phonographs, - radio cabinets
and combination instruments have
been designed to meet every exact-
ing taste. They are produced in all
popular finishes and styles, including
Upright, Console and Wall Cabinets
—a complete line. Our centrally lo-
cated factory and excellent shipping
facilities insure prompt deliveries
and.attractive trade prices
STYLE 17
Genuine Mahog-
any or Walnut
Phonograph only.
STYLE 1
Gum Mahogany,
-Golden or Fumed
Oak.
STYLE 48
Walnut Radio Console. Built-in
loud speaker and battery com-
partment. Accepts 7" X 18"
panel.
The models illustrated show several
products of the EXCEL line, me-
chanically and acoustically up-to-the-
minute in every detail. The EXCEL
line is appealing to the customers'
eye, ear and purse. Your request
for a catalog and price hst will be
given prompt atteiition. Enterprising
dealers will find the EXCEL line
well worth investigating.
Excel Phonograph Manufacturing Company
402-414 West Erie St., Chicago, Illinois
STYLE 2
Gum Mahogany,
Golden or Fumed
Oak.
The Tolkiiu/ Machine World, Nciv York, November, [927
55
1
to' X
Electric Powered
PERFORMANCE
Proves Shamrock Unsurpassed
MODEL A — Exquisite
two-toned walnut cabi-
net, 6 tubes, perfected
one dial control for
either battery or A and
B Eliminator operation.
Don't take our word for it. Just listen!
When we say that for clarity, tonal value,
and selectivity the new Shamrock elec-
tric powered One Dial set is unsur-
passed, we pass on to you the
honest opinion of honest dealers
the country over.
%
Write or wire jor further
details, description and
prices.
$75
SHAMROCK
MFG. CO.
196 Waverly Avt-nue
Newark,
N. J.
MODEL BL
ELECTRIC
Operates from
socket, 110 volts 60
cycles. No batteries,
trickle charger or
liquids used. One Dial
control. (No other
controls, switches or
compensators). Five-
ply walnut cabinet.
Open grill door op-
tional. -m ^ -m
tl*hr";'\';'..$151
Complete $185
FIRST BY PROVEN PERFORMANCE
56
The Talking Machine World, New York, November, 1927
Crosley Bandbox Radio Receivers Will
Be Continued Next Season and Longer
Powel Crosley, Jr., President of Crosley Radio Corp., States in Letter to Dealers That Present
Line Will Be Continued Thtough Next Season and Perhaps for Several Years
The Bandbox line of radio sets manufac-
tured by the Crosley Radio Corp. positively
will not be changed at the end of the present
radio season, according to Powel Crosley, Jr.,
president of the corporation. In a letter sent
to all dealers, Mr. Crosley states that they may
look forward to a continuation of the Bandbox
line throughout the next (1928-29) radio sea-
son, and perhaps for several years to come. So
enthusiastic has been the acceptance of these
models by the public, he says, that they have
established a permanent demand and will con-
tinue to grow in popularity from year to year.
The Bandbox models, Mr. Crosley states, in-
corporate all of the fundamental features neces-
sary to the ideal radio set. They are small.
Who Wants to
Bother With an
Outdoor Aerial?
Who prefers an unsightly decoration
of crazy poles and sagging wires to an
aerial that you just connect to the set
and plug into the nearest light socket?
Certainly not the thousands who are
getting better reception the year round
with Dubilier Light Socket Aerials!
Every set owner and every set buyer
is a prospect for this modern antenna.
It's neat, efficient, reliable and con-
sumes absolutely no current. Dealers
find them convenient for demonstra-
tions as well_ as profitable with the sale
of every radio set.
Adequately Advertised
—and soundly sold at a list price of $1.50. Get
the display carton on your counter now and
watch Dubilier's advertising bring in the buy-
ers. If your jobber has not yet stocked this
salable, profitable device, get in touch with us
at once.
DUBILIER CONDENSER CORP.
4377 Bronx Blvd., New York City
Dubilier
LIGHT-SOCKET AERIAL
light and compact; are readily interchanged in
several different types of consoles; and are of
the most advanced technical design, having
single-dial control, light-socket operation fea-
tures, neutrodyne balancing and the like. These
features are, he believes, permanent character-
istics that will continue to be demanded of fine
radio sets in future years.
In adopting this policy of continuing a stab-
ilized line of sets, it is made clear that im-
provements will not be neglected. Such im-
provements will be made from time to time,
whenever worked out, however, instead of be-
ing saved up for radically different yearly
models. The Crosley technical staff will con-
tinue research intensively along the lines of
improving radio reception and all new dis-
coveries will be applied in the sets.
The adoption of this policy by a radio manu-
facturer of the size of the Crosley company
shows the degree of stabilization that has now
been reached in the radio industry. Changes
Kansas City, Mo., November 8. — Fall business
in talking machines and radios in Kansas City
has been very satisfactory, a survey of the
trade indicates. Activity in radios is greater
this Fall than ever before, and both dealers and
distributors are more than satisfied with the
volume of business. Records are enjoying a
very brisk demand at this time, and with the
recent appearance at the Orpheum of Gene Aus-
tin and Nick Lucas the records of these two
favorites have had a more than usual run here.
The Kansas City branch of the Brunswick-
Balke-Collender Co. reports business in fine
condition at this time. September was one of
the big months with this branch, and T. H.
Condon, manager of the phonograph division,
says it was far above last September in volume.
October started out well, but the warm weather
has had its effect temporarily. Mr. Condon re-
ports fine sales in the bigger Panatrope models,
especially the PR 138-C and PR 148-C. The
new 14-7 model exponential type is going over
exceptionally well with the public. It is priced
at $160. Sales of records keep up very well.
The appearance of Nick Lucas at the
Orpheum here gave a great opportunity for a
Brunswick tie-up and dealers took excellent ad-
vantage of the opportunity. A Panatrope in
the lobby of the theatre was used to play Nick
Lucas recordings before each performance.
A number of new dealers have been an-
nounced by the Kansas City Brunswick branch,
including the Kansas City Power & Light Co.,
the Lewis & Myers Shop at 3908 Main street,
both in Kansas City, and the following out-of-
town dealers: Stephens Furniture Co., Liberty
Mo.; Sanders Ellis Furniture Co., Manhattan,
Kan.; Nelson O'Brian Furniture Co., Platts-
burg. Mo.; Wamego Drug Co., Wamego, Kan.;
Wyehle Dry Goods Co., Maryville, Mo., and
the Dodge Electric Co., of Tulsa, Okla.
Paul's are doing a fine business in both ma-
chines and records, and believe that Fall busi-
ness will be above normal. Paul's have recently
Recording WAX
ALL TYPES
"G" Wax Specially for
Electrical Recording
F. W. MATTHEWSk'^oWGlW
Powel Crosley, Jr., Listening In
came so fast in radio a few years ago that it
was thought necessary to bring out new models
several times each season. Within the past
few years, however, the technical side of radio
has been developed to such a point that it is
safe to say that the more important technical
features will remain for several years just as
they are to-day. Frequent change of models are
no longer necessary. This stabilizing of radio
models will promote healthier conditions amotig
radio dealers and wholesalers, and will do much
for the betterment of radio merchandising gen-
erally.
added radio to their lines, handling both Kolster
and Fada, and they report good results so far
with this new department. Mrs. Paul reports
that during October they sold three $1,150
Orthophonies.
The Sterling Radio Co. is finding business
very good. According to C. M. Willis, sales
manager, the Columbia line is proving a great
satisfaction to them. The new Harmony con-
solette, priced at $165, p.-omises to be a big
number when it is put on the market, the deal-
ers finding it especially attractive. The Colum-
bia portable in the new model is outrunning
expectations and they are unable to fill orders
on it. Radio continues to make great strides
ahead. The Sterling Co. is receiving two more
carloads of Kolsters this week, making thirteen
full carloads which they have had this Fall. Mr.
Willis reports that Majestic A eliminators are
a very good item in their line.
The Sterling Radio Co. demonstrated the
new Columbia-Kolster Electric phonograph at
a dealers' meeting in Joplin the last of October.
It invited Kolster dealers to a meeting in the
morning and Columbia dealers in the afternoon.
About fifty dealers in all heard the new ma-
chine and they were unanimous in their ex-
pressions of enthusiasm.
Sacramento A.K. Dealers Meet
Sacramento, Cal., November 5. — Seventy-five
Atwater Kent dealers of Sacramento and ad-
jacent territory met recently and listened to an
interesting address by Ernest Ingold, president
of the distributing firm bearing his name, in
which he covered the history of the Atwater
Kent organization and discussed methods of
making service departments that would be profit-
able to the dealer. Other speakers at the ban-
quet and meeting were Melvin De Lyons, of
Ernest Ingold, Inc., and H. R. Salmon, an At-
water Kent factory representative.
COTTON FLOCKS
Air floated, all injurious foreisn matter eliminated
for
Record and Radio Manafactnring
THE PECKHAM MFG. CO. "^IzInT'
Kansas City Brunswick Branch Opening
Many New Panatrope and Record Outlets
Talking Machine and Radio Business Is Most Satisfactory — Paul's Adds Kolster and Fada Lines
— New Columbia-Kolster Electric Phonograph Demonstrated to Dealers
The Talking Machine World, New York, November, 1927
5;
FOR CHRISTMAS
SELL SYMPHONIC
For those who want the finest reproducer that
can be made, we present the Low-Loss Sym-
phonic Reproducer, the result of the most pains-
takmg experiments and trials. Exquisitely made,
it is encased in a handsome bronze linished
housing, with nickel or gold plated centerpiece.
LOW (1 LOSS
^HONDBRrPH REPRODUCER
UST PRICE
Nickel Plated . . HO^^
Gold Plated . . ^1200
(Slightly higher west of the Rockies')
This is the JS.OO number that has been so popu-
lar with phonograph dealers everywhere. A won-
derful reproducer whose performance is so un-
usual that it sells immediately on demonstration.
PHDNDGRAPH REPRODDCER
LIST PRICE
Nickel Plated . . « S^o
Gold Plated . . «1000
(Slightly higher -west of the Rockies)
A remarkable reproducer at a remarkable price.
Beautifully finished in polished nickel or gold
plate. A great seller.
'PHONOGRAPH REPRODUCER
MADE Br SYMPHONIC
LIST PRICE
Nickel Plated . . ^^5"°
Gold Plated . . '^yOO
(S/ighlly higher uieil of the Rockies)
An acoustical gem in a
magnificent setting — ■
Each Symphonic and
Low-Loss Reproducer is
beautifully encased in a
gold embossed silken
container commanding
attention and bespeak-
ing its quality.
Encourage your customers to give
SYMPHONIC REPRODUCERS for ChHstmas.
The donor oS a symphonic reproducer will
be remembered for a good while by the
entire family. A follow-up of those to
whom SYMPHONIC REPRODUCERS are given
will result in more record sales and
many prospects for new type instru-
ments. The very attractive symphonic
carton makes an appropriate Christmas
package.
There can be no substitute tor SYMPHONIC REPRODUCERS. IC your jobber
does not stock genuine SYMPHONIC REPRODUCERS, write us.
Symphonic Sales Corporation
370 Seventh Ave.
Pioneers and Leaders
in the Independent
Reproducer Industry
New York
58
The Talking Mach'mc World, New York, November, 1927
Money-Making Suggestions
for Ambitious Merchants
Do You Retain the Customer's Good Will? — Demonstrate and Make Sales — Sheet Music Is a
Profit Maker and a Customer Attraction — Make Good Terms and Don't Oversell Your Prod-
ucts— Opening of Concert and Operatic Season Should Mean More Record Sales
After you have completed the sale of a radio
receiver to a customer what is your attitude
toward the purchaser? If it was a time sale
do you allow the only contact with the cus-
tomer to be the monthly sending of a letter
by the collection department reminding him of
the paj'ment due? If a cash sale, is the account
written as a completed transaction without any
further necessity for contact? If this is the
attitude taken, how about good will? It is an
undoubted fact that the success which many
dealers established for years have won is due
to the recommendations of satisfied customers.
Why not have the salesmen visit a certain
number of customers each week? The interest
will please the customer and these visits will
lead to new prospects and build good will with
the store's customers. It may be that these
visits.'will result in a certain number of com-
plaints being made regarding the non-satisfac-
lory operation of the set. Should this happen,
is it not better that the dealer know, so that
the necessary adjustments can be made, and
the set be put in perfect working order so that
the customer is satisfied and becomes a booster
rather than a knocker? Radio salesmanship to
be successful necessitates a certain amount of
service, and this service will win good will,
which is an essential to the building up of a
successful business.
Demonstrations Aid Sales
The more people to whom a talking machine
or a radio receiver is demonstrated, the more
sales will be secured. The fact that demon-
strations are of vital necessitjr to successful
merchandising is being stressed by manufactur-
ers, wholesalers, successful dealers, speakers at
association meetings and conventions, yet
many dealers are failing to widen the field for
demonstrations. It is not enough to depend
upon the people who enter the store through
advertisements, window displays or verbal rec-
ommendations. In the case of radio receivers
every broadcast program that has a wide and
unusual interest should be capitalized, and not
only should the public be invited to listen in
at the store, but the dealer should make an
effort to have receivers installed and in opera-
lion at places where the public usually congre-
gates. Another plan, one that is being used
by many dealers to stimulate sales of both talk-
ing machines and radio receivers, is to keep in
touch with the social activities of your district.
Watch the columns of the newspapers for
schedules of meetings and get in touch with one
of the officers of the association staging the
meeting, or the host or hostess of a private
house gathering, and inquire if they would wish
an installation of a talking machine or radio for
the entertainment of the guests. The only stip-
ulation necessary is that the person in charge
should supply a list of the names and addresses
of those attending. A dealer in Iowa who
utilizes this plan sends a note next day to
those who attended the meeting, calling atten-
tion to the fact that the entertainment was
provided by a radio receiver and he incloses
with the letter an illustrated folder describing
the set. This dealer recently developed three
prospects from among seven women who at-
tended a club meeting, and made two sales.
Regarding Sheet Music
How is your sheet music department, or have
you a sheet music section in your store? This
angle of the music business is one that is over-
looked by many dealers despite the fact that
it can be developed into a steady profit maker,
and what is more, will, if properly managed,
prove a customer-attraction of no small impor-
tance. It was but a few months ago that there
appeared in these columns an interview with
the manager of an up-State New York dealer
who attributed 50 per cent of an annual business
volume of $80,000 to his sheet music department.
Alusic pupils and teachers, knowing of the com-
plete stock always carried, formed the habit of
Duying their music at this establishment, so
that whenever anything in the musical line was
needed, piano, talking machine, radio or any
other instrument, the contact having been
formed, they visited this store. So much for
sheet music as a customer attraction and a
"feeder" for other departments. As a profit
maker in itself, there are a number of ways in
which sheet njusic can be exploited. Many
dealers demonstrate records continuously in
their stores or at the doorways of their stores
Many times when a dance recording is being
played the listeners do not know the title of
the selection. Why not have a small frame
attached to the instrument with the caption,
"Selection now being played is" and then insert
a copy of the sheet music of the selection? A
New York City dealer uses this plan and has
found that it stimulates both record and sheet
music sales. Demonstration, however, remains
the best method for selling sheet music. If it
is not possible to have someone playing the
piano at all times, plugging the latest numbers,
why not have one of the clerks play during
the busiest hours of the day so that customers
entering the store for some other item will in-
crease their purchases to include several of the
latest releases of music, and passersby be at-
tracted into the store? Give a thought to the
sheet music section. It is a potential profit
maker.
Don t Oversell \our Line
The advertising section of any newspaper in
a large city will show that many dealers are
selling on "a dollar down and a dollar a week,"
depending on a volume turnover to bring in
profits. It is merchandising of this type that
leads families to purchase instruments priced
beyond their incomes. Should any interruption
influence the income or any untoward circum-
stance put a drain upon it, the talking machine
dealer is usually the first to suffer. Regarding
the practice of overselling, the following state-
ment of W. W. True, head of a company selling
Atwater Kent radio, and which sold almost
$100,000 worth of radio apparatus last year, is
interesting. It reads: "Every one in this store
has his instructions not to sell luxury mer-
chandise on time to the man or woman who is
buying beyond his means on the luxury side of
living. You've got to have a finely balanced
judgment and a lot of open-face tact to apply
that rule to customers. But it's much better
to make this the rule and stick to it. In other
words, I believe it's a merchant's duty to the
community, to the customer, and to himself to
discourage extravagance on the part of those
who cannot afford it. Normal, conservative
trading over the long haul pays the merchant
the biggest profits. I'd much rather have the
conservative patronage of a family for thirty
years than the erratic, extravagant buying of
the same family for only thirty months."
Season's Opening
The concert and operatic season is again in
full swing and music lovers are flocking to hear
their favorite artists. Are you, as a talking
machine dealer, taking advantage of the public
interest in the reopening of the music season
with its resultant newspaper publicity? To this
question some dealers can, of course, answer in
the affirmative, while others will say that the
concert and operatic activities mean nothing to
their trade. The latter type of dealer does not
seem to be able to realize that every year
there has been a decided improvement in the
public's musical taste. Largely due to the in-
strumentality of the radio, the public is being
educated to an appreciation of the better type
of music. In another section of this issue of
The Talking Machine World will be found a
list of concert dates of recording artists. Read
it and find what artists are due to appear in
your town or city. Select those who have
proved popular with i'our clientele in the past.
Write a letter to your mailing list, calling their
attention to the concert and call attention to
the new records these artists have made within
the past year. Service of this type is never
wasted, for aside from whatever sales are made,
good will is engendered.
MR. DEALER:
We know what you must get in mark-up and turn-over to show a good net profit for
your record department. We know that service, quality and price makes this possible.
We know we can give you quality product, quick service, and the lowest record price in
the market. For ten years the merit of our merchandise has made money for others,
why not you?
Get the following big hit numbers and convince yourself that BELL RECORDS mean
bigger business.
551 — Together We Two
552 — There Must Be Somebody Else
553 — The Beggar
554 — Go Home and Tell Your Mother
555— Did You Mean It?
556 — Where's My Meyer?
558 — There's a Cradle in Caroline
560 — I Lost My Heart
THE BELL RECORD CORPORATION
38 CLINTON STREET
NEWARK, N. J.
The Talking Machine World, Nciv York November 1927
O ne o f the heautiful SPLITDORF mo Jels
The Abbey All Electric (above). Six tubes. Single illuminated dial. Single knob control. List price for all-electric
operation direct from a light socket without batteries or eliminators, $175; this model for battery operation, $100.
Tubes not included. Splitdorf Period Cone Tone, $35.
This and all other Splitdorf Re-
ceivers are manufactured completely
within the Splitdorf factories. Split-
dorf is the only radio manufacturer
operating its own cabinet plant. As
a result a Splitdorf Receiver is not
a miscellaneous assembly but the
finished product of organized, ex-
perienced experts. Distinctive per-
formance, unusual beautv and ex-
ceptional value are made possible in
the Splitdorf line by this unified
production.
Investigate the unusually profitable
sales possibilities of the twelve beau-
tiful Splitdorf models priced from
$45 to $800.
Cabinets designed
under the personal
direction of Mr.
Noel S. Dunbar
SPLITDORF RADIO CORPORATION ^ n&I^ NEwlmf Iy"*^^' "^"""""^
This beautiful table model is pat-
terned after an Old World jewel case.
Graceful beveled corners and richly
carved control knobs and dial orna-
ment emphasize in this instrument a
charming distinction never before
offered in a moderately priced re-
ceiver. This attractive model is
finished in deep antique walnut with
handsome two-tone effect.
This Abbey set is equipped with
the new Splitdorf "171" all-electric
radio receiver, employing four tuned
circuits and operating completely
from a light socket without batteries
or eliminators. The tonal quality,
sensitiveness and selectivity of this
receiver are remarkable.
The Lorenzo. A magnificent Italian
Renaissance model, equipped with the
new Splitdorf all-electric receiver operat-
ing directly from a light socket with-
out batteries. No acids or eliminators.
List price with built-in loud-speaker
but without tubes, $350.
The Talking Macliinc World, New York, November, 1927
WHOLESALE DISTRIBUTORS
VrCTHOLAS - RADIO — ACCESSORIES
DISTRIBUTING CO. »c
2S West 2Srd St., New York, N. Y.
The Talkinij Macliitir World, Nczv York, November, 1927
Farming Territory Good
Market for Electric Sets
Robert W. Porter, Vice-President of the Split-
dorf Radio Corp., Says That All-electric Radio
Receiver Will Find Immediate Market
The all-electric radio receiver will find an im-
mediate market in strictly farming territory
of close to a quarter of a million farm home';.
Robert W. Porter
points out Robert W. Porter, vice-president of
the Splitdorf Radio Corp.
"But the important aspect of this situation,"
stated the Splitdorf executive, "is not so much
the immediate market but the future potential.
I am considering farms alone in this discussion.
By 1938 it is estimated 3,000,000 farms will be
electrified. Not counting the city and town
markets at all, but just taking the farming ele-
ment by itself, we have a tremendous ten-year
'group' market to which to appeal on a single
phase of radio development — the all-electric set.
"These statements are based on published
results of a survey made' by the Rural Electric
Service Committee of the National Electric
Light Association. Tn 1926, this survey points
out, there were about 227,500 farms supplied
with electricity, covering something like twenty-
eight States. Inasmuch as this was about 105,-
000 more farms than were served by electricity
in 1923, the rate of increase is about 35,000 per
year, but the percenta.ge of increase, if figured
out and calculated on a proper basis, would
mean, not 350,000 more farms electrified by
1937, but nearly ten times that number alto-
gether by 1938.
"At a rough calculation this means" that about
half of the farms will be ready for all-electric
radio within the next ten years or so. In addi-
tion, of course, there is the present 80 per cent
of the total farm market still open to the sale
of other than electric radio receivers, not
counting replacements at all."
Temple Audibility Chart
Tests Per Gent of Hearing
One of the outstanding features at the va-
rious radio shows being held throughout the
country is the exhibit of Temple, Inc., Chicago,
manufacturer of loud speakers. At each of the
expositions this concern has had an audioscope
which gives the radio listener an index as to
the accuracy with which he hears the various
tone frequencies being broadcast. A novel fea-
ture of the display is that the scientific device
is housed in the inside of a giant Temple air
column speaker 7 feet by 11 feet. Each person
tested is given an audibility chart which show-
his percentage of normal hearing.
PERRTM AN
FERRYMAN RADIO TUBES
Distance Without Distortion
Build Tube Sales
on a Firm Foundation
FERRYMAN DEALERS DO
They have an excellent tube to sell
No tube made by anyone, anywhere, at any price gives better performance than
a Perryman Tube.
They have a complete line to sell
There is a Perryman Tube for every radio purpose.
They control sales, repeat business and good will
All your competitors do not have Perryman tubes and you do not have to cut
the price to sell them.
They make more profit per sale
Generous dealer discounts give more profit on each sale.
They have no replacement worries
We :::uarantee complete satisfaction at our expense — not theirs.
In short — selling Perryman Radio
Tubes is a griefless proposition
Perryman Electric Company, Inc.
33 West 60th Street New York, N. Y.
Plant: North Bergen, New Jersey
PERRYMAN RADIO TUBES
A Complete Line, of Staridard Equipment for every Radio Purpose
60
The Talking Machine World, New York, November, 1927
Wisconsin Radio and Music Trades Asso-
ciations Factors in Improved Business
Milwaukee Wholesale and Retail Houses Report Business Ahead of Last Season — Recent
Trade Conventions Provided Promotional Work and Trade Measures of Value — Trade News
Milwaukee, Wis., November 8. — Wholesale and
retail houses report that they are going well
ahead on business for the season, and that from
the indications in the trade at present this sea-
son will show some of the finest permanent re-
sults in merchandising which have ever been
obtained in the history of the industry.
Two of the forces which are bringing about
this condition and are building for permanency
in the trade are the Wisconsin Radio Trade
Association and the Wisconsin Association of
Music Merchants, and their conventions held in
Milwaukee recently provided promotion work
and trade measures which are being taken up
readily hy the Wisconsin trade, particularly in
the retail houses.
That fraudulent advertising done by some re-
J^AGNAVOX
Speaker Quality
Plus
Only the electro-dynamic type speaker can give
the wonderful quality of radio reception possible
with modern sets and broadcasting. This is the
speaker created, patented and made famous by
Magnavox.
As a radio merchant or set builder you should
hear these new speakers in comparison with other
speakers. It will result in sales and profits for
you in introducing such a startling improvement
to your trade.
Aristocrat Model
Floor model cabinet. Butt burl walnut panels :
two-tone mahogany legs and corners with R-4
speaker unit, 6-volt 54 ampere direct current type
(operated from A battery) $85 list; with R-5 unit,
110-volt direct current type (operated from light
socket) $90 list.
No tubes required.
R-4 Unit
For easy installation in
radio o r phonograph
cabinets. Price $50.
R-5 Unit $55.
R-4 Unit
Write for full description of our dynamic power cone
speakers and mannctic cone type speakers.
THE MAGNAVOX CO.
OAKLAND, CALIF.
Chicago Sales Office, 1315 S. Michigan Ave.
tail and jobbing music establishments in Wis-
consin must go, and that the radio should be
added to the lines of every piano dealer were
the two paramount thoughts brought out at the
Wisconsin Association of Music Merchants
meeting.
Dealers at this convention attended the fifth
Wisconsin Radio-Music Exposition at the Mil-
waukee auditorium. The success of the exposi-
tion was evidenced by a record-breaking attend-
ance, and the fact that following the exposition
business was considerably improved, and a vast
number of prospects were created.
The work of several men prominent in the
music industries for their unselfish efforts for
the benefit of the whole industry was brought
out at the radio trades convention held during
the exposition at the Auditorium. Fred E.
Yahr, of Yahr-Lange Co., distributor of the
Super-Ball antenna and the Yar speaker re-
ceived outstanding recognition of his work in
behalf of the radio industry. Others who re-
ceived particular mention included A. J. Wolfe,
manager of the phonograph and radio depart-
ment of the Ed. Schuster & Co., Inc., stores, and
Henry M. Steussy, vice-president and general
manager of the Kesselman-O'Driscoll Co.
Exhibitors at the Radio-Music show included
the Bates Radio Corp., Edmund Gram, Inc.,
featuring the Steinway and the Orthophonic;
Great Lakes Radio Corp. featuring radios and
player rolls; Julius Andrae & Sons Co., Kramer
Radio Stores, Music Trades Radio Corp., Harry
E. Weber, Inc., Radio Special!}' Co., Badger
Radio Corp., George C. Beckwith Co., Luebtow
Music Co., Interstate Sales Co., Orth Music Co.,
Ed. Schuster & Co., Yahr-Lange, Inc., Nelson
Radiola Shop, Flanner-Hafsoos Music House,
Inc., Buech Saxophone Shop, S"ars, Roebuck &
Co., J. B. Bradford Piano Co., Kesselman-
O'Driscoll Co., Brunswick-Balke-Collender Co.,
Noll Piano Co., Samson's Radio Stores, Inc.,
and the Tay Sales Co., Sonora jobber.
The new Kesselman building, housing the
Kesselman-O'Driscoll Co., the Chickering Ware-
rooms, the Mason & Hamlin Studios, the Music
Arts Wholesale Co., the Wisconsin Conser-
vatory of Music, and the Miessner Institute, has
been formally opened
An extensive program of expansion has been
announced by Charles A. Kraemer, of the
Kraemer Radio Stores, to- include the opening
of several new retail outlets in various parts of
Milwaukee.
Credit managers of wholesale and retail radio
and music houses attended the thirteenth annual
conference of credit men at the Hotel Pfister.
About four hundred manufacturing, wholesale,
retail and banking establishments of Wisconsin
and Upper Michigan were represented, and a
good representation from the music industries
was in attendance.
The Irving Zuelke Music Co., of Appleton,
Wis., has purchased station WJBR, owned by
Gensch & Stearns which has been operated at
Omro, Wis. The store will operate the station
with the co-operation of Lawrence College at
Appleton, and will use it to advertise its lines
and to popularize its name through the wide
trading territory which it serves.
The Buech Saxophone Shop, located at 523
Wells street, Milwaukee, has announced the ad-
dition of a complete selection of Kellogg radios
to its stock of band instruments.
The Wengel Radio Co. has been incorporated
at Madison, Wis., at $10,000 with 100 shares of
stock. The incorporators are Arthur M. Wen-
gel, M. W. Wengel and J. B. Gasser.
The Kenosha Radio Co. has been opened at
515 Fifty-sixth street to feature Freshman
radios. Glenn G. Balcom, a Kenosha man, who
has been with the Charles Freshman Co. for
several years, is manager of the new store.
The Miller Radio Studio has been opened at
Hartford, Wis., by Louis G. Miller, of Nenno,
Wis. The store will feature the Kellogg radio.
Harry C. Lau is building a second story on
his store here to be used solely as a displa}
room for radios, and for radio service.
The Forbes-Meagher Music Co., of Madison,
Wis., has started a new merchandising feature
designed to make the store more widely known,
and to feature the latest Victor record releases
and other new records, by broadcasting them
through the use of special equipment over sta-
tion WIBA for one-half hour on Friday each
week.
The J. B. Bradford Piano Co. has been suc-
cessfully featuring the new Brunswick models,
and the latest recordings by direct mail adver-
tising, inviting patrons of the store to call and
see the models and listen to their performance.
Fred H. Geyer, for fifteen years connected
with the Andraes in Milwaukee, and for many
years with the Julius Andrae & Sons Co., widely
known radio distributors, has been named gen-
eral manager of the Andrae Auto Supply Co.,
Milwaukee, succeeding the late F. T. Andrae.
District Atwater Kent
Auditions on November 23
Ten State Winners Will Be Chosen for the
National Finals — $17,500 and Six Scholarships
Will Be Awarded to the Winners
Phil.^delphia, Pa., November 8. — The time is
rapidly approaching for the final contest for the
singers entered in the Atwater Kent Founda-
tion's National Radio Audition. By November
23 the five district auditions for which ten Statp
winners will qualify for the national finals will
be concluded and the National Audition will be
broadcast by Station WEAF over the Atwater
Kent network of associated stations on two suc-
cessive Sunday evenings in December. At that
time the national judges will bestow cash
awards aggregating $17,500 among the ten final-
ists, six of whom will also receive musical
scholarships in a leading American conser-
vatory. It is estimated that upwards of 50,000
amateur singers have participated in the con-
tests throughout the country.
$650,000 Dividend for
Victor Talking Machine Co.
The Victor Talking Machine Co. will receive
more than $650,000 through a 40 per cent
dividend declared by The Gramophone, Ltd., of
England. Sales of the Gramophone, Ltd., of
which the Victor Co. holds 850,000 shares, have
shown substantial gains during the past year.
The Victor Co., it is pointed out, carries these
shares at a book value of 32s compared with a
market value of fully paid stock of 150s.
To learn the difference between ordinary Cotton Flocks and
"QUALITY" Cotton Flocks, order a sample bale of our Stand-
ard No. 920 for Phonograph Record Manufacturing.
CLAREMONT WASTE MFG. CO.
Claremont, N. H.
The Talking Machine World, New York, November, 1927
61
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N EEDLES
Brilliantone — a point of quality.
Quality is all -important in the sale
of merchandise. This is especially true
of the small items — the staples of your
business.
Brilliantone Needles are staples of the highest
quality. Sell these quality products. They bring
customers to your store.
The orgamzahon back of these
quality products
Bagshaw, known for decades as the leading manufacturer
of quality phonograph needles, makes these products for your
customers.
Bagshaw Needles get the most from your phonograph records —
the binding tie of true reproduction.
Buy Bagshaw Needles for greater satisfaction and larger profits
Write today Jor samples oj Bagshaw Needles
and a J all line of literature
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62
The Talking Machine World, Neiv York, November, 1927
Hal P. Shearer Splitdorf-
Bethlehem Sales Manager
New Sales Executive Is Well Known in the In-
dustry— Sees Radio as Being Great Help to
the Music Dealer — Widely Experienced
Robert W. Porter, vice-president of the Split-
dorf-Bethlehem Electrical Co., and director of
sales for the allied Splitdorf companies, has an-
nounced the appointment of Hal P. Shearer as
Hal P. Shearer
sales manager of the Splitdorf Radio Corp.,
Newark, N. J. Mr. Shearer has been for many
years a well-known' figure in the piano industry
and more recently closely identified with the
selling end of radio. His own business, the
Shearer Piano Co., was favorably known to
the trade throughout the country, and he latei
became manager of Wurlitzer's Pittsburgh
branch. Prior to coming to Splitdorf Mr,
Shearer was connected with the Zenith Radit.
Corp. Mr. Shearer's appointment became ef-
fective immediately and he has taken up lii-
new duties at the headquarters of the company
at Newark, N. J.
$16,773,091 Are Earnings
of RCA for Last Quarter
Profits Representing $2.80 Per Share of Com-
mon Stock, the Highest of Any Quarter Yet
Reported, Earned by Radio Corp. of America
Gross income from sales, communications
and other income of the Radio Corp. of Amer-
ica for the quarter ending September 30 totaled
$16,773,091. General operating and administra-
tive expenses, depreciation, cost of sales, patent
amortization, estimated Federal income tax and
accrued reserve for year-end adjustments were
$13,184,102, showing surplus profits to be $3,588,-
989. This represented $2.80 a common share,
the highest earnings of any quarter yet re-
ported, according to the official announcement.
Directors of the Radio Corp. recently de-
clared an annual dividend of 7 per cent on all
shares of the original preferred stock that has
not been converted into the present class A
preferred, payable January 1. The board also
declared the regular dividend of 1J4 per cent for
the fourth quarter on the class A preferred
stock, payable January 1.
Belmont Corp., of Twin
Cities, Sonora Distributor
Lcomis Named Executive
Secretary for Merchants
Well-known Trade Paper Man Succeeds C. L.
Dennis as Executive Secretary of National
Association of Music Merchants
C. J. Roberts, president of the National Asso-
ciation of Music Merchants, has announced the
appointment of Delbert L. Loomis as executivf
secretary of that organization, to succeed C. L,
Dennis, who resigned recently to accept an im-
Delbert L. Loomis
portant new post with the Miessner Institute.
Mr. Looniis took up his new duties on No-
vember 1.
The wide acquaintanceship in the music trade
and familiarity with its problems enjoyed by
Mr. Loomis as a result of over twenty-five years'
contact with the industry, through his important
connection with the trade press, fit him particu-
larly well to take up and carry on successfully
the work of executive secretary for the national
association, which is steadily assuming increased
importance in the industry through its varied
iiclivilic^.
Will Cover Territory Including States of Min-
nesota, North and South Dakota, Montana
and Part of Wisconsin and Iowa
The Belmont Corp., of Minneapolis and St.
Paul, was recently appointed a distributor for
the Sonora Phonograph Co., Inc., covering a
territory consisting of northern Wisconsin,
Minnesota, North and South Dakota, Montana
and several counties in northern Iowa. The
Belmont Corp.'s Sonora Display in Minneapolis
Belmont Corp., which maintains its offices at
316 South Third street, Minneapolis, and 1210
University avenue, St. Paul, employs eight
traveling representatives who will maintain a
close contact with Sonora dealers throughout
the territory.
This firm is well known throughout the
Northwest as an electrical supply distributor,
handling the well-known line of electric prod-
ucts manufactured by Landers, Frary & Clark.
George A. Michel, president of the Belmont
Corp., has been prominent in business circles
in the Twin Cities for many years, is a director
and stockholder of the Central Supply Co., and
secretary of the Kiwanis Club.
Shortly after the Belmont Corp. became a
Sonora distributor, a display of Sonork radio
receivers, phonographs and portable phono-
graphs was placed by the firm in the lobby of
the First National Bank of Minneapolis for
one week. Letters were addressed to hundreds
of prominent citizens in the Twin Cities di-
recting their attention to the display in the
bank lobby, and as a result a considerable
amount of interest was aroused in Sonora mer-
chandise to which could be traced several sales.
The Walker-Indian Co., 76 Brookline avenue,
Boston, has added a radio department carrying
the .'\twater Kent, Kolster, Zenith and Mohawk
Fast work with a hammer I
I'ackin}; in Jiffycascs is principally a hammer and nail job which can be
liandled with great speed.
Manufacturers receive their Jiffycascs built to size and knocked-down. They
require minimum storage space and are ready to be instantly assembled into boxes
without cutting or fitting.
Jififycases not only make possible utmost economy and efficiency in the shipping
room. They provide complete protection to the product shipped, bringing it to
the Dealer in first-class .condition at the lowest possible freight cost.
This is the modern manner of shipping. It saves time, expense and grief
for both the manufacturer and Dealer. Both like it.
Ask for complete details.
Northwestern Cooperage & Lumber Company
Gladstone, Mich.
Jirfycase
THE SPEEDY SAFE ECONOMICAL PACK FOR. FURNITURE. PHONOGRAPHS AND RADIO CABINETS
The Talking Machine World, Nezv York, November, 1927
63
"B" Power — Exclusive hookup
brings out deep, low notes and
highest-pitched tones. Easily
adjustable to all power tubes.
Output of 50 milliamperes at
185 volts. Tube rectification.
I
"A and B" Po<wer — Entirely
automatic. Highest quality, glass-
jar Exide "A" power with Basco
self-charger equipped with Ray-
theon rectifying tube, ( not a
trickle charger). "B" Power of
exceptional efficiency.
Charger — Small, compact. 2V2
ampere charging rate. High effi-
ciency. No moving parts. Ray-
theon rectifying tube. Absolutely
noiseless. Economical.
jrliousands of doors /
opento Basco deakrs/
THE doors of thousands of radio homes are
open to Basco dealers because:
National and localized metropolitan newspaper
advertising has pre-sold the radio public on Basco
Radio Power Units. People know about Basco
Units — want them — open their doors to Basco!
Basco basic quality and the thoroughly satisfac-
tory performance it assures, makes the customer
glad he bought a "Basco". The merchandise is
acceptable to the point of enthusiastic endorse-
ment. That opens more doors to the Basco dealer,
Basco sales helps — attractive folders, booklets,
window display, newspaper electros, dealer sign
— win for Basco admission to still other homes.
And every door opened to Basco spells ^^profit**
for some live dealer. Get your Basco credentials
from your jobber — without further delay!
BRIGGS & STRATTON CORPORATION, Milwaukee, Wis.
RADIO FOMER UNITS
BASCO
RADIO
POWER
UNITS
This attractive sign
will guide interest-
edprospects to your
store — will iden-
tify you as the Bas-
co dealer in your
community. Ask
your jobber for
one of these signs.
64 The Talking Machine World, New York, November, 1927
Atwater Kent
RADIO
1928
An Announcement by
A. Atwater Kent
IT IS only right that purchasers should share in
the results of up-to-date manufacturing methods.
This is the tendency of the times.
In our i5)/2 ^^^^ factory our production engi-
neers and other experts, since the inception of radio,
have been working out manufacturing economies,
possible only with operations on a large scale.
These advancements have enabled us not only
to maintain but constantly to improve the quality
of Atwater Kent Radio.
Therefore the public will receive the benefits of
a 20 per cent average reduction on all our radio
products, beginning immediately.
The new prices are in keeping with the long
established Atwater Kent policy of sharing with the
public the results of economies as fast as they are
put into practical operation.
Atwater Kent Manufacturing Company
Tiic Talking Machine World, New York, November, 1927
Atwater Kent
RADIO
The vast momentum of popular
demand makes possible amazing
new prices for 1928
RECEIVING SETS
Model 35 ... $49 Model 33 ... $75
Model 30 ... 65 Model 32 ... 90
Model E ... $24 Models H and G $15
Model L . . . $12.50
Type R . . . $39.50 Type S . . . $44.50
RADIO SPEAKERS
B" POWER UNIT
Effective Now
Prices slightly higher from the Rockies West, and in Canada
A. A twater Kent, President, 4725 Wissahickon Ave., Philadelphia, Pa
6b
TIte Talking Machine World, New York, November, 1927
Brunswick, Victor and Columbia Cin-
cinnati Branches Report Increased Sales
Expensive Model Talking Machines and Radio Combinations Are in Greatest Demand — ^Ray
Lammers Music House Adds Columbia and Brunswick Lines — Other Activities
Cincinnati, O., November 9. — Talking machine
dealers report that sales have reached a satis-
factory level and state that the demand is in-
creasing in a most encouraging way. A fea-
ture of the market that is regarded as extremely
encouraging is the fact that the more expensive
models and combinations are selling particularly
well. All dealers report that records are mov-
ing very rapidly. Those who carry radio state
that the demand is very good, especially for the
more expensive sets.
Ray Lammers, who has just opened up a new
store under the name of the Ray Lammers
Music House, and until the past month confined
his line to small goods, has added talking ma-
chines, records and radio. He will carry the
Columbia and the Brunswick instruments.
"The higher-priced instruments are moving in
a fine way," stated H. E. Sellers, assistant man-
ager of the local branch of the Brunswick-Balke-
Collender Co. "For a while we were a little
behind in orders, but now the supply is ade-
quate and shipments are being made promptly."
H. M. Riggs, Brunswick representative-at-large
in Indiana and Kentucky, who was a caller at
the local office a few days ago, reported that in
those two States business is in a very satisfac-
tory condition, speaking from the standpoint
of the talking machine trade.
Davit & Hanser, who recently expanded their
business, added a large record department.
"Business with us is exceptionally good,"
stated Morris Fantle, head of the M. W. Fantle
Co. "In fact, our patronage has increased so
much that we are arranging to add considerable
more floor space in the very near future."
The Chubb-Steinberg Music Shop, which
handles various makes of talking machines and
records, has been redecorated and rearranged
on the inside and repainted on the outside, and
everything has a spic-and-span new appearance.
The two large show windows also have been
improved with new furnishings and back-
grounds.
At the store of the Starr Piano Co. it was
reported by Charles J. Meinberg, manager, that
Starr phonographs and Gennett records are
moving in a satisfactory way.
The Biddle Music Store, of Reading, a suburb
of this city, which has opened up a small goods
store in the front part of the showroom of the
Starr Piano Co., has added the Brunswick line.
"Business is fine with us-," stated A. H. Bates,
secretary of the Ohio Talking Machine Co.,
Victor wholesaler. "Among other things, we
have in the past few weeks added 160 new ac-
counts to our books, the greater part of these
being secured by sending two men out in auto-
mobiles, to make demonstrations and to secure
representation where we had none. And as to
records — our sales of these show an increase of
40 per cent over the corresponding period of
last year." The company has just added the
Splitdorf radio line, and in addition to this it
carries the Erla, both lines being extremely
popular in this territory.
"We have just received the new electric pick-
up machine, and its demonstrations have
created a sensation," stated Miss Rose Helberg,
manager of the local branch of the Columbia
Phonograph Co. "Our sales have shown a
further increase in the past month and we
are very optimistic as to the future." W. C.
Fuhri, sales manager, was a recent visitor to the
local Columbus office.
Amrad Speeds Production Radio Press Chief Wanted
Medford Hillside, Mass., November 1. — The
popularity of the electric radio set is visualized
in a report made by Frank Hinners, assistant
general manager of the plant of the Amrad
Corp. in this city. ".So great has been the de-
mand for the new Amrad electrical models,"
states Mr. Hinners, "that over 80 per cent of the
factory production is now concentrated upon
this line. The demand for Amrad consoles in
the Royal Series, equipped for electrical opera-
tion and using the latest RCA tubes, has
reached a point where it will be necessary for
our factory to work day and night to fill orders.
Seventeen carloads of Berwick and Hastings
consoles were delivered in the first two weeks
in October and production on that same basis is
expected to continue until the first of De-
cember.
The United States Civil Service Commission
recently announced an open competitive exami-
nation for a chief of press service for the Fed-
eral Radio Commission. The duties will consist
of keeping the public informed of the activities
of the Commission. Applications must be filed
not later than November 29. The entrance sal-
ary is $3,800 a year.
American Bosch Earnings
Net profits of the American Bosch Magneto
Corp. for the first nine months of 1927
amounted to $195,314 after expenses and depre-
ciation but before Federal taxes. Profits for
the third quarter were $114,848, according to
the official figures recently announced by the
corporation.
AERIALS
The
Steadiest
Selling
RADIO
Items
^ERO
ist Price
$2.50 to
$4.00
Per Pkg.
Outdoor Aerial Kit
Frankly, this nationally advertised Aerial Kit
has been selling in such big quantities that it
is the backbone of our business.
Why buy your aerial equipment in pieces and
be bothered with duplicate book accounts,
short ends, left overs and, finally, no profit
when you can get it packaged ready to sell in
attractive over-the-counter cartons?
Three
Types of
Aerials
Satisfy
All
List Price
$1.00
Per Pkg.
Indoor Aerial Kit
Put up in cartons like the popular outdoor
kit. Contains 100 ft. of insulated aerial cord
and 12 enameled thumb tacks for easy instal-
lation. A convenient aerial for local recep-
tion. Different from all other tapes and cords
because a new idea in insulation forms a
positive low loss covering.
List Price
$1.00
Light Socket Antenna
Interests those people who haven't the space
for an outdoor aerial. The S-H Light Socket
Antenna screwed into the nearest 110 A. C.
or D. C. outlet keeps down static and inter-
ference and does away with the lightning
hazard. Note the low price.
Aerials are the safest bet in
radio today I All the freak
radio inventions yet to
come cannot hurt a good
stock of aerials. And with
a supply of all three types
of S-H aerials in stock you
can sell every type of aerial
prospect within trading
distance of your store. Let
your store be known as
"aerial headquarters"!
Your jobber will help you
put in a wei-rounded S-H
stock — with a very small
investment on your part.
// your jobber doesn't carry our
products ivrite us direct
SWAN-HAVERSTICK, Inc.
Trenton, N, J.
Manufacturers of the Nationally Advertised
Automatic "A" Power I'nit
The Talking Machine World, Nczv York, November, 1927
s i' 0 c i'
0
J
l<kw Table Type $32.00
ISleu' Cabinet Speaker
Abeautifiil piece of furni-
ture as well as the finest re-
producer in the Rola line.
Finishedinantiqued walnut.
Model 17 $55.00
Mew "Tedestal Speaker
A great improvement over
former models in appear-
ance and quality of tone.
Finished in rubbed walnut.
Model 12 $37.50
Rola's Triumph in Speaker Engineering
\y pioneering a new basic principle — the small, light, free-
floating cone operating in an acoustic baffle — and by
constantly improving its application with a super-efficient
laminated-armature driving unit; Rola has developed a new loud-
speaker of incomparable performance.
CT Tones heretofore lost, or incompletely reproduced, come
through the new Rola with absolute fidelity. Yet the blaring,
blasting resonances inherent in all prior loudspeaker perform-
ance have been entirely eliminated. The result is a quality of
reproduction so rich, articulate and lifelike as to defy adequate
description.
^ An orchestra, for instance, through a Rola, is for the first time
reproduced actually as an orchestra. Not only are all of its myriad
tonal effects reproduced — from the deepest bass to the highest
treble^ — but each and every instrument can now be clearly distin-
guished among the rest. No longer do "lost tones" or suppressed
frequencies blur or distort intricate symphonic renditions.
<f The human voice, heard through a Rola, is actually human. You
can now enjoy vocal numbers which formerly, from incomplete
reproduction, lost most, if not all, of their musical richness and
beauty. For only Rola delivers those subtle tone nuances which
give to human voices their timbre and individuality.
% Take a Rola to your home and listen to it on your own radio
set. Tune to the volume required for maximum enjoyment, and
on every variety of broadcast. Test a Rola as you would test any
other fine musical instrument, carefully studying its matchless
rendition of every program . . . Then compare it with any other
speaker ... at any price.
THE ROLA COMPANY ^
612 NORTH MICHIGAN AVENUE, CHICAGO, ILLINOIS
FORTY-FIFTH AND HOLLIS STREETS, OAKLAND, CALIFORNIA
TMic Talking Machine World, New York, November, 1927
THE Erla Model B VKonograph
Pick'Up Unit, comprising elec-
tromagnetic pick'Up, tone arm and
volume control, is mounted at one
side of the old mechanical tone arm.
A special plug, an integral part of
the unit, is inserted into the detec-
tor socket of the radio receiver and
the ensemble is ready for operation.
Radio Tone Quality Now Added
to Phonograph Enjoyment
RADIO has worked a revolution in the
reproduction of sound. Scientific devel-
^ opment of audio frequency circuits and
apparatus, loud speakers and loud speaker
units, and power tubes, has made possible a
quality of tone reproduction that commonly
approximates and not infrequently equals the
original rendition at the broadcast studio.
Indeed, the new electrical system of reproduc-
tion has demonstrated its superiority so con-
clusivety that phonograph manufacturers, one
by one, are adopting it for their newest
models.
The chief obstacle to a universal popularity
of the new electrically reproducing phonograph
is price. Ranging from $300 to over $1000,
it is prohibiti'/e for many homes that already
have an old type mechanical phonograph and
a radio. To place the enjoyment of electrically
re-created phonograph records within the reach
of everyone, Erla engineers have produced a
highly sensitive electromagnetic pickup for use
in conjunction with radio receivers.
Obviously, tonal quality and volume will
be no better than that normally delivered by
the receiver. Good records, and an efficient,
modern audio and reproducing system in the
radio receiver are essential to good results.
Electromagnetic
id vol-
^^^^^^^ pickup, tone arm anc
ume control are combined in a single unit there-
by economizing space and greatly simplifying
installation. No changes are necessary in either
the phonograph or radio receiver — either one
can be operated independently of the other.
The Erla Pickup Unit described above is
the same model that large phonograph manu-
facturers are installing in their highest priced
machines. Its scientific design, sturdy con-
struction and compact arrangement will, upon
comparison, place it far above all others on
the market. Price complete, ^ao.oo.
Territories still available for jobbers and dealers
ELECTRICAL RESEARCH
LABORATORIES, CHICAGO
The Talking Machine World, Nezv York, November, 1927
67
Formation of Allen-Hough
Mfg. Go. Announced to 1 rade
Handsome Booklet Sent to Trade Explains
Policies, Experience of Men at Head of
Firm and Describes Portable Models
The Allen-Hough Mfg. Co., Milwaukee, Wis.,
portable phonograph manufacturer, mailed to
the trade late in October a handsome eight-
page booklet announcing the formation of the
company and illustrating the three models of
the Allen portable line. Each announcement
carried on the front cover the name of the
individual to whom it was sent. The opening
page of the booklet read as follows: "Don T.
Allen and George P. Hough announce to you
—formation of the Allen-Hough Mfg. Co.
Associated with us are Messrs. D. H. Halperin,
B. B. Conheim, T. E. Bullard and H. E. Helbig!
a group of men experienced in the development
of portable phonographs and possessing a full
appreciation of the needs and problems of the
trade. Production is now in full force. We
own and operate a large, fully equipped manu-
facturing plant in Racine, and in addition have
taken over the entire phonograph division and
ample producing facilities of the Lifton Mfg.
Co., New York City." The three Allen port-
ables, Model 5, Model 18 and Model 21, de-
scribed in the October issue of this publication,
are illustrated in the booklet by photographs.
The announcement is concluded in the fol-
lowing manner: "This line is being backed
by national advertising and a complete series
of dealer helps. You will have all the facts
about this fine new line from one of us, in
person, within the immediate future."
Music Students Find Roi-
ster Broadcasts of Value
The Famous Composers Hour, sponsored by
Kolster Radio every Wednesday night over the
Columbia chain of stations, is proving to be
one of the most popular features on the air,
according to reports which are reaching Fed-
eral-Brandes, Inc., Newark, N. J. Students of
music are finding the feature of value and
classes of music pupils are entertained at the
studio or the homes of different members in
most of the towns scattered along the chain
of radio broadcast stations. These gi-oups are
said to listen to the programs and discuss them
afterwards. Twenty concerts will form the
series.
Fada October Sales Double
Those of Same Month in 1926
Fada Radio's October volume will more than
double that for the same month of 1926. In
making this announcement Frank A. D.
Andrea, president of the company, called at-
tention to the fact that the Fada business done
in October, 1926, was the largest in any month
up to that time.
"Comparing two months at the season of the
year when production facilities are stretched
to the limit," said Mr. Andrea, "gives a fair
basis upon which to calculate real sales prog-
ress. Moreover, we could use a factory twice
the size of our new Long Island plant."
New Daven Appointments
C. B. L. Townley, sales manager of the Daven
Radio Corp., announces the following new ap-
pointments in their sales organization: Walter
H. Dyer, 1521 Arcade Building, St. Louis, Mo.,
covering southern Illinois and eastern Missouri;
William S. Reid, 308 East Seventeenth street,
Kansas City, Mo,, covering Kansas, Oklahoma
and western Missouri. Both of these men are
well known to the trade and are experienced in
their line.
Complete with
Raytheon BH Tube
Sterling R-81 "B" Power
Outsells because
— it brings out the finest tone quality of the re-
ceiver by exact power regulation, not too much,
not too little, but just right.
— it provides plenty of power for 4 to 8 tubes
including power tube.
— it sells at a price that 90 % of radio owners are
willing to pay.
— it is simple to install and operate.
— it carries the Raytheon Seal of Approval — the
confirming stamp of dependability and long life.
— it stays sold —free from servicing and comebacks.
— it is backed by Sterling's 21 year record of
electrical reliability.
These are the reasons why the Sterling R-81
is outselling from New England to the Coast.
Don't overlook this opportunity for volume
and clean profits. Cash in. on Sterling. Get ia
touch with your jobber today.
"B" Power Unit *
THE STEKLING MANUFACTURING CO.. 2831 Provpcci Ave. Cleveland, Ohio
PowerTeam
99 >
or RAD I OLA S
^ TALKING MACHINE DEALERS: Here
is your opportunity to make a double
profit every time you sell a Radiola or
Victor or Brunswick combination. 10,000
satisfied owners. Get in touch with your
jobber.
Metropolitan Trade Activities
Talking Machine and Radio Men, Inc.,
Inaugurate Campaign for New Members
Metropolitan Dealer Association Seeks Co-operation of Distributors and Their Sales Staffs in
Efforts to Increase Membership — Series of Prizes to Be Awarded
The necessity of a larger dealer membership,
the advantages to be derived from a strong re-
tail association and the outlining of the plans
for an intensive drive to increase the number of
active dealer members, formed the chief topics
of discussion at the October meeting of the
Talking Machine and Radio Men, Inc., of New
York, New Jersey and Connecticut, held at the
Cafe Boulevard, New York.
Before introducing Joseph Mayers, vice-presi-
dent of the association and proprietor of the
International Phonograph Co., who presented
the plan adopted by the executive committee to
stimulate membership, Irwin Kurtz, president,
spoke briefly, stating the need for an official
association headquarters to be managed by a-
paid secretary who would devote his entire time
to the interests of the organization. He cited,
in particular, the importance of having some
one keep in touch with proposed legislation at
Albany, Trenton and Washington and take
steps to oppose such laws as would prove detri-
mental to the music-radio industries and trades.
In illustration of his remarks, Mr. Kurtz men-
tioned the passage of the Alterman Bill, which
made it necessary for a dealer to give five days'
notice of an intention to repossess an instru-
ment upon which the purchaser had become de-
linquent, during the last session of the New
York State legislature. This law was later
amended through the action of the association
to exempt music and radio dealers. Knowing of
such a proposed law and opposing it would in
most cases prevent its passage, said President
Kurtz, rather than to depend on seeking an
amendment which in most cases took several
years before a successful stage was reached.
Mr. Mayers, before disclosing the contest plan
of the executive committee, dwelt on the need
for co-operation from the talking machine and
radio jobbers. He said that if the jobbers' sales-
men in their interviews with dealers would sell
them the benefits of organization and tell them
of the benefits which would accrue to them
from joining the Talking Machine and Radio
Men, Inc., the desired number of members
would be secured. As an incentive to the sales-
men of the various distributing concerns the fol-
lowing prizes will be awarded to those bringing
in new members between now and the meeting
on the second Wednesday in February. Fifty
dollars to the salesman bringing in twenty-five
or more members; thirty-five dollars to the
salesman bringing in twenty or more new mem-
bers; twenty-five dollars for fifteen or more
members; fifteen dollars for ten or more mem-
bers and five more prizes of five dollars each. In
addition, regardless of whether the salesman
wins a prize, a bonus of two dollars will be
awarded for each new member.
J. V. Gremonim Buys
Interest of E. T. Rigg
The Cremonim & Rigg partnership was dis-
solved a few weeks ago and J. V. Cremonim,
who is well known among the radio trade, will
continue business under the firm name of J. V.
Cremonim at 236 West S5th street. New York
City.
Mr. Cremonim will continue to represent in
New York State and New Jersey the Greene-
Brown Manufacturing Co., of Chicago, maker
of the popular Greene-Brown "A" and "B"
power units and will also continue to function
as exclusive agent for the Watsontown Table
& Furniture Co., in the Metropolitan district.
The export department of this company will
also continue to act as the exclusive agent for
the Robertson-Davis Co., of Chicago, manufac-
turer of the well known Meloformers & Melo-
couplers, Yahr-Lange, Inc., Milwaukee, Wis.,
and the Reliable Parts Mfg. Co., Wellington, O.
Mr. Cremonim has been recently appointed
As a special inducement for joining the asso-
ciation during this period the usual initiation
fee would not be asked and the only require-
ment is the payment of the annual dues. In
return for the dues, however, the member who
attends each meeting receives in luncheons
more than the amount of money paid in, in
addition to benefiting from the association's
activities. The dues, it might be mentioned, are
$15 per year.
A great number of the leading radio and talk-
ing machine distributors were represented by
their sales managers and members of their sales
staffs. Several of the jobber representatives
spoke briefly, pledging their whole-hearted sup-
port and stating that they would include the
membership drive as part of their sales ac-
tivities and indications are that the campaign
will be an outstanding success.
The next meeting of the Talking. Machine &
Radio Men, Inc., will take place on November
16 at the offices of Knickerbocker-Schoverling,
Daly & Gales at 116 East Twenty-third street.
New York, the members to be the guests of
that organization.
sole export agent for the Teletone Corp. of
America, Long Island Citj^ maker of Teletone
speakers. Mr. Cremonim is well known as an
expert, has had business activities in Hamburg
and Paris and is a linguist, speaking many lan-
guages fluently.
Automatic Orthophonic
in Demand at Stern's
The Automatic Orthophonic Victrola con-
tinues to sell well at the talking machine de-
partment of Stern Bros., and during the past
month one sale included two Automatics and
$200 worth of records. The customer desired
one instrument for his home and the other for
his yacht. For each he purchased a stock of
records. Considerable attention with resultant
sales was attracted by the Orthophonic Vic-
trola in a glass cabinet which was part of an
attractive window display for a week during
the latter part of October. Record sales at this
store continue consistently good, with album
sets remaining the best volume producer. The
Columbia Moran and Mack recordings of
"Two Black Crows" are also selling in a most
desirable fashion.
Nathan Cherry Is Phono-
graph Mgr. of Terminal Shop
Nathan Cherry, well known in metropolitan
retail music circles, recently assumed the man-
agement of the phonograph and other music
sections of the Terminal Radio & Music Shop,
West Thirty-fourth street. Mr. Cherry has been
connected with the phonograph trade for twelve
years, having been manager of Saul Birns'
branch store at Second street and Avenue B,
and prior to that was a member of the sales
staffs of the International Phonograph Co. and
H. Milke, Inc.
Since taking over the music departments Mr.
Cherry has added a line of Columbia Viva-
tonal records and reports satisfactory sales,
"Two Black Crows" selling particularly well.
Mr. Cherry also reports a continued demand
for portables and small items of musical mer-
chandise, particularly sheet music.
The entire interior of Gilman's Music House,
1198 Fulton street, Brooklyn, N. Y., has been
redecorated in preparation for a brisk Fall busi-
ness. In addition, the two show windows have
been retouched to add to their attractiveness.
^4
Speakzrs
have everything
Sturdy ability to perform brilliantly always
because of exclusive scientific features.
Attractive beauty of design and finish.
Full line of models in a range of prices to
meet the needs of every buying prospect.
Model A-27
1414 in.
Seamless Burtex
noidal diaphragi
substantial soun<
board — Jasper bn
mahogany and br(
finish with "Gol
Chime"
Price
$18.50
Madf by the Pioneers in Cone Speakers
STEVENS & COMPANY, Inc.
46-48 East Houston St., New York
68
The Talking Machine World, Nezv York, November, 1927
69
r
Model 400
List Price $35
(Including Crosley Ivlusicone)
CROSLEY
CABINETS
Model 405
List Price $65
[Incliidiyig Crosley Miisicone)
ROSLEY DISTRIBUTORS are finding a new market of opportunity with
these beautiful art furniture radio cabinets. Dealers everywhere are selling
the merchandise quickly and at a real profit. And the vast factories of
the manufacturer are delivering 2000 cabinets per day to serve them well.
There's a real policy and organization behind the striking success of these attractive
products. The H. T. Roberts Company, presenting them, is composed of a group
of recognized specialists in the production of radio furniture and radio musical
instruments. A group of men, who from actual experience, understand the needs
of the trade, and are able to develop merchandise for you with a quick, profitable
market before it.
If you aren't selling "Authorized Crosley Cabinets" now, send today for free, illustrated
catalog, and we will gladly put you in touch with your nearest Crosley Jobber.
And other Distributors, not handling Crosley, will be more than interested in our
new line of distinctive cabinets for selected Jobbers. Write today for attractive,
free catalog.
All Roberts Products are Fully Guaranteed
in ^Vorl^anship and Materials.
OBERTS CO.
Executive Offices ^^^^Js ip' - \ M Js[ew Ycyr\OjfLces
i338'4o S. Michigan Ave. i ^^"^ 33 W. 42nd Street
■. : v: Chicago I , . I New York City
Exclusively representing
^ factories with assets ^
Sof. I'V .r, -,,co/^'oi;erj $20,000,000 ~: • ■ ' ^Jl
70
The Talking Machine World, New York, November, 1927
iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiin^
UNIQUE
PRODUCTS
Mr. Dealer:
Send for our new
direct-to-the -dealer
sales plan.
Big Profits Await You I
yi 'Vnion Sq.
REPRODUCTION
COM PA NY
ORGAN-TONE
iimiiiiiiiiiiiiiiiiii
St. Louis Kolster Dealers Organize
Club to Discuss Sales Promotion Work
Co-operation Rather Than Rivalry Is the Keynote of Kolster Retail Representation in St. Louis —
Sales and Prospect Promotion Plans Discussed — Has Increased Sales
Rivalry lias been turned into co-operation
in St. Louis, where a club of rival radio dealers
has been organized under the leadership of
Lugene Straus, of the Straus Co., Kolster Radio
jobbers. The membership is composed of local
Kolster Radio dealers. The St. Louis Kolster
Club has elected officers and a board of direc-
tors and plans to meet every month to "talk
shop." At each session, a few of which have
already been held, the members exchange ideas
on salesmanship and prospect promotion which
have been tried successfully in their own neigh-
borhood.
In addition to exchanging ideas, the members
exchange radio sets. If one dealer has a sudden
run on a certain model and his supply becomes
exhausted, without waiting for a shipment from
his jobber he sends out to the nearest member
of the Kolster club and the necessary sets are
"loaned" to him until his shipment arrives,
which makes possible immediate delivery to
customers. The social contact of the club meet-
ings has brought about friendly relations be-
tween the dealers, and as a result more Kolster
sales are being made in St. Louis than ever
before, according to Mr. Straus, and interest in
the plan is increasing steadily.
The officers of the club are: President, Lee
M. Schlude, Hellrung & Grimm Co.; vice-
president, E. E. Bruns, Baldwin Piano Co.;
second vice-president, C. E. Krummenacher,
Krummenacher Co., Clayton; secretary and
treasurer, Thomas G. Crabb, Straus Co.
The board of directors includes; C. J. Hein-
richs, East St. Louis House Furnishing Co.;
A. Gaubatz, Premier Radio Co.; Walter Rhein,
13elleville, 111.; L. J. Portell, Portell Battery
& Electric Co., Festus; S. Anich, Anich Motor
Co., East St. Louis.
Utah Radio Products Go.
Broadcasting the Utah Hour
Fine Musiceil Programs Are Broadcast From
the Brunswick Studio Over Station WCFL
Each Sunday Evening
A series of radio programs broadcast through
station WCFL, Chicago, were inaugurated early
in October by the Utah Radio Products Co.,
of this city, maker of Utah loud speakers and
units. The program is known as the Utah
Hour, taking place each Sunday evening from
9:15 to 10:15 p. m. The programs are broad-
cast from the Brunswick studio and such or-
ganizations as the Apollo Quartet and the
Neilsson String Trio have already appeared be-
fore the microphone during the Utah Hour.
Utah loud speakers and the name of the firm
have become familiar to thousands of radio
listeners through the use of broadcasting and
once each week the Utah Hour is placed upon
the air in various sections of the country, in-
cluding stations in Omaha, Neb.; San Antonio,
Tex.; Salt Lake City, Utah, and Atlanta, Ga.
Henry C. Forster, the treasurer and general'
sales manager of the Utah Radio Products Co.,
returned late in October from a week's visit
to the firm's factory in Salt Lake Citv. It is
PHONOGRAPH
RADIO CASES
Reinforced 3-ply Veneer
The Standard Case for Talking
Madiines and Radio Sets
L»t ac figur* an y«ar rmquifmmntt
CORPORATION, GoUUbero, N.
MADE BY
PLYWOOD
MilU in Va., N. C. wd S. C.
Makers of Tone-Arms
Ana Heproducers
reported that Mr. Forster proved that he is
an expert marksman, as well as a prominent
R. M. A. golfer, for while in the West he
reduced the number of live Utah deer by one.
Udell Works Issue Fine
Radio Cabinet Catalog
Wide Line of Radio Cabinets Illustrated and
Described in Attractively Printed and Bound
Catalog — Dealer's Reference Book
Indianapolis, Ind., November 4. — The Udell
Works, maker of radio cabinets, recently issued
to the trade an extremely attractive catalog,
styled Catalog No. 88, in which the entire Udell
line of cabinets is described and illustrated.
Printed on heavy plate paper with effective
and unusual margin designs in color, and hand-
somely bound, it is well worth keeping by
dealers for a ready reference book.
The various models of cabinets detailed in-
clude a great variety of period models, namely:
two of the Louis XV, three Spanish, one
William and Mary, two Georgian, one Gothic,
one Charles I, two Hepplewhite, one Tudor,
two Cromwell, Charles II and Empire and
Adam.
The cabinets, in addition to being radio cab-
inets with enclosed speakers of reputable makes,
are handsome pieces of furniture, and the wide
range of styles allows of a selection that will
fit in with any home setting. The Udell Works
are well known in the cabinet-making field.
In Bankruptcy
A petition in bankruptcy was recently filed
by the East Hampton Music Shop, East Hamp-
ton, N. Y., owned by A. G. Dundon. Liabilities
are listed at $12,205.50 and assets at $1,665.83.
TEST IT.
OUR VICTOR
Record Service
hat a reputation for efficiency.
Suppose you try it
E. F. DROOP & SONS CO.
1300 G. STREET. WASHINGTON. D. C
204.6-8-10 CLAY STREET. BALTIMORE. MD.
The Talking Machine World, New York, November, 1927
71
The better you know radio
the more you appreciate FADA
THE same millions who have heard ROXY
and RESER on the air for years are now
reading their public endorsements of Fada.
These famous pioneers of broadcasting,
knowing radio as only they could know it,
are both satisfied owners of Fada Console
8's and enthusiastic boosters of Fada
Harmonated Reception. We are proud of
these testimonials and of the public re-
sponse to them, as reflected in Fada retail
sales.
In a few localities there are still oppor-
tunities for Fada distributors or dealers.
Yours may be among them. Wire or write
for details on the most profitable radio
franchise in America.
F. A. D. ANDREA, Inc., LONG ISLAND CITY, NEW YORK
Licensed under rfazeltine, Latour. R.C.A.. Gen. Elec. Co.. WcsttoKhouae Erec. & Mfar- Co.. Amer. Tel. « T*.!. Co..
pattinta, only for Radio Amateur, Experimental and Broadcast Reception.
We Fada
Special
6 tube — 3 radio frequency
stages — detector — 2 audio am-
plification stages. Shielded.
Equalized amplification.
95
There are five Fada models —
all >KUTRODY'NE receivers —
priced from §95 to §400.
All Fada models are designed to
operate with battery and are
adapted for A. C operation direct
from light socket.
We Fada
17" Cone
17" free-lloating cone — per-
manent Parkerized magnet.
Anti<jue bronze-finished trifoot.
72
The Talking Machine World, New York, November, 1927
St. Louis Columbia Branch Reports 77
Per Cent Increase Over October of 1926
Sales of Columbia Products for Last Month Highest in History of the Branch— Brunswick Branch
Officials Issue Similar Statement — ^Appearances of Recording Artists Aid Sales
St. Louis, Mo., November 8. — Despite the tor-
nado which struck St. Louis recently, business
in the talking machine and other music trades
is continuing its record-breaking pace, virtually
all of the dealers in the city reporting heavy
increases over the previous month.
Foremost in this respect was the Columbia
Phonograph Co., which reported that the month
of October was the largest in the history of
the St. Louis branches, the splendid showing
being superinduced in a large measure by the
tremendous volume of sales of the latest release
of Moran and Mack, the "Two Black Crows."
The company added that the total business
transacted by the local branch thus far this
year is approximately 77 per cent greater than
for the same period last year.
The local branch of the Brunswick-Balke-
Collender Co. issued a similar statement, offi-
cials asserting that October was "one of the
biggest months from a sales and development
standpoint that the local branch has experi-
enced for a long time."
One of the most effective advertising cam-
paigns in history was carried on by the Colum-
bia Co. to enhance the popularity of the "Two
Black Crows" and to aid in the disposition of
the carload or more of their records that was
sent into this territory. Virtually every form
of advertising was resorted to by the company
to exploit parts three and four of these record
stars, including newspaper copy, sandwich men
and window displays.
Virtually all of the Columbia dealers in the
city joined with the St. Louis branch of the
Columbia Co. to run full-page newspaper ad-
vertisements, while dealers in the city planned
many unique window displays. The Kieselhorst
Piano Co. arranged an elaborate display with
electric light bulbs in the eyes of the crows,
while Krite Boyens' Piano Co. had a lion on
one side of its window and a black crow on
the other. Buettner's Furniture Co. placed a
large Columbia record, eight feet across and
flanked with phonographs, while Mrs. L. Sudel,
manager of the record department of Famous
& Barr's department store, had signs made
which she placed at the entrance to all the
elevators on all the floors in the building. As
a result of this tremendous advertising, Colum-
bia oflficials declare that the "Two Black Crows"
record was in a fair way to break all previous
sales of any single record release.
The Brunswick Co. reports that great in-
terest is being manifested by dealers in the
company's new series of Masterpiece record-
ings, furnished in beautiful imitation gold letter
albums, recently released. The demand for the
initial series of six album sets containing mu-
sical masterpieces of the world's famous com-
posers has exceeded original expectations,
according to officials.
Brunswick record sales were also given added
stimulus through the appearance at the Odeon
here October 25 of Mario Chamlee, exclusive
Brunswick artist, and of Harry Richman, noted
Brunswick comedian, who appeared at the
American Theatre in George White's Scandals.
Brunswick dealers capitalized on the appear-
ance in the city of both artists through effec-
tive advertising, window displays and other
tie-up advertising.
Victor dealers similarly utilized the appear-
ance in the city of Paul Whiteman and his
Victor band to stimulate the sales of his rec-
ords. The local Victor distributor, the Koerber-
Brenner Co., and dealers combined ran
full-page newspaper advertising, featuring a
caricature of the noted band leader. Window
displays and other similar features also were
utilized to effectively advertise Whiteman's
appearance.
The Brunswick Co. also reported the opening
of several new accounts, including the Deeken
Music Co. and the Dreste, Adams & Ford
Music Corp. of St. Louis.
During the past month W. C. Fuhri, general
sales manager of the Columbia Co., visited St.
Louis and together with N. M. Smith, manager
of the St. Louis-Kansas City branches of the
company, visited new distributors in Kansas
City, Oklahoma City and Memphis, discussing
general aspects of the Columbia business.
Akron-Canton Dealers Are
Enjoying a Brisk Demand
Both Radio and Talking Machine Products
Selling Well — Winters Piano Co. Opens Store
— Edisonic Phonographs in Demand
\kron-Canton, O., November 8. — While apathy
exists in many lines of retail business in the
Akron-Canton area, retail dealers are experi-
encing a brisker demand for both radio and
talking machines.
Earle Poling, well-known Akron music dealer,
distributor of Victor products for several years,
has arranged one of the most pretentious
courses in many years. Mr. Poling for many
years has offered Akron concert fans the best
obtainable in artists. The first is to be offered
this month. Amelita Galli-Curci heads this
year's list of artists.
The new store of the Paul Winters Piano
Co., 307 East Third street, Urichsville, O., has
been opened, and among the various lines to
be featured will be talking machines and rec-
ords. This is the third store to be opened by
Winters. One store is located in New Phila-
delphia and the other in Dover.
Alterations have been completed to the music
store of- D. W. Lerch Co., Brunswick phono-
graph dealer, North Market avenue, here. The
entire front has been replaced by a complete
modern entrance and instead of one large win-
dow, two well-matched windows have been in-
stalled.
"Demand for Edison phonographs is on the
increase," said Mr. Rutledge, manager of the
Rhines Edison Shoppe, here. "There seems to
be a better tone in buying with the advent of
cooler weather and from all indications the Fall
and Winter seasons will be very profitable," he
added.
Damage done by fire to the talking machine
and record department of the H. N. Myers Co.,
Uniontown, O., has been repaired and the de-
partment is again merchandising machines and
records.
Larger stocks of talking machines will be
maintained hereafter at the store of the Globe
Piano Co., South Market street, according to
E. C. Marcourt, manager in charge. Mr. Mar-
court recently was appointed general manager
of the M. O. Mattlin chain of music stores,
with headquarters here.
The Wolfe Music Co., New Lexington, O.,
will discontinue business as soon as the stock
on hand is disposed of.
Moran and Mack's newest record. Parts 3 and
4 of "The Two Black Crows," continues to be
one of the biggest sellers this Fall, according
to D. W. Lerch, of the Lerch Music Co., Can-
ton. It has been next to impossible to get
this record here and in Akron and stores have
been unable to keep the number on hand.
A Great Combination
High in Value-
Low in Price!
'y HESE are quality products manufactured entirely by
the world's largest exclusive manufacturers of tone arms,
reproducers and amplifying devices.
Models M-1 and J-1 Tone Arms are guaranteed unreserv-
edly. The throw-back is our own lock nut type, positively
preventing looseness or binding, yet the throw-back goose-
neck is firm and cannot shake or rattle. The No. 24
Chieftain Reproducer is a marvel of fidelity and tone-
sweetness in reproduction. Samples will be sent on ap-
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Nickel
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STAT. BRONZE
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Talking Machine World, New York, November, 1927
86 INCHES
OF TONE
TRAVEL
RE-CREATES
ALL THE
NOTES
It's the 86-IncK Tone CKamber
that sells Newcombe-Hawley Reproducers
THE NewcombcHawley 86-inch tone
chamber is so outstanding in per'
formance, both for mellow tone quality
and ample volume, that Newcombc
Hawley Reproducers have
established a new standard
of radio program recreation.
A tone chamber of this re
markable length reproduces
every note and tonal shad'
ing of a radio program with
amaz,ing fidelity.
The Newcombe' Hawley line appeals
strongly to radio set owners, because it
offers a combination of fine furniture
with a truly remarkable musical instru'
ment. You should invests
gate the wide selection of
Newcombe ' Hawley mod'
els, from the small drum
speaker to the large console
with room for the radio
set and accessories. Write
for catalog today!
Send for latest catalog with complete
description of all models
MAIL THE COUPON
Newcombe-Hawley, Inc.
203 First Ave., N., St. Charles , Illinois
Please send me full information about the
Newcombe-Hawley line.
Name . . .
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Model 55
Showing Tone CKamber
\ccessorie5
au"a%.JALKINfHACHINI
[Editor's Note — This is the sixty-ninth of a series of
articles by William Braid White devoted to the various
interesting opportunities which prevail in the domain of
education for the retailer of talking machines. The subject
is one of great interest and we commend these articles to
the consideration of all who are devoting attention to the
featuring and developing of the musical possibilities of
the talking machine.]
A Survey of Recorded Music
George Hantelman, of 319 Crosby street,
Akron, O., has very kindly written to me the
following most interesting letter:
"It was with great interest that I read and
reread your enlightening article entitled
'Knowledge of music as record sales aid,' in
the July, 1927, issue of The Talking Machine
World.
"One sentence in particular stood out. You
said, 'if merchants will not take the trouble to
tell the story to the people, who will?'
"In answer to this, let me say that for sev-
eral years I have been compiling facts for pub-
lication in book form, to be entitled 'A history
and encyclopaedic survey of recorded music'
At present this exists in manuscript form, run-
ning to more than three hundred and seventy-
five pages, covering more than twelve thousand
records published, both in America and in Eu-
rope, grouped and classified.
"In my files I have the catalogs of more than
forty-five recording companies in America, Eng-
land, France, Germany, Italy and Spain. I am
translating all the foreign-language citations
into English, and appending to each notice the
name of the recording company and the catalog
number of the record. The work, then, is not
a book of notations for fantastic programs, but
a cross-index of the world's supply of recorded
music, available for dealers, schools, study
clubs and record collectors.
"In my own collection I have more than five
thousand five hundred records, and over four-
teen thousand index cards on recorded music,
scores, librettos, etc. I was led to begin this
work by the realization that while the coin
collector, the stamp collector, the lover of
porcelains, of manuscripts, of prints, etc., has
catalogs giving comprehensive surveys of his
particular hobby, the record collector has noth-
ing to guide him. He, if he wants information
about the world supply of records, must spend
weeks of time in communication with manu-
facturers all over the world. It is to my fel-
low record collectors, of whom there are many
in America and elsewhere, and of whom there
would be many more if such information were
available, tkat I should wish to dedicate this
labor of love."
Mr. Hantelman goes on to ask, justly enough,
what he should do with this elaborate and pains-
taking piece of compilation. I should say that
it ought to be published, although I am not at
this moment prepared to say just how. On the
other hand, this is so important a matter and
opens up so many side issues that it ought to
be thoroughly discussed, and I hope that, after
they have read these remarks, other readers of
The Talking Machine World will feel moved
to express their opinions.
It seems to me that one of the principal re-
sults of the publication of a complete survey
up to date of the world-supply of recorded
music would be to show, for the first time
clearly, the position as to the methods em-
ployed in choosing music for recording. I think
that any one who has attempted to acquire any
considerable number of records must have long
since become persuaded that it would be a very
good thing if the various recording companies
in this country could be brought into line upon
some policy of selection and distribution.
Overlapping
I can understand of course that, in the realm
of dance music and of the popular ditties which
for a short time are sung and whistled by
everybody, there is really no such thing as
overlapping, in the business sense of the term,
since during their short life these ephemera
sell in enormous quantities, so that there are
often not enough to go around. But in the
realm of the standard music it is quite another
matter. For instance, last year during the Bee-
thoven celebrations two complete sets of the
nine symphonies came out. The sale of both
sets was encouraging, but in point of fact if the
two publishing companies had agreed to divide
the set between them, one taking the first five
and the other the last four, including the gigan-
tic ninth, the same result would have been at-
tained so far as sales for each was concerned;
and the cost of production would have been
halved. And similar instances of overlapping
might be quoted almost ad infinitum.
Now, if for no other reason, Mr. Hantelman's
proposed survey of recorded music ought to be
published, not only once for all, but annually or
even semi-annually. For the sake of every one
concerned a knowledge of what has been
recorded, what has not been recorded, what has
been produced by many, and what of equally
good work, equally likely to sell, has for some
strange reason, not been published at all, is
highly and practically desirable. The desirabil-
ity in fact is quite as much economic as artistic.
Old Records Still Needed
It may be said that the new electric recording
methods have opened up such a completely new
path, have effected so entire a cleavage with the
past, that recording may be said to be beginning
all afresh. This is to a large extent true, al-
though it is by no means the fact that the
electric recordings must necessarily and always
take the place of the older records. There is
no real reason for throwing into the discard the
old type records of voices or of instrumental
solos or small ensembles, so far as these remain
satisfactory. The recorded voices of great
singers who have passed away ought of course
to be retained for ever, and Mr. Hantelman's
survey, if for no other reason than this, would
be of the utmost value. The voices of Patti,
Tamagno, Plancon, Caruso, and many another
great singer now dead were recorded, often
wonderfully w^ell in the old days, and many a
collector would give a good deal to have a com-
plete set of them. Mr. Hantelman's work would
fill here a genuine need.
It's Needed
Other instances of usefulness could be multi-
plied almost indefinitely, but I shall here be
content rather with pointing to the very great
utility of a world-survey from the viewpoint of
the manufacturers of records. They really need
the information quite as much as do the col-
lectors. Of course thej- may already possess it
all, but one can hardly believe this when one
sees how much overlapping there is all the time
for which no genuine good reason can pos-
sibly be assigned. It is absurd, for instance,
that the only works by Dvorak known to the
great mass of the record collectors should be
his now sadly hackneyed New World Sym-
phony and the trifling seventh Humoresque.
That he wrote five symphonies, of which at least
two are most interesting and beautiful, a dozen
"Humoresques" and some sets of delightful
Slavonic Dances, besides quartets and other
chamber music, songs and large choral works,
hardly anyone seems to know. That no one in
this country has yet brought out Brahms' mag-
nificent German Requiem, while even his Hun-
garian dances are recorded to the extent only
of two or three, seems hard to believe. That
the Pathetique Symphony of Tschaikowsky
should be every manufacturer's first thought,
whilst his first piano concerto, his violin con-
certo, and the greater part of his opera, Eugene
Onegin, remain absolutely unknown to the
masses of record buyers, is again incomprehen-
sible. Such a survey as Mr. Hantelman has
been making would go far to show the absurd-
ity of the methods, or of the guess-work now
employed in the selection of musical works for
recording.
Latest Recording in
Arabian Bulgarian Czecho-
Slovakian Greek Polish
Roumanian Turkish Etc*
REPERTORIES IN ALL LANGUAGES
^rite for Catalogues and Terms
Homocord
Homophoii Company, G.m.b.H.
Berlin, S.W. 68, Germany
Homocord
74
The Talking Machine World, New York, November, 1927
75
A SIGNAL
for those who know
THIS SEASON is recognized by industrial
economists as a critical one in Radio devel-
opment. The same economic forces that stabi-
lized the automotive industry are bringing
order out of Radio chaos. The unwritten law
of the survival of the fittest is operating with
irresistible force.
Among those who know, United States Electric
is accepted as an organization that will endure.
In its comprehensive price range and patent
coverage, in the strategical location of its
divisional factories, it reveals the unmistak-
able quality of leadership.
The emblem of United States Electric is a
signal of stability, prosperity and progress
among those who know.
United States Electric
Corporation
General Offices
1910 Bell Building • 307 No. Michigan Boul.
CHICAGO
Divisions of United States Electric Corporation
APEX DIVISION
Formerly Apex Electric Manufacturing Co., Chicago
CASE DIVISION
Formerly Indiana Electric & Mfg. Company, Marion
SENTINEL DIVISION
Formerly Sentinel Manu/acturing Company, Chicago
SLAGLE DIVISION
Formerly Slagle Radio Company, Fort Wayne, Ind.
WORKRITE DIVISION
Formerly WorkRite Manufacturing Co., Cleveland, O.
Demonstrate Set Proper
J. W. and W. H. Reid, Inc., Take Advantage of Interested Crowds
by Having Demonstrator Point Out the Features of the Kolster Set
Demonstrating a radio set for the passing
public with profitable results means more than
merely playing it out on the sidewalk, according
to the firm of J. W. and W. H. Reid, Inc., who
are proving it by blocking the sidewalk at Pearl
and Willoughby streets, in the heart of Brook-
lyn, every noon hour when the weather per-
mits.
Action in the window illustrating the ad-
vantages of the receiver, coupled with playing
the set outside the window with booklets piled
on it for the public to take, describing the set
in detail, is the combination which has brought
many prospects into their store and resulted
in sales that would otherwise have passed by.
When the streets around their store are
busiest, during the noon hour when workers
pour out of their offices and stroll to nearby
restaurants and tea rooms, the Reids place a
Kolster console power speaker on the sidewalk,
connect it through a hole with a Kolster radio
set in the window, and tune in some noon hour
dance music. The speaker on the sidewalk is
piled with literature, and a sign card leaning
against it tells the passerby, "This is the Kol-
ster console power speaker. This combination of
speaker and 'B' supply can be used on your
present set."
In the window, a card on the receiver being
used says, "This is the set now playing." Beside
it on the floor is a Kolster chassis showing
how the set is built. For the action, a salesman
stands beside the set being used and with the
aid of sign cards tells his story to the crowd
outside. He first holds up a card saying, "The
new Kolster 6-tube set $89.50, equipment extra,"
and points to the set. He raises another card:
"Note its knife-like selectivity," and reaching
over to the station selector he barely touches it
to tune out the music, while fifty curious spec-
tators on the sidewalk crane their necks to fol-
low his movement. His next card says, "Single
dial control, a parade of stations," and again
reaching to the station selector he tunes in any
other stations that are on the air, as the crowd
that now numbers sixty, not counting the dozen
who are crossing the street to see what it's all
about, continues to see and be impressed.
The salesman's fourth card, "Volume control,
from a whisper to a roar," is illustrated by a
twist on the panel knob and the console speaker
in the middle of the crowd obeys the touch.
The fifth card, "Sensitivity dial," brings a flip
of the extra control for increased sensitivity,
which disposes of all the equipment in sight
except the chassis on the floor. This the sales-
man dramatically lifts before the crowd as he
raises a card saying, "Built like the Rock of
Gibraltar," drops it back to the floor and jumps
Interested Crowd in Front of Reid's
upon it, swaying his weight up and down while
the astonished spectators mumble to each other
and elbow their way to the power speaker to
get a booklet.
When the workers return to their offices and
the demonstration ends, none of the Kolster
booklets can be found in the streets.
Wisconsin Victor Dealers
at Annual Get-Together
Affair Sponsored by Badger Talking Machine
Co. — Roy A. Forbes, General Sales Manager
of Victor Co., Outlines Plans
Milwaukee, Wis., November 8. — A large num-
ber of Victor dealers of Wisconsin attended
the annual Victor dealer get-together confer-
ence conducted by the Badger Talking Machine
Co. in this city on October 26. Roy A. Forbes,
general sales manager of the Victor Talking
Machine Co., enlightened the dealers on Vic-
tor's plans for the coming season and also
gave them the facts and figures on Victor
business to-day. H. H. Murray, consulting en-
gineer of the technical service department of
the Victor Talking Machine Co., discussed
problems of service and passed on to the deal-
ers some splendid service ideas for use in
working up their individual store service de-
partments.
GeofTrey J. Daley, Victor representative in Mil-
waukee, presented the entire new line of 1927
Victor models and the dealers proclaimed them
triumphs of art and science. Other speakers
at the conference were William R. Lewis, dis-
trict sales manager at Chicago for the Victor
Warning
Thei-e is still a great deal of misleading advertising appearing in the public press
on radio. Unscrupulous advertisers take advantage of the fact that a vast ma-
jority of the public i,s unversed in the technical side of radio.
Following the popularity of Battery Eliminators, manufacturers and dealers
saw the advantage of selling sets complete with power units ; then there are the
new A C tube sets equipped for use with a B-Power Unit and a Transformer
for the "A" side.
Many advertisements of the above popular "All-Electric Radio Sets" cany such
statements as:
"No Batteries, No Eliminators,
Your Light Socket Supplies All Power^'
Such statements are absolute falsehoods and are unfair to honest advertisers.
No electric radio set has ever been built or marketed which does not require a
so-caJled "B Battery Eliminator," better termed a "B Current Supply" or
"Power Unit." The current as it comes from the light socket is totally unsuited
to operate any radio set without the use of power units.
.Buy your new electric receiving set and power unit, therefore, from manufac-
turers and dealers who tell the truth.
This advertisement printed in the interest of fair
trade by GRIGSBY-GRUNOW- HINDS CO.. Chicago.
Manufacturers of Majestic Electric Power Units
Co., and Gustav Marx, who spoke on advertis-
ing and the necessity of tie-ups with the Victor
Co.'s great national advertising programs.
Following the business sessions the dealers
were entertained at dinner in the Gold Room
of the Hotel Wisconsin by the Badger Talking
iNlachine Co. The Milwaukee Victor Record
Girls' Club were also guests for dinner in the
evening and participated in the festivities which
followed.
Big Demand for Products
Made by Yahr-Lange, Inc.
A carload of Super-Ball antennas, Yar
speakers and antenna kits were shipped by
Carload Shipment of Super-Ball Antennae
Yahr-Lange, Inc., Milwaukee, to I. J. Haug, of
Regina, Sask.,- Canada, late in October. The
Haug organization, since it was appointed a
distributor of Super-Ball antennas and Yar
speakers, has made rapid strides in the
Canadian territory towards securing dealer out-
lets for the products. Last year about five
thousand Super-Balls were sold in Canada, and,
according to Fred E. Yahr, president of Yahr-
Lange, Inc., that record will probably be out-
stripped in 1927. The Sup'er-Ball antenna kit
complete retails in Canada for $18 and the ball
is sold for $12.50.
Magnetic Pick-Up Device
recent advertisement of the Stromberg-
Carlson Co. was devoted to an illustration and
description of their new magnetic pick-up de-
vice, which, plugged into a jack provided in the
receiver, enables the owner of a talking machine
to hear recorded music with a new quality
which comes from passing the record outfit
through the superlative audio sj'Stem of the
Stromberg-Carlson receiver and cone speaker.
MICA DIAPHRAGMS
For Loud Speaker* and Talking Madiine*
RADIO MICA
American Mica Works
47 West Street New York
76
The Talking Machine World, New York, November, 1927
r/
TEMPLE
air cohiMmTSpeaker
The Sensation of
the Radio World
No improvement in Radio has had such a wonderful recep-
tion as the Temple Air Column Speaker* Because it is buih
on a principle scientifically correct, it brings in every Radio
Program with a richness and purity of tone that is amazing*
The Temple is not just another speaker for you to selL To the
contrary, it is truly a musical instrument that sells itself on a
comparative basis* Hook it up on a Temple Comparator and
then watch your customers select the Temple over all others*
Temple Models priced at $29.00, $37.50, $48.50, $65.00, $85.00
TEMPLE, INC., 213 S. Peoria St., Chicago
Sales Offices in All Principal Cities
LEADERS IN SPEAKER DESIGN
78
The Talking Machine World, New York, November, 1927
Brunswick Go. Announces
New Metropolitan Wholesaler
Well-known Wholesale House of Knicker-
bocker, Schoverling. Daly & Gales Appointed
Brunswick Metropolitan Distributors
The Brunswick-Balke-CoUender Cu., Chicago,
has announced the appointment of Knicker-
bocker, Schoverling, Daly & Gales as distribu-
tors of the Brunswick Panatrope, Brunswick
Exponential Panatrope and Brunswick and Vo-
calion records in the metropolitan area:. This
contract was approved by B. E. Bensinger,
president of the Brunswick Co., and Robert W.
Jackson, general sales manager, and places the
distribution of Brunswick products in the hands
of a very well-known and long-established
organization. It is stated that the Brunswick
Co.'s branch in New York will retain distribu-
ting rights under the management of E. R.
Strauss as heretofore, and that the Knicker-
bocker appointment is in the nature of expan-
sion for the Brunswick Co. in the East.
Knickerbocker, Schoverling, Daly & Gales are
located at 114-20 East Twenty-third street. New
York. Their headquarters are numbered among
the show places in New York in distributing
circles and, in addition to executive ofHces, are
equipped with a sumptuously furnished display
salon, a model window displaj- and an audito-
rium for dealer gatherings.
The Knickerbocker organization has many
years' experience behind it. Schoverling, Dalj'
& Gales was established sixty-eight years ago,
and the Knickerbocker Co. through its pred-
ecessor, I. Davega, Jr., Inc., the old Victor
and Edison phonograph jobbing house, was es-
tablished in 1879. The Knickerbocker Schover-
ling organization has as its executives a number
of men well known for many years in talking
machine circles, A. Davega, president, Henry
Benjamin, A. Altman and Joseph Schwetz. The
first three named are also officials of Davega,
Inc., who operate a city-wide chain of mnsic-
radio stores.
Credit for having initiated the Brunswick
transaction is given by Mr. Davega and his
associates to Joseph Schwetz. Last June, during
the Radio Trade Show in Chicago, Mr. Schwetz,
who is tremendously enthusiastic over the
Brunswick products, approached the Bruns-
wick organization and began the negotiations
which eventually resulted in the appointment.
It is interesting to note that over twenty years
ago Mr. Schwetz, who was then working for I.
Davega, although only then the "office boy," as
he terms it, of the firm, through his tremendous
enthusiasm was the first in the establishment to
meet a representative of the Victor Talking Ma-
chine Co. and urged Mr. Davega, who was then
an exclusive Edison wholesaler, to take on the
Victor line.
Knickerbocker, Schoverling, Daly & Gales,
Inc., have a well-equipped distributing organ-
ization. In addition to the headquarters on
Twenty-third street, thej' maintain a large
warehouse at 526 West Twenty-fifth street, and
they report that advices received thus far from
the retail trade indicate a strong desire for the
Brunswick line and a consistent merchandising
campaign is being prepared. The territory cov-
ered will be from Trenton, N. J., through Con-
necticut and up the Hudson to Albany, includ-
ing Brooklyn and Long Island.
Coincident with their appointment as Bruns-
wick distributors, the Knickerbocker, Schover-
ling, Daly & Gales Co. announced their appoint-
ment as distributors of Freed-Eisemann radio
sets, manufactured by the Freed-Eiseraann
Radio Corp., Brooklyn, N. Y. Both Freed-
Eisemann and Brunswick products are now on
display at Knickerbocker headquarters, and the
same intensive efforts will be placed behind
the Freed-Eisemann line in radio circles. The
sales staff of the Knickerbocker organization
will be augmented to take care of these two
nationally known products.
Town Crier in New Dress
The October number of The Town Crier,
the house organ of the Radio Corp. of America,
appeared in a new and highly attractive dress.
It is profusely illustrated and contains a wealth
of suggestions for RCA authorized dealers on
sales promotion and general merchandising
subjects. Pierre Boucheron, advertising man-
ager of the Radio Corp., is editor of The Town
Crier and Henry T. Carey is associate editor.
It is published monthly at RCA headquarters
in the Woolworth Building in New York City.
Aerovox CJorp. Expands
The condenser equipment of the Globe .^rt
Mfg. Co., Newark, N. J., has been acquired by
the Aerovox Wireless Corp., New York, ac-
cording to an announcement by S. I. Cole,
president of Aerovox. Mr. Cole states that the
addition of this equipment greatly augments
the manufacturing facilities of the Aerovox
organization, which recently leased additional
floor space in the building they now occupy
and are operating three shifts a day to keep
abreast of the rapidly growing demand for its
popular products.
Death of Harry Rascovar
The many friends of Harry Rascovar. vice-
president and treasurer since 1917 of Albert
Frank & Co., New York advertising agency,
were shocked to learn of his sudden death re-
cently while seated at his desk dictating a
letter. He was in his fifty-sixth year and at
the age of thirteen joined the staff of Albert
Frank & Co., in which firm his brother, James,
was then junior partner. Besides his advertis-
ing business, Mr. Rascovar was a director of
numerous enterprises.
Ionized Helium
y/ie Secret of an^
EFFICIENT
RECTIFYING TUBE
(f RaytheonV)
40 leading manufacturers
equip their units with
Raytheon and mark them
with the green Raytheon
sea!.
Type BH
Standard foi "B"
Power Units
125 nua. 3O0 volts
Price $4.50
Tyre BA
For Complete
A-B-C Power
350 m.a.
Price $7.50
Type R
Voltage Regulator
90 volts, 60 m.a.
Price $4.00
^■pHOUSANDS of radio users know the satis-
J. factory service given by a Raytheon Long Life
Rectifying Tube, but few know the reason.
The filament in the ordinary tube deteriorates
while it is emitting electrons. In Raytheon, ionized
helium gas, eighty times more conductive than cop-
per, is used in place of a filament. This ionized
helium supplies over and over again millions of
electrons per second, with no deterioration to the
helium. Thus in Raytheon each helium ion becomes
a veritable endless chain of power.
As a result, a Raytheon tube has a far longer life
and affords s^ustained voltage throughout.
The efficiency of a light-socket power unit is
directly dependent on the efficiency of its rectifying
tube. Dealers find the Raytheon Principle a power-
ful sales argument when selling a Raytheon-
equipped unit.
RAYTHEON MFG. COMPANY
Cambridge, Mass.
f Raythe on \
THE HEART OF RELIABLE RADIO POWER ..^^
The Talking Machine World, New York, November, 1927
79
If tine Portable You Sell Has a Flyer Motor
It^s a Qood Portable
A PORTABLE phonograph can be no better than
its motor. A pretty case won't pacify a cus-
tomer if the motor inside goes bad.
That's why it pays to handle Flyer-equipped port-
ables. The Flyer is the motor with the tough ath-
letic spring, cast iron frame, specially cut precision
governors, gears and bearings, and with fibre used
in the fibre gear seasoned for over a year. The Flyer
is the motor that must pass 77 inspections before
it can be used. The Flyer is the motor that is noise-
less, free from all vibration, and built to stand long
years of hard use and abuse.
That is why the majority of all portables sold are
equipped with Flyer Motors— -manufacturers and
dealers both know their business is safe and their
profits sure with the dependable Flyer.
ENERAL INDUSTRIES CO
ELYRIA, OHIO
Formerly named The Qeneral Phonograph Mfg. Co.
Makers of Precision Products for 25 Years.
80
The Talking Machine World, New York, November, 1927
Victor Go.'s Advance Orders
Indicate a Busy Year-end
E. E. Shumaker, Before Sailing for Europe.
Anticipates One of the Biggest Volumes in
the History of the Victor Co.
Advance orders for instruments and records,
for delivery in the next three months, indicate
one of the biggest volumes in the history of
the Victor Talking Machine Co., according to
a statement by E. E. Shumaker, president of
"Our plants are working overtime with full
forces and we are forced to continually increase
production schedules to meet increasing de-
mands."
Mr. Shumaker will spend the next two
months visiting the associated and affiliated
plants of the Victor Co. in England, France,
Germany, Austria, Hungary, Italy, Roumania,
Switzerland and Belgium.
Discusses Electric Pick-up
for Phonograph Records
W. Shaw-Thomson, Columbia University Lec-
turer on Advertising, Lauds Amplion Revela-
phone. Latest Electric Pick-Up
Interesting Experiment
in Radio Broadcasting
The National Broadcasting Co. proposes to
feel the pulse of the book-reading public of
America as to its interest in meeting its favor-
ite authors over the radio. It made the initial
experiment Sunday, November 6, with the well-
known author, Bruce Barton, of New York City.
Mr. Barton is the author of "The Man Nobody
Knows" and "The Book Nobody Knows." He
spoke over a network of eighteen or twenty
.stations upon the subject of "What Can a Man
Believe." Mr. Barton is also president of Bar-
ton, Durstine & Osborn, prominent firm of New
York advertising agents.
Edwrard E. Shumaker
the company, made just before he sailed for
Europe on the "Berengaria."
"This unusually heavy volume is not confined
to any one section of the country, but is gen-
erally distributed throughout the United
States," he said. "If conditions in our business
can be considered as an index, the capacity
of the country to absorb manufactured articles
will be quite large this Winter. Dealers are
not only buying heavily for business that is in
prospect, but are also filling stocks that have
been depleted by heavy sales.
"Our August business in records was the
largest of any August in the history of our
business. September last was the second
largest September and October bids fair to set
another high mark when record sales are
totaled.
Dealers' Ability Rewarded
by Trip to Philadelphia
Nashville, Tenn., November 8. — The Braid
Electric Co., of this city, Atwater Kent dis-
tributor, recently awarded a trip to the head-
quarters of the
Atwater Kent Mfg.
Co., in Philadel-
phia, Pa., to mem-
bers of the dealer
organization who
made specific ac-
complishments in
their sales records. The
The lucky members of this "On to Philadelphia"
trip were Carl Martin, of T. J. Martin, Dover,
Tenn.; J. R. Riley, Porio Radio Co., Porio,
Tenn., and D. E. Russell, Cayce Yost Co., Hop-
kinsville, Ky.
In addition to the visit to the Atwater Kent
factory, the party went to New York, Balti-
more and Washington before returning home.
W. W. Gambill, Jr., sales manager of the Braid
Electric Co., sponsored the trip and a "good
time was had bv all."
The radio and talking machine, instead of
being competitive, really supplement each
other. This fact was pointed out by W. Shaw-
Thomson, who is a lecturer on advertising at
Columbia University, New York, and is promi-
nent in advertising agency circles, in a recent
discussion of the music-radio business.
" 'Radio has killed the phonograph business,'
quoth the self-appointed prophets of doom; and
lor a while it looked as if the prophecy was
coming true," said Mr. Shaw-Thomson. "As
business is a state of mind, a collective or mob
impulse, and has little to do with actual facts
and figures, this feeling was sufficient to affect
seriously the talking machine business. As
time went on, however, the opposite began to
manifest itself and the radio and talking ma-
chine were found to supplement each other.
"The development of the electric pick-up for
phonograph records was a further stimulus for
the talking machine business. The Amplion
Revelaphone, the latest pick-up offered to the
trade, has features which make it especially
desirable. The radio user of the pick-up finds
to his delight that he can be his own broad-
casting station and put on his own program
when there does not happen to be a program
Experience —
Resources —
Equipment-
All these prime requisites are behind "Northern Maine"
Plywood Box Shooks (Birch and Maple Plywood with
Spruce cleats).
18 years' successful experience manufacturing by
the management.
10,000 acres of timberland.
Up-to-the-minute machinery equipment in mills.
Write MS for further information
Northern
LMaine
Statler Building
Boston, Mass.
Amplion Revelaphone
on the air which he cares to tune in. This is
particularly true of daytime broadcasting and
in Summer.
"The electric pick-up is more than another
item for the dealer to sell, it is a sales producer
in many other ways. Assuming that the ma-
jority of radio set owners already own phono-
graphs, the pick-up should prove a tremendous
stimulus to sales of records. Also the dealer
is able to make better radio set and speaker
demonstrations with the use of a pick-up in-
stead of depending on daytime broadcasting
programs under adverse atmospheric and local
conditions.
"The Amplion Revelaphone is the lightest
unit on the market, precisely the same weight
as the phonograph sound box, and is particular-
ly desirable where records are in use for con-
stant demonstration. An additional advantage
of this lightness in weight is the elimination
of the needle hiss. The volume and tone con-
trol dial is also a selling feature. In addition
to its use for actual demonstration, it is packed
in such a way that the box itself becomes a
neatly arranged eye-catching display for coun-
ter and window exhibition."
Mr. Shaw-Thomson declared that every
dealer should give serious attention to the elec-
tric pick-up idea.
New South Australian Fada
Distributor Is Appointed
Wilmott, Prisk & Co., of Sydney and Ade-
laide, have been appointed Fada Radio dis-
tributors for New South Wales and South
Australia, according to an announcement by
R. C. Ackerman, export manager for F. A. D.
Andrea, Inc. In Victoria and Tasmania, A. J.
Veall, of Melbourne, is the distributor. In
Queensland, Fada has the Canada Cycle &
Motor Agency, Ltd., said to be the largest
commercial establishment there, with 110 branch
offices and agencies.
The Talking Machine World, Nezv York, November, 1927
81
s
ANDAR continues to gain ground
in the speaker field— forging ahead steadily
and brilliantly — going strong all along the
line — winning new laurels every week-
cheered by fans and dealers alike.
There are many reasons for Sandar's
outstanding success, including the consis-
tent excellence of its performance, its un-
usually attractive appearance, and an ex-
ceptionally low price, ^27.50, lower than
that of any other licensed speaker of its size.
The Sandar Junior, retailing at ^16.50,
has also won its share of applause and
oing
Strong/
Licensed under
Lektophone Patents
approval, and, though still comparatively
new, has already proven itself a worthy
team-mate of the Senior model.
There is still an opportunity to get in on
the profits accruing from Sandar's popu-
larity by securing a franchise — write
TODAY for terms and full information.
SANDAR
S P IE^Al Kl E/
Senior. JWbrf^L
(No.a5)
West of the 'RpcMes $30^
07
50
SO
( No. ai) ^\\J
mst of ihe'Rpckies ^VJIS
SANDAR CORPORATION, Crescent Plaza Building, Long Island City, New York
a
82
The Talking Machine World, New York, November, 1927
Columbia Kolster Viva-tonal Electric
Phonograph Shown to Pittsburgh Trade
Columbia Dealers Anticipate Big Sale of Electric Pick-Up Instrument After Hearing Demonstra-
tion— New Model Edisonic Phonographs Selling Well — Improved Conditions Reported
Pittsburgh, Pa., A^ovember 9. — Improved con-
ditions are noted by the trade in talking ma-
chines, records and radio receiving sets. On
the whole, the outlook for a brisk month or
?ix weeks ahead for the usual holiday buying
movement is excellent. Victor, Columbia,
Brunswick and Edison lines are in marked de-
mand.
Edison dealers had the opportunity to pre-
sent to their patrons two new models of the
Edisonic, the Schubert Edisonic, priced at $135,
and the Beethoven Edisonic, selling at $225.
Sales of the new Edisonic were stated to be
in keeping with the expectations of dealers.
Alanager Nichols, of the Columbia Phono-
graph Co., Inc., Pittsburgh branch, is much
pleased at the marked success that has greeted
the new Viva-tonal Columbia and the New
Process Columbia records. The new Columbia
Viva-tonal-Kolster Electric reproducing phono-
graph produced a marked impression on the
local dealers and they are anticipating a big
sale of the new combination instrument for the
holiday season.
At the offices of the Playertone Talking Ma-
chine Co., this city, I. Goldsmith, the president,
was in an optimistic mood relative to business
conditions, basing his views on the brisk de-
mand for the various models, fifteen in all, of
the Playertone. He stated that the popular-
Build Good -Will
Business
Owners of radio sets are look-
ing more and more to their dealers
for service, and the dealer must
respond.
Business must be built on
good-will bought with satisfying
service.
The best equipped serv-
ice man uses a Jewell
Radio Service Set
Pattern
No. 117
Radio Service
Set
When your service men go out on their calls,
equip them to do their work in a finished manner
that will reflect credit to your organization.
The Jewell Radio Service Set is the ideal equip-
ment for the service man. It is portable, profes-
sional-appearing, compact and especially designed
in two separable parts. The lower part has room for
a complete set of A, B and C Batteries. The upper
part contains a high resistance, four-scale, B-elimi-
nator type voltmeter and a three-scale milliammeter.
These two instruments are interconnected, form-
ing a first-class tube tester. Either instrument can
be used alone. The possibilities of this set for
service work are practically without limit.
Every enterprising dealer needs one.
Write for descriptive circular No. 1117,
■n'hich describes this set and its use in detail.
Jewell Electrical Instrument Co.
1650 Walnut Street, Chicago
"27 Years Making Good Instruments"
priced console and consolette models were
meeting with marked favor by the local dealers
in the territory covered by the company.
Following the disastrous lire that wiped out
the entire building occupied by the Ludwig-
Hommel Co., RCA distributor, as well as
wholesale radio accessories dealer, last month,
the firm has taken temporary quarters at 963
Liberty avenue with a complete new stock. It
was estimated that the loss sustained by the
firm will be over $100,000.
The demand for the Sparton radio receiving
sets has been so pronounced that the local
distributor, the Standard Talking Machine Co.,
reports that it has been oversold and finds it
most difficult to supply the requirements of
the local radio dealers who wish to handle the
Sparton line.
A. P. Moore has been appointed factory rep-
resentative for the Atwater Kent Mfg. Co. in
the Pittsburgh district and is co-operating with
the Esenbe Co., district distributor of the At-
water Kent line. A. A. Buehn, an official of
the Esenbe Co., reported that sales of the
Atwater Kent line were highly satisfactory.
The Franklin Electric Co., Kolster radio dis-
tributor, has appointed Volkwein Bros, as local
dealers. Volkwein Bros, are the largest deal-
ers of band and orchestra instruments in the
city and are also selling the Bosch radio sets.
Crosley radio receiving set dealers are finding
a ready market for the entire Crosley line. The
new six-tube Band Box, priced at $55, is a
brisk seller and one that, due to its wonderful
reception, is considered by the Crosley dealers
as the "best seller." The Crosley consoles are
also in demand. Sales of the Crosley Musicones,
the twelve-inch and the sixteen-inch, are re-
ported as very good.
M. V. Mansfield, president of the O. M. C.
Supply Co., returned from a visit to the factory
of the American Bosch Magneto Corp., at
Springfield, Mass. He stated that as a result
of his visit he found the facilities of the huge
plant were being taxed to capacity to meet the
growing demand for the Bosch line of receivers.
Leonard D. Ooge, formerly secretary of the
Radio Council of the Pittsburgh Chamber of
Commerce, is now representing the Aeolian
Co. of New York, selling Visula, a device for
aid in teaching the piano.
Under the auspices of the Standard Talking
Machine Co., Victor distributor, a series of
meetings of Victor dealers were held in vari-
ous cities recently. Charleston, W. Va.;
Wheeling, W. Va.; Oil City and Altoona, Pa.,
were among the cities visited.
The Pittsburgh Mercantile Co., one of the
largest department stores on the South Side,
Pittsburgh, is now handling the Kolster radio
receiving sets. "
The Veiock Music House, at New Brighton,
Pa., has announced the local agency of the
Kolster radio line.
R. A. Curran, music dealer of Sharon, Pa.,
has leased the DeForeest Pioneer Music House,
in that place, from M. V. DeForeest, who re-
tires after many years in the music business.
Doubleday-Hill Electric Co., of this city, has
been appointed distributor for the Sonochorde
cones, manufactured by the Boudette Mfg. Co.,
Chelsea, Mass.
The J. A. Williams Co., wholesale hardware
distributor, has entered the radio field, having
taken on the Freed-Eisemann receivers, Philco
socket powers, Radiotrons and the line of
Eveready batteries.
Sylvania Foresters Change
Hour of Broadcasting
It has been announced that the hour of
broadcasting by the Sylvania Foresters has
been changed to 8:30 every Wednesday eve-
ning. This interesting program is placed on
the air through the courtesy of the Sylvania
Products Co., Emporium, Pa., maker of Syl-
vania radio tubes.
The Talking Machine World, New York, November, 1927
83
^^Sitting Pretty
Like a needle in a hay-stack, it is
no easy matter to find an indus-
try wherein the product of a
single manufacturer enjoys the
distinction of being the "acknowl-
edged leader."
More difficult still is it to place
one's finger on a commodity that
is not only such a leader but also
the unanimous choice of the buy-
ing public.
Here and there such an exclusive
product is to be found — one that
monopolizes the thought and con-
sideration of the "man in the
street" because of its pronounced
merit and admitted superiority.
The retail merchant is "sitting
pretty," indeed, when he has the
privilege of distributing merchan-
dise that embodies these two dis-
tinctive characteristics.
So then, Victor Dealers, we who
have such utilities of distinction,
exclusiveness and dominance as
the Orthophonies, Electrolas,
Radiolas and Combinations, en-
joy assets that make for a stabi-
lized and "sweeter" business.
How are YOU going to make
those assets pay you the biggest
dividends?
Let "BRUNO** help you increase them!
a BRUNO & SON, Inc.
Victor Distributors to the Dealer Only
351 FOURTH AVENUE NEW YORK, N. Y.
1834 — Almost a Century of Dependable Service to the Music Trade — 1927
84
The Talking Machine World, New York, November, 1927
Recent Radio Exposition in Twin Cities
Has Had Eitect of Stimulating Sales
Roy A. Forbes, Victor Sales and Merchandising Manager, Visits Territory — Kern-O'Neill Co.,
New Columbia Distributor, Doing Big Business — J. E. Date Is Magnavox Factory Representative
St. Paul and Minneapolis, November 8. — Fol-
lowing the Radio Show the dealers liave
enjoyed an excellent volume of radio businesb.
The George C. Beckvvith Co., Victor dis-
tributor, has been host to several of the Cam-
den and field officers of the company. Roy A.
i'orbes, general sales manager, and William
R. Lewis, district manager of the Chicago
ottice, were at the Beckwith headquarters the
last week of October.
Mr. Forbes came to get a "close-up" on the
Northwest supply and merchandising situation.
C. C. Hicks, manager of the Beckwith Co., says
the supply is so far short of the demand that
they are completely sold out on the Ortho-
phonic and practically cleaned up on all other
lines. The November shipments will cover
about 30 per cent of the market.
The new Automatic Orthophonic with nickel-
in-the-slot attachment has just arrived at the
Beckwith showrooms and already several orders
have been placed. The machine sells at $1,050.
H. H. Murray, chief consulting engineer of
the Victor Co., has been in Minneapolis and
lias held meetings with the dealers on service
problems. Messrs. Neilson and Tamburino, of
the engineeering department, have assisted Mr.
Murray.
R. C. Coleman, manager of the radio depart-
ment of the Beckwith Co., states that a number
of new accounts have been opened and among
them are the Cammack Piano Co. and W. J.
Dyer & Bro., of St. Paul, for the Mohawk line
and the Federal Ortho-sonic, respectively.
The radio accessory business has been very
good. The Majestic A eliminator has enjoyed
an excellent volume of business. The list prices
on Mohawk electric receivers have been re-
duced and dealers are being rebated on the
change.
The Kern-O'Neill Co., Columbia distributor,
is doing a rushing business in its remodeled
offices. J. C. Hodge, special representative of
the Columbia Phonograph Co. in charge of the
Schubert Centennial work, was a visitor in
Minneapolis the last of October and met many
of the local dealers.
Herbert Peterson, who for a number of years
wab with the Northwest Victor office, has joined
the Kern-O'Neill staff as representative in Min-
nesota and the Dakotas. E. Kinnett, of the
foreign record department of the Columbia Co.,
stopped off for a short visit in the Twin Cities
recently.
Dealers of this territory are very enthusia:stic
over the new model Columbia-Kolster being
displayed at the Kern-O'Neill offices. Ship-
ments of this instrument are expected in
November.
J. E. Date, formerly manager of the phono-
graph division of the Minneapolis Drug Co., is
now factory representative of the Magnavox
Co. and Radiomaster cabinets. Mr. Date has
offices at 818 Nicollet avenue, where a full dis-
play is carried and a service department is
maintained.
Philadelphia, Pa., November 9.— An announce-
ment of widespread interest was recently made
by the Atwater Kent Mfg. Co. regarding its
(entrance into the field of manufacturing AC
radio receivers, coincident with the presenta-
tion to the trade of model 36. This model
is a si.x-tube one-dial receiver, with power
supply for 60-cycle 110 to llS-volt alternating
current, and has been priced complete, including
the power supply but without tubes, at $125.
The Atwater Kent Mfg. Co. in a statement
announcing this new set said, in part: "Atwater
Kent engineering has now developed a receiver
which makes complete use of the new tubes
that draw their electric power wholly from the
house-lighting circuit. This set is made in
two parts. One is the part which you operate
—the one-dial receiver in compact form. The
other is the part which you never need to
touch — the power supply, which can be put
The offices of the Lawrence Lucker Sales
Co. are as busy as a gold rush supply store
and A. L. Toepel, manager of the company,
says they are besieged with out-of-town deal-
ers. The company handles Sparton, Kellogg
and Crosley radios, Magnavox, Peerless Utah
and Sparton speakers and a line of nationally
known accessories.
"Radio phenomenally good — other music
merchandise a little quiet," says R. O. Foster,
of the firm of Foster & Waldo. The radio
department now has twenty service men em-
ployed and is considered one of the best in
the United States.
The Brunswick Co. is conducting a sales con-
ference and men have come from as far as
Montana to go over the year's campaign with
S. C. Shultz, the new manager. J. E. Hender-
son, general record sales and service manager,
was here for the conference, which lasted three
days, from October 28 to 30.
Brunswick is pleased to announce that Eddie
Dunsteder, popular radio organist, has been
added to the Brunswick artists. The records
will soon be on the market and large sales
are expected.
beneath the table, or in a console in any out-
of-the-way place."
These sets, it is announced, may be installed
in any approved console designed for the At-
water Kent radio receiver.
This is the second important announcement
emanating from the Atwater Kent organization
during the past month. As will be found else-
where in this issue, a new schedule of prices
of Atwater Kent models has recently been put
into effect.
Many Christmas Carols
Released by Columbia Co.
In four couplings recently released by the
Columbia Phonograph Co. for the Christmas
season, an unusual fullness is given to selec-
tions from the enduring old English Christmas
hymns and carols. More than a. dozen of these
selections, including all the best, have been
recorded by quartets, choruses and the band
of H. M. Grenadier Guards, artists of wide
fame.
The steady growth of Christmas carol sing-
ing in America is a development of but the
past twenty years, and is the best proof we
have that a native love of music is on the
increase among "just folks," from whom it
started in history and where it most counts.
Other celebrity releases in Columbia's holiday
supplement comprise numbers by Sophie Bras-
lau, Percy Grainger, Maria Kurenko, the
Columbia Symphony Orchestra, and duets by
two new singers' from La Scala Opera, G.
Arangi-Lombardi, soprano, and Francesco
Merli, tenor.
Georg Schneevoigt Will
Direct Symphony Orchestra
Georg Schneevoigt, noted Finnish orchestral
leader, recently introduced on American phono-
graph records by the Columbia Phonograph
Co., will direct the Los Angeles Philharmonic
Orchestra. The engagement is a particular
triumph, in that Schneevoigt, except for one
guest appearance with the Boston Symphony,
has never before been willing to leave Europe,
where his reputation is international and of
the highest distinction.
DISTINCTION!
The distinctive appearance of MASTERCRAFT Cab-
inets and Phonographs is born in our designing roonis
—in a definite, tangible form for each number — and it is
carried to full realization in the big MASTERCRAFT
shops under the hands of master craftsmen.
So you see that it is not a mere happen-so matter.
The MASTERCRAFT name means striking designs, ex-
ceptional beauty and more than ordinary quality, which
likewise is no accident.
The Wolf Industries
KOKOMO
New York City
250 W. 57th St.
Detroit
1501 Saratoga Ave. W.
Denver
3235 W. 29th St.
Dallas
908 S. St. Paul
Established 1890
—BRANCHES—
Boston
21 West Street
Chicago
1500 Republic Bldg.
New York City
44 Whitehall Street
(Export Dept.)
INDIANA
St. Paul
100 Midland Trust
Bldg.
New Orleans
1046 Camp Street
San Francisco
1054 Mission Street
Atwater Kent Mfg. Co. Introduces Its
New Receiver Operating on House Current
New Model Is Six-Tube, One-Dial Receiver, With Power Supply for 60-Cycle, 110 to 115-Volt
Alternating Current — Second Announcement of Importance Made by Company Recently
The Talking Machine World, New York, November, 1927
85
Guaranteed
A£TUBES^^O%SHIELDEP^A^^
COMPLETE/AT AMAZING LOW PRICE
Buckingham Perfect Orthoi)honic Model 20.
Built of rare imported woods, strikingly fin-
ished. Built-in 84 in. tone chamber. Utah
unit. Gives the finest of full range, tone
quality and volume.
tOR your trade that insists up-
t/ on genuine direct "AC" sets
with "AC" tubes, and demands
superior performance — true "AC "
performance without apologies —
Buckingham offers a guaran-
teed "AC" chassis comphte with
"AC" tubes and everything (posi-
tively nothing else to buy) which
can be mounted in any console
such as pictured on this page and
retailed by you for $175 to $250
comphte — at a good long satis-
factory profit!
And what a set ! Positively no
hum or "line" noise. Selective
(without being critical). Simply
marvelous tone. Tremendous
volume when wanted. Distance
range to satisfy the most rabid
"DX" fan.
No "A" eliminator. No bat-
teries, no water, no acids, no make-
shifts. Operates on 100-125 volts.
Get the amazing price!
V V V J
For battery or power unit op-
eration, the same Buckingham
All-Metai Totally Shielded Six
chassis — designed for 201 and
power tubes. Buckingham has the
most rigidly built, the strongest
chassis made — ships perfectly,
reaches you 100% right, ready to
sell
One dial control without back-
lash [compensator for extreme
DX and fine tuning}. Expensive
beauty, outside and in — yet as-
tonishingly low priced, with a
long dealer profit provided by a
new retail merchandising plan.
Outdistance competition with
the Buckingham. Wire or send
coupon for all facts and proof.
Fourth Successful Season
Buckingham Perfect Corisoh, Model 18. Built
of beautiful woods, delightfully contrasted.
Built-in 52 in. tone chamber, Utah unit. A
big seller at its attractive price. Fit to grace
the finest homes.
BUCKINGHAM RADIO CORPORATION
CHICAGO
Buckingham Semi - Hihoy Console.
Model 2, Constructed of genuine
walnut plywood, beautifully fin-
ished. Long travel tone chamber,
Utah unit. The price will astonish
you.
Buckingham OrtkoPhonic Junior^
Models. Constructed of genuine wal-
nut plywood, high -light two tone
effect. Built-in 48 in. tone chamber,
Utah unit. Orthophonio reception
at low cost
BUCKINGHAM RADIO CORPORATION
CHICAGO
Solid walnut, matched burl sides and top,
beautiful lacquer finish. Full nickel piano
hinged top with stop, A real piece of fine
furniture, guaranteed to ship without damage
and not to warp or blemish in use.
RADIO
REMINDER
Write
BUCKINGHAM RADIO CORPORATION,
DEPT. i2ir
General Offices: 25 East Austin Ave., Chicago
Without obligation, you may send your catalog
illustrating the complete line of Buckingham console
cabinets — also particulars of the Buckingham Dealer
Franchise.
Firm
Individual _
Address - _
City State..,
86
Tlie Talking Machine World, New York, November, 1927
Victor Statement for Three Months
Ending September 30 Shows Increase
of $820,448.53 Over 1926 Figures
Camdex^ X. J., November 2. — Increasing demand
for new types of talking machines and records
is reflected in the sales of the Victor Talking
Alachine Co. for the three months' period end-
ing September 30, 1927, which shows an increase
of $820,448.53 over the same period for 1926.
The company's statement for the third quarter
of 1927, mailed to stockholders to-day, shows
sales of $10,883,519.12, as compared with $10,-
063,070.59 for the third quarter of 1926.
Income for the third quarter of 1927, before
depreciation and provision for Federal income
tax deductions, amounts to $2,645,650.24, com-
pared with $2,372,051.60, the corresponding
figures for last year. After deductions for
depreciation and Federal income taxes, net
profit for the third- quarter of 1927 totals
$2,063,517.88, while for the same period of 1926
the net profit was $1,925,054.48.
As mentioned in previous reports for the
current year, the Victor Co. continues to carry
its foreign aiTfiliated companies at their net asset
value as of June 30, 1926. With its report the
Victor Co. submits to its stockholders a reprint
of the report of the Gramophone Co., Ltd., of
England, for the year ended June 30, 1927,
which has just been issued. This report shows
'hat the net earnings of the Gramophone Co.,
after the payment of preference dividend,
amounted to (about) $3,636,327, as against
(about) $1,482,579 for the vear ending June 30,
1926.
Attention is called to the fact that the Victor
Talking Machine Co. owns 850,000 ordinary
shares of the Gramophone Co., on which 40 per
cent has been paid up. During 1926 the Gramo-
phone Co. paid one dividend of 20 per cent
in November. During the current year it paid
a 7V2 'per cent interim dividend in May and
recommended a final dividend of 32y2 per cent
to be approved by the shareholders and paid in
November. The earnings of the Victor Co.
for the second quarter of 1927 included its pro-
portion (about) $124,000 of the 7V2 per cent
interim dividend, which, after deducting the
British income tax, amounted to $99,016.50. The
Victor Co.'s share of the final dividend foi
1927 of 321/2 per cent, (about) $538,000, which,
after deducting the British income tax, will
amount to approximately $439,163, will be re-
ceived in November and taken into the last
quarter of the Victor Co.'s year, as against
$263,513.60 (after British income tax) during
the fourth quarter of 1926.
The other important foreign afifiliated com-
pany, the Victor Talking Machine Co. of
Canada, Ltd., whose fiscal year ends December
31, has been paying quarterly dividends of 2
per cent during the current year and its earn-
ings continue to be most satisfactory.
1)1 sight of the judges and then played in rota-
lion. After each instrument in the group had
been played several times the unanimous
choice was Number Five, an Edisonic playing
Edison records, with Number Two, an Edisonic
equipped with an attachment for playing lateral
cut records, as the second choice.
Operadio Mfg. Go. Adds
6,000 Square Feet to Plant
Chicago Manufacturer of Radio Loud Speakers
Now Has 20,000 Square Feet Devoted to
Making Its Popular Product
Chicago, III., November 8. — The Operadio Mfg.
Co., of this city, manufacturer of the Operadio
loud speakers, has just added 6,000 square feet
Edisonic Model Chosen
for California School
iiiuitt
ft s!!' '
1
Los Angeles, Cal.^ November 3. — A new Edi-
sonic now graces the Mount Tamalpais High
School at Mill Valley, Cal., and the selection
of that instrument with a suitable supply of
Edison records offers the basis of an interest-
ing story. The authorities of the school were
undecided as to what particular instrument to
select and finally hit upon the plan of having
manufacturers and their representatives submit
instruments for trial. When received they were
placed on the platfom back of a curtain out
Addition to Operadio Plant
of additional space to its plant at 700 East
Fortieth street. With this extra space the
Operadio factory facilities comprise 20,000
square feet devoted exclusively to the manu-
facture of Operadio loud speaker products. J.
M. Stone, president of the company, states that
the demand for Operadio products has shown
a steady increase for the past few months,
making the additional factory space essential
in, order to give the trade efficient service and
co-operation.
BRITAIN'S BEST MUSIC TRADE
DIRECTORY
MUSIC TRADES DIARY
DIRECTORY and YEAR BOOK
1928 Edition Ready December 1st
THE MOST COMPLETE WORK
OF ITS KIND PUBLISHED
CONTENTS
INVALUABLE TO THE MUSIC
TRADE ALL OVER THE WORLD
ALL
UNDER
ONE
COVER
CLASSIFIED DIRECTORY — A unique feature of this list is its specialized compilation of verified
and selected names and addresses of manufacturers and dealers at home and abroad.
YEAR BOOK — This section is characterized by its concentration on information of real value on sub-
jects needing continuous reference to by those interested in Music Industries.
DIARY — Spacious for notes, and in convenient arrangement of one week to the opening; also memo-
randa space.
Price— Post Free Abroad. 2/6 Paper Bound, 3/ — Cloth Bound
G. D. ERNEST & CO., Ltd., 5 Duke Street, Adelphi, LONDON, ENGLAND
Also Proprietors of the "Music Trades Review" — The Most Influential Music Trade Journal in Great Britain
Tlie Talking Machine World, Nezv York, November, 1927
87
B CURRENT SUPPLY UNIT
v..
Type 2, for 110-120 Volt AC ^0 or 60
Cycle Current, ^3^,00,
For receiving sets having not more
than eight tubes and not having type
UX171 power tube or equivalent
Type 2A, for 110-120 Volt AC 10 or
60 Cycle Current, ^42.50.
For all sets using type UX171 power
tube or equivalent and for ail large
sets having nine or more tubes
Type 2C. for I10-120 Volt AC 25, 30
or 40 cycle current, ^47.50.
Prices include type BH Raytheon tube
Any of these models will be furnished
with an automatic control switch built in
the unit for ^2.50 additional. With
this the B unit is automatically
switched on or off when switch
on the radio set panel
is turned.
Nationally Advertised— Nationally Accepted
THE KINGSTON B CURRENT SUPPLY UNIT will
lead your sales this season. Nationally known, nationally en-
dorsed, nationally advertised (The Saturday Evening Post, the
National Geographic Magazine and others) a unit that will
keep the set always at its perfection peak, that is handsome,
expertly made and positively guaranteed — here is a unit that
has everything the consumer demands, everything the dealer
desires. Has three different voltage terminals, each adjustable
over a wide range, making possible any desired voltage from
5 to 200. Fourth variable voltage may be easily had by con-
necting separate variable resistor to one of the terminals.
Size: 9 inches long, 8^4 inches high, S34 inches wide.
KOKOMO ELECTRIC COMPANY, Kokomo, Indiana
New Stores and Changes
Among Dealers During Past Month
New Stores Opened Recently Throughout Country and Changes in
Management Compiled for the Benefit of Manufacturers and Jobbers
Arkansas
Berryville — The Tolleson Music Co., of Harrison,
has established a branch store here with K. C. Chris-
ler in cliarge.
California
Stockton — LeRoy Winder has opened a new music
store, bearing- his name, at 21 Soutli Sutter street.
Cliico — Colcer's Music Co. has moved to new quar-
ters at 303 Broadway, this city.
Palo Alto — Sherman, Clay & Co. have opened a
new branch store here, handling pianos, phonographs
and other instruments.
San Jose — Joe McKiernan has taken over the sheet
music department of the Wiley B. Allen Co. store,
formerly conducted by Henry Grobe.
Colorado
Julesburg — C. H. Austin has purchased the music
department of the AV. J. McCoy Furniture Store,
this city.
Denver — The Darrow Music Co. has purchased the
musical merchandise stock of Glidden & Marsh and
has enlarged Its small goods department to make
room for it.
Connecticut
Hartford — M. J. Sugar has opened a new music
and radio store in the Manternach Building. 57 AUyn
street.
New Britain — Walter Kovel, formerly in charge
of the piano service department of the C. L. Pierce
& Co. store, has opened his own music store at 38
Rockwell avenue.
Florida
Daytona Beach — The Schubert Piano Shoppe, Inc.,
has been incorporated to engage in a retail music
business here.
Georgia
Decatur — J. W. Crews and B. J. Langford have
opened the Decatur Music Shoppe at Church and
Sycamore streets, this city.
Idaho
Pocatello — The T. C. Martin Music Co., of this
city, has been purcha.sed by the Sampson Music Co.,
of Boise, operating a chain of stores.
Illinois
Chicago — The Rialto Music House, operating two
small music stores on State street, has opened a
third branch at 14 West Randolph street.
Clucago — Patrick J. Cook has opened a general
iTiusic store at 515 South Crawford avenue, handling
talking machines, records and sheet music.
PHONOGRAPH
* MOTORS
) "viJ \
WIDE variety of
Motors made by
Hermann Thorens,
Ste. Croix, Switzer-
land, Manufacturer
of Europe's most
celebrated phono-
graph motor.
High quahty — rea-
sonably priced. In
different capacities,
playing up to 10
records.
THORENS, Inc.
Sole Distributors for U. S. A.
450 Fourth Ave. New York City
^ r
Evansville — The Schneider-Jordan Music Co. has
moved from 220 South First street to new quarters
at 223 South Third street.
Indiana
South Bend — Lang Bros, have held the formal
opening of their new three-story home at 119 West
Washington avenue.
Lawrenceburg — The Rice Piano Co., of Aurora, has
opened a branch store In the Schneider Building,
on High street, with D. G. Rice and his son, Horace,
in charge.
South Bend — Delos M. Coen has been appointed
receiver for the Copp Music Shop, 128 South Michi-
gan street, of which C. W. Copp is proprietor.
Iowa
Dunlap — George J. Kohles, formerly a music dealer
in Earling, has opened a store here, handling mu-
sical instruments.
Cedar Rapids — The Emerson-Hiltbrunner Music
Co., this city, has consolidated with the Hanson
Music Co., of Oelwein, and C. W. Hanson has moved
to Cedar Rapids.
Council Bluffs — E. S. Sears, formerly of Chicago,
has succeeded W. J. Willoughby as manager of the
local store of the SchmoUer & Mueller Piano Co.
Kansas
Wichita — The Innes Music Co. has opened an an-
nex to its music store at 405 East Douglas avenue,
which will be used until the company's new home
at Lawrence avenue and William street is completed.
Topeka — Walter Green has purchased the interest
of Frank Ives in the Green & Ives music and
jewelry store, which will be conducted in the future
as Green's Music Shop.
Independence — The Watkins Music Co. has moved
to commodious, new quarters at the corner of Maple
and Liberty streets.
Massachusetts
Arlington — Proctor Michaelson has opened a new
music and radio store on Massachusetts avenue, this
city.
Michigan
Detroit — The Crowley-Millner Co. has opened a
new small goods department with Maurice H. Lebow
in charge.
Detroit — The Rose-Hill Music Co., which opened
a store on East Grand River avenue about eight
months ago, has discontinued business.
Eaton Rapids — C. B. Wyseng, of this city, has
opened a new music store called the Wyseng Music
Store as the first of a new chain through this dis-
trict.
Minnesota
Minneapolis — The Cammack Piano Co., formerly
located at 828 Nicollet avenue, has taken new quar-
ters at 20-22 Eighth street.
Minneapolis — R. L. Lewis has opened a new music
store at 3908 Main street, handling Brunswick Pana-
tropes and a full line of radio.
Missouri
Cameron — J. B. Mahaffey has opened a new music
store in the Risley Building on East Third street,
handling sheet music and musical merchandise.
Nebraska
Omaha — Signer Tolomeo has opened a musical
merchandise store at 320 South Fifteenth street,
called the Orpheum Music Shop.
New Jersey
Wcstwood — Samuel Benson has been appointed re-
ceiver for the Westwood Music Shop, operated by
George J. McManus, who has been declared bank-
rupt.
Newark — The Mai'ket & Broad Music Co. has been
incorporated with a capital stock of 1,000 shares of
no par common stock.
New York
Glens Falls — The Webster Piano House has been
opened in new quarters at Elm and Main streets,
handling a full stock of musical instruments.
Watcrtown — The McCumber-Hyde Piano Co.,
operating stores in Cortland and Fulton, has opened
a new branch at 270 State street, this city.
Mt. Vernon — The Baumer Piano Co., of New
Rochelle. has opened a branch store at Park and
Prospect avenues, this city, with George B. Gros-
venor in charge.
Oneonta — James McNeely has opened a new music
store at 192 Main street, handling Conn and Martin
band instruments, sheet music, phonographs and
records.
Albany — The Carl AV. Jo.seph Music Co. has taken
over the business of the Larkin Music Co., 454
Broadway, and will continue same.
Oneonta — The Buckingham & Moak Co., of Utica,
has opened a new branch music store at 133 Main
street, this city.
Hudson Falls— Walter G. Webster, of Ballston Spa.
has opened a new music store at Main and Elm
streets, handling pianos and other instruments.
Syracuse— The Clark Music Co. has held the formal
opening of its new, enlarged store at 2503 James
street, of which Walter H. Moser is manager.
Astoria — ^A petition in bankruptcy has been filed
by Thomas Cabasino, dealing in musical instruments
at 153 Astoria avenue.
Port Chester — The Baumer Piano Co. has suc-
ceeded to the business of the Donen Music Shop.
321 North Main street, this city.
New York City — Simon Polimer has ' moved his
phonograph and record store from 235 West Forty-
second street to 492-4 Lenox avenue.
New York City — Joseph Domoter, who formerly
conducted a piano store at 1215 Third avenue, has
taken new quarters at 2357 Eighth avenue.
Ridgcwood — The Gray Music Shop, 418 Knicker-
bocker avenue, Brooklyn, has opened a branch store
at 611 Fresh Pond road.
Ohio
Obcrlin- The Burgess Music Store Co. has been
incorporated with a capital stock of .$10,000 to deal
in musical instruments.
Newark — A. W. Wolfe, who formerly conducted a
music store on South Main street, has moved to new
quarters at Jackson and Elizabeth streets.
Youngstown — The Wolfe Music Co., specializing in
small goods, has taken new and larger quarters here.
Mansfield — The C. W. Sipe Music Co. has moved
from 12 South Gamble street to new quarters on
West Main street.
New I-exington — The Wolfe Music Co.. of this city,
which is one of the oldest music houses in Ohio, has
announced plans for discontinuing business.
Toledo — The Hayes Music Co., of which Mae
Hayes is president, has suffered a heavy loss in two
successive fires, which completely destroyed stock and
building on Superior street.
I'niontown — The music store of H. N. Myers has
suffered a severe loss as the result of a fire.
Oklahoma
Altus — The Brandfleld Music Co.. operating stores
in Hobart and Mangum, has opened a branch store
here with J. P. Madden as manager.
Oregon
Knterprise — Mrs. Minnie Meyer has opened a new
music store, called the Song Shop, in the Wallowa
National Bank Building, handling a complete line of
sheet music and small instruments.
Pennsylvania
Philadelphia — The music store of Harry Stolfa,
formerly located at 612 South Ninth street, has
been purchased by Giuseppe Russo and has been
removed to Eighth and Christian streets.
Butler — The Hanson Music Co. has moved from
1.j9 North Main street to 140 West Jefferson street.
.Johnstown — The F. A. North Co. has opened a
new branch at 1200 Eleventh street, which has three
handsome display floors.
Sharon — The stock, good will and assets of the De-
Foreest Pioneer Music House have been purchased by
(Continued on page 90)
Talking Machine
Springs and Repair
Parts
NONE BETTER IN QUALITY
NONE LOWER IN PRICE
The Rene Manufacturing Co.
MontveJe, New Jersey
88
The Talking Machine World, Nezv York, November, 1927
89
TWIN
STARS
Constance
Talmadge
in her latest triumph
"Breakfast at Sunrise
aiui
Gold Seal
iSadio Tillies
In the radio sets
of owners
TT S the Star Performers that
Icount-m radio as well as
motion pictures
Gold Seal tUd,o T">«'?^%^°"
natton-wrde populanty by the.r
consistent -star performance -
Aeresultof real quality. In volume
™,ge, and full nch tone they are a
teiprovement over the tubes
of a year or two ago
Are you still Ustening to 1921
^Uty radio reception? Bring your
Tup to date with a full installa-
tion of Gold Seals-youU be de-
lighted
Type
GSX 226
A. C. Amp.
Pnce ti^.r'n
Our neu- Oooi--tf. 'ho" 1
Tuba" tell* yo" n"" '
btlm^fot you- '■of-'
> Get ih*
gOLD SEAL
EtECTaiCAL CO.
INCORPORATED
TypeGSX199
3 volt
Gen. Pur.
Price $2.25
^the public knows
AT first. Gold Seal tubes were bought
^ and used by radio fans and experi-
menters who wanted "something better."
They became enthusiasts about Gold
Seal's consistent quality and reliable uni-
formity.
Now — everybody knows it. The sale of
Gold Seal tubes throughout the country
has grown at an unprecedented rate, win-
ning popularity and building trade for
dealers.
Gold Seal dealers were promised and are
getting aggressive sales help and national
advertising cooperation in leading publi-
cations. Are you sharing in profits of this
business growth?
Better get full particulars
now — mail coupon today
GOLD SEAL ELECTRICAL CO.
INCORPORATED
2S0 PARK AVE., NEW YORK
Dealer Standard
Protection VLi^j'x Types
Type GSX 120
3 V. Power
Amp.
Price ,1i2.50
TvpeGSX281
H.W. Rectifier
Price .«.9.50
Gold Seal
u Radio Tubes d
Li
Type
GSX171
Radio Amp
Price $4.50
Made in our own
plant, America's
largest, devoted
exclusively to
Radio Tubes
Type GSX240
"HyMu"
Amp.
Price $2.25
Gold Seal tubes are always
sold at standard list prices,
protecting the dealer in his
legitimate profits.
COUPON T.M.W. 11-2T
GOLD SEAL ELECTRICAL CO., Inc.
250 Park Avenue, New York, N. Y.
Gentlemen: — Please send me full particulars of the
Gold Seal line and your attractive proposition.
Name .
Address -
City
Jobber
Dealer
90
The Talking Machine World, New York, November, 1927
G. G. Embry, Golumbia Syra-
cuse Mgr., Increases Sales
Sales Volume of Syracuse Branch of Columbia
Phonograph Co. Shows Consistent Gain
Under the Management of Mr. Embry
Syracuse, N. Y., November 7. — C. C. Embry,
who took over the management of the local
distributing branch of the Columbia Phono-
Mr. Embry is no stranger to the phonograph
field or to the products of the Columbia organ-
ization, having been connected with the com-
pany for the past seven years in Kansas City
and San Francisco. He was transferred from
the Western territory to take charge of the
Syracuse area, and the sales records which he
built up in the West have been lived up to
and exceeded since his transfer. During the
past month Mr. Embry gave a demonstration of
the Columbia-Kolster electric pick-up phono-
graph to his dealers, and received advance
orders from every single dealer.
New Stores and Ghanges in
the Music and Radio Trades
(Continued from page 88)
Advance Programs of A.-K.
Radio Hour for the Trade
Phil.^delphia, Pa., November 9. — The advance
programs of the Atwater Kent broadcast on
.Sunday evenings are now being furnished deal-
ers in a size which accurately fits the display
frame that has been used by these dealers for
other advertising purposes in the past. A recent
issue of the radio bulletin issued by the Atwater
Kent Mfg. Co. suggests that every dealer should
use two of these frames, one for the colored re-
prints of Atwater Kent advertisements and the
other for advance programs.
Paul Specht to Manage
Loew House Orchestras
C. C. Embry
graph Co. on May 1 of this year, is continuing
to pile up sales records, and not a month
passes that the volume of sales does not show
an increase of from 100 to 200 per cent over
the same month of 1926.
Immediately following the first week of a
sl.x months' engagement with his orchestra at
ihe Capitol Theatre, New York, Paul Specht,
exclusive Columbia artist, was engaged as or-
ganizer, coach, director and manager of stage
orchestras now being formed for the Loew
chain of picture houses.
John H. Dundore, for many years manager of
the Portland branch of Sherman, Clay & Co.,
has opened his own music store in that city.
the Curian Music Co., located at 62 East .State.
South Carolina
Columbia — F. E. Mehlman, Inc., has been incor-
rorated with a capital stock of $1,500 to deal in
musical instruments and radio.
Tennessee
Memphis — The Memphis Music Store has taken a
section of the Thompson Bros. Building adjoining
the Post Office block.
Dayton — The Kelly Music Co., of Chattanooga, has
opened a branch store here, handling a complete line
of musical Instruments.
Texas
Waco — The Standard Music Co., of this city, has
been incorporated with a capital stock of $1,000 by
H. I. Standard, A. H. Sanger and A. S. Sanger.
Waco — The International Music Co., this city, has
been incorporated with a capital stock of $10,000.
Dallas — The Alco Music Co. has opened a depart-
ment in the Winkle Book Store. 1609 Elm street,
handling records, sheet music and musical merchan-
dise.
Vernon — A second store of the Vernon Music Co.
has been opened in the Cy Long Building, handling
a full line of instruments.
Houston — The James Furniture Co. has opened a
phonograph and record department under the man-
agement of Mrs. S. A. Jones.
Utah
Salt I.ake City— The Walker Bros. Dry Goods Co.
has opened a new music department, handling phono-
graphs and radio and managed by Robert Nevins.
Bri^ham City — Truman Nielsen has purchased the
Boxelder Music House from Ralph Sarager.
Virginia
Richmond — The Corley Co., which suffered a severe
Are loss, has taken temporary quarters at 205 North
Second street.
Washington
Seattle— Harold Weeks, Inc., has been incorporate^
with a capital stock of $99,000 to deal in musical ln-1
struments here.
Seattle — The University Music Co. has opened its
new, elaborate warerooms with a formal reception.
Wisconsin
Appleton— The music store of Meyer & Steeger has
been remodeled and a new mezzanine floor has been
added.
— ^ — mm-m
The Full Automatic With Electric Amplification
The Neiv Deca Disc
With Electric Amphfication. 53" high, 36" wide, 22" deep.
A DeLuxe Art Model, finished in rich walnut with
disappearing doors and other unique features add-
ing elegance, color, beauty and refinement to the
most luxurious home.
By turning a switch this instrument will play a
program of selected music continuously changing
its own records.
Plays both 10" and 12" records, all makes. They
center themselves, no fussing around putting them
on.
Our method of electric amplification gives us a
wonderful range of volume. It can be toned down
to a whisper or turned on full and is as loud as the
orchestra or band itself.
Live jobbers and dealers are requested to write for
information, some good territory yet open.
Manufactured by
The Deca-Disc Phonograph Co,
Waynesboro, Pa.
he Talking Machine IVorhi, Neiv York, November, 1927
91
Is*
Essential Items
Replenish your stock before you forget!
CONSOLIDATED Recommends:
PLAYOL — the quickest selling musical novelty on
the market. Makes all imitations; any child can
play it. Retails for 10c each.
4 Doz. In handsome display carton $2.60
Gross lots (3 cartons) 56.75
LITTLE TOT'S RECORD BOOK
Always a Wonderful Holiday Seller
Albums contain four 7-in. double-faced records
with 8 or more selections. Each album contains
8 beautifully colored pictures, illustrating the
subject of the records, with the complete verses,
stories or games printed on the back. Each rec-
ord may also be purchased individually. This
enables mothers to keep the complete album in-
tact should the youngster break any of the rec-
ords.
10 Complete Books — 40 Different Records
Books List at Jl.OO
Dealers' Price, Vq Gross or More, 60c
Records List at 25c
Dealers Price 15c
Full list of books and records on request.
BASS UKE — A large size ukulele of unusual tone
quality. Body of figured birch finish in two-tone
mahogany color. Hand-shaped hardwood neck
of perfect balance. Ebonized fingerboard is ac-
curately fretted, with raised extension. Sound
hole and top edge are bound with double thick-
ness of rounded white fibroid. Has patent
tuning keys, an exceptionally strong bridge and
best quality strings.
List Price, $6.00 Dealers' Discount 50%
BELL BRAND and BLACK DIAMOND
Strings for Violin, Mandolin, Banjo, Guitar,
Tenor Banjo, Uke, Etc.
Selected material of the most expensive quality
is used in these strings, the latest type of ma-
chinery and the most skillful operators are em-
ployed in their manufacture. Kach string is
tested before being shipped md vry best care
is taken with every detail.
Special attention is called to the gut wound
strings made by an entirely new process. Flex-
ible and responsible gut wound strings, true and
with brilliant and lasting tone qualities.
Write for complete price list of strings.
Liberal Dealers' Discounts
HOHNER HARMONICAS— the line whose na-
tional advertising pulls business for you. Beside
the popular "Marine Band" illustrated here, we
give rapid "in-stock" service on any Hohner in-
strument. Order this 32-piece assortment and get
the new Hohner electric flasher sign FREE:
Order No. 800 Special Assortment of
HOHNER Harmonicas:
$3.50
4.00
1.20
1.50
1.50
2.00
2.00
2.00
1.50
1.50
2.00
2.00
2.75
Assortment
You
of Styles
To Re
Receive
No.
"Old Standby"
$0.50
7 pieces
8
34B
"Marine Band"
.50
1896
"Echo"
.60
2
254
"Sportsman"
.75
2
605
"World Renown"
.75
2
3CND
"Marine Band
2
152
Tremolo"
1.00
2
105
"Auto Valve"
1.00
2
3101
"Harmonette"
1.00
1
453
"Goliath"
1.50
1
146
"Marine Band
Tremolo"
1.50
1
608
"Echo"
2.00
1
46!^
"Up-to-Date"
"Chromonica"
2.00
1
260
2.75
32 Pieces $27.45
You Invest for these Harmonicas AND
the Flasher $19.50
You Gain Over 40% Cash Profit $7.95
PLUS a valuable attention getter for your
window.
Roy Smeck VITA UKE — Gives greater volume,
without sacrifice of sweetness of tone. Every
detail of its novel design and construction was
a development of careful experimental work.
Recommend and show it to the most critical
players. They'll BUY!
List Price, $12.00 Dealers' Discount 50%
L.-irgest stock of phonograph repair parts In the
world. Send your rush orders.
Consolidated Talking Machine Co.
Consolidated Bldg., 227-229 W. Washington Street, Chicago
2949 Gratiot Ave., Detroit
1424 Washington Ave., South, Minneapolis
New Musical Novelty
New Price List just off the
press — Write us.
Quaker City Wholesale and Retail Trade
Prepares for Brisk Pre-Christmas Business
Decided Upward Trend in Volume of Talking Machine and Radio Sales During Latter Part of
October Encourages Dealers — New Columbia Instrument Received With Enthusiasm
Philadelphia, Pa., November 9. — Opening days
of November encouraged the talking machine
trade to look forward to the brighter future that
is just ahead and indicated by the upward turn
in business that took place in the past week.
While October was not as active as could be de-
sired for a Fall month, the dealers enjoyed a
fair amount of sales in radio devices, but a ten-
dency towards purchases of the light-socket
types has curtailed the interest in entirely bat-
tery-operated styles. Talking machines were
sought on limited scale while records moved in
fairly well-maintained volume, although a fall-
ing ofi from the heavier late Summer sales was
reported by the wholesalers.
The coming holidays now occupy the atten-
tion of the distributors and preparations are be-
ing made in anticipation of the coming Christ-
mas demand for all lines of talking machine
supplies as well as radio devices. Dealers are
optimistic over the coming holidays in view of
the improvement that set in with the late Oc-
tober, and are shopping around for gift sugges-
tions in trade wares with interest in all lines of
machines and accessories, records, albums and
other goods.
Advertising and exploitation stunts have been
fruitful in promoting sales among the record-
ings of the leading talking machine concerns
throughout the month. That it pays to adver-
tise and to take advantage of opportunities to
exploit records has been verified by the volume
sales that were made on those records that have
been tied in with timely appearances of artists
or by other factors that give publicity oppor-
tunity in current events.
Tie-Up With Lindbergh
The month just past offered splendid ad-
vantages to tie up with the personal appearance
of Colonel Lindbergh and those dealers co-
operating with the moving picture industry in
the opportune showing of "The Eagle Flies"
reaped rewards in increased sales of the record-
ing on the Victor of the speeches of President
Coolidge and "Lindy" made during the recep-
tion in honor of the air hero recently in the
National Capital.
The dealers tying up with the appearance of
Colonel Lindbergh were M. Grass & Son, Lin-
ton Co., J. Ralph Wilson Co., Winners Music
Store, Carsons Radio & Music Shops, Howard
Dudley, Camden, N. J., and J. C. Holton, Lans-
downe. Pa. The J. R. Wilson Co. also broad-
cast a Lindbergh program over WCAU on Oc-
tober 21.
Plans Series of Sales Conferences
A series of sales conferences are to be carried
on this Winter by the wholesale Victor depart-
ment of H. A. Weymann & Sons, 1108 Chestnut
street, co-operating with the dealers in pro-
moting salesmanship for the Victrola among
the salesmen of the various firms. Beginning
on November 8 the Weymann Co. will give the
first of the series of educational and sales talks
to the staffs of its customers in the Philadelphia
Chamber of Commerce, which will be engaged
for the occasion. These talks will be given
monthly at the Chamber of Commerce and the
speakers selected from the executives of the
Victor Co.
Starts Holiday Sales Campaign
For the purpose of facilitating selection of
holiday models of the Victor among the high-
priced types, the Philadelphia Victor Distribu-
tors, Inc., 835 Arch street, have arranged for
floor displays of samples of the Orthophonic,
combination models and the Electrolas to be
featured throughout the pre-holiday buying
weeks. There also will be provided for
dealers special service in selection of recordings
where lists are to be prepared of Christmas
gift numbers among the Musical Masterpiece
sets in albums. Little Tot Books and foreign
and American artists.
Distributor Leases New Home
A new home has been acquired by the Phila-
delphia Victor Distributors Inc., although the
present quarters will not be vacated before the
coming Summer months. The new site is
located in the building now under construction
at 232-248 North Eleventh street. In this six-
teen-story modern structure now being built,
larger and up-to-date quarters will be occupied
on the first and basement floors where 30,000
square feet of space has been acquired. It is to
be occupied upon completion of the building
operations for the firm's wholesale Victor dis-
(Continued on page 94)
THIS IS A VICTOR YEAR
You will reap the benefit of Holiday sales pro-
vided you have the following goods in stock.
Orthophonic Victrolas
Orthophonic Records
Combination Victrolas and Radio
Victor Electrolas
We are prepared to serve promptly every Vic-
tor Dealer who should logically buy his sup-
plies in Philadelphia.
Philadelphia Victor Distributors, Inc.
835 Arch Street Philadelphia
92
The Talking Machine World, New York, November, 1927
93
As Silent As a Fine Watch
^and As Well Made
JUNIOR Motors are small editions of the famous
Flyer, with the same long life, dependability and
freedom from noise that have made the Flyer the
most popular and most widely used motor for
portables.
The Junior has a frame of cast iron, spring of the
finest steel, bearings of everlasting bronze, and
specially-cut precision governors and gears. It is
rigidly inspected at every stage of manufacture, and
cannot come to you in a portable unless it is 100%
perfect and ready to stand up under long years of
hard use.
The greater part of all portables sold are equipped
with Junior or Flyer Motors. Dealers insist on these
better motors because they have found by experience
that portables equipped with them are easier to sell,
give greater satisfaction, and assure freedom from
returns.
Demand portables powered by Junior or Flyer
Motors— and play safe.
ENERAL INDUSTMES CO.
ELYRIA, OHIO
Formerly named The Qeneral Phonograph Mfg. Co.
Makers of Precision Products for a Quarter of a Century
94 The Talking Machine World, New York, November, 1927
THE TRADE IN PHILADELPHIA AND LOCALITY— ( Continued from page 92 )
Velvaloid Reeord Brush
Ideal for advertising purposes or resale. Write ui for full information.
PHILADELPHIA BADGE CO.
ManujactUTtTi
942 Market Street Philadelphia, Pa.
tribution headquarters, assuring to the trade
maximum service.
Louis Buehn, son of the head of the Phila-
delphia Victor Distributors, Inc., was among the
rooters for the Penn State College football team
when the game with the University of Pennsyl-
vania was staged here during mid-October. The
younger Buehn, a student at Penn State, was
accompanied by C. W. Taylor, who directs the
music store at Penn State and who is a Victor
dealer.
New Columbia Model Arouses Enthusiasm
As the popularity of the Columbia Phono-
graph Co., 40 North Sixth street, Philadelphia
branch, broadens with the many new develop-
ments in recording and machines, sales of
records have been soaring in the local territory.
Dealers are tying up with the growing popu-
larity of the "Two Black Crows" by novel ad-
vertising means. While the Moran and Mack
tie-up develops sales for the Black Crows in
the dealers' shops the headquarters here are
busily employed booking orders for the new
Columbia-Kolster Vival-tonal Electric Repro-
ducing machine. Since the display of the new
model the past few days larger orders for the
machine have been booked and dealers have
been most enthusiastic over its excellent tonal
qualities and modern features. Efforts have
been made by the factory to speed up produc-
tion so that orders may be handled with
despatch.
October sales of records for the, local Co-
lumbia branch topped any for the similar month
for the past six years, and Manager J. J.
Doherty, of the Quaker City headquarters, upon
his return from a round of the dealers up-State,
was most enthusiastic over the larger volume of
business shown by actual figures for the month.
A tour of Williamsport, Harrisburg, Bellefonte,
Lockhaven and nearby points made by Man-
ager Doherty disclosed the growing business
which has followed in the wake of the "Two
Black Crows" recordings and their promotion
of interest in other Columbia recordings of the
Masterwork Series and other high-grade artists.
A big campaign will be carried on in exploita-
tion of the "Two Black Crows" records on the
appearance of the Moran and Mack team here
during the current month, the local dealers in
co-operation with the manufacturers tying up
with novel advertising, window display and
other publicity stunts for the sale of recordings
while the show plays here at the new Erlanger
Theatre.
Fst<Qtad 1922
In Lancaster, Pa., the "Two Black Crows"
records were uniquely exploited in the past
month when the Herr Music House featured
in the main highways of the city two riders
astride hobby horses on wheels riding through
the streets. Emblazoned across the side of the
saddles was the broadside announcement of the
Black Crows.
In Philadelphia the newly opened music and
talking machine store of the Music Box, Broad
street below Spruce, made the mid-city its cam-
paigning center on the Black Crows when it had
two Black Crows effigies parade through the
streets to advertise its business and the Co-
lumbia artists.
Feature Brunswick Recordings
Staging its big hit of the month, and one
that proved to be a lively sales promotion fea-
ture for the dealers the Brunswick-Balke-
Collender Co., Philadelphia branch, 40 North
Sixth street, made fame for its album sets of
high-class records in European selections,
classic organ concertos, Beethoven Symphonies
and like better recordings, the newest feature
of the list of the Brunswick Co., that were
brought out here October 15. Wanamaker's
department store and the Rover Smith store
made these new standard records a special fea-
ture for displays and sales during the introduc-
tory week of the new series.
A line of the Brunswick phonographs and
records was stocked in the newly opened phono-
praph department of the Standard Radio Co.,
611 Market street. This firm will feature the
Brunswick as a permanent part of its stock.
Peirce & Phelps Feature Sonera
Peirce & Phelps, 224 North Thirteenth
street, recently appointed distributors of the
Sonora line, will add the latest of the modern
and improved types of that make when they are
placed in stock after the first of the year. The
firm, distributor of radios with the local repre-
sentation of the Mohawk and Crosley sets, has
been enjoying an excellent Fall demand for the
A. C. electric sets in both these makes. They
appear to be the most popular sets so far this
season. The popularity of the direct current
sets has created an oversold market with such
heavy advance business that the factory is well
sold up for several weeks to come on holiday
orders.
Q R S Co. Expands
With the extension of the lines that are be-
ing distributed in the Quaker City by the Q R S
Roll Co., under District Manager Don Rock-
well, the local headquarters of that firm now are
undergoing extensive expansion in space to
accommodate the innovation in the business.
Larger forces also are being employed along
with the addition to the rear for the new de-
partment devoted to the wholesale distribution
of the Okeh and Odeon records in the local ter-
ritory. There has been acquired double floor
space while the mezzanine section has been re-
constructed to accommodate increased stock. M.
Grass & Son, occupying part of the mezzanine
floor, also will increase space for their whole-
sale sheet music division.
Makes Good Use of Broadcasting
While the Lindbergh tie-up was made in con-
junction with the local appearance of the noted
aviator the enterprising neighboring city music
house, the Roeblen Piano Co., Wilmington,
Del., joined in the profitable exploitation of the
Victor recordings of that famous flyer. Having
adopted a broadcasting program through
WDEL, its own station located in the store,
which will be carried out throughout the Winter
in weekly air entertainment, the firm on Oc-
tober 21 gave a special Lindbergh program
under direct supervision of the proprietor, Wil-
liam Holland. There will be conducted every
Friday special radio programs featuring the Vic-
trola and the Duo-Art piano.
Long Trip for Victor Portable
In far-off Eastern Africa there will be
heard the strains of the Victor portable which
was purchased in the Pennsylvania town of Car-
bondale in the coal regions and the store of the
Fulkerson Music Co. Dr. A. DeWalt, a gradu-
ate in the 1927 Class of Harvard University.
Dental School, will carry the Victrola portable
to his native land, where he is to practice his
profession. He became acquainted with the
Carbondale firm on a vacation trip and pur-
chased the portable this Summer shortly after
.arraduation, intending to bring it home with him
along with a large selection of Victor records.
The strains of talking machine reproduced
music are entertaining people in all parts of
the globe.
Miss Amelia Ertelt Recovered
Miss Amelia Ertelt, daughter of Richard
Ertelt, head of Ertelt's Music Store, who late
last Summer suffered a broken arm in a fall,
has recovered from her injury and now is able
to use the injured limb. The Ertelt Store has
added the electric RCA. radio.
Adds Fine Radio Lines
An assortment of radio has been added to the
talking machine and music wares handled by
the firm of M. Grass & Son. Those that now
are being featured are the RCA. Zenith, At-
water Kent and Fada.
Merchandising Hints for Dealers
Philadelphia Victor Distributors, Inc., are ad-
dressing a wealth of merchandising suggestions
to their dealers through letters, "Philadelphia
Victor Distributors Notes," pen and ink draw-
ings and cartoons. One communication gives
interesting advance information regarding two
new Victrola models, the 8-12 and 12-15, and
another gives timely news regarding Victor
artists.
A pen-and-ink cartoon on the latest of the
{Continued on page 96)
"Trilling & Montague, wholesale radio merchandisers,
Philadelphia, are recognized as one of the few whole-
salers actually giving dealers service with a cap-
ital 'SV— A TALKING MACHINE PUBLICATION
DISTRIBUTORS FOR
KOLSTER
Radiotrons
Acme Products
Amperlte
Balkite
Bremer-Tully
Burgess Batteries
Carter
DuWHer
Durham Power Units
Eagle Chargers
and Power Units
Ezlde Batteries
Farrand
Federal-Brandes
General Radio Co.
Hammarlund
Hartford Battery
Heath
Jewell Meters
Eodel
Hatlonal Products
Peerless
Sangamo
SllTcr-HarshAU
Sterling Ueteri
Stewart
Tlmmons
Tower's Products
Weston
Yaxley
and many others
Write for our 1927-28 Catalog
TRILLING 6c MONTAGUE
WHOLESALE RADIO MERCHANDISERS
N. W Comer 7th and Arch Sts ^SrOUfWMUs'
Philadelphia, Pa.
The Talking Machine World, New York, November, 1927 ^5
THE IMPROVED UNIPOWER
Gould Kathanode construction
leads all radio A power improvements
THE design of the new improved Gould Unipower em-
bodies the best points of design in all previous models.
To this has been added the most striking advance in
battery construction for two decades. This new con-
struction is known as the Gould Kathanode assembly.
It is a principle first developed by Gould for submarine
batteries. With the Kathanode battery element the new
Gould Unipower has greatly increased life, care is
simplified, and service costs are practically eliminated.
Gould Storage Battery Co., Inc., Depew, New York
Ask to see the finest Unipower Gould
ever built and write for new low prices.
The new
Improved
96
THE TRADE IN PHILADELPHIA AND LOCALITY
The Talking Machine World, New York, November, 1927
Little Tot albums, the Mother Goose Book No.
10; a list of Pacific Coast favorites, and list of
America's best sellers are three recent sugges-
tions sent by the Philadelphia- Victor Distribu-
tors,-Inc., to dealers for window and wareroom
display.
News Gleanings
A mayoralty candidate for the coming Fall
elections is Franklin Bunn, who conducts the
music store at Princeton University in the New
Jersey college town. There are bright prospects
for the trade candidate, who has a host of
friends in the town as well as among the stu-
dents at the university.
Following an infection from an injury Mrs.
Russell Allen, wife of the head of the firm of
Alexander Allen & Son, 8515 Germantown
avenue, Chestnut Hill, passed away at her home
during the month.
The Sorkin Bros., 1831 Ridge avenue, have
been receiving trade condolence on the death
of their father, I. Sorkin, who passed to rest
in mid-October.
Another trade associate who was extended
the sympathy of his fellows in the industry is
President George Miller, of the F. A. North
Co., 1306 Chestnut street, and of the Lester
Piano Co., upon the death of his wife. Mrs.
Miller passed away following an operation.
A campaign in the Philadelphia territory has
been inaugurated under the local distributors of
Bosch Radio, the Girard Phonograph Co., Broad
and Wallace streets, on these receiving sets.
The Girard Co., the local distributor of the
Edison, has been successfully placing these sets
in many of the leading stores in this section of
the State for the coming holidays.
Innovations to the store of Fred A. Brown,
203 Allegheny avenue, are providing for the
extension of his business by adding to his store
space. The rear has been cut through for an
additional display room and two booths have
been installed in the front.
Landau Bros., Wilkes-Barre, Pa., dedicated
the newly acquired store property, now the
home of the firm, on October 14 and 15, when
many of the local trade associates attended the
opening. Among those who represented the
Philadelphia distribution trade were Vice-presi-
dent Harry A. Ellis and George Tatum, of the
Philadelphia Victor Distributors, Inc. The new
Hazleton, Pa., store of the company will be
dedicated in mid-November.
Attractive window displays, indoor advertis-
LOCALITY— (Continued from page 94)
PATHEX Cameras and
Projector
and
Radio Accessories
Penn Phonograph Co.
jJL FLa d i o
913 Arch St. Philadelphia
ing panels, easel signs and lantern slides for
moving picture purposes now are being de-
signed for the dealers by the J. A. Fischer Co.,
730 Market street, manufacturer of the Valley
Forge main springs, Val Phonic reproducers
and talking machine parts and accessories.
These will soon be ready for the dealers who
desire to give publicity to their repair and ac-
cessory departments. The new Valley Forge
catalog, containing an indexed list of all parts
and accessories, reproducer and parts for mod-
ernizing old type machines in the Valley Forge
make, is now being compiled. Irvin Epstan, of
the firm, is covering the West and is sending
home goodly orders.
H. A. Weymann & Son, Inc., have just com-
pleted a new display room especially devised for
the display of Victor instruments of the De
Luxe models on the second floor of the Wey-
mann Building. The facilities of this display
room will be available for dealers who have
prospects for models that have not yet been
distributed to the trade, and it is announced that
in addition to the display of advance sample
models other types temporarily out of stock,
awaiting factory shipments, will be shown.
Trilling & Montague on
the Air With Concerts
Philadelphia, Pa., November 7. — Trilling &
Montague, radio distributors, have inaugurated
a series of Sunday evening broadcast concerts
from station WLIT of this city. These pro-
grams, consisting of both vocal and instru-
mental music, are on the air every other Sunday
evening between the hours of 8 and 9. For the
first half hour the announcement is made that
S. R. O.
Standing Room Only^'
Thousands of Americans stand in line patiently for hours
waiting to pay high admission prices to concerts and operas.
Thousands are turned away disappointed. "Sold out." "Stand-
ing room only."
America's enthusiasm for the best music has an especial
significance for all of us who sell Victor Talking Machines
and Records.
Capitalize on the sales-plan outlined in the S. R. O. book.
H. A Weymann & SonJnc.
1108 Chestnut Street -Philadelphia, Pa.
Victor Wholesalers
the progrsrm is "presented through the courtesy
of Trilling & Montague, distributors of Zenith
radio," and for the second half hour the name
of Kolster is substituted.
Government Radio Census
Shows Small Stocks on Hand
Reports From 7,842 Radio Dealers Show an
Average of Nine Receivers and Loud Speakers
in Stock— Jobber Set Average Is 373
A survey of radio dealers' stocks recently
completed by the Electrical Equipment Division
of the Department of Commerce, the first of
Its kind officially undertaken, discloses the fact
that 7,842 dealers out of the' 31,485 circulated
reported and had on hand an average of nine
receiving sets and loud speakers on October 1.
Of a total of 936 jobbers circularized 236
replied. The average number of receiving sets
per jobber was 373, loud speakers, 385; "B"
batteries (45-volt units), 1,220; storage batteries,
105; current supply devices, 254; alternating
current tubes, 97, and rectifying tubes, 171.
Tabulation of the dealer and jobber reports
reveals the stock on hand as follows: Receiv-
ing sets for battery operation, 153,817; receiving
sets wired for alternating current (light socket)
operation, not including power supply, 9,493;
loud speakers, 153,001; loud speakers with asso-
ciated power amplifiers, 5,018; "B" batteries in
45-volt units, 564,721; storage batteries not asso-
ciated with trickle chargers, 77,173; socket
power units for "A" current supply, 15,560;
socket power units not using storage battery,
7,503; "B" socket power units, 51,979.
$10,000 Radio-Phonograph
Installation Demonstrated
Instrument Built for LaSalle & Koch, in
Toledo, Demonstrated at Salon of Bludworth,
Inc., New York City
A $10,000 radio and phonograph ensemble,
built to order for the LaSalle & Koch depart-
ment store, of Toledo, O., was recently demon-
strated at the studio salon of Bludworth, Inc.,
New York City. The apparatus was conceived
by T. F. Bludworth and built by his organiza-
tion in co-operation with the Victor Talking
Machine Co. and the Radio Corp. of America.
The operator of the ensemble sits at a con-
sole similar to that of an organ. By pushing
buttons, pulling switches and sliding rods, he
produces musical selections with the individual
touch both from phonograph records and from
radio broadcasting stations.
The Bludworth-Davis Remote Control System
was also demonstrated. Through a hand-tooled
leather case, no larger than a cigar box, plugged
into convenient wall outlets, the entire ensemble
was controlled at points remotely distant from
the apparatus. Phonograph records were played
and changed at will and metropolitan radio sta-
tions were easily tuned in.
The Marlow Music Store, Santa Rosa, Cal..
is enlarging its radio service department.
Tlie Talking Machine World, Ne-iv York, November, 1927
97
General Electric Battery Chargers
Push these profit-makers with the
3 Punch Plan
The new low prices on General Electric Battery Chargers
(Tungar) make them easier than ever for you to sell — $14
for the 2 -ampere — $24 for the 5 -ampere and $10 for the
trickle charger.
A million of them now in use — convincing proof of their
popularity.
The popular 2 -ampere Tungar gives both trickle and boost
charging rates.
And we have a big new 3 -PUNCH PLAN to help you cash
in on General Electric Battery Charger advertising.
Prepare for Fall sales by sending in the coupon for full
details of the 3-PUNCH PLAN. Send it now!
unpar
Afai7 this ^
coupon ^
REG. U.S
PAT. OFF.
BATTERY CHARGER
Tungai — a registered trademark — /s found only
on the genuine. Look for it on the name plate.
Merchandise Department,
General Electric Company,
Bridgeport, Connecticut.
Gentlemen :
I I Please send me full details of your 3-PUNCH PLAN for
dealers.
I I Please send me the name of the nearest distributor of
General Electric Battery Chargers.
GENERAL ELECTRIC
MERCHANDISE DEPARTMENT
GENERAL ELECTRIC COMPANY
BRIDGEPORT, CONNECTICUT
98
The Talking Machine World, New York, November, 1927
Bond Parker Geddes Is Executive Vice-
President of Radio Manufacturers' Assn.
Chosen at Recent Meeting of Board of Directors and Assumed Duties at New York Headquarters
on November 1 — Has Had Long Training as Newspaper Publicity Man
Bond Parker Geddes, who was cliosen execu-
tive vice-president of the Radio Manufacturers'
Association at a meeting of the Association's
board of directors at Chicago, October 11, 1927,
and who assumed his new duties November 1
at Eastern headquarters of the R. M. A. at
New York, is a well-known Washington, D. C.,
newspaper publicity man.
"Ged," as he is known in the national capital
and over the country among a wide circle of
men who are national figures in public and
business affairs and the press, comes to the
R. M. A. with a background of seventeen years'
experience in press and public relations work
in and outside of Washington.
After preliminary training at Omaha, Neb.,
on the Bee and Daily News, Mr. Geddes en-
tered the Washington newspaper field with the
United Press as its White House correspond-
ent, later covering both branches of Congress,
the Supreme Court, the Federal departments
and all other Capital activities, together with
the more important national news events, such
as the Titanic disaster, the trial of ex-President
Theodore Roosevelt's libel suit and Harry
Thaw's trial and liberation. Mr. Geddes, after
about four years' experience, became manager
of the United Press bureau at Washington, in
charge of its staff and news gathering and
presentation. Later he resigned to join the
Associated Press and for about five years was
chief of the Capital staff of the A. P., in charge,
during America's part in the World War, and
during the Versailles Treaty fight in the Sen-
ate, of its Congressional service. While with
the U. P. and A. P. Mr. Geddes became a
political writer, covering all national conven-
tions of both major parties from 1912 onward
He accompanied Senator La Follette on the
Wisconsin leader's stumping tour for the Re-
publican Presidential nomination and in 1920
was the A. P. correspondent with the Demo-
cratic standard bearer, former Governor James
M. Cox of Ohio, traveling 24,000 miles with
the Cox campaign party in its "swing" around
and across the country. Also Mr. Geddes had
duty at the White House and on tours with
President Taft, Wilson, Harding and Coolidge,
accompanying President Taft to Panama and
at his Summer home at Beverly, Mass., Presi-
The nation's strength is the nation's health
Buy Christmas Seals and help preserve it
THE NATIONAL, STATE, AND LOCAL TUBERCULOSIS ASSOCIATIONS OF THE UNITED STATES
dent Wilson on his Summer vacation in New
Hampshire during the first Wilson term and
representing the A. P. with President Coolidge
during the trying period when Mr. Coolidge
arrived in Washington after President Harding's
sudden death.
After about eight years' service with the
Associated Press, Mr. Geddes resigned to enter
public relations and publicity work at Wash-
Bond Parker Geddes
ington for the Sinclair Consolidated Oil Corp.,
resigning January 1 last to become Washington
bureau manager and political writer for a new
national magazine. Patches.
In addition to his newspaper, press associa-
tion and public relations experience, Mr. Geddes
has had legal training and is a member of the
bar of the District of Columbia, a graduate of
Columbia University. Mr. Geddes is a Sigma
Chi, a Mason and a member of the National
Press Club and other Washington organiza-
tions. He is a native of Illinois, born at Paw
Paw, the son of William M. and Jennie Geddes.
J. L. Ray Optimistic
Over Business Outlook
J. L. Ray, general sales manager of the Radio
Corp. of America, commenting upon sales prob-
abilities in the radio field during the Fall and
Winter, recently said:
"At this time I can speak for RCA much
better than of the industry as a whole, because
the season is yet young and it is difficult ac-
curately to appraise sales in general. I can
say, however, that RCA and its dealers have
never before been in so fine a position to do
an intensive selling job. The new line of
Radiolas seems to have captured the attention
and interest of the entire country. Dealers
are finding it difficult to keep single models for
their store use and demonstration purposes.
The factories are working to capacity and we
expect to have shipments up to this unprece-
dented demand within thirty to sixty days.
"If set manufacturers generally are enjoying
the same flood of orders that RCA is now ex-
periencing, the coming season will indeed smash
all records."
M. L. Miller With the
Vitalitone Radio Corp.
M. L. Miller, widely known in the radio in-
dustry in sales and merchandising fields, has
become affiliated with the Vitalitone Radio
Corp., New York, manufacturer of the Vitali-
tone line of radio speakers. Mr. Miller is
manager of the manufacturers' sales depart-
ment, which has been created to sell to the
manufacturer of sets and cabinets a new speaker
developed by the Vitalitone organization.
The Talking Machine World, New York, November, 1927
98o
Detroit Music Dealers State That Phono-
graph Sales Have Shown Decided Progress
More Buying of Phonographs in October Than in Any Other Month This Year, Dealers Report —
Higher-Priced Instruments in Demand — Exhibits at Radio Show Bring Results
of this sub-committee are T. K. Webster, Jr.,
Ekko Co., chairman; William Sparks, Sparks-
Withington Co.; H. C. Forster, Utah Radio
Products Co., and C. C. Colby, Samson Elec-
tric Co.
Detroit, Mich., November 8. — There has been
more buying of phonographs during October
than any previous month of this year, and it is
the feeling among retailers that buying will
increase steadily up to the holidays.
While phonograph sales since the first of
October have shown improvement over what
they were in the previous months, dealers are
really doing most of their business on straight
radios or radio and talking machine outfits. In
the combination outfits, the price is no con-
sideration— people who want both in one are
willing to pay for quality, which explains why
the expensive Brunswick Panatrope and the
Orthophonic Victor models selling at upwards
of $750 are in good demand. We find record
sales are good and have been most of the year.
Grinnell Bros., Victor dealers, are furnishing
Orthophonic records to the Detroit News for
them to broadcast over their station, WWJ,
three times a week, at the supper hour. It is
a reciprocal proposition, and very good adver-
tising for Grinnell Bros, and the Victor Co.
H. C. Schultz, Inc., 442 East Lafayette street,
Detroit, wholesaler of the Sonera line, had an
exhibit at the Radio Show some weeks ago and
reported excellent results. This concern has a
live-wire force of salesmen calling on the city
and state trade, and since taking over the
Sonora has added a very substantial list of
new accounts.
The Detroit Music Co., on Woodward avenue,
near Grand Circus Park, which has been a Co-
lumbia dealer since it started in business, reports
STATEMENT OF THE OWNERSHIP, MANAGEMENT,
CIRCULATION, ETC., REQUIRED BY THE
ACT OF CONGRESS OF AUGUST 24, 1912.
Of The Talking Machine World, published monthly at
New York. N. Y., for October 1, 1927.
State of New York ) jg .
County of New York}
Before me, a Notary Public, in and for the State and
county aforesaid, personally appeared C. R. Tighe, who,
having been duly sworn according to law, deposes and says
that he is the Managing Editor of The Talking Machine World
and that the following is, to the best of his knowledge
and belief, a true statement of the ownership, manage-
ment (and if a daily paper, the circulation), etc., of the
aforesaid publication for the date shown in the above
caption, required by the Act of August 24, 1912, em-
bodied in section 411, Postal Laws and Regulations,
printed on the reverse of this form, to wit:
1. That the names and addresses of the publisher, editor,
managing editor, and business managers are:
Publisher — Federated Business Publications, Inc., 420
Lexington Ave., New York.
Editor — Raymond Bill, 420 Lexington Ave., New York.
Managing Editor— C. R. Tighe, 420 Lexington Ave., New
York.
Business Manager— Lee Robinson, 420 Lexington, Ave..
New York.
2. That the owner is: (If owned by a corporation, its
name and address must be stated and also immediately
there-under the names and addresses of stockholders own-
ing or holding one per cent or more of total amount of
stock. If not owned by a corporation, the names and
addresses of the individual owners must be given. If
owned by a firm, company, or other unincorporated concern,
its name and address, as well as those of each individual
member, must be given.) Federated Business Publications,
Inc., 420 Lexington Ave.; Edward Lyman Bill, Inc.; Caro-
line L. Bill, Raymond Bill, Edward Lyman Bill, Randolph
Brown, H. R. Brown, Carleton Chace, Lee Robinson, B. B.
Wilson, J. B. Spillane, Wm. A. Low— all located at 420
Lexington Ave., New York; Edward Van Harlingen, 209
S. State St., Chicago, 111., and Harold C. House, 120
Broadway, New York.
3. That the known bondholders, mortgagees and other
security holders owning or holding 1 per ce-nt or more
of total amount of bonds, mortgages, or other securities
are: (If there are none, so state.) None.
4. That the two paragraphs next above, giving the
names of the owners, stockholders, and security holders, if
any, contain not only the list of stockholders and security
holders as they appear upon the books of the company
but also in case^ where the stockholder or security holder
appears upon the books of the company as trustee or in
any other fiduciary relation, the name of the person or
corporation for whom such trustee is acting, is given;
also that the said two paragraphs contain statements em-
bracing affiant's full knowledge and belief as to the circum-
stances and conditions under which stockholders and se-
curity holders who do not appear upon the books of the
company as trustees, hold stock and securities in a capacity
other than that of a bona fide owner; and this affiant has
no reason to believe that any other person, association, or
corporation has any interest, direct or indirect, in the said
stock, bonds, or other securities than as so stated by him.
5. That the average number of copies of each issue of
this publication sold or distributed, through the mails or
otherwise', to paid subscribers during the six months pre-
ceding the date shown above is.. (This information
is required from daily publications only.)
C. R. TIGHE, Managing Editor.
Sworn to and subscribed before me this 30th day of
September, 1927.
(Seal) WM. A. LOW.
Notary Public N. Y. Co. No. 695 Reg. No. 9502.
Certificate filed in Queens Co. No. 4826.
(My commission expires March 30tli, 1929.)
an increasing demand both for machines and
records and a bright outlook.
When Is an Electric Set
Not an Electric Set?
R. M. A. Patent Interchange
Sub-committee Appointed
Chicago, III., November 9. — A. J. Carter, chair-
man, patent interchange committee. Radio
Manufacturers Association, has appointed a sub-
committee which will consider proposed
changes in the constitution and by-laws of the
Association in connection with a successful solu-
tion of the patent problem now being discussed
by the Radio Manufacturers Association's
patent interchange committee. The members
When is an electric set not an all-electric
set? According to Splitdorf engineers no set is
entitled to be called an all-electric set unless the
manufacturer builds into the set the complete
equipment necessary to "run" the apparatus.
All other sets come under two classifications,
they are either battery-operated or electrified.
This refers, of course, to radio receivers utiliz-
ing; tubes.
Jack Studner, of Studner, Gumming Co., Inc.,
New York City, is receiving the congratulations
of the trade upon the arrival on November 11
of a son, William Edward Studner.
'^ODEL Six C - 6
"^^l luhes-T. R. F. Cir-
cuit — each stage individit-
ally shielded — one dial in
wave lengths — 110-120 -volt.
A. C. 60 or 30 Cycle oper-
ates ujith loop — inside or out-
side antennas — 8 ft. air col-
umn horn.
$275.00 — less tubes
All Electric
A. C. Tubes
(Licensed)
by Master Builders
THE Bush & Lane Piano Company having stood predominant for
years in the Piano industry as master craftsmen in tone quality and
cabinetwork, now announce The Bush & Lane All Electric Radio —
guaranteeing the same exacting precision of workmanship and crafts-
manship which has made the name of Bush & Lane products synonymous
with all that is the finest in Music.
l^hc TRUE n'otes of the human voice and the rich mellowness of all
musical instruments are a reality — not a distorted reproduction — when
they come from the air thru the Bush & Lane All Electric Radio.
W rite for full information of Jobbers Sales Plan
PIANO COMPANY
Radio Division, HOLLAND, MICHIGAN
98b
The Talking Machine World, New York, November, 1927
President of Financing Company Says
Credit Risks Can Be Reduced by Scoring
Lawrence M. Jeger, President of Wisconsin Association of Financing Companies, in Address Be-
fore Radio Trades Assn. Says More Accurate Results Can Be Gained by Concrete Judgements
Lawrence M. Jeger, president of the Wiscon-
sin Association of Financing Companies, Mil-
waukee, proposed a new scheme of rating credit
risks during his talk at the annual meeting of
the Wisconsin Radio Trades Association. He
would have a score card for rating all such
risks, which could be used for retailers and job-
bers, and which would give something concrete
on which to base the final judgment of an appli-
cant for credit.
Mr. Jeger said if all credit risks were very
good or very bad, the matter of extending credit
would be easy, but the difficulty lies in the fact
that most of them are in between the extremes.
He said there are a number of things which
must be taken into consideration when judging
a risk, and after thinking them all over, a
mental balance is struck^and the applicant is
either granted or refused credit.
"It seems to me that we probably can get
more accurate results if instead of taking vague
mental balances we try to reduce these to con-
crete judgments of the risk by building a score
card," Mr. Jeger went on. "In this card we
would follow somewhat the procedure of a judge
at a contest or a show who sets a certain num-
ber of points on which the scoring will be
based, and then rates the subject on these points.
"There are four essentials in judging a credit
risk: First, how does he pay his bills? Second,
what are his other obligations? Third, has
he developed sufficient stability in his line of
business? Fourth, has he permanency of resi-
dence?
"These are the essential points on which I
grade an applicant, and I work with another
which I call 'Tolerance.' By this I mean that if
a man makes a down payment of more than
33 1/3 per cent of the whole sum, he is a better
risk than if he pays less than this rate, and T
grade him accordingly.
"Just to illustrate the working of this score
card system, I allot forty points of the entire
score to prompt payment. The man who pays
promptly would receive all of the forty points;
the man who is slow because he suffered an
accident or illness, thirty-five points; I would
lake these five points from such a man because
his inability to pay under these conditions shows
that he has not budgeted his income to take
care of such happenings. The man who suf-
fers from seasonal unemployment I would give
twenty-five points; the one living beyond his
means, fifteen points; the risk given to dissipa-
tion, ten points, and the deadbeat, zero.
"Each one of the four essential points is
rated in such a manner and is charted regard-
ing other obligations, and stability as to whether
the risk is married or single, and if married
whether he owns his own home or is a renter.
Likewise the married man is more stable in his
employment than a single man."
Mr. Jeger said that the business house selling
on an instalment basis with the carrying or
accommodation charge earns more during the
early part of the payments than later when
the amount carried is less.
One of the greatest difficulties business houses
experience with the instalment customer is on
rebates, Mr. Jeger pointed out, with the risk
who pays his instalments before they are due
and figures out the rebate in carrying charge
on a periodic basis. It is important in these
cases to show this risk that there is a great
amount of detail involved in taking on a credit
risk, merely in office routine work, as well as
in investigation, service, and other items, and
that this same amount of work is required to
lake off business. He warned dealers to figure
up this cost carefully and not to neglect it and
figure the rebate considering only the date on
which the instalments were taken up.
The Electric Reproducer of
Tone and Full Throated Volume
List price of \'ia- ^ ^
Rad set complete. «^ A w
This illustration shows the units and
connections of the Via-Rad reproducer
and the simplicity of the entire
arrangement.
Via-Rad is a proven B.M.S. product that can
be quickly attached, without tools, to any pho-
nograph to change the phonograph into a
radio operated instrument of unsurpassed
quality for the true and life-like reproduction
of voice and music.
The Via-Rad set consists of the following
units — one electric phonograph reproducer to
replace the phonograph sound box, one Via-
Tector which fits into the detector socket of
the radio set and one Via-Trol which regulates
the reproduction from a mere whisper to the
loudest volume.
Best Made Regardless o( Price
Although far superior in performance, VIA-RAD
costs less than any other reproducer. Every owner
of a phonograph is a prospect for a VIA-RAD.
Simply give a demonstration and four out of five
prospects bu3'. It surpasses any other electric
pick-up for quality and value.
Write or wire today for complete particulars and discounts
Brooklyn Metal Stamping Corp.
718-728 Atlantic Avenue, Brooklyn, N. Y.
New Mantel Cone
ANEW nine-inch model, with handsome two-
tone walnut and mahogany frame. Espe-
cially designed to meet the requirements
for a compact speaker without sacrificing tonal
quality or volume. Attractive in appearance — is
particularly adapted to conserve space. A real
leader — moderately priced for volume sales.
Overall Dimensions:
12 in. wide; 105s in. high
List Price $12.50
Slightly Higher in the West
All Baritone Speakers offer genuine and natural
radio reception with perfect amplification over
the entire audible range.
Some Distributing Territories Still Available
BARITONE MFG. CO.
844 W. JACKSON BLVD.
CHICAGO, ILL.
Great Variety of Window
Displays for "Black Crows'"
The "Two Black Crows," Columbia artists,
have achieved another record in having the
greatest number and varietv of window dis-
Sales-Building Window Display
plays granted them of any phonograph artists
within the memory of the trade. The Krite-
Boyens Piano Co., of St. Louis, contributes this
one, featuring lion taming.
Columbia's Radio Hour Will
Celebrate Army-Navy Game
The Columbia Phonograph Co.'s radio hour on
November 23 will consist of a program as a
musical climax to the football season, and to
particularly celebrate the Army-Navy game,
which occurs November 26.
During the first half-hour various university
marching songs will be played and sung, under
the direction of Arthur Johnston, the well-
known harmonizer. During the second half-
hour a representation will be given of features
connected with the forthcoming Army-Navy
game, with the assistance of a cheer leader from
the Navy Club, New York.
^VhiIe this program features no Columbia
records, as has been the custom with other
radio broadcasts given under the sponsorship
of the Columbia Phonograph Co., it is beyond
a doubt one of the most popular prograius for
the season and should serve excellently as a
Columbia record advertising vehicle.
Although no window posters or streamers are
being provided for the program, Columbia
dealers are urged by the company to tune in on
the program.
The Talking Machine World, New York, November, 1927
99
Albert B. Ayers Is Now
Amrad General Manager
Promotion From General Sales Manager Is
Recognition of the Accomplishments of This
Popular Amrad Executive
Medford Hillside, Mass., November 8.- — James
E. Hahn, president of the Amrad Corp., has an-
nounced the appointment of Albert B. Ayers as
Albert B. Ayers
general manager of the corporation effective im-
mediately.
A comparatively short time ago, upon the re-
organization of the Amrad Corp., Albert B.
Ayers, who is well known and experienced in
both talking machine and radio circles, became
identified with the organization as general sales
manager. The growth of sales under Mr. Ayers'
direction demonstrated his remarkable execu-
tive ability and when a man was needed for
the still more important duties of general man-
ager his chief and co-executives recognized in
Mr. Ayers the ideal man for the position.
William L. King, of the sales division of the
Amrad Corp., reports that the company is
meeting with great success with its alternating
current console models and that Amrad prod-
ucts are meeting with an enthusiastic reception
throughout the territory where sales campaigns
have been conducted.
Latest Talking Machine
and Radio Patents Granted
Educational Device. Milton Kahn, New York, N. Y.
Patent No. 1,645,008.
Phonograph. Frederick H. Horning, Toledo, Ohio.
Patent No. 1,646,148.
Sound Reproducing Device. Eert U. Iwwerks, Kansas
City, Mo. Patent No. 1,646,201.
Phonograph. Frank D. Arnold, Humboldt, Iowa. Patent
No. 1,647,389.
Radio Circuit-Testing Instrument. Jackson O. Kleber,
Pittsburgh, Pa. Patent No. 1,646,152.
Radio Tuning Coil. George Clarence Brooks, Jr., Cam-
den, N. J. Patent No. 1,646,231.
Loud Speaker Unit. Lester H. Fronk, Salt Lake City,
Utah. Patent No. 1,646,451.
Radiodial. Leo KnigofiE, New York, N. Y. Patent No.
1,646,648.
Radio Transformer. Anthony P. Hinsky, Brooklyn,
N. Y. Patent No. 1,647,094.
Heterodyne Receiving System. William F. Cotter,
Buffalo, N. Y. Patent No. 1,647,609.
Radiodesk. Anthony C. Bove, Brooklyn, N. Y. Patent
No. 1,647,264.
Distributor Adds Greene-
Brown Eliminator Line
The metropolitan distributing firm of McPhil-
ben-Keator, Inc., 17 West Sixtieth street, New
York, has taken on the Greene-Brown line of
battery eliminators, made by the Greene-Brown
Mfg. Co. The line consists of "B" eliminators,
which have won wide favor, and a new "A"
eliminator, soon to be introduced.
Start Production on Deca-
Disc Electric Phonograph
Waynesboro, Pa., November 8. — Production has
been entered into on the new electric model
of the Deca-Disc phonograph, made by the
Deca-Disc Phonograph Co. This new model, in
addition to its electrical mechanism for the
changing of records, has also electrical amplifi-
cation of tone. Clarence Croft, secretary of
the company, spent a week in New York last
month in the interest of the export business of
the company. While there Mr. Croft had the
new model on display in the Forty-second
street warerooms of the Rudolph Wurlitzer Co.,
where it attracted considerable attention.
Adds Shamrock Line
The Greenleaf Music Co., 582 South Salina
street, has added the Shamrock radio line to
the products carried.
It Speeds the sale to say
Cabinet work hy ADLER-ROYAL
An unusual design of the Jewel Casket type. Fashioned
from the choicest burl walnut, and exquisitely finished.
The front-door panel opens down to form an attractive
desk and a lift top makes the chassis conveniently acces-
sible. When used for the Radiola Model 17, the electric
set, the battery compartment may be readily removed.
Special Adler-Royal Console
for RADIOLA 16 and 17
This charming console, portraying the
distinctive technique of its famous artist-
designer, was fashioned by Adler-Royal craftsmen
especially for the Radiola Models 16 and 17. Adler-
Royal Cabinets, by their distinctive charm, project
an appeal all their own. They contribute this notice-
able sales advantage to the sets which they enclose.
However favorably known the set, it speeds the sale
to say "Cabinet work by Adler-Royal."
Adler
# m Mdtiii/dcturinq Co.
^^^^^^^^^^^^ IncOrporACed. ^
m LouisviLLi
100
The Talking Machine World, New York, November, 1917
James Condon, Jr., Is Elected President
of the Oregon Radio Trades Association
Controversy on Store-door Playing Being Waged Between Music Dealers and Building Man-
agers and Owners — Brunswicl; Opening New Accounts
Portland, Ore., November 4. — The Portland
music dealers are still in controversy with the
Portland Association of Building Owners and
Managers over the pros and cons of "Shall
music be dispensed in store fronts or shall it
be curbed?" The question has gone before
tlie city council for judgment. The present
ordinance, which went into eflfect many years
ago but which has never been enforced, pro-
hibits the use of musical devices to attract
crowds, etc. The music and radio dealers
insist that without this means of attracting
customers they lose about one-third of their
business. The Oregon Music Trades Associa-
tion, through its president, G. F. Johnson, has
drawn up an ordinance for the approval of the
council, which it feels would be just to all par-
ties concerned. The proposed ordinance reads:
"Except between the hours of 10 o'clock a. m.
and 8 p. m. it shall be unlawful to operate or
cause to be operated any electrical piano,
phonograph, graphophone, radio or any instru-
ment of like character or any other musical or
sound-producing device of any nature what-
soever, or to sing or call out in any manner
so that the music, sound or voice may be heard
upon the sidewalk or street with intention of
attracting the attention of persons upon the
sidewalk or street, or to cause persons to con-
gregate thereabout."
it has EVERYTHINQ
The "Moor'-
A cabinet of unusual de-
sign and rare beauty. In
highly figured mahogany as
shown in the illustration
and also in feathery burl
walnut. Antique bronze
tonearm and reproducer,
plush turntable. Every fit-
ment in keeping with the
beautiful exterior. Its -visi-
ble beauty will delight you.
its marvelous tone \alues
and volume will charm you.
The "Renaissance"
The illustration shows the
exquisite burl walnut. We
also furnish it in choice fig-
ured mahogany, two-tone
finish. Nickel-plated equip-
ment. Felt turn-table. See
and hear these beautiful in-
struments and you will be
won to the Crown line.
Ear Appeal
Every desirable tone value which the ear may detect in
any reproducing instrument.
Eye Appeal
Noticeably distinctive cabinet designs,
and finish comparative to the fine piano.
Craftsmanship
Purse Appeal
r
A base price surprisingly moderate for the visible and
demonstrable value in the instrument — a complete line
of models to satisfy every trade demand from Consolette
to Electric. A price range from $70 to $210. Each carry-
ing a satisfactory margin for you.
Hear the Crown
and be convinced. We make it easy for you to do so.
Write or wire today.
Geo. R Bent Co/ai
Establishyed I67O
LQUiSV/ILLE
Officers for the 1927-28 season of the Oregon
Radio Trades Association were unanimously
elected at the October meeting of the State
body, which met at the Portland Chamber of
Commerce for this very important occasion.
James Condon, Jr., manager of the Portland
branch of the L. C. Warner Co., Fada dis-
tributor, and vice-president for the past year,
was elected president; Hearst Harrison, man-
ager of the radio department of the J. K. Gill
Co., vice-president, and H. A. Kilham, Balkite
representative, treasurer. George J. Thompson,
Jr., resigned as executive secretary of the asso-
ciation, a post which he has held for several
years. He was elected to honorary member-
ship in recognition of his past services. New
members of the board elected were as follows:
C. W. Hunter, manager of the Hunter Radio
Shop; M. E. Harris, proprietor of the radio
department in the McCormick Music Co.;
Joseph Hallock, of Hallock & Watson; James
T. Murphy, manager wholesale radio depart-
ment of the Stubbs Electric Co.; E. B. Hyatt,
of the Hyatt Music Co.; George L. Sammis
and Carl Englebart, of the Pacific States Elec-
tric Co.
Several new accounts have been added to
the Brunswick-Balke-Collender list, according
to the Pacific Northwest headquarters at Port-
land, A. R. McKinley, manager. Numbered
among these are the Cottage Grove Pharmacy,
Cottage Grove, Ore.; Broughten Jewelry &
Music Co., North Bend, Ore.; Trumbly Radio
Shop, Grants Pass, Ore., and the music de-
partment of McMorran & Washburn, of
Eugene, Ore.
The Columbia Phonograph Co.'s new Colum-
bia-Kolster Viva-tonal was on display at the
Hotel Multnomah, October 19, 20 and 21, with
Columbia dealers from all over the State at-
tending the demonstration, conducted by L.
D. Marsh, of Seattle, Pacific Northwest man-
ager of the Columbia Co., assisted by Randall
Bargelt, Oregon representative. This new
Columbia product made quite a decided hit
with the dealers.
Eddie Peabody, noted banjoist and Victor
and Vitaphone artist, has been appointed direc-
tor of the orchestra of the Broadway Theatre
and is creating quite a furor in Portland.
Maurice Gunsky, popular Victor artist and
radio star, was an added attraction at the
Rivoli Theatre the week of October 23. Dur-
ing his local visit he stopped at the Victor de-
partment of Lipman, Wolfe & Co. store, where
he met many of his admirers and autographed
his many Victor records.
The J. K. Gill Co., Portland's most up-to-
date and complete bookstore, which several
months ago installed a phonograph and record
department with the Brunswick line, has added
a complete stock of Columbia Viva-tonal re-
cordings.
The Hyatt Music Co., at 386 Morrison street,
has been appointed a Kolster dealer, in addi-
tion to Atwater Kent and RCA lines.
Taylor C. White, former manager of the
Portland Remick Song Shop and for the past
five years manager of the Laraway Music Store
.at Eugene, Ore., has teamed up with Chet
Henningway, well-known radio man of Eugene,
and together they are running the third floor
music department of the new McMarron &
Washburn store.
Isaacs & Fluir have bought out the Palmer
Music House, at Medford, Ore., and are doing
considerable remodeling to this pioneer music
house, and when finished expect to have a
modern, up-to-date music establishment.
The "Music Shop" has been opened up for
business at Albany, Ore, by W. Best Stevens
and L. J. Bell.
CRCWN PIANOS
PMONQCRAPH5
Lawrence C. McGreal, formerly one of the
most prominent national figures in the talking
machine industry, died at Marquette University
hospital, Milwaukee, Wis., on October 19. For
vears * Mr. McGreal represented the Victor
Talking Machine Co. in Wisconsin.
The Talking Machine World, New York, November, 1927
101
Baltimore Distributors and Dealers
Report Continuance of Good Business
W. H. Swartz, of Columbia Wholesalers, States That October Was Busiest Month of Year —
Droop Officials Make Similar Report — Dealers Preparing for Heavy Holiday Buying
Baltimore, AId., November 9. — Business in Bal-
timore and vicinity is in excellent shape and
the reports received from both wholesalers and
dealers in talking machine and radio products
indicate that 1927 will close as one of the best
years enjoyed for some time. This feeling is
widespread and is not held by the representa-
tives of any one company, all lines figuring in
the increased sales volume.
Reports Continued Good Business
W. H. Swartz, vice-president of the Columbia
Wholesalers, Inc., distributor of Columbia
phonographs and records, Fada and Crosley
receivers and radio accessories, reports a most
satisfactory business for October, saying:
"The month of October was a very busy
month for Columbia Wholesalers, showing a
continuation of the bustling activity that began
in September. Business on all lines continued
to expand and sales were the largest for any
month this year. Considerable difficulty has
been experienced in securing sufficient stock of
the lower-priced phonograph models and many
dealers have lost sales because of lack of stock.
As a matter of fact the Columbia Wholesalers
were completely sold out for nearly the whole
month on the three most popular models.
"The extra profit which can be made on the
large $300 models has caused many dealers to
concentrate on this type. Sales on these big
machines have been better than for any other
time this year.
"Dealers who have seen the new $475 electric
pick-up machine are very enthusiastic over its
great range of volume and its fine tone qual-
ities. The sample machine has been used for
the record broadcasting sponsored by Columbia
Wholesalers over the local radio station WCAO
and has aroused many favorable comments for
its unusual tone. Columbia record business
during the month was extremely fine — being
the biggest in the history of this firm.
"Dealer advertising on the new 'Two Black
Crows' record has been very spectacular. Full-
page advertisements, half-page and quarter
pages appeared in every part of this territory
and brought dealers their biggest record sales
In vears. Those dealers who did the best
advertising got the largest business and some
dealers report sales of 3,000 and even 4,000
apiece on this wonderful record.
"Many dealers in this section have been dis-
playing the new Columbia product at the fairs
in -their neighborhoods. Russell C. Grimes had
practically a complete stock of Viva-tonal
Columbias at the Frederick, Md., Fair. This
was one of the most popular booths in the
whole Fair, as Mr. Grimes used a power am-
plifier to draw the crowds. Lester B. Harvey
had a fine Columbia booth at the Appomattox,
Virginia, Fair, which yielded him some fine
sales, while F. Smithers had a large Columbia
display at the Bedford, Virginia, Fair. In North
Carolina many Columbia dealers had booths at
such fairs, one of the most successful of which
was at Tarboro, N. C., where the Edgecombe
Drug Co. hired a professional orator to ad-
dress the crowd every hour on the unusual
merits of the Columbia Viva-tonal product."
Columbia dealers in Baltimore were very
fortunate to have three well-known artists visit
their city within the last few weeks. Van &
Schenck made a big hit at the Century The-
atre. Miss Lee Morse, exclusive Columbia
artist, made a big hit at Baltimore's newest
and biggest movie house — the Stanley. The
Misses Ethel and Dorothea Ponce then gave
a further stimulant to Columbia record sales
by spending a week at the Century Theatre.
Columbia's new broadcasting chain is creat-
ing quite a sensation for the quality and
variety of its radio programs. The fine opera
and classic programs by Charles Hackett and
Sophie Braslau and the Columbia Symphony
Orchestra aroused great enthusiasm, but it is
probable that the greatest and widest public
approval came from the broadcasting by Ted
Lewis, Van & Schenck, Lee Morse, Fred Rich,
Ben Selvin's Orchestra and other of Colum-
bia's famous popular artists.
Sales on Fada and Crosley in this territory
are also showing very substantial increases over
the same period last year. Radio sales are
again well on the up grade and heavy volume
is going to be secured between now and Christ-
mas. In the eliminator field the Philco product
breaking All
Sales Records
SEPTEMBER marked the
28th consecutive month
in which Columbia sales
showed unprecedented in-
crease. More dealers than
ever before are now handling
Columbia products in this
territory.
The Columbia products, both
phonograph and record, are
definitely superior. Colum-
bia's dealer policies yield you
MORE profit.
The new Columbia Hour of
Musical Broadcasting is at-
tracting thousands of new
customers daily to stores
which show Columbia's
"Magic Notes".
Be ready with a big supply
of records for the best
Christmas season you have
ever had. Order your records
now.
ColumtiaWliole
L. L.Andrews Wm.H. Swartz
ExclasivelyWholesale ^
205 W Camden St.. Baltimore, Md.
salersjl
r
IC.
is bringing particularly good volume, while Bur-
gess batteries and Cunningham tubes maintain
a consistently profitable business.
E. F. Droop Enjoys Busiest Month
A similar optimistic report is made by W.
C. Roberts, manager of the Victor wholesale
department of E. F. Droop & Sons Co., who
states:
"We have just closed the largest October in
instruments and records in the history of our
business. We are enjoying a very large demand
for the highest-priced combination instrument
made and our record business has been really
phenomenal. Unquestionably 1927 will exceed
any previous Victor year. We are now living
in fear we are rapidly approaching the greatest
scarcity of instruments ever experienced."
Featuring Health Records
Cohen & Hughes, Inc., Victor wholesalers,
of Baltimore and Washington, have created
quite a lot of interest throughout the territory
they serve in the Gene Tunney Health Sets
by securing an athlete to demonstrate these
health records in dealers' windows. An Elec-
trola is used in conjunction with the demon-
stration, with an outdoor speaker attached, so
that the crowds outside the windows can hear
Champion Tunney's voice as he directs the
performance of the athlete. The dealers who
have tied up with Cohen & Hughes, Inc., in
this publicity campaign have found that it has
well paid them for their efforts.
I. Son Cohen, president of Cohen & Hughes,
Inc., is at the present time making a trip
through the Carolinas, visiting all of his dealers
in that section, and his reports of conditions
there are very enthusiastic.
E. C. Mezick, Virginia representative of
Cohen & Hughes, Inc., has just returned to
headquarters after a month's trip through the
western and southwestern parts of Virginia.
Business conditions on the whole are excel-
lent throughout the territory served by this
wholesale house which predicts one of the
largest years in the history of the industry.
Strong Demand for Zenith and Radiola
The Joseph M. Zamoiski Co., radio dis-
tributor, reports that business is holding up in
the radio end, not only in Baltimore but the
entire State. There is quite a demand for the
electric sets, especially Zenith and Radiola.
Berlin & Lewis, of 1317 West Baltimore
street, are Victor and Radiola dealers and have
just opened a beautiful new showroom.
Isaac Benesh & Sons operate one of the
largest radio departments in the city, located
at 549 North Gay street, Baltimore, Md. They
have taken over Zenith in conjunction with
Radiola and Atwater Kent and are doing a
flourishing business.
Bernstein Music Co., of 1127 West Thirty-
sixth street, has just opened a new studio,
specializing in Radiolas.
When Colonel Lindbergh visited Baltimore
his speech was broadcast, which stimulated
quite a good deal of interest among the public
and numerous dealers report an increase of
sales through this medium.
Braiterman-Fedder Co. Busy
The Braiterman-Fedder Co. reports a satis-
factory volume of sales in all of the products
handled. In a recent statement William
Braiterman, president, said:
"Mel-O-Art portables seem to be taking the
upper hand in our activities around here, al-
though the Valley Forge products and Mel-O-
Art rolls are moving very well. Wm. Fedder
on a recent trip through Richmond, Va., opened
up a very formidable number of accounts on
our products, especially on the portables.
"A very fine item which we have recently de-
veloped is the Brafco Handelok record bag.
Orders for these record bags are coming in at
the rate of ten thousand a day."
New Stores Opened
Among the new music stores opened in this
city are the Century Music Co., at 1311 East
Baltimore street, and the Song Shop, 2237
East Monument street.
JOHN H. WILSON, Manager
324 WASHINGTON ST.,BOSTON,MASS
jBCXTON
ENGLAND
New England Dealers Are Shown Columbia-
Kolster Phonograph and New Sonora Models
Columbia Dealers Enthusiastic Over Nev7 Product — Atwater Kent and Sonora Lines Find Fa-
vor— Brunswick Branch Reports Satisfactory Sales — Victor Line in Demand
Boston, Mass., November 10. — ^Business in
either the talking machine line or the radio is
not what it should be at this time of year, con-
sidering the close proximity of the holiday sea-
son, although the latter is perhaps ahead of
the former in actual volume and money value.
The trade is wondering if there is to be much
of any life to business these next few weeks, for
there are only eight in which to concentrate
heavily. The month of October started out
fairly well, which invited some enthusiasm, but
as the month went on a stagnation set in which
dealers are working hard to overcome.
Dealers View Columbia-Kolster
A number of the New England dealers of the
Columbia Co. have visited the Boston head-
quarters the past week or so to look over the
new Columbia-Kolster Viva-tonal electrical re-
producing instrument and they all were very
enthusiastic over the latest acquisition to the
Columbia output, and it goes without saying
that some excellent orders were placed. Man-
ager Parks has been flitting among the dealers
throughout his territory and otherwise keeping
in close touch with the New England trade.
Atwater Kent and Sonora in Favor
Business continues good with the J. H. Burke
Co. at 219 Columbus avenue, and both the At-
water Kent and Sonora lines are finding favor
with dealers everywhere in this territory. Both
Joe Burke and his brother, Thomas E. Burke,
went over to Philadelphia for the Atwater Kent
dealers' convention held on October 20, on
which occasion the reduction was announced.
Since their return to Boston the new price list
has entailed a great deal of executive work; but
to offset this the reduction has greatly stimu-
lated business.
New Models Please Trade
The J. H. Burke Co. headquarters have just
received a large invoice of the new Sonora
models. Numbers 865 and 875, both of which
are very handsome, and dealers have been
quick to place their orders, which is recognized
as a most timely proceeding in view of the
llllllllllllllllllllllllllllDllllllllkllllllllllllllllllllillllllll
close approach of the holiday season. The
large display room of the Burke Co. has now a
complete display of the Atwater Kent, Red
Lion and Pooley cabinets and Sonora radio.
Satisfactory Brunswick Business
Manager Harry L. Spencer makes a favor-
able report of the Brunswick Co.'s business for
this territory, yet it really should be better, con-
sidering the closeness of the holiday season, he
affirms. In records the business is more than
good and it has been more or less stimulated
by the advent of the new Symphony series sets,
which are specially popular with the more in-
telligent Brunswick patrons.
Strong Victor Demand Continues
Business at the Eastern Talking Machine Co.
is reported to be very good by Allan Steinert,
the manager, who says that about the only Vic-
tor goods on hand just now are the cheaper
lines, the high-priced instruments having been
quickly taken by dealers who are likely to
gobble up the next consignment of goods. A
recent addition to the Eastern's personnel is
Edward Mayo, who is now traveling through
the territory as an outside record salesman. A
recent caller here was Manager Davis, who is
in charge of the Victor artists, and identified
with the record department of the Victor Co.
While here Mr. Davis attended the benefit con-
cert for Russian music students, which was
fathered by Serge Koussevitsky, conductor of
the Boston Symphony Orchestra, and at which
he played.
Interested in Child Labor
Various members of the New England trade
are interesting themselves in the campaign of
the Massachusetts Child Labor Committee. Cir-
culars have been distributed entitled "The Gam-
ble With Children," which describes a new
book by Dr. Maurice Hexter, on "Juvenile Em-
ployment and Labor Mobility," an interesting
volume published by the Massachusetts Child
Labor Committee of Boston.
Orders Reproducers by
Carload to Meet Demand
Kierulfl & Ravenscroft, Pacific Coast Dis-
tributors, Find Peerless Reproducer a Quick
Seller— Place Order for Three Carloads
lot of speeches. It's got to get all the shades
of expression and the flexible tones of the sing-
ing voice as well. It has to catch the deep
throbbing notes of the bass and the highest
treble of the soprano without making them
sound like a roar or a squeak. It must re-
create all of the manj' sounds of an orchestra
The popularity of the Peerless reproducer on
the Pacific Coast has been so great during the
past year and the demand for this speaker has
grown so rapidly that Kierulff & Ravenscroft,
of Los Angeles and San Francisco, Peerless
distributors, recently ordered three full carloads
in order to fill their dealers' orders for the
present and to take care of the Winter increase
in radio sales.
This is the largest order ever placed by this
firm, but Mr. Ravenscroft believes that it will
be duplicated or increased if the steady increase
in sales of these speakers is to be taken care
of and all orders from dealers filled promptly.
"You know, a good reproducer has to do
more than just reproduce the human speaking
voice," said Mr. Ravenscroft. "Radio wouldn't
be so popular if all we had to listen to was a
iiiiiii iiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiin^
0^-
,f Three Full Carloads
^/PmleSS REPRODUCERS
Ctad is KIERUIFF5 RAy£NSCROFTiosilf.«elesSSan Francisco
Big Peerless Reproducer Shipment
or a jazz band without distorting their true
pitch or intensity so as to give the listener
absolute reality and not make him think he
hears something that he doesn't."
II
A Billion Dollars Is Waiting
On November IS, the United States Government is obligated to
redeem the bonds of the Second Liberty Loan. It will mean a
billion dollars in cash or its equivalent turned over to the public,
mostly in spendable amounts of from $50 to $1,000.
Present the great Victor line of instruments and records
strongly enough to get your share of that billion.
T)itson Service will help you to
meet demands promptly
Oliver Ditson Co. Chas. H. Ditson & Co.
BOSTON NEW YORK
lllllllllllllllilllllllllllllliillllllllllllillllllllllllllllllllllll^ lillllllllllllllllllllllllll ■lllllllllllllllllllllllllllllllllllllllllllllllUllllillllH IIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIIUIIIIIIUI IliilllllllllllllllillllllllllllljlllllllllllllllllllllllllllliilU
102
The Talking Machine World, Nezv York, November, 1927
103
Reg. U. S. Pat. Off.
From the smallest —
MODEL NO. U
A compact portable — big
in tone but small in size
Weight only 8}/2 Ihs.
Price only $12.00
To the largest —
MODEL GRAND
A strictly DeLuxe portable —
rich in tone and appearance
nvith 53" tone chamber
Price $35.00
— and worth it
THE MOST COMPLETE LINE— Twelve Models $12.00 to $35.00
Berg A. T. & S. Co., Inc., Long Island City, N. Y.
ASK YOUR JOBBER for INFORMATION on the COMPLETE LINE or for CIRCULARS
104
The, Talking Machine World, New York, November, 1927
The Biggest
popular - priced
Musical
Specialty
in years
Records
at Home
RECORDS-Voice, Music,
Radio "Plays on any
Phonograph
Records can be mailed anywhere and repro-
duced on regular phonograph with TALK-
BACK Needle.
PRICE I
This is not a novelty or a toy, but a practi-
cal, thoroughly tested personal recording
instrument with which anyone, even a child,
can make permanent records at home, of
voice, music, singing, or radio programs.
No shouting or straining of voice.
Reproduces through regular phonograph,
either mechanical or electrical, with arr.ple
volume and good tonal quality. Plays two
minutes. Can be played 200 to 300 times.
IT SELLS 3 OUT OF 4
ON DEMONSTRATION
Produces steady volume of
repeat business on records.
DEALERS — JOBBERS
Mail this coupon for sample
outfit and proposition
Talk-Back Phonographic Recorder Co.
4703 E. 50th Street . - Los Angeles, Calif.
Send me a sample TALK-BACK on approval
— free demonstration records — and your
Selling Proposition.
FIRM
STREET,
CITY
STATE
Trade-in Problem Is Assuming Growing
Importance in the Los Angeles Field
Suggestion Made to Deduct 5 Per Cent Per Month From Original Price to Protect Dealers in
Trade-in Deals — Business Continues Brisk, Report Dealers
Los Angeles, Gal., November 1. — The combina-
tion phonograph department faces to-day — as of
yore, but perhaps to a greater extent than ever- —
that problem common to so many industries, the
trade-in or allowance on old machine, problem.
The rapid changes and improvements of new
models are, of course, the principal causes of
these conditions.
A suggestion has been made, with the idea
of making things easier in the future, that all
sales and sales contracts should contain a
clause, which would be informative only, and
m no way binding, which would set forth that
the instrument purchased could be exchanged
at its original price at any time, less 5 per cent
of the original price per month. On such a
schedule of allowances the trade-in value would
be reduced to zero by the end of twenty
months. Perhaps it would be too much to expect
every dealer to stand pat at the end of the
twenty months and to refuse to give any al-
lowance whatever, but it iwould at least have
a tendency toward educating the public, the first
lesson being given at a time when the customer
IS perhaps in the most receptive mood for same.
The sales from the phonograph division of
the Brunswick Co., Los Angeles, for the month
of October exceeded those for the correspond-
ing period of last year by a large percentage,
which was a matter for considerable encourage-
ment and congratulation to Irving Westphal,
recently appointed manager, who took over
his new duties on October 1.
J. M. Spain, Southern California manager for
the California Victor Distributing Co., whole-
sale headquarters for Victor products, reports
sales for October, 1927, exceed by a large
margin those for October, 1926.
Publicity has done a good job with the Co-
lumbia line and one hears on all sides praises
for the present products and optimistic prog-
nostications for the future. W. H. Lawton,
Los Angeles wholesale manager, is being kept
very busy dividing up and allotting goods to
fill orders received from his steadily increasing
number of new dealers.
Major General Harbord, president of the
Radio Corp. of America, accompanied by Meade
Brunet, manager of the Radiotron department;
Quinton Adams, manager of the Radiola sales
division; Pierre Boucheron, advertising man-
ager; G. Harold Porter, manager Of the Pacific
Coast division, arrived in Los Angeles recently.
General Harbord was host at a luncheon given
to the Radio Corp. of America distributors of
Southern California.
General Harbord gave a most interesting talk
in regard to the progress of the electrical lab-
oratories of the Radio Corp. of America, arid
described the perfecting of the so-called Tele-
vision in the near future.
W. H. Richardson, president of Richardson's,
Inc., prominent Seventh street music store, was
elected president of the Music Trades Associa-
tion of Southern California at the annual meet-
ing which took place October 12.
Wall=Kane Head Has Three New Lithographed Display
Sons Associated With Him for Fada Radio Dealers
A new lithographed display in nine colors,
three feet wide and more than two feet high,
illustrated herewith, is now available to Fada
Nathan Cohen, president of the Wall-Kane
Needle Mfg. Co., Brooklyn, N. Y., now has
associated with him his three sons in the organ-
ization. Mr. Cohen 's
thoroughly training the
three members of his
family in the business.
Herman, the oldest, is in
complete charge of the
routing and shipping de-
partment as a stepping
stone .for higher e.xecu-
ii\e duties planned by
his father. Harry is di-
vidin.t; his attentions be-
tween traveling and su-
pervising in the factory.
Sidney, the youngest of
the three, who only re-
lently graduated from
high school, is taking
care of office duties.
The "Human Voice"
needle, the new silver
electro-plated need '?,
has become the leading
number of the Wall- Attractive Fada Lithographed Display
Kane line and is demanding most of the fac-
ti)ry production capacity at the present time.
Enlarges M. M. Department
The band instrument and musical merchan-
dise section of Frederick Loeser & Co., large
department store of Brooklyn, N. Y., has been
rearranged and enlarged to permit of consider-
ably more display space. Each group of in-
struments is shown in a separate showcase and
the arrangement is such that the prospective
customer can view the instruinents on display
from all four sides. William A. Rider, manager
of the section, states that business shows an
increase over the same period of last year.
radio dealers. It is of the shadow box type
and lends itself to lighting effects at night. It
is interchangeable and replicas of the Fada
Special, Fada Seven console, Fada Seven table
and the Fada Eight table may be inserted when
tlie dealer desires to feature them.
New Schubert Contest Terms
The national headquarters of the Schubert
Centennial has issued a new booklet containing
terms and specifications for the International
Composers Contest for the Schubert Centen-
nial. The new listing of conditions supersedes
all former ones and gives a far greater latitude
to contestants.
The Talking Machine World, New York, November, 1927
105
NICKEL
AND
OTHER
FINISHES
IP
iorentzen.
Skap Coyer
STAYS
SIZES
4 I N
AND
5>4 IN
I(lorStayArm
TRADE MARK
Manufacturer of
PHONOGRAPH AND RADIO CABINET
HARDWARE AND METAL SPECIALTIES
155 Leonard St. NEW YORK, N. Y.
Samples and Prices on Request
pNONSPILL-i
« NEEDLE CUP *
PATENT PENOIN&
MEMBERS OF A BIG FAMILY— LEADERS IN THEIR LINE
George G. Beckwith
Reports Good Business
President of George C. Beckwith Co., Minne-
apolis, Home From Trip, Points Out That
Sales Depend on the Dealer's Aggressiveness
George C. Beckwith, president of the George
C. Beckwith Co., Minneapolis, Minn., prominent
talking machine and radio distributor, recently
Mohawk Display by R. N. Cardozo & Bros.
returned from a trip during which he visited
a number of the leading cities throughout the
country. "As a result of my trip," reported
Mr. Beckwith, "I found business good almost
everywhere, having talked with men in a posi-
tion to know. It is simply a case of dealers
keeping themselves in the public eye, offering
a good line of merchandise and treating the
public fairly and squarely. Just because of the
healthy state of business many dealers are in-
clined to sit and wait for business to seek them.
We have a number of live dealers in and around
the Twin Cities who have made money con-
sistently in every line they handle, including
radio. Constant effort, good merchandise, a
fair policy and keeping themselves before the
public are responsible."
Mr. Beckwith pointed out that one pre-
requisite of success is to keep in the public eye
favorably, and those dealers who allow the pub-
lic to know that they are alive and aggressive
always demand respect and attention from the
buying public. Mr. Beckwith especially men-
tioned the R. N. Cardozo & Bros. Co., one of
the largest and best-known house furnishing
establishments in the Northwest, located in St.
Paul. "The Cardozo Bros.," said Mr. Beckwith,
"have always kept themselves where the public
had to see them." At the St. Paul Radio Show,
held late in September, the Cardozo organiza-
tion maintained an attractive display wherein
the line of Mohawk radio receivers and the
Pyramonic speaker were exhibited. The booth
attracted much attention from the public and
Cardozo Bros, report that they are reaping the
harvest.
The George C. Beckwith Co. is distributor
of Mohawk products in Wisconsin, Minnesota,
North and South Dakota. In addition to the
general headquarters located in Minneapolis, a
large branch office is maintained in Milwaukee
to serve the Wisconsin territory.
Demand for the Edisonic
Taxes Factory Facilities
New Jubilee Instrument With the Greatly Im-
proved Edison Record Makes a Profound
Impression Wherever Demonstrated
France Mfg. Go. Markets
a New "A" Eliminator
An "A" eliminator, employing a dry disc
rectifier, has been announced to the trade by
the France Mfg. Co., Cleveland, O., which has
been licensed to use the electrolytic filter made
under patents of the Andrews-Hammond Corp.,
this particular filter being the one most pop-
ularly used in such devices to-day. It is made
in two models for replacing both four and six-
volt batteries.
It is said this device, under normal line
voltage, will satisfactorily operate a set of
eight 201-A tubes or equivalent, but for all
practical purposes is recommended for use in
connection with the popular five and six-tube
sets equipped with power tubes. It operates
only while the radio receiving set is in use and
consumes no more current than the average
house lighting bulb.
Arthur L. Walsh, vice-president and general
manager of the phonograph division of Thos.
A. Edison, Inc., reports that the demand for
the New Edisonic is proving little short of tre-
mendous with the result that factory facilities
are already being taxed to take care of current
demands despite the fact that actual shipments
.'.ince September 1 have been far in excess of
shipments of instruments made during the first
nine months of the year.
Wherever the Edisonic has been demon-
strated it has met with a flattering reception,
as have the improved Edison records. Mean-
while, various new features are being developed
in the laboratories and factories that when an-
nounced will serve to increase interest in the
product without being so radical as to reflect
seriously on Edison instruments already on
the market.
The Belgrade Music Shop, 3300 Roosevelt
road, Chicago, 111., has been incorporated with
a capital stock of $20,000 to deal in musical
instruments.
13.1
1*
INSULATORS,
Super'Ball Antenna
Accommodation Kit
Contains all materials (nationally
advertised, quality units) neces-
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Super-Ball Antenna, with com-
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The Super'Ball Antenna
is the ideal aerial for apart'
ment house installation t
as well as for individual
homes.
YAHRaAWCE
MILWAUKEE INCORPORATED Wisconsin
Super-Ball
Antenna
A Better Aerial
— More Sales
THOUSANDS of dealers
are enjoying profitable
Super -Ball Antenna sales
volume, due to the greater
satisfaction this better aerial
gives. Super -Ball Antenna
popularity — and sales —
are based on these outstand-
ing features:
Greater selectivity Attractive appearance
Noa'directional Sheds ice and snow
Receives all wave Not affected by heat
lengths Easy to install
Clarifies tone Legs costly to erect
Minimizes static Improves Summer
Reception
Order from your jobber. Write
us direct for descriptive details.
106
The Talking Machine World, New York, November, 1927
Recording Artists in
Concert Appearances
Invite Record Tie-ups
The following list of concert dates of a num-
ber of recording artists has been compiled foi
the benefit of dealers who wish to stimulate the
sale of records of artists appearing in their
cities or towns. Tie-ups can be effected through
the mediums of window displays or by direct
mail, calling the attention of customers to the
scheduled appearances and a mention that the
artist's recordings are available:
VICTOR ARTISTS
Richard Crooks — November IS, Philadelphia, Pa.; No-
vember 16, Detroit, Mich.; November 20, New York, N.
Y.; November 22, Akron, Ohio; December 3, Washington,
D. C; December 6, New Rnchelle. N. Y.
Flonzaley Quartet — November 15, Oswego, N. Y. ;
STEWART-WARNER
cMatched ~'Vnit 'Tladio
f Signs
that will guide you
to Projit Towi
Stop! Look! Listen!
Start right — it's half the finish. The road to Profit
TowQ starts with the manufacturer. What can he
do for you? Stewart-Warner starts you with a name
and a line of merchandise that carry prestige and
real net profit.
Caution! Sharp Curve Ahead!
What line should you carryf There's a sharp curve!
Slow Down! ^ow many obsolete radios can you
recall? They look the investments of thousands of
Dealers. Play safe. Travel with Stewart-Warner
and you're in business (o stay.
Down Grade Ahead!
Over stocking is as easy as going down hill. It
spells disaster for many. Stewart- Warner Dealers
carry a small, well-selected stock and draw on their
nearby exclusive Distributor as needed. Quick
turnover is the foundation for their success.
Change Gears! Steep Grade!
Some men won't be guided by the experience of
others. They stock up heavily with the products of
a comparatively new Company. Here is a dangerous
situation. The dealer doesn't know if he can make
the grade. Usually he lands at the bottoqi of the hill
with an unsaleable stock on bis hands.
Careful! Road Washed Out!
Id spite of many warning signs, some dealers still
listen to the talk of long-discount salesmen. The
dealer who believes that long discounts on an un-
known line mean bigger profits must find a way to
get out of the hole the high-pressure salesman has
talked him into.
Look! Cross Road!
Here's where the collisions occur — the crash be-
tween you and a next door competitor. Tragedy
for both is the usual result. There are no cross
roads for Stewart-Warner Dealers — no "next door"
competitors. This danger is removed and the road
(o Profit Town is clear.
Profit Town — Welcome To Our City
Any Stewan-Warner Dealer will tell you he is in
Profit Town. He wasn't sold by high pressure
methods. He weighed all the facts and selected
Stewart- Warner as the surest way. ^yhy not lovesti-
gale the Stewart- Warner plan today. The franchise
in your territory may be available. Write us. We'll
send a road guide to Profit Town — (be safe way —
the sure way — the Stewart. Warner way!
'JXi^'^'^T- WARNER SPEEDOMETER CORP
C H I GAG O . ILLINOIS
THE Slewan-Wamer
line 19 complete in
every detail — Receivers,
Reproducers and Tubes.
Prices onsets range from
Sjo to $26}. 5o. Ttere's
a model to Jill every de-
mandl
Al top: Model 705. JI2)
Ltfi: Model 425 Repro^
ducer, $25
- tt^(n af Itetkit, H6
November 21, Ann Arbor, Mich.; November 27, Iowa
City, la.; November 29, Cedar Rapids, la.
Gai.li-Curci — November 16, Lawrence, Kans. ; November
20, Waterbury^ Conn.; November 23, Roanoke, Va.; No-
vember 28, Cleveland, Ohio.
Jascha Heifetz — November 19, Salt Lake City, Utah.
Louise Homer — November 17, Chicago, III.; November
18, Madison, Wis.; November 22, Rockford, 111.; November
27, Akron, Ohio; December 1, Winston-Salem, N. C. ; De-
cember 8, Waterliury, Conn.
Mary Lewis — November 16, Erie, Pa.; November 22,
Trenton, N. J.; November 28, Indianapolis, Ind. ; Novem-
ber 30, Allentown, Pa.; December 2, Norwich, Conn.;
December 6, Orange, N. J.; December 7, Washington,
D. C. ; December 9, Washington, D. C.
John McCormack — November 16, Ames, la.; November
18, Cedar Falls, la.; November 21, Iowa City, la.; Novem-
ber 23, Davenport, la.; November 27, Chicago, III.; No-
vember 29, Canton, Ohio; December 1, Pittsburgh, Pa.
Tito Schipa — November 15, Chicago, 111.; November 18,
Memphis, Tenn. ; November 21, New York, N. Y.; No.
vember 23, Parkersburg, W. Va.; November 25, Toledo,
Ohio; November 27, Boston, Mass.; November 29, Oak
Park, III.
Madame Schumann-Heink — November 21, Detroit,
Mich.; November 23, Lansing, Mich.; November 25, So.
Bend, Ind.; November 28, Flint, Mich.; November 30, Co-
lumbus, Ohio; December 4, Boston, Mass.; December 6,
Hanover, N. H. ; December 10, New York, N. Y. ; Decem-
ber 12, Poughkeepsie, N. Y.
Marion Talley — November 16 — Springfield, Ohio; No-
vember 18, Omaha, Nebr. ; November 21, EI Dorado. Ark.;
November 23, Oklahoma City, Okla. ; November 25, Wichita
Falls, Tex.; November 28, Dallas, Texas.; November 30,
Shreveport, La.; December 2, Montgomery, Ala.; De-
cember 5, Savannah, Ga.; December 7, Raleigh, N. C. ; De-
cember 9, Wa-sliinfrton, D. C. ; December 11, Hartford,
Conn.; December 13, New Haven, Conn.
Lawrence Tibbett — November 15, Baltimore, Md.; No-
vember, 17, Pittsburgh, Pa.; November 18, Washington,
D. C.; November 21, Syracuse, N. Y. ; November 24, Tulsa.
Okla.; November 28, Oakland, Calif.; November 30,
Berkeley, Calif.
United States Marine Band — November 16, Harrisburg,
Pa.; November 17, Lancaster, Pa.; November 18, Reading,
Pa.; November 19, Norristown, Pa.
Reinald Werrenrath — November 16, Westerly, R. I.;
December 7, Harrisburg, Pa.; December 9, Trenton, N. J.;
December 10, New York, N. Y.
COLUMBIA ARTISTS
Sophie Braslau — November 17, "Palo Alto, Cal.; No-
vember 21, Bakersfield, Cal.; November 22, Los Angeles,
Cal.; November 24, Los Angeles, Cal.; November 25, Los
Angeles, Cal.; December 3, Denver, Colorado; December 9,
Philadelphia, Pa.; December 10, Philadelphia, Pa.; De-
cember 11, Philadelphia, Pa.; December 12, Philadelphia,
Pa.; December 13, Washington, D. C.
Ignaz Friedman — November 15, Eugene, Oregon; No-
vember 16, Tacoma, Wash.; November 18, Spokane, Wash.;
November 19, Pullman, Wash.; November 21, Portland,
Oregon- November 22, Vancouver, B. C; November 25,
Salt Lake, Utah; December 4, Chicago, 111.; December 9,
New York City, N. Y.; December 11, New York City,
N. Y.
Fraser Gange — November 18, Norfolk, Va.
Jeanne Gordon — December 14, Detroit, Mich.
Louis Graveure — November 22, Sioux City, Iowa; No-
vember 25, Win'field, Kans.; December 3, Atlanta. Ga. ;
December 5. Lexington, Ky.; December 7, Appleton, Wis.;
December 9, Duluth, Minn.; December 12, Winnipeg,
Canada.
M.aria Kurenko — ^November 27. New York City, N. Y.;
November 30, East Orange, N. J. „ „ , „
Musical Art Quartet — November 21, Buffalo, N. Y.;
November -27, Philadelphia, Pa.; December 4, New York
City, N. Y.
Joseph Szigf.ti — November 16, New York City, N. Y. :
November 19, Detroit, Mich.: November 22, Kansas City,
Mo ■ November 28, Milwaukee, Wis.; December 5, In-
diana, Pa.; December 6, Pittsburgh. Pa.; December 7, Chi-
cago, 111.; December 12, Reading, Pa.; December 13, Rich-
mond, Va. ; December 15, Lynchburg, Va.
Magnavox Speakers and
Units Featured in Publicity
Series of Leaflets Issued by Magnavox Co.
Illustrate Magnavox Line of Permanent Mag-
netic and Dynamic Speakers and Units
Oakland, Cal., November 4. — The Magnavox
Co., manufacturer of Magnavox speakers and
speaker units, recently distributed to the trade a
series of interesting pamphlets dealing with its
various types of products and giving full de-
tails as to the outstanding features of each,
their capabilities and the method of installation
to secure the best results.
In the leaflet devoted to Magnavox perma-
nent magnet type cone speakers, some facts re-
garding "Low notes" and "high notes" are given
with the information that this type Magnavox
speaker will pass frequencies down to about 100
cycles and transmit frequencies up to 10,000 but
they are purposely provided with a cut-off to
filter out over 5,000 cycles. The Magnavox
permanent magnetic speakers have four pole
pieces all exerting equal force with a special
arrangement permitting the space between them
to be used for the coil winding, a small air gap
giving sensitivity, a small total mass to move
and a small paper cone only seven inches in dia-
meter and an extra large magnet. Both the
Warwick and Hi-Seven model speakers use the
same Magnavox permanent magnet. Both
models present beautiful appearances, the War-
wick with a front of Butt Burl Walnut and the
Hi-Seven mounted on a mahogany easel type
frame. Recommendations for the type of sets
with which these speakers should be used are
included in this leaflet. A special insert page
describes the same type of cone speaker units
which possess the same features. Full instruc-
tions for the installation of the unit are given.
Three models of Magnavox electro-dynamic
power cone speakers are illustrated and de-
scribed in the leaflet dealing with this type
speaker. They are the Aristocrat, Beverly and
Loboy models, the first and third of which are
Magnavox Aristocrat Model
cabinet models. In a paragraph the dynamic
speakers are described thusly: "Magnavox
dynamic speakers differ from other speakers
both in principle of operation and in design of
construction. They are made under old and
new exclusive Magnavox patents. They pos-
sess characteristics which only the dynamic
speaker can possess. They also lack the inher-
ent objectionable characteristics of all magnetic
type speakers." Full descriptions of the prin-
ciples of this speaker and instructions as to
its use are contained in the leaflet. The
Beverly and Aristocrat models are for use with
receivers employing direct current, and are avail-
able for both the six-volt type and 110-volt type.
The Beverly model is a table type mahogany
cabinet and the Aristocrat has two tone mahog-
any legs and corners with Butt Burl Walnut
panels. The Loboy power speaker is recom-
mended where a 50 to 60 cycle alternating cur-
rent is available. This model is a dynamic cone
speaker, rectifier and power amplifier unit, com-
bined in an unusually artistically designed ma-
hogany cabinet.
Three types of Magnavox power cone radio
speaker units are illustrated and described in a
separate leaflet with full instructions for their
uses and installation, with details of their fea-
tures and capabilities.
A. H. Russell, formerly manager of a Wur-
litzer branch, has opened a music store in Ingle-
wood, Cal., featuring the Starr line.
The Talking Machine World, Nezv York, November, 1927
107
The SCHILLING PRESS, Inc.
Schilling Building
^ Printers of Quality
137439 E.25th St.,N.Y.C.
COMBINED RULER— BLOTTER— CALENDAR
A HANDY BLOTTER FOR ALL YEAR USE— FINE FOR RADIO FANS
Write for samples — prices — ideas
Trade Delegation Attends
Revenue Law Hearing
Alfred L. Smith, C. J. Roberts and Delbert L.
Loomis Represent Association of Music Mer-
chants at Hearings in Washington
intention that the instalment provision of the
Revenue Act of 1926 be administered substan-
tially in accordance with the Treasury Depart-
ment regulations as amended in January, 1921,
and in effect at the time of the passage of the
present act."
A delegation composed of Alfred L. Smith,
general manager of the Music Industries
Chamber of Commerce; C. J. Roberts, presi-
dent, and Delbert L. Loomis, executive secre-
tary of the National Association of Music
Merchants, appeared before the Ways and
Means Committee on November 3 for the pur-
pose of presenting the views of the music
industry on the double taxation feature of the
Revenue Act. Mr. Smith presented a specially
prepared brief, saying in part:
"The instalment provisions of Article 42,
Regulations 69, relating to the income tax, are
directly contrary to the corresponding pro-
visions of the previous regulations, with the
result that they compel merchants who report
on the instalment basis to pay taxes upon in-
come which has previously been reported and
upon which the tax has already been paid.
"The real seriousness of the situation arises
from the retroactive features of the 1926 act,
which apply to the present Regulations 69 to
all instalment returns made under the provisions
of Regulations 45, except those upon which
the statutory period of limitations has operat-
ed. Many merchants who adopted the instal-
ment basis several years ago in accordance
with the then existing Treasury Department
regulations, which did not subject them to
double taxation, now find themselves subject
to assessment of huge sums of additional taxes
upon income which has already paid its tax
in full.
"On behalf of instalment merchants general-
ly, and particularly music merchants, we
earnestly request Congress to take such action
as is necessary to establish the fact of its
New Gold Seal Tube Said to
Change AG to DG Gurrent
New Sentinel Radio Power
Units Being Introduced
Sentinel Division of United States Electric
Corp. Announces B-C Junior "B", New Elec-
trolytic "A" and "A-B-C" Power Pack
New Rectifier Tube Developedl by Gold Seal
Electrical Co. Used in Battery Eliminators Is
Winning Widespread Popularity
A new rectifier tube, designated as GSX-213,
has been developed by the Gold Seal Electrical
iiiiiiiiiiiiiiiiiiiiiiiiiiniiiiiiiiiiiiiiii
iiiiiiiiiiii:iiiiiiiiiiii!i|iiiiiii::iNiiii
The Sentinel Division of the United States
Electric Corp., formerly known as the Sentinel
Mfg. Co., is introducing to the trade several
new radio power units. There has been added
to the line of "B" power units the Model B-C
Junior, delivering 60 milliamperes at 180 volts.
This product, which was placed upon the mar-
ket November 1, retails for $37.50 equipped
with the tube.
A new completely automatic "A" unit of the
electrolytic type retailing at $37.50 has also
been perfected. This unit delivers 3 amperes
and is equipped to deliver power to any re-
ceiver regardless of the number of tubes. Fea-
tured among the new products is an "A-B-C"
power pack, which has been designed for manu-
facturers' original installation. It is built for
use with the 281 tube and is absolutely dry,
containing no batteries or electrolytes. The
"A" section of the unit delivers ZYz amperes
plus, and the "B-C" delivers up to 180 volts,
thus allowing it to handle sets having as many
as ten tubes, including a power tube.
Illllllllliiillllllllllilllilliiiilliiimi
Attractive Line of Metal
Radio Gabinets Announced
Gold Seal Tube
Co., New York. The new tube is said to change
alternating current to direct current, thus mak-
ing it available for radio use. It is used in
battery eliminators of suitable design and is
becoming widely popular among radio set own-
ers throughout the country for this purpose, ac-
cording to the manufacturers.
A line of metal radio cabinets was recently
announced to the trade by the Commercial
Metal Works, New York, a new concern re-
cently organized by Julius Oppenheim, who is
well known as a designer. The line now con-
sists of six consoles and two table models, and
new designs will be brought out from time to
time, it is announced. The cabinets are finished
in old gold, bronze or antique silver, in colors.
108
The Talking Machine World, New York, November, 1927
Thos. A. Edison Featured in
Radio Broadcast Program
Noted Inventor Answers Series of Questions
as Part of Program to Celebrate 48th Anni-
versary of Invention of Incandescent Lamps
The outstanding feature of the radio program
arranged by the General Electric Co. on Oc-
tober 21 through a hookup of forty-four sta-
tions to celebrate the 48th anniversary of the
invention of the incandescent lamp by Thos. A.
Edison was the appearance before the micro-
phone of the inventor himself, it being the first
time that he ever broadcast with the exception
of the occasion of the golden jubilee celebra-
tion of the phonograph when he repeated into
the microphone of one station his original
phonographic test verse of "Mary Had a Little
Lamb."
Mr. Edison's part in the program was in the
nature of an interview in which the inventor
answered a number of questions propounded to
him in a voice of surprising strength and carry-
ing power. Mr. Edison declared among other
things that he was working as hard as ever,
and considered the incandescent electric lamp
one of his most important inventions. He de-
clared most inventions were made by men in
their younger years because at that time they
possess greater energy and will for work, and
in answer to a question "Do you think that the
tendency in America will be toward bigger and
better business?" he said: "Competent men are
so scarce that there are not enough to go
around. Hence large corporations have the ad-
vantage as they can afTord high salaries and
thus obtain better management."
Talks by officials of the General Electric Co.
and a concert by the Goldman Band rounded
out the program.
G. Bruno & Son, Inc., Forms
Foreign Record Department
p. Silverman in Charge of New Department
Recently Opened by Prominent New York
Victor Wholesale Organization
C. Bruno & Son, Inc., Victor wholesaler,
New York City, report exceptional record
business. The month of October witnessed a
remarkable volume of sales, surpassing the vol-
ume of business done during the same period
in all other years.
For a long time C. Bruno & Son, Inc., have
appreciated the opportunities afforded in the
foreign record section of the Victor catalog.
Its business in Victor foreign records has
reached the point where a separate foreign
record department has been organized to take
care of this constantly growing end of the
business. P. Silverman, who has been with the
Bruno organization for some time, has been
appointed in charge of the department.
Jerome Harris, secretary of the company, is
tremendously enthusiastic over the merchan-
dising possibilities of the Victor line of Ortho-
phonic Victrolas, Electrolas and Radiola com-
binations. Considerable activity is manifested
throughout the entire line, and Mr. Harris
points out the particular opportunities afforded
in the various Orthophonic or Electrola and
Radiola combinations. These combination
models are listed as low as $275 and range up-
ward in a wide variety of styles and prices.
The majority of these models are AC tube
operated.
Two New Peerless Portables
Introduced to the Trade
Patent Claims Upheld
The validity of certain claims of the Lowen-
stein patent No. 1,231,764 of July 3, 1917, and of
the Mathes patent No. 1,426,754 of August 22,
1922, was upheld by the United States District
Court for the Southern district of New York,
in an opinion by Judge Winslow dated Novem-
ber 2, 1927, according to an announcement
issued by David Sarnoff, vice-president and gen-
eral manager of the Radio Corp. of America.
The decision held that certain radio receiving
apparatus infringed those claims.
Mr. Sarnoff's statement explains that the
]^owenstein patent is commonly known in the
radio art as the "negative grid bias" or "C-
battery" patent, and the invention is extensively
used in radio apparatus to prevent distortion of
speech and music and to reduce "B-battery"
consumption. That feature of the Mathes
patent which was before the court is in the
nature of an improvement on the Lowenstein
invention and comprises an arrangement utiliz-
ing the potential drop across a resistance for
securing the desired grid bias.
The patents are owned by the American Tel.
& Tel. Co., and the Radio Corp. of America as
well as its licensees are licensed under both
patents.
Weston Electric Shows Gains
The Weston Electric Instrument Co.'s report
for the third quarter of 1927 shows a net in-
come of $109,884, after depreciation, estimated
Federal taxes, and other charges, equal to 71
cents earned on 87,000 class A and to 46 cents
earned on 150,000 common shares. This com-
pares with $92,768, or 55 cents and 30 cents
respectively in the June quarter, and with
$132,299, or 68 cents on 100,000 class A and 43
cents on 150,000 common shares in the third
quarter of 1926.
Diamond T in Trouble
South Bend, Ind., November 7.- — On ap-
plication of the Nicholls Printing Co., Thad M.
Talcott, Jr., has been appointed by the Superior
Court as receiver for the Diamond T Radio
Manufacturers, Inc. Assets are estimated at
$30,000. liabilities $19,000.
Peerless Vanity and Peerless Vanity De Luxe
Portable Phonographs Now Being Marketed
by Prominent New York Manufacturer
The Peerless Vanity and the Peerless Vanity
DeLuxe are two new portable phonographs
which have just been placed on the market as
additions to the line of portables now being
The Peerless Vanity
manufactured by the Peerless Album Co., New
York. An outstanding feature of the Vanity
is the fact that there is nothing to erect, adjust
or dismantle, and it is always ready to play
when opened. The placing of the record on
the turntable and winding is all the attention
the Vanity needs, according to Phil Ravis,
president of the Peerless Album Co., who states
that his organization has been working many
months on these new models.
The Peerless Vanity is covered in attractive
fabrics in two-tone effects, and weighs only 8
pounds. It has a carrying capacity of six
records and plays two ten-inch records witl^
one winding. The equipment includes a genu-
ine Flyer motor, and tone arm with phonic-
type reproducer giving the volume of larger
phonographs, the manufacturer's announcement
states.
The Vanity DeLuxe is covered in genuine
leather, gold tooled, with padded top and attrac-
tive colorings, and Mr. Ravis says that the
Peerless organization expects this model to be
in great demand. The complete line of Peer-
less portables ranges in price from $12 to $30
list, covering a wide potential demand.
The Peerless Co. is also enjoying a splendid
business on its well-known line of Artkraft and
Loose Leaf albums, according to Mr. Ravis.
In New Home
The Phono.graph Supply Co., Sioux City, la.,
has moved to new and larger quarters at 119
War Eagle Building, where additional facilities
and new equipment will insure rnstfiniprs of
improved service.
For more than 10 years KRASCO Motors have given satisfaction.
A new Catalog gives complete details of KRASCO Motors— 1, 2, 3
and 4 springs — 2 to 10 records with one winding. Ask for a copy.
"We have used thousands of Krasco
Motors and they are giving good satis-
faction,'*
The above is an excerpt from a letter of a
user of KRASCO Motors.
Satisfaction at low cost is the basis on which
all KRASCO Motors are sold.
KRASCO Motors have superior features
which sell phonographs and keep customers
satisfied.
Krasco Phonograph Motor Co.
Elkhart, Indiana, U. S. A.
The Talking Machine World, New York, November, 1927
109
Amazing c4^A C radio tubi^
eliminate baiteries/^ Tase of
tSSEw 1 aroused ^'^^^p^t that
tube had at last been^P.^
' radio tuoe ordinary. '^\f-^C '^
1 current m ^\,.J-^'-^r^Q n
^ batteries/^l!rse of
electric ho(use^aif rent
. the
Waited
nor/ St.. •
I'Ue
ta'i^° tit
6 tubes fe fet^^Geniiiiiel^
STORIES in regard to the com-
ing of AC tubes which would
operate from house lighting
circuits appeared in various news-
papers last spring, bringing to a
climax great anticipation in the
public mind.
With the acquisition of a license
by the Crosley Radio
Corporation under a
large group of patents
controlled by the Radio
Corporation of America,
American Telephone and
Telegraph Company,
General Electric Com-
pany, Westinghouse
Electric and Manufac-
turing Company, etc.,
the Crosley AC Bandbox
is possible through the use of the
new R. C. A. alternating current
tubes, UX226 and UY227. These
tubes utilize for their filaments
and heating regular alternating
current from the house lighting cir-
cuit.
The current is stepped down by
means of a transformer without
need of rectifiers to supply the heat
necessary for the functioning of
the tubes. The converter box,
which is included with the Crosley
AC Bandbox, can be tucked away
out of sight. It is connected to the
Bandbox by a cable and also sup-
plies the current for the plate vol-
tages on the tubes, replacing B
batteries.
m
avithout
A
Thus the Crosley
AC Bandbox func-
tions entirely from
the regular house
lighting current
without need of bat-
teries, battery charg-
ers, or any of the
other usual para-
phernalia which re-
quires attention, care and early re-
placement.
The Crosley AC Bandbox, with
the new alternating current tubes,
is truly revolutionary, and brings
to tlie radio user an entirely new
conception of care-free radio en-
tertainment of the highest stand-
ard of performance.
The Crosley BANDBOX is the
country's most talked of radio!
This popularity centers around
two major factors :
1. The Imposing array of patents under
luhich it is built. —
2. T/ie number and quality of the fea-
tures Po<wel Crosley, Jr., has built
in it for the price!
— And what value Crosley has added
to t'he imposing engineering talent be-
hind the BANDBOX!
1. Complete shielding of all elements.
2. Absolute balance (genuine Neutro-
dyne) .
3. Volume control.
4. Acuminators for sharpest tuning.
5. Single cable connections.
6. Single station selector.
7. Illuminated dial.
8. Adaptability in ANY type installa-
tion.
Today's radio must be adaptable
to the home. It must fit into all
kinds of conditions. Perhaps you
have a bookcase corner — a desk
compartment — a chest — or even a
bureau drawer where it could be
tucked away. Maybe you want it
to be part of the furnishings, as an
impressive console or credenza cab-
inet. The Bandbox fits in every-
where.
The metal outside case is easily and
quickly removed. The set is solidly
mounted on a stout steel chassis. As
all controls are assembled together in
the front, cabinet panels are easily cut
to allow their protrusion. The metal
escutcheon is screwed on over the
shafts and the installation has all the
appearance of being built to order. i.
Two large furniture manufacturers
have designed console cabinets in whi cli
the Bandbox can be superbly installed.
(Shoiver Bros. Mfg. Co. of Blooming^
Ion, Ind., and the Wolf Mfg. Co. of
Kokomo. Ind.) Powel Crosley, Jr., has
approved them mechanically and acous'
tically and has
seen to it that the
famous Crosley
Musicones are
built in them, so
thatthebest type
of loud speaker
reproduction
may be insured.
This is the
kind of a radio
you have been
waiting for — the
real direct electric set that requires ab-
solutely no attention. Let it run all
night! Who cares? No run-down
batteries greet you in the morning.
You owe it to yourself to see the
Bandbox and listen to its remarkable
performance. If you cannot easily lo-
cate the nearest Crosley dealer, his
name and address will be supplied on
request. Write Dept. 26.
Is/iontana, Wyoming, Colorado, 'New Mexico and West, prices slightly higher
THE CROSLEY RADIO CORP.
Poiuel Crosley, Jr., Pres.,
Cincinnati, Ohio
^^YouVe there with a Crosley^^
Crosley is licensed only for
Radio .1 mateur, Experimeniahand
Broadcast Reception
110
The Talking Machine World, New York, November, 1927
MA.
ELECIRIC
RECORDS
Okeh
race
records
of a
dusky
blues
radiance
Lonesome Ghost Blues
8505 fLONESOME GHOST BLUES— Guitar and Singing
10-in. ^FICKLE MAMMA BLUES— Guitar and Singing
75c [ — Both sung and played by Lonnie Johnson
8506 [STINGING BEE BLUES— Vocal, with Piano and Clarinet
10-in. iBEST FRIEND BLUES— Vocal, with Piano and Clarinet
75c [ — Both sung by Margaret Johnson
8507 [FOURTEEN STEPS TO HELL— Sermon, with Singing
10-in. ^ LOOSE HIM AND LET HIM GO— Sermon, with Singing
75c [ Both preached and sung by Rev. Johnnie Blakey,
("The Boy Preacher"), and Congregation
Consolidated Talking Machine Co,
227 W. Washington St.
Branches: 2957 Gratiot Ave., Detroit, Mich.
Chicago, Illinois
1424 Washington Ave. So., MinneapoUs, Minn.
Tom
Oo
REPUBLIC 6I.K., 209 SOUTH STATE U TELEPHONE WABASH S24!
LEONARD P. CANTY
Entire Trade in Middle West Territory
Anticipates Favorable Holiday Sales
Warm Weather Prevalent in the Middle West During October Responsible for Slight Slump in
Sales — Talking Machine Record Sales Continue to Prove Most Satisfactory
Chicago, III., November 10. — Phonograph and
radio sales in the Middle West territory suf-
fered a slight slump for a period of about two
weeks during October. It is interesting to note
that at exactly the same time in 1926 there was
a dull period which lasted for about the same
length of time, but which was abruptly ended
with the advent of colder weather and the
opening of the Christmas holiday buying sea-
son. In many divisions of business, and in
many commodity lines, such as coal and cloth-
ing, a serious slump has been experienced and
the only reason to which it can be assigned is
the warm weather which was prevalent in the
Middle West throughout October.
The lull is not regarded as a catastrophe,
however, for sales for 1927 are far ahead of
those for the first ten months of last year. The
radio selling season was also pushed farther
ahead this year, heavy sales starting fully thirty
days earlier. It is expected that the holiday
buying season will more than overbalance the
two or three lean weeks encountered in mid-
Autumn and will bring sales totals to a higher
peak than in 1926.
The demand for talking machine records con-
tinues unabated, although the average increase
for the month of October was smaller in pro-
portion than that of September. This reveals
an encouraging fact, namely, a lively interest
in recorded music and the only machine which
can reproduce such music, — the phonograph.
Many manufacturers have in readiness new
electrical reproducing instruments which will
be placed on the market shortly, and the mak-
ers of electrical pick-ups and amplifier units re-
port a tremendous amount of interest, backed
by orders, from the trade.
Interest in New Columbia-Kolster
A sample of the new Columbia-Kolster elec-
tric reproducing phonograph is now on display
at the Chicago Columbia offices and the room
in which the instrument is displayed is occupied
almost constantly by dealers listening to
demonstrations. It is expected that a stock of
the new instruments will be received at the
Chicago Columbia office by the middle of No-
vember.
George A. Michel a Visitor
George A. Michel, president of the Belmont
Corp., Minneapolis, Minn., recently appointed
Sonora distributor, spent several days in Chi-
cago late in October visiting the Tay Sales Co.,
local Sonora distributor, and Ray Rielly, dis-
trict manager of the Sonora organization. Mr.
Michel accompanied Mr. Rielly to Saginaw,
Mich., where they inspected the Sonora plant.
Paul Ash Honored
Paul Ash, popular Columbia recording artist,
was a guest of honor at a farewell party staged
at the Sherman Hotel on November 4, by the
Chicago Comedy Club, of which Milton Weil,
music publisher, is president. Mr. Ash sailed
for Europe a few days ago and plans to remain
on the Continent for about a month. Upon his
return his orchestra will make several new
records in the Columbia laboratories in New
York City.
New Home of U. S. Electric Corp.
The headquarters of the United States Elec-
tric Corp. have been established in Room 1910,
Bell Building, 307 North Michigan avenue.
Chicago. Here Carl D. Boyd, first vic^-presi-
dent and general sales manager of the cor-
poration, makes his headquarters, and a display
of all products made by the various divisions
of the corporation is maintained, including
Apex, Case, Slagle and Workrite receivers and
Sentinel power units. The office also is used
by executives of the various divisions of United
States Electric Corp. as their headquarters
whenever they visit Chicago. Mr. Boyd started
on an extensive trade tour of the country a few
days after the close of the Chicago Radio Show,
returning to his desk early in November.
Bush & Lane Launches Campaign
The Bush & Lane Piano Co., Holland, Mich.,
one of the oldest and most prominent firms in
the piano and phonograph industries, recently
embarked upon an extensive sales and adver-
tising campaign to bring its new line of radio
receivers to the attention of the trade.
(Continued on page 112)
New KIMBALL
PHONOGRAPHS
Two Outstanding Values
Latest Construction
Reliability of Manufacture
Superiority in Tone
Reproduction
Practical Price
New Style 110 — Consollette (closed)
You are missing
Profits
When you fail to
realize these values
They sell quickly
New style 150 (closed)
Write or wire at once about complete line
W. KIMBALL CO,
Established 1857
306 S. Wabash Ave. . Kimball Bldg., Chicago
Ul
112
The Talking Machine World, Neiv York, November, 1927
FROM OUR CHICAGO HEADQUARTERS — (Continued from page 111)
The line of radio receivers consists of both
battery arid electrically operated sets, ranging
in price from $80 to $325, including table
models, consoles, deluxe consoles with two
speakers,' a consolette with battery compart-
Bush & Lane Model Six "C"
rnent without a speaker, and a featured model,
the all-electric Console Grand, shown herewith.
This receiver is known as model Six "C," a
six-tube set, with one-dial control, which may
be operated on a loop, inside or outside an-
tenna. Model Six "C" is equipped with an
eight-foot air column horn and is an A. C.
110-120-volt 60-cycle receiver. Model Four "C,"
retailing for $195, another Bush & Lane re-
ceiver, which it is expected will meet with a
ready demand, is a single-dial completely
shielded seven-tube receiver, containing an in-
built Magnavox cone receiver.
In addition to Bush & Lane radio receivers,
the firm is also introducing a new electrically
operated phonograph, known as the Kaleido-
phone, which contains a molded wood horn
eight feet in length, connected with a plug so
that the horn may also be used as a radio
loud speaker. The Kaleidophone, which is fin-
ished in either walnut or mahogany, is equipped
with a four-tube amplifier, allowing any degree
of volume desired, and an induction motor,
which is said to be smooth and noiseless in
operation. The Kaleidophone retails for $350,
less tubes.
The Bush & Lane organization has prepared
many advertising and sales helps for the dealers
who handle its radio and phonograph products
and the line will be backed by an intensive
advertising campaign. Leslie King, general
sales manager, and W. Winstrom, manager of
the radio division, both men of long experience
in the music and radio industries, are in charge
of the firm's sales activities. The Bush & Lane
Piano Co. has specialized in the building of
fine cabinets for many years and its products,
which have enjoyed wide distribution, need no
introduction to the trade.
Steinite Distributors Appointed
Steinite Laboratories, Chicago, recently an-
nounced the appointment of the Great Northern
Electric Appliance Co. as distributor of Steinite
radio receivers. The Great Northern Electric
Appliance Co. maintains offices in St. Paul,
Minneapolis and Duluth, as well as at Fargo,
N. D., situated so that the territory may be
covered to advantage. The American Auto
Supply Co., Scranton, Pa.; the Larson Hard-
ware Co., Sioux Falls, S. D., and the Nevada
Auto Supply Co., Reno, Nev., have also been
added to the list of Steinite distributors.
Visitors to Columbia Headquarters
Many visitors were received at the Columbia
Chicago offices during the month, including W.
C. Fuhri, vice-president and general sales mana-
ger, Columbia Phonograph Co.; J. C. Hodge,
field supervisor, Columbia Musical Masterworks
department. New York; Eli Oberstein, Col-
umbia executive office, New York; Norman B.
Smith, manager St. Louis Columbia branch,
accompanied by C. R. Salmon, St. Louis sales
representative for Columbia; Arthur Bergh, of
the Columbia recording studios. New York, and
his associates en route from California to New
York. The local Columbia offices were also
favored with visits from Columbia distributors
located in Lincoln, Neb.; Oklahoma City, Okla.,
and Kansas City, Mo.
Majestic "A" Current Supply on Market
After more than a year of experimental work
during which exacting tests were conducted
with all types of radio receivers, the Majestic
"A" current supply has been placed on the mar-
ket by the Grigsby-Grunow-Hinds Co., Chicago.
According to the executives of the firm, pro-
duction of the "A" unit was purposely with-
held until there was every possible assurance
that the Majestic "A" would perform satisfac-
and motors.
ueoKrokAim under na
LAWS or ILLINOIS
Repair Parts
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filled from stock, we will make it up special.
Special prices on main springs, governor
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Expert repairing on all makes of phonographs
SUCCESSORS
SlmmMard TalkluM ifocAiiM Co.
I'vl*^ Tmlkbit MaehiMm C«.
iHkirigMiicMrLe Supplies, Etc
TRADE MARW
•CONSOLA.'
227-229 W. WASHINGTON ST. CHICAGO ILL.
BrmnehgB: t»B7 QraMat Are., Detroit, HIeh. UM W>iIilB|t«n At*., Soatk, MliuiMp«U*, Wsn.
torily under every normal condition imposed
upon it.
The new product furnishes full strength and
permanent "A" power from the light socket
for radio sets of from five to eight tubes, in-
cluding power tubes, is absolutely dry in con-
struction, using no acids or liquids. The maxi-
mum output of the Majestic "A" is amperes
at six volts. For best results a Jewell 589 di-
rect current volt-
meter is recom-
mended for deter-
mining the proper
setting of the volt-
age regulator. A re-
ceptacle is provided
on the front panel
of the "A" unit for
plugging in the
"B" supply, so that
both "A" and "B"
units are operated
with one light socket
connection. There is
Majestic "A" Current a convenient switch
on the cord of the "A" unit which controls both
sources of power supply, this switch acting also
as a control for the set.
In general construction the Majestic "A" is
similar to the Majestic "B." The rectifier used
is of the dry-plate type which has been in
use for several years in battery charging de-
vices. The Majestic "A" retails at $39.50.
Association Opens Permanent Headquarters
The Federated Radio Trades Association an-
nounced the opening of permanent headquarters
in the Masonic Temple Building, 32 West Ran-
dolph street, Chicago, early in November. H.
G. Erstrom, executive secretary of the Asso-
ciation, is in charge of the office, which will
be, in a sense, a clearing house of information
and ideas for all Association members. The
Federated Radio Trades Association member-
ship now consists of twelve different radio
trade groups and many more have signified
their intention to join the organization.
Radio Representatives' Association Meets
The monthly meeting of the Chicago Radio
Representatives' Association was held at the
Electric Club on October 25. After the lunch-
eon the meeting was called to order by Royal
A. Stemm, president, and final plans were dis-
cussed for the annual distributors' dinner and
entertainment, which will be held on Tuesday,
November 29. Last Fall the dinner was con-
sidered a very successful affair, and this year
the Association plans to entertain the dis-
tributor guests on even a larger scale, with
boxing matches and entertainment by radio
broadcasting artists.
The Chicago Radio Representatives' Asso-
ciation is composed of persons, firms or
corporations which act as direct factory sales
representatives for a manufacturer of radio
parts, accessories or receivers. Twice a year
the Association publishes a directory, which is
available to manufacturers, dealers and jobbers,
containing a full list of Association members
and the various companies which they repre-
sent. This trade directory may be secured from
the office of E. E. Mills, secretary of the or-
ganization, First National Bank Building,
Chicago.
Reports New Columbia Dealers
R. H. Myers, sales manager of the phono-
graph division of the Lincoln Fixture & Supply
Co., Columbia distributor at Lincoln, Neb., re-
ported to the Chicago Columbia headquarters
that his firm had placed the Columbia line with
several prominent retail concerns in Omaha
and Lincoln since the firm became Columbia
distributor a short time ago. Mr. Myers, who
has had extensive experience in the phonograph
industry, spent considerable time with A. J.
Heath, Columbia district manager, before tak-
ing up his work in Lincoln, familiarizing him-
(Continued on page 114)
The Talking Machine World, New York, November, 1927
113
ENGLISH DE LUXE
ALL ELECTRIC
MODEL
TEN TUBES
Scientific thoroughness is the keynote of Zenith manu-
facture — thoroughness in design, in construction, in workmanship, in in-
spection and in shipment. So far as is humanly possible, mediocrity, care-
lessness, and faulty manufacture have been eliminated from Zenith Radio.
So — Zenith is today the world's largest manufacturer of high grade radio.
Three different circuits — 6, 8 and 10 tubes— battery or
electric — some with antenna — some with loop — others
without loop or antenna — 16 Models. $100 to $2500,
-^LONG DISTANCE<f-
TRAOe MARK RCC
RADIO
Licensed nnly far RadU> amateitry ex-
perimental atid broadcast reception.
Western United States pricea
slightly higher.
3620 IRON STREET - CHICAGO
114
The Talking Machine World, New York, November, 1927
FROM OUR CHICAGO HEADQUARTERS — (Continued from page 112)
self with every detail of the Columbia policy
and merchandise.
Qualitone Antennae in Demand
The Duro Metal Products Co., Chicago,
manufacturer of phonograph tone arms and
reproducers, is also well known in the radio
field through its product, the Qualitone loop
antennae. The Deluxe model, which is illus-
trated herewith and which retails for $12.50, it
made of selected solid wal-
nut hand-rubbed in a natu-
ral finish. The wire spacers
are of high-grade insulating
material, which reduces
losses to a minimum. In-
sulated flexible stranded
wire, covered with brown
silk braiding, is used on the
antennae and three long
leads are furnished for con-
necting the loop to the re-
ceiver. The Qualitone an-
tennae is equipped with a
removable center tap and
either two or three leads
Qualitone Antennae may be used as desired.
The loops are designed with an adjustment
feature which insures tight wires at all times.
The Deluxe model turns within a radius of five
and one-half inches and is designed for use with
.0005 condensers.
Interesting Talks at R. M. A. Meeting
Sixty members of the Western division of
the Radio Manufacturers Association attended
the luncheon of that organization at the Bis-
marck Hotel, Chicago, on October 27. E. N.
Rauland, presiding at the meeting, introduced
Lloyd Maxwell, president of Williams & Cun-
nyngham, Chicago advertising agency, who ad-
dressed the members on the important role
which advertising has played in the spectacular
growth of the radio industry. He made some
illuminating comparisons between the radio and
automobile industries, showing that radio, dur-
ing a shorter period of time, had completely
outstripped the automotive industry in growth
of sales volume. Mr. Maxwell stated that radio
sales had increased from sixty million dollars
in 1922 to more than a half-billion dollars in
1926, and approximately 9 per cent of sales,
at retail prices, had been spent in radio adver-
tising.
A. J. Carter, chairman of the R. M. A. patent
committee, gave a short review of the manner
in which conflicting patents were settled in the
automotive industry and stated that as a re-
sult of a survey made by the committee fifty-
three radio manufacturers out of three hundred
who were questioned had spent $661,875 in
patent investigation, protection and defense.
Mr. Carter further advised the members that
the patent committee had mailed a question-
naire to each R. M. A. member firm, requesting
confidential information as to the number of
patents owned by each company.
C. C. Hanch, who spoke to the R. M. A.
members during the Chicago Radio Show, has
been retained in an advisory capacity to advise
the committee on various patent problems and
it is also the intention of the committee to en-
gage other advisory and legal talent to aid
them in their work.
Appointed to Important Mohawk Post
According to a recent announcement from
the general office of the Mohawk Corp. of
Illinois, Chicago, Walter O'Halloran has been
appointed Middle West representative, making
his headquarters at the Mohawk office. "Irish,"
as he is familiarly known to the Middle West
trade, is one of the veterans in radio sales
work, and he was formerly associated with the
Harry Alter Co., local Mohawk distributor.
J. C. Hodge Co-operating With Dealers
J. C. Hodge, special representative of the
Musical Masterworks sales promotion depart-
ment of the Columbia Phonograph Co., New
York, spent several days during October in
Chicago and Minneapolis working with Co-
lumbia salesmen and dealers in the interest of
developing Columbia Musical Masterworks
records. Mr. Hodge also gave complete details
to all dealers regarding the Schubert Centennial
to be held in November, 1928.
New Stewart- Warner Distributor
The Stewart-Warner Speedometer Corp.,
Chicago, recently announced the appointment
of Hudson Ross, Inc., Chicago, as official dis-
tributor in the Chicago territory for Stewart-
Warner' radio products. The territory served
by the new distributor consists of the city of
Chicago and surrounding counties in Illinois
and Indiana.
Robert Himmel, president of Hudson Ross,
Inc., is a well-known figure, both in the national
and local radio trade. The Hudson Ross or-
ganization is one of the most prominent
distributing firms in the country, and since it
was founded, five years ago, Mr. Himmel and
UNITED MOTOR No. 5
Improved
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— Perfected and proven by more than 2 years'
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— ^Plays 6 records with one winding
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UNITED AIR CLEANER CO., 9702 Cottage Grove Ave., Chicago, HI.
Makers of
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his associates have shown rapid progress and
steady expansion. The firm now travels four-
teen men in covering its territory and main-
tains a large establishment, which comprises
the general offices, display floor and warehouse,
at 116 South Wells street. Mr. Himmel, in
commenting upon the appointment of his firm
as Stewart-Warner distributor, stated that it
was indicative of the Stewart-Warner policy oi
rendering fast and efficient service to its dealer
outlets. "In size and importance," continued
Mr. Himmel, "I 'consider the Stewart- Warner
Corp. to be one of the five leading radio manu-
facturing organizations in the United States."
Announces New Metal Rectifier
A new metal rectifier, which is said to be
indestructible, has been perfected by the en-
Interstate Metal Rectifier
gineers of the Interstate Electric Co., St. Louis,
makers of Handy power units and chargers.
The manufacturer states that the rectifier is
dry and made of solids containing no glass, gas
or liquids. It is contained in a heavy nickeled
tube with a standard Edison base to fit any
bulb type rectifier employing a glass bulb.
It delivers a rectified steady current of two
amperes in a charger built to charge a six-volt
battery. It is claimed that the rectifier will
operate satisfactorily in any of the bulb type
trickle chargers now on the market, and the
watt consumption of a charger equipped with
the Handy Metallic Tube, as the product is
known, is said to be very low. E. Ballman and
A. R. Zahorsky, who have been active in the
rectifier field since 1910, designed the new
rectifier tube.
Vemarc Power Speaker Introduced
The Associated Radio Corp., Ann Arbor,
Mich., recently introduced to the trade its prod-
uct, the Vemarc power speaker, adaptable for
use with all tubes, including the 112 or 171
power tubes, without the use of a coupling
device. An impedance switch, permitting the
matching of the speaker to the individual set,
and the variable pitch feature, which permits
the emphasizing of either the high or the low
notes, are two of the most important features
of the new product. Mellowness of tone is
made possible by the use of a "Masonite"
backboard, which also adds ruggedness and
protects the free edge of the cone from damage.
The Vemarc speaker, which stands twenty
inches high, retails at $10.
M. J. Elgutter Visitor to Mohawk Corp.
Morris J. Elgutter, president and general
manager of Rex Electric, Inc., New Orleans,
La., whose firm distributes Mohawk radio re-
ceivers, was a visitor to the Mohawk Corp. of
Illinois factory and general offices in Chicago
the first week in November. In company with
Arthur Alter, treasurer of the Harry Alter Co.,
local Mohawk distributor, Mr. Elgutter made
a trip through the Mohawk factory and spent
some time conferring with the Mohawk execu-
(Continued on page 115)
The Talking Machine World, Nczv York, November, 1927
115
FROM OUR CHICAGO HEADQUARTERS — (Continued from page 114)
tives. Another recent visitor to the Mohawk
headquarters was Robert C. Colman, manager
of the radio division of the George C. Bejkwith
Co., Minneapolis Mohawk distributor.
Kellogg Dealers at Dinner Meeting
" One hundred dealers from St. Louis, Eastern
Missouri and Southern Illinois, were present at
a dinner and meeting held at the Coronado
Hotel, St. Louis, on the evening of November
9. The event was staged jointly by Kellogg
Switchboard & Supply Co., Chicago, and the
Globe Electric Co., distributor of Kellogg radio
products in the St. Louis territory. H. C. Ab-
bott, director of sales promotion; Mac Harlan,
advertising manager of the Kellogg organiza-
tion, and J. R. Carter, president of the Globe
Electric Co., addressed the dealers, outlining
the merchandising and advertising program
which is placed behind the Kellogg products.
New Valley "A" Battery Charger
A new automatic "A" battery charger is the
latest product to be introduced by the Valley
Electric Co., St. Louis. With this charger
both "A" and "B" current supplies are con-
trolled automatically from the switch on the
radio receiver, there being an automatic rela\-
switch constructed within the charger case.
The "B" power unit is attached to the
charger through a "B" power supply receptacle
mounted on the back of the case. By use of
the relay the charger is disconnected and the
"B" power is connected to the set. When the
switch on the receiver is turned ofif the reverse
operation takes place. If "B" batteries are used
instead of a "B" power unit, the charger may
also be controlled from the radio set switch.
The Valley automatic charger delivers either
\'/2 or 2^ amperes, being regulated through a
( Coil liinicd on page 116)
W T
H STEADY as a River's Current SILENT as a Sunset
\jnf ailing Vower
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GREENE-BROWN MEG. CO.,
(Dept. T.M.W. 5)
.5100 Ravenswood Ave., Chicago, U.S.A.
Dealer Proposition.
Manufacturer
SET MANUF.\CTURERS: There is a GREENE
Power I'nit to fit every set, or our engineers will
design one for yon. Simply acquaint us with
youi needs. Write or WIRE.
SOED WITH AN ABSOI.UTE
GU.4RANTEE
engineers. Thousands in
use. For extra sensitive
sets. Has variable con-
trols. Elst, complete.
East of Rockies, $33. .50.
Please send your
Name
Address
PIN COUPON TO YOUR LETTERHEAD.
POWER^^HiJUNITS
Better umn Batteries
TOMORROW'S
RADIO POWER FOR
TODAY'S ENJOYMENT
116
The Talking Machhit World, New York, November, 1927
Fibre needles, to deliver soft 2uid mel-
low tones, should be repointed with
the ALTO Fibre
Needle Cutter.
LIST PRICE $1.00
ALTO MFG. CO.
1647 Wolfram St., Chicago, 111.
Tcy\ Years oi Service in the Industry
switch, which automatically disconnects the "B"
unit when the receiving set is turned off and
likewise automatically connects the "A" unit
or trickle charger so that the set user may
merely turn the set switch on and off. The
Vesta "B" power unit is supplied in two ca-
Activities of the Trade
in Chicago Territory
{Continued from page 115)
high and low plug installed under the lid. A
strong metallic element, said to be a new type
of rectifier in appearance and performance, is
employed in the Valley charger. The charger
"Vesta 'B" Power Unit
pacities, 40 milliamperes at 180 volts and 60
milliamperes at 180 volts.
Brunswick Dividend Declared
The directors .of the Brunswick-Balke-Col-
lender Co., Chicago, authorized a dividend of
75 cents per share on the outstanding common
stock of the company to stockholders of record
at the close of business on November 5 and
payable November 15, 1927.
General Offices of Sonora
Co. to Be in Chicago
A. J. Kendrick, Vice-President and Sales Man-
ager of Company, to Make Headquarters in
New Offices to Be Opened December 1
Valley Automatic "A" Charger
has been designed to fit all console set compart-
ments, is finished in a black enameled case and
is equipped with cord, plug, leads and clips.
Vesta "B" Power Unit Popular
Included in the line of radio power units
made by the Vesta Battery Corp., Chicago, is
a "B" power unit which has met with unusual
acceptance at the hands of both the trade and
the public, according to the officials of the
company. Housed in a compact cabinet of
rich crystal enamel with a Bakelite panel, it
presents not only an attractive unit, but one
with a complete range of voltage from 22^
to 180 volts, sufficient to take care of all size
receivers. This "B" unit also has a relav
The general offices of the Sonora Phonograph
Co., Inc., recently purchased b}' P. L. Deutsch
and associates, will be opened in Chicago on
December 1 at 64 East Jackson boulevard.
Housing the executive offices, advertising and
sales departments, display and demonstration
rooms, the Sonora headquarters will be in the
center of Chicago's music trade row at the cor-
ner of Wabash avenue and Jackson boulevard.
The executive offices will face on Wabash ave-
nue and the company will utilize practically the
entire seventh floor.
A. J. Kendrick, vice-president and sales man-
ager of the company, will make his headquar-
ters in Chicago, while Mr. Deutsch will divide
his time between this city and New York.
Frank V. Goodman, vice-president and Eastern
sales manager, will make his headquarters in
New York Citv.
Radiola Dealers and Distributors!
Write today for special radio cab-
inet catalog for RADIOLA 1 6 and
17 NOW READY.
Dealers handling these Pierson
cabinets are reporting wonderful
success.
Ask about MINUETTE
at $35 List
THE
PIERSON COMPANY
lOvco' ^^tcre Netds Valance?:!
Valances Will Improve
Your Store Front
CamdeD Tailored Valanoss add 50 %
to the appearance of your display
windows. Just give us the size of
your windows and we will quote
prices and send samples of fabrics,
trimmings, colors and designs. No
obligation.
CAMDEN ARTCRAFT CO.
160 N. Wells St. Chicago
Spark s-Withington Go.'s
Seventh Annual Party
Three Hundred Distributors, Wives and Trade
Friends Entertained at Affair in Jackson,
Mich. — Interesting Talks a Feature of Party
Three hundred Sparton radio and horn distri-
butors, their wives and trade friends, were en-
tertained at the seventh annual Sparton party
held by the Sparks- Withington Co., Jackson,
Mich., on November 3, 4 and 5. The festivities
to,- the first two days of the party were cen-
tered in Jackson and Saturday was spent in
Chicago with the Chicago-Michigan football
game as the finale.
The first day of the party was devoted en-
tirely to the entertainment of Sparton "Go-
Getters", a name applied to distributors' sales-
men who have sold the greatest number of
Sparton automobile horns in their respective
territories. On Friday the distributors arrived
and were entertained at a luncheon in the Spar-
ion factory dining room, after which they were
conducted through the Sparton horn and radio
plants. The main event of the day was the
banquet at the Hayes Hotel at which Harry
Sparks, sales manager of the company, acted as
toastmaster. Addresses were delivered by
Major Philip Withington, chairman of the board
of directors; Winthrop Withington, vice-presi-
dent; Clifford Sparks, production manager; Les-
lie Wiswell, Chicago distributor, and several
others. Entertainment during the dinner was
furnished by the Capitol Orchestra, the Wol-
verine Quartet, Frank Papilo, Betty Hall and
Francis Cook, of Boston, an impersonator who
is an annual feature at the Sparks-Withington
Co.'s parties.
The special train bearing the Sparton party
left Jackson at midnight, arriving in Chicago on
Saturday morning, where a breakfast was served
at the Stevens Hotel, after which the guests
were conducted on a sight-seeing tour which
ended at Stagg Field where the guests cheered
Michigan on to a 14 to 0 victory over the
Chicago Maroons.
In Charge of Borkman
Radio Sales Activities
Chicago, III., November 8. — F. G. Borkman,
vice-president of the Borkman Radio Corp., who
has heretofore made his headquarters at the
company's factory in Salt Lake City, Utah, has
been placed in charge of Borkman sales ac-
tivities and is now located at the general sales
office of the company, 230 East Ohio street, in
this city. Mr. Borkman has been identified with
the organization since its formation two and
a half years ago and was formerly production
manager. He is now making plans for an ag-
gressive sales campaign in behalf of Borkman
loud speaker products and anticipates an in-
creasing demand.
Price Reduction on the
Grosley AG Bandbox
The price of the No. 602 AC operated Crosley
Bandbox with power unit is now $110, instead
of $125 as formerly. This reduction has been
announced by Powel Crosley, Jr., president of
the Crosley Radio Corp., and became effective
November \. No change in the price of the
No. 601 battery operated Bandbox is contem-
plated, it is said. Prices of Crosley sets are
slightly higher in Montana, Wyoming, Colo-
rado, New Mexico and west.
The Talking Machine World, New York, November, 1927
117
Joseph Wolff and Henry
Gerard Form Company
Joseph Wolff, for the past eighteen years
associated with the Sonera Phonograph Co.,
Inc., and for a number of years first vice-presi-
dent in charge of production, resigned from the
Sonora organization a few weeks ago to form
the Quality Factories, Inc. Associated with Mr.
Wolfl in this new company is Henry Gerard,
for ten years identified with the Sonora organ-
ization and for a number of years purchasing
agent of the company. Mr. Wolff is president
and secretary of the new company and Mr.
Gerard is vice-president and treasurer.
Quality Factories, Inc., have opened offices at
11 West Forty-second street, New York, and
the company has already made arrangements
with several prominent factories in the radio
and phonograph industries for exclusive sales
representation in the Eastern territory and
in some instances for the' entire United States.
The company's plans in detail together with
the lines which it will represent will be an-
nounced within the course of the next few
weeks.
Both Mr. Wolff and Mr. Gerard are well-
known throughout the phonograph and radio
industries and have an extensive acquaintance
and friendship with manufacturers, jobbers and
dealers. Mr. Wolff is recognized generally as
one of the leading authorities on cabinet design
and construction and Mr. Gerard is thoroughly
familiar with every phase of the two industries
through his activities as Sonora purchasing
agent.
"Kellogg Sales Helps"—
A Bulletin for Dealers
A bulletin captioned "Kellogg Sales Helps"
was recently issued to Kellogg dealers in order
to transmit to the trade some new thoughts on
the advertising and merchandising of radio pro-
ducts. The bulletin has been received so enthu-
siastically by the dealers and the reaction to
the first issue published in October was so
gratifying to the Kellogg Switchboard & Sup-
ply Co. officials that it is planned to publish the
bulletin at regular intervals. The Kellogg ad-
vertising plan, providing co-operation for the
dealer, suggestions on how to cash in on Kel-
logg national advertising, and the advertis-
ing material which is furnished free to Kellogg
dealers are all illustrated and described in the
booklet. The advertising materials mentioned
include display cards, posters, complete window
display stands, streamers, tube displays, folders
and pamphlets. Talking points which the
dealers may stress in selling each of the Kel-
logg models are also listed. For the conveni-
ence of dealers, the names of the Kellog'g dis-
tributors are listed in the bulletin together with
the territory which each distributor serves.
According to advices received from the
Kellogg headquarters in Chicago, the Adams
street plant is working day and night in orde'
to keep pace with the demand created through
advertising and publicity for Kellogg A. C. radio
receivers.
Grigsby-Grunow-Hinds Co.
Plans Addition to Plant
Chicago, III., November 5. — The Grigsby-
Grunow-Hinds Co., of this city, manufacturer of
the popular Majestic "A" and "B" power unit.s,
announced this week that it will erect a large
addition to its present plant at 4540 Armitage
avenue. This addition will more than double
the company's present floor space and it will
be in operation by next Summer at the latest.
In its present plant the Grigsby-Grunow-Hinds
Co. is producing over 3,000 power units per day
and this production has been maintained
steadily since last June. The present Majestic
plant is therefore by no means a small one, but
with the new addition now under construction
the company will be in a position to greatly en-
large its activities in every respect.
Columbia European Sales
Manager Visits Gotham
John Sabine, general European sales man-
ager of the Columbia Graphophone Co., Ltd.,.
and internationally prominent in the phono-
graph industry, .was a recent visitor to this
country, making his headquarters at the execu-
tive offices of the Columbia Phonograph Co.,
Inc., New York City. Accompanied by H. C.
Cox, president of the Columbia Co., Mr. Sab-
ine visited the Columbia factories at Bridge-
port, Conn., and then left for San Francisco,
where he will meet Louis S. Sterling, managing
director of Columbia activities, upon the latter's
return from Japan. Mr. Sabine will then sail
for Australia, making a general tour among
Columbia factories and offices before returning
to England.
Attractive Hanger Issued
Featuring Victor Albums
The advertising department of the Victor
Talking Machine Co. has just issued a very at-
tractive hanger featuring the Victor albums of
Musical Masterpieces recently announced by
the company. This hanger is so arranged that
the contents of the new albums may be added
to the listings of Masterpiece records on the
original hanger with the text descriptive of the
new Masterpiece records and occupying the
space available for the text on the first hanger.
By this unique method of presentation, the Vic-
tor dealer is enabled to keep his hangers up-to-
date and at the same time, give a complete list-
ing of the Masterpiece records.
In a recent chat with The Talking Machine
World, W. L. Marshall, advertising manager of
the Victor Co., stated that Victor dealers
everywhere are evincing the keenest interest
and enthusiasm in the Victor Masterpiece rec-
ords and the public is responding.
Transform
the S-C'r^a-t'C^h
in Your Speaker
to a Beautiful
Mellow Tone
with a
SCANLAN
SPEAKER CHEST
AN output transformer that will instantly eliminate all rasping and
. distortion caused by paralysis from high "B" voltage and allow the loud
speaker to perform as it should — with a soft and mellow tone quality.
SCANLAN SPEAKER CHEST combines beauty with performance. It
protects speaker coils from the shattering "B" voltage which materially
decreases The Life of Your Loud Speaker!
The design and finishes of the SCANLAN SPEAKER CHEST eliminate
the trouble of having to install it inside of a set. It needs no mechanic to
install it. Just hook the speaker into the chest and the chest wires in the
speaker- jack on set. The beauty of tone and volume is instantly apparent.
SCANLAN
ELECTRIC MANUFACTURING (§
1113-19 North Franklin street
CHICAGO
Write for complete information on audio frequency transformers and power compacts.
If Your Jobber
Does not have a supply of Scanlan
Speaker Chests on hand, fill in the
coupon and we will be glad to send
whatever supply you will need to
meet your immediate demands.
Just fill in your Jobber's name and
address and mail coupon at once.
(List price, $10.00.)
Scanlan Electric Mfg. Co.
1115 N. Franklin St., Chicago, 111.
Gentlemen :
Please send complete information on Scanlan Speaker Chest.
Jobber's name Address
City ^ State
Send to Address
City State
t
118
The Talking Machine World, New York, November, 1927
Walnut veneer and hardwoods,
beautifully finished.
Height - - - 40 inches
Width - - - - 27 inches
Depth - - - 18 Inches
Model 1221
$55.00 List
including Sive £oot ton6
chamber and Utah unit
LIBERAL DISCOUNTS
to the trade can be arranged for
R. C. A., Atwater Kent, Crosley,
Fada, Kolster, Bosch
and other receivers
Send for complete catalogue
Plymouth Furniture Co.
25 E. Juneau Ave.
Milwaukee, Wisconsin
Victor Dealers Receive
Christmas Sales Helps
Advertising Department Prepares Handsome
Brochure Illustrating and Describing Full
Line — Display Material Provided
In accordance with its usual custom, the ad-
vertising department of the Victor Talking
Machine Co. has just announced its dealer helps
for the Christmas season, and if used properly
this Victor literature should be an invaluable
sales stimulus to Victor dealers during the
Christmas period. A very handsome brochure
in several colors entitled "Bring Life and Joy
and Lasting Happiness into Your Home This
Christmas" features all of the various instru-
ments in the Victor line including Orthophonic
Victrolas, Automatic Electrolas, Electrola Ra-
diolas, Orthophonic Electrola Radiolas, Auto-
matic Electrola Radiolas and portables. The
Christmas spirit is carried out in the text of the
brochure and this literature is typical of the
standing and prestige of Victor products.
Supplementing this publication is a Christmas
hanger which reproduces the national advertis-
ing being used by the Victor Talking Machine
Co. in the leading magazines during the holiday
season. This advertisement, which embodies
Christmas coloring, reproduces eight of the
popular models in the Victrola instrument line
and under the heading "Music, the Imperish-
able Gift," gives a vital and timely message to
the millions of magazine readers, with the sug-
gestion that the consumer visit the nearest Vic-
tor dealer in order to make an immediate selec-
tion of his Christmas instrument. There will also
be a Christmas record hanger and three-piece
window trim in the Victor holiday literature and
the Victor Talking Machine Co. is to be con-
gratulated upon its willingness to co-operate
with its dealers along such effective and result-
productive lines. Dealers are urged by the
company to take full advantage of the material
and use it to stimulate sales.
Popularity of the Audak
Reproducers Going Strong
Maximilian Weil, president of the Audak
Co., New York City, prominent in talking ma-
chine circles as the manufacturer of the Au-
dak Polyphase and Singlephase reproducers,
reports exceptional sales accomplishments dur-
ing the month of October. The sales volume
of these reproducers during the month of Octo-
ber, 1927, was almost three times that of last
year, and the Audak factory is working to ca-
pacity to take care of this heavy demand.
Ernest A. Schroder, special representative of
the Audak Co., has just returned from an ex-
tensive trip which carried him to Canada,
down to the Mexican border and out to Cali-
fornia. Mr. Schroder's trip was successful to
the highest degree, and in summing up his im-
pressions gained on this trip Mr. Schroder
stated: "I found good business in the talking
machine field everywhere. There did not seem
to be any particularly high spots and neither
were there low spots. Business seemed uni-
formly good. The new type of phonographic
sound reproduction has proved tremendously
popular with the buying public. This is visual-
ized in the increased sales throughout the en-
tire industry, and particularly noticeable in the
sales of records, and our own exceptional sales
accomplishments with Audak reproducers. I
was impressed with the prestige of our line
throughout the entire trade. As a representative
of the Audak Co. I was cordially received
wherever I went and received many enthusias-
tic comments on the reproducers. I believe,
that while the primary factor of the success
of Audak reproducers is in their uniform high
quality of tone reproduction, still the man be-
hind the product is very important as well. I
found the name of Maximilian Weil, our presi-
dent, was known in talking machine circles
from coast to coast and many glowing tributes
were paid to his inventive genius."
Buffalo RCA Retailers
Hold Meeting at Statler
BuFF.\LO, N. Y., November 10. — A meeting of
authorized Radio Corp. of America dealers in
this territory was held yesterday at the Hotel
Statler under the auspices of Curtis N. An-
drews, RCA jobber. The meeting began with
a luncheon at noon and continued until the
evening. The evening session was preceded by
a dinner. Among the speakers at the gather-
ing were three representatives of the Radio
Corp. of America; E. A. Nicholas, district sales
manager; J. Israel, service representative, and
M. L. Bergin in charge of Radiotron sales.
The meeting was well attended and the con-
sensus of opinion was that it was distinctly
well worth while and that the coming season
will be a record breaker in sales volume.
Real Furniture For Radio
MADE BY A FIRM WITH 40 YEARS EXPERIENCE IN
MANUFACTURING FURNITURE WITH TRUE REGARD
ARTISTIC BEAUTY.
FOR
29
EHLERT'S
Super-Excellent
Desk
4 Models in
Stock
Which can be
fitted for any At-
water Kent, Radi-
ola 16 or 17,
Crosley or other
popular radio re-
ceivers.
Send for catalog of
complete line ivith
full description.
FURNITURE THAT WILL COMPARE FAVORABLY WITH OTHER
FURNISHINGS FOR THE DRAWING-ROOM, LIBRARY OR LIVING-ROOM.
WRITE YOUR OWN TICKET
Charming grace of design, refinement, smart appointments, graceful shapings, beautifully
grained and matched Butt Walnut, exceptionally fine lacquer finish.
You wiU find all of the above points predominating in our Furniture. Display a sample
of any of our Excellent or Super-Excellent numbers against any other furniture and
you will find that ours has that "Eye Appealing" value and instantly creates that desire
for possession.
CATALOG OF COMPLETE LINE
SENT UPON REQUEST
RADIO FURNITURE CO.
2468 Lincoln Ave. Chicago, Illinois
1
The Talking Machine World, Neiv York, November, 1927
119
Weymann Victor Dealers
Hold First Monthly Meeting
More Than Thirty Victor Dealers of Phila-
delphia and Vicinity Met on Tuesday, No-
vember 8 — To Meet Every First Tuesday
Pa.; Ray and Samuel Baron, Baron's Music
Shop; Joseph J. St. Leger, Stapf's Music Store;
Amalie Ertelt, Ertelt's; G. W. McCloskey,
George B. Davis Co., and Walter Cunningham,
Jos. Heim Co., Philadelphia, Pa.
Phil.'Vdelphi.\, Pa., November 10. — A meeting of
the Philadelphia Victor Record Sales Club spon-
sored by H. A. Weymann & Son, Inc., was held
at the Chamber of Commerce rooms, this city,
on Tuesday morning, November 8.
Lewis Morgan acted as chairman and intro-
duced Victor Moore, who made the principal ad-
dress. It was decided that meetings would be
held on the first Tuesday of each month and
that a new chairman would be elected for each
meeting. Miss Marian A. Mills, of the J. R,
Wilson Co., will preside at the December meet-
ing. A booklet containing special information
on the S. R. O. program was distributed to
those attending by the Weymann organization.
The following dealers and members of their
sales staffs attended: J. Ralph Wilson, H. L.
Hannon, Marion A. Mills, Lilian Wilson, Mrs.
J. R. Wilson, Verna C. Buckman, Mrs. Lillian
Rowe, and Lucy Wilson, all of the J. R. Wilson
Co.; Dorothy Eaton, Gimbel Bros.; Charles H.
Godfrey, Atlantic City, N. J.; Joseph Krygier,
Krygier's Music Store, Philadelphia; John H.
Dunbar and Gilbert C. Flanagan, of C. J. Heppe
& Son, Philadelphia; Edith Delapue, Straw-
bridge & Clothier; Adrian B. Waltz, B. B. Todd,
Philadelphia; Eleanor L. Cowan, Hopkins Piano
Co., Chester, Pa.; Laura Anderson, Butler Co.,
Jenkintown, Pa.; Antoinette Franklin, Jos. Heim
Co., Philadelphia; Milton Mark, John Wana-
maker, Philadelphia; Carl S. Facemire, B. F.
Fowler Co., Haddonfield, N. J.; Pearl Grass and
Virginia M. Baylay, of M. Grass & Son, Phila-
delphia, Pa.; Dorothy Berry and Bebe Batters-
by, H. A. Weymann & Son, Inc., Philadelphia;
Clement Beecroft, Philadelphia; Samuel
Stephens. Stephens Music House, Norristown,
3000 Console Speakers Per
Day Made by Farrand Go.
More than 3,000 console speakers per day are
being produced by the Farrand Mfg. Co., Long
Island City, N. Y., for four leading radio set
concerns, according to an announcement by
George H. Kiley, sales manager. Early this year
the Farrand Co. decided to discontinue the
manufacture of console speakers on contract
because of factory changes that were required,
but the heavy demand for these consoles
equipped with the standard Farrand speaker has
caused the organization to decide to build the
products for a dozen radio manufacturers dur-
ing the 1927-28 season. This decision will in-
crease production to more than 'double the pres-
ent daily figures, according to Mr. Kiley.
Zenith Radio Corp. Brings
Suit Against Three Dealers
Alleges These Michigan Dealers Use Misleading
Advertising to Detriment of Company — Other
Suits to Be Started in Various States
New Blair & Brodrib Branch
New Britain, Conn., November 10. — Blair &
Brodrib, operating a chain of general music
stores in Waterbury, Bristol and New Haven,
have just opened a new branch at 170 Main
street, this city, with George D. Noel as man-
ager. The store handles Hobart M. Cable
pianos, Lester, Leonard, Cable & Sons and Win-
ter pianos as well as Victor, Edison and Bruns-
wick phonographs and records in the talking
machine department.
The Columbia Phonograph Co.'s Radio Hour
on November 16 will consist of a program of
"Native European Music," featuring especially
100 voices from the Swabischer Sangerbund of
Newark. German, Scandinavian, Austrian and
Spanish music will be played.
Chicago, III., November 9. — The Zenith Radio
Corp., of this city, manufacturer of Zenith Radio
receiving sets, has just filed suit in the Federal
Court of Detroit, Mich., against three retail
stores known as Mark's Auto Accessories, Inc.,
Grand Rapids, Mich.; Dave's Auto Accessories,
Detroit, Mich., and the John Ross Sales Co.,
Detroit, Mich., alleging that these dealers have
been using misleading advertising in the daily
newspapers in connection with the sale of cer-
tain receiving sets. The complaint, over the
signature of Eugene F. McDonald, Jr., presi-
dent of the Zenith Radio Corp., states that these
dealers have maintained that the sets adver-
tised were used in the expeditions to the
Northern regions sponsored by Commander
Donald B. MacMillan in 1923 and 1925, whereas
all of the radio receiving apparatus used in these
expeditions were manufactured by the Zenith
Radio Corp., of Chicago. President McDonald
states further that the Zenith Radio Corp. will
start suit in various States within the next fort-
night against dealers using the same type of
advertising.
The complaint asks for the issuance of an in-
junction restraining the defendants from direct-
ly or indirectly claiming or implying either ver-
bally or in writing or in published advertisement
or in any other manner whatsoever that the
radio apparatus known as "MacMillan" sold and
offered for sale by them is the radio apparatus
used by Donald B. MacMillan on any of his
Arctic expeditions. The complaint also asks that
the defendants be compelled by a decree of the
court to pay to the Zenith Radio Corp. such
damages as the court shall find to be due and
proper.
THE JEWEL
BRASS TONE ARM
WITH No. 33 REPRODUCER
The only brass phonograph tone arm made with the exponential taper that is creating so
much talk in Radio Circles. THIS is the same as the instrumental taper which years of
usage in making brass band instruments have proved to be the correct taper fin-
amplifying sound waves and for tonal qualities.
The reproduction is clear and all tones of the electrically recorded records are brought
out in a natural manner with that wonderful solidity of tone which has great carrying
power and eliminates all metallic twang and shrillness some call volume.
The throwback reproducer support has a jamb connection with a threaded collar and
lock nut which can be adjusted to any degree of accuracy. The cushioned floating ring
or flange has a felt washer fastened on the underside, making a sound, tight joint which
insures a positive delivery of sound waves into the tone chamber.
We have a full line of attachments and die cast tone arms for phonographs and also
handle Radio Units.
JEWEL PHONOPARTS CO.
510 No. Dearborn St.
Chicago, 111.
120
Vhe Talking Machine World, New York, November, 1927
Latest Summary of Exports
and Imports of "Talkers"
Figures on Exports and Imports of Talking
Machines and Records for August — General
Increase Over the Year Previous
Washington, D. C., November 8. — In the sum-
mary of exports and imports of the commerce
of the United States for the month of Septem-
ber, 1927, the following are the figures bearing
on talking machines and records.
The dutiable imports of talking machines and
parts during September, 1927, amount in value
to $51,784, as compared vi'ith $59,403 worth
which were imported during the same period of
1926. The nine months' total ended Septem-
ber, 1927, showed importations, valued at $478,-
007; in the same period of 1926, $424,144, a very
substantial increase.
Talking machines to the number of 15,486,
valued at $477,387, were exported in September,
1927, as compared with 9,011 talking machines,
fHI
II
BaI^^iN
I*OOP SPEAKERS
1
"Rashness and
Haste
Make All Things Insecure"
Sir J. TDenham
There are plenty of loud speakers on the market made
"for a price," but with no thouglit given to quality, and
the merchant who considers "liis trade" will do well to
consider this fact; don't chase "rainbow profits."
Concentrate
ON
Standard Quality Known
the World Over
List
$28.50
Built by the Master of Acoustics
It Has Three Outstanding Features
DEPTH, RANGE & CLARITY
Its value and conspicuous beauty absohitely
dominate anything heretofore attempted in loud-
speaker production. No high pressure selling talk
is required to sell a Baldwin; just demonstrate it
and you sell it. Concentrate on Baldwin products
and you will add a valuable asset to your
business.
BALDWIN PHONO-SPEAKERS, ADAPTERS
& HEADPHONES
"Imitated But Never Duplicated"
ASK US ABOUT
The New Baldwin Needlephone
literature on Request
J. W. & W. L. WOOLF
Factory Representatives & Exporters
Nathaniel Baldwin, Inc.
227-229 Fulton St., New York
IN CANADA
Baldwin International Ltd., Toronto
valued at $265,341, sent abroad in the same
period of 1926. The nine months' total showed
that we exported 102,503 talking machines,
valued at $3,769,217, as against 76,187 talking
machines, valued at $2,316,792, in 1926.
The total exports of records and supplies for
September, 1927, were valued at $243,994, as com-
pared with $171,397 in September, 1926. The
nine months ending September, 1927, show
records and accessories exported valued at
$2,155,755, as compared with $1,591,339 in 1926.
The countries to which these machines were
sent during September, and their values were
as follows: Europe, $8,479; Canada, $9,643; Cen-
tral America, $22,770; Mexico, $51,914; Cuba,
$26,284; Argentina, $71,018; Brazil, $29,818
Chile, $35,129; Colombia, $74,859; Peru, $5,957:
Other South America, $51,362; British India
$1,881; China, Hong Kong and Kwantung, $12,-
505; Philippine Islands, $24,555; Australia,
$16,005; New Zealand, $4,513; British South
Africa, $1,720; Other Countries, $28,975.
Plan to Reorganize the
R. E. Thompson Mfg. Go.
Alfred Zipser and O. A. Martini in Charge of
New Thompson Organization — Well-known
Radio Firm Has Been in Hands of Receiver
Reorganization of the R. E. Thompson Mfg.
Co., one of the oldest radio firms in the country,
which has been in the hands of a receiver for
some time, was recently announced. The new
owners have purchased the R. E. Thompson
Mfg. Co., the R. E. Thompson Corp. and the
Wireless Improvement Co., according to the an-
nouncement, and will shortly commence pro-
duction of .five-tube neutrodyne receivers. It is
said that the Thompson organization owns many
patents and has licenses to manufacture under
other patents, including the Hazeltine Neutro-
dyne and Armstrong regenerative circuits and
certain patents governing cone speakers.
Alfred Zipser and Otto A. Martini are in
executive charge of the new Thompson or-
ganization, which will operate from the old fac-
tory at 66 Yorke street, Jersey City, N. J.
An Heir to E. H. McCarthy
E. H. McCarthy, vice-president of the Sym-
phonic Sales Co., New York, manufacturer of
Symphonic reproducers and well known
throughout the phonograph industry, is receiv-
ing the congratulations of his friends in the
trade upon the recent arrival of an heir at the
McCarthy home in Jamaica, L. I. Joseph Friedl,
secretary of the company, states that Sym-
phonic has already taken an option on the
young man's services, basing this option on the
outstanding success of his popular father.
Congratulations !
Herbert E. Young, Eastern manager of the
Grigsby-Grunow-Hinds Co., Chicago, manufac-
turer of Majestic power units, is receiving the
congratulations of his many friends in the trade
upon the arrival of Miss Karyl Young, who
made her debut at the Young household, New-
tonville, Mass., a few weeks ago.
H. H. Blish, Jr., Honored
Des Moines, Ia., November 7. — At the close
of the recent Des Moines Radio Show, the Des
Moines Radio Merchants Association by a unan-
imous vote elected H. H. Blish, Jr., of Harger
& Blish, Atwater Kent and Brunswick distrib-
utors, of this city, president.
The Dorian Music Co., Inc., talking machine
and radio dealer, will open for business at 10
Plaza, Biltmore, Asheville, N. C, this week. L.
B. Dorian is the incorporator and the capital
stock is $100,000.
MARSH
Recording Studio
"The Originators oj Electrical Recording"
WK SPECIALIZT5 in the independent recording
field.
We are prepared to do master recordings, and
furnish the finished records in any quantity
desired.
OUR ELECTRICAL RECORDINGS are being
used by record companies, dealers, musicians,
schools, clubs, advertising concerns, concert
agencies, etc., and used on such records as:
Paramount Silvcrtone Puritan
Gonnett Rainbow Broadway
Wallace -Vutograph Etc.
Write for further particulars of this new plan.
MARSH LABORATORIES, INC.
64 East Jackson Blvd. Chicago, Illinois
Phone Wabash 7288
Special Adler-Royal Radiola
Cabinet Favorably Received
Console Cabinet Designed to House Radiola
Models 16 and 17 Wins Favor With RCA
Dealers and the Public
Louisville, Ky., November 9. — The Adler
Mfg. Co., of this city, reports that the special
console cabinet of the Jewel casket type which
Special Adler-Royal Cabinet for Radiola
was designed and made especially to house the
Radiola models 16 and 17, and which is being
distributed exclusively in the New York terri-
tory by Stanley & Patterson and the Times Ap-
pliance Co., has met with a very favorable re-
ception from dealers and the public.
E. R. Manning, of Berg Co.,
Home From a Long Trip
E. R. Manning, treasurer and general sales
manager of the Berg A. T. & S. Co., Long
Island City, is back at his desk after completing
a trip through Chicago, St. Louis, Dallas and
other important centers en route. Mr. Manning
reports the entire Artone line moving well, with
a particularly marked demand for the new com-
pact portable. New models are being designed.
Figures on Radio Exports
Exports of radio apparatus which included
transmitting sets and parts, receiving sets,
tubes, receiving set components and receiving
set accessories in September, 1927, amounted
in value to $854,864, as compared with $924,-
873, in September, 1926. The nine months' total
up to and including September, 1927, shows ex-
ports valued at $5,858,551, as compared with
$5,449,549 for the same period in 1926.
The Talking Machine World, New York, November, 1927
121
Manning's Music Store
Occupies New Building
Music-Radio Dealers in Cleveland See
Good Prospects for Holiday Season
Retail Talking Machine and Radio Business Improving Steadily and Wholesale Trade Receiving
Plenty of Orders — Celebration of Music Week Helped Both Radio and Music Sales
Cleveland, O., November 10. — Prospects for a
very good holiday season are beginning to
shape up well in this section. Business keeps
improving steadily and the wholesale trade has
plenty of orders coming in. More newspaper
advertising has been done this year in Cleve-
land on radio and accessories than was ever
done in the history of the city, all of which
has had a beneficial effect on business. Those
dealers who still have some of the old-style
phonographs on hand are beginning a campaign
to dispose of them during the holiday season.
The call for phonograph records has been ex-
ceptionally good.
Due to a combination of circumstances the
annual radio show for Cleveland was aban-
doned. One of the principal reasons was the
inability to get the public auditorium at a sea-
sonable date, due to other bookings, and there
was no other suitable space obtainable.
However, with the inauguration of Music
Week on October 30, the desired stimulus in
ihings musical was accomplished, and not only
did radio benefit, but every other form of
music as well. This affair was the greatest
thing ever put over in Cleveland and was
sponsored by the Cleveland Association, which
has a membership of at least several thousand,
including a number of those connected with
the music trades.
C. C. Price, general manager of the Cleveland
branch of the H. C. Schultz Co., Inc., 1743
Chester avenue, reports that Sonora is gaining
in popularity throughout this territory and that
many orders are being received daily at the
branch. Models of the Light Six were received
during the month and made quite a hit with
the trade. The arrival of samples of the new
A. C. set created quite a sensation and a large
number of orders were booked.
.\ number of personal friends, both in and
out of the music trade, of A. L. Maresh, more
generally known as "Tony," tendered him a
very delightful birthday party at the Winton
Hotel in honor of his having reached the half-
century rhark in years.
The recent price reduction on the .A.twater
Kent line in northern Ohio resulted in a flood of
orders to the distributors, the Cleveland Igni-
tion Co., that has kept their force busily work-
ing overtime to take care of the demand. Among
new dealer accounts recently opened in Cleve-
land is the Royal Furniture Co., which has three
large stores. The Atwater Kent Audition created
a great deal of public interest and helped in-
crease business. R. H. Bechtol, general manager
of the Cleveland Ignition Co., states that sales
are ahead of 1926. and many dealers are expect-
ing 1927 will prove to be the best radio year in
the history of the industry.
The William Taylor Sons Co. put on its own
radio show again this month as has been its
annual custom for several years. The affair
was staged in the Taylor Arcade. The follow-
ing lines of receivers and accessories were ex-
hibited: Sparton, Kolster, Atwater Kent, RCA,
Stewart-Warner and Stromberg-Carlson. The
Sterling Manufacturing Co., Willard Storage
Battery Co. Victor and Columbia phonographs
were also shown.
The Cleveland Talking Machine Co., Victor
distributor, is being kept busy filling orders for
the various models of the line in anticipation of
a heavy holiday retail business. The record de-
partment is also very busy.
The Lake States General Electric Supply Co.,
of Chester avenue and East Seventeenth street,
distributor of the Bosch line of receivers, is
highly pleased with the commendation which
the "Little Six" model is receiving not only in
Cleveland, but also throughout northern Ohio.
"Two Black Crows," the Columbia record, is
proving a big hit in Cleveland, and the amount
of publicity the dealers here are giving it is
surprising.
The H. Lesser Co. has made some radical
changes. The various makes of receivers are
not all grouped together as generally found in
retail stores, but are in separate rooms so that
the customer can hear each instrument demon-
strated without being confused. Another thing
that the company ha^ just started is what is
known as: "The Lesser Radio Tea Party." This
is a program of music that is broadcast every
Saturday afternoon over station WJAY.
The Erner Electric Co. has been appointed
distributor for Ray-O-Vac batteries in the
Cleveland territory.
Augusta, Ga., November 8. — The formal open-
ing of the new two-story home of Manning's
Music Store, at 317 Eighth street, was held re-
cently and the new quarters were visited by
hundreds of patrons of the establishment. The
new store is just a few doors from the building
occupied by the Manning house since 1915 and
affords exceptional display space for all kinds
of musical instruments. William P. Manning,
proprietor of the business, opened the store
here in 1911 at 1046 Broad street, and it has
grown steadily since that time. The concern
handles Steinway and Milton pianos, Bruns-
wick Panatropes and records, King band instru-
ments, radio and musical accessories.
The Sherman Music Co., Inc., will open soon
at 217 North Travis street, Sherman, Tex., with
a complete line of musical instruments.
A Leader in ^^Burt^Built^^
Radio Cabinets
That Appeals to Both Eye and Pockethook
Model No. 264
This cabinet will appeal to practically every person
that enters your warerooms. In the first place, it
is a well made piece of furniture. Burt Bros, know
how to build cabinets. In the second place, it has
a particularly attractive design and finish and, last
but not least, you can offer it at a price that repre-
sents real value to your customer.
While Model 264 is used by a large number of
dealers as a leader, the Burt Built line consists of
many other very attractive models with a wide range
of style and finish.
If you are not familiar with the Burt line, it will pay
you to let us send you information regarding it.
Write tO'day for full details
BURT BROS., Inc.
Radio Division
Sales 0££ice, 24 East 21st St., New York
Factories, Philadelphia, Pa.
122
The Talking Machine World, New York, November, 1927
Buffalo Dealers Facing Instrument
Shortage as Holiday Demand Starts
Popular Models Enjoying a Demand That Is Depleting the Stocks of Retail Dealers — All Lines
Expected to Be in Marked Favor as Christmas Gifts — News of the Trade
Buffalo, N. Y., November 10. — With the con-
suming public in a better buying mood than
they have been in some time, Victor dealers
here are facing an instrument shortage that is
considered most acute.
A representative group of Buffalo Victor deal-
ers who visited the Camden plant, and enjoyed
a sojourn to Atlantic City, were T. A. Goold,
F. Schwegler, B. E. Neal, Fred Erion, M.
Schwable, Chas. Belanca, W. Eiss, J. Kibler and
Charles Liske.
Curtis N. Andrews looks forward to a big
Christmas demand for the new Victor Combina-
tion, retailing for $375 to $1,500. Introduction of
these instruments has stirred a great deal of en-
thusiasm, and with the present shortage of
lower-priced popular Victrolas, Mr. Andrews
Says dealers are pushing these machines with
satisfying results.
The new Columbia with electric pick-up is
on exhibition in the Buffalo distributing office,
and dealers in this territory are apparently
greatly pleased with its operation and appear-
ance. Many dealers throughout the territory
responded to the invitation of E. L. Wallace,
branch manager, to visit the Buffalo showrooms
where the new machine was demonstrated, and
were more than pleased with its operation and
exquisite appearance. "Two Black Crows,"
numbers three and four, are selling in quantities
equalled by no other record released in Buf-
falo, with the exception of its predecessor, by
the same name.
The enormous sale of Okeh foreign records
during the past month has featured business of
the Iroquois Sales Corp. Polish records, in par-
ticular, have been selling in a volume during the
past month, more than double any preceding
month this year. American popular records
also are in better demand. Mr. Clare is of the
opinion that in the Crosley Bandbox he has one
of the best popular-priced radios on the market,
and has convinced his trade of this fact, judging
from the tremendous volume of business in this
line. The new Crosley AC sets, for both
twenty-five and sixty-cycle current, is one of
the leaders here in AC operation. Recent new
Crosley accounts opened here are: Goold
Brothers, Inc.; R. Daniel Feldman, Lackawanna,
and H. B. Koenig.
Evans & Eiss, Hertle avenue dealers, have
added Columbia to their talking machine de-
partment, in which Victrolas and Bruns.wicks
have been featured. R. Daniel Feldman has
opened a new music store at 137 Ridge road,
Lackawanna, featuring the following stock: Co-
lumbia phonographs and records, Okeh records,
pianos, small instruments, Crosley and other
radio.
E. M. Vestor, local factory representative for
the Victor Talking Machine Co., recently ad-
dressed members of the Mercer Club, an or-
ganization of business men, on the features of
the Orthophonic Victrola.
David Sarnoff (right), vice-president and gen-
eral manager of the Radio Corp. of America,
drawing up a contract with Walter Damrosch,
to lead the New York Symphony Orchestra in
Saturday night RCA radio hour broadcasts.
presentation is to be made in Central Park
at 2 o'clock in the afternoon on Tuesday, No-
vember 29, and Mayor James J. Walker, who
was a personal friend of Victor Herbert, is to
accept in behalf of the city. Many musical
organizations are to participate in the unveiling
ceremonies.
New Store in Mansfield
Bust of Victor Herbert to
Be Presented to New York
The American Society of Composers, Authors
and Publishers is presenting a magnificent
bronze bust of Victor Herbert, surmounting a
granite pedestal, to the city of New York in
loving memory of the great composer. The
Mansfield, O., November 8. — Mansfield has a
new music store in the Mansfield Music Co.
which has just been opened in the Citizens'
building. The new company is composed of
.Albert E. Schaller, an experienced musician, and
Dean L. Zerby, former manager of the small
goods department at Zitzer's, both of whom
have previously been connected with musical
organizations in the city. They will carry every
type of musical instrument and are equipped
to give lessons on every kind of instrument
which thev handle.
iHll 1^ III!
Model 802
Height 53", Width 27i/4", Depth 18"
List Price $99.00
^^"^ Our
Two New
Numbers
Model 802. A particularly attractive, 5-ply
walnut panelled cabinet, equipped with orna-
mental wood fibre grille and a sliding tray
with panel either solid or cut for Fada,
Atwater Kent 35 or 20, Crosley Bandbox or
Grebe or any standard Chassis.
Model 806. Another attractive cabinet in butt
walnut with striking burl walnut overlays,
equipped with a sliding tray for the radio set
with a blank panel fitted for most standard
sets.
Both cabinets finished in lacquer, hand-
rubbed to a smooth semi-dull finish and
both furnished with a fine horn scientifically
correct and built in our own plant. Ship-
ping weight approximately 145 lbs. for each
model, packed in plywood container.
Manujactured fty
Model 806
Height 51", Width 27", Depth I61/2"
List Price $88.00
SUPERIOR CABINET CO., Muskegon, Mich.
National Agents
Studner, Cumming Co., Inc.
67 West 44th St., New York City
28 E. Jackson Blvd., Chicago
The Talking Machine World, Ne-w York, November, 1927
123
Ben H. Hoffman Is Elected President
of Richmond Radio Dealers' Club
C. C. Quinn Is Named Treasurer and L. T. Christian, Jr., Secretary — Decide to Hold Monthly
Meeting — Higher Priced Brunswick Instruments in Greatest Demand — Other Trade News
Richmond, Va., November 3. — Stieff's, Bruns-
wick dealer, is experimenting with a plan of
keeping open until 9 o'clock each evening. Ac-
cording to Joseph H. Steinbrecher, Jr., manager
of the phonograph department, the plan is al-
ready meeting with good results, the record
trade in particular being boosted by it. The
store, located at 420 East Grace street, is in
close proximity to the theatre district and
quite a number of theatregoers have been at-
tracted into the place. Phonograph music is
dispensed in the entrance up to the closing
hour, alternating with radio from
a combination machine. This
proves an extra attraction. The
fact that busses, west bound on
Grace street, stop at the north-
west corner of Grace at Fifth,
almost in front of the store, is
another source of trade, many
persons dropping in while wait-
ing for a bus or when they alight
from one. Members of the sales
staff take turns in staying on duty
after the usual closing hours. The
plan may be made a permanent
feature if results justify it after it
has been tried out over a period
of time.
Mr. Steinbrecher reports that
many inquiries are being received
in regard to the large combina-
tion instruments, particularly
those retailing at $1,150. Two new
additions to the sales staff of the
firm are J. E. Stone and Ed.
Buchanan, both formerly with the
( orley Co.
Reconstruction of the burned
home of the Corlcy Co., Victor
wholesaler and retailer, is ex-
pected to start shortly. The com-
pany hopes to be able to resume
business in the new building some
time next Spring. Meanwhile it
will remain quartered in a tem-
porary home at 217 East Broad
street.
Mrs. Emma J. Greener, mother
of G. William Greener, treasurer
of the Corley Co., died at her
home in Richmond, October 17.
Mrs. Bertha S. Bay, of Rich-
mond, and Jose Veiera Ramos,
manager of Stieff's, Roanoke,
Brunswick dealer, were married
recently. Mr. Ramos is a son
of the late Manly B. Ramos, long
identified with the music trade
in Richmond.
Ben H. Hoffman was elected
president of the Richmond Radio
Dealers' Club at its annual meet-
ing held recently. He succeeds
E. W. Bugg, who filled the office
during the past year. He is a
member of the firm of Hoffman
& Goodman. Other officers of
the club are: C. C Quinn, treas-
urer; L. T. Christian, Jr., secre-
tary. It was decided to hold
monthly dinner meetings during
the current year. Heretofore only
called meetings have been held.
The James Cowan Co., whole-
saler and retailer of phonographs
and records, has added the Victor
line in its retail department. J. S.
Ramos, well known to the music
trade, who formerly traveled for
Chicago and New York houses,
has joined this firm as a salesman.
John H. Cowan, son of James Cowan, head
of the James Cowan Co., who travels North
CaroHna, South Carolina and Georgia for the
firm, is the proud father of twin boys.
The Biggs Music Co. has taken on the
Brunswick line in addition to the Columbia,
which it has been handling for some time.
The Columbia Furniture Co. has discontinued
its radio department. It had been handling
•■Ytwater Kent and Radiola lines for several
years. Jack Herbert, manager of the depart-
ment, resigned recently to become district
manager for the Crosley Co. The firm will
continue to operate its phonograph department
with Kenneth Lord in charge, retailing both
the Victor and Columbia lines.
Goldberg Bros., Lyric jobbers, report that
n'all business is opening up fairly well in their
territory, embracing most of the Southern
States.
Death of Nate Hast's Mother
The many friends of Nate Hast, general sales
manager of the Shainrock Mfg. Co., Newark,
N. J'., received with deep regret the news of the
sudden death of his mother, Mrs. R. Hast, at
her liome, 541 West One Hundred and Forty-
fourth street, New York. Mrs. Hast had been
in ill health for some time, but it was hoped
that she would recover, and the end came witli
shocking suddenness.
m mm wis
The Silver Electro-plated Phonograph Needle
Assures Best Results
On Electrically Recorded Records
Can Be Used on All Discs
Absolutely Different From Any Other Needle
Be the First in Your Territory to
Introduce This Wonderful Needle
Manufacturers of the Wall-
Kane, Jazz, Concert, Best Tone
and Petmecky Needles.
W^ll-Kake Needle Mfg. Cb.^im
3922-14ths>4irenue, Brookli^n, KY.
124
The Talking Machine World, New York, November, 1927
Toledo Talking Machine and Radio Sales
for October Show Big Increase Over 1926
Dealers Report Radio Sales Volume to Be From 25 to 100 Per Cent Over October of Last
Year — Victor Dealers Engaged in S. R. O. Red Seal Record Drive — Other Trade News
Toledo, 0., November 8. — The Fall phonograph
and radio buying season is now at a high level
here. Machine sales are on the average about
5 per cent ahead of last year. Radio volume,
however, is from 25 per cent to more than 100
per cent in excess of a year ago. The opening
of the concert season is giving record mer-
chants the opportunity to tie up with the art-
ists by displaying and pushing their recordings.
The recent radio show attracted large crowds
every evening to view the displays and hear the
nationally known radio artists.
The S. R. O. Red Seal record meeting at the
Commodore Peary Hotel has awakened marked
interest in better music. Retail sales staffs are
selling a larger number of Red Seal discs than
in the past.
At the Lion Store Music Rooms, according
to Lawson S. Talbert, manager, Victor and
Brunswick machine trade is above last year.
The department is keeping volume up through
the use of a new series of Victor letters. A
list of 1,500 names of well-to-do people was
solicited by mail. The letters were followed
up by telephone and personal calls of salesmen.
In the radio department, Atwater Kent sets,
on account of the price reduction, have reached
a high sales level. The Sparton electric set is
likewise selling briskly.
At the J. W. Greene Co., Victor and Bruns-
wick sales are ahead of last year. Record vol-
ume is 10 per cent in the lead, while radio total
is 50 per cent above a year ago.
Again, the 7-10 Victor combination with AC
hook-up is upon the floors and is interesting
many. The house is endeavoring to avoid the
proverbial Christmas rush by inducing people
to purchase now while the supply of mer-
chandise is plentiful.
The United Music Store has doubled its floor
space by taking additional room on the second
floor of the building for the display of Victor
and Brunswick products, Sparton, Atwater Kent
and RCA radios.
The Frazelle Music House is experiencing a
favorable Victor and Sonora trade, according
to Frank H. Frazelle, president. Combinations
are leading straight machines. Radio sales are
running to the better types and include Zenith
and Atwater Kent lines.
Grinnell Bros, have selected Red Seal discs
by Rosa Ponselle, Harold Bauer, Galli-Curci,
Marion Talley and others as topics of news-
paper drives this month. On account of the
S. R. O. campaign started here and in which
the enterprise has a special part it is believed
the time is opportune to promote sales.
The Whitney-Blaine-Wildermuth Co., ac-
cording to Henry Wildermuth, treasurer, is al-
ready launching its Christmas machine drive.
Victor and Brunswick lines are featured. In
the radio section demand is stepping ahead.
The department was recently placed under the
direction of J. Harrington, who has added the
Cleartone and Sparton lines.
The Toledo Radio Co. is experiencing a large
business, according to Charles H. Womeldorfl,
manager and president. Dealers are clamoring
for Sparton sets. Harry Sparks, general man-
ager of the Sparks-Withington Co., Jackson,
makers of Sparton sets, was a Toledo visitor
recently. E. R. Brower, assistant sales manager
of Sparton; Stanley Ball, vice-president of the
Toledo Radio Co., and Mr. Womeldorff and
their families spent the week-end at the
Womeldorff cottage at Devil's Lake, Mich.
Harold G. Miehls Co., and R. E. Tucker,
have added the Sparton line.
Lloyd Spencer, sales manager of the Amplion
Corp. of America, who recently returned from
England, and Carl J. Main were Toledo callers.
Flightner's Music House, on Cherry street,
according- to Frank Flightner, proprietor, is
closing an increased Columbia business. The
new Columbia-Kolster models are receiving-
favorable consideration from patrons.
A dinner was tendered to Victor dealers and
their workers jointly by the Cleveland Talking
Machine Co., the Chicago Talking Machine Co.,
and Grinnell Bros., Detroit, on the evening of
October 18. The meeting was full of enthusiasm
and good feeling and did much to further the
sale of better records in the Toledo field.
At the speakers' table were seated George
Martin, Grinnell Bros., toastmaster and chair-
man of the meeting; W. A. Shirk, representing
the Chicago Talking Machine Co.; Miss S. M.
Yates and Mr. Kellogg, Cleveland Talking Ma-
chine Co., and Miss Josephine McKeough,
special representative of the record sales pro-
motion department of the Victor Co.
Miss McKeough delivered the principal ad-
dress of the evening, in which she stressed the
plans for selling more worth-while — or Red Seal
— records as outlined in the S. R. O. book. She
chose several records, which were played and
their stories related in connection with the sales
possibilities of the discs. A notable example
was the Nut Cracker Suite, upon which she
dwelt at some length.
Recently the Hayes Music Co., on Superior
street, suffered a fire loss of $5,000. A few days
later a second fire broke out which completely
destroyed the business, with a loss of $40,000.
Insurance of $10,000 was carried, leaving a se-
rious loss. Mae Hayes, president, stated the
business will be resumed as soon as a stock of
mercliandise can be assembled. Quarters have
been opened at 420 Superior street.
THE ARISTOCRAT OF RADIO
i
Model A
The
HYATT 6.TUBE
General Utility Receiver
Try it and you'll Buy it!
Creates a sensation wherever shown.
No radio store is complete without the HYATT,
The rich two-toned brown leather cabinet, loop panel
embossed in gold relief, the walnut bakelite panel
and knobs — create a color combination that is most
attractive.
Designed for the Home
The light weight and compactness make it available
at all times and places. Selective, powerful and de-
pendable.
Dealer licenses are available only to those tvho have
a good business reputation in their communities.
CHICAGO, ILLINOIS
$6,000 Is Average
Retail M. M. Investment
Nation- Wide Survey of Musical Merchandise
Field Reveals the Profit-Making Possibilities
[This is the first of a series of articles dealing with
various phases of the merchandising of band and orchestra
instruments and small goods by talking machine dealers.
The facts presented are the result of a nation-wide survey
among the dealers just concluded by The Talking Machine
World. — Editor.]
BECAUSE of the lack of statistics dealing
with musical merchandise as sold in talk-
ing machine retail stores, The Talking
Machine World has made a survey of the
entire situation as it affects the dealer and im-
portant facts have been gathered that not only
^how the extent of the field but also throw-
light on the merchandising and profit possi-
bilities in the properly operated department.
The survey was extensive in scope, covering
the entire country, reports being received from
ihe largest as well as the smallest dealers in
cities, towns and villages.
Average Investment
One of the important points brought out is
the size of the investment in musical mer-
chandise by talking machine dealers. Analysis
of the questionnaires returned shows that the
average investment in these products rates un-
usually high as compared with other depart-
ments that may be considered more or less as
sidelines. The average investment of the talk-
ing- machine dealer in musical merchandise, in
round figure^, is over $6,000. This, however,
does not mean that all dealers have invested
that amount in stock.
The answers showed
investments ranging
from as low as $225
to as high as $50,000.
This is interesting
because it shows be-
yond a doubt that
while some dealers
have realized the
great profit possibil-
ities in musical mer-
chandise and have
developed their de-
partments to a high
point of efficiency,
other dealers have
failed to take com-
plete advantage of
the salability of these
products. One dealer,
his investment is only
Yet he manages to turn over his stock on an
average of twelve times annually. In other
words with a very small investment this dealer
manages to do a business of over $3,000 a year.
In this particular instance no special sales ef-
fort is put behind the line beyond an occasional
advertisement and attractive display in the
store and window.
Scientifically Managed Departments
On the other hand where the investment is
larger invariably the dealer concentrates to a
greater extent on intensive merchandising. One
merchant who has an inventory of $20,000 has
set aside one side of the front of his store for
the department. Artistically designed show and
Typical Small Goods Section — Harlingen Music Co., Harlingen, Tex.
for example, stated that wall cases line the department, which is oper-
is only $250, and his stock is ated under a sub-manager and a staff of two
confined entirely to ukuleles and harmonicas. (Coiitiiiiied on pacji' 126)
Protecting
Your Profit
SELLING musical merchandise demands time
and energy. The dealer must go out and create
business. He invests many dollars in developing
prospects.
Are you getting a full and fair return on your
selling effort?
The King Exclusive Franchise dealer receives
absolute protection. Every inquiry is referred to l
him. He knows that he will get full profit on every
sale in his territory. complete protection of the King plan and the high
quality of King instruments make a good combination. Sales
are easier and profits more certain.
Full information is yours for the asking. There are enough
rich territories still open to make your immediate inquiry
well worth while.
Write for our booklet on "The Advantages of Becoming a 'King' Dealer."
THE H. N. WHITE CO.
5215-93 Superior Avenue, Cleveland, Ohio
Manufacturers
of
9P
BAND
INSTRUMENTS
125
J26 The Talking Machine World, New York, November, 1927
IN THE MUSICAL MERCHANDISE FIELD — (Continued from page 125)
:asss>'
77- 1-
—and now £oi* holiday business. How is
your stock o£ Hohner Harmonicas?
Write us for our "Big Business Builders." They will help you.
114-116 East 16th Strset
New York City
M. HOHNER, Inc.
HOHNEn, PRODUCTS AWARDED FIRST PRIZE AT THE Pf\Nf\Mn
PflCIFtC INTERNATIONAL EXPOSITION SnN FR/\NCISC0 I9IS'
Knight-Campbell Music Co. Maintains
Clubrooms for Professional Musicians
Rooms Adjacent to Musical Merchandise Department Furnished to Provide Attractive and Com-
fortable Gathering-Place for City's Musicians — No Sales Are Attempted in Rooms
Not content with having secured a great pro-
portion of the business of professional musi-
cians located in the territory which it serves,
the Knight-Campbell Music Co., of Denver,
Col., recently added a new department by which
it hopes to increase the professional trade and
hold the business which it has already secured.
This new department is known as the Knight-
Campbell's Professional Musicians' Club, and
i.- a gathering place for the musicians in every
sense of the word and not a salesroom. The
company has made a rule that no sales may be
attempted in the clubroom, for it has been
provided solely for the pleasure and comfort of
Denver's professional musicians, and every ef-
fort has been made to make the club quarters
comfortable and of practical usefulness.
The quarters are easily accessible from the
musical merchandise department on the first
floor of the store and are attractively deco-
rated and comfortably furnished with chairs,
tables, writing desks with special club station-
ery, telephone, magazines, etc. There is a
Steinway piano, an Orthophonic Victrola with
a liBrary of the latest Victor records for enter-
tainment and study. Adjoining the clubrooms
are four small studios for the members' use in
likes. It is here that the musician gathers with
his fellow artists to discuss professional sub-
jects and exchange opinions about his work,
and in providing this attractive rendezvous for
its trade, the Knight-Campbell Music Co. makes
another bid for good will.
With the increasing number of band and
orchestra musicians, an investment of this kind
is sure to pay in ultimate dividends, for it is a
well-known fact in retail band and orchestra
instrument merchandising that to make the
dealer's store a gathering point of musicians
is to make that store do a large volume of trade.
This fact was immediately emphasized upon
the announcement of the new clubrooms. Over
5,000 citizens and musicians throughout the city
were attracted to the formal opening.
Bacon Banjo Go. Features
Artists Using Its Products
The Bacon Banjo Co., of Groton, Conn., has
issued a very attractive artist booklet repro-
ducing photographs of a very large number of
artists who use and endorse the Bacon banjo.
.Space i~ ilr\<''r(l to a description of the entire
Survey Reveals Dealers'
Average M. M. Investment
(Continued fro}n page 125)
salesmen, specialists in musical merchandise
selling. These men all are able to demonstrate
the instruments they sell. One* man is particu-
larly adept with band instruments, another with
orchestra instruments and the manager himself
.'ipecializes in stringed instrument sales. The
department is operated strictly in accordance
with the most advanced thought in business
management. There is a definite plan of secur-
ing prospects, tying up with artists and visiting
orchestras, advertising, window display, etc.
It is interesting to note that in proportion to
population the investment of talking machine
dealers in musical merchandise in large cities
like New York, Chicago, Los Angeles, St. Louis
is no larger than those of dealers located in
smaller cities and hamlets scattered through-
out the country. Of course, the actual dollars
and cents investment of the leading large city
dealers is greater than those of the large small
town dealers, but the ratio of investment to
population is about the same.
That the musical merchandise field, insofar
as the talking machine dealer is concerned is
ripe for further development, is evident. Many
dealers have not realized the great possibilities
for profit by the installation of a musical mer-
chandise department. Because of the smallness
of investment required to get a start this is the
How Promotion of the Knight-Campbell's Professional Musicians' Club Attracted Interested Crowds
teaching or rehearsals. There is no charge for
these rooms or for the other furnishings of the
club.
In short, the firm offers to the local musi-
cians an all-around service, planned with a
thorough knowledge, not only of the musi-
cians' requirements, but of their desires and
Bacon line, and the center spread features the
new No. 9 "Ne Plus Ultra" B & D Silver Bell
banjo, which is listed at $900.
ideal sideline for the talking machine dealer.
Ease of selling and the fact that the usual small
department occupies very little space are factors
that favor this sideline.
The Brunswick Shop, 13 North Second street.
Walla Walla, Wash., was recently opened with
a complete line of instruments.
The second article of this series will show how rapid
turnover in musical merchandise ■ departments in talkinp
machine store.* is building profits for many far-sfghted
retailers.
The Talking Machine World, Nnv York, November, 1927
127
IN THE MUSICAL MERCHANDISE FIELD— (Continued from page 126)
Musical Instrument and Accessories
Manufacturers Discuss Promotion Drive
Meeting of National Association at Buffalo Discusses Plans for Promotion Campaign in Inter-
est of Fretted Instruments — Standardization Committee Reports on Ukes
Buffalo, N. Y., November 3. — 'At a regular
meeting of the National Association of Musi-
cal Instrument and Accessories Manufacturers,
held at the Buffalo Athletic Club here recently,
plans were discussed for developing a pro-
motion campaign in the interest of fretted
instruments and drums similar to the cam-
paigns under way in the interest of other in-
struments, and a definite set of standards was
adopted governing ukulele sizes and details of
construction.
The promotion campaign will be launched
as soon as possible and the Music Industries
Cliamber of Commerce has been asked to sub-
mit a plan for the work. In the discussion of
how this work should be carried on a number
of ideas w-ere offered. One of them embraced
the possibility of organizing fretted instrument
clubs in industrial plants, Summer playgrounds
and camps. At the present time, the ukulele
excepted, there is little or no activity in the
industrial field. The mandolin, guitar and banjo
offer interesting material for orchestras, as is
shown by the success of the string orchestras
of the Metropolitan Music League of America
and the Serenaders' Club. These organiza-
tions have given a number of concerts in recent
years, drawing large attendance.
The Standardization Committee, through its
chairman, H. C. Lomb, announced that the
work of the standardization of the ukulele had
been completed and recommended two new
standards for that instrument, making ten in
all. The following specifications, according to
the committee, are necessary for the complete,
standardized ukulele:
1. Scale length (distance from nut to bridge);
Inches.
a. Standard size ukulele 13 to 13%
b. Concert size ukulele 13-)4 to 14!^
c. Tenor size ukulele 14^ to 1554
2. Must have not less than twelve (12) frets.
3. Back must be curved or arched.
4. Body must be not less than two (2) inches
deep at lower bout.
5. Top of sounding board must be of onc-
fweifth (1/12) inch veneer, approximately.
6. Frame or sides must be lined.
7. Sound hole must be trimmed with celluloid
or inlaid purfling.
8. Ribs must be sanded or finished oft' smooth.
9. Frets, after correct regulation, must be
slightly rounded, to enable the player to ex-
ecute the glissando without cutting fingers or
strings.
10. Height of strings:
a. Above top edge of first fret must be not
less than one-thirty-second (1/32) inch nor
more than three-sixty-fourths (3/64) inch.
b. Above top edge of twelfth fret must be
not less than one-eighth (1/8) inch nor more
than five-thirty-seconds (5/32) inch.
This work was begun last year, when all of
the members of the association were asked to
submit their ukulele products to the committee
for examination and approval as to workman-
ship, quality of materials, measurement and
tone. The instruments submitted were sent to
the offices of the Chamber last Winter, where,
after examination by the committee, they were
accepted or rejected, according to their fitness.
Those manufacturers whose ukuleles were ac-
cepted were furnished with the standard ap-
proved label, which is now being attached to
all approved instruments shipped.
The quality instrument is now the standard
instrument. The committee is ready to turn
its attention to the banjo, guitar and mandolin.
The possibility of the next meeting of the
association being held at the Greenbriar Hotel,
White Sulphur Springs, Va., was discussed, but
decision was reserved until later in the year.
The next regular meeting is scheduled for
some time in March.
D. L. Day, as president of the Musical Mer-
chandise Manufacturers' Association, Eastern
District, extended a hearty invitation to all
present to attend a joint meeting in New York
on October 18 with the Associated Musical
Instrument Dealers of New York, Inc.
FONQ
The Oldest and
Largest Musical
Merchandise House
IN America
Exclusivery Wholesale
ESTABLISHED
C.BRVJVO §• SON.lNC.
361-53FovrthAye.NewYorkCity
B & D
''Silver Beir'
BANJO ARTISTS
MONTANA
Cowboy Banjoist
ROY SMEGK
Wizard of the Strin;:s
FRANK REINO
Itanjoist, Ben Black's Orchestra
Paramount Theatre, N. V. City
STEVE FRANGIPANE
Ban,ioist, Levitow's Commodore
Hotel Grill Orchestra
SLEEPY HALL
With His Orchestra at
Castillian Royal Pelham Parkway
New 1027-28 Illustrated 48 Page
Combined Catalog and Silver
News — Free.
THE BAGON BANJO CO., Inc.
Groton, Connecticut
Those who attended the meeting included Jay
Kraus, of the Harmony Co.; F. Kordick, Regal
Musical Instrument Co.; G. F. Chapin, Standard
Musical String Co.; William W. Nelson, Vega
Co.; G. L. Day, Bacon Banjo Co.; F. R. John-
son, Globe Music Co.; Walter M. Gotsch,
Walter M. Gotsch Co., and H. C. Lomb and
John J. D. Taylor, of the Waverly Musical
Products Co.
Fine Publicity for Bacon
Banjo Throughout Country
Frederick J. Bacon, president of the Bacon
Banjo Co., recently concluded a trip which car-
ried him as far as the Pacific Coast. Mr.
Bacon's many activities on this trip resulted in
a wealth of publicity for the Bacon Silver Bell
banjo. In San Jose, Gal., after an airplane
flight. President Bacon broadcast from the Sher-
man, Clay & Co. store window, and later at-
tended a banjo contest at the California Thea-
tre. In this airplane flight it might be men-
tioned that Mr. Bacon played his banjo. At
Sacramento, Cal., he made a high school and
dealer-wareroom appearance and broadcast in
ihe evening. High school appearances, Kiwanis
Club luncheons, broadcasting, airplane flights,
etc., in other localities kept Mr. Bacon busy
throughout the entire trip.
Elkhart Band Instrument
Go. to Expand Activities
Elkhart, Ind., November 5. — The recent reor-
ganization of the Elkhart Band Instrument Co.,
manufacturer of popular-priced saxophones, has
placed this company on a more substantial foot-
ing and gives opportunity for considerable en-
largement and advancement in its operating and
sales activities.
The company's line of saxophones has been
rounded out by the adoption of standard models
not heretofore manufactured and in addition,
the company plans to produce a complete line
of band instruments. A catalog illustrating and
describing the new line is now in preparation
and will be ready for distribution to the trade in
a very short time.
Organizes Orchestras
The Alelody I\Iusic Shop, 111 Madison avenue,
Memphis, Tenn., Brunswick Panatrope and
band instrument dealer, is specializing in organ-
izing and training bands and orchestras
throu.ghout its territory.
128
The Talking Macliiiic World, New York, November, 1927
Shamrock Features Three
Models in 1927-28 Line
Nate Hast. General Sales Manager of Shamrock
Mfg. Co., Declares That the Line Is a Success
From Every Standpoint
The 1927-28 line of Shamrock receiving sets,
both all-electric and battery operated, is a de-
cided success from every standpoint, according
to Nate Hast, general sales manager of the
Shamrock Model BL
Shamrock organization. Three models are fea-
tured, with single dial control, ranging in list
price from $75 to $151.
Model BL, with electric power operation, is
housed in a walnut console, uses A. C. tubes
and requires no A or B battery, trickle charger
or liquids of any kind. This model is available
with open grille door, as illustrated herewith,
or with full door, to take a.ny standard cone or
liorn speaker.
Model B is designed for batterj' or A and B
eliminator operations. This is a walnut console
and is also available with full door or with open
grille to accommodate a cone or horn speaker.
Model A is a mahogany and walnut tabic
World's Classified Advertising
Any member of the trade may forward to this office a
"Situation" advertisement intended for this Department to
occupy a space of four lines, agate measure, and it wil!
be inserted free. Replies will also be forwarded without
cost. Additional space will be at the rate of 25c per line.
If bold-faced type is desired the cost of same will be 25c
per line. Rates for all other classes of advertisinK on
application.
EUROPEAN AGENCY WANTED for pho-
nographs, accessories and records. Experienced
salesman, well acquainted with trade, will repre-
sent two or three good lines. Speaks English,
German, French, Spanish and Italian. Offices
in Berlin, Cologne and Dusseldorf. Address
Bruno Muskiewicz, Charlottenburger Str. 1,
Berlin, Weipeusee, Germany.
MAN thoroughly experienced in the shipping
department of phonograph and record manufac-
turer is open for position. Can take complete
charge of traffic and familiar with all phases of
shipping in Eastern markets. New York or
Brooklyn connection preferred. First-class
references. Address "Box No. 1625," care of
The Talking Machine World, 420 Lexington
Ave., New York City.
POSITION WANTED— Selling dealers iii Cincinnati
.ind vicinity. Phonographs, specialties, instruments, etc.
Box 34, Station D, Cincinnati, O.
cabinet, for battery or A and B eliminator
operation. Wave-length calibration is another
feature of the Shamrock products.
The Shamrock line is marketed under a policy
of full protection for selected Shamrock author-
ized dealers and distributors, according to Mr.
Hast, and its success is due in no small meas-
ure to the merchandising co-operation extended
as well as the high quality of the products..
Radio Protective Association
Appoints Permanent Board
Eleven Members Now Comprise the Board of
Directors of the Association — Hold Meetings
in New York and Chicago
The Radio Protective Association which was
formed some time ago in Chicago, 111., an-
nounced recently its permanent board of direc-
tors to manage its affairs. The board was in-
creased from five to eleven members, and -the
new board now consists of the following:
Harry G. Sparks, Sparks-Withington Co., Jack-
son, Mich.; Fred S. Armstrong, Vesta Battery
Corp., Chicago, 111.; R. W. Augustine, Joy-Kel-
sey Corp., Chicago, 111.; H. R. Rose, Shamrock
Mfg. Co., Newark, N. J.; H. Chirelstein, Sona-
tron Tube Co., New York, N. Y.; Duane Wana-
maker, Grigsby-Grunow-Hinds Co., Chicago,
111.; L. Mandel, Metro Electric Co., Chicago,
111.; J. Wiechers, Western Coil & Electrical Co.,
Racine, Wis.; Arthur D. Lord, Deforest Radio
Co., Jersey City, N. J.; Alexander Weiss, Marti
Electric Co., West Orange, N. J.; Ernest Kauer,
C. E. Manufacturing Co., Providence, R. 1. Mr.
Armstrong remains treasurer of the Associa-
tion and Oswald F. Schuette is executive secre-
tary in charge of headquarters at 134 South La-
Salle street, Chicago.
Referring to its recent meetings, Mr.
Schuette stated that it was decided that the
Association would undertake the defense of any
member who may be sued for patent infringe-
ment by the Radio Corp. of America or its
constituent companies, the American Telephone
& Telegraph Co., the General Electric Co. and
the Westinghouse Electric & Mfg. Co. During
the latter part of October forty-six Eastern
radio manufacturers attended a dinner given by
members of the Radio Protective Association
at the Hotel Astor, New York, at which plans
were outlined for the utilization of the Asso-
ciation's resources, legal and patent counsel as
well as the moral support of its members to
defend any patent suits that may be instituted.
The directors of the Association announced
recently the appointment of R. W. Augustine,
of the Joy-Kelsey Corp., Chicago, as chairman
of a special committee on patents and engineer-
ing and he will name the remaining members of
the committee very shortly. It is planned to
work out a program of co-operative research
and engineering for the members of the Radio
Protective Association and the personnel of
this committee will be made up from engineer-
ing stafifs of the companies represented in the
Association as well as other engineers who are
willing to co-operate with the Association's
plans.
Algonquin Electric Co.
Has New Radio Circuit
A new Algonquin kit, which is claimed to be
something new in radio circuits, is being shown
to the trade throughout the country by H. R.
Fletcher, general sales manager of the Algon-
quin Electric Co., New York. ' The kit has been
christened the "New Super-Hilodyne," and s
said to employ a new vario-frequency of static
reduction, with unusual distance-getting powers
and selectivity combined with tone quality. It
is a single-control instrument and the manu-
facturers claim that it does not infringe exist-
ing patents. Dealers who have examined the
product have praised it highly.
Ben Selvin and Orchestra
Exclusive Columbia Artists
Columbia Phonograph Co. Secures Three-year
Contract for Exclusive Recordings of Famous
Manhattan Dance Aggregation
The Columbia Phonograph Co. announces
that it has secured a three-year contract with
Ben Selvin and His Orchestra, b^' which this
celebrated dance orchestra and its leader will
Ben Selvin
record exclusively for Columbia. The first
release under the new contract is a coupling of
"Playground in the Sky"' and "Wherever You
Are," both of which are from the new musical
comedy success, "Sidewalks of New York."
Ben Selvin has the distinction of recording
the famous phonograph record of "Dardanella"
back in 1919, the record which sold more copies
than any other up to the recent phenomenal
success of Columbia's "Two Black Crows" rec-
ords. Another early great hit of Mr. Selvin's
was "Three o'Clock in the Morning."
Ben Selvin has recorded more than 3,000
selections for various phonograph companies in
the past. He has been for fifteen years orches-
tral director in various Manhattan night clubs.
Vincennes Phonograph Line
in Favor With Okeh Trade
/
L. E. Hilduser, manager of the Distributing
Division of the Okeh Phonograph Corp., which
recently secured the exclusive distributin.Lf
rights for the Vincennes line of phonographs in
the New England and Metropolitan territories,
reports that satisfactory progress is being made
in finding outlets for the Vincennes product.
Five models comprise the line and there is a
price range of from $80 to $225. The first ship-
ment of Vincennes products was received at
Okeh headquarters some few weeks ago and
the instruments are now on display.
The Okeh-Odeon record line continues to
show most satisfactory progress. For October
sales increased more than 40 per cent and com-
parison with the same month of 1926 shows a
doubling of volume. The Odeon 3000 and 5000
series of classical records is finding high favor
with the trade and public.
G. J. Lewis in New Post
George J. Lewis is the new district represent-
ative for the Pittsburgh territory for the
Brunswick-Balke-Collender Co. He succeeded
H. R. Reynolds. Mr. Lewis was formerly con-
nected with the Brunswick offices at Cleveland,
O. Mr. Lewis stated that the outlook for the
season was exceptionally bright. Dealers, he
stated, were highly pleased with the new models
of the Brunswick line, and found it a compara-
tively easy matter to make sales to interested
persons.
LMNSSWOKliyMUSI
Sam Fox Publishing Co. Prepares for
Intensive Campaign on Theme Song "Wings"
The Sensational Theme Melody of the Record-Breaking Film Success, "Wings," Available in
Fox-trot and Concert Versions— Company Preparing for Intensive Campaign
"Wings," the Paramount film showing the
war in the air, is firmly established at the Cri-
terion Theatre, on Broadway, and from all in-
every performance. While it is true that the
story in itself is a great attraction, due credit
must be given to the musical score composed
dications -will spend the entire Winter in its by J. S. Zamecnik, vi^hich in theme and melody
present location. This stirring story of the fly-
ing branch of the Army opened in August and
at the present time is playing to capacity audi-
ences with the S. R. O. sign out at practically
synchronizes with the action of the iilm and
which has won great praise from the public, the
press and the moving picture distributors.
The sensational theme melody of the score is
also entitled "Wings" and it is introduced, in
whole or in part, some fifteen or twenty times
during the presentation of the film. Lyrics have
been written to the score by Ballard Macdonald
and the number has been placed on the market
by the Sam Fox Publishing Co., with which Mr.
Zamecnik is connected. The Fox organization
is planning an intensive drive on "Wings" and
it is being featured in the firm's advertising.
The publicity and praise which the film is
receiving is proving excellent advertising for
the song and the house front display at the
Criterion is proving no small attraction. It is
by far the most eye-arresting on Broadway,
and an idea of its effectiveness can be gleaned
from the accompanying photograph. The sign
is many colored with revolving propellers on
the airplanes. The bodies of the planes have a
glowing roll of fiery lights which make the sign
particularly attractive at night. In the center
of the display bursting shells are simulated.
Will Von Tilzer Clears Up
Mystery of "Got-Got-Gotton"
You probably have seen some of the mysteri-.
ous advertisements pertaining to the new fox-
trot ballad, "Make My Cot Where the Cot-Cot-
Cotton Grows." Quite a few of the boys in the
song game tried to figure out who wrote the
number, yet no one of them guessed correctly.
The little stunt was staged by Will Von Til-
zer, president of the Broadway Music Corp.,
who wanted to introduce his new number in a
novel manner — in a way that would attract
more than passing notice. And he certainly
succeeded. Will not only had professional folk
talking and guessing, but he also induced deal-
ers in various parts of the country to try to
solve the musical problem.
Introducing stunts of this sort, however, is
no novelty for Will Von Tilzer. He was the
first music publislier to use a reverse plate to
advertise songs to the profession, and it took
him two years to talk the manager of the Old
Clipper into accepting his copy. Will also was
the first publisher to buy an entire page for
songs and use not more than one inch of it in
the center — leaving the rest white. Further-
more, Will ushered in the idea of placing little
ads on a page next to reading matter.
As a result of his mysterious advertising on
"Make My Cot Where the Cot-Cot-Cotton
Grows," Will Von Tilzer is getting away to a
better start on his number than any he has had
in several years. One prominent orchestra leader
told Will that if the number doesn't click with
a big bang, he, the leader, will eat all the
orchestrations Will happens to have left over.
FIVE RECORD RECORD BREAKERS
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MR.'AEROPLANE
MAN
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ABOVE SONGS FEATURED BY ORCHESTRA AND VAUDEVILLE ACTS FROM COAST TO COAST
IRVING BERLIN INC., 1607 Broadway, New York
129
130
(fVurld of Music)
Tlic Talkhuj Marliiiic World, N civ York, N oveiuher, 1927
or Two— of a Song or
of a Publisher or Two
A Line
Two—
An unusual tribute was paid Buddie De Sylva
at the Paramount Theatre during the week of
October li when Jesse Crawford, during his
organ concert, phiying "Just a Memory," intro-
duced several of the selections fur which Mr.
De Sylva had written the lyrics. The words
were thrown on the screen as were also a few
words by Mr. Crawford acknowledging the
genius of Broadway's celebrated lyricist. Among
the selections interpolated by Mr. Crawford
were "April Showers," "Memory Lane," "Just a
Cottage Small by a Waterfall," "A Kiss in the
Dark"? "When Day Is Done," "Birth of the
Blues," "So Blue," and "Lucky Day."
❖ ❖ ❖
Joe Davis, head of the Triangle Music Co.,
reports that he has three songs that are sellin.g
big. They are: "I Ain't Got Nobody and No-
body Cares for Me," "A Good Man Is Hard to
Find" and "Egypt." Other songs in the Tri-
angle catalog that are selling well are "My
Blue Ridge Mountain Home," "My Carolina
Home," "Lonely Nights in Hawaii," "I'm Only
Another to You" and others.
Musical directors of theatres, broadcasting
stations, hotels and colleges are showing un-
usual interest in the novel series of medley
overtures for orchestras issued by M. Witmark
& Sons. The present series includes two de-
voted to Southern ditties, "In the Land of Cot-
ton" and "Old Plantation Days"; two to Irish
tunes, "Dear Old Ireland" and "Irish Favor-
ites"; patriotic airs are cared for in "The Land
of the Free"; "On the Campus" has an appeal
to colleges, and "Hits of Other Days" contains
the song successes of days that are past.
^ ^
M. Witmark & Sons, with whom the late-
Ernest R. Ball was associated for more than
twenty-five years, report that initial sales on the
album of fifteen of the famous composer's songs
are beyond expectations. Many re-orders are
being received daily and the volume indicates
the place which Ernie Ball held in the hearls
of the music-loving public. The Witmark organ-
ization states that "Watching the World Go By,"
the last song written by Mr. Ball, is showing
every sign of being one of the biggest ballad
successes ever written by him.
♦*»
V V V
The tour of John I'hilip Sousa and his band
is bringing to the attention of the public several
numbers from the catalog of Bibo, Bloedon &
Lang. The Sousa aggregation is introducing
and featuring Sousa's arrangement of the
"March of the Blues," written by Irving Bibo,
with a dance arrangement by Frank Skinner.
The saxophone sextette is playing "Zulu Wail,"
and Miss Marjorie Moody, soprano with Sousa's
band, is singing Sousa's ballad, "Forever and a
Day," the lyric of which was written by Irving
Bibo.
❖ ❖ ❖
"Our American Girl," a song dedicated to
Miss Ruth Elder, has been composed by Irving
Mills and Jimmy McHough and is being pub-
lished by Jack Mills, Inc.
❖ ❖ ❖
"After You've Gone," one of the leaders of
the Broadway Music Corp.'s catalog, which was
a big "hit" many years ago and has again re-
established itself in the public's favor, is being
well received all over the country as is evi-
denced by the daily orders and re-orders from
dealers. It is also in demand with orchestra
leaders.
❖ ❖ ❖
William Wiemann, traveler for the Edward
]]. Marks Music Co., returned November 10
from a trip which took hint to the Pacific
Coast. Mr. Wiemann concluded the best trip,
according to reports, ever made by a Marks
salesman from the standpoint of actual results.
He sold many books and new orchestrations
iif old numbers, in addition to such new and
popular selections as "Slow River," "Just a
Kiss Before the Dawn," "Sugar Foot Trust"
and the new fox-trot version of "Dow'n South."
Except for short trips, Mr. Wiemann will be
in New York until the first of the year.
V V V
Because of mechanical demands, the Edward
U. Marks Music Co. is reviving five of its old
blue numbers, namely, "Tishomingo Blues,"
"Schim-me-sha-wabble Blues," "Blues My
Naughty Sweetie Gave to Me," "Has Anybody
Seen My Chorine" and "There'll Be Some
Changes Made." These numbers, which are
from four to ten years old, are being recorded
by such artists as Ted Lewis, Sophie Tucker,
Fletcher Henderson, Willard Robinson and Red
Nichols.
+♦«
Irving Berlin, Inc., has announced the release
of another new song by Irving Berlin, entitled
"Together We Two," a typical Irving Berlin
lox-trot ballad. Although but two weeks old,
J.-om the terrific play the song has received
it shows every indication of surpassing any one
of his previous successes.
❖ ❖ ❖
Harry Von Tilzer's latest hit, "Whether It
Rains — Whether It Shines," is being featured
by a great many of the leading vaudeville and
dance favorites, including Ted Lewis and His
Band in "Artists and Models," at the Winter
Ga-den; Paul Specht and His Orchestra in
vaudeville; Al Moore and His Tar Babies, play-
ing Keith vaudeville; Healy and Cross, popular
singing comedians; B. A. Rolfe and His Palai.'.
d'Or Orchestra; Irwin Abrahms' Orchestra at
the Manger Hotel and Al Friedinan's aggre-
gation at Yoeng's restaurant.
❖ ❖ ❖
Shapiro, Bernstein & Co., whose catalog in-
cludes some of the most popular numbers of
the day, such as "Side by Side," "Worryin',"
"Bye-Bye, Pretty Baby," "Just Another Day
Wasted Away," 'Everybody Loves My Girl,"
"Clementine" and a host of others, recently
added two new numbers, both potential hits.
'I hey are "There's a Rickety, Rackety Shack"
(by a Rickety, Rackety Road), by the writers
of "Just Another Day Wasted Away," and
"How Long Has This Been Goin' On?" by
Bennie Davis and Pete Wendling.
❖ ❖ ❖
Harry Barris, young composer, formerly with
Paul Whiteman, recently informed the Shapiro,
Bernstein organization that he finds the Victor
recording of "Mississippi Mud," by the Paul
Whiteman Rhythm Boys, to be one of the
most talked of and popular vocal novelties of
the season. Mr. Barris composed "Brown
Sugar," which was the rage of "hot" jazz bands
all last season. Incidentally, Mr. Barris has
renewed his contract with Shapiro, Bernstein
& Co., to continue for another year.
❖ ❖ ❖
Irving Berlin, Inc., reports the biggest sell-
in.g catalog which it has had in years. Officials
of the company pride themselves on having at
least ten songs that are among the biggest
sellers all over the country. Among the out-
standing hits are: "Me and My Shadow,"
"What Do We Do on a Dew, Dew, Dewy
Day?" "Russian Lullaby," "Are You Lonesome
To-night?" "C'est Vous," "Miss Annabelle
Lee," "Dawning," "Together We Two," "There
Must Be Somebody Else" and "Mr. Aeroplane
Man."
❖ ❖ ❖
"Wings," the Paramount film, depicting the
war in the air which has been playing to ca-
pacity houses at the Criterion Theatre, New
York, was presented to Chicago audiences at
the Erlanger Theatre, Chicago, on Sunday,
October 30, and has duplicated its success. The
score of this film, composed by J. S. Zamecnik,
of the Sam Fox Publishing Co., plays no small
part in its success, and the sensational theme
song, "Wings," available in sheet music as a
fox-trot and as a concert number, is continuing
to be as popular with music lovers as is the
film with theatregoers.
DOUBLE YOUR MONEY
NO MATTER What You Sell — This Is a 100% PROPOSITION!
For Any Piano Dealer, Record Store or Music Shop
A SURE-FIRE CAN'T-MISS MONEY-MAKER
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Todpy. when miles ere measured in seconds — pushing a button brings instantly two-thirds of our needs — the turning of a dial
brings music seemingly from nowhere — SPEED is everything.
ART SHEFTE, master musician, has made it possible to learn to play popular musk in a few months instead of a few years.
A book for everything — from the beginning of music to the last "Z" in JAZZ: HOT BREAKS — BLUE BREAKS —
JAZZ BREAKS — KEYBOARD HARMONY — JAZZ BASS — etc.
$22,000.00 Being Spent in Advertising in the Mediums Mentioned Below:--
Saturday Evening Post
Liberty
Etude
Musical L«ader
Muiica] Courier
Musical America
Music New«
Musical Observer
Music and Musiciitns
Pacific Coast Musical Review
Musical Advance
Pacific Coast Musician
Musical E>igest
The Metronome
Billboard
International Musician
Jacobs Orchestra Monthly
Jacobs Band Monthly
Melody
Musical Enterprise
Wiret Phone or Write for
FORSTER
MUSIC PUBLISHER INC.
Our Special Proposition^
The Talking Madiiiic World, Nezv York, November, \^TI
(\VarU\ oj Music)
''You Cant Go Wrong
With Any 'FEISJl Song^
sot^os
THAT HIT THE MARK!
AMONr. MY SOIIVENIKS
HERE AM I — BROKEN HEAKTED
BABY EEET GO PITXEK, PATTER
PLENTY OF SUNSHINE
TIN I'AN PAKAI>E
SWEETHEART MEMORIES
WHEN 1 AVAS HIKIN' WITH YOL'
THERE'S ONE LITTLE GIRL WHO LOVES
ME
WHO'S THAT KNOCKIN' AT MY DOOR?
MY HAWAIIAN SONG OF LOVE
MAGNOLIA
SO BLIE
Song Hifs from the Collegiate Musical
Comedy
•GOOD N E W S'
GOOD NEAVS
THE A'ARSITY DRAG
LUCKY IN LOVE
THE BEST THINGS IN LIFE ARE FREE
HAPPY DAYS
JUST IJIAGINE
BIG SELLERS IN FOLIOS
SAXOPIIOLIO
TENOR BANJO FOLIO (Slid Edition)
(Earh containing fifteen great songs)
7^5 5CVENTH AVENUE N W YQttK
Front Page Newspaper Ad
at $7,000 for "Souvenirs"
DeSylva, Brown & Henderson, Inc., Secure
American and Canadian Rights for Sensa-
tional English Song, "Among My Souvenirs"
A recent announcement of exceeding interest
lo music circles was that DeSylva, Brown &
Henderson have secured the American and
Canadian rights to the sensational English suc-
cess, "Among My Souvenirs." This sensational
"hit" by Horatio Nicholls, well-known English
composer, with lyrics by Edgar Leslie, has
made publishing history in British circles. So
confident was the publisher, the Lawrence
Wright Music Co., in its destined success that
a full-page advertisement announcing it was
placed on the front page of the London Daily
^lail at a cost of £1,400, or $7,000.
The executives of DeSylva, Brown & Hen-
derson are confident that the number will be
<jne of the largest sellers of this and many
'ither seasons and are placing the biggest cam-
paign behind it ever undertaken by the
company. .A.lthough DeSylva, Brown & Hen-
-•'in have owned the rights for but a short time,
".Among My Souvenirs" was featured at the
Capitol Theatre for two weeks in succession,
being sung by Mort Downey, tenor, the last
week in October, and by Grace T-a Rue the
following week.
Berlin Issues Collections
of Negro Spirituals
The Irving— Berlin Standard Music Corp. has
just released four separate collections embody-
ing fifteen of the outstanding Negro Spirituals,
including such favorites as "Deep River," "I
\V'ant to Be Ready," "Swing Low, Sweet Char-
iot," "Roll, Jordan, Roll," etc.
These are published for violin and piano,
tenor banjo and piano, Eb, Bb, C Melody saxo-
phone and piano, and voice and piano. Each
volume contains both words and music com-
bined. This is the first time these famous spirit-
uals have been arranged for these instruments,
and the advance sale indicates that there is a
verv big demand for them in this form.
Feature "My Blue Heaven"
at Three Broadway Houses
Feist Number Is Featured Simultaneously at
Paramount, Capitol and Strand Theatres —
New Donaldson Song in Great Demand
"My Blue Heaven," the new ballad hit of
Leo Feist, Inc., was tendered a tribute that
speaks volumes for the merit of the' song. Dur-
ing the last week of October it was featured
in the programs of the Paramount, Capitol and
Strand theatres, the three largest motion pic-
tui'e houses on Broadway.
At the Paramount "My Blue Heaven" opened
the stage presentation and was played by Ben
Black and the Paramount Stage Orchestra,
with a vocal chorus sung twice by one of the
members of the orchestra. At the Capitol the
selection was programmed and played as an
organ solo on the new Capitol organ, said to
be the finest organ in any moving picture house,
and at the Strand Waring's Pennsylvanians
played the number in their inimitable fashion.
This triple exploitation of "My Blue Heaven"
before audiences totaling many thousands, in •
conjunction with the countless number of times
the song is broadcast over the air by singers,
orchestras and soloists, and with the hundreds
of vaudeville and night club entertainers in-
cluding it in their routine, has given the num-
ber impetus which has placed it high up on the
list of the season's best sellers, where it gives
every indication of remaining for a long time
to come. "My Blue Heaven" is a worthy suc-
cessor to "At Sundown," which led the Feist
catalog for an extended period.
Shapiro, Bernstein Pub-
lish "Ain't Love Grand?'
Shapiro, Bernstein & Co., whose production
numbers include those of the highly successful
"hit" shows, "Burlesque" and. "Sidewalks of
New York," are publishing the music of an-
other musical comedy wiiicii, from all indica-
tions, will prove equally successful. This
production is "Ain't Love Grand?" featuring
Edna Leedom. It opened at the Majestic The-
atre, in Brooklyn, N. Y., the last week of
October and is now playing at Philadelphia
for several weeks before its Broadway
premiere. In both cities the show has played
to capacity houses and the newspaper reviews
have had nothing but the highest praise for
the cast, the music and the book.
"Ain't Love Grand?" has been adapted from
the French farce, "Bireakfast Under the Sun."
The music is by Dave Stamper and Harold
Levey, and the numbers, which hold promise
of joining the long list of Shapiro, Bernstein
"hits," are "Lovely Lady," "Make Believe
You're Happy" and "A Lost Step." It is a
Schubert production.
"Got-Got-Gotton" Takes
an Immediate Hold
The growth of the admirers and boosters of
"Cot-Cot-Cotton," the new ballad fox-trot and
"find" of Will Von Tilzer, president of the
Broadway Music Corp., New York, during the
past week or two, has been as phenomenal as
that enjoyed by any song of recent years. The
number has already been recorded on Columbia,
Brunswick, Pathe, Edison, Victor and others
and new trials are being made every day. The
"air" is crowded with singers, bands and spe-
cialty acts broadcasting the number, a list that
seems almost like a "Who's Who in the Song
World."
Among the artists using the number recently
are Vaughn de Leath, Smith Brothers (Trade
and Mark), Pauline Haggard over the Caval-
cade Hour, the Happiness Boys, Don Marcotte
and his Vagabonds, Giles O'Connor, Ada Ward
and many others. |
rl^S^Ji Nevr
Mother Son^
Beautifully Told In
^ Lyric and Melody/
NOLANDJJKE
DIXIELAND
PnEuropean Success/^SSS
WHERE IS]
Introduced \,y BALIEFF J
in ^^CtiAUVE-SOmUS"
LEO. FEIST, Inc.
FEIST BLDG.
231-5 W. ST,
NEW irOJlK. CITY
]32
(World oj Music)
The Talking Machine World, New York, November, 1927
THE SENSATIONAL THEME MELODY OF THE RECORD BREAKING BROADWAY FILM SUCCESS
WIN
[fi exquisite, beautiful numter which appeals
to both theatre and dance public?
%LCVEL
LONOON-PARIS'BERLIN'MELBOURNE :
Qjepresen tatifey in other fmportant Centtrs -
De Sylva, Brown, Henderson,
Subjects of Feature Story
Interesting Article Under Caption, "Words
and Music — Three Men Not Unknown in Tin-
pan Alley," Pays High Tribute to Writers
B. G. De Sylva, Lew Brown and Ray Hender-
son, comprising the music publishing firm which
bears their surnames, were the subjects of an
interesting article in the New York Times of
Sunda}', October 23. This article, which was
captioned, "Words and Music — The Careers of
Three Men, Not Unknown in Tinpan Alley,"
was a remarkable tribute to the three geniuses
who, as a combination, have supplied Broadway
with its greatest hits during the past year.
In speaking of the success which the firm has
won in less than a year the article states: "At
present they are drawing royalties from 'Good
News,' 'Manhattan Mary,' George White's
'Scandals' on tour — three shows that have a
combined gross of about $120,000 a week."
The career of each of the three is told in
great detail in the article, at a length that is
far too great to reproduce here, but extracts
will give a very good idea of what each has
meant to the lovers of musical comedies and
"hit" songs. Of Buddie De Sylva and his
song writing proclivities the following appears:
"Besides collaborating on productions like the
'Follies of 1921,' 'La La Lucille,' 'The Yankee
Princess,' 'Sally,' some of the Century Roof
shows, 'Orange Blossoms,' 'Tell Me More,'
'Sweet Little Devil,' 'Big Boy,' 'Queen High,'
'Manhattan Mary' and 'Good News,' he wrote
popular songs. The best known of these are
'Avalon,' 'April Showers,' 'Just a Cottage Small
by a Water Fall,' 'Alabamy Bound,' 'Memory
Lane,' 'Keep Smiling at Trouble,' 'When Day is
Done' and 'California, Here I Come.' De Sylva's
part in his firm is that of balladist and writer
of sophisticated songs, so called. To him also
is left the job of preparing the book of what-
ever production the three may be working on."
Lew Brown, the "gag" man of the com-
bination, is generally conceded to be one of the
best writers of comic songs in America. Among
his successes listed were:
" 'Yes, We Have No Bananas,' 'Last Night on
the Back Porch,' 'Collegiate,' 'Don't Bring
Lulu,' 'Dapper Dan,' 'Why Did I Kiss That
Girl?' 'I Want to Go Where You Go,' 'I'd
Climb the Highest Mountain,' and others of
that ilk."
Ray Henderson, the composer of the trio, is
the only one who studied music in his early
days. He attended the University of Buffalo
and studied music, paying particular attention
to piano, organ and counterpoint. He worked
for several music publishing houses upon his
arrival on Broadway and while with Harms his
first song, "Humming," was publisheH. To
again quote:
"Then came 'Georgette,' 'That Old Gang of
Mine,' 'Follow the Swallow,' 'Why Did I Kiss
That Girl,' 'Alabamy Bound,' 'Bye, Bye, Black-
bird,' and others. His first show was the 'Scan-
dals of 1925.' Then he did the next year's
'Scandals,' 'Good News' and 'Manhattan
Mary.' "
While not as much in the public eye as are
the others, Robert Crawford, president of De
Sylva, Brown & Henderson, is an important
factor in the success of the firm. The article
in closing gives due credit, saying: "The pre-
siding genius of their publishing business is
Robert Crawford, also in his early thirties, who,
beginning as song plugger, rose to be business
manager of Irving Berlin, Inc., and then presi-
dent of the new corporation.
Happiness Boys Featuring
New Berlin Selections
Harry Von Tilzer Old-Time
Medlev Is Sales Stimulant
Medley of Six of the Most Popular Harry Von
Tilzer Old-Time Favorites Compiled and Ar-
ranged by Edward Kilenyi — Proves Popular
The Harr^' Von Tilzer Music Publishing Co.,
New York, reports a great demand for the re-
cently issued Medley No. 1 of Harry Von Til-
zer's Old-time Favorite Hits. This medley,
which was compiled and arranged by Edward-
Kilenyi. introduces such old-time favorites as
"On a Sunday Afternoon," ■ "Down on the
Farm," "Down Where the Wurzburger Flows,"
"Please Go 'way and Let Me Sleep," "Last
Night Was the End of the World" and "Wait
Till the Sun Shines, Nellie." The medley is
available for the piano, for small and large or-
chestras.
Harry Von Tilzer, head of the company,
states that not only is the medley selling well,
but it has had the effect of stimulating interest
and sales of his collection of Old-Time Favor-
ites, which includes thirty-two selections writ-
ten by him. This booklet, which retails for
fifty cents, has the words and music of num-
bers listed above and others equally popular.
Ernest Hare and Billy Jones Feature "There
Must Be Somebody Else" and "I Love to
Throw Brass Rings on a Merry-Go-Round"
During their recent appearance as the
featured stage act at the Mark Strand Theatre,
in Brooklyn, N. Y., the Happiness Boys, Ernest
Hare and Billy Jones, received a tremendous
reception from large audiences. The long pop-
ular radio and stage entertainers sang a large
group of the latest numbers, interspersed with
their usual line of comedy patter. Included in
their repertory were two of the latest Irving
Berlin, Inc., songs, "There Must Be. Somebody
Else" and "I Love to Throw Brass Rings on
a Merrv-Go-Round."
"Dreaming Alone in
Hawaii" a Steele Number
Convinced that the trend of the popular song
market is again pointing to Hawaiian melodies,
what with the popularity of numerous Hawaiian
teams over the radio and the like, Fred K.
Steele, proprietor of the music publishing firm
bearing his name, has just issued a new ballad
of this type, called "Dreaming Alone in
Hawaii." The number possesses an outstand-
ing lyric and melody and a nation-wide cam-
paign has been launched.
Berlin Standard Corp.
Issues "Piano Recreations"
The Irving Berlin Standard Music Corp. has
announced the release of a collection of twelve
folios under the heading of "Piano Recrea-
tions," each folio consisting of six numbers suit-
able for motion pictures use, for school and for
the home.
Irving Berlin, Inc., in addition to the strong
list of numbers already released, has several
new songs which will undoubtedly enter the
list of big sellers. One novelty number, "It's
in the Bag," although regular copies are not
yet off the press, is being rehearsed by hun-
dreds of acts. Among others soon to be re-
leased are two by Al Jolson, "Mother of Min.;,
I Still Have You" and "Hollywood Rose."
The Latest Record Bulletins
Victor Talking Machine Co.
LIST FOR NOVEMBER 4
20970 At the Theatre— Part I Phil Baker 10
At the Theatre — Part II Phil Baker 10
20963 Baby Feet Go Pitter Patter ( 'Cross My Floor),
The Duncan Sisters 10
Dawning The Duncan Sisters 10
20964 My Blue Heaven Gene Austin 10
Are You Thinking of Me To-night?. Gene Austin 10
20972 Dancing Tambourine — Fox-trot,
Paul Whiteman and His Orch. 10
A Shady Tree — Waltz,
Paul Whiteman and His Orch. 10
20967 Baby Feet Go Pitter Patter ("Cross My Floor)
• — Fox-trot The Troubadours 10
My -Daddy — Fox-trot The Troubadours 10
LIST FOR NOVEMBER 11
SELECTED LIST OF VICTOR RED SEAL RECORDS
(Orthophonic Recording)
9110 Hungarian Fantasia — Part 1 (Liszt).
Arthur de Greef and The Royal Albert Hall Orch. 12
Hungarian Fantasia — Part 2 (Liszt,)
Arthur de Greef and The Royal Albert Hall Orch. 12
9111 Hungarian Fantasia — Part 3 (Liszt),
Arthur de Greef and The Royal Albert Hall Orch. 12
Hungarian Fantasia — Part 4 (Liszt),
.\rthur de Greef and The Royal Albert Hall Orch. 12
1268 By the Waters of Minnetonka — With Male
Quartet Frances Alda 10
Deep River (Arr. by La Forge) — With Male
Quartet Frances Alda 10
1269 Mefistofele — Ave Signer! (Hail, Sovereign Lord)
(Boito) Feodor Chaliapin 10
Sonnambula — Vi ravviso (As I View These
Scenes) (Bellini) Feodor Chaliapin 10
6649 Fairy Tales— Folk Dance (Polka) (Suk, Op. 16,
No. 2),
Frederick Stock and Chicago Symphony Orch. 12
Slavonic Dance No. 1 in G Minor (Dvorak),
Frederick Stock and Chicago Symphony Orch. 12
6699 Tales From the Vienna Woods, Storiella del
Bosco Viennese — In Italian Lucrezia Bori 12
Love-Tide of Spring (La Primmavera d'Or) —
In Italian Lucrezia Bori 12
1270 Do You Know My Garden? (Haydn- Wood) ,
Renee Chemet 10
No One Knows (But the Red, Red Rose)
(Gordon) Renee Chemet 10
1271 Cradle Song (Brahms) Alfred Cortot 10
Sous Le Palmier (Under the Palms) (Albeniz),
Alfred Cortot 10
9109 The Rhinegold— Entrance of the Gods Into
Valhalla— Part 1,
Albert Coates and Symphony Orch. 12
The Rhinegold — Entrance of the Gods Into
Valhalla— Part 2,
Albert Coates and Symphony Orch. 12
6700 Nocturne a Raguze — Part 1 (Schelling,
Ignace Jan Paderewski 12
Nocturne a Raguze — Part 2 (Schilling),
Ignace Jan Paderewski 12
6703 Serenade (Schubert) Louise Homer 12
Calm as the Night (Bohra) Louise Homer 12
1278 Noche Serena (Calm Night),
Emilio de Gogorza 10
Ay! (Serenata Andulaza) (From "Perlas Gadi-
tanas") Emilio de Gogorza 10
1246 La Juive — Si la rigueur (Cavatine) (Although
Oppressed By Cruel Fate) Ezio Pinza 10
La Juive — Vous qui du Dieu vivant (\'ou Who
Have the Clemency) Ezio Pinza 10
6710 Le Caid — Air du Tambour Major (Thomas) —
In French Ezio Pinza 12
Roberto il Diavolo — Invocation — Suore che ripo-
sate (Ye Slumb'ring Nuns) — In Italian,
Ezio Pinza 12
6601 Ay-Ay-Ay (Creole Song) (Perez-Freire),
Tito Schipa 12
Cancion Andaluza (A Granada) (Palacios),
Tito Schipa 12
1180 Barbiere di Siviglia — Ecco ridente in cielo
(Dawn With Her Rosy Mantle) (Rossini),
Tito Schipa 10
Barbiere di Siviglia — Se il mio nome (If My
Name You Would Know) (Rossini),
Tito Schipa 10
9112 L'Arlesienne — Part 1 — Prelude (Bizet),
Eugene Goossens and Royal Opera Orch. 12
L'Arlesienne — Part 2 — Prelude (Concluded)
(Bizet),
Eugene Goossens and Royal Opera Orch. 12
9113 L'Arlesienne — Part 3 — Farandole (Bizet),
Eugene Goossens and Royal Opera Orch. 12
L'Arlesienne — Part 4 — Adagietto (Bizet),
Eugene Goossens and Royal Opera Orch. 12
6706 Lotus Land (Scott) Fritz Kreisler 12
Hungarian Dance No. 17 (Brahms-Kreisler),
Fritz Kreisler 12
6704 Erlkonig (The Erl-King) (Schubert)
Maria Jeritza 12
Gretchen am Spinnrade (Margaret at the Spin-
ning Wheel) (Schubert) Maria Jeritza 12
6705 Der Freischutz — Overture — Part 1 (Weber),
Alfred Hertz and San Francisco Symphony Orch. 12
Der Freischutz — Overture — Part 2 (Weber),
Alfred Hertz and San Francisco Symphony Orch. 12
6707 Andrea Clienier — Un di all' azzurro spazio
(Once O'er the Azure Fields),
Giovanni Martinelli 12
Andrea Chenier — Come un di di Maggio (As
Some Soft Day in May) .. Giovanni Martinelli 12
1272 Minnelied (Love Song) — German Folk Song;
in German John McCormack 10
Schlafendes Tesuskind (Sleeping Christ-Child)
(Morike-Wolf) John McCormack 10
1273 Tannhauser— Dich teure Halle (Oh, Hall of
Song) Maria Jeritza 10
Der Tote Stadt — Lautenlied der Marietta (The
Dead (iity — Song of the Lute).. Maria Jeritza 10
6701 Quartet in D — Part 1 — First Movement — Allegro
(Haydn) Elman String Quartet 12
Quartet in D — Part 2 — Second Movement — An-
dante 0 piuttosto allegro (Haydn),
Elman String Quartet 12
6702 Quartet in D — Part 3 — Third Movement —
Menuetto allegro ma non troppo,
Elman String Quartet 12
Quartet in D — Part 4 — Fourth Movement —
Finale — Vivace assai (Haydn),
Elman String Quartet 12
1274 Tannhauser — Oh, tu, bell' astro incantador
(Evening Star) — In Italian ..Marcel Journet 10
Lohengrin — Konigs Gebet (King's Prayer) — In
(German Marcel Journet 10
1264 The Green Eyed Dragon (Newman-Charles),
Reinald Werrenrath 10
Tavern Song (Watson-Fisher),
Reinald Werrenrath 10
1277 Hungarian Rhapsody No. H — Part 1,
Alfred Cortot 10
Hungarian Rhapsody No. 11 — Part 2,
Alfred Cortot 10
1275 I'll Take You Home Again, Kathleen (Westcn-
dorlj .Clarence Whitehill 10
In the Gloaming (Orred-Harrison),
Clarence Whitehill 10
1279 Lead, Kindly Light (Newman-Dykes),
Reinald Werrenrath 10
Abide With Me (Lyte-Monk),
Keinald Werrenrath 10
LIST FOR NOVEMBER 11
20984 Give Me a Nigut in June .Johnny Marvin 10
After 1 vc Ca.led \ ou bweetheai t,
Jolinny Marvin-Ed Smalle lU
20985 C est Vous (Its Y'ou) Ihe Salon Group 10
Dawn ot lo-morruw ihe Sa.on Group lU
20976 Wherever ); ou Are — r ox-trot,
i\at bhiikret and the Victor Oich. 10
Headin' lor Hariein — i- ox-trot,
i\at bhilkrct and the Victor Orch. 10
20978 Are You Lonesume lo-night? — Vvaltz,
Jacques Kenara and ms Cocoanut Urove Orch, 10
Molly ivialoiie — Vvaltz,
iMat Snukret and the Victor Orch. 10
20981 When the Morning Giones Wake Up in the
Morning — !• ox-trot,
Jacques Renard and His Cocoanut Grove Orth. 10
Blue JKiver — i'ox-lrot,
Jean Goldkette and His Orch. 10
LIST FOK INOVEMBi-R IS
20990 Up in the Clouds (From "The Five o'Clock
Girl' ) — Fo.x-trot,
Nat Shilkret and the Victor Orch. 10
Thinking of You (1-roin "The Five o'Clock
Girl ) — Fo.x-tiot,
IN at Shilkret and the Victor Orch. 10
21U0U Diane (1 m in Heaven When I See Vou Smile)
— Waltz The Troubadours 10
Dream Kisses — Fo-x-trot The Troubadours 10
20994 ualtiraore — Fox-trot,
Jack Crawford and His Orch. 10
Clementine — Fox- trot,
Jean Goldkette and His Orch. 10
20995 Silver Moon (From "My Maryland' ),
Evelyn Herbert-Franklyn Baur 10
Mother (From "My Maryland"),
Evelyn Herbert 10
20977 Are You Happy? Gene Austin 10
ihe Sweetheait of Sigma Chi Gene Austin 10
Ck)lumbia Phono, Co., Inc.
CELEBRITIES SERIES
7133- M Lucrezia Borgia: Brindisi (Drinking Song)
(Donizetti) — Contralto Solo.. Sophie Braslau
Come to Me O Beloved! (Cantata) (Bassani-
Mal piero) — Contralto Solo. .Sophie Braslau
2052- M The Sweetest Story Ever Told (Stults) — Con-
tralto Solo Sophie Braslau
Love's Old Sweet Song (Molloy)— Contralto
Solo Sophie Braslau
7134- M Liebestraum (Dream of Love) (Liszt) — Piano
Solo Percy Grainger
(a) Sheep and Goat Walkin' to the Pasture
(Guion); (b) Gigue From First Partita
(Bach) — Piano Solo Percy Grainger
2053- M Sont! of India (Sadko) (Rimsky-Korsakov) —
Soprano Solo Maria Kurenko
Coq d'Or; Hymn to the Sun (Rimsky-Korsa-
kov)— Soprano Solo Maria Kurenko
7135- M Aida; Nel hero anelito (To Strife Once More
They Call) (Verdi) — Soprano and Tenor
Duet...G. Arangi-Lombardi-Francesco Merli
Aida; O terra addio (Farewell, Oh Earth)
(Verdi) — Soprano and Tenor Duet,
G. Arangi-Lombardi-Francesco Merli
CHRISTMAS MUSIC
50050- D Medley of Christmas Hymns — Parts 1 and 2
— Vocal Columbia Mixed Chorus
1143-D Medley of Christmas Hymns — Parts 1 and 2
• — Pipe Organ Milton Charles
50049-D Christmas V^aits — Parts 1 and 2— Instru-
mental... .Band of H. M. Grenadier Guards
H25-D Good Christian Men Rejoice — Mixed Quartet,
Temple Quartet
Come Ye Faithful People, Come — Mixed Quar-
tet Temple Quartet
1I28-D It Came Upon the Midnight Clear— Male
Quartet The American Singers
The First Nowell — Male Quartet,
The American Singers
1153-D Jimmy and Mary's Christmas Eve — Parts 1
and 2 Vaughn De Leath-Frank Harris
INSTRUMENTAL MUSIC
5005 1- D Wedding March (Mendelssohn) (From "Mid-
summer Night's Dream"),
Columbia Symphony Orch. (Dir. R.H. Bowers)
Bridal Chorus from Lohengrin (Wagner),
Columbia Symphony Orch. (Dir. R.H. Bowers)
1127-D Banjokes — Novelty Instrumental,
Roy Smeck-Art Kahn
The Ghost of the Banjo — Novelty Instrumental,
Roy Smeck-Art Kahn
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lUSD
I150-D
1120-1)
1135-D
1148-D
1126-D
1121.D
1134-D
II37-D
1123-D
1129-D
1I24-D
1136D
1131- D
1149-D
1152-D
1140-D
1139-D
1132- D
DANCE MUSIC
Playground in the Sky (From "Sidewalks
of New York ')- Fox-trot, with Vocal
Chorus by Lewis James and Franklyn Baur,
„,, . Ben Selvin and Hij Orch!
Wherever You Are (From "Sidewalks of
New York")— Fox-trot, with Vocal Chorus
by Lewis James, Franklyn Baur and Elliott
sr w. Selvin and His Orch.
Manhattan Mary (From "Manhattan Mary")
Fox-trot, with Vocal Chorus by James,
bhaiw and Luther,
Cass Hagan and His Park Central Hotel Orch
Broadway (From "Manhattan Mary") Fox-
trot, with Vocal Chorus by Lewis James
Cass Hagan and His Park Central Hotel o'rch
Iheres a Cradle m Caroline— Fox-trot with
Vocal Chorus by Cyril Pitts,
u J r ^'^e Radiolites
Everybody Loves My Girl— Fox-trot, with
Vocal Chorus by Seger Ellis. The Radiolites
Sailin On— Fox-trot, with Vocal Chorus by
„Lewis James . The Columbians
Moonlit Waters— Fox-trot, with Vocal Chorus
by Franklyn Baur The Columbians
Broken Dreams— Waltz, with Vocal Chorus by
T r ""^te" The Columbians
I Love No One But You— Waltz, with Vocal
Chorus by Lewis James The Columbians
It Was Only a Sun Shower— Fox-trot, with
Vocal Chorus by Ed Kirkeby,
M .1 • , -r. -r California Ramblers
Nothin' Does-Does Like It Used -to Do-Do-
Do— Fox-trot, with Vocal Chorus by Ed
„ Kirkeby California Ramblers
Kain — Fox-trot, with Vocal Chorus by Vin-
cent Van Tuyl.D. Voorhees and His Orch
That s What I Think of You— p-ox-trot, with
Vocal Chorus by Frank Sylvano,
Al Handler and His Hotel Davis Orch
Slow River — Fox-trot,
Gerald Marks and His Hotel Tuller Orch
Polly — Fox-trot, with Piano Solo by Nelson
Bitterman,
Gerald Marks and His Hotel Tuller Orch
Oh, Doris! Where Do You Live? — Fox-trot
with Vocal Chorus. Al Lentz and His Orch'
When I Ring Your Front Door Bell — Fox-
trot, with Vocal Chorus,
,, „ , ,^ Al Lentz and His Orch.
Molly Malone (From "The Merry Malones")
— Waltz, with Vocal Chorus by William A.
Kennedy The Cavaliers (Waltz Artists)
Like the Wandering Minstrel (From "The
Merry Malones") — Waltz, with Vocal
Chorus by William A. Kennedy,
The Cavaliers (Waltz Artists)
Baby's Blue (From "A La Carte")— Fox-rot,
with Vocal Chorus by Frank Harris,
^ ,• J ,J^°'^ Voorhees and His Orch.
Ihe Cahnda (From "a La Carte") — Fox-
trot, with Vocal Chorus by Scrappy Lam-
^b"t The Radiolites
Soliloquy — Fox-trot,
Don Voorhees and His Orch.
My Blue Heaven — Fox-trot, with Vocal
Chorus by Lewis James,
Don Voorhees and His Orch.
Highways Are Happy Ways (When They
Lead to Home) — Fox-trot, with Vocal
Chorus by Vincent Van Tuyl,
Don Voorhees and His Orch.
When the Morning Glories Wake Up in the
Morning (Then I'll Kiss Your Two Lips
Good-Night) — Fox-trot, with Vocal Chorus
by Vincent Van Tuyl,
Don Voorhees and His Orch.
After I've Called You Sweetheart (How Can
I Call You Friend)— Waltz, with Vocal
Chorus by Frank Harris,
The Cavaliers (Waltz Artists)
You Only Want Me When You're Lonesome
(And Nobody Else Wants You) — Wlaltz,
with Vocal Chorus by Lewis James,
Eddie Thomas' Collegians
Dawning — Fox-trot, with Vocal Chorus by
Billy Day Ideal Serenaders
A Shady Tree — Fox-trot, with Vocal Chorus
by Lewis James Ideal Serenaders
VOCAL NUMBERS
Dawning — Vocal Lee Morse
I've Looked All Over for a Girl Like You
— Vocal Lee Morse
I Love You But I Don't Know Why,
Art Gillhara and His Southland Syncopators
Just Before You Broke My Heart,
The Whispering Pianist (Art Gillham)
Mister Aeroplane Man (Take Me Up to
Heaven) .Kitty O'Connor (The Girl Baritone)
Dream Kisses,
Kitty O'Connor (The Girl Baritone)
The Sweetheart of Sigma Chi — Vocal,
Charles Kaley
Moonlit Waters — Vocal Charles Kaley
Just Another Day Wasted Away — Vocal,
Kate Smith
Clementine (From "New Orleans") — Vocal,
Kate Smith
(Continued on page 134)
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HERE'S THAT MYSTERIOUS MELODY, BOYS -THAT EVERYBODY'S TALKING ABOUT/
WE TAKE 6REAT PLEASURE IN PRESENTING
Make My Cot Where The (otCot Cotton Grows
O/fA^Ce EDITION WILL BE LIMITED - GET VOUJtS NOW AND DONT BE SOftRV LATER
/I NATURAL Black Bottom -HOT ENOUGH FOR ANY /ICTO/f S/NG/A/G ORCMESTRA.
QRO/\DV/AV MUSIC CORP. . I &00 BROADWAY, NEW YORK.
133
134
THE LATEST RECORD BULLETINS— (Continued from page 133)
The Talking Machine World, New York, November, 1927
]I30-D
1 122-D
1 142-1)
1 MI-I)
1 1.il-D
151SSD
151'J0-I)
151.S5-D
15I.S3-D
15184-D
15191-D
151S6-D
1 5 1 89-D
15187-0
Here Am I — Broken Hearted — Vocal,
Seger Ellis
Kiss and Make Up — Vocal Seger Ellis
Who's Wonderful, Who's Marvelous? Miss
Annabelle Lee — Vocal Little Jack Little
Who Is \ our Who? — Vocal. Little Jack Little
There's a Cradle in Caroline — Male Quartet,
Goodrich Silvertown Quartet
Koani (.)n, Afy Little Gyiisy Sweetheart — Male
Quartet Goodrich Silvertown Quartet
You Can't Walk Back From An Aeroplane
(So What Arc Vou Girls Gonna Do?) —
\ ocal Duet,
Hilly Jones-Ernest Hare (The Happiness Boys)
Ulio's That Pretty Baby? — Vocal Duet,
Billy Jones-Ernest Hare (The Happiness Boys)
liye-Bye, Pretty Baby — Vocal,
Billy "Uke" Carpenter
The Spell o' the Moon — Novelty. Jack Major
KAMILL\R TUNES— OLD AND NEW
The Darktown Strutters' Ball,
(Jid Tanner and His Skillet-Lickers,
with Kiley Puckett and Clayton McMichen
Drink 'Er Uown.
Gid Tanner and His Skillet-Lickers,
with Riley Puckett and Qayton McMichen
-"^t. Louis Blues — Fiddle Solo,
Clayton McMichen
Fiddlin' Medley (Old Time Fiddlers' Medley)
— Fiddle Solo Clayton McMichen
Alabama Gal — Vocal Riley Puckett
Fire on the Mountain — Vocal ... Riley Puckett
Pictures From Life's Other Side — Vocal,
Benny Borg (The Singing Soldier)
A Concert Hall on the Bowery — Vocal,
Benny Borg (The Singing Soldier)
Don't Let Your Deal Go Down Medley —
Banjo Solo (Tharlie Poole
Sunset March — Banjo Solo Charlie Poole
A Wonderful Time — iSacred Music,
The Deal Family
The Sinless Summerland — Sacred Music,
The Deal Family
Mother's Face I Long to See — Vocal,
Walter Morris
111 the Time of Long Ago — Vocal,
Walter Morris
Wednesday Night Waltz,
Leake County Revelers
Good Night Waltz. ... Leake County Revelers
.\re You Happy or Lonesome? — Vocal Duet,
Burnett-Rutherford
My Sweetheart in Tennessee — Vocal Duet,
Burnett-Rutherford
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Brunswick Records
LIST FOR NOVEMBER 3
3631 Miss Annabelle Lee (Clare-Pollack) — Fox-trot,
with Vocal Chorus,
Ben Bernie and His Hotel Roosevelt Orch.
Swanee Shore (Hesse-Borune) — Fox-trot, with
Vocal Chorus,
Ben Bernie and His Hotel Roosevelt Orch.
3t>3S Just Once Again (Donaldson-Ash) — Tenor,
with Piano by William F. Wirges .. Frank Sylvano
A Night in June (Friend — Tenor, with Piano
by William F. Wirges Frank Sylvano
3591 When Day Is Done (DeSylva-Katscher) —
Played on Kimball Organ; with Vocal Chorus;
Recorded at Roxy Theatre. New York. Lew White
Forgive Me ( Yellen-Ager) — Played on Kimball
Organ; with Vocal Chorus; Recorded at Roxy
Theatre, New York Lew White
3044 I'm Saving Saturday Night for You (Devoll-
Mecum) — F^o.v-trot, with Vocal Chorus,
■The Morgan-(ilark Music Masters
Blue River (Bryan-Meyer) — Fox-trot, with Vocal
Chorus The Morgan-Clark Music Masters
3589 Ozark Blues (Rose)— Fox-trot,
Fess Williams' Royal Flush Orch.
Alligator Crawl (Waller) — Fox-trot,
Fess Williams' Royal Flush Orch.
3547 Beale Street Blues (Handy) — Comedian, with
Orch Al. Bernard, with Carl Fenton's Orch.
St. Louis Blues (Handy) — Comedian, with Or-
chestra.. Al. Bernard, with Carl Fenton's Orchestra
146 Dixie Flyer Blues (Descriptive — Train) — Har-
monica De Ford Bailey
Pan-American Blues — Harmonica . . . De Ford Bailey
154 Darling Cora — Voice and Banjo Buell Kazee
East Virginia — Voice and Banjo Buell Kazee
10274 Smiling Eyes (Dyrenforth-Tours) — Baritone,
with Orch , John Charles Thomas
Roses of Picardy ( Weatherly-Wood) — Baritone,
with Orch John Charles Thomas
LIST FOR NOVEMBER 10
3648 Did You Mean It? (Baker-Silvers-Lyman) —
Fox-lrot. with Vocal Chorus,
-Abe Lyman's California Orch.
Charmaine ( Rapee- Pollack) — Fox-trot, with
Vocal Chorus Abe Lyman's California Orch.
3637 Miss Annabelle Lee (Clare-Pollack) — Tenor
and Banjo, with Orch Banjo Buddy
Oh, Doris; Where Do You Live? (Kahn)—
Tenor and Banjo, with Orch Banjo Buddy
3509 The Enchanted Garden Waltz (Sugran'es-Clara)
— For Dancing, with Hawaiian Guitars,
Castlewood Marimba Band
Path of Love (Monteros) — Waltz, for Dancing,
with Hawaiian Guitars. Castlewood Marimba Band
3628 Waitin' for the Springtime (Messenheimer-Bur-
ton-Sacks) — Fox-trot, with Vocal Chorus,
Colonial Club Orch.
Dainty Miss (Barnes) — Fox-trot, with Vocal
Chorus Colonial Club Orch.
3636 I Call You Sugar (Baxter-Bowles) — Fox-trot,
with Vocal Chorus ...Ben Selvin and His (Drch.
Yes She Do (Tren't-DeRose) — Fox-trot, with
Vocal Chorus Ben Selvin and His Orcli.
3522 Moonlight Bay (Madden- W^nrich) — Male Quar-
tet, with Lute. Guitar and Piano .. Dixieland Four
When Vou Wore a Tulip and I Wore a Big
Red Rose (IVIahon'ey-Wenrich) — Male Quartet,
with Lute, Guitar and Piano Dixieland Four
138 Cowboy's Herding Song (Lay Down, Dogies)
(Robison) — Tenor, with Fiddle and Guitar,
Vernon Dalhart
Cowboy's Evening Song (Coin' Home) (Robi-
son)— Tenor, with Harmonica, Fiddle and
Guitar Vernon Dalhart
10232 Just a-Wearyin' for You (Stanton-Jacobs-Bond)
— Contralto, with .String Quartet and Piano,
Marie Morrisey
Coming Home ( Wilmot-Willeby) — Contralto,
with String Quartet and Piano. . .Marie Morrisey
LIST FOR NOVEMBER 17
3ij54 Since Henry Ford Apologized to Me (Rose-
MacDonald-Stamper) — Singing Comedian and
Piano Jimmy Husscy
Rose of the Studio (MacDonald-Rose-Greer) —
Singing Comedian and Piano Jimmy Hussey
3655 Dancing Tambourine (PoHa) — Fox-trot,
Anglo Persians (Dir. Louis Katzman)
A Siren Dream (Pollack-Sherman) — Fox-trot,
Anglo-Persians (Dir. Louis Katzman)
3659 Rain (Ford) — Fox-trot, with Vocal Chorus,
. . Harry Archer and His Orch.
Way Back When (Meates-Robinson) — Fo.x-trot,
with Vocal Chorus. . Harry Archer and His Orch.
3041 Lucky m Love (F'rom "Good News") (DeSylva-
IJrown-Henderson) — Fo.x-trot, with Vocal
Chorus Ben Selvin and His Orch.
Good News (From "Good News") (DeSylva-
Brown-Henderson) — Fox-trot, with Vocal
Chorus Ben Selvin and His Orch.
3657 The Varsity Drag (p-rom "Good News")
(UcSylva-Brown-Henderson) — Fox-trot, with
Vocal Chorus Frank Black and His Orch.
The Best Things in Life Are Free (From "Good
News") (DcSylva-Brown-Henderson) — Fox-
trot, with Vocal Chorus,
Frank Black and His Orch.
3653 The Vagabond King (Waltz Huguette) (Hooker-
F'riml) — Waltz, with Vocal Chorus,
Regent Club Orch.
I he Sweetheart of Sigma Chi ( Stokes- Vernor)
— Waltz, with Vocal Chorus. . .Regent Club Orch.
3618 Broken Hearted (DeSylva-Brown-Henderson) —
Played on Kimball Organ; Recorded at
Roxy Theatre, New York Lew White
Just Like a Butterfly (That's Caught in the
Rain) (Dixon-Woods) — Played on Kimball
Organ; with Vocal Chorus; Recorded at
Roxy Theatre, New York Lew White
50086 Lohengrin — Elsa s Traum (Elsa's Dream) (Act
I) (Wagner) — Soprano, with Orch.; in Ger-
man Elisabeth Rethberg
Tannhauser — Elizabeth's Gebet (Elizabeth's
Prayer) (Act III) (Wagner) — Soprano, with
Orch.; in German Elisabeth Rethberg
50110 Humoresque (Dvorak) — Violin, with Piano Ac-
comp. by Isaiah Scligman Max Rosen
Thais — Meditation (Massenet) — Violin, with
Piano Accomp. by Isaiah Seligman. . . .Max Rosen
129 Huckleberry Blues — Fiddle, Guitar and Auto-
harp, with Vocal Effects by Hub Mahaffey,
Dykes' Magic City Trio
FVee Little Bird — Fiddle, Guitar and Autoharp,
with Vocal Effects by Hub Mahaffey,
Dykes' Magic City Trio
50082 Jongleur de Notre Dame — Legende de la Sauge
(Legend of the Sagebrush) (Massenet) — •
Baritone, with Orch.; in French. . Giuseppe Danisc
Roi de Lahore — Promesse (O Promise of a Joy
Divine) (Massenet) — Baritone, with Orch.; in
French Giuseppe Danisc
LIST FOR NOVEMBER 23
3643 Are You Happy? (Yellen-Ager) — Fox-trot, with
Vocal Chorus,
Vincent Lopez and His Casa Lopez Orch.
Kiss and Make Up (Miller-Bogate-Hoefle) —
Fox-trot, with Vocal Chorus,
Vincent Lopez and His Casa Lopez Orch.
3639 Ooh! Maybe Its You (From "Ziegfeld Follies
of 1927") (Berlin)— Fox-trot, with Vocal
Chorus by Franklyn Baur,
Ben Selvin and His Orch.
Shaking the Blues Away (From "Ziegfeld Fol-
lies of 1927") (Berlin) — Fox-trot, with Vocal
Chorus by Franklyn Baur,
Ben Selvin and His Orch.
3640 You Sing That Song to Somebody Else (Malie-
Verges) — Fox-trot, with Vocal Chorus,
Harry Archer and His Orch.
Roam On, My Little Gypsy Sweetheart
(Wheeler - Kahal - Snyder) — Fox-trot, with
Vocal Chorus Harry Archer and His Orch.
3494 Flower of My Garden (Mimi Bluette) (Garcia)
— Waltz, with Hawaiian Guitars,
Castlewood Marimba Band
Jealous — W'altz, with Hawaiian Guitars,
Castlewood Marimba Band
3661 Charmaine (Rapee-PoUack) — Popular Concert,
Blackstone Trio
Honolulu Moon (Lawrence) — Popular Concert,
Blackstone Trio
3262 Souvenir (Drdla) — Violin Solo, with Piano by
Leo Russotto Frederic Fradkin
Traumerei (Reverie) (Schumann) — Violin Solo,
with Piano by Dan Lieberfeld) . .Frederic Fradkin
3666 Good News (From "Good News") (DeSylva-
Brown-Henderson) — Comedienne, with Piano,
Esther Walker
I Left My Sugar Standing in the Rain (And
She Melted Away) (Kahal-Fain) — Comedienne,
with Piano Esther Walker
182 Boatin' Up Sandy — Tennessee Hoe-Down, with
Sciuare Dance Calls; Fiddles by Charles Bow-
man and Elvis Alderman,
Al Hopkins and His Buckle Busters
Bug in the Taters — Fiddle by C. Bowman,
Al Hopkins and His Buckle Busters
143 The Jealous Lover of Lone Green Vallej' —
Tenor, with Harmonica, Fiddle and Guitar,
Vernon Dalhart
Nellie Dare and Charlie Brooks (Foster-King) —
Tenor, with Harmonica, Fiddle and Guitar.
Vernon Dalhart
Edison Disc Releases
SPECIALS
52104 Here Comes the Show Boat (Rose-Pinkard).
Vaughn De Leath (The Radio Girl)
and Her Buddies
Blow, Blow, Blow (On Y'our Old Harmonica,
Joe) (Tobias-Tobias-Robinson),
Vaughn De Leath (The Radio Girl)
and lter Buddies
52110 Who's That— Knockin' at My Door? (Kahn-
Simons) Al Bernard (The Boy From Dixie)
Vou Can't Walk Back From an Aeroplane (So
What Are You Girls Gonna Do?) (Bibo-
Friedlander) Jack Kaufman
52111 Will the Circle Be Unbroken (Habershon-
Gabriel) — Mi.xed Voices Metropolitan Quartet
-Sometimes We'll Understand (Cornelius-Mc-
Granahan) — Mixed Voices. .. .Metropolitan Quartet
52 112 Give Me a Night in June (Friend),
Tack Parker-Will Donaldson
Bye-Bye, Pretty Baby ((Jardner-Hamilton).
Jack Parker-Will Donaldson
52113 Hawaiian Rose (Armstrong-Klickmann),
Palakiko's Hawaiian Orch.
South Sea Isles (Ferera-Paaluhi) — Hawaiian
Waltz Palakiko's Hawaiian Orch.
52117 Me and My Shadow (Jolson-Rose-Dreyer),
Frederick Kinsley on the Midmer-Losh Pipe Organ
C'est Vous (It's You) (Green-Silver-Richman).
Frederick Kinsley on the Midmer-Losh Pipe Organ
52115 Momsv (Yellen-Roth-Ringle),
Charles Harrison and Chorus
I Told You I'd Never Forget You (Breen-
DeRose-Hall) Theo Alban
52118 Puttin' on the Style— Vocal and Instrumental,
-ri. r T,i , , Vernon Dalhart
The Little Black Mustache— Vocal and Instru-
mental Vernon Dalhart
52120 Lonely Lights Along the Shore (Dixon-Woods),
, ^ Vaughn De Leath (The Radio Girl)
-Make My Cot Where the Cot-Cot-Cotton Grows
(Le Soir- Doll-Klein),
Vaughn De Leath (The Radio Girl)
FLASHES
J2101 Dawning (Silver-Pinkard) — Fo.x-trot,
„. .,, Golden Gate Orch.
Who Gives \ou All Your Kisses? (Elbel-Elbel)
—Fo.x-trot, with Vocal Chorus by Arthur
c Lynn's Music Masters
o2102 bailin On (Kahn - Nathansen - Eorgel - Dvorak —
— Fox-trot,
Fox-trot, with Vocal Chorus by Theo. Alban,
_ . Oreste and His Queensland Orch.
I m Coming, Virginia (Cook-Heywood) — Fox-
trot, with Incidental Singing by The RolUckers,
Al Friedman and His Orch.
32103 -Manhattan Mary (From "Manhattan Mary")
(DeSylva-Brown-Henderson) — Fox-trot, with
Incidental Singing by The Rollickers, .
,. ,., Al Friedman and His Orch.
Moonlit Waters (Friend-Brown) — Fox-trot, with
Vocal Chorus by Vaughn De Leath,
--, T,, T,- Oreste and His Queensland Orch-
d210o Blue River (Bryan-Meyer) — Fox-trot, with
Vocal Chorus Golden Gate Orch.
A Siren Dream (Pollack-Sherman),
B- A. Rolfe (Trumpet Virtuoso) and Palais d'Or Orch
02106 Good News (From "Good News") (DeSylva-
Brown-Henderson) — Fox-trot,
Dave Kaplan with His Happiness Orch.
In An Oriental Garden (Hayes) — Fox-trot,
Irwin Abrams, with His Orch.
. and The Manger Musical Messenger
02107 Are You Happy? (Yellen-Ager) — Fox-trpt,
Irwin Abrams. with His Orch.
and The Manger Musical Messenger
Just a Memory (DeSylva-Brown-Henderson)
— Fox-trot,
B. A. Rolfe (Trumpet Virtuoso) and Palais d'Or Orch
Barbara (Rose-Silver) — Fox-trot, with Vocal
Chorus by Billy Jones,
Dave Kaplan with His Happiness Orch.
\ou'll Do It Someday (So Why Not Now)
(W'rubel) — Fox-trot, with Vocal Trio,
Yale Collegians (Dir. Les Laden)
52109 Clementine (From New Orleans)) (Creamer-
Warren) — With Vocal CThorus,
„ . „ Golden Gate Orch.
The Varsity Drag (From "Good News")
(DeSylva-Brown-Henderson) — Fox-trot,
Ernie Golden and His Hotel McAlpin Orch
52114 Baby Feet Go Fitter Patter (Kahn)— Fox-trot,
Irwin Abrams, with His Orch.
and The Manger Musical Messenger
Heartaches and Dreams (Kahn-Alden-Curtis) —
Irwin Abrams, with His Orch.
and The Manger Musical Messenger
D2116 A Kiss Before the Dawn' (Perkins)— Waltz,
. , Jack Stillman's Orch.
I m m Heaven When I See You Smile, Diane
(Rapee-Pollack) — Waltz, with Vocal Chorus
by Theo. Alban Jack Stillman's Orch.
52108
Okeh Records
LIST FOR OCTOBER 25
DANC:E MUSIC
40896 Rain (Ford) — Fox-trot, with Vocal Refrain by
Stan Thompson,
Arnold Frank and His Roger's Cafe Orch.
Black Maria (Rose) — Fox-trot,
Arnold Frank and His Roger's Cafe Orch
40897 A Mug of Ale (Venuti-Lang) — Fox-trot,
Joe Venuti's Blue Four
Cheese and Crackers (Venuti-Lang) — Fox-trot,
„ ^, Venuti's Blue Fdur
40898 My Blue Heaven (Whitmg-Donaldson)— Fox-
trot, with Vocal Refrain The Okeh Melodians
There Ain't No Land Like Dixieland to Me
(Donaldson) — Fox-trot, with Vocal Refrain,
The Okeh Melodians
VOCAL RECORDS
40899 There Ain't No Land Like Dixieland to Me
(Donaldson) — Vocal, with Piano. ... Sonia Meroff
Gorgeous (Davis-Akst) — Vocal, with Piano,
Beth Challis
40900 Are You Thinking of Me To-night? (Davis-
Akst-Gilbert) — Vocal, with Justin Ring Trio,
„ Seger Ellis
40900 There's One Little Girl W^ho Loves Me (One
Little Girl Who Don't) (Kahn-Whiting)—
Vocal, with Justin Ring Trio Seger Ellis
INSTRUMENTAL
40901 Dancing Tambourine (PoUa) — Piano Solo,
Rube Bloom
Silhouette (Bloom) — Piano Solo Rube Bloom
RACE RECORDS
8505 Lonesome Ghost Blues (Razaf) — Guitar an'd
Singing Lonnie Johnson
Fickle _ Mamma Blues (Woods) — Guitar and
Singing Lonnie Johnson
8506 Best Friend Blues (Davis) — Vocal, with Piano
and Clarinet Margaret Johnson
Stinging Bee Blues (Grainger) — Vocal, with
Piano and Clarinet Margaret Johnson
8507 Fourteen Steps to Hell — Sermon, with Singing,
Rev. Johnnie Blakey and Congregation
Loose Him and Let Him Go — Sermon, with
Singing ...Rev. Johnnie Blakey and (Congregation
EUROPEAN RECORDINGS
(Odeon Label)
3208 Soiree De Vienne — Part I (Viennese .^irs of
Johann Strauss) — Piano Solo Karol Szretcr
Soiree De Vienne — Part II (Viennese Airs of
Johann Strauss) — Piano Solo Karol Szretcr
5127 Aida — Second Act, Second Scene: "Gloria all'
Egitto, ad Iside" I. (Verdi) — Symphony
Qrch., with Vocal Oiorus; Emmy Bettendorf,
Leading First Soprano,
Berlin State Opera Chorus and Orch.
(Dir. Eduard Moerike)
Aida — Second Act. Second Scene: "Gloria all'
Egitto, ad Iside" II. (Verdi) — Symphony
Orch., with Vocal Chorus; Emmy Bettendorf,
Leading First Soprano,
Berlin State Opera Chorus and Orch.
(Dir. Eduard Moerike)
5128 Cavalleria Rusticana: "Regina coeli, laetare"
(Easter Hymn) I. (Mascagni) — Symphony
Orch., with Soprano Solo and Chorus; Emmy
Bettendorf. Soprano, with
Berlin State Opera Chorus and Orch.
(Dir. Eduard Moerike)
Cavalleria Rusticana: "Regina coeli, laetare"
(Easter Hymn) II. (Mascagni) — Symphony
Orch., with Soprano Solo and Chorus; Emmy
Bettendorf, Soprano, with
Berlin State Opera Chorus and Orch.
(Dir. Eduard Moerike)
The Talking Machine World, Neiv York, November, 192?
135
LATEST RECORD BULLETINS— (Continued from page 134)
LIST FOR NOVEMBER 5
DANCE RECORDS
40902 Somebody Lied About Me (Kahn-Elmer) — Waltz,
with Vocal Refrain,
Sam Laniii and His Famous Players
I'm in Heaven When I See Your Smile, Diane
(Rapee-Pollack) — Waltz, with Vocal Refrain,
Sam Lanin and His Famous Players
40903 Three Blind Mice (Trumbauer-Morehouse) —
Fox-trot; with Bix and Lang,
Frankie Trumbauer and His Orch.
Krazy Kat (Morehouse-Trumbauer) — Fox-trot;
with Bix and Lang,
Frankie Trumbauer and His Orch.
40905 A Shady Tree (Donaldson) — Fox-trot, with
Vocal Refrain The Okeh Melodians
When the Morning Glories Wake Up in the
Morning (;Then I'll Kiss Your Two Lips
Good-Night) (Rose-Fisher) — Fox-trot, with
Vocal Refrain The Okeh Melodians
40908 She Don't Wanna! (Yellen-Ager)— Fox-trot,
with Vocal Refrain The Jazz Pilots
Pastafazoola (Clark-Sabini-Van Schenck) — Fox-
trot, with Vocal Refrain The Jazz Pilots
VOCAL RECORDS
40906 Lonely Lights Along the Shore (Dixon-Woods)
— Vocal, with Justin Ring Trio. Vaughn De Leath
Old Names of Old Flames (Johnson-Bibo) —
Vocal, with Justin Ring Trio. . .Vaughn De Leath
40907 I Never Dreamed (Kahn-Shapiro) — Vocal, with
Guitar and Piano Noel Taylor
Mister Aeroplane Man (Take Me Up to
Heaven) (Meskill-Conrad-Sherman) — Vocal,
with Piano and Clarinet Noel Taylor
INSTRUMENTAL RECORDS
40904 Indian Love Call (From "Rose Marie") (Friml)
— Organ Solo Sigmund Krumgold
Gypsy Love Song (Slumber On, My Little
(jypsy Sweetheart) (From "The Fortune
Teller") (Herbert) — Organ Solo,
Sigmund Krumgold
40909 Mari, Mari — Hawaiian Instrumental. .Ferera-Paaluhi
La Paloma (The Dove) (Yradier) — Hawaiian
Instrumental Ferera-Paahihi
RACE RECORDS
8509 I'm Going to Lay Down My Heavy Load —
Sacred Kentucky Jubilee Four
Do You Call That Religion — Sacred,
Kentucky Jubilee Four
8510 Baby Won't You Please Come Home (Williams-
Warfield) — Fox-trot. Clarence Williams' Blue Seven
Close Fit Blues (Williams) — Fox-trot,
Clarence Williams' Blue Seven
8511 Long Lonesome Day Blues (Alexander) —
Vocal, with Guitar "Te.xas" Alexander
Corn-Bread Blues (Alexander) — Vocal, with
Guitar "Texas" Alexander
8512 St. Louis Cyclone Blues (Grainger) — Vocal,
with Guitar and Piano Lonnie Johnson
Sweet Woman You Can't Go Wrong (John-
son)— Vocal, with Guitar Lonnie Johnson
EUROPEAN RECORDINGS
(Odeon Labels)
3209 La Boheme — Selections — Part I (Puccini) —
Orchestra Edith Lorand and Her Orch.
La Boheme — Selections — Part II (Puccini) —
Orchestra .....Edith Lorand and Her Orch.
3210 Mignon — Overture — Part I (Thomas) — Sym-
phony Orch Grand Symphony Orch.
Mignon — Overture — Part II (Thomas) — Sym-
phony Orch Grand Symphony Orch.
SPECIAL RELEASES OF OLD-TIME TUNES
OLD-TIME TUNE RECORDS
45147 Home Town Rag — Instrumental,
Homer Christopher-Raney Van Vink
Drifting Back to Dreamland — Instrumental,
Homer Christopher-Raney Van Vink
45148 That Little Old Hut — Vocal Duet, with Man-
dolin and Guitar Matt Simmons-Frank Miller
Childhood's Sweet Home — Vocal Duet, with Man-
dolin and Guitar Matt Simmons-Frank Miller
45149 Memories — Vocal, with Guitar and Uke,
Moore Sisters
Daisies Won't Tell — Vocal, with Guitar and Uke,
Moore Sisters
45150 Western Union — Vocal, with Fiddle and Guitar,
Doctor Lloyd-Howard Maxey
The Girl I Left Behind Me— Vocal, with Fiddle
and (Juitar Doctor Lloyd-Howard Maxey
45151 Ragged Ann — Instrumental,
Vance's Tennessee Breakdowners
Tennessee Breakdown — Instrumental, with Calls,
Vance's Tennessee Breakdowners
45152 Thinking of the Days I've Done Wrong (Davis-
Layne) — Vocal, with Fiddles and Guitar,
Jewell Davis
When Maple Leaves Are Falling — Vocal, with
Fiddle and (guitars Jewell Davis
45153 Hard Times Breakdown — Instrumental, with
Vocal Calls lAiken County String Band
Carolina Stompdown — Instrumental, with Vocal
Calls Aiken County String Band
45154 Old Virginia Reel — Part I — Instrumental,
Fiddlin' Powers and Family
Old Virginia Reel — Part II — Instrumental,
Fiddlin' Powers and Family
45155 Blue Grass Twist — Instrumental, with Talk,
South Georgia Highballers
Bibb County Grind — Instrumental, with Talk.
South (jreorgia Highballers
45156 Earl Johnson's Arkansaw Traveler — Vocal, with
Instrumental. . .Earl Johnson and His Clodhoppers
Twinkle Little Star — Instrumental, with Talk,
Earl Johnson and His Clodhoppers
45157 Ki.ss Me, Cindy — Vocal', with Instrumental
Ford-Grace
Down in the Old Home Town — Vocal, with In-
strumental Ford-Grace
45158 Hiawatha Breakdown — Instrumental,
Scottdale String Band
Hop Light, Ladies — Instrumental,
Scottdale String Band
45159 Gonna Swing on the Golden Gate— Vocal, with
Instrumental,
Fiddlin' John Carson and His Virginia Reelers
Hell Bound for Alabama — Vocal, with Instru-
mental,
Fiddlin' John Carson and His Virginia Reelers
45160 Death Is Only a Dream — Male Quartet, with
Organ Simmons' Sacred Singers
Bloom Brightly, Sweet Roses — Male Quartet,
with Organ Simmons' Sacred Singers
40904 Indian Love Call (Friml)— Organ Solo,
Sigmund Krumgold
Gypsy Love Song (Slumber On, My Little
(Jypsy Sweetheart) (Herbert) — Organ Solo,
Sigmund Krumgold
Vocalion Records
LIST FOR NOVEMBER 3
1561 3 I'd Walk a Million Miles (To Be a Little
Nearer to You) (Lewis-Marks) — Fox-trot,
with Vocal Chorus Jay's Chelsea Orch.
There's One Little Girl Who Loves Me (And
One Little Girl Who Don't) (Kahn-Whiting)
— Fox-trot, with Vocal Chorus. Jay's Chelsea Ortb.
15608 All By My Ovvnsome (Dubin-Kahn) — Fox-trot,
with Vocal Duet The Bostonians
Who Was the Lady? (Jaffe-Bonx)— Fox-trot,
with Vocal Effects Cascades Orch.
15618 Miss Annabelle Lee (Clare-Poilack) — Tenor
and Banjo, with Orch Teddy Gray
Just Once Again (Donaldson-Ash) — Tenor, with
^^'J^"°-: Jack Gordon
51/3 Golden Slippers — Male Voices, with Harmonica,
Fiddle, Guitar and Banjo Kanawha Singers
Hear Dem Bells The Hill Billies
1128 Melancholy (Bloom-Melrose) — Fox-trot,
Johnny Dodd's Black Bottom Stompers
Bill Brown Blues (Brown) — Fox-trot,
Bill iirown and His Brownies
1126 My Soul Looked Back Pilgrim Jubilee Singeri
Good Night, the Lord's Coming,
Pilgrim Jubilee Singers
1125 It Is a Strange Thing to Me — Sermon, with
Singing Rev. A. W. Nix and Congregation
The Seven R's — Sermon, with Singing,
Rev. A. W. Nix and Congregation
13047 Oo La La (Gilrod-Sccunda)— Tenor, with
Orch.; in Yiddish Aaron Lebedeff
In der South (In the South) (Jacobs-Olsha-
netsky) — Tenor, with Orch.; in Yiddish,
Aaron Lebedeff
Yideschkeit (Yiddishness)— Jewish Comic Song!
Comedian mit orkestra Begleitung Max Willner
Male Wos Me Red? (Let Them Gossip) —
Jewish Comic Song; (Comedian mit orkestra
Begleitung Max Willner
8115 Besos y Cerezas (Misses and Cherries) (Ami-
chatis-Sugranes-Oara) — Fox-trot, with Soprano,
con orquesta Pilar Arcos Con the Castilians
Volveras (You Will Return) — Tango, with
Soprano con orquesta.
Pilar Arcos Con the Castilians
LIST FOR NOVEMBER 10
15612 Highways Are Happy Ways (When They Lead
the Way to Home) (Harris-Malie-Shay) —
Fox-trot, with Vocal Chorus. . Jay's Chelsea Orch.
Blue River (Bryan-Meyer) — Fox-trot, with
Vocal Chorus Jay's Chelsea Orch.
15620 The Vagabond King Waltz (Waltz— Huguette)
(Hooker-Friml) — Waltz, with Vocal Chorus,
Night Club Orch.
Cheerie-Beerie-Be (From Sunny Italy) (Lewis-
Young-Wayne) — Waltz, with Vocal Chorus,
Kensington Serenadcri
15604 Are You Happy? (Yellen-Ager) — Comedienne,
with Piano, Violin' and Guitar Peggy English
Swanee Shore (Hess-Bourne) — Comedienne,
with Piano and Banjo Peggy English
15614 Stars and Stripes Forever (Sousa) — March;
Concert Band Vocalion Military Band
Washington Post March (Sousa) — Concert
Band Vocalion Military Band
5174 The> Bright Sherman Valley — Vocal Duet, with
Harmonica, Mandolin and Guitar,
McFarland-Gardner
The East Bound Train — Vocal Duet, with
Mandolin and Guitar McFarland-Gardner
5156 The Rabbit in the Pea Patch — Singing, with
Old-time Orch.,
Uncle Dave Macon and His Fruit-Jar Drinkers
Sleepy Lou — Singing, with Old-time Orch.,
Uncle Dave Macon and His Fruit-Jar Drinkers
1130 Carolina Bound (Squires-Williams) — Fox-trot,
The Five Harmorticas
Baltimore — Fox-trot, with Vocal Chorus,
Clarence Williams' Blue Five Orch
1116 Sweet Papa Moan (Waller-Johnson-Lewis) —
Voice and Guitar, with Mandolin Accomp.,
Furry Lewis
C. & O. Blues (Amos) — Singing and Guitar,
Blind Joe Amos
1122 Jesus Is Sweeter Than Honey in the Comb —
Voice and Guitar,
Edward W. Clayborn (The Guitar Evangelist)
You Will Never Know Who Is Your Friend —
Voice and Guitar,
Edward W. Clayborn (The Guitar Evangeli.^t)
8119 Si, Si, Como, No! (Why Certainly!) (^Uranga)
— Blues Ihe Castilians
Negro (Negro) (Solino-Mondin'o) — Tango Ar-
gentine The Castilians
LIST FOR NOVEMBER 17
15617 Roam On, My Little Gypsy Sweetheart (Wheeler-
Kahal-Snydcr) — Fox-trot,, with Vocal Chorus,
Vanderbilt Orch.
Yes She Do (Trent-DeRose) — Fox-trot, with
Vocal Chorus Kensington Serenaders
15621 The Sweetheart of Sigma Chi (.Stokes- Vernor)
— Waltz, with Vocal Chorus. ... Night Club Orch.
I Could Waltz on Forever (With You, .Sweet-
heart) (Baskette-Bennett) — Waltz, with
Vocal Chorus Kensington' Serenaders
15619 A Night in June (Friend) — Tenor, with Piano,
Jack Gordon
Oh, Doris! Where Do You Live? (Kahn) —
Tenor and Banjo, with Orch Teddy Gray
5176 Take tlie Name of Jesus With You (The
Precious Name) (Baxtcr-Doane) — Male Voices,
with Organ Smoky Mountain' Sacred Singers
Will There Be Any Stars in My Crown?
(Hewitt-Sweeney) — Male Voices, with Organ,
Smoky Mountain Sacred Singers
5178 Sweet Bunch of Daisies (Owen) The Hill Billies
Daisies Won't Tell (Owen) The Hill BillieS
1089 Christ's Baptism — Sermon, with Singing,
Rev. S. J. Worell (Steamboat Bill), Assisted
bv Rev. Sister Worell and Sister McBride
He 'Rose From the Dead, Sermon, with
Singing,
Rev. S. J. Worell (Steamboat Bill), Assisted
by Rev. Sister Worell and Sister McBride
1129 Joe Boy Blues (Johnson) — Comedienne, with
Violin and Piano May Armstrong
Nobody Can Take His Place — Comedienne, with
Mandolin, Guitar and Piano May Armstrong
8113 Medias de Seda (Silk Stockings) (Bohr-
Caruso) — Tango, witli Soprano con orquesta.
Pilar Arcos con the Castilians
Tango Negro (The Black Tango) (Garcia) —
Tango, with Soprano con orquesta,
Pilar Arcos con' the Castilians
LIST FOR NOVEMBER 23
15622 Felin' No Pain (Livingston) — Fox-trot,
Red Nichols and His Five Pennies
Ida! Sweet as Apple Cider (Leonard) — Fox-trot,
Red Nichols and His Five Pennies
15616 I Call You Sugar (Baxter-Bowles) — Fox-trot,
with Vocal Chorus Kensington Serenaders
You Sing That Song to Somebody Else (Maile-
Verges) — Fox-trot, with Vocal Chorus,
Vanderbilt Orch.
15615 Broken Hearted (DeSylva-Brown-Henderson) —
(Comedienne, with Piano Peggv English
A Good Man Is Hard to Find (Green) — Come-
(Continued on page 136)
tCY.O" Fox-l-i'oi Song
SOME DAYai/
k-yWaHev Donaldson
The Walh Ballad Hvl-
AREYOYTHIHKIKC
OF ME TO -NICIIT ?
by Benny Davis,
Havry AksV and L.Wolfe Gi'lb^i'i
TKg Big SuvpriseH;-!:
XY BLVEHEAYEH
Wcili-Gr Donaldson
T<?4Lewi5 New Fo,^^i•vot-H^^■
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SHADY
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Wali-Gi'Doiialdson
136
LATEST RECORD BULLETINS— (Continued from page 135)
Tihe Talking Machine World, New York, November, 1927
Harry Von Tilzer's
3 Big Hits
WHETHER IT RAINS
WHETHER IT SHINES
ALL i WANT IS
JUST YOUR LOVE
WHEN ITS NECKING
TIME IN GREAT NECK
HARRY VON TILZER MUSIC
PUBLISHING CO.
1587 Broadway New York City
dienne With Piano Peggy English
5177 Joe Turner's Blues — Voice and Guitar,
Lester McFarland
The Texas Ranger — Voice With Guitar and
Violin,
Lester McFarland & Robert A. Gardner
1061 Just Beyond Jordan — Voice and Guitar,
Blind joe Taggart
Take Your Burden to the Lord — Voice and
Guitar Blind Toe Taggart
1110 The Seal of God (Nelson) .. Rev. Sister Mary Nelson
Isaiah — LV Rev. Sister Mary Nelson
1127 South Street Blues (Martin-Robert) — Harmonica
and Guitar Martin and Robert
Maxwell and Peoria Blues (Martin-Robert)
— Harmonica and Guitar Martin and Robert
sn-l Alia En El Rancho Grande (Over the Big
Ranch) — Cancion Mexicana, arr. Emile D.
L^ranga-acc. Orqucsta Tipica — Soprano y
Baritone con Orquesta. .Pilar Arcos y Juan Pulido
El Toro Bravo (The Wild Bull) Son Taba-
squcno, arr. Emilo D. Urnaga — acc. de Or-
questa Tipica — Soprano y Baritone con Or-
questa Pilar Arcos y Juan Pulido
Gennett Records
ELECTROBEAM (BLACK LABEL) RECORDS
LIST FOR OCTOBER IS
POPULAR DANCE RECORDS
6232 The Weary Way Blues— Blues, with Washboard,
Clarinet, Cornet and Piano,
The State Street Ramblers
Cootie Stomp — -Stomp, with Washboard, Clarinet,
Cornet and Piano ....The State Street Ramblers
6233 Me and My Shadow — Fox-trot, with Vocal
Chorus ....Dunk Rendleraan and The Alabamians
Hot Heels (From Texas Guinan's "Padlocks of
1927")— Fox-trot,
Dunk Rendleman and The Alabamians
6234 Hold Everything (Aguantate) — Fox-trot,
Bernie Schultz and Orch.
Somebody and Me (Alguna y yo) — Fox-trot.
Bernie Schultz and Orch.
6235 (What Do We Do) On a Dew, Dew, Dewy
Day — Fox-trot, with Vocal Chorus,
Lyst Reynolds' Logola Orch.
Show Me That Kind of a Girl— Fox-trot,
Bernie Schultz and Orch.
POPULAR VOCAL RECORDS
6236 (What Do We Do) On a Dew, Dew, Dewy
Day Gene Carroll-Al Grady
Katy Did Gene Carroll-Al Grady
6237 You Don't Like It— Not Much— Tenor, with
Guitar Accomp Les Backer
I Hope You Don't Feel Hurt — Guitar and Uke
Accomp Mose Sigler
NOVELY PIANO SOLO
6242 Spirit of '49 Rag George H. Tremer
Some of These Days George H. Tremer
SACRED RECORDS
6241 Glory to God He's Come Home — Sacred Vocal
Duet Ruth Donaldson-Helen Jepsen
Leave It There — Sacred Vocal Duet,
Ruth Donaldson-Helen Jerpsen
OLD-TIME SACRED SINGING
6238 When the Roll Is Called Up Yonder,
The Woodlawn Quartet
Let the Lower Lights Be Burning,
The Woodlawn Quartet
6239 How Wonderful Heaven Must Be — Organ Ac-
comp Eva Quartet, with W. J. Smith
You Can't Make a Monkey Out of Me — Organ
Accomp Eva Quartet, with W. J. Smith
RACE RECORDS
6243 Tea-Rollin' Blues— Vocal Blues Bertha Ross
Lost Man Bl ues — Vocal Blues Bertha Ross
6245 Trunk Busted — Suitcase Full of Holes — Vocal
Blues Jay Bird Coleman
Man Trouble Blues — Vocal Blues. Jay Bird Coleman
6244 I'm Gonna Dance Wit De Guy "CVot Brung
Me — Popular Vocal Frankie Jaxon
She's Got "It!" — Popular Vocal Frankie Jaxon
OLD-TIME PLAYIN'
6240 Coal Creek March — Banjo, with Guitar Accomp.,
Marion Underwood
Evening Star Waltz,
Da Costa Woltz's Southern Broadcasters
SPECIALS
6246 My Favorite Schottish (International) — Accord-
ion and Fiddle John Strom and How
Polka (Internationa!) — Accordion, Concertina
and Tuba Joseph Soukup-Joseph Peroutka
LIST FOR NOVEMBER 1
POPULAR DANCE RECORDS
6247 Is It Possible That She Loves Me?— Fox-trot,
with Vocal Chorus,
Eddie Miles and His Florentine Orch.
Give Me a Night in June — Fox-trot, with Vocal
Chorus ....Eddie Miles and His Florentine Orch.
6248 No Wonder I'm Happy — Fox-trot, with Vocal
Chorus Bob Deikman and His Orch.
Here Am I — Broken Hearted — Fox-trot, with
Vocal Chorus Bob Deikman and His Orch.
6249 There'll Come a Day — Blues, with Washboard,
Clarinet, Cornet and Piano,
The State Street Ramblers
Jack Ass Blues — Blues,
Alex Jackson's Plantation Orch.
POPULAR VOCAL
6250 (Who's Wonderful — Who's Marvelous) Miss
Annabelle Lee Irving Kaufman
Just Another Day Wasted Away. . .Irving Kaufman
6251 Bye-Bye, Pretty Baby The Radio Franks
Worryin' The Radio Franks
ORGAN
6252 Deep in My Heart (From "The Student
Prince") — Pipe Organ (Played on Wurlitzer
Organ in Studios of WENR, Chicago),
Cornelius Mafifie
Kiss Me Again — Pipe Organ (Played on Wur-
litzer Organ in Studios of WENR, Chicago),
Cornelius Maffie
HAWAIIAN
6253 Cunha Medley — Hawaiian Guitars,
Lei's Royal Hawaiians
Uluwehi O. Kaala — Hawaiian Guitars,
Lei's Royal Hawaiians
RACE RECORDS
6259 Honey, Turn Your Damper Down — Vocal Blues,
The Dunham Jazz Singers (Birmingham, Ala.)
Little Son of a Gun (Look What You Done
Done) — Vocal Blues; Guitars and Kazoos;
Accomp. by Arthur McCilaine Joe Evans
6260 Pork Chop Blues — Vocal Blues; Guitar Accomp.,
Sam Collins
Dark Cloudy Blues — Vocal Blues; Guitar Ac-
comp Sam Collins
6261 If You Want a Good Woman — Get One Long
and Tall — Vocal Blues, with Guitar and Piano
Accomp. by Will Jennings and Jimmy Allen,
Wiley Barner
My Gal Treats Me Mean (But I Can't Leave
Her Alone) — Vocal Blues, with Guitar and
Piano Accomp. by Will Jennings and Jimmy
Allen Wiley Barner
6262 I'm On My Way to a Great City — Sermon, with
Singing Rev. J. F. Forest
Sermon on Baptism — Sermon, with Singing,
Rev. J. F. Forest
COMIC
6254 Uncle Ezra's Funeral — Comic Monologue,
Harry Lawrence
Uncle Harry and Clarence — Comic Monologue,
Harry Lawrence
OLD-TIME SACRED SINGING
6255 I'm a Long Time Traveling Away From Home
■ — Organ Accomp.,
J. T. Allison's Sacred Harp Singers (Moody, Ala.)
I Belong to This Band-Hallelujah — Organ
Accomp.,
J. T. Allison's Sacred Harp Singers (Moody, Ala.)
6258 Rock of Ages,
Woodlawn Quartet (Woodlawn, Ala.)
Tell Mother I'll Be There,
Woodlawn Quartet (Woodlawn, Ala.)
OLD-TIME PLA\'JN'
6257 Black Eyed Susie — Guitar Accomp.,
Fiddlin' Dock Roberts
Waynesboro — Guitar Accomp.,
Fiddlin' Dock Roberts
OLD-TIME SINGIN' AND PLAYIN'
6256 Little Birdie — Banjo Accomp John Hammond
My Mamma Always Talked to Me — Banjo
Accomp John Hammond
Regal Records
DANCE RECORDS
8415 Together We Two — Fox-trot,
Fred Rich's Dance Orch.
Blue Baby (Why Are You Blue) — Fox-trot,
Yoeng's Dance Orch.
8416 Highways Are Happy Ways — Fox-trot,
Harry Reser's Dance Orch.
Kiss and Make Up — Fox-trot.
Harry Reser's Dance Orch.
8417 My Blue Heaven — Fox-trot,
Fred Rich's Dance Orch.
Will You Be True? — Fox-trot,
Imperial Dance Orch.
8418 Are You Lonesome To-night? — Waltz,
Nathan Glantz and His Orch.
Old Names of Old Flames — Waltz,
Nathan Glantz and His Orch.
8419 Barbara — Fox-trot Yoeng's Dance Orch.
Everybody Loves My Girl — Fox-trot,
Harry Reser's Dance Orch.
8420 There Must Be Somebody Else — Fox-trot.
Sam Lanin's Dance Orch.
Sugar — Fox-trot Sam Lanin's Dance Orch.
8421 Where Is My Meyer (From "Chauve Souris") —
Fo.x-trot Sam Lanin's Dance Orch.
Back Where the Daisies Grow — Fox-trot.
Imperial Dance Orch.
8422 There's a Cradle in Caroline — Fox-trot.
Fred Rich's Dance Orch.
Baltimore — Fox-trot Al Lynch and His Orch.
8423 Beneath Venetian Skies — Waltz.
Majestic Dance Orch.
Tired Hands — Waltz Majestic Dance Orch.
8242 Wherever You Are (From "Sidewalks of New
York") — Fox-trot Fred Rich's Dance Orch.
Play-Ground in the Sky (From "Sidewalks of
New York") — Fox-trot. .Fred Rich's Dance Orch.
VOCAL RECORDS
8425 Just a Memory — Male Duet, with Novelty Ac-
comp Radio Eddie-Harold Lambert
Charmaine — Tenor Solo, with Orch. Accomp..
Charles Harrison
8426 Just Once Again — Tenor Solo, with Orch.
Accomp Irving Kaufman
Dawning — Tenor Solo, with Orch. Accomp.,
Irving Kaufman
8427 Just Another Day Wasted Away — Male Duet,
with Novelty Accomp.,
Radio Eddie-Harold Lambert
Some Day, Sweetheart — Male Duet, with Novelty
-Accomp Radio Eddie-Harold Lambert
8428 My Blue Heaven — Tenor Solo, with Novelty Ac-
comp Don Rogers
A Shady Tree — Tenor Solo, with Novelty Ac-
comp Don Rogers
NOVELTY RECORDS
8429 Soldiers Song (Irish National Anthem) — Tenor
Solo, with Novelty Accomp Matthew Haskins
My Irish Home (Hogan Leaves Ireland) — Tenor
Solo, with Novelty Accomp Matthew Haskins
8430 I Know There Is Somebody Waiting — Male^
Duet, with Novelty Accomp Dalhart-Robison
My Boy's Voice — Tenor Solo, with Novelty Ac-
comp Vernon Dalhart
8431 Little Rosewood Casket — Tenor Solo, with Nov-
elty Accomp Vernon Dalhart
Mildred Doran's Last Flight — Tenor Solo, with
Novelty Accomp Vernon Dalhart
8432 Hawaiian Rose — Hawaiian Guitars, with VocaI_
Refrain Frank Ferera's Hawaiians
By the Calm Hawaiian Sea— Hawaiian Guitars,
with Vocal Refrain Frank Ferera's Hawaiians
8433 Mighty Lak' a Rose — Pipe Organ. Edmund Cromwell
The Sweetest Stofy Ever Told — Pipe Organ,
Edmund Cromwell
RACE RECORD
8434 Hard Hearted Papa — Comedienne, with Novelty
Accomp Miss Frankie
Mean Old Bed Bug Blues— Comedienne, with
Novelty Accomp Lizzie Miles
CHRISTMAS RECORDS
960 Holy Night, Peaceful Night— Tenor Solo, with
Orch. Accomp Billy Burton
Hark! The Herald Angels Sing — Male Trio.
Regal Male Trio
961 Adeste Fideles (Oh, Come All Ye Faithful),
Regal Male Quartet
Joy to the World — Male Quarte't. Regal Male Quartet
9939 Star of the East — Tenor and Baritone, with
Orch. Accomp Ballard- Wheeler
Silent Night— Male Quartet Stellar Male Quartet
9389 Kiddies' Patrol (Christmas Eve) — Descriptive,
with Orch. Accomp Walter Rogers
Kiddies' Dance (Christmas Morn) — Descriptive,
with Orch. Accomp Walter Rogers
8167 Hark! The Herald Angels Sing— Pipe Organ,
» Norbert Ludwig
Sdent Night, Holy Night — Pipe Organ,
Norbert Ludwig
8168 Adeste Fideles — Pipe Organ Norbert Ludwig
Holy Night — Pipe Organ Norbert Ludwi.g
Domino Records
4044
4045
4047
4048
4050
4051
DANCE RECORDS
4041 Everybody Loves My Girl — Fox-trot,
Yoeng's Dance Orch.
Barbara — Fox-trot Harry Reser's Dance Orch.
4042 Old Names of Old Flames— Waltz,
Nathan Glantz and His Orch.
Are You Lonesome To-night? — Waltz,
Nathan Glantz and His Orch.
4043 Sugar — Fox-trot Sam Lanin's Dance Orch.
There Must Be Somebody Else — Fox-trot,
Sam Lanin's Dance Orch.
Play-Ground in the Sky (From "Sidewalks of
New Y'ork") — Fox-trot. . Fred Rich's Dance Orch.
Wherever You Are (From "Sidewalks of New
York") — Fox-trot Fred Rich's Dance Orch.
Blue Baby (Why Are You Blue) — Fox-trot,
Yoeng's Dance Orch.
Together We Two — Fox trot.
Fred Rich's Dance Orch.
4046 Baltimore — Fox-trot Al Lynch and His Orch.
There's a Cradle in Caroline — Fox-trot,
Fred Rich's Dance Orch.
Will You Be True? — Fox-trot .Imperial Dance Orch.
My Blue Heaven — Fox-trot . Fred Rich's Dance Orch.
Tired Hands — Waltz Majestic Dance Orch.
Beneath Venetian Skies — Waltz,
Maiestic Dance Orch.
4049 Kiss and Make Up — Fox-trot,
Harry Reser's Dance Orch.
Highways Are Happy Ways — Fox-trot,
Harry Reser's Dance Orch.
Back ^Vhere the Daisies Grow — Fox-trot,
Imperial Dance Orch.
Where Is My Meyer (From "Chauve Souris")
Fox-trot Sam Lanin's Dance Orch.
VOCAL RECORDS
A Shady Tree — Tenor Solo, with Novelty Ac-
comp Don Rogers
My Blue Heaven — Tenor Solo, with Novelty
Accomp Don Rogers
4052 Some Day Sweetheart — Male Duet, with Novelty
Accomp Radio Eddie-Harold Lamben
Just Another Day- Wasted Away — Male Duet,
with Novelty Accomp.,
Radio Eddie-Harold Lambert
4053 Charmaine — Tenor Solo, with Orch. Accomp.,
Charles Harrison
Just a Memory — Male Duet, with Novelty Ac-
comp Radio Eddie-Harold Lambert
4054 Dawning — Tenor Solo, with Orch. Accomp.,
Irving Kaufman
Just Once Again — Tenor Solo, with Orch.
Accomp Irving Kaufman
NOVELTY RECORDS
0197 My Irish Home (Hogan Leaves Ireland) — Tenor
Solo, with Novelty Accomp Matthew Haskins
Soldier's Song (Irish National Anthem) — Tenor
Solo, with Novelty Accomp Matthew Haskins
0198 My Boy's Voice — Tenor Solo, with Novelty
Accomp Vernon Dalhart
I Know There Is Somebody Waiting — Male
Duet, with Novelty Accomp Dalhart Robison
0199 Mildred Doran's Last Flight — Tenor Solo, with
Novelty Accomp Vernon Dalhart
Little Rosewood Casket — Tenor Solo, with Nov-
elty Accomp Vernon Dalhart
0201 By the Calm Hawaiian Sea — Hawaiian Guitars.
with Vocal Refrain ....Frank Ferera's Hawaiians
Hawaiian Rose — Hawaiian" Guitars, with Vocal
Refrain Frank Ferera's Hawaiians
0202 The Sweetest Story Ever Told — Pipe Organ.
Edmund Cromwell
Mighty Lak' a Rose — Pipe Organ. Edmund Cromwell
RACE RECORD
4055 Mean Old Bed Bug Blues — Comedienne, with
Novelty Accomp Lizzie Miles
Hard Hearted Papa — Comedienne, with Novelty
Accomp Miss Frankie
CHRISTMAS RECORDS
0128 Holy Night, Peaceful Night — Tenor Solo, with ^
Orch. Accomp Charles Harrison
Hark! The Herald Angels Sing — Male Trio.
Domino Male Trio
0129 Adeste Fideles (Oh. Come All Ye Faithful) —
Male Quartet Domino Male Quartet
Joy to the World — Male Quartet,
Domino Male Quartet
0148 Star of the East — Tenor and Baritone, with
Orch. Accomp Ballard-Wheeler
Silent Night — Male Quartet. .Domino Male Quartet
0149 Kiddies' Patrol (Christmas Eve) — Descriptive.
with Orch. Accomp Walter Rogers
Kiddies' Patrol (Christmas Morn) — Descriptive,
with Orch. Accomp Walter Rogers
0162 Silent Night, Holy Night— Pipe Organ,
Norbert Ludwig
Holy Night — Pipe Organ | .... Norbert Ludwig
0163 Adeste Fideles — Pipe Organ Norbert Ludwig
Hark! The Herald Angels Sing — Pipe Organ,
Norbert Ludwig
Banner Records
DANCE RECORDS
6094 Baby Your Mother (Like She Babied You) —
Fox-trot Sam Lanin's Dance Orch.
Who Do You Suppose? — Fox-trot,
Hollywood Dance Orch.
f.095 Barbara — Fox-trot Al Friedman's Dance Orch.
Sick and Tired — Fox-trot Imperial Dance Orch.
6096 Together We Two— Fox-trot.
Fred Rich's Dance Orch.
The Talking Machine World, Nezu York, November, 1927
137
6097.
6099
MOO
6101
Will You Be True? — Fox-trot,
Hollywood Dance Orcli.
My Blue Heaven — Fox-trot,
Fred Rich's Dance Orch.
I Wonder How You're Spending Your EveninRs
Now — Fox-trot Imperial Dance Orcli.
6098 Highways Are Happy Ways — Fox-trot,
Harry Reser's Dance Orch.
Back Where the Daisies Grow — Fox-trot,
Hollywood Dance Orch.
Where Is My Meyer (From "Chauve Souris")
— Fox-trot Sam Lanin's Dance Orch.
Who's Got the Blues for You Now? — Fox-trot,
Missouri Jazz IJand
Everybody Loves My Girl — Fox-trot,
Harry Reser's Dance Orch.
That's When a Feller Needs a Sweetheart —
Fox-trot Missouri Jazz Band
Diane (I'm in Heaven When I See You Smile)
— Waltz Nathan Glantz and His Orch.
Take Me Back to Your Heart — Waltz,
Nathan Glantz and His Orch.
6102 The Sweetheart of Sigma Chi — Fox-trot,
AI Lynch and His Orch.
Washington and Lee Swing — Fox-trot,
Al Lynch and His Orch.
6103 Are You Lonesome To-night? — Waltz,
Majestic Dance Orch.
Tired Hands — Waltz Majestic Dance Orch.
6104 There Must Be Somebody Else — Fox-trot,
Sam Lanin's Dance Orch.
There's Always Somebody Looking for Some-
body— Fox-trot Six Black Diamonds
6105 Baltimore — Fox-trot Sheridan Serenaders
That's Where I Live — Fox-trot. Six Black Diamonds
6106 Kiss and Make Up — Fox-trot,
Harry Reser's Dance Orch.
Let's Make Love in the Moonlight — Fox-trot,
Hollywood Dance Orch.
6118 There's a Cradle .in Caroline — Fox-trot,
Fred Rich's Dance Orch.
Forgetting — Fox-trot Imperial Dance Orch.
(From "Ziegfeld Follies of 1927")
6119 Shaking the Blues Away — Fox-trot,
Harry Reser's Dance Orch.
Blue Baby (Why Are You Blue)— Fox-trot,
Al Friedman's Dance Orch.
VOCAL RECORDS
6107 Charmaine — Tenor Solo, with Orch. Accomp.,
Charles Harrison
Love Comes But Once in a Lifetime — Tenor
Solo, with Orch. Accomp Charles Harrison
6108 Just a Memory — Male Duet, with Orch. Ac-
comp Radio Eddie-Harold Lambert
Skies of Gray — Tenor Solo, with Novelty Ac-
comp Mort Stanley
6109 Dawning — Tenor Solo, with Orch. Accomp.,
Irving Kaufman
Am I Happy — Tenor Solo, with Novelty Ac-
comp. Irving Kaufman
6110 Just Another Day Wasted Away — Male Duet,
with Orch. Accomp. .. Radio Eddie-Harold Lambert
Nobody Loves Me — Tenor Solo, with Orch.
Accomp Mort Stanley
6111 My Blue Heaven — Tenor Solo, with Orch.
Accomp Don Rogers
I'd Rather Be Blue — Tenor Solo, with Orch.
Accomp Charles Harrison
6112 Just Once Again — Tenor Solo, with Orch. Ac-
comp Irving Kaufman
Let's Try All Over Again — Baritone Solo, with
Orch. Accomp Harold Lambert
6113 My Boy's Voice — Tenor Solo, with Novelty
Accomp Vernon Dalhart
Wreck of the C. & 0. No. 5— Tenor Solo, with
Novelty Accomp Vernon Dalhart
6114 I Know There Is Somebody Waiting— Male ..
Duet, with Novelty Accomp Dalhart-Robison
Mildred Doran's Last Flight— Tenor Solo, with
Novelty Accomp Vernon Dalhart
My Irish Home (Hogan Leaves Ireland) —
Tenor Solo, with Novelty Accomp.,
Matthew Haskins
Maloney's Christening — Irish Comic. „ ,.
Matthew and Mary Haskins
NOVELTY RECORDS
Hawaiian Rose — Hawaiian Guitars, with Vocal
Refrain Frank Ferera's Hawaiians
My Hawaiian Star— Hawaiian Guitars, with
Vocal Refrain Frank Ferera's Hawaiians
Under the Moon — Pipe Organ Edmund Cromwell
The Sweetest Story Ever Told — Pipe Organ,
Edmund Cromwell
6116 The Doll Dance— Piano Solo Jimmy Andrews
Dancing Shadows— Piano Solo Jimmy Andrews
RACE RECORD
6117 Mean Old Bed Bug Blues— Comedienne, with
Novelty Accomp Lizzie Miles
You Can't Have It Unless I Give It to You—
Comedienne, with Novelty Accomp Lizzie Miles
CHRISTMAS RECORDS . .
2063 Kiddies' Patrol (Christmas Eve) — Descriptive,
with Orch. Accomp Walter Rogers
Kiddies' Patrol (Christmas Morn)— Descriptive,
with Orch. Accomp Walter Rogers
2065 Adeste Fideles (Oh, Come, All Ye .Faithful)—
Male Quartet Banner Male Quartet
Joy to the World— Male Quartet, , „
Banner Male Quartet
2066 Holy Night, Peaceful Night— Tenor Solo with
Orch. Accomp ^V,"^^'"*'
Hark! The Herald Angels Sing— Male Tno,
Banner Male Quartet
2123 Star of the East— Tenor and Baritone, with
Orch. Accomp Ballard-Wheeler
Silent Night— Male Quartet. .. Domino Male Quar'e'
2134 Adeste Fideles— Pipe Organ .Norbert Ludwig
Hark! The Herald Angels Sing— Pipe Organ
Norbert Ludvvig
2135 Silent Night, Holy Night— Pipe Organ , ^ ^ , .
Nobert Ludwig
Holy Night— Pipe Organ Norbert Ludwig
Harmony Records
DANCE RECORDS
520-H Together, We Two— Fox-trot, with Vocal
Chorus Lou Gold and His Orch.
Go Home and Tell Your Mother (That I
Love You) — Fox-trot, with Vocal Chorus.
Lou Gold and His Orch.
502- H Baby Your Mother (Like She Babied You)
— Fox-trot, with Vocal Chorus,
Lou Gold and His Orch.
Here Comes the Show Boat— Fox-trot, with
Vocal Chorus Lou Gold and His Orch
503- H Where Is My Meyer?— Fox-trot, with Vocal
Chorus The Harmonians
Everybody ' Loves My Girl— Fox-trot, with
Vocal Chorus The Harmonians
523-H Up in the Clouds (From "The Five o Clock
Girl") — Fox-trot, with Vocal Chorus,
Broadway Bell Hops
Thinking of You (From "The Five o'clock
Girl") — Fox-trot, with Vocal Chorus,
Broadway Bell Hops
504- H There's a Cradle in Caroline— Fox-trot, with
Vocal Chorus Broadway Bell Hops
2170
2171
6115
10
10
10
10
10
10
10
10
CONSTRUCTIVE ARTICLES IN THIS
ISSUE OF THE WORLD
Ready Reference for Salesmen, Dealers and Department Heads
A One Million Dollar Business — How
Partners Succeeded With a One
Hundred Dollar Start 3
Average Seventy-five Sales a Month
in Small Communities 6
Exchange of Credit Information Be-
tween Merchants Increases Chances
Against Loss 8
Plan Your Christmas Sales Campaign
Now 10
Why Are Some Records Slow Moving
— Is It the Fault of the Record or Is
the Dealer to Blame? 12
Demonstrate Radio Sets as Quality
Product 14
How C. C. Baker Doubled Record
Sales by Installing Soda Fountain . 1 6
Boardman & Gray Receive Thirty Per
Cent of Radio Business From
Profitable Trade-ins . 22
Artistry in Radio Design Has
Wid ened Market 26-27
Profit-Winning Sales Wrinkles 32
Broadcast for Good Will and Stop
Praising Products 34
Late News Section 34a-34d
An Encouraging Trade Condition. . . 34b
Looking Ahead in Radio Merchandis-
ing 34b
Protection Through Credit Bureaus. . 34c
Making Demonstrations More Effective 34c
Eye Value Plus Quality Feature the
Most Modern Radio Cabinets. ... 40
General James G. Harbord Outlines
the R. C. A. Activities at Meeting
of Distributors 42
Need for Broader Effort in Radio Re-
tailing 48
Sales People to Tell How They Sell
Victor Red Seal Orthophonic Rec-
ords 50
Money-Making Suggestions for Am-
bitious Merchants 58
St. Louis Kolster Dealers Organize
Club to Discuss Sales Promotion
Work 70
Featuring the Musical Possibilities of
the Talking Machine 74
Profitable Radio Set Demonstration. 76
New Stores and Changes Among
Dealers During the Past Month. .88-90
Recording Artists in Concert Appear-
ances Invite Record Tie-Ups 106
In the Musical Merchandise Field. 125-127
Six Thousand Dollars Is Average
Dealer's Musical Merchandise In-
vestment 125-126
Knight-Campbell Music Co. Maintains
Club Rooms for Professional Musi-
cians 126
Musical Instrument and Accessories
Manufacturers Discuss Promotion
Drive 127
Gleanings From the World of
Music 129-132
The Latest Record Bulletins 1 33-1 37
CORRESPONDENCE FROM LEADING CITIES
Kansas City, 56 — Milwaukee, 60 Cincinnati, 66 New York, 68 St. Louis, 72
Akron-Canton, 72 — Pittsburgh. 82 — Minneapolis and St. Paul, 84 — Philadelphia, 92-
96 — Detroit, 98a— Portland. 100 — Baltimore, 101 — Boston, 1 02— Los Angeles, 104
— Chicago, 111-116 — Cleveland. 121 — Buffalo, 122 — Richmond, 123 — Toledo, 124
There Ain't No Land Like Dixieland to Me
— Fox-trot, with Vocal Chorus,
Broadway Bell Hops 10
508- H Lucky in Love (Intro.: He's a Ladies' Man,
(from "Good News") — Fox-trot, with Vocal
Chorus The Harmonians 10
Rainbow of Love — Waltz, with Vocal Chorus,
Broadway Bell Hops 10
519-H Yesterday — iWaltz, with Incidental Singing,
Andy Sannella and His All-Star Trio 10
Diane (From "Seventh Heaven") — Waltz,
with Incidental Singing,
Andy Sannella and His All-Star Trio 10
511- H Are You Lonesome To-night? — Fox-trot, with
Vocal Chorus Newport Society Orch. 10
I'm WaLkin' on Air — Fox-trot, with Vocal
Chorus Newjiort Society Orch. 10
521- H Headin' for Harlem (From "Sidewalks of
New York") — Fox-trot, with Vocal Chorus,
Brown-Morris Orch. 10
I Left My Sugar Standing in the Rain (And
She Melted Away) — Fox-trot, with Vocal
Chorus Brown-Morris Orch. 10
509- H Sailin' On — Fox-trot, with Vocal Chorus,
The Harmonians 10
A Siren Dream — Fox-trot,
Lou Gold and His Orch. 10
510- H Zulu Wail— Fox-trot University Six 10
Clementine (From New Orleans) — Fox-trot,
Original Indiana Five 10
505- H I Ain't Got Nobody (And Nobody Cares for
Me) — Fox-trot The Arkansas Travelers 10
Birmingham Break-Down — Fox-trot,
The Arkansas Travelers 10
VOCAL RECORDS
512- H Together, We Two — Vocal ... Irving Kaufman 10
Yesterday — Vocal Irving Kaufman 10
514- H Our American Girl — Vocal, with Accomp. by
Newport Society Orch Irving Kaufman 10
White Wings, Carry Me Home — Vocal, with
Accomp. by Newport Society Orch.,
Irving Kaufman 10
507-H A Shady Tree — Novelty Singing Quartet,
The Harmonizers 10
I Told Them All About You— Novelty
Singing Quartet The Harmonizers 10
524-H My Blue Heaven — Vocal Harold Rodman 10
The Beggar — Vocal Harold Rodman 10
506- H Can't Yo' Hear Me Callin', Caroline— Vocal,
Mack Allen 10
Mighty Lak' a Rose — Vocal Mack Allen 10
522- H Where Is My Meyer? — Vocal.. Jack Kaufman 10
Who's That Pretty Baby?— Vocal,
Jack Kaufman 10
513- H Play-Ground in the Sky (From "Sidewalks of
New York") — Vocal Jane Gray 10
Mister Aeroplane Man (Take Me Up to
Heaven) — Vocal Jane Gray 10
CHRISTMAS RECORDS
516- H Medley of Christmas Carols — Parts 1 and
2 — Vocal Harmony Quartet 10
515- H Christmas Chimes Yuletide Orch, 10
Cathedral Chimes Yuletide Orch. 10
517- H Oh. Come, All Ye Faithful (Adeste Fideles)
Vocal Stellar Quartet 10
Hark, the Herald Angels Sing — Vocal,
Stellar Quartet 10
5I8-H Star of the East— Vocal,
Dolly Vernon and Male Quartet 10
It Came Upon the Midnight Clear — Vocal,
Criterion Quartet 10
Bell Records
541
542
Boys
Men
Meh
539 Charmaine — Waltz The Melody Men
.'Silver Moon — Waltz Imperial Dance Orc8.
540 Dancing Tambourine — Fox-trot. .. .The Melody Mert
On the Road to Nowhere — Fox-trot,
Imperial Dance Orch.
It Was Only a Sunshower — Fox-trot,
Bell Record Boys
Back of Every Cloud — Fox-trot. .. Bell Record Boy.-!
Give Me a Night in June — Fox-trot. . Imperial Dance
Just Dreaming of You — Fox-trot. ... Imperial Orch.
543 Are You Happy? — Fox-trot. ... Pennsylvania Players
A Nice Honey Moon — Fox-trot. Pennsylvania Players
544 Some Day You'll Say O. K.^ — Fox-trot,
Bell Record
To-hight I'm Thinking of You — Fox-trot,
Bell Record Boys
545 Oo-Maybe It's You — Fox-trot Melody
Never — Walz Melody
546 Baby Feet Go Pitter Patter — Fox-trot,
Marlborough Dance Orch.
I'll See You in Kentucky — Fox-trot,
Marlborough Dance Orch.
547 Varsity Drag— Blues Follies Club Orcti.
Low-Down, Sawed Off Blues — Blues,
Original Indiana Five
548 Just a Memory — Tenor Solo Charles Hart
Wonderful Waltz of Love — Baritone Solo,
Arthur Fields
549 You Only Want Me When You're Lonely —
Tenor Solo Charles Hart
When a Fellow Needs a Sweetheart — Baritone
Solo Joseph Slee
My Blue Heaven — Tenor Solo Charles Hart
What's the Use — Baritone Solo Arthur Fields
551 Together, We Two— Fox-trot Club Folly Orch.
I Found Happiness — Fox-trot Club Folly Orch.
552 There Must Be Somebody Else— ;Fox -trot,
California Syncopators
How D'ya Like My Sweetie — Fox-trot.
California Svn'copators
553 The Beggar — Fox-trot Club Folly Orch.
Some One Stole My Sweetie — Fox-trot.
Club Folly Orch.
554 Go Home and Tell Your Mother — Fox-trot,
Bell Record Boys
She's My Baby Now — Fox-trot. .. .Bell Record Boys
555 Did You Mean It — Fox-trot Imperial Orch.
On a Moonlight Night — Fox-trot ....Imperial Orch.
558 There's a Cradle in Caroline — Tenor Solo.
Willie Rose
Across the Line From Carolin' — Baritone Solo,
George Beaver
559 Where Is My Meyer? — Novelty Solo. Jack Kaufman
Every Day's a Holiday — Novelty Solo,
Jack Kaufman
560 I Lost My Heart — Baritone Solo Ernest Hare
Will You Always Be the Same Sweet Girl? —
Baritone Solo Ernest Hare
550
INDEX TO ADVERTISERS
Acme Electric & Mfs. Co 22
Adler Mfg. Co 99
Allen-Hough Mfg. Co Insert between pages 42 and 43
Alto Mf£. Co 116
American Mica Works 76
Amplion Corp. of America ^8, 39
Andrea, Inc., F. A. 1) 71
Apex. Div. U. S. Elec. Corp 75
Arco Electrical Corp 35
Plymovith Furniture Co US
Atlas Plywood Corp 34
Atwater Kent Mfg. Co 64, 65
Audak Co 24, 25
A-Z Corp 13
B
Bacon lianjo Co
Baldwin, Inc., Nathaniel
Baritone Mfg. Co
Barker Wholesale Co
127
120
98b
27
Belmont Corp , 27
Bell Record Co 58
Bent Co., Geo. P 1""
Berg Auto Trunk & Specialty Co 103
Berlin, Inc., Irving ■ 129
Blacknian Distributing Co Insert facing page 59
Boudette Mfg. Co -. 42
Briggs & Stratton Corp 63
Brilliantone Steel Needle Co 61
Broadway Music Corp 133
Brooklyn IVfetal Stampins Corp ''■'ih
Bruno & Son, Inc., C 83, 127
Brunswick-Balke-Collender Co Front cover, 5, 7
Buckingham Radio Corp 85
Burke Co., L. H 27
Burt Bros '21
Bush & T.ane Piano Co
Camden Artcraft Co 116
Carryola Co. of America .. Insert between pages M and 3.i
Case Div. U. S. Elec. Corp 75
Caswell Mfg. Co 47
Charniaphone Co
Claremont Waste Mfg. Co 60
Classified Want Ads 128
Columbia Phonograph Co., Inc Insert facing page 18
Columbia Wholesalers, Inc 101
Consolidated Talking Jfachine Co 91, 110, 112
Crosley Radio Corp 109
D
Deca Disc Phonograph Co 90
De Sylva, Brown & Henderson 131
Ditson & Co., Chas. H 102
Ditson & Co., Oliver 102
Doehler Die Casting Co 18
Droop & Sons Co., E. F 70
Dubilier Condenser Corp 56
Duro Metal Products Co 23
E
Edison Inc., Thos. A Back Cover
Ehlert Radio Furn. Co 118
Electrical Research Labs Insert facing page 67
Empire Phono. Parts Co Insert facing page 34
Ernest & Co., G. D 86
E.xcel Phonograph Mfg. Co 54
Fansteel Products Co., Inc 41
Farrand Mfg. Co 33
Federal-Brandes Corp 44, 45
Feist, Ler>, Inc 131, 135
Fischer Co., J. A Insert facing page 26
Forster-Chicago 130
Fox Pub. Co.. Sam 132
Frangipane & Co., Andrew P 11
Freed-Eisemann Radio Corp Insert facing page 43
Freshman Co., Chas 15
General Electric Co 97
General Industries Co 79, 93
Gennett Records Inside back cover
Gibson-Snow Co., Inc 27
Gold Seal Electrical Co 89
Gould Storage Battery Co 95
Greater City Phonograph Co 27
Greene-Brown Mfg. Co 115
Grigsby-Grunow-Hinds Co 76
Guden & Co.. H. A 28
H
Hassler Texas Co 27
Homophon Co 74
Hohner, Inc., M 126
Hyatt Electric Corp 124
llsley, Doubleday & Co 52
International Mica Co 46
J
Janette Mt's. Co
Jewell Elec. Inst. Co.
Jewel Phonoparts Co.
19
82
119
K
Kellogg Switchboard & Supply Co 36, 37
Kent Co., F. C 50
Kimball Co., W. W m
Ktiickerbocker-Schoverling-Daly & Gales 4
Kohler Distributing Co 27
Kokomo Electric Co
Krasco Phono. Motor Co 10*
Lorentzen, H. K.
105
M
Magnavox Co ^'
Mar^h Laboratories ^20
Mayer & Co ^7
Mohawk Corp. of Illinois 53
.Moulded Wood Products Co Insert lac;ng page 35
Moore-Bird Co 27
N
National Carbon Co 29
National Lock Co 40
National Publishing Co 26
Newcombe-Hawley 73
New York Album & Card Co 6
Northern Maine Plywood Co SO
Northwestern Cooperage & Lumber Co 62
Okeh Phonograph Corp 48, and insert facing page 50
Oro-tone Co ''2
I'eckham Mfg. Co
Peerless Album Co
Peirce-Phelps, Inc
Penn Phono Co
Perryman Elec. Co
Philadelphia Badge Co
Philadelphia Victor Distributors 92
Pierson Co ' 116
Playertone T. M. Co Insert facing page 27
Plaza Music Co Insert between pages 26 and 27
56
8
27
96
59
94
Plywood Corn -^q
Polk Co.. Inc.. James K 27
PollackWelker, Ltd 51
R
Radio Corp. of America Insert facing page 10
Raytheon Mfg. Co 73
Red Lion Cabinet Co 43
Reliance Battery Products Co 27
Rene Mfg. Co
Richards, Inc.. C. A 27
Rola Corp Insert facing page 66
Roberts Co.. H. T 69
s
Sandar Corp gi
Scanlan Elec. Mfg. Co ij?
Schilling Press, Inc 107
Schultz, Inc., H. C 27
Sentinel Div. U. S. Elec. Corp 75
Shamrock Mfg. Co 55
Slagle Div. U. S. Elec. Corp 75
Sonora Phono Co., Inc 27, 30 31
-Splitdorf Radio Corp Insert facing page 58
Star Machine & Nov. Co 5
Starr Piano Co 12, inside back cover
Sterling Mfg. Co 67
Sterling Roll & Record Co 27
Stevens & Co 68
Stewart-Warner Speedometer Corp 106
Strevell-Paterson Hdw. Co 27
Slromberg-Carlson Telephone Mfg. Co 9
Studner-Cummings 122
•Superior Cabinet Co 122
Swan-H-averstick Corj) 66
.Symphonic .Sales Co 57
T
Talk-Back Record Co 104
Tay Sales Co 27
Televocal Corp 32
Temple, Inc 77
Thorens, Inc 88
Toman & Co., E Inside front cover
Trilling & Monta.gue 94
Twentieth Century Radio Corp 27
u
Udell Works 46
Unique Reproduction Co 70
United Air Cleaner Co 114
United States Elec. Corp 75
Utah Radio Products Co 17
V
Van X'een & Co. Inc ; 16
Vesta Battery Corp 49
Victor Talking Machine Co 20, 21
Vita-Phonic Products Corp 34c
Von Tilzer, H. J 136
w
Wall-Kane Needle Mfg. Co 123
Weston Elec. Inst. Corn 14
Weymann & Son. H. A 96
White Co., H. N 125
Wolf Mfg. Inds., The 84
Woolf, J. W. & W. L 120
Wondertone Phono. Co Inside front cover
Work-Rite Div. U. S. Elec. Corp 75
Y
Yahr-Lange, Inc 105
z
Zenith Radio Corp 113
138
he Talking Machine WdrM, Nexv York, November, l'>27
I
I
HERE IT IS !
THE
RECORD
„ w JL JL JLX . I 6012-A % ^^^n^
JUST A MELODY
(Sablioa)
Vernon Dalhan & Carton
KoUson
CuiMr. vioUti * Cello Acc.
•iMHirTT REOoma*
RICItMONO, IWOl
PROFIT
Bennett
Black Label — Seventy-five Cents
The improved Gennett Sales Plan eliminates all possibility
of dead stocks New quotations guarantee larger profits*
GENNETT RECORDS
RICHMOND, INDIANA
y
''Close-up'' niMsic was bom with
the astounding EDISONIC
"Close-up" music is Thomas A. Edison's
latest invention. Like the close-up of the
movies, it brings the artist right up to
you. Instead of a thin outline of far-away
sound, Edisonic music is near, surging,
vibrant, it literally floods the room. And
it is complete music — music with a new
dimension in which each instrument,
each voice, each note, stands out in
heautifully-rounded relief. -<->- -<->-
"Close-up" music was launched to the
public in a double spread in The
Saturday Evening Post of October
22; pages in November and
December will follow. -<->- -t-t-
Ordinary
Phonograph Music
Here is a visualization
of music as played by an
ordirecryphonograph. It
is far-away ++ formless ++
a mere outline of thin
sound, unshaded and
incomplete.
Are you going to have your share of
this business? Will you be ready to par-
take of the pre-Christmas interest in
Edisonics as gifts? -•-»- -<~>- -<••>- -<-»-
You have a great talking point — a great
selling point — in "Close-up" music. You
have the greatest name in the phono-
graph world to help you make salei's; you
have the advantages of the Edison ethical
dealer policy — which assures long profits.
You know that you can put faith in the
Edisonic — backed by the great
Edison laboratories. Write today —
to your jobber — for complete
information. Name below —
£disontc
The Schubert Edisonic — at
$135. Compact, beautifully
proportioned, Ouished in
two ■ tone English Brown
Mahogany.
Edisonic
Close-up Music
Here is a visualization
of the same music as Re-
created by the new
Edisonic. The music, like
this picture, is close up,
is complete. There is full
detail ++ form to every
sound. There is depth,
perspective, beauty . . •
the living artist seems
present in the room.
THE DISTRIBUTOR NEAREST YOU
ADDRESS
EDISON PHOISOGRAPH DISTRIBUTING
CO., ORANGE, N.J.; 3130 S. Michigan Ave.,Chicago:
128 Chartres St; Now Orleans; 1267 Mission
St., |San Fraccisco: St. Thomas, Onl.. Canada;
W.A.MYERS, 761 W.Edwin St., Williamsport,
Pa.; B. W. SMITH,Inc.,2019Euclid Ave., Cleve-
land, Ohio; PROUDFIT SPORTING GOODS
CO., 2327 Grant Ave., Ogden, Utah;GIRARD
PHONOGRAPH CO., Broad and Wallace Sts.,
Philadelphia; C. B. HAYNES CO., Inc., 19 W.
Broad St., Richmond, Va.; SILVERSTONE
MUSIC CO., 1114 OKve St., St. Louis, Mo.
roL. xxin. NO. 12
SINGLE COPIES, 25 CENTS
PER YEAR, TWO DOLLARS
Published Each Month by Federated Business Publications, Inc., at 420 Lexington Ave., New York, December, 1927
1928
and
Both Spell
Opportunity
Entered as second-class matter May 2. 1905, at the post office at New York, N. Y.. under the act of Congress of March 3, 18;9.
The Talkiiij Machine Jl'orld, Xezc York, December, 1927
In extending Christmas Greetings to the
phonograph industry with tlie hope that
1928 will bring unbounded happiness and
prosperity we must also pay a well deserved
tribute to the courage and aggressiveness of
the individual members of the industry who
have again placed the phonograph in the
front lines of America's social and commer-
cial activities.
^sianujactured hy
E* Toman & Co.
2621 West 21st Place
CHICAGO. ILL.
We are very happy to have this opportunity
to thank the manufacturers and dealers for
their recognition of TOMAN quality during
the past twelve months. The new TOMAN
Reproducer No. 2 and the new TOMAN
"Helical" Tone Arm set are acknowledged
standards today in the phonograph industry.
We are preparing to give the trade enhanced
service and co-operation in 1928 in appre-
ciation of their support and loyalty to
TOMAN products.
Sales Distributor
Wondertone Phonograph Co.
216 No. Michigan Ave.
CHICAGO, ILL.
The Talking Machine World
Vol. 23. No. 12
New York, December, 1927
Price Twenty-five Cents
Analysis of markets provides trade tcilh accurate statistics
regarding the business situation in each territory. Informa-
tion gives to the retail dealer facts that should prove invaluable
in determining the business possibilities in his field of operations.
istribution Census Gives Vital
Music-Radio Market Data
OF direct interest and importance to every
business man in the countr)', whether he
is a manufacturer, a wholesaler or re-
tailer, is the census of distribution now being
conducted by the United States Bureau of the
Census as a result of the National Distribution
Conference held under the auspices of the
Chamber of Commerce of the United States in
1925.
It was felt, and properly, that ~
there was altogether too little
known regarding the markets of
the country, and particularly the
extent of the distribution facili-
ties for various products. It was
realized, too, that an accurate
knowledge of the distributing ac-
tivities of the country is of dis-
tinct economic value to the manu-
facturer, particularly in the map-
ping out of his factory produc-
tion schedule, and in covermg
the various sections of the coun-
try more equally from a sales
standpoint, and to the wholesaler
and retailer in providing him
with accurate statistics regarding
the business- situation in his own
particular territory.
The National Distribution Con-
ference asked Secretary of Com-
merce Hoover to appoint a Committee on the
Collection of Business Figures to study and
report upon statistical needs in the field of
merchandise distribution. In acceding to the
request, and appointing such a committee under
the chairmanship of Owen D. Young, Secretary
Hoover said: "We are almost wholly lacking in
the basic data as' to distribution. We know our
production in most important lines of activity.
We know a great deal about stocks of com-
modities in the hands of producers. We know
very little as to stocks in the hands of con-
sumers, the area of distribution in any com-
modity. If we had a census of distribution I
am convinced that this information would auto-
matically eliminate a great amount of waste in
the whole distribution machinery."
It was recognized that the Bureau of the
Census was best organized to carry on the
>urvey and in its work the Bureau has had the
lull co-operation of the Committee of. the
Chamber of Commerce of the United States,
and committees representing local chambers in
the sections where distribution surveys have al-
ready been made.
- The information that has been obtained is of
importance to the retailer, for it gives him
which indicates the number of families he
might logically be expected to serve; average
inventory; wages and earnings of selling and
non-selling employes; average annual sales per
capita population; average percentage of the
amount of money spent in his city annually
that goes for the purpose of the products
which he distributes, and many other facts that
What the Census Means to the Trade
STUDY of figures gives the retailer an idea of the competition
with which he is faced; average inventory of retail stores;
wages and earnings of selling and non-selling employes; average
annual sales per capita; average percentage of public expenditures
for the products he distributes and information that enables the
dealer to gauge whether his Jjusiness is better or worse than the
average. ^ ork has just been started by the United States Bureau
of Census and three cities, namely, Baltimore, Syracuse and Denver,
have already been covered. The work is under way in other cities
throughout the country and the committee appointed by Secretary
of Commerce Herbert Hoover, which is headed by Owen D. Young,
will make pul)lic its findings from time to time as data from each
locality are completed. Dealers should analyze these reports.
enable the individual dealer to gauge whether
his business is better or worse than the aver-
age, whether his overhead and his costs are
loo high or too low, and mucli other informa-
tion of incalculable value to the man who wants
to know where he stands in business.
Thus far, a distribution census has been made
of several cities, reports being issued on Balti-
more, iMd.; Syracuse, N. Y., and Denver, Col.
iMeanw'hile the work has already been carried
on in Atlanta, Chicago, Fargo, Kansas City,
Providence, San Francisco, Seattle and Spring-
field, 111. All the field work in these cities has
been completed and the results are now being
tabulated, in order to provide for early publica-
tion.
The reports on Baltimore, Syracuse and Den-
ver, now available, may be said to represent an
interesting cross section of the country's busi-
ness, one of the cities being -in the South so-
called, another in the North and the third in
the West.
The first figures issued were those concern-
ing Baltimore, which were divided into 71 com-
modity classifications. This trade of ours, of
course, is interested primarily in the figures
relative to the establishments dealing in musi-
cal instruments :and radio which are handled
under- these two definite classifications. With
fairly accurate figures regarding proportion of
stores to population of the stores in his line,
See second lusl page for Index of Articles oj Interest in this issur of The World
a population according to Census Bureau es-
timates of 792,296, Baltimore absorbs annually
musical instruments, including phonographs and
sheet music, to the value of $2,146,700, and radio
sets and supplies to the value of $1,642,200, a
grand total of $3,788,900 spent annually through
accredited channels for media for producing or
reproducing mtisic. This is only about $3.86 per
capita, out of a grand total of
$456.72 per capita spent annually
lor all commodities, including
food and clothing. This in itself
gives some idea of the market
that still remains in that city for
the musical instrument field.
For the distribution of musi-
cal instruments, phonographs and
sheet music, there are listed
ninety outlets with annual sales
of $2,534,100. This, of course,
takes in all types of stores in
\\ hich musical instruments and
sheet music of any kind are sold
in connection with other lines,
such as department stores, five
and ten cent stores, drug stores,
etc. There are, however, 49 es-
tablishments devoted primarily to
the sale of musical instruments
and sheet music with an annual
business of $2,146,700. Unfor-
tunately, the various types of musical instru-
ments such as pianos, band instruments,
phonographs, etc., are not classified in the cen-
sus, radio being the single exception.
Comparative figures relative to inventories,
salaries, number of employes, etc., were based
on reports from these 49 establishments de-
voted primarily to the retailing of musical in-
struments for the reason that in the other out-
lets it was not possible to separate easily the-
various commodities, and in many cases sales
and business expenses were listed under the
classification in which the store primarily be-
longed, whether drugs, department store, etc.
Particularly interesting is the fact that in
Baltimore there is only one music store to
16,490 of the population of the city, which gives
to the dealer a wide range in which to operate,
inasmuch as in a survey made in some 30 cities
a year or so ago, it was found that there was
one music store to every 12,934 of the popula-
tion, ranging from Cincinnati, -with a store to
every 5,280 to Columbus with one store for
every 23,703. Annual sales per establishment
are given as $44,104, and sales per capita $2.67,
or .58 per cent of all the sales made in the
commodities listed in the census.
The 49 music stores give employment to 346
(Continued on page 14)
Looking Back-And Ahead to 1928
Progiess Made in the Year Drawing to a Close Places the Trade
in an Excellent Position to Merchandise Profitably in 1928
Now that 1927 is drawing to a close it
is time for the trade to look back over
the developments of the last twelve
months; analyze the progress made in the talk-
ing machine and radio industries and plan to
reap the full benefits in the j-ear to come.
A Year of Readjustment
Xineteen hundred and twentj-seven was
largely a year of readjustment with a view to
stabilization in two industries that had suffered
heavy losses through obsolescence of lines and
that were undergoing a strenuous period of
evolution. First, talking machine models under-
went radical changes, until the instrument of
lo-day was perfected and marketed in quantities
10 meet the demand of the trade and the pub-
lic. Many dealers were caught with- merchan-
dise which they found exceedingl}- difficult to
move in their stores. Others were without mer-
chandise to meet the demand, the result being
a slowing down in sales volume that interfered
seriously with profits. Second, the year pre-
vious and the early months of the present year
witnessed important changes in design. Manu-
facturers were constanly bringing out new
products and dealers had a problem on their
hands similar to that which they faced in con-
nection with the talking machine.
Many Problems Solved
Happily, the period of uncertainty in both the
talking machine and radio industries is history.
Dumping of merchandise on the market by
manufacturers and wholesalers now is the ex-
ception rather than the rule. The Radio Manu-
facturers Association and other trade bodies
have attacked these vital problems and have
brought about reforms that can not be over-
estimated. Holding the R. M. A. Radio Trade
Show in June instead of in the Fall for the in-
troduction of new lines proved a boon to the
entire retail trade. The Radio Standards Com-
mittee of the R. M. A., in co-operation with
similar committees of other associations, has
(lone much to bring about standards of prac-
tice that are certain to save the industry mil-
lions of dollars. Many of the manufacturers
who could not stand the strain of the early
days in radio have passed from the picture and
those remaining, with the exception of the usual
mortality in any growing industry, are steadily
strengthening their positions and constantly
improving their products.
The dealers themselves have learned much
about radio merchandising that they did not
know a year ago. Problems that seemed in-
surmountable then have been solved and retail
buying and selling has taken on that certainty
that comes only with knowledge of a product
and its appeal to the public. Service still re-
mains the most important problem for many
dealers. On the other hand the service ques-
tion is one that can be solved. Other dealers
have done away with the objectionable features
of this phase of merchandising radio. Associa-
tions have given valuable aid to the retail trade
in this connection. The Federated Radio Trades
Association has given much time to study of
the matter, with the result that many dealers
are profiting by the suggestions made, following
a thorough analysis of the entire situation.
Other associations have done similar work.
Trade in Better Position to Profit
What bearing has all this on the year 1928?
The answer is simple enough. The progress
made during the past j-ear has placed the trade
in a better position than it ever has enjoyed
before to merchandise on a profitable basis.
First, there are the talking machines and records.
The instruments have been brought to a state
of perfection undreamed of only a year ago.
The various models have been designed along
lines that make them supreme both in perform-
ance and beauty. Manufacturers have reached
the point of smoothness in production that is
certain to strengthen the position of the retail
trade. This is so for the reason that the dealer
need no longer turn away business because
there is little hope of securing a sufficient num-
ber of a certain much-in-demand model for
perhaps months. The advertising departments
of the manufacturers are broadcasting the won-
ders of their new products to millions of people
through national magazines and newspapers, a
■^ales help for the dealer that very often is too
little appreciated. The publicity departments
of these organizations are sending out a steady
stream of consumer literature for the use of the
retailer that should go far to break down sales
resistance on the part of potential customers.
Talking machine records that are little short
of remarkable are being produced, together
with special advertising on individual numbers
that has already had an appreciable effect on
retail sales.
Radio Industry More Stabilized
Insofar as radio is concerned the dealer is
enjoying the fruits of a stabilized industry,
with many of the costly mistakes eliminated.
The products not only are satisfactory, but they
are now almost foolproof, and the retailer who
finds it necessary to give a volume of free
.service that consumes the profit on the sale
had better analyze his methods. If this is the
case improvement is imperative, but that is up
to the individual dealer.
Energetic Sales Promotion Needed
The part of the retail trade in the prosperity
of 1928 is to push the products handled in
every conceivable manner. The time has come
both in the talking machine and radio trade
when the sales volume of the dealer depends
upon the success of his sales promotion cam-
paign. Mere excellence of product no longer
insures retail turnover. There is too much
competition. And the dealer cannot expect
more from manufacturers in the way of sales
helps. He must supplement the campaign of
the manufacturer and jobber with his own local
efforts. The dealer who does this intelligently
and aggressively wiW find things coming his
way in 1928.
Seeks Radio Physicist
The United States Civil Service Commission
recentl}- announced an open competitive exami-
nation for a junior physicist (radio). Applica-
tions must be on file not later than December
30, and the Commission will hold the competi-
tive examination about ten days after the close
of receipt of applications. Complete informa-
tion may be obtained from the Civil Service
Commission, Washington, D. C.
Should Help Trade
It is estimated that more than two million
dollars will be spent for radio talent alone in
sponsored programs during 1928.
Cfjrisitmag (greetings? to tfje Crabe
''NYACCO'' Manufactured Products
NYACCO Record Albums
NYACCO Radio Sets
NYACCO Portable Phonographs
NYACCO Photograph Albums
NYACCO Autograph Albums
Twenty years' manufacturing experience enables us to offer the trade a line that is tried and proven.
Jobbers and Dealers: Write us for full information.
I NEW YORK ALBUM & CARD CO., Inc.
1 Established 1907
I Note TSIew Address - - - - 64'68 Wooster Street, New York
The Talking Machine World, Netv York, December, 1927
SEASON'S GREETINGS
to the
MUSIC TRADES
There is a Brunsw ick Panatrope to
suit e\'ery pocketbook. At left is
Model 8-7 (exponential t3'pe), list
price S90. Below, Brunsw ick Pana-
trope with Radiola Model 148-C,
list price $1,275.
Since its introduction about tuo
3'ears ago, the Brunswick Panatrope
has proved one of the most inter-
esting musical developments ever
offered the American public.
Sonmmick
THE BRUNSWICK-BALKE-COLLENDER CO., Chicago, New York. Branches in all Principal Cities
6
The Talking Machine World, Neiv York, December, 1927
Albany Radio Trades Assn.
Code Protects Customers
Organization Composed of Distributors and
Dealers Agrees on Code of Ethics Which
Provides for the Protection of the Public
Albany, N. Y., December 7. — Radio purchasers
of this city and vicinitj- are being protected
through the functioning of the Albany Radio
Trades Ass-ociation, formed last September and
which includes as members practicalh- e\ery
radio dealer and distributor in Albany. The
code adopted by the Association includes
the following: Practices: "To better sers-e the
public, creating confidence in radio, and in gen-
eral the building up and the stabilizing of the
radio business we agree to the following:
"To carefully study the apparatus which we
offer for sale in order that we may not over-
rate the ability of the device and thus mislead
the purchaser.
"To instruct all sales people and representa-
tives in the use and limitations of all appara-
tus.
"To carefully and truthfully describe the ma-
terial ofifered to the public through newspaper
or other printed advertisement.
"To enumerate and describe all articles which
may be offered as a part of a radio combina-
tion, and
"To test out every radio receiver before de-
livery to the customer, making sure that it
functions in accordance with the standards set
b.\- the manufacturer."
Abbot Price Go. Chartered
The Abbot Price Co., 30 North LaSalle street,
Chicago, 111., was recently incorporated to manu-
facture and deal in radio and phonograph ap-
paratus, supplies and equipment, with a capital
of 200 shares of no par value stock. The in-
corporators are Samuel A. Litman, Cobert
Etshokin and ,M. A. Riskind.
Secures Good Will and Busi-
ness From Newspaper Items
M. T. Sorensen Is Weekly Contributor to Local
Newspaper, Writing Short Articles on Proper
Care of the Phonograph and Its Parts
Siou.x City, Ia., December 7. — M. T. Sorensen,
of the Phonograph Supply Co., local distributor
of phonograph supplies and j.ccessories, has
added considerably to the good will enjoyed
by his concern and has brought in a large
amount of business for the repair department
conducted by the firm, hy contributing an article
on the care of the phonograph or parts of the
phonograph each week to the local newspapers.
Articles recently written by Mr. Sorensen in-
clude such titles as "Phonograph Springs Deli-
cate ilechanisms," "Care of the Phonograph
Will Lengthen Life," "Phonograph Motor Has
Need of Proper Oiling" and "Phonographs
Much Neglected."
The Peerless Vanity
ORE than all else does PEERLESS
cherish the good will of its ever-increas-
ing number of patrons. The dollar and cents re-
turn is of secondary importance compared with
the growth of our clientele, in which respect
the closing year was monumental.
^tr HERE is deep satisfaction in our feeling
of pride in welcoming so many new cus-
tomers.
\\% ITH a full realization of our responsi-
bility for the maintenance of quality,
service, and a square deal, we wish to extend
the season's best greetings to our customers
and to the entire industry, and our sincerest
wishes for a banner year in 1928.
PEERLESS ALBUM CO.
PHIL. RAVIS, President
636«63S BROADWAY, NEW YORK
Peerless Junior
The Talking Machine World, New York, December, 1927
BRUNSWICK
Foreign Language Records
ITALIAN GERMAN
POLISH UKRAINIAN RUSSIAN
/// additio?! to on?- ah'eady popular series of
JEWISH MEXICAN SPANISH
Rena Pfififer, So-
prano. Star of the
Viennese Opera.
Her first record is:
Die A'aclit
(Rubinstein)
Icli Licbe Dicli
(Grieg) 53002
77000
International
fVIENNESE BONBONS (Joh. Strauss)
j Waltz
[BLUE DANUBE (Joh. Strauss) Waltz
I Marek Weber and His Adlon Orchestra
[EL HUERFANO— Tango
57000{ JULIAN (Donato)— Tango
I Marek Weber and His Adlon Orchestra
German
fDAS TREUE MUTTERHERZ
I (Ohlsen-Zeise)
53011-iNOCH SIND DIE TAGE DER ROSEN
I (Baumgartner)
[ Hans Schwarz, Tenor
Italian
fCa . . . C'est Paris (So, This Is Paris)
53024! A'^'e'a (The Sail)
I Gilda Mignonette. Soprano,
i Con Accomp. d'Orchestre
L j u h o w K ar i n a ,
Soprano, .\uted in-
terpreter of Russian
romances and gyp-
s}' songs. Her first
record is:
Zatsciii Rilii
1 'hibjalsa
Nc-Nado 5901]
Italian
[T.\RANTELLA PER TUTTI—
roniyj Tarantella
I LA VENDEMMIA— Waltz
i Ronmani E I Cinque Paesani
Polish
[CMAK (Oberek)
60015 , MADR ALA— Mazurka
Orkiestra Feltana
(OJ PIETRUSIU— Comic Duet
60019-! KASIA DZWONECZKIEM—
( Comic Duet Aktualna Scena
Ukrainian
fBALAMUTY— Folk Song
59002 ;REVE TA STOGNE— Folk Song
I ' Isa Kretner, Soprano
|NA ELIS AILANDI— Comic Sketch
79001 ^SOROTCHINSKA-JA TARMARKA
^ Comic Sketch D. Medof¥ Ensemble
THE BRUNSWICK-BALKE-COLLENDER CO., CHICAGO, NEW YORK IN CANADA: TORONTO
Branches in all principal cities
Instalment Selling Plan
Is Fundamentally Sound, Says Economist
Expanded Purchasing Power, Lower Operating Costs and Stability
Have Resulted From Granting ''Consumer Credit," Survey Reveals
Instalment selling is a fundamentally sound
method of financing, and it has resulted in
greater prosperity by making possible increased
production and stability, lower operating costs
of industries, and expanded purchasing power,
according to Edwin R. A. Seligman, professor
of political economy at Columbia University,
who expressed his conclusions before 500 of
the leading financiers, business
men and economists of the nation
recenth'.
Professor Seligman, with the
help of a large stafiE of economists,
spent fifteen months in a study of
the problem of instalment selling
and its effect on business. The
work was carried on at the re-
quest of the General Motors
Corp., who felt that the question
was of such vital importance that
it should be studied in all its
aspects.
Professor Seligman's c o n-
clusions, which are now available
in book form in two large vol-
umes, are of the greatest im-
portance to everj'- industry selling —
on the instalment basis, not
ilic least of them being the talking machine
and radio industries. There has been much
discussion of this all-important matter, and
many leaders of finance and business from time
to time have expressed themselves pessimisti-
cally regarding the future of businesses practic-
ing the "consumer credit" plan. However, this
is the first time that a thorough study has been
made of the subject, and that this researcii has
proved the soundness of instalment selling is
encouraging, to say the least.
The extent to which consumer credit has been
extended throughout the United States was es-
timated at $4,500,000,000 in 1926, Professor
Seligman found. In that year, he said, there
was a total commodity turnover of $38,000,-
000,000, and consumer time-buying, therefore,
represented approximately 12 per cent of the
total purchases, both consumption and produc-
tion, during that year. He estimated that there
was approximately $2,000,000,000 worth of con-
Encouraging Facts for the Trade
^r'HE report of Professor Seligman regarding the soundness of the
1 time-payment plan of merchandising is distinctly encouraging for
the talking machine and radio retail trade in view of the fact that
tlie hulk of sales are made on the instalment plan. However, mis-
application of the hasic principle of granting credit is a source of
danger that the individual dealer must guard against. Instalment
selhng is safe only when the person to whom the time-payment priv-
ilege has been granted is able to liquidate his debt. The merchant
must exercise reasonable care in granting credit. When this is done,
losses, if any, in comparison to expanded sales possibihties are
negligible. Selected credit is the key to satisfactory instalment selhng.
sumer credit paper outstanding at any time.
Among the most important of controversial
points touched on by Professor Seligman were
those dealing with the liquidity of "instalment
paper," the credit "risks" attendant on its use
and the charge, so often made, that a large vol-
ume of instalment credit outstanding in time
of business recession would accelerate and
severely accentuate the resulting "hard times."
"There are no greater risks attending con-
sumers' credits than producers' credits," he de-
clared, "if properly administered, and they are,
in fact, more liquid. Frozen credits are not a
To Our Friends the World Over—
#reetmss!
ant
for
a Coming gear of 911 ^Prosiperttp anb ^appint^^
Wall-Kane Needle Mfg. Co., Inc.
BROOKLYN, N, Y.
Manufacturers of
Wall-Kane (the original lO.-record needles)
Jazz, Concert, Best Tone, Human Voice and
Petmeeky Phonograph Needles
concomitant of instalment selling. The theory
that a business depression would be consider-
ably aggravated by outstanding consumers'
credits is not confirmed by investigation. An
elaborate study of the situation in a period of
almost complete depression caused by the coal
strike in eastern Pennsylvania a few years ago
showed that there was even an advantage in
instalment credit over general
bank credit. It showed that it is
precisely in bad times that bank-
ers are compelled to continue to
extend credits of doubtful sound-
ness, whereas in instalment credit
the volume of outstanding paper
diminishes constantly.
"Protracted investigations
showed that the losses connected
with instalment paper are very-
small, that in the proper admin-
istration of the system the finance
company should be a dispenser of
credit and not a seller of automo-
biles, which lends force to the
principle, and brought forth the
conclusion that the only legiti-
— — - mate system is the recourse one,
that in which the seller accepts
rc:5ponsibility for the credit.
"The same principles followed in all credit
practice apply to credit advanced to the con-
sumer, the instalment payment device being
simply a practical means of liquidation of the
credit to make it available and possible of use
by the ultimate consumer."
Individual credit, said Professor Seligman,
is now going through precisely the same phases
which every preceding form of credit went
through, winding up with an acknowledgment
of its unquestioned value as a part of the ma-
chinery of modern economic life. There is not
a single doubt expressed to-day by some as to
consumption credit which cannot be matched in
the history of credit in banking and produc-
tion operations.
Another controversial aspect of the instal-
ment selling question touched upon was that of
selling "luxuries" on credit. On this point Pro-
fessor Seligman expressed the opinion that a
luxury is a relative thing, and that a high
standard of living such as we have to-day must
not under any circumstances be confused with a
luxurious standard of living.
"Economists," he said, "have in modern times
been making intelligible what is known as the
economy of high wages. High productivity,
liigh efficiency, high standard of life, go hand
in hand with inventive ingenuity, with increase
of capital and with augmented prosperity. In
this process no small part is played by the
gradual transition of commodities from the
category of luxuries to that of comforts and
necessities. " The luxury of one age becomes
the necessity of the next. While it is undoubted
that in the case of the automobile there have
in individual cases been very decided resultant
evils, yet on the whole we cannot regard the
automobile as a type of foolish and wasteful
consumption. Few would dispute the state-
ment that the advent of the automobile ha-
marked a revolution in economic and social
life comparable to that produced by the intro-
duction of the railway; and that in the one case,
as in the other, we must weigh up the evils
(Continued on page 11)
s
The
Talking Machine World, Nezu York, December, 1927
Cjiant Seqiiotas of C^lifornia^
— standing since the time when
Caesar led his army into Gaul.
^ A. C. %ecen
Price, with Audio-Power Unit
and 8 R.C.A. Tubes but without
Cone Speaker; East of Rockies,
$195; Rockies and West $315;
Canada, $390.
Why Stromberg Carlson Owners
Are Loyal to Their Dealers!
1
The
Stromberg-Carlson
HOUR
Tuesday Evenings, 8 to 9
Eastern Standard Time
through
WJZ, WBZ-WBZA, KDKA.
KYW, W.IR, WRAL
and WHAM
¥
"C'VERY Stromberg-Carlson owner knows that he could
' not buy his receiver today for half what he paid for it
yesterday.
And that is not only because Stromberg-Carlson guaran-
tees not to reduce its prices. It is also because every Stromberg-
Carlson being listened to today is as efficient, as sturdy and as
capable of giving enjoyment for many years, as ever it was.
Permanence is the keynote of Stromberg-Carlson Radio —
permanence of value, permanence of performance, permanence
of ownership.
Stromberg-Carlson dealers get full credit from owners for
conferring Stromberg-Carlson benefits. The dealer with the
most "boosters" and the fewest "knockers" is the one who con-
centrates hardest on selling Stromberg-Carlsons.
A.C. Stromberg-Carlsons range in price: East of Kocktes, Txadio Sets,
equipped uitb phonograph input jack, Szpj toSjJJj Radio and Phonograph
Combined $i24j; Rockies and West .^^ij to .fizgr/; Canada ,f}()0 U) $i6jo.
Stromberg-Carlson Telephone Mfg. Co., Rochester, N. Y.
Makers of voice transmission and voice reception apparatus for more than 30 years
r y EVEN years ago llie
Bechtold Music ( n., ol
Denver, (/ol., started
in business wilh a lulal
rapital of $65. Today that
lirni is one of the leading-
business houses of its kind
in Denver, and the latest
public audit of the firm
shows clear assets of
$19,000. That is a very
good record in the face of
keen competition, and one
well worth being proud of.
Nothing unusual in that,
some may say, and every
merchant makes it a point
lo please his customers.
Maybe so, but this firm
does more than make it a
point to please, it actually
does it. How? Merely by
giving every single sale, be
it a phonograph needle or
one of the most expensive
machines in the store that
careful, smiling, courteous,
individual attention which
is bound to make the customer seek the store
again for his musical requirements. The 65 to
19,000 ratio mentioned in the first paragraph
would indicate that the Bechtold Music Co.
has satisfied and retained most of its customers.
A Modest Beginning
Back in 1919 two young men, musically in-
clined, who had made a collection of several
musical instruments, pressed by their mothers'
concern at seeing tiiese instruments cluttering
up the house decided to get rid of them. Get-
ling rid of them meant selling them. That
meant further a few want ads to start out with.
The Avant ads did their work, and the idea of
buying and selling crept into the minds of
these two brothers. With $65 between them
Martin !,. Bechtold and Lemoine J. Bechtold
parted with $35 for the first month's rent of a
small store space on Fourteenth street and with
a few second-hand phonograplis and records
began business. Tlie illustration at the top of
the page, picturing the present store and staff,
shows how the organization has grown. The
after-the-war slump was just setting in to the
extent that many people were ready to dij-posc
i>f their warlimc purcha.^es, bnl iheve were still
many who were an.xions to jiick up these same
purchases. The Bechtold brother-- profited in
ilic exchange, and with the profits invested in
lu w instruments. Before long the business wa>
firmly established.
Formulated Sound Policy
From the start certain rules of action were
mapped out and strictly adherc-d to all the way
through. Some of iliese were: "Treat 'em
right." "Greet 'em with a smile," "Politeness
always pays" and "The customer is always
right." The brothers practiced these maxims
in everv sale made, and later when clerks were
added to the sales force it wa^ a point that
each salesman be taught to take care of cus-
tomers in the same manner.
The brothers believed, and still do believe, in
advertising, and they use what space in their
judgment will be. sufficient to tell the public
what wares they have. thej'- ha-^^: not at-
tempted to build -Up : their 5&ade in this way.
They went after new -custt^ers all right, but
were just as solicitous to retain an old one as
they were to gain a new one. As Lemoine
Bechtold said: "A newspaper ad doesn't pull
the trade unless you can handle the customer."
The ad will call attention to the fact that a
musical instrument merchant has certain ar-
This Dealer Ran $65
Up to $19,000
Bechtold's "Treat "em Right" Policy Nullified the
Obstacles of Limited Capital and Keen Competition
By Ira R. Alexander
tides in the store, but in this particular busi-
ness the public will feel the same articles may
be purchased at almost any dealer's store, and
something besides the mere keeping of the ar-
ticle in stock is necessary to make the sales.
This something must have been supplied by the
Bechtold brothers during their seven years in
business.
Satisfied Customers Come Back
t'urther quoting from Mr. Bechtold some-
thing of the firm's business philosophy may be
gained:
"A satisfied customer is most likely to re-
turn. We realize that many customers are al-
most impossible to please, but that does not
prevent us from e.xerting to the utmost to
please them. We'd rather let them put it over
on us than have them think we're putting some-
thing over on them. Sixty per cent of the
customers who leave do so because they be-
lieve they w"ere not treated right. Only forty
per cent trade elsewhere because of price. There
are thousands of loopholes into which the sales-
man may fall in dealing with a customer and
he must ever be on his guard to prevent fall-
ing into them. The customer never makes an
apology. He won't tell the reasons which
piqued him thus giving the dealer a chance to
make amends. Oftentimes he is the only one
to blame, but it would not do for the salesman
lo tell him so. Put yourself out to please the
customer and you will be ahead in the end."
This policy of the customer always being-
right comes costly at times, and often results
in considerable loss on the one customer. It's
the thousands of customers the Bechtold Music
Co. is after, however, and the one customer
who may have "put it over" is dwarfed by the
multitude who are pleased at this treatmei-it
and return for more purchases. The customer
likes to know his trade is appreciated, and he
can't help having that feeling whe'ti/trading at
Bechtold's.
The Bechtold brothers do not believe in cut
prices. That will draw only cut-price custom-
ers, the -'kind who- will never---re.turn "un,^fl an-
other sacrifice sale takes place, they b'^lieve.-
They do- put on t-w'o great bargain sales ^ycar
— one in the Spring and the other in the late
Fall of each year. The former sale aids in the
dispo.>al of surplus radio equipment, and the
latter turns over the miscellaneous surplus,
making room fc>r the Christmas stock. Since
60 per cent of the business done between Oc-
tober and March is in the
radio equipment depart-
ment the necessity of the
late Spring disposal of this
equipment in the interest of
profits is apparent.
Expansion Brings Sales
Business had gruwn to
such proportions last year
that a move into larger
quarters was necessary. The
brothers debated for some
time regarding the move,
knowing the part a move
from an established loca-
tion plays in the loss of
trade, and faced with the
proposition of paying what
practically amounted to
double rent. They finallx-
decided to make the move
and take what fate had in
store for them. They moved
into their present spacious
quarters, which are in the
very center of the down-
town business district, took
on the increased burdens
and soon found the change had brought about
an increase in business far beyond their most
sanguinary hopes.
Careful Selection of Salesmen
The sales people at the Bechtold store are
picked carefully and must have demonstrated
business ability. The Bechtold brothers are
not out after cheap help, they are after ex-
perienced help and are willing to pay for it.
Salesmen are paid a salary based on their sales
ai-id a percentage on sales in excess of total
sales of $1,600 monthly. These percentages
vary in the three departments from 6^ per
cent to 8 per cent. No salesman can hold his
position whose sales do not amount to at least
$1,000 a month. Salesmen with musical ability
are given preference when possible, though
naturally their musical ability is given scant
credit alongside of their sales ability, which is
of paramount importance.
Operates on Budget System
A comparatively siniple system of accounting
is used. A double entry bookkeeping system is
in force. The clerk makes a sale and this is
credited by the bookkeeper to the clerk and
his department. A budget system is in opera-
tion which allots to each department the
amount it may expend in purchases for a given
period. A department in which the turnover
has been slow will have a proportionately low
allotment. Likewise when articles from a de-
partment must be placed in a bargain sale for
disposal that is not to the credit of the depart-
ment. A minimum turnover limit is set, and
until this limit is reached no new stock can be
purchased. This same treatment is accorded
the individual article in the department and if
it doesn't pay its way it is blacklisted. Replace-
ments, time consumed in turnover, margin of
profit, and the like can better be accurately de-
termined in this method of separating the good
from the bad.
Bechtold's advertise considerably through let-
ting passers-by know that they are in the vicin-
ity of a phonograph and radio store. Walking
d'o-wn Charifpa street between Sixteenth and
Fifteenth the-: pedestrian at an}- time of the
business day will be attracted by the music of
an Orthophonic or a radio. Attention next is
caught by an attractive, frequently changed
windo-u' display. The passers-by know that
Bechtold's is there and they are likely to re-
member this aggressive retail merchant when
in need of n-iusical products.
10
I.e. Talking Machine World, New York, December, 1927
RADIOTRON UX-201-A
RADIOTRON UV-199
RADIOTRON UX-199
RADIOTRON WD-11
RADIOTRON WX-12
lJ,lrrl,.r .imi.iifi,r
RADIOTRON UX-200-A
Drirrli,, (Inlu
RADIOTRON UX-120
Votfrr Amplifirr L'tut
A u'iio Slatjf (hily
RADIOTRON UX-112
/■..,,.r , I, ■;././.>•-»
RADIOTRON UX-171
l;,:i,r .\mi.l,fur l.wl
.t 11-Iiu .>(oi/f fhtli/
RADIOTRON UX-210
Vvtrcf Amplifirr Un lllahir
RADIOTRON UX-240
Ditcrtur Am/>l,f'i.r f..r
A m i}li ficnliini
RADIOTRON UX-213
/•ul/.ll lir< Itrclifir,
RADIOTRON UX-216-B
//li/.f-H urr ItrrUfi,,
RADIOTRON UX-226
RADIOTRON UY-227
RADIOTRON UX-280
FM-Wur, n.rhfi,,
RADIOTRON UX-281
IJal/.H an lUcliJirr
RADIOTRON UX-874
I'y/fayc Itegiilator Tube
RADIOTRON UV-876
Dallait Tuhr
RADIOTRON UV-886
IIMait Tuh,
The standard by
which other vacuum
tubes are rated
for every purpose'
: RADIOTRON UX-lOI-il ^
RADIOTRON UV-t39 |
HADtOTRON UX-I$9 |
RADIOTRON WD-II |
RADIOTRON WX.12
RADIOTRON UX-700-A ]
RADIOTRON UX-120 |
R*DIOTRON UI-I1! :
RADIOTRON UX-1TI <
RADIOTRON UX-I10 i
RADtOfltON^X-Zia .
. RADIOTRON UK.i13 |
RADIOTRON UX~2ie-l '
RADIOTRON UX-ZZS I
RADIOTRON UY-ZZT {
RADroTnoN ux-2eti |
RADtOTRON UX-ZS1
RADIOTRON UX-<74
RADIOTRON UV-S7t
RADIOTRON UV-8B8 ;
TTie steatJard by ]
u fiicfi oilier vacuum:
ttifjfs cue raud ]
lii li if iii lli if it \m
A radio set is as old as
its tubes. Radiotrons
throughout are the best
insurance against tube
troubles and the best
guarantee of long life.
If the lubts do noi «ork j>ropc/ly ihcn noihinp works pfi>j>c(ly.
Many a scl which n js ihouf;lii ro be a hopelessly poor ici has
been put in liri[-cla» coodiiion merely by in5i:illing Radioiions.
The Radioifon is (he joint product of ihc cngineets of RCA,
Wcsnn^house and General Elcciric- the world's leading auihorincs
un things elcaritjl.
rc|>li<MiK— much
hoicr tetuTii will be
..binned btypUh-i
v.ihnldonci.
TiJ keep I'ouc udio
|.ir.ducinc cfficienc)-,
• KCA Kadiotron
M A (J C r, 1 T H L \i \ K F H ■ u r TUT I' \ |i I l.i L A
\ RADIO CORPORATION OF AMERICA • NEW YORK - CHICAGO ■ SAN FRANCISCO
One of ihe twelve striking
color pages advertising RCA
Radiotrons to the consumer
during 1927 in leading mag-
azines. More national ad-
vertising to the consumer has
been placed on RCA Radio-
trons than on all other makes
of vacuum tubes.
During the seven years of home radio
RCA Radiotrons have given unfail-
ing satisfaction to millions of users.
Why experiment with inferior tubes
when this fact gives you the greatest
sales argument you could ask in build-
ing a greater vacuum tube business.
RADIO CORPORATION OF AMERICA
New York Chicago San Francisco
KCA Radiotron
MADE
B Y
THE
MAKERS
O F
THE
RADIOL
The Talking Machine World, New York, December 1927
"he 1928 newspaper and magazine advertising
of RCA products will be the largest ever
planned by the Radio Corporation of America.
• then receivers
operate from the
electric light wcket.
The world's knowledge of radio
IS embodied in these new Radiolas
Socket-power operation perfected by
RCA, Westinghouse and General Electric
Thesereceiversoferate
with batteries or
baiter^ eliminators
RCA RADIOLA
„r .1.= t.moo. S.p<. Hm.»Jl "'
104. ihc ■••« '"■'■''""„
A C oi D-C
RCA RADIOLA I
iMikei 104 (Stc below).
i'::L„..,„bR.-,.;.«".»"
RCA RADIOLA
\- TlTC nt» RCA iiotjgf b;
■ VOT con-p.n. O":"
r RCA RADIOLA 30
ovtl « "'he b.£e«t vilue .n
r zr:;<-»:" . ■ ■
RCA LOUDSPEAKER 104
U.,.m.ll, .not'""'! »'"'"'''
E'o '.tb W'of. !•■■'''■"'■
°„c. >11 bu'C'in ."il P'"'"'" ■
jOCkc'-pO*" OP"*'""^'
RCAU..'l.pol"l»«l*"""
RCAl».*P"l"'""''^'"'°
, ,-,„e of RCA RadioUs and Lcu<ispcakeLS now on -iisp.ay chrcgh-
oui tne counu, „fHrA General Electric and
„ea . *e cnlminar-ion of a
rrr:. :ML:rir..enr,on .ea.„, elecrrical and acC-
Ll engineers of the scientific world.
Kadiollreever..Hererecogni.d as ,He standard or ,He radio art.
CORPORATION
■ r 7„c nr • THE • IVADfOTKON
SAN FRANCISCO
RCA LOUDSPEAKER "W-A
Bi'l. to. to"8 7' ".
' ol..ns.-E,'..lly'»=™»«''J";
hutlnwl ""rJ-l"" ll""! is «l.al V'lU'vill Si
Zl\Z fir'r hear'one of .hcsc socket-pou.r Rad.olas
The tried, tested and perfected
RCA Super-Heterodyi
y^ne
that revolutionized the
electrical reproduction
of music and voice
noil' available in 3 mode/5
These remarkable Radiolas have set a
new standard not onlv for radio but
for faithful reproduction of music and
voice. Nearly every nc^v feature that
is heralded in radio today is incorpor-
ated in these three Super-Heterodynes:
5iit>CT-se(cc[iti(\. scnsitivivy.singlecontjol.
antenna or loop. biHtery or socket f>cnivr
opcraiton.
They have made the old t^'pe radio
obsolete, and have brought a new con-
ception of radio and of music to thou-
sands of homes. Whatever price you
plan to pay for.a radio, be sure to hear
the RCA Radiolas. From the least ex-
pensive (S69.50) 10 the highest priced
de lu.\e model (5895). each represents
the greatest advance in radio today,
and the most thoroughly tried and
proved.
A Christmas gift that cvety member
of the family can enjoy 365 days of
the year.
that
— .aK^t^J set with
one of these wonderful R.diolas
operate direct from
Radiolas
your lighting circuit
KCA Kadiolg
KCA Kadiola
j^^^jjg^ E
B Y
THE
MAKERS
O F
THE RADIOTRON
The Talking Machine World, New York, December, 1927
in 1927
RCA Radiolas
were the biggest sellers
in the industry
^and in 1928
the RCA line again will lead
the market because of public
acceptance of RCA leadership.
Since the beginning of public broadcasting
Radiolas have outsold every other make of receiv-
ing set. They have been the pioneers in every
great advance in radio design, and they have set
the standards for the industry.
RADIO CORPORATION OF AMERICA
New York Chicago San Francisco
PsCK Radiola
^,^^,0^ BY T HE MAKERS OF THE RADIOTR O X
The Talking Machine World, New York, Decemhcr, 1927
RCA dealers say
the "100 A" is the best selHng loudspeaker
And it righdy deserves to be. Never before has a low-
priced speaker been designed to give such faithful repro-
duction over so wide a range, and in such volume.
Every radio set owner who is still using an antiquated,
inferior loudspeaker is a prospea for the RCA Loudspeaker
lOOA. Five minutes demonstration in the dealer's store
or the customer's home will sell this wonderful instrument,
in competition with any other make of speaker.
RADIO CORPORATION OF AMERICA
New York Chicago Snn Francisco
Thu jiga marks the leading
dealer in every community.
KCA"" Loudspeaker
THE
RADIOL
The Talking Machine World, Neiv York, December, 1927
11
Moran and Mack to Feature
Columbia Co.'s Radio Hour
"Two Black Crows" of Columbia Record Fame
to Broadcast for Hour on Wednesday, De-
cember 21 — Will Have Supporting Cast
Two of tlie most popular recording arli>is
:U the present time, who alsn won wide favor
witli radio audieucc^ when thi.y appeared al
George Moran
the Radiu Industries Banquet in New York in
September, will add to their laurels next week
on Wednesday, December 21, when they will
entertain the audiences of the Columbia Broad-
casting System. The artists are jMoran and
Mack, the "Two Black Crows" of Columbia
record fame, vvlio also have a large following
among . theatregoers. These artists, who have
refused hundreds of offers to broadcast, will
appear under the sponsorship of the Columbia
Phonograph Co. during that company's hour
on the air from 10 to 11 p. m. on the date
mentioned.
The Columbia Co. presents the famous pair
of comedians as its Christmas gift to the mil
lions of purchasers of Columbia Moran and
Charles Mack
Mack records, and the others who have yei
10 make the acquaintance of llie black-faced
artists.
Charles Mack, the "tired" member of llie
learn, whose^ colloquial phrases and apt re-
joinders have been incorporated in the present-
day language, will sing a special song for the
occasion, and there will be a distinguished sup-
porting cast to furnish a colorful musical back-
Liround.
The Phonograph Salesman!
.'Kmeriran mannfacturers must be on the
lookout for their French confreres when it
romc- to -elling method-. In the showrooms
of a Paris automobile concern portable .talking
inachines are used in certain cars for the pur-
pose of telling their-mcrits to onlookers. For
instance, you hear a voice coming from the
entrails of the aut(.) which sa)s, "Before yon,
yon ha\e the famous ISM, 1928 model," and
proceeds to read oil a fine line of selling talk.
The management claims that the phonograph
salesman is bringing in more business than any
two livin.g experts. So that's that!
Better Business Bureau
Defines Radio Ad Terms
Bulletin Recently Sent Out to the Trade Clari-
fies Terms Used in Radio Advertising and
Contains Recommendations
The Better Business Bureau of New Vurk
has defined the terms used in retail radiei ad-
vertising in a list of recommendations reeentl\
sent out to the trade. A digest of the bulletin
follows :
The wi.>rd "complete," used in connection
with a >et which has been adxertised at a cer
tain price, should mean that nothing further
need be purchased to operate the set.
Illustrations of advertised merchandise should
conform strictly to the appearance of the ar-
ticle actually on sale.
.An initial or "down" payment sliuuld not
be advertised unless upon such payment the set
advertised will actually be delivered to the
buyer without further outlay other than the
regular weekly or monthly instalments.
"Used," "re-possessed," "shop-worn," "fac-
lory rejects," etc., merchandise should be prom-
inently described as such.
Advertised "leaders" should be in sufficient
quantity to supply even a strong demand. If
quantities are limited, the fact should be stated.
The term "electric" should be applied only tu
a set which operates directly from an electrir
light socket and has all the devices necessary
to utilize lighting current built by the manu
facturer as a part of the set.
The term "electrified" should be applied onl\
to a set which has been equipped by the dealer
with A and B socket power units.
Where a set has been altered by a dealer,
mention should be made of it.
Instalment Selling Is
Sound, Says Economist
{Conti)iued front page 8)
with the benefits, with the conclusion that there
is little doubt as to where the balance of ad
vantage lies."
Consumer Buying Stimulated
"Instalment selling," said Professor Seligmaii
by way of emphasizing its positive merits, "has
increased production, stabilized output, reduced
production cost and increased purchasing
power. The instalment plan induces the con-
sumer to look ahead with greater care and to
plan his economic program with a higher de-
gree of intelligence. It not only tends to
strengthen the motives which induce an in-
dividual to pay, but also influences his capacitx'
to do so.
"Instalment credit is beginning to do for the
consumer what the gi-adual development of the
commercial banking sj'stem has done for the
producer. If the credit is restricted to the
proper commodities, under proper management,
it will gradually throw off its abuses and will
stand forth as one of the most signal contribu-
tions of the twentieth century to the potential
creation of national wealth and national wel-
fare."
Death of B. Davidson
Benjamin D.ivid^nn. president of the David-
son Bros. Co., Sioux City, In., died on Alon-
tlay, October 31'.
Federal Radio Commission
Shifts Station Wave Lengths
Sixty-nine Stations Affected by Ruling of Com-
mission Which Went Into Effect on Decem-
ber 1 — Distance Fans Aided by Ruling.
The m(;st recent ^tej) taken by the h'cderal
Radio ( '()nnnis>.ion to ^icni'e beltei- radiij re-
ception went i?i|ii effecl on l)eceinb<-r 1 wh<-li
sixty-nine broadcasting; stations had their wave
lengths shifted. All of the stations affected art-
operating in the freqm-ncy band between OOD
and 1,0(K) kiloc>'cles, and the action was taken
by the ( 't mim issinn [o gi\c listeners in remote
sections nf the eounlry an opporlunil\' to pick
up stations in all sections of the country.
Howard I.amphicr, phunograph dealer of
llion, N. v., has hied a petition in bankruptcy,
with assets of $1,6.^(1 ,ind liabilities of $3,4.39.
Demonstrate Your Receivers
With This Modern Aerial
and Then —
Sell One to
Every Customer
The Dubilier Light Socket Aerial "shows
oft"' every radio set and speaker to best
advantage because this modern antenna
greatly reduces static and "downtown" in-
terference.
Just connect it to the set and plug in
to the nearest house current outlet. It
works equally well on A.C. or D.C., uses
absolutely no current and totally eliminates
the lightning hazard.
Find the customer who won't gladly pay
$1.50 for an aerial that does away with the
trouble, expense and ugliness of an out-
door antenna. Hundreds of thousands of
Dubilier Light Socket Aerials have been
sold successfully on the "5-day, money-
back" basis.
Put tlii.s colorliil (lisi)lay carton on
your counter where it will attract
LIGHT- SOCKET AERIAL
Radio Service Pays
Loesers Have Eliminated Profit-
Killing Overhead in Radio Service
SYSTEAIATIZED radio service and the
elimination of profit-killing practices in
the service department have pkced the
radio section of Frederick Loeser & Co., the
largest store in Brooklyn, N. Y., on a profitable
basis, according to A. R. Filanti, manager of
the talking machine and radio department.
"It is business suicide to overextend free
radio service," said Mr. Filanti. "This branch
of radio retailing is of vital importance, but in
order that the radio department show a profit
at the end of the j'ear the service department
"The right time to start educating the cus-
tomer on what to expect in the way of service
is when the sale has been closed," declared
Mr. Filanti. "Our contract contains a clause
regarding service that clarifies the whole situa-
tion for the customer and leaves no room for
misunderstanding and dissatisfaction. Briefly,
this clause states that we extend thirty days'
free service following installation, and guaran-
tee the set against defects for one year. Of
course, occasionallj^ we exceed the thirty-day
free service limit rather than antagonize a cus-
The advantage in this is that the service man
soon becomes known to the customer and a
friendly contact is established that facilitates
the work and builds good will and confidence.
After the day's work is disposed of each serv-
ice man fills out the daily report, which also
is illustrated herewith, and turns it over to the
department manager together with the cards
he had received the night before. The calls
described in the daily report are checked with
the cards to avoid errors.
A ledger is kept by Mr. Filanti so that he
Hcrm Rdo-I I
DATE PROMISED
INSPECT □ AERIAI TROUBLF
DATE COMP REC
PMONF
. D ^QNNFr.T n n.^r-nrinrrT n
□ BATTERY n
INSPFf-Top g Pirppf,T
CUSTOMER S SIGNATURF
DATE sni n
INSPECTOR s SIGNATURF
RADIO INSPECTOR'S DAILY REPORT
NAME
ADDRESS
MERCHANDISE
19
Total rnllprtinn.
ned
LABOR
Upper Left: Ledger for Service Department. Upper Right: Radio Service Job Order. Above: Service Men's Daily Report
must be self-supporting, and, if possible, it
should show a profit."
Frederick Loeser & Co. have an extensive
clientele, a large percentage of the customers
having charge accounts. Because the radio pur-
chasers also are customers for the various
other totally unrelated lines stocked, the method
of handling unreasonable patrons and the prob-
lem of just where to draw the line on service
is a more delicate one than is experienced by
the average dealer.
In spite of this the service department not
only pays its own way, but the method of its
operation has resulted in building invaluable
good will while at the same tim'e proving a
profitable venture from the monetary stand-
point.
lomer of the store, but the very fact that our
contract clearly states our service policy makes
patrons realize that there will be a service
charge after the free period."
Nine service men are employed in the Loeser
department. One of these men has a car. The
car owner uses it in making calls, and is al-
lowed a flat rate of $10 per week as expense
money. The other eight men have their car
fare and taxi fare paid.
Each night the work of the service depart-
ment is planned for the following day. As the
calls are received by the service department
the card illustrated herewith is filled in. At
the end of the day these cards are sorted and
given to the men, who, as nearly as possible,
cover the same territory from week to week.
can see at a glance just what each man has
accomplished each day of the month. This
not only gives a line on the work of the men
but shows the volume of business done by the
service department and the total daily and
monthly revenue derived from this source.
This ledger has brought to light some ex-
tremely interesting facts. The first point is
that the man with the automobile makes al-
most twice as many service calls in a month
as the individuals without cars. For example,
in a period of thirty days the men who depend
on trolley cars and other means to reach the
homes of customers averaged in the neighbor-
hood of fifty calls each. During the same month
the man who uses an automobile made over
one hundred service calls.
STARR PIANOS STARR PHONOGRAPHS
GENNETT RECORDS j
Represent the Hiqhest oAttainment in oMusical OVorth i
^ STARR PIANO COMPANY ^
Established l872
Richmond. Indiana
12
The Talking Machine World, New York, December, 1927
13
Tomorrow's Speaker
Today I
The A-Z No. 1 table model re-
producer (illustrated) is made
in fine walnut finish with
ebony black base. Dimensions
21 in. high, 19 in. wide and
4^ in. deep.
No. 1 Table Model atz-v qq
List Price 4>JU.
A-Z No. 2 Cabinet Model .-1 9 50
List Price
Developed by ORO-TONE
World's Largest Exclusive
Manufacturers of Tone Arms,
Reproducers, and Amplifying
Devices
The yiarvdous ISIew A^Z Reproducer
Tomorrow's speaker — today! It's here — the most
advanced development in the radio reproducing
industry !
The A-Z Reproducer is the resuh of over eight
years of concentrated development and research
work. It is constructed on principles contrary to all
principles employed in the ordinary speaker. It is
original — the one and only speaker of its kind. It
employs hasic principles tested and proved over
centuries of time. These principles have remained
practically unchanged to this day in our best string
instruments such as the violin, guitar, mandolin,
piano, etc.
The A-Z Reproducer is in reality a true-toned
reproducing musical instrument.
Eight and one-half years is a long time to spend
in the solution of an apparently insignificant puzzle.
But every minute of that time has been devoted to
experimenting with diaphragms and sound boards
for the true reproduction of sound, as now achieved
in the A-Z Reproducer.
To Phonograph Manufacturers Interested
in Electric Pick-Up
The A-Z Reproducer has been carefully tested with
the electric pick-up method of amplification, in
direct comparison with the finest makes of speak-
ers. The results are a revelation! Samples, for
actual tests, will be sent on 10 days' approval to
reliable Manufacturers, Jobbers and Dealers.
Literature upon request.
THE A-Z CORPORATION, 1010 George St., Chicago, IlL, U.S.A.
The Test Alone
Will Tell !
WITH TONAL
RANGE FROM AtoZ
There Is Nothing
Else Like It !
14
The Talking MacJiine World, S'e%v York, December, 1927
Distribution Census Gives Important
Data on Market for Music-Radio Lines
{C ontinned from page 3)
people excluding 43 listed as firm members and
proprietors, and the annual salary list amounts
to $396,700 exclusive of the earnings of proprie-
tors and firm members. The average inventory
for -the year is $554,400, averaging $11,314 per
store, and the actual inventory on December
31, 1926, $584,500 or $11,929 per store. It is a
matter of interest to find that of the salaries
of employes, 134, or 39 per cent were the selling
stafi: and 212, or 61 per cent of the non-selling
staff, this being a strong argument for the
growing practice of developing in every em-
ploye an interest in selling in and out of busi-
ness hours.
In the matter of radio some interesting in-
formation came to light as a result of the cen-
sus. For instance, there were reported 102 out-
lets for sets and supplies, with a gross annual
business of $1,642,200, yet there are only 17
establishments listed primarily as retailers of
radio with annual sales of $934,500. The difter-
ence in these figures is easily realized when it
is found that while radio stores do 52.27 per
cent of the business, department stores handle
25.08 per cent; musical instrument stores, 8.40
per cent; electrical supplj' stores, 7.90; and the
balance of the business, over 6 per cent, is
divided among auto accessories, five and ten
cent and drug stores. Taking the 17 recog-
nized radio stores as the basis of calculation
there w'as only one such store to everj' 47,529
of the population, and the total number of em-
ployes is given as 85, exclusive of firm members
and proprietors. Of the 85, forty-five are selling
and 40 non-selling. The average wages paid
are $1,315 a year as compared with $1,375 in
music stores. This average, of course, is based
on all types of employes, including porters
and errand boys, and does not seem so low
when it is found tliat the highest average ar-
rived at in the city was an annual wage of
$1,848 in the optical field. As to inventories,
the average for the year in the radio stores re-
porting was $4,624, and the actual inventory of
December 31, 1926, $5,553.
Syracuse, N. Y., with a population of 185,000,
has 14 music stores, with 62 employes and 13
proprietors and firm members, a total of 75.
and manages to roll up an annual sales volume
of $921,000 on an average inventory of $215,200,
and an actual inventory on December 31, of
$217,800. Syracuse music stores handle .89 of
the sales of all commodities listed in the census
of that city, as compared with .58 in Baltimore,
and these annual sales are on a basis of $4.98
per capita, as compared with $2.67 in Baltimore.
\ et there is a music store in Syracuse for
every 13,214 of the population, which is close to
national average, and some 3,000 lower than
the Baltimore figures. Here the average wage-;
in music stores are $1,719 annually, being close
to the top of the list. The average inventory
is $15,371 per store, and as of December 31,
1926, $15,557, as compared to an actual inven-
tory of $11,929 in Baltimore.
Establishments listed as handling radio are
six, with 16 employes and firm members, and
an annual sale amounting to $126,600, or .12 of
all sales of the commodities listed in the cen-
sus, this comparing to .25 in Baltimore. The
average inv-en^ory per store is $3,900 and the
actual inventory as of December 31, 1926,
Some Results of U. S. Census of
Distribution
Musical Instruments and Sheet Music
Baltimore
Syracuse
Denve.-
Total Outlets
90
22
43
Establishments Re-
porting
49
14
21
Proportion to Popula-
tion
16,490
13,211
8,549
Annual Business
$2,146,700
$921,000
$2,253,600
$4.9!i
Annual Inventory
Average Per Store
in,iv.
$1J,3('1
$2,356
Inventory, Dec. 31,
1926:
Average Per Store
$11,92:'
$15,557
$25,471
Employes
346
62
172
Selling
39<„
569o
449;,
Non-Selling
61t i
449c
56r-„
Average Salary
$1,375
$1,719
$1,932
Radio
39
Outlets
102
31
Establishments Re-
porting
n
6
7
Annual Sales
$934.5C0
$126,600
$985,70")
Proportion to Popu-
lation
$47,529
$30,83:
37,356
Annual Inventory
Per Store
$4,62'.
$3,900
$4,050
Average Inventory
Dec. 31
$5,553
$4,217
$4,550
Employes
85
9
23
Selling
53<e
78f„
65<,„
Non-Selling
47<.;,
22';,
359;.
Average Salary ...
$1,315
$1,222
$748
$4,217. There is one strictly radio store to
every 30,833 of the population.
In considering these figures it must be borne
in mind that the radio stores proper are credited
with only 29.69 of total radio sales, as compared
with double that amount in Baltimore. Syra-
cuse department stores handle 28.82 per cent of
the business; music stores .29, and other stores
21.20,, the total business through all outlets
listed amounting to $426,400.
Denver with a population of approximately
261,000, reports 21 establishments devoted to
the sale of musical instruments and sheet
music enjoying- annual sales of $2,253,600, se-
cured through the efforts of 190 employes in-
cluding firm members, of whom 83 are classed
as selling and 89 as non-selling members.
Here the average annual wages show a
further increase, amounting to $1,932. Although
only 21 music stores reported, it is found that
there are actually 43 outlets for musical instru-
ments through stores handling other lines.
For radio there are 7 establishments listed
with 55 employes and firm members and annual
sales amounting to $985,700. Here, too, there
are listed a total of 39 outlets, including stores
handling radio incidental to other commodities,
which brings the total business in radio acces-
sories and supplies to $579,100. Unfortunately
at this particular time the survey report of Den-
ver has not been developed to a point where
detailed figures as to average inventories, sales
and other matters of like interest are available,
but the general totals provide a basis for com-
parison with Baltimore and Sj'racuse.
In the matter of wholesale establishments
there are in Baltimore nine listed wholesalers
in musical instruments and sheet music, with
612 employes including executives, and annual
net sales of $5,152,500. Inventories ranging
from $925,500 average $1,014,200 as of De-
cember 31, 1926. There are four wholesale radio
establishments listed, employing 44 people in-
cluding firm members, and reporting annual
sales of $1,143,300, or an average $285,825.
In Syracuse there are no establishments listed
as wholesalers of musical instruments, but there
are five listed as wholesalers of radio, employ-
ing a total of 37 people with net sales of $663,-
800, while in Denver there are four wholesalers
of musical instruments and supplies, reporting
a total annual business of $428,700, and 13
wholesalers of radio apparatus with an annual
business of $1,458,400.
Although complete statistics regarding only
tliree cities are available at this writing, they
afford an excellent idea of the valuable fund
of information that will be available to all lines
of industry when the complete reports of the
surveys are made available.
These surveys will represent an excellent
cross section of the American market, for it is
comparativelj' easy to select from among the
cities in which census have been taken those
which, in the matter of location, industrial im-
portance and population, are comparable with
other communities, and thus be able to judge
the market possibilities in practicallj^ ever\^ ur-
ban community of the United .States.
The interest taken by the government in
this census of distribution has led to the de-
velopment of plans for other surveys calculated
to aid industry by keeping it informed of how
it stands relative to markets. In fact, there is
already well under w^y a national market sur-
vey of the radio field to determine the number
of sets in use and the number that are pur-
chased each year, with a view to determining to
just what extent production may be carried on
?afely if a surplus of manufactured goods is to
be avoided.
Welcome to Our
New York Office and Display Room
It is with pleasure we announce the opening, early in December, of a New York
City office and display room — Suite 607, Brunswick Building, 225 Fifth Avenue — in
charge of Mr. James H. Wilcox, widely known in the Record Album field.
A new patented type of Record Album will be on display, in attractive bindings.
Write for a 1928 National Record Album price list— it will pay you.
National Publishing Co., 239''245 South American St., Philadelphia, Pa.
Tlie Talking Machine World, New York, December, 1927
Attaining
THE Ultimate
IN M.USICAL Creation
15
FRE5HMAN
Power Electric Plionograpk and
Electric R^adio ConiKinatioii
Now, lor tlie firit time, can music lovers appreciate
the true merits of El ectric Pliouograj) li and El ec-
tric Radio reproduction.
eproducing voice
iScience lias found a metliod ol reprod
and instrumental music l)y means ol ])ower amplili-
cation, wliicli assures absolute fidelity of tone and dic-
tion. Xliis marvelous instrument permits you to enjoy
tlie recorded works of master singers and players as
well as tlie diversified entertainment ol broadcasting.
Your Lglit-socket supplies all tlie power iiecessax-y
to operate tins new Eresliman creation. All of tlie
usual inconveniences of radios are eliminated — tkere
are no Latteries, liquids or otlier accessories
Xlie cal)inet — distinctive in its Leaiity and de-
sign IS of genuine Kiirl wal-
nut liaiidsomely inlaid.
It Klends witli any color
sclieme and is adapted to
any plan ol interior deco-
ration. Xlie complete in-
strument IS custom-tiiilt
and oliviously limited in
- cjuantity — assuring exclii-
siveiiess to tlie purcliaser.
TVii.v excliiMi'f Fresh iiuiii Pmrer Electric JPJiojio-
v:rap]> and Electric Cimihiiuitinii — cnniplete readv
to operate — is priceil ^lt Fire Hundred JDullars,
Tlie entire line of Freshman Batterv ami Electric radios are sold unlv t<i Aiitlmriy.ed Fresliiiuin
Dealers. Thev laiige in price jrojii $29.50 to $500 . . . . C oinplcte iiipirniatmn on veij^uest.
CUSTOM-BUILT BY
Cha5. Freshman Co., inc.
NEW YORK
CHICAGO
LOS ANGELES
16
The Talking Machine W orld, New York, December, 1927
The Talking Machine World, New York, December, 1927
17
achievement
N these pages of the January issue of
V_>/ this magazine will appear a startling
announcement of Audak progress. A new
and tremendously improved product that
will form at once our seasonal compli-
ments to the trade and a factor of bigger
reproducer and record sales next year.
Audak reproducers have already won pre-
eminence by their merit. They have ex-
celled all others in faithful realism. They
have become the standard by which the
rest are judged and valued. Now comes a
revolutionary additional product, a mag-
nificent triumph of research and engineer-
ing skill, to mark another Audak stride
forward. I promise you that our January
announcement is something very, very
special — fromj^o/zr viewpoint!
04
PRESIDENT
The AUDAK COMPANY
56S Fifth Ave., New York, N. Y.
"Makers of Acoustical and Electrical Apparatus
for More than 10 Years. "
0^
Publicity Boosts Topeka Firm's Sales
Emahizer-Spielman Set Aside Three Per Cent ol Their Revenue
From Sales for Newspaper Advettising and Direct Mail Drives
NEWSPAPER advertising was a major
aid in enabling Emahizer-Spielman,
located at Topeka, Kan., to do a $40,000
business in radio within twelve months' time.
The firm's expenditure for new.'spaper pub-
licit_v i.< approximately 3 per cent on sale.s.
Specific values are described in all advertise-
ments, and fresh copy is prepared for each new
advertisement. Each advertisement is illus-
trated, and the sets are priced, so prospective
customers are educated to the fact that Ema-
hizer-Spielman furnish "radio values for every
purpose and every purse."
Topeka has 50,000 people; Emahizer-Spiel-
man aim to cover the city with their publicity,
and also make a .■^u^taincd cft'ort to reach buy-
By Clement White
ers in small towns and rural districts through-
lhU tlieir trade tei-rilory. ( )ne of the publica-
lidiis in which the firm's advertisements appear
isocs into the homes of thousands of small-
town and country prospects.
A binding guarantee, free trial in the pros-
■i>ect'.-^ home, fair prices and easy payment terms
are four factors stressed by the firm in its
newspaper advertising.
Direct mail publicity and systematic stock
display are used in correlation with newspaper
advertising lor attracting buyers. Emahizer-
Spielman >hM\\ a comprehensive stock through-
out the year, which permits them to success-
fully meet the needs of all classes of customers.
About 50 per cent of the firm's new business
is secured through newspaper advertising; the
remaining 50 per cent is recruited through di-
rect mail publicit)', displaj' and personal solici-
tation. The firm has a policy of continually
broadening its sales field through aggressive
methods, educating prospects to the advisability
01 investing in good radio sets -and insuring
permanent satisfaction.
Prospective customers know that Emahizer-
.Spielman have anticipated their needs, and have
an ample stock ready for demonstration. The
firm aims to attract conservative buyers, wliu
appreciate quality goods and expert service, a
policy that has proved successful.
This firm has a well-defined policy for in-
suring customer satisfaction, and for accelerat-
ing sales volume in the face of competition,
viz., its policy is to encourage interested par-
ties to have sets installed in their homes for
free trial. The "free trial policy'' is a major
aid in establishing confidence in the minds of
prospective customers. After testing the dis-
tance, selectivity, clearness of tone and other
desirable qualities of the radio featured by
Emahizer-Spielman, they are glad to take ad-
vantage of the firm's easy payment terms.
When planning its sales policy, the firm's
paramount idea w"as to make buying easy and
pleasant lor all classes of customers. It is
interesting to note that Emahizer-Spielman's
practical sales methods are of maximum value
for developing a permanent business in radio.
The firm keeps its public informed regarding
its up-to-date stock, and prospects are in a
receptive frame of mind when approached b>-
the firm's salesman.
Adolph Schreiber Forms New
Phonograph Jobbing Firm
New Orle.\ns, E.^.. December 7. — A new dis-
tributing firm has been organized here operat-
ing under the name of Adolph Schreiber, whole-
saling Euphonic and Mastercraft phonographs.
Caswell and Pal portable phonographs, Sym-
phonic reproducers. Valley Forge main springs
and parts, Duro tone arms, combinations and
reproducers, Kent arms, Paramount records and
other phonograph products. The new concern
succeeds the Diamond Music Co., formerly an
Edison distributor. Adolph Schreiber, head of
the new company, was one of the largest stock-
holders in the Diamond organization and held
the offices of secretary and treasurer.
Amrad Corp. Reports
500 Per Gent Sales Gain
AIedford Hillside, AIass., December 7. — In a
recent statement issued by Major James E.
Hahn, president of the Amrad Corp., of this
city, announcement was made that there has
been a 500 per cent increase in the business of
the company over last year's business. This
remarkable accomplishment is a decided tribute
to the efficiency of the sales department under
the management of A. B. Ayers, who recently
was made general -rhanager of the Amrad Corp.
A Delaware Incorporation
The .\merican, Houston, Texas, has been in-
corporated at \Vilmington, Del., with a capital
of $100,000 for the purpose of making or han-
dlina; phonograph recprds.
The WORLD'S Largest Producers of Die -Castings
VocMcr Die-Cast-
ing alloy condcns
er rotor and stnt^
with stippled brass
plate cast ill placi
CT)ICTURE a completo organization specializing on one product
with four great plants in constant operation . . . QPicture
a corps of engineers and metallurgists famed for their excellence
in mechanical and metallurgical problems . . . QPicture the
improvements . . . llic modern methods evolved in 21 years
leadership in one ficlil . . . and ,yoii have a bare outline of the
outstanding position of Doehler Die Castings in relation to the
die casting industry today . . . QA copy of our booklet will be
mailed on rccjucst ... or wc will send a representative to confer
with you. No obligation incurred.
V8I ie»>
DOEHLER DIE-CASTING CO. Brooklpi, N. Y. Toledo, O. Ituta*ia, N. V. Polttttowo, Pa,
18
Phonographs and Records
A Name that is popular
A Quality that endures
A Service that sells
Columbia Phonograph Company, 1819 Broadway, New York City
Canada: Columbia Phonograph Company, Ltd., Toronto
The Columbia-Kolster
(Viva-tonal)
The Electric Reproducing Phonograph
MUSIC'S reproducing triumph ! In this single instrument,
the Columbia-Kolster (Viva-tonal), The Electric Re-
producing Phonograph, are combined the Columbia achieve-
ments in the reproduction of recorded music with the finest
and latest development in power amplification, the Kolster
Power Cone Speaker.
Plays any standard record. Batteries are eliminated. Five
Cunningham tubes included in equipment. The volume can
be increased or decreased at will.
This instrument has an "electric-pick-up" of new design
with unique and exclusive features. The Kolster Power Cone
Speaker, inside the beautiful high-lighted walnut cabinet with
its mahogany overlay, is of the electro-dynamic type, and
introduces a new patented feed-back principle. It is 40 1-4
inches high, 31 7-8 inches wide, and 21 1-4 inches deep. Two '
drop record-bins hold twenty records each. Important ex-
posed metal parts are gold plated, satin finish. The 12-inch
turntable is overlaid with green velvet.
^"^like life itself
The Viva-tonal Columbia
—the Gift of Gifts
WHAT more pleasing gift than the new
Viva-tonal Columbia!
This is an age of music, of entertainment.
Columbia offers improvements never thought
possible in the phonograph.
Those delicate tone-shadings so important in play-
inj? the great symphonies; that exquisite rhythm, so
desirable for dancing; the full richness of the speaking
and singing voice; all are reproduced with amazing
brilliance.
The Viva-tonal Columbia is exquisite in design and
finish. It is the ideal instrument for display and for dem-
onstration. Your customers will delight in hearing it.
CONVENIENCE is one of the features
of the Viva-tonal Columbia. It blends
naturally into home surroundings and never
fails to command the admiration of all who
see and hear it.
The Viva-tonal Columbia
Model 602
List Price $90
NO note of voice or instrument fails of
perfect reproduction on the Viva-tonal
Columbia. The hearer gets it all— piano,
violin, 'cello, organ— from deepest bass to
highest soprano.
The Viva-tonal Columbia
(Portable)
Model 160
List Price $50
THE Viva-tonal Columbia Portable em-
bodies the playing qualities of the larger
models. It is light, compact, skillfully made,
yet a triumph in its ability to bring hitherto
unheard volume and effect from the record.
Send for details regarding Columbia
Phonographs and Records, addressing
nearest branch, or
Columbia Phonograph Co.,
1819 Broadway New York City
Columbia Album Sets
of
Musical Masterworks
These album sets, many imported, make ideal holiday gifts.
Especially is this true of Schubert's Unfinished Symphony (Set
No. 41), around which will center the interest of thousands of
music lovers during the coming Schubert Centennial (1928).
The Masterworks sets listed below are all electrically recorded,
surely an imposing group to offer your customers for selection.
Set
No. Price
32. ChopiN: Sonata in B Minor, for Pianoforte, Opus 58 S4.50
34. BERLIOZ: Symphony Fantastique, Opus 14 9.00
36. BraHMS: Sonata in A Major, Opus 100, for Violin
and Piano 4.50
37. BRAHMS: Sonata in F Minor, for Pianoforte, Opus 5 . 6.00
38. Beethoven Sonata in A, 'Cello and Piano, Opus 69. 4.50
39. BEETHOVEN: Symphony No. 9 (Choral) 12.00
40. SCHUBERT: Quartet No. 6, in D Minor 6.00
41. SCHUBERT: Symphony No. 8, in B Minor (Unfin-
ished) 4.50
42. MoZART: Symphony No. 35, in D, Opus 385 4.50
43. MENDELSSOHN: Trio in C Minor, Opus 66 6.00
44. Saint-SaenS: Concerto in A Minor, 'Cello and Or-
chestra, Opus 33 4.50
45. BEETHOVEN: Symphony No. 2, in D, Opus 36 6.00
46. BEETHOVEN: Symphony No. 3 (Eroica), in E Flat,
Opus 55 10.50
47. BEETHOVEN: Symphony No. 4, in B Flat, Opus 60. . . 7.50
48. BEETHOVEN: Symphony No. 5, in C Minor, Opus 67. 6.00
49. BEETHOVEN: Quartet in F Major, Opus 59, No. 1 . . . 7.50
50. BEETHOVEN: Quartet in E Minor, Opus 59, No. 2 . 6.00
51. BEETHOVEN: Quartet in C Major, Opus 59, No. 3 6.00
BEETHOVEN: Trio in B Flat, Opus 97 7.50
52
53
54. BEETHOVEN:
BEETHOVEN: Sonata in A (Kreutzer Sonata), Opus
47, for Violin and Piano
( Sonata quasi una fantasia (Moon-
light Sonata), Opus 27, No. 2
Sonata Pathetique, Opus 13, for
Pianoforte
7.50
6.00
Set
No. Price
55. BEETHOVEN: Quartet in F Major, Opus 135 S4.50
56. BEETHOVEN: Quartet in F Minor Opus 95 4.50
57. BEETHOVEN: Symphony No. 1, in C Major, Opus 21. 6.00
59. BEETHOVEN: Quartet in C Minor, Opus 18, No. 4. . . . 4.50
60. BEETHOVEN: Quartet in B Flat, Opus 18, No. 6 4.50
61. BEETHOVEN: Symphony No. 6 (Pastoral) in F, Opus
68 7.50
63. BEETHOVEN: Symphony No. 7, in A Major, Opus 92. 7.50
64. BEETHOVEN: Symphony No. 8, in F, Opus 93 4.50
65. BEETHOVEN: Sonata Appassionata, in F Minor, Opus
57, for Pianoforte 4.50
66. BEETHOVEN: Quartet in G Minor, Opus 18, No. 2 . . . 4.50
67. DEBUSSY: Iberia: Images pour orchestre, No. 2 4.5(>
68. Wagner Album No. 1 12.00
69. Haydn : Quartet in C Major, Opus 54, No. 2 4.50
70. BEETHOVEN: Quartet in B Flat, Opus 130 7.50
71. Mozart: Concerto for Bassoon and Orchestra, in B
Flat, Opus 191 4.50
72. MoZART: Symphony No. 41, in C Major ("Jupiter")
Opus 551 6.00
73. TscHAiKOWSKY: Trio in A Minor, Opus 50, "To the
Memory of a Great Artist" 9.00
74. RaveL: Ma Mere I'Oye (Mother Goose) 4.50
75. BEETHOVEN: Quartet in D, Op. 18, No. 3 4.50
76. HaydN: Symphony No. 4 (Clock Symphony) 6.00
77. DVORAK: Symphony From the New World 7.50
78. GRIEG: Sonata in A Minor, 'Cello and Piano, Op. 36 . 6.00
The above works are listed and reviewed in detail in Columbia Record Catalogue
and Columbia Masterworks Supplements.
Columbia Phonograph Company, 1819 Broadway, New York City
Canada: Columbia Phonograph Company, Ltd., Toronto
77; t' Talking Machine World, New York, December, 1927
19
Uniform Radio Standards
to Be Finally Established
Efforts of Radio Manufacturers' Association to
Bring About Single Code of Standards in
Radio Industry Proving Successful
Efforts of the Radio Manufacturers' Associa-
tion to bring about a single code of standards
for the radio industry are at last achieving the
desired results, according to an announcement
from the R. M. A. The man who builds his
own radio set, as well as the manufacturer, will
be benefited by arrangements made toward the
establishment of a single industry standard, to
be determined with the aid of the American
Engineering Standards Committee.
The R. M. A. announced last June that it
would not publish any new standards ■ until a
very comprehensive plan could be made for
the establishment of a single industry standard.
A study of the situation showed that personal
differences balked the single standard as long
as it bore any trade association name. In
recognition of this situation and as a practical
expression of its sincere desire to bring about
a single industry standard the R. M. A. ar-
ranged last September to drop the use of its
name in connection with standardization, and
to lend its efforts and influence toward the
formation of a single industry standard, irre-
spective of what name any other and smaller
group of manufacturers might desire to retain.
With the R. M. A. taking this position and
also desirous of securing valuable standardiza-
tinn suggestions from any expert source, a
meeting was arranged by Dr. Agnew, secre-
tary of the American Engineering Standards
Committee, and by Dr. Goldsmith, secretary
of the Sectional Committee on Radio of that
Association, with engineering representatives oi
the radio manufacturing interests to discuss
their specific problems and differences. The re-
sult of this meeting, held recently (with the
R. M. A. represented by the chairman of its
Engineering Division, H. B. Richmond, of the
General Radio Co., Cambridge, Mass), was that
a complete reconsideration is to be given to
the existing codes of standards and their vari-
ances. An agreement was reached that all items
on which there is no conflict shall be an-
nounced as radio industry standards. On items
on which there is a disagreement the Ameri-
can Engineering Standards Committee will en-
deavor to analyze the situation, hear all evidence,
and establish the industry standard, with the
understanding that any conflicting standards
will be brought into harmony and agreement
with the radio industry standards as rapidly as
possible. The R. M. A. will not publish any
standards of its own, but will distribute to its
members, and adhere to, the national radio
standards as determined and approved by the
American Engineering Standards Committee.
Important New Patent Is
Issued to Hazeltine Corp.
A new patent, No. 1,648,808, covering all of
the essential features which make the modern
tuned radio frequency receiver a satisfactory
operating device, has been issued to the Hazel-
line Corp., according to a recent announcement.'
It is said that there are a total of twenty-one
claims in the patent, which covers the Neutro-
dyne development of Professor Louis A. Hazel-
tme. It is estimated that more than 90 per
cent of present-day receivers embody the in-
vention covered by this patent.
"Antenna Pointers" New
Bulletin for Fada Trade
"Antenna Pointers" is a new bulletin recently
issued by F. A. D. Andrea, Inc., Long Island
City, answering many questions which have
been submitted to H. W. Holcombe, head of
the service department of Fada Radio. It is a
complete study on popular types of antenna.
The proper installation of an outdoor antenna,
how to erect a three-supported aerial, the code
procedure for utilizing lightning arresters and
connecting an efficient ground are among the
subjects given extra treatment in this bulletin,
which may be obtained by all Fada Radio deal-
ers from the home office in Long Island City.
Kolster Set Owner Reports
Record Distance Reception
A new reco.-d for consistent distance radio
reception has been reported to- Federal-Brandes,
Inc., manufacturer of Kolster Radio, by Arthur
Mass of Smith River, Calif., who stated that he
tuned in thirteen broadcasting stations across
the Pacific Ocean in less than an hour. The
stations heard by Mr. Mass on his six-tube
Kolster receiver are located in Japan, Australia
and New Zealand, where a total of twenty
broadcast stations are listed between 200 and
600 meters.
Commerce Department Plans
1927 Manufacturers' Census
Bureau of Census Has Asked for Co-operation
of the Musical Industries Chamber of Com-
merce in Securing the Desired Information
The Bureau of Census of the United States
Department of Commerce has asked for the
co-operation of the Music Industries Chamber
of Commerce in its plans for the next biennial
census of manufacturers, which will cover the
year 1927. The canvass, to be made by mail,
is to secure information from musical instru-
ment manufacturers which will provide a com-
prehensible record of the progress of the music
industry, generally, throughout the United
States. The blank forms upon which reports
should be made will be mailed by the Census
Bureau to all manufacturers about January 10.
A report will be required from each manufac-
turing establishment whose output in 1927 was
valued at $5,000 or more. Production below
this point will not be considered.
ChriHtnum
Carol
Coming thru the air may be absolutely ruined by the rattle and
scratching in your loud speaker.
The SCANLAN SPEAKER CHEST— an output transformer-
will completely eliminate all noises. It revitalizes old speakers
and brings back the rich, mellow tone that enhances the reception
of good music.
The SCANLAN SPEAKER CHEST is very simple to install.
Hook the speaker chest into the set and your loud speaker into the
chest. Obtainable in four finishes — antique bronze, antique brass,
antique silver and walnut. Complete with silk hook-up cord ready
for service, $10.00.
Write for full particulars regarding
our profitable jobbers' Sales Plan
SCANLAN ELECTRIC MANUFACTURING CO.
1117 North Franklin Street, Chicago. 111.
SCANLAN
20 The Talking Machine World, New York, December, 1927
Advance orders for instruments and records forecast one of the
biggest volumes in Victor history. Mr. E. E. Shumaker, President of the
Company, stated on the eve of his departure for Europe, November 2.d:
"Our August business in records was the largest of any August in
the history of our business. September, last, was the second-largest
September, and October has set another high mark. The library of
Musical Masterpieces has reached formidable proportions, and has
become one of the really big things dealers have to sell. Dealers
are cashing in every day on Victor Red Seal advertising.
"At the present time the factory is oversold, necessitating increased
overtime work in the factory. Dealers see the demand that is upon
them, and are placing advance orders in steadily increasing volume.
VICTORTALKING MACHINE
The Talking Machine World, Nezv York, December, 1927
21
1918
should be
One of the best features of this heavy business is that it is generally dis-
tributed throughout the United States. Nor has this heavy volume been
in any one price-class. It has foUov^ed through the complete line, and is
especially evident in the highest-priced instruments we are producing.
"We are constantly increasing production, through additional over-
time and augmented forces, and anticipate no relief from this pressure
at any time in the near future."
These statements speak for themselves. They show the consistent,
year-round business enjoyed by Victor dealers. They indicate a busy
Christmas— the kind of Merry Christmas all dealers desire. They point
the way to a great New Year, just ahead, for everyone connected with
the Victor business.
COMPANY, CAMDEN, N.
J., U. S. A.
This Salesman Built Up a
Personal Following — Record
Sales Average $30,000 a Year
MUCH has been said and written about
salesmanship, and the art of inducing
customers to come into the store, and
closing sales. All of which is right and proper,
but there is another phase of merchandising
that is often neglected, yet is vitally important,
and that is, repeat business. Do your custom-
ers return to the store regularly and continue
to deal with you for their musical require-
ments? Every sale of a talking machine, for
instance, regardless of its price, should mean
future sales of records of $100 or more a
year, and in many cases the total sale of records
lor a year should be many times the price of
the instrument.
A Case in Point
Joseph F. Brogan, manager of the branch
store of the New York Band Instrument Co.,
at Thirty-fourth street, New York City, sells
during the course of an average year, about
$30,000 worth of records, 90_per cent of which
are of classical music, Victor Red Seal, Columbia
Celebrity and both Victor and Columbia album
sets. Other salesmen in the same store of
course, do a good business, but the above
amount is sold by Mr. Brogan himself. An in-
teresting item regarding these sales is that
about $10,000 worth of the records are sold to
customers who have been buying from Mr.
Hrogan for a number of years and have con-
tinued to do business with him in three differ-
ent locations.
Mr. Brogan has had years of experience in
talking machine and record selling, having en-
tered the field in 1915 when he was connected
with the Victor department of the Knabe piano
warerooms in New York. He remained there
for two years, leaving to join the Navy. Upon
his discharge he went to Europe and studied
voice culture for three years. He joined the
sales staff of the New York Band Instrument
Co. in 1922 and has remained with that com-
pany ever since, with the exception of eight
months during which he was with the record
department of John Wanamaker, New York.
While this experience is varied it does not suf-
fice to answer why Mr. Brogan has been so
successful as a talking machine and particularly
a record salesman. There are many others who
liave had longer experience who do not do
nearly as much business, despite the fact that
in many cases they have the advantage of a
better location than the stores in which he has
won his success.
Has Personal Following
One of the features of Mr. Brogan's clientele
is that a great number of his customers will
not deal with other salesmen in the store, pre-
ferring to wait until he is able to serve them,
depending on his suggestions and knowledge
of the record releases. And just as many
friendships between business men in other lines
have resulted from business transactions, so too
has Mr. Brogan become friendly with a great
many of his customers, even to the point of
visiting each other's homes.
In seeking to learn, for the benefit of its
readers, the methods by which Mr. Brogan has
managed to secure this favorable position with
his clientele, The Talking Machine World re-
quested him to write a short article on "Sales-
manship" and after much reluctance, he con-
sented. It follows:
Something to Give
"Has it ever occurred to you the many priv-
ileges we salesmen who come in contact with
so many people in a business way, have. I
have never been able to get away from this
fact since I started out as a Victor salesman
several years ago. Having had no previous ex-
perience I didn't know just how to go at it.
"However, I felt it was a real opportunity
to give of myself — a chance to serve. With
this thought in mind I have been able to sell
where others have failed, not because I am
more capable than the average salesman, but
because I love my work sufficiently to have
made a complete study of the merchandise.
"With this knowledge you have the confi-
dence to approach any customer, knowing that,
insofar as your merchandise is concerned, he is
sold. Your real salesmanship only begins when
you are able to sell yourself. This statement
may seem rather stranger, but it is true.
"As a conscientious salesman it is your duty
not only to greet a customer in a gracious man-
ner, but with a feeling that he is your friend.
Again you may say, 'this is not easy because
the customer may not be interested in you.'
but do not allow the attitude of the customer to
discourage your friendly attitude toward him.
Your agreeable manner and willingness to be
considerate is bound to reflect in the customer.
He in turn will like you for yourself and during
the time he spends in your store, if you con-
vince him that you know your business, you
cannot fail to make a sale.
"One policy which I have always found to
be best is to agree with your customers in all
circumstances even if their knowledge of music
is not on an equal plane with your own. Hav-
ing created an attitude of friendliness, and hav-
ing engaged in conversation, the customer will
show an interest in some phase of the conversa-
tion which will give the salesman an opportu-
nity of interesting him in the merchandise.
Developing a Sizable Sale
"Last September a customer entered the store
for the first time as far as I know. He made
purchases amounting to $1.50, including some
sheet music. In the course of our conversation
he mentioned that the sheet music was for his
son who was studying the piano. I found that
the boy was playing classical music only and I
mentioned that the present-day students had so
many more opportunities than those of the past,
particularly with the help they could receive
from hearing the recorded playing of the mas-
ters of the piano contained in the album sets
of records. The customer never had regarded
the record sets in this light before and desired
more information on the subject. I willingly
gave this and also a demonstration of several of
the sets. The result was that instead of pur-
chases of $1.50 he left the store after spending
$37 and has since purchased more than $150
worth of records.
"In conclusion, I want to say that the selling
is quite simple provided the co-operation be-
tween the owner and the salesman is harmo-
nious. If the owner is not in sympathy with
the methods employed by the salesman, the lat-
ter is working under a disadvantage and can-
not do his best work. The results secured by
the salesman should speak for themselves. In
other words there are many owners who are
like so many music critics. They tell how to
do a thing without any idea of how to do the
same thing since they never have had the
actual experience or their experience is so an-
cient that it is out of date.
"One thing the owners can do is to encour-
age salesmen to study more and realize what
they are selling so that they can talk intelli-
gently to all- types of customers. An interest
in the recording artists and their musical activi-
ties on the operatic and concert stage gives the
salesman a basis for conversation which will be
appreciated by the customer who applies to him
for advice in their selection of records."
Makes £asu Sales fov Radio Sets
New Dri-Line Gives You Sensational
Radio Power With Its Flow of Strong,
Steady A & B Current
Our New Type AB-280 Unit ^divers iso voits at 4o
. , _,, . mills. Uses the new 280
rube. Ihe A rectifier is the new approved DRI type.
Economical on current, compact, attractive. An engineering
marvel thoroughly approved by the best radio laboratories.
Lists at
only
Tube $5.00
Additional
$54.50
This Acme New "B" Power Unit
TYPE B-280 uses the new 280 tube. Delivers 180 volts at 40
mills. Gives equally exceptional performance.
Factory Repre-
sentatives i n
all of the
principal cities.
Lists at 9 ■■■■ ^^^^ -''"^^
only ^ Jm Jm m\W\9 $5.00 Extra
Acme Radio Products are sold at popular
prices and are fully guranteed.
Sold by Leading Jobbers everywhere
ORDER NOW — Send today for information on the complete
Acme Line
THE ACME ELECTRIC and MANUFACTURING COMPANY.
14»s Hamliton Avenue Cleveland, Ohio
22
The Talking Machine World, New York, December, 1927
23
The most complete line — ranging from $10 to $100
UTAH RADIO PRODUCTS CO., 1615 S, Michigan Ave., Chicago
Aggressiveness Wins
Radio Sales For E. M. Abbott Co.
ONE of the most successful
establishments handling radio
at retail in the State of Ohio
is the E. M. Abbott Piano Co., RCA
dealer, which has a beautiful show-
room in the center of the shopping
district of Cincinnati. The concern
has been in business for twelve years and has
established policies that have proved their value
in building good will and sales volume.
Patronage not only is solicited from residents
of the city, but also in the outlying districts
within a wide radius. "I have customers on my
mailing list within a radius of twenty-five miles
of the city," said Mr. Abbott. "Many of them
have been on the books for a long time
without making any sizable purchase,
but they still are my customers, and
when they do buy they buy from me. I
keep them informed about the new
things in music, records and radio, and
when one of them comes in for a new
tube or the latest jazz records he gets
the same kind of attention that he would
get if he asked for a Radiola 28.
One of the most important and eflfec-
tive methods for the retailer to bring to
the attention of the public the merchan-
dise he is featuring is through a well-
rounded advertising campaign, accord-
ing to Mr. Abbott, who stated that 5
Below: One of Abhotfs
typical radio displays
Cincinnati Retailer Sets Aside 5 Per Cent of
His Gross Revenue for Advertising — Direct Mail
and 'Phone Follow-Up Result in Growing Profits
demonstrations with prospects. An effort is
made to arrange these demonstrations in the
evening so that the whole family is sure to be
present and when broadcasting is at its best.
Manufacturers' sales helps also are used in
every way possible, both in the store and in
the window.
It is these little touches that raise a dealer's
Above: Spacious sales and
demonstration room of E.
M. Abbott Piano Co. Note
how attractively the various
Radiola models are arranged
on the floor of this enter-
prising retail concern. Lack
of overcrowding results in
emphasizing beauty oj radio
models featured
store above those of his competitors in prestige
and success. There is no secret about it, just
the application of imagination and sound com-
mon sense in promoting the interest of the pub-
lic in the line and then capitalizing this interest
by follow-ups that eventually result in closing
sales.
There are many dealers who have permitted
themselves to settle into such a state of leth-
argy that they make little or no attempt to go
after business. Experience has proved conclu-
sively that it is very much worth while to fol-
low up every inquiry. One dealer has three
per cent of his gross revenue was set aside for
the advertising appropriation. Newspapers, di-
rect mail, programs and window displays are
included as advertising mediums. A result-pro-
ducing method of presenting the features of a
radio set or a talking machine has been worked
out by Mr. Abbott. He uses a stereopticon ma-
chine with a series of films that describe the
product in which he is trying to interest the
customer. Thus, many selling points that the
prospect ordinarily might miss are emphasized
in such a way that this danger is entirely elim-
inated. Another plan that has resulted in many
sales consists of using the telephone to arrange outside men whom he pays on a commission
VAN VEEN SOUNDPROOF BOOTHS
The standard for successful Talking Machine demonstration
for years. Radio dealers are losing sales without them.
Write for particulars and catalogue.
VAN VEEN & COMPANY, Inc.,
24
basis to follow up leads furnished
by the store. It is a poor week,
according to this merchant, when
each of these men does not make
at least two or three sales of radio
sets or talking machines. It is these
extra sales that put a business over
with a bang, and what the E. M. Abbott Piano
Co. is doing, other dealers also can accomplish.
Energy and imagination are required, but the
results certainly warrant strict attention to a
policy of aggressiveness.
Of what avail is the best kind of advertising
and publicitjf if the merchant does not take
every means he can think of to close as many
sales as possible?
Yet, the fact re-
mains that many of
the inquiries being
received daily by re-
tailers are the result
of the firm's adver-
tising or that of the
manufacturer and
wholesaler. When an
individual takes the
trouble to visit a
store to procure in-
formation regarding
a particular make of
radio that is posi-
tive proof that he or
she is an interested
prospect, and even
if a sale is not
closed on the spot
the dealer should
not permit the mat-
ter to end there. He
should follow-up, us-
ing direct mail, tele-
phone and, best of
all, personal calls by a high grade salesman.
Arrange for a demonstration either in the store
or in the home, and the sale is half won. Com-
petition is keen and dealers must fight for sales.
Every effort should be directed toward bring-
ing about a demonstration under the most
favorable circumstances. If you have a good
product tell the public about it and when you
have arrested their attention work hard and
quickly to close the deal. A name on the dotted
line is worth a dozen prospects, although every
prospect represents a potential sale. The
aggressive policy of the E. M. Abbott Piano
Co. and the importance this firm attaches to in-
terior display, window arrangement and follow-
up have proved their value in building up a sub-
stantial sales volume and profit in the radio de-
partment.
Radio Weighing Machine
One of the latest applications of the radio
principle appears in a weighing machine which
automatically weighs any material passing
through the mechanism in continuous web
form.
313-315 East 31st Street, N. Y. City
PHONE LEXINGTON 9956-2163
The Talking Machine World, Nezu York, December, 1927
25
SYMPHONIC
An accoustical gem in a magnificent setting —
Each SYMPHONIC and LOW-LOSS REPRO-
DUCER is beautifully encased in a gold em-
bossed silken container commanding attention
and bespeaking its quality.
There can be no substitute for SYMPHONIC
REPRODUCERS. If your jobber does not
stock genuine SYMPHONIC REPRODUCERS,
write us.
STANDARD
PRODUCT
'phonograph reproodcer
y • 1927-1928 •
SympJionic Sales Corpora-
tion wishes to take this
opportuniLy to thank the
IsAusicTrades in theUnited
States and throughout the
civilized world for the
splendid patronage and
support 1i>e have received
during the past year.
We extend to you our very
best ivishes for a Merry
Christmas, and a Happy
and Prosperous New Year.
The Proof of the Pudding
Symphonic product is way past the em-
bryonic stage. However, SYMPHONIC goes
steadily on, giving to the trade, as a matter
of course, the benefit of every improve-
ment which results from our constant
research and experiments. That is why
SYMPHONIC has earned its reputation for
DEPENDABILITY and EXCELLENCE. That is
why the ^pmpfjOniC TRADE MARK on a re-
producer is of MORE IMPORTANCE THAN
THE PRICE TAG.
SYMPHONIC performs best in comparison.
Convince yourself.
SYMPHONIC SALES CORPORATION
370 SEVENTH AVE.
Pioneers and Leaders in the
Independent Reproducer Industry
NEW YORK
Profi t Wnmi^ Safes Ankles
Holiday Opportunities — Art Products in Art Settings — Oilman "Breaks the Ice" in Canvassing —
Give Prospects Full Information on Sets— Wanamaker Displays Publicity Rack —
Trade-ins for Combinations — After- Holiday Buying — Other Clever Stunts
Now that Christmas is but ten days in the
future, talking machine and radio dealers must
make a strong last-minute effort to close as
many sales as possible. A letter at this time
to all those persons listed as prospects, point-
ing out the suitability of a talking machine or
radio set as a Christmas gift, and a solution of
the "what to buy" problem might bring in sales
that otherwise would not materialize. Direct
mail should also be sent to old customers. This
literature should feature records and other in-
-truments handled by the dealer. The small
musical instrument always is a suitable gift for
the younger members of the family who may
have musical ambitions, and records are ex-
cellent gifts for every member of the family.
Proper Settings
Kelly Music, Los Angeles, Cal., Radiola
dealer, believes in presenting his merchandise
as art products and consequently John T. Kelly,
Jr., the proprietor, has fitted and furnished the
store as an attractive music salon. The cus-
tomers and prospective customers are told of
RCA products by a series of folders with photo-
graphs of the salon tipped in and with photo-
graphs of the famous musicians who can be
heard on the air being featured. The results
in sales more than repay for the expense of
the promotional work.
It "Breaks the Ice"
Canvassing, especially in city districts, often
offers a handicap in that the housewife does
not permit the canvasser to get off to a good
start in discussing the instruments in which
he hopes to interest her. Naturally with an
indifferent or hostile reception the quota of
sales from this type of selling will not bulk
large. Joseph Oilman, manager of the Oilman
Music House, 1198 Fulton street, Brooklyn, N.
Y., in order to overcome this condition and
secure a hearing in his calls on prospective pur-
chasers of radio receivers or talking machines,
employs a clever stunt which he claims has
done wonders in securing entree into the vari-
ous homes in the sections he visits so that he
can present his selling talk. Mr. Oilman's busi-
ness card, which he presents on each call, bears
after his name the initials "L. F. B." which in
nine cases out of ten causes the query: "What
do those initials mean?" Upon being informed
that the caller is "Looking for Business" and
does not hesitate to say so on his card, the
"ice" is broken and he is given an opportunity
of interesting the prospect in an instrument.
Tell 'Em Everything
There are many things about a radio set
wliich the dealer and sales staff take as a mat-
ter of course because of their knowledge of
the instrument, but to the layman who has
never had a set in his home these items bulk
as mysterious information known only to the
initiated. When a set is put into a home on
demonstration the man who. installs the re-
ceiver gives the information necessary to oper-
ate the receiver and answers any questions, but
it is after he leaves that many questions arise,
prompt answers to which would strengthen the
prospect's desire to own the set. A. S. Eby,
radio dealer of Bartlesville, Okla., has solved
this problem, for whenever he sends a set out
on demonstration a big red tag goes with it,
carrying every bit of information that the pros-
pect could want to know about the set as well
as the conditions of time payment. This in-
formation includes the cost of accessories and
upkeep of the set.
A Catalog File
Manufacturers send much fine literature to
dealers, but very often it is not used to the best
advantage. Progressive dealers find the pam-
phlets and booklets descriptive of the new lines
very much worth while in direct mail follow up.
This literature also should be placed conven-
iently in the store so that customers and pros-
pects can obtain informative reading matter re-
garding the particular instrument or set in
which they may be interested. The talking ma-
chine department of the New York Wanamaker
store has built a rack for this publicity mate-
rial, which is placed prominently on the de-
partment floor. The rack contains a number
of cubby holes and the advertising matter of
the various products is segregated. Thus,
talking machine literature is in one cubby hole,
pamphlets descriptive of the radio sets fea-
tured are in another, etc.
Regarding Trade-ins
A talking machine dealer who is featuring
combination instruments is making a strong bid
for sales, and to stimulate interest on the part
of the public his advertising carries an offer to
make a fair trade-in allowance on both the old
phonograph and radio set. This policy has re-
sulted in several sales to people who were in-
terested in the combination instrument, but
hesitated to buy because they already owned
an old talking machine and radio set. The
combination instruments are particularly suit-
able for use in small apartments and the dealer
who builds up a prospect list should not neglect
this source of possible business.
After Xmas Business
There is plenty of after-holiday business to
be had. Many people receive checks or money
as Christmas gifts. Don't stop sales promotion
simply because the holiday season is past. Oo
after the gift-dollars and wind up the year with
a rush. People buy from the dealer whom they
know best, personally or by reputation. Keep
your name before the public and go after busi-
ness just as strongly after the holidays as you
do at any other time of the year.
Featuring a Single Model
A middle Western retailer has had con-
structed in the center of his sales room a huge
circular platform on which he places the model
talking machine he desires to feature. The in-
strument thus is raised above the other ma-
chines on the floor and instant attention is
attracted to it. In addition this particular model
is continually playing. Each week a different
model is made the center of attraction. The
experiment has proved of value in moving
models that ordinarily would not be sold very
quickly or easily as well as stimulating the sale
of easy-to-sell instruments.
Thanksgiving Tie-up
A clever tie-up with Thanksgiving Day was
effected by Landay Bros., metropolitan dealers,
who in their advertisements of Columbia
records on the day before the holiday said:
"Are you host or guest at the big- Tlianksgivinpr Eat< ?
"A package of the newest Columbia records from Laii-
days will be just the right thing in either role.
"If you're inviting folks you should look to tlieir
entertainme-nt.
"If you're visiting you should show thoughtfulness and
appreciation."
Then followed a list of the most popular
Columbia record releases. There is a thought
in this for Christmas.
Use the Telephone
Has the idea of using the telephone during
the next ten days to get in touch with your
customers occurred to yon? Suppose as a
starter you call up everyone who has purchased
a talking machine during the past six or seven
months, inquire as to how the instrument is
functioning and suggest several of the outstand-
ing releases of Christmas music as being
especially desirable at this time of the year.
A telephone call of this character will serve a
twofold purpose: first, it will undoubtedly result
in some sales, and it will also serve to keep
your establishment in the minds of the cus-
tomers, engendering goodwill. Everyone ap-
preciates the personal touch and in this case
it costs very little.
Read Your Trade Papers
What benefit do you receive from the trade
papers to which you subscribe? Do you merely
glance over the publications when they arrive,
read a few items and then put the magazine
aside and forget to pursue your reading fur-
ther? A New York dealer has the right idea.
He checks over the articles that interest him
and reads them carefully at home.
Model 489—1000 ohms
per volt— for checking
output of battery elimi-
nators, or any D.C. meas-
urement within the range of
Instruments.
Model 528— Voltmeters and Am-
meters, for A.C. current and voltage
measurements within the range of
the instruments. Especially high-class
instruments for testing the new A-C
tube receivers.
NEW — ctnd timely —
HOLIDAY GIFT suggestions
No item cbuld be more timely and appealing as a gift
suggestion to the Idea-bereft and Jaded shopper than
one of these much desired and useful "Westons".
You need only suggest it to have the idea meet
with an appreciative response, and it will account
for at least ONE PRESENT SETTLED on
every shopping list.
Here are two popular models selected from
the complete Weston line- the most ex-
tensively advertised and widely demand-
ed radio instruments on the market
today.
These two instruments — Model
489, made as both high resistance
and low resistance meters for
B-eliminator and battery op-
erated sets— and Model 528,
for the new A.C. tube re-
ceivers, are big sellers
everywhere, every
month in the year.
The earliest orders
This newbook-
let will be of serv-
ice to you in ordering
required stocks for the
ALL YEAR ROUND sales.
received will be
served in time
for the Christ-
mas trade.
WESTON ELECTRICAL INSTRUMENT CORP.
190 Weston Ave., Newark, N. J.
26
Talking Machine World, New York, December, 1927
iiiifiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiiy^^
LACE your bet on the
'iir^ eh amp ion aed you are
win* Now,
'Oeno t«
the super Improved VAL-
PHONIC REPRODUCER,
Yoix will be surprised at the
rate they selL A real treat
in an honest^to^goodness
reproducer, and one which
we are ^lad to be able to
with still more im**
tofore, and the result
— a product beyond
vaguest expectations
— one that really does
Justice to both its faiths
ful boosters and makers*
Try this newer Improved
model, experiment with it^
play it, show it to your trade,
use it for display purposes.
ofrer you.
Backed by its origi*^
nators, the truly hand'^
some Improved VAL^
PHONIC reproducer
is a sound box which
you can vouch ror wi
surety, and use as a means
All to gain! Bank on the
Improved VAL. PHONIC
and cash in!
a81=l'pl' r
™ p i "a, jgiw.^
PHILADELPHIA • USA
The Talking Machine World, New York, December, 1927
ewcombe-Hawley 86-inch Tone Chamber!
The outstanding feature of these Console Reproducers is the Newcombe-
Hawley 86-inch Tone Chamber which assures perfect reproduction, from the
deepest organ note to the highest pitched voice or instrument. Great volume
is available with a mellowness that amazes the most critical audience. Since
no separate amplifier or extra tubes are required with this eflicient reproducer,
no servicing is required to maintain perfect operation.
'Plenty of Space for Batteries and Eliminators
Ample room is provided for batteries and accessories, eliminating all unsightly
wiring usually associated with table receivers and separate reproducers.
NEWCOMBEj
The Talking Machine U^orld, A'ew York, December, 1927
HowOpmtoMloDedem
With Tkis Mew Line
for Leading Radio Sets
THE great popularity of tKe compact Radiola, Crosley, Atwater
Kent, and Zenith receivers Kas created a tremendous demand for
special Klewcombe-Hawley Reproducers for these receivers.
Here is a new line of special console reproducers that opens the door
to new sales, not only for consoles but radio receivers, too. The
mellow tone quality, even at big volume, makes the Mewcombe-Hawley
Console Reproducer a splendid sales builder.
The radio public prefers special consoles with built-in reproducers for their
receivers. Meet the demand with these Mewcombe-Hawley Special
Console Reproducers. Mail the coupon for complete information.
For A twateT Kent
Standard Line
Model 53 — A compact table model with the
rema rkable 86 -inch tone chamber. A popular
reproducer for table receivers.
Model 55 — A larger table model with space
for batteries and accessories. Furnished with
doors, if desired.
Model 58 — A typical model with room for
the complete receiving set. Several other models
are available, with or without doors.
Mail the Coupon!
AW LEY
The Talking Machine World, Nezv York, December, 1927
Another Wise Move by ^JlJ^^^L !
Slowly but surely the Okeh Phonograph Corporation is assuming its
rightful place in the sun. Its latest forward stride brings to its New
York distributing branch the distributorship for New England States
and the New York Metropolitan district of the great VINCENNES
VERAPHONIC PHONOGRAPHS— the phonographs that 9 people
out of 10 — blind-folded — will pick over any other make.
Veraphonic Model No. 250
List Price $225
Finish: Mahoganv and Walnut
Dimension: Height 46H" ; Width 30 9/16"; DepthZZy/'
Equipment: Statuary- Bronze including automatic stop
Veraphonic
Consolette — Model No. 1200
List Price $80
Finish: Mahoganv and Walnut
Dimension: Height 3834"; Width 19"; Depth 19j8"
Equipment: Statuary Bronze
Five beautiful models, ranging in price from
$80 to $225, comprise the line
Then, too, there is the little brother to the Vincennes Veraphonic
—the RIVOLl. Model No. 700 console at $65 list up to model No.
2500 at $180 list provide an adequate range which live dealers are
snapping up.
THERE MAY BE AN OPENINQ IN YOUR CITY. WRITE FOR DETAILS.
Vinttnnt^ ^f)onograpi) jUanufactunng Companp
Vincennes;, Snbtana
MEET US AT THE FURNITURE MART IN CHICAQO — JANUARY 3rd to 24th
The Talking Machine World, New York, December, 1927
27
"Pictorial Presentation" of
the Orthophonic Victrola
Elaborate Sales Portfolio Enables the Dealer's
Salesman to Tell the Complete Story of the
Orthophonic Line to His Prospect
A complete pictorial presentation of the
Orthophonic Victrola talking machine and
record line, in portfolio form, making clear to
the prospective purchaser through a series of
striking pictures just why the new Victrola has
made the old talking machine obsolete, is now
available Co Victor dealers.
"The reason why such a portfolio is so vitally
necessary," says L. A. Graham of Low, Gra-
ham Wallis, Inc., Chicago, who have just
published this booTc, "may be summed up iir
a single sentence. In telling the story of the
Orthophonic Victrola to the prospect, the sales-
man must appeal to the eye as well as the ear.
Most people are eye-minded — accustomed to
learn about things from what they see, and al-
though the Orthophonic Victrola should really
'speak for itself as soon as the prospect hears
it, it is necessary to do more than this — to vis-
ualize right before the customer's eyes the vast
difference between this and the old instrument."
So the new pictorial presentation displays be-
fore the customer's eyes a series of illustrative
exhibits — which picturize the Orthophonic Vic-
trola in striking, convincing fashion.
The first pages of the book visualize just
what music can bring to the home — how it can
match the mood of the listener — and this story
is told through a series of beautiful four-color
illustrations.
Next, the prospect is shown that the instru-
ment of her choice must give her the music
of all instruments and of the human voice —
and the best work of the world's greatest art-
ists. The influence of good music on children,
and its value to entertain guests, is illustrated,
and then a series of interesting pages portray
the early days in which music was the privilege
of the few, until the introduction of the first
crude wax cylinder phonograph. Next is illus-
trated the old Victor horn-type machine made
famous by the Victor trade-mark, and then
the Victor cabinet machine.
Then follows the body of the book proper,
which aims to show that the old phonograph
is now as obsolete as the hand-cranked automo-
bile, or kerosene lamp, or horse and buggy.
This is made clear by showing the crude
methods of recording unde"r the old plan, the
many notes that were missed entirely in the
reproduction, and the extreme limitations of the
instrument for reproducing bass notes, high so-
prano tones, various instruments of the orches-
tra, sibilant sounds, etc.
A dramatic exposition of the introduction of
'.he Orthophonic Victrola then follows, demon-
strating step by step how this instrument
opened up an entirely new era in music.
Comments of great masters of music like
Faderewski, Kreisler, Sousa and others about
the Orthophonic Victrola are shown in strik-
ing four-color pages, and all this leads up to
a description and illustration of Victor's new
models, Orthophonic Victrolas, Victrola-Rad-
iolas, Automatic instruments and Electrolas.
When customers come in to buy records or
"look at a Victrola," the book is an invaluable
aid to the dealer's salesman in helping the
customer make up his mind to buy. Second,
the book should prove a virtual necessity for
the Victor dealer salesman in his outside work
— -developing new business, following up leads,
or making demonstrations. A sales talk to
be used in conjunction with the portfolio is
contained in booklet form and accompanies
each copy of the pictorial presentation.
Willie's Radio Shop, 73 North Washington
avenue, Bergenfield, N. J., has secured the
-■latency for the complete line of Brunswick
Panatropes. The concern plans to launch an
intensive campaign for business.
Amendment to Revenue Bill
Favors Instalment Dealer
Ways and Means Committee Takes Favorable
Action on Tax Situation — New Revenue Bill
Prevents Imposition of Double Taxes
Favorable action on the instalment iiicoiiie
tax situation has been taken by the Ways and
Means Committee. The administrative provi-
sions of the new revenue bill will contain amend-
ments prevenung the reaudit, and consequeni
uuposition of duuDle taxation, of returns ol m-
sialnient dealers made in accordance with the
instalment regulations in effect pnor lo the
passage of the 1926 act. On the other hand, the
bill will continue the double taxation features
as affecting all returns filed under the existing
regulations', as well as' future returns.
That the action of the committee is distinctly
favorable to the_niusic; industry is indicated by
the comments of Alfred L. Smith, secretary
and . general -manager' of the Music hidustries
Chamber of Commerce, who said, "While we
failed to get all we asked of the committee
nevertheless, it has taken care of the situation
aoout which we were most concerned.
"Under the proposed amendments, it will slill
not be feasible for any merchants now report-
ing upon the cash or accrual basis to change to
the instalment method. However, the Treasury
Department will be prevented from reauditing
the many instalment returns from the music
industry made in good faith during previous
years under regulations which did not include
the double taxation features, and this is what
we were primarily interested in.
"The peculiarities of the instalment business
are such that it is only just and proper that
the instalment dealer should be able to report
his taxes on the basis of collections made fioiii
instalment sales during the taxable year, rather
lhan to report the entire sale, including the un-
realized profits."
Rear Admiral W. H. G.
Bullard Passes Away
Sudden Death of the Chairman of the Federal
Radio Commission a Shock to His Many
Friends Throughout the Nation
Rear Admiral W. H. G. Bullard, chairman
of the Federal Radio Commission and one of
the most active workers in the interests of
American supremacy in wireless, died unexpect-
edly at his home in Washington, D. C, on
Thanksgiving Day, November 24. His death
was attributed to heart disease and high blood
pressure.
Since assuming office as chairman of the
Federal Radio Commission last March, Admiral
Bullard had worked hard to clear conditions on
the air. On Monday of the week of his death
he appeared before a subcommittee of the
House Appropriations Committee and urged the
necessity for providing adequate funds for the
Radio Commission if it is to carry out the
provisions of the Radio Act. The deceased was
the first chief of Naval radio communications
and was instrumental in the formation of the
Radio Corp. of America, serving on its board
of directors during its organization. He was
actively associated with radio for a period of
twenty-five years and at the time of his death
was representing the United States at the In-
ternational Radio-Telegraph Conference at
Washington.
Admiral Bullard was the principal speaker at
the Annual Radio Industries Banquet, held at
the Hotel Astor in September, at which time he
traced the activities of the Commission in its
work of improving broadcasting conditions.
Kaplan Bros. Music Store, carrying a com-
plete line of leading radio receivers, opened re-
cently at 300 South Main street, with Charles
Dolinsky as manager.
Distributors of
Sonora Selective Radio
and the Tonalic
Sonora Phonograph
Sonora Distributors
J. H. Burke Company,
221 Columbu.s Ave.,
Boston, Mass.
Belmont Corporation,
316 South Thiid St.,
Minneapolis, Minn,
and
1210 University Ave.,
St. Paul, Minn.
Gibson-Snow Co., Inc.,
312 West Willow St.,
Syracuse, N. T.
Greater City Phonograpli Co.,
76 Fifth Avenue,
New York City.
Hassler Te.vas Co.,
2216 Commerce St.,
Dallas, Texas.
Kohler Distributing Co.,
63-67 Minna Street,
San Francisco, Cal.
Mayer & Company,
2820 Locust St.,
St. Louis, Mo.
Moore-Bird & Co.,
1720 AVazee St.,
Denver, Colo.
Peirce-Phelps, Inc.,
22-t North 13th St..
Philadelphia, Penn.
James K. Polk, Inc.,
217 Whitehall St.,
Atlanta, Ga.
and
811 West Broad St.,
Richmond, Ya..
Reliance Battery Products Co.,
2211 South Eighth Street.
Council Bluffs, la.
H. C. Schultz, Inc.,
442-448 E. Lafayette Blvd.,
Detroit, Mich.
and
1743 Chester Ave.,
Cleveland, Ohio.
sterling Roll & Kecord Co.,
137 West Fourth Street,
Cincinnati, Ohio.
Strevell-Paterson Hardware Co.,
Salt Lake City. Utah.
Tay Sales Company,
231 North Wells St..
Chicago, 111.
and
465 Milwaukee St.,
Milwaukee, Wis.
Twentieth Century Kadio Corp.,
104 Flatbush Avenue,
Brooklyn, N. Y.
Western Radio, Inc.,
1224 Wall Street,
Los Angeles, Cal.
C. A. Richards, Inc.,
100 East 45th Street,
New York City.
Canadian & Export Distributors.
]
Inexpensive Items
Build
Polan's Profits
Multiplicity of Small Profits Has Made the
Terminal Radio & Music Shop One of the Bus-
iest Retail Establishments in New York City
It is not difficult to realize with talking ma-
chines and radio receivers selling at prices well
up in four figures that dealers work harder to
close a sale of one such instrument than on
other items on which the individual profit is
considerably smaller. Nevertheless, just as one
hundred pennies have the buying power of a
single dollar, so, too, can the profits on low-
priced merchandise mount up to a sizable
volume. If a dealer is neglecting such depart-
ments as records and sheet music, not only is
he overlooking profits, but he is failing to
maintain his best possible source of repeat busi-
ness. Multiplicity of small profits results in a
large profit over a period of time. This, briefly,
is the policy that has made the Terminal Radio
& Music Shop, New York City, a successful
enterprise.
Occupies Small Space
This establishment, which is owned and oper-
ated by Joseph Polan, occupies but little floor
space, but it has the advantage of being located
at one of the entrances to the Pennsylvania
Station, and consequently does a large business
with transients. Originally the store special-
ized in radio sets and parts and accessories
and carried a small stock of records. During
the past few years records have taken a more
important part in the store's activities, and at
the present time the profits from records and
sheet music practically pay the fixed overhead
of the store.
A Cash Business
The Terminal establishment is conducted
along lines that vary from that of the average
music dealer. Due to its class of trade, 90 per
cent of whom live in surburban communities,
and some at great distances from the store,
there is no instalment selling. Everything, from
a completely equipped radio receiver to a piece
of sheet music, is paid for before the article
leaves the store. Secondly, the customer takes
his purchase with him or arranges at his own
expense for shipment of the merchandise. These
policies lower the overhead and eliminate the
undesirable features of having capital tied up
as well as the bugaboo of repossessions.
Overhead of $700 Per Month
The total overhead of the Terminal Shop is
approximately $700 monthly, of which more
than 50 per cent is for rental. The only other
large item is the salary to Nathan Cherry, the
record and sheet music manager and buyer, the
balance being variously distributed for lights,
cleaners, a bookkeeper who makes several visits
during the month, and incidental expenses.
The bulk of the business is done in radio sets,
parts and accessories. Having the agency for
a camera film developing concern also brings
in considerable profits, especially during the
Summer. A small department devoted to novel-
lies, and during the Christmas season an assort-
ment of toys all help swell the profits, but it is
with records and sheet music that we are con-
cerned at the present time.
Records Prominently Displayed
Due to the limited floor space, too much
room cannot be given any department, so that
records occupy the center of the store in a
self-service rack, with 108 compartments, about
nine feet long by two and a half feet wide, each
one of which contains from ten to twenty
lecords. Each compartment has the titles of
the songs plainly indicated so that customers
can choose their selections without the aid of
clerks. A demonstrating phonograph is at the
head of the rack facing the street with a loud
speaker connection over the door so that, in
addition to playing for the customer w'ho wishes
to hear the record, passers-by are attracted into
the store.
Until very recently the Terminal Shop sold
Partial View of Interior of Terminal Radio & Music Shop
only the lower-priced records, selling at thirty-
five cents or three for a dollar, and in an aver-
age month^the sales of these records amounted
to a volume business of between 2,000 and 2,500,
with a minimum profit of between $250 and
$300, working on the premise that all records
are sold on the basis of three for a dollar.
Since Mr. Cherry assumed the management of
these important departments, Columbia records
selling for seventy-five cents have been added,
and during the first month they were carried
approximately 500 were sold with a profit of
more than $150.
Features Large Sheet Music Stock
The rear of the Terminal store is given over
to a three-sided alcove 'about eight feet wide
and four feet deep with sheet music racks oc-
cupying the entire three sides. These racks
comprise compartments enabling 224 dififerent
selections of sheet music to be displayed, each
title readable from a distance. The number of
copies of each song carried varies according to
its popularity and demand. Because of the
varied cost prices of the different types of sheet
music, it is difficult to estimate the profits
from this department, but an examination of
the bills received from the jobbing concern
each month for the past few months carries
out the assertion of Mr. Cherry that the aver-
age profits from sheet music are in the neigh-
borhood of $200. Profits of between $600 and
$700 each month are realized from minor de-
partments. Both Mr. Polan and Mr. Cherry
agree that the departments require little atten-
tion, the chief reasons for their success being
careful buying and frequent changes of the dis-
play material in the show windows. Careful
buying is a term rather hard to define. It
means that the buyer should have a knowledge
of his market and of the possibilities of the
item under consideration.
You Will ENJOY Selling the--
SDNochoroE
^r.. , , SENIOR
Junior Model
It's a real pleasure selling a Sonochorde Speaker! It lives
up to every claim made for it. You can be sure of satisfied
customers with a Sonochorde. Its beautiful silk front and
mahogany finished frame create instant appeal.
Prepare for a bigger Christmas business — with Sonochordfe!
Order a stock from your jobber today.
BOUDETTE MFG. CO.
Chelsea, Mass.
$15
Address Dept. "E"
Order a sample TO-DAY!
28
The Talking Machine World, New York, December, 1927
Perfecting
Radio
When your customers give the
great gift of a radio set, remem-
ber that they are giving not
merely a handsome, intricate and
sensitive instrument, but are also
giving radio reception, radio en-
joyment, radio itself. So recom-
mend a receiver that can use the
best source of radio power — bat-
teries, for batteries perfect the per-
formance of a radio receiver. Tlie
power they provide is pure D. C,
Direct Current, which is entirely
silent. Battery Power will insure
the enjoyment of the listener, for
battery-run sets produce exactly the
tone their designers built into them.
All Eveready "B" Batteries will
give the vital qualities of Battery
Power. Behind Eveready Radio
Batteries are 33 years of dry battery
manufacture, of pioneering, inven-
tion, discovery, continual leader-
ship. Sell Eveready Radio Batter-
ies and ahead of your customers
are hours, days, weeks and months
of use, of solid enjoyment of radio.
with Battery Power
For modern receivers, recom-
mend the Eveready Layerbilt "B"
Battery No. 486, built according to
a radically new design that gives it
ample and even excess capacity to
meet the demands of powerful sets.
This battery is the longest lasting
of all Evereadys. Its unique, pat-
ented construction packs the maxi-
mum possible quantity of active
materials within a given space, and
also makes those materials more
efficient producers of current.
Order from your jobber.
NATIONAL CARBON COMPANY, INC.
New York DI33 Francisco
Atlanta Chicago Kansas City
Unit o/ Union Carbide and Carbon Corporation
Tuesday night is Eveready Hour Night
— 9 P. M., Eastern Standard Time
WEAF-^eu. York
W J AR-Pro I'irfen ce
"WEEl-Bostan
Wfl-Philadelphia
WGR-Buffalo
'WCAE-Pittsburgk
WS\\~Cincinnati
WTAM-Clereland
WWS-Detroit
WGTi-Chicago
WOC— Daren port
WCCO— I ^^^"^°P^^'^
I St. Paul
KSD-St. Louis
WDAF-Kansas City
WRC— Washington
WGY-Srhenertady
'WnXS-Louisville
^SB— Atlanta
WSM-ZVasfctiife
-Memphis
Pacific Coast Stations —
9 P. M., Pacific Standard Time
KPO—KGO— San Francisco
KrOX-KOMO-Seattle
KFI— £os Angeles
KGW'Portland
Radio Batteries
."they sell faster
The Talking Machine World, New York, December, 1927
SONORA'S SEVEN
MEET 100 PER CENT
choice of battery^ power socket^ or A. C. oper
IF YOU are the caliber of business man to handle Sonora adequately we want you.
Sonora is represented already all over the country by real live merchandisers.
Sonora's ever increasing sales are proving that. During the past two years all
Sonora's previous sales records have been eclipsed. So fast is Sonora's growth that
it is astonishing even those who control Sonora's policies. There is still plenty of
opportunity left for the right man to make bigger profits in a permanently growing
business by representing Sonora products. This is not just talk. Our dealers' books
prove our statements and are behind our promises.
Here is what Sonora has to offer you. A complete new line of radios at $69.50 to
$375 — a price to suit every prospect — a product that cannot be beaten or even
equaled for beauty, tone, performance and workmanship, supremely selective,
superbly sensitive — the right kind of help in selling it — an organization that is
financially strong and which has proved the soundness of its policies for 15 years —
best of all, a line that meets 100 per cent of market demand in your territory.
■■■^\AU Models Single Dial Control^^-
E-870— De Luxe Highboy
In period design cabinctofhand-rubbcd burled walnut,
with latest type built-ia Sonora, Cone Speaker. Un-
rivaled among six-tube receivers for ability to pick up
selected stations and for sensitivity to every wave
length, A revelation in cooc quality. Price $250.
F-87 5 — De Luxe Highboy
Exquisitely housed in special grade burled walnut Neo-
Renaissance cabinet with hand-rubbed gloss finish.
Broozc-inlay walnut-burled control panel. Uncqualcd
for range, tone and volume. Special loop with full
180° rotation built into hinged door. Built-in Sonora
Cone Speaker. Nothing co equal it at any price. Yet
only $375.
G-883— Light Six
Highboy
CempUtily A. C, Optraftd
In rich, lacquer-finished walnut
cabinet. Built-in, latest type, Sonora
Cone Speaker. Four-tuned circuits.
Vernier control. Unusually selec-
tive. Operates directly from light
socket on 60-Cyclc A.C. current. No
batteries required. Price $250.
CLEAR
AS A
BELL
Clock Type Cone
Speaker
Remarkable volume and freedom
from distortion made possible by
newly perfected Sonora magnetic
unit. Deep, sonorous tones, delicate
overtones and pianissimo passages
reproduced faithfully in their proper
intensity. Can be used with any
loud speaker receiver. Price S27.50.
The Talking Machine World, Nczv York, December, 1927
QUALITY RADIOS
OF MARKET Df MAND
atton with the new Radiotron or Cunningham tubes
HAVE YOU ever figured out the average time it takes to sell one radio and how
many demonstrations it requires to bring each customer to the point of signing?
Waste time is money wasted, turnover slowed down, profits long in coming,
smaller volume, smaller annual revenue — and an inferior sales force, because good
men won't waste their time in difficult selling.
Sonora new radios, every model of the seven, are moving fast. Profits are piling up
for every live dealer who is handling them. Sales records are being smashed every
month. It is literal truth that the demand for Sonora is outpacing the production
quota for almost every territory.
If you want to make profits, turnover, volume, a permanent and growing business
— if you want to obtain and keep the best salesmen in the trade, sign up with
Sonora! For Sonora offers the radio each customer wants at the price he intends to
pay. Sonora has the products, the best on the market. Nothing can stop Sonora's
mounting sales.
SONORA PHONOGRAPH COMPANY, INC., SAGIjNAW, W.S. MICHIGAN
RADIOS
AND
PHONOGRAPHS
■■>^All Models Single Dial Control'^^ -
G-880— Light Six
Table Radio
In compact, selected walnut cabinet. Three-
tuned radio frequency, amplifying stages,
detector and t\vo stages of transformer audio
amplification. Tnilv astounding in ability
to pick up selected stations and fidelity of
tout. Price$69.50.
E-8 50 — Selective Six
Table Radio
Beautiful burled walnut case .Supremely
selective and sensitive. Three stages of
famous R. F. L. (balanced bridge)radio
amplification. Copper-shielded to elim-
inate interference. Dial illumination.
Shadow-line tuning. Adcfinite advance
in tone qualitv and performance. Price
$99.50.
Junior Highbo ,
Specially designed for those who desire
their radio in an attractive highboy
cabinet but prefer that speaker shall
not be included. Remarkable range,
sharp selectivity, natural tone and
absence of oscillations. Cabinet in high
grade walnut with two-toned doors.
Price $165.
E-865
Standard Highboy
All the performance value of the Sonora Se-
lective Six housed in beautiful burled
walnut cabinet with built-in Sonora Cone
Speaker. Operates with either outside or
inside antennae. Dial light. Shadow-line
tuning. A doHar-for-dpIlar value hitherto
uaapptoichcd. Price $198-
32
The Talking Machine World, New York, December, 1927
Money-Making Suggestions
for Ambitions Mercliants
Twenty-odd Resolutions Regarding Business Which the Dealer Might Do Well to Adopt— Music
Advancement Bureau Has Some Suggestions — Musical Comedy Hits on Records — An Instance
of Effects of Good Will — Record Albums Make Appropriate Gifts — Sustained Efforts
The practice of making resolutions for the
new year has passed into the discard to a great
extent, but with 1928 fast approaching why
not make a few resolutions regarding business
and try them out. Here are a few that any
dealer might adopt with profit:
To secure larger initial payments on instal-
ment sales.
To sell only on short-term contracts.
To receive proper interest or a carrying
charge on instalment sales.
To keep down to a minimum the amount of
past due.
To extend credit only when the prospect is
found "good" upon investigation.
To maintain prices
To carry only standard, high grade mer-
chandise.
To avoid unprofitable trade-ins.
To render proper service, but no unprofit-
able or excessive service.
To be a salesman and not merely an order
taker.
To preserve an attractive store in which
high-priced instruments can be displayed prop-
erly.
To frequently change the window displays
and make the display space pay its share of
the rental.
To study the market and benefit from knowl-
edge of the customers' likes.
To take advantage of the sales aids provided
by the manufacturers.
To give each department, no matter how
small priced the unit may be, the proper care
and attention; if the merchandise is not a poten-
tial profit-maker it should not be carried.
To retain the good will of every person who
enters the store, and sell accessories to the pur-
chaser of a radio receiver, records to the talk-
ing machine buyer and sheet music and rolls to
the piano owner.
To be more active in support of the local
radio and talking machine trade association.
To extend the scope of my selling territory.
To take a more active part in community
affairs.
To work in co-operation with the promoters
of musical events to the end that my store shall
be regarded as the logical music center.
To read my trade papers more thoroughly
and put into practice the ideas contained therein
which can be adapted to my store.
If a dealer adopts these resolutions, or some
of them and adheres to them, it can be safely
predicted that when next December comes
around he will have enjoyed a happy and pros-
perous year.
The Bureau Suggests
The following interesting letter was recently
received from the National Bureau for the Ad-
vancement of Music:
"An interesting illustration of a dealer who
takes an active part in the musical life of his
community is furnished by Audre L. Stong,
of the Stong Music Co., of Grand Junction,
Colo. Mr. Stong is director of high school
music, and a leader in the town's musical af-
fairs generally, has been one of the prime mov-
ers in organizing a state band leaders' associa-
tion, and is now in correspondence with the
National Bureau for the Advancement of Music
concerning arrangements for a Western Color-
ado school band contest. Of course not all
dealers have the musical training and skill of
Mr. Stong, but those who have not can par-
ticipate in other ways in the musical life of
the town. There is always room for the help-
ing hand on the promotional side as well as
on the purely musical. There is much to be
gained by the dealer who is alive to his oppor-
tunity and applies some of his energies in this
direction. The Bureau has many suggestions
to make regarding the promotion of interest
in instruments by means of band contests.
Musical Comedy Hits
In a recent communication to its dealers, the
Victor Talking Machine Co. enclosed a list of
recordings made of the popular hits of current
musical shows. More than fifty records were
listed, being the hits of twenty-four shows.
This season, more than any of recent years,
has seen the musical comedy and revue in high
public favor, and the dealer will do well to take
advantage of this tendency on the part of the
theatre-going public, and in fact all the public,
for production numbers are always favorites.
Most of the shows listed in the Victor an-
nouncement are playing only on Broadway;
others have road companies. Tie up with the
appearance of a Broadway musical comedy,
secure photographs of the principals from the
local theatre management to dress up your
windows, and in your direct mail literature tell
your customers of the show hits available in
record form.
How's Your Good Will?
Here is a little story of the effects of good
will which points its own moral. The writer
was privileged recently to look over the sales
sheets for some weeks past of a certain New
York dealer. He noticed several entries of
record sales under one name, totaling within
a period of ten days more than $80 with a
machine purchase of a couple of hundred dol-
lars. Upon inquiry, the manager of the store
said that the lady in question bought on an
average of $125 worth of records each month
and never put her foot inside the store, depend-
ing on the salesman in question to send her
at frequent intervals the latest record releases
of worth-while music. This salesman, further
questioning brought out, does a volume of about
$7,500 of record business during the course of
a year to customers who have been dealing
with him for years, and who come from all
parts of the city to make their record purchases.
Why? He knows music and can discuss it in-
i.elligently. He knows artists and what they
are doing in the musical field. He knows cus-
tomers and the type of records they want, and
he knows his catalog, and can suggest to his
customers the best in the recent releases. How
many dealers and salesmen reading this can
say that they have customers who will go to in-
convenience to patronize their stores, and how
many dealers know their merchandise so well
that a customer feels it is a pleasure to deal
with them?
Record Albums as Gifts
In your Christmas window display and in
tlie letters which you have sent to your custom-
ers did you stress the fitness of record album
sets as Christmas gifts? With the competition
between merchants of every description for
their share of the holiday dollars, every item
that has an appeal should be properly presented.
It is not enough to sell the thought of music to
gladden the recipient of the gift. Let the buy-
ers know just what merchandise you have to
fit their purses. Tell them of the new and
marvelous talking machines, radio receivers and
combination instruments, but everybody is not
in the market for gifts that cover a range of
from $100 to $2,500. Everyone can buy records.
The range is unlimited from a thirty-five cent
recording to sets of orchestral works enclosed
in albums. The appeal of records applies to all.
Advertise them, display them, and if you have
not already done so, send letters to your mail-
ing list, telling your customers of the solution
of their shopping problems. Make this a
record-breaking Christmas season in every sense
of the word.
Sustain Your Efforts
If memory serves aright, the Christmas buy-
ing season last year was disappointing in that
it started but a short time before the actual
holidays, but was extremely heartening because
the buying urge continued far into January.
From all indications similar conditions exist
this year, so that dealers should exert all efforts
to continue their sales drives to receive their
share of the extra money which is spent during
December and January. Many business con-
cerns and institutions reward their employes
with extra payment in the form of a bonus
which is given on Christmas eve. Many people
receive presents of cash. Sustained effort will
bring a good portion of this money to your
store. Go after it.
Rockford Hardware is
made to stand up under
wear and tear. In beauty,
workmanship and finish
it is designed to give the
utmost in service and sat-
isfaction.
Actual samples of any
items you use gladly sent
on request. Write for the
Catalog, No. 18, and keep
it handy.
Rational tqck Co.,
llockford.iii.
U. S. A.
Cable Address: NATLOCK
Branch Salea Offices:
Chicago, 111.
Cincinnati, O.
Detroit, Mich.
Evansville. Ind.
Grand Rapids. Mich.
Hi»h Point. N. C.
Shebovean, Wis.
St. Louis, Mo.
Indianapolis, Ind.
Jamestown, N. Y.
Los Angeles, CaU
Milwaukee, Wis.
Seattle, Wash.
The Talking Machine World, New York, December, 1927
33
Always the lleadliner~
Gold Seal
If every radio dealer knew what every CoM
Seal dealer fcnow*^ rhev would envy the cor-
dial relatiomr active sales cooperation and
sauare deal policies that have put Cold Seal
Radio rubes on top.
Of course*^ the tubes must be ri^htr toot
They are — none better can be made at any
Price. And' the PuUic knows it — Is cotnliul
back for more and more.
Share in the profits of this unprecedented
success — write for detmis of out attractive
proposition.
TypeGSX-213 — Rectifier tube,
designed to accomplish f ull
wave rectification of alternat-
ing current (a. c.) to direct
current (d.c.) List price $5.CX)
TypeGSX-201a
The popular general pur-
pose type, for amplifier or
detector. Long life and
high efficiency.
List price $1.75
Gold Seal
u RadioTubes a
ALL STANDARD TYPES
Gold Seal Electrical Co.
INCORPORATED
XSO PARK AVENUE, NEW YORK
34
The Talking Machine World, Nczv York, December, 1927
You'll have no delivery tie'Ups
. . . when you are depending on Atlas Plywood Cases for your
radio or phonograph shipments. An unlimited supply of materials,
five large manufacturing units and six local assembling plants as-
sure you of the prompt fulfillment of your largest orders. And the
genuine economy effected by the use of Atlas Cases is the reason
they are the standard shipping containers of many of the best-
known radio and phonograph manufacturers.
Send lis your cabinet Sizes. --vv,
r"
lANDLE WITH CARE
CjIrrv the weight " s^ve freight
ATLAS PLYWOOD CORPORATION
PARK SQUARE BUILDING, BOSTON, MASS.
New York Office Chicago Office
90 West Broadway 649 McCormack Building
1375
Freshman Go. Enjoys Gain
in Its October Shipments
Dealer Shipments for Month Are $1,934,000 —
Charles Freshman, President, Is Enthusiastic
Over Demand for New Electric Receivers
Shipments to dealers during the month of
October totaled $1,934,000, compared with $1,-
482,913 for the corresponding period of 1926,
according to a recent announcement by Charles
Freshman, president of the Charles Freshman
Co., Inc. It was stated that reports from deal-
ers throughout the United States indicate that
Freshman electric receivers are being installed
in their customers' homes as fast as they are
received from the factory.
"We have every reason to be enthusiastic
about our electric radios," said Mr. Freshman.
"Our sales ever since we have announced the
electric models have run far ahead of the corre-
sponding period of any year since we have been
in business."
.~lo\;ikia may be imported duty frte, according
to the "'Legislativer Informationsdienst'' of
Vienna, just received in the Department of
Commerce.
The traveler reports the importation to the
customs authorities for notification, presents a
passport^ indicating that his actual residence is
outside bf Czechoslovakia, and that he intends
to procure a license at the competent Post
Office of his place of destination, according to
the advices.
Splitdorf Estabhshes All-
Electric Service Schools
Gzechoslovakia Lifts Duty
on Radios of Travelers
According to a decision issued by the Min-
ister of Commerce and Industry, effective re-
cently, radio receiving apparatus when imported
by travelers for their temporary use in Czecho-
Tlie Splitdorf Radio Corp., Newark, N. J., re-
cently announced the establishment of a service
school system for all-electric radio receivers.
Ten men, e.xperts in the servicing of electrical
apparatus, will go to strategic jobbing centers
throughout the country to establish schools for
the instruction of the wholesale element of the
trade and their own service men in the proper
handling of the new electrical radio apparatus.
Splitdorf jobbers will make available to their
dealers handling the latest models of all-electric
sets all the information gleaned at first hand
from men skilled in the art of making adjust-
ments and repairs to the electric section of the
compact receiving outfits. This is a construc-
tive move and one of great value to dealers
handling the line.
Thomas F. Logan Speaks on
Right Use of Broadcasting
An interesting address was delivered before
the convention of the American Association of
Advertising Agencies recently by Thomas F.
Logan, president of Lord & Thomas & Logan,
Inc., on "The Right Use of Broadcast Adver-
tising." One point stressed in his talk was
that "broadcasting is making good unmistakably
in connection with influencing the jobber and
dealer to stock merchandise and push it."
Mr. Logan also said: "Broadcast advertising
works best in close co-ordination with news-
paper and magazine campaigns, rather than by
establishing an independent and unsupported
campaign of its own. It is in itself a splendid
co-ordinating factor, but it functions best only
when used in a supplemental way." The
speaker also stated that he had yet to find a
single national advertiser who had given broad-
casting a fair trial and had been dissatisfied
with the results.
The Zenith Radio Corp., Chicago, 111., recent-
ly received a message from Commander Donald
B. MacMillan, heading an expedition to the
North Pole, to be transmitted to the Kiddie
Klub of the New York Evening World, thank-
ing the members of the club for the toys and
candy forwarded to Commander MacMillan to
be given to Eskimo children at Christmas time.
Middle Atlantic States Atwater Kent Salesmen Meet at Factory
ANEW type of gathering was recently in-
augurated at the Atwater Kent Mfg. Co.
when a meeting of the distributors' salesmen
in the Middle Atlantic States was held. C. W.
Geiser, sales manager in charge of this territory,
in commenting on the effects of the gathering,
said, in part: "Since it is impossible for us
to keep in close touch by personal calls with
the dealer, the ne.xt best thing is to get the
distributors' salesmen to carry the message.
Talking with the salesmen in the distributors'
establishments is good, but not nearly as satis-
factory as inviting these salesmen to come to
the factor}-, where they can see the 'factory
behind the product.' "
The salesmen from the Middle Atlantic ter-
ritory began their meeting with a tour of the
factory, during which time they were addressed
on the subjects of receiving sets, speakers and
"B" power units by e.x'perts on each of these
products. The meeting then adjourned for
luncheon at the Bellevue-Stratford Hotel. Dur-
ing the afternoon session talks on the following
subjects were given: "Finance," "The Sales-
man's Education," "The Salesman's Job" and
"The Factory's Part in Your Program."
Following adjournment refreshments were
served and the salesmen proceeded to the Belle-
vue-Stratford for dinner and then attended a
theatre party, seeing the comedy "Smarty."
Last-Minute News of the Trade
Acoustic Products Co. and Sonora Phono-
graph Co. to Move to Sonora Building
All Departments of Sonora Organizations and Premier Laboratories to Be Housed at 50 West
Fifty-seventh Street — Removal Completed by January 1
P. L. Deutsch, president of the Acoustic
Products Co., Inc., and the Sonora Phonograph
Co., Inc., announced this week that arrange-
ments have been completed whereby these two
New Sonora Building
companies would occupy nine floors of the
building located at 50 West Fifty-seventh
street. New York, with three additional floors
of a connecting building with an entrance on
Fifty-sixth street. The building at 50 West
Fifty-seventh street will be named the "Sonora
Building" and with its ideal location in New
York's finest business district will constitute an
adequate home for the Sonora products.
In the new Sonora Building there will be
housed the executive offices of the Acoustic
Products Co., Inc., which controls the Sonora
Phonograph Co., Inc., the Eastern sales divi-
sion of the Sonora Phonograph Co., Inc., the
recording laboratories, general music division,
general accounting department, production de-
partment and galvano departments of the
Acoustic Products Co., Inc. The Premier
Laboratories, which is the research division of
the Acoustic Products Co., will also have its
home in the new Sonora Building.
According to present plans, the fourth and
fifth floors of the building will be devoted to
the research and production laboratories of the
Acoustic Products Co. and the tenth, eleventh,
twelfth, thirteenth, fourteenth, fifteenth and
sixteenth floors will be devoted to executive
offices, Sonora Eastern sales offices and the
other departments of the Acoustic Products
Co. Three floors in the building facing Fifty-
sixth street and connected to the Sonora Build-
ing by a bridge will be devoted exclusively to
the new galvano department.
The executives of the company, comprising
P. L. Deutsch, president; Frank V. Goodman,
vice-president and Eastern sales manager of
the Sonora Phonograph Co., and Walter G.
Haenschen, director of recording laboratories,
will all have their headquarters in the Sonora
Building. The Chicago offices of the Sonora
Phonograph Co., Inc., which are under the
direction of A. J. Kendrick, vice-president and
general sales manager of the company, are
located at 64 East Jackson Boulevard in the
Lyon & Healy Building, one of the best located
office buildings in Chicago. The equipment for
A. W. Harris New President
Amplion Corp. of America
Former Chief Engineer of Amplion Corp. Suc-
ceeds S. B. Trainer— P. M. Dreyfuss Ap-
pointed General Sales Manager
The board of directors of the Amplion Corp.
of America recently announced the election of
A. W. Harris to the presidency of the com-
pany, succeeding S. B. Trainer, who has re-
>igned. Mr. Harris was formerly chief engineer
of the Amplion Corp., and is well known in
radio and acoustical engineering circles.
The appointment of P. M. Dreyfuss as gen-
eral sales manager of the Amplion Corp., fol-
lowing the resignation of Lloyd L. Spencer,
was also announced. Mr. Dreyfuss, who is a
sales and merchandising executive of many
years' experience, is at present engaged in for-
mulating his sales plans for 1928, which will
shortly be announced to the trade.
T. H. Endicott Appointed
Zenith Corp. Sales Manager
Latest Addition to Executive Staff of the Zenith
Radio Corp. Widely Experienced
Paul B. Klugh, vice-president and general
manager of the Zenith Radio Corp., Chicago,
has announced the appointment of Thomas H.
Endicott as sales manager. This executive po-
sition was made vacant in August when the
former sales manager, N. A. Fegen, resigned
in order to become a wholesale distributor of
Zenith in Cleveland and northeastern Ohio.
Mr. Endicott, the new sales manager, brings
to Zenith a wide and varied experience in sales
management of electrical and related lines of
equipment. He has been associated with one
of the large electrical manufacturing companies
and has resigned his position to join the Zenith
official family. Mr. Endicott is a member of
the American Institute of Electrical Engineers
and Association of Iron and Steel Engineers.
His experience, therefore, has been such as to
promise uncommonly effective work in han-
dling the distribution problems of the Zenith
Radio Corp., and is another instance of the
extent to which the radio industry has drawn
from the electrical industry some of its best
and most practical men.
The Standke Music Co. recently opened a
fine new establishment at 225 Baronne street,
New Orleans, La.
the recording laboratories was designed by the
famous architects, Raymond Hood, Godley &
Fouilhoux, who designed the soundproof broad-
casting rooms for the National Broadcasting
Co. and who are among the country's foremost
architects.
It is expected that the recording laboratories
will be ready for occupancy about January 1,
while all the other departments of the Acoustic
Products Co. and the Sonora Phonograph Co.
will be located in their new quarters about
December 20.
Located at Fifty-seventh street, west of Fifth
avenue, the new Sonora Building is accessible
to every form of transit accommodation and
is situated in New York's finest business sec-
lion. Carnegie Hall, Steinway Hall and Chick-
ering Hall are all located on Fifty-seventh
street and the new Sonora offices will be
equipped to harmonize completely with Sonora
prestige and standing in the musical world. The
announcement of the new Sonora Building is
the first step in Mr. Deutsch's plans for the
international growth and development of the
Sonora business.
F. Clifford Estey Joins
the Grosley Organization
Powel Crosley, Jr., president of the Crosley
Radio Corp., Cincinnati, O., announced this
week that F. Clifford Estey, widely known
throughout the radio industry, has joined the
Crosley organization. Mr. Estey's activities
with the Crosley Radio Corp. are well set forth
in a recent statement by Mr. Crosley in which
he said: "I have found that as much as I would
F. Clififord Estey
like to visit all of our distributors, it is vir-
tually impossible for me to do so along with
my other duties, so the idea came tliat with a
man like Clifford Estey to go direct to our
distributors representing me personally I could
be closely in touch with them and they in turn
could be closely in touch with me. Mr. Estey
is now engaged in traveling over the country
visiting our distributors, dealers, etc., getting
me a first-hand picture of conditions all over
the country, just as if I were visiting the dis-
tributors myself."
Mr. Estey is ideally qualified to work with
the Crosley organization along the lines set
forth by Mr. Crosley, for he is one of the real
veterans of the radio industry and nuniDers
among his friends distributors and dealers from
coast to coast. He has previously been iden-
tified with several prominent radio organiza-
tions in important executive capacities, and
can offer Crosley distributors and dealers prac-
tical co-operation.
34a
Mb
The Talking Machine World, New York, December, 1927
N t3<or dealers ^
■wTjoleselers
pmanufachuets
qfpTfonopwpT)^
pradiojaodacts.
(Registered in the U. S. Patent Office)
FEDERATED BUSINESS PUBLICATIONS, Inc.
President, Raymond Bill; Vice-Presidents, J. B. Spillane, Randolph Brown; Secre-
tary and Treasurer, Edward Lyman Bill; Assistant Secretary, L. B. McDonald;
Assistant Treasurer, Wm. A. Low.
RAYMOND BILL, Editor
B. B. WILSON, BRAID WHITE, Associate Editors
C. R. TIGHE, Managing Editor
LEE ROBINSON, Business Manager
FRANK L. AVERY, Circulation Manager
Trade Kepresentatives : E. B. Munch, Victor C. Gardnek,
V. E. MOYNAHAN, ROYCE CODY, A. J. NiCKLIN
Western Division: Republic Building, 209 So. State Street, Chicago, 111. Telephone,
Wabash 5242. Leonard P. Canty, Manager.
Boston: John H. Wilson, 324 Washington Street.
London, Eng., Office: 68 Milton St. (Fore St.) EC. 2. Clerkenwell 1448.
The Talking Machine World has regular correspondents located in all of the principal
cities throughout America.
Published the 15th of every month at 420 Lexington Ave., New York
SUBSCRIPTION (including postage): United States, Mexico, $2.00 per year;
Canada, $3.00; all other countries, $4.00. Single copies, 25 cents.
ADVERTISEMENTS: $6.50 per inch, single column, per insertion. Advertising
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REMITTANCES should be made payable to The Talking Machine World by check
or Post Office Money Order.
NOTICE TO ADVERTISERS — Advertising copy should reach
this office before the first of each month. By following this rule
clients will greatly facilitate work at the publication headquarters.
Long Distance Telephone — Number 1760 Lexington
Cable Address: "Elbill," New York
NEW YORK, DECEMBER, 1927
The Census of Distribution
A MOVEMENT of particular importance to business men in
many lines is the census of distribution now being carried on
by the United States Bureau of the Census in a score of repre-
sentative cities throughout the country and which has already been
completed in Baltimore, Syracuse, Denver and Chicago, reports of
which are now available. Those concerning the first three cities
are analyzed and commented upon elsewhere in The Talking
Machine World this month.
The value of the census figures to the individual music mer-
chant will depend primarily upon his understanding of their
importance as oft'ering information that will help him directly in the
regulation of his business affairs. In considering the results of the
census attention must be given, of course, to the character of the
cities regarding which figures are available, their location, popula-
tion, industrial advantages, etc., but by giving thought to the infor-
mation already gathered from various important centers, it is pos-
sible to arrive at averages that should prove highly interesting to
the retailer who wants to see how his business stands in contrast
with that of other merchants in the same line.
The time is past when the music dealer or the merchant in any
other line can work efficiently in the dark, so far as the market is
concerned. Time was when competition was not a very serious
matter, and the dealer in musical instruments had a fairly broad ter-
ritory that he was privileged to cover at leisure without fear of
having it drained by other merchants.
If he didn't see a prospect to-day he could see him to-morrow,
or next week, or next month, and as long as he kept track of what
his competitor in the same line was doing he didn't need to worry
much about the sale getting away from him. Now he must com-
pete not only with the other music dealers but with retailers of other
products ranging from automobiles to vacuum cleaners, and his
field is limited not simply to people who do not own instruments of
the type he has to sell, but to such people as are still in a position
to buy from him after other salesmen have had a chance to get a
share of their available money.
Under such conditions, careful analysis of the field for sales and
of the business organization is essential, for time and eflr'ort have a
high money value and must be made to produce efficiently. From
the census figures, for instance, the dealer is able to determine the
proportion of the population to each music store, which, divided by
three or four, gives him the maximum number of families he can
expect to do business with on an average, and from that total must
be deducted those already supplied and those financially unable to
buy, to say nothing of the substantial number who won't buy.
The figures regarding the population per store not only afford
an idea of the general market, but also oft'er information relative to
the competition to be met in the same field. Through the census
the dealer also is able to find out what proportion of the money
spent in his city goes for the purchase of the sort of goods he has
to sell. It also tells him the proportion of selling and non-selling
employes, the average wages paid employes, the annual sales of
musical products in his city, with the average per store and other
facts that enable him to get some idea of average selling costs.
Figures are also offered as to the average annual inventory in his
field, as well as the average per store, which affords an opportunity
for judging whether or not his stock is too heavy or too light.
The individual dealer, as a rule, unless he is large enough to
conduct a substantial chain of stores, has no facilities for conducting
such investigation on his own account, and although the averages
arrived at through a study of census figures may not be as accurate
as could be wished, nevertheless, they afford at least some basis for
calculation. If his market, i. e., number of people per store in his
city, is above the average as are his sales, and his percentage of non-
selling employes and his average wage below the average figure,
ihen he has little to worry about except to improve an already
favorable situation. The dealer who is really successful will find
that his sales and turnover are higher and his cost of doing business
lower than the average, for on compiling census figures, the good
and the bad, among merchants so far as business success is con-
cerned, are lumped under one general head. If the dealer's deduc-
tion is otherwise something is wrong.
The main thing, however, is that market data are most essential
to every retailer, regardless of how small or how large. He must
know who his prospective customers are, how numerous and where
located and he must be able to reach them at a minimum of cost
and Hkewise of delay. The census of distribution is an example
of what may be done along that line.
Instalment Selling Is Fundamentally Sound
THE principle of instalment selling is not unsound in any sense
nor is it a menace to the credit structure of the country, ac-
cording to Edwin R. A. Seligman, Professor of Political Economy
at Columbia University, who, aided by a large staff of assistants,
recently completed a direct field survey lasting over fifteen months
with a view to determining at first hand the benefits and evils of
the method. The survey resulted from the numerous attacks that
have been made upon the system within the past couple of years
by bankers and financiers, and was made at the instance of the
General Motors Corp., who, being directly interested, desired to
learn whether the method was fundamentally right or wi'ong, with
a view to continuing to sell its products on that basis, if sound,
and to discontinue the practice if unsound.
The preliminary results of the survey were made public by
Prof. Seligman a few weeks ago before a group of prominent
financiers, business men and economists in New York, and the
complete report has already been published in two large volumes.
The professor declared briefly that his investigation had convinced
him that instalment selling was not only a sound method of financing
the distribution of merchandise, but that it was a potent factor
in the new prosperity of the country by making possible increased
production, stabilized output, reduced production costs and in-
creased purchasing power.
The danger offered by huge amounts of instalment paper in
times of business depression was minimized by Professor Seligman,
who stated that in cases of local depression it had been found
that instalment credit had an advantage over general bank credit
for the reason that it was basically sound and diminished steadily,
whereas in bad times bankei-s are called upon to extend credit of
doubtful soundness.
The Talking Machine Worlds Nezv York, December, 1927
34c
In answer to the frequent argument that instalment sales lead
to the buying uf unneeded luxuries and promote extravagance,
Professor Seligman stated that the demand for luxuries is due
primarily to what is termed the "economy of high wages," coupled
with high productivity, high efficiency and high standard of life.
All these have been largely responsible for the transition of com-
modities from the category of luxuries to that of comforts and
necessities. There have, of course, been abuses, but they cannot
rightfully be charged to too easy credit.
It is hardly likely that Prof. Seligman's findings will be re-
garded as the last word on the instalment situation, for there are
probably a certain number of evils cropping up in connection with
it which will be magnified by those who see, or pretend to see, a
menace in the whole system. It is, however, extensive and authori-
tative enough to set at rest any doubts that may have come up
in the minds of those engaged in selling on time regarding the
fundamental soundness of the method. Most certainly it is not
leading toward financial panic.
Insuring Better Broadcasting Programs
THE question of proper broadcast programs is quite as much the
affair of the manufacturer of radio apparatus and the dealer
as it is that of the operator of the broadcasting station, for it is
just as essential to the manufacturer and the dealer that programs
be satisfactory as it is to those who provide the entertainment
without cost to the public. In the final analysis the real income
of the industry comes primarily from the sale of apparatus to the
public and good programs mean increased sales.
In appealing to radio manufacturers and dealers, therefore,
to co-operate with the broadcasters to the extent of making sug-
gestions that will tend to maintain and increase general interest
in the art — suggestions that are often obtainable by the man in
the field and which would not otherwise come to the attention of
the broadcast station — H. A. Bellows, former Federal Radio Com-
missioner, has sounded the proper note. The success of the
industry rests primarily upon close co-operation between its vari-
ous units.
In this connection the decision of the Federal Radio Com-
mission to cut down by close to 50 per cent the number of existing
broadcasting stations in order to make possible still better reception
in the home puts it squarely up to the broadcasters and those who
are interested in their work to provide programs that will warrant
their continued exi.stence. The move will put that section of the
industry plainly on trial and put a premium on quality of per-
formance.
Truth in Radio Advertising
THE move on the part of the Better Business Bureau of the
Advertising Clubs of the World to frame a series of regula-
tions or suggestions applying to retail radio advertising, with an
idea of standardizing advertised claims, in order that the public
might not be deceived, is certainly along the right lines and the
members of the trade itself should lend their assistance in seeing
:^33HIIHIimilHIHIIHIIIIIIIHIIIIIHIilHHmj;g
our Jr/enc/s in the industry best
wishes for a tiUerry Ohristmas and a
Jfew &ear of "Prosperity and happiness.
»illllllllllllllllllliHIIIIIII(l|IIIIIIIIIIIIIIIIIIEr^S
to it that the claims made in radio advertising are actually based
on facts.
Not all the advertising complained of has been designed wil-
fully to be misleading, for much of it has been due to over-
enthusiasm, but even the innocent mishandling of terms has served
to make purchasers believe that they were getting something not
actually included in the offer, resulting in dissatisfaction and a loss
of confidence in the industry.
When a receiver is sold on the basis of being completely
equipped it must in future be completely ready for operation with-
out anything else to buy. That is the main point. In short, all
that is asked is that the actual facts be stated. In the early days
many claims were made as to distance, volume and tone that were
frankly the result of too much optimism, but those days have passed
and the industry has settled down to a stable basis where it is quite
possible to advertise facts without indicating weakness. It is to
be hoped that the new suggestions regarding radio advertising will
have the desired effect.
A Pioneer Radio Man Passes Away
'TP HE recent death of Rear Admiral Wm. H. G. Bullard, Chair-
man of the Federal Radio Commission, has removed from the
radio field one of its pioneers and shining lights, for he was fre-
quently referred to as "the father of American radio" and was
credited with having done as much as any other man to develop
it from the primary stages and to solve the problems that presented
themselves as the industry expanded with tremendous rapidity.
As chairman of the Federal Radio Commission, Admiral
Bullard proved distinctly successful in meeting a situation that at
best was calculated to prove embarrassing for all concerned. He
was a prime mover in the steps taken to iron out the involved
broadcasting situation and was an active factor in all of the Com-
mission's activities toward that end. He was a friend of all those
connected in any way with radio, and displayed that friendship
on many occasions in connection with matters that came up for
official judgment.
He became interested in radio more than twenty-five years
ago and in the early days of the industry wrote a book on the
subject that is still considered standard and is used at the Naval
Academy at Annapolis. He was responsible for the organization
of the Radio Corp. of America and worked unceasingly, not only
to improve radio, but to retain for America leadership in the field.
His passing leaves a gap that cannot readily be filled.
^ iWerrp Ctjrisitmasi
anl)
^ ^appp Jleto gear
PRODUCTS CORP.
83 Greene St., New York.
Last-Minute News of the Trade
Louis Sterling, Columbia Chairman, Out-
lines Phonograph Conditions in Japan
Chairman of the Board of Directors of Columbia Phonograph Co., Inc., on Recent Visit to Japan
Arranged for Construction of Enlarged Modern Plant at Kawasaki
T OUIS S. STERLING, chairman of the board and L. E. GilHngham, who is widely known in
of directors of the Columbia Phonograph American recording circles, remains as factory
Co., Inc., New York City, and managing direc- adviser of the company.
tor of the Columbia Graphophone Co., Ltd., Commenting upon his Japanese trip, upon
which he was accom-
panied by Mrs. Sterling.
Mr. Sterling said: "The
new and greatly enlarged
Nipponophone plant at
Kawasaki will give the
Nipponophone Co. an op-
portunity to keep pace
with the fast-growing
demand for high-grade
music in Japan. We are
planning to continue the
manufacture of Japanese
records under the Nip-
ponophone label, while
the international record-
ings will be marketed
under Columbia brands.
The American type of
phonographs will be
manufactured in the Nip-
ponophone plant and sold
as Columbia instruments. The Japanese type
of machine will be marketed under the present
Japanese brand names.
"Financial conditions in Japan, as generally
known, are far from satisfactory, and although
the country is on the road to financial and
commercial normalcy, the recovery is some-
what slow. The phonograph industry in Ja-
Dinner Given to Mr. and Mrs. Sterling by Phonograph Guild
London, England, returned to New York about
December 1 after spending a month in Japan.
Several months ago the Columbia Phonograph
Co. and associated companies purchased the
Nipponophone Co., the foremost manufacturer
of phonographs and records in Japan. This
company has three record factories in Japan,
the main plant being located at Kawasaki and
the other factories at Tokyo and Kyoto.
There are two motor factories located at Kyoto
and Tokyo in addition to a large cabinet plant.
This was Mr. Sterling's first visit to Japan,
and while in that country he made arrange-
pan is probably the only industry in that coun-
try which did not suffer seriously from the
long string of bank failures last Spring. The
sales volume for 1927 has been very satisfac-
tory, with a very large and steadily increasing
demand for high-grade classical records. There
is very little demand for American jazz records,
as dancing is practically banned in Japan. In
the sale of phonographs, about 95 per cent of
the instruments sold are in the retail class-
range of $30 to $40, with the bulk of the sales
averaging from $10 to $15. There is practically
no demand for higher-priced instruments, par-
ticularly during the present financial stringency.
"We are spending $500,000 on the construc-
tion of the new plant at Kawasaki, and al-
though I could only spend a month in Japan
1 am fully convinced that the sale of Columbia
products in this country will compare very
favorably with the international growth of Co-
lumbia business throughout the rest of the
world."
While in Japan Mr. and Mrs. Sterling were
guests of the Tokio and Yokohama Phono-
graph Guild at a dinner held at a famous res-
taurant in Tokyo. More than fifty jobbers and
dealers were present at the dinner, and the
guests were entertained by fifteen geisha girls.
En route to New York from Japan Mr. Ster-
ling visited San Francisco, Los Angeles and
Chicago, calling upon Columbia branch man-
agers in these cities as well as on a number of
Columbia dealers. He also visited the Colum-
bia record factory at Oakland, and although he
only returned to New York the first of the
month, Mr. Sterling is now on his way to Eng-
land, having sailed on December 9 on the
"Olympic." After spending the Christmas
holidays in London he is planning to leave for
Germany about the first of the year and will
return to America about February.
Lloyd L. Spencer Resigns
Post With Amplion Corp.
Lloyd L. Spencer, for the past year and a
half general sales manager and a member of
the board of directors of the Amplion Corp.
of America, New York, resigned the first of
December. Mr. Spencer, who is widely known
throughout the phonograph and radio indus-
tries, has not yet announced his future plans,
but will probably make a definite statement to
the trade regarding his new connection during
ihe course of the next few weeks.
Although a young man in point of years,
Mr. Spencer has been identified with the music
industry for nearly twenty years, having spent
several years in the retail and wholesale field
in the Middle West and over ten years in the
New York jobbing field. He is generally recog-
nized as one of the most efficient and capable
sales executives in the music-radio industry,
and numbers among his friends jobbers and
dealers from coast to coast.
of his latest contribution to the advancement
of the talking machine industry is looked for-
ward to with much interest.
Under the signature of Mr. Weil there ap-
pears elsewhere in this issue a statement to
the effect, "I promise you that our January
announcement is something very, very special
from your viewpoint — a factor of bigger repro-
ducer and record sales next year."
Elected Vice-President
of Acoustic Products Go.
Louis S. Sterling in Japan
ments for the construction of a new and thor-
oughly up-to-date plant at Kawasaki. The
machinery and equipment for this record fac-
tory will comprise the latest developments in
this special type of machinery in addition to
complete equipment for electrical recording.
Work on this plant has already started, and
it is expected that the new factory will be com-
pletely ready by June 1. It is quite likely that
the plants in the other Japanese cities con-
trolled by the Nipponophone Co. will also be
equipped with new machinery and considerably
enlarged in the near future.
J. R. Geary, who has been president of the
Nipponophone Co. since its organization, con-
tinues as president under the new ownership.
Audak Co. to Introduce
New Product in 1928
A "revolutionary additional product" for the
new year is promised in an announcement
emanating from the headquarters of the Audak
Co., New York City.
The present product of this company, the
Audak reproducer, is already well and favorably
known in talking machine circles, and its popu-
larity is attested to by the exceptional and
steady growth of the Audak Co.'s reproducer
business. Maximilian Weil, inventor of the
Audak reproducers and president of the Audak
Co., is an electrical acoustical engineer of recog-
nized standing. A more detailed announcement
34J
P. L. Deutsch, president of the Acoustic
Products Co., Inc., controlling the Sonora
Phonograph Co., Inc., announced this week that
David Dows had been elected a vice-president
of the company. Mr. Dows is prominent in
New York financial circles, having been former-
ly a manager of the well-known firm of W. R.
Grace & Co. and at the present time is a direc-
tor of the Grace National Bank and a trustee
of the Burden Iron Co. In addition to his
many industrial and financial associations, Mr.
Dows is a leader of the New York social world,
being a member of the Racquet and Tennis,
Knickerbocker, Nassau, Meadow Brook and
Piping Rock clubs.
Resignation of Hugh
G. Ernst Is Announced
The resignation of Hugh C. Ernst as vice-
president and general manager of Standard
Home Utilities, Inc., New York radio distrib-
utors, has been announced. It is understood
that Mr. Ernst, who is a well-known figure in
radio and music circles, will enjoy a brief rest
before resuming activities elsewhere in the in-
dustry.
The Talking Machine World, New York, December, 1927
35
University Music Go. Is in
Artistic New Headquarters
Complete Phonograph Department Is a Feature
of Seattle Establishment — Beautiful Setting
for Instruments and Records
One of the outstanding features of the new-
home of the University Music Co., Seattle,
Wash., located at Forty-seventh and University
are absolutely soundproof and celotex is laid
in large bricklike slabs of a soft gray coloring,
adding to the dignity and atmosphere of the
attractively furnished rooms.
A complete line of instruments, including all
prominent standard makes, is carried, with an
e.Kcellent re.co^ departm-ent immediately ad-
joining. The plan of the store is carried out
after the modern Spanish architecture. The bal-
cony of the store is given over to the radio
department, and KFQW, one of Seattle's popu-
lar broadcasting stations, has permanent studios
located there. Small goods and sheet music
departments are maintained, and the main floor
space is turned over to the display of the fine
models in pianos and phonographs.
The new location of the store is two blocks
above the old in the new College Center Build-
ing. Ned Douglas, proprietor, has built up an
enviable following since his establishment there
several years ago, and caters to all the needs
of the University, which is immediately ad-
joining.
Details of RCA Billboard
Poster Campaign Outlined
New Advertising Campaign Designed to Dove-
tail With Radio Corp's. National Advertising
and Authorized Dealers' Selling Efforts
Plaza Go. Features Radio
Gabinets in Trade Folder
A Corner of the University Music Co.
Way, is its attractive and very complete phono-
graph department. The phonograph room in
connection with the piano room occupies half
of the rear store, opening into a wide corridor,
an exact replica of a street in Spain. The walls
are finished in soft red and orange, overlaid.
The woodwork is of a soft green, with iron
work on the barred windows. Each window is
shaded with a brightly decorated awning
mounted on ornamental iron rods. The rooms
The radio division of the Plaza Music Co.,
New York City, has mailed an attractive card-
board folder to the trade featuring radio cab-
inets especially adapted for Fada, Atwater Kent,
Radiola, Crosley and other sets. These cabinets
are all floor models, and of striking period de-
sign, and include built-in horns. Five models
are shown offering a variety of styles and de-
signs. The Plaza Music Co. reports that they
are able to give twenty-four hour service on
these cabinets.
Details of a new billboard poster advertising
campaign, tying in local RCA authorized deal-
ers whenever possible, have been announced by
Pierre Boucheron, manager of advertising and
publicity of the Radio Corp. of America. It is
designed to dovetail with RCA's national ad-
vertising campaign and with the dealers' selling
efforts.
"The new posters really speak for them-
selves," said Mr. Boucheron. "They have strik-
ing color effects, simple but powerful designs,
and exactly the proper number of words to
deliver a message at a glance and a picture
which serves to tie-in with our national maga-
zine and newspaper advertising. Each poster
has a vivid spot of color. The RCA mono-
gram is ingeniously worked into the back-
ground. The dealer's imprint, giving his name
and address, usually appears below. The pos-
ters are furnished free, and the dealers provide
the necessary space for proper display. The
cost to the dealer for hiring billboard space
may run from $7 to $15 per month per poster.
In order to relieve the dealer of all details, the
Radio Corp. has retained the General Outdoor
Advertising Co., and on receipt of a return
postcard inquiry from the RCA dealer this ad-
vertising organization is placed in touch with
him. Billboard advertising is in fact the final
link between national advertising and the local
dealer's selling effort."
Harold F. Lafount, of Utah, was recently ap-
pointed by President Coolidge as a member of
ihe Federal Radio Commission, filling the va-
canc}' caused by the recent death of John F.
Dillon.
The Phototone Talking Corp., New York
City, was recently incorporated to manufac-
ture motion picture films and phonographs or
talking machines, with a capital of $100,000.
Jacob Siegel is the incorporator.
THE JEWEL
BRASS TONE ARM
WITH No. 33 REPRODUCER
The only brass phonograph tone arm made with the exponential taper that is creating so
much talk in Radio Circles. THIS is the same as the instrumental taper which years of
usage in making brass band instruments have proved to be the correct taper for
amplifying sound waves and for tonal qualities.
The reproduction is clear and all tones of the electrically recorded records are brought
out in a natural manner with that wonderful solidity of tone which has great carrying
power and eliminates all metallic twang and shrillness some call volume.
The throwback reproducer support has a jamb connection with a threaded collar and
lock nut which can be adjusted to any degree of accuracy. The cushioned floating ring
or flange has a felt washer fastened on the underside, making a sound, tight joint which
insures a positive delivery of sound waves into the tone chamber.
We have a full line of attachments and die cast tone arms for phonographs and also
handle Radio Units.
JEWEL PHONOPARTS CO.
510 No. Dearborn St.
Chicago^ 111.
36
The Talking Machine World, New York, December, 1927
The First Radio using A. C. Tubes
throughout, including an A.C. Power
Tube. A Real Electric Set —
A Batteries
Ai} B \ Batteries
No C Batteries
NON^
Christmas Spirit Is Rampant in Toledo
as Sales Reach High Point for the Year
Entire Trade Is Optimistic as Holiday Gift Buying Commences to Make Itself Felt — Closing
Weeks of the Year Will Bring Up S ales Volumes to a Satisfactory Figure
Toledo, O., December 8. — Christmas spirit is
rampant here. Shop early has become synony-
mous with the spirit of the season. Conse-
quently, dealers are directing efforts to hook
up with the gift and yuletide good feeling by
plugging phonographs and radios for making
the joy of Christmas more intense through
ownership of one of these musical instruments.
Radio sales are far ahead of last year and talk-
ing machine volume is holding its own here.
The LaSalle & Koch Co., one of the out-
standing department stores of Ohio, the past
week opened its new phojiograph department,
which is located on the seventh floor of the
enlarged structure. The Brunswick line is dealt
in. Wilbur F. Cooper is manager of the new
division. Florence MacDonald, formerly of New
York, has charge of the record section.
The Columbia Phonograph Co. recently in-
troduced the new Columbia-Kolster Viva-tonal
Electric Reproducing phonograph, and the Viva-
tonal console model 720, together with the
Harmony console, to dealers in Toledo and
vicinity. The exhibit was held at the Commo-
dore Perry Hotel and was in charge of District
Manager R. J. Mueller, of the Cleveland branch,
who has charge of Ohio and Michigan offices
of the company. Don O. Flightner, territory
representative, assisted.
Radio and record artists, as well as concert
artists, have played a leading part in the sale
of records during the past week here. Johnny
Marvin, Victor artist, appearing at Keith's The-
atre, scored an emphatic hit with his recordings.
Ford and Glenn, Columbia artists and radio
stars, at the Rivoli Theatre, were responsible
for a large increase in attendance. Their songs
,'.nd stories for kiddies have made them widely
known and popular with thousands.
The Lion Store Music Rooms are making
every effort to draw prospects into the store
during the holiday season for that long-wished-
for talking machine. Salesmen are mailing to
all possible buyers on their lists a novelty Vic-
tor Xmas folder showing the entire Victor line.
On the cover of the folder a pen-and-ink note
is written which says — there is a model for
you pictured here — won't you permit me to
show it to you now? It is mailed under a
two-cent stamp and the envelope is addressed
in long-hand.
In the radio section sales are far above last
year in Sparton and Atwater Kent lines.
Johnny Marvin and his ukulele entertained
visitors to the record department on Saturday
afternoon from 1 to 1:30 o'clock and conse-
quently sold a large number of his recordings
to the listeners. He also visited other stores
during his stay in Toledo.
At the J. W. Greene Co., according to Robt.
C. Elwell, manager of phonograph and radio
departments, radio sales are considerably above
a year ago and machine volume, which includes
combinations, is moving along steadily. The
955 electric Radiola unit is interesting many
customers. Sparton sets are selling faster than
can be supplied, it is said. D. J. MacDonald
and Fred. Carter are new members of the sales
staff here.
The Hayes Music Co., which was wiped out
through a disastrous fire a few months ago,
will open a new store on Superior street before
the holiday season closes.
The Cable Piano Co. is making the most
of its connection with radio station WTAL,
which features records furnished by the store
during its daily Orthophonic Hour.
Frank Flightner, Cherry street Columbia
dealer, is featuring the new console 720 and
the large Columbia-Kolster Electric instrument
as Christmas gifts supreme. The 160 portable
is also in demand. Henry Skolnick, in charge
of the radio section, stated the new Sonora
and Crosley lines are in demand.
The Toledo Radio Co., Sparton wholesaler,
according to Chas. H. Womeldorff, president,
is receiving so many orders for the electric
sets that they cannot take care of them.
Holds Formal Opening
The formal opening of the Snyder Piano Co.,
carrying a complete line of phonographs, took
place at the "Homestead," East State street
and Walnut avenue, Sharon, Pa., on November
26. Miss Theresa Cumley is manager of the
new store.
- The Metropolitan Music Shops, Inc., New
York, have been incorporated with a capital
stock of $100,000 to engage in a general music
business. Alexander Wise, of Brooklyn, is
named as incorporator.
The Talking Machine World, New York, December, 1927
37
How about 1928?
KELLOGG — who pioneered the AC tube,
and one of the manufacturer-pioneers of
the AC radio set — hit a market clamoring
for AC radio.
1927 production was oversold long ago.
Distributors and dealers who lined up
with Kellogg have profited accordingly.
KELLOGG SWITCHBOARD 6c
SUPPLY CO., Chicago
Members R M A and N E M A
Dept. 25-99 CHICAGO
Increased production for 1928 will open
up similar opportunities for distributors
and dealers in a few new territories that
we could not offer to supply this season.
Applications for territory for 1928 are
now being accepted. Early action is ad-
visable.
Wisconsin Radio Trades Association Doing
Important Work to Help the Retail Trade
Home Demonstrations Abolished Among Members Due to Elforts of the Association — Carefully
Planned Demonstrations to Replace Hit-or-Miss Method of the Past
Pledges that they would live up to the stand-
ards set by the Wisconsin Radio Trades As-
sociation to keep the radio industry in Wis-
consin on the high level it has been placed by
efforts of the Association were given by the
several hundred members who attended the
fifth annual convention recently held in Mil-
waukee, in connection with the annual radio
exposition sponsored by the Association.
. The subject of home demonstrations and the
new guarantee were also taken up at the meet-
ing. The Association members have agreed to
abolish home demonstrations, that is, placing a
receiving set in a home on approval over a
period of time as has been the custom. The
sets will never be left in a home for more
than one evening in the future. Many of the
dealers are planning to have a demonstration
set which can be easily transported in an auto-
mobile, that can be placed in the home for a
few hours in the evening, and a demonstration
given under the direction of the salesman. The
set will be removed from the prospect's home
that same night.
The new standard guarantee plan which has
been worked out informs the customer that no
radio dealer can guarantee the distance, the
length of tubes, the sets, eliminators, batteries
and chargers, and the like, due to factors over
which the dealer has no control. The Associa-
tion points out, for example, that no one can
guarantee distance on account of local condi-
tions, closeness to high-tension wires, or at-
mospheric conditions.
A plan of charging for service calls has also
been worked out by the Association. When
a set is sold by a member of the Wisconsin
Radio Trades Association it carries with it a
ticket which is good for three service calls
free of charge. These tickets must be used
up within sixty days after date of purchase,
however. After that time there is a flat mini-
mum charge of $1.50 for a service call which
covers the first half-hour. The minimum charge
is $2 an hour after the first half-hour.
One dealer in Milwaukee reported tha^ since
the plan went into effect he has cut his service
cost down from 5^ per cent to less than 2
per cent, a great saving when the dealer is
working on a small margin of profit.
The service charge is being made because
it is expensive for the dealer to send out a
service man, and it will make radio owners real-
ize that it does cost money for service, and it
will eliminate many of the "silly" calls for serv-
ice which the dealers have had to contend with.
A treatise on A-C tubes, which includes an
explanation of them, how to rewire the set
for the use of these tubes, the proper voltage
to give them, and much other information, has
been prepared by Gordon W. Fringer, chief of
the service department for William Wisniewski,
radio dealer in Milwaukee, and instructor of
the radio class in the Dover Street School.
There is so little information on A-C tubes and
their proper installation, and so few service
men know anything about them, that the Wis-
consin Radio Trades Association is sponsoring
the publication of this treatise by Mr. Fringer
and will distribute it throughout the State.
Make All Departments of
Your Establishment Pay
Efficient operation of a business means that
every part of the organization is functioning
in a smooth and profitable manner. It means
that no part or branch of the enterprise is
neglected. In the case of the talking machine
business it means that every department receives
the attention necessary to make the business as
a whole profitable and each individual depart-
ment a producer. Sustained effort by an or-
ganization, each member of which is thoroughly
conversant with his or her duties, is required
to keep sales up to maximum. A let-down in
effort means a corresponding drop in sales and
the latter is what the dealer is interested in.
And if the truth were told the main reason why
so many retailers have cause to complain about
poor business, whether they are in "the talking
machine business or some other line, is because
the effort necessary to secure business in these
days of keen competition either is lacking or
is misdirected.
The addition of new lines means an addi-
tional investment and therefore the dealer must
see to it that the same energetic merchandising
effort is put behind these lines as in the case of
the main line, such as talking machines.
38 ■ The Talking Machine World, Netv York, December, 1927
Atwater Kent
RADIO
Don't wait
for the
last minute
rush
>
Atwater Kent Manufacturing Company
/( I ill kin/) Machine IVorld, New York, December, 1927
Atwater Kent
RADIO
YOUR prospects are thinking NOW
about Atwater Kent Radio for
Christmas. But human nature being
what it is, many of them are going to
put off BUYING until the last moment.
Avoid disappointing them and missing
profits for yourself by sizing up your
Christmas needs and sendingj/^//r order
to your distributor NOW.
Give your distributor a chance to
make orderly deliveries. Don't wait for
the last minute rush. Reach for that
order blank NOW.
A, Atwater Kent, President, 4725 Wissahickon Ave., Philadelphia, Pa.
Knowledge of Records and
Humans Aids Sales
Mrs. Jean Moore Finley, of the Adams Music
Shop, Gives Some Hints on Selling Records
By Austin E. Burges
MRS. JEAN MOORE FINLEY, "the
record girl," is known to many even
outside her own city as a highly suc-
cessful saleswoman. She is employed in the
phonograph record department of the Adams
Music Shop, Fort Worth, Tex.
Asked what determined her approach to a
customer whom she had never seen before,
Mrs. Finley replied tliat she judges a customer
by his or her countenance rather than by the
clothes. Because a person is poorly dressed it
does not follow that he will enjoy cheap music,
she finds, and vice versa. Of course, she asks
the customer, to begin with, what kind of
records he would like to hear, but as such
terms as "good," "high grade," "pleasing,"
"melodious," and "peppy" mean different things
to different persons she finds that it is neces-
sary to interpret what each person says in the
light of his own facial appearance.
If she finds a customer is in a mood for
waltz music waltzes are what she plays for
him and not something else. Music is largely
an interpretation of mood and she endeavors to
turn to her financial advantage whatever mood
she finds her customer in. Rather than attempt-
ing to change a customer's mood she endeavors
to intensify it and thus to sell him not only
what he called for but more of the same type.
She even falls in with the mood of her custom-
ers and waxes enthusiastic over what they pro-
fess to enjoy.
She has studied psychology and "character-
ology" in school and endeavors to apply what
she has learned in her daily salesmanship. She
has found, for instance, that age and occupa-
tion are good indices as to what a particular
customer will admire. Men from 23 to 40 years
of age, she said, admire such records as "The
Best Things of Life Are Free," while "The
Little T.^og Cabin in the Lane" will usually ap-
peal to farmers. Young fellows, on the other
hand, will usually fall for jazz and vaudeville.
It is not sufficient to pretend to have en-
thusiasm for what the customer likes, she ob-
served. It is necessary that one be sincere.
Anyone talking with her will be impressed that
she is sincere. She radiates sincerity and en-
thusiasm.
She is an enthusiast for high-grade music.
She attends grand opera when it is played in
Dallas and takes in the big music hits when
in New York. She would like to sell more of
the classics, she confided, but finds there is
comparatively little demand for them in the
Southwest, probably because it is as yet a new
country. The Adams Music Shop, in which she
is employed, handles Columbia, Okeh, Vocal-
ion and Victor records.
She makes no effort to educate the customers
Zenith Radio Corp. Wins
Important Legal Action
Decision Handed Down by Judge of the Fed-
eral District Court, of Detroit, Grants Zenith
Corp. Injunction Against Dealers
A sweeping decision was granted the Zenith
Radio Corp., of Chicago, 111., by Hon. Charles
C. Simons, Judge of the Federal District
Court, of Detroit, on November 21, against
Mark's Auto Accessories, Inc., a corporation
of the State of Michigan; David Berlin, an
individual, and David Berlin, doing business
under the name and style of Dave's Auto Ac-
cessories; John Ross, an individual, and John
Ross, doing business as John Ross Sales Co.
The complainants sought an injunction restrain-
ing the defendants, Lansing and Detroit radio
dealers, from using misleading advertising
Mrs. Jean Moore Finley
of the shop, she said, but sells each person
what he wants — and more than he intended to
buy. Her success seems to lie in her knowl-
edge of her goods and of human nature, her
enthusiasm and vivacity, and her own person-
ality and charm.
wherein it was alleged that "McMillan" radio
sets were the same as used by Commander
MacMillan on his several Arctic expeditions.
Zenith radio was used by MacMillan on all
his expeditions and Commander E. F. Mac-
Donald, who accompanied the explorer into the
Far North, was present in court with his at-
torney, Irving Herriott, to substantiate the
statements of the Zenith Radio Corp. The
decision follows:
In the District Court of the United States for the
Eastern District of Michigan, Southern Division
THE PRESIDENT OF THE UNITED STATES OF
AMERICA,
To MARK'S AUTO ACCESSORIES, INC., a corporation
of the State of Michigait,
DAVID BERLIN, an individual, and DAVID BERLIN,
doing business under the name and style of DAVE'S
AUTO ACCESSORIES,
JOHN ROSS, an individual, and JOHN ROSS, doing
business as JOHN ROSS SALES COMPANY,
GREETING:
The application of the plaintiff herein for a preliminary
injunction having come on to be heard, and the Court
having heard the argument of counsel thereon and being
fully advised in the premises.
Now therefore, in consideration thereof and of the
matters set forth in the Bill of Complaint, filed herein,
we do strictly command and enjoin you, and each of
you, and your representatives, agents, servants and em-
ployes, from directly or indirectly representing, claim-
ing, stating or implying, either verbally or in writing or
by published advertisements, or by any other manner
whatsoever that the radio apparatus known as "McMil-
lan" sold and oflFered for sale by you, or either of you, is
the radio apparatus used by Lieutenant Commander
Donald B. MacMillan on any of his Arctic expeditions or
that he took said apparatus with him to the North Pole
or into the Arctic regions, or that said "McMillan" radio
apparatus was ever used by any explorer named "McMil-
lan" or "MacMillan" in the Arctic regions, or by any
member of any Arctic Expeditions commanded by any
person named "MacMillan" or "McMillan," or from
designating the said radio apparatus sold or offered for
sale by you, or either of you, as "North Pole McMi^
Ian," or by any other designation, having a tendency to
create the impression that said apparatus was used by
any person named "MacMillan" or "McMillan," at or
near the North Pole or in the Arctic regions, and that you
remain so enjoined until the further order of this Court.
Witness the Honorable Charles C. Simons, Judge of the
District Court of the United States at Detroit, in the
Eastern District of Michigan, this 21st day of November,
1927.
R. D. Newton in New Post
Robert D. Newton, formerly assistant mana-
ger of broadcasting station WTZ and later with
the National Broadcasting Co.'s sales staff, re-
cently joined the personnel of the Columbia
Broadcasting System. Mr. Newton is well
known among the broadcasting fraternity.
Experience —
Resources —
Equipment
All these prime requisites are behind "Northern Maine"
Plywood Box Shocks (Birch and Maple Plywood with
Spruce cleats).
18 years' successful experience manufacturing by
the management.
10,000 acres of timberland.
Up-to-the-minute machinery equipment in mills.
Write us for further information
Northern
LMaine
Statler Building
Boston, Mass.
40
c Talking Macliin,' World, Nezv York, December, 1927
ot in the sense of custom only, hut
with a genuine appreciation of our
pleasant associations during the
past year, we extend to you our best
wishes for an Old Fashioned Merry
Christmas and a New Year of happi^
ness and prosperity »
Plaza Music Company
and
The "PAL" Family
NEW YORK
And the crowd has been such that employes
have more than once been requested by poHce
to discontinue the attraction for a time in
order to clear the sidewalk.
E. T. Angell Polymet
Assistant Sales Manager
The appointment of E. T. Angell as assistant
sales manager of the Polymet Mfg. Corp., New
York, has been announced. Mr. Angell's addi-
tion to the Polymet executive staff was neces-
sitated by the growing volume of business and
the consequent increase in the responsibilities
of Nat C. Greene, vice-president and general
sales manager. He has a wide acquaintance
among radio manufacturers and jobbers.
Arthur Freed Optimistic
Over Year-End Outlook
Darrow's Windows Stop'em
Window Displays of the Darrow Music Co.
Make the Public Stop, Look and Listen
By Joseph C. Coyle
TOP, LOOK AND LISTEN" are the
three magic words which are the open
sesame to retail sales. Those who rush
by your establishment without giving it a
glance are, at that time at least, poor pros-
pects, even though they may be lovers of
music. There is nothing better than a snappy
and original window display, in connection per-
haps with a good record on the phonograph,
to arouse the interest of the passing crowds.
"The best day's sales we ever made on phono-
graph records was the day that we released
our recent window, in connection with the
records of the third and fourth part of 'Two
Black Crows,' when these were the rage in
Denver," said R. E. Darrow, of the Darrow
Music Co.
The background of this window was of
scenery painted on wall board, about five feet
high, while in the foreground were the cut-out
figures of two darkies, standing in a bed of
Autumn leaves. One of these was tall and
angular, the other ;hort and plump. The latter
is pointing with his right hand to a skunk slip-
ping through the leaves. The animal is a
stuffed one and, therefore, speaks for itself.
Near the skunk, in the bed of leaves, lies a
pair of monstrous dice about three inches
square. A record of the "Two Black Crows"
also had a place in the scene.
This display occupied the window of the Dar-
row store for several days, during which time
it always had an audience, from early morn
till late at night. The figures of the two darkies
were striking in themselves, but it was the real
>kunk, the large dice, and the bed of real leaves
that cinched the interest of passers-by.
The Darrow Co. is noted for its original
window displays, and other striking stunts. A
sliding panel in the front window of the store
is opened on warm days and a phonograph,
plaj'ing popular records, or some other attrac-
tion, is placed in it. An advantage of placing
the attraction at this opening is that it keeps
the crowd away from the entrance, so that
those who wish to enter the store may do so.
Merchandising records for December, Janu-
ary, February and March vnll far exceed the
sales of previous periods, in the opinion of
Arthur Freed, vice-president of the Freed-Eise-
mann Radio Corp., Brooklyn, N. Y., discussing
the "all-electric" receiver which has proved so
popular since its appearance on the market.
"Jobbers and dealers are actually oversold
in many parts of the country," stated Mr.
Freed. "There is still a substantial market for
battery operated sets, and there always will be,
due to special conditions and preferences, but
the majority of replacements and new orders
are for sets which operate from the electric
socket and employ the new AC tubes."
The Freed-Eisemann factory personnel has
been almost doubled recently, Mr. Freed said,
due to the heavy demand for the new Freed-
Eisemann all-electric receivers.
Radio Hearing Planned
The Federal Radio Commission has called a
general public hearing for 2 o'clock Tuesday
afternoon, January 10, 1928, in the Commerce
Building, Washington, to consider applications
for licenses submitted by concerns and indi-
viduals in the United States who desire to
communicate on short waves.
The Metropolitan Music Shops, Inc., New
York City, were recently incorporated with a
capital stock of $100,000 to deal in musical in-
struments. Alexander Wise, 239 Ocean avenue,
Brooklyn, N. Y.. was the incorporator.
A Great Combination
High in Value-
Low in Price!
'T' HF/SE are quality products manufactured entirely by
the world's largest exclusive manufacturers of tone arms,
reproducers and amplifying devices.
Models M-1 and J-1 Tone Arms are guaranteed unreserv-
edly. The throw-back is our own lock nut type, positively
preventing looseness or binding, yet the throw-back goose-
neck is firm and cannot shake or rattle. The No. 24
Chieftain Reproducer is a marvel of fidelity and tone-
sweetness in reproduction. Samples will be sent on ap-
proval to all legitimate manufacturers, jobbers, and deal-
ers. Send for yours.
No. M-1— 8I/2 inch
No. 1-1—71/2 inch
PRICES FOR ARM
Nickel
M-1 8%4-inch $4.00
J-1 7\4-iiicll $3.75
Stat. Broaze Gold or Oxid.
$5.00 $7.00
$4.75
$5.75
QUALITY FIRST
1010 George St., Chicago, HI., U. S. A.
No. 24
Chieftain
PRICES FOR REPRODUCER
STAT. BRONZE
GOLD or OXIDIZED
$5,110
42
Th,' Talking Machine World, New York, December, 1927
For Reliable Service Use
TONE ARMS
The Premier
Equipped with a specially treated
all metal diaphragm, it is partic-
ularly adapted to machines hav-
ing the new amplifying chambers
and tone arms.
Because of their proper design, high
quality materials, expert workman-
ship and careful inspection, you can
be sure that every Empire Tone Arm
will function properly when it is in-
stalled and for many years to come.
The reputation gained through thir-
teen years of successful manufacture
is back of Empire products.
Empire Tone Arm No. 75
An all brass continuous taper, all-curve
arm, equipped with full ball-bearing base
Empire Reproducers
A line of sound boxes that bring
out the best tones in the new elec-
trically recorded records.
There are several models of Empire Tone
Arms for both portable and large machines.
Write us regarding your requirements and
let us make quotations.
The Empire Phono Parts Co.
(Established in 1914)
WM. J. McNAMARA, President
10316 Madison Avenue
Cleveland, Ohio
The Talking Machine World, New York, December, 1927
last month
Carryola announced two new portables —
revolutionary in tone and quality
'W'W'T'H.EN we came out last month with a
new Carryola Master and a new
Carryola Lassie we prophesied that these
two new portables would revolutionize the
phonograph industry. But the wave of en-
thusiasm that greeted them was far beyond
anything we ever anticipated. Letters, tele-
grams, orders came in such numbers that
we were convinced beyond any doubt that
these two instruments are going to SELL as
no other phonograph ever sold before.
They reach a market that has been untouched.
They answer a demand for a really fine
musical instrument that sells for little money.
You know what Carryola has been in the past
— the finest line of portable phonographs
made for anywhere near the price. Think,
then of NEW Carryolas, with improved tone
chamber, improved tone arm, genuine Audak
Ultra phonic reproducer, new fittings, new
fabricoid cover — drastic improvements that
set aside all accepted standards of portable
phonograph quality.
And not only have we made this wonderful
achievement in quality, but we have done it
without raising the price. The result is the
most astounding VALUE ever oflfered the
phonograph dealer — a value that means
enormous profit possibilities in easy sales,
quick sales, and large number of sales.
But, revolutionary as these two new Carryola
portables are, they represent only the begin-
ning of what we are going to do for you as a
phonograph dealer. Read our next an-
nouncement on the following page.
The Talking Machine World, New York, December, 1927
Sin
dNo
w
Carry ola offers a marvelous NEW product that
every radio owner will want on sight
^ L7PPOSE that you could offer every
k3 radio owner in your community a
complete outfit that would enable him
to play phonograph records on his
radio.
Suppose that the whole outfit, including
turntable, motor, electric reproducer,
volume control, all necessary wiring,
enclosed in a trim fabricoid case could
be profitably sold at $23.50!
You KNOW you could sell them— a
LOT of them. And, having sold them,
you know you could open up a world
of new record business.
CARRYOLA PORTO PICK-UP is the
name of this maazing new development.
And it's going to make history. It's
going to give EVERY radio-equipped
home the kind of music that only the
finest homes have been able to afford.
And it's going to give phonograph and
radio dealers a profit opportunity such
as they never had before.
But even THAT isn't all the Carryola
Company of America offers you today.
Many of your customers have both radio
and phonograph. For them we have
developed the CARRYOLA ELECTRIC
PICK-UP — a means of reproducing
records electrically. It is so simple that
anyone can install it — yet so complete
that nothing more is needed to combine
phonograph and radio into an electric
phonograph — and its list price is only
$10.50. It is a typical Carryola value —
high quality, low in price and with
limitless possibilities for dealer profit.
Last month we told you we were going
to do big things for you in 1928. At
that time we offered you two revolution-
ary portables. Now we present two
other sensational money makers. Next
month we will have another big de-
velopment to announce. Watch for it.
In the meantime get in touch with us.
Write us for the name of your nearest
Carryola distributor. Let us tell you
something of our plans for 1928. Get
our complete story — and you'll see
for yourself that Carryola offers you
the biggest profit opportunity you
ever had.
THE CARRYOLA COMPANY
OF AMERICA
647 Cinton Street Milwaukee, WisconsiQ
AR R u a l-A
beyond this yoii ]>uy furniture
'World's Largest Makers oj Portable Phonograf»hs
TIic Tiilkuuj Mtuhlnc World, Nc7v York, December, 1927
Another Year
of Great Opportunity
for Victor Dealers I
Victor dealers have ample cause for satisfaction with the year
now drawing to its close. The sales of instruments and records
have been remarkably satisfactory throughout the year and will
undoubtedly reach a climax during the current holiday season
that will establish a new high level in Victor history.
There is every reason to believe that this healthy condition will con-
tinue throughout 1 928 and that another year of great opportunity lies
ahead for Victor dealers. While general business conditions may
be termed "spotty," the demand for Victor merchandise is stable
and permanent and there is plenty of money available for the
purchase of standard musical products.
Look ahead now and plan to get your full share of this potential
business! And remember that dependable distributor connections
will mean a great deal to you in the year to come. We have
been rendering dependable service to Victor
dealers for more than a quarter of a century
and understand their problems as only a
wholesaler of such long experience can.
Blackman and Dependability
— One Suggests the Other
The Talking Machine World, Nezv York, December, 1927
43
Powel Grosley, Jr., Suggests
Monthly Super-Programs
Cincinnati, O., December 6. — Powel Crosley,
Jr., president of the Crosle)- Radio Corp., of
this city, in a recent address at Louisville, Ky.,
made the suggestion that a super-radio . pro-
gram be broadcast each month, one that would
be comparable in public interest to the recent
Tunney-Dempsey fight. It is Mr. Crosley's sug-
gestion that the radio industry sponsor such
programs in order that the public's interest in
radio be kept at a high level throughout the
entire vear.
the guests on a tour of inspection through the
fifteen-acre factory, and W. W. Collamore, gen-
eral sales manager, addressed the group on
"Radio Sales in New Jersey." The party in-
cluded D. T. Preyer, J. J. Hocter, P. E. Hand,
P. J. Landemare, O. L. Puth, H. R. Arendt, J.
r. Smith and -A. Ruckstuhl.
Neil A. Gray Writes
of Music in the Home
Visit Atwater Kent Plant
The sales force of New Jersey Radio, Inc.,
distributor of Atwater Kent products in New-
ark, N. J., recently paid its regular annual visit
to the factory and headquarters of the Atwater
Kent Mfg. Co. in Philadelphia. J. T. Schwer-
ing, of the Atwater Kent Mfg. Co., conducted
Splitdorf President Abroad
Walter Rautenstrauch, president of Splitdorf
Bethlehem Electrical Co. and Splitdorf Radio
Corp., has gone to Europe to be absent from
this country for a month, during which time
he will deliver a series of lectures and study
conditions abroad. Mr. Rautenstrauch was in-
vited before various organizations to talk on
industrial topics. The Splitdorf head is re-
garded a leading authority on industrial engi-
neering. Mr. Rautenstrauch will discuss with
Splitdorf representatives abroad the situation
as to radio and automotive and aviation condi-
tions, in all of which lines the company is
vitally interested.
Neil A. Gray, of Boardman & Gray, the well-
kaown piano manufacturers and rclailers of
Albany, N. Y., recently contributed a highly in-
teresting article on music in the home as a
modern necessity, which \\a.s published over his
signature in the Albany Times-Union. Mr. Gray
in his article showed the particular value of
musical instruments of various types as a part
of home equipment, the article being published
in the home section of the paper.
Peoria Firm Ghartered
The Adams Music House of Peoria, Inc.,
located at 114 South Adams street, Peoria, 111.,
has been incorporated with a capital stock of
$25,000, common, to conduct a general music
business. Charles C. Adams, Harry H. Bland
and J. H. Suttle, well known local business
men, arc the incorporators.
Model 9000 - $90.00
Including approved built-in Speal^er witli Atwater Kent Unit
With Atwater Kent Keceiting Stt No. 30 $149.00
With Atwater Kent Receiving Set No. 33 - - - - - $159.00
Successjul
Radio
Model 4750 - $47.50
With Atwater Kent lleceiving .Set Nn. 30 and Mode]
li Speaker $130.50
With Atwater Kent Receiving Set No. 33 and Model
E Speaker ------------- $|40.53
A fine instrument at a popular price, together with an
aggressive advertising policy, has put Atwater Kent
Radio in the homes of countless thousands. Red Lion
is headed for the same goal with equally fine merchandise,
prices that represent the utmost in value and a decidedly
effective national advertising campaign.
RED LION CABINET COMPANY
it your Atwater Kent distributor has not yet shown you
the latest additions to Red Lion's complete collection of
fine desks and consoles for Atw^ater Kent equipment get
in touch with him at once. The season is well on, and
it's the biggest season in Red Lion's historv.
RED LION, PENNA.
44
The Talking Machine World, Nezv York, December, 1927
■ i
J
B
roadcasting in your town about your merchandise!
That is what KOLSTER is doing for you!
To speed turnover! To swell profits!
You want the extra business resulting?
You can get it and you will get it,
but
HOW MUCH
is decided by posting the KOLSTER Broadcasting
Announcements in your window. These tell the
world to listen in every Wednesday from 9 to 10
P. M. Eastern time for the
KOLSTER HOUR
If you don't receive these window displays several
days ahead let us know. Also, put the message in
your own advertising.
over the nation-wide Columbia Broadcasting System
E'very Wednesday — 9 to 10 P. M. Eastern Time
KOLSTER FAMOUS COMPOSERS HOUR
The Talking Machine World, Nezv York, December, 1927
45
5
ign the coupon below.
Join the thousands of Kolster dealers
who display this Authorized Sign.
If there is an opening in your territory
you may be able to share in the
amazing growth of Kolster
demand right away.
Put the coupon in the mail today or
you will be late for Christmas
Business.
mmmmm
ALEE
FEDERAL-BRANDES, Inc.
200 MT. PLEASANT AVENUE
NEWARK, N. J.
Please let me know if there is room for another Kolster dealer in my locality.
Name .
Street .
City. .
RUSH
46
The Talking
Machine World, New York, December, 1927
The Lion Store Reduces Demands for
Service by Educating Its Customers
Sale of a Radio Set by Toledo Retailer Is Accompanied by a List of Instructions on the Proper
Care of the Receiver — Plan Has Been Found Effective and Profitable
SINCE radio broadcasting for entertainment
purposes became popular five or six years
ago, the question of service has assumed an
ever-growing importance, from the retail point
of view. Especially is this true of the talking
machine dealer, who is accustomed to sell an
instrument which, when sold, requires prac-
tically no service.
It is true that during the past year 'or two
the topic of radio service has ceased to be the
bane of the dealer's life. Experience and educa-
tion have done wonders for the retail dealer and
for the purchasing public, and the stability
which the radio trade is enjoying is due to a
great extent to the understanding which the
dealer now has of what should be given to the
customer in the line of service.
The education of the public to give proper
care and attention to the radio receivers they
purchased has been a slow process but in the
end a profitable one. When pains were taken
at the outset to give a clear, lucid explanation
of what was required by the set operator to
secure the maximum of efficiency from the set,
the dealer experienced a minimum of service
calls. However, many people would forget what
was told them, and a service call would result
that in many cases could be avoided. To obviate
this condition and reduce servicing, many stores
now give out complete instructions in handy
form for the customer's reference. The follow-
ing list of instructions issued by the Lion Store,
of Toledo, O., is typical of such suggestion lists
to dealers. It gives clear comprehensive hints
for keeping the set in running order. The Lion
Store directions read:
To help you get the greatest amount of pleasure and
enjoyment from this radio set, the following suggestions
are made and by reading and observing them closely you
will eliminate the inconvenience and expense of future
service calls.
(1) After the set has been installed and used, check
carefully all connections to see that the contacts are ti.ght.
Do this once a month.
(2) One of the greatest causes of poor reception is due
to atmospheric conditions. If reception is poor inquire
from neighbors or read the newspaper reports on con-
dition of the night before. If others' reception has been
good, start checking the set and power equipment for
loose connections and low batteries.
(3) Test tubes by changing from one socket to the
other, that is, 1 and 2. 2 into 1, etc. Use a tube
known to be perfect anrl try in each socket. If recep-
tion does iutt inii)rove vdu need some new tulies. Tubes
will be Kladly tested here free of charge any time,
(4) Run-down B Batteries will cause poor reception,
such as crackling, sizzling noises. Test with Voltmeter.
If a 45 volt B Battery registers less than 34 volts, or a
221/2 less than 17, they must be replaced. Their life de-
pends upon the amount of use of the set and the amount
of power required to operate.
(5) "Fading" is attributed to atmospheric conditions
that are localized and not the fault of the set.
(6) Ai Storage Battery run down will cause poor or no
\olume reception. We recommend either a trickle charger
or a high rate charger, either of which has full instruc-
tions as to operating methods. Check condition of "A"
Battery with a Hydrometer. If you do not use a
charger the battery must be charged regularly.
(7) A constant high-pitched whistle is known as a
"Heterodyne Whistle" and is caused by conflictiuR broad-
casting stations.
(8) "Screeching" is usually caused by some Radio re-
ceiver in your neighborhood that is radiating. Nothing
can help you.
(9) Other conditions that may at times cause annoying
noises are: Oil Burners, X-Ray Machines, Electric Re-
frigerators, Washing Machines, Moving Picture Machines,
Flashing Electric Signs, Elevators, Vacuum Cleaners,
Trolley Lines. "Just Grin and Bear" them. A constant
hum or noise might be helped by changing position of
Antenna.
(10) Keep vaseline on "A" Battery connections, also
keep the plates covered with distilled water. "A" or
"B" or any "A and B" Eliminators require practically
no attention. Just see that connections are tight.
Distant reception is obtained best at night, especially
when weather is clear and cold. However, try tor
quality programs rather than distance or number of
stations.
Encourage the Broadcasting Stations by writing in
your suggestions and comments.
These directions are on a tag which accom-
panies every set sold by this aggressive retail
music merchant.
MICA
DIAPHRAGMS
Immediate delivery — all sizes
Send for free samples and prices
All Mica Products
INTERNATIONAL MICA CO.
Birint M5 PHILADELPHIA, PA. Fllaiw. Phili.
were loaded at the Temple factories, among
them being shipments to Temple distributors
in St. Louis and the Schimmel Electric Supply
Co. in Philadelphia. The accompanying illus-
tration shows the car loaded for dispatch to the
City of Brotherly Love. These cars contain
about six hundred speakers, including drum and
cabinet models.
President Alfred Marchev, of Temple, Inc.,
Temple Air Column Speakers
Being Shipped in Carloads
Displays of Temple Air Column Speakers at
Radio Shows Throughout Country Result in
Widespread Popularity — Carload Shipments
Shipment of Temple Speakers
Chicago, in a recent talk to distributors, said,
in part: "We are extremely gratified with the
manner in which radio fans all over the country
have received Temple Air Column speakers.
We invite every radio fan to hear a test on
the Temple Comparator. If he or she will go
to the nearest Temple dealer he will be glad
to hook up any five speakers and merely with
a click of a button he will switch from one
speaker to another. To-day the Temple line is
complete. There are both drum and console
models of beauty and distinct design that will
grace any home. Every speaker is correctly
designed and tested three times before it leaves
the factory."
Following the reception that was accorded
Temple Air Column speakers at the various
radio shows throughout the country, they are
now being shipped in carload lots to dealers
and jobbers in many cities to take care of the
tremendous demand. During the month of
November many complete carload shipments
Wilmington Firm Busy
The Boehm Piano Co., 2108 Market street,
Wilmington, Del., which moved to its new
quarters in August of this year, is doing a
brisk business in talking machines and pianos.
STYLE 21
Genuine Mahog-
any or
only.
Walnut
STYLE 21-B
Same with both
top panels hinged
t o accommodate
Radio Panel.
THE LINE OF PROFIT
PHONOGRAPHS AND
RADIO CABINETS
Excel phonographs, radio cabinets
and combination instruments have
been designed to meet every exact-
ing taste. They are produced in all
popular, finishes and styles, including
Upright, Console and Wall Cabinets
— a complete line. Our centrally lo-
cated factory and excellent shipping
facilities insure prompt deliveries
and attractive trade prices
STYLE 17
Genuine Mahog-
any or Walnut
Phonograph only.
STYLE 1
Gum Mahogany,
or Fumed
STYLE 48
Walnut Radio Console. Built-in
loud speaker and battery com-
partment. Accepts 7" X 18"
panel.
The models illustrated show several
products of the EXCEL line, me-
chanically and acoustically up-to-the-
minute in every detail. The EXCEL
line is appealing to the customers'
eye, ear and purse. Your request
for a catalog and price list will be
given prompt attention. Enterprising
dealers will find the EXCEL line
well worth investigating.
Excel Phonograph Manufacturing Company
402-414 West Erie St., Chicago. IlUnois
STYLE 2
Gum Mahogany,
Golden or Fumed
Oak.
The Talking Machine World, New York, December, 1927
47
For 1927
Best wishes to all
and our sincere ap"
preciation to those
friends who have
made this the biggest
year in the history
of our business.
For 1928
^aippp i^eto gear
In January we will
announce a startling
new line that will
justify our slogan —
"tKe most complete line^*
You will be surprised ivhen
you see this new line, for you
never dreamed that such a
fine line could he so reason'
ably priced.
Berg A. T. & S. Co., Inc., Long Island City, N. Y.
A
Complete List
of
Distributors
JAMES K. POLK, INC.
217 Whitehall St., S.W., Atlanta, Ga.
CONSOLIDATED TALKING MA-
CHINE COMPANY
227 W. Washington St., Chicago, 111.
JUNIUS HART PIANO HOUSE, LTD.
123 Carondelet St., New Orleans, La.
CONSOLIDATED TALKING MA-
CHINE COMPANY
2957 Gratiot Ave., Detroit, Mich.
CONSOLIDATED TALKING MA-
CHINE COMPANY
1424 Washington Ave. So.,
Minneapolis, Minn.
THE ARTOPHONE CORPORATION
1624 Pine St., St. Louis, Mo.
IROQUOIS SALES CORPORATION
210 Franklin St., Buffalo, N. Y.
OKEH PHONOGRAPH CORP.,
(New York Distributing Division)
15 W. 18th St.. New York City
STERLING ROLL AND RECORD
COMPANY
137 W. 4th St., Cincinnati, Ohio
OHIO SALES & SUPPLY CO.
1231 Superior Ave., Cleveland, Ohio
L. D. HEATER
4691/^ Washington St., Portland, Ore.
JAMES K. POLK, INC.
1315 Young St., Dallas, Texas
JAMES K. POLK, INC.
811 West Broad St., Richmond, Va.
THE ARTOPHONE CORPORATION
McCall Building
Memphis, Tennessee
OKEH PHONOGRAPH
CORPORATION
809 So. Los Angeles St.
Los Angeles, Cal.
OKEH PHONOGRAPH
CORPORATION
339 Bryant St.
San Francisco, Cal.
THE Q. R. S. MUSIC CO.
1017 Sansom St.
Philadelphia, Pa.
Students Are a Source of
Profits to Whitlock's
New Haven, Conn., Merchant Averages Sales of a Thousand
Records Each Month by Making Bid for the Student Business
By Clarence J. O'Neil
THE New Haven branch of Whitlock's
Book Store, Inc., can be compared to a
typical small-town general store. Not
that it is small, but that it carries a most com-
plete stock of everything that the students de-
mand, from books to pianos. Talking ma-
chines, of course, play a prominent part in the
over-the-counter sales, especially the portables,
but records, apparently the most insignificant
of Whitlock's whole line, are the best sellers.
And why? Simply because Mr. Brophy, the
music department manager, has made a
thorough study of what records the students
like best and stocks them. Maybe this also
accounts for his claim that Whitlock's New
Haven store carries the largest selection of
records in New England. But at any rate his
experience with the student group is distinctly
interesting.
Mr. Brophy, after years of contact with the
Yale student body, through his shop, which is
located opposite Yale Campus, has come to
the conclusion that the talking machine is the
pupil's best companion. Surprising as it may
seem the demand for talking machines far ex-
ceeds that for pianos, radios and even musi-
cal instruments.
Sells 1,000 Records Monthly
The first requisite in catering to the college
student is to have the record he wants right
on hand. This necessitates a large supply in
stock, but apparently it pays eventually. Whit-
lock's monthly record sales average 1,000. This
is based on twelve months, including the dull
vacation period. Of this average jazz and last-
minute songs predominate to a ratio of two to
one of classical pieces. The prices range from
75 cents to $3.50 each, at a pretty staple de-
mand.
"Meeting the demand for jazz and popular
song records is my hardest job," said Mr.
Brophy. "Students have a mania for keeping
up with the musical programs of the latest
New York shows, and expect to get late num-
bers promptly. Often a whole group of stu-
dents will drop in the day after they see a
Broadway show, requesting records of various
numbers they had just heard."
Reaching Students Via Publicity
Although Mr. Brophy may not have the very
latest record available, he does not consider
this an alibi for not trying to fill requests. The
minute his record stock is replenished he has
the new list broadcast in the columns of the
Yale News, the University's daily newspaper.
This paper invariably goes to every student at
Yale. The Whitlock record advertisement ap-
pears daily throughout the year in the college
journal.
This is Brophy's only way of communicating
with his student prospects.. Sending out circu-
lars and other mailing schemes have been tried
out, but did not produce the same results as
the college paper. Another source of record
sales at Whitlock's shop has been the release
of old-time college songs, records containing
memories of past graduates, and at the same
time serving traditional memories for the pres-
ent-day student. It is apparent from the huge
demand of these school records that every stu-
dent takes at least one home during his vaca-
tion for keepsake.
The latest Yale souvenir record of old fa-
miliar songs recorded by the "Whiffenpoofs of
1926," the college glee club of last year, was a
sellout. Mr. Brophy claims the demand far
surpassed his supply of the 1927 edition.
■ Of the dance records, fox-trot numbers are
in the most demand. Waltz records have been
quiet the last two terms and apparently will
remain so the next couple of years, according
to the present demand. John McCormack's
records are well liked by students. His "Mar-
cheta" and "Somewhere a Voice is Calling,"
especially, ijieet the demand of the collegiates.
Besides seeking Yale student prospects Mr.
Brophy also follows the trade coming from
other private schools in New Haven. Being
a college city, the popularity of preparatory
schools can readily be seen. Mr. Brophy pat-
ronizes their weekly and monthly publications
with his talking machine and record advertising
as diligently as he does Yale. These students'
preferences are practically a duplicate of^ the
senior college of the city.
"The popularity of records seems to be
prompted by the same impulse that standardizes
clothes fashions. The younger student in
preparatory school takes delight in copying the
older ones at the University. In mixing with
the seniors they soon find out what songs and
dances are in vogue and then popularize the
same numbers in their set."
A supply of up-to-the-minute records, plus
continuous advertising in college and prepara-
tory school papers, has boosted the sale of
records ahead of any other individual line
handled by the Whitlock Book Store of New
Haven.
Clark Music Go. Opens
Tw^o New^ Branch Stores
The Clark Music Co., Syracuse, N. Y., which
has been a factor in the music trade in that
city for fifty-nine years, has opened two new
branches, one at 2503 James street, Syracuse,
and the other at 125 Washington street. Water-
town, N. Y. The branches will carry complete
lines of Mason & Hamlin pianos, Brunswick
Panatropes and Victor instruments.
Two Good Radio Markets
Australia and New Zealand are two outstand-
ing markets for American radio apparatus.
Australia has increased its American radio pur-
chases from $210,214 in 1923 to $1,304,585 in
1926 and $789,820 for the first half of 1927.
New Zealand also has increased its radio im-
ports from the United States from $83,426 in
1923 to $627,222 in 1926 and $297,409 for the
first half of 1927.
Gold Seal Earnings
A quarterly dividend of fifty cents a share
was recently declared on the stock of the Gold
Seal Electrical Co., Inc., New York, manufac-
turer of Gold Seal tubes. This places the
stock on a two dollar annual basis. J. W. Duff,
president, stated that the directors were very
much gratified at the improved showing of the
company and its excellent financial position.
48
The Talking Machine World, New York, December, 1927
49
W/7C O f the Lea^utiful SPLITDORF models
Th
TYAllEk
ectric
The Abbey All Electric (above). Six tubes. Single illuminated dial. Single knob control. List price for all-electric
operation direct from a light socket without batteries or eliminators. S175; this model for battery operation, 8100.
Tubes not included. Splitdorf Period Cone Tone. |35.
This beautiful table model is pat-
terned after an Old World jewel case.
Graceful beveled corners and richly
carved control knobs and dial orna-
ment emphasize in this instrument a
charming distinction never before
offered in a moderately priced re-
ceiver. This attractive model is
finished in deep antique walnut with
handsome two-tone effect.
This Abbey set is equipped with
the new Splitdorf "171" all-electric
radio receiver, employing four tuned
circuits and operating completely
from a light socket without batteries
or eliminators. The tonal quality,
sensitiveness and selectivity of this
receiver are remarkable.
The Lorenzo. A magnificent Italian
Renaissance model, equipped with the
new Splitdorf all-electric receiver operat-
ing directly from a light socket with-
out batteries. No acids or eliminators.
List price with built-in loud-speaker
but without tubes, $350.
This and all other Splitdorf Re-
ceivers are manufactured completely
within the Splitdorf factories. Split-
dorf is the only radio manufacturer
operating its own cabinet plant. As
a result a Splitdorf Receiver is not
a miscellaneous assembly but the
finished product of organized, ex-
perienced experts. Distinctive per-
formance, unusual beauty and ex-
ceptional value are made possible in
the Splitdorf line by this unified
production.
Investigate the unusually profitable
sales possibilities of the twelve beau-
tiful Splitdorf models priced from
$45 to $800.
Cabinets designed
under the personal
direction of Mr.
Noel S. Dunbar
SPLITDORF RADIO CORPORATION
Subsidiary of Splitdorf-Bethlehem Electrical
NEWARK, NEW JERSEY
Company
Featuring Different Radio Set Each Week
Increases Sales at Newark Kresge Store
One of the most attractive and completely
equipped radio departments in the metropolitan
district is the new section recentlj'' installed in
the Kresge Department Store, the successor of
L. S. Plaut & Co., .Newark, N. J. This depart-
ment occupies an advantageous position on the
seventh floor of the store, located next to the
main offices and credit department. An idea of
the extent of the department can be realized
from an examination of the lines carried, which
include: Stromberg-Carlson, Atwater Kent,
Bosch, Radiolas, Kellogg, Fada, Freshman and
other makes in every conceivable variety of
beautiful art cabinets and highboys.
The demonstration booths are of excep-
tionally large size, occupying eighteen feet by
fifteen feet and all of them are soundproof.
The booths are finished in buff with a two-tone
cream tint. The attractive finish on the Graftex
walls blends harmoniously with the mahogany
moulding and the mahogany French doors.
Two of the largest demonstration rooms are
devoted to displaying combination instruments
featuring the Victor Orthophonic and Elec-
trola line in combination with Radiolas, and the
Brunswick Panatrope combinations.
The department has been doing a large busi-
ness since its opening and Carl A. Lewis, man-
ager, attributes this to the policy of featuring
a different instrument each week on the large
walnut platform which is shown in the accom-
panying photograph. The instrument being fea-
tured is played continuously and the demonstra-
tions have resulted in many sales of big units.
chairman, which may be taken as an indication
of the interest held by the national association
officers in the national contest idea.
The committees are:
Membership Committee — H. H. Fleer, secre-
tary, chairman ex-ofiicio, Lyon & Healy,
Chicago, 111.; Milton Weil, Krakauer Bros.,
New York City; and John J. Glynn, Mathushek-
James & Holmstrom Piano Co., New York City.
Press Committee — H. H. Fleer, chairman,
Lyon & Healy, Chicago, 111.; Charles H.
Yahrling, Yahrling-Rayner Music Co., Youngs-
town, O.; E. Paul Hamilton, Frederick Loeser
& Co., Brooklyn, N. Y.; and W. Otto Miessner,
Miessner Institute of Music, Milwaukee, Wis.
Resolutions Committee — Robert N. Watkin,
chairman, Will A. Watkin Co., Dallas, Texas;
A. D. La Motte, Thearle Music Co., San Diego,
Cal.; and A. L. Maresh, Maresh Piano Co.,
Cleveland, O.
Legislative Committee — Frederick P. Stieff,
chairman, Chas. M. Stieff, Inc., Baltimore, Md.;
W. S. Bond, Weaver Piano Co., York, Pa.;
C. S. Andrews, Andrews Music Store, Charlotte,
N. C; and Joel B. Ryde, Fuller-Ryde Music
Co., Indianapolis, Ind.
National Piano-Playing Contest Committee —
Frank J. Bayley, chairman, Bayley Music
House, Detroit, Mich.; W. Otto Miessner,
Miessner Institute of Music, Milwaukee, Wis.;
and C. R. Moores, Packard Music House, Fort
Wayne, Ind., and Miss Helen Curtis, of
Chicago, 111., honorary member.
Roberts Names Committees
for the Music Merchants
President C. J. Roberts, of the National
Association of Music Merchants, has made the
following committee appointments for 1927-
1928. It will be noted with interest that in
addition to the regular committees there has
been appointed the National Piano-Playing
Contest Committee, with Frank J. Bayley as
Introduces New Line of
Phonograph Record Cabinets
A new line of phonograph record cabinets
has been announced to the trade by the Hor-
rocks Desk Co., Herkimer, N. Y., well known
cabinet manufacturer. A simple vertical file
system is one of the features of the new line,
each cabinet having a capacity of two hundred
records, either ten-inch or twelve-inch.
Helycon Tone Arm No» 509
THE continuous taper of Helycon Tone Arm
No. 509 is acoustically correct. It is particu-
larly adapted to phonographs equipped with new
type reproducers and new long air column ampli-
fiers with enlarged bell-opening.
Made of heavy seamless drawn brass, nickel
plated; black enamelled bracket, that ensures
free sensitive swing and prevents tipping or
binding; all joints air-tight, felt-bushed to pre-
vent metallic vibration.
Helycon Tone Arm No. 509 is the outcome of
unceasing research, plus precision manufactur-
ing, a worthy representative of the Pollock-
Welker line of Helycon precision-built phono-
graph equipment.
Pollock -Welker, Limited
Established 1907 — Pioneers in the Phonograph Industry
KITCHENER — CANADA
Cable Address — Polwel, Kitchener
Code— A.B.C. 5th Edition, Bentley's
50
The Talking Machine World, Nezv York, December, 1927
Inter
Above — Stromberg-Carhon booth oj a esley Elec. tiudio
Supply Co. at W indsor, Ont., radio show attracted wide
attention among visitors
Above — Atwater Kent set in club car. Capital
Limited, shown at the Fair of the Iron
Horse, in Baltimore, Md.
Above — Hugh Trevor and Jean Arthur, FBQ
featured players, like music when on locution
in their work of making "movies". They used
this Stromberg-Carls(kr set during the filming
of "Wallflowers"
SfiLES MEeriNO
K0(5TER RftOlO
DISTRIBUTORS & SALESMEN
METBOroUTftN OKTRtCT
HOTELPCNNSyLUflNifi NEWVORK
M0UEM8ER 16. 1927
Left — Kolster jobbers
and salesmen of New
York, Brooklyn and New-
ark, guests of Federal-
Brandes. Inc., at Hotel
Pennsyl vania. Cli risim as
sales plans were outlined
and addresses tvere made
by officials of the com-
pany. Enthusiasm was a
feature of the gathering,
which was marked by
optimism
Right— This Kolster
radio receiver was res-
cued from the New
England flood. After
it had been dried out
its owner, Clyde
Smith, station agent
of Bebe River. N. H..
was startled to find re-
ception unimpaired.
This is a tribute to
the durability of the
Kolster product
Right — K. L. .Allardyce.
managing director o f
Freed-Eisemann Radio
(Great Britain), Ltd.,
to visit America soon.
States interest in radio
in Great Britain is at
fever heat at the pres-
ent time and the out-
look is excellent for
the more progressive
business houses
Left — The Davidson Furniture Co.,
Des Moines, la., believes in ar-
ranging eye-arresting windoit dis-
plays. The display shoun here at-
tracted considerable attention. The
background was furnished by the
display division of the Stewart-
Warner Speedometer Corp. on
their rental plan. Center unit con-
sisted of two wrought-iron posts
with decorated grille. Each post
is surmounted, by ornamental iron
lamp. Back drape is of blue and
gold damask, curved curtains of
gold damask: side units made of
hand-wrought iron and the hanging
matches the center panel. The
height of each unit is almost six
feet and each of the three pieces is
about six feet tvide. The Stewart-
W arner Corp. is paying a great
deal of attention to the promotion
of better window displays among
the retail trade
The Talking Machine World, New York, December, 1927
Portables'
MODEL 5
This instrument represents an achieve-;:
ment in advanced musical reproduction.
With newest developments in design,
tone-arm, reproducer, and tone cham-
ber. Covered beautifully in water-
proof Du Pont Fabricoid, colors blue,
black , or red. The greatest portable
ever created. See and hear it— today?
MODEL 21
The finest novelty
portable with practi-
cal playing value. A
big seller for your
holiday businecs. Fit-
tingly finished in
waterproof Du Pont
Fabricoid, colors
blue, black, or red.
There's a year 'round
gift market for this
sturdy portable. See
and hear it — novv!
MODEL i8
This portable is a true
value. Renders tone
quality and volume equal
to instruments selling at
twice its price. Employs
a new exclusive repro-
ducer and tone-arm. Art-
istically designed in col-
ors blue, black or red, of
waterproof Du Pont
Fabricoid. The greatest
value in the whole field
of portables. Send today
for samples !
HEAR AND SEE
Talking Machine World, Nezv York, December, 1927
MOST Dealers are now too busy
to read anything. That's why
we just ask that you tab January
second on your calendar for Allen
Portables.
YouUl want to do so for one of
two good reasons. Either, you
will have sold your entire stock
during the holidays. Or, you will
want to plan for 1928, and are
ready to consider the most mod-
ern profitable portable line ever
presented to the trade.
Call upon the best Jobber near you for samples. Or, write
direct for local Jobber's address, and beautiful free cata-
log in colors. Act today — you built this profitable new line!
ALLEN -HOUGH MANUFACTURING COMPANY
I'li?*^ ' MILWAUKEE, WISCONSIN Factories: New York and Racine
THE DIFFERENCE
The Talking Machine World, New York, December, 1927
li COnCERT
SPEAKER
35
.00
Slightly higher in
Far West and Canada
An entirely NEW type
by FARRAND
The wanted BASS tones captured
as never before!
Another Farraiid advancement — the Farrand Co7i€erJ Speaker
— attaining a new, deep -reaching tonal radius, with all the
pleasing treble retained as heretofore — virtually next year's
model presented today! Already enjoying record-breaking
demand. Order now from your nearest Farrand distributor.
The unusual eye-value of the Farrand manner of a fine portrait frame, exqui-
Concert Speaker, together with its super- sitely wrought of richly finished walnut
lative performance, forms an irresistible veneer, its artistry offers instant appeal,
felling combination. Designed in the Heisht. 22 inches, overall.
FARRAND MANUFACTURING CO.. INC.. LONG ISLAND CITY, NEW YORK
The Talking Machine World, New York, December, 1927
51
Urges Need for Aggressive
Retail Business Tactics
Distribution of the Retail Dollar Indicates in
Typical Cities Hard Selling Must Be Done,
Declared Robert W. Porter, Vice-president
of the Splitdorf Radio Corp.
Robert W. Porter, vice-president of the Split-
dorf Radio Corp., calls attention to the portion
of the retail dollar that radio dealers have to
tight for in order to get business. In Syracuse,
N. Y., it is eighteen cents and in Denver, Col.,
it is twenty-one cents.
"This means," said Air. Porter, "if the cal-
culations are absolutely accurate as we have
ihem from the recent retail and wholesale cen-
sus that is being taken, that radio must struggle
with all other articles save five to cut into this
eighteen or twenty-one cents out of the retail
dollar.
"In Syracuse, selected as a typical city, food
gets twenty-seven cents out of the dollar, cloth-
ing twenty-two cents — that is these two items
nab approximately half of the dollar! Automo-
biles and gasoline come in for another seven-
teen cents, building materials, etc. for 9 per
cent while furniture and home decorations take
another seven cents. That leaves eighteen for
all other items including radio.
"In Denver the figures run: 28, 14, 4 and 9 in
the same order with the group articles at
twenty-one cents.
"But there is a silver lining to the cloud, if
indeed this is a cloud, and that is this: that if
the radio dealer gets in ahead of the automo-
bile salesman he can, in individual instances
galore, make the radio come ahead of the
car and in this way push radio up the line in its
proportion of the retail dollar.
"A remarkable point from the layman's angle
is that the automobile has pushed ahead of such
an item as household furniture and decorations
tor the home. This shows what can be done in
selling an article that gives pleasure.
"Now radio dealers shouldn't let these
figures in any sense discourage them. Outside
of food and clothing and the actual necessities
of life that may be counted in with these, the
radio dealer has the same opportunity at the
retail dollar as any other line and the more he
goes after the business the more likely he is
to bring home a larger portion of this same dol-
lar. At the same time he should not overlook
the keen fundamental competition of modern
selling. Making everything as attractive as pos-
sible about radio is the dealer's big job. If he
does that he is going to get his share of the re-
tail dollar."
Radio Tube Manufacturers
Petition for an Injunction
Wilmington-, Del., December 5.— A petition for
an injunction to restrain the Radio Corp. of
,\merica from enforcing clause No. 9 of its
license agreement was filed a few days ago in
the United States District Court of Delaware
by five radio tube manufacturers. The bill of
complaint was filed by Samuel E. Darby, Jr.,
as chief counsel, together with Ernest R. Reich-
mann for the plaintiffs, who consist of the De-
Forest Radio Co., Jersey City, N. J.; the North-
ern Manufacturing Co., Newark, N. J.; the
United Radio & Electric Corp., Newark, N. J.;
the Televocal Corp., West New York, N. J., and
the Sonatron Tube Corp., Chicago, 111. Argu-
ments on a preliminary injunction will be heard
on December 22.
Kolster Radio on the Stage
Kolster radio equipment was used on the
stage of the Paramount Theatre, New York,,
recently, to announce the celebration of its first
anniversary. Instead of quietly throwing the
announcement on the screen, the theatre man-
agement decided to install a Kolster radio
power cone speaker at each side of the screen
and a microphone with a power amplifier was
placed in a room backstage. The clear tones
of the voice filled the theatre at each perform-
ance, telling of the coming celebration, while
soft spotlights threw a glow on the two "talk-
ing cabinets."
New Columbia Artist to
Broadcast on December 14
Miss Belle Forbes Cutter, Chicago's heralded
soprano, will sing five sem.i-popular songs for
the Columbia Phonograph Co. Radio Hour on
December 14. Miss Cutter has also been re-
tained as a new Columbia exclusive record
artist, whose first releases will soon appear.
The December 14 program includes also Rudy
Wiedoeft, the internationally popular saxophone
artists; the Four Aristocrats, who are the popu-
lar instrumental male quartet of Vitaphone fame,
and the Artist Ensemble. All are Columbia re-
cording artists.
Limited Production of
New Farrand Electric Set
George H. Kiley, Vice-President of Farrand
Mfg. Co., Declares Eastern Jobbers Already
Have Ordered All the Sets Available
Only a limited number of Farrand electric
receiving sets will be available this season,
George H. Kiley, vice-president of the Farrand
Mfg. Co., stated in announcing the new receiver
which went on sale in New York recently.
Massed production of this set will not be at-
tempted, according to Mr. Kiley, who states
that already the limited number of sets that
will be made this season have been ordered by
jobbers in the Eastern territory.
It was announced that only 1,000 receivers
will be available for New York City, with even
smaller quantities for the other centers where
it will be sold this season. None of the sets
will be available for jobbers outside of the
Eastern section, it was stated.
3 Aids to Better Reception
and to Steady Profits
I
"AERO"
Complete
Aerial Kit
It contains everything needed for
a perfect aerial. Each item which
goes into the outfit is guaranteed
to do its part and to link up with
the other items in the kit. The
customer who uses the entire outfit
gets better reception and inciden-
tally you profit by selling him a
quantity of merchandise instead of
one or two odds and ends.
List Price $2.50 to $4.00
S'H Light Socket Antenna
There is no better aerial for local reception than this light
socket antenna. It brings out the sound clear and loud. It is
particularly popular with the apartment dweller who hasn't the
space for an outdoor aerial. Directions in each package tell
how to make four different connections so as to adjust antenna
to set capacity and obtain finest results.
S^H Automatic "A^^ Power Unit
List Price
$12.50
Guaranteed to Cut Out Hums
The switch on the set does it all!
The S-H Dry "A" Power Unit is automatic in
action— INTERNALLY automaticl All you have
to do is to hook it up to the set— "A" Battery—
and "B" Eliminator, if you use one — then let this
unit take care of the power supply.
It keeps the battery charged — never overcharged.
It prevents the possibility of a reverse current
flowing back and causing the battery to run
down. It keeps out the hums and noises which
ordinarily filter through house current.
The S-H Power Unit operates without tubes or
acids— so it is really and truly "trouble-prool".
110 volt— 60 cycle.
If Your Jobber Doesn't Carry Them Write Us Direct
Swati'Haverstick,
Inc.
Trenton,
New Jersey
52
The Talking Machine World, New York, December, 1927
Optimism Features the Kansas City Trade
as Holiday Buying Season Gets Under Way
Declareg Present Season Is One of the Best in the History of Radio and They Expect Unusual
Demand During the Christmas Buying Season — Jones Store Opens New "Talker" Department
Kansas City, Mo., December 8. — ^Activity in
talking machines and radios has shown a de-
cided increase during the last half of Novem-
ber and prospects for the holiday business are
of the best. Dealers state that this has been
one of the best radio seasons they have ever
had and they are expecting exceptionally fine
business in this line during the Christmas buy-
ing season and through the Winter.
J. W. Jenkins reports radio activity to be
very satisfactory at this time. The Kellogg
line, which was taken on by Jenkins this Fall,
is meeting with great success here, according
to the radio department of Jenkins. Two of
the most popular numbers are the 510 and the
511, while in the smaller models 507 and 508
are good numbers. The Kellogg set priced at
A Revelation
in Tubes!
WE announce the new
A. C. 226 and 227
Tubes which operate di-
rect from A. C. current
without the use of "A"
batteries.
Televocal T. C. 112A and
171A Power Tubes have
been improved with an ox-
ide-coated filament. This
reduces current consumed
from
to
amperes.
Stock, feature, sell Tele-
vocal quality tubes. All
Standard types, fully guar-
anteed. Write:
f ITC 201
/televocaiX
TELEVOCAi
OUAIITY
TUBES
Dealers,
Order Through
Your ]obber
Televocal Corporation
Televocal Building
Dept. G-4, 588 12th Street
West New York, N. J.
$495 with AC operation is the outstanding seller
with Jenkins. Atwater Kent and Radiola both
are receiving fine response at this time.
Orthophonic business is excellent with Jen-
kins and the new combination Electrola and
Radiola, priced at $1,550, is popular.
The Jones Store's new phonograph depart-
ment is one of the most attractive in this city,
being completely redecorated and refurnished,
with ivory woodwork, wicker furniture and
deep rugs in orange and blue. The phonograph
and radio sections have been combined in the
new department. The new Edison machines,
the Beethoven at $225 and the Shubert at $125,
are selling in an exceedingly satisfactory man-
ner here, according to Miss Poynter.
The Butler Music Co., of Kansas City, finds
business in phonographs very good at this time,
with the great demand for the higher-priced
machines.
The Sterling Radio Co. is enthusiastic about
both radio and phonograph activity. C. M. Wil-
lis, sales manager, says that the new Kolster
with AC operation is a great success with deal-
ers. The 6F and the 6K at $160 and $250 re-
spectively are among the big numbers. Activity
in Columbia machines and Columbia-Kolster
combinations is exceptionally fine, according to
this distributor, and the new Columbia Viva-
tonal 720 at $125 is mentioned as a very popu-
lar number.
The Bollinger Music Co., of Fort Smith,
Ark., has recently taken on the Columbia and
Kolster lines. The Sterling held Columbia-
Kolster demonstrations in St. Joseph and Co-
lumbia, Mo., the first part of this month, and
they report that everywhere the new combina-
tion machine was received with enthusiasm.
The Western Radio Co., distributor of At-
water Kent radios, reports activity at a high
pitch at this time. One of the most popular
numbers with them is the Model 33.
Standke's have opened a new branch store at
1210A Main street. This firm is handling both
records and machines in the new store, and is
keeping open in the evenings.
According to C. C. Anderson, of the Bruns-
wick Shop, this has been a fine radio Fall, and
he believes that this Fall and Winter will wit-
ness as big a season for radio as the music
stores-will ever have. The Brunswick Shop has
recently taken on the Kolster line and reports
fine success with it. Mr. Anderson says that
radios priced up to $225 are the popular models.
The Kansas City Power & Light Co. reports
that business is fine at this time in both radio
sets and Brunswick instruments. According to
H. A. Spokesfield, manager of the department,
radio volume will be considerably larger than
it was in 1926.
Appearances of Record Artists in the
Akron-Canton District Stimulate Sales
Improvement in Demand Noted as Holidays Draw Near — Stowe Piano Co. to Move — Mansfield
Music Co. Opened— C. J. Russell in New Post — M. O'Neil Co. in New Home Soon
Akron-Canton, O., December 8. — With the ad-
vent of the holiday season improvement is noted
in talking machine, record and radio business in
the Akron-Canton district in which are included
some twenty smaller towns. There has been
some improvement in record sales due to sev-
eral big musical shows at the local theatres and
appearance in Akron of a number of noted con-
cert artists and widely known dance bands.
Personal appearance of Paul Whiteman and
His Orchestra at Land O' Dance, Canton,
helped Victor record sales considerably the last
of the month, dealers said.
The Stowe Piano Co., located at 283 South
Main street, Akron, will move soon to tem-
porary quarters until its present building is
altered and remodeled. The stock of merchan-
dise as well as offices of the firm will be moved
to a nearby location during the progress of im-
provements.
Mansfield has a new music store in the Mans-
field Music Co. which recently was opened in
the Citizens' Building. In the store is a com-
plete phonograph and record department, the
largest to be found in Mansfield.
A mammoth electric sign, one of the most
attractive in the downtown district, has been
installed by the D. W. Lerch Co., Canton.
C. J. Russell has been named manager of the
music and radio departments at the Klein, Hef-
felman, Zollars store. Canton, operated by the
Ross Stores, Inc.
One of the largest phonograph departments in
Youngstown will soon cease to exist with an-
nouncement that the store of the Greenwood
Music Co., 322 West Federal street, will be dis-
continued about the first of the year.
Harry Barry and Leon Hussey, proprietors of
the Greenville Piano Co., Greenville, O., an-
nounce removal of the store to a new location
at 534 Broadway.
The M. O'Neil Co., largest Akron depart-
ment store, plans to occupy its newly com-
pleted eight-story building on South Main
street soon after the holiday's. In the new
building this company will have the most com-
plete music department in this section.
The Livingston Co., home furnishers, an-
nounce they have taken a thirty-year lease on
the Renkert Building in the heart of Canton's
retail district and will occupy it with a new
store soon after the first of the year. It is
planned to maintain in the new location large
radio and phonograph departments.
New Store in Ponca City
Miss Mae Green has moved her music busi-
ness from Arkansas City to Ponca City, Okla.,
where she has leased a store at*214 West Grand
avenue.
The Ohio Talking Machine Co., Cincinnati,
O., Victor jobber, reports a big demand for the
Automatic Orthophonic Victrola.
PHONOGRAPH CASES
RADIO CASES
Reinforced 3-ply Veneer
The Standard Case for Talking
Machines and Radio Sets
MADE BY
Let a» f'gare on your requirements
PLYWOOD CORPORATION, Goldsboro, N. C
Mills in Va., N. C. and S. C.
The Talking Machine JVotld, New York, December, 1927
53
Lion Cone
AC-21— $25
A beautifully blended
bronze finish Cone, 14
inches in diameter,
mounted on an 18-inch
walnut sound board.
Height 2Q]/i inches, in-
cluding bronze moire
base. New balanced
armature unit with
straight bar magnets
of the finest grade
English Tungsten steel.
Colonial Cone
AC- 12— $35
Handsome two-tone
mahogany cabinet, 14"
X 14" X 9", with a fine
piano finish. New
Amplion balanced
armature unit, straight
bar magnets of finest
English Tungsten steel.
Three Amplion Features for
the Christmas Trade
THE radio trade throughout the coun-
try expects December to make up for
the slow moving of all radio merchandise
this season.
The accumulated sales and advertising ef-
fort is bringing the public into the stores
for their new radio equipment.
The Amplion Lion at $25.00 and Co-
lonial Cone at $35.00 cover the most pop-
ular price range for speakers. If you
have not already ordered your supply of
these two famous models for demonstra-
tion and sale you should get in touch
with your distributor at once.
Past experience proves that when the rush
starts stocks are so quickly depleted that
sales are lost. Be ahead of the demand
this season. See that your Amplion stock
is in good shape for the holiday trade.
The New Amplion Revelaphone
EXTRA!
The new xAmplion Revelaphone converts any phonograph, old or new, into the most modern
reproducing instrument.
The Amplion Revelaphone is the lightest electric pick-up made — the same weight as the
phonograph sound-box. Cobalt Steel magnets. Volume and tone control, to suit the requirements of
the listener. Equipped with a twenty-foot cord which makes it possible to have the phonograph and
the radio in different parts of the room. Handsome antique bronze finish. Send for descriptive booklet.
List price, $15.00.
The Amplion Corporation of America
531-535 West 37th Street, New York
The Amplion Corporation of Canada Ltd., Toronto
aMPION
54
The Talking Machine World, New York, December, 1927
These
Specialties Helping Portable Phonograph Manufacturers
REDUCE COSTS AND MEET COMPETITION
This is an age of specialization and mass production. Over thirteen
years ago we chose portable phonograph hardware as our specialty; and
down through the years we have ever improved our products, extended and
perfected our manufacturing facilities, and lowered costs to satisfy the
growing needs and demands of the industry.
Thus we are helping phonograph manufacturers to meet their competi-
tion by offering quality accessories at lower prices. You cannot buy your
motors from us, but you will find it profitable to purchase your accessories
direct from specialists. Samples and prices will assure you.
SPEED REGULATOR
(Dial design or finish as
required.)
TURNTABLE STOPS
Flat or embossed handle,
(Bright nickel or
polished.)
I
^^^^^
highly
155 LEONARD STREET
NEW YORK CITY
Sampson Electric Go. Issues
Artistic Brochure to Trade
Chicago Atwater Kent Distributor Prepares
and Issues to Trade Forty-seven-Page Book-
let Listing and Describing Products
Complete descriptions with illustrations of
each of the above-mentioned lines are given.
In addition to depicting these products, pages
are given over to illustrations of windows fea-
turing the receivers and the various dealer
sales aids, such as posters, torchieres, etc.
Chicago, III,,, December 7. — The Sampson Elec-
tric Co., 3201 South Michigan avenue, author-
ized Atwater Kent distributor, recently issued
to dealers an attractive forty-seven-page catalog
illustrating and describing the products it dis-
tributes, among which are Atwater Kent re-
ceivers, speakers and "B" power units, Pooley,
Red Lion and Bay View cabinets, Pooley cab-
inet speakers, Cunningham tubes, Eveready
"B" batteries, Hickock radio meters, Belden
products, Exide batteries and power units.
Mallett Music Go. Opens
Orin L. Mallett, who has been identified with
the music business in Stockton, Cal., for the
past twelve years, has opened his own store,
called the Mallett Music Co., at 35 North Sutter
street, handling phonographs and other instru-
ments.
Robert A. Stevens, head of the sales-account-
ant department of the Western Electric Co.,
died recently.
Hollywood Orchestra Is
New Golumbia Aggregation
Vincent Rose, Jackie Taylor and their Holly-
wood Orchestra, to whose strains the most
celebrated cinema stars have long danced, have
been signed as Columbia exclusive artists. This
organization plays at Mont Martre, Hollywood,
the favorite dining club of the screen world.
The Hollywood Orchestra is under the able
twin guidance of Vincent Rose, who makes the
piano sing, and Jackie Taylor, virtuoso of the
violin. These impresarios and their boys re-
cently returned to New York, their first home,
especially to record for Columbia, after which
they proceeded back to Hollywood. Their first
release is the coupling "Blue River" and "Did
You Mean It?" Others will follow.
AVERAGE CHARACTERISTICS OF RECEIVING RADIOTRONS
DETECTORS
AND
AMPLIFIERS
POWER
AMPLIFIERS
RECTIFIERS
MISCELLANEOUS -<
GENERAL
DETECTION
AMPLIFICATION
MODEL
USE
CIRCUIT
REQUIREMENTS
BASE
MAXIMUM
OVERALL
HEIGHT
MAXIMUM
OVERALL
DIAMETER
•T
SUPPLY
FILAMENT
TERMINAL
VOLTAGE
FimMENT
CURRENT
fAMPERES)
DETECTOR
GRID RETURN
LEAD TO
GRID
LWK
(MEGOHMS)
DETECTOR
■ B" BAHERY
VOLTAGE
DETECTOR
PLATE CURRENT
(MILLIAMPERES)
AMPLIFIER
"B" BATTIfW
VOLTAGE
AM PURER
"C" BATTERY
VOLTAGE
AMPUnER
PLATE CURRENT
(MILLIHMPERESl
kt PLATE
RESISTANCE
(OHMS)
MUTUAL
CONDUCTANCE
(MICROMHOSI
VOLTAGE
AMPLIFICATION
FACTOR
UUJUUM
USDiSTORriD
OUTfUI
IHiaminsl
RADIOTRON
WD-11
Detector or
Amplifier
Transformer
Coupling
WD-Il Base
41"
lU
Or, Cell 1) V.
Sloraje 2 V,
M
.25
♦F
3 to 5
22
^to45
1.5
90
135
10-;
25
35
15,500
15.000
425
440
6.6
66
7
35
RADIOTROH
WX-12
Detector or
Amplifier
Transformer
Coupling
Large Stanaara
UX Base
lA"
Or> Cell 1 j V.
Stor^ee 2 V.
1.1
25
+r
3 to 5
22
|to 45
i.5
90
135
lOi
2.5
3 5
15,500
15,000
425
440
66
6.6
7
35
RADIOTROH
UX-1I2-A i
Detector or
i Amplifier
Transformer
Coupling
Large Standard
UX Base
If
Storage 6V.
5.0
.25
'F
3 to 5
45
1.5
90
135
4i
9
5.5
7
5,300
5,000
1,500
1 600
e
B
30
120
RADIOTRON
UV-199
Detector or
Amplifier
Transformer
Coupling
UV-199 Base
31"
ii^"
Dry Cell i\ V.
Sloiaje J V.
30
3.3
.060
.063
+F
2 to 9
45
1
90
4i
2.5
15,500
425
6.6
7
RADIOTRON
UX-199
Detector or
Amplifier
Transformer
Coupling
Small Standard
UX Base
<'
i¥
Dry Cell 4j V.
Storage 4 V,
3.0
33
.060
,063
♦F
2 to 9
45
1
90
4|
2.5
15,500
425
6.6
7
RADIOTRON
UX-200-fl
Detector
T,ar:l, s. RsUiL
Large Standard
UX Base
4 16
if
Storage 6 V.
5,0
.25
-F
2 to 3
45
1.5
Fallowing UX-200-A Characienstics apply
only lor Oelecior Connection
30,000
.666
20
RADIOTRON
UX-201-A
Detector or
Amplifier
Transformer
Coupling
Large Standard
UX Base
4S"
i 16
Storage 6V.
5,0
.25
+ F
2 to 9
45
1.5
90
135
9
25
3
11,000
10,000
725
80O
8
8
15
55
RADIOTRON
UX-222
R^diQ Freg.
i AiTiplitier
(Stelnil Sh(tU
Large Standard
UX Base
= 1"
1 -"
* 16
Dry Cell *j V.
Storace i 6 V.
3.3
.132
135
li»
1.5
650.000
350
300
RADIOTRON
UX-222
1 ftuflio freq.
fltii;liiv:e Cejjilnf
iStehsi S^Ki>
Large Standard
UX Base
51"
ill"
^ 16
Dry C£ll fl j V.
Storage 4-6 V.
3.3
.132
180 ^
.3
150.000
400
60
RADIOTRON
UX-?2B
flmplilier
A-C Filament
Type
Transformer
Coupling
Large
Standard
UX Base
^ 16
Transformer
1.5 V.
1.5
1.05
90
135
180
6
9
!3l
3.5
6
7.5
9.400
7,400
7.000
875
1100
1170
82
8.2
82
20
70
160
RADIOTRON
UY-227
Detector A.-C.
Heater Type
Transformer
Coupling
5 P(ong Standard
UV Base
4il"
i 16
Transfofmer
2 5 V,
25h
1.75
C
2-9
1-1
45
90
2
7
Following ur-227 Characteristic apply
only lo' Detector Connection
10,000
8,000
800
1,000
8
8
RADIOTRON
UX-240
Detector or
Amplifier
Resistance
Couplmg
Large Standard
UX Base
Storage 6 V.
5,0
.25
+ F
2 to 5
135 I
180 i
.3
,4
135 J
ISO f
ll
3
.2
.2
150.000
150.000
200
200
30
30
RADIOTRON
UX-112-A t
I Power
Amplifier
No L.S C.
Required
Laige Standard
UX Base
if
Storage 6 V.
Ttsnslorme/ 5V
50
.25
135
157i
9
10^
7
.9 5
5,000
4,700
1,600
1,700
8
B
120
195
RADIOTRON
UX-120
Pov/er
Amplifier
No L S C.
Required
Small Standard
UX Base
4i"
Dry Cell 4^ V.
Storage 4 V.
3.0
3 3
.125
.132
135
2Z-,
6.5
6,300
525
3.3
no
RADIOTRON
UX-I71-A t
Power
Amplifier
L S- C. Except
at 90 V.
Large Standard
UX Base
4M"
1 Ji"
* 16
SIorsEe 6 V.
TianslomiEf 5V
5.0
.25
90
135
180
16i
"l
«(
10
16
20
2,500
2,200
2,000
1,200
1,350
I 500
30
30
30
130
330
700
RADIOTRON
UX-2ID
Power
Amplifier
LS. C.
Large
Standard
UX Basp
5f
2 2-"
^ 16
Transformer
7.5 V.
7,5
1.25
250
300
3S0
«00
425
18
22--
27
31 J
35
10
13
16
16
-U
6000
5600
5150
5000
5O0O
1330
1450
1550
1600
1600
8
8
8
8
8
3J0
600
925
1325
1540
MODEL
USE
CIRCUIT
REQUIREMENTS
BASE ^
MAXIMUM
OVERALL
HEIGHT
MAXIMUM
OVERALL
DIAMETER
PURPOSE
RADIOTRON
UX-2I3
Full -Wave
Rectifier
Full -Wave
Circuit
Large
Standard
UX Base
51"
2 ft"
Rectification in
Eliminalors particularly
Designed tor
this Radiotron
Filament '
Filameni C
A, C. Plate
(Max, pe
erminal Voltage.. ..5 Volts
RMS
Max- D. C. Output Current (both plates)
n r. OLitout Voltage at max. curre
. . .65
l^illiamperes
Volts
urtent 2 Amp*
Voltage 220 Volts
nt 3^ aoDll^d to lilter of tvoical Ireclilier circuit 170
plate)
RADIOTRON
UX-216-B
Half-Wave
Rectifier
Half or Full
Wave Circuit
Large
Standard
UX Base
5|"
2i4"
Rectification in
Elimmalors particularly
Designed lor
this Radiotfon
filamerit T
Filament (
A. C- Plate
(Maximu
erminal Voltage.. .7,5 Volts
res
RMS
Max. D. C. OutDut Current . : .65 MilliamDeres
urrenl 1.25 Amp*
Voltage 550 Volts
D. C. Output Voltage at max. current as applied to filter of typical ]rectifie
Circuit. 470
Volts
mj
RADIOTRON
UX-28a
Full -Wave
Rectifier
Full -Wave
Circuit
Large
Standard
UX Base
51"
5il"
Rectification in
Eliminators Designed lor
this Radiotron or
Rectron UX-213
Filament Terminal Voltage 5 Volts
Filameni Current 2 Amp*
res
RMS
Max. D. C. Output Current (both plates) ' 125 Milliamperes
A, C. Plate Voltage 300 Volts
(Max. per plate)
D. C. Output Voltage at max. current as applied to filter of typical rectifier circuit,.—- 260 Volte
RADIOTRON
UX-281
Half-Wave
Rectifier
Half or Full
Wave Circuit
Large
Standard
UX Base
Rectilicalion in
Eliminators Designed lor
this Radiotron or
Radiolion UX-216 B
Filament'
Filament C
A. C. Plate
(Maximu
erminal Voltage. J,5 Volts
res
RMS
A, C, Plate
D C Outo
Recommended
Maximum
0 Votts
0 Milliamwre:
Voltage 750 Volts
t Current .. ._. 65 U
m)
D C, Output Voltage as applied to lilter of typical rectifier circuit 620 620 Volts
RADIOTRON
UX-874
Voltage
Regulator
Series
Resistance
Large
Standard
UX Base
51"
2 ft"
Constant
Voltage
Device
Designed to keep output voltage
ol B eliminators constant when
different values of ■ B" current
are supplied
Operating Voltage 90 Volts D C.
Starting Voltage 125 Volts D C.
Operating Current 10-50 Milliamperes
RADIOTRON
UV-876
Current
Regulator
(Ballast Tube)
Pumary ol
65 VQlG
(Of use on
lis Vol) Line
Standard
Mogul Type
Screw Base
8"
2 ft"
Constant
Current
Device
Designed to insure constant input
to power operated radio receivers
despite fluctuations in line voltage
Operating Current ...1-7 Amperes
Mean Voltage Drop 50 Volts
Permissible Variation HO Volts
RADIOTRON
UV-886
Current
Regulator
(Ballast Tube
Trarilwme/
Piimaif ol
65 Volts
tof use on
115 Votl Lne
Standard
Mogul Type
Screw Base
8"
2 ft"
Constant
Current
Device
Designed to insure constant input
to power operated radio receivers
despite fluctuations in line voltage
Operating Current 2.05 Amperes
Mean Voltage Drop 50 Volts
Permissible Variation :10 Volts
J (0 Note other use of this Radiotron above (below)
» Inner Grid- ll Volts; Outer Grid +45 Volts. .15 Milliamperes
a Outer Grid- Volts; Inner Grid + 22^Volts, 6 Milliamperes
i Applied thru plate coupling resistance of 250,000 Otims
Note: All grid voltages are
given with respect to
cathode or negative
filament terminal
A Eicepl for hall ampere filament. UX- 1 1^ and uX - IZt^riarsaensOcs are identical respectively (o UX - lU-A and UX - 171 - A.
„ , C Cathode
Max. Values h. Heater Vollage
not to be L S C.Loud Speaker Coupling, consisting o( either ChoKe Coil and By ■ Pass Condenser or Output Transfofmer of 1 : 1 or step down
exceeded '^commended wherever plale current (D C) eiceeds 10 mitliamperes.
M With a screen grid lube, on account of circuit limitations, the actual vollage amplification obtainable does not bear as high a
relation to the vollage ampMication lactor as in the case of thjee element tubes.
The Talking Machine World, New York, December, 1927
55
4 1
im
MODEL is easier
Id carry
Made in All
Popular Colors
Improved Tone
Quality
V[0 detail of mechanical
^ perfection has been sacri-
ficed, in re-designing the
Swanson THIN MODEL. A
tone chamber of improved
design and the phonic repro-
ducer give the new machine
even better tone quality.
'^HE trend of popular de-
mand points to the thin-
model portable. No more
bulky machine that bangs
your leg as you carry it. The
THIN MODEL Swanson has
taken its place. The new
machine is graceful, easy to
carry and easy to stow away
in crowded quarters.
List
Consolidated Talking Machine Co.
CONSOLIDATED BUILDING
227-229 W. Washington Blvd., Chicago
Minneapolis : 1424 Washington Ave. S. Detroit : 2949 Gratiot Ave.
56
The Talking Machine World, New York, December, 1927
Newcombe-Hawley Shows
New Radio Console Cabinets
Latest Products Developed to House Radiolas,
Crosley, Atwater Kent and Zenith Receivers
— Equipped With 86-Inch Tone Chambers
Newcombe-Hawley, Inc., St. Charles, 111.,
manufacturer of loud speakers, is introducing
to the trade at the present time several new
products known as the special Newcombe-
Hawley Consoles, of five-ply walnut veneer,
developed for Radiola, Crosley, Atwater Kent
and Zenith radio receivers. The executives of
the company consider the new products which
are shown in "The Newest in Radio" section
of this issue of The Talking Machine World
J^AGNAYOX
Dynamic Power
Speaker for new
aM'eiectric K'Q. Sets
Hook it up like this sketch
because the 6 volt rectified
output of any standard trickle
charger or "A" rectifier will
energize the field of the Mag-
navox 6 volt Dynamic power
speaker unit.
Aristocrat Model speaker
(complete unit), illustrated
above, ^85.
Beverly Model table type
complete, ^65. Unit orily,
(type R-4, 6 volt) ^50. Fits
any standard cabinet.
Only the Dynamic type
speaker can bring out the full
qualities of reproduction de-
manded today.
IVrite for speaker bulletins
THE MAGNA VOX CO.
Oakland, California
as outstanding developments in their particular
field, since they are offering console repro-
ducers equipped with the Newcombe-Hawley
86-inch tone chambers.
Console reproducers have been developed
for various models of each of the radio re-
ceivers named above, and illustrations and com-
plete descriptions of these reproducers will be
found in the New Products Section in this issue.
Console model RCA-61 has been developed
especially for Radiola 16 receiver, and model
RCA-60 was designed for Radiola 17 receiver.
The panel opening is provided with a moulding
which harmonizes with both of the Radiola
panels, presenting a finished appearance. Great
volume is available with the 86-inch tone cham-
ber, which is said to reproduce the entire scale
from the deepest organ note to the highest-
pitched voice or instrument. No separate
amplifier or extra tubes are required with the
reproducer.
For Atwater Kent models 30 and 33 receiver,
the console reproducers, model AK2-61 and
AK3-61 have been developed. Models AK5-61
and AK6-61 have been designed for Atwater
Kent models 35 and 50 receivers, and each con-
sole reproducer is provided with a special panel
cut to fit the Atwater Kent receiver indicated.
Model Z-53 has been designed especially for
the Zenith table model receivers 11 and 11-E,
and model Z-SS is adapted for Zenith models
15 and 15-E.
For the Crosley Bandbox, model C-61 has
been especially created. This reproducer is a
compact model which converts the Crosley
Bandbox into an attractive console receiver
requiring small floor space, and the panel is
provided with a special opening for the Crosley
Bandbox. Another console reproducer model,
C-60, is also designed especially for Crosley
receivers, with ample room for the power con-
verter.
New Dubilier Catalog
The Dubilier Condenser Corp., New York
City, has just issued a new catalog on Dubilier
socket-power condensers. This is said to be
the first piece of literature of its kind, since
it deals with "balanced" condenser blocks for
every socket-power need. The new Dubilier
catalog is eight pages in size and printed in
two colors, and describes and illustrates a wide
variety of condensers for specific purposes.
Congratulations !
Philadelphia, Pa., December 9. — Russell E.
Hunting, of the Pooley Co., Inc., of this city, is
receiving the congratulations of his many
friends in the talking machine industry upon
the birth of a son, Donald Lawrence Hunting,
on November 19. It would seem possible that
in future years young Donald Lawrence will
take his place in the music industry, for not
only has his father been in this field for many
years but his grandfather, Russell Hunting, is
well known for his recordings and as recording
manager of the Pathe Phonograph Co.
New Music Store
Michael Dizinno, prominent local musician,
has opened a new music store in Brookville,
Pa., handling a general line of musical mer-
chandise.
Redewill Music Co. Holds
Formal Opening in Phoenix
Old-Established Music House Now Has Elab-
orate Quarters for the Display and Sale of
Musical Instruments — Was Founded in 1880
Phoenix, Ariz., December 7. — The Redewill
Music Co. is now well settled in its elaborate
new quarters at 222 West Washington street,
which have been remodeled and redecorated at
a cost of approximately $60,000, and now rep-
resents one of the best-equipped and most
attractive retail music establishments in the
Southwest.
The opening ceremonies were of a distinctly
elaborate nature, the public being invited to
attend the reception at which a number of
prominent artists appeared, ■ the program being
broadcast through radio station KFAD, which
is located in the store and which is operated
by the company.
The Redewill Music Co. was established by
the late Augustus Redewill in 1880, when
Phoenix was little more than a frontier town,
and in the early days musical instruments were
shipped to distant points. As the city and its
environs grew in size and importance, so did
the business grow, and eventually the present
head of the company, Eugene Redewill, became"
associated with his father, very soon advancing
to the post of treasurer and general manager.
With the death of the founder, the present
Mr. Redewill purchased the business from the
estate and in 1918 became sole owner.
The company handles Columbia phonographs
and records and the leading lines of band and
stringed instruments, radio and sheet music, as
well as the Knabe with the Ampico, the Gul-
bransen and the Behr pianos.
George J. Jackman is manager of the piano
department, Milton J. Rasbury is in charge of
the small goods department, and Frank Russell
looks after the phonograph and radio depart-
ment.
The occasion of the opening was featured in
a big way in the local newspapers, with illus-
trations of the remodeled store and articles
regarding its history.
Schafer Moves Store
Santa Monica, Cal., December 3. — Ray E.
Schafer has recently moved his music business
to new quarters at Fourth street and Broadway,
this city, where he handles a complete line of
Steinway pianos and the Duo-Art, as well as
the Brunswick Panatrope. Mr. Schafer pur-
chased the Brunswick agency about six years
ago from A. E. McAllister, whose shop was
at 421 Santa Monica boulevard.
Buy Scott Bros. Co.
The Scott Bros. Piano Co., Ashland, Ky.,
has been purchased by Harry Kurtzhalz and
Peter Scott, who will conduct the business in
the future under the name of the Scott-
Kurtzhalz Piano Co.
Sherman Music Co. Chartered
The Sherman Music Co., Inc., Sherman, Tex.,
has been incorporated recently with a capital
stock of $5,000; the incorporators are S. B.
Lackland, W. G. Leeman and A. C. Carson, Jr.
The Demand for Quality Never Ceases
To learn the difference between ordinary Cotton Flocks and
"QUALITY" Cotton Flocks, order a sample bale of our Stand-
ard No. 920 for Phonograph Record Manufacturing.
CLAREMONT WASTE MFG. CO.
Claremont, N. H.
T!ie Talking Machine World, New York, December, 1927
57
AC Electric Radio
the"A"circuit only. Enables owners
of a "B" eliminator to make an elec-
tric installation at very low cost. ^35.
^^^^^
RflllfitP ^'R" accept-
proved light socket "B" power sup-
ply. Three models: ^22.50, ^35,
^42.50.
Balkite Chargers
Standard for A" batteries. Noise-
less. Can be used during reception.
Trickle or High-Rate, 3 models,
^7.50, ^9.50,^17.50.
Special models for 25-40 cycles at
slightly higher prices. Prices are higher
West of the Rockies and in Canada.
Your customers
want AC operation
But they don*t want
any sacrifice in
quality of reception
Nor do they want
experimental devices
You can give your customers ex-
actly what they want, without
either of these disadvantages. By
simply equipping the sets you sell
with Balkite Slectric "AB." It re-
places both "A" and "B" batter-
ies and supplies radio current
from the light socket. Entirely
batteryless, it makes any standard
receiver an AC Electric set.
This method makes possible
the use of the standard type of
set, and of standard
type tubes, both of
which are tried and
proved and give by
far the clearest and
truest reproduction.
There is no waiting
for tubes to warm up.
No difficulty
in controlling
volume. No
Chicago Civic Opera
on the air Thursday Even-
ings, 10 P.M. Eastern time.
StationsWJZ,WBZA,WBZ,
KDKA, KYW, WGN, WMAQ,
WBAL, WHAM, WJR, WLW,
WENR. 10:30 P.M.WEBH,
KSD, woe, WOW, WHO,
WDAF, WCCO.
BALKITE HOUR
Balki
noise, no AC hum. No crackling,
booming or blasting. Instead the
same high quality of reception to
which set owners are accustomed.
And there is nothing experi-
mental about this type of instal-
lation. It consists of a combina-
tion of two of the most depend-
able devices in radio — Balkite
and a standard radio set.
By all means sell electric opera-
tion. As shown by Balkite sales
figures, that's where the volume
is in radio today. But let the AC
sets you sell be standard radio
sets equipped with Balkite Slectric
"AB." Then you'll be certain of
performance. Then you won't
wonder if the profit you make
today will be eaten
up by returns to-
morrow. The profit
on each sale will be
clean. Two models —
^64.50 and ^74.50.
Ask your jobber.
Fansteel Products
Co., Inc.,
North Chi-
cago, 111.
ite
Electric AB
Contains no battery'^
58
The Talking Machine World, New York, December, 1927
Hancock Music Co., Pasadena, Has
Remarkable Record of Seven Years
Firm Started With a Capital of Three Figures and To-day Occupies Two Stores With a Large,
New Warehouse Just Completed — A Record of Steady Success
Los Angexes, Cal., December 3. — ^All suburban
towns are referred to more or less as the
"bedrooms" of the great city which they
adjoin, but Pasadena, situated ten miles from
Los Angeles, proudly lives up to its title —
"Crown City," and is sufficient unto itself. It
contains many important and splendidly ap-
pointed stores with ranges of prices for articles
and goods which compare favorably with those
in the big "City of the Angels."
Among the several music stores in Pasadena
there is none finer than the Hancock Music Co.
on East Colorado street. And the history of
this store is so interesting that it compares
with a romance, for it is a wonderful example
of what can be done toward the beginning — at
least, of the building of a fortune through the
retail music business. This is due, perhaps, to
the fact that the principal and founder, New-
ton Hancock, possesses IT to a marked de-
gree. We do not mean the IT referred to by
specious lady novelists, but the IT in busi-
ness— that quality which is difficult to define, but
which is probably composed of pluck and nerve,
perseverance and hard work, common-sense and
personality.
Newton Hancock, seven years ago last
Spring, was senior salesman, although in his
early twenties, for the Columbia Phonograph
Co. He resigned from this very good position
and, with a capital represented by three figures,
opened a small phonograph store in Pasa-
dena. He commenced to sell phonographs at
once and, at the same time, augmented his
income by leading a dance orchestra with his
saxophone of which he was a master. One of
his first accomplishments, however — an accom-
plishment which means so much to the end —
was the establishment of credit with a local
bank. That needed nerve and determination
and Hancock had it — as he has to-day. He went
on selling phonographs and his charming wife,
Mrs. Hancock, sold records and kept the books.
He increased the number of his orchestras to
three, which shows that he understands organ-
ization.
A year or two later, the Hancock Music Co.
added a small goods department and some sheet
music. Then expansion became necessary and
a small mezzanine floor was added. A few
months later and a line of pianos was installed,
bought from the Fitzgerald Music Co., headed
by the prestige-building Knabe piano. The need
for expansion again made itself felt and so an
addition was built giving more space in the
store and extending the mezzanine— a two-story
expansion. Then came radio and the Hancock
Music Co. had developed into a music store
containing everything in music and radio, plus
service. Service had become one of the best-
lived-up-to mottoes of the store and a remark-
able good will or confidence had been built up
and maintained.
To-day the Hancock Music Co. has expanded
to two stories and back to the alley about one
hundred and fifty feet and consequently has
been obliged to leap across this thoroughfare
and there is being constructed a large ware-
house three times the width of the store
from which it has sprung, where storing, serv-
ice and finishing rooms will be maintained.
Mr. Hancock has a large force of loyal sales
people, maintains three piano and phonograph
service men and four radio experts. His busi-
ness is growing in all departments and his cus-
tomers include many rich men who make their
Winter homes in Pasadena — -millionaires whose
names are famous through their riches; dis-
tinguished motion picture stars — whether they
live in Pasadena or Beverly Hills, a dozen miles
away, and hundreds of more or less prosperous
citizens who might be designated as the "com-
mon or garden" variety or the real backbone.
We have no portrait of Newton Hancock, but
it might be maintained that many persons, when
they have seen portraits or snap-shots of the
Duke of York, younger brother of the popular
Prince of Wales, have exclaimed that there was
a striking resemblance between Newton and
the "Dook"'
The Lion Store Music Rooms, Columbia,
Victor and Brunswick dealer of Toledo, O., is
making a holiday drive for new business. Pros-
pects are being solicited by personal calls and
by letters.
SP^aktrs
have everything
Sturdy ability to perform brilliantly always
because of exclusive scientific features.
Attractive beauty of design and finish.
Full line of models in a range of prices to
meet the needs of every buying prospect.
Model A-27
lAYi in.
Seamless Burtex co-
noidal diaphragm —
substantial sounding
board — Jasper brown
mahogany and bronze
finish with "Golden
Chime"
Price
$18.50
Made by the Pioneers in Cone Speakers
STEVENS & COMPANY, Inc.
46-48 East Houston St., New York
IT d F V'C GRAPHITE PHONO
1j J ajgj X J SPRING LUBRICANT
Ilsley's Lubricant makes the Motor make good.
Is prepared in the proper consistency, will not riin
out, dry up or become sticky or rancid. Remains in
its original form indefinitely.
Put up in 1, 5, 10, 25 and 50-pound cans for dealers.
This lubricant is also put up in 4-ounce cans to
retail at 25 cents each under the trade name of
FTTRFKA NOISELESS talking
M:j\jM%.M:AE\t\ machine lubricant
Write for special proposition to jobbers
ILSLEY-DOUBLEDAY & CO., 229-231 Front St.. NtwT«ik
Elsa Alsen and Sascha Ja-
cobsen on Columbia Hour
World-Famous Concert Star and Violinist
With Columbia Symphony Orchestra Under
Robert Hood Bowers Appear on the Air
The "Celebrity Radio Hour" of the Colum-
bia Phonograph Co. heard last Wednesday,
December 7, brought before the microphone
Elsa Alsen
for the entertainment of the listeners-in to the
stations comprising the Columbia Broadcasting
System, two artists of world-wide reputation.
Thev were Elsa Alsen, dramatic soprano, and
Sascha Jacobsen
Sascha Jacobsen, violinist. Elsa Alsen is dis-
tinguished on both the operatic and concert
stage, and Mr. Jacobsen is renowned both as
a soloist and as the leader of the Musical Art
Quartet. The Columbia Symphony Orchestra
under the leadership of Robert Hood Bowers,
composer and conductor, also played several
selections.
Kitty O'Connor, Columbia
Artist, in Musical Comedy
Kitty O'Connor, Columbia's one and only
girl baritone, has graduated from vaudeville to
musical comedy. She is one of the outstand-
ing hits of the new comedy, "Take the Air," on
Broadway.
L. Warren Taphorn, who had been asso-
ciated with the technical division of the Bruns-
wick Co, for some time, has taken a position
with the Thayer Piano Co., Honolulu.
The Talking Machine World, Nezv York, December, 1927
Dedicated to
Better Radio
Every Division of the United States
Electric Corporation is devoted to
the one ideal. That ideal is Quality.
We believe that everything is to be
gained by giving the public satisfac-
tory radio reception at a fair price
rather than through the sacrifice of
quality to secure temporary volume.
The United States Electric Cor-
poration pledges the trade and public
that the products of its Divisions will
always measure up to the highest
standards of the industry.
United States Electric Corporation
Qeneral Executive Offices
307 North Michigan Ave.
CHICAGO
U. S. A.
hicensed
Under Patents
of
Radio Corporation
of America, West-
inghouse C o m -
pany. General Elec-
tric Company,
American T e 1 e -
phone Telegraph
Company (Super-
heterodyne except-
ed), Latour Cor-
poration, Hazel-
t i n e Corporation
and Technidyne
Corporation.
The Talking Machine World, New York, December, 1927
TONE CHAMBERS
by
List
$18.00
No. 595
Tone travel, 8 feet
Molded Wood
Money Back Quarantee
TRY THEM!
If these Tone Chambers and Fidelity Units fail to
furnish the best radio reproduction you have ever
heard — return them within ten days.
Money refunded with shipping charges paid both
ways by us.
Unqualified Money'Back
Quarantee
Made o£ All Wood
Reproduction Unparalleled
A Graceful, Compact, Non-Vibrating, Molded Wood Tone
Chamber, sweet and mellow as a violin, scientifically con-
structed to reproduce naturally all notes, high and low, without
distortion or over-tone — this is our proud contribution to radio
enjoyment.
List, $7.00
Fidelity Super Unit
Guaranteed to stand 250 volts
OVER ALL
DIMENSIONS
No. 595
No. 570
21%"
High 15"
18'
Wide 12"
15' or 13"
Deep 12"
AS A DEMONSTRATOE
Will Sell More Sets and Radio Accessories
Than a Dozen Salesmen!
No. 570 — Tone travel, 6 feet
We save you cost and trouble of mounting.
Both of these Tone Chambers come to you
already mounted in this box. Just shove it
into the cabinet, block and it is ready to ship.
Takes any standard size unit.
List, $13.00
MOLDED WOOD PRODUCTS, Inc.
MEMBER
219 West Chicago Avenue
CHICAGO, ILLINOIS
Tltt Talking Machine World, New York, December, 1927
The Invisible^
On the streets, in the home
and throughout the trade
the topic on every tongue
is the new Victor product.
So the popularity of the
Une is crystaUized into a
colossal asset for every
Victor dealer which carries
over into the new year.
Here is the invisible force
*^BRUNO^* can help
Certain Asset
that must be capitalized
by you, Mr, Victor Dealer.
Remember that at least
seven out of every ten talk-
ing machines and records
bear the Victor trade mark.
This ratio of sales will in-
crease in 1928!
How big is your percentage
going to be?
you to make it bigger!
C. BRUNO & SON, Inc,
Victor Distributors to the Dealer Only
351 FOURTH AVENUE NEW YORK, N. Y.
1834 — Almost a Century of Dependable Service to the Music Trade — 1927
The Talking Machine World, New York, December, 1927
Announcing The
IrOURTH Annual l?ADIOCiDNVENTION
r/ ^Second AnnualTradeShoiv
, J. c COLBV
RADIO
MANUFACTURERS
ASSOCIATION, I««-
STREET
1927
The Badio ^^.S^Radio ^^^00^^^--^ at
. +n annoiinoe ^° j. vjitb the | inclusive.
EVENS Hotel Chicago
JUNE 11M5^ INCLUSIVE
Radio Mdiiufddurers' Association Trade Show
UNDER DIRECTION OF UJ.HERRMANN AND Q.CLAYTON IRWIN.JR.
Room 1800 Times Bldg.NewYorkCiti|
space for this advertisement donated by Talking Machine World. Copy, layout and cuts for this advertisement donated by Albert Frank & Co.
The Talking Machin, World, New York, December, 1927
59
Abraham Davega Warns Against Poor Mer-
chandise and Bait Advertising in Talk
Talking Machine and Radio Men's Association of the Metropolitan District Meet at Headquarters
of Knickerbocker, Schoverling, Daly & Gales, Inc.— Drive for New Members
The Xovember meeting- of the Talking Ma-
chine and Radio Men, Inc., of New York, New
Jersey and Connecticut, was held at the recep-
tion room of Knickerbocker, Schoverling, Daly
Creed of the Talking Machine
and Radio Men, Inc.
1. To act as a clearing house for ideas and
information and a gathering place for all in the
trade and to meet and discuss trade matters.
2. To educate trade to the value of co-opera-
tion.
3. To study and recommend national stand-
ard trade practices.
4. To oppose misrepresentation in radio ad-
vertising and establish a code of ethics for this
work.
5. To act as publicity agent for the radio in-
dustry and music industry in all its branches.
6. To make surveys on national problems,
such as trade-ins, time payment, sales, etc.
7. To analyze the trend of the radio and
music market.
8. To study and recommend principles of ad-
vertising, selling and merchandising.
9. To work for a public demand for the elim-
ination of certain unnecessary and useless radio
stations.
10. To study the problem of radio interfer-
ences and aid in its solution.
11. To study radio legislation for the protec-
tion of our industry.
12. To study State legislation that may affect
the trades.
13. To aid in the promotion of public radio
and music shows.
14. To sponsor and assist the training of
radio service men.
15. To improve and exploit broadcasting pro-
grams.
15. To educate the public to the use and en-
joyment of radio.
17. To assist in musical education of the
children in the public schools, the potential
buyers of musical products in the near future.
18. To join in assisting the rising demand for
the new type phonograph and records.
& Gales, Inc., distributor of the Biunswick
Panatrope and various radio lines. The mem-
bers of the association were the guests of the
distributing firm. Luncheon was served and,
in conjunction with the Brunswick Co., enter-
tainment was provided in the persons of Bernie
Cummins and His Biltmore Cascades Orchestra,
who played several selections, all of which have
been recorded on Brunswick records.
Following the luncheon and entertainment
the members, numbering about seventy-five, ad-
journed to the auditorium of the Knickerbockei
organization, where the meeting- proper took
place. Abraham Davega, president of the dis-
tributing organization, welcomed the members,
and in a brief address advised the dealers
to sell only quality merchandise upon which a
legitimate profit could be made. He also ad-
vised against "bait" advertising. Mr. Davega
said that it has been the experience of the re-
tail Davega stores that when a purchaser ol
a radio set is satisfied after thirty days, the
balance due is insured, for the first thirty days
make or break a sale.
Joseph A. Mayers, vice-president of the asso-
ciation, who is taking an active interest in
the membership drive, spoke next, explaining
the drive and the prizes which are to be
awarded to the salesmen who are responsible
for bringing in the most new members. The
full details of this membership drive were de-
scribed in the November issue of The Talking
Machine World.
Mr. Mayers and Irwin Kurtz, president of the
association, are making visits to various dis-
tributors' headquarters, addressing the sales
staffs, securing their co-operation to make
every phonograph and radio dealer in the met-
ropolitan section a member of the association.
In urging the necessity for full co-operation
and the organization of the retail dealers in
this district, Mr. Kurtz warned of future legis-
lation at Albany, Trenton and Washington,
aimed to secure revenue from the sale of radio
receivers. He stated that a strong organiza-
tion would be necessary to combat the tendency
on the part of legislators to introduce bills
taxing radio sales.
The Lorimer Piano Co. was elected a new
member. Byron Forster was named chairman
of the entertainment committee with power to
appoint the other members of his committee.
Due to the holiday no meeting will be held
in December, the next meeting being scheduled
tor January.
National Publishing Go.
Opens New York Office
The National Publishing Co., of Philadelphia,
Pa., maker of National record albums has an-
nounced the opening of a New York City office
in the Brunswick Building, at 255 Fifth avenue.
The office is in charge of James H. Wilcox, said
to be originator of the record album, and who
was for some years connected with the Farron
S. Betts Co.
Announcement also has been made of a new
line of record albums that is unique, including
a patented loose-leaf design. Various bindings
at -moderate prices are obtainable and are de-
scribed with an attractive price list which has
recently been issued.
Arborphone Radio Display
Bus Visits Sheldooi, 111.
Sheldox, III., December 6. — The $40,000 parlor
bus, owned and operated by the Arborphone
Radio Co., recently visited here through ar-
rangements made by the Sheldon Air Line,
distributor of Arborphone products. The bus
contained the entire line of Arborphone radios
from the $65 to the $600 models, all-electric
combination phonograph-radios and straight
radio receivers.
The bus contains comfortable chairs and elec-
tric lights with a system built in for supplying
current. Every set is ready to be operated by
the turning of a switch. Many dealers came
from all parts of the country to examine the
line and to hear the talks given by H. L. Rich-
ards and J. M. Gill, of the Arborphone factory,
who were in attendance.
Ninth Davega Store Held
Opening on December 3
The ninth store of the Davega, Inc., chain
operating in the metropolitan district had its
formal opening on Saturday, December 3, in
the Military Park Building, 60 Park place,
Newark, N. J. A complete line of Brunswick
Panatropes, well-known makes of radio re-
ceivers and equipment and sporting goods and
apparel is carried in the new establishment.
Man^' celebrities of the radio, talking machine
and sports world were present during the open-
ing ceremonies and entertained the large crowd
of visitors. The Davega firm uses the slogan,
"F'.rty-eight Years of Helping Keep New
Yorkers Healthy and Happy."
Death of Mrs. Anna Studner
Myron and Jack Studner, of the well-known
firm of Studner, Gumming Co., Inc., 67 West
Forty-fourth street. New York, are receiving
the sympathy of the many firms in the trade
upon the sudden death of their mother, Mrs.
Anna Studner, who passed awa}' suddenly on
Sunday, November 26.
The stock and fixtures of the Superior Music
Co., 1317 Tower avenue, Superior, Wis., have
been purchased by V. M. Gilbert, who has in-
corporated them in his own music business in
that city.
Values tow the Phonograph Buyer
^mpUptontc
New Type Phonographs
Remarkable for tone and volume
Up to the Minute Equipment
Cast Iron Horn
Heineman 77 Motor
Automatic Stop
Ultra Reproducers
Write for Our Complete Catalogue
CHARMAPHONE CO.
Pulaski
Manufacturing Since 1914
New York
60
The Talking Machine World, New York, December, 1927
Western New York RCA
Dealers Hold Convention
Representatives of Radio Corp. of America Ad-
dressed Dealers of Western New York and
Pennsylvania — C. N. Andrews Presided
cipal address was delivered by E. A. Nicholas,
who stated that the RCA program includes
an expenditure of $2,225,000 for advertising in
newspapers and magazines; $350,000 for broad-
casting one hour each week for twenty weeks
and more than $1,000,000 for promotional work
of various kinds.
Buffalo, N. Y., December 6. — Authorized RCA
dealers of western New York and Pennsylvania
met at the Hotel Statler here last month as the
guests of Curtis N. Andrews, RCA distributor,
to inspect and have explained the various
models of Radiolas and RCA speakers and dis-
cuss sales and advertising plans for this season.
Representatives of the Radio Corp. of America
addressed the assembled dealers, including E.
A. Nicholas, district sales manager; John J. Is-
rael, service representative M. L. Bergin, in
Even Distribution of Farm
Income Aids Radio Sales
M'f'g. Radio & Phonograph
HARDWARE
PERFECT
Portable Needle Cup
Open Stays Open
Closed Keeps Closed
Star Mach. & Not. Co.
Bloomfield, N. J.
Robert W. Porter, Vice-President, Splitdorf
Radio Corp., Points Out How Radio Dealers
Can Profit by This Important Fact
An interesting fact in connection with farm
income and radio is pointed out by Robert W.
Porter, vice-president, Splitdorf Radio Cnrp.
Western New York and Pennsylvania RCA Dealers in Convention in
charge of all Radiotron sales; G. .\. McCarthy,
local sales representative and J. A. Vanderslice,
RCA special district representative. Curtis N.
Andrews presided over the meeting.
The guests first gathered at luncheon and an
adjournment was taken for dinner. The prin-
"Because farm income has fairly even dis-
tribution during the twelve months of the year,"
stated the Splitdorf executive, "there is afforded
a wonderful opportunity for the sale of radio
receivers to the farmers of the country. While
this may be true for other merchandise the
No. 768-16. IVith panel nil for Radiola 16.
Height 37 inches. Width 29; 2 inches.
Depth 17 inches. Walnut veneered.
Finished in antique walnut. Hand-
painted ornaments. The ^-inch slid-
ing wood panel is 9 inches by 24
inches inside. Battery compartment
26^ inches wide, 11 inches high, I514
inches deep. Average weight crated
98 pounds.
Radio
Cabinets
By UDELL
A l)eautiful new 32-page
catalog illustrating and de-
scribing the greatest line
of Radio Cabinets in the
country is ready.
Write for your
copy today
THE UDELL WORKS
28th St. at Barnes Ave.
Indianapolis, Ind.
farm income seems exceptionally -well fitted to
radio. For example, the Farmer's Wife, a
publication, points out that the following rep-
resents the percentage of income during the
twelve months of the year: January, 8.5 per
cent; February, 6.4 per cent; March, 7.4 per
cent; April, 6.9 per cent; May, 6.1 per cent;
Tune, 6.1 per cent; July 6.4 per cent; August,
6.9 per cent; September,
10.1 per cent; October,
12.6 per cent; Novem-
ber, 11.7 per cent; De-
cember, 10.5 per cent.
"These figures will be
news to many people
outside the farm field.
While there is far less
reduction during other
than harvest periods
than most people im-
agine, the concentration
comes at the right
periods for radio sales.
These figures form an
interesting study for the
radio manufacturer, job-
ber and dealer. With
Buffalo the highest percent-
ages during the 'right' months for radio and
still not too much reduction during the rest of
the year, the farming element affords an addi-
tional means of evening out the radio market
so that it shall extend throughout the year, or
at least in appreciable volume during nearly all
the months."
Kenney Buys Miller Store
Huntington, \V. V.\.. December 7.— The Ken-
ney Music Store, 331 Ninth street, this city, has
acquired the C. V. Miller Music Store, 810
Fourth avenue, which has been opened as a
branch. The establishment will be known as
the Annex and will handle pianos, phonographs,
radio and other musical instruments. The new
store was opened recently with a musical pro-
gram and reception that was largely attended
bv local music lovers.
Opens Radio Department
YouNGSTOWN, 0., December 5. — The L. G.
Goldsmith Co., 130 East Federal street, an-
nounces the opening of a new radio department
in its new department store. The new depart-
ment is located on the third floor and will be
under the management of Franklin Le Vine.
Steinite and Federal radio receiving sets will
be the leaders.
Hager M. L Go. Chartered
The Hager Musical Instrument Co., 18 Mon-
roe avenue, N. E., Grand Rapids, Wis., has
been incorporated with a capital stock of $50,000
to conduct a retail music business here. The
officers are: Nicholas E. Hager, president; Clara
Hager, vice-president, and Seibert J. Heyboer,
secretary-treasurer.
In the November issue of The Talking Ma-
chine World it was stated that Hal P. Shearer
had been appointed sales manager of the Split-
dorf-Bethlehem Electrical Co. This was an
error, as Mr. Shearer is occupying the post of
sales manager of the Splitdorf Radio Corp.
and not of the first-named company, as stated
in the heading of the story which appeared..
The Talking Machine World, New York, December, 1927
61
Small Portables CAN Be
Noiseless^ Sturdy ^ Safe —
If They^re Equipped with Junior Motors
FOR the first time the well-known qualities of the famous Flyer
Motor are made available for smaller, lighter portable phono-
graphs. The Junior Motor is a reproduction of the Flyer in smaller size,
and has the same precise workmanship, the same careful inspection, the
same sturdy construction that have made the Flyer the most popular and
most widely used motor for portables.
The frame of the Junior is of cast iron. Bearings are of everlasting
bronze. The tough spring is made of the finest steel. Like the Flyer, the
Junior is inspected at every step and cannot leave the factory unless it is
100% right in every particular. The result is perfectly fitted parts which
work smoothly and silently for years, without the vibration and wear
which tear down cheaper^made motors in a few months.
The Junior does not add to the cost of the portables you buy. It does
add to their value and to the satisfaction they give. And it makes any
portable easier to sell and insures you against returns.
Insist on Junior or Flyer Motors in all portables you sell, and you'll he safe'-^
covered hy two guarantees, the maker's and our own.
ENEIAL MDUSTMS O).
' ELYRIA, OHIO
, Formerly named The Qeneral Phonograph Mfg. Co,
Makers of Precision Products for a Quarter of a Century
62
The Talking Machine World, .New York, December, 1927
Distribution of More Than $6,000,000
Christmas Savings Cheers Pittsburgh Trade
Dealers Prepare to Secure Their Share of Christmas Saving Funds — New Brunswick Record Price
Schedule Arouses Interest — Appearance of Recording Artists Aids Sales
Pittsburgh, Pa., December 8. — With more than
$6,000,000 being distributed this week by the
various banks of Pittsburgh to members of the
Christmas Savings Clubs, there is a marked feel-
ing of optimism on the part of the local talking
machine and radio dealers as to the outlook for
the holidaj' season business which is now under
waj'. Extensive preparations have been made
by the various talking machine dealers and radio
merchants for the display and sale of their mer-
chandise. The general sentiment is that the
Christmas sales will exceed those of last year.
In the event this is done the sales will show up
very favorably with some of the banner sales
> ears of the recent past.
Wide Interest in Price Cut
The announcement by the Brunswick-Balke-
Collender Co. of the new prices for Brunswick
records, 75 cents and $1.00, announced in the
Pittsburgh papers of December 1, created quite
a furor in phonograph trade circles and stimu-
lated sales to a marked degree for the Bruns-
wick dealers. The popular records of the Bruns-
wick line are excellent sellers, according to
George J. Lewis, the local Brunswick manager,
who stated that the demand for the Brunswick
Panatrope and other Brunswick models is ex-
ceptionally brisk.
Holiday Spirit Prevails
The Yuletide spirit is dominant in all sec-
tions of the city, as can be seen in the attrac-
tiveh' displayed and decorated windows in
which Christmas greens and decorations are
most elaborate and in keeping with the great
holiday of the year. The large department
stores that are noted for their talking machine
and radio departments, such as the Kaufmann
& Baer Co., Kaufmann's, the Rosenbaum Co.,
Boggs & Buhl, the Campbell Store and Frank
& Seder, are closing their stores dailj' at 6 p.m.,
opening at 9 a. m. This includes the Saturday
shopping hours, as no stores will be open after
6 pm. Saturday's. Heretofore during the month
of December nearly' all of the stores remained
open until 9 p. m. Saturday's. One of the talking
machine department managers, in speaking of
this, said: "It is a good move, as we have found
that it is very easy to educate the public to
shopping hours of the right kind. If the public
find that the store closes at a certain hour,
people will see that their purchases are made
within the limits. Then, too, the clerks and
other members of the staff of the store will be
in better condition to cope with the hard and
exacting features of holiday season buying and
selling."
In Bankruptcy
Fred M. and Thomas L. Waring, musicians
and leaders of Waring's Pennsylvanians, who
have their home at Tyrone, Pa, filed voluntary
petitions in bankruptcy in the United States
District Court here. Fred Waring, director of
the band, placed his liabilities at $28,939 and
assets at $3,838.32. Musical instruments, a music
library and theatrical equipment are included
among the assets, while the liabilities include
over $3,000 in salaries owing the seventeen
members of the band. Thomas Waring listed
his liabilities at $5,086,37 and assets at $120. The
Warings, about fifteen months ago, engaged
very extensively in the music shop business in
St. Petersburg, Lakeland and other towns in
Florida and the poor business coupled with
resultant losses due to the inability of the
brothers to give personal attention to the busi-
ness made the bankruptcy move inevitable.
Sousa in Local Appearance
John Philip Sousa, the noted bandsman, and his
band played for the week of November 30 at the
Penn Theatre, one of the Loew houses, to
crowded houses. Leader Sousa and his players
made five appearances daily and were accorded
a tremendous ovation. Of his marches "The
Stars and Stripes Forever" was the leading one
for popularity. On December 1 Mr. Sousa spent
an hour at noon in the Victrola department of
the Joseph Horne Co., where he autographed
over 100 Victor records that were made by
Sousa and his band. This opportunity to meet
the distinguished musician was welcomed by
hundrers of persons who crowded into the Vic-
trola department.
Expands "Talker" Department
The Rosenbaum Co. has expanded its talking
machine department, devoting certain sections
to the display and demonstration of the Brftns-
wick Panatrope and the new Orthophonic Vic-
trola. C. J. Coyne, manager of the department.
stated that sales of both instruments were very
flattering. Victor and Brunswick records, he
stated, are finding a ready sale.
Reports Good Business
John Henk, of the Columbia Music Co., one of
the best-known and oldest talking machine
shops in the city, stated that the holiday trade
was moving along at a very satisfactory rate.
Mr. Henk specializes in foreign records and has
a large clientele who are regular patrons and
buy in large quantities.
Demand for Atwater Kent Sets
The Esenbe Co., local distributor for the At-
water Kent radio, reports business as brisk and
that the retail dealers handling the Atwater
Kent line find it a very easy matter to make
sales after a demonstration has been given of
the Atwater Kent set.
Wide Interest in Columbia Viva-tonal
Columbia dealers here report the demand for
the Columbia-Kolster Viva-tonal as very satis-
factory. Local dealers state that scores of peo-
ple have been eager listeners to demonstrations
of the new combination sponsored by the Co-
lumbia. The "Two Black Crows" record of the
Columbia is still very popular, judging by the
many repeat orders that are being made for it.
I. Goldsmith Sees Busy Days Ahead
I. Goldsmith, president of the Player-Tone
Talking Machine Co., manufacturer of the
Player-Tone talking machine, consoles, uprights
and consolettes, stated that the holiday busi-
ness of the company was excellent and that re-
ports from the various distributors indicated
that the retail dealers would have very brisk
sales during the Yuletide period.
W. Barry Hamilton Optimistic
W. Barry Hamilton, manager of the C. C.
Mellor Co., reports sales of the Steinway
pianos, Duo-Art, the Brunswick Panatrope, the
new Orthophonic Victrola and the Sparton
ladio receiving sets as "exceptionally good."
\iT. Hamilton stated that business took an
upward trend right after Thanksgiving Day
and has kept up briskly ever since. He is of
the opinion that sales records for December
will be broken this month.
Fifty-six Orthophonic
Educational Recordings
List of Recordings for Educational Purposes
Issued by Victor Co. Should Interest Trade
The Victor Talking Machine Co. has just is-
sued an advance list of fifty-six new Ortho-
phonic recordings especially made for educa-
tional purposes, which at the same time con-
lain a considerable number of records with gen-
eral appeal and selling value. The list in-
cludes songs for children, songs for rural
schools, singing games, stories, instrumental
music for elementary grades, accompaniments
for group singing, songs for junior and senior
high schools and college, music history, folk
dances and school marches. This is a most com-
prehensive list and a great many, if not all, of
these recordings should be in the dealer's stock
to meet the demand of schools, teachers and
parents who undoubtedly would need these
records for their homes. In this list especial
attention is directed to the beautiful voice of
iourteen-year-old Darwin Bowen; the Mac-
Dowell songs and piano numbers, the singing of
Juni Indian songs by Chief Caupolican, grand
opera baritone, Christmas records and the fine
recording of Mozart's G Minor Symphony com-
plete for junior high and high schools.
It is interesting to note that the Victor Co.'s
new educational catalog with graded list will be
issued within a couple of weeks.
Opens Branch in Clifton N. J.
Abraham Goldberg, proprietor of Goldberg's
International Music Shop, Passaic, N. J., has
opened a new branch store at 707 Main avenue.
Clifton, handling a general stock of music
goods.
Jiffycasing goes mer-
rily on at the plant
at the Superior Cab-
inet Company, Mus-
kegon, Mich.
The "ready-to-wear" pack!
Tailoring packing cases to order is passe.
Why all the carpenter work and muss and
worry when Jiffycases can be had, cut to
size, knockdown and ready for quick, easy
assembling?
Jiffycases are made up of light, tough ply-
wood panels scientifically reinforced witS
cleats.
Jiffycase panels stack in minimum stor-
age space, require nothing more than
^keleto^ personnel in the shipping room
to assemble, and give you a light, safe
pack which provides utmost protection
for your merchandise and travels at the
lowest possible freight cost. Be modern- —
use Jiffycases. .Ask for complete details.
NORTHWESTERN
COOPERAGE & LUMBER CO.
Gladstone, Mich.
JifFycase
THE SPEEDY SAFE ECONOMICAL PACK FOR. FURNITURE. PHONOGRAPHS AND R.ADIO CABINETS
The Talking Machine World, New York, December, 1927
63
VESTA
Remarkable Profit Possibilities
in This Complete VeSTA Line
VESTA "A" SOCKET
POWER UNITS
BUILT IN GLASS .'everything visi-
ble. Built-in hydrometer. Choice of
either Balkite or Vertrex rectifiers.
With or without automatic relay.
High or low charging rates.
For use with 110 volt, 50-60 cycle AC
current. In 4 and 6 volt sizes, 50
Amp. Hour capacity. List prices
$28 to $37.60.
VESTA TRICKLE CHARGER
with Licensed
BALKITE RECTIHER
Equipped with two taps for high
and low charging rates. For use
with 110 volt, 50-60 cycle AC Current.
No. C-300. List price $12.60.
VESTA GLASS RADIO "A"
BATTERY with
BUILT-IN-HYDROMETER
Water level always in plain view.
State of charge always visible. In
60 and 100 Ampere hour sizes. Posi-
tive plaUs are 25 » oversize. Prices
on request.
Vesta Complete "A— B" Socket Power
with Licensed WESTINGHOUSE RECTIHER
All - in - One. Contains "A" battery in glass case;
built-in hydrometer: "B" unit ;Westinghouse rectifier;
Automatic relay; High and LOW charging rates,
automatically regulated.
No. A-B 400 — "B" capacity 40 mils at 180 volts, list $72.00
No. A-B 401— "B" capacity 60 mils at 180 volts, hst $77.00
With 8 Million Radio
Sets in Service Titer e is
a Tremendous Market
«
Eor Dealers Who Go
After the Business of
Bringing These Sets
Up'to-Date With Vesta
Power Units
VESTA BATTERY CORPORATION
2100 INDIANA AVENUE
Chicago, III.
VESTA "B" UNIT
Socket Power with Automatic
Relay.
Constant and uniform Current for the
"B" Circuit— with perfect control over
entire Voltage iu Doth amplifier and
detector circuits. Range of adjustment
for all sets.
B-200, 40 mils at 180 volts, list $39.50
B-201, 60 mils at 180 volts, list S44.50
VESTA VERTREX
TRICKLE CHARGER
HIGH and LOW charging rates. Sup-
plied with or without relay. Compact m
handsome crystal enamelled case.
Charges 6 volt batteries from 110 volt,
60-60 cycle, AC current.
C-301 without relay, list $15.00
C-302 with relay, - list $17.50
VESTA QUALITY TUBES
There's a Vesta tube for every radio
purpose. Special non-microphonic fea-
ture. These tubes will make friends for
the dealer because of their pure tone
and long life.
WRITE NAME ON THIS COUPON
Vesta Battery Corporation, 2100 Indiana Ave., Chicago, 111. ■ — ■ radiO | — | RADIO
please have the Vesta Central Distributor near me submit the Vesta Dealer Plan | | POWER UNITS | | TUBES
□
T.M.W. 12-27
AUTO AND
RADIO BATTERIES
64
The Talking Machine World, New York, December, 192?
Selling the Brunswick Topic of Harris
Address Before Portland Retail Trade
Special Factory Representative of the Brunswick-Balke-CoUender Co. Talks Before Seventy Mem-
bers of Portland Trade on Retail Selling
Portland, Ore., December 5. — 0. P. Harris,
special traveling representative of the Bruns-
wick-Balke-Collender Co., who is making
a tour of the country giving sales talks to the
dealers and salesmen of the Brunswick agencies,
was presented to the Portland dealers and sales-
men and saleswomen hy A. R. McKinley,
Pacific Northwest district manager of the
Brunswick-Balke-Collender Company, the eve-
ning of November 7, at the company's head-
quarters in Portland. Over seventy members
of the trade responded to the invitation and
listened to one of the best sales talks ever given
in this city.
Prepare Selling Program
Mr. Harris began by stating that a selling
program should be prepared and studied with
the same care as the artist does his or her pro-
gram. He referred to Bradstreets which states
that 36 per cent of the failures are caused by
incompetency and also to the statement that 70
per cent of all sales are emotional, while only
30 per cent are logical. He then referred to
the selling of the Panatrope, recalling many
instances where incompetent salesmen have
failed in selling the instrument. The salesman
must know his instrument in the first place, so
as to demonstrate it intelligently. He pounded
home the fact that much depended on the
demonstration and the manner in which it is
conducted. It is very essential that the right
records be used, which must be selected before
the demonstration. The salesman should have
a case of records that will cover the tempera-
Abo've, the Sitver-Marsltall 678 liglit
socket amplifier ready for operation.
BeloiUj the amplifier ivii/i co-ver of tube
comtartment turned back, sho'ij^inq
L'Z-226, [7Z-210 and f/X-281 tubes, and
input, output and radio set B supply bind-
ing posts.
Another neiu S-M money maker is the 675
po=u;er unit ivliich furnislies B poixer to
any radio set at 45, 90, 135 and 450 volts,
as well as A and C po-ij:er ivlien A.C.
tubes are used. The 675 po'ujer unit
allows a ^^"-210 super amplifier Radio-
iron to be installed in any radio at all
with special adaptor and it is now the
general knowledge that the only path to
distortionless reproduction is to use a
UX-210 tube. Appearance same as 678
amplifier. Price, less one UX-2il rectifier
tube, $58.00.
Electric
Phonograph
Amplifiers
SILVER-MARSHALL, INC., famous for
the finest toned radio amplifying equip-
ment money can buy, now offers a
standard model amplifier for electrical phono-
graph operation, while special amplifiers for
phonograph manufacturers can be furnished
for any class of instrument and service, home
or auditorium.
The S-M type 678 is a complete two stage
phonograph or radio amplifier operating di-
rectly from any 110 volt, 60 cycle house light
socket. It uses the new RCA tubes— one
UX-226 A.C. amplifier, one UX-210 super
power amolifier, and one UX-281 high power
rectifier. This S-M amplifier will provide
volume and tone quality unconditionally guar-
anteed equal or better than that of standard
electric phonographs. To operate, it needs
only a standard electric sound box (pick-up),
three tubes and any good loud speaker, either
cone or exponential horn. Type 678 amplifier
is completely enclosed in a crystalline brown
steel case, liy^," long, iYz" high over carrying
handle, and 8i/^" wide, weight 35 lbs. A
hinged cover is provided over tube compart-
ment and ample ventilation is assured for
operation in phonograph cabinets. There is
nothing to get out of order — to install simply
connect pick-up and loud speaker, insert three
RCA tubes and turn on the power — there's not
an adjustment of any kind to make.
The S-M 678 amplifier, at $78.00 list, less
tubes, opens up a tremendous field for phono-
graph manufacturer, jobber and dealer alike,
for with a $20.00 list additional investment for
reproducer adaptor and electric sound-box,
any old mechanical phonograph can be given
all the improvements of the finest electric
record reproduction. And in addition, S-M 678
provides "B" power for any radio set, and com-
plete audio amplification — through a standard
adaptor supplied to any radio. It will improve
any set at all, no matter how expensive, for
the reproduction of the 678 amplifier is truly
marvelous.
The Silver-Marshall engineering laboratories
gladly undertake to solve any manufacturer's
electric reproduction problems — supply any
type of amplifying equipment — and at less
than competitive prices every time.
Send for all data.
Silver 'Marshall, Inc,
880 West Jackson Blvd. Chicago, 111.
ment of all classes of customers. These need
not be more than a dozen or so, he declared.
Size Up Customers
Before making the demonstration, he said
the salesman should size up his customer. This
can be accomplished by a few well-chosen ques-
tions, observation and common sense. First
find out why he desires to purchase: this in-
cludes enjoyment, educational, entertainment,
esteem and professional use. Then discover the
buying power of the customer. This can be de-
termined by finding the district in which he
lives, his friends and the way he is dressed.
Then find out the kind of music he enjoys. This
Mr. Harris placed in three classes: head, heart
and foot. And lastly the temperament of the
customer, whether positive, negative or neutral,
must be considered. Having arrived at this
stage, if the salesman knows his Panatrope, he
can proceed to demonstrate, choosing the
records that will fit the case.
Use Only Perfect Records
It is important to use only perfect records,
because the Panatrope is just as good as the
records played upon it. It is a great mistake
to play a "head" record — a classical one — for
one who wants "foot" music, and vice versa.
He also stressed the point that the salesman i.«
selling the Panatrope and the radio attachment
can be referred to but must not be dwelt upon.
Mr. Harris said that very many salesmen get
into a rut and the only "difference between a
rut and the grave is its length and depth "
After leaving Portland, Mr. Harris will visit
Seattle, Tacoma and Spokane, returning to
Portland and then going to California by way
of the Willamette Valley, stopping at the cities
and towns en route to give the Brunswick deal-
ers and salesmen sales talks on general selling
principles.
Grunewald Celebrates Its
Seventy-fifth Anniversary
Famous New Orleans Music House Has Han-
dled the Steinway Piano for Sixty Years
New Orleans, La., December 5. — The L.
Grunewald Co., Inc., this city, completed three-
quarters of a century in the music business
last month, and in this connection the estab-
lishment has been accorded much valuable
publicity and public recognition through the
local press. When the firm was founded by
Louis Grunewald, Sr., just after he came to
this country in 1852, it occupied a tiny shop
in Magazine street. There was just enough
room to display a few pianos and organs, but
the increasing business made necessary a series
of moves until the present site on Canal street
was chosen, where the company now occupies
its own four-story building.
The Grunewald Co. has for many years been
ranked as one of the largest music houses in
the South. For sixty years the company has
been exclusive agent for the Steinway piano
in this region, and in addition has handled the
Vose, Brambach, Milton, Gulbransen and other
pianos for a long period of years. The Victor
and Brunswick lines of phonographs, records,
small goods and sheet music are also carried
in large, separate departments. Only three men
have been at the head of the business in its
seventy-five years. The founder, Louis Grune-
wald, remained president of the company until
his death in 1915, but his eldest son, William
N. Grunewald, had been in active charge since
1881. The son became president at the founder's
death, but died himself two months later. Man-
agement then fell upon his son, Benedict
Moret Grunewald, then thirty years old, who is
still president.
New Branch in Faribault
The Segerstrom Piano Co., Albert Lea, Minn.,
of which V. E. Segerstrom is proprietor, has
opened a new branch store in Faribault, Minn.,
handling a full line of instruments.
The Talking Machine World, New York, December, 1927
New Cabinet Speaker, AIo<;/f/ 77
63
!||;55.00
Rola Gives Incomparable Performance
With the development of the Hght, free-floating, cone reproducer, l^la first
achieved the true fundamental bass— the range of "lost tones." Now Rola
has conquered the baffling problem of uniform resonance - free
reproduction over the entire musical scale. =^
The result is a quality of reproduction utterly unknown in
radio until this year. CWhen listening to the new Rola
you will be profoundly impressed by its superb soft-
ness and richness of tone, and its perfect articula-
tion and tone shading of music and speech.
Rola represents the most beautiful, com-
plete and salable radio speaker line today.
ys^ Write for the name ofa Rola jobber near you. /^^^^
New Table Speaker, Model 10 $32.00
THE ROLA COMPANY
612 North Michigan Avenue
Chicago, Illinois
Forty-fifth and Hollis Streets
Oakland, California
New Pedestal Speaker, Mode/ 12 $37.50
66
The Talking Machine World, New York, December, 1927
Business Speeds Up in Milwaukee as the
Holiday Buying Draws People to Shops
Retailers and Wholesalers Report Satisfactory Sales Volumes — Standard Radio Co. Announces
New Kellogg Dealers — Association Launches Christmas Drive — Trade Activities
Milwaukee, Wis., December 8. — Phonograph
and radio business has been outstanding in the
sales reports of Milwaukee retail establishments
and reports from jobbers in the local and Wis-
consin and Upper Alichigan field indicate that
sales are going ahead well.
Inquiries From Advertising
"We are elated over business," declared Irvin
R. Witthuhn, of the Standard Radio' Co., dis-
tributor of the Kellogg line in Wisconsin and
Upper Michigan. "We are receiving ten times
as many inquiries on our advertising as we did
last year, although our advertising has not been
increased to such a great extent. There is very
good interest among the dealers in the Kellogg
AC sets. Christmas business is opening up and
in many cases the Christmas demand becomes
one for immediate delivery, although dealers re-
port a considerable tendency to buy, particu-
larly for gift purposes."
The Standard Radio Co. has announced the
appointment of the following Kellogg deal-
ers in Milwaukee county: Bates Radio Corp.,
Buech Saxophone Shop, Barnes-McGovern Co.,
Gitzel's Music Store, Held & Held, Krech Elec-
tric Co., Kaplanek & Walker, South Milwaukee,
Wis.; Luderus Radio Service, Luebtow Music
Co., Mueller Radio, Inc., Odry Bros., Cudahy,
Wis.; Harry Schwartzburg, Merrill J. Page,
Inc., Piasecki Radio & Victrola Shop and the
West Allis Music Shop, West Allis.
Kellogg Dealers at Dinner Meeting
Twenty-eight Kellogg dealers of this city
were entertained at a dinner by John Zeman,
president of the Standard Radio Co., Milwau-
kee, Kellogg distributor, on November 3, at
the Milw-aukee Athletic Club. In addition to
the Alilwaukee dealers, William R. Shambeau,
a Kellogg dealer of Oshkosh, Wis., H. C. Ab-
bott, sales promotion manager of the Kellogg
Switchboard & Supply Co., Chicago, and Mac
Harlan, advertising manager of the Kellogg
organization, were present to participate in the
festivities.
After the dinner several short talks were
given by Messrs. Shambeau, Abbott, Harlan
and Zeman. The "piece de resistance" of the
dinner was pheasant, which Mr. Zeman con-
tends that he shot or bagged, while on a hunt-
ing trip in South Dakota a few days before
the event.
Radio Business Holding Up
While there has been a decrease in activity
in many lines of merchandise, retailers in Mil-
waukee report that radio business has been
holding up consistently. "Radio business is won-
derful," declared Eric S. Hafsoos, of the Flan-
ner-Hafsoos Music House, Inc. "We are hav-
ing very good business with the higher-priced
sets, Sonora, Crosley and Bremer-Tully lines."
At Edmund Gram, Inc., Edward Herzog, sales
manager, stated that both radio and phonograph
business has been satisfactory. The Gram house
features the Atwater Kent and the Stromberg-
Carlson.
Association Activities
The Wisconsin Radio Trade Association
launched some successful Christmas sales pro-
motion work this year. The .\ssociation had its
own Santa Claus make the rounds of the radio
stores of Milwaukee beginning with December
2, and bringing a present for every boy or girl
coming into the store accompanied by his father
or mother. Santa Claus is visiting each of the
radio stores twice during the period before
Christmas.
The following firms have become members ot
the Wisconsin Radio Trades Association: M. H.
Pellin, J. K. Bal Electric Co., Hilger Auto
Supply Co., Venus Radio Shop, Max Weinberg,
Milwaukee Radio Shop, George H. Eichholz,
Scheff's Radio Shop, Advance Radio Shop and
Frank Preuss.
News Gleanings
Harry E. Weber, Inc., Stewart-Warner dis-
tributor, has received much favorable publicity
for its courtesy in making possible a broadcast
of all Wisconsin University football games, by
direct wire from the football field.
An amendment of the articles of incorpora-
tion of Shadbolt & Boyd Co., distributor of the
Fada, increasing the capital stock from $405,000
to $750,000, has been filed in the olfice of the
Register of Deeds at Milwaukee.
A $100,000 blaze at Chippewa Falls destroyed
the plant of the Molded Products Co., manufac-
turer of radio horns.
Music and radio dealers at Sheboygan, Wis.,
co-operated in a local radio show and home ex-
position. Firms taking part were the A. E.
Winscher Co., Fada Sales & Service Co., Nye
& Winter Co., H. C. Prange Co., The Bruns-
wick Shop, Rickmeier Fedler Electric Co.,
Charles A. Honold Co., S. W. Miller Piano Co.
The Badger Radio Corp., handling radio out-
fits and supplies exclusively, has been opened at
Burlington, Wis., by Simon and Joe Holtz.
The Waltham Piano Co. will build a $100,000
addition to its present plant, the addition to be
used for the manufacture of a combination
electric piano and radio, according to Paul F.
Netzow, president of the company.
The demand for higher-priced instruments has
become so great that it is difficult to meet it,
according to Carl Lovejoy, representative of the
Brunswick in Milwaukee territory. Two instru-
ments, Pr 138 C and Pr 148 C are in excep-
tionally heavy demand.
SERIES FILAMENT CONNECTION and
RAYTHEON TYPE BA RECTIFYING
TUBE — the simplesty cheapest and most
satisfactory solution to the problem of A-B-C
Light'Socket Power Operation
The Raytheon BA Rectifying tube in a properly
designed power unit provides a tried and proven
A-B-C power supply, direct from the light socket,
for any radio receiver employing 201-A or other
standard tubes connected in series. The resulting
hook-up is inexpensive to build, profitable to sell
and entirely satisfactory in performance.
Consider, too, that any battery set can easily be
rewired to operate perfectly from this one-tube
power unit. Dealers can bank on plenty of Ray-
theon BA Tube sales — especially since this com-
plete A-B-C power supply costs very little more
than a "B" power unit alone! List Price, $7.50.
Raytheon Manufacturing Company
Cambridge, Mass.
# Ray the on'^
^ LONG LIFE RECTIFYING TUBE ^
Th-: Talking Machine World, Nezu York, December, 1927
Okeh Phonograph Corporation
OTTO HEINEMAN, President and Qeneral Manager
25 West 45th Street
HEINEMAN MOTORS
New York, N. Y.
The Talking Machine World, New York, December, 1927
augh and be merry: remember, in olden time,
God made Heaven and Earth for joy He took in a rhyme.
Made them, and filled them full with the strong red wine
of His mirth.
The splendid joy of the stars: the joy of the earths
MERRY CHRISTMAS
e Talking Machine World, New York, December, 1927
s
o we must laugh and drink from the deep blue cup
of the sky,
Join the jubilant song of the great stars sweeping by,
Laugh, and battle, and work, and drink of the wine outpoured
In the dear green earth, the sign of the joy of the Lord«
HAPPY NEW YEAR
ODEON RECORD
Q
The Talking Machine World, New York, December, 1927
3
augh and be merry together, like brothers akin,
Guesting awhile in the rooms of a beautiful inn,
Glad till the dancing stops, and the lilt of the
music ends*
Laugh till the game is played; and be you merry,
my friends*
Laugh and Be Merry, by John Masefield
Okeh Phonograph Corporation
OTTO HEINEMAN, President and Qeneral Manager
25 West 45th Street New York, N. Y.
OkehTruetone Needles
The Talking Machine World, New York, December, 1927
National Music Week Idea
Making Rapid Progress
Figures Made Public by the National Music
Week Committee Show That Celebration
Has More Than Doubled in Past Four Years
67
More than a doubling of the extent of the Na-
tional Music Week in the four years of its exist-
ence is shown by figures recently made public
by the National Music Week Committee. These
indicate that 1614 cities and towns participated
in the observance this year. This is contrasted
with the first national celebration, in which 780
towns participated. This remarkable growth
has been effected not by sensational methods,
but by a quiet promulgation of the Music Week
idea and a co-operation with local observances
on the part of the National Music Week Com-
mittee.
Previous to the synchronization of the various
local Music Weeks, which was brought about
by the initiative of C. M. Tremaine, of the Na-
tional Bureau for the Advancement of Music,
only 150 cities or towns had held a Music Week.
Not only in numbers, but geographically, have
the Music W^eek observances made a remark-
able spread. The celebration is now carried out
not only in all of our States, but in our terri-
torial dependencies such as Hawaii, Philip-
pines, Alaska and the Virgin Islands. The gov-
ernors of these territories have now joined the
governors of the various States on the honorary
committee for National Music Week. The move-
ment has also been adopted in Canada and
South Africa.
In a large number of instances the local
Music Weeks produced definite beneficial re-
sults, as noted in the reports of the local chair-
men. These include the organization of bands,
orchestras or choral groups, the purchase of
musical instruments for the schools, a recog-
nition of music as an essential in the school
curriculum, and a getting together of local musi-
cians for civic betterment. One example of the
latter result is provided by Goshen, Indiana,
where the Music Week resulted in the organ-
ization of choir directors meeting every other
week to promote choral music and to put more
enthusiasm into their own choir work. A re-
sult of this team-work is a community Christ-
mas concert of massed choirs planned for the
coming holidays.
It is expected that the achievements of the
recent Music Week will be eclipsed by the com-
ing observance on May 6-12. Among the general
features planned by the National Music Week
Committee are a special recognition of Ameri-
can music, the development of better congrega-
tional singing in the churches, the development
of the music memory contest as a feature of
rural Music Weeks and a tying-in of the motion
picture houses and the radio with the Music
Weeks in the various sections. Suggestions on
these subjects and copies of Music Week printed
matter, such as "How to Organize a Music Week
Committee," are to be had without charge from
the headquarters of the National Music Week
Committee, 45 West Forty-fifth street, New
York City.
D.
S. Spector Comments on
New Kolster Radio Sets
Commenting upon the two new Kolster elec-
tric light socket receivers recently announced
to the trade by Federal-Brandes, Inc., D. S.
Spector, general manager of the merchandising
division, expressed the pride of the organiza-
tion in the tone quality and simplicity of
operation of these new models. They are both
six-tube sets, one a console and the other a
table model with single control.
"These sets are a complete change from the
receivers found on the market a few years
ago," said Mr. Spector. "The improvement in
natural tone quality has kept up with the sim-
plified operation, making these new broadcast
receivers an important addition to every home."
^ RADIO TABLE
for all Popular Sets
top deck wi//accom-
odale Ony foudspeaker^
f/o/e for
eostf wire
connection ^
Bollcim c/eek /or4fe
enough for oil popu-
/or radio Sets v
tiecess for
easif and
comfcrlable
operation^
Cctnpartmenl
for
drr/
Boiteiies
Comportment
for i*et >■
batteries or
botierv
At All Dealers/
^HIS table solves the question of where 'to put any popular
radio set. Made to accommodate the following best sellers:
Radiola No. 16 Bosch Little Six
Crosley Band Box Fada No. 265-A
Stewart-Warner No. 300 Freed-Eisemann N. R. 9
Atwater Kent Nos. 30, 33, 35
The dimensions will show iust what other sets may be used on this table:
EXTREME OUTSIDE MEASUREMENTS: Height, 38 in. Length, 23 in. Depth,
18 in. To top of bottom deck, 30 in. Top deck, 7^x21 in. Bottom deck, 10x23 in.
INSIDE MEASUREMENTS: Top deck (for dry batteries). Height, 7 in. Depth,
6J4 in. Width, 20 in. Bottom compartment (for wet batteries or eliminator). Height,
10^ in. Depth, 121^ in. Width, 1834 in.
The top deck will accommodate all popular loud speakers. The purpose of this deck
is not only to add to the appearance and convenience of the table, but to eliminate the
hum that is probable when the speaker is on same level as set. The back is open for
quick access to all A and B batteries or battery eliminator, if used. The top deck is
for dry batteries and the bottom compartment for wet batteries or eliminator, amply
large to provide clearance for Balkite, Philco and other standard eliminators. Made
of thoroughly seasoned kiln dried gum, finished brown mahogany to harmonize with
the prevailing finish of all sets. Note recess in front, making it easier and more
comfortable for the operator, and also inch and one-half hole in top cabinet for easy
wire connection. In fact, it is the most complete radio table on the market. Sold by
all dealers. List price, $16.00.
MANUFACTURED BY
MEMPHIS FURNITURE
MANUFACTURING CO.
MEMPHIS, TENN.
Distributors: Write for our proposition
Recording Artists in
Concert Appearances
Invite Record Tie-Ups
The following list of concert dates of a num-
ber of recording artists has been compiled for
the benefit of dealers who wish to stimulate the
sale of records of artists appearing in their
cities or towns. Tie-ups can be effected through
the mediums of window displays or by direct
mail, calling the attention of customers to the
scheduled appearances and a mention that the
artist's recordings are available:
VICTOR ARTISTS
Haeolu Bauer— Janu.iry 5, Cincinnati, O.; January 6,
Louisville, Ky., Columhia Auditorium; January 8, Chicago,
111., Stu'lebaker Theatre; January 9 and 10, Urbana. 111.,
University Auditorium; January 12, Muncie, Ind., Masonic
Temple; January 13. Parkersburg, W. Va.; January IS,
New Ycrk, N. Y., Town Hall.
LucREZiA BoEi — ^January 10, Waterbury, Conn., Bucking-
ham Hall.
Le
Pablo Cas.ai.s — January 5, Cincinnati, O.; JJanuary 10,
xington, Ky., Woodland Auditorium: January 12, Green-
The New
Air-Column Speaker
Here is the speaker that has taken the en-
riie radio world by storm. The Temple is
a development of the long air column prin-
ciple and the results are positively aston-
ishing.
Amazing Volume
So great is the vol-
ume of this new
Temple Speaker, so
clear its tonal qual-
ities, so wide its
range, that it brings
to your customers
a new enthusiasm
for radio — a real-
ization of tone re-
production they
never dreamed was
possible.
Sells by Comparison
The Temple is not just another speaker for
you to sell. It sells itself by comparison.
Hook it up with five other speakers with
a Temple Comparator and you be the judge.
Your customers will select the Temple
every time with their eyes closed.
A RIGID SALES POLICY
Backed by a Broad Advertising Campaign
Temple Models Priced From
$29.00 to $85.00
TEMPLE, Inc.
1925 South Western Avenue
CHICAGO
Leaders in Speaker Design
castle, Ind, Meharry Hall: January 14, New York, N. Y,
lown Hall; January 15, Bronxville, N. Y., High School
Auditorium.
Richard Crooks — December 28, New York, N Y Car-
negie Hall. '
Flonzaley Quartet— December 16, Newark, N. J., South
^ide High School Auditorium; December 18, Philadelphia,
Pa. Penn Athletic Club Ballroom.
_ Dusolina Gi.\nnini — December 16, 17 and 26, Philadel-
^f'^V Academy of Music; December 28, New York,
Carnegie Hall; January 5, Rochester, N. Y., East-
man Theatre.
Jascha Heifetz— January 4, New York, N. Y., Carnegie
Hall; January 6, Princeton, N. J., Alexander Hall; Jan-
uary 8, Boston, Mass., Symphony Hall; January 12,
Rochester, N. Y., Eastman Theatre; January 13, Buffalo,
N. Y. ; Consistory Auditorium.
Fritz Kreisler — January 12, Harrisburg, Pa., Majestic
Theatre; January 13, Greensburg, Pa., High School Audi-
torium; January 15, Hartford, Conn., Capitol Theatre.
Mary Lewis — December 16, East Stroudsburg, Pa., Col-
lege Auditorium; January 9, Denver, Colo,, Auditorium.
Paderewski— January 3, New Rochelle, N. Y., Junior
High School Auditorium; January 5, Orange, N. J., High
School Auditorium; January 7, Philadelphia, Pa., Academv
of Music; January 9, Brooklyn, N. Y., Academy of Music;
January 11, Troy, N. Y., Music Hall; January 12, Spring-
field, Mass., Municipal Auditorium; January 15, Boston.
Mass., Symphony Hall.
Rachmaninoff — January 15, Stamford, Conn., Stamford
Theatre.
Marion Talley — December 18, Brockton, Mass., City
Theatre; January 3, Detroit, Mich., Arcadia Auditorium;
January 5, Saginaw, Mich., Auditorium; January 10, Cin-
cinnati, O., Music Hall; January 13, Columbus, O., Me-
morial Hall.
Reinald Weerenrath — December 16, Godfrey, 111., Mon-
ticello Seminary; January IS, Bronxville, N. Y., High
School Auditorium.
BRUNSWICK ARTISTS
The A. & P. Gypsies — December 18, Baton Rouge, La.;
December 19 Alexandria, La.; December 20, Monroe, La.;
December 21, Pine Bluff, Ark.; December 22 and 23
Shreveport, La.; December 24, Texarkana, Tex.; December
29, Little Rock, Ark.; January 2, Birmingham, Ala.; Jan-
uary 9, Atlanta, Ga.
The Cleveland Orchestra— December 22, Cleveland O •
December 23, Cleveland, O. ; December 29, Cleveland O'-
December 30 Cleveland, O. ; January 3, Cleveland, O '■
January 6, Cleveland, O.; January 12, Cleveland, 0.: Jan-
uary 13, Cleveland, O. ; January 29, Cleveland O
Elshuco Irio— January 11, New York, N. Y. ; Tanuarv
13, iSewark, N. J. ' '
Galla-Rini— December IS, Reading, Pa.; December 19.
Allentown, Pa.; December 22, Easton, Pa.; December 29
\ork, Pa.; January 2, Pittsburgh, Pa.; January 8, Cincin-
nati, (J.
Miss Isa Ksemer— December 25, Kansas City. Mo.- Jan-
uary 1, Milwaukee, Wis.
Allen McQuhae — December 21, Chicago, 111.
Philharmonic Society (Mengelberg) — ^January 4 Balti-
more, Md.
New York String Quartet — December 15, Bluefield
Ky.; December 18, New York City; December 24, Racine'
Wis.; December 26, Dixon, lU. ; December 27, Aurora, 111 ■
December 28, Keokuk, la.; January 13, Hartford, Conn. '
John Ch.\rles Thomas — December IS, New York City.
COLUMBIA ARTISTS
Elsa Alsen — December IS and 16, Detroit, Mich.
Frances Berkova — January 15, St. Louis, Mo.
Sophie Braslau — January IS, New York City, N. Y.
Ignaz Friedman — December 21, New York City, N. Y.
Eraser Gange — December 18 and 19, Boston, Mass •
December 21, Chicago, 111.; January 10, New York City
N. Y.
Percy Grainger — January 2, Quincy, 111.; January 3,
Milwaukee, Wis.; January 5, Ripen, Wis.; January 6,
Moline, 111.; January 9, York, Pa.; January 11, Rydal, Pa •
January 12, Williamsport, Pa.
Duci De Kerekjarto — December 19, Philadelphia, Pa.;
December 26, Boston, Mass.
London String Quartet — January 5, Wellesley, Mass.;
January 6, Saratoga Springs, N. Y.; January 13, Sweet
Briar, Va.
Musical Art Quartet — December 18, Boston, Mass.
New York Symphony Orchestra — December 19, Mont-
clair, N. J.
Joseph Szigeti — December 15, Lynchburg, Va. ; Decem-
ber 16, Baltimore, Md.; December 21, Syracuse, N. Y.;
December 23, New York City, N. Y.; January 8, In-
dianapolis, Ind.; January 9, Winnetka, 111.; January 12,
Fulton, Mo.: January 13, Warrensburg, Mo.; January IS.
New York City, N. Y.
EDISON ARTIST
Arthur Middleton — December 27, Detroit, Mich.
Seventy-nine Nations in
International Radio Pact
Convention in Session at Washington Since Oc-
tober Adjourns After Agreement to Conven-
tion and Two Sets of Regulations
R. F. Bolton Returns to
Columbia Phonograph Go.
After Absence of Three Years Former Man-
ager of Foreign Department Returns to Same
Post — Twenty-seven Years With Company
A new convention which will regulate inter-
national radio for five years, beginning Janu-
ary 1, 1929, was subscribed to at Washington
recently. It was drafted by the International
Radio Conference, which adjourned after signa-
tures of delegates from seventy-nine nations
and territories had been attached to the docu-
ment.
In addition to the convention, which had been
under negotiation since the conference con-
vened here October 4, approval was given two
sets of regulations.
The convention itself sets out in general
lines the scope of the agreement and the duties
devolving upon the signatory governments for
its observance and for the maintenance of a
secret and efficient service.
The first set of regulations, in addition to ihe
allocation of wave lengths to the various serv-
ices, includes a provision for the operation of
radio communication. Land, ship, aircraft and
all other kinds of wireless activities are con-
templated and standard procedure in each case
is set up. Licensing of stations and operators
also is defined.
The second set of regulations was agreed to
by all countries except the United States and
Canada. It consisted of such regulations as the
United States considered infringe upon private
management. These articles deal mostly with
the fixing of radio charges.
Secretary Hoover, who presided over the con-
ference, delivered a closing address in which he
analyzed the major provisions of the convention
and remarked that the harmony and co-opera-
tion displayed by the delegates set "another
milestone in the progress of international rela-
tions."
The chief problem facing radio, he said,
namely, the efficient utilization of the limited
number of channels, had been solved by the
convention, which was unanimously approved
by the conference. The next conference will
be held in Madrid in 1932.
The Columbia Phonograph Co. recently an-
nounced the re-appointment, after an absence of
R. F. Bolton
three j-ears, of Robert F. Bolton as manager of
its foreign department.
In 1924, when he entered the investment busi-
ness, Mr. Bolton had been twenty-seven years
with Columbia, including service as the first
wholesale manager of the New York branch of
the company.
Columbia's establishment of a foreign depart-
ment, in which Mr. Bolton was instrumental,
was suggested by the large foreign population
of New York. The fact that Columbia is a na-
tional and international company afforded great
facilities to draw upon, and now this department
of the "twin notes" firm is one of its largest and
most flourishing. Much credit for this develop-
ment is due Mr. Bolton, whose widespread
friends and co-workers in the trade welcome the
news of Columbia's good fortune in regaining
his services.
Schwender's Music Store, Utica, N. Y., is in
a new location at 227 Columbia street.
Rudy Wiedoeft, saxophone artist, played
"Melody," by Vice-President Dawes, during the
Columbia Phonograph Hour of December 14.
68
7 he Talk'ng Machzne World, New York, December, 1927
69
UNITED
ELECTRIC PICK-UP and
TONE AMPLIFIER
— Surpassing, we believe, all
other existing types for the
electrical reproduction and
amplification of recorded
tones is now available to
manufacturers and dealers. A
comparison by
actual test is in^
vited. Write us.
PICKS UP
MORE!
DELIVERS
MORE!
The United Electric Pick-Up
Designed by United Engineers — not an imitation, but a distinct
improvement. Small — compact — dust-proof — trouble-proof. Least
wear on the records. Will last a lifetime. Richly finished in either
gold, silver or bronze. Furnished separately or complete vi^ith
United Spring or Electric Motors.
The United Tone Amplifier
Amazing tone volume of natural quality — as loud or as low as
operator wishes. Enough volume for large theatre or dance hall,
or as soft as desired for the home. All tones and necessary over-
tones of all instruments and voices faithfully reproduced. Fool-
proof in construction. Simply snap current on and off to operate.
The phonograph of today and the future is the electrically-
amplified machine. Again United leads. Wonderful op-
portunity to put new life into your phonograph business.
WRITE FOR PRICES
PHONOGRAPH DIVISION
UNITED AIR CLEANER CO.
9702 Cottage Grove Ave.
Chieago, Illinois
70
The Talking Machine World, New York, December, 1927
Year Just Closing Was Most Profitable
in the History of the St. Louis Trade
Increases This Year Over Last Range From 1 5 Per Cent to 50 Per Cent, According to Reports
of Dealers— Entire Trade in Optimistic Frame of Mind as Year-end Rush Starts
St. Louis, Mo., December 7.— The year of 1927
has proved one of the most profitable in the
history of the talking machine and allied trades,
at least insofar as the St. Louis district is con-
cerned, according to the consensus of opinions
expressed by officials of the trade. Despite the
numerous calamities that overtool; the nation
during the year now drawing to a close, includ-
ing the ]\lississippi Valley flood, the tornado
and other similar disasters, local dealers report
that the volume of business handled by the five
leading lines had surpassed their most sanguine
hopes, and that with a continuance of the pres-
ent heavy demand for the balance of the year.
STEWART-WARNER
cM.atched'^'Vnit 'Ttadio
I &n s
that will guide you
to Projit Town
Stop! Look! Listen!
Start fighi— it's half the finish. The road to Profit
Town suns with the manufacturer. What can he
do for vou? Siewari-Warner starts you with a name
and a line of merchandise that carry prestige and
real net profit.
Caution! Sharp Curve Ahead!
What line should you carry? There's a sharp curve!
Slow Down! ^ow many obsolete radios can you
recall? They took the investments of thousands of
Dealers. Play safe. Travel with Stewart-Warner
and you're in business to stay.
Down Grade Ahead!
Over stocking is as easy as going down hill. It
spells disaster for many. Stewan-Warner Dealers
carry a small, well-selected stock and draw on their
nearby exclusive Distributor as needed- Quick
turnover is the foundation for their succesi.
Change Gears! Steep Grade!
Some men won't be guided by the experience of
others. They stock up heavily with the products of
a comparatively new Company. Here is a dangerous
situation. The dealer doesn't know if he can make
the grade. Usually he lands at the bottoqi of the bill
with an unsaleable stock oo his hands.
Careful! Road Washed Out!
In spite of many warning signs, some dealers still
listen to the talk of long-discount salesmen. The
dealer who believes that long discounts on an un-
known line mean bigger profits must find a way to
get out of the hole the high-pressure salesman has
talked him into.
Look! Cross Road.'
Here's where the collisions occur — the crash be-
tween you and a next door competitor. Tragedy
for both is the usual result. T^ere are no cross
roads for Stewan-Warner Dealers — no "next door"
competitors. This danger is removed and the road
to Profit Town is clear.
Pro/it Town — Welcome To Our City
Any Stewart-Warner Dealer will tell you he is in
Profit Town. He wasn't sold by high pressure
methods. He weighed all the facts and selected
Stewart- Warner as the surest way. Why not investi-
gate the Stewart-Warner plan today. The franchise
in your territory may be available. Write us. We'll
send a road guide to Profit Town — the safe way —
the sure way — the Stewart- Warner way!
5JTEWAR.T. WARNER SPEEDOMETER CORP
GAG O . ILLINOIS
"TWE Sleuiarl-Warner
J. line ip complete tn
every detail — Receivert,
Reproducers and Tubes.
Prices on sets ranee from
$^0 10 S26}.io. There's
a model to fill every de-
mand 1
Left: Model 425 Repro^
duccr, $2 5
the percentage of increase registered by the
trade generally over 1926 would range from 15
to 50 per cent.
Report Big Sales Gains
Foremost in this respect was the Columbia
Phonograph Co., which reported that the month
of November, like the majority of those of the
current year, had shown a substantial gain over
the same month last year, and that for the
entire year their business would show an in-
crease of 50 per cent over 1926.
The local branch of the Brunswick Co. also
reported that November business was exceed-
ingly good, approximating 25 per cent more
than the same month last year, and that the
close of the present year should show an in-
crease of between 15 and 20 per cent over last
year.
The Artophone Corp., distributor of Okeli
records, announced that its 1927 business would
show a "tremendous" gain over 1926, while the
local offices of the Victor and Edison Cos. de-
clared that conditions were "excellent" and
"gratifying," respectively.
Direct Mail Aids Brunswick
Officials of the Brunswick Co. attributed a
goodly portion of the increase in their last
month's business to the extensive direct mail
campaign, the appearance of artists, and the
effective program of exploitation carried on
throughout the territory. The direct mail cam-
paign, alone, officials of the local branch de-
clared, had produced a total of twenty-six new
record accounts in the St. Louis territory dur-
ing the past fevkf weeks.
Capitalize Appearance of Artists
The company and dealers also carried on an
effective advertising campaign in St. Louis sim-
ultaneously with the appearance in the city of
Nick Lucas', the Brunswick Junior Record Star,
and Harry Richman, star of George White's
Scandals. Extensive window displays, stream-
ers, and newspaper advertising were resorted
to in an effort to capitalize upon the appear-
ances of the artists. An added factor- was the
appearance of many of the artists at the deal-
ers' stores during the month.
Victor dealers also report that the appear-
ance in St. Louis of Zez Confrey and His
Band and Ted Weems and other Victor record
artists had bolstered the sales of their records.
Hold Sales Conference
During the past month, E. F. Stevens, as-
sistant record sales manager of Chicago, and G.
Ritter, foreign record manager, conducted a
four-day sales conference at the local branch
of the Brunswick Co. The classes were con-
ducted for the sales organization of the local
branch and were productive of much good, ac-
cording to A. E. Brown, local manager. The
company also announced tliat its Memphis
headquarters are now in the process of being
expanded and that R. N. McCormick, formerly
assistant manager at St. Louis, had been trans-
ferred to that division. O. M. Fisk, formerly
the lUinois-iVIissouri representative of the com-
pany, had been named to succeed Mr. Mc-
Cormick.
N. M. Smith Calls on Trade
During the past month N. M. Smith, manager
of the local branch of the Columbia Co., visited
the Sterling Radio Co. at Kansas City and the
Harbour-Longmire Co. of Oklahoma City, Co-
lumbia jobbers. He reported that the demand
for Columbia products in this section is con-
tinuing unabated.
Artophone Corp. Expanding
To provide for expanding line of portables,
the Artophone Corp. is making extensive alter-
ations to its portable plant in St. Louis. The
company recently increased its exploitation de-
partment for Okeh records to four men and has
added five new outside salesmen to the present
force. The company also announced that the
production of small goods during the past
month has been trebled and that the output of
new cabinet models is exceeding expectations.
Edwin Schiele, president of the Artophone
Corp., has just returned home from an exten-
sive trip East in an effort to establish new
trade connections for Artophone's line of
phonographs, portables and other smaller in-
struments.
Crosley Jobbers and Dealers Discuss Plans
Seventy Crosley radio distributors and deal-
ers were guests Tuesday, November 25, at a din-
ner at the Hotel Claridge, at which advertis-
ing and mercliandising of Crosley radio sets and
speakers were discussed. F. L. Ray, territorial
representative of the Crosley Radio Corp. of
Cincinnati, was the principal speaker at the
meeting, which was also addressed by L. P.
Harris, sales manager of the Benwood-Linze
Co., Crosley distributor, and R. J. Lickiss, sales
manager of Geller, Ward & Hasner Co., also a
Crosley distributor.
H. R. Fletcher Ends Record-
Breaking Business Trip
Vice-President and Director of Sales of Algon-
quin Electric Co. Covered Extensive Territory
in Quick Tour — Broadcast Talks a Feature
H. R. Fletcher, vice-president and director of
sales of the Algonquin Electric Co., recently
returned to his desk from an extended trip to
jobbing and distributing centers throughout the
country in the interest of the new Thermiodyne
receiver and Algonquin speaker. It was a rec-
ord-breaking trip, according to Mr. Fletcher,
from a standpoint of territory covered in a
given length of time, much of his traveling
having been done by airplane. Several talks
by the Algonquin executive from Western
broadcasting stations featured his trip.
Mr. Fletcher announced that he had in-
augurated a special co-operative sales promotion
plan with Algonquin distributors and dealers
which will tend to make a successful year even
more satisfactory. Additional manufacturing
and merchandising plans for 1928 will shortly
be announced to the trade, according to Mr.
Fletcher.
Fred Rich and His Hotel Astor Orchestra,
Columbia artists, sail December 16 by "S. S.
.Paris" for England.
PHONOGRAPH
MOTORS
WIDE variety of
Motors made by
Hermann Thorens,
Ste. Croix, Switzer-
land, Manufacturer
of Europe'8 most
celebrated phono-
graph motor.
High quality — rea-
sonably priced. In
diflFerent capacities,
playing up to 10
records.
THORENS, Inc.
Sole Distributors for U. S. A.
450 Fourth Ave. New York City
The Tahmg Machine World, Nezu York, December, 1927
71
TODAY
Everyone wants an ELECTRIC radio set
^^A^^ and ^^B^' units will make any radio
set an electrically operated set!
No Acids
No Liquids
No Hum
Quaranteed
to give
complete
satisfaction
For big business and big profits nowy electrify all
the radio sets in your town with Majestic units*
Both ^*A" and "B^* Power units and the set con-
trolled by one switch* Only one light socket
connection needed*
GRIGSBY-GRUNOW-HINDS CO*, 4540 Armitage Ave*, Chicago
JOHN H.WILSON, Manager
324\VASniNGTON SI,BOSroN,MASS
ENGLAND
Many New England Dealers Report Marked
Increase in Sales Volume During November
Dealers in Flooded Regions Getting Back to Normalcy — Brunswick Price Reduction Stimulates
Sales — F. D. Pitts Co. Does Brisk Business — Atwater Kent and Sonora Sales Gain
Boston, Mass., December 10. — About one half
the dealers in Greater Boston report a marked
improvement in November business over the
previous month and .similarly an improvement
over November of a year ago, although there
are those who fell somewhat behind in the rela-
tive business. Local wholesalers and dealers
have been especially interested to know how
those in the flood sections of New England
fared in the catastrophe of a few weeks ago,
but a careful canvass discloses that while many
of them suffered considerably they are getting
on their feet. There has been a general dis-
position on the part of the jobbers to give the
dealers every possible consideration in their
effort to get back to normal again.
F. D. Pitts Co. Rushed
The F. D. Pitts Co., Inc., which is now
recognized as among the leaders in radio dis-
tribution and whose warerooms at 219 Co-
lumbus avenue are a veritable hive of industry,
may be said literally to be working night and
day. With something like 1,500 agencies in the
field and a small army of traveling men it
would seem that the house could not possibly
be busier than it is at present. This, of course,
simply means that the Kellogg products are
rapidly growing in popularity. Just at this time
interest of the concern is focussed on the Kel-
logg table model of which the Pitts Co. can-
not get enough to supply the demand.
Atwater Kent and Sonora Sales Grow
The J. H. Burke Co. is meeting with enor-
mous success in handling the Atwater Kent
line of radios, and the A. C. sets especially are
in great demand, an interesting expectancy be-
ing noticeable among all the dealers. Mean-i
while unseasonable weather has been playing
its part and in general business may be said to
be spotty with the exception of special lines.
Orders are piling up and if the supply was
enough to meet the demand the house would
feel well satisfied, but this state of affairs has
not eventuated as yet.
The Sonora Co., whose product has long been
the chief selling one of the Burke Co., is now
in the market with its alternating current set
of radio and for this there is a popular demand.
Callers at the warerooms of the J. H. Burke
Co. have included George Coleman, of the Red
Lion Cabinet Co.; Herbert E. Young, the East-
ern representative for the Majestic Eliminator,
and Vernon W. Collamore, general sales man-
ager of the Atwater Kent Co.
Price Reduction on Brunswick
December 1 was an important day in the his-
tory of the Brunswick Co., and New England
Manager Harry L. Spencer has been getting
ready to meet the sudden demand incident to
the reduction of the price of Brunswick records.
In all the Brunswick agencies in New England
there was a very positive demand for the re-
duced prices, and local houses within the con-
fines of the city put out large display adver-
tisements in the daily papers announcing the
change in price.
One of the new accounts of the Brunswick
is Charles S. Norris, Inc., at 181 Tremont street.
This house, which is one of the leading piano
houses of the city, has a most advantageous
location and since the announcement of the re-
duction the warerooms have been enjoying a
notably big business.
W. S. Parks Predicts Prosperous 1928
The good news from the' New England
branch of the Columbia Co. is that thus far the
1927 increase over the same period of 1926 has
been 69.1 per cent and with the increase an-
ticipated for December by Manager W. S.
Parks the twelve months should make a show-
ing that he well may be proud of. Manager
Parks says of 1928: "We look forward to the
new year with an enthusiasm we have never
known before." Mr. Parks has just returned
from New York, where he learned, at the Co-
lumbia's executive offices, something of the
company's plans for 1928, which plans as usual
are based on the needs of dealers.
The Columbia-Kolster combination has been
carefully inspected by many New England
dealers, all of whom pronounce it a marvelous
reproducing instrument and when used as a
loud speaker for radio, distant stations can be
heard and enjoyed to the same extent as local
stations. The local headquarters have many un-
filled orders for this model.
Assistant Manager Fleming, of the Columbia
Co., has just returned from the flooded section
of Vermont and New Hampshire, where he
talked with a number of Columbia dealers with
regard to conditions. Mr. Fleming was sur-
prised at the determined spirit of the people of
the stricken area who are pushing ahead with
their reconstruction program.
News Gleanings
Local bits of news from the Columbia head-
quarters are that Manager Parks is sporting
a new hunting jacket, but because of the many
fatalities to deer hunters he will confine his
marksmanship to the shooting galleries; that
Arthur Tucker, a tenor at the Park Street
Church, has just purchased a Kolster repro-
ducing instrument and is most enthusiastic over
it; that George L. Donnelly, the Columbia field
representative, has lately added a number of
new accounts to his territory; that Dave Bed-
rick, a new addition to the Columbia's selling
force, was in the flooded section of Western
Massachusetts, but managed to get out just in
time; that Frank Fiumara, general Columbia
field representative, is the proud possessor of an
airedale puppy, which he plans to use to re-
trieve golf balls on the links.
Gramophone Go. Official Is
Guest of Victor Executive
Ian Cremieu-Javel, who is connected with the
artists department of the Gramophone Co.,
Ltd., London, England, is a visitor to this coun-
try, studying the American entertainment field.
Mr. Cremieu-Javel is at present stopping at
Camden, N. J., as the guest of Walter J. Staats,
vice-president of the Victor Talking Machine
Company.
Ben Selvin's orchestral release for Columbia,
''Among My Souvenirs," is a hit.
IITTING PRETTY
/or
1928
Oliver Ditson Co.
BOSTON
When have Victor dealers been in a better position to build up
great sales totals? Never.
The Victor line offers — and has available — instruments to meet
every demand and every purse — whether it be the portable or the
great combinations — while to go with them are records of sur-
passing excellence.
T)itson Service will keep that varied line complete
Chas. H. Ditson & Co.
NEW YORK
72
The Talking Machine World, New York, December, 1927
72
The Badger Automatic
Here are a few of the many testimonials from dealers
throughout the country:
^
H. C. Prange Co., Sheboygan, Wis., says: "The first coin oper-
ated Automatic Victrola was installed in an ice cream parlor in
the new Eagles Club building. The first week the receipts were
$82. For the balance of a period of about a month the receipts
averaged $7 per day."
Erbe-Hoffman Co., New Holstein, Wis.: "We have disposed of
ten coin-operated Automatic Victrolas. Receipts and results
have been most gratifying."
Kesselman-O'Driscoll Co., Milwaukee: "We have sold more
than twenty-five of the Badger's coin-operated Automatic Vic-
trola. In many instances, we have reports of receipts from
$5 to $10 per day. Since you have supplied us with these
instruments with the beautiful glass panel in the door, sales
have been much easier, and where installed, receipts have
materially increased. Any man with a Victor dealer agency
who does not get after this business is missing a great bet. We
are planning for 1928 business now, and expect to exceed
$75,000 on the Badger's coin-operated Victrolas."
Edmund Gram Co., Milwaukee, Wis.: "We are very much
pleased with the results we have had with the sale of the coin
operated (nickel-in-the-slot) Automatic Victrolas. Not only are
we pleased but in every instance the purchasers have not only
been gratified with results, but they have given their patrons a
better and more varied program of music than was possible in
any other manner."
Kops Piano House, Great Falls, Mont., writes as follows: "It
may be interesting for you to know that we recently sold the
Manhattan Cafe, Otto Powell, proprietor, here at Great Falls
one of the Automatic machines we received from you, equipped
with a dime slot. We opened it yesterday after he had used it
just one month and took out exactly $124.60 in dimes. In
addition to the money received we might say that he used the
machine considerably without the coin attachment being on.
We think this is a wonderful business if properly pushed."
Coiii'Operated
Orthophonic
Victrola
■Jl Every restaurant, dining room,
road house, ice cream parlor and
dance hall is a live prospect
for this "self-supporting instru-
ment.
Owners everywhere are enthu-
siastic about the money-making
possibilities ..... and the
exceptional music produced by
this remarkable instrument.
Only on the BADGER Auto-
matic can you get ALL the
worth-while features that make
for complete success.
Dealers in both large and small
communities can successfully
market this unique Victrola.
Victor Dealers:
Write for Prices
and Detailed Information
Badger Talking Machine Co,
Wholesale Distributors for Victor Talking Machine Co,
191 Fourth Street, Milwaukee, Wise.
T. Harry Thompson Discusses Ways
of Exploiting tlie Victrola Electrola
In. Current Issue of Voice of the Victor Interesting Article Tells of Sales Possibilities of
Instrument — Suggests Providing or Renting the Electrola to Furnish Music at Dances
A new sales field was analyzed in an inter-
esting article by T. Harry Thompson, under
the title "If I Were Running a Dance," which
appeared in the current issue of The Voice of
the Victor, the informative dealer publication
of the Victor Talking Machine Co. The article
follows:
"How many of you fellows remember the old
high-school days when you were Chairman of
the Dance Committee? Raise your hand! It
was up to you to see that the annual hop was
a splendiferous affair, both socially and (yes,
yes!) financially. You arranged for the hiring
of the Odd Fellows Hall. (An extra charge
after midnight!) You made up the physical
program, with the help of your committee, and
finally satisfied everybody that there were
enough two-steps, particularly considering the
Paul Jones just before the intermission.
"You rented a punch-bowl and glasses, saw
that there was plenty of grape juice and ice
and oranges, and ordered enough ice-cream and
lady-fingers to go around. You had several
sessions with the printer, and. between you,
got out a program that was simply gorgeous
with tassels and pencils in the school colors.
But the real success of the evening depended
on the orchestra, didn't it? I mean, aside from
the old worry about whether you would make
expenses or not. You wanted 'good, snappy
music,' even in those days. And sometimes it
was good and sometimes you felt like apologiz-
ing for it.
"The essentials of running a successful dance
haven't changed much since those days. The
chief ingredient in the making of a successful
dance remains — the music! At the risk of
being dismissed from the Trap-Drummers'
Union, I'm going to tell you what I would do
for music if I were running a dance to-day.
"I would talk to my local Victor dealer and
ask him if he would be willing to rent me one
of those wonderful new Victor Electrolas and
a batch of good Victor records. I know that
an Electrola with one of the new power-units
would fill the largest hall with music — and I
would have a glorious dance program by the
best musical organizations in America:
Paul Whiteman and His Orchestra. Roger Wolfe Kahn
and His Orchestra, George Olsen and His Music, Coon-
Sanders Orchestra, Ted Weems and His Orchestra, War-
ing's Pennsylvanians, Charles Dornberger, Jan Garber and
His Orchestra. Johnny Hamp's Kentucky Serenaders.
"And my orchestras, gentlemen, wouldn't be
fidgeting to catch the 12:15 back to the city.
They would be generous with encores, and
would play till 2 or 3 the nejct-merning, if we
wanted them to, at no extra charge! Such
music, too!
"During intermission I would have Frank
Crumit sing 'Frankie and Johnnie' and Gene
Austin would entertain us with 'Muddy Water.'
I would have Paul Whiteman's Concert Or-
cliestra play Gershwin's 'Rhapsody in Blue'
and that melodious number Mr. Whiteman
discovered in Vienna, 'When Day Is Done.' I'd
like to bet that my 'Victor' dance would be
the hit of the season!
"Now this just needs somebody to start it.
When the public once realizes that the Elec-
trola can give them better music for less money
you are going to see this amazing instrument
called upon more and more, for every occasion
where music is an important factor of the
program.
"How many dancing schools are there in
your town? How many lodge rooms where
music is part of the ritual? How many tea-
rooms and roadhouses where music is essential,
either for dancing or as a pleasant background
for conversation? These and other public and
semi-public places are certainly logical pros-
pects for an Electrola. And you surely know
of some people who are going to give a dance.
Why not approach them on the proposition
of renting an Electrola for an evening? Or, if
you feel there is sufficient advertising in it for
your store, why not ofTer to furnish an Elec-
trola and some records for a dance — . . .
stipulating that there should be mention in the
program or somewhere that the music is by
courtesy of the John Smith Victrola Shop?
We're going to see this some day, men. Why
not be the first to start it in your town?"
Large Amount of Cash Business Being
Done by Dealers in Cincinnati Territory
Disbursement of Christmas Saving Fund Money Is Believed to Be Reason for This Favorable
Type of Business — Brunswick Co. Representatives Hold Sales Meeting
CiNCiNN.\Ti, O., December 8. — Dealers in talk-
ing machines report that at this time th 
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